FRESH SUMMIT Edition FRESH SUMMIT Edition

Transcription

october / november 2012
VOLUME 40 NUMBER 5
Fresh
IGEST
D
A PUBLICATION OF THE FRESH PRODUCE & FLORAL COUNCIL
Produce Marketing Association
FRESH SUMMIT Edition
2012 Oct-Nov Fresh Digest FINAL.indd 1
9/28/12 2:18:44 PM
Your
Choice for Premium
Quality Vegetables
TABLE OF CONTENTS
FEATURES
10
FPFC Dedicates Salad Bar at Western High
12
Apio Enters Veggie Salad Category
14
Growers Key to Success at Del Rey
18
22
24
28
29
ON THE COVER:
Photo provided by
User Friendly, Ink.
32
34
38
40
42
44
45
Focus on Nutrition
Focus on Value Added
Focus on Avocados
San Miguel Continues to Innovate Product Line
Focus on Greens
Avocado Popularity Helps Cabo Fresh Increase Sales
Focus on Guacamole
Passion Drives Prillid
Focus on Transportation
Priscilla’s Kitty Grass: For Creatures Large and Small
Focus on Innovation
DVA Restructures
Focus on Member News
ICD/Davis-Lewis Orchards Sports a New Look
Focus on Branding
Perimeter Continues to Concentrate on Fresh
Focus on Representation
Beachside Thrives on Fresh Produce
Focus on Commodities
Niche Item Moving Toward Main Stream Status
Focus on Brussels Sprouts
An Array of Products Fuels Southern California Firm
Focus on Nuts
Westlake Produce Moving to New Facility
Focus on Distribution
Perricone Packs Powerful Pouch
Focus on Fresh Juice
DEPARTMENTS
4
6
46
Editor’s View
by Tim Linden
Executive Notes
by Carissa Mace
FPFC Events
Event Photos & Thank Yous
Volume 40, Number 5
FRESH Digest (ISSN-1522-0982) is published bimonthly for $15 of FPFC
membership dues; $25 for annual subscription for non-members by Fresh
Produce & Floral Council; 16700 Valley View Ave. Suite 130; La Mirada,
CA 90638. Periodicals postage paid at Buena Park, CA, and at additional
mailing offices. Postmaster: Send address changes to FRESH Digest,
16700 Valley View Ave. Suite 130; La Mirada, CA 90638.
3
9/28/12 2:18:50 PM
Notes on Food Safety
EDITOR'S VIEW
On Labor Day
weekend I went
camping with my
12 year old daughter, seven other 11
and 12 year old kids
and six other dads. I
didn’t know most of
these dads very well
so the campfire conTim Linden
versation revolved
around what each of us did.
My time at the imaginary fire pit podium was
spent giving a 40,000 foot view of the fresh produce
industry and what I write about. Since we were
right in the middle of the mango recall and that
was the last story I had written before strapping
By Tim Linden on my backpack earlier that day, I mentioned it. I
don’t know if it is surprising or not, but not one
of those dads had heard of it at all. Mind you the
main company involved in the recall is a Northern
California company, which is where I live. The story
had received quite a bit of press around here. Still
no one had heard of it. Mangos, of course are not
on every one’s shopping list and only a couple of
these guys admitted doing much of their family
shopping.
Digging a bit deeper, the group couldn’t recall
that they had heard of any recalls recently, though
there have been plenty. Further delving into the
concept, everyone could remember the Jack in the
Box food safety issue of two decades ago, and the
spinach recall of 2006 rung a bell. But that was it.
Food safety is not top of mind for these guys.
I am not sure what to make of that. Can it
be explained by saying they are just guys not paying
attention? If I talked to their wives would I have
gotten a different response? Or has the American
consumer become largely immune to food safety
scares.
Evidence of the latter being true might be
this year’s cantaloupe recalls as well as the mango
recall. Last year, we all know that cantaloupes contaminated with listeria unfortunately led to scores
of illnesses and almost three dozen deaths. And
the sales of cantaloupes plummeted from even
4
areas with no relationship at all to the point of
contamination. California cantaloupe shippers suffered mightily. On the tail of that experience, one
might have suspected that this year’s cantaloupe
recalls would have at least impacted the market
negatively, but cantaloupe sales remained relatively
brisk throughout the recall.
And mango prices actually spiked higher after
the recall effort because many Mexican mangos
were taken off the market creating increased demand for Brazilian mangos by retailers.
Again, I am not sure this proves anything but
it is an interesting situation.
A Case for Burdensome Regulations?
The food safety issue revolving around cantaloupes has also brought another issue into sight. And
that is the issue of burdensome regulations. It is a
well worn mantra of business that the government
continues to hamper economic growth through
creating regulations…unnecessary ones say most
lobbyist representing the business community.
Of course one man’s burdensome regulation
might be another’s salvation.
Case in point could be that same cantaloupe
industry.
It has been well reported that last year’s
cantaloupe contamination issue was caused partly
by a grower-shipper using a potato packing line for
cantaloupes. I won’t go into all the details…suffice
to say that the proper equipment wasn’t being used
and the proper precautions weren’t taken.
After September of 2011 when last year’s
problem arose, the cantaloupe industry sprang into
action and had literally dozens of meetings to hash
out good agricultural practices and to disseminate
that information nationwide. California cantaloupe
shippers embarked in a direction requiring some
level of mandatory compliance, but nationwide,
the effort regarding compliance has been voluntary.
And recalls happened with circumstances similar to
last year’s issues.
Some in the industry are saying that voluntary
compliance isn’t good enough. When it comes to
food safety, they say the rules have to be stronger
and mandatory. Interesting juxtaposition.
FRESH DIGEST
9/28/12 2:18:50 PM
Hollywood Fries
H
PRE
PREMIUM
FRYING POTATO FOR
A
AWA
AWARD-WINNING
FRENCH FRIES!
World
Premie
re!
®
®
Specially Grown for French Frying.
Now Available for Home Recipes!
■ Denser than regular russet potatoes to
fry up crisp and stay crisp
■ Fries up light and absorbs very little oil
■ Well known commercially for
outstanding texture and taste
■ Great baked and fried recipes – easy for
ﬁrst-timers or gourmet chefs
Los Angeles, CCA 323-890-8100 Victor, Jamie, Chuy, Beto, Paul, Gabriel,Gary, Manny, Cory, Scott & Jack
Quincy, WA 509-787-4303 Shane & Steve | www.progressiveproduce.com
Quin
And It Continues...
EXECUTIVE NOTES
For those of
you who read my last
article, you might recall how I was waiting
for that old wives’
tale to come true –
that things happen in
threes. My washing
machine busted and
Carissa Mace
the left rear turn signal
socket went out on
my car so I was seeing if, indeed, a third break down
would happen. Well, I didn’t have to wait long.
On Sunday, August 5, a main pipe burst in the
office building that houses the FPFC offices. I’m not
talking a little pipe break where you get the wet/dry
vac out and are done with it. This was a major pipe
break on the fourth floor that basically made it rain
on the third floor and it came all the way down to
By Carissa Mace the first floor, where the FPFC offices are housed.
Staff was greeted Monday morning to the
sight of our offices in total disarray. Building management had called in ServPro overnight and thus our
offices were full of industrial equipment to suck the
water out of the carpet and huge fans to dry things
out. Furniture had been moved and covered in
an effort to contain the water. It was quite a sight.
The first phone call I made when this happened was to the FPFC’s current chairman of the
board, Rick Cruz with Vons/A Safeway
Company. Rick was his normal gracious self,
offering any help as needed and we agreed to stay
in touch.
The second phone call was to our insurance
broker – United Agencies, Inc. Skip and Jeff
Yungfleisch have been handling the FPFC’s insurance
needs long before I ever took the reigns as president.
I have to give a big shout out to Jeff Yungfleisch
in this entire ordeal. He got the ball rolling with our
insurance carrier and did way more than you would
expect a broker to do in this situation, including
keeping on top of the insurance carrier to make
sure our claims were handled swiftly, and trying to
contact the management company for me to find
out the status of repairs. Jeff was constantly checking in to see if things were going okay, seeing if we
needed anything and generally being an all around
stand-up guy.
Staff ’s first order of business was to make sure
we could do what we needed to do to pull off the
August 8 Membership Luncheon which featured
6
DAY OF THE FLOOD: Heavy equipment brought in to dry
the office out.
the City of Hope program. This is typically one of
our biggest luncheons and benefits our dear friends
at City of Hope. Luckily, we had done most of the
work in advance and it went off without a hitch.
We continued to come to the office the
first couple of days but by Wednesday, after talking
with the insurance adjustor and the ServPro staff,
it was clear that we were not going to be able to
work out of the office while restoration work was
being done.
If I can take credit for one wise thing I’ve done
since becoming president of the FPFC in December
2007, it was updating our technology in the office.
Because we are “in the cloud” with IT service provider and FPFC member Zumasys, none of our
data is stored on site. Staff is able to log in from any
location and do most of our work as if we were in
the office. And so for the time being, FPFC became
a completely telecommuting office.
This presented challenges, but we overcame
them. We met the week after the flood and basically
turned a large banquet table at a local restaurant
into a virtual office because there were some things
we needed to do in-person, together. The wait staff
took pity on us as we walked in and said “Our offices are flooded, can we have a big table and work
here?” We left a good tip.
The majority of the office furniture had to
be moved into storage while restoration work occurred. We spent one day hunting through storage
for items to get us through the next few events. And
we managed to unhook a big color printer so that
staff member Amy could take it home for use while
we were out. Our home, personal printers weren’t
up to the big print jobs we sometimes do.
Speaking of print jobs, we suddenly found that
FRESH DIGEST
9/28/12 2:18:53 PM
DURING RESTORATION: Amy trying to find something at
her desk, with a nice ServPro worker.
the normal in-house design, printing and mailing of
invitations that we do couldn’t be done under the
circumstances. Enter a long time vendor and friend
of the FPFC – Ed Corcoran with Corcoran
Quality Graphics. Ed has been working on
the “big” FPFC print jobs (for our Expos and the
Dinner Dance) since I was with the FPFC the first
time around. Those were back in the days where
you actually had to physically see and approve blue
lines for projects. None of this emailing PDFs that
we take for granted these days.
Ed and I worked out a way to get our Bowling
Tournament and two Luncheon invitations done and
mailed with very little fanfare. Thus, the FPFC kept
rolling as usual while we were down and out.
During this whole ordeal I found that being a
big fat nag by nature came in handy. Naturally, building management was overwhelmed. There were 16
suites affected, some much worse than the FPFC’s.
But still, you want answers and you want things to
be done as quickly as possible. Most of the time I
was able to get through and find out what I needed
by constantly calling and following up.
But, at one point, I was getting no where
and I admit it, I lost it. Building management had
informed us that movers were to be coming on
August 27 to move our furniture back into the office,
the majority of the office restoration work having
been completed. Right before leaving to drive to
the office that day, I got a call saying the movers
hadn’t been able to schedule workers. Excuse
me? How hard is that? I emphasized that we were
working off their schedule, had planned to take the
time from our normal work week to deal with this
move, and to please get this scheduled for the next
day at the latest.
And then I waited, and waited, and got absolutely no phone call or email with any information.
And so I kept calling and kept getting put into various
OCTOBER / NOVEMBER 2012
voice mails… Sigh. I was not pleased.
When I called them back close to 5 p.m., I
went, as they say, “postal.” Not sure what exactly
possessed me but I basically told the poor girl who
answered the phone that she was not to pawn me
off into a voice mail. I wanted to speak to a real
live person and if she did put me on hold or into a
voice mail I would just keep calling back and become
her biggest problem. So please, just go find a live
person I can talk to. She found someone.
When our building manager got on the phone
(she apparently could now find time to talk to me
because the receptionist told here there was a crazy
lady on the phone), she said she still hadn’t heard
from the moving company, and didn’t know when
we would be moved back in. I then proceeded to
issue ultimatums that I wanted a call back by 5:30
p.m. telling me what time the movers were coming
on Tuesday because they were coming on Tuesday if
DURING RESTORATION: Well at least Carissa can get all
the stuff out that had fallen behind her desk.
I had to call companies myself and so she had better
get back to me or else! Well, it was something along
those lines. I forget the exact crazy tirade.
Because I was working from home, my husband heard my end of the conversation and asked
“So, do you have anything to back up all those
ultimatums?” Nope, nothing at all, I told him, it was
all just random threats.
But it worked. At 5:15 p.m. the building manager called to say the movers were coming at 9 a.m.
Tuesday morning. The crazy lady was appeased.
And so our furniture was moved back in and
we were able to get to the point where we could
once again work in the office.
As I write this, we are still not fully back to
normal. The shelf units in our storage room were
destroyed and we have to have them replaced so
the board room is currently our storage room.
The only other property we lost were Amy’s and
7
9/28/12 2:18:57 PM
FRESH DIGEST
Carissa Mace
Publisher
Tim Linden
Editor
Tom Fielding
Advertising/Editorial
Heather Gray
Design/Layout
FRESH PRODUCE & FLORAL COUNCIL
2012 Board of Directors
OFFICERS
MOVE IN DAY: The board room is still the storage room
for now.
Pauleen’s computers, which Zumasys replaced
for us almost immediately. I told the gals they didn’t
have to burst a pipe, all they had to do was ask if
they wanted new computers.
And just when we were coming back to the
office, lo and behold, I was out again. This time my
own mechanics broke down – I had emergency
gall bladder surgery on September 7. Naturally I
missed the Bocce Ball Get Together held that same
day. Apparently you can do just fine without a gall
bladder, which leads me to wonder why we have
one to begin with. But I digress. Once again staff
found ways to get things done on the fly – with big
assistance from Angela Taylor, who works as
an independent contractor for the FPFC, and Emily Fragoso from Status Gro, who graciously
stepped back into the role of FPFC worker for a day,
assisting with our Northern California Luncheon.
Through all the trials and tribulations of the
summer, FPFC staffers Pauleen Yoshikane
and Amy Wun did the FPFC proud. Those two
never missed a beat, kept up with what needed to
get done, and both remained in good spirits with
their infectious laughs.
I’m back to work now and feeling just fine.
I’d officially like to say we are DONE. No more
things breaking either externally or internally. After
everything that’s happened the past two months,
we deserve a little peace and quiet and “normal”
time. Knock on wood.
8
Rick Cruz
Vons/A Safeway Company
Chairman of the Board
Mike Casazza
Apio/Eat Smart
Chair Elect
Rich Van Valkenburg
Deminski, Van Valkenburg & Associates
Treasurer/Secretary
Jeff Miller
Westlake Produce Company
Immediate Past Chair
Harland Heath
Heath & Lejeune, Inc.
Honorary Past Chairman Representative
Patty Knoll
Temkin International
Past Chairman Representative
Carissa Mace
Fresh Produce & Floral Council
President
DIRECTORS
Mark Carroll
Gelson’s/Mayfair Markets
Brian Cook
San Miguel Produce
Greg Corrigan
Raley’s Supermarkets
Dan De La Rosa
Ralphs Grocery Company
Dave Howald
California Avocado Commission
Debbie Jackson
Supervalu/Albertsons
Kent Kuwata
Smart & Final Corp.
Brad Martin
Perimeter Sales & Merchandising
Rick Montoya
Ready Pac
Jeff Oberman
United Fresh Produce Association
Mike O’Leary
Boskovich Farms, Inc.
Marvin Quebec
Quebec Distributing Co.
Chris Robinson
The Pinery LLC
Roger Schroeder
Stater Bros. Markets
Ken Silveira
Mastronardi Produce
FRESH DIGEST
9/28/12 2:19:00 PM
Mixed N
We’re “NUTS” about Freshness!!!
• Since 1986 in business servicing supermarkets Nationwide
• Direct single source supplier: Importing, Roasting, Packing
• Wide Variety of nuts, seeds and dried fruits in bulk and retail packages.
• Competitive pricing
• Third party audit by Silliker and HACCP
• Great Pallet Programs / Display boxes
Roasters ~ Packers ~ Wholesalers
Contact us at: www.MixedNutsInc.com or 323-586-6887
Mixed
Nuts FPFresh
Ad lighter
bkgrnd
FINAL.indd
1
2012 Oct-Nov
Digest
FINAL.indd
9
9/26/12
9/28/12 4:37:56
2:19:01 PM
FPFC Dedicates Salad Bar
At Western High School
Focus on Nutrition
By Tim Linden
FPFC Chairman Rick Cruz, Princial Daniel Lunt and FPFC President Carissa Mace officially cut the ribbon for the salad bar.
FPFC Chairman Rick Cruz of Vons/A Safeway
Company led a contingent of about a dozen council
representatives to Western High School in Anaheim
on Sept. 26 for the official grand opening of the salad
bar that was donated to that school.
Cruz said that the obesity situation in the
United States has reached epidemic proportions
and it is incumbent on the fresh produce industry
to help reverse that trend by giving young people
healthier choices. The salad bar donation by the
FPFC board was undertaken under its charitable
outreach program and is consistent with the council’s goal of using such donations in manner that
still achieves the goals of the FPFC. In this case the
goal is to directly impact the consumption of fruits
and vegetables.
Marty Craner of B&C Fresh Sales, who is
chairman of the committee responsible for vetting
charitable donation requests, was also present at
the dedication and said this is a perfect opportunity to impact the eating choices of this group of
teenagers.
Western High School Principal Daniel Lunt
10
accepted the salad bar on behalf of the 2,300 students that attend the school. He said that the salad
bar was actually set up several weeks ago and it has
proven to be a favorite cafeteria station for the kids.
He said all of the students have lunch at the same
time and it is a challenge to get everyone through
in the allotted time. He said the salad bar serves
as a “speed line” as the kids can move through it
quickly and get a healthy lunch to boot.
The salad bar donation concept has been
championed by the United Fresh Produce Association, which is the group that accepts applications
from interested schools and connects the donor
with a worthy recipient. The FPFC has also donated
a salad bar to the Earl Warren Elementary School in
the Sacramento area. That dedication was scheduled to take place in mid-October.
FPFC President Carissa Mace reiterated that
helping children improve their eating habits by
encouraging increased consumption of fruits and
vegetables is a win win for the council, and is a great
application of the FPFC’s charitable giving policy.
FRESH DIGEST
9/28/12 2:19:02 PM
FPFC Chairman of the Board Rick Cruz presided over the dedication of
the new salad bar.
The salad bar offers a variety of healthy and tasty choices for students.
Students use the salad bar
FPFC leadership, and Western High School staff and students joined together
for the dedication.
FPFC OFFICE
16700 Valley View Avenue, Suite 130
La Mirada, CA 90638
714-739-0177 • fax: 714-739-0226
Website: www.fpfc.org
CHAMP PUBLISHING
Advertising Office
2311 W. Olive Street
Burbank, CA 91506
818-563-2228 • fax: 818-563-2722
email: [email protected]
Editorial Office
925-258-0892 • fax: 925-258-0893
email: [email protected]
The Fresh Produce
& Floral Council
Welcomes the Following
New Member:
Mandy Critchley
MC Solutions
11
9/28/12 2:19:09 PM
Apio Enters Veggie Salad Category
Focus on Value Added
By Tim Linden
With the introduction of its
new Eat Smart Sweet Kale Salad,
Guadalupe, Calif., based Apio Inc.
has brought an exciting innovation
in value-added vegetables to the
category.
Mike Casazza, executive vice
president of sales and marketing,
said retailers are constantly reshuffling their value-added lineup and
are looking for new star players.
“Retailers continue to ask Apio
for something new and different. Retailers want to offer their
consumers nutritious options that
deliver value and taste great. As a core category,
vegetables are always a hot-topic and they want offerings that bring convenience and on-trend flavors
to their customers.”
Apio’s new vegetable salad is a great tasting
salad that is packed with seven “superfoods.” In
addition to three very on-trend items: kale, Brussels
sprouts and broccoli, the kit also includes cabbage,
chicory, dried cranberries, roasted pumpkin seeds
and poppy seed dressing. The company says that all
of the fresh vegetables are cut to perfect fork-ready
size and provided in a simple mix-and-serve format.
Casazza said the new package design makes the
salad “jump off the shelf ” and the great taste keeps
consumers coming back for more. Initial feedback
from consumers shows exceptionally high purchase
velocity thanks to a the large variety of consumer
uses the salad provides, including use as a side salad,
a meal (by adding a protein), a health smoothie (with
other ingredients), a pizza topping or even as part of
a roasted vegetable dish. Sweet Kale offers value to
any meal or snack where consumers want to add a
combination of health and great flavor.
Casazza said this salad has been designed to
be merchandised in the value-added case between
the lettuce-based salads and the slaws. “There really
aren’t many items in that category,” he said. “We are
introducing this new Eat Smart Kale Vegetable Salad
Kit with a September 26 rollout and will introduce
12
more products to the vegetable
salad family soon thereafter.”
Apio will be featuring its
new Sweet Kale Salad at its booth
(#4032) during the Produce Marketing Association convention in
Anaheim. Eat Smart’s Sweet Kale
Vegetable Salad Kit will be available
in both a 12 and 28 ounce size.
The 12 ounce size holds three to
four servings and provides a nice
side-dish for families or a couple,
or a hearty salad for individuals or
smaller households.
Casazza said the company
is excited to offer this new item to the fresh-cut
category as it brings a perfect blend of value,
convenience, health and great taste. “These are
not vegetable varieties or cuts that can be easily,
independently, sourced within a produce section by
consumers. By bringing this blend together in such
an ideal mix, Apio and Eat Smart help consumers
and our retailers by providing on-trend produce
that offers completely novel products.”
During the PMA convention, the Apio booth
will also showcase Beneforté broccoli. This broccoli
variety is only available through the Eat Smart brand.
The result of cross pollination and selection to combine the best attributes of commercial broccoli with
a broccoli variety that grows in southern Italy and
is related to the familiar broccoli. Beneforté helps
boost the body’s antioxidant enzymes at least two
times more than other broccoli. It naturally contains
2-3 times the phytonutrient glucoraphanin. Glucoraphanin naturally boosts your body’s antioxidant
enzyme levels, which help maintain the antioxidant
activity of vitamins A, C and E in your body.
This will also be the first PMA convention at
which Apio is promoting the GreenLine brand. This
past spring, Apio, Inc., which is a wholly owned subsidiary of Landec Corporation, acquired GreenLine
Foods, Inc. from The Riverside Company. GreenLine
Foods is a leading processor and marketer of valueadded, fresh-cut green beans in North America.
FRESH DIGEST
9/28/12 2:19:10 PM
Growers Key to
Success at Del Rey
Focus on Avocados
By Tom Fielding
Bob Siemer, Bob Lucy and Reuben Hofshi, owners of Del Rey
For more than 40 years, family-owned Del
Rey Avocado Company has grown, packed and
shipped avocados grown from San Diego to San
Luis Obispo counties. Owners Bob Lucy, Bob Siemer and Reuben Hofshi’s varied backgrounds and
experience in the avocado industry has helped the
company flourish for the past four decades, but
they say the most important facet of the company’s
success is the Del Rey’s growers.
Lucy said, when it comes to growing,“We are
passionate. If a question arises, we always ask, ‘Is it
14
good for our growers?’ We pride ourselves on our
long-term relationships.”
To keep California avocados strong in the
marketplace, he said it is paramount for Del Rey
to support its growers who have a similar commitment. He added that the company is unique in
that its owners are very involved in the day-to-day
operations.
“It is a priority to sell the product when the
product is mature. We stay in the season and only
market the fruit when the fruit is right. No matter
FRESH DIGEST
9/28/12 2:19:11 PM
Visit us at
Growing
Harvest
Quality
Marketing
Premium Mini
Dulcinea Farms™ shines when it comes to delivering a premium line of high quality produce. Our consumers
love the convenience and irresistible flavor of PureHeart® Minis and Tuscan-Style™ Cantaloupes.
We are committed to researching the best varietal selections, growing locations, shortened supply and
cold chain to bring quality products to market.
800.495.1561 • dulcinea.com
Copyright © 2012 Dulcinea Farms, LLC.™ All Rights Reserved.
Delivering flavor and value year-round
what the country of origin, we always try to market
avocados that are in their season. The fruit doesn’t
lie. It tells you when it is right,” he said.
Preconditioning has been the key to the
tremendous growth in consumption of avocados.
“Every grower in California should send Gil Henry
(who he calls a mentor) of Henry Avocado a letter of thanks when it comes to preconditioning of
avocados. It was Gil who got the industry started
on preconditioning and also convinced retailers and
foodservice that marketing ripe avocados will help
them sell a higher volume.”
He added that preconditioning is one of the, if
not the most, important facets to success. “It revolutionized the industry. It has increased sales, and
we are able to keep up with demand. It has virtually
doubled the consumption of ripe avocados.”
Lucy said another area that increased sales is
the Del Rey Avocado organic program that started
back in 2005. “The growth in the sales of organic
avocados, especially in the past five years, has really
helped. It is our greatest percentage of growth and
has gotten us in doors of retailers that we could
not previously penetrate.”
MADDAN & COMPANY, INC.
FOOD BROKERS
SINCE 1947
601 MONTGOMERY STREET, SUITE 655
SAN FRANCISCO, CA 94111
TEL (415) 421-5777 • FAX (415) 421-2031
www.maddanco.com
16
Asked whether the organic boom has subsided at all, Lucy said,“No, there is still a bright future
with organic products.” He added that organic
production continues to increase, and coupled with
growers who share the same sustainability values,
should continue on that trajectory in the future.
Actually, Del Rey has become much more of a
retail player in recent years, and its organic program
is just one of the reasons for that growth.
Lucy said the company’s commitment to food
safety is second to none. “We have supported the
avocado industry in creating and using the Good Agricultural Practices and Good Harvesting Practices
programs. These programs ensure that food safety
remains a priority in the avocado industry.”
In the past year, Del Rey has also hooked up
with grower Jim Shanley in San Luis Obispo. “We
pack a unique label called ‘Morro Bay’,” Lucy said.
“The season runs from about Labor Day until the
first of November.”
He said this deal helps the company sell
during the shoulder season, and he says the quality
of the avocados from the San Luis Obispo area is
“wonderful.”
Del Rey Avocado Company also has
facilities in New Jersey and Miami. “These
distribution sites make it more efficient for us
to send out quality product to those regions,”
Lucy said.
The sales team at Del Rey has nearly four
decades of experience behind it, a fact Lucy said
does not go unnoticed by its customers. “It’s a
great asset for us.”
Bob’s sons, Patrick and Donny, are part
of the third generation of Lucys in the avocado
business. They are part of the Del Rey sales
team, along with industry veteran Joe Reavis,
who is also in charge of the company’s preconditioning and ripening program.
In fact, Jessica Hunter (Bob Siemer’s
daughter) became the first of the third generation, to work in the family business when she
went to work for Del Rey. Today, Hunter helps in
managing about 200 acres of Del Rey Avocado’s
groves, and back in 2004 she converted 15 acres
of avocados to organics. Hunter said she enjoys
working with other growers to successfully convert some of their acreage to organic.
Bob Lucy said, “Families are an important
part of the produce industry. There is a lot of
talk about ‘sustainability,’ and with our younger
generation here at Del Rey Avocado, we certainly have sustainability. We will be around for
a long time.”
FRESH DIGEST
San Miguel Continues to
Innovate Product Line
Focus on Greens
By Tom Fielding
Being at the forefront of product innovation
is nothing new for Oxnard’s San Miguel Produce.
Roy Nishimori left the suit-and-tie business world in
the mid 1970s and went back to his family’s growing roots. He started San Miguel Produce, growing
summer and winter vegetables.
Twenty years later, the third generation grower created a business strategy that revolutionized
the packaged specialty-greens, fresh-cut business.
San Miguel launched the first washed and ready-tocook bagged “Specialty Greens” in the United States
in the early 1990s, and has been selling its Cut ‘n
Clean Greens brand for the better part of the past
two decades. That original vision has grown to 19
different varieties, including organic offerings.
In 2008, Nishimori, and his cousin Steve, had
an idea. They formed a partnership and created
the country’s first ever washed and prepped, valueadded line of Asian packaged vegetables, which they
branded Jade. San Miguel vice resident and partner,
Jan Berk (also married to Roy), said, “Jade was an
innovation in making Asian vegetables more consumer-friendly and accessible with its ready-to-use
packs and offering a year-round steady program of
these specialty vegetables. It was the first fresh-cut
Asian line, and it continues to grow in success.”
Not a company that sits and rests on its
laurels, San Miguel is now introducing a new line of
SUPER Greens Salads to compliment its fresh-cut
line. With today’s focus on being more proactive in
healthy eating and fighting obesity, many Americans
are trying to include nutrient-dense vegetables in
their diet. The company believes the timing is perfect
for introducing this new line.
18
According to Berk, San Miguel is rolling out its
new Super Green Salad Series across the country,
featuring four different lines of blends of 100 percent
nutrient-dense specialty greens salads (no lettuce or
spring mix) that also include two organic options.
The SuperKALE salads feature three flavorful
and colorful varieties of kale and is also available in
organic.These are also available in kits with dressing
options, one with a zesty orange vinaigrette and the
other with an avocado tomatillo dressing. The organic kit option offers a toasted sesame dressing.
There are two IRONman with beet greens
and spinach varieties. The kit option comes with a
traditional bacon vinaigrette dressing.
The EnerCHI salads feature all authentic Asian
FRESH DIGEST
9/28/12 2:19:12 PM
greens like bok choy and snow pea shoots with the
kit option providing a light and Asian dressing of
toasted sesame vinaigrette.
Berk said the company initiated the SUPER
Greens Salad Series as “our emphasis in taking
specialty greens further into the mainstream arena.
There has been a lot of interest and press about
the health benefits of kale and other nutrient dense
greens, and we believe both our traditional line
and new line of SUPER Greens products will help
encourage consumption and help retailers grow
with this trend.”
Director of Sales Brian Cook added: “For
several years, we have been expanding our consumer base to become more mainstream with new
product offerings. In the beginning of our fresh-cut
program, our products appealed primarily to the
southern comfort food consumer. In the past few
years however, as we looked to expand our market
into the ‘health-focused consumer,’ we developed
products that would also appeal to this market such
as organics, Asian, cooking kits and our new SUPER
Greens Salad Series. We want to be partners in
healthy living, and our goal is to take that message
mainstream.”
It is not only health benefits that have taken
San Miguel new salad items to the next level, but also
their taste, according to Berk. “Today, consumers
tend to want to try new flavors, they are growing
weary of the same old salad offerings of spring mix
and all the traditional salad blends they have seen
for years at the store. The younger generation of
consumer is looking for bold, new flavors and unique
textures. They are looking for products that ‘step
outside the box,’ and we, San Miguel, can provide
them with these unique, tasty and healthy choices
in the produce department.”
Another group of consumers who have embraced the entire San Miguel/Clean ‘n Cut product
line are so-called “health foodies.” Berk said this
group is comprised of people who are intent on
buying healthy foods to eat, and fruits and vegetables
are on the top of their list. These consumers insist
on more nutritional value and seek out exceptional
taste profiles.
Cook said the “20-somethings have also really
taken to these new items. They are the generation
that wants to explore new flavors. When they hear
kale, they say ‘This is us’.”
Kale, which has become the poster food for
good health benefits, is (along with other dark, leafy
greens) being used in a number of ways, including juicing. Cook said, “Whether it is the younger
generation or aging baby boomers, consumers are
20
looking for a healthier (and tastier) alternative when
it comes to their produce items.”
Berk said that San Miguel has tested its products at a number of large and small consumer shows
in an attempt to demonstrate to consumers that
there are numerous meal or recipe alternatives for
using greens as a substitute to enhance their meal
nutrition. “Some consumers have very traditional
and not so healthy recipe habits for greens, which is
fine. However, we want to introduce new healthier
ideas for greens and consumers are often amazed
at some of the many exciting healthier options for
adding greens to their meals. For instance, we put
kale or collard greens on sandwiches instead of
iceberg lettuce at one show,” she said, “and people
raved about the taste and texture.”
Cook added, “We want to revolutionize
the salad category into healthier and more flavorful options. Our entire product line of SUPER
Greens (bag greens, cooking greens kits, Asian and
salads) provides excitement for the consumer and
a significant new revenue stream for the produce
department.”
He said that San Miguel also provides “cooking
kits that help make it easier to prepare traditional
comfort foods for both the southern and/or Asian
flavors. There are three kits,” he said,“Two Southern
style -- Crazy About Collards and Comfort Greens
-- both with bacon and seasonings, and the other
is an Asian Stir-Fry kit with 100 percent authentic
Asian vegetables, sausage and seasonings.”
Now with its fourth generation of Nishimori
family on board, San Miguel Produce continues to
stay at the forefront of its niche in growing specialty
greens for the industry. “Part of who we are,” Berk
said, “is a company that likes to expand its niche
product line while seeking new and innovative
applications and then taking these to market with
the goal of taking the category to the next level.
Over the past two decades, we have introduced
numerous new products in bunches, packages,
conventional, organic, ethnic and mainstream and
there has always been competitors looking to copy
our product line in one way or another.”
She continued: “However, with San Miguel
100 percent focus on being the very best at its
core line of niche products, vertically integrated as a
grower, processor and marketer and at the forefront
of innovation, we remain unmatched in category
expertise and diversity, and quality and consistency
of products produced every day, all 365 days a year,
from Oxnard, Calif.”
FRESH DIGEST
9/28/12 2:19:12 PM
Avocado Popularity
Helps Cabo Fresh
Increase Sales
Focus on Guacamole
By Tom Fielding
As the popularity of avocados continues to
grow at a rapid rate in the United States, companies
such as Los Angeles-based Cabo Fresh, which produce numerous varieties of pre-made guacamole
products, are reaping the benefits.
According to Yucatan Foods/Cabo Fresh
Chief Executive Officer Ardy Haerizadeh,“The fresh
guacamole industry is tied to the avocado industry,
so the increase in avocado consumption has been
great for us as more and more consumers buy avocados. It is said by the year 2050, nearly 30 percent
of the United States population will be Latin, and of
that group two-thirds are Mexican. The room for
growth with our products and avocados in general,
is immense.”
In the past couple of years, Haerizadeh said
guacamole category sales grew at nearly 20 percent,
and sales at Cabo Fresh have grown 30 percent during that time period. “Our keys accounts grew even
faster at 40 percent,” he said. “We attribute that rise
to the quality and consistency of our product.”
What makes Cabo Fresh guacamole different
from the rest, Haerizadeh said, is that “our guacamole products are made from 95 percent Hass
avocados and 5 percent all natural seasoning. The
avocados used to make our product are the high-
22
est quality fruit available, and we use no mechanical
de-pulping devices.”
He added that the hand scooping of the
avocados gives the product its unique texture that
“makes eating Cabo Fresh guacamole a more enjoyable eating experience.”
Another key factor in the consumption of
fresh avocados, especially here in California, is Subway’s promotion of avocados on its sandwiches.
“Here in California,” Haerizadeh said, “Subway uses
fresh avocados. In other parts of the country it is a
combination of pulp and fresh. Subway is definitely
helping the avocado industry grow. “
“Consumers are now thinking avocados when
it comes to many traditional dishes. They will add
avocados or guacamole to dishes like salads. They
are looking for healthy fiber, and over the past decade avocados have become much more of a staple
item and less of an impulse buy.”
Haerizadeh added that as people become
more acquainted with the Cabo Fresh pre-made
guacamole products, they are able to utilize other
produce items, too, making the guacamole a produce item that helps move other items in the
department. “Consumers can experiment with
different produce items like tomatoes, Serrano
FRESH DIGEST
9/28/12 2:19:13 PM
peppers or other veggies.”
Although Haerizadeh said that his competitors have gotten better in their percentage of avocados used in pre-made guacamole, “Cabo Fresh at
95 percent is still the purest in the marketplace.”
At the Produce Marketing Association Convention in Anaheim, Cabo Fresh will roll out some
new pre-made guacamole items that will feature a
new look, as well.
Jessica Brown, Cabo Fresh sales and marketing
coordinator, said that Cabo Fresh has a new “Classic
Guacamole,” which is more seasoned. “We have a
four-pack of 2-ounce containers, that has only 100
calories per container. The new Cabo Fresh Snack
is a perfect item to pack for a child’s lunch or for
someone to take to work. This item will help people
out who are watching their calories, and there is no
sacrifice in quality and taste. It is a convenient item
for people who have a ‘Go lifestyle’.”
As with all Cabo Fresh guacamoles, the new
Snack Pack is gluten-free. Cabo Fresh will also introduce its new six-ounce line up at the PMA, consisting of two of its existing flavor profiles: Authentic
and Spicy. The addition expands the category and
capitalize on the tremendous success of the four
existing 12 ounce items introduced in 2009.
Health benefits from eating avocados have
been in the news lately. Brown said that this “Super
Fruit” is “heart-healthy and low in carbs (a oneounce serving has only three carbs).”
The new pre-made guacamole will be added
to Cabo Fresh’s already extensive line of products.
These items include various guacamole and avocado
items, and, of course, the unique Avo-Hummus,
which blends 50 percent ripe, Hass avocados with
50 percent creamy and classic hummus. The AvoHummus from Cabo Fresh is vegan as well as Kosher
and Halal certified.
Haerizadeh said that the firm’s processing
plant is located in “the heart of Mexico’s avocado
growing area in Michoacan.”
And as avocado consumption in the United
States keeps skyrocketing, Cabo Fresh is bullish on
the premise that its pre-made guacamole sales will
follow suit.
Meet the Royal Family
We feature a full array of
"Queen Victoria" brand
Brussels Sprouts, plus:
• Iceberg Lettuce
• Cauliflower
• Broccoli
• Romaine & Romaine Hearts
• Green Onions
• Celery
• Artichokes
• Leaf Lettuces
• Mix & Specialty Items
Year-Round from Salinas and Yuma
831-772-9991
s at
See u ummit
S
Freshth #1170
Boo
23
Passion Drives Prillid
Focus on Transportation
By Tom Fielding
The first letter you see when you read Prillid Produce Logistic Solutions is ‘P’, and according
to Prillid co-owner Robert Macias, there is a good
reason for that. “The ‘P’ stands for passion, and at
Prillid we all have a passion to be the best produce
logistic service company in the business. Along with
my two partners, this triple threat has the passion
and drive to tackle any logistical challenge that
comes our way.”
In 2011, Macias, along with brother, Armando,
and Diego Cruz founded Prillid. Like any successful
company Prillid has met its challenges head on, and
Macias says the future is bright. “It has been a challenging journey these past couple of years, but with
sheer drive and determination we are ready to take
on whatever the industry throws at us.”
24
Prillid offers customers what Macias called “a
logistical platform. We have helped many respected
produce companies reach a higher level of service
capability and acquire new clientele across the
western states.”
Macias said that when Prillid first started its
operation, transportation was the only service they
offered. “However, over time,” Macias said, “we
began offering our customers a full spectrum of
logistical services -- from quality control, retail order
prepping, shelf life management to intermodal.”
Cruz added, “We are tailoring to each client
by customizing our services to fulfill their needs.
These new services have not only allowed our
company to benefit, but most importantly, they have
benefitted our clients.”
FRESH DIGEST
9/28/12 2:19:14 PM
Any day is a good day to...
Think ESCAPE
TUrN An OrDINArY PrODUCe AISlE INtO A
TrOpICAL PArADISe, EVeRY DAY Of THe YEAr!
THInK MAnGoS. THInK
T
For More Information On Freska Mangos & Our Programs Visit :: w w w.FreskaProduce.com
Many of those clients are major avocado and
citrus grower-shippers in California. Macias said,
“We deliver their product to retailers throughout
the state and provide overnight LTL service. We
pride ourselves on being the Fed-Ex of produce.”
Some of the other commodities that Prillid
transports are pears, apples and stone fruit from
Northern and Central California.
Macias said that providing the best service “is
what Prillid is all about. We ensure that we provide
safe, prompt and reliable transportation services.”
He added that their rates might not be the
cheapest, but that also means there is no cutting
corners at Prillid. “We give our customers the assurance that they are always in good hands.”
Prillid’s storage facility is in the city of Vernon.
“Our coolers are set at the optimal temperature
based on the individual products, whether that be
38 degrees for avocados or 55 degrees for tomatoes,” Macias said. We have a keen understanding
that temperature-compromised produce is simply
unacceptable. It is important to address all areas in
our shipping process to ensure there is no break
in the cold chain.”
He added, “About 8 percent of the produce
we handle is organic. This requires different handling techniques, such as product separation from
conventional during transport and also in storage.
The purpose is to minimize the possibilities of
contamination.”
Some product, he added, such as pineapples,
apples and pears, emit such high levels of the produce ripening hormone ethylene that they must
be separated from other commodities sensitive to
this hormone to prevent early ripening. “Ethylene
scrubbers are currently being considered, and Prillid
is looking into this technology to help extend the
shelf life of the produce stored for customers.”
Macias said,“Every commodity we handle has
its very own handling specifications, however our
staff is well trained in knowing these commodities
and has procedures in place to guarantee proper
handling and care for the product.”
Passion at Prillid, according to Macias, “is why
we handle our customers’ product as if it were own.
The fleet management software that we have at our
disposal provides us with real-time updates that the
industry requires.”
There is an old adage that “success breeds
success,” and Macias said that exemplifies the philosophy at Prillid. “We are actively working with
customers to help them grow their business,” he
said. “We see our relationships with our customers
as partnerships. When our customers do good, we
26
do good. It’s a simple, yet effective, ideology.”
And produce companies over the years
have come to the conclusion that working with
a professional logistics company is good for their
business. “Produce companies are realizing that
fact now more than ever,” Macias said. Without
properly set up logistic programs, they are greatly
hindered when it comes to servicing new and existing customers.”
Just as the past brought its challenges, so does
the future, but Macias said the company’s innovative
style makes those challenges exciting. “Our operation is becoming more and more complex as we
continually grow. To meet the demands of the future
of the industry, Prillid is heavily investing back into
the company with new technology.”
Macias said that Prillid has obtained one of
the most powerful logistical software programs on
the market. This software will allow customers to
have better access to information and the malleability for its users. “This software will allow us to
bring attention to a potential issue before it arises,
whether that be a missed scheduled appointment,
a late truck or a breakdown.”
Cruz said, “By having one fully integrated system, we will have access to all information and be
able to make better informative decisions.”
Prillid, according to Macias, is also investing
in something else for the future, but this happens
to involve investing in the future of the produce
industry. “We are looking into an internship with
colleges. We believe it is important to bring youth
in to experience the produce industry, see what it
is all about and to become involved.”
He said that he hopes to have an internship
program in place in the very near future.
Currently, Cruz said that Prillid is reinvesting heavily into “our fleet and have obtained ARB
compliancy with our reefers and tractors. This is
especially important for doing business in California
and other ports.”
Armando Macias added, “We know we have
to be ready for the future so we must plan for the
future. By streamlining the operation with the use of
new systems and technologies, we can pass on those
savings directly to our customers. This technology
benefits the growers and distributors.”
From the vision of Robert, Armando and
Diego just a few short years ago, Prillid has now
grown to more than 35 employees. “In 2009, Prillid
was really only an idea and concept that we envisioned,” Robert Macias said. “We have all worked
hard together to get where we are. It’s been quite
a journey.”
FRESH DIGEST
9/28/12 2:19:14 PM
Our Peppers are in Good Company.
Based in Southern California’s Coachella Valley, Prime Time is the largest year-round grower, packer
and shipper of colored peppers in the United States.
But we didn’t stop there.
We’ve also developed quite a following for our seasonal produce — from vine-ripened tomatoes,
mini-peppers, grape tomatoes, and sweet corn, to watermelons, green beans and eggplant.
At Prime Time, our peppers are all grown, picked and then packed in gfsi audited facilities. And
all of our produce is grown and packed under constant supervision of our own farming professionals.
We cultivate the perfect plants, produced in the best growing areas, and operate state-of-the-art
packing facilities to ensure delivery of the safest and best-tasting produce in the marketplace.
THE PEPPER PEOPLE
www.primetimeproduce.com
Coachella, California USA
Sales Phone 760.399.4166
Nogales, Arizona USA
Sales Phone 520.281.4993
Priscilla’s Kitty Grass:
Focus on Innovation
For Creatures Large and Small
After being in business for more than two
decades, Priscilla’s Kitty Grass has found a new
audience for its products, although some of these
“cats” are best viewed from a distance.
Owner Priscilla Riggs said, “Priscilla’s Grass is
not only a healthy treat for our pets, but has now
been approved for the San Diego Zoo’s Animal
Enrichment Program. We have a strong following of
wild animals like Christopher, a Malayan Tiger.”
Riggs added that other zoo animals are also
admirers of her kitty grass. “Primates, meerkats,
monkeys, otters, kangaroos and most other residents of any zoo also enjoy our grass. In addition
to eating Priscilla’s Grass, the animals also enjoy
playing with it.”
At the zoo, the grass is pulled from the container and strategically placed in the enclosure. After
being discovered and the green blades devoured
the remaining root bound seeds stay compacted
which enables the animals to play and further their
enrichment experience.
Riggs said, “Barley grass is one of the green
grasses, the only vegetation on the earth that can
supply sole nutritional support from birth to old
age. Astounding amounts of vitamins and minerals
are found in green barley leaves. The leaves have
an ability to absorb nutrients from the soil. When
barley leaves are 12-14 inches high, they contain
many vitamins, minerals and proteins, plus chlorophyll. These are easily assimilated throughout the
28
Christopher, a Malayan tiger at the San Diego Zoo.
digestive tract, giving the body instant access to
vital nutrients.”
According to Riggs, “Priscilla’s also has our
own unique, fine Fancy AAA Grade (extra pungent) Catnip, a member of the mint family, and its’
cousins basil, oregano and spearmint are all highly
aromatic plants whose essential oils have special
properties. However, the aroma from catnip is
commonly known for its intoxicating effects and as
a ‘kitty aphrodisiac’, which is naturally stimulating to
most adult cats.”
So if your cat is looking for fresh catnip (as
they often do), Priscilla’s has the answer. Riggs said,
“You can grow your own with Priscilla’s Catnip
Kit.”
Offering the catnip to Malayan tigers, however,
should be done at your own discretion.
FRESH DIGEST
9/28/12 2:19:18 PM
With the departure of one of the managing
partners (Lee Deminski) of Deminski, Van Valkenburg and Associates (DVA), Rich Van Valkenburg has
restructured the organization and will assume all the
responsibility for the direction of the sales team and
the in-store retail representatives.
As of this writing in late September,Van Valkenburg said the DVA moniker would continue to be
used as the company name. He added that a new
name will be determined at a later date.
The restructured organization will feature
four sales associates in Southern California and two
in Arizona. Joining Van Valkenburg in California are
Bill Funo, Phil Grijalva, Melanie Grayson and a new
associate who he had not yet named. The Arizona
duo are Robert Hanson and Mary Cencich. The
California crew covers Southern California while
the Arizona associates handle Arizona, Colorado,
Utah and Kansas.
Assisting the California team are 21 in-store
retail representatives, while another 10 operate in
the states covered by the Arizona office.
Van Valkenburg said that in addition Pam
Donnelly has been hired to serve as a category
manager/analyst.
“We are pleased that we will be able to offer
Rich Van Valkenburg
the same excellent service to our principals that we
are known for,” Van Valkenburg said.
He added that the restructuring began on
September 10 and was ongoing at press time. For
more information, he urged industry members to
consult
ult the company website at www.teamdva.
com.
Focus on Member News
DVA Restructures
Call: 714-447-4306 or 760-497-6373
www.henryavocado.com
29
ICD/Davis-Lewis Orchards
Sports a New Look
Focus on Branding
By Tom Fielding
Talk about a new Fall look! Now when you
see ICD/Davis-Lewis Orchards’ products on retailers’ shelves, the first thing you’ll notice is their eyecatching new logo.
According to Davis Lewis Orchards’ Regional
Director of Sales, Brooke Bouloy, “We are celebrating 22 years here at the company, and we decided
to use that as a benchmark to make this change!”
Bouloy acknowledged that rebranding takes
some time getting used to, but she added: “The
rebranding with our new logo really breathes new
life into our company. Everything was done at the
same time to make it a smooth transition for both
the retailers and our consumers.”
With new rebranding, Davis Lewis Orchards
is also in the process of implementing its new marketing strategy. They are bringing on experienced
people to help take them to the next level with
their new marketing strategy.
Even though founder Roberta Davis Lewis
acknowledges her company is “changing the game,”
she added “Yes, we still are as innovative a company
as when we started two decades ago.”
DV
A
The rebranding has not caused the company
to change its focus or philosophy. “We still take a
personal approach when it comes to dealing with
our retail partners and consumers,” said Bouloy.
“Our motto is, ‘We are small enough to care and
big enough to cater’.”
DEMINSKI, VAN VALKENBURG & ASSOC., LLC.
Sales
Marketing
Consulting
Retail Services
Southern California, Nevada, Arizona,
Colorado, Utah, Kroger Cincinnati,
Kansas and Mexico
Contact
Lee Deminski
Richard Van Valkenburg
Richard Van Valkenburg
760-822-8575951-285-2030 951-285-2030
EFFECTIVELY…Serving
the Food Industry!
32
FRESH DIGEST
NEW! Nutrient dense
super greens salad series!
Ţ&OFS$)*
Ţ*30/NBO
Ţ4VQFS,"-&
www.cutnclean.com
4BMFT$VTUPNFS4FSWJDF
4BO.JHVFM1SPEVDF0YOBSE$BMJGPSOJB
Perimeter Continues to
Concentrate on Fresh
Focus on Representation
By Tom Fielding
It’s hard to believe, but it has already been
17 years since Perimeter Sales and Merchandising
started its brokerage company.
Co-owner Brad Martin said, “We still have
our ad from the October 1995 Fresh DIGEST
framed at the office. Our ad said, ‘Focus On Fresh’,
and that’s what we have concentrated on for these
past 17 years.”
There have cer tainly been a number of
changes and challenges in the produce industry in
that time period, and owners Martin and Randy
Romero said that Perimeter has dealt with those
challenges by “playing offense.”
Martin said that today’s difficult economy has
added the need for further communication, both
with its principals and retail customers. “We are
known for getting the job done,” he said. “Changes
in retail have made it harder to be able to get new
products on the shelf. We can’t always be first to
the market anymore. At times, it seems like you
have to touch seven bases to score a run, but we
are innovators and persistent.”
Romero added, “We have to be on the offense, and Perimeter has a huge advantage since we
have developed our own custom retail program.
Our program can identify store issues in real time.
Communication is instant as all of our sales force
has iPads. If a customer or principal has a question,
we are there to answer it immediately.”
Romero said Perimeter identifies stores by
three types, “A, B and C. Our regular retail sales
force of more than 30 people takes the offensive
by calling plays for different stores depending on the
project. This maximizes our service for them.”
According to Romero, “Our retail program
was developed by young AE (account executive)
and IT (information technology) Manager Oscar
Guzman, who has a masters degree from Boston
University. It took years for us to develop it to best
fit our needs. Our retail program is invaluable to us.
Oscar nailed this program down to exactly what we
and our clients are looking for.”
34
When Martin and Romero headed down to
San Diego for that 1995 PMA Convention, they
already had contracted with several principals who
had known them from their many years in the produce industry. That group of principals has grown
exponentially since then, and Perimeter Sales and
Merchandising now has a stable of 34 companies
that they work with. Martin said the corporate
structure of the company is one of many reasons
why it has been so successful.
“This place is really like a family,” Martin said.
“We are flexible with people, and this flexibility is
paramount to our success. We are geared for results, and not just structured for structure sake.”
Romero said, “There is a hierarchy here, but
we don’t act like it. We have great people who work
here and are totally involved in many extra activities
in and around the produce industry. Brad is an FPFC
board member. “We have two past chairman of the
FPFC and Perimeter is involved in numerous other
organizations including the City Of Hope. We are
ready and willing to do the extra 24/7 that comes
with the territory.”
The Perimeter retail sales team, according
to Martin, “really gets the job done. Our schematic
work and merchandising execution is why we are
table captains of 75 percent of the major headquarter accounts here in town.”
Romero added that Perimeter’s goal is to get
the highest distribution possible for its principals. “If
we don’t, then we fix it.”
Martin added, “We are the intelligent force in
the multi deck and follow through for our principals.
It’s everything we represent. We are leaders and
among the very first to sell CPG items with UPC
codes in produce.”
That need for further communication that
Martin brought up means that Perimeter is constantly coming up with special projects. “We stress
to our principals that our retail force keeps tilling
and cultivating all our of principals’ items space in
the stores. We have to give a consistent push to
FRESH DIGEST
9/28/12 2:19:21 PM
maintain our retail commitment and be wise in
not getting diverted from our daily work with the
inevitable re-sets.”
Romero and Martin also believe the success
of Perimeter over the better part of the past two
decades is their familiarity with the products they
represent. “People know all of us here at the Perimeter headquarters,” Romero said. “We have a
vast knowledge of the industry, and our principals
know that our follow through is very important to
us. Going back to our taking the offense strategy, we
don’t just keep up, but here at Perimeter we excel
at leading the way.”
Martin added,“We keep building the business.
From Bakersfield to the Mexican border to as far
east as Clark County, Nevada, if we are somewhere,
36
we do it right. We reach out to retail corporate
headquarters, and our bilingual retail sales team has
helped grow our Hispanic business, too.”
Looking back at the first ad the company
placed in the Fresh DIGEST, it said that “Perimeter
Sales and Merchandising was taking a fresh new approach to the food brokerage business by focusing
our headquarter and retail efforts only on fresh
departments and, by concentrating our efforts on
the perimeter of the store, we can target and fulfill
the special needs of this select group. We think it’s
a successful formula.”
Romero and Martin said Perimeter Sales and
Merchandising continues to utilize that “successful
formula” and stay on the offensive to be the leader
they have been for the past 17 years.
FRESH DIGEST
Focus on Commodities
Beachside Thrives
On Fresh Produce
It is often unique value-added items that garner the headlines, but core commodities are still the
major driver of sales for virtually any supermarket.
The eight primary grower owners of Guadalupe, Calif., based Beachside Produce LLC are
very familiar with this fact. Those growers produce
15,000 crop acres in the agriculturally-rich district
ranging from Lompoc in the south to Santa Maria
and Guadalupe in the north. They also grow in the
Imperial Valley and Mexico. Broccoli is the group’s
top commodity but they also grow significant
volumes of Lyon artichokes, Brussels sprouts, cauliflower, celery, iceberg lettuce, romaine hearts and
other lettuces, as well as strawberries, and other
core products.
“We will sell about five million cartons of
broccoli this year,” said Steve Adlesh, the firm’s
director of sales and marketing. That represents a
little more than 40 percent of the 12 million cartons the company will sell – almost all of it as fresh
commodity sales.
“Walk any retail produce department,” he
said, “and you will see the majority of space is devoted to commodity sales.”
It is no accident that the Beachside has
committed to the fresh commodity business. The
nucleus of its growers supplied fresh product and
value-added raw product to Apio Inc., prior to that
company being sold. When Apio then made the
decision to focus on value-added items, they sold the
commodity sales portion of the business to this core
group. This group formed Beachside to create a
cohesive, family-owned, grower-shipper organization
for the commodity presentation of their products…
and it has thrived. “Our motto is ‘from our family
farms to your family table,” Adlesh said.
Adlesh also commented on trends he sees for
38
the business. “Locally, strawberry ground continues
to be a bigger part of the landscape. Since new
varieties were developed that allow us to grow
strawberries about 10 months of the year, we have
increased our strawberry acreage significantly. In
some cases growers who had gone away from
the crop have reshuffled their line up and come
back to strawberries.” Over the past decade, U.S.
strawberry consumption has climbed significantly
with California acreage increasing each year.
Another trend that Adlesh mentioned is the
increase in contracted fresh commodity volumes, as
well as contract pricing on raw products destined
for processing facilities. Adlesh added, “Beachside
has consistently increased our contracted volumes
over the past few years and will continue to do so
where it makes sense. You can’t contract everything,
you have to let supply and demand play a role in
reaching equilibrium and we recognize that with the
increases in contracts in the industry, shortages and
oversupply situations are amplified when there are
supply or demand irregularities.”
Adlesh concluded by sharing the firm’s partnership with the U.S. National Water Polo teams.
“We thought that Beachside and water sports
went well together, supplying the National Teams
was a good way for us to accomplish one of our
goals this year of promoting a healthy lifestyle. We
provided produce to the teams throughout their
training leading up to the Olympics. The fact that
the women’s team won gold in London was icing
on the cake and was very exciting for the Beachside
Team and our partners.”
At the upcoming Produce Marketing Association Convention, members from each team
will be signing replica Olympic water polo balls at
Beachside’s booth each day.
FRESH DIGEST
9/29/12 6:52:03 PM
Niche Item Moving Toward
Main Stream Status
Focus on Brussels Sprouts
By Tim Linden
To paraphrase, they’re not your mother’s
Brussels sprouts, anymore.
The days of only steaming them in water and
serving them with a little butter on a rare occasion
are gone. Brussels sprouts are moving toward staple
status and have become one of the fastest growing
items in the produce department.
Enjoying the ride, and in fact fueling it, is Salinas,
Calif., based Ippolito International LP, which claims
to be the largest Brussels sprouts grower-shipper
in North America. General Manager Butch Corda
said Brussels sprouts have become a favorite of
top notch chefs, who are constantly expanding the
uses of the product. “You can’t pick up a cooking
magazine without seeing a Brussels sprouts recipe,”
he said. “That has changed the way people look
at them. Today there is so much creativity in the
40
kitchen and so many more people are buying Brussels sprouts than were buying them 10 years ago.”
Corda said the high nutritional content and its
versatility are two of the factors that has made the
product a favorite of chefs. Personally he has been
selling Brussels sprouts for 30 years and is amazed
at their new-found and growing popularity.
“The individual behind our success is Ron
Mondo, one of our partners,” he said. “Ron and his
father have been growing them in this area for many,
many years. And now they have developed production out of Mexico giving us an excellent, year-round
program with good volume 52 weeks a year.”
Corda said the cool damp weather associated
with the area near the northern end of the Salinas
Valley in the cities of Castroville, Watsonville and
Santa Cruz provides the perfect climate for much
FRESH DIGEST
9/28/12 2:19:23 PM
of the year. From late fall, to early spring, a Mexican
growing region near the coast is utilized, giving Ippolito year-round production. “Brussels sprouts love
to have a view of the Pacific Ocean,” he quipped.
Corda said the company would love to take
credit for developing the market and having the vision to know that Brussels sprouts sales were going
to go through the roof. “The truth is that about
four or five years ago we noticed that the period of
July, August and September, when sales are usually
down, we couldn’t fill the demand. We looked at
that and said we ought to increase production for
the fall period, when sales are usually better.”
Corda explained that Brussels sprouts have
always been considered a better item in the fall
when kids go back to school and the family cook
gets back into the kitchen. But the company noted
that sales were taking off in the summer and they
have been rising ever since.
As this year’s fall season approaches, Corda
told Fresh DIGEST in mid-September that the company was just about to begin harvest of its popular
Brussels sprouts on the stock SKU. “It’s a seasonal
item but I wouldn’t call it a specialty item,” said
Corda. “The amount of volume and demand we
have pulls it out of that specialty category.”
Though the Brussels sprouts SKUs are the
company’s fastest growing items, iceberg lettuce
is still its volume leader. And Corda said the firm
has achieved “tremendous success” with its seeded
artichoke program. Artichokes prefer the same kind
of weather that Brussels sprouts like so the item
is perfectly suited for much of Ippolito’s acreage.
Though purists might be able to tell the difference
between the traditional perennial globe artichoke
and the newer seeded varieties, grown on an annual
basis, Corda said the plant breeders have done such
a great job the average consumer does not know
the difference…and even the average expert would
be hard pressed to do anything but guess during a
blind taste test.
With regard to the upcoming Produce Marketing Association convention, the Ippolito executive said it offers a great opportunity for a young
company. “I know some of the more well established
companies are downsizing their booth space and
getting involved in the Salinas pavilion. That’s great
and I am sure it works for them, but we are still
young and in a growth mode and exhibiting allows
us to introduce our company to new customers.”
He added that the West Coast location allows
Ippolito to bring its entire sales force to the floor.
Canadian-based Ippolito Fruit and Produce
has been around since the 1930s, but its West Coast
division is relatively new.
41
An Array of Products Fuels
Southern California Firm
Focus on Nuts
By Tom Fielding
Through the years, numerous young people
have made their way to Hollywood looking to
become a star. It just so happens that Mixed Nuts
Inc. got its start in Hollywood, and became a big
star after relocating first to Pacoima and now to its
current location in Vernon, Calif..
According to President Nick Hartounian,“Today, we are recognized as one of the largest pumpkin
seed processor/roasters on the West Coast. Our
30,000 square foot facility is state-of-the art and
serves customers throughout the United States.”
In addition to pumpkin seeds, Mixed Nuts
packages various lines of Trail Mixes, almonds, cashews and pistachios for retailers and club stores.
It’s a far cry from those early days.
When the company first started in 1986, it
was a small retail store, which was able to draw in
customers by the fresh aroma of its dry roasted nuts
and seeds. Hartounian came on board as a partner
in 1992 bringing a wealth of experience from the
import and wholesale side.
In 1993, after purchasing the business from his
partner, Hartounian shut down the retail business
to concentrate on import, roast, and the wholesale
side of the business. He relied on his family members, wife, Anna, and brother, Vic, to help grow the
business.
“Our first important move was to move to a
warehouse in Pacoima.” Hartounian said. “We put
in an automated packaging and roasting machine
along with other equipment to get started. We
had one mission in mind, which we still follow; to
source the best quality nuts from a main source,
freshly roast without adding preservatives, use sea
salt for flavoring and service our customers for a
competitive price.”
He added, “Mixed Nuts began selling nuts,
seeds, and dried fruits. We sold everyone from
Mom and Pop stores to chain stores.”
Mixed Nuts operated at the Pacoima location
for about 16 years.
“In 2009 we moved our operations to Ver-
42
non,” Hartounian said, “and we doubled the size
of our facility to 30,000 square feet. The Vernon
location was just an empty shell warehouse. We
had 6 months of construction to build a processing
plant. We added packing and large roasting and
flavoring machinery to complete our state-of-the
art operation.”
The company has achieved an amazing increase in sales since its first move to Pacoima back
in the early ‘90s. Hartounian said the company
“has seen a 20-25 percent growth in sales virtually
every year.”
He added: “We are still servicing some of
our Mom and Pop accounts and expanded our
customer base to major national chains and club
stores nationwide.”
Mixed Nuts imports from various countries.
“All of our imported items are thoroughly inspected
and held up to stringent specifications,” Hartounian
said. “All of our domestic raw nuts are bought direct
from quality growers here in California.”
FRESH DIGEST
9/28/12 2:19:26 PM
The vast majority of the company’s number
one item, pumpkin seeds, is imported from Bulgaria.
“We are one of the few companies who sort the
seeds using gravity tables, a de-stoner and color
sorters. After roasting the seeds, they are run
through a conveyer belt for final visual inspection
prior to packaging.”
But that’s not the end of the line. The TSA has
nothing on Mixed Nuts, because after all that, the
packaged product is run through an X-Ray machine,
which Hartounian said “unlike metal detectors, XRay machines will detect packages with any foreign
object, like glass, rock, stone or various metals.”
Another area of expertise for Mixed Nuts is
the company’s line of trail mixes, packaged under
the Premium Orchard label. “We use all top of the
line products and ingredients in our trail mixes,”
Hartounian said. “Along with our cashews, almonds,
and pistachios, our trail mix uses lots of ‘Super fruits’
such as blueberries, cranberries and cherries.”
These are sold in six-24 ounce packages for
retail and 28-32 ounces for club stores. Both in
Premium Orchard Brand or in private label.
Mixed Nuts specialty is to pack in a re-sealable
stand up pouches, according to Hartounian. “All
bags are flushed with nitrogen gas for extended shelf
life. We have a high score by Silliker, a third party
auditing company, and we are HACCP certified.”
Every person on the team at Mixed Nuts has
their own expertise, Hartounian said. “Nick handles
marketing, packaging and sales, while his brother Vic,
vp of operations takes charge of production. We
have a great family and team which consists of 30
people here in Vernon, and we also have sales reps
around the country. They all do a great job for us
and are important to our success.”
Recently Mixed Nuts launched a new attractive packaging line of nuts and dried fruits. The new
line under the Premium Orchard brand is mid-size
bags ranging from 8-12 ounce pouches.
So just like that Hollywood starlet who gets
that first break and makes it big in show business
after nailing the first performance in Tinsel Town,
Mixed Nuts Inc. has grown in stature and risen up
the ranks throughout the past 25 years to prove
that it belongs on the big stage.
From the hills of California, Del Rey Avocado growers are busy harvesting the finest conventional and organic
avocados for this summer and fall season. Hass avocados available in their season from Mexico, Chile and Peru.
760-728-8325 • Bob, Joe, Patrick and Donny • Fallbrook, CA
43
Westlake Produce
Moving to New Facility
Focus on Distribution
By Tim Linden
After a generation of juggling its inventories
among a number of different Los Angeles cooling
facilities, Westlake Produce Company is moving
down the freeway a bit and will now have all of its
inventory under one roof with an office facility in
the same complex.
Westlake is the first and the largest customer
of a new commercial cold storage warehouse
operation that has taken over the former Hughes
Family Markets complex in Irwindale, Ca. As a point
of fact, Westlake Produce Company is financially
involved in the AFS Warehouse (Always Fresh Solutions) but the commercial cold storage facility will
operate totally independent of the produce firm and
has space available for other produce customers.
Westlake will have a customer relationship with the
new facility, which will be run by Steve Phariss, who
is the AFS vice president of operations.
Jeff Miller and Bill Brooks, two of the major
principals in Westlake Produce, recently sat down
with the Fresh DIGEST to explain the idea behind
the move and what they expect the new facility
to allow them to do. “We’ve actually been talking
about it for 20 years,” said Brooks. “Currently we
have our inventory spread out among five or six
different commercial cold storage facilities in the
area. AFS Warehouse will allow us to have all of
our product under one roof. It will make it much
easier to inspect the product and deliver it to our
customers in a timely manner.”
Miller added that the new facility will complete all the appropriate good agricultural practice
certifications “which will allow us to clear all the food
safety hurdles that our customers demand.”
He said Westlake will now have greater control over its own inventory.
Brooks said that the facility will have all the
necessary elements to comply with good practices
as they relate to food safety, the cold chain and
traceability. It has 3,500-pallet capacity, eight banana
ripening rooms, and seven cold storage rooms that
can range in temperature from 30 to 55 degrees.
It is a full service facility offering complete loading
44
and storage services including cross-docking and
reconditioning of product when necessary with its
automated film wrap packing line. Its former life as
a produce warehouse for a retail operation speaks
volumes of its capabilities.
Miller said that while there is much cold storage space in Southern California,“there is a need for
good space” that passes the specifications desired
by retailers and other buyers. He said there will
be cold storage rooms certified for organic uses
in the new facility. The facility transferred hands
in January and opened for commercial business in
March. Westlake’s sales force and accounting teams
will complete their move into the office spaces by
mid-November.
He said Westlake is in a growth mode as it
now has two dozen sales representatives between
its California and Florida offices. While all of the
Southern California staff will move to the Irwindale
location, Westlake will keep a satellite office in its
current downtown Los Angeles location near the
Los Angeles Wholesale Produce Market. The Westlake sales staff has always walked the market on a
daily basis and Brooks said that will not change. “The
satellite office will help facilitate our market visits
as well as meetings and conferences with various
customers,” he said.
FRESH DIGEST
9/28/12 2:19:29 PM
Perricone Packs
Powerful Pouch
By Tom Fielding
working out. “All of our products contain 100 percent juice,” Perricone said, “and they are all natural.
We grow most of our fruit for the juices, which are
made at our Beaumont facility.”
Perricone said that the company has incorporated new age technology in juice packaging to
complement its traditional focus on quality. He said
that’s the way it’s been since 1935 when produce
icon Sam Perricone started the company.
Today, Perricone Juices is still a privatelyowned family business operated by Joe Perricone,
Tom Carmody and Bob Rovzar, who bring to it a
combined 80 years of produce experience.
“Quality control is very important for us,”
Sammy said. “Most of the fruit comes from our
groves, and we extract the juice ourselves. We
conduct quality control tests at our own onsite
laboratory.”
According to Sammy, “The company’s multi
serve business has also been thriving. The Perricone Juice name is beginning to resonate with
retailers who appreciate the authenticity of our
fresh-squeezed juices.”
And now, at least when it comes to Perricone
Juice pouches, you really can take it with you.
Focus on Fresh Juice
There’s an old saying that says,“You can’t take
it with you,” but fortunately that adage does not
pertain to fresh-squeezed juice that is produced
by Perricone Juice.
The largest manufacturer of fresh-squeezed
citrus juice in the western United States, Perricone
Juice in 2011 began selling a number of its juices in
convenient 8-ounce, single serve pouches. According to Perricone Juice marketing director Sammy
Perricone, “Sales of the pouches are soaring. We
have seen a 708 percent gain (that’s right…708) in
the past year. We have made great inroads with
the product, which are now being sold at numerous Southern California retailers, and that number
continues to grow.”
Perricone said that there are four different
varieties of juices sold in these pouches; orange,
tangerine, apple and strawberry lemonade. “These
juices are perfect for kids to take to school. Moms
can take the pouches and place them in the freezer.
The following morning they can pack the pouches
for their kids to take to school. When it’s time for
lunch, the kids have a healthy juice to drink.”
He added the pouches are also great for active people on the go, whether they are at work or
45
9/28/12 2:19:29 PM
NoCal Luncheon
September 20, 2012
Thank You Sponsors!
Tran Nguyen of Oppenheimer with Jeff Oberman of United Fresh strike
their usual raffle-ticket-selling pose.
Key Sponsors
Elizabeth Pivonka of PBH was the keynote speaker
Avocados from Mexico
Earthbound Farm
IFCO Systems
Mann Packing Co., Inc.
San Miguel Produce
Pivonka Headlines FPFC Luncheon
Produce for Better Health President Elizabeth Pivonka touting the benefits of fresh fruits and vegetables was the keynote speaker at the September Northern California membership luncheon of the
Fresh Produce & Floral Council.
Though she was somewhat preaching to the choir, Pivonka said there is more the fresh produce
industry can do to promote healthy eating and the increased consumption of fruits and vegetables. Speaking directly to the supermarket executives in the audience, she said the fresh produce department does
represent a good profit margin for any chain store. “We know produce is profitable and supermarkets
sell most of it,” he said.
Pivonka said 84 percent of all fruits and vegetables consumed in this country are eaten at home,
and the vast majority of that volume is purchased from a supermarket. If consumption increases, she said
supermarkets will reap the financial benefits. She revealed that if consumers just ate the amount of fruits
and vegetables that the USDA recommends, each individual supermarket would realize a $6 million annual
increase in sales.
Besides purchasing most of their fresh produce from a supermarket, a majority of people also say
the supermarket is where they gather most of their information about food. Pivonka said retailers have an
opportunity to educate consumers and increase sales through a variety of communication tools, include
in-store messaging and food page ads.
She said aggressive promotions using sampling and giving recipe and usage ideas is a great way to
increase business, while improving the health of Americans. PBH is here to help, she said, offering point of
purchase material as well as other sale aids and information.
46
FRESH DIGEST
9/28/12 2:19:35 PM
Darryl Bollick of Impact
Sales; Ryan Popke of Fresh
Point and Mike Casazza of
Apio/Eat Smart
Rick Rutte of North State
Grocery, Maylou Ureta of Pom
Wonderful and Dave Haubert of
Edge Sales and Marketing
Ben Antongiovanni, Atlas
Produce & Distribution, Inc.
Katie Burt of Safeway, Dan McGregor of InterLink Marketing Group and
Raymond Wong of Safeway
Somer Rodden and Dave Rogstad of Odwalla
47
9/28/12 2:19:48 PM
Photo Sponsor
North Shore Sales & Marketing, Inc.
The Save Mart
Supervisors: Gary
Murrone, Mark Colvin
and Reyes Noriega
Associate Sponsors
A.M.S. Exotic
Atlas Produce
Gills Onions
Gourmet Garden Herbs & Spices
Grimmway Farms
ICD-Davis Lewis Orchards
Index Fresh, Inc.
Marzetti
Produce Marketing Association
EmCee Scot Olson of Grocery Outlet
Décor Sponsor
Bay City Flower Company
Lew Cohen of
Good Dirt and Don
Murphy of Grocery
Outlet
48
FRESH DIGEST
9/28/12 2:19:55 PM
Always Fresh Solutions LLC
: A full service produce distribution center
: 100% temperature controlled loading dock and storage facility
: 3500+ single select pallet locations
: 30 sealed dock high loading doors
: Cross docking and reconditioning services
: 8 ripening/preconditioning rooms
: Automated packing line with D-Style welded film packaging
Steve Phariss VP Operations
5301 Rivergrade Rd Irwindale, Ca 91706
www.afs-ca.com phone 626 338 8626
Call or stop by and see us while at the
PMA Fresh Summit
NoCal Bocce Ball
Get Together
September 7, 2012
Thank You Sponsors!
Kristyn Lawson, Cabo Fresh; Greg
Corrigan, Raley’s Supermarkets;
Fernando Azevedo, Mann Packing Co.,
Inc.; and Alvin Wong, Safeway cheer on
players from the sidelines.
Brad Raffanti and Lisa Davis,
Edge Sales & Marketing
with Jeff Stallman (second
from left) and Jeff Knight of
Safeway.
Brian Orr (second from left) and Toni Orr of Ready Pac with Drew Sullivan, Jeff
Stallman and Jeff Knight from Safeway.
50
Greg Corrigan (top) of Raley’s Supermarkets joins in a photo with the
winners of the Speed Round Tournament; Mike Guglielmino, Edge
Sales & Marketing; Marla Mignacco, Nor-Cal Produce, Inc.; Shawn
Dagen, Edge Sales & Marketing; and Donna Hazelton, AMS Exotic
FRESH DIGEST
9/28/12 2:20:08 PM
Rob Kest and Sammy Perricone, Jr. of Perricone Farms
L to R – Brian Porter and Josh Waters of Safeway with Mihae Finnie and Bob Diaz,
Del Monte Fresh.
Shawn Dagen of Edge Sales & Marketing demonstrating the bocce form.
Left to right – Team 4 of Speed Tournament: Ryan Van Groningen, Van
Groningen & Sons, Inc.; John Pandol of Pandol Bros, Inc; James Paul, The
Giumarra Companies and Jeff Oberman, United Fresh Produce Association.
Bocce Ball Sponsors
Cabo Fresh
Mann Packing Co., Inc.
Marzetti
Mastronardi Produce – West
The Oppenheimer Group
Pandol Bros., Inc.
Sahale Snacks
Jennifer Pelayo, Advantage Sales & Marketing with Jeff
Oberman, United Fresh Produce Association.
51
9/28/12 2:20:21 PM
20th Annual SoCal
Golf Tournament
August 21, 2012
Thank You Sponsors!
Kevin Johnson, Great West Produce Co., shows the
divot that was almost a hole-in-one.
Lindsay Buckley and Jessica Brown hosted a hula hoop contest at the Cabo Fresh demo
station.
First Place Team
Therese Ferrara, The Laura Scudder’s Company, had the
longest drive on the ladies side, with Rick Cruz, Vons/A Safeway
Company
Jason Cancellieri, Veg Fresh Farms
Jason Minici, Christopher Ranch
Greg Sato, Sato Co.
Cesar Valenzuela, Vons/A Safeway Company
Second Place Team
Don Clark
Oscar Guzman, Perimeter Sales & Merchandising
Eric Martin, Perimeter Sales & Merchandising
Eija Yoshihero
Third Place Team
Jonathan Gardiner, Bolthouse Farms
Scott Labare, Bolthouse Farms
Scott Leimkuhler and Jim Leimkuhler of Progressive Produce with Raul Gallegos
of Bristol Farms.
52
FRESH DIGEST
9/28/12 2:20:24 PM
Jack Gyben, Progressive Produce Company, with FPFC
Chairman Rick Cruz of Vons/A Safeway Company and
Peter Calvano of Western Mixers.
Closest to Pin Winners
Kevin Duenas of Perimeter Sales & Merchandising with Mike
Casazza, Apio/Eat Smart
Hole # 3: Max Gomez, Produce International
Hole #6: Craig Graupe, SunRype
Hole #17: Andrew Bivens, Westlake Produce Company
Home #18: Andrew Holzinger, Consolidated West Dist., Inc.
Sponsors
On Course Demo Area
Putting Contest
Barsotti Juice
Cabo Fresh
Liberty Orchards
Naked Juice
Odwalla
Perricone Juice
Ready Pac
Wonderful Brands
Veg Fresh Farms
Tommy Bahama Giveaway
Apio/Eat Smart
Marie’s/Ventura Foods
Golf Towel
Beachside Produce, LLC
Boskovich Farms
Consolidated West Dist., LLC
Closest to Pin Contest
DLJ Produce
Legacy Farms
Team Photo
Del Monte Fresh, N.A.
Kern Ridge Growers
Marzetti
Progressive Produce
Dinner Program
WJL Distributors
Event Signage
APEAM/Avocados from Mexico
Fresh Gourmet
Progressive Produce
Door & Raffle Prize Donors
Cigars by Chivas
Tommy Bahama
Tustin Ranch Golf Club
Steve Miller and Jeff Miller
of Westlake Produce Company.
53
9/28/12 2:20:26 PM
Putting Contest Winners
(Eight-way tie!)
Rich Bertell, Ralphs Grocery Co.
Therese Ferrara, Blue Bird Trading Co.
Phil Guardia, The Pinery
Craig Graupe, SunRype
Jason Minici, Christopher Ranch
Jeff Miller, Westlake Produce Company
Jesse Ramirez, Ralphs Grocery Company
Scott Labare, Bolthouse Farms
Longest Drive Winners
Men’s: Jason Minici, Christopher Ranch
Women’s: Therese Ferrara, Blue Bird Trading Co.
Carlos Presiado and Steve Blake of Vons/A Safeway Company with Dan
Acevedo, West Pak Avocado; Cathy Barsotti, Barsotti Juice Company;
Heath Shoup, West Pak Avocado; and Mark Soots, Barsotti Juice Company.
Championship Tees
Advantage Sales & Marketing
All Fresh Produce
Apio/Eat Smart
B & C Fresh Sales
Blue Bird Trading Company
Bolthouse Farms
Cabo Fresh
Consolidated West Dist., LLC
Del Monte Fresh
DLJ Produce
Fresh Express
Fresh Gourmet Company
Green Thumb Produce
Interfresh, Inc.
Kern Ridge Growers
Legacy Farms
Marie’s/Ventura Foods
Marzetti
Mixed Nuts, Inc.
Naked Juice
Odwalla
The Pinery
Progressive Produce Corp.
Ready Pac
SunRype
Taylor Farms Retail, Inc.
West Pak Avocado, Inc.
WJL Distributors
Wonderful Brands
54
Faith Kennedy, Sammy Perricone, Jr., Elva Ferrucci and Brianna
Perricone at the Perricone Juice on-course demo.
John Handem and Bryan Evans, Naked Juice; and
Jeremy Greene, Izze
FRESH DIGEST
9/28/12 2:20:28 PM
Sunday, November 4, 2012
City of Hope
Los Angeles, CA
REGISTER NOW!
www.walk4hope.org
(800) 266-7920
NATIONAL SPONSOR
LOCAL PRESENTING SPONSOR
32nd Annual Bowling Tournament
September 15, 2012
Thank You Sponsors!
50/50 Raffle Winner
Rachel Koster
Umina Bros., Inc.
Men’s High Series
Randy Akahoshi
MCL Fresh, Inc.
Women’s High Series
Sally Mendoza
DLJ Produce
The Team from Albert’s Organics
56
FRESH DIGEST
9/28/12 2:20:35 PM
First Place Team
DLJ Produce
Susana Clifford
Sally Mendoza
Alan Yoshidome
Pauleen Yoshikane
Second Place Team
MCL Fresh, Inc.
Randy Akahoshi
Alvin Shingu
Cathy Shishima
Nick Wood
Fourth Place Team
Albert’s Organics
Kenny Hirahara
Matt Lopez
Sue Momita
Curtis Steinbeck
Third Place Team
Fresh Plus, Inc.
Eric Okazaki
Larry Okazaki
Wendy E. Okazaki
Wendy K. Okazaki
Fifth Place Team: Apio/Eat Smart, Seth Kendell, Brian Stanphill,
Mike Casazza, Michael Casazza
57
9/28/12 2:20:43 PM
Team Photo Sponsors
Green Thumb Produce
Ready Pac
Pizza Sponsors
Apio/Eat Smart
Inland Premium Packers
Patty Knoll, Temkin International
Contributing Sponsors
Apio/Eat Smart
Caldwell Fresh Foods
MCL Fresh, Inc.
Mooney Farms
Vitasoy/ Nasoya
Bowlers learn early that having a balloon animal on your head can improve your
game.
Bowling Tournament Team Sponsors
Albert’s Organics
Apio/Eat Smart
D.L.J. Produce
Fresh Express/Chiquita
Fresh Plus, Inc.
Green Thumb Produce
MCL Fresh, Inc.
Morita Produce
Progressive Produce
Ready Pac
Umina Bros Inc.
Vitasoy/ Nasoya
Western Mixers
The team from Progressive Produce
58
FRESH DIGEST
9/28/12 2:20:50 PM

FRESH SUMMIT Edition FRESH SUMMIT Edition

Transcription

Similar documents

342772.111512 Wizers.indd

PREMO U FOOTLONG SUB KING CLUB Lipari Foods Item # 207868

“FALL”INto - Trentwood Farms

Y102 Deck Winner for 2012

Central Market

20% OFF - Central Market

Florida Keys Jewelry

whitewater Mussels.. EnTREES Roasted Garlic italian bread

Western Sandwich / . Breakfast Man

CATERING MENU - PoK-e-Jo`s