IRVINE, CA - With the fourth anniversary of California Avocado Month occurring this past June, the California Avocado Commission (CAC) went full force with consumer advertising, public relations, and social media programs to get the celebration going. CAC brought together an array of chefs, registered dietitian nutritionists (RDNs), bloggers, and other influencers to support the month-long festivities.

“June 2016 was the fourth anniversary of California Avocado Month, which is timed for peak California crop availability,” shared Jan DeLyser, CAC’s Vice President of Marketing. “Our marketing activities throughout the month were designed to communicate California avocado seasonality as well as to encourage consumer demand.”

In a content sponsorship with popular “foodie” website Food 52, CAC was able to reach more than 15 million impressions with a stream of California avocado recipes, nutrition information, and photos throughout the entire month of June. Along with a popular consumer recipe contest supporting California Avocado Month, the campaign launched with a video highlighting “5 Ways to Eat Avocados all Day,” that has received more than 65,000 views on Instagram. You can watch the video itself below:

 

We teamed up with @CA_Avocados to bring you 5 ways to avocado all day. #CAAvocadoMonth ( by @jamesransom_nyc)

A video posted by Food52 (@food52) on Jun 1, 2016 at 9:22am PDT

Also joining the CAC Avocado Month Coalition is renowned Chef Jessica Koslow of Sqirl, a Los Angeles-based restaurant known for locally grown and seasonal ingredients. Her new recipes, Crispy Potatoes with California Avocado Aioli and the Famous Damus Breakfast Sandwich, were featured by CAC in a national press release and on CaliforniaAvocado.com.

CAC also garnered the support of Valley Center California avocado growers Mike Sanders and Chris Ambuul, who hosted a “Dinner en Green” in their Rancho Santo Tomas avocado grove. Leading San Diego-based bloggers and RDNs on a tour of the grove, and providing a meal created by Chef Trey Foshee of George’s at the Cove and Galaxy Taco, the growers featured California avocados in every course. The event also saw RDN Katie Ferraro contributing a post on CAC’s The Scoop blog, highlighting the care local avocado growers take with the crop and showcasing the fruit’s versatility.

“We are pleased with the integration across all of our marketing programs resulting in a successful California Avocado Month promotional period,” said DeLyser.

California avocado versatility was a main point of communication for CAC, who highlighted a dairy-free and gluten-free Avocado Mint Chip Ice Cream Sandwich created by Media RDN Trish O’Keefe on her blog, Dish by Trish. Chef Koslow also featured her recipe for California Avocado Cardamom Ice Cream in the press release, and made it available throughout the month at all three California Salt & Straw ice creamery locations.

According to a press release, the Commission spoke directly to fans of California Avocado Month via email, social media, and bloggers using the hashtag #CAAvocadoMonth. A few blogger highlights include the following: 

• Avocado Caprese Pasta Salad by I Wash You Dry
• Avocado Beet and Carrot Salad Wraps by A Southern Fairytale 
• Cauliflower Rice Bowl with Chili Lime Chicken and California Avocado by Dine and Dish

Congrats on a successful California Avocado Month, CAC, and here’s to June 2017!

California Avocado Commission

BALTIMORE, MD - Taylor Farms continues to make moves in growth and expansion, both in products and in geography.

The company has announced plans to further its reach in the state of Maryland, expanding its manufacturing operations and adding upwards of 150 jobs to its Howard County location.

“Taylor Farms Maryland’s mission is to be America’s favorite maker of salads and fresh foods. We strive to be a leader in innovation, service, quality, and food safety,” commented Mike George, General Manager of Taylor Farms, according to Maryland’s Department of Commerce. “We are excited about our current growth and look forward to continuing our future opportunities for growth in the mid-Atlantic and northeast U.S.”

The operations currently employ about 500 people, and the expansion is a welcome addition to that number, according to Governor Larry Hogan.

“Creating jobs and opportunities for our citizens by working with companies like Taylor Farms to help them expand will always be one of our top priorities,” the Governor commented, adding that the company is joining a series of operations growing their presence in the area and showing the the administration's efforts to strengthen the economy.

Part of those efforts include a number of state and local tax credits, which Taylor Farms will be eligible for as a result of this expansion project.

Allan H. Kittleman, a Howard County Executive, commented that it is gratifying to see Taylor Farms’ owners continue to grow the food distribution industry in the area, while Maryland Commerce Secretary Mike Gill said that the administration is proud Taylor Farms sees the benefits of doing business and growing in Maryland.

“With access to one-third of the U.S. population within an overnight drive, Maryland provides a competitive advantage for a fresh-foods business like Taylor Farms to reach a significant customer base,” Gill said.

Over the last year, Taylor Farms contributed $4.9 million to community organizations and philanthropies, according to the report, and has been on a tract for growth in recent weeks with the launch of both its new Chef Crafted Salad Line and its new Organic Chopped Salad Kits.

AndNowUKnow will continue to report on all the latest in growth and innovations in the fresh produce industry for this category and beyond.

Taylor Farms

COLIMA, MEXICO - With the goal of differentiating the company while also responding to the growing trends in organic produce, Coliman is ramping up its organic banana program in Mexico’s fertile growing regions. Coliman’s goal as we move into the second half of 2016, is to become a premier leader in the organic banana category while actively expanding its reach in North America as it does in the UK and Europe.

“Our organic commitment is a key part of our value proposition and it is our goal to follow agricultural practices that help foster, restore, and maintain a healthy ecological balance of the soil and land we use for our organic production. Simply put the consumer is requesting more and more organic products, and organic bananas are amongst the most requested product in the category. We are serving the market need in a truly, socially responsible, way,” Jorge Angel Aguilar Jr., Corporate CEO, tells me as we discuss why organics are important to the company. “Organic markets are expanding rapidly all over the world and in the organic banana category we want to be the company that retailers, multinationals, and distributors look to.” 

Coliman started the conversion to organics in 2010, with certification in 2014, in order to address many issues including the reduction of chemicals-use, both for the sustainment of the land and the health of consumers and the workers at the farm level.    

“As stated previously, Colima is an ideal region for organic bananas due to its weather and mild temperatures year-round,” Jorge adds. “Coliman has expanded these areas to better serve the growing demand for organic products in addition to addressing the concerns for Coliman’s impact on the land. From nursery to harvest, everything is organic. What makes our program such an accessible, beneficial, and quality company for U.S, retailers to partner with, is our passion for growing the best bananas and produce, with the highest food safety standards, along with our resources as a vertically integrated company that cares about making a positive difference in the lives of our customers and workers.” 

Global GAP, Primus GFS, Organic and Fair Trade Certified, the company is also now RainForest Alliance certified. Coliman grows 100 percent of its own organic production in the Tecoman, Colima, Mexico. In addition, the company’s transport time to the southern U.S. border in Nogales, AZ, is 60 hours, and to McAllen, TX, travel time is around 36 hours max, the company notes, giving Coliman efficient access to both the East and West Coast from its growing operations. To ensure that the organic bananas travel well, Coliman pre-cools all of its fruit within one hour of being harvested and uses Biotempak on all shipments and/or customer specified temp-recorder.  

Currently, the company exports organic bananas to many countries including the USA, UK, Netherlands, Canada, Switzerland, Germany, New Zealand, and Japan.

In conclusion, Jorge Aguilar Gallegos Jr, states, “We’ve spent the last 50-plus years growing and distributing our produce in Mexico and across the world, and we are very excited to be expanding and growing our organic banana program along with our Fairtrade program. We are looking forward to the next 50 years and promoting our message, ‘Nourishing Your Life for 50 Years.’” 

Coliman Organics welcomes you to learn more about its program at the Organic Produce Summit booth #310.

Coliman Group

LUBBOCK, TX – As the company continues to invest in the Texas market, and the subsequent expansion of its chains, the United Family of stores has announced that it will invest more than $100 million into the Lubbock scene with both remodeled and new stores. 

“The Lubbock community has been extremely loyal to United since we moved our offices here in 1956,” stated Robert Taylor, United President, in a news conference. “People have invested in United and we’ve invested in Lubbock. It’s been a priority of our team.” 

United currently has nine stores in the Hub City area already. This investment will remodel seven of those stores, plans for which will begin immediately and are expected to complete in the fall. Some renovations will include the installation of a Starbucks café. 

The company released the plans in a news conference at its distribution center in Lubbock, TX, according to the Lubbock Avalanche-Journal. United stated in the conference that the affected stores will undergo renovations slowly to prevent disruptions to customers. 

United stated that another Lubbock store, which was already under construction, is also expected to finish its remodel to open in the fall. In further efforts to increase its retail footprint in Lubbock, United has plans to start also development at a new location in the Hub City.

“We’ll break ground on that one later this year, which will give us another retail option in Lubbock,” Taylor said. “With the new store at Fourth Street we will also have retail space available for development, which will bring new retail business to that area.” 

United also divulged to press at the conference updates on its current distribution center expansion in the area, valued at $33.7 million. 

“We are adding 200,000 square- feet to this facility," stated Chris St. Clair, United Executive Vice President of Logistics and Information. "It’s a 500,000 square-foot facility today. We’re adding to the north, to the south and in between — everywhere you go we have a project going on. The new building addition is important to United because it has allowed us to expand our store count and our impact to our region.” 

With the expansion of the new distribution center, current store under construction, and the newly planned store, United stated that it expects to create hundreds of jobs. United was praised by the Mayor of Lubbock, Dan Pope, for its support of the community.

The United Family of supermarkets was acquired by Albertsons in 2013 for around $385 million. According to the Lubbock Avalanche-Journal, under Albertsons management, United has acquired 12 Albertsons stores and has been transitioning them to a Market Street business model.

The United Family chain includes the banners of United Supermarkets, Amigos, Albertsons Market, Market Street, and United Express.

As the Texas retail market continues to carve out the top contenders, keep up with AndNowUKnow as we report on sizable investments and announcements. 

United Family of Supermarkets

LOS ANGELES, CA – With California stonefruit season in peak production, Giumarra has tapped in on a new retail promotion to escalate the sales of its consumer brand, Nature’s Partner. The new “Grab & Go” promotion will reduce shrink while highlighting the peaches, plums, and nectarines in season.

“Creative tote displays often prompt consumers to add a bag of fruit to their cart for vacation snacking, sporting events, or summer picnics,” stated Kellee Harris, Western Region Business Manager for Giumarra. “Retailers can attach a discount coupon or recipe card to each bag as a bonus incentive.”

With each purchase of a single pallet of the stonefruit sold by the company’s Giumarra Reedley division, a free case of compostable, 100 percent recycled paper Nature’s Partner tote bags will be included. According to a press release, each case contains 250 totes to display at the buy-side level. 

“Totes provide a ‘win-win’ for both buyer and seller,” says Jeannine Martin, Director of Sales for Giumarra Reedley. “By encouraging busy consumers to buy fruit conveniently pre-packed in totes, retailers can increase turn and reduce shrink simultaneously.” 

The company stated that to encourage impulse sales, retailers would benefit most from placing Nature’s Partner fruit-filled totes both in the produce department and in free-standing displays to promote visibility. 

“The totes are an excellent way to promote consumer convenience with an easy-to-load, attractive package. The sturdy totes hold four to five pounds of fresh stone fruit, encouraging bulk purchase. The results are a sales lift of up to 35 percent,” finished Harris. 

According to USDA research, overall shrink in the peach category has increased within the past five years, with fruit shrink up in general for the same period, as stated by Giumarra.

As industry leaders continue to translate merchandising opportunities into last minute consumer purchases, stay with AndNowUKnow for the latest innovations and promotions.

Giumarra Companies

SALINAS, CA - Tanimura & Antle is hosting a ceremonial ribbon cutting this morning, July 13, 2016 at 11:30 AM, in recognition of the completion of the Tanimura & Antle Agricultural Employee Housing Project: Spreckels Crossing. The project, approved on September 1, 2015, is seeking to provide an affordable, safe, and comfortable housing option for the company’s seasonal employees, and to address the labor shortage impacting Monterey County.   

“Spreckels Crossing is a true testament to what can be accomplished when business and local government work together in cooperation,” shared CEO and President, Rick Antle about the recently completed project. “Rarely does one have the opportunity to improve the community as this project has. Not only have we addressed the critical affordable housing need of our community, we have changed lives.”

The first residents of Spreckels Crossing moved in on April 15, now occupying many of the 100, two-bedroom, two-bathroom units. Each unit has capacity to accommodate up to eight employees per unit, with the option to rent a room with fewer occupants, if preferred. Apartments are fully-furnished, and include an on-site store and lounge, with access to computers, laundry room, recreation room, baseball and soccer fields, and communal barbeque and picnic areas, according to a press release.

Tanimura & Antle hope the new residential community will make a positive impact on not only quality of life for employees, but also the following: 

• An adaptive reuse of Spreckel’s Sugar Site
• A decrease in traffic due to workers living onsite
• Serving the industry as an example for others to follow suit

The company assures that it believes that all employees are entitled to a healthy community with affordable housing, and hopes to meet 2016 labor needs for domestic workers with the help of this housing program. 

The ribbon cutting will take place today at 121 Spreckles Boulevard, Salinas, CA, 93908 at 11:30 am, with a lunch to follow between noon and 1 pm. Those who wish to RSVP can email the company at [email protected].

Tanimura & Antle

SALINAS, CA - As the industry preps for the full swing of July, the celery market deserves a good look as companies continue to move through their harvests. Growers and shippers are reporting a slight improvement to the market as celery demand remains steady with a tightening supply.

Sammy Duda, V.P. of Western Operations at Duda Farm Fresh Foods, says that the company is currently harvesting proprietary varieties out of Salinas, CA, with regional harvests in Michigan and Canada expected to begin within the next ten days. 

“Quality is generally really good,” Sammy says as he talks about the current crop status. “Weather has been somewhat erratic this season, but not significant enough to dramatically affect the crop, so we’re pleased with our results.” 

Sammy stated that the current market is moving relatively slow, but that demand is normal for this time of the season. “Prices are showing improvement as upcoming supplies are declining with regions shifting, but demand remains the same,” he says. 

Duda is experiencing good volumes of fresh cut celery, so Sammy says, “We’re in a great position to promote!”

John Chobanian, Commodity Manager, says that Ocean Mist Farms is also harvesting out of Salinas, CA. 

“Volume is right where we expected it, and quality is exceptional as weather has been cooperative,” he tells me about the company’s current celery offerings.

John states that the market has improved slightly over the past couple of weeks due to a steady demand from the consumer end, although that demand has slowed just a bit following the Fourth of July holiday weekend. 

Ippolito International is seeing great supply out of Salinas, CA, and also packing out of Oxnard, CA, Yuma, CA, and Mexico. Teresa Bunnell, Sales/Commodity Manager, says that the company’s supply has generally not been impacted by weather fluctuations this year, aside from adjusted harvesting times to promote good quality. 

“Our quality has been very nice; good clean centers, with good color and normal sizing,” Teresa tells me. “We are a little higher in volume overall this year, but our current summer plantings are typically lower due to local growing deals.” 

The celery market, Teresa says, has remained steady for the past month or so and looks to remain at around $10-$12. “The market may go up due to some weather patterns and lower planting schedules, but for the most part it looks to remain steady through the summer,” Teresa finishes.

Church Brothers Farms is currently harvesting its standard varieties out of the Salinas, CA-region with steady supplies, according to Jason Lathos, Manager of Commodities. 

“We’re seeing very good supplies, with no dips or peaks expected,” Jason says of the company’s crop. “Weather has been a bit of an issue in this region, with fluctuation between high and low temps, but this has had no effect on celery. Great quality this year.”

Jason divulges that the market should remain steady until Michigan harvests start in a few weeks. 

“The market may get a little higher due to cooler weather,” finishes Jason. 

As companies continue to move through harvesting regions, and shift strategies based on consumer demand and weather fluctuation, stay with AndNowUKnow for the latest.

Duda Farm Fresh Foods Ocean Mist Farms Ippolito International Church Brothers Farms

CINCINNATI, OH - Retail veteran and CEO of Kroger’s recently-acquired Roundy’s, Bob Mariano, has announced that he will be retiring after almost 50 years in the business.

Mariano, now 66, entered the grocery industry at the ground level in 1967, starting out as a part-time deli clerk in Chicago’s Dominick's supermarket when he was a teenager. Since then he has worked his way up through a number of roles, including Senior Vice President and, in 1995, President and CEO of Dominick's.

In his leadership role, Mariano saw Dominick’s through a series of growth and transitions, including its 1996 initial public offering and its 1998 acquisition by Safeway.

In 2002, Mariano stepped into his current leadership role with Roundy’s, and oversaw the debut and growth of the 34-store Mariano chain.

"Bob has been a tremendous leader for Roundy's and the entire supermarket industry,” said Rodney McMullen, Kroger's Chairman and CEO, according to a press release. “The centerpiece of his career, of course, is the Mariano's chain of stores in his hometown of Chicago. We see a bright future ahead for our Pick 'N Save and Metro Market stores in Wisconsin and for Mariano's stores in Chicago. And we look forward to our continued partnership with Bob as a strategic consultant and advisor. The entire Kroger and Roundy's family extends our best wishes to Bob and his family in retirement."

Kroger added that the current Mariano’s President, Don Rosanova, and Roundy's Supermarkets Wisconsin President, Michael Marx, will continue to serve in their current roles leading the two supermarket divisions.

Congratulations to Mr. Mariano on a successful career.

Kroger

SALINAS, CA – Mann Packing Company has announced some new changes to its marketing department structure, with Gina Nucci being promoted to Director of Corporate Marketing and Loree Dowse assuming the role of Foodservice Marketing Manager.

In her newly-created position, Nucci will be tasked with leading Mann’s efforts to develop, implement, and evaluate marketing programs that promote Mann’s image in the marketplace. With a focus on developing strategic product messaging and supporting revenue-generating initiatives, she will be establishing and maintaining consistent company and brand messaging communication, according to a press release.

“The foodservice side of our business has been Gina’s baby for the last 18 years,” said Rick Russo, Executive Vice President of Sales and Marketing. “This new role will showcase all of her strengths at the corporate level now and allow her to execute campaigns with a broader scope and reach.”

Now Mann’s Foodservice Marketing Manager, Dowse will be heading all marketing programs geared toward the company’s foodservice customers. She began her tenure with the marketing team in December 2015, joining with not only a background in marketing and communications, but also culinary arts. In addition to traditional marketing activities, she also conducts recipe development, advises on new products, and authors the Foodservice blog Mann, That’s Easy!

“We’ve been working hard to put together a marketing team that reflects the growth our company has seen in the last few years,” added Russo. “We’re really humming now.”

Congrats to both women on these new roles within Mann’s marketing department!

Mann Packing

MONTEREY, CA - With a sold out exhibitor and attendee list, as well as a confirmed 60 different buying organizations attending and totaling over 40,000 stores across the U.S. and Canada, the inaugural Organic Produce Summit (OPS) is promising to be a must-attend event. This summit will showcase the growing $13 billion organic fresh produce marketplace with a series of educational sessions, and featured speakers, including Principal of Tanimura & Antle and Master of Ceremonies for the OPS, Tonya Antle.

As July 13th and 14th quickly approach for the Monterey, California, event, Tonya took a few minutes out of her busy schedule to speak with me about the importance of a trade show like this, and why organic produce demand is evolving at such a rapid pace.

“Monterey is the perfect location for this inaugural show. California is the dominate state in the country for fresh organic production and Monterey County leads in organic vegetable and berry production,” Tonya tells me, adding that the region is also in its prime season along the coast, so it is most appropriate to have the show in its current locale. “It's also a tremendous opportunity for so many facets of the organic produce industry to gather, network and exchange ideas and focus in on this ever-growing category. Organic produce is in the cat bird seat and this show is the hottest place to be...evident by its busting-at-the-seams sold out status!”

When I ask Tonya what is driving this rapid growth in consumer demand for organic produce, she tells me that it is “fresh” which is the driving factor in the demand for organic. Consumers are shopping for perishables in the perimeter of the store first and foremost. The numbers tell the story. 

“The food industry shows a total growth rate at 2.6 percent. Embedded in that rate is all organic food sales at a growth rate of 10.6 percent of which organic produce makes up 36 percent of this segment and accounts for 14.4 billion dollars in sales,” Tonya says. “It remains the key gateway category for consumers. This relates back to the total fresh category and the direct link between consumers embracing healthier lifestyles and food choices.”

With the growing popularity in organics, Tonya talks to me about the possibilities within the segment, and how she has seen the sector change over the years. She smiles to begin, and tells me that this is a coming of age story.

“As you know, I have been a member of this segment of the industry since the early 80s when we were considered a counter culture revolution,” she says, remarking that at that time their buyers were strictly Mom and Pop natural health food stores, natural foods wholesalers and organic buying coops. “Now, the tent has grown to include every segment of the food supply chain. The possibilities went from a dream to make organic food available and affordable to as many people as possible, to a global reality. And the future remains bright for the organic produce segment."

As the Master of Ceremonies for the OPS, Tonya hopes to spark dynamic conversations that will allow attendees to learn and gain valuable insights from a new class of organic industry leaders and innovators. Then this dialogue will continue onto the trade floor as the group brings buyers and sellers together to share and experience the latest organic industry trends and products first hand.  

Along with the incredible insights that Tonya brings, and will bring, to the summit, event speakers also include the likes of Juicero CEO and Founder, Doug Evans; Laura Batcha, President of the Organic Trade Association; Chad Hagen, Vice President of Consumer Products, SunOpta; Mark Bittman,noted author and former New York Times columnist.

A series of educational sessions hosted by the Organic Trade Association will cover a wide range of issues and opportunities for the organic produce industry. Among the topics covered are organic merchandising, the growth of international supply channels, future trends in the organic industry, and a look at the growing direct to consumer e-grocery business. 

The Organic Produce Summit is co-sponsored by Taylor Farms and Braga Fresh, and includes other major sponsors such as Tomorrow’s Organics, VBZ & Sons, Homegrown Organic Farms, Earthbound Farms, and Driscolls. Due to the response to this year’s event, the 2017 Organic Produce Summit will again be held in July in Monterey, CA. Information about next year’s event will be made available later this month. 

The Organic Produce Summit is just days away, and with the incredible show lineup and ideal destination, I am sure that the inaugural event will not disappoint. 

Organic Produce Summit