Flower Grower Inks Deal With Rose Bowl Peppers Shine at Prime Time
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october / november 2010
Fresh
VOLUME 38 NUMBER 5
D
• Flower Grower Inks Deal
With Rose Bowl
IGEST A PUBLICATION OF THE FRESH PRODUCE & FLORAL COUNCIL
• Peppers Shine at
Prime Time
2010 Oct-Nov Fresh Digest FINAL.indd 1 9/27/10 2:46:58 PM
TABLE OF
CONTENTS
FEATURES
12 NoCal Continues to Offer Growth Potential for Edge
Focus on Representation
16 Everything’s Coming Up Roses for Passion Growers
Focus on Flowers
18 Data, Promotions & Social Media Fuel Growth of the Green Fruit
Focus on Avocados
20 San Miguel Expands Organic Line
Focus on Organics
22 2010 18th Annual SoCal Golf Tournament
Photos and Thank Yous
28 Plastic Packaging Continues to Make Sales Gains
Focus on Packaging
30 August SoCal Luncheon
Photos and Thank Yous
ON THE COVER:
32 Trend Toward Innovation Boosts Davis Lewis Orchards
Focus on Retail
34
Photo provided by
User Friendly, Ink. Prime Time Stepping Up into the Bright Lights
Focus on Peppers
36 September NoCal Luncheon
Photos and Thank Yous
38 Dinner Dance Returning to Long Beach
Focus on Council Events
DEPARTMENTS
4 Editor’s View
by Tim Linden
Volume 38, Number 5 october / november 2010
6 Executive Notes
by Carissa Mace FRESH Digest (ISSN-1522-0982) is published bimonthly for
$15 of FPFC membership dues; $25 for annual subscription
8 Council News
FPFC Highlights
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.
OCTOBER / NOVEMBER 2010 3
2010 Oct-Nov Fresh Digest FINAL.indd 3 9/27/10 2:47:05 PM
Time Marches On
EDITOR'S VIEW
My own win- were going to be the main substitute. Her eating
dow on the world of habits have improved immensely over the years but
the young narrowed meat is an essential part of her diet.
a bit this week as I While, for the most part, my two older kids
loaded up a U-Haul have now exited my columns (and they are happy
and helped my son to do so) I am lucky to have another human experi-
move into his first ment staring at me from across the dining room
post-college apar t- table every night. At age 10, Emma promises to
ment and my oldest provide much inspiration over the next few years.
daughter move back Tim Linden She in fact, is a vegetarian. Her decision to go in
to college for her that direction came on Thanksgiving Day almost two
second year. Over the years, both have given me years ago when she saw me lower a turkey into our
fodder for a few columns, but experience tells me turkey cooker. When the bird was cooked to golden
that my in-depth conversations with them – or what brown status and pulled out, Emma said, “That’s
By Tim Linden passed for in-depth conversations – are going to be gross! You are eating a turkey’s leg.”
far apart and few between. The light went on in her little head and she
My son, Alex, has been out of the house for realized where meat came from. She hasn’t touched
the past four years attending college, but the finan- it since. She does make an exception for chicken
cial tie was still there which certainly created ample nuggets from fast food chains. Somehow that
discussion opportunities. At this point in his life, I doesn’t seem like meat.
couldn’t be prouder of his progress, but I remember She made another comment the other day
those early days of complete independence from that I thought was worthy of a column but I am not
the parental units as both a literal and symbolic sure what to say about it. You might have seen the
cutting of the umbilical cord. Alex seems poised to news that Bolthouse Farms and some other carrot
follow that path. I do suspect he may well be good grower-shippers have started to sell baby carrots in
for another column or two over the years as he is packaging that usually holds potato chips, Doritos
in the foodservice industry, and recently started his or some other “junk” food. In fact, the outside of
career in the hospitality business with Marriott. I the package proclaims “Baby Carrots Eat Em Like
haven’t yet quizzed him about the eating habits of Junk Food”.
today’s restaurant goers, but I will. Emma saw several packages in the refrigerator
My daughter, Kelsey, has just begun her second and said “Cool!” She immediately ripped open the
year at college and though she still keeps in close package and began eating the carrots just like junk
contact, text messaging doesn’t lend itself to deep food while doing her homework.
discussions. The move did reveal that two of her “Good enough,” I thought.
three roommates are vegetarians. I suspect that But after eating about half the package, she
word was invented when I was in college, but it said, “They don’t taste like junk food.”
certainly wasn’t in my vocabulary. Kelsey and her I said, “That’s because they’re not. Carrots
roommates have decided to eschew communal are good for you.”
feeding because of their divergent eating habits. I “Then why do they say that on the pack-
refrained from telling my daughter’s roommates that age?”
she also explored the world of vegetarianism at a “Do your homework,” I responded, and
very young age. At about age six, Kelsey announced started thinking how long it will be before I am
that she would no longer eat meat. That lasted for once again hitching a U-Haul to my car and taking
about a day until she discovered that vegetables her off to college.
4 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 4 9/27/10 2:47:05 PM
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EXECUTIVE NOTES
I’ll apologize up and the number of individuals reading each feature.
front – this month’s We found that very, very few in the industry were
article from me may reading Fresh Facts and considering the expense it
not be the best lit- cost to have it written, it was not worth continuing.
erary endeavor I’ve So, the September 27th issue was the last version
ever attempted. Basi- of this feature in its current form. Fresh Facts was
cally, I don’t have time originally developed about 20 years ago to be a
to think of anything useful information piece for food columnists, and it
smart, witty, fun or just has simply run its course.
somewhat entertain- Carissa Mace That doesn’t mean Fresh Facts is going away
ing to say. You can entirely. In the future, a new version of Fresh Facts
stop reading this right now; I won’t be offended. will be launched, but it will be much more data
For those of you who are not familiar with driven. We are exploring ways to provide regional
the inner workings of the FPFC office, I’ll fill you in commodity information that will be useful for retail-
on a few things. We are a three person staff with ers and suppliers to the retail sector. I don’t have
one outside consultant picking up extra work that more information on that at this point as it is going
fills another “half ” of a position. Since mid-August, to take some research to find out what specific
By Carissa Mace we have been down one staff person. Our Director information will be useful, the format, the frequency,
of Operations, Pauleen Yoshikane, has been out on etc. Once we have the new Fresh Facts fully fleshed
medical leave. She’s doing fine and hopefully by the out, we’ll be letting membership and the industry
time this magazine hits your desk, she will be back in on the details.
at her desk having had her fill of watching Oprah in Speaking of the website, another new feature
the afternoon. That has left Amy Wun and myself to that has been attracting a lot of attention is our
cover most of her job, which largely involves event Retailer & Member Profiles. Every month we are
production. Angela Taylor (our “half ” person) has featuring a different retailer and a supplier company
picked up some additional work as well. on our website. This is a great way to learn more
Being down to two people has made for some about the people in our industry. If you haven’t
interesting office operations, with juggling schedules checked it out, take a moment to do so at www.
to make sure the phones are covered as much as fpfc.org – just click on the Retailer & Member Profiles
possible, and having to remember how to do the link on the site menu. We send emails out when
mechanics of our events. Pauleen is so competent new profiles are posted on the site so be sure to
at her job that I haven’t had to get into the details look for them as they become available.
very much on our event planning. But like riding a Recently, we have also formed a new task
bicycle, it is something you never forget. However, force to review the FPFC’s outreach to the industry
events are, by nature, deadline driven so while I and the community. Very often, proposals come
would like to be spending my time working on new, to us and organizations and companies want our
strategic areas that will enhance your membership suppor t for various charitable and community
and improve the industry, I have to get a table tent projects and programs. While we would love to
done thanking the pizza sponsors for our Bowling be able to participate in anything that benefits the
Tournament…you get the picture. industry and our community, obviously we cannot.
That doesn’t mean all “new and improved” So, a strategic task force has been formed to review
things have come to a halt. Recently our Website various options and report back to the Board of
Task Force met to review the site again, look at Directors on areas where it makes sense, in con-
what is working and what’s not, and see what the junction with our Mission Statement, for the FPFC
next phase is for the FPFC website. One area they to put its resources.
reviewed was the Fresh Facts section. With our old So while I’m busy these days doing those
site, we had no way to know how many individuals table tents and making sure our events continue to
were actually reading that particular section, which live up to our high reputation for execution, work
provided produce usage ideas as well as very basic continues on better ways to serve the membership.
marketplace commodity information. The new site If you need me, I’m going to go and create a banquet
enabled us to track who is logging on to every page event order for a Membership Luncheon.
6 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 6 9/27/10 2:47:06 PM
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COUNCIL NEWS
2010 Upcoming Events
December 1 FPFC SOUTHERN CA MEMBERSHIP LUNCHEON
Sheraton Cerritos, Cerritos, CA
2011 Upcoming Events
January 29 FPFC ANNUAL DINNER DANCE
The Westin Long Beach, Long Beach, CA
February 17 FPFC NORTHERN CA MEMBERSHIP LUNCHEON
Castlewood Country Club, Pleasanton, CA
February 23 FPFC SOUTHERN CA MEMBERSHIP LUNCHEON
Sheraton Cerritos, Cerritos, CA
March 30 FPFC NORTHERN CA EXPO
Alameda County Fairgrounds, Pleasanton, CA
April 13 FPFC SOUTHERN CA MEMBERSHIP LUNCHEON
Sheraton Cerritos, Cerritos, CA
May 20 FPFC NORTHERN CA GOLF TOURNAMENT
The Course at Wente Vineyards, Livermore, CA
June 15 FPFC SOUTHERN CA MEMBERSHIP LUNCHEON
Sheraton Cerritos, Cerritos, CA
For additional information on FPFC Events
Phone (714) 739-0177 • Fax (714) 739-0226 E-mail: Info@fpfc.org
CORRECTION
The following firms were inadvertently left out
of the “Buyers’ Guide” in the August/September
issue of the Fresh Digest.
Babe’ Farms Inc.
Ande Manos
Marketing & Product/Business Development
FPFC OFFICE P.O. Box 6539
16700 Valley View Avenue, Suite 130 Santa Maria, CA 93456
La Mirada, CA 90638 Phone: 805-925-4144
714-739-0177 • fax: 714-739-0226 Fax: 805-922-3950
Website: www.fpfc.org Cell: 805-714-3396
www.babefarms.com
CHAMP PUBLISHING
Advertising Office DLJ Produce
2311 W. Olive Street Bill Coombs
Burbank, CA 91506 13260 Daum Dr.
818-563-2228 • fax: 818-563-2722 City of Industry, CA 91745
email: tomfielding1@mac.com Phone: 626-330-6849
Editorial Office Email: billc@dljproduce.com
925-258-0892 • fax: 925-258-0893
Website: www.dljproduce.com
email: tim.linden@ymail.com
8 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 8 9/27/10 2:47:06 PM
COUNCIL
NEWS
The Fresh Produce & Floral Council
Welcomes the Following FRESH DIGEST
New Members: Carissa Mace
Publisher
Tim Linden
Jennifer Janzen, Sabrina Mak Editor
Fruit Patch, Inc. Tom Fielding
Advertising/Editorial
Heather Gray
Cyndi Elbaz, Shelly Sylvester Design/Layout
Michael Cutler Company
FRESH PRODUCE & FLORAL COUNCIL
2010 Board of Directors
OFFICERS
Patty Knoll
Temkin International
Chairman of the Board
Jeff Miller
Westlake Produce Company
Chair Elect
Rick Cruz
Vons/A Safeway Company
Treasurer
Ken Ewalt
Ready Pac
Immediate Past Chair
Harland Heath
Heath & Lejeune, Inc.
Honorary Past Chairman Representative
Liane Mast
Stater Bros. Markets
Past Chairman Representative
Carissa Mace
Fresh Produce & Floral Council
President
DIRECTORS
Mark Carroll
Gelson’s/Mayfair Markets
Mike Casazza
Apio Value Added
Greg Corrigan
Raley’s Supermarkets
Dan De La Rosa
Ralphs Grocery Company
Alice Grazziani
Bristol Farms
Kent Kuwata
Smart & Final Corp.
Wes Liefer
Pura Vida Farms
Brad Martin
Perimeter Sales & Merchandising
Mike O’Leary
Boskovich Farms, Inc.
Marvin Quebec
Quebec Distributing
Tracy Ramirez
Ralphs Grocery Company
Roger Schroeder
Stater Bros. Markets
Rich Van Valkenburg
Deminski, Van Valkenburg & Associates
10 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 10 9/27/10 2:47:07 PMWhen it comes to developing
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through, between and
outside the box.
u s a t PMA
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s h S u
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Total packaging systems that make $ense!NoCal Continues to Offer
Growth Potential for Edge
By Tim Linden
Focus on Representation
Increasing the cost of doing business would good on the business management and retail side.
not seem to be a blueprint for success, especially Then we added analytics (a couple of years after
in a down economy. But it is exactly the strategy opening) and now we have added marketing with
that Edge Sales & Marketing is following to build the hiring of Lisa Davis (as marketing manager).”
its business. In fact, Raffanti said the company’s five-mem-
“We’ve averaged a double digit increase in ber strong senior management team recently had a
costs over the last several years and we are on day-long meeting at which it examined every part of
track to do that again this year,” said Brad Raffanti, the firm’s operations with an eye toward improving
president and founder of the eight-year-old food everything that it does. “We already thought we
brokerage company. “Our goal is to double in the were doing things pretty well, but if you want to
next five years and one way we are doing that is by double the size of the company in five years, you
enhancing the services that we offer.” have to do everything a little better. We already
Of course that costs money, which does not have some restructuring in the works and we will
appear to bother Raffanti at all. “We are enhanc- be announcing some big changes soon.”
ing our services.,” he said. “We were always pretty Edge Sales & Marketing opened its doors in
2002 when Raffanti, an experienced food broker
Photo caption - Left to right, top to bottom. with a national firm, thought he could do it a bit
Edge’s senior management team: Shawn Dagen, Brad better by focusing strictly on produce and the
Raffanti, Lisa Davis, Liz Bunch and Deana Aldrich. Northern California market. Raffanti, along with Liz
12 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 12 9/27/10 2:47:08 PMBunch, Shawn Dagen and several others, opened up at around 45 percent. Whole Foods and Trader
Edge in Pleasanton, Calif., near the headquarters of Joe’s also have a good number of stores in the area.
Safeway Stores. “I was pretty condent that several No other national chain has much of a presence in
clients would give me their business and they did. Northern California but there are literally dozens
Some came with us right away and others gave us of smaller niche players. The area is home to two
their business within three to six months.” strong regional chains in Raley’s and Save Mart, and
Since then Edge has tripled in size and has it also has many local chains with loyal following
still kept its earliest clients, which included Fresh including Andronico’s, Lunardi’s, Nugget Markets and
Express, Christopher Ranch, Sunsweet and Mann Molly Stones. In addition, there are many other
Packing. Raffanti said the company‘s client list is independents and neighborhood markets that do
now about 30 members strong. In addition, Edge very good business in their own right. Dagen said
manages the food brokerage program for Safeway Edge has 600-650 individual supermarkets that its
corporate, which includes all of their divisions. retail team follows on a regular basis.
Bunch, in fact, is in charge of the Safeway account He said that some marketing areas tend to
as vice president of business management, while be dominated by few chains and few wholesalers.
Dagen runs the Northern California retail team as That’s not the case in Northern California. “There
vice president of sales. are 10 to 15 touch points just at the wholesale
While Edge continues to grow through level,” Raffanti said, meaning that for a shipper to do
enhanced services and additional clients, Raffanti the market justice, he has to contact many differ-
said the original mission has remained unchanged. ent wholesalers, which is quite an undertaking, and
Clients have asked the company to expand to no doubt the main reason many shippers employ
other regions but so far it has resisted the urge. food brokers. Dagen manages that 11-member
“I’ll never say never, but right now there is plenty of team of professionals responsible for making those
growth opportunity that remains for us in Northern “touches” on a frequent basis with the wholesalers
California,” he said. “I’ve seen too many other rms and individual stores.
expand and try to replicate their model in different Raffanti also uses “the touch point” vernacular
markets and it is very difcult to do.” when discussing the value that Liz Bunch brings to
In this three way interview, which included the company’s clients. “Liz is talking to someone
both Dagen and Bunch, both of them agreed that fo- at Safeway all day long,” he says, adding that for a
cusing on Northern California still gives them plenty shipper to duplicate that many touch points is next
of opportunity. Dagen called Northern California to impossible.
one of the “most complex markets in the country.” The launching of the value-added end of the
Safeway, of course, has a major share of the market produce business with the introduction of bagged
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OCTOBER / NOVEMBER 2010 13salads about 20 years ago was probably the most for creativity. He admitted that commodities driven
signicant reason that brought food brokers into merely by price might not make a good t.
the produce depar tment. Today Raffanti said Raffanti added that food brokers are already
value-added produce products still make up the working with commodities such as mushrooms and
majority of the produce representation, but he sees pomegranates and making a difference.
growing opportunities on the commodity side of Bunch added that what a food broker offers
the business. He said a commodity shipper might is expertise in helping the supplier “drive business
not want to use all the services that Edge Sales by differentiating” their product from the competi-
& Marketing offers, but he said they surely could tion. That’s the goal and she said most suppliers
utilize some of their expertise. “We are exible. can use help.
We offer a menu bar of services and they can pick The three Edge executives did admit that the
and choose,” he said. poor economy of the past 18 months is impacting
He continued: “Maybe a customer used to the fruit and vegetable industry, but they are using
sell Safeway and they don’t anymore so they need a that fact as an additional opportunity to sell their
fresh approach. Maybe they just need to gure out services. Dagen said some retailers have laid off
how to navigate a particular account. They might personal, which has given Edge the opportunity to
need help at retail hanging point of sale material or help these retailers in short staff situations. “We’ve
maybe they are looking for new creative marketing been able to help some retailers with their sche-
ideas. We can help.” matics,” he said. “That’s a service we offer. Across
But Raffanti said that not every commodity is the board, there is more pressure (because of the
particularly well-suited to the type of services that economy) on every sector. We look at it as a good
a food broker offers. He said the ideal commodity thing because we can help. The economy is going to
is being sold by a shipper with credentials and the turn around. We are seeing signs of sales starting to
commodity has a point of differentiation that allows tick up but it depends upon the category.”
Raffanti added, “We are doing very well
and are continuing to grow. When the economy
does turn around, we are going to be ready.”
Though the economy gets all the head-
lines, Bunch said the biggest issue at retail, with
regard to fresh fruits and vegetables, is still lack of
space. “The bigger, newer stores do have more
space but we work with lots of older, smaller
stores and they just don’t have room for all of
the new products,” she said. “Retailers will tell
VTFDG
us they want the product; they just don’t have
the space.”
The value added category has mush-
EHDFKVLGH roomed over the past decade and it is impos-
sible for even the biggest store to carry all the
possible items.
Dagen said another way that Edge has
helped keep pace with the changing times is its
adoption of the newest technology. Analytics
are driving many decisions these days and Edge
has up to date computer software programs
We’re loading a better mixer too! that can provide that service. In addition, the
company is well versed with EDI (electronic
6fcWWc`]6fcWWc`]7fckbgDfYa]ia7ih7fckbg=WY`YggG\cfh7ih5g]Ub9ldcfh;fYYbCb]cbg date interchange) and can advise customers
=WY`Ygg7Y`YfmG`YYjYX6figgY`gGdfcihg5fh]W\c_Yg7Ui`]ÊckYf@YhhiWYFYX;fYYb@YUZFcaU]bY with regard to that technology.Farm Fresh... Grower Direct! Introducing two new Organic Cut ‘n Clean Greens to our growing family of bunch and fresh-cut nutritious and delicious Specialty and Asian greens! Makers of Sales/Customer Service: 805.488.6461 sanmiguelproduce.com cutnclean.com jade88.com San Miguel Produce, Oxnard CA
Everything’s
Coming Up Roses
For Passion Growers
By Tom Fielding
Focus on Flowers
For nearly 100 years, one of the premiere honor for Passion Growers to become associated
sporting events in the United States takes place with the Rose Bowl, an internationally recognized
every January 1 (well, sometimes January 2). The brand and American sports icon,” said Jaime Peisach,
Rose Bowl football game in Pasadena, California, has founder of Passion Growers. “We’re honored and
been dubbed “The Granddaddy” of all college foot- humbled to be their official rose.”
ball bowl games, but until recently it has never had a Darryl Dunn, general manager of the Rose
company sponsor the “Rose.” Until now, that is. Bowl, added, “The Rose Bowl Stadium is iconic
In late July, Miami’s Passion Growers, a pre- in the sports world, and finding the perfect rose
mium rose supplier and provider, was selected by company to be its ‘official rose’ finally has happened
the Rose Bowl and The Tournament of Roses to with our blossoming relationship with Passion Grow-
become the Rose Bowl’s Official Rose of the Rose ers.” Dunn added, “We’re excited to have Passion
Bowl, the Official Rose of the Rose Bowl Game, and Growers join the Rose Bowl family.”
the Official Rose of Rose Bowl Stadium. “The Pasadena Tournament of Roses is also
“This is an amazing opportunity and great proud to welcome Passion Growers,” said Scott
16 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 16 9/27/10 2:47:12 PMMcKibben, executive direc-
tor. “The Tournament of
Roses now has an official
rose to help create lasting
memories for its fans. We
are proud to have Passion
Growers as a part of our
extended family.”
So how did Passion
Growers and the Rose Bowl,
who has never had a rose
sponsor in its previous 96
games, happen to hook up?
Premier Par tnerships is a
spor ts and enter tainment
sales and marketing firm
that focuses on revenue
generation for major facili-
ties, events and properties.
One of those is The Rose
Bowl.
Premier’s Jeff Marks
said, “The Rose Bowl was looking for a quality part- On January 1 in Pasadena, while the football
ner and Passion Growers was the perfect fit.” teams from the Big Ten and Pac Ten battle out on
He said that the partnership between Pas- the Rose Bowl gridiron, the big winner of the day
sion Growers and The Rose Bowl “gives Passion will already be Passion Growers.
Growers the chance to move the needle for its
brand recognition. For instance, when the two
teams for the 2011 Rose Bowl are named, Pas-
sion Growers will have specialty roses for each
team featuring the team’s colors.”
According to Marks, “Forbes Magazine
did a study on the top five most recognizable
marketing opportunities in sports. They were
The World Cup, The Super Bowl, Wimbledon,
The Olympics and The Rose Bowl.” Not bad
company.
Another way the flower firm will be
featured is that Passion Growers will have the
largest signage at the Rose Bowl Game. Passion
Growers will also be recognized in the Rose
Bowl and Rose Parade programs.
Of course, Passion Growers would not
have had this opportunity if they didn’t grow and
sell beautiful roses. Peisach said,“When it comes
to our Columbian-grown roses, we are focused
on quality, and we are both blessed and fortunate
to work with such fantastic grower partners.
He said that Passion’s roses are grown “in
the most ideal conditions found anywhere in
the world. We believe in doing it right without
cutting corners on quality. It is the constant
investment by our farmers to get the best roses
that our customers appreciate.”
october / november 2010 17
2010 Oct-Nov Fresh Digest FINAL.indd 17 9/27/10 2:47:15 PMFocus on Avocados
Data, Promotions & Social Media
Fuel Growth of the Green Fruit
The relatively cool summer in Southern 61 percent of consumers say it is important that
California has helped extend the California avocado avocados are grown in the U.S.A.
season this year, and the California Avocado Com- California avocado consumers are particularly
mission (CAC) is actively promoting the late season active as fans on social media. Earlier this year, CAC
fruit while gearing up its plans for 2011. CAC will launched its Facebook page, which already enjoys
share the latest avocado category data demonstrat- more than 45,000 fans. PMA visitors to CAC’s
ing the value of the California season and unveil key booth will be able to view a demonstration of the
aspects of the Commission’s marketing support passion consumers show for California avocados in
plans at this year’s PMA Fresh Summit Expo. the social media channels. CAC is also very active
“California avocados are on track for out- on Twitter and will be tweeting live from the PMA
standing performance in 2010,” said Jan DeLyser, show floor. Attendees who follow CAC’s tweets
vice president of marketing of CAC. “At retail the during the expo at will have an opportunity to win
most current scan data shows dollar sales were up a Flip video camera.
10.1 percent for the first nine weeks when Califor- Another opportunity that can enhance the
nia avocados were in distribution versus the prior PMA experience is the sampling of innovative
nine weeks when few California avocados were in produce flavors and recipes. Visitors to the CAC
the market.” booth will have the opportunity to sample some
At Fresh Summit, the commission staff also will of the category usage-expanding recipe concepts
share information regarding avocado merchandising that the commission will be marketing to consum-
best practices. The spring through summer holidays, ers. Popular San Diego-based chef Jeff Rossman
including Mother’s Day, Memorial Day, Father’s Day, will demonstrate two original California avocado
July 4th and Labor Day, provide excellent opportuni- recipe.
ties for merchandising avocados. These traditional Commission staff also will be on hand to pro-
American celebrations and California avocados vide a sneak preview of CAC’s plans to build upon
make a natural thematic fit. CAC will demonstrate the California Avocado grower marketing campaign
consumers trust in locally grown produce and their in 2011, as well as share research insights, national
desire to support products grown in the U.S. In fact, and regional sales data.
18 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 18 9/27/10 2:47:16 PMSan Miguel Expands
Organic Line
By Tim Linden
Focus on Organics
San Miguel Produce Inc., Oxnard, Calif., has bunched greens in the kitchen sink isn’t necessarily
once again expanded its burgeoning organic line difficult, but it is messy.
of cut greens available to the retail and wholesale As such, San Miguel found many willing buyers
trade. for their Cut N Clean line, which has grown over
Brian Cook, who wears the title account the years to include dozens of SKUs in a variety of
executive, western region & national organics, said different packaging.
the expansion is the natural progression of the firm’s Cook said in 2005 the company made the
“Cut N Clean” line of products that was launched decision to offer an organic line. Several fields began
15 years ago. In the mid 1990s, San Miguel, a long- the transition process and by 2008, the company’s
time grower-shipper in Ventura County, re-invented first organic crop was certified. “Collard” and
itself as a producer/supplier of washed and cleaned “Mustard” were the first organic items sold. The
greens in value-added packaging. At the time, the production has increased since then and today, with
value added business was still in its early stages the recent addition of “Garden Greens” and “Rain-
and the San Miguel offerings were a brand new bow Kale”, the organic line is five members strong
product in the marketplace. Possibly more than in the packaged category, with a sixth offering soon
any other vegetables, the act of pre-washing and to be in the stores.
cleaning greens and presenting them in that form Kelly Bishop, marketing coordinator for the
is truly value added. There is no other way to put firm, said “Hearty Greens,” released in July, and
it: greens come out of the field dirty. Cleaning “Rainbow Chard,” which will be released very soon,
20 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 20 9/27/10 2:47:20 PMround out the value-added lineup. As with the firm’s specialize in organics are the biggest customers for
conventional packaged items, “triple washing” is the organic line. And the end consumer is also
one of the key components of the fresh-cut leafy much different. Conventional greens are a staple
green products. item in the South and with the African American
In the bunched arena, San Miguel’s organic community. For San Miguel, individual retail stores
line includes: collard, curly mustard, green kale, red that cater to those communities are the top buyers
kale, Lacinato/Tuscan kale, green chard, red chard, of its conventional line.
rainbow chard, beets with greens, and spinach. “The core organic customer is very different,”
Cook said growing organic greens is quite Cook said. “Most of the organic consumers are
a bit more expensive than the conventional crop dedicated to the organic cause.”
largely because of the decline in yields. “Basically Though the organic customers cuts across all
we have less resources to fight the same bugs and demographics, they do tend to be upper scale and
problems,” he said. not necessarily ethnic.
He added that the firm is still relatively new at Because its customers – both conventional
growing organic greens so it is adding to its knowl- and organic – are in the niche category, Cook said
edge base significantly with each added crop. the current recession has not had as big an impact
While there are some differences in the pro- on San Miguel as it has had on other produce sup-
duction cycle, there is even a greater differentiation pliers. “Our core customer is very loyal to greens,”
at the marketing level. San Miguel does attempt to he said.
sell its conventional retail and wholesale customers He reiterated that getting a green clean does
its organic line, “but the customer list is very differ- take a lot of effort so the purchasers of the value-
ent,” said Cook. added, fresh-cut package of greens are reticent to
As one would expect Whole Foods, other switch back to bunch greens, even if they can save
natural food retail specialists and wholesalers who a little money.
october / november 2010 21
2010 Oct-Nov Fresh Digest FINAL.indd 21 9/27/10 2:47:22 PM18th Annual Golf Tournament
August 23, 2010
Newport Beach Country Club
Newport Beach, CA
Golfers enjoy the Awards Dinner after a day out on the links.
Tournament Committee
Fernando Terrazas
Unified Foodservice Purchasing
TOURNAMENT CHAIRMAN
Mike Casazza Mihae Finnie Troy LeCheminant
Apio/Eat Smart Del Monte Fresh Produce Westlake Produce Co.
Joe Ciccarella Rick Illig Pat McDowell
Westlake Produce Company Henry Avocado Corporation Perimeter Sales & Merchandising
Rick Cruz Patty Knoll Parker Nishi
Vons/A Safeway Company Temkin International Vons/A Safeway Company
Shannon Dambach Bruce Laird Mike O’Leary
Paramount Farms/POM Wonderful Marie’s/Ventura Foods, LLC Boskovich Farms
Debi Duffin Bill Laliberte Amber Oliveira
Litehouse Foods WJL Distributors, Inc. Christopher Ranch
Ken Ewalt Neil Swanson
Ready Pac Produce Acosta Sales & Marketing
22 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 22 9/27/10 2:47:28 PMFirst Place Team
Verne Lusby
FreshPoint So. Calif.
Jeff Nichol
The California Mushroom Farm
Jeff Ronk
FreshPoint So. Calif.
David Wilson
IFCO Systems
Members of the First Place team receive their awards.
Second Place Team
Bobby Harada
Stater Bros. Markets
Andrew Holzinger
Consolidated West Dist., LLC
Tod Kanegae
Consolidated West Dist., LLC
Jorge Menendez
Consolidated West Dist., LLC
Members of the Second Place team receive their awards.
Members of the
Third Place Team
receive their
Third Place Team awards.
Stephan Eckel
Chiquita – Fresh Express
Jack Howell
ng Chiquita – Fresh Express
Ron Jackson
Chiquita – Fresh Express
John Sheehan
Chiquita – Fresh Express
october / november 2010 23
2010 Oct-Nov Fresh Digest FINAL.indd 23 9/28/10 9:48:08 AMOne of the four Closest to Pin winners, Allan Liu, Produce Partners/Mojave Foods,
receives his award from Mike Yuro, Buy Low Markets.
Closest to Pin Winners
Hole # 4: Rick Cruz
Vons/A Safeway Company
Hole # 8: David Wilson
IFCO Systems
Hole # 13: Denise De La Rosa
l to r: Joe Ciccarella, Westlake Produce Co. with Tom Cowle,
Nasoya/Vitasoy Jons Markets
Hole #17: Allan Liu
Produce Partners/Mojave Foods
Championship Tees
Acosta Sales & Marketing El Guapo, Produce Partners/Mojave Foods Nasoya/Vitasoy
Advantage Sales & Marketing Fresh Gourmet/Sugar Foods Odwalla Juice
All Fresh Produce Garden Highway/Renaissance Foods The Oppenheimer Group
Apio/Eat Smart The Giumarra Companies The Pinery Tree
B&C Fresh Sales Green Thumb Produce Perimeter Sales & Merchandising
The California Mushroom Farm ICD/Davis Lewis Orchards Professional Produce
Chiquita—Fresh Express Impact Sales, Inc. Progressive Produce
Colorful Harvest Kern Ridge Growers Ready Pac Retail Specialties
Consolidated West Distributors Litehouse Foods Taylor Farms
Del Monte Fresh, NA, Inc. Marie’s/Ventura Foods Westlake Produce Company
Dole Salads Mission Produce, Inc. WJL Distributors, Inc.
Naked Juice
24 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 24 9/27/10 2:47:41 PMSponsors
Tommy Bahama Giveaway
Apio/Eat Smart
Marie’s/Ventura Foods
Golf Bag Tag
Progressive Produce
Golf Towel
Beachside Produce
Consolidated West
Kern Ridge Growers
The Oppenheimer Group
Team Photo
Del Monte Fresh, N.A. Inc.
Green Thumb Produce
George McKiernan, Stater Bros. Markets, is a lucky door prize winner.
Marzetti
Ready Pac Produce
Closest to Pin Contest
Dimetri Gardikas Produce Co., Inc.
Product Donors
Apio/Eat Smart Longest Drive Contest
Bull Frog Dimetri Gardikas Produce Co., Inc.
California Avocado Commission
Dole Fresh Vegetables On Course Drink Station
Marie’s/Ventura Foods Fresh Gourmet
Naked Juice
Dinner Program
Paramount Farms/POM Wonderful
Pear Bureau Northwest WJL Distributors
Perimeter Sales & Merchandising
Event Signage
Ready Pac Produce
Umina Bros.
Ready Pac Retail Specialties
Westlake Produce Company
Goodie Bags Provided by
American AgCredit, FLCA
ng Centerpieces Provided by
Longest Drive Winners Clearwater Nursery
Men’s: Phil Fendyan
Garden Highway/Renaissance Foods
Women’s: Mihae Finnie
Del Monte Fresh, N.A. Inc.
october / november 2010 25
2010 Oct-Nov Fresh Digest FINAL.indd 25 9/28/10 9:48:14 AMTournament Participants
Acosta Sales & Marketing Emery Financial Nasoya/Vitasoy
Advantage Sales & Marketing Food4Less Odwalla Juice
Albertsons Fresh Gourmet Company The Oppenheimer Group
All Fresh Produce FreshPoint Southern CA Perimeter Sales & Merchandising
Apio/Eat Smart Garden Highway/Renaissance Foods The Pinery Tree
B&C Fresh Sales The Giumarra Companies Professional Produce
Barsotti Juice Company, Inc. Green Thumb Produce Progressive Produce Corp.
Bristol Farms Greenhouse Produce Ralphs Grocery Company
Buy Low Markets Henry Avocado Corporation Ready Pac Retail Specialties
California Avocado Hows Markets River Ranch Fresh Foods, LLC
Commission ICD/Davis Lewis Orchards Stater Bros. Markets
The California Mushroom Farm IFCO Systems Taylor Farms
Chiquita—Fresh Express Impact Sales, Inc. Umina Bros.
Club Store Link Jons Markets V&L Produce
Colorful Harvest Kern Ridge Growers Vons/A Safeway Company
Consolidated West Distributors, LLC LA Specialty West Pak Avocado
Del Monte Fresh, NA, Inc. Litehouse Foods Western Mixers, Inc.
Del Rey Avocado Mann Packing Co., Inc. Westlake Produce
Deminski, Van Valkenburg & Marie’s/Ventura Foods Company
Associates Marzetti WJL Distributors, Inc.
Dole Salads Mission Produce, Inc. World Food Products, Inc.
Earthbound Farm Mojave Foods Yucatan Foods
Naked Juice
Tournament Volunteers
Brian Cook
San Miguel Produce
Carol Lotich
Litehouse Foods
Sue Momita
Albert’s Organics
Mihae Finnie, Del Monte, the Women’s Longest Drive winner, with
Awards Dinner Host Mike Yuro, Buy-Low Markets.
26 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 26 9/27/10 2:47:51 PMl to r: Jack Gyben, Progressive Produce, with Golf Tournament Committee Members Rick Cruz, Vons/A
Safeway Co., and Pat McDowell, Perimeter Sales & Merchandising.
l to r: Dan Acevedo, West Pak Avocado; Mike Yuro, Buy-Low Markets; Doug Myer, West Pak Avocado.
october / november 2010 27
2010 Oct-Nov Fresh Digest FINAL.indd 27 9/28/10 9:48:20 AMPlastic Packaging Continues
to Make Sales Gains
By Tim Linden
Focus on Packaging
Though there is definitely a movement out next year. “We have a couple of different ideas in
there to reduce the use of packaging, in the produce the works,” he said. “I suspect this packaging will be
arena, there is no two ways about it: plastic sells. available for next year’s berry deal in Watsonville.”
Jim Scattini, vice president of sales and market- Another new item past the drawing board
ing for Sambrailo Packaging, Watsonville, Calif., said stage and in testing and production is a five inch by
that when you put fresh produce in rigid plastic five inch six-ounce berry basket for bush berries
containers “it flies off the shelves. There have been utilizing Sambrailo’s proprietary “MIXIM” packaging
some side by side comparisons, and salads, for ex- system. The MIXIM system has been developed
ample, in plastic containers outsell bagged lettuce is and patented “to maximize product visibility,
some instances by as much as three to one.” cooling efficiency and pallet space.”
So while Sambrailo is cognizant of efforts to In this clamshell/tray configuration, 25
be green, and is intent on doing its part, rigid plas- percent more trays can be loaded on a pallet,
tic packaging seems to be best for produce. “We which creates a huge transportation savings.
continue to use 100 percent recycled and recyclable Scattini said that with the conventional bush
PET. We think that’s the way to go,” he said speaking berry packaging, 192 trays can be loaded on a
of the firm’s own green initiative. pallet. “With this new package, we can get 240
The company also continues to innovate even trays per pallet.”
in these difficult economic times. “We understand In late September, Scattini said the com-
the pressures to get lean…but there are also pres- pany was offering limited shipments of the new
sures to innovate,” he added. package, but would be in full production by the
Scattini said that both retailers and shippers end of October when the berry harvest shifts
have come to the firm looking for different packag- to Mexico. He reiterated that the smooth walls
ing options. He describes one potential product on and great visibility of the “MIXIM” packaging
the drawing board as an “on-the-go single serve” make it “the Cadillac in the clamshell industry.”
package for berries. The firm is working with both Scattini said the same factors that moti-
ends of the supply chain to develop a product that vated the development of this new berry pack
will hold about four ounces of berries and will have come into play with all of Sambrailo’s innova-
a design that can be economically made and effi- tions. “We do everything we can to protect the
ciently cooled and transported, so that it can have fruit, reduce shrink and make a great presenta-
an attractive price point. Those are the challenges tion,” he said.
and Scattini believes a solution will surface sometime
28 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 28 9/27/10 2:47:58 PMJ8E;@F J8E=I8E:@J:F G?@C8;
SoCal Luncheon
August 2010
Thank You Sponsors!
The Produce Industry raised more than $107,000 for City of Hope research in the past year.
Associate Sponsors
A.M.S. Exotic LLC After the
Apio/Eat Smart with Ken
Boskovich Farms
C.H. Robinson
Consolidated West
ICD/Davis Lewis Orchards
Marzetti
Produce Marketing Association
Simply Fresh Fruit
Taylor Fresh Vegetables
West Pak Avocado
Carmina Martinez (l) and Mihae Finnie, Del Monte Fresh Produce N.A., flank Gordon
Okabayashi, Supervalu (Albertsons)
30 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 30 9/27/10 2:48:02 PMKey Sponsors
D.L.J. Produce, Inc.
Grimmway Farms
IBC/Marie Callender’s Croutons
Litehouse Foods
Pura Vida Farms
Westlake Produce Company
From left: Phil Henry, Henry Avocado Company, George McKiernan, Stater Bros Markets
and Paul Dalton, Odwalla
After the luncheon Mark Carroll (l), Gelson’s/Mayfair Markets, chats
with Kenny Tsunoda, All Fresh Produce
Photo Sponsor
North Shore Sales & Marketing Inc.
Centerpieces Provided By:
Albertsons
Rick Cruz (l), Von’s/A Safeway Company with Chris Boyd, Dole
october / november 2010 31
2010 Oct-Nov Fresh Digest FINAL.indd 31 9/28/10 9:48:25 AMTrend Toward Innovation Boosts Davis Lewis Orchards
By Tim Linden
Studying trends in the retail world is an im- has always tried to offer top quality unique products.
portant activity at Davis Lewis Orchards…and lately “The retail industry has caught up with the way we
they like what they see. do business and that is good for us and good for the
“What we are noticing as a trend at the major whole industry,” she said. “Our more unique items
chains is their desire for innovative new products,” are enjoying a real boost in sales. Consumers are
said Darcie Schott, business development manager getting used to heading into a produce department
for the Garden Grove, Calif., firm that specializes and being ‘wowed’ by something in the dried fruit
in premium nuts, dried fruits and specialty snacks. and nut category. We strive daily to explore new
“Everyone we talk to is looking for unique products. ways to turn an ordinary produce department into
I call it the Trader Joe’s effect.” something extraordinary.”
It is well known that Trader Joe’s has built Bouloy added that innovative dried fruits and
a reputation as a retailer of specialty items. The nuts are a great way to attract consumer traffic and
Focus on Retail
national chain has a small niche market feel with create a “buzz” about a particular item. Davis Lewis
each department teeming with products that are Orchards, which is celebrating its 20th anniversary
unique in one way or another. Schott said many this October, has a couple of brand new products
major chains are trying to duplicate that experience in the dried fruit category that the firm is currently
on a larger scale. introducing to the trade. However, it is making the
“They are looking for unique, never-before introduction of those products on a customer by
seen items where they can be first to market,” customer basis and did not reveal the specific prod-
she said. ucts, except to say they are new to market items.
Schott said it can be a brand new product or Schott said that the Davis Lewis Orchards
it can be one presented in a different way. team led by owner Roberta Davis Lewis tends to
Specifically Schott and Davis Lewis orchards look at the industry and competition a little bit dif-
Sales Manager Brooke Bouloy see this trend to- ferent than others. “We have always embraced our
ward innovation taking three different, but related, competition. There are some very fine companies
paths. out there in our category and we applaud anyone
Retailers want unique, new to the market who matches our high level of quality and service.
products. They love to have an exclusive on the That helps the whole category and it helps us. That
product or at least be the first to offer it in their has always been the philosophy of our owner.”
marketplace. Though a down economy might seem like
In the packaging arena, they are looking for a difficult time to introduce new items, the Davis
earth-friendly material as well as packaging that Lewis group believes in just the opposite. “In an
extends shelf life and reduces shrink. Less packaging economy of everyone trying to unlock the key to
can also be a selling point to their conservation- gaining a consumer’s interest and ultimately their
aware customers. purchase, the companies that bring consumers
Another trend the Davis Lewis team sees is a something with value added are the ones reaping
movement toward improving the value proposition, the rewards,” Schott said.
regardless of what the item is. “This doesn’t always Bouloy added that dried fruits as a category
mean a bigger sized package; sometimes a smaller offer consumers nutrient-rich and, in some cases,
package offers a better price point to make the antioxidant-packed fruits with a far longer shelf life
sale on a product otherwise out of a consumer’s than fresh produce. Schott cited national retail fig-
budget,” said Schott. ures showing that while there has been a 6 percent
She reiterated that these trends are coming jump in fresh produce sales over the past year, she
from the major supermarket chains as well as the said “major supermarket chains are seeing some-
boutique, upscale venues. where between a 15-25 percent increase in dried
For the Davis Lewis sales team this is good nut and fruit sales over the last 12 months.”
news. Schott said the dried fruit and nut supplier
32 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 32 9/27/10 2:48:07 PMPrime Time Stepping Up
Into the Bright Lights
By Tim Linden
Focus on Peppers
Prime Time International has spent much of two decades. In fact, the Prime Time brand came
its life out of the spotlight, but now it has decided into being in the early 1990s when two Coachella
to step into the limelight and get a little more credit Valley operations with Sun World roots joined
where credit is due. forces. Several years later, the two companies – Sun
At least that is the view of Mike Aiton, who and Sand Enterprises and C.H. Sales – merged under
stepped into the newly created role of director of the Prime Time International moniker.
marketing of the Coachella, Calif., based firm about Aiton said it was also about that time that
a year ago. “The company grew very fast and was Prime Time decided to concentrate its growing,
very much under the radar,” he said. “But they hired shipping and marketing efforts on colored bell-type
me into this position that did not exist previously peppers. “The company started focusing on pep-
to raise their profile a bit. We are developing new pers and now more than 80 percent of our annual
business with new customers. We are resurrecting production is with peppers. In descending order,
our advertising program and we are developing starting with our top volume pepper, we have red,
some new products.” green, yellow and orange varieties. We also have
Though new to the firm, Aiton was very fa- both field grown and hot house peppers and we
miliar with the leadership as the top executives at have year round production.”
Prime Time also came from Sun World where Mr.. The Prime Time executive said everyone
Aiton was employed for the better part of the past might not know it “but we believe we are the larg-
34 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 34 9/27/10 2:48:08 PMpack the product
in a packing shed
rather than the field.
“Several years ago
we made the com-
mitment to get out
of the field and into
packing sheds in all
of the districts,” he
said. “Food safety
is an important rea-
son but we are also
able to produce a
better pack. Our
grading is better
and sizing is more
true.”
He explained
est pepper producer in the country. We want to that as the peppers move down the packing line
be the best and biggest.” an array of employees are able to eye each pepper,
He added that colored peppers are one of sizing and grading it properly. That is a more difficult
the fastest growing categories in the supermarket task in the field as the harvest crew moves down a
today with most retailers currently handling eight row trying to fill cartons as fast as they can.
to 12 SKUs on a regular basis. Prime Time sources Aiton added that the food safety element
from a half a dozen regions to make sure it has can’t be overstated. In these times when food safety
ample supplies throughout the year…even during is of primary importance, he said conducting all of
the typically light supply periods of April/May and these operations in a pristine environment is a huge
November/December. advantage over a field-pack operation.
Prime Time sources from the Coachella Val- While Prime Time specializes in the colored
ley beginning in May and going into July. Around pepper category, it currently has limited its offerings
July 1, the harvest switches to Bakersfield for the to commodity products and has not yet delved into
summer months and then heads over to the coast, the world of slicing and dicing and value-added
near Oxnard, for the September and October time packages. “We offer bags and packages with the
frame. In November and December, it’s back to different colors but we haven’t done value added
Coachella before heading down to mainland Mexico at this time,” he said. “We believe the category still
at the beginning of the calendar year for about a has great growth potential in whole peppers.”
four to five month
stretch. In addi-
tion, the company
has some acreage
in Baja California,
which helps to fill
in during some of
the lighter supply
periods.
While the
year round pro-
duction does set
the firm apart from
many of its custom-
ers, Aiton said the
best point of dif-
ferentiation is Prime
Time’s decision to
october / november 2010 35
2010 Oct-Nov Fresh Digest FINAL.indd 35 9/27/10 2:48:10 PMNoCal Luncheon
September 2010
Thank You Sponsors!
Darcie Schott, Davis Lewis Orchards, Garden Grove, Calif., Amy Rivera, Safeway Stores,
Keyauna Mambres, Safeway Stores, Brooke Bouloy, Davis Lewis Orchards, Garden
Grove, Calif.
Perishable Pundit production strategy.
With regard to food safety and food borne illness outbreaks,
Prevor took an ominous tone. “The problem is getting worse if
Pontificates on Produce you define the problem as more outbreaks,” he said.
He indicated that testing is getting better and more wide-
spread, which is leading to the identification of more outbreaks.
By Tim Linden He believes the testing issue is “extremely problematic” as the
“more testing we have, the more outbreaks we will have.”
The packed house at the September 23 membership meet- Prevor also seemed to dismiss some industry-led initiatives
ing luncheon of the Fresh Produce & Floral Council was treated such as traceability and the development of a sustainability index.
to a review of the industry’s hot issues and a look at the future While not commenting fully on the merits of these issues them-
by Jim Prevor, who has dubbed himself the Perishable Pundit. selves, he did say that universal compliance will only occur when
Prevor, the founder and editor of the Produce Business the buyer demands action. “Trade associations don’t have the
magazine, has made a name for himself in recent years within power of the P.O. (purchase order). No amount of committee
the industry on the internet with his industry-focused blog. He meetings are going to make these kinds of things happen.”
regularly takes on the top issues of the day under his moniker With regard to the macro issues, the publishing entrepre-
and he did the same thing at the Castlewood Country Club in neur warned against the ending of the Bush tax cuts, which are
Pleasanton, Calif., for the FPFC crowd. scheduled to take effect on January 1, 2011, if Congress does not
Among the hot topics he talked about were the movement act. He argued that increased taxes on those that are well off will
toward eating locally grown food, food safety and sustainability. He directly hurt the food industry in that this group will have fewer
also discussed what he called “macro issues” as he talked about disposable dollars and will spend less money on activities such
taxes and the recession. as going out to dinner.
With regard to the local movement, Prevor said the produce Though he agreed that the recession has been a terrible
industry can take heart in the concept, as to most consumers it thing putting lots of people out of work, he also argued that down
has little to do with geography. In general, he said consumers are economic times tend to sow the seeds of recovery. He said
looking for better tasting, cheaper food that is environmentally economic downturns free up real estate, equipment and human
friendly. He said for the most part, the established industry can capital, which will fuel the recovery. Prevor predicted that an era
fulfill these needs better than the local farmer and so he said of new entrepreneurship is on the horizon.
what is needed is a better marketing strategy, rather than a new
36 FRESH DIGEST
2010 Oct-Nov Fresh Digest FINAL.indd 36 9/27/10 2:48:16 PMYou can also read
