Produc(ing) Excellence

This year’s PMA Fresh Summit is guaranteed to impress as growers demonstrate to the industry that there is still plenty of room for innovation. California is currently suffering from one of the worst droughts in history. This has impacted a number of industries, but possibly none worse than produce. Consider this, the state grew more than one-third of the country’s vegetables and nearly two-thirds of the country’s fruits and nuts in 2012, according to the California Department of Food and Agriculture. The industry, however, is used to weather obstacles and growers have continued to produce a strong output. This month domestic and international growers are bringing the Golden State back to full bloom as they head to the Produce Marketing Association’s (PMA) 2014 Fresh Summit Convention Expo to show-off the fruits—and vegetables—of their hard labor. As always, the convention will host a number of workshops and events to target the growth and obstacles facing the industry. This year will focus on recurring trends, such as convenience and healthy snacking, especially ideas and campaigns targeted to engage kids, such as the ‘eat brighter!’ movement featuring the famous faces from Sesame Street. Also on the table for discussion is the quick shift in shopper demographics that is redefining how marketers approach the consumer base, and the ever-increasing pressure on growers and retailers to establish—or enhance—their sustainability initiatives. But most exciting of all, the stars of the show will be the exhibitors who are bringing the next best things of the industry, and their excitement for collaboration for the future. Here is what has been happening on the farms and some companies to check out at the show. Avocados The target consumer for avocados is broadening, making the category more important at retail. Research shows that it is a combination of taste, nutritional value and variety of uses driving avocado consumption, say industry observers. They also have an increased presence in foodservice bringing more awareness to the category. Avocados from Mexico Booth #2414 Avocados from Mexico’s new consumer campaign, “Made with Love,” is based on the idea that avocados can take any meal from “boring to fun and turn a simple gathering into a fiesta,” says Maggie Bezart-Hall, vice president of trade and promotion for the Dallas-based organization. “The PMA Fresh Summit Expo is the ideal platform for us to share this new vision and category-building program with the trade,” adds Bezart-Hall. “It’s an invaluable opportunity to meet with retailers one-on-one and share how we are reaching consumers with a bold new plan that will deliver more than 1.6 billion impressions and drive avocado purchases and frequency.” The company also announced that it has a renewed focus on the ever-evolving Hispanic consumer, and is planning promotions to reach the “nueva Latina” as an important influencer to the category. The organization continues to encourage growth through consumer avocado education and product versatility in core uses. “We are also providing our retail partners with robust promotions, partnerships and innovation in merchandising to continue to foster category growth,” says Bezart-Hall. Avocados from Chile Booth #3114 The Chilean Avocado Importers Association (CAIA) is developing a refreshed look for the Avocados from Chile brand, with new marketing materials to be launched this month. This will include a new website, the introduction of social media platforms, as well as updated point-of-sale materials. “Our marketing material will focus, first and foremost, on the easy, scrumptious ways avocados can be incorporated into eating occasions throughout the day,” says Karen Brux, marketing director, “but then highlight the many ways that they can contribute to one’s health and wellbeing.” The Washington, D.C.-based organization launched an RPC wrap in 2013, and will be updating it with “big, bold visuals of easy avocado usages,” says Brux. “CAIA was the first avocado association to introduce RPC wraps into Walmart, and other organizations have since followed. They offer substantial real estate to communicate key messages to our consumers, and are highly effective in grabbing consumer attention at the point-of-sale.” Citrus For multiple years in a row, mandarins have been driving growth in the citrus category. According to observers, as consumers shop for citrus they are increasingly looking for more information about health benefits and how the products are grown. Growers are answering these demands with extensive information about growing processes, sustainability solutions and healthy benefits. Limoneira Booth # 3138 Limoneira has been sustainably producing fresh lemons for more than 121 years. The Santa Paula, Calif.-based grower’s UNLEASH THE NATURAL POWER OF LEMONS campaign continues to create natural energy: “2015 will see our global network of opinion leaders in heath, recipes, beauty, green cleaning and lifestyle continuing to offer consumers tips on the many ways lemons can be integrated into their names,” says John Chamberlain, director of marketing. Additionally, Limoneira will be discussing the THE PRODUCE DEPARTMENT – NATURE’S PHARMACY, described by officials as “a creative way of demonstrating how healthy living is a quick trip through the produce aisles.” “People want information about natural, healthy great taste and sustainable solutions, and they are bombarded by information,” says Chamberlain, “so we are trying to give them the answers they’re looking for on their terms with videos, print and electronic all part of the mix.” Paramount Citrus Booth #2184 Paramount Citrus will be announcing the nationwide rollout of its Wonderful Sweet Scarletts, a Texas red grapefruit, beginning in November. This news comes after a successful Midwest test. Additionally, the Delano, Calif.-based grower will showcase its Wonderful Halos mandarins. “The sweet, seedless, easy peel mandarins are sought after by kids and adults alike,” says Scott Owens, vice president of sales. “Moreover, the California-grown mandarins are backed by a multi-million dollar consumer marketing campaign to create additional excitement for the brand.” Paramount Citrus is a vertically-integrated grower, packer, shipper. Officials describe it as a “one-stop citrus shop,” as it grows all citrus varieties in three regions (California, Texas and Mexico). “As a result, we control every step of the supply chain to ensure that the freshest, best-tasting citrus is made available to our customers,” says Owens. Dips & Dressings Perimeter shopping has seen great growth versus the rest of store, and the refrigerated section of the produce aisle, specifically healthy fresh dips and dressings, has experienced increased sales, say observers. Consumers are looking for new uses and healthier options. Guacamole has made headway here positioning itself as a topping, in addition to a dip, and dressings with Greek yogurt have found a place with health-conscious consumers. Fresherized Foods Booth #1362 Along with a lot of fun and laughter, Fresherized Foods will have two new flavors of guacamole dip at its booth. Hatch Chile dip and Three Chile dip join the Saginaw, Texas-based company’s Wholly Guacamole brand. The Hatch Chile dip combines roasted hatch and jalapeno chiles, blended with cilantro, garlic and Hass avocados, while the Three Chile dip includes poblano peppers and roasted hatch and jalapeno peppers, as well as a few other spices to create “a guacamole you’ll be craving even when you don’t have chips,” says Jennifer Sawyer, marketing manager. Sawyer adds that the two biggest drivers of the category are “new and exciting flavor profiles and smaller, portable packaging.” Attendees can sample the new flavors as well as other Wholly Guacamole favorites, and check out the latest flavors to join the line of 2-ounce Minis. Litehouse Foods Booth #2812 Staying on trend is important to Litehouse Foods. As more consumers look for healthier options, the Sandpoint, Idaho-based company aims to deliver. This year, it will be highlighting a new line of dressings that feature healthier recipes that are gluten-free, non-GMO and organic, along with its array of existing products. “The refrigerated section of grocery stores is seeing growth; choosing healthier options is definitely a trend we see growing, along with convenience,” says Stacey Miller, senior brand manager. “Litehouse is dedicated to providing fresh and delicious tasting products to our customers and consumers. We are innovative and always looking for new ways to meet our consumers changing needs and desires.” Truly Good Foods Booth #2068 Truly Good Foods is bringing “adventure and fun” to the dips category with Peanut Butter Melts, a line addition to its Dip & Devour Dipping Chocolates. Peanut Butter Melts act like chocolate when melted, and hardens like a soft candy shell, says Chad Hartman, marketing director for the Charlotte, N.C.-based company. “We are seeing a few trends in the industry—grab-n-go/impulse items, add-ons and bold and unique tastes and flavors are a few,” says Hartman. “The dips fit the bill with unique tastes and flavors, as consumers can add its flavor to foods they may not normally—for example, consumers might not spread peanut butter on a strawberry, but it is easy to dip it in Peanut Butter Melts, and it tastes great.” The company suggests merchandising the entire line as an add-on in the produce department, ideally alongside bananas or strawberries. “Customers will not buy Dip & Devour without buying the fruit or vegetables to dip.” Fresh Fruit & Leafy Greens consumers continue to look for convenient ways to work more fresh fruits and vegetables into their daily routine, say observers. In the salad category, high nutrient vegetables are increasingly important to consumers, but the number one driver is still flavor, and consumers continue to look for unique blends, especially those that incorporate kale. Fresh fruit is finding its way into a variety of dishes at all mealtimes, in addition to being a popular category. Church Brothers Booth #1538 Church Brothers is introducing a number of salad blends, created to capitalize on consumers’ desire for flavor and uniqueness. Kale Power Mix incorporates the trend for kale, especially baby kale, and offers an alternative to the traditional Spring Mix. Not a lot has happened in the Spring Mix category, says Ernst Van Eeghen, vice president, marketing and product development. “I call it this ‘New Spring Mix’ because it has all the powerhouse nutritional leafy greens in it.” The Salinas, Calif.-based grower is also introducing Cascade Mix, which is a blend of green leaves, romaine heart leaves and radicchio, none of which has to be cut, thus maintaining its flavor profile. The third new product will be Napa Slaw, a unique Coleslaw that uses more than 50% Napa Cabbage, along with green and red cabbages and carrots. “It is sweeter, crunchier and juicier than regular coleslaw, and it is unique; no one wants a cookie cutter salad,” says Van Eeghen. “There is certainly a desire for unique blends. Produce is taking on a strong presence. This is the opportunity to deliver fresher products, better tasting products and unique products,” he adds. Dole Fresh Fruit Booth #986 The focus will be on a few of the Dole Fresh Fruit and Dole Fresh Vegetables initiatives implemented in 2014 to encourage consumers toward healthier living. These initiatives range from an expanded 26-city Peel the Love Tour touting the fun of fresh fruits and vegetables to the christening of salad bars at more than 50 schools nationwide to the launch of new DOLE Salads products including a first-ever Kale Caesar, Chopped Salad Kits and Power Up Greens, a new line of dark, leafy greens rich in nutrients, antioxidants and recipe possibilities. Consumers are looking for convenient new ways to work more fresh fruits and vegetables into their daily routine, says Bil Goldfield, director, corporate communications for Dole Fresh Fruit, based in Westlake Village, Calif. “Dole continues to answer the call with compelling new recipes, serving suggestions, programs and products designed to take healthy eating and living to a delicious new level.” Chilean Fresh Fruit Association Booth #3114 North America is, by far, the largest market for Chilean exports, say officials for the Chilean Fresh Fruit Association (CFFA). Representatives from all key industry sectors—blueberries, cherries, citrus and kiwifruit, among others—will be on-hand to meet with the trade and offer insight for the main Chilean fruit season, which starts in November with blueberries. Attendees can also stop by for a sample; Chef Kenji will be serving a variety of new recipes featuring Chilean fruit, along with a range of fresh fruit ice creams. “North American retailers continue to focus on health and wellness, and the Chilean Fresh Fruit Association supports this with the development of convenient, healthy recipes and usage ideas, as well as ongoing communication with retail dietitians,” says Karen Brux, managing director for CFFA. For the second year in a row, The San Carlos, Calif.-based organization will be also be sponsoring the supermarket RD program held by the Produce for Better Health. Onions The onion category is feeling the pull of both the organic and locally grown movements. Onion growers are responding to retailers’ demand for more organic product, and at the same time upping their marketing to meet consumer interest for unique uses. USA Onions Booth # 1032 “Heart of Onion Country, USA” will be the theme of the show for USA Onions, and shippers will be on hand to answer questions about the Idaho-Eastern Oregon Onion growing region. USA Onions officials have noted a trend toward onion pickling and jams, and therefore, will be sampling two new recipes featuring these two methods to prepare Spanish Sweets: Fish Tacos with pickled red USA onions and caramelized onion dessert. “With new recipes, a new informative website and promotional program funding, we want our customers to have the confidence that we can be their source for onion purchases with the proper tools to support them,” says Sherise Jones, marketing director. Attendees can also meet Celebrity Grill Master Kevin Kolman for grilling tips and to learn about the benefits of grilling USA Onions. The Parma, Idaho-based organization continues to partner with Weber-Stephen, maker of Weber Grills. Utah Onions Booth # 3969 Swing by and welcome Utah Onions to the show. Exhibiting for the first time, the Syracuse, Utah-based organization is excited to be “letting its onion-voices be heard by a greater audience,” says Tony Campise, director of food service and sales. Organic is currently a focus for the organization, primarily in response to retailer requests for more organic offerings. Additionally, they are working with other regional growing entities to provide locally grown product. “We feel that including the regional programs helps lessen transportation risk and in the long and short run lower fuel costs for the customers,” says Campise. Utah Onions want attendees to know that it is a year-round onion company with a national brand coming from several regions. “We can fill all onion needs on a year-round basis from ‘dirt to delivery,’” says Campise. “Our potential for helping retailers grow their business is boundless and we will be there for them every step of the way.” Potatoes Potatoes are showing the market just how special they are. The category continues to see a drive toward specialty potatoes and varietals. Fingerlings, Golds and Reds, as well as smaller pack sizes, continue to increase in units and dollars, according to growers. Idaho Potato Commission Booth # 1038 The Idaho Potato Commission (IPC) is keeping the theme of its booth under wraps until the show, but attendees might want to bring their dancing shoes. The Eagle, Idaho-based organization promises it will be “lively and very entertaining.” Blogger Average Betty will be featured, and Chef Jet Tila will be whipping up Asian-inspired potato dishes, such as Spudnuts (Idaho Potato donuts), says Jamie Bowen, marketing manager. IPC officials will discuss what Idaho has to offer. Despite its association with russet potatoes, the state is, what Bowen calls, a “one-stop shop for potatoes. We do reds, yellows, fingerlings—and they are all very popular. We work with all our growers and shippers to promote all potato varieties.” Attendees can also visit the IPC-sponsored Refresh Lounge to check out the organization’s newest TV commercial and footage from of the Great Big Idaho Potato Truck, which Bowen says is home in Idaho preparing for another cross-country journey. MountainKing Potatoes Booth # 629 MountainKing Potatoes has three goals for its products—yellow, butter red and russet. The first is to help its customers sell more potatoes by trading up to a “better-tasting potato variety;” the second is to introduce packaging and pack sizes more consistent with today’s demographics; and third, the Houston-based grower wants to grow enough potatoes so economically the masses can afford them. “To get the price under $3 per selling unit would help retailers make their margins and inspire people to get out of their comfort zone and try something new,” says John Pope, vice president of sales and marketing. “We want to help sell more potatoes. We are looking for partners that are innovators and pioneers, people to help us reenergize and reinvigorate the category,” he adds. Potandon Produce Booth # 1146, 1238 Potandon Produce’s potatoes will be welcoming attendees with a smile and a kiss. Two of the fresh potatoes the Idaho Falls, Idaho-based grower will be featuring are: Klondike Smiley’s and Klondike Royale, both yellow-fleshed potatoes with naturally occurring surface marks that resemble a smile and a kiss shape respectively. “The potato-kissing purple faeries featured on the point-of-sale materials for Klondike Royale are sure to become a lasting industry icon,” says Ralph Schwartz, vice president of sales, marketing and innovation. “They truly demonstrate the ‘love in every bite’ theme we are sharing with our customers. These versatile potatoes work with nearly every recipe and are certain to become a mainstay on the shelf.” Potandon officials say the company is strategically introducing more yellow-fleshed potatoes, such as the Klondike Royale and Smiley’s into the supply channel, after identifying it as a strong growth area. “Changing consumer taste preferences have driven growth in variety potatoes, with yellow potatoes showing the most significant increases in volume compared to the same period last year,” says Schwartz. Southwind Farms Booth # 4114 Southwind Farms officials say that thanks to the trend toward specialty potatoes, business continues to grow every year. The Heyburn, Idaho-based grower specializes in fingerling potatoes—one of the few companies in the country that does, says Rod Lake, co-owner. With a year-round supply and close relationships with other Idaho shippers, Southwind prides itself on being able to distribute anywhere in the U.S. “We still do business with basically all of the customers that we started doing business with in the beginning. They recognize that we have a high-quality, excellent product and that it is valuable,” says Lake. “As more and more people learn about our company, business just continues to grow.” Snacks Snacking is the new mealtime. Consumers spend more than $1 trillion on snack items a year, says Carolyn Tao, senior director of marketing, food and innovation for Bolthouse Farms. However as retailers know, not any snack will do. Consumers want items that are healthy, flavorful and easy to eat on the go. Innovations, such as fruit pouches and veggie snack packs, have grabbed significant market share. Portion-controlled packaging is also flying off the shelves. Bolthouse Farms Booth # 1802 Kids daily snacking has increased from 74% to 98% in the last 20 years, say Bolthouse Farms officials, adding that 80% of parents are concerned with the nutritional quality of snacks, and 27% of kids daily calories are now coming from snacks. That is why the Bakersfield, Calif.-based company launched a kids platform this year, including seven unique products. “We feel like we are meeting an unmet need right now,” says Tao. “They are easy, fun, convenient ways to give kids fruit and veggie snacks without all the additives and ‘no-nos’ that moms want to avoid.” To bring healthy kids’ snacks front and center, Bolthouse Farms is partnering with retailers to create a non-branded kids snacking destination in the produce section. The company will provide POS and shelf merchandising materials, and encourage retailers to merchandise a collection of kid snack products—not just Bolthouse brand. “We are really committed to driving fruits and veggies for kids,” adds Tao. Buddy Fruits Booth # 786 Buddy Fruits is encouraging attendees to take a break—a FruitBreak. Inspired by the success of its kids’ products, the Coral Gables, Fla.-based company created a snack line for adults with eight flavors of fruit pouches. The line targets adults with flavors like Strawberry Banana; Coconut Milk & Raspberry; and Peach, Banana and Greek Yogurt—as well as Apple Chips and Fruit Bites. “The FruitBreak line uses only pure fruit and all natural ingredients—no preservatives, nothing artificial and no GMOs,” says Daniel Connors, vice president of marketing. “Our company was founded on a pretty simple insight: most of us want to eat more fruit, but it’s not always easy to do. So in 2008, we launched Buddy Fruits and brought fruit pouches to the U.S. market to give kids an easier way to eat fruit. Now by introducing fruit pouches to adults, FruitBreak will drive the next wave of growth and bring more incremental sales to produce departments,” he adds. California Sun Dry Foods Booth # 2090 The introduction of the flavor niche in the dry segment of the sun-dried tomato category has catapulted the product into prominence in the explosive healthy snack food segment, says Gary DeAtley, CEO of Danville, Calif.-based California Sun Dry Foods. The company will be introducing two products at the PMA: Southwestern Style and Italian Style sun-dried tomatoes, both packaged in a 3-ounce cello bags. The Southwestern Style tomatoes carry “a hint of heat for those who enjoy a bit of spice in their recipes,” says DeAtley. “Prior to this introduction the sun-dried tomato consumer did not have an option except to add their own chilis and spices.” The Italian Style, he says, incorporates the same herbs and spices of the company’s oil-packed product allowing the consumer who prefers this taste profile to enjoy the same flavor without the oil. In addition, the rapid growth in sales of the company’s sun-dried tomato pesto, spread and garlic indicate that the entire sun-dried tomato category is quickly becoming a household staple, add officials. Watermelon Watermelon is in high demand, after the publication of a number of studies highlighting the health benefits of watermelon juice. The research supported what many endurance athletes already knew, that watermelon juice is an effective sports beverage—without the chemicals, sodium and other preservatives found in bottled beverages, note industry officials. Nat’l Watermelon Promotion Board Booth # 2733In support of the current trends, the National Watermelon Promotion Board (NWPB), based in Orlando, Fla., will talk about health. In the past year at least three brands boasting 100% watermelon juice have entered the market, and Gordon Hunt, director of marketing and communications, expects the trend to continue to grow. “We hear that some major juice companies are experimenting with it,” says Hunt. “When we speak to marathon runners, they all know that watermelon juice is really good for them and they make it themselves. Many say they wish someone would make one they could just buy at the store. Now they will have that option.” Hunt adds that the health research extends beyond just athletes and many doctors recommend it to fight hypertension. This is not a new product for retailers, says Hunt; the obstacle is how to help them get more consumers buying it. “I think the real benefit will come when this story reaches the mothers of children who play sports. Moms want to avoid unnatural sports drinks, so I think parents and coaches will turn to watermelon juice.” The NWPB will be introducing new watermelon juice recipes to its website. Logistics As consumers demand access to more fruits and vegetables, the logistics of transportation becomes a bigger focus. Transport companies are focused on not only delivering produce to retailers faster, but in a more efficient way. McKay TransCold Booth # 4562 Transcold Express, a refrigerator boxcar unit train between California and the Midwest is up and running. Controlled by Minneapolis-based McKay TransCold, company officials say it has unparalleled capacity; the train can move 200 truckloads eastbound weekly, when it reaches its 50-boxcar limit. “We are excited to be working with some major grocers,” says Jason Spafford, vice president of business development, “and we are looking forward to bringing on more retail business, and using our facility as a forwarding distribution or mixing center for retailers when needed. The most important information to note, says Spafford, is the trains service schedule. “We offer Wednesday departures from California, and we are a 3PL that provides big picture logistic solutions, not just a point A to point B transportation.”