CHELAN, WA - With a name like Rockit™, there’s no telling how far Chelan Fresh’s miniature-sized apple will go. Produce aisles across the country? Obviously. On field trips, as school lunches, and inside office snacks around the world? I’d bet yes. Austin, Texas, for the celebrated South by Southwest (SXSW) Wellness Expo? Well, hey howdy ho, I told you there’s no telling how far this lil’ apple will go!

On March 14-15, the Rockit apple will make its debut on the SXSW stage, appearing at the revered and trendy event—which will be taking place at the Palmer Events Center in Austin, Texas—for the very first time.

“We are thrilled to be a part of such an impactful event that is home to the discovery of the latest and greatest products within the wellness industry,” said Julie DeJarnatt, Director of Retail Strategy for Chelan Fresh.

According to a press release, thousands of apples will be on display at the Rockit Apple booth (#337) for attendees to sample. Dawn Jackson Blatner, a registered dietitian and award-winning author of The Flexitarian Diet, will also be conducting a book signing at SXSW, during which she’ll engage with SXSW attendees on the benefits of consuming Rockit apples.

“We can’t wait for showgoers to have the opportunity to see and taste the difference when it comes to our apples and chat with Dawn about the nutrition benefits that our mini product offers,” DeJarnatt continued.

A healthy and naturally sweet miniature-sized apple, the Rockit is perfect for youngins, oldins, and everyone in between looking for an on-the-go treat. The Rockit is also taking shape as a key variety in the burgeoning wellness industry, as its health benefits are great for fueling the mind, body, and soul.

As more fresh produce varieties travel to new markets, top-notch shows and events, and into the hearts of more consumers, AndNowUKnow will continue to report.

Chelan Fresh

CINCINNATI, OH - Forget the lead-up to Valentine’s Day, this week was a certifiable standout for our industry’s marketers—with BrandStorm™ and now Kroger making major advancements for those on the front lines of merchandising, packaging, and marketing innovation. Kroger’s media advertising business, Kroger Precision Marketing (KPM), unveiled a new investment that is only helping brands further streamline, optimize, and improve their own marketing efforts.

"Kroger has created a seamless commerce experience for shopping in-store or online for pick-up or delivery. And brands advertise on Kroger Precision Marketing because we can influence moments when shoppers are searching and discovering products and do so in an authentic way. We're committed to providing brands a fully transparent view of sales performance rather than just the typical novelty metrics of digital media," shared Cara Pratt, Vice President, Commercial and Product Strategy for Kroger Precision Marketing at 84.51°.

Kroger Precision Marketing is powered by Microsoft PromoteIQ and includes sponsored product listing ads and banner display ads on Kroger websites and mobile apps. According to a press release, Kroger's self-service advertising platform now allows brands to view in-store and online sales results attributed to advertising campaigns across Kroger properties collected by data science from KPM and Microsoft PromoteIQ technology.

"Together, Kroger Precision Marketing and Microsoft PromoteIQ are elevating the expectations marketers can and should have for retail media. The ability to connect onsite media activity to in-store purchases helps marketers understand in a granular way how their marketing efforts with Kroger Precision Marketing are driving tangible business outcomes," said Alex Sherman, Co-Founder and CEO of Microsoft PromoteIQ.

The technology used by KPM and Microsoft PromoteIQ provides marketers the ability to optimize media investment against actual return on ad spend, giving Kroger an edge in the rapidly growing retail media space.

"In a media industry with lots of ambiguity, Kroger Precision Marketing stands out by showing the true incremental impact of advertising, matching ad exposures to verified sales," said Pratt. "Our results are getting noticed by brand marketers and agencies alike, who are excited about our media assets that allow them to create a connection with customers throughout their path to purchase."

The latest development by Kroger’s self-service advertisement platform only builds on the work the retailer has been doing over the last couple of years. In particular, KPM has been a strong performer that has helped hundreds of Kroger suppliers run thousands of campaigns.

How else is Kroger helping its suppliers? As better-built brands continue to make their way to the front of the retailer’s produce aisle and beyond, AndNowUKnow will continue to keep an eye on the latest industry movements.

Kroger

ROTTERDAM, NETHERLANDS - It seemed that the sanctity of produce had been upheld for quite some time now, but alas, produce abusers strike again, this time in The Netherlands.

Recently, the NL Times reported that one thousand kilograms (for us here in the States, about 2,204 pounds) of cocaine was found hidden in a container loaded with bananas. Last week, customs officers found the illegal substance during a check at the port of Rotterdam, The Netherlands. The cargo arrived on a ship from Costa Rica, but the bananas were loaded in Ecuador.

The bananas were destined for a company in Portugal, but the Dutch authorities don’t believe the Portuguese company had anything to do with the drug trafficking. Needless to say, the drugs were confiscated and destroyed, and the HARC team, a collaboration of Customs, FIOD, Seaport Police, and the Public Prosecution Service in Rotterdam, is investigating.

I can speak for all banana lovers out there, when will our favorite fruit be safe?

AUSTIN, TX - Despite four consecutive years of wildly successful marketing events, United Fresh decided to switch things up this year by moving its fifth annual BrandStorm™ to Texas. Faster than you could say “marketing strategy,” the three-day event has come to an end with attendees of all calibers touting tons of new industry insights. From the BrandStorm Tour to educational sessions to an all-new idea submissions segment, we couldn’t wait to hear from the biggest names in produce about their BrandStorm 2020 experience.

“The fresh produce industry has seen significant growth in the development of both consumer and trade marketing programs,” said Tom Stenzel, United Fresh President and CEO. “As branding becomes more prevalent in fresh produce, and consumers grow more connected to the stories of the food they’re eating, it’s important that the marketing programs and messages we develop speak directly to their desires. Although sometimes hard to measure, marketing plays a critical role in the growth of business. What’s easier to measure is the regression of positive growth when marketing is missing from the equation.”

As sustainability is of increasing importance in the fresh produce industry, this year’s BrandStorm Tour honed in on successful sustainability initiatives based out of the Lone Star state. The tour was followed by the Exhibitor Storm Surge, during which the exhibitors addressed strategies to maximize the attendee experience. Day one culminated with a welcome reception sponsored by California Giant Berry Farms and Sunkist.

“This is my first BrandStorm and I can’t say enough about it,” began Ajit Saxena, Public Relations and Digital Marketing Manager, Mucci Farms. “I could tell by the discussions that the topics covered at the sessions are relevant to conversations that are happening in marketing departments across the industry. Having the opportunity to hear from thought leaders and being able to specifically network with marketing professionals that share similar challenges was particularly rewarding and beneficial for me.”

Day two kicked off with the event’s first keynote session in which Dr. Todd Dewett, a world-renowned authenticity leader, discussed how to achieve an authentic marketing presence. After several other keynote speakers said their piece, United Fresh’s signature X-Change Discussions began, giving attendees the opportunity to network and discuss best practices and marketing strategies.

"The best part of BrandStorm for me is the opportunity to network with some incredibly talented people in our industry, share ideas, explore opportunities to collaborate, and have the opportunity to open new doors,” Nicholas M. Pasculli, President and CEO, TMD Creative, said. “Additionally, the Wednesday morning session was an absolute home run. I pitched an idea for a new TV show to the Food Network's Debra Puchalla and Carla Hall and they loved it...who knows where that might lead."

On Wednesday, BrandStorm attendees and exhibitors gathered for a final day of marketing education and networking. The day began with a discussion on how to navigate the nuanced waters of food media and how we can optimize our influence. This segment was followed by another round of X-Change sessions and a sustainability keynote by Pete Pearson, Senior Director of Food Loss and Waste, World Wildlife Fund. The group ended by circling back to the very thing that brought them all together: marketing.

“BrandStorm continues to provide a platform for fresh produce marketers to focus on both career development, but also brand elevation through new strategies and tactics. This week’s attendees brought a passion for change to drive the industry further towards growing consumption of fresh produce,” added Mary Coppola, Vice President, Marketing and Communications, United Fresh Produce Association. “Coming out of this week, we are going to see more marketers taking risks to create new and out of the box strategies that will challenge and change the way we promote our brands.”

That’s a wrap for BrandStorm 2020! For those who were not in attendance, be sure to start making plans for BrandStorm 2021 as this is a can't-miss event. To keep reading all the latest news in fresh produce, keep a tab open for us at AndNowUknow.

United Fresh Produce Association

DUBLIN, CA - iTradeNetwork, one of the leading global providers of supply chain software for the food and beverage industry, has been conducting traceability pilot programs with retailers globally and domestically for a while now. In fact, the solutions provider recently stated that the results of the yearlong pilot program are not only in, but favorable—the company revealed that the program helped drive up profits by an average of 55 percent.

“From improving supply chain efficiencies and ensuring food safety to helping family farms, our traceability suite provides so many benefits to buyers, suppliers, and consumers alike,” said Rhonda Bassett-Spiers, CEO of iTradeNetwork. “It tracks commodities from field to fork, automates and accelerates receiving, improves shelf life, simplifies substitutions, and ultimately gives participants complete transparency into every step of a product’s journey.”

According to the press release, data from a traceability pilot with a major industry buyer shows that iTrade Transit customers increased their trading volumes on average by 55 percent within 12 months—with some suppliers increasing volume by as much as 300 percent.

The iTrade data analytics team also studied the incremental value for new growers joining the same global buyer’s supplier base and utilizing Transit. A sample of just four new growers added a combined $10 million in revenue over the same period.

“Increased traceability was mandated by our buyer and met with a natural degree of hesitancy. We were concerned about added hardware costs and increased workload, but iTrade made it easy for us to comply quickly. We initially considered this a box-ticking exercise, but in fact, it has improved our supplier/buyer relationship and provided us with a trackable food safety halo. Traceability has become more than simply a compliance need, it’s a differentiator that helps us grow our business,” commented David Bell, CMO Houweling’s Group, one of the companies that participated in the program.

iTrade built the Transit solution from the ground up and integrated it into the iTrade platform in response to increasing regulatory, consumer, and industry pressure for food safety. The user interface is suitable for growers of all sizes while also providing convenient features such as mobile capabilities to capture traceability data at the source and transmit PTI Palletized Advanced Ship Notices from anywhere in the world. The tool also empowers suppliers to offer buyers critical information as early as possible in a product’s journey through the supply chain, enhancing freshness, improving shelf readiness, and allowing buyers to maximize inventory and extend shelf life.

Keep following AndNowUKnow as we bring you more cutting-edge developments in the produce industry.

iTradeNetwork

OXNARD, CA - In the fresh produce industry, there’s nothing laissez-faire about Steady Eddies, especially if it means the consumer is happy with a sustained supply of fruits and vegetables. For Gills Onions, one of the Steadiest Eddies of them all, maintaining a constant supply of high-quality onions, isn’t just a point of pride but a mission statement it continues to carry out each and every day.

“We’re actually unique because we are very Steady Eddie,” Megan Jacobsen, Vice President of Sales and Marketing, said to start off our conversation about Gills Onions. “We’re not a traditional fresh produce company since we’re value-added, but consistency is key to our message to consumers. We’re consistent in yield, quality, and price 365 days a year.”

In addition to its retail customers, Megan explained that this messaging is a big selling point within foodservice—which accounts for over 70 percent of Gills Onions’ customer base.

“With yields, you never really know what you’re going to receive in a 50 lb sack of onions, but with a Gills whole peeled onion program, you’re guaranteed 30 pounds of finished product every single time. Chefs, especially, want to know that when they receive a Gills Onion box, they’re getting the full product, since it affects their dishes,” Megan noted. “Consistency is also key to making the best financial decision for restaurants. Overall there is a cost-effectiveness that comes with consistency, which is why it’s one of our main messages.”

Gills Onions’ dedication to consistency also extends to its end product, including quality and shelf life. The company grows 100 percent of its own onion supply, helping it deliver on its key messaging and continue to build on its brand differentiation.

“In terms of quality, we have the best shelf life—an 18 day shelf life. So, 365 days out of the year, our customers can expect Gills Onions to deliver on all fronts,” Megan concluded.

Like Gills Onions, AndNowUKnow will continue to consistently bring you the latest fresh produce news, so stick with us!

Gills Onions

ESSEN, GERMANY - Just last week, we reported that German retailer Aldi opened its newest and largest distribution center in England. Aldi’s growth streak, however, is pivoting directions as recent news revealed the grocer is set to enter a $700 million AUD (about $471 million USD) sale and leaseback of a number of its logistics centers in Australia.

According to The Urban Developer, Aldi enlisted real estate firm JLL to sell the logistics centers, which are expected to reach a combined valuation of $700 million AUD and generate $30 million AUD (about $20 million USD) in annual income. The initial four Aldi warehouses, located along the east coast of Australia, will be sold and likely leased back in order to place proceeds back into the front line of its supermarket operations.

“We expect corporate sale and leaseback to be a significant driver in 2020, which will help corporates reinvest their capital back into their operating streams,” JLL Head of Capital Markets Tony Iuliano said.

The news site stated the move by Aldi comes as demand strengthens for logistic space, due to the growth of e-commerce and online retailing.  

Where will Aldi focus on next in its strategic plan? Keep reading ANUK as we follow the newswire.

Aldi

TAMPA, FL - This year, Shuman Farms’ own Sales Director, Brandon Parker, is serving as the Southeast Produce Council’s Chairman. With one of the industry’s first key events of the 2020 calendar being the council’s Southern Exposure, I was more than a little excited to catch up with the company’s President and CEO John Shuman.

“Obviously, we are excited to see Brandon’s vision of the produce industry making a difference come to life,” John begins. “This year's Southern Exposure theme, Make a Difference, is very important to us as we hold giving back as one of our company's four pillars and firmly believe in making a difference in the communities where our products are sold. Several of our programs, including Produce for Kids^® (PFK), are designed to raise funds for important causes and organizations.”

Both Shuman Farms and PFK will be exhibiting at Southern Exposure this year, at booths #400 and #610, respectively. Together, they perfectly encompass the SEPC and what it stands for.

“At Produce for Kids’ booth, we will continue the conversation about how produce companies and organizations can give back and make a difference. Since our inception in 2002, we have donated over $7 million to those in need and more than 10 million meals through our work with Feeding America,” John details, sharing that PFK has several programs that produce suppliers and retailers can participate in.

Among them are:

• Produce for Kids Flagship Retail Campaigns
• Mission for Nutrition in March celebrating National Nutrition Month
• Power Your Lunchbox, helping families smoothly transition to back to school in August and September
• Healthy Family Project Podcast and Facebook Group, where PFK steps outside the world of produce to talk about other important topics impacting families’ mental and physical health

PFK will also host its annual reception on Friday, February 28, at 5 pm at the Tampa Marriott in the Florida Salons 1-3, celebrating another successful year with its tremendous partners, sharing the highlights of the year, and giving a sneak peak at what is coming down the line in 2020 and beyond.

“Our retail partners and sponsors will be in attendance and it provides us an opportunity to thank them for their continued support,” John says of the annual PFK reception before we dive into what to expect on the show floor for Shuman Farms. “At the Shuman Farms booth, we’ll be talking about the Vidalia^® crop and our plans for the upcoming season, including how, this year, we will be focusing on the excitement of Vidalia season.”

Consumers wait eight months for RealSweet^® Vidalia onions to hit store shelves and, when they do, John says the product brings a lot of excitement to the produce department. Visit booth #400 for several promotions to maximize that energy for the precious window that is Vidalia season.

And continuing the spirit of Making a Difference, John adds that June will bring RealSweet Vidalia onions in special bags supporting Feeding America.

“In the U.S., one in six children face hunger every day. We know that summer break, without school breakfasts and lunches, is a particularly vulnerable time for those in need. Through the support of our Feeding America bags, Shuman Farms will provide 50,000 meals to families and will continue to work with Produce for Kids to spread awareness about childhood hunger,” he shares.

To learn not just about human initiatives, but also ecological ones the company is implementing or growing, be sure to bookmark Shuman Farms and PFK when navigating your Southern Exposure schedule.

Shuman Farms Produce For Kids

NOGALES, AZ - The grower/shipper Divine Flavor is currently looking to wrap-up the final shipments from its Peruvian grape partners and transition to its next growing region, Chile. Divine Flavor has started receiving the first loads of the season from Chile, primarily consisting of Thompsons, Sugraone, and Sweet Globes, among other greens.

“This year, we’ll have more Muscat Beauty, which is a great tasting hybrid,” said Gonzalo Mery of Santa Elena, Grower. “We’ve also planted more AUTUMNCRISP® and Sweet Globe, both being specialty and high-flavored greens. Krissy (a red variety) is another special one, having great size, sugar, and acidity. The flavor is quite special. The grape markets in the U.S. will continue seeing more of these grapes because the quality has been excellent and it’s a great tasting product.”

Last season in 2019, Chile exported over 70 million boxes, 60 percent of which were designated for U.S. markets, according to a press release. Despite drought concerns for the growing regions and an estimated 15 percent decrease in overall volume for 2020, Divine Flavor and its Chilean partners anticipate having decent volumes and more exclusive, high-flavored varieties for the North American retailers.

“This movement and our decisions are being backed up by data and testing blocks trials,” said Arturo Hoffmann, Commercial Manager of Don Ricardo. “Next season, we anticipate having 85 percent of our production to be of the specialty, high-flavored varieties.”

In a similar concept, Divine Flavor partners in Peru have also planted more high-flavored varieties. Divine Flavor grower, Agricola Don Ricardo, will be planting more hectors of the exclusive varieties such as the fan-favorite Jellyberries and Gummyberries.

The company’s season in Peru runs from October to the first weeks of February, while its regions in Chile go from January until April, with inventory holding off until the company’s highly anticipated first season of table grapes starting in Jalisco, Mexico. Consumers can find Jellyberries and Gummyberries in stores now.

Keep your eyes peeled for Divine Flavor’s premium grapes! For all the latest in produce and grocery, stick with us here at ANUK.

Divine Flavor

WASHINGTON, DC - The U.S. Department of Agriculture (USDA) has imposed sanctions on four produce businesses operating out of Illinois, Maryland, New York, and Pennsylvania. These four businesses were sanctioned for failing to meet their contractual obligations to the sellers of produce they purchased from and for failing to pay reparation awards issued under the Perishable Agricultural Commodities Act (PACA) totalling to the cumulative amount of $101,620.

Direct from the USDA Agricultural Marketing Service:

These sanctions include suspending the businesses’ PACA licenses and barring the principal operators of the businesses from engaging in PACA-licensed business or other activities without approval from the USDA. By issuing these penalties, the USDA continues to enforce the prompt and full payment for produce while protecting the rights of sellers and buyers in the marketplace.

The following businesses and individuals are currently restricted from operating in the produce industry:

• Lurie Brothers LLC, operating out of Chicago, Illinois, for failing to pay a $26,163 award in favor of an Arkansas seller. As of the issuance date of the reparation order, Salvatore Cimino, Alex Dernis and John Dernis were listed as members of the business. Another principal of the business at the time of the order was Frank Cione. He has challenged his responsibly connected status.
• Central America Specialties Inc., operating out of Beltsville, Maryland, for failing to pay a $2,575 award in favor of a Florida seller. As of the issuance date of the reparation order, Benecio Reyes was listed as the officer, director and major stockholder of the business.
• A & A Vegetables Inc., operating out of Hicksville, New York, for failing to pay a $70,200 award in favor of a California seller. As of the issuance date of the reparation order, Amandeep Singh was listed as the officer, director and major stockholder of the business.
• Hunter Bros. Inc., operating out of Philadelphia, Pennsylvania, for failing to pay a $2,682 award in favor of a New Jersey seller. As of the issuance date of the reparation order, Frank J. Wiechec III was listed as the officer, director and major stockholder of the business.

PACA provides an administrative forum to handle disputes involving produce transactions; this may result in the USDA’s issuance of a reparation order that requires damages to be paid by those not meeting their contractual obligations in buying and selling fresh and frozen fruits and vegetables. The USDA is required to suspend the license or impose sanctions on an unlicensed business that fails to pay PACA reparations awarded against it as well as impose restrictions against those principals determined to be responsibly connected to the business when the order is issued. Those individuals, including sole proprietors, partners, members, managers, officers, directors or major stockholders, may not be employed by or affiliated with any PACA licensee without USDA approval.

The PACA Division, which is in the Fair Trade Practices Program in the Agricultural Marketing Service, regulates fair trading practices of produce businesses that are operating subject to PACA, including buyers, sellers, commission merchants, dealers and brokers within the fruit and vegetable industry.

In the past three years, the USDA resolved approximately 3,500 PACA claims involving more than $58 million. PACA staff also assisted more than 7,800 callers with issues valued at approximately $148 million. These are just two examples of how the USDA continues to support the fruit and vegetable industry.

For further information, contacts, and to read the press release in its entirety, please click the link here.

USDA's Agricultural Marketing Service