YUMA, AZ - As an entry point for consumers and buyers alike, a website is a handy tool to have in your back pocket. Luckily for Bard Valley Natural Delights®, the company recently launched its newly designed website to better communicate its products and message to a more diverse demographic.

“As the largest provider of Medjool dates in the country, we want to be the best resource for people when learning about growing practices, product usage, and how to find Natural Delights,” said David Baxter, Director of Marketing. “Our website refresh gives us the opportunity to use insights that will not only help us deliver better content, but also work more closely with retail partners to ensure that shoppers are able to find the products they want at their local stores.”

According to a press release, the updated website now focuses on grower stories, the health benefits of Medjool dates, and product usage for every lifestyle. Not only does the website look new, it boasts of effective analytics tools to understand who is visiting the site and what is drawing them in. The insights from these robust analytics will allow the brand to optimize content, targeting, and communication for the most effective marketing across all platforms.

Additionally, an updated store locator helps shoppers find products at retail locations—a tool that will further help Natural Delights drive shoppers to retail.

“We want people to see themselves in the stories that are shared on our new website,” added Baxter. “We want the young mom to feel empowered, the athlete to feel confident, and the college student to feel connected when they reach for our products, and this website is an extension of that vision.”

The company’s new Sweet Sunshine blog will also act as a resource to deliver relevant and helpful content to readers. Natural Delights will make these posts accessible through an e-newsletter as well, allowing for even more brand penetration.

We’ll continue to track the latest news across the industry, so stay tuned to us here at AndNowUKnow.

Bard Valley Natural Delights®

VIDALIA, GA - Vidalia^® Onion season is off to the races—quite literally. The Vidalia Onion Committee (VOC) has announced that America’s “favorite sweet onion” will now be served at “America’s Greatest Race,” making their way onto the official menu for the 2021 Kentucky Derby^®.

“After a year that has been challenging for all of us, we hope our first-ever partnership with the Kentucky Derby will serve as a tiny beacon of normal life by bringing together two of the country’s beloved ‘rites of spring,’” said VOC Chairman Aries Haygood. “We are honored to be part of the official menu of this year’s Derby.”

Vidalia onions will take the spotlight in several dishes of the official Derby menu, according to a press release. Some of the featured dishes include Chicken with Vidalia Onion and Mushroom Sauce as well as Vidalia Onion, Bourbon Sorghum Vinaigrette on a Black-Eyed Pea Salad. To explore them, click here.

“Like chefs and home cooks across the country, I know there is nothing else to compare to the sweet, mild flavor of Vidalia onions,” said Churchill Down’s Executive Chef David Danielson, the culinary artist behind the annual Kentucky Derby official menu. “We think this year’s Derby fans are going to love the items on the menu that feature Vidalia onions.”

Just like the Kentucky Derby, Vidalia onions have become an American favorite after first being discovered in the 1930s. In 1989, the U.S. Department of Agriculture provided federal protection to the onion and created the VOC to support marketing and research.

In 1992, Georgia became the official owner of the Vidalia onion trademark, and today the celebrated onion has made its way to one of the most famous sporting events in the nation. What a rich history for such a delicious onion.

For more exciting news from across industry, stick with AndNowUKnow.

Vidalia® Onion Committee

WASHINGTON, DC, & NEWARK, DE - A landmark decision to unite the expertise of Produce Marketing Association (PMA) and United Fresh Produce Association rocked the industry a mere few minutes ago. Announcing their intention to merge the two operations, the trade associations are ramping up for a new era. Both of the association’s Boards of Directors reached an Agreement in Principle to create a new global trade association. The two associations will continue to operate as independent organizations through 2021, with the new association to be launched January 1, 2022.

Board Chairs Michael Muzyk of United Fresh and Dwight Ferguson of PMA released the following statement regarding the announcement.

“This Agreement reflects the ongoing commitment of both associations to deliver the highest level of value to members,” the statement reads. “Looking ahead, we believe we can accomplish that goal better together building on the synergies and experience of our expert staffs, complementary education programs and member services, and a stronger voice in advocating for our industries.”

The new association will combine the resources and expertise of both PMA and United Fresh to enhance member services, increase advocacy before government and the public, help members grow their businesses, and drive consumption of fresh produce and demand for floral products as a vital cornerstone of public health.

Over the past several months, PMA CEO Cathy Burns and United Fresh CEO Tom Stenzel have worked with a group of Board leaders from each association to develop the strategic commitments for the new association that will serve as the core of the Agreement in Principle.

A press release outlines them as follows:

• Commitment to serve all sectors of the global fresh produce and floral supply chains, growing global membership and participation
• Commitment to government advocacy and leadership to build and maintain a positive business climate in the United States and the North American market so critical to members’ success
• Commitment to global engagement with international bodies and allied organizations to promote free and fair trade, international harmonization of standards, and worldwide growth in consumption
• Commitment to providing expertise and business solutions in food safety, new technology, supply chain management, sustainability, leadership and talent development, business operations, marketing, and more
• Commitment to bringing all sectors of the diverse supply chain together to better understand our interconnections and support efficiency and profitability throughout the chain
• Commitment to enhance business-to-business sales and marketing connections across the produce and floral supply chains
• Commitment to demand creation to inspire consumers to embrace produce and floral products as essential parts of their lives, while increasing profitable sales of members’ products

The new association will be led jointly by Burns and Stenzel as Co-CEOs throughout 2022. After that time, Burns will become the sole CEO.

“Through my 28 years of service to our industry, I have long recognized the potential synergies of our groups building something powerful together,” Stenzel said. “It is gratifying to me several years before my retirement to find a strong and committed partner in Cathy who also believes in this shared vision. I’m looking forward to launching this new organization together, setting the stage to enhance member value while driving greater produce consumption in the years ahead.”

Burns also had a statement prepared in regards to this move.

“By joining forces, we will continue to support our members with the services, insights, and connections they seek to grow their businesses while ensuring our role and voice as an industry has an even greater impact,” Burns stated. “Tom has been a great partner, and I truly appreciate his deep history, knowledge, and care for our industry. We, along with our talented teams, look forward to leveraging our strengths to serve our diverse and complex supply chain. I am so proud and honored to serve the produce and floral community at such a pivotal time in our history.”

Throughout the upcoming months, Burns and Stenzel will work with their staff teams and Board leaders to build out the new organization. Both associations will begin sharing their expertise and promoting participation in each other’s events and programs. It is anticipated that the volunteer leadership, governance and membership structure, and 2022 business plan for the new association will be in place and shared with the membership in the fall of 2021.

AndNowUKnow will continue to bring you the latest breaking news, so be sure to keep your eyes peeled for our newsletter blasts.

Produce Marketing Association United Fresh Produce Association

CHICAGO, IL - Table grapes are an enormous category—and they continue to be a sales driver for retail partners across the supply chain. In order to ensure that the highest quality grapes are making it to market, Hazel Technologies, Inc. offers its patented technology to the benefit of both suppliers and buyers.

“The primary result of using Hazel® technology is stem quality protection. This means that grape stems, also known as racchis, protected by Hazel’s products retain green color and turgidity for a longer period of time,” explained Pat Flynn, Chief Marketing Officer and Co-Founder. “Maintaining healthy stems for longer is important because stem appearance is the #1 factor most consumers consider in determining how fresh the grapes are.”

The ease in which growers can add Hazel’s technology for grapes cannot be overstated, as all it takes is placing the Hazel Tech® sachet in the box at the time of packing. Academically validated, USDA-funded, and extremely easy to use—that’s a must-have solution, if you ask me.

Additionally, new table grape varieties require more care, but with Hazel’s solutions on your side, it’s never been easier.

“The most popular new table grape varieties have an excellent taste profile and are growing each year in market share. One challenge with many new table grape varieties is that they are frequently known to have very delicate stems. As more growers implement Hazel's technology for grapes, they will be able to store and ship varieties with more fragile stems with higher quality,” Pat noted. “This new level of quality ‘assurance ultimately increases grower returns and the consumer eating experience.”

Building out its supply-side partnerships, Hazel Technologies has become a trusted industry partner due to its ability to tailor solutions based on category.

“Our mission at Hazel is to deliver cutting-edge products that improve the quality of food for every person involved, from growers to consumers,” Pat shared. “We break this process into three parts: discover, innovate, and deliver. We were founded by Ph.D. chemists and engineers. We believe in always experimenting and discovering new technology variations with new categories. Once we see interesting results, we partner with leading growers, retailers, and academic institutions to conduct research. Finally, for the technologies with the best industry response, we deliver!”

We’ll continue to hunt down the innovations that will make for buy- and supply-side success, so stay tuned.

Hazel Technologies

FRESNO, CA - In this industry, there is enough sweetness to keep the world going round. But there is no sweeter victory than that of adding a new product to your portfolio. Trinity Fruit Company is reminding us all how sweet it can be in the produce industry, recently introducing its new Big Honeys®-branded Dekopon mandarins.

“We are very excited to add this new item to our portfolio!” said Angela Hernandez, Director of Marketing. “Big Honeys are what they sound like: they’re BIG in size, BUZZING with flavor, and have a distinctive skin and shape that makes them easy to peel, thus looking like a honey bell! We hope consumers enjoy this delicious piece of fruit as much as we have, from farming to getting it onto store shelves.”

The Dekopon variety is not new to the market, but it is new to Trinity and hit retail shelves under the grower's new Big Honeys brand. The variety became available in February, and supplies will last through April.

“Consumers seem to be more attuned to healthy consumption and vitamin C intake,” Angela continued. “The great thing about this fruit is that one medium-sized Big Honeys mandarin can give consumers their daily vitamin C intake. We also love to give consumers other options of fruit to consume and experiment with!”

Not only will this variety bring diversity to shopping carts, but it will serve retailers with new opportunities to capture the attention of consumers in the produce aisle. The offering is an extension of Trinity’s already vast citrus lineup—a great addition to its specialty mandarin program, which only continues to grow.

As more products hit the fresh produce aisle, keep reading us here at ANUK.

Trinity Fruit Company

BOISE, ID & SUNNYVALE, CA - What happens when you bring together the might of a leading retailer and the knowledge of a famous tech company? Innovation, that’s what. Today, Albertsons Companies and Google announced that they have entered into a multi-year partnership to change the face of grocery, making shopping easier and more convenient for consumers nationwide.

“Albertsons Cos. is continuing to transform into a modern retailer fit for the future, and we are leading the industry forward by providing the easiest and most exciting shopping experience for our customers,” said Chris Rupp, EVP and Chief Customer and Digital Officer at Albertsons Companies. “In bringing together Google’s technology expertise with our commitment to customer-centric innovation, we’re providing our customers with a superior shopping experience no matter how they choose to shop with us.”

The collaboration between Google and Albertsons Companies has been ongoing behind the scenes over the past several years, according to a press release. Now, with the announcement of this new partnership, the duo will debut several new enhancements to boost the shopping process.

Currently, Albertsons is engaged with a number of teams at Google covering a wide range of technologies aimed to improve the consumer experience. Together, the pair is working on integrating Google Search and Maps to help shoppers easily find what they need, making it easier to shop using Google Pay, and infusing Google Cloud AI technologies to create a predictive grocery engine.

“Albertsons Companies is leading the way in bringing innovative technologies to the grocery store digital and physical aisles,” said Carrie Tharp, VP of Retail and Consumer, Google Cloud. “We’re proud to partner with Albertsons Companies to streamline processes and power innovative shopping experiences for customers. The unique strategic and technical collaboration at the heart of the Google and Albertsons partnership sets the stage for sustained post-pandemic transformation and momentum that will become clear to customers in both the near- and long-term.”

Other planned innovations under this new partnership include:

• Shoppable maps with dynamic hyperlocal features
• AI-powered conversational commerce
• Predictive grocery list building

Additionally, the partners are making it easier for customers to order groceries for pickup and delivery by providing helpful information about online ordering from many Albertsons Companies' stores directly within mobile search. This technology will be added to Google Maps later this year.

What other innovations will spur from this new partnership? Keep reading AndNowUKnow for the answers.

Albertsons Google

BRENTWOOD, MO - Get your Twitter fingers ready! A valuable discussion will be taking place on the social media site, as fresh produce purveyors from near and far will gather virtually to meld minds and share ideas. The Produce For Better Health Foundation recently announced it has teamed up with Red Sun Farms and Lori Taylor of The Produce Moms^® to host a live #HaveAPlant tweet chat on Wednesday, March 31.

The Twitter event will be hosted by the noteworthy entrepreneur Lori Taylor, Founder and Chief Executive Officer of The Produce Moms, according to a recent press release. The Spring Have A Plant^® Tweet Chat is in celebration of PBH’s April theme, Plants With A Purpose, as well as Earth Day, which takes place on April 22.

Attendees can tap into the chat to engage with fellow fresh produce advocates and share their expertise with consumers everywhere. Ideas shared during the chat will include tips, recipes, branding ideas, and more.

PBH’s Have a Plant Movement launched nearly two years ago in an effort to improve fruit and vegetable consumption amongst consumers through the use of emotion-based messaging. The movement has reached millions of consumers throughout 2020 alone, and received nearly 500 million social media impressions. Most recently, the foundation unveiled several new strategies to attract Gen Z and Millennial consumers with the release of its new 2021 Member Engagement Prospectus.

To prepare yourself for this exciting event, you can download the Plants With A Purpose Have A Plant^® Tweet Chat questions here.

ANUK will continue to report on all the latest news in the fresh produce industry, so keep clicking back.

Produce For Better Health Foundation The Produce Moms Red Sun Farms

LOS ALAMITOS, CA - Throughout March, we here at AndNowUKnow were happy to celebrate Women’s History Month. And now that it is drawing to a close, what better send off than the announcement that Frieda’s Specialty Produce will be celebrating its 59^th anniversary? Coinciding with this landmark anniversary is the release of the book Try It! How Frieda Caplan Changed the Way We Eat, honoring its legendary Founder, Frieda Caplan. This marvel by author Mara Rockliff and Beach Lane Books—an imprint of Simon & Schuster—is a new children’s picture book that everyone should get there eyes on, no matter your age!

“My mother always believed in thinking outside the produce box,” says Karen Caplan, CEO and President of Frieda’s. “In fact, my favorite story is how she was approached by a produce manager to locate what is now known as kiwifruit. She managed to get the first shipment on grocery store shelves, and, as they say, the rest is marketing history.”

The book is authored by Mara Rockliff and illustrated by Giselle Potter, as noted by the company in a release. Both artists have worked to bring to life Frieda’s impactful legacy on the page, honoring the changes she imparted on not only the fresh produce industry, but the world as she worked to change the way Americans ate.

“TRY IT! is what Frieda Caplan did,” said Rockliff. “When she started selling produce in the 1950s, there were no women doing what she did. She could have given up and gone home, or she could have followed the men’s lead and sold the same old apples and bananas and potatoes and tomatoes. Instead, she decided to try something new, and she changed the whole industry.”

The book details Frieda’s differentiation of her products and building a niche through clever naming, clear labeling, customer education, and the promotion of interesting recipes—all of which remain an integral part of the company today.

TRY IT! Has already received fantastic reviews and is a great way to inspire the next generation. The book is available to buy online, here.

In addition to the inspiring book being published, Frieda’s will also be celebrating Love Your Produce Manager^® Day on April 2. This holiday is the perfect opportunity to recognize the incredible work done by the unsung heroes of produce and honor their knowledge, work, and ability to go above and beyond even during the toughest times.

So, don’t forget to pay tribute to Produce Managers everywhere.

For more updates from across the fresh produce industry, stick with ANUK.

Frieda's

DALLAS, TX - Sitting down to write this recap was much like working to remember steps I haven’t danced in a while. In doing so, the words of the Texas International Produce Association’s (TIPA) Dante Galeazzi echoed.

“This is a year of firsts. This is my first show wearing masks; my first show not knowing whether to go in for a hug, a fist bump, or a handshake,” the association’s President and Chief Executive Officer shared at last Saturday’s keynote luncheon.

More than 1,200 came out to participate in that first—not only one of the first in-person gatherings for fresh produce since the global-wide shutdowns of 2020 took place, but also Viva Fresh's Dallas debut.

To set a safe zone for all levels of comfort, attendees were offered a color code system of name badges (red for maximum distance and masks at all times, yellow for medium distance, green for lesser distance needed and willingness to remove masks for longer periods of time) as well as tables color coded to badge preferences where everyone was gathered, such as breakfast or lunch.

“Viva Fresh met the moment by providing yet another new normal that was comfortable and navigable for all. I’m proud that Viva Fresh and TIPA are clearing the path for a return to face-to-face business and networking in a responsible and productive format,” April Flowers, Marketing Director for Lone Star Citrus, shared with me.

April played a role in that format, specifically for the women of our industry, as Chairperson for TIPA’s In Bloom program, planning a Grow Your Network event with Co-Chair, Michelle Cortez.

“The women of In Bloom were beyond excited to finally meet again at the Grow Your Network event. After a year-long hiatus on in-person events, we are back to doing what matters most: supporting and connecting produce women. The Grow Your Network event provided scaffolded conversations with other industry women on a variety of topics that extended far beyond basic business,” April said. “While there are plenty of people we can do business with and some we should do business with, it was our goal to connect women with those they will want to do business with. We hope all who attended made memorable connections with other women, and we look forward to seeing the new business and personal relationships that grow from this event.”

In addition to In Bloom, attendees as a whole mixed and mingled safely and at their comfort while playing in the now “semi-annual” golf tournament—as Dante put it—a draw so strong TIPA ended up opening a second course to accommodate all desired players.

If exhibitors and buyers didn’t connect on the green, chances were many show floor interactions were still reunions from the previous 24 hours. Turnouts were strong not only for the VIP and General Welcome Receptions, but also the Buyer Speed Meeting Sessions that took place just before the expo opened.

“I really enjoyed the 2021 Viva Fresh show. The Viva Fresh team did a great job of planning and taking the proper precautions to make the show as safe and productive as possible,” Joseph Bunting, Produce Business Director for United Supermarkets, said. “We were able to make some great connections and find some new ideas to continue to drive our business forward. We look forward to attending this show again next year!”

Jacob Fox, Sales at Fox Packaging, also had words to share regarding the show.

“Having the opportunity to come out to showcase our product and see our customers and friends in person has been such a rewarding experience. Our team is thankful to TIPA for organizing an engaging, safe convention of our industry,” Jacob noted.

And as we approached the final hours, the keynote luncheon offered a safe space to listen in on the success story for the second annual Clean Eating Challenge, direct from Dr. Ian Smith. With him, we saw successful peers of our industry who took up the challenge, all of whom shared a few words of wisdom on how we all can walk the walk of fresh produce purveyors.

The finale was, of course, the expo itself. TIPA actively coordinated admittance to avoid crowding, and once everyone was inside, I was surprised by the way things fell into place. While space was given, the hours saw more and more a “normal” show, save the masks, and an air of enthusiasm I can only attribute to an industry that missed its people.

Foodservice and retail operators from near and far followed up with new and old acquaintances. Among the many buyers were representatives from H-E-B and United Supermarkets, Albertsons, Harps Foods, Home Chef, and many more. I imagine, going off my own conversations, everyone had more to discuss than ever before!

“Our industry relies on personal networks. As a relationship business, the safety of our attendees was our number one priority as we discussed the possibility of bringing everyone together in 2021,” Dante concluded. “I am truly filled with pride that we were able to deliver the hospitality Viva Fresh is known for and hope our attendees felt comfort in the measures we introduced while enjoying one of the first in-person shows in over a year.”

Everything is still very different from what we once knew, but the steps were still there to be remembered, and together we will figure out how to continue to move forward.

As this unique Viva Fresh proved, no one knows how to do that better than the produce industry.

Texas International Produce Association

ORLANDO, FL - Four new salad kit options are headed to retailers, as Fresh Express® recently announced new product additions to its value-added salad line.

“Throughout the past year, we’ve seen that consumers are increasingly looking to add convenience and flavor to their at-home meals without sacrificing quality,” said Fabian Pereira, Vice President of Marketing and Innovation. “Our new salad kits combine premium ingredients like honey butter cornbread crisps and smoked bacon with fresh, crisp lettuce and vegetables to make it easy for consumers to enjoy a chef-crafted and nutritious meal with minimal time spent in the kitchen.”

These new products include Bacon Thousand Island and Kickin’ Bacon Ranch Chopped Salad Kits, as well as Italian Balsamic and Spinach & Bacon Salad Kits. According to a press release, the introduction of these new recipes provides shoppers with more variety—a benefit for retailers looking to bolster their buy-side differentiation.

The product breakdown is as follows:

• Bacon Thousand Island: Fresh iceberg and green leaf lettuce layered with unique sweet and savory ingredients including honey butter cornbread crisps, Parmesan cheese crisps, smoked uncured bacon bits, and a creamy Thousand Island dressing
• Kickin’ Bacon Ranch: Garden-fresh green leaf lettuce, green and red cabbage, carrots, and green onions finished with a touch of heat and zesty flavor from Jalapeno Ranch dressing, topped with tortilla strips and crispy uncured bacon bits
• Italian Balsamic: Fresh iceberg, green leaf lettuce, and radicchio tossed with a White Balsamic Vinaigrette, focaccia croutons, and an Italian three-cheese blend
• Spinach & Bacon: Vibrant and tender baby spinach and spring mix combined with red cabbage, carrots, mesquite-smoked slivered almonds, smoked uncured bacon bits, and a Sweet Onion Dijon dressing

These kits have already been adopted by retailers such as Albertsons, Safeway, Hannaford, Food Lion and Harris Teeter. Will you be next?

Keep reading us here at AndNowUKnow as we plumb the depths of product development.

Fresh Express®