PMA Fresh Summit Heads to O-Town

As Floridians prepared for Hurricane Matthew last week, many in the industry began to wonder if the Produce Marketing Association’s (PMA) Fresh Summit, which is scheduled for Oct. 14-16 in Orlando, Fla., would still take place. On Thursday, Lynda Fisher, director of event management for PMA, alerted PMA Fresh Summit attendees that the show would go on. 

“Our first concern is for the safety of the residents and our members in Florida,” Fisher wrote. “Also at the top of our list is concern for the attendees, exhibitors, vendors, staff and everyone who is part of Fresh Summit. We are gathering and sending updates to everyone concerned.” 

Florida avoided a direct hit from Hurricane Matthew, though it did experience torrential rain and deadly storm surges on its coastlines. More than one million people were without power at the height of the storm and electric companies are still working to restore power to the state. According to the Orlando Sentinel, things in Orange County are getting back to normal. 

PMA’s website has been updated regarding the storm with the following statement: “Our thoughts are with the residents and PMA members in the areas affected by Hurricane Matthew. Fresh Summit is on, and we look forward to seeing everyone in Orlando this week.” 

More than 1,000 exhibitors will display their wares and tout their services at this year’s show, as Grocery Headquarters previously reported in its October issue. Our feature, A Fresh View from the Summit, highlighted items and services that attendees can expect to see at the show. Over the past few weeks, I’ve received a number of emails from exhibitors previewing what they plan to showcase at the show. Here’s another look at what PMA attendees can expect to see from exhibitors at the show: 

​Alsum Farms & Produce

Booth 1429

Alsum Farms & Produce will introduce a 3-pound Gourmet Potato Pouch Pack. Attendees can see firsthand and sample the newest products to the Alsum specialty potato line.  

Available year-round, Alsum Farms & Produce Gourmet Potato Pouch Pack provides a convenient grab-n-go concept for busy shoppers, helps extend product shelf life and prevents contamination from consumer handling. In addition, the high-graphic pouch will allow consumers to spot the potatoes from a distance and features a viewing window for consumers to see the potatoes. The pouch offers better merchandising for retailers as the pouch sits upright on the shelf. The Alsum Gourmet Potato Pouch Pack is the perfect nutritious side dish to complement any meal. 

The 3-pound Gourmet Gold B-Size Potato Pouch is available now at select retail grocers alongside Alsum Farms & Produce full-line of conventional, organic and specialty potato offerings. The 24-ounce Gourmet Blend Petite Potatoes Pouch and the 24-ounce Gourmet Blend Fingerling Potatoes Pouch will roll out later this fall as a part of the Alsum specialty potato offerings. 

The pouches feature on the front an on-trend prepared potato recipe to inspire new ways to enjoy potatoes and on the back capitalizes on the trust and expertise of farmer, Larry Alsum.

“Potatoes USA market trends data shows consumer interest in varietals, particularly for fingerlings and petite varieties, is strong. The convenient grab-n-go 24-ounce and 3-pound Alsum Gourmet Potato Pouch Packs brings fresh petite and fingerling potatoes to the time-starved consumer and on-the-go millennial shoppers,” said Heidi Alsum-Randall, national sales and marketing manager of Alsum Farms & Produce. “Our goal is to continuously innovate and meet consumer trends. One of those trends is providing the right-sized packaging for smaller families who seek increased variety and value with just the right amount of fresh potatoes for a quick, easy to prepare nutritious and flavorful potato side dish.”

Avocados From Mexico 

Booth 2113

For the second year in a row, AFM plans to lead trade excellence through two key focus areas: digital interactivity and a brand showcase. AFM’s expanded, two-story booth layout will showcase a comprehensive line-up of merchandising innovations and category building programs. Attendees will get an exclusive preview of a first-of-its kind digital avocado experience known as the “Avo-Matic” and, for the first time on the show floor, experience a Brand and Innovation Showcase featuring best-in-class tools, new seasonal programs, farmers market inspired sets and secondary solutions like refrigerated egg cases to hold avocados.

The Avo-Matic is AFM’s digital kitchen of the future. A first-of-its-kind experience that pairs personalization and customization to capture a brand new audience of avocado lovers. The Avo-Matic is yet another display of AFM’s innovation in the produce category. The connected food experience puts the consumer in the driver’s seat with a flavorful avocado menu that changes to the time of day highlighting avo-inspired recipe suggestions for any meal. In addition, the Avo-Matic includes a social component encouraging attendees to share their avo-experience and recipes. The Avo-Matic will not only be shared for the first time at PMA, it will be traveling and featured at a number of high-profile events in 2017 geared to generate major buzz around the unique program.

“The two-story booth decked out in all AFM has to offer the marketplace gives our team a unique opportunity to discuss programming that will meet customer needs for increasing avocado sales and consumption all year long,” said Maggie Bezart Hall, vice president of retail and promotion. “Over 800 square feet of space has been dedicated on the show floor to facilitate knowledge sharing and partnership within the category.”

Black Gold Farms 

Booth 1979 

This year Black Gold Farms will introduce its REDventure full-year promotional program while serving up bold and interesting potato dishes.

“The red potato is not only a great match for adventurous dishes, but it is the most versatile potato type. Many people have one or two go-to dishes that use red potatoes, but we’re out to show everyone that the red potato can be pretty amazing,” said Leah Halverson Brakke, director of new business development for Black Gold Farms. “Our obligation is to your plate, community and world—and this program encompasses that. We feel like this program is bigger than just an amazing meal, it’s an attitude about how you eat, work and play.”

“By launching this program at Fresh Summit, we will be able to talk to retailers and foodservice operators about how they can leverage this concept to really grow their red potato sales in-store or in a restaurant. The red potato is truly the only potato type that can claim ownership of this position, and Black Gold Farms is the only grower/packer/shipper that is willing to put the marketing dollars behind a year-long program to help their customers capitalize on it,” said Don Ladhoff. “We’re eager to work with our retail and foodservice customers to develop compelling programs that could include adventurous recipes, attention-getting point-of-sale, exciting consumer contests and other unique in-store, digital and social promotional elements.” The campaign will launch in retail at the beginning of 2017.

At Fresh Summit, Black Gold Farms will be sampling REDVENTUROUS recipes like Chipotle Red Potato Lettuce Cups—which is already a finalist in the PMA’s Sensory Experience Contest—as well as Papas Rojas Bravas with Saffron Aioli, an intriguing fusion of flavors that personifies the spirit of REDventure. After the show, yet another REDVENTUROUS recipe will be revealed on the Black Gold Farms website, Red Potato & Strawberry Latkes with mint cream.

​GloriAnn Farms 

Booth 2201

GloriAnn Farms will serve Fresh Corn Salsa at its booth, while sharing information about what’s planned for spring 2017. 

GloriAnn Farms provides a taste of summer all year with its value-added sweet corn in a wide variety of tray styles to fit their customer’s needs. Packs under the GloriAnn Farms and Majesty brands range from 8- to 4-counts and in options such as windowed or huskless. The full line of GloriAnn and Majesty branded sweet corn will be out for display.

“We are anticipating a great show this year in Orlando,” said GloriAnn Farms principle Mark Bacchetti. “The show offers great opportunities to see new trends and innovations and grow business by building relationships, both old and new.

Also, during the month of October, GloriAnn Farms supports the National Breast Cancer Foundation, Inc. with their “Corn for the Cause” campaign. For every case of fresh sweet corn sold to participating retailers during the month of October, GloriAnn Farms will make a donation to the National Breast Cancer Foundation, Inc.

Kalettes

Kalettes, the kale and Brussels sprouts hybrid, will be on display at the Ocean Mist Farms booth (642) and 4Earth (by appointment; call Mark Munger, 831-345-6937). Growers and distributors of this trendy new vegetable encourage attendees to experience its fresh fusion of sweet and nutty flavors up close and personal. 

“We have seen demand grow exponentially for Kalettes this year and are very pleased with this growth,” said Kraig Kuykendall, sales manager for Tozer Seeds America. “We are elated that Kalettes will be featured at PMA Fresh Summit so that attendees can experience this new vegetable for themselves.”

Kalettes are the product of over a decade of research by the largest family-owned vegetable breeding company in England, Tozer Seeds. The kale and Brussels sprouts hybrid offers the best traits of each of its parent vegetables. Kalettes are not genetically modified and were developed by cross-pollinating Brussels sprouts with kale through traditional methods. 

Tozer Seeds has exclusive agreements with select companies to grow and market Kalettes to create a consistent name and brand identity, allowing consumers to easily recognize the product. Current Kalettes cooperators include 4Earth Farms and Ocean Mist Farms. As part of the agreement, Kalettes seeds are also sold by Johnny’s Selected Seeds to small farmers and home growers.

Monterey Mushrooms

Booth 3042

Monterey Mushrooms will celebrate the roll out of a mushroom small bites and beer pairing guide with a special tasting of the company’s Portabella Porter.

The porter is a type of beer made by mushroom grower, Chris Thomsen, that is infused with Portabella mushrooms which gives the beer a burst of umami, said Lindsey Roberts, marketing specialist. The beer is not made for mass market consumption; it is brewed in small batches to share with customers and industry friends at trade shows and company events. The company will be pouring Portabella Porter at its PMA booth.

“The roasty beer is smooth but packs a big punch,” Roberts said. “It has the perfect balance of earthy notes and a sweet finish, like most classic porters.”

The mushroom and beer pairing guide is an extension of the company’s legacy of culinary innovation.

“Mushrooms and beer are both trending,” Roberts said. “Chris, our resident mushroom grower and craft brewer has mastered the art and science of growing and brewing.”

The mushroom and beer pairing guide reviews the craft beer revolution; highlights the similarities between mushroom growing and beer brewing; provides a pairing suggestion guide; and recipes for small bites to go with a favorite pint. The guide is available to download for industry members and consumers on the company website.

Organics Unlimited

Booth 420 

Organics Unlimited will share multiple company and product updates, including new packaging and an updated look and messaging. At the show, the organic fruit company will highlight both its Organics Unlimited and GROW brands.

“In addition to showcasing our new packaging and banana stickers, we have a new booth that features both the Organics Unlimited and the GROW brands,” said Mayra Velazquez de Leon, president of Organics Unlimited, who will be on-hand to meet attendees and share company information. “Stop by to learn more about our organic bananas, pick up a sales or media kit, a product sample or a small treat.”

The new tradeshow booth showcases the new look and messaging of Organics Unlimited and GROW, allowing visitors to experience the brand first-hand and learn more about the company’s commitment to organic growing, sustainable farming practices and social responsibility.

Retailers and distributors of Organics Unlimited products are already receiving their orders in the new packaging that features the new, socially-responsible messaging. The new Organics Unlimited boxes, designed to be used in retailers’ banana displays, read “The most responsible banana you’ll ever meet,” and the GROW boxes read “How Many Ways can a banana support a Community – A Whole Bunch.”

​Potandon Produce 

Booth 801

Potandon Produce will debut a new line of Light-Blocking potato bags. The cutting-edge technology will be available in the leading national potato retail brand, Green Giant following the show.  

“This is truly a quantum leap for potato packaging,” said Ralph Schwartz, vice president of sales. “This initiative was undertaken solely to create value for the retail community as it improves shelf life of poly bagged potatoes by blocking the potential greening effects of fluorescent lighting.”

The technology behind the bags was developed at Michigan State University’s School of Packaging; internationally known for its leadership in protective packaging solutions, shelf-life, product/packaging compatibility, and tamper evidence. The end result of this long study was a Light-Blocker Half-N-Half bag, which has been proven to extend shelf life. The bags block out 99.5 percent of all visible and ultraviolet light rays, virtually eliminating product greening.  

Additional benefits from these new bags are reduced dehydration/weight loss and reduced sprouting incidences. Since most light exposure to fresh potatoes comes at the retail level or consumer’s home currently, this improvement will dramatically increase customer satisfaction.

The initial grouping of Green Giant bags which will be available as Light-Blocker are 3- and 5-pound Green Giant yellow potatoes, 5-pound Klondike Goldust, 5-pound Green Giant White potatoes, both 3- and 5-pound Green Giant Red potatoes, and 5- and 10-pound Green Giant russets in both Idaho and non-Idaho bags.

Shuman Produce

Booth 3213

As a year-round grower and shipper of RealSweet brand onions, Shuman Produce plans to showcase its Peruvian sweet onions available to retailers from September-February.

Kevin Jenkins, also known as the personality The Fat Man, will once again host live cooking demos featuring RealSweet Peruvian sweet onions at the company’s booth. He will be joined this year by chef Francine Bryson, author of Blue Ribbon Baking from a Redneck Kitchen and Country Cooking from a Redneck Kitchen. Bryson has won more than 200 local and national baking competitions. She was also the runner-up and crowd favorite on CBS’s The American Baking Competition.

Miss America 2017, Savvy Shields, will be at Shuman Produce’s booth for photos and autographs on Oct. 15 from 10:30 a.m.–4 p.m. An advocate of healthy eating, Shields plans to promote her platform, “Eat Better, Live Better,” during her year of service to educate people on how the foods people eat impact their lives as a whole. Shields hopes that by encouraging a healthy lifestyle, Americans across the country can drastically improve their health.

PMA Fresh Summit attendees can also enter to win a Big Green Egg by visiting Shuman Produce’s booth. Big Green Egg is the highest-quality ceramic kamado-style charcoal grill that can be used as a smoker, oven or grill, allowing for a variety of ways to enjoy RealSweet Peruvian sweet onions. It’s the perfect complement to tailgates and barbecues, said company officials.