PLEASANTON, CA – The latest installment of FPFC’s Northern California Expo has come to a close, finding this year’s event full of new products, diverse displays, and enigmatic attendees.

With upwards of 150 exhibitors and 1500 attendees, Carissa Mace, President of the Fresh Produce and Floral Council, says that in addition to the colorful booths and well-thought out displays, attendees come back every year because of the Expo’s winning combination of location and reputation.

“People love it up here because it’s an easy in-and-out show for both exhibitors and retailers, and other attendees. They come in, they set up, they go. They see their customers they need to see within this particular geographic market,” Carissa tells us. “And the retailers like it because they can come any time of day. It’s good for everyone’s schedules."

Scot Olson, Vice President of Produce & Floral, Grocery Outlet, Inc. tells me that Carissa Mace, President of the FPFC, has much to be proud of in creating a highly relevant Northern CA Fresh Expo.

"I always look forward to this show as it is the best opportunity for my team and I to connect with a significant amount of suppliers that we do business with. FPFC Fresh Expo has grown into an impactful show that we can have detailed, meaningful conversations with folks we do business with, or should be doing business with. The location, timing and format of this show is highly productive and does not take a significant amount of time away from our regular business week," Scot says. "Thank you FPFC for this wonderful opportunity and experience!"

In addition to the big buy-side names seen at the show, like Raley’s, Grocery Outlet, and Safeway, FPFC also welcomed an uptick in independent retailers in Pleasanton this year.

Naming a few independent retailers, like Berkeley Bowl and Big Boy Markets, Carissa says that the independent retailers add an important connection to the expo's exhibitors.

As my first show and introduction to the expo-half of the produce industry, I was fascinated by the innovative products being introduced to the industry, including multiple variations of nutrient-rich juices, which I could definitely take advantage of. Or scoping the jazzy presentations on produce staples, like the Ataulfo mango from the Freska booth. FPFC is the perfect expo with which to kick off my show season tastes. 

In the biggest and most coveted announcement for the event, congratulations to the winners for this year’s Best in Show booths:

• Produce: Veg-Fresh Farms
• Floral: Rocket Farms

Veg-Fresh has been busy with an in-house marketing expansion, company rebranding, new unveiled logo, and new sustainable fiber trays. 

"We are extremely pleased that our rebranding efforts have received such positive feedback," says Veg-Fresh Marketing Director, Kate Reeb. "The FPFC Norcal Expo was a perfect event to launch our new logos and our new products. It's very rewarding to see our customers excited about the direction we are going."

Make sure to check back tomorrow for your favorite produce industry faces in the FPFC Yearbook, and keep clicking back on AndNowUKnow for more industry updates.

Fresh Produce & Floral Council

TORONTO, ONTARIO - International food emporium Eataly has announced it will open its very first Canadian location in Toronto in a partnership with Loblaw owners, George Weston Ltd.

Eataly’s Founder, Co-Owner, and Chairman, Oscar Farinetti, told The Globe and Mail that he, along with the Weston family, had found a location in central Toronto that could be open as soon as next year. George Weston Ltd. reportedly will be in control of up to 52 percent of the project, with Eataly taking the rest. 

“We’ve been looking for a location for a long time,” he shared with the news source. “It’s coming for sure.”

So why did these two food biz powerhouses decide to partner? The Westons’ may be looking to take a more “upscale” approach to its Toronto-area retail schemes. With fierce local competition from retailers like Whole Foods and Pusateri’s, The Globe and Mail states that the family is likely looking to give itself a competitive edge in the face of gourmet and health food retailers gaining market share.

George Weston Ltd. has been interested in Eataly’s concept since 2009, the Globe and Mail reports, ranging back to when Farinetti had been trepidatious about approaching the Canadian market without a regional partner. As has been reported previously, Farinetti has been working with the Westons since at least early 2015.

From Eataly’s perspective, opening a Toronto location would be a natural progression of its success in stores like its 50,000-square-foot store in lower Manhattan, which opened in 2010 and attracted more than $85-million a year in sales. Eataly has since opened a store in Chicago, with more locations planned for Boston, Los Angeles, and another in Manhattan.

We also recently reported on the upcoming Eataly World, a food-based theme park which is definitely worth taking a look at. As more information on Eataly’s developing plans is announced, keep looking back to AndNowUKnow. 

Eataly George Weston Ltd.

CORAL GABLES, FL – Tomatoes go with everything, and consumers know it. As their versatility and preparation possibilities continue to grow, so is the market. Answering the call is Del Monte Fresh who is continuing to evolve its tomato program.

Dionysios Christou, Vice President of Marketing, joined me to discuss Del Monte Fresh’s tomato program and what’s new to the line. The company offers a wide variety of greenhouse and field grown tomatoes to retailers and foodservice providers.

“Our greenhouse grown tomatoes include TOVs, beef, cherry tomatoes and grape tomatoes,” Dionysios tells me. “Recently we launched our new Bon Bon® greenhouse-grown grape tomatoes, which come in two different containers. The first is a grab-n-go 5.5 ounce cup for the on-the-go consumer, and the second is a patented re-sealable snacking bowl.”

Del Monte’s field grown tomatoes include roma, rounds, grapes, cherry tomatoes, and vine-ripe tomatoes. Del Monte offers high-quality tomatoes year-round.

“Del Monte is a brand that consumers and customers have trusted for over 130 years. We own over 11,000 acres of fertile farmland in Florida and Virginia, and 20 hectares of greenhouse operations in Guatemala and Costa Rica, ensuring a year-round supply of quality fresh tomatoes,” Dionysios adds.

All of Del Monte’s operations utilize state-of-the-art technologies, which provide enhanced food safety, consistent quality, and environmental sustainability. In addition, the company also provides award winning merchandising, category management, and marketing programs to support customers in their efforts to grow sales.

Del Monte is also a logistics solution provider with six tomato repack facilities, 22 distribution centers nationally, and 180 owned trailers with 170 drivers that travel over 15 million miles a year. The company owns its own shipping fleet as well.

Dionysios also tells me that Del Monte is growing its business organically in all segments and channels. “Currently we are testing new packaging alternatives and new technology to extend product shelf life,” he says. “Del Monte continues to expand its volume and offerings to satisfy both retail and foodservice current partners and new business.”

Del Monte has, and continues, to invest significant resources in understanding trends, needs, and shopping behaviors of tomato consumers. The company works closely with retail partners to develop promotional and merchandising activities that will educate consumers and essentially maximize sales.

“This includes, among others, development of eye-catching POS for shelves, in-store demos, and labeling information about the product on-pack,” Dionysios says. “Del Monte category managers and merchandisers are constantly communicating with our retailers and their produce personnel to share best strategies for driving tomato sales.”

Dionysios also adds that tomatoes offer many cross-merchandising opportunities because they can be combined with many different items, especially in the produce department.

“By cross-merchandising, retailers have the opportunity to increase tomato sales and sales of related products. We recommend cross merchandising Del Monte® tomatoes with other Del Monte® products such as avocados, onions, and peppers and with packaged salads, fresh basil, garlic, and dressings. It can also be effective to cross-merchandise tomatoes outside the produce department with non-produce items like sandwich items, pastas, deli meats, and cheeses, such as mozzarella,” he says.

With the debut of new and exciting tomato varieties on the rise, stay tuned to AndNowUKnow for continued updates.

Fresh Del Monte Produce

BAKERSFIELD, CA - Sun World International, LLC is bolstering its teams in licensing and variety development, having appointed new vice presidents to each department and adding a new expert in fruit breeding.

The company’s Executive Vice President, David Marguleas, announced that Garth Swinburn has been named Vice President of Licensing, while Terry Bacon has been named Vice President of Variety Development. Terrence Frett, Ph.D, has also been added to the team to assist in fruit breeding.

“Sun World has distinguished itself as a leading breeder, grower, marketer and licensor of exceptional fruit varieties,” Marguleas said in a press release. “These appointments and promotions underscore Sun World’s commitment to innovation and, along with its licensees, to providing retail customers and consumers around the world with a year-round supply of unique and flavorful branded fruit.”

On the two new executives, Marguleas added, “Terry and Garth are proven leaders in our fruit breeding and licensing business and will be instrumental in helping to further bolster Sun World’s global footprint in grape and stonefruit development.”

According to the company, its licensing and variety development staffs are part of its recently-launched Sun World Innovations division, which looks to harness the following:

• The company’s Intellectual Property and fruit genetics
• Licensing
• New technology ventures and related investments

To that end, Swinburn will be stepping in to direct Sun World’s worldwide licensing staff and activities after having managed the company’s Australia and New Zealand fruit licensing business for the past five years. His scope will now include offices in South America, Europe, South Africa, Australia, and California.

Bacon joined Sun World in 2000 as a fruit breeder. He has since worked his way up to managing the company’s fruit research program, which he has done since 2008. He will continue to oversee all table grape and stonefruit breeding and variety development in his new role as Vice President of Variety Development.

In addition to the new executives, Sun World is also expanding its reach in development with the addition of Terrence Frett, Ph.D.

“We’re looking forward to the many scientific contributions Terrence will make to our variety development program,” Marguleas said.

Frett will be an assistant fruit breeder, according to Sun World, working with Bacon in the development of new stonefruit and grape varieties.

Frett brings an innovative background in science, having worked under the direction of renowned fruit breeder Professor John Clark before recently having been awarded his Ph.D. in fruit breeding from the University of Arkansas.

Sun World’s Variety Development Center has released more than 100 varieties with a focus on improved flavor, size, color, shelf-life and extended seasonality since its inception in the early 1980s. Fruit varieties the company has develops include:

• Scarlotta Seedless®
• Midnight Beauty®
• Honeycot®
• Black Diamond®

These and other brands are licensed by Sun World and included in its growing portfolio of proprietary grapes and stonefruit.

AndNowUKnow looks forward to seeing how these newest developments shape the company's portfolio even further.

Sun World

FAIRFIELD, CT - Ahold USA’s millennial-focused format is closing one of its initial pilot stores at the end of this month.

Fresh Formats, LLC, announced that the Fairfield, Connecticut bfresh® pilot store will be closing its doors after just six months in business.

“While we are pleased with the customer response to other Fresh Formats locations, it became apparent that this particular location was not suitable for the bfresh concept and the company made the difficult decision to close the store,” the company stated in a Facebook announcement. “The company will continue to test and learn with each new store opening, with a focus on urban locations.”

Affected employees have already been notified, Fresh Formats added, with the closure date expected to be on or before April 30, 2016.

“Fresh Formats is sensitive to the impact this decision will have on its teammates, loyal customers, and the Fairfield community it serves, and will support impacted teammates through this transition,” the company stated in the post.

The Fairfield store is one of two markets the pilot was launched in, according to parent company Ahold USA’s website, the other being Allston, Massachusetts.

On the positive side, Fresh Formats said that the close will allow it to focus on investing more on continuing to build its presence in the Northeast, including Connecticut, and that this will not stop it from moving forward with more stores in the Boston, Massachusetts, area.

According to the statement, plans are in motion to go forward with two new stores slated to open later this year, both in the Boston area.

The brand was established in 2015, with Fairfield being the format’s second test after it premiered in Allston.

AndNowUKnow will continue to follow the brand as more details develop.

bfresh Ahold USA

HOLLYWOOD, FL - With the goal of better communicating its diverse commodities, the company formerly known as Limex SiCar has announced a new name and brand, “SiCar Farms.” I spoke with Dan Edmeier, the company’s Vice President of Sales, about what brought on the exciting new change. 

“SiCar Farms comes from the initials of the current owners, formerly known as Limex Sicar,” Dan tells me. While the company primarily does limes, he says the new branding better reflects the inclusion of the company’s tropical offerings, including papaya, mangos, jicama, coconuts, and more. 

“SiCar Farms is a vertically integrated grower/shipper marketing mostly our own products,” added Dan in a release issued by SiCar Farms. “We wanted to establish uniformity in our marketing strategy which more accurately reflects everything we do from planting, harvesting, food safety, sales and distribution and everything in between.”

Essentially, the new brand better identifies the mission of the company as a grower, Dan continued in the statement. “In the current environment, retailers are looking to get closer to the grower. We fit that bill as a service-oriented growing operation. Many buyers know us from the lime trade and we’re pleased to offer them other items from our farms as well.”

Dan tells me that the company has built greenhouses in Colima, Mexico, with the first crop of tomatoes showing up at the end of this past March. To learn more about the company and its new brand, watch my full interview with Dan above.

SiCar Farms

WATSONVILLE, CA - Tour de Fresh premier sponsors will see their brand on riders’ kits as they make the 275 mile trek from Napa into Monterey, California, along with the eyes of the industry as they make their way to the annual PMA Foodservice Conference & Expo. Will you see yours?

The window closes this Friday, April 22nd, leaving just today and tomorrow for companies to apply to be on the jersey of a rider pushing fro produce consumption in schools across the U.S.

Cyclists begin the ride on July 26th, finishing up on the 28th in time for the PMA Foodservice kick off at the Hyatt Regency Hotel & Spa in Monterey, California.

The Tour de Fresh has continually broken its own records since its premier ride in 2014, having successfully raised $150,000 last October towards placing salad bars in schools.

“It’s amazing to see brands, both in and outside of the fresh produce industry, step up in support of our riders who spend months training and raising money to make a school’s wish come true,” Cindy Jewell, VP of Marketing for California Giant Berry Farms, commented in a previous press release, which detailed that sponsorships for 2015’s event garnered 51 million media impressions.

Last year also saw placement in more than 300 digital and print publications combined, making it both a key promotional opportunity, a good cause overall, and a strong push for produce.

Since its 2014 inception, Tour de Fresh has successfully placed more than 100 salad bars in schools across the U.S., presenting fresh fruits and veggies to thousands of students.

But there are still many more cafeterias to fill. To take up the challenge and help Tour de Fresh break its record for a third consecutive ride, click here.

Tour de Fresh

STELLARTON, NS - In a revamp of its Atlantic/Ontario business unit, Sobeys has announced 30-year retail veteran Beth Newlands Campbell as the region’s new President.

With three decades of grocery experience at her back Newlands Campbell has served Delhaize U.S. in senior operations marketing, merchandising and strategic planning roles. Having a hand in both the Hannaford Supermarkets and Food Lion banners, Newlands Campbell was most recently President of Food Lion.

“Beth’s diverse experience and proven record in organizational growth and strategic planning will support all aspects of our business in Atlantic Canada and Ontario,” said Marc Poulin, President & CEO, Sobeys, in a press release, adding that her passion for food, customer service, and serving her community will be an excellent asset in advancing the company’s mission to get Canadians to “Eat Better, Feel Better, and Do Better.”

Newlands Campbell took her leave from Food Lion in November of 2014, citing both “personal and professional reasons.” She was named President of Food Lion in December 2012, replacing Cathy Green Burns, and tasked with helping the retailer implement its turnaround strategy.

Newlands Campbell will now be reporting to Poulin, as well as serving on the Sobeys Leadership Committee. Her appointment is effective immediately.

Sobeys

SALINAS, CA - If you haven’t yet heard, the inaugural Organic Produce Summit in Monterey, CA from July 13-14 is already boasting an impressive lineup up of speakers. Now, the show has added two more organic produce experts, Tanimura & Antle’s Principal Tonya Antle, and President of the Organic Trade Association (OTA), Laura Batcha.

“A key part of being a successful leader in the organic space is knowing how and when to seize opportunities, gain knowledge, and share ideas with your peers and other thought leaders. I believe that The 2016 Organic Produce Summit is going to be just that place!” said Tonya, who will be Master of Ceremonies for the event.

Laura, who holds 20 years of direct experience as a certified organic producer and handler, and more than 10 years of hands-on experience in the private sector of the organic industry, will be delivering a state of the industry report on organic fresh produce during the two-day event.

Tonya and Laura will join Chad Hagen, Vice-President of SunOpta; Doug Evans, Founder of Juicero and noted former New York Times Columnist; and Co-Founder of Purple Carrot, Mark Bittman, as featured presenters at the first-ever event focused exclusively on organic fresh produce. 

Having sold out its exhibitions last week, the Organic Produce Summit has confirmed that 70 producers of organic fresh produce will display. The Organic Produce Summit has also received confirmation of attendance from over 45 retail and buying organizations, with ownership of over 20,000 stores across the United States and Canada.  A list of those attending the inaugural event can be found here.

Additional educational seminars hosted by the OTA are still being finalized, but attendees can expect an array of established industry educators and leaders serving as panelists in three different educational sessions, according to a press release. A fourth educational session on the growing e-grocery sector and organic produce is also in the final stages, with panelists Tony Stallone, Vice President of Merchandising for Peapod, and Mike Buffington, of IdeoClick. Kevin Coupe, Founder of The Morning News Beat, will serve as moderator.  

The OPS is co-sponsored by Taylor Farms and Braga Fresh, with support from other major sponsors including Tomorrow’s Organics, Homegrown Organic Farms, Earthbound Farms, and Driscolls. Keep watching AndNowUKnow for the latest on the inaugural organic summit, and check out www.organicproducesummit.com for more details.

Organic Produce Summit

LEXINGTON, MA - Robots are becoming more and more prevalent in the agriculture industry, but a recent study states that what are currently concepts and prototypes will soon be a market worth billions.

Already having grown leaps and bounds from the $817 million market this cutting-edge industry was back in 2013, WinterGreen Research is reporting anticipations of that market climbing up to $16.3 billion by 2020.

“Agricultural robotic projects are ongoing. The key to industrial farm robots is keeping costs down,” Susan Eustis, Principal Author of the market research study, Shares, Strategy, and Forecasts, Worldwide, 2014 to 2020, said, according to Whatech. “Adapting existing commercial vehicles instead of building new ones is the best way to build viable agricultural robots.”

From weed control to harvest, the robotic industry is looking to cut costs by boosting yield and quality, spanning a number of categories in the produce industry.

As we have reported recently, different commodities including greens, strawberries, and mushrooms are looking into how they can use automation to improve their practices.

It is the fact that ag robotics are already being used in more sectors than anticipated, with a climbing trend in motion that will continue to push the industry forward into a global market worth billions, Whatech reports.

The introduction to the 430 page study can be found by clicking here.

Keep following AndNowUKnow as we continue to report on all the trends growing outward and upward in the produce industry.

WinterGreen Research