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A Fresh View from the Summit
PMA’s annual Fresh Summit provides a close-up look at the latest products and services in produce.
Lindsey Wojcik
January 1, 2018
24 Min Read
If the foot traffic in supermarket produce aisles is any indication, it appears that more and more consumers have adopted a “fresh is best” mantra. The demand for fresh produce is clear: The category earned an estimated $61 billion in annual sales in 2015 while achieving 99.8 percent of household penetration. The power of produce will converge in Orlando, Fla., this month for the Produce Marketing Association’s (PMA) Fresh Summit.
Organizers of the event, which will be held Oct. 14-16 at the Orange County Convention Center, expect this year’s expo to be the biggest yet with an estimated 20,000 attendees from 60-plus countries browsing the products and services of more than 1,000 exhibitors. The exposition space will span 300,000-plus square feet and will feature a first-time exhibitor pavilion.
The event will kick off with a brunch session, which will feature the annual state of the industry presentation by PMA CEO Bryan Silbermann and PMA president Cathy Burns. “We will be wishing PMA CEO Bryan Silbermann a fond farewell as this is his last Fresh Summit,” says Kathy Means, vice president of industry relations at PMA. “He’ll retire next January.”
On Oct. 15, attendees can jump-start their day with the 5K Race for Talent or join Johnny “Cupcakes” Earler, founder/CEO of Johnny Cupcakes, during an educational breakfast session titled “Be Your Own Brand: Your Ultimate Branding Tool Box.” Tech entrepreneur and investor Josh Linker will present the “Harness Innovation for Growth, Creativity & Transformation” during the Oct. 15 educational breakfast session. Fifteen educational workshops are also planned throughout the show.
Of course, attendees are likely to spend a majority of their time navigating and networking with the companies exhibiting. “So many companies debut their new items at the show that for buyers, it’s like being a kid in a candy shop,” Means says.
With that in mind, here is a sampling of exhibitors and the items and services that will be featured on the show floor:
Booth 2184
AgroFresh offers a variety of products and services designed to maintain quality throughout the entire food supply chain—growing, harvesting, storage, distribution, display and consumption. The company will feature its new RipeLock Quality System, a solution that enables distributors and retailers to offer bananas at consumer-preferred color, flavor and appearance for more days. The system incorporates a specially designed Modified Atmosphere Packaging (MAP) bag and 1 MCP formulation to improve product shelf life, says Evan McCaskey, RipeLock business leader for the Philadelphia-based company.
“The RipeLock system is the first of its kind in the banana market and benefits all stakeholders in the trade,” McCaskey says. “Suppliers benefit from green life preservation and improved freshness on arrival. Ripeners can ship ripe bananas over a wider window of days and distances. Retailers can maintain displays longer at optimal color, reduce shrink, and increase sales due to more appealing displays and higher consumer satisfaction. Consumers enjoy an extended optimal eating experience with great-tasting bananas.”
Booth 1460
Apio officials are always delighted to attend PMA, says Anne Byerly, vice president of marketing. However, this year is even more exciting for officials of the Guadalupe, Calif.-based company. “This year is particularly exciting because we have some new team members who are new to the industry, and it is an incredible way to learn about fresh produce—competitors, customers and suppliers,” Byerly says.
Attendees visiting Apio’s booth will have the opportunity to learn about the company’s salad kits and blends. Apio will unveil two new varieties of its gourmet vegetable salad kits: Strawberry Harvest and Sunflower Kale. The kits also come in Asian Sesame, Southwest and Sweet Kale Salad options. Three new salad blends—Fresh Harvest, Hearty Greens and Garden Medley blends—will also make their debut at the show.
“Sweet Kale salad is the No. 1 selling salad kit per Nielsen, so although it has been out a few years, we continue to build awareness and trial on this fantastic product,” Byerly says. “Asian Sesame and Southwest launched in February and are still building awareness and trial.”
Booth 2113
Avocados From Mexico (AFM) will unveil its Brand and Innovation Showcase, providing a preview of the company’s latest merchandising programs. Seasonal program displays, farmers market-inspired sets and secondary solutions that position avocados in the refrigerated egg cases are new for this year.
“We’ve raised the bar this year by having more program details to share than ever before,” says Maggie Bezart Hall, vice president of retail and promotion for the Irving, Texas-based company. “This gives our team a unique opportunity to discuss programming that will meet customer needs for increasing avocado sales and consumption throughout the year.”
A new booth layout will showcase AFM’s comprehensive line-up of merchandising innovations and category building programs. Over 800 square feet of space has been dedicated on the show floor to facilitate these partner meetings, Bezart Hall adds.
“Along with innovative guacamole samples, we will be unveiling a first-of-its-kind avocado vending experience with a menu that changes throughout the day to highlight various day parts including breakfast and handhelds,” Bezart Hall says. “The futuristic food experience puts attendees in the chef’s role, allowing them to create an avocado dish with thousands of combination possibilities.”
Booth 635
Bard Valley Date Growers (BVDG), based in Yuma, Ariz., is a grower, packer, shipper and marketer of fresh Medjool dates. Through a balance of agricultural practices and a modern approach to food safety and sustainability, BVDG has developed the Natural Delights Medjool Date brand, which is certified Heart-Healthy by the American Heart Association, Non-GMO Project Verified and pesticide- and additive-free.
During PMA, BVDG will highlight its new website and brand positioning. The website features consumer-oriented lifestyle video content, new recipes, inspiring imagery and high performance content that will connect with the health-minded consumer, say company officials.
“Health-minded consumers and Millennial shoppers are racing toward healthy, on-the-go snacking options to help them power through their day,” says Erin Hanagan-Muths, director of marketing. “Not only are these segments looking for high-quality products to sustain their energy levels, they are seeking foods that have minimal ingredients, are GMO-free, contain no artificial flavors or colors and are natural. Our Medjool date products are already exactly what the marketplace is demanding and our new website will be a powerful vehicle for us to drive awareness and demand.”
Chilean Fresh Fruit Association
Booth 1829
Chile exports more than 800,000 tons of fruit to the U.S. annually. The Chilean Fresh Fruit Association directs marketing and promotions for all the fresh fruit exported from Chile to North America.
“North America is, by far, the largest market for Chilean fruit, so PMA Fresh Summit is an incredibly important show,” says Karen Brux, managing director North America for the San Carlos, Calif.-based company.
The Chilean Fresh Fruit Association will be showcasing all the major commodities available from Chile, including grapes, stone fruit, blueberries, citrus, cherries and kiwifruit.
“We’re in the heart of Chilean citrus season, with most other Chilean fruits entering the market from November onward, so Fresh Summit is the perfect opportunity for Chilean exporters to meet with their North American customers, whether importers, wholesalers or retailers,” Brux adds. “We have worked with Chef Kenji for many years, and at this year’s show, he’ll be serving everything from fresh fruit gelatos to blueberry chia pudding, to the always-popular avo dogs. Visitors to the Chilean Fresh Fruit Association booth will be able to sample numerous creative, tasty usages of fresh Chilean fruit.”
Booth 2901
Del Monte Fresh Produce plans to showcase its whole and fresh cut produce lines, as well as its value-added offerings. Del Monte bananas, avocados, tomatoes, peppers and other whole produce offerings will be on display.
“Our fresh cut displays will feature many of our various combination and packaging capabilities, including our Del Monte Fresh Cut Grab-N-Go fruit and vegetable line, which now comes in tamper evident packaging with large, clear nutritional panels,” says Dionysios Christou, vice president of marketing for the Coral Gables, Fla.-based company.
Attendees can also learn about the proprietary Del Monte Gold Extra Sweet pineapple chunks and spears, along with other fresh cut options that include watermelon, mango, strawberries, blueberries, apples, fruit cups, snack trays and more. The company’s vegetable kits will be featured and consist of butternut squash, Brussels sprouts, mirepoix, kabob kits and pepper strips, among others.
“We are especially excited to showcase our newest product line, the Del Monte Vegetable Noodles, available in zucchini, yellow squash, sweet potato and butternut squash flavors,” Christou adds. “This new product will be up for display and also sampled on the show floor.”
Booth 2262
Since 1980, The Garlic Co. has produced California garlic products and has supplied peeled and whole bulb garlic to the foodservice and retail arenas. The Bakersfield, Calif.-based company also offers a full line of industrial garlic products including frozen and shelf-stable purees.
At PMA, The Garlic Co. will feature freshly peeled garlic from its 2016 garlic harvest. The peeled garlic is packaged in both 5-pound jars and bags, depending on the customer’s preference, says Michael Layous, sales and marketing.
The company’s Vak-Pak peeled garlic will also be showcased. “As the name implies, peeled garlic is vacuum-sealed in individual 1-ounce pouches and placed into a stand up gusseted 6-ounce bag,” Layous says. “Because each pouch is individually sealed, the consumer can use one or two pouches for a dish without needlessly opening the remaining sealed packages, which maintains the freshness and shelf life of the remaining product.”
Booth 1473
Hollandia Produce, based in Carpinteria, Calif., offers hydroponic living greens that stay fresh longer, which extremely reduces any chance for shrink at the store level and food waste in the home, says Brian Cook, vice president of sales. “Living greens provide the freshest and most flavorful eating experience available,” he says.
During PMA, Hollandia will highlight its Live Gourmet Living Baby Romaine with its roots intact. Launched in June, the younger romaine boasts longer lasting freshness, richer green hues, crunchier texture and a sweeter flavor than comparable varieties, Cook says. It is also heartless and contains only the dark nutrient-dense leaves, which are perfect for lettuce wraps and cups, he adds.
“PMA provides another opportunity to see our customers and re-present our exciting new items like the Heartless Baby Romaine Leaves,” says Cook. “It is always our goal to grow with our customers, so it is imperative that discussions happen often for planning. We are looking to expand our line on to the East Coast, as well where our high quality lettuce and greens will be appreciated.”
Booth 731
Idaho supplies 30 percent of the nation’s fresh potatoes—mostly Russets, but that has expanded to include niche and heirloom varieties—and the Idaho Potato Commission serves as the marketing arm for the entire Idaho potato industry. The organization has created the well-known “Grown in Idaho” seal, which “symbolizes quality, known around the world,” says Jamie Bowen, marketing manager for the Eagle, Idaho-based company.
“Our consumer brand awareness is recognized in study after research study as the highest in the industry,” Bowen adds. “We dedicate our efforts on training and education materials and promote Idaho potatoes through the vast number of recipes on our website.
“Our goal at the PMA Fresh Summit show is to meet with our retail customers, answer any questions they may have and keep the Idaho Potato brand top of mind, while also engaging in some fun activities,” Bowen says.
Booth 1537
J&J Family of Farms consists of dedicated, multi-generational farm families that grow on more than 14,000 acres of farmland, providing vegetables on a year-round basis. The company is committed to the highest standards of food safety, say company officials. As family farmers, the Loxahatchee, Fla.-based company believes in sustainable and socially responsible farming practices and taking care of its people. The company’s sales and sourcing teams, supported by its sister logistics company, Trophy Transport, are committed to delivering the highest level of quality and service, says Brian Rayfield, vice president of business development.
J&J Family of Farms specializes in bell peppers, cucumbers, green beans, squash and other southern vegetables. “We are excited to be exhibiting this year at PMA as it is in our backyard in Florida,” Rayfield says. “This year, we will be highlighting our bell pepper line that will include new and interesting varieties of flavorful and locally field grown red, yellow and green peppers along with the introduction of Yummies—our sweet mini pepper line.”
Booth 443
This year has been chockfull of innovation for Litehouse, and at its booth, attendees will be able to take a tour of the Sandpoint, Idaho-based company’s recently introduced products. Known for its high quality salad dressings found in the produce department, Litehouse will highlight its OPA by Litehouse Greek Yogurt pourable salad dressings, which launched earlier this year. The dressings are available in five flavors: Tzatziki Ranch, Avocado Cilantro, Strawberry Poppyseed, Roasted Garlic and Curry.
The company will also showcase a product that complements its Instantly Fresh Freeze Dried Herb line: Guacamole Herb Blend, which launched in June. “This new herb blend offers convenience for the consumer and delivers on exceptional flavor,” says Stacey Miller, director of business development. “All you need are two avocados, limes, and a quarter bottle of our Guacamole Herb Blend to make a quick and easy appetizer.”
The Litehouse herb line is non-GMO and was created to offer healthy convenient options for those looking to add fresh flavor to their meals, without the hassle of prepping and chopping fresh herbs, Miller adds. It is preservative- and additive-free. In May, Litehouse added two flavors to its branded dressing line, Mango Habanero and Sriracha Lime, which will also be displayed at its booth.
Booth 1029
“At PMA, the focus for Mann’s is on products and relationship-building, and presenting the new Nourish Bowls as well as the line extension of the award-winning Mann’s Culinary Cuts,” says Jacob Shafer, marketing and communication specialist for Salinas, Calif.-based Mann Packing Co.
Mann’s Nourish Bowls were created for consumers who are on-the-go. The bowls were developed internally to create a healthy, warm single-serve meal with fresh veggies, grains and sauces that is ready in 3-4 minutes, Shafer says. Mann Packing Co. partnered with a panel of San Francisco Bay area chefs to develop the flavor profiles that include Monterey Risotto, Sesame Sriracha, Smokehouse Brussels and Southwest Chipotle.
“Leading the way in product innovation, environmental sustainability and green supply chain management practices, Mann Packing is consistently vigilant in food safety, employee wellness and quality assurance, making for one of the most trusted brands in the industry,” Shafer adds.
Booth 2572
Although MountainKing Potatoes has a full line to support any potato category need, the Houston-based company is focusing on what the latest trends report. The latest 52 weeks on fresh potato-purchasing frequency reflects continued strong growth and demand for smaller-sized units, says Mark Daniels, sales, marketing and business development.
“With shoppers making more frequent trips to their grocery store, we support the need to market smaller size bags like 1.5- and 3-pound bags,” Daniels adds. “MountainKing specializes in a full assortment of potatoes along with some very unique and proprietary varieties. So, make sure to visit them and find out how you can get ‘big profits from small packages.’”
The company’s 3-pound Butter Good, 3-pound Butter Red, 3-pound Butter Russets, 1.5-pound SteakHouse Roasters and 4-count Tray SteakHouse Bakers will be featured during PMA.
Booth 943
NatureSweet Tomatoes will debut its Tomatoes Raised Right campaign. Though it is a new campaign, Tomatoes Raised Right is about the company’s philosophy of growing its tomatoes from start to finish, says Michael Joergensen, vice president of marketing for the San Antonio-based company.
“We own and operate 100 percent of our greenhouses, controlling everything from seed-to-shelf with the highest quality standards,” Joergensen says. “It starts with the best seeds that are nurtured throughout the greenhouse-grown process by associates who handpick the tomatoes off the vine at the peak of sweetness to provide consumers with high-quality tomatoes all year long.”
The company will also introduce new packaging options for two of its brands. Cherubs will now be available in an 18-ounce package along with a 16.5-ounce package size of Constellation medley pack of tomatoes. Cherubs will also be offered in limited edition pink packaging in support of the company’s partnership with Susan G. Komen for Breast Cancer Awareness month.
Booth 2763
The New York apple industry has been aggressively planting new varieties to meet consumer demand for a great apple eating experience, including Honeycrisp and Gala, as well as RubyFrost and SnapDragon—which can only be grown in New York State. PMA attendees can sample the RubyFrost and SnapDragon varieties as well as New York State apple cider.
“While regional expos are growing in popularity, and we exhibit at many of them, our industry markets its wares across several regions,” say Jim Allen, president of the Fishers, N.Y.-based association. “Fresh Summit attracts the customers we want to talk to from all the regions in which we do business.
“In addition to catching up with our current retail partners, we’re always looking for new partners who want to sell great apples and delight consumers,” Allen adds. “NYAA marketing director Molly Zingler will be in the booth to talk about what we can do.”
Booth 2000
North Shore Sales & Marketing is known best for its North Shore Living Herbs. Officials for the Thermal, Calif.-based company are excited to launch North Shore Organic Living at PMA, which includes a full line of living and organic clamshell herbs, potted herbs and micro greens.
“Our goal at the Fresh Summit is to share all the exciting things going on at North Shore while letting everyone experience what fresh, live flavor truly means,” says Micki Dirtzu, director of marketing. “We offer the freshest herbs and greens from one location with consistent quality all year round. Come taste, smell and feel the difference at our booth.”
Booth 642
In addition to showcasing its full line of fresh vegetables, Ocean Mist Farms will unveil the newest member of its value-added product line that is ready to use, cook and serve: Season & Steam Sweet Baby Broccoli.
“Ocean Mist Farms’ Season & Steam Sweet Baby Broccoli is packaged in an award-winning Steamfast microwavable pack that gives users the option to open the bag, pre-season the contents to their flavor preference, reseal with the zip lock and steam by microwave—all within the same bag,” says Diana McClean, director of marketing for the Castroville, Calif.-based company.
The SteamFast packaging is gusseted for a stand up, face-forward shelf presentation and has a suggested retail price of $3.49–$4.99 per bag, depending on the region. The 8-ounce package is bilingual, in French and English, for export, and includes cooking instructions and usage ideas on the bottom gusset.
Booth 2673
There are a lot of apples on the trees in Washington State, and Oneonta Starr Ranch Growers officials will be available to share information about the big crop and the opportunities it presents, says Dan Wohlford, national marketing representative for the Wenatchee, Wash.-based company.
“This year, we are highlighting our organic apples, pears and Koru apples,” Wohlford says. “Organic apple volume has increased dramatically at Oneonta Starr Ranch Growers over the past few years. Our partnership with Columbia Valley Fruit and Gilbert Orchards has enabled us to become major players in the growing organic apple segment of the business.”
Oneonta imports Koru apples from New Zealand in the late spring. The company brought the variety—a cross between a Braeburn and Fiji—to the U.S. two years ago, and expects to have year-round supplies of the variety by 2018.
“Pears continue to be a big part of what we have to offer retailers as well; our Diamond Starr growers have a very clean crop of pears this season, and we are looking forward to very promotable sizes and prices,” Wohlford adds.
Booth 400
As a vertically integrated North American Greenhouse grower, Red Sun Farms ensures control over every step of the supply chain. Red Sun Farms owns greenhouses in the U.S., Canada and Mexico. Quality is maintained throughout seed selection, propagation, growing, harvesting, packaging and the transportation to partner’s stores, say officials for the Kingsville, Ont., Canada -based company.
The company will feature its Holiday Pack, 2-by-10-ounce festive packaging that includes a combination of Red Sun Farms Scarlet Pearls, Chef Collection and Cherry Tomatoes. “In addition to the seasonal sleeve, we are offering our retail partners a floor display that will have 360 degrees of coverage with our festive graphics,” says Carlos Visconti, COO. “The standalone units can be displayed as a solo display or paired together for a multi-display feature; each unit can accommodate the holiday pack or any combination of Red Sun Farms product retailers would like to promote during the holiday season.”
Attendees will also have the opportunity to learn about the company’s Monarch Pears and explore its growing offering of organics.
Booth 235
RPE is a year-round grower and shipper of potatoes and onions. The Bancroft, Wis.-based company will feature chef Joey Elenterio, who will prepare unique recipes with the assortment of products on display.
“We are always excited to attend PMA, but this year we are particularly excited about our new products,” says Randy Shell, vice president of marketing and new business development. “Committed to innovation and development, we are eager to bring our current ideas to the potato category.”
RPE’s new products include Old Oak Farms’ Party Potatoes, Tasteful Selections Season & Savor trays, Take & Shake cups and organic Steam & Savor microwave packs. “Our Take & Shake cups, aimed for convenience, provide a unique culinary experience that will satisfy cravings and provide a healthier option to grab-and-go eating,” Shell says. “These snack-sized treats are available in three exciting new flavors: Chipotle BBQ, Chili Lime and Black Pepper Rosemary & Thyme.”
The Season & Savor trays include four servings of creamy potatoes and a seasoning packet of one of three flavors: Smoky Bacon & Ranch, Black Pepper, Rosemary & Thyme and the seasonal favorite Brown Sugar & Cinnamon.
Booth 820
Known for its specialty fingerling potatoes grown in Idaho, Southwind Farms will highlight its new crop of Russian Banana fingerings, Purple Fiesta and Re Thumb fingerling potatoes at PMA.
Officials for the Heyburn, Idaho-based company will also share news about routinely engaging in trails of new potatoes. “This year, we worked with an experimental marble program,” says Sherise Jones, marketing coordinator. “And while the marbled fingerlings are not available this year, it’s important that we communicate that we are always looking at new products while offering our well-known yellow, purple and red fingerlings.”
Company officials will also discuss its facility remodel, upgraded packaging capabilities, and increased focus on social media through Facebook, Twitter and Instagram, Jones adds.
Booth 2917
Wholesum Harvest will highlight its recently formed partnership with Vitalis Organic Seeds. Wholesum officials believe organic produce should start from an organic seed, yet it is not always possible, says Jessie Gunn, marketing manager for the Nogales, Ariz.-based company. “We have partnered with Vitalis Organic Seeds in effort to make sure there is always organic seed available,” Gunn says.
The company launched its “Vitalis Born, Wholesum Grown” campaign in July, which communicates its commitment to “the best organic can offer, starting and finishing with organic all the way,” says Gunn. PLU labels have been added to Wholesum’s Floyd variety beefsteak tomatoes, and box stickers highlight “that it doesn’t help to start from non-GMO seed, and then spray the plant with chemicals, and it’s not ideal to start with non-organic seed either,” Gunn adds.
“We talk a lot about our social responsibility at Wholesum, and it gives us an opportunity to show our customers the strides we’ve made there, as we have with our Fair Trade Certified Farms, to introduce new initiatives like Vitalis Born, Wholesum Raised,” Gunn says. “It’s the first time that we know of that a seed and grower have banded together for organic progress across the industry, and we’re proud to share the initiative.”
What's in a Name?
Booth 3921
Officials for Columbia Marketing International are “jazzed” about this year’s PMA Fresh Summit. Not only will the company debut its new booth, complete with a private conference room, it will also unveil new branding for the company, which recently changed its name to CMI Orchards. Officials say the name change from Columbia Marketing International to CMI Orchards creates a focal point for customers and consumers, as orchards are the “core” of the company’s operations.
Steve Lutz, vice president of marketing for the Wenatchee, Wash.-based company, says a national consumer research study was conducted to ensure that the new name, logo and colors would resonate with shoppers. “We know from the success we’ve had with our Daisy Girl and Ambrosia packaging that consumers actively respond to colors and key words. A big part of incorporating ‘orchards’ in our new name is to transport consumers directly into the core of our operation.”
Lutz says the 2016 apple crop looks “terrific.” CMI Orchards is up 20 percent from the shorter crop last year, and its organics are up by nearly 70 percent. “The fruit quality looks outstanding,” Lutz says. “Temperatures have been moderate through the growing season, which usually yield great color and great flavor.”
CMI focuses on the best genetics for well-known apples like Gala, Fuji and Honeycrisp. “We have the strongest line up in the industry of proprietary branded apples including Ambrosia, KIKU, Kanzi, Envy, Jazz, Pacific Rose and RosaLynn,” Lutz adds.
The company’s variety of pears include Red D’Anjou, D’Anjou, Bosc, Bartlett, Comice, Concorde, Asian, Forelle and Seckel. Additionally, CMI offers apricots, Rainier cherries and red cherries.
“We’re completely jazzed about our new branding and new booth,” says Lutz. “For many customers, this will be the first opportunity for them to see our new branding. We’ve also been working on creating a new booth for three years, and this year it finally will come to life. We invite all of our retail customers to stop in to visit our new brand and new booth. We’ll have mass displays of all of our major apple and pear varieties, packaging and display units. We think it will be the highlight of the 2016 PMA show.”
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