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ReaderService#42 JAN.2011•VOL.27•NO.01•$9.90 p.29 p.43 features departments cover story 22 THE IMPORTANCE OF FOODSERVICE MARKETING CLAMSHELLS: PROTECTINGYOUR 55 PRODUCE FROM FIELD TO FORK WholesalersViewedasConvenient Thereareanumberofconsiderationsto AlternativeForFoodserviceBuyers 18 RETAILERS BUILD EQUITY contemplatewhenchoosingclamshellsfor Traditionalproducewholesalersand WITH STORE BRANDS yourproduce,andcost,protectionandfood terminalmarketwholesalersprovide Privatelabelproduceservestobrandthe safetyissuesarejustafewofthem. servicestofoodservicebuyersthatkeep storeandattractconsumers. themcomingbackformore. 29 MAKE MUSHROOMS INTO commentary YOUR RECIPE FOR SUCCESS Anutrtitiousadditiontoanymealandone MERCHANDISING REVIEWS thatisclimbingtheproducedepartment 8 60 THE FRUITS OF THOUGHT ladder,mushroomsareabestbetfor TopTipsForWarmingUp IsPrivateLabelAMistake retailersthiswinterandthewholeyear TropicalFruitSales ForFreshProduce? through. Enticingdisplaysandconsumereducation canmovetropicalproduceoffshelvesand 78 34 RETAILPERSPECTIVE MEXICAN INDUSTRYCONTINUES intoshoppingcarts. HitsAndMisses TO EXPANDAND DEVELOP Mexicanproducersarenotrestingon 79 66 VOICE OF THE INDUSTRY theirsuccess,butcontinuingtoaddnew SecretsToMakingBulk ViewingFreshSummitFromAChild’sEye productsandgrowingregionstothebenefit LettuceABigWinner ofretailersandtheirconsumers. Bulklettucecontinuestobealargedrawin 80 EUROPEAN MARKET produce,asconsumersfocusonstaying 43 GlobalG.A.P.2011-2015:Mainstreaming SEVEN STRATEGIES TO SELL healthyin2011. FoodSafetyAndSustanability MORE SPECIALTYCITRUS Customereducation,eye-catchingdisplays in this issue andsmartpromotionshelppushspecialty DRIED FRUITAND NUTS citrusthroughthewintermonths. 72 PeanutsMakeABoldStatement 50 4 RING IN THE NEW YEAR Newflavorsandsubstantiatedhealthclaims THE QUIZ WITH CHILEAN FRUIT SALES makepeanutsawinner. Consistenthighqualityfruitfromthe 6 WASHINGTON GRAPEVINE SouthernHemispherewillkeep consumershappyallwinterlong. FLORALAND FOLIAGE MARKETING special features 10 PRODUCEWATCH 76 TantalizeThemWithTropicals Year-roundappealoftropicalplantscreates 12 7 TRADE SHOW CALENDAR FROM THEPAGESOF colorfulsalesopportunitesforretailers THEPERISHABLEPUNDIT lookingtoboostfloralprofits. 14 RESEARCH PERSPECTIVES JustBeforeMidnightAtDisney...ABoy’s MerryChristmas‘Miracle’With p.66 15 ALessonForSeekingOpportunitiesIn COMMENTSANDANALYSIS Business...AndLife 75 FLORALWATCH 16 25INNOVATIONS THAT SHAPED THEINDUSTRY 81 Followingthecoverstoryfrom INFORMATION SHOWCASE October’s25thAnniversaryEditionof 82 PRODUCEBUSINESS,industryleaders BLAST FROM THE PAST continuetodiscussinnovationsthat shapedtheproduceindustry. ChangeServicerequested:POSTMASTER:SendaddresschangestoPRODUCEBUSINESS,P.O.Box810425,BocaRaton,FL33481-0425. PRODUCEBUSINESS(ISSN0886-5663)ispublishedmonthlyfor$58.40peryearbyPhoenixMediaNetwork,Inc.,P.O.Box810425,BocaRaton,FL33481-0425. JANUARY 2011 • PRODUCE BUSINESS 3 PRODUCE QUIZ THIS MONTH’S WINNER Mike Harmon JAN.2010•VOL.27•NO.01•$9.90 Regionalmanager,DomexSuperfreshGrowers P.O.Box810425•BocaRaton•FL33481-0425 Phone:561-994-1118•Fax:561-994-1610 Birmingham,AL [email protected] PRESIDENT&EDITOR-IN-CHIEF Mike Harmon has spent foodservicecompanies,too.” JamesE.Prevor mostofhiscareerinthepro- Mikelovesthedailyinteractionwithcus- [email protected] duceindustry.Beforejoining tomers that his job offers. “We — my cus- PUBLISHER/EDITORIALDIRECTOR DomexSuperfreshGrowers, tomers and myself — both have the same KenWhitacre wherehehasworkedfornineyears,he goal in mind. We want to sell more apples, [email protected] workedforChiquita,aswellasasubsidiaryit pears and cherries, so it’s great to work SPECIALPROJECTSEDITOR owned called California Day-Fresh Foods, the together,”hesays. MiraSlott [email protected] manufacturersofNakedJuice. Mike has been reading PRODUCE BUSINESS AsaregionalmanagerforDomex,“Icover “atleast10years.Thearticlesaretimelyand ASSISTANTEDITOR AmyShannon apieceofgeographyinsupportofourselling, stimulating,inthatyouhaveanopportunity [email protected] executepromotionalplanningandattemptto tolookatyourcategoryandgainanewper- getnewcustomersandnewdistribution,”he spective,”hesays.“Ialsoliketoreadarticles ASSISTANTEDITOR JenniferLeslieKramer says. “I handle the Southeast and Midwest, on other commodities so I can learn some- [email protected] speak with retailers, wholesalers and a few thingnewandfindsomethingtransferable.” CIRCULATIONMANAGER KellyRoskin How ToWin!TowinthePRODUCEBUSINESSQuiz,thefirstthingyouhavetodoisenter.Therulesaresimple:Read [email protected] throughthearticlesandadvertisementsinthisissuetofindtheanswers.Fillintheblankscorrespondingtothe questionsbelow,andeithercutalongthedottedlineorphotocopythepage,andsendyouranswersalongwitha EXECUTIVEASSISTANT businesscardorcompanyletterheadtotheaddresslistedonthecoupon.Thewinnerwillbechosenbydrawingfrom FranGruskin theresponsesreceivedbeforethepublicationofourMarchissueofPRODUCEBUSINESS.Thewinnermustagreetosub- [email protected] mitacolorphototobepublishedinthatissue. EUROPEANBUREAUCHIEF RobertZwartkruis [email protected] WIN AWIRELESS INDOOR/OUTDOOR SPEAKER PRODUCTIONDIRECTOR Don’t let anything get in the way of your favorite tunes. The 20- DianaLevine watttransformersignalgoesthroughwallsandobstaclesindoorsand [email protected] out,deliveringpowerful,balancedsoundupto150feetaway.Plugin PRODUCTIONLEADER youriPod,iPhone,computer,stereoorMP3playerandenjoy!Ahandy JackieTucker remote control adds to the convenience. PRODUCTIONDEPARTMENT SUNSHINEGORMAN FREDDYPULIDO QUESTIONS FOR THE JANUARY ISSUE DIRECTOROFONLINECOMMUNICATIONS JASONKAHAN 1)NamethreepeopleontheCoronaMarketingsalesteam._______________________________ TRADESHOWCOORDINATOR JackieLoMonte ______________________________________________________________________________ [email protected] CONTRIBUTINGEDITORS 2)HowmanydistributioncentersdoesJemDhave? ____________________________________ CarolBareuther,JulieCookRamirez, JuanitaGaglio,PaulaHendrickson, ______________________________________________________________________________ BobJohnson,JodeanRobbins, JonVanZile 3)WhatisthecontactnumberforBoothRanches?_____________________________________ ADVERTISING EricNieman,AssociatePublisher 4)DuringwhatmonthswillTanimura&Antleofferits“GetInShape”ArtisanLettuce? ________ [email protected] ______________________________________________________________________________ SandyLee [email protected] BillMartin 5)WhatarethedatesforPBH’sAnnualMeeting,GolfTournament&GalaontheCoast?________ [email protected] ______________________________________________________________________________ ColleenMorelli [email protected] 6)WhatisthesloganforBlueBookServices?__________________________________________ EllenRosenthal [email protected] ______________________________________________________________________________ FLORALDEPARTMENTMARKETING E.ShaunnAlderman ❏ ❏ [email protected] Thisissuewas: Personallyaddressedtome Addressedtosomeoneelse Sendinsertionorders,payments,pressreleases, Name ______________________________Position ______________________________ pPRhOoDtUoCsE,BleUtStIeNrEsSSt,oP.tOhe.Beodxito8r1,0e4t2c.5,to BocaRaton,FL33481-0425 Company __________________________________________________________________ PH:561.994.1118 FAX:561.994.1610 PRODUCEBUSINESSispublishedbyPhoenixMediaNetwork, Address____________________________________________________________________ Inc.JamesE.Prevor,ChairmanoftheBoard P.O.Box810425,BocaRaton,FL33481-0425. City_______________________________________________________________________ Entirecontents©Copyright2011 PhoenixMediaNetwork,Inc.Allrightsreserved. State _____________________________________Zip _____________________________ PrintedintheU.S.A. PublicationAgreementNo.40047928 Phone ______________________________Fax __________________________________ Photocopiesofthisformareacceptable.Pleasesendanswersto: JANUARYQUIZPRODUCEBUSINESS•P.O.Box810425•BocaRaton,FL33481-0425 4 PRODUCE BUSINESS • JANUARY 2011 PRODUCEBUSINESSisacceptingnominationsforitsSeventhAnnual40-Under-FortyProject,whichrecognizestheproduceindustry'stopyoungleaders. Honoreeswillbeselectedbasedontheirprofessionalaccomplishments,demonstratedleadershipandindustry/communitycontributions.Tobeeligible,nomineesmust beundertheageof40asofJanuary1(PeoplebornafterJanuary1,1971). Tonominatesomeone,pleasefilloutthisformbyMarch1,2011,andfaxbackto561-994-1610. Once nominated,the candidate will receive forms from us to fill out asking for detailed information.A candidate only needs to be nominated one time.Multiple nominationswillhavenobearingonselection. ABOUTTHENOMINEE: Nominee'sProfessionalAchievements: __________________________________________________________________ FirstName___________________ LastName____________________________ __________________________________________________________________ ApproximateAge____________________________________________________ __________________________________________________________________ Company__________________________________________________________ Position____________________________________________________________ Nominee'sIndustry/Community/CharitableActivities: Address____________________________________________________________ __________________________________________________________________ City______________________________ State______PostalCode____________ __________________________________________________________________ __________________________________________________________________ Country___________________________________________________________ Phone____________________________ Fax____________________________ ABOUTTHENOMINATOR: E-mail_____________________________________________________________ FirstName___________________ LastName____________________________ Company__________________________________________________________ In100wordsorless,describewhythispersonshouldbenominated: (Youcanuseaseparatesheetforthis) Position____________________________________________________________ __________________________________________________________________ Address____________________________________________________________ __________________________________________________________________ City______________________________ State______PostalCode____________ __________________________________________________________________ Country___________________________________________________________ __________________________________________________________________ Phone____________________________ Fax_____________________________ __________________________________________________________________ E-mail_____________________________________________________________ Nominatorinformationisforouruseonlyandwillnotbesharedwithcandidateorhaveabearingonselection. Formoreinformationemail:[email protected] G TONG N R I A H P Making the Connection: S E A V W I N Child Nutrition Success and E Your Business ByPatrickDelaney CommunicationsManager UnitedFreshProduceAssociation E arly last month, President Barack process,pack,shipandsell. —thanthevouchersforanyotheritem.Put ObamasatatadeskatWashington’s Amongotherimprovements,theHealthy, simply, the WIC program is contributing HarrietTubmanElementarySchool Hunger-FreeKidsActprovidesanincreaseof millionsofdollarsinproducesaleseachmonth andsignedintolawtheHealthy,Hunger-Free sixcentsintheper-mealreimbursementrate incommunitiesacrossthenation. KidsAct of 2010.Several weeks before that, —tieddirectlytoservingmorehealthfulfood The success hardly stops with the WIC FirstLadyMichelleObamajoinedstudentsat likefruitsandvegetables—forschoolspartic- program.Threemillionstudentsinelementary Miami’sRiversideElementaryforthelaunch ipatingintheNationalSchoolLunchProgram. schools in all 50 states, the District of ofLet’sMoveSaladBarstoSchools!Indoingso, Whileonitsface,sixcentsmaynotseemlike Columbia and the U.S. Territories receive a both members of the First Family shined a aninfluentialnumber;whenmultipliedbythe freshfruitorvegetablesnackeveryschoolday spotlight like never before on the way 31millionchildrenwhoeatschoolmealsevery throughtheFreshFruitandVegetableProgram America’s children are fed at school, in day,andoncemorebytheaverage180school (FFVP).Expandednationallyinthe2008Farm childcaresettingsandthroughfederalfeeding days,resultsinapotentialseaofchangenot Bill,FFVPwillprovide$101millionforthe programs.Itwasbynoexaggerationahuge onlyintheeatinghabitsofAmerica’sschool- purchaseoffruitandvegetablesnacksinthe stepforwardforthehealthofchildrenacross children,butperhapsmoreimportantly,inthe 2010-2011 school year, and that total will thecountry,andagreatandhistoricmonthfor purchasing habits of America’s school increase to $150 million for the 2011-2012 nutritionadvocatesintheUnitedStates. foodservice directors. Add to that the new schoolyear. Still,manyintheproduceindustrymaynot fundingprovidedforfarm-to-schoolandlocal Add to those successes the recent immediatelyrecognizethelong-termramifica- produce programs, improved nutrition announcementoftheLet’sMoveSaladBarsto tionsofthesedevelopments.Ourmembersare standards consistent with updated Dietary Schoolsinitiative,andyouhaveacoordinated, hard-workingmenandwomenwithcountless Guidelines(whichadvocateincreasedproduce effective, well researched and well funded demandsontheirtime,andpayingattentionto consumption) and several other produce- strategy to get kids to eat more fruits and theinnerworkingsofCapitolHillisassuredly centric stipulations, and the Healthy, vegetables,andthat,attheendoftheday,isa not high on their to-do lists. While it is Hunger-FreeKidsActbecomesonethatnot fightinwhichweallhaveastake. incumbent upon each to act as a good onlyfeaturesfreshfruitsandvegetablesasthe In the advertising and public relations corporatecitizenandservethecommunitiesin linchpinintheefforttobuildhealthierpublic- arena,a great deal of stock is placed on the whichtheyliveandoperate,abusinessisafor- sector meals for children, but also provides number of impressions garnered over the profitendeavor,andifnotprofitable,cannot schools with the all-important money to course of a campaign. These improved and remainsolventlongenoughtoserveanyone. purchasethoseproducts. expanded child nutrition programs are Why,then,hasUnitedFresh—anorgani- TheprogressoftheHealthy,Hunger-Free creatingmoreimpressionsforourindustry. zationchargedwitheffectingpositivechange KidsActisbuttressedbysuccessmadeinthe They are affording produce businesses the on the collective bottom line of the entire SpecialSupplementalNutritionProgramfor opportunitytogettheirproductsinfrontof produceindustry—madeitsuchapriorityto Women,InfantsandChildren(WIC).Asthe no less than a generation of potential remainatenaciouslypresentvoiceinthechild resultofanationwiderolloutinOctober2009, consumers;onethathasbeenlargelyunder- nutrition discussion? The answer lies in the 9millionWICmomsandkidshavetheoppor- servedwhenitcomestotheamountoffresh, millions of children for whom the Healthy, tunity to use $600 million in vouchers to healthfulfoodmadeavailabletoitatschool. Hunger-FreeKidsAct,theWICprogram,the purchasefreshfruitsandvegetablesatgrocery More fruits and vegetables consumed at FreshFruitandVegetableProgram,Let’sMove stores and many farmers’ markets. What’s restaurants,purchasedatgrocerystoresand SaladBarstoSchoolsandothersimilarinitia- more, pilot programs have shown that the servedinschoolsmeansmoreproducesold, tivesmeanaddedexposuretothehealthyfruits vouchers for fruits and vegetables are burgeoningdemand,newcustomersandthe andvegetablesourmembercompaniesgrow, redeemedwithgreaterfrequency—91percent all-importantincreaseinrevenue. 6 PRODUCE BUSINESS • JANUARY 2011 Just Before Midnight At Disney...A Boy’s Merry Christmas ‘Miracle’ With A Lesson For Seeking Opportunities In Business...And Life FROM JIM PREVOR’S PERISHABLE PUNDIT 12.24.2010 ThePunditfamilyspentlastweekend at Walt Disney World attending Mickey’s Very Merry Christmas Party. We split up at one point and the PunditwaswithJuniorPunditPrimo,aka William, age nine. It was 11:32 pm and, though tired, he very much wanted to takeaphotowithWinniethePoohinhis Christmas outfit. Alas, we had gone to CityHallwherehehadstoodtheprevious year,butthisyear,weweretoldhewasby the Winnie-the-Pooh ride on the other endofthepark. Thepark,however,wastocloseatmid- night and the characters usually stop greetingpeople30minutesbeforeitcloses. Soat11:32theywerealreadygoneor,cer- tainly, they had ended the line. The cast memberexplainedthisalltoWilliam,who already knew the rules and still listened politely. Then, when Dad suggested that since it didn’t look like Winnie-the-Pooh wasgoingtohappenwefindalastrideor webothchanted,“Dreamscometrue,”for crossingofourfingersandthechantingout show to catch before the close, William allaroundustohear. louddidn’tkeepthosecharactersoutlate. turnedandpronounced:“C’monDad,we AtthePoohrideweweretoldthechar- Wejustgotlucky. are atDisney. Why don’twe make a little acters could be found at the entrance to Yet that is not completely true. For magichappen?Ifwecrossourfingers,run Toon Town, but were probably in for the only one who believed so intently in as fast as we can and say, ‘Dreams come night. Yet we ran forward, fingers still one’sabilitytochangerealitywouldhave true,’aswerun—Ibetwecangetapic- crossed and still chanting about dreams bothered to run at all. And if we hadn’t turewithChristmasWinnie-the-Pooh.” comingtrue,andthen,at11:52,incontra- run,wewouldn’thavebeeninaplaceto take advantage of what was happening thatnight. Williamcomesfromalonglineofentre- It is those who believe they can preneurs, and with Christmas beckoning, well, maybe in his actions he tapped into accomplish great things who find that entrepreneurial vein and, in his own themselves at the place where they can way,remindedusthatveryoften,itisthose who believe they can accomplish great seize opportunities. things who find themselves at the place wheretheycanseizeopportunities. After all, it may have been a small Perhapsabetterfatherwouldhaveused ventiontoallweknewaboutDisneypolicy, dream,butthepointwasclear.Attempting the moment to disabuse the child of such therewasPoohandPiglet,intheirChrist- something doesn’t mean the dream will foolishfantasies.Hewouldhaveexplained masscarvesstillposingforpictures. come true, but not attempting it guaran- that there is no magic and dreams come William, certain he had made some teesitwon’t. true from hard work, not finger-crossing magichappen,justgrinned,andthephoto ThereisalineintheOscar&Hammer- and mindless repetition. This father, how- wassnapped—alittleChristmasmiracleto steinmusical,TheKingandI,thatsays:“If ever,justcouldn’tbringhimselftoburstthis takehomewithus. youbecomeateacher,byyourpupilsyou’ll particularbubbleandso,athighgallopwe Itisallsilly,ofcourse.Rationalasweare, be taught.” The same thing can be said traversed the park with fingers crossed as weknowthattheintensityofourbelief,the aboutbeingaparent. JANUARY 2011 • PRODUCE BUSINESS 7 THE FRUITS OF THOUGHT IS PRIVATE LABEL A MISTAKE FOR FRESH PRODUCE? ByJamesPrevor President&Editor-in-Chief A cross the entire store, the problem We’vereceivedmanyunsolicitedlettersfromconsumershereat withprivatelabelisobvious.Retailers PRODUCEBUSINESStellingustheymisstheirfavoritebrandswhenthis aredrawntosuchprogramsbecause happens.Theyclaimthequalityislower;theyclaimtheymissouton theycanpurchaseproductslessexpensively variouspromotionsthatthebrandedplayersusedtorun,andsome andthusrealizehighermargins.Onlyasmall havetoldustheyhaveswitchedstorestogettheproducttheywant. partofthislowerprice,though,isaccounted Thismakesonewonderiftheuseofprivatelabelinfreshproduceis forbyreducingmanufacturerprofit.Most reallydrivenbyafocusontheconsumerorbychainslookingtoboost comes about by eliminating costs such as theirownmarginsortomaintainuniformpresentationsinthestore. advertisingandresearchanddevelopment. Interestinglyenough,themoreextensiveprivatelabelbecomes,the Yeteliminatingthesecostsisproblematic. lesslikelyitistocontributemuchtoretailmargins.Ifaproducerhasa Intheshortrun,thecategorymaydowell;inthelongrun,theabsence fresh-cutfactory,forexample,anditisrunningat90%ofcapacity,a ofinvestmentinR&Dandmarketingwillpreventthecategoryfrom retailercanoftencutagreatdealtodoprivatelabelwiththatlast10% achievingthegrowthitcouldhave. ofcapacity.Producerswillbetemptedtogofortheboostintheirshort- Inotherwords,Chiquita’smarketingofbananasdidnotjusthelp termprofitsandofferagreatprice. Chiquita.Theseeffortshelpedbuildthecategory.Todayweseesimilar Whetherthisiswiseisanotherquestion.Afterall,theretailerwho concertedeffortsbycompaniessuchasDolewithitsDoleSaladGuide getsthisgreatprivatelabelpricewillbesellingindirectcompetition tobuildthesaladcategory. with the retailers buying the In a sense, private label pro- branded product that supplies grams leach on the efforts of Privatelabelcombinesbeingof little 90%ofthevolumeandmorethan brandedcompaniestodevelopthe valuetotheretailerwithbeing thatofthedollarsales.Forapro- potential of the category. When ducertoempoweracompetitorto particularlydeadeningtothefuture suchprogramsweresmallgrocery- its branded lines with marginal based programs and mostly growthof thecategory. costpricingmaynotbeabrilliant focusedonconsumerswhowere businessstrategy. highly price-focused,they didn’t Inanycase,thisdeepdiscount matter much, and one could at modelcanonlyworkaslongatthe leastarguethatbyprovidingalowcostalternative,privatelabelprod- vastmajorityofthesalesandproductionarebrandedandpayingthe uctscouldserveasaportalofentryintothecategory. overhead.Asprivatelabelgrows,increasinglyprivatelabelwillhaveto Inproduce,privatelabelcombinesbeingoflittlevaluetotheretailer carrytheoverheadoftheplantandthebusiness.Thismeansthesav- withbeingparticularlydeadeningtothefuturegrowthofthecategory. ingsfromgoingtheprivatelabelroutecanonlyberealizedbynotdoing ManyasupermarketCEOhasdemandedthathisproduceVPdoapri- thingssuchasR&Dandmarketingthatbrandedmarketersdo. vatelabelprograminfreshproducesothattheretailercanrealizethe Somefactsspeaktothetruthofthematter.Althoughmanyolder additionalmargin.Invirtuallyeverycase,thoseCEOshavebeendis- retailersowntheirowndairiesormanufacturingfacilities,itisnotable appointedintheresults…andtheydon’tknowthehalfofit. thatWal-Mart,whichcangetmoneyverycheaply,haseschewedinvest- Theproblemisthat,inothercategories,therearefatexpenditures mentinsuchfacilitiesbecauseitsexecutivesdonotbelievetheycan onthingssuchasmarketing,andsoaswitchtoprivatelabelcanreal- realizeadesirablerateofreturn.Thismakesussuspectthatmuchofthe izelargesavings.Marketingexpendituresonproduce,however,arethin, rushtoprivatelabelisbasedonthefactthatenormousretailbuyersin soitissimplynotpossibletorealizethelargemarginbooststhatgro- aconsolidatingmarketcandemandpricesthatarenotsustainable.That cerydelivers.ThisiswhytheCEOsareinevitablydisappointedwith istosaytheycandemandpricesthatdonotprovideasufficientreturn privatelabeleffortsinproduce. tojustifybuildingfoodproductionfacilities. Theotherhalfofthematteristhattheprivatelabeleffortsdisap- Doing this may goose this quarter’s numbers,maybe this year’s pointconsumersanddeadenthecategoriesonatotallydifferentscale numbers,maybeevenafewyears’numbers.Longterm,though,retail- fromtheirimpactingrocery.Thegroceryaislesarefilledwithprivate ersdependonavibrantsupplysector,asupplybasewillingandableto labelproduct,butonlyafewspecializedstoressellprivatelabelprod- investinnewfacilities,pourmoneyintoR&Dtodeveloptheproducts uctsolely.Atmostsupermarkets,privatelabelisstilljustanoption. ofthefutureandasupplybasepreparedtoinvestinmarketingtoper- Infreshproduce,itistypicaltosellonlyonebrandofeachitem, suadetheconsumertoengagewiththecategory. andtherefrigeratedshelfspaceisseverelylimited.Soveryoftenthe Inanagewheresustainabilityisalltherage,thereisarealquestion decisiontosellprivatelabelproduceisnotadecisiontogiveconsumers astowhethertoday’sfocusonprivatelabelisn’tjustamanifestationof anadditionaloption,but,rather,adecisiontobumpabrandedsupplier unsustainablethinking,wheretoday’sprofitmarginsareenjoyedby offtheshelvesandreplacethefacingwithaprivatelabelproduct. guttingthefuturepotentialofthecategoryandtheindustry. pb 8 PRODUCE BUSINESS • JANUARY 2011 ReaderService#38 PRODUCE WATCH TRANSITIONS FRESKAPRODUCEINTERNATIONAL F&SPRODUCE OXNARD,CA ROSENHAYN,NJ TomHallhasjoinedFreskaassalesmanager.He LouCooperhousehasjoinedaspresidentand bringsmorethan10yearsofexperienceinsales chiefoperatingofficer.Hewillbefocusedon ofmangos,bananas,pineapplesandotherfresh developingstrategiccustomerrelationships, commodities.HehasworkedforCoastTropical, alliances,licensingandpartneringandacquisi- MauiPineappleandDelMonte.Hepossesses tionopportunitiesinanefforttoachievesignifi- extensivecontactsandasolidunderstandingof cantcompanygrowth.Hewasformerlythe thebusiness. directoroftheFoodInnovationsCenteratRut- gersUniversity. PRO*ACT MONTEREYMUSHROOMS MONTEREY,CA WATSONVILLE,CA JudyHenrichsenwashiredasdirectorofbusi- MarkKreinerwashiredastheNortheast nessdevelopment.Shewillbedevelopingnew regionsalesmanager.Hewillmanageallfresh nichemarkets,targetingcompaniesandorgan- mushroomsaleswithbothretailandfoodser- izationsthatwillbenefitfromthecompany’s vicecustomersoperatingintheOhiotoNew industry-leadingprocurement,foodsafetyand Yorkcorridor,includingtheGreaterNewEng- supply-chainmanagementprograms.Shewas landstates.Heworkedinvarioussalesposi- mostrecentlynationalaccountssalesmanager tionsrangingfromregionalmanagertovice forBrothersProduceinHouston,TX. presidentofsales. NEW PRODUCTS PACKAGEDGREENBEANS BIO-TURBO100 ColorfulHarvest,Salinas,CA,introducedanew MiatechInc.,Portland,OR,introducedanewly lineofpackagedgreenbeansatthePMA developedBio-Turbo100atthePMAFresh FreshSummitShowinOrlando,FL.Thenew SummitShowinOrlando,FL.Thisisamuch packagingoptionsforitsinnovativeandcolor- smaller,lighter,moreaffordableversionof fulproductswillgiveshoppersahigherlevel Miatech’sinnovativeairbornepathogenand ofconvenience.Thecompanyhashiredavet- ethylenegas-removingBio-Turbo.Itiswell eranproductdevelopmentdirectortodrive suitedforretailerproducewalk-incoolersand thenewvalue-addedprogram. smallstoragerooms. ReaderServiceNumber300 ReaderServiceNumber301 HAND-LABELINGSYSTEM ANTIOXIDANT-BOOSTING SinclairSystems,Fresno,CA,has BROCCOLI developedaHandLabelingSystem ApioInc.,Guadalupe,CA,and (HLS)completewithauniquetethered MonsantoVegetableSeeds, mechanismthatfeaturesbothmobility Oxnard,CA,collaboratedto andanultra-lightweightapplicator.Itis developBenefortéBroccoli,anew idealforlabelinganysmalllotspacked productthatnaturallybooststhe intraysorlooseproduce,including body’santioxidantenzymelevelsatleasttwotimesmorecomparedto tomatoes,apples,citrusandexotics, otherleadingbroccolivarieties.Benefortébroccoliistheresultofmore suchasbananasandmangos. than10yearsofplantbreeding. ReaderServiceNumber302 ReaderServiceNumber303 BOLDNEWPACKAGING PAULADEENSOUTHERNDISHES Coastlinehasrepositioneditsproductline WPRawl,Pelion,SC,introducesPaula withanattractivenewpackaging.Thenew DeenSouthernDishes.Thenewlinecapi- colorschemeandbolddesigngivethe talizesonPaulaDeen’sbrandpowerthat company’spackageafreshnewlookwhile extendsfromTVandrestaurantstocook- complementingitscommitmenttoout- books,magazinesandahostoflicensed standingquality.Italsocreatedandadded products.Allitemsareexpectedtoretail theTreeofLifeiconforallofitspackaging, forabout$3.99andbesupportedwitha whichillustrateshowessentialthenutrients consumer-marketingprogram. andvitaminsareforahealthfulliving. ReaderServiceNumber305 ReaderServiceNumber304 ANNOUNCEMENTS SEALEDAIRLAUNCHES CHIQUITAREDESIGNS NEWWEBSITE FRESHEXPRESSWEBSITE SealedAirCorp.,ElmwoodPark,NJ, ChiquitaBrandsInternationalInc.,Cincinnati, launcheditsnewWebsite,whichfocuses OH,announcedaredesignoftheFresh onestablishingacloserrelationshipwith ExpressWebsitecompletewithimprovedand customers,suppliers,investorsandother expandedrecipecategories,anopportunityto stakeholders.Onlineuserscanreadthe swaprecipesandviewdetailedproductand latestinformationonSealedAir’sbusi- promotionalinformation.Consumerscanalso nesses,viewup-to-datenewsandevents,accessinvestordataandlearn accessnutritionalinformationandlinksto aboutthecompany’ssustainabilityinitiatives. otherproductsfromFreshExpress. ReaderServiceNumber306 ReaderServiceNumber307 ProduceWatchisaregularfeatureofPRODUCEBUSINESS.Pleasesendinformationonnewproducts,personnelchanges,industry,corporateandpersonalmilestonesandavailableliterature, alongwithacolorphoto,slideortransparencyto:ManagingEditor,PRODUCEBUSINESS,P.O.Box810425,BocaRaton,FL33481-0425,[email protected] 10 PRODUCE BUSINESS • JANUARY 2011