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Change Service requested: POSTMASTER: Send address changes to PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425.PRODUCE BUSINESS (ISSN 0886-5663) is published monthly for $58.40 per year by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425.

AUG. 2010 • VOL. 26 • NO. 8

A U G U S T 2 0 1 0 • P R O D U C E B U S I N E S S 3

COVER STORY22ND ANNUAL MARKETINGEXCELLENCE AWARDS:CLEVER CAMPAIGNS . . . . . . . . . . . . . . 17Creative Consumer And Trade OutreachPrograms — Many Utilizing New Media —Highlight This Year’s Contest

COMMENTARYTHE FRUITS OF THOUGHTFoodservice 2020 Should Be MoreThan A PR Campaign. . . . . . . . . . . . . . . . . . . 8

RETAIL PERSPECTIVEHits And Misses . . . . . . . . . . . . . . . . . . . . . . 102

EUROPEAN MARKETGreenhouses Get High-TechIn Northern Europe . . . . . . . . . . . . . . . . . . 104

IN EVERY ISSUETHE QUIZ . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

WASHINGTON GRAPEVINE . . . . . . . . 6

PRODUCE WATCH . . . . . . . . . . . . . . . . . 10

RESEARCH PERSPECTIVES . . . . . . . . 14

COMMENTS AND ANALYSIS . . . . . . 15

FLORAL WATCH . . . . . . . . . . . . . . . . . . . 99

INFORMATION SHOWCASE . . . . . 106

BLAST FROM THE PAST . . . . . . . . . 106

SPECIAL SECTIONETHNIC GUIDESTARTS ON PAGE 59

FEATURESFIVE STRATEGIES FOR INCREASING AVOCADO SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Fall used to be a pretty slow time for avocados. Not any more.Make the most of the season with fruit from three countries.

WASHINGTON APPLES ADD FLAIR TO PRODUCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Whether stocking newer club varieties or those that are tried-and-true,retailers continue to get high rings with Washington apples.

TAILGATING GAME-CHANGER. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40No longer merely a meat-lover’s paradise, tailgating has opened up to produce in a big way.

THE NUTS AND BOLTS OF GIFT BASKETS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46Produce gift baskets are welcome, healthful gifts at any time of the year.

TRADE PACKAGING: PAPER OR PLASTIC? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49In an effort to deliver a fresh product — from the field to the store — the packaging of choiceappears to come down to this basic question we hear every week at the supermarket.

COLORADO PRODUCE OFFERS AMPLE ATTRACTIONS. . . . . . . . . . . . . . . . . . . . . . . . . . . 54Diversity, freight advantage and organics draw buyers to Colorado produce.

SWEETANGO BUSINESS MODEL PROVIDES GRATIFICATION . . . . . . . . . . . . . . . . . . . . 64SweeTango apples arrive at retailers thanks to an all-encompassing marketing agreement.

ORGANIC HERBS: AN INCREASING BUT UNCERTAIN OPPORTUNITY. . . . . . . . . . . 70Herb producers are ready to take on the challenge of growing andsupplying organic herbs to meet the ever-increasing demand.

DEPARTMENTSMERCHANDISING REVIEW:Nine New Ways To Merchandise Onions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82Creative usage and prep suggestions, along with big bold displays and savvy socialmedia strategies, help retailers stay connected to consumers looking for onions.

Mushroom Merchandising Challenges And Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90Finding the right variety mix, managing space allocation and coming up with creativepromotional strategies, might be a challenge, but retailers that do so say it’s worth the effort.

DRIED FRUIT AND NUTS:Let Raisins Rev Up Produce Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96Make sure this popular powerhouse of a dried fruit is placed in the produce department.

FLORAL AND FOLIAGE MARKETING:Profiting From The Orchid Obsession . . . . . . . . . . . . . 100Enticed by mass displays, value-seeking orchidenthusiasts appreciate the longevity of orchid blooms.

SPECIAL FEATURESFROM THE PAGES OF THE PERISHABLE PUNDITWe Have Our Own Selves To BlameFor Poor Growth In Consumption. . . . . . . . . . . . . . . . . . 16

MARKET PROFILE: CHICAGOA Bounty In The Mid-West . . . . . . . . . . . . . . . . . . . . . . . . . 75Chicago’s central location and diverse populationsupports a bustling wholesale market andindependent retail and foodservice scene.

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Photocopies of this form are acceptable. Please send answers to:AUGUST QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425

WIN AN ADJUSTABLE UMBRELLA SPORTS CHAIRA perfect solution for sitting through steamy summer sports games, this portable,weather-resistant chair comes with an attachable umbrella that rotates 360° and tilts180°, effectively blocking sun, rain or wind from any direction. A padded seat, lum-bar support, cup holder, two zippered pouches and built-in UVA and UVB protectionrounds out the package.

This issue was: ❏ Personally addressed to me ❏ Addressed to someone else

Name __________________________________ Position ____________________________

Company ____________________________________________________________________

Address ______________________________________________________________________

City__________________________________________________________________________

State ____________________________________ Zip _________________________________

Phone __________________________________ Fax _________________________________

THIS MONTH’S WINNER:

Mima LealCommodity BuyerThird Coast FreshHouston, TX

PRODUCEQUIZ

How To WinTo win the PRODUCE BUSINESS Quiz, the firstthing you have to do is enter. The rules aresimple: Read through the articles andadvertisements in this issue to find theanswers. Fill in the blanks correspondingto the questions below, and either cut alongthe dotted line or photocopy the page, andsend your answers along with a businesscard or company letterhead to the addresslisted on the coupon. The winner will bechosen by drawing from the responsesreceived before the publication of ourOctober issue of PRODUCE BUSINESS. The win-ner must agree to submit a color photo tobe published in that issue.

P R O D U C E B U S I N E S S • A U G U S T 2 0 1 04

A U G U S T 2 0 1 0 • V O L . 2 6 • N O . 8

President & Editor-in-Chief • JAMES E. [email protected]

Publisher/Editorial Director • [email protected]

Special Projects Editor • MIRA [email protected]

Assistant Editor • AMY [email protected]

Assistant Editor • JENNIFER LESLIE [email protected]

Circulation Manager • KELLY [email protected]

Executive Assistant • FRAN [email protected]

European Bureau Chief • ROBERT [email protected]

Production Director • DIANA [email protected]

Production Leader • JACKIE TUCKER

Production DepartmentFREDDY PULIDOJOANNA ARMSTRONGDirector of Online CommunicationsJASON KAHAN

Trade Show Coordinator • JACKIE [email protected] EditorsMEREDITH AUERBACH, CAROL BAREUTHERTHERESA BRAINE, JULIE COOK RAMIREZ, SANDY LEE,BOB JOHNSON, JACKIE LIEBERMAN, BARBARA ROBISON,LISA WHITE, BRYANT WYNES, JON VAN ZILE

AdvertisingERIC NIEMAN, ASSOCIATE [email protected]

SANDY [email protected] [email protected]@phoenixmedianet.com

ELLEN [email protected] Department MarketingE. SHAUNN [email protected]

Send insertion orders, payments, pressreleases,photos, letters to the editor, etc., to:PRODUCE BUSINESSP.O. Box 810425Boca Raton, FL 33481-0425Phone: 561-994-1118 Fax: 561-994-1610E-mail: [email protected]

PRODUCE BUSINESS is published byPhoenix Media Network, Inc.James E. Prevor, Chairman of the BoardP.O. Box 810425Boca Raton, FL 33481-0425Phone: 561-994-1118 Fax: 561-994-1610Entire contents © Copyright 2010Phoenix Media Network, Inc.All rights reserved.Printed in the U.S.A.Publication Agreement No. 40047928

QUESTIONS FOR THE AUGUST ISSUE1) Name four products that Mann Packing offers? _______________________________________

____________________________________________________________________________________

2) What is the name of the production manager at the Produce for Better Health Foundation?

____________________________________________________________________________________

____________________________________________________________________________________

3) How many varieites of bananas does Turbana sell?____________________________________

4) When are Curry & Co.’s Hermiston Sweets available?__________________________________

____________________________________________________________________________________

5) What movie franchise is Sun-Maid partnering with beginning this month?________________

____________________________________________________________________________________

6) What is the phone number for Anthony Marano Company? ____________________________

____________________________________________________________________________________

Mirna Leal joined foodservice distributorThird Coast Fresh seven years ago as a cus-tomer service representative. Before long, shehad worked her way up to a local producebuyer, and recently, she was promoted tocommodity buyer. “I started here because Iwas looking for an office job that would workwith my school schedule,” she admits. “But Iliked it so much, I just stuck around.”

Leal is in charge of ordering fresh producefor the company’s foodservice customers,which take the form of restaurants, hospitals,hotels and schools, and loves the sense of com-munity that pervades the produce industry.

While Leal has seen PRODUCE BUSINESS float-ing around her office for years, she admitsshe just recently started reading it. “The otherday, the president of our company, GeorgeFinch, brought me the 40-Under-Forty issue,”she recollects. “I had just been promoted andhe told me to read the cover story for inspira-tion. Not only did I get inspired, but I evenwon a prize! I’ll continue reading the maga-zine to learn about new vendors out there,such as Rock Garden and Coosemans, who,thanks to the magazine, I’ve recently startedworking with.”

mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

SAVE THE DATE!

NOVEMBER 9-11, 2010NEW YORK CITY

FOR REGISTRATION

Fran Gruskin

Ph: 212-426-2218

E-mail:[email protected]

FOR BOOTH SALESAND SPONSORSHIPS

Eric Nieman, Ellen Rosenthal,Bill Martin, Sandy Lee,Shaunn Alderman

Ph: 212-426-2218


EASTERN PRODUCE COUNCIL

John McAleavey

Ph: 973-564-6295


PRODUCE BUSINESS

Ken Whitacre

Ph: 561-994-1118, ext 101


CONTACT INFORMATION:

mailto:[email protected]:[email protected]:[email protected]:[email protected]

Making a difference on a criti-cal produce industry issuecan take years of hard work.You have to start some-where, and often it begins

with a friendly greeting in a surprisinglysmall Capitol Hill office. Next comes ahandshake, a smile and a welcoming invita-tion to have a seat for a few minutes ofconversation.

You should be ready to answer questionsfrom the congressman; he or she will wantto know your views on issues currently inplay in the House or Senate. “What’s beenyour labor availability this season? What doyou think are the best strategies for improv-ing access to fresh produce in schools? Doyou favor food safety rules that apply toeveryone, regardless of size? I’m hearing somuch lately about locally grown produce,what’s that about?”

But before this line of questioning, thelawmaker will almost surely ask where youlive. Translation: where do you vote — areyou one of my constituents? You’re notrequired to be one of his or her voters, but itsure doesn’t hurt to keep the attentionpiqued. It’s democracy, right?

If this outstanding Capitol Hill experi-ence is happening during the United FreshWashington Public Policy Conference, Sep-tember 14-16, you can also expect the sameat meetings with staff at FDA or USDA,except perhaps without the same keen inter-est in your voting precinct. Either way, thelevel of dedication and expertise is impres-sive. You’re in a room having a productivedialogue with smart and powerful people,and the conversation is about the future ofyour business. These meetings with smartand powerful people don’t just include elect-ed officials; they also involve produce indus-try leaders just like you. That’s the realadvantage of participating in the WPPC —there’s so much talent, so many bright peo-ple who come from every part of the pro-duce industry to make a difference.

Considerable clout comes with being part

of United’s Washington conference, which iswhy attendees will have the opportunity tohear from Deputy Secretary of AgricultureKathleen Merrigan, who is known as thearchitect of the administration’s “buy local”

movement. We’re also proud to have Sen.Lindsey Graham and House MinorityLeader Rep. John Boehner speaking as partof United’s conference.

United’s Washington Public Policy Con-ference is probably one of the industry’sbest business networking venues, too. Thevalue of sharing your message with dozensof lawmakers and administration officials isclear, but there is just as much value in rub-bing shoulders with a few hundred of ourindustry’s most powerful and influentialexecutives. It’s definitely not a trade showenvironment, and that’s the point. The con-versations aren’t transactional, not aboutanother sale or two — they are much morestrategic, focusing on bigger issues and solu-tions — the kind of decisions that can have aprofound impact for many years to come.Our promotional message for the confer-ence is “The Industry’s Most Powerful Pub-lic Policy Event,” but, truthfully, we couldjust say it’s the industry’s most powerfulevent, period.

We also like to say that “being Unitedmakes all the difference,” and that’s espe-

cially true when it comes to bringing everysegment of the produce industry togetherworking for common goals. United is soserious about it that we’ve created fourmarket segment boards that focus keenlyon the issues facing specific sectors of theindustry: grower/shipper, whole-saler/distributor, fresh-cut processor andretail/foodservice. Every segment has rep-resentation, bringing a multitude of voicesto our Washington, D.C. presence and cre-ating a valuable format for exchangingideas and advancing the state of the indus-try in a way that no other event can match.Washington’s policymakers know that ameeting with United’s members will yieldstraight talk, with balanced and compre-hensive viewpoints about the issues.

Improving childhood nutrition by dra-matically increasing consumption of fruitsand vegetables in schools is a top issue forUnited. United’s Salad Bar in Every SchoolCampaign is placing salad bars in schoolsin cities across the country, including NewOrleans, the site of United’s 2011 conven-tion. WPPC attendees are invited to catchthe spirit of United’s 2011 New Orleans con-vention and support the Salad Bar in EverySchool campaign by participating in anexclusive excursion aboard The Cherry Blos-som, a beautiful 19th century-style Victori-an sternwheeler. The cruise will includeDixieland jazz, dinner, drinks and spectacu-lar views of Washington, D.C. and OldTown Alexandria. Best of all, proceeds willsupport salad bar donations in NewOrleans schools as part of the Salad Bar inEvery School campaign.

Join us for the stimulating meetings, top-level networking and just to be part of thisincredibly powerful experience in Washing-ton, D.C. September 14-16 at the GaylordNational Hotel on the Potomac River. VisitUnited’s Web site at www.unitedfresh.organd see details about all the value this con-ference has to offer. Your attendance canmake the difference for your business andthe produce industry.

Making a Difference in Washington

A report on the inside happenings of government.

WASHINGTON GRAPEVINE

SUBMITTED BY STEFFANIE SMITH, CHAIRMAN • UNITED FRESH PRODUCE ASSOCIATION


The conversations aren’ttransactional...they aremuch more focused onbigger issues andsolutions — the kind ofdecisions that can havea profound impact formany years to come.

http://www.unitedfresh.org

• What is it?AMHPAC’s third technical/business convention will bring grow-

er/shippers, packers, produce buyers, distributors, marketing &sales reps, quality assurance people, government officials and indus-try researchers and teachers to discuss the future of the protectedhorticulture industry. Entitled “The Search for the Lost Productivity”the event will focus on exploring issues of productivity and orderlygrowth for the protected horticulture (greenhouse) industry.

• Who is AMHPAC?AMHPAC is the Mexican protected industry’s active association

and represents 200 growers. Members are involved in the produc-tion, packaging, distribution and marketing of fresh produce grownunder greenhouses and other covered structures from 25 of the 32states in Mexico. The best and most responsible growers are wellintegrated in the organization and account for 70% of Mexico’s hor-ticulture exports to the U.S. and Canada. The association’s membersrepresent a combined production area of 11,362 acres with anannual output of 900,000 tons (35% of the total production).

• Who will be speaking at the event?• Nancy Tucker Vice President Global Business Develop-

ment - PMA (USA)• Juan Antonio Aguila Doctor in Human Development -

ITESM (MEX)• Francisco Gutierrez CEO - STRATEGA (MEX)• Mark Munger Vice President of Marketing - Andrew &

Williamson Fresh Produce (USA)• Constantinos Kittas Professor (Agricultural Construc-

tions) - University of Thessaly (Greece)• Evangelina Medrano Senior Researcher at the Institute

of Agricultural Research and Training, Fisheries and Foodand Organic Production – IFAPA (SPA)

• Víctor Manuel Loaiza Mejia Production Manager toproduction greenhouse - Eurofresh Farms (MEX)

• Jaime Chamberlain Chairman of the Board - FPAA (USA)

• Who will I be meeting/networking with while at theshow?

AMHPAC membership’s best! 200 growers/shippers/packerswill be in attendance as well as a diverse representation of theentire supply chain interested in protected agriculture includingmarketers, distributors and grower shippers from four countries.From researchers and academia to government to buyers, you’llmeet a wide variety of people with direct impact on the businesscoming together to discuss crucial issues affecting the future ofprotected agriculture.

• Why should I go?If you are involved in any way with protected horticulture in

Mexico, you won’t want to miss this opportunity to explore first-hand the future of the industry with a wide variety of experts andindustry leaders. The specific information discussed at this eventas well as the networking opportunities are unparalleled in anyother venue with respect to protected horticulture.

• Where and when is it?The event will take place at the Crowne Plaza Hotel in

Guadalajara, Mexico, from August 25 to 27, 2010.

• What is the schedule?• Wednesday, August 25 - Convention for members and

associates: AMHPAC’s 3rd Ordinary General Assemblythat seeks to define the course of the association for2010/2011.

• Thursday, August 26 - Business Convention

• Friday, August 27 - Technical Convention

• How do I register or get more information?Go on-line to www.amhpac.org or email [email protected]

The future only makes room for those growers that will be productive“THIS WILL BE THE DECADE FOR BUSINESSMEN”

Reader Service # 91

ADVERTISEMENT

http://www.amhpac.orgmailto:[email protected]


Is NRA Really Serious AboutDoubling Produce Usage?

When the CEOs of the Produce Marketing Associa-tion, the National Restaurant Association and theInternational Foodservice Distributors Associa-tion stood together at PMA’s annual FoodserviceConference last year in Monterey, CA, and

announced an initiative to double fresh produce use in foodserviceover the next ten years, we were enthused but cautious.

The enthusiasm was for “the big, hairy, audacious goal” thatpotentially could transform the produce industry while helping thehealth of Americans. The caution was because we doubted thatNRA and IFDA would really sustain interest in the initiative. Theproblem is that the membership of these organizations is funda-mentally “product neutral” — if consumerswant beef, they will get beef and if consumerswant chicken, then chicken it is, and if con-sumers want salads, then salad offerings arewhat will be provided.

Yes, of course, a few white tablecloth restau-rants may define themselves as presenting thepersonal selections of a chef and thus educatingconsumers as to what is good. The vast majori-ty of chains, though, are looking to figure outwhat consumers like and offer it, not directconsumers as to what they ought to like.

Thus, the interest of NRA and IFDA in thewhole initiative really draws from a public rela-tions/government affairs perspective. With obe-sity as America’s premier public health prob-lem, the restaurant operators don’t want to beseen as a part of the problem; they want to beseen as part of the solution. Thus the alliancewith PMA gives them a powerful club to usewhen asked by reporters or in Congressional testimony what thefoodservice industry is doing about obesity.

Because the goal is not to be reached until 2020, NRA and IFDAhave at least kicked the can down the road and, who knows, bythen, we may discover that we have a different problem.

We had no doubt that PMA would stay focused on the goal — itsmembership is solidly supportive. But what we were primarily look-ing to see at this year’s PMA Foodservice Conference, one year outfrom the announcement, was what NRA and IFDA were doing toshow their commitment to this initiative.

Dawn Sweeney, president and CEO of NRA, and Mark Allen,president and CEO of IFDA, were AWOL this year, apparently notthinking that a conclave with the foodservice produce supply basewas a productive use of their time.

If you go to the website of NRA, you will notice that there is notone word on the home page about this supposedly important initia-tive. Same thing with the IFDA. And if you search the two sites, thelast mention you find of the whole initiative is the press release

from last year. Except, of course, for speeches. So when DawnSweeney addressed the 2010 Nutrition Summit, hosted by theDepartment of Health and Human Services and the United StatesDepartment of Agriculture, she mentioned the initiative.

Of course, that line doesn’t show that the partnership is bearingfruit at all. It just shows that NRA sees value in being associatedwith fresh produce. Yet it seems reasonable to expect a big buttonon the Web site: Produce 2020 — sign up now! There should be lotsof educational programs, care-and-handling and procurement tipsand consumer promotion advisories. Why shouldn’t restaurants signup for the initiative and get special window decals to show theirconsumers that they are committed.

There is a lot that could be done. It is nice tohave IFDA on board, but presumably its mem-bers will distribute whatever their customersbuy. NRA, however, can make a big differencebecause it has a direct connection with restau-rants — but so far, it seems more interested inusing the produce industry for political coverthan actually doing anything to increase freshproduce usage.

PMA is clearly dedicated. However, thereare practical problems that will make the initia-tive challenging if not resolved. We were hop-ing to get a one-year-from-launch update onhow the initiative was doing, but that didn’thappen. Foodservice operators buy direct fromgrowers, through brokers, through distributors,through terminal markets; some buy fromwarehouse clubs and even fill in from conven-tional supermarkets. Nobody has a way to tiethis together. The closest we came at the con-

ference to quantification was that somebody counts the mentions ofavocados on menus and that number, apparently, was up. If wecan’t get a starting point, how will we know if we meet our goal fordoubling foodservice usage of produce by 2020?

There is one other roadblock lying ahead. This is an initiativeabout fresh, yet probably the easiest way to increase foodserviceconsumption of fresh produce is to switch those users who now usefrozen or canned product to fresh. Get the pizzerias putting cannedmushrooms on the pizza or buying frozen broccoli spears to convertto fresh. This is easiest because it requires no change in consumereating habits, only industry procurement habits. This would helpPMA members, but probably wouldn’t serve the interests of NRAvery much as the nutritional content of restaurant meals wouldchange only slightly.

NRA allowed PMA to present some workshops at NRA’s nationalconvention; it issued a joint press release a year ago; but it is goingto take a lot more effort to make anything important happen. This isthe year to see how serious NRA really is about this initiative. pb

By James PrevorPresident & Editor-in-Chief

THE FRUITSOF THOUGHT

This is the year

to see how

serious NRA

really is about

this initiative.

Reader Service # 2

http://www.veggiesmadeeasy.com

Produce Watch is a regular feature of Produce Business. Please send information on new products, personnel changes, industry, corporate and personal milestones and available literature,along with a color photo, slide or transparency to: Managing Editor, Produce Business, P.O. Box 810425, Boca Raton, FL 33481-0425, or e-mail us at [email protected]

GOLD COAST PACKING INC.SANTA MARIA, CABrent L. Scattini was hired as vice president ofsales. He has 20 years of experience in producesales and marketing and has spent the past 12years as director of sales for the Western region forGrimmway Farms. He will head all sales and mar-keting operations.

TRANSITIONSSEALD SWEETVISALIA, CASelina Reeve has joined the sales department. Sheis a seasoned veteran with more than 15 years ofsales experience with citrus, deciduous and stonefruit. In addition to her sales experience, Selinaalso has more than 10 years experience in the food-service arena.

MICHIGAN APPLE COMMITTEEDEWITT, MITony R. Blattner, an apple grower from Lowell,MI, has been appointed by Governor JenniferGranholm to serve as the newest board member ofthe company. He has grown apples for fourdecades and has previously worked at GerberProducts Company of Fremont, MI, for 18 years.He currently works for BelleHarvest Fruit ofBelding, MI, as director of field operations.

WALTER P. RAWL AND SONS INC.PELION, SCSarah Farra was hired as executive assistant andwill mostly be working on a variety of marketingand sales projects. Sarah has over eight years ofexperience in sales, management and marketing atseveral different companies.

DRISCOLL STRAWBERRY ASSOCIATES INC.WATSONVILLE, CAOscar Ramos has assumed the role of generalmanager of Driscoll’s of Chile. Previously the direc-tor of operations in Jalisco for Driscoll’s in Mexico,he has extensive experience in operational andproduction activities.

THE PERISHABLES GROUPCHICAGO, ILDavid Wojdyla was hired as retail program direc-tor. He will manage all aspects of the company’sretail data services and supplier category manage-ment program. He has experience in leadingstrategic programs, leveraging data to identifyopportunities and identifying market challenges.

PRODUCE MARKETING ASSOCIATIONNEWARK, DEDr. Bob Whitaker has been appointed by U.S.Agriculture Secretary Tom Vilsack to the NationalAdvisory Committee for Microbiological Criteria ofFood. His selection reflects the leadershipWhitaker has brought to the industry’s food-safetyefforts since he was hired in 2008.

SQUEEZABLE GARLIC CONDIMENTSpice World Inc., Orlando, FL, has intro-duced new squeezable garlic as an ingredi-ent and condiment. This new packagingoffers consumers convenience in handy 9.5-and 20-oz. bottles. Squeeze flavor into anydish without waste, mess or cross-contami-nation with utensils.

Reader Service No. 302

MVP GROUP’S GO-3 GOES GLOBALMVP Group, QC, Canada, has launched the GO-3Ozone Purification Systems with four unique models.The systems use a sanitation technique proven to killbacteria 3,000 times faster than chlorine and areshown to be more effective over a wider spectrum ofmicro-organisms.


DEL MONTE LAUNCHESBANANA CAMPAIGNDel Monte Fresh Produce Co., CoralGables, FL, has launched its Buy a Bunch.Loose a Bunch campaign, which engagesconsumers with the motto “Eat Healthy.Live Healthy.” The program focuses onbananas as an affordable diet staple to loseand maintain a healthy weight.


ZESPRI KIWIFRUITSHOW HITS THE ROADZespri, Redwood, CA, has launched its road-show programs, deploying mobile merchan-dising teams in Milwaukee/Madison, WI;Minneapolis/St. Paul, MN; New York, NY;and Northern and Southern California. Theroad shows promote Zespri’s Great KiwiAdventure consumer sweepstakes andinclude kiwifruit-wrapped vehicles, demosand tastings.


PRODUCEWATCH

ANNOUNCEMENTS

NEW PRODUCTS


TAVILLA SALES CO.LOS ANGELES, CAChris de Lorimier was hired as sales assistant. Hewill be helping Nancy Betancourt, national salesmanager, with the overall business development ofthe Hispanic category and the pineapple program.His experience includes working at the retail levelin the Southern California market.

mailto:[email protected]



CALIFORNIA AVOCADOSAND CHEESE TEAM UPCalavo Growers Inc., Santa Paula,CA, and the California MilkAdvisory Board, South SanFrancisco, CA, have partnered tocross-promote two California agri-cultural products: fresh California avocados and real California cheese.One million instantly redeemable coupons for 55-cents off any pur-chase of Real California cheese will be affixed to Calavo avocados soldby the bag.

NATURESWEET LAUNCHESYELLOW SUNBURST TOMATONatureSweet, San Antonio, TX, haslaunched Sunburst tomatoes -- bite-sizedyellow tomatoes grown specifically forsnacking. Sunburst tomatoes are pack-aged in a resealable container.


OCEAN MIST CREATES LEADERSHIPDEVELOPMENT PROGRAMOcean Mist Farms, Castroville, CA, hasintroduced an innovative employeeleadership program designed to devel-op the company’s future senior leader-ship team from within. Three to sixOcean Mist employees will be selected toparticipate in the program each year basedon job performance, recommendations andinterest in the program. Reader Service No. 315

ANNOUNCEMENTS

VOC LAUNCHES MAJORONLINE MEDIA INITIATIVEThe Vidalia Onion Committee, Vidalia, GA,launched a new online media initiativedesigned to emphasize the culture of theVidalia onion and promote the sweet onion’sappeal among social media fans and youngeraudiences. A new, thoroughly overhauledWeb site was launched with an interactiveapproach to social networking.


WHOLE FOODS HOSTS CHERRY FESTWhole Foods Market, Austin, TX, held its firstever Cherry Fest in stores by offering freshcherries at a special price. The nation-widejubilee spotlighted this summer fruit with in-store competitions, sampling, recipe tips,online contests and giveaways.



Reader Service No. 300 Reader Service No. 317

SUPERIOR INTRODUCESNEW GRAPE BOXSuperior Sales, Nogales, AZ, intro-duced a new grape box as part of itsfirst shipment of Sonora springgrapes. Featuring a colorful, boldlogo along with fruit art, the boxreceived favorable comments fromretailers after its first week on themarket.

PRODUCEWATCH

MANN PACKING LAUNCHESSUMMER SLAW PROMOTIONMann Packing Co. Inc., Salinas, CA, kicked offits Annual Summer Slaw Spectacular promo-tion. More than 200,000 $1 instantlyredeemable coupons will be applied to Mann’sBroccoli Cole Slaw and Rainbow Salad. The pro-motion lasts through December 31.

FISHER CAPESPAN ADDSCALIFORNIA AVOCADOSFisher Capespan USA LLC, Gloucester,NJ, has added fresh California avoca-dos to its product line. The move intothe avocado business complementsthe company’s existing product lineupand allows it to increase its points ofcontact within its customer and suppli-er base.



A&A ORGANIC ADDSPURPLE GARLIC TO LINEA&A Organic Marketing Inc., Watsonville, CA,has added organic purple garlic to its garlic line-up. In addition to a traditional 30-lb. bulk box, thecompany is offering it in a 25-by-3 count sleevedgarlic.

LITEHOUSE ACQUIRESGREEN GARDEN FOODSLitehouse Inc., Sandpoint, ID, has acquiredGreen Garden Foods, Seattle, WA. The addi-tion will allow Litehouse to facilitateexpanded growth and innovation throughnew production capabilities and productknowledge.

NJDA INTRODUCES NEW LOGONew Jersey Secretary of Agriculture,Douglas H. Fisher, announced the MadeWith Jersey Fresh logo is now available tocompanies that make food items usingNew Jersey’s agricultural products. JerseyFresh is a well-recognized 26-year-oldbrand synonymous with fresh, nutritiousand locally grown.



U.S. RECEIVES FIRST SHIPMENT OFSOUTH AFRICAN CITRUSThe Western Cape Citrus ProducersForum (WCCPF), Citrusdal, South Africa,announced that the first of the reefer ves-sels carrying South African Navels andClementines for the 2010 summer seasonhas docked in Philadelphia, PA. The ship-ment included the first consignment ofSouth African grapefruit to ever enter theUnited States.






PBH DEVELOPS NEWMARKETING TOOLKITProduce for Better Health Foundation,Hockessin, DE, has teamed up withAmerican Greeting Properties and CookieJar Entertainment to feature StrawberryShortcake characters on its Web sites topromote fruit and veggie consumptionamong children.

PAIA DEVELOPS CATEGORY MANAGEMENT PLANPeruvian Asparagus Importers Association (PAIA) hasdeveloped its 2010-2011 CategoryManagement Plan Outline for freshPeruvian asparagus. The planincludes statistics relating to mar-ket summaries, trends, nutrition-al facts, consumer positioning,food safety, category and merchandising goals.


USPB CAMPAIGN FINDS SUCCESSThe United States Potato Board, Denver,CO, has found success with its Peel Backthe Truth online advertising campaign,which was launched with integratedadvertising programs on AllRecipes.comand MyRecipes.com. These programsbuild on the campaign by debunking themyth that potato dishes take a long timeto prepare.


ANNOUNCEMENTS

NEW LEADERS TAKE HELM OF FPAAThe Fresh Produce Association of theAmericas (FPAA) held its annual member-ship meeting in Nogales, AZ. JaimeChamberlain of JC Distributing assumedthe chairman position and AlejandroCanelos of Apache Produce Imports wasnamed chairman-elect.


MASTRONARDI’S SUNSETKUMATO TOMATO WINS AWARDMastronardi Produce, Kingsville, ON, Canada,received the International Superior TasteAward from the International Taste andQuality Institute, Brussels, Belgium, for itsSunset Kumato Brown tomato. The tomatowas also named Best Specialty Variety andreceived the People's Choice Award last year.




GIUMARRA DEBUTSNEW APPLE VARIETYThe Giumarra Companies, Los Angeles,CA, introduced Divine, a new apple vari-ety, to its lineup of New Zealand pipfruit.Divine is a disease-resistant GoldenDelicious-Grive Rouge cross breed grownby Heartland Fruit NZ Ltd. Over time,Divine will also be available as an organ-ic apple.

PRODUCEWATCH

CAL. GIANT RELEASES VIDEOSCalifornia Giant Berry Farms,Watsonville, CA, has released sever-al videos featuring professionalchef, Julia Myall (right) in an effortto connect with consumers buyingCalifornia Giant berries. The 2-minute videos focuses on specificberries, key tips for selections andeasy recipes.

ALSUM PRODUCECHANGES NAMEAlsum Produce Inc., Friesland,WI, has changed its name toAlsum Farms & Produce Inc. tobetter reflect its long-term growthplans and commitment to locallygrown produce. The companywill continue its growth through developing innova-tive new potato products, expanding offerings infruits and vegetables, and building awareness ofWisconsin potatoes.



NYAA OBTAINS LICENSETO NEW APPLE VARIETIESNew York Apple Growers, Albion, NY,has completed negotiations with CornellUniversity to obtain the exclusive licenseto two new apple varieties. The two vari-eties, currently known as New York 1and New York 2, have been developed bythe Cornell Apple Breeding program ledby Dr. Susan Brown.

HASS AVOCADOSGAIN FOODSERVICE FANSThe Hass Avocado Board (HAB), Irvine, CA,commissioned a menu tracking study usingthe Foodservice Research Institute’s (FRI)MenuMine database. Its purpose is to substan-tiate and quantify avocado menu mentions inboth commercial and onsite segments.

PFK INTRODUCES IDEAL MEALSProduce For Kids, Orlando, FL, kicked off itsannual Get Healthy, Give Hope campaign toraise money for local childrens’ hospitalsand Children's Miracle Network-affiliatedhospitals. More than 35 participating fruitand vegetable growers will make a donationto local childrens’ hospitals based on freshproduce sales.



UTAH ONIONS ADDSORGANICS TO LINEUPUtah Onions Inc., Syracuse, UT, hasadded organics to its lineup of onions.The grower/shipper will now be offer-ing a variety of yellow, red, white andsweet organic onions certified underthe USDA’s National Organic Program(NOP) guidelines.





Reader Service # 7

http://www.fruitsandveggiesmorematters.org


Consumers Interested In DiningOut And Eating Healthfully

RESEARCH PERSPECTIVE

Market Force Information is a provider of global cus-tomer intelligence solutions for business-to-consumercompanies including major retailers, restaurants, gro-

cery and convenience stores, financial institutions,entertainment studios and consumer packaged goods

companies.

Most industries and families haveseen monumental changes over thepast two years as the countryadjusted to the impact of the chal-lenged economy. Restaurants expe-

rienced the same storm, adjusting to a climatewhere consumers were in search of moreaffordable dining-out options or, worse, not eat-ing out at all.According to consumer survey research con-

ducted by Market Force, a global leader in cus-tomer intelligence solutions, these precariousspending trends were at their highest in Decem-ber, 2009. In that time period, more than half ofthe survey respondents were fearful of thestruggling economy and said they planned toeat out less than they had in prior months.That picture changed dramatically over the

past six months, with Market Force’s researchshowing a more than 180-degree. When thesame question was posed to consumers in June,one in four said they expect to eat out more thissummer, and just 8 percent said they woulddine out less. Sixty-seven percent expected theireating out patterns to remain the same.In 2010, there appears to be a shift in food

trends from the “hunker down and don’tspend” collective mindset to a public that is alittle more relaxed about spending and has anew focus on making food decisions aroundpersonal health. The evidence is everywhere:• Michelle Obama launching her “Let’s

Move” initiative to eliminate childhood obesityin America.• Whole Foods Market, based in Austin, TX,

introducing its “Health Starts Here” communityoutreach programs that educate consumersabout healthful eating.With the growing prevalence of health and

wellness educational pro-grams, more and more con-sumers are discovering thedirect link between diet anddisease and are factoring itinto their food choices.Market Force’s restau-

rant study showed that 42percent of consumersbelieve it is extremelyimportant for restaurants toprovide nutrition and calo-rie information, and aboutone-third placed equal importance on portion

control. Surprisingly, given expansion of theorganic market in recent years, only 13 percentsaid that a restaurant’s use of organic productswas extremely important. This could be attrib-uted to cost-conscious diners wondering if thetaste and health benefits are worth the expense.It was more important that restaurants usedproducts that were locally grown, perhapsbecause post-recession consumers are con-cerned about rejuvenating their local economy.(See Graph 1)The Market Force restaurant survey also

asked participants to rank their favorite quickservice restaurants (QSRs) and casual familyrestaurants, and then to rate them in the fol-

lowing attributes: Quality of Food, Taste ofFood, Speed of Service, Friendly Service,Cleanliness, Atmosphere, Overall Value,Healthy Choices and Green/Sustainable.The responses revealed that the quality and

taste of the food mattered most, even morethan the service. Five Guys, in Lorton, VA, wasnamed the favorite restaurant on the QSRfront, and it outscored the other contenders inseven out of the 10 attributes. St. Louis, MO-based Panera Bread, known for its healthfulmeal options, also fared well in the rankings,taking the second spot overall. (Graph 2)In the casual family dining restaurant cate-

gory, the Cheesecake Factory, in CalabasasHills, CA, came out on top with 13 percent ofthe vote, outscoring the competition in six outof the 10 attributes — including the top scorein healthy choices.The restaurant survey was conducted May -

June 2010 among Market Force’s network of300,000 independent mystery shoppers andmerchandisers across the country, dubbed TheForce. The pool of 4,600 consumer respondentsranged in age from 18 to 72 and reflected abroad spectrum of income levels, with 60 per-cent reporting incomes of more than $50,000 ayear. Eighty percent work full- or part-time.Seventy-six percent were women — the prima-ry household consumer purchasers. Half of theparticipants said they have children at home.

BY JANET EDEN-HARRIS, CHIEF MARKETING OFFICER, MARKET FORCE INFORMATION

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Watching the ebbs and flows ofconsumer opinion is alwaysintriguing. The question, forthose trying to make a living inthe food industry, is what sig-

nificance to place on these reports? Not toomuch we would say. After all, if consumersentiment can shift dramatical ly andbecome more positive in six months, it cansuddenly become more negative just aseasily. So, perhaps the useful lesson we candraw from such rapid shifts is that onewould be foolish to place much stock insuch ephemeral reports.It is also important to match consumer

claims and actual behavior. That is theadvantage of repetitive polling — after a longtime one can start to match results with reali-ty. So political pollsters, for example, typicallypublish reports based on “likely voters”because decades of experience have taughtthem that many who will answer a pollster’squestion won’t bother to vote.Without lots of historical data tracking the

claims of consumers who say they eat outmore or less versus their actual behavior overtime, such consumer expressions are morecuriosities than useful guides to behavior.Equally, it is important to not confuse the

admonitions of politicians, intellectuals andvarious instruments of persuasion with con-sumer behavior. So it may be a prod to newbehavior when the First Lady launches aninitiative, or when physician committeesdecide to promote a course of behavior, orwhen upscale lifestyle markets promote acourse of behavior — or it may not matter atall. For all we know, people may rebel againstthe nanny-like quality of all these powersources in society trying to tell the commonman what to do.Although people may, in fact, be “discov-

ering the direct link between diet and diseaseand are factoring it into their food choices,”one would be hard pressed to look at data on

obesity and note any way in which this “fac-toring” is actually solving any problem.When consumers claim that they find it

“extremely important” to get nutrition andcalorie information, one wonders if this isn’tjust the consumer thinking that is the “politi-cally correct” position to take. After all, therestaurant industry is highly competitive andvery close to the consumer. If getting easyaccess to such information really motivatedconsumers to select one restaurant overanother, one suspects there would be a lotmore nutrition information, far more promi-nently displayed.Speculating about what might motivate

consumers is fun, but it is important to recog-nize that it is, just that, speculation. So whenconsumers ask for local, it might mean theywant to support the local economy, but itcould also mean that consumers identify inthe word “local” a series of attributes thatthey hope to acquire when they eat local. PRO-DUCE BUSINESS has done many focus groups inthis area, and consumers seem to expect localto be A) Less expensive, because it shouldsave on transport, B) Better tasting, because itcan be picked riper C) Fresher and crisper,because it just came from the vine, tree, bushor field.It is always advisable to do qualitative

research before undertaking quantitativeresearch. This enables one to find out whatconsumers mean when they use certainwords. Is an Idaho potato any potato grown inIdaho? Or is it any long russet-type potatogrown anywhere?Market share expansion can also be a

tricky matter, and one should be careful aboutattributing changes made on the productionside to consumers. So, for example, a lot ofretailers have found it useful to offer onlyorganic on smaller volume items. This savesthe retailer from having to offer two types ofbasil, for example. This is a big boost fororganic, but tells us little about demand for

Don’t Bet The Farm On RapidShifts In Dining Behavior

COMMENTS AND ANALYSISBY JIM PREVOR, EDITOR-IN-CHIEF, PRODUCE BUSINESS

Speculatingabout whatmight motivateconsumers is fun,

but it is important to

recognize that it is,

just that, speculation.

organic. The whole point of such a switch isthat a small group may demand organic,whereas almost everyone will accept organic.It is interesting to note that the restau-

rant survey identified Five Guys as thefavorite restaurant on the QSR side ofthings. This may offer a clue as to the wayconsumers interpret personal health advice.The burger, hot dog and french fry chainmay be “healthful” in the sense that thefrench fries and beef are fresh, neverfrozen, there are no trans-fats and the friesare cooked in pure peanut oil. So if you aregoing to eat hamburgers and fries, this is,as quick service restaurants go, high quali-ty. But, healthy? Well, a “regular” burgerthat has two patties has 800 calories; alarge order of fries has 1,500 calories, andwe haven’t even considered a Coke, cheese,bacon or any other add-ons!

Besides, considering that there are onlyabout 500 Five Guys units, as opposed to30,000 McDonalds, it is pretty obvious thatbeing a “favorite” is not the same as beingthe restaurant one eats at most. For busi-ness people, there is a lesson here: Maybeeveryone’s favorite toy store is FAOSchwartz, but maybe the same people whosay that buy most of their toys at Wal-Mart.


L ast year, the proposal to bring a national generic marketing pro-gram to the produce industry was a big focus of contention. Weran many articles, received many letters, but of all we wroteabout, one letter hangs with us.

It was a note sent from Bill Vogel, President at Tavilla Sales LA, in LosAngeles, CA. We titled the piece, Pundit’s Mailbag — Generic PromotionPlan Does Not Allow For Differentiation. His letter went as follows:

The Produce for Better Health Foundation might have had more successin increasing consumption if we would have produced a cantaloupe thatactually tasted like the muskmelon I have eaten as a kid instead of like thecardboard we now often experience; or if the consumer would have pickedup a peach from Chile that wasn’t tastelessand brown in the center; and yes, even inour (my) business with mangos, there isnothing more tasty than a ripe mouthwa-tering Kent, yet the demand is for the hard,fibrous Tommy variety.

Point is the industry has not helpedmuch. However, there are signs that pointto the direction we need to take. Look at theincrease in consumption of ripe avocados,or the “Summeripe” fruit program, and yes,even in our mango business this year withthe yellow Ataulfo tasty mango and thesupport of the National Mango Board.Increases here are off the charts.

So, I agree with you — the industryneeds to go back to the drawing board;we need to look at the taste and flavor ofthe product we are delivering and after we have done all this, then weneed all segments of the industry at the table to discuss the concept ofgeneric promotion.

Good job here!— Bill VogelPresidentTavilla Sales LALos Angeles, California

The point of the letter is that increasing consumption is not just amatter of clever promotional schemes; it has to do with having a productthat consumers will enjoy, value and want to purchase again. Part of thisis some of the long term issues that Bill mentions — what varieties wegrow and promote.

Yet we would say that the produce industry is often its biggest enemy.The thirst for short-term boosts in sales leads both producers and retailersto enter into a kind of “unholy alliance” in which consumers wind up get-ting substandard product.

Recently, the Jr. Pundits were in a neighborhood SuperTarget storewith Mrs. Pundit and thought they had found nirvana: The store featured

a large display of apples — a Jr. Pundit favorite — packed in appealingboxes covered with the Toy Story 3 characters. As this movie is the currentrave in their demographic, there was little chance that Mrs. Pundit wasgetting out of that store without a box or two.

Unfortunately, the apples went uneaten. Part of the problem was thatthe beautiful box that attracted the Jr. Pundits also obscured the fruit, sothe bruises and soft spots weren’t obvious. But also, the apples had nocrunch and were mealy. There are few things worse for the industry thandisappointing children with the quality of our products. How can weavoid this in the future?

The first problem is that it is not clear that these apples, marked asWashington Extra Fancy Gala apples,which means they would have been har-vested last September, are being properlyre-inspected for quality. The WashingtonApple Commission Web site lists Galas asbeing “stocked September through May”and out of season in July and August.

We have no way of knowing whenthese apples were sold to Target or bywhom. The shipper could have soldthem two months ago and they couldhave been sitting at Target or at a whole-saler deteriorating. Or they could havebeen sold right from the shipper lastweek. If they were shipped in the samecondition that we bought them, this isunforgivable. It is guaranteed to disap-point customers and is an indication that

the industry in Washington State needs a better mechanism for ensur-ing quality on end-of-season shipments.

Finally, there is the issue of why this mega-display of apples is sittingon the floor outside of refrigeration. Maybe this was Target’s idea ormaybe a shipper, anxious to move these old apples before the new crop,offered special incentives for an order too large and too prominent to beaccommodated on the refrigerated display.

This is always questionable. Frieda Caplan gave a speech years ago tothe Washington state apple growers asking, in light of the many millionsspent to refrigerate apples at warehouse and in transport, how could theindustry tolerate displays at retail out of refrigeration?

Yet, even if peak-of-condition apples in venues with rapid movementcan get away with dry display without affecting the consumer experi-ence, it really is not arguable that at this late date, refrigeration wouldenhance the shelf-life and quality of these apples. That being the case, arequirement for refrigeration should be non-negotiable.

That it is obviously negotiable explains a great deal about why it is sohard to move the needle on consumption. As Shakespeare wrote:

“The fault, dear Brutus, is not in our stars, But in ourselves…”

We Have Our Own Selves To BlameFor Poor Growth In Consumption

From Jim Prevor’s Perishable PunditJuly 20, 2010

From The Pages Of The Per i shable Pundi t

BY JENNIFER LESLIE KRAMERAND MADELINE MESA

Who says you can’t market directly to consumers in the produce industry? Yes, thetrade buyers are still the ultimate decision-makers in determining whether to carrya certain item, but consumers are also important recipients of effective marketingcampaigns. Some brand marketers, such as the Idaho Potato Commission, LitehouseFoods and the Vidalia Onion Committee, chose to focus their outreach on children,knowing that kids have quite a bit of influence over the primary household shoppers.Regardless of who the intended audience was, 13 out of 17 winning entries had a majorconsumer outreach component.Social media was an important focus as well, with 10 out of 17 winning entries using the

Web as an integral part of their promotions. Whether that translated into fully developedFacebook and Twitter pages, as in the case of Dole Fresh Vegetables and Earthbound Farm,or original videos posted on YouTube, like those created by The Avocado Producers andExporting Packers Assocation of Michoacán (APEAM) and the National Mango Board (NMB),these organizations recognized that for a campaign to be a success, it must take on a life ofits own and go viral.PRODUCE BUSINESS is pleased to recoginze the following Marketing Excellence Award

winners, listed in alphabetical order by company, for their ingenuity and service to theproduce industry.

2010 WINNERSThe Avocado Producers andExporting Packers Association

of Michoacán

California Giant Berry Farms

Columbia MarketingInternational Corp.

Dole Fresh Vegetables

Earthbound Farm

Idaho Potato Commission

Litehouse Foods

National Mango Board

Ocean Mist Farms/Wegmans

Pandol Brothers Inc.

Tanimura & Antle

University of Massachusetts

Vidalia Onion Committee


THE AVOCADO PRODUCERSAND EXPORTING PACKERSASSOCIATION OF MICHOACÁN(APEAM)Los Angeles, CA

PMA PromotionOBJECTIVE: To educate retailers on the

unique qualities that make Avocados fromMexico the world’s finest, and, to reaffirmMexico’s position as the worldwide categoryleader; to build existing and new relationshipswith retailers and wholesalers; to securemedia exposure in key trade publications;and to instill pride amongst APEAMmembers.

CAMPAIGN: With the help of itsagency, Integrated Marketingworks, APEAMsecured the appearance of celebrity chef,Rick Bayless, at the APEAM booth for a livecooking demo of Mexican dishes in collab-oration with his PBS cooking show, “Mex-ico: One Plate at a Time,” as well as sign-ings of his latest book. Short- and long-leadpress releases, media alerts and press kitsannounced APEAM’s presence at PMA. Anad campaign in various trade publicationshighlighted APEAM’s brand positioning,along with its presence at the show.

RESULTS: As of October 13, 2009, PRefforts executed by IMW resulted in 84,696targeted impressions. APEAM business devel-opment managers made an estimated 120new contacts with retailers and wholesalersat the show. The in-store POS display area atthe show was highly effective in generatingorders for POS materials; HEB ordered 300secondary displays at the show alone. Morethan 150 people lined up for an autographedcopy of Rick Bayless’ cookbook.


Consumer BroadcastAdvertising

OBJECTIVE: APEAM’s goal in this pro-motion was four-fold: to educate con-sumers about why they should prefer Avo-cados from Mexico; to increase every-day/anytime usage of Avocados from Mex-ico; to increase demand for Avocados fromMexico; and to obtain trade support.

CAMPAIGN: APEAM’s new agency,Integrated Marketingworks, developedalternative positioning statements and con-ducted focus group research within Hous-ton and Dallas, TX in June, 2009 to gainconsumer insights about existing and com-petitive creatives to further strengthenfuture communications efforts. Researchresults lead to the creation of new advertis-ing using specific key words and phrases,such as “authentic,” “original,” “perfectedover generations” and “from the land theyfirst came from,” which provided a moremeaningful and distinct message.Further research was done to pare

down the results and hone in on a specificmessage that resonated most with con-sumers. The “Distinctly Different” cam-paign was selected due to its appeal, com-municating the strategic message best andmotivating consumers to want to buy Avo-cados from Mexico.

RESULTS: Creatives were produced,including bonus spots/billboards, onlinebanners, e-blasts and multiple displayads, and 159,519,134 total impressionswere reached, exceeding estimations by32 percent.


Ontario Avocado Promotion

OBJECTIVE: To clarify the selection andpreparation of avocados and ultimatelyincrease retail sales of avocados from Mexicoin Ontario by 50 percent during fall 2009; toincrease consumer and media awareness ofavocados FromMexico; to promote avocadosfrom Mexico as a versatile and fresh cookingand baking ingredient; to increase consumerpurchase of product and Web site hits towww.missavacado.com

CAMPAIGN: In order to demystify avoca-dos for Canadians, APEAM, in collaborationwith Faye Clack Communications, created aspokesperson, Miss Ava Cado, to personify thebrand and garner attention in the market-place. She became the star of her ownYouTube telenovelas, or mini soap operas, andwas used in all communication tools, includingthe launch event in downtown Ontario, amicrosite, a consumer contest, in-store sam-pling, POS materials and social media out-reach. An actress was also cast to bring thecharacter to life at the launch event at UnionStation on Mexican Independence Day. Theevent featured a tasting, a 20,000-avocadogiveaway, a live Mariachi band and Mexicandancers. Also, 25 "gauc-packs” were deliveredto key bloggers and online media outlets.

RESULTS: Overall average avocadosales increased 157 percent, exceeding thegoal by more then 300 percent. AllToronto-area news outlets covered thelaunch events and 15 radio stations pro-moted it. More than 28 million impressionswere made, exceeding the goal by 3x whatwas expected. Retail POS material wasused in 155 stores across five bannersincluding Loblaws, Sobeys, Metro, Longo’sand Wal-Mart.

http://www.missavacado.com

Reader Service # 54

http://www.dulcich.com


CALIFORNIA GIANTBERRY FARMSWatsonville, CA

First Day of SpringOBJECTIVE: To promote the peak sea-

son of strawberries to key new media andconsumer audiences in 25 target marketsacross the United States; to position Cali-fornia Giant as a trusted brand in the pro-duce department; to drive traffic to newWeb site and build Facebook fan base; andto communicate to media and consumersthat California Giant berries are naturallydelicious and support a healthful lifestyle.

CAMPAIGN: California Giant and itsagency, McDill Associates, collaboratedwith Hearst Media to develop a unique firstday of spring promotion. Online ads and adirect mail piece were developed aroundthe first day of spring — the peak season ofstrawberries — and sent out to 25 keyregions. Flats of strawberries, along withmarketing information, were delivered tothe news directors of Hearst Media stationsin each of the 25 regions. That same day,an online ad was placed on the homepageof the same 25 Hearst Media news Websites to reach consumers.

RESULTS: Although news directorswere not obligated to mention the straw-berry delivery on air, nearly half — 10 outof 25 — did so. Traffic to the CaliforniaGiant Web site increased as a result of theonline ads. Hearst Media repeatedlyexpressed excitement over the promotion,as it was the first of its kind.

COLUMBIA MARKETINGINTERNATIONAL CORP. (CMI)Wenatchee, WA

Daisy Girl OrganicBranded Program

OBJECTIVE: Tolaunch Daisy GirlOrganics brandunder the CMIlabel, which hasbeen a strongadvocate of organic

growing for many years. To offer consumersan organic choice and provide the bestpossible organic apples, cherries and pears.

CAMPAIGN: The launch of the DaisyGirl campaign was inspired by the con-cept from “our backyard to yours” withthe image in mind of a child in an organicorchard setting. Running with this theme,the new attractive packaging , whichincludes apple bags, tote bags, POS mate-rials and boxes, as well as 2-box displayshipper. The displays ship with live fruitand the master shipping box actuallybecomes the base that holds the displayand fruit in place so there is no waste andthe produce associate has exactly the rightamount of fruit needed to build the dis-play. Eye-catching graphics get consumers’attention in a sea of more than 700 pro-duce items available.

RESULTS: The promotion results havebeen outstanding with two of the retailerscarrying organics for the first time everand reporting huge sales. Additionally,retailers and consumers like the bright,fresh graphics.

DOLE FRESH VEGETABLESMonterey, CA

Rejuvenating the Category —Dole Packaged Salads

OBJECTIVE: To help consumers try newsalad creations instead of purchasing thesame one over and over again by re-launching the Dole salad line with new,consumer-friendly on-pack elements.

CAMPAIGN: In an effort to change theshopping habits of packaged salad con-sumers, Dole created a brand-new packag-ing line with educationally based visualcues so consumers may easily understandhow salad varieties differ in taste and tex-ture, and whether they prefer a mild, bold,tender or crunchy salad. Part of this is asensory scale that provides consumersinformation on the relevant sensory aspectsof their salad choices. In addition, there areon-pack “pairs well with” suggestions onsalad dressings, fruits, vegetables and otherfresh ingredients, and new, pinch-and-pull,easy-open bags.

RESULTS: Consumers overwhelminglyprefer the Dole design compared to the olddesign. They are interacting with the prod-ucts more and are motivated to try newsalad blends. Shoppers appreciate the newtaste and texture scale and are spendingmore time in the packaged salad section.

EARTHBOUND FARMSan Juan Bautista, CA

Earth Month CampaignOBJECTIVE: To increase consumer

engagement with Earthbound Farm andbuild brand equity online and in stores dur-ing the month of April, coinciding with the40th anniversary of Earth Day. Also, to pro-vide retailers with a timely, consumer-cen-tered promotion that adds value to theirorganic program and offers saving andincentives to their shoppers.

CAMPAIGN: The month-long campaignwas four-fold. Internet users who became afan of Earthbound Farm on Facebook orfollowed the company on Twitter got theinside scoop on how and when it gaveaway 50,000 coveted reusable shoppingbags on the Earthbound Web site. Visitorsto the Earth-Bound Kitchen section of theWeb site learned how to incorporategreener choices in their kitchen to furtherbenefit the environment.The company donated 25 cents from

every specially marked package of Earth-bound Farm organic Heirloom LettuceLeaves sold in April to four eco-charitiesincluding American Forest, the Environmen-tal Working Group, the Natural ResourcesDefense Council and the Pesticide ActionNetwork. Consumers could vote online todecide which organization received thelargest share of the donation. Finally, all 5-oz. clamshell packages of Earthbound FarmOrganic Mixed Baby Greens prominentlyfeatured an on-pack instant redeemablecoupon good for $1.00 off any two Earth-bound Farm organic produce items.

RESULTS: Total sales lift for EarthboundFarm organic produce was 7 percent inApril and sustained the 7 percent liftthrough May. The Earth Day campaign gar-nered more than 12.6 million mediaimpressions. In a comparison betweenbefore Earth Day and after Earth Day, Earth-bound Farm gained 8,903 fans on Face-book, 336 Twitter followers and 21,392eNews Subscribers during the campaign.

IDAHO POTATO COMMISSIONEagle, ID

Idaho Potato HarvestOnline Video Gameand Sweepstakes

OBJECTIVE: The goal of this promo-tion was four-fold: to generate awarenessof the 2009 Idaho potato harvest amongconsumers of all ages; to educate con-sumers on the difference between Idahopotatoes and potatoes grown in otherstates; to promote the nutritional profile ofpotatoes, especially among children; andto encourage consumers to look for the“Grown in Idaho” seal every time theypurchase potatoes.

CAMPAIGN:With childhood obesity onthe rise, the IPC was inspired to launch itsfirst major educational tool targeting chil-dren and young adults who are beginningto make their first independent nutritionalchoices. To do so, the IPC, along with its PRagency, EvansHardy+Young (EH+Y),launched the Idaho Potato Harvest OnlineVideo Game and Sweepstakes just as kidswere heading back to school and thepotato harvest was in full throttle. Thegame, which was hosted on the IPC Website, educated kids about the Idaho potatoharvest process and focused on the all-around value of potatoes for both waistlinesand wallets. Everyone who finished thegame was automatically entered into asweepstakes for a chance to win a $10,000cash prize, split 50-50 between the individ-ual winner and a school of his or herchoice. The game and sweepstakes waspromoted through traditional public rela-tions initiatives, social media venues, suchas Twitter and Facebook, and in IPC’s bi-monthly newsletter. Additionally, an emailannouncement was sent to thousands ofschool superintendents across the country.

RESULTS: The game received morethan 9.4 million media impressions and7,900 entries from children, parents andeducators. The winner was a 14-year-oldboy from Davenport, IA, along with hisschool, Assumption Catholic High School.


DOLE FRESH VEGETABLESMonterey, CA

Consumer CommunicationsOBJECTIVE: To publicize the launch of

the new Dole Packaged Salads to the tradeand consumers, and to begin to educateconsumers on the packaging enhancement.

CAMPAIGN: The launch of the newsalad packaging was introduced with oneof the most comprehensive multimediamarketing launch ever for a salad line. Thecampaign was highlighted by the DoleSalad Guide, the first salad spokespersondedicated to inspiring and educating con-sumers on how to expand their salad cre-ativity. In addition to appearances at PMA,the Salad Guide spokesperson appeared innational television, print, outdoor, in-store,online and social media elements.

RESULTS: Media made more than 4billion impressions in the United States.The PR plan obtained more than300,000,000 impressions. Forty-thousandbrand enthusiasts were engaged througha social media presence.


IDAHO POTATO COMMISSIONEagle, ID

Comic Book CampaignOBJECTIVE: To reinforce and grow the

reputation of Idaho potatoes as America’shighest quality No. 1-selling potato. Also, toincrease retailer support for Idaho potatoes,thus driving volume and growing the potatobusiness throughout the country.

CAMPAIGN: The Comic Book campaigntouts the selling power of Idaho potatoesthrough tales of a heroic produce managerwho repeatedly saves a shopper from life-threatening situations orchestrated by an evilvillain trying to stock “no-name potatoes.”An internationally known comic book artistdrew the artwork by hand, which appearedthroughout retail trade publications in2009/2010 as colorful, full-page ads, in addi-tion to a number of print teaser ads, onlineads, direct mail and premiums and a super-charged PMA trade show booth. The IPCfield staff, which were featured in the ComicBook, reached out to retailers and industrypress with two premium giveaways including

a Produce Man Hero USB credit card andan insulated coffee mug displaying theEpisode 1 ad.

RESULTS: The Comic Book campaignhas won widespread recognition throughits humor and powerful approach. Inoffices throughout the nation, the IPC’sretail customers proudly display the comicbooks. Though branded potato sales areimpossible to track, based on the amountof retailer feedback and support, Comic

Book has dramatically improved Idaho’sreach to the trade through a consistent,integrated approach and a touch ofhumor.

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LITEHOUSE FOODSSandpoint, ID

Monsters vs. Aliens MoviePromotion

OBJECTIVE: Topartner with Pixar to publicize the Monstersvs. Aliens movie, promoted via Litehousecaramel dips in retail packaging; to developa thematic PMA booth based around themovie and drive traffic to it; to use theMonsters vs. Aliens theme to also drawattention to other products.

CAMPAIGN: Litehouse established apartnership with Pixar to promote the stu-dio’s Monsters vs. Aliens movie on Lite-house caramel dips. To take this partner-ship to the fullest extent, Litehouse collabo-rated with McDill Associates to develop athematic PMA Fresh Summit booth andpre-show mailer. Using the approach of amovie premiere, the Litehouse boothincluded “paparazzi” silhouettes taking pic-tures of the product and famous movieposters featuring Litehouse products. Bobthe Blob from the movie made a specialred carpet appearance and a movie-themed pre-show mailer was sent to tradeshow attendees to drive booth traffic.

RESULTS: The booth at PMA saw asteady stream of traffic as a result of themailer. Sales and marketing representa-tives received great feedback to the themeand graphics from customers and othertrade members.

OCEAN MIST FARMS/WEGMANSCastroville, CA

Artichoke-paloozaOBJECTIVE: To educate Wegmans’ con-

sumers and its produce executives abouthow to use artichokes. Specifically, to meetthis goal, the company sought to increaseWegmans staff’s knowledge about artichokesand drive sales of the category overall.

CAMPAIGN: OceanMist Farms partneredwith Wegmans on a four-week promotion duringthe peak volume pro-duction time period forartichokes. To comple-ment aggressive retailpricing, the campaignhad several elements thatinvolved both Wegmans’ associates andretail shoppers. “Artichoke 101” classeswere held in April to educate produceemployees about artichokes prior to theseason’s peak. In addition to a 60-minutevideo, which showcased the artichokemaking its field-to-fork journey, associateslearned about the artichoke consumer withdemographic profile information. OceanMist Farms provided photos of ideal arti-choke displays as well as suggestions foritems that could be cross-promoted withthe vegetable. Wegmans’ staff experiencedhands-on training regarding how to pre-pare, cook and serve an artichoke, which isuseful information they can pass on directlyto the consumer. Wegmans also used theChefs Unplugged feature in its Menu maga-zine to spotlight artichoke recipes.

RESULTS: During the six-week promo-tion, sales of Ocean Mist Farms’ artichokesincreased 800 percent over the sameperiod of time compared to a year ago.


NATIONAL MANGO BOARDOrlando, Fl

Holiday with Latin FlairOBJECTIVE: To encourage consumers

to use mangos year-round by focusing on anon-traditional mango season.

CAMPAIGN: Holiday recipes were pre-sented beginning in May with a televisionsegment featuring Ingrid Hoffman demon-strating a mango recipe at the Food &Finance High School in New York City.Other holiday recipes were presented invideos including Mango Holiday Dip,Mango Coconut Rice and Merry MangoFlan. In addition to the recipe, tips aboutpreparation, storage and use were includedin the videos, which were promoted on theNMB Web site, Facebook, Twitter andYouTube. Every time the video was viewedonline, the NMB donated $1 to the Food &Finance High School. In addition to thevideo, the NMB hosted editors from someof the major national consumer publica-tions for a luncheon with Ingrid Hoffman atthe high school.

RESULTS: The campaign garnered35,801,320 impressions, totaling 320impressions per dollar spent. Mango cover-age was included in a number of publica-tions, including Prevention, Bon Apétit,Cooking Light, Food NetworkMagazine andReal Simple, among others. The Food andFinance High School received a check for$5,000 from the NMB.


TANIMURA & ANTLE INC.Salinas, CA

Live From TennesseeOBJECTIVE: To introduce the com-

pany’s hydroponically grown Living Let-tuce to the geographic region east of theMississippi.

CAMPAIGN: Tanimura & Antle part-nered with McDill Associates to developthis product and regional-specific promo-tion. The promotion was launched with aregionally targeted premium direct mailingand subsequently supported in regionallyfocused print media and electronic media.The mailing , which was shipped in aunique triangular box to 150 produceexecutives, included a micro-phone/speaker with a pre-recorded mes-sage on an MP3 player directing recipientsto a microsite where they could learnmore about the product.

RESULTS: Living Lettuce is now sold to13 new accounts that previously did notpurchase the product. Of accounts thatwere already purchasing the product, Tan-imura & Antle has experienced up to a200 percent increase in individualaccount sales volume.

PANDOL BROTHERS INC.Delano, CA

New Grape VarietalIntroduction

OBJECTIVE: To successfully launchnew grape varieties in the marketplace,generating industry interest and sales, andfurther strengthening Pandol’s positioningas an innovator and pioneer in marketingnew varieties.

CAMPAIGN: The promotion, whichrevolved around communication piecessuch as brochures and e-blasts, primarilytargeted retail buyers, wholesalers and bro-kers, but also had a secondary audience ofthe produce industry at large. A tastingevent for local inspectors, buyers andmedia reinforced the previous mailers andads. Materials, samples and imagery incor-porated the same message into the com-pany’s PMA booth.

RESULTS: The promotiongenerated quite a bit of interest in the

new varieties. Retail buyers called in torequest samples; media representativeswanted to be involved with the tastingevent and our breeders were very pleasedwith how the company was able to positiontheir varieties and bring attention to them.The intended audience is still talking aboutand requesting these varieties and is inter-ested to hear what Pandol is working on forthe upcoming season.

UNIVERSITY OFMASSACHUSETTSAmherst, MA

Asparagus Introduces SpringOBJECTIVE: To double consumption of

fresh produce and create excitement andvariety in campus dining along with educat-ing students on the nutritious aspects ofasparagus and increasing the night traffic atthe dining commons within the University.

CAMPAIGN: The dining program at theUniversity partnered with the CaliforniaAsparagus Commission and celebrated chefand cookbook author, Betty Rosbottom, tocreate a week-long marketing event fromMarch 22 to March 26, 2010. Fresh Cali-fornia asparagus was featured all week indelicious and creative breakfast, lunch anddinner recipes including Asparagus andMushroom Filled Crepes and Asparagusand Rock Shrimp Risotto. On one day dur-ing the week, Rosbottom joined the diningteam to showcase some asparagus recipesfrom her Big Book of Backyard Cooking,which were then served in the dining halls.

RESULTS: A total of 2,464 pounds offresh asparagus was used throughout theweek in a total of 10 new asparagusrecipes. Despite the fact that the food costper meal increased by only 3 cents, theaverage traffic count was up 12 percent,or 1,135 students per day, compared toother weekly specials and the customersatisfaction rating increased to 8.5 on ascale of 10.

VIDALIA ONION COMMITTEEVidalia, GA

Ogres & OnionsOBJECTIVE: To capitalize on the appeal

of the popular Shrek movie franchise to sellmore Vidalia onions. Specifically, to utilizelikeability of Shrek with adults — particu-larly parents trying to make good foodchoices that also please their kids — whohave existing purchase power to sell moreVidalia onions in the short-term. Also, toassociate Shrek imagery and appeal withthe Vidalia name to establish and solidifyVidalia brand equity with future shoppers— particularly younger demographics — tosell more Vidalia onions in the long-term.

CAMPAIGN: The VOC signed an agree-ment with DreamWorks Animation SKGInc. to feature Shrek in all of its nationalmarketing and on-product packaging for2010. The campaign was announced at the2009 PMA Convention, where Shrek madespecial appearances at the VOC booth. Theall-encompassing campaign included manyretail elements such as POS materials in the

form of tear-off recipe/contest pads,a retail display contest, POP radio,Shrek packaging, Shrek bins and 1⁄2-bins, retail newsletters, retail salestools, circular ad artwork, paid adver-tising , trade editorial, Web siteredesign and DreamWorks and part-ner promotions

RESULTS: Mainstream mediaoutlets had a field day with this pro-motion and coverage was includedon CNN, in the Wall Street Journal andthe LA Times, just to name a few. A major-ity of the Top Ten retailers and all but oneof the Top 15 packers are participating,making it the most industry-wide partici-pation in a VOC program since the for-mative days of the Committee in the early90s. Not only have retailers embraced thepromotion by utilizing the VOC ShrekPOS materials, they are also branchingout with their own promotions, for exam-ple, integrating the onions with a ShrekDVD purchase. At press time, 11,000Shrek bins, 2.25 million Shrek bags,10,000-plus floor stands and box toppers,20,000-plus recipe pads and 20,000-plusprice cards had been distributed.


For information aboutentering the 2011

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Yet, for the past several years, avocados eithergrown in or shipped to the United States haveexceeded a billion pounds on a consistent annualbasis. That’s a lot of production, consumption andopportunity.

There’s something remarkable going on withthis once specialty fruit. Due to production in Cali-fornia, Mexico and Chile, Hass avocados, the pri-mary variety and type representing 91 percent oftotal avocado retail volume in the United States, arenow readily available year-round. When one sourceis down in size or volume, chances are anothersource has a bumper crop. This year, California hasa large crop extending its season; Chile’s season istaking off and Mexico, the biggest producer, cannow market year-round to the United States.

Consumption has moved beyond the coasts andsouthern border states, beyond Cinco de Mayo andthe Super Bowl, beyond Hispanic populations andway beyond guacamole. In the past two years,

every region of the country has increased avocadousage, and according to the Irvine, CA-based HassAvocado Board (HAB), category usage increased to64 percent of U.S. households.

Hass avocado promotion organizations, includ-ing Irvine-based California Avocado Commission(CAC), the Mexican Hass Avocado Importers Asso-ciation (MHAIA), in Coral Gables, FL, the ChileanAvocado Importers Association (CAIA), located inWashington, D.C., and the HAB make up the fed-eral marketing order. Assessments are funneled toone place — the Hass Avocado Board — and allo-cated for promotional use to organizations repre-senting the three sources to help build demandthroughout the year. The Avocado ProducersExporting Association of Michoacán (APEAM),headquartered in New York, NY, which representsMexican growers with additional promotion funds,works more independently. All the organizationshave shown unique cooperation in their efforts tojointly increase U.S. consumption of avocados. Thetotal sum of the available funds has substantiallyincreased the level of Hass avocado promotion.

Avocados are clearly an opportunity categoryfor retailers, not only in traditionally strong mar-kets, but also those relatively new to the big rev-enue and profit growth avocados generate wheneffectively merchandised and sold.

N O N E W S I S G O O D N E W SPerhaps the biggest news is the lack of it. Going

into fall 2010, Hass avocados, the preferred varietyin U.S. markets, have good supply of all sizes, nochanges in packaging, significant promotional sup-port from associations and wholesalers, an everstronger nutrition message and, thanks to televi-sion and internet programming and great visibilityfrom the foodservice market, an ever more curiousand adventuresome consumer eager to try newuses. What more could a retailer want?

Bill Tarleton, director of marketing and commu-nications of Mission Produce Inc., in Oxnard, CA,

In spite of all the economic news thrown atus every day, a billion is still a big number.

Five Strategies ForIncreasing Avocado SalesFall used to be a pretty slow time for avocados. Not any more.Make the most of the season with fruit from three countries.

B Y M E R E D I T H A U E R B A C H

Avocados From Mexico has teamed up with actress and mother,Holly Robinson Peete, to promote healthful eathing habits.

Photocourtesy

ofAvocados

from

Mexico

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asks, “If 90 percent of California householdsbuy avocados and other Southeast marketstop 75 percent household penetration, whatare the growth opportunities in other mar-kets? We believe they are huge and extendbeyond Hispanic consumers.”

Great merchandising really comes downto knowing your customers and using thatknowledge to develop the classic strategiesof assortment, pricing, promotion and dis-play. Effective communication with cus-tomers is the final and best strategy to lever-age category growth.

Below are five strategies to make the mostof the year-round avocado crop.

S T R AT E G Y # 1 :A S S O R T M E N T

Bob Kirch, executive vice president andchief operating officer for Caito Foods Ser-vice Inc., a major fresh produce distributorlocated in Indianapolis, IN, says, “We lookat our retail customers in a 10-state regionand find that a large avocado, size 36 to 40,is the foundation a retailer can build on;additional sizes can go up or down depend-ing on demand, season and promotion. Weservice good consumption markets likeChicago, that can support a number ofsizes, to smaller Midwest communities,where avocados are underdeveloped as acategory. Bags of smaller avocados canattract new customers or smaller house-holds who want a fresh avocado to useevery day.”

Equally as important in selection as sizeis ripeness. When a customer steps up to thedisplay, consider the rapid stream ofthought that occurs: “Oh, avocados, thatwould be great on a salad tonight....we couldinvite the neighbors to watch the game thisweekend and make guacamole.....I could trythat recipe I saw on the Food Network.”Every one of those thoughts has a different

requirement: Ripe tonight; ripe this week-end, ripe sometime in between. The bestavocado merchandisers have all those basescovered with a three-stage ripeness choicefor customers, each carefully differentiatedand signed or stickered.

Florida presents a unique opportunitywith its green, thin-skinned avocados,branded as Slimcados. Mary Ostlund, direc-tor of marketing for Brooks Tropicals LLC,headquartered in Homestead, FL, remindsretailers, “Our green, thin-skinned avocadosrepresent about 9 percent of the market andprovide the lower fat and lighter taste thatmany consumers seek.” It’s one more wayto call attention to avocados and expandconsumer choice.

S T R AT E G Y # 2 : P R I C I N GKirch encourages retailers to vary pricing

according to size, “For some, selecting avoca-dos by price point can be wise,” he suggests.“An example might be sizes 48 to 60 todevelop incremental sales.”

APEAM marketing director, EmilianoEscobedo,

Documents

Reader Service # 50€¦ · Change Service requested: POSTMASTER: Send address changes to PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425. PRODUCE BUSINESS (ISSN 0886-5663)