Fresh options from PMA Fresh Summit

For many in the produce industry, the PMA Fresh Summit marks the finale of a busy year. Grocery Headquarters celebrates the show’s brightest innovations and takes a peek at what is to come.

Produce sales are up. Dollar sales increased 5.1% for the 52 weeks ended September 27, according to Nielsen. The shelf space dedicated to produce, however, is not growing as quick.

Retailers are continually faced with the conundrum of which products to stock, when to offer them and how long to keep them on display. As this year’s Produce Marketing Association’s (PMA) Fresh Summit exhibited, the options are nearly endless.

Taking place in Anaheim, Calif., from October 17-19, the 2014 Fresh Summit was the “largest event yet, as well as the largest gathering of the fresh produce and floral industry in the entire Western Hemisphere,” according to Cathy Burns, president of PMA.

The 1,150-plus retailers present underscored the value of the show for exhibitors, Burns said, adding that, “It validates for us that retailers know that produce continues to be a point of differentiation in their go-to-market strategies.”

A number of trends were apparent, none more than the focus on kids. Big Bird and the Sesame Street gang joined the PMA party to represent the eat brighter! movement. In collaboration with Partnership for a Healthier America, the movement offers the produce industry royalty-free access to the famous Sesame Street character images to use in its marketing materials and packaging. Dozens of companies and retailers are already on board.

Beyond the focus on children, trends that continue to drive innovation include a continued shift toward healthier eating habits; convenience products; the demand for transparency and trust in the consumer-retailer-producer relationships; and the role of technology in the industry.

Here is a sample of innovations from the show floor—and a sneak peek at what to expect in the coming year.

Bolthouse Farms From the show floor… Bolthouse Farms had kids front-and-center, featuring its Kids line, and the accompanying non-branded materials for a kids section. Additionally, the Bakersfield, Calif.-based grower is at the heart of the eat brighter! Sesame Street movement.

“We had an overwhelmingly positive response from farmers and growers on-site that resulted in a considerable amount of people signing up for the eat brighter! program,” said Todd Putnam, CEO. “PMA was a real tipping point for the movement.”

What to look for… Blueberry Banana Almond Milk: Shipping Spring 2015, the fruit and almond milk smoothie meets the growing interest in dairy alternatives, and is low fat, soy- and dairy-free.

Classic Salads From the show floor… Classic Salads redesigned its labels with a symbol of health sure to be remembered—Salad Man. The signature image is a man made of Baby Leaf Salad components in a running position with the tagline: Delivering Freshness. “The new logo embodies what Classic Salads is all about,” said John Burge, vice president of sales and marketing for the Watsonville, Calif.-based company. “Everybody at the show loved him.”

What to look for… Five Conventional Baby Leaf Products: Packed in bags with a lower price point than its organic clamshell counterparts, the products are being offered to reach a wider consumer base.

Grimmway Farms From the show floor… Grimmway Farms is not playing games with its new super premium organic juices. Called “True Grimmway Farms,” the line features six of the market’s most popular flavors of fruit and vegetable juice made from vegetables out of the Cal-Organic vegetable program.

“The super premium juice category is growing at strong rates, and combined with the growth in organic fresh fruits and vegetables, we felt that the timing was right to enter the juice market,” said Bob Borda, vice president of marketing, for the Bakersfield, Calif.-based company, adding that True has received an unbelievable response.

What to look for… More Premium and Organic Products: Grimmway is just getting started with its super premium juice line and plans to expand on the True line, but it will also respond to a growing demand for premium and organic vegetable products, especially in the carrot category.

Hollandia Produce From the show floor… Freshness was the message Hollandia Produce officials were sharing with attendees. The Carpinteria, Calif.-based hydroponic grower emphasizes the “freshness equation”—as Vince E. Choate, director of marketing, puts it—that results from the company’s roots-on growing methods.

“The quality assurance programs we have in place make sure consumers are getting the best in the category. We reinforce our commitment to food safety and sustainable farming practices,” said Choate.

What to look for… Organic Products: As organic continues to gain consumer interest, it will continue to be a focus for Hollandia Produce. “We are constantly looking at new products and are really focused on the organic categories,” said Choate.

Kingdom Fresh From the show floor… Roma Tomatoes and Mini Sweet Peppers in 1-pound bags were in the spotlight. Rooted in commodity tomato offerings, the company is seeing a trend toward packaged offerings and snacking tomatoes, such as grape tomatoes, which the company has seen 16% growth over the past two years, said Dan Edmeier, vice president of sales and marketing.

What to look for… New Retail Packaging: Mini Sweet Peppers, Sweet Black Tomatoes Tomato Medley and Yellow Grape Tomatoes will receive a new look next year. Between new packaging and strong commodity offerings, the Donna, Texas-based grower has its sights set on expanding its retail presence in the Midwest and parts of the Eastern U.S.

Limoneira From the show floor… Limoneira is bringing the world together, one lemon at a time. Through its One World of Fresh Citrus initiative, the Santa Paula, Calif.-based grower has expanded its reach through partnerships and investments local and abroad, in an effort to share its message and lemons with a wider consumer base.

Also in the spotlight was Limoneira’s Nature’s Pharmacy campaign that teaches consumers about the natural benefits of fruits and vegetables. “The trend for natural, healthy foods continues unabated,” said John Chamberlain, director of marketing. “Limoneira lemons, other citrus products and avocados are some of the healthiest products available.”

What to look for… Unleash the Power of Lemons: The seasonal campaign focusing on all the uses of lemons throughout the seasons will continue throughout 2015. It will kick off next month with the first of its five promotions.

Oneonta Starr Ranch Growers From the show floor… The freshest thing from Oneonta Starr Ranch Growers this year was direct from New Zealand. The company, based in Wenatchee, Wash., is importing KORU Plumac cv, a varietal cross-breed of Braeburn apple and Fuji apple, through a joint venture with Borton & Sons and New York Apple Sales.

“We haven’t been able to keep them around,” said Dan Wolhford, national marketing representative, about the new variety. “People are always looking for the next variety.”

What to look for… KORU Plumac cv from Washington: With trees already planted, the grower anticipates having the new apple available straight from its orchards.

Paramount Citrus From the show floor… Paramount Citrus had a sweet surprise at its booth this year—the launch of its Wonderful Sweet Scarletts Texas Red Grapefruit. The consumer brand was debuted alongside the return of Paramount’s citrus portfolio, including California mandarins and Wonderful Halos.

“What makes Sweet Scarletts different is that we only pack them when the fruit tastes great,” said Grace Yoon, director of trade marketing for the Delano, Calif.-based company.

What to look for… Wonderful Sweet Scarletts Marketing Campaign: Paramount is supporting the Wonderful Sweet Scarletts brand with a consumer marketing campaign that will include national FSIs, print, online/digital and high-graphic in-store POS, offering retailers a number of ways to jump on board.

Potandon Produce From the show floor… There was a lot of love at the Potandon Produce booth this year. The company debuted a number of new fresh potatoes, including Klondike Royale.

“The iconic image that we created for the new Klondike Royale with the two fairies was the absolute highlight of our booth,” said Ralph Schwartz, vice president of sales, marketing and innovation for the Idaho Falls, Idaho-based company. “Attendees said that it was a great image that really identified the naturally occurring kisses on the potato surface.” The tagline on the package is “Taste the Love in Every Bite,” and the marketing team is already looking ahead to big Valentine’s Day promotions.

What to look for… Taste Profile Videos: Potandon Produce is developing profile videos to explain and educate consumers about many of its fresh potatoes’ taste profiles. The videos will feature cooking demos from a professional chef discussing the attributes of the potato which could include taste, texture, feel or preparation techniques for retailers to share with their shoppers through in-store video or social media.

USA Onions From the show floor… There was a celebrity sighting at the USA Onion booth. Weber Grill Master Kevin Kolman was signing autographs and discussing the benefits of grilling with Spanish Sweet Onions from Idaho and Eastern Oregon.

Attendees also got a taste of the Parma, Idaho-based organization’s recipes from its “Comfort Food” Recipe Booklet. “We are constantly working on researching food trends to assist our customers in meeting current demand,” said Sherise Jones, marketing director.

What to look for… More Recipes: USA Onions is continuing its recipe development and staying connected through its different outlets. “Food trends indicate that consumers really want fresh, great-tasting, healthy food,” said Jones.

Viva Tierra From the show floor… Apples and pears had to share the spotlight this year at Viva Tierra’s booth. Organic Italian Kiwis have joined their offering mix—and with a great response, said Matt Roberts, sales manager.

“It was an opportunity that was too good to resist, and we have haven’t been able to meet the demand,” said Roberts. Yet, he added, that the main element of the Sedro-Woolley, Wash.-based grower’s business is providing a year-round organic apple and pear supply.

What to look for… Viva Tierra Branded Kiwis: With success in its new venture, Viva Tierra is creating a number of packages for its Kiwi offerings—both Green and Golden Kiwis. Featuring the company’s branding, 9-kilo boxes and 1-pound bags featuring recipes, slicing directions and storage information are the first in the line. GHQ

For show photos and more from Cathy Burns, PMA president, visit www.groceryheadquarters.com.

Best Picks

In the world of produce, packaging can mean the difference between fresh and “do not eat!” It can also be the difference between a product making into the shopping cart or spending the remainder of its days on the back of a shelf.

Therefore, it is no surprise that packaging demanded as much attention as product at the PMA Fresh Summit. Each year at the show, PMA showcases the standout products and awards five companies with a PMA Impact Award: Excellence in Packaging.

This year more than 75 submissions from 56 companies were in the running for just five awards. A big round of applause goes out to the five winners.

GO GO Fresh Cherry Package, CMI (Columbia Marketing International) Convenience stores may have been the target for CMI’s GO GO Fresh Cherry Package, but it made an impact on the entire industry big enough for an Impact Award. The single-serve design received positive feedback and strong pick up.

“Cherries do not show up in convenience stores, so we were pretty certain if we created a fixed-weight, single-serve package for cherries we could leverage the seasonal power of cherries to drive incremental sales through convenience stores,” said Steve Lutz, vice president of marketing. The Wenatchee, Wash.-based company sees it an ideal fit for deli departments or to-go sections, merchandised alongside pre-made sandwiches and beverages.

PowerMeal Bowls, Earthbound Farm PowerMeal Bowls proved to have some power behind them as Earthbound Farm took home an Impact Award for the new line of ready-to-eat salads. Created with high-quality, flavorful organic ingredients and plant-based proteins, the bowls meet the demand for health-oriented, salad lovers, as well as the trend for organic ingredients.

“The ingredients are a bit more exotic and zesty than your typical bowls and we’ve tried to communicate that on the package,” said Samantha Cabaluna, vice president of marketing and communications for the San Juan Bautista, Calif.-based company. “The PowerMeal Bowls are going to appeal to the culinary explorer that also appreciates convenience.”

Side Delights Gourmet Petites, Fresh Solutions Network The Side Delights Gourmet Petites may be small, but the package has a big message that won Fresh Solutions Network an Impact Award. Introduced to encourage consumers to create upscale, restaurant-style potato dishes at home, the package was designed to match with an image of a prepared potato dish.

“Consumers are much more motivated by a prepared image of potatoes than a pile of potatoes and we wanted to inspire them,” said Kathleen Triou, president and CEO of the San Francisco-based company. The 1 ½-pound bags have a Ziploc seal and grab-and-go handle, and feature a scanner code to a recipe website.

Wholly Guacamole’s Grab N Guac Box, Fresherized Foods Wholly Guacamole’s 100-calorie, 2-ounce Minis are one of its top-selling SKUs. Winning an Impact Award for the Minis Grab N Guac box is just the guac on the chip for Fresherized Foods, based in Saginaw, Texas.

The 16- and 20-count Grab N Guac Box provides consumers with a larger quantity of Wholly Guacamole’s Classic or Organic Minis in a fridge-friendly package.

“Convenience was a major objective for this product box,” said Jennifer Sawyer, marketing manager. It had to be sturdy enough to hold the product; withstand refrigerated temperatures; allow easy access without removing the box from the fridge; maintain real estate for a logo and usage suggestions; and allow visibility of the product inside, she added.

The New Pint, Mucci Farms The 2014 PMA show was a “personal best” for Mucci Farms; the standout moment being when the company received an Impact Award for its New Pint. Designed for on-the-go snacking, the container is more sustainable than typical clamshells because it uses less plastic—it has no lid and instead features an innovative re-sealable top-seal.

“Sustainability, variety and convenience are all sealed into Mucci Farms’ New Pint series,” said Emily Murracas, marketing coordinator for the Kingsville, Ontario, Canada-based company. “The New Pint offers great visibility of product, while engaging the consumer with its high graphic recipe images.

Kid tested, kid approved

Want to know what snacks kids like best? Just ask them!

With marketing to children at the forefront of the 2014 PMA Fresh Summit, the Produce Marketing Association once again held its annual Sensory Experience Contest. Ten produce recipes were put to the test to win over the appetites of students from Walker Junior High School in La Palma, Calif. to earn the title of “Kids’ Choice.”

The award went to Wish Farms, who made the young judges’ snack-wishes come true with Strawberry and Blueberry Hazelnut Chocolate Flatbread. Isabelle Lessig, the blogger behind Family Foodie blog and the Sunday Supper Movement, and a partner of Wish Farms, created the winning recipe.

“Isabelle tests all her recipes on her kids and if they will pick it up and eat it, she shares it on her blog. It’s a win-win situation,” said Amber Kosinsky, director of marketing for Plant City, Fla.-based Wish Farms. The company choose the recipe because it was simple, easy to eat and appealing to kids.

“Inviting the kids from the community to taste the recipes and have the chance to talk to the creators makes them feel really special,” Kosinsky added.