Finger Limes Offer Unique Marketing Opportunity

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Finger Limes Offer Unique Marketing Opportunity
JUNE / JULY 2013
VOLUME 41 NUMBER 3
Fresh
IGEST
D
A PUBLICATION OF THE FRESH PRODUCE & FLORAL COUNCIL
Finger Limes Offer
Unique Marketing
Opportunity
2013 June-July Fresh Digest FINAL 2.indd 1
6/11/13 2:36:35 PM
Make Everybody Happy
!
h
t
o
B
r
e
Off
America’s favorite rooted Living Produce is
now available in a CCOF Certified Organic variety
for your produce department’s Organic section!
GFSI Food Safety Audits by
Grown & Shipped by
Hollandia Produce, LLC PO 1327 Carpinteria, CA 93014
(805) 684-4146 www.livegourmet.com
TABLE OF
CONTENTS
FEATURES
9
ON THE COVER:
Photo provided by
Shanley Farms
Maddan Sr., Follows Father’s Lead in Promoting Next Generation
Focus on Family Business
10
Vintage Crop on the Way from Washington
12
Shanley Farms Making a Splash with Unique Produce Items
16
18
20
21
Dulcinea Launches New Products & Promotions
22
NoCal Expo
28
32
38
April SoCal Luncheon
Focus on Apricots
Focus on Marketing
Focus on Promotion
PMA/FPFC Student Partnership Enters Sixth Year
Focus on Industry Talent
CMC Sales Incorporates Produce Industry Vets
Focus on Representation
CAC Building on Success of 2012 with Summer Holiday Promotions
Focus on Avocados
Event Winners and Photos
Event Sponsors and Photos
8th Annual NoCal Golf Tournament
Event Sponsors, Winners and Photos
Foxy Partners with ‘Skinny Mom’
Focus on Social Media
(Fresh DIGEST FEATURES: paid advertisement insert for Apio, Inc. follows page 20)
DEPARTMENTS
4
6
7
Editor’s View
by Tim Linden
Executive Notes
by Carissa Mace
Council News
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 3
FPFC Apprentice Program
Volume 41, Number 3
JUNE / JULY 2013
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
6/11/13 2:37:22 PM
VIEW
A Mexican Culinary Experience
EDITOR'S
I spent the Memorial Day Weekend
in the beautiful Central Mexico city of
Morelia at a food and
wine festival at the
invitation of Avocados from Mexico.
Four days of
wine and food at the
Tim Linden
festival and the restaurants associated with it were augmented by my
fair share of margaritas and seemingly endless walking in search of that perfect souvenir to bring back
home…as well as to walk off those extra pounds
that came with the fine culinary experiences.
On the positive side, I was introduced to
By Tim Linden
avocados being used in many different and unique
ways. Often the U.S. experience starts with salads
and ends with guacamole but avocados can be so
much more. And they are going to have to be if the
astonishing avocado demand curve is to retain its
current trajectory. In just over a handful of years,
Mexico has doubled the number of imports it sends
to the United States, and U.S. total consumption
has doubled in less than a decade. Currently total
U.S. consumption of both domestic and imported
avocados is in the neighborhood of 1.7 billion
pounds and many think it will double again in the
next 10-15 years.
Of course there are still a lot of people –
especially in the eastern half of the United States
– that have a low per capita consumption. But still
guacamole alone isn’t going to do the heavy lifting
On this trip, it was the pureeing of fresh
avocados that struck me as the most promising
way to increase consumption. After being puréed,
these fine chefs used the creamy avocado mixture
in a variety of dishes including in a warm avocado
soup, a green salsa and as a sauce for everything
from an entrée such as lamb to a dessert such as
fancy lemon pie. In fact, I also tasted avocado ice
cream and avocado flan, which brought the green
fruit to the dessert portion of the plate in a couple
of innovative ways.
In general I was extremely impressed by the
passion of the Mexican chefs and the very nice dining opportunities that seemed to appear on every
street corner. Its top chefs, as well as the traditional
cooks in sidewalk cafes, are doing some very good
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2013 June-July Fresh Digest FINAL 2.indd 4
things...and using lots of fruits and vegetables while
doing it. In fact, by consensus, our group of a dozen
agreed that while one of the best meals we had was
a dinner at a very fine dining establishment with a
great reputation and a well-known chef, the other
was a lunch in a small town backyard café prepared
by several women who gave no pretense of being
anything but café cooks. Both meals featured great
use of avocados. The fine dining restaurant started
the meal with a warm avocado soup that was
delicious. The same adjective could be used for a
simple beef broth by the café cooks that included a
two inch piece of corn on the cob as well as fresh
avocado slices floating on top.
If it isn’t already there, and it may well be,
Mexico should have a seat at the elite food table.
But while walking around the town, I noticed
another trend similar to that seen in the United
States…and that is the expanding waist line of the
Mexican people. By all accounts Mexico’s obesity
problems rivals that in the United States. In fact, in
2012, while the United States had a higher obesity
rate, a greater percentage of inhabitants of Mexico
were considered overweight.
As an American, it is difficult not to feel at
least a little bit guilty as one notices the Burger King
and McDonalds that have prime locations facing
the central plaza of this historic town. In fact, those
burger joints are housed just several meters away
from the town’s historic cathedral -- that has to be
considered nothing less than sacrilegious. Subway,
Dunkin’ Donut and Dominos Pizza are among the
other U.S. exports to Mexico. But it’s not just fast
food establishments as sugary soda pop from U.S.
companies has also become a mainstay. Many blame
both the U.S. subsidies of its program crops and the
North American Free Trade Agreement, which has
given Mexican consumers access to cheap food that
is high in sugar and low in everything else. One
headline boasts that obesity is now the number
one U.S. export to Mexico. That’s more than just a
funny line as diabetes is now that nation’s number
one killer.
I don’t have any solutions for this but it is
very sad to watch. For generations Mexicans have
survived their fatty and greasy tacos, no doubt because of their outsized consumption of fresh fruits
and vegetables. Unfortunately, their eating habits are
starting to mirror those of their northern neighbor.
And that’s not a pretty sight.
FRESH DIGEST
6/6/13 1:51:13 PM
13005DulcTradeAd_2013_12_FD_7x10 5/30/13 12:04 PM Page 1
Simply the best
800.495.1561 • dulcinea.com
Q u a l i t y. Va l u e. S e r v i c e.
Copyright © 2013 Dulcinea Farms, LLC.™ All Rights Reserved.
F L A V O R!
By Tim Linden
With a goal of offering newer professionals
in the industry a fully rounded scope of the supply
chain and how the local fresh produce and floral industries operate, the Fresh Produce & Floral Council
will launch what it is calling the “FPFC Apprentice
Program” next year.
Kelly Craner of B&C Fresh Sales Co., Orange,
Calif., who served as co-chair of the Task Force that
came up with the concept and is now co-chair of
the committee that will develop it, said the first
meeting of the first apprentice class is scheduled
to convene in May of 2014. He said there are
leadership programs on the national level, but this
one will focus on the regional scene.
The first year’s schedule is not yet set but it
will include several different activities in the Southern California marketplace; none of which will require an overnight stay for local participants. Craner
said the Southern California industry does have its
own peculiarities and the task force believed that a
regional program could offer several advantages to
someone relatively new to the business. He added
that the local nature of all of the events will require
less of a time commitment for participants.
FPFC President Carissa Mace said there will
be no age limit on participation but the program
will be looking for men and women who have less
than seven years of experience in the industry and
haven’t risen to middle management level yet. It
doesn’t matter whether the applicant is 25 or 50,
if they are new to the industry they are eligible to
apply. She said the application process will include
a recommendation from each member company as
to who in their organization might best be served
by this program.
“We are offering this as a member benefit
to companies to help relatively new members of
their staffs kick start their careers,” she said. “This
is a way to offer value to our members and to help
newer industry members get a good look at the
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 7
regional marketplace.”
The program, which is currently in its development stage, will attempt to offer a well-rounded
view of how successful produce members operate
in this area. So while that will include a bird’s eye
view of the regional supply chain, it will also introduce these members to the social and charitable
aspects of being a member of the local produce
community.
Mace said members of the first class will be
provided with supply chain and trade education.
They will also be introduced to the FPFC and the
value of membership. And another component
will be to foster industry involvement and a sense
of giving back to both the industry and the community at large.
To accomplish these multiple tasks, Craner
said the committee envisions participation in tours
and educational sessions that will be held in conjunction with a charitable or social industry event. In
fact, the Southern California Membership Luncheon
meetings of the Fresh Produce & Floral Council will
be used as the primary vehicles for the program by
holding educational activities prior to the luncheons.
The programming could take the form of a workshop/education session at the hotel or a tour to a
local facility, such as a processor, wholesaler or retail
distribution center. Participants would then attend
the luncheon with other events included as well.
At this point in time the plan is for the group
to meet first for a program overview in May at the
FPFC’s offices in La Mirada, Ca. The first full educational session on specific industry topics will be
held prior to the June Membership Luncheon.Other
events that may well make up the 2014/15 program
include the Southern California Expo and FPFC
Bowling Tournament as well as all of the luncheons
held through the rest of the year. With this type
of schedule, Mace said the class participants will be
exposed to social networking, educational sessions
COUNCIL NEWS
Board to Launch FPFC
Apprentice Program
7
6/6/13 1:51:14 PM
COUNCIL NEWS
and the Southern California industry’s top charity
events, including the FPFC/City of Hope luncheon
in August and the FPFC’s charitable luncheon in
December.
The FPFC committee tasked with developing
the program envisions a graduation ceremony at the
FPFC Dinner Dance in January of 2015.
Mace said applications will probably be ready
to be sent out late this year, with a defined selection
process expected to pick the initial class in early
2014. Craner said that for the first class about 10
participants will be chosen. “We expect that over
the first two to three years we will be tweaking it
a bit so we want to start off with a class on the
smaller side.”
Mace said the cost of the program will be
funded by the FPFC with no cost to the individual
class members except their own transportation
costs to the various events. “Members located
anywhere are free to apply,” said Mace, “but at least
for the first year all the events will in Southern
California.”
Craner said as the program is developed in
future years, the committee may look at additional
funding options including sponsorships.
The Fresh Produce
& Floral Council
Welcomes the Following
New Members:
Jennifer Vallejos
Coastal Fresh Farms, Inc.
Scott Salisbury
S&L Wholesale Produce
Marilyn Seeley, Maury Treleven,
Mike Treleven
Steinbeck Country Produce
Susie Rea
United Greenhouse, LLC
Amy Leonard
FRESH DIGEST
Carissa Mace
Publisher
Tim Linden
Editor
Tom Fielding
Advertising/Editorial
Heather Gray
Design/Layout
FRESH PRODUCE & FLORAL COUNCIL
2013 Board of Directors
OFFICERS
Mike Casazza
Apio/Eat Smart
Chairman of the Board
Rich Van Valkenburg
Van Valkenburg & Associates
Chairman Elect
Brad Martin
Perimeter Sales & Merchandising
Treasurer/Secretary
Rick Cruz
Vons/A Safeway Company
Immediate Past Chairman
Jeff Miller
Westlake Produce Company
Past Chairman Representative
Harland Heath
Heath & Lejeune, Inc.
Honorary 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
Kelly Craner
B & C Fresh Sales
Dave Howald
California Avocado Commission
Debbie Jackson
Kent Kuwata
Smart & Final Corp.
Rick Montoya
Ready Pac
Jeff Oberman
United Fresh Produce Association
Jennifer Pelayo
Advantage Sales & Marketing- No Cal.
Chris Robinson
The Pinery, LLC
Roger Schroeder
Stater Bros. Markets
Ken Silveira
Mastronardi Produce
Connie Stukenberg
CS, Sales & Marketing for Results
Westland Orchids and Produce Inc.
8
2013 June-July Fresh Digest FINAL 2.indd 8
FRESH DIGEST
6/6/13 1:51:15 PM
Maddan Sr., Follows Father’s Lead
In Promoting Next Generation
By Tim Linden
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 9
Michael Maddan, Jr. and his father, Michael Maddan, Sr.
from there and today Michael Sr. says produce
department SKUs represent about 50 percent of
the firm’s business.
While Michael Sr. is being kicked upstairs
figuratively, he believes he will continue to work full
time until at least the age of 70, which is seven years
down the road. “My father continued working with
me until he was 82. I don’t think I will do that.”
But he said the mentoring he received from
his father as he gradually took over the reigns of
the company was invaluable and he expects to offer
that same service to the two younger Maddans for
at least the duration of this decade.
Focus on Family Business
When Michael Maddan, Sr., was 36 years
old, in the mid-1980s, his father elevated him to
the role of president as he became chairman of
the board. Following in those footsteps, on June 1,
Michael Maddan, Jr., assumed the role of president
of Maddan & Company with Michael Sr. becoming
chairman of the board.
At the same time, the elder Maddan named
Patricia (Trish) E. Maddan, as the new executive
vice president of the firm. Previously she was vice
president of retail operations.
“It’s time to let a younger team lead our company,” said Michael Sr. “Our industry has changed; its
more about data now and drilling down that data
in developing merchandising ideas.”
He said the company’s clients will not experience an immediate change as Michael Sr. will
continue to be active in the sales calls and the daily
operations of the company. The switch, instead, will
have an impact on the long range direction of the
company as the younger generation takes control
Maddan & Co. was founded by Jack Maddan in
1947 as a food broker specializing in grocery items
such as canned meat, lard and canned vegetables.
Prior to establishing his own firm, Jack had been a
canned fish buyer traveling the country by train to
find the best deals for his employer. A proposed
promotion and a transfer to Texas didn’t sit well with
this San Franciscan and his wife so forming Maddan
& Co. became a reality. The company prospered in
the early years, representing a host of different items,
but mostly from the center of the store.
Michael Maddan Sr. joined the firm in 1970
on a full time basis. The company first got involved
in representing produce department items in 1979
with a fresh squeezed lemon juice. Its first big success was fruit snacks. Its produce business grew
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6/6/13 1:51:17 PM
Focus on Apricots
Vintage Crop on the
Way from Washington
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2013 June-July Fresh Digest FINAL 2.indd 10
Domex Superfresh Growers of Yakima,Wash.,
is looking forward to a vintage Washington State
apricot crop this season. The industry is estimating approximately 5,900 tons, which is the second
largest crop in the past 13 years. Weather this
growing season for apricots has been excellent
and is expected to provide above average sizing
and flavor!
“Domex will begin shipping by the third week
of June through the end of July. Volume for the
season could be approximately 20 percent of the
industry’s estimated 500,000 boxes. Perfections,
Rivals, Goldstrike and Robada will account for the
majority of the varieties shipped and will also include
a smaller organic program with a limited shipping
window the first two weeks of July,” stated Howard Nager, vice president of marketing for Domex
Superfresh Growers.
The majority of the fruit will be shipped to
accounts in the United States while exports are
directed primarily to Canada, as well as Mexico.
Domex will ship a variety of sizes in a 15-pound
panta pack, 24-pound volume filled cases and
1.6-pound poly bags.
“Apricots bring the taste of summer to consumers with their vibrant color and tangy-sweet
taste. We see a large percentage of retailers across
both the U.S. and Canada featuring Apricots in ads
and promotions,” added Nager, “They are ideal for
baking, making preserves or eaten as a delicious,
nutritious snack. They are fat-free, sodium free and
are high in Vitamin A and C and as well as being a
good source of potassium. We are looking forward
to sharing the great taste of Washington Apricots
this season!”
Domex Superfresh Growers is an international fruit marketing firm that grows and markets
both conventional and organically grown apples,
pears, cherries and apricots.
FRESH DIGEST
6/6/13 1:51:19 PM
Shanley Farms Making a Splash
With Unique Produce Items
Focus on Marketing
By Tim Linden
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2013 June-July Fresh Digest FINAL 2.indd 12
Limes and avocados are two produce items
that have experienced tremendous growth in recent
years and any grower-shipper could be quite happy
with those two products in their arsenal.
But Shanley Farms has gone a step farther and
is marketing something unique in each category to
stand out above the crowd. In both instances, the
uniqueness revolves around a flavor profile that
the firm believes is much better than your standard
item, and they have at least anecdotal evidence to
back them up. For avocados, it is a richer taste that
comes from the unique microclimate where Morro
Bay avocados are grown. For finger limes, which
are somewhat misnamed, it is the burst of intense
lemon-lime flavor that emanates from the natural
caviar-sized juice bulbs that define this item.
The Shanley Story
Perhaps the unique products and ideas that
the company tends to focus on, comes from the
unique story behind the firm. Jim Shanley got his
start as a runner at the Chicago Board of Trade
after graduation from college. It was here he first
learned about commodity trading and parlayed that
knowledge into a very successful career managing a
large San Joaquin Valley feed and grain manufacturing
facility. He has no problem admitting that his business career led to an “outsized success” financially,
which led to an investment in his brother’s medical
equipment firm. That firm eventually went public
and Shanley again reaped financial rewards.
In the meantime he had discovered the
beauty of the Morro Bay region and set about fig-
FRESH DIGEST
6/11/13 1:28:18 PM
Jim Shanley and his daughter Megan
uring out a way to live and work in the area. He bought land in 1999, cleared it and planted
avocados. Fast forward a few years and the two groves on his land began producing what he
considers to be a superior tasting avocado...and he is not alone. “It has been an open secret
for years,” he said of the superior taste of Morro Bay avocados.
Shanley explained that the cooler temperatures that inhabit that part of California allows
the avocados to grow for as long as 15 to 18 month before they are harvested. They can
actually be picked at nine months -- and some are for the health of the tree -- but they can
also stay on the tree for an additional nine months. He said the extra gestation period helps
increase the oil content, which is what gives avocados that rich, buttery flavor.
He believes the fruit he picks during the summer months of June, July and August can
hold its own against other fruit in the state but he doesn’t ascribe to it a superior position. In
fact, he does not put the Morro Bay brand on what he calls early fruit because he wants the
brand to specifically signify a better-tasting avocado than the norm. But when September rolls
around and the fruit is reaching its peak flavor, Shanley shouts about its point of origin.
The finger lime has its own story. Shanley bought some land in the Visalia area of the
Central Valley a while back in a micro-climate that appeared to be suitable for avocado production. While researching what to plant he came across the finger lime, which had been
developed before but never as a commercial crop. To make a long story short, he fell in love
with it and bought the first trees that were available.
You have to see the pulp of a finger lime to get a feel for it. It truly looks like clear caviar
or clear mini-pearls. And each one of those sacs of juice provides a burst of flavor that chefs
rave about. Shanley thinks consumers will also flock to this citrus variety and within 10 years
he expects the finger lime to be “ubiquitous” rather than a specialty item.
Marketing Push
But the Shanley Farm story doesn’t end there as the marketing component is every bit
as important as the development of these commercial items. In 2010, Shanley decided that
he did have something unique in both Morro Bay avocados and finger limes and had to decide
what to do about it. Maybe the easy thing would have been to plod along building a better
mousetrap and hoping that the world will beat a path to your door.
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 13
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6/6/13 1:51:29 PM
MADDAN & COMPANY, INC.
FOOD BROKERS
SINCE 1947
1/3 sq 4c ad
Madden
601 MONTGOMERY STREET, SUITE 655
SAN FRANCISCO, CA 94111
TEL (415) 421-5777 • FAX (415) 421-2031
www.maddanco.com
14
2013 June-July Fresh Digest FINAL 2.indd 14
Instead he took a more aggressive approach.
His daughter, Megan, had graduated from Cal Poly
San Luis Obispo and was working in the industry
in a marketing position.
With her help, he decided to open the marketing Pandora box with both of these items. In fact,
it is probably because he had two unique items that
gave him the confidence to make the commitment
to a professional marketing program.
Megan Shanley has been beating the bushes
pushing these two products at various produce and
food shows, in restaurants and to retail operators
from coast to coast.
For the avocados, Jim Shanley said building a
brand with panache is not an easy nor cheap exercise. In his previous life, he had experience with the
enormity of that issue and he had to decide whether
to invest the dollars. He is happy with the decision
and does believe Morro Bay avocados can become
an industry icon. For the fall months, he said it is
clearly the best tasting avocado on the market and
is far superior to the imports from Chile or Mexico,
which he said are not at their peak flavor at that
point in the season. Shanley sees great marketing
opportunities as a premium avocado much like
Vidalia onions or Copper River salmon. The marketing efforts by his daughter have yielded results
as the Morro Bay brand is gaining acceptance in
several upscale markets.
Product differentiation for the finger limes
might be easier to achieve. He said the taste is
like nothing else on the market and chefs from
coast to coast agree. He believes it is just a matter
of getting consumers to try it and they will like
it. “The challenge here is turning and unknown
into a known.”
He said eating a finger lime is truly a different experience than the taster will have ever had
before. He doesn’t expect the finger lime to take
over either the lemon or the lime business but to
become a recognized product all its own. He said
the natural market is foodies. This year Shanley
is marketing the product in a new package that
holds 5-8 limes and is designed to retail at about
$4.99. He said that is a good price point as the
pack will stretch a long way in utilization.
In California, finger limes are a seasonable
item with the September to January time period
seeing the bulk of the product harvested and
sold. While Shanley takes credit for turning it
into a marketable U.S. crop, he said Australians
have used it for years as there are a couple of
hundred different finger lime varieties growing in
the wild in that country down under.
FRESH DIGEST
6/6/13 1:51:30 PM
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51:30 PM
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Dulcinea Launches
New Products & Promotions
Focus on Promotion
By Tom Fielding
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2013 June-July Fresh Digest FINAL 2.indd 16
Dulcinea Farms,
LLC has never been a
company that stands pat
on its success, and this
summer the home of
colorful and sweet melons once again is coming up with new and
innovative ideas. From
new enhanced retail bin
signage to the introduction of specialty melon
varieties, the summer of
2013 will be a busy time
for the Ladera Ranch, CA,
company.
Corey Hill, marketing associate for Dulcinea,
said this summer Dulcinea is rolling out colorful,
high quality bin signage for their Ruby Bliss seedless watermelons. “It’s a one-step custom, snap on
display piece, providing ease for the retailer. The
signage features recipe pictures to offer ideas to the
consumer on fun way to enjoy their watermelon.
With pre-installed clips for fast easy one-step attachment, this turnkey display kit can be put together
in minutes.”
Whether in the produce department or as a
special display as consumers enter the store, Hill said
the high graphic bins will catch the customers’ eyes,
and with summer fast approaching it’s a perfect time
of year. Hill said, “Retailers have been very positive
about the look of the new bin signage graphics.”
Research has shown that consumers now
want to be much more aware and informed of
where their product comes from. They are interested not only in the regions where their produce
is grown, but also the people who grow it.
Dulcinea has created an entire new signage
program that focuses on that aspect. “This year,”
Hill said, “our signage will be specific and highlight
not only where they are grown, but also the farmers
that grow them.”
Caley Larraga, marketing associate at Dulcinea,
said that Dulcinea’s melons are grown in California,
Arizona, Kentucky, North Carolina and Florida during the summer months, and “we want to highlight
not only the growing areas, but also the growers.”
Hill added, “There will be grower write-ups,
farmer profiles and our product will be featured
alongside those profiles. It’s a great way to learn
more about the areas where our products are
grown.”
According to Hill, there are numerous methods of signage that are customizable for retailers.
“Retailers can choose from sign toppers, price cards,
iron man signs all the way to larger posters.”
In Dulcinea’s melon category, the big movers over the years have been the PureHeart Mini
Watermelon and Extra Sweet Tuscan-Style Cantaloupe. This summer, those two stars will have a
supporting cast of melons that everyone is very
excited about.
FRESH DIGEST
6/6/13 1:51:37 PM
Hill said,“We are expanding our specialty season melons this summer. In July we are introducing
a couple new melon varieties that all come out of
the San Joaquin Valley here in California. This year
the Honey Bliss honeydew melon will be back which
has a delicious and enhanced honeydew flavor. It
is slightly netted on the outside with a beautiful
white flesh. They will be available throughout the
summer.”
Larraga said a new honeydew variety will be
the Orange Bliss. “It’s quite unusual with a great
flavor and has a bright orange flesh and will be
available for a limited time between mid-July and
mid-August.”
The final newcomer to Dulcinea’s melon
stable will be the Sunny Gold mini watermelon
that has a bright yellow flesh. “It’s sweet and deli-
cious,” Hill said. Like the Honey Bliss Honeydew,
the Sunny Gold yellow watermelon will be available
throughout the summer.
But melons aren’t the only Dulcinea product
with exciting news this summer. Hill said, Dulcinea’s
Primodoro tomato program has now expanded to
a 52 week year-round program. “These delicious,
bite-sized tomatoes have a unique shape and are
great for snacking. They are flavorful and sweet,
with a 5-10% higher brix than other tomatoes in its
category. They come in a 10.5 ounce clamshell.”
Of course, we can’t talk about Dulcinea Farms,
embarking on its second decade in 2013, without
talking a bit about their two premier players.
Hill and Larraga said that the Tuscan-Style
cantaloupe has started its 2013 production. They
will be on store shelves through November. Consumers and retailers can find recipes about it,
along with all Dulcinea products, on the company’s
website (trust me, try an Extra-Sweet Tuscan-Style
cantaloupe wrapped in prosciutto…you’ll think
you’re in Italy).
Last, but certainly not least, is the performer
that started it all more than a decade ago. In a
little more than ten years, the PureHeart mini
watermelon has helped the category reach more
than $200 million in retail sales. This year-round
mini watermelon program started Dulcinea Farms
on its road to many other new sweet varieties of
melons and tomatoes that consumers across the
nation enjoy today.
It will certainly be interesting to see what the
next decade holds in store for Dulcinea, but rest
assured, they will never rest on their success.
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fresh avocados.
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JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 17
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6/6/13 1:51:39 PM
PMA/FPFC Student Partnership
Enters Sixth Year
Focus on Industry Talent
By Tim Linden
18
2013 June-July Fresh Digest FINAL 2.indd 18
Chris Henry, now with Del Monte, Cory Broad, CSU Fresno and Rick Cruz, Vons/A Safeway Company at the 2012 VIP Reception
With more than 50 alumni and many who
have found produce industry careers, the Fresh
Produce & Floral Council and Produce Marketing
Association are entering their sixth year as partners
in the PMA Foundation for Industry Talent Careers
Pathways Program.
The PMA program is designed to expose college juniors and seniors to the produce industry so
that they will look at this industry when considering
internships while in college and career options following college. Alicia Calhoun, the program director
for PMA for this endeavor, said the idea is to create
converts for the produce industry. Since the national program was started in 2006, more than 400
students have participated with about 50 percent of
them launching careers in the industry either with
an internship or with their first post-college job. “I
think the number that have actually found jobs in the
industry is higher than 50 percent but it is difficult
for us to know for sure,” she said. “We ask these
students to call us when they take a position but
understandably we are not at the top of the list of
the calls they make once they get a job.”
She said often the PMA Foundation only
finds out of the job offer through a story in the
trade press or third hand. “We try to keep track
of the alumni of the program but sometimes it is
difficult.”
FRESH DIGEST
6/6/13 1:51:40 PM
The PMA Foundation runs six such programs around the country, each of which is
paired with an industry event to give the students a “60,000 foot view of the industry.” The
current programs are run in conjunction with the PMA Fresh Summit, the PMA Foodservice
show, the FPFC Southern California Expo, the New England Produce Council Expo, the
Florida Fruit Vegetable Association convention and the annual Expo of the Canadian Produce Marketing Association. With around 40 students at PMA every year and somewhere
around a dozen at each of the other events, about 100 new students are being exposed to
the industry each year.The FPFC program is the longest running of the regional efforts, and
served as the pilot program for the others in 2008.
As Calhoun and others are picking students for the various venues, she said that they
try to find students that have no connection to the industry. Students whose parents are
already in the industry have been introduced to careers and presumably know the opportunities that exist. “We are trying to introduce new people to the industry that have no
idea what is available. For many of these students they might think that being a farmer is
the only option. In fact, there are career opportunities (in the fresh produce industry) for
every type of degree.”
Typically, students in the program have come from agricultural business management
programs, but Calhoun said PMA Foundation has made a concerted effort to expand those
eligible to other degrees such as economics or general business. And, in fact, this year, the
FPFC program has been expanded to include two horticultural students from California
Poly, Pomona, with a focus on the floral industry. While Calhoun called it a “pilot program”
she said the PMA Foundation has every intention to expand this to the other regional and
national programs as well. “It made sense to start it at the FPFC because of the specific focus
on floral that the FPFC has. It probably shouldn’t be called a pilot program,” she said.
In fact, Calhoun said PMA has every intention of expanding the program beyond the
specific ag degrees because, as she mentioned, there are many different career opportunities
in the fresh produce industry that go far beyond agricultural degrees. The PMA Foundation
is in the process of conducting a needs assessment to see what jobs are available in the
industry on an annual basis and where the shortage of talent is. It is her expectation that
the exercise will discover that there are far more jobs available than the programs can fill.
The specific FPFC program is held in conjunction with the Southern California Expo
and begins with a one-day educational immersion the day before the Expo. That program
consists of a tour of a facility along the supply chain, as well as educational workshops and
a panel discussion featuring industry leaders talking about the career paths they took. At
the end of the day, the students participate in a reception in their honor, which includes
many produce industry representatives. Finally, the students will walk the Expo the following day with their individual mentors in an effort to make contacts for potential jobs or
internships.
The mentor or “career ambassador” segment of the program is extremely important,
according to Calhoun. She said walking an expo and trying to introduce yourself to industry
members can be overwhelming for anybody, let alone a 20 or 21 year old student that is
unfamiliar with the scene. “We hook them up with industry veterans who know a lot of
people and can walk the show floor with them, introducing them as they go.”
When the show is concluded, the formal portion of the program is over but PMA
does conduct follow-up with the students and encourages the career ambassadors to keep
in touch. PMA also encourages the students to go back and share their experiences with
other students and the campus clubs they are in. Calhoun said it is impossible to measure
the impact of this “viral marketing” but in today’s culture it no doubt has an impact. Students
are constantly communicating with each other over social media such as Instagram, Twitter
and Facebook, sharing positive experiences.
Anecdotally, Calhoun has heard from students who say they know a friend who was
in the Career Pathways program and they are interested in finding a job or an internship in
the industry. PMA does maintain a database of jobs and internships on its website which is
designed to facilitate the entry into the industry by these students.
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 19
19
6/6/13 1:51:42 PM
CMC Sales Incorporates Produce
Industry Vets
Focus on Representation
By Tom Fielding
20
2013 June-July Fresh Digest FINAL 2.indd 20
Produce veterans Lee
Deminski, Alex Corsaro and
Amanda Grillo have taken
their many years of experience to CMC Sales, Marketing
and Brand Development and
star ted the company’s new
produce division.
In the fall of 2012, Deminski withdrew his partnership
in DVA Sales & Marketing
and began putting together a
team.
“CMC has been known
as a premium brokerage company and has been operating
ver y successfully for many
years,” Deminski said. “Until
now, they have specialized in
grocery, meats, frozen, dairy, deli Lee Demenski and Charles Frankowski
and Hispanic items. Being a part
of this organization and bringing
like a perfect fit for strategic growth.”
the potential long-term growth opportunities that
CMC Sales, Marketing and Brand Developexist is very exciting for us all.”
ment maintains offices both in Southern and NorthCMC’s President Charles Frankowski said,
ern California. “We are located very near key retail
“CMC decided to make an important investment
customers and their base stores,” Frankowski said.
in formulating a produce division, and incorporating
Deminski said that his dedicated produce
produce specialists. Our goal is to become the best
team’s expertise offer full service to its customproduce broker and represent our principals and
ers at the headquarter, corporate and retail level.
customers at the highest level and provide best-ofDeminski said that Phil Grijalva, another seasoned
class retail support.”
veteran, has also joined the company, which also
Frankowski added, “CMC has the ability
includes a strong retail support team.
through technology to develop the sales and mar“We have been very fortunate to have had
keting information necessary to build and grow the
the opportunity to interview and retain top produce
business by utilizing syndicated data and category
lines such as Fresh Express, Mann Packing, Earthmanagement.”
bound Farm along with a number of other top tier
Deminski came aboard in September of 2012
produce manufacturers,” Deminski said.
and not long after was joined by Grillo and CorFrankowski summed it up by saying, “This
saro. “We have a long term goal to develop a core
has opened up a lot of new opportunities for our
business,” Deminski said, “and move geographically
company and our clients, and we are very excited
and territorially throughout the west. Between the
about the future with our new team members.”
three of us, we have more than 80 years of industry
experience, and by hooking up with CMC, it feels
FRESH DIGEST
6/6/13 1:51:44 PM
CAC Building on Success of 2012
With Summer Holiday Promotions
By Tim Linden
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 21
Focus on Avocados
In 2012, more avocados were consumed in
the United States in conjunction with the 4th of July
holiday than with any other single holiday of the year.
That means more than during Cinco de Mayo and
more than during the Super Bowl weekend.
Jan DeLyser, vice president of marketing
for the California Avocado Commission, said the
effort to turn 4th of July into an avocado consumption holiday was very successful last year and the
commission is building on that success this year.
“We will be running three weeks of television in
California markets running up to that holiday as well
as radio advertising in our other key promotional
markets (Seattle, Portland, Denver, Salt Lake City
and Phoenix).”
DeLyser said the synergies are great for
California avocado promotions during the Independence Day promotional period because it is a quintessential American holiday and retailers are looking
for home-grown American products to promote.
Of course, hot dogs, apple pie, watermelon and
other barbecue favorites have always resonated in
that time period. DeLyser said avocados are equally
well suited for those barbecue promotions.
To emphasize that point, the CAC television
advertising features a picnic scene and the recipes
the commodity board touts during this time period
are also picnic oriented.
“While the Fourth of July is the ‘sweet spot’
for our summer campaign, we actually include all the
summer holidays,” she said. “We began promoting
prior to Memorial Day and will continue through
Labor Day.”
Those two summer bookend holidays are also
prime grill weekends where the American love affair
with the barbecue is on full display. Though the
CAC picnic theme is only in its second year, DeLyser
said summer promotions have always formed the
backbone of the California avocado sales season.
The crop has always been in peak form during
the summer months with its typical spring to fall
marketing season.
The 2013 crop is a good sized one, estimated
at greater than 500 million pounds. DeLyser said
the size profile is a bit different than the norm with
a greater percentage of smaller sized fruit. This has
led to some great multiple pricing promotions as
well as increased opportunities for bagged fruit. The
California crop is expected to be marketed well into
October, with some fruit available into November
from the most northern growing regions.
21
6/6/13 1:51:45 PM
Best of Show produce booth award went to Advantage Sales & Marketing
The aisles were packed
22
2013 June-July Fresh Digest FINAL 2.indd 22
FRESH DIGEST
6/6/13 1:51:54 PM
From left: Amanda Fennessy, Safeway; Carmen Garcia and Karen Nakamure, KB Farms, Maria
Niancas and Mark Hoeser, Safeway
Lisa Mooney and Tammy Goss, Mooney Farms, got into
the spirit of the day
NoCal Expo Winners - Best of Show
Advantage Sales & Marketing for Produce
River Ridge Farms for Floral
River Ridge Farms won Best of Show booth for floral
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 23
23
6/6/13 1:52:04 PM
Audrey Desnoyers, Garland Jaeger and Tran Nguyen, The Oppenheimer Group
Sam and Pete Overgaag, Hollandia Produce Company
Heather Butts, Grocery Outlet and Molly
Kaiser, OK Produce
Christine Burns and Kathy Enos, Vallerga’s Markets
Mike O’Leary, Santiago Pena, Erica Sommers and Lindsay Martinez, Boskovich Farms
24
2013 June-July Fresh Digest FINAL 2.indd 24
FRESH DIGEST
6/6/13 1:52:19 PM
John Dmytriw, Index Fresh/AvoTerra, shows his unique shopping
basket full of fresh avocados
Kip Martin, Raley’s, stops by the Naturipe Farms’ booth and chats with Robin Doran
Geoff Ratto, FreshPoint and Frank Ratto, Ratto Bros.
A large contingent from Whole Foods Markets visited the Maddan & Company aisle
Safeway stops at the Atlas
Produce booth for a chat
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 25
25
6/6/13 1:52:33 PM
L to r: Dan Vache, United Fresh Produce Association; Troy Schweitzer, Cory Watkins, Greg Corrigan, Ryan Acosta
(United’s Produce Manager Of The Year) and Kip Martin of Raley’s; Jeff Oberman, United Fresh Produce Association
Lesley Gwiazdon and Shaun Robinson, Diablo Foods
Louie Villarreal, Mi Pueblo Food Center and Ryan Fukuda, Avocados From Mexico
Steve Nino, Steve Wey and
Justin Schumann, Save Mart
Supermarkets
26
2013 June-July Fresh Digest FINAL 2.indd 26
FRESH DIGEST
6/6/13 1:52:48 PM
Lisa Sharpen (second from left), Mollie Stone’s Markets, stops at the Sun Valley Flowers booth
with Amy Carrieri, Kiah Ginsberg and Robert Gomez
Dan Avaision and Martin Garcia, Dan’s Fresh Produce
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 27
27
6/6/13 1:52:59 PM
SoCal Luncheon
April 24, 2013
Thank You Sponsors!
Platinum Sponsor
Deardorff Family Farms/ Tasti-Lee
Key Sponsors
California Avocado Commission
Davis Lewis Orchards
Frieda’s, Inc.
Litehouse Foods
Associate Sponsors
Amport Foods
Apio/Eat Smart
Beachside Produce, LLC
Bing Beverages
Marzetti
Produce Marketing Association
Simply Fresh Fruit
Taylor Farms Retail, Inc.
Vitasoy/Nasoya
Susan Feniger samples her concoction as Mary Sue Milliken looks on with amusement
FPFC luncheons attracts huge
crowd
Angela Frazier, California Avocado Commission, delivers some
“refreshments” courtesy of the Too Hot Tamales
28
2013 June-July Fresh Digest FINAL 2.indd 28
Celebrity chefs Mary Sue Milliken and Susan Feniger, who bill
themselves as the “Too Hot Tamales”, were a big draw at the April
24, luncheon meeting of the Fresh Produce & Floral Council. About
300 produce professionals attended the event.
The two chefs, who run the popular three-outlet Border Grill
restaurant, gave a cooking demonstration using the ingredients that
the luncheon sponsors had provided. The chefs already have an affiliation with the California Avocado Commission, which was also a
sponsor, so each of the dishes included avocados in one way or another. But they also used many other fresh produce items in creating
a cocktail, salad, snack and main course. Their irreverent style kept
the crowd entertained during the 45 minute “cooking show.” They
revealed that those dishes represented leading food trends today,
especially with the first three dishes. Chefs, they said, are always
looking for new ideas to set themselves apart and exotic cocktails
and unique salads are among the top ways they do it.
FRESH DIGEST
6/6/13 1:53:05 PM
Jack Gyben, Progressive Produce with Don Gann, Stater
Bros. Markets
Photo Sponsor
North Shore Living Herbs
From left: Therese Ferrara, Preferred Sales LLC; Alma Acuna, Northgate Gonzalez Markets,
with Jennie Strait and Roberta Davis Lewis, ICD/Davis Lewis Orchards
Décor Sponsor
Kent’s Bromeliad Nursery, Inc.
Tim Riley, The Giumarra Companies, draws a winning raffle ticket
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 29
29
6/6/13 1:53:13 PM
Kristine Gatlin, Litehouse Foods, with David Martus, Stater Bros. Markets
Nancy Hamilton, Advantage Sales & Marketing, with Rod Masters and Dan
Buchanan, Sahale Snacks
Zac Benedict, California Avocado Commission, with
Merima Heric, Red Door
30
2013 June-July Fresh Digest FINAL 2.indd 30
Josh Underseth and Bob Lucy, Del Rey Avocado, with Mark Carroll, Gelson’s
Markets
Evan Pybas and Bob Cordova, Epic Veg
From left: Rex Lawrence, Joe Produce; Denise De La Rosa, Vitasoy USA and Mike
Rodriguez, Perimeter Sales & Merchandising
FRESH DIGEST
6/6/13 1:53:26 PM
The Fresh Produce & Floral
Council was honored by the United
Fresh Produce Association at its annual
convention in San Diego in May for the
council’s tremendous help in the salad
bar donation program.
Besides donating 16 salad bars to
California schools, the FPFC gave much
podium time to the concept at FPFC
events over the past nine months. In
addition, several stories on the “Let’s
Move Salad Bars to California Schools“
campaign appeared in this publication.
In the end, the California-centric
committee of United charged with
organizing the program and securing
funding was able to fund more than 400
California schools with salad bars.
At a press conference held during
the convention to mark this progress,
FPFC President Carissa Mace was given
a plaque to commemorate FPFC’s efforts by Lorelei DiSogra of United.
School foodservice directors from close to 40 California school districts that received the
salad bars were also in attendance, including many of the foodservice directors that received salad
bars from the FPFC, including the Sacramento City Unified School District, Anaheim Union High
School District, Los Angeles Unified, and several districts in the San Diego area.
COUNCIL NEWS
United Honors FPFC at Convention
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Marketing
Consulting
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Southern California, Arizona, Nevada, Colorado,
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Effectively…Serving the Food Industry!
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 31
31
6/6/13 1:53:31 PM
8th Annual NoCal Golf Tournament
May 3, 2013
The Course at Wente Vineyards
Livermore, CA
The crowd enjoys the post-tournament Awards Dinner.
First Place Team
Closest to Pin Winners
Brian Arbini, Fresh Express
Greg Corrigan, Raley’s Supermarkets
Alan Ecker, Sun-Rype
Brad Raffanti, Edge Sales & Marketing
Women’s: Kristyn Lawson, Yucatan Foods/Cabo Fresh
Second Place Team
Men’s: Bruce Britt, InterLink Marketing Group
Straight Drive Winners
Women’s: Tran Nguyen, The Oppenheimer Group
Marvin Bargagliotti, Food 4 Less
Kristyn Lawson, Yucatan Foods/Cabo Fresh
Scott Moore, Advantage Sales & Marketing
Greg Welch, Advantage Sales & Marketing
Men’s Co-Winners: Vince Gomez, Tanimura & Antle
Peter Bastunas, Nor-Cal Produce
Third Place Team
Longest Drive Winners
Gavin Brem, organicgirl
TJ Crouch, organicgirl
Jamie Loney, organicgirl
Randy Staehle, organicgirl
Women’s: Cindy Stanford, Edge Sales & Marketing
32
2013 June-July Fresh Digest FINAL 2.indd 32
Men’s: Daniel Bell, Grocery Outlet
FRESH DIGEST
6/6/13 1:53:39 PM
Women’s Straight Drive Winner Tran
Nguyen, The Oppenheimer Group.
Vince Gomez, Tanimura & Antle,
Men’s Straight Drive Co-Winner
Women’s Longest Drive Winner Cindy
Stanford, Edge Sales & Marketing
s Dinner.
resh
The Closest to Pin Winners Kristyn Lawson, Yucatan Foods/
Cabo Fresh and Bruce Britt, InterLink Marketing Group.
p
tle
Door prize winner Bob Waldusky,
Fresh Gourmet
Men’s Longest Drive Winner Daniel Bell,
Grocery Outlet
ng
Ben Vallejo, The Oppenheimer Group,
claims his door prize.
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 33
33
6/6/13 1:53:58 PM
FPFC Chairman Mike Casazza of Apio with Dave Howald of the California
Avocado Commission
Fernando Acevedo of Mann Packing with Troy Schweitz of Raley’s
Howard Nager of Domex Superfresh with Tom Wheeler of Mollie
Stone’s Markets
Sponsors
Sunglass Hut Giveaway
Goodie Bag Donors
Marzetti
The Oppenheimer Group
Program Sponsor
Sahale Snacks
Drink Cart Sponsor
Advantage Sales & Marketing
On Course Drink Sponsors
Cabo Fresh
Mastronardi Produce- West
Perricone Juice
Event Signage Sponsors
American AgCredit
Cabo Fresh
Calbee
Duda Fresh Farms
Hampton Farms
Liberty Orchards
Mann Packing Co., Inc.
Mariani
Sahale Snack
Sun-Rype
Sunsweet
TIMCO
Wonderful Brands
Augustine Ideas
Calbee
Quebec Distributing Co.
34
2013 June-July Fresh Digest FINAL 2.indd 34
FRESH DIGEST
6/6/13 1:54:11 PM
First Place Team sponsored by Edge Sales & Marketing
Championship Tees
Advantage Sales & Marketing
Apio/EatSmart
Barsotti Family Juice Co.
Bolthouse Farms
Cabo Fresh
Del Monte Fresh
Driscoll’s
Fresh Express/Chiquita
Fresh Gourmet
House Foods
IFCO Systems
Interfresh, Inc.
Kingsburg Orchards
Litehouse Foods
Marie’s/Ventura Foods
Marzetti
The Oppenheimer Group
organicgirl
POM Wonderful/Wonderful Brands
Ready Pac
Renaissance Food Group/Garden Highway
Sun-Rype
Tanimura & Antle
Lucky 50/50 Raffle Winner Angie Moen, Litehouse Foods, with
Marvin Quebec, Quebec Distributing.
Second Place Team sponsored by Advantage/Marzetti’s
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 35
35
6/6/13 1:54:24 PM
Brian Arbini of Fresh Express with Larry Tucker of Raley’s
Greg Corrigan of Raley’s with Paul Eastman of House Foods
Scott Delara and Chris Booth from Lunardi’s Markets
Peter Klimczak of Interlink with Rick Johnson of Save Mart Supermarkets
Daniel Bell and Scott Olson of Grocery Outlet with Dave Schoonmaker of
Bolthouse Farms
36
2013 June-July Fresh Digest FINAL 2.indd 36
FRESH DIGEST
6/6/13 1:54:41 PM
Lisa Davis of Edge Sales and Marketing with Troy Schweitz of Raley’s
Bob Loyst of Bay Area Produce with Gene Miller of Raley’s
All registered players got to choose a free pair of sunglasses from the Sunglass Hut’s mini-store.
JUNE / JULY 2013
2013 June-July Fresh Digest FINAL 2.indd 37
37
6/6/13 1:54:57 PM
Focus on Social Media
Foxy Partners with ‘Skinny Mom’
38
2013 June-July Fresh Digest FINAL 2.indd 38
With an expansion of its marketing staff, The
Nunes Company, Inc., the marketers of Foxy brand
produce, has also expanded its effort with regard
to social media and digital marketing.
In February, the Salinas, Calif., based growershipper hired Alethea Prewett as the firm’s first
digital marketing coordinator. In May, the company
launched its first social media campaign under her
watch by partnering with Skinny Mom, a multiplatform lifestyle brand and blogging network made
up of more than 100 mom bloggers. As part of the
month-long promotion, Foxy produce was the premier sponsor for the “Skinny Mom May Meal Plan”
which is distributed to over 37,000 dedicated emails
subscribers. In addition, Foxy was also a partner for
the Skinny Mom 14-Day Slim Down Challenge and
was the featured sponsor in one of the daily emails
to participants.
Prewett said the tie-in was a natural for Foxy
products as the message of healthy eating that
resonates on the Skinny Mom website mirrors the
message that Nunes stresses in its promotional efforts. She added that the partnership with Skinny
Mom was “another way to expand our presence
across multiple social and online channels and become a driver of relevant dialogue about the Foxy
brand online.”
Skinny Mom touts its message across many
social media properties including Facebook, Pinterest, Instagram and Twitter. Prewett said the promotion was “an outstanding opportunity to reach
consumers in their email inbox and drive them back
to Foxy online properties.”
Foxy fresh produce items enjoyed a strong
presence on the Skinny Mom blogging website
throughout the month which typically receives more
than one million unique views a month.
Prewett said that Foxy augmented and supported the promotion with its own frequent tweets
on its Twitter site and postings on its Facebook
platform.
In early June, Prewett said she was still
evaluating the success of the promotion but it did
drive more viewers to the Foxy website as well as
increased the company’s followers on Facebook
and Twitter. She said measuring the value of social
media campaigns in relation to increased sales is still
an elusive target. She added that concerted efforts
are being made throughout the social media sector
to create tools that do a better job of measuring
the success of such campaign. Currently the best
measure is increased traffic to the company’s social
media platforms.
Prewett said the firm is looking at social media
opportunities moving forward but it is also active in
more traditional marketing arenas. In fact, this summer the firm is partnering with Schooners Coastal
Kitchen & Bar, located at the nearby Monterey
Plaza Hotel & Spa, on a locally-grown campaign
called “Locally Overboard.” The hotel has forged a
partnership with The Nunes Company and Blazer
Wilkinson LP to integrate locally grown Foxy brand
strawberries and fresh vegetables into every aspect
of the guest experience.
“Locally Overboard is a celebration of fresh,
local products,” said Executive Chef James Waller.
“By working with The Nunes Company and fresh
Foxy produce, we are able to provide the most
local, sustainable and fresh ingredients found in
Monterey County.”
The property is highlighting locally-grown
Foxy brand produce including romaine lettuce,
kale and sweet baby broccoli. The strawberries
are grown, packed and distributed through Blazer
Wilkinson LP from the Salinas Valley.
“It is exciting to see Foxy strawberries and
vegetables highlighted locally through this partnership,” said Prewett. “This summer long promotion
will show consumers visiting from around the world
that produce from California’s Salinas Valley is the
best you will find anywhere.”
FRESH DIGEST
6/6/13 1:54:57 PM
Domex Superfresh Growers® is using the
power of social business intelligence to fuel
an active online dialog with apple, pear and
cherry consumers. We are integrating
powerful consumer connections to drive
season-long promotional planning based
on consumer demand and crop availability.
We know what's trending NOW.
Our difference makes all the difference™
151 Low Rd., Yakima, WA. 98908 | superfreshgrowers.com
4428 Foxy_Fresh Digest_Broccoli.pdf
1
2/4/13
1:55 PM
Supersize this.
At Foxy we are dedicated to delivering you the freshest, highest quality organics – everyday. From field to
fork and four generations of family farming later, we are committed to offering your customers premium
quality, organically grown vegetables from a brand you can trust. Foxy Organics – to the health of your
business, the health of the planet and the health of your customers.
Call (831) 751-7500 to order today. Ask for Jesse or Kevin.
Foxy.com | The Nunes Company, Inc. | PO Box 673, Salinas, CA 93902
©2013 The Nunes Company, Inc.

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