Winter Promotion Opportunity Still Abounds - Produce Business

124 Pages·2013·26.32 MB·English

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WWW.PRODUCEBUSINESS.COM
DEC 2013 • VOL. 29 •NO. 12 •$9.90
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INSERT EXCLUSIVE
INSIDE:
THEPUNDITLOOKSATPMA’S
STATE-OF-THE-INDUSTRYADDRESS
SUPERBOWLMARKETING• CHILEAN
FRUIT• POTATO& ONIONSALES
ALMONDS• THEPATHTOPTI
PRODUCEKITTRENDS
FLORALBUSINESS NEWYORK VEGETABLEOPTIONSONMENUS
MAGAZINE FOODSCENE BOSTONMARKETPROFILE
DOLE Fruit_Ad 11/19/13 5:55 PM Page 1
TOC_Layout 1 12/4/13 8:56 PM Page 1

34
DEC. 2013 •VOL. 29 •NO. 12 •$9.90 SCORE A TOUCHDOWN WITH
SUPER BOWL MERCHANDISING
From avocados to flowers, retailers can
capitalize on winter’s ultimate football
feeding frenzy by planning now.
38
HEAT UP SALES OF WINTER
PRODUCE FROM MEXICO
Increase winter revenues from
Mexico-sourced items with a little extra
promotion focus.
46
CHILE: WINTER PROMOTION
OPPORTUNITY STILL ABOUNDS
Retailers are encouraged to continue to
plan and execute promotions on key items. p.83
  83
MERCHANDISING PROGRAMS TO
 
SELL MORE POTATOES & ONIONS
24 Industry experts discuss traditional and
5 TOP IMPORT TRENDS unique ways to merchandise, promote, and 17
Anything is possible for the future, but sell more potatoes and onions. FROM THE PAGES OF
based on current circumstances, experts  THE PERISHABLE PUNDIT
around the globe believe in the strong PMA’s State Of Industry Address Makes
gravitation toward these five trends. The Case For Women In
D1R1I5ED FRUIT AND NUTS Executive Positions: But Is This
Breaking The Almond Barrier Analysis Or Advocacy?

Industry breaks through seasonal and 94
8 snacking nut stigma with new uses and ASCENDENT INDEPENDENTS:
THE FRUITS OF THOUGHT merchandising versatility in produce HONG KONG FOOD MARKET
DC Lacks What Bob Carey Had: Humility departments. The 3,000 sq. ft. produce department,
118   with over 200 fruits and vegetables
RETAIL PERSPECTIVE contributing over 30 percent of total
‘Rules Of Retail’ (Part III) 90 dollar sales, caters to New Orleans’
119 TREND TRACKER: NEW KITS MAKE Asian residents.
EUROPEAN MARKET
PRODUCE PREPARATION FASTER 99
Building Bridges For The
AND EASIER REGIONAL MARKET PROFILE:
Produce Industry
BOSTON
120 Scratching A Niche
VOICE OF THE INDUSTRY  The wholesalers on the Boston
The Path to PTI: How Technology
produce terminal markets have
Vendors are Addressing Produce
developed, maintained and grow their R
Traceability Initiatives NTHEWE B YIOG RAKP PFOLEO’SD MSCEELNTIEN:G T HPEO TBEST OF baruesai’ns ersesteasi lt aon md efoeto tdhsee rdveimcea snedctso orfs .the EGION
   A
As produce shifts to the center-of-the-plate star of 111 L M
4 New York’s eclectic food scene, 13 various foodser- FOODSERVICE PROFILE: A
THE QUIZ vice operators share how they bring fruits and veg- Deuxave Restaurant And Bar RK
E
6 WASHINGTON GRAPEVINE etables to the main stage. fPrrioenddulcye Bshoisntoens orens ttahue rmanetn.u of this T PR
p.51 O
10 PRODUCE WATCH 113 BOSTON RETAIL PROFILE: FILE
Roch’s Fresh Foods
16
TRADE SHOW CALENDAR Unique family arrangement works to
fill a retail niche for generations of
20
Rhode Islanders.
RESEARCH PERSPECTIVES
21
COMMENTS AND ANALYSIS   
22
LETTERS TO THE EDITOR
•Buying Power: How Small Chains And
121 Independents Vie For Value
INFORMATION SHOWCASE •Broadening Your Customer Base
122 •Is 2014 The Comeback Year For Foliage
BLAST FROM THE PAST
Change Service requested: POSTMASTER: Send address changes to PRODUCEBUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425.
PRODUCEBUSINESS(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.
DECEMBER 2013 • PRODUCE BUSINESS 3
Quiz_Layout 1 12/4/13 5:04 PM Page 1
PRODUCE QUIZ
THIS MONTH’S WINNER
Buzzy Blyer
DEC. 2013 • VOL. 29• NO. 12• $9.90
Sales Manager
Makoto Dressing, Inc. P.O. Box 810425 • Boca Raton • FL 33481-0425
Melbourne, FL Phone: [phone] • Fax: [phone]
[email protected]
Sales manager Buzzy “I’ve worked for several other companies
Blyer has been working for along the way,” Blyer says. He was with Sun PRESIDENT& EDITOR-IN-CHIEF
James E. Prevor
Makoto Dressing Inc. in Mel- Giant Raisins in the 80s. “Then I moved to [email protected]
bourne, FL, for five years. He Ready Pac Foods (Irwindale, CA). I worked
manages everything from for them for a while and some smaller com- PUBLISHER/EDITORIALDIRECTOR
Ken Whitacre
direct sales, to accounts, and part- panies in between,” Blyer explains. [email protected]
nerships with brokers, to gain distribution Blyer says he has been reading Produce
and promotions. Business for a long time. “I get the issue SMPiEraCI ASLloPtRtOJECTSEDITOR
“We are a supplier of ginger-based dress- each month, and I always read it,” Blyer [email protected]
ing and marinades,” Blyer says. says. “I like to read about how the different
Blyer has been a part of the produce chains are doing and how different cate- INTEGRATEDCONTENTEDITOR
Michele Sotallaro
industry for most of his career. gories are doing.” [email protected]
How To Win!To win the PRODUCEBUSINESSQuiz, the first thing you have to do is enter. The rules are simple: Read PDRiaOnDaUC LTIeOvNinDeIRECTOR
through the articles and advertisements in this issue to find the answers. Fill in the blanks corresponding to the [email protected]
questions below, and either cut along the dotted line or photocopy the page, and send your answers along with a
business card or company letterhead to the address listed on the coupon. The winner will be chosen by drawing from PRODUCTIONLEADER
the responses received before the publication of our February issue of PRODUCEBUSINESS. The winner must agree to sub- Sunshine Gorman
mit a color photo to be published in that issue.
PRODUCTIONDEPARTMENT
Jackie Tucker
Freddy Pulido
WIN A HARDSIDE CARRY-ON SUITCASE Christopher Sizemore
Whether it’s jet setting to The New York Produce Show and Con-
ference each year or simply taking a weekend mini break, this EJaVcEkNiTe CLOoOMRDoInNAteTOR
hardside suitcase on four multi-directional wheels is perfect for [email protected]
clothes or toiletries. The expandable carry-on is tough and weighs
EDITORIALINTERN
less than 7 pounds. It’s TSA-approved and comes in eight differ- Madeline Mesa
ent colors. [email protected]
CONTRIBUTINGEDITORS
Carol Bareuther, Nicole Brayshaw Bond,
Michael Femia, Jan Fialkow, Paul Frumkin,
QUESTIONS FOR THE DECEMBER ISSUE Bob Johnson, Oscar Katov, Ellen Koteff,
Keith Loria, Jodean Robbins,
Barbara Robison, Jonathan Zalman
1) What is the telephone number for Red Blossom? _____________________________________
ADVERTISING
______________________________________________________________________________ Eric Nieman, Associate Publisher
[email protected]
2) What are the three locations for Vision Import Group? ________________________________ Sandy Lee
[email protected]
______________________________________________________________________________
Kelsee Loche
3) What is the website address for Florida Natural?______________________________________ [email protected]
Bill Martin
______________________________________________________________________________ [email protected]
Ellen Rosenthal
4) How many tons of blueberries does the Chilean Blueberry Committee project for exports [email protected]
this season?_____________________________________________________________________ Gino Valconi
[email protected]
5) In what year did Andrew Duda and his family bring their first cash crop of celery to FLORALDEPARTMENTMARKETING
the market? E. Shaunn Alderman
[email protected]
______________________________________________________________________________
Send insertion orders, payments, press releases,
6) What is the booth number for New York Apple Country at The New York Produce Show photos, letters to the editor, etc., to
and Conference?_________________________________________________________________ PRODUCEBUSINESS, P.O. Box 810425
Boca Raton, FL 33481-0425
PH: 561.994.1118 FAX: [phone]
PRODUCEBUSINESSis published by Phoenix Media Network,
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Entire contents © Copyright 2013
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DECEMBER QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425
4 PRODUCE BUSINESS • DECEMBER 2013
Pom Wonderful_Ad 11/19/13 12:01 PM Page 1
Grapevine_Layout 1 11/25/13 6:17 PM Page 1
New Neonicotinoid Labeling
Burdens Produce Industry
By Ray Gilmer
United Fresh Produce Association Vice President of Issues
Management & Communication
T
he U.S. Environmental Protection local bee colonies. Asian citrus psyllid, glassy-winged sharp-
Agency’s (EPA) decision to issue new Industry leaders also question whether the shooter and leafminers, which have become
warning labels for neonicotinoids to EPA has sufficient scientific evidence to support resistant to other insecticides and helped reduce
protect bees has rocked many in the produce these new pesticide label restrictions. In 2013, the number of applications required, thus
industry, and United Fresh is voicing its EPA and USDA published a joint report, lowering the total amount of product used in
concern to lawmakers and EPA regulators. The National Stakeholders Conference on Honey Bee the environment. “Neonicotinoids have a much
new labels, which include a new bee advisory Health, which disclosed that many factors lower mammalian toxicity than some of the
box, prohibit the use of neonicotinoids (a rela- contributed to the decline in the honeybee products once used, which is one reason why
tively new class of insecticides that share a population in North America. These factors they have been so readily adopted by farmers,”
common mode of action affecting the central included the loss of habitat, parasites and says Nasser Dean, stakeholder relations
nervous system of insects, resulting in paral- disease, genetics, poor nutrition and pesticide manager for Bayer CropScience.
ysis and death) when bees are present and exposure. The report mentioned the Varroa The EPA continuously reviews all regis-
when plants and trees are flowering. The EPA mite as a particular concern. tered pesticides to determine if they meet
also requires that growers applying these neon- Opponents of the new labeling law agree evolving data requirements, as established in
icotinoids contact local beekeepers prior to the that the recent decline in the honeybee popu- the Federal Insecticide, Fungicide, and
application. Industry leaders argue that these lation is due to multiple stressors, but Rodenticide Act (FIFRA), which states that
new restrictions will be incredibly difficult to exposure to agrochemicals is not a major these chemicals do not cause unreasonably
follow, particularly the requirement to contact factor. They cite large-scale field studies adverse effects to humans or the environ-
local beekeepers, who often operate without conducted in the U.S., Canada, Belgium, ment. As part of this process, the EPA sent a
notice to growers. France and Germany that found poor bee letter to all registrants of the affected neoni-
The onus seems to be placed on growers and health was associated with the presence of the cotinoid products, which required them to
applicators to notify beekeepers in advance, and Varroa mite and bee diseases, but not with the disclose any known adverse incidents
industry members are concerned that there presence of pesticides. Long-term feeding involving pollinators, particularly honeybees
doesn’t seem to be any reciprocity in informa- studies with one of the neonicotinoids and bumblebees.
tion sharing and communication. In many requiring a warning label showed no effect on United Fresh Produce Association and the
cases, producers have no way to identify bee mortality, weight gain, longevity, brood produce industry are working with regulatory
beekeepers in their area, much less the infor- development, honey yield, or overwintering authorities to ensure that as this review
mation needed to contact them. For this reason, survival when applied properly in the field. process continues, the EPA will continue to
the industry is very supportive of a national These results help explain why it is impera- rely on sound scientific principles in guiding
registry of apiaries. tive that the EPA consider the entire breadth future regulations. United and producer
Developing a national registry of apiaries of research when creating new regulations. leaders are advocating that the EPA use a
may not be as daunting as it sounds. The EPA’s labeling requirements would apply to robust science-based risk assessment process
Montana Department of Agriculture is already foliar use applications of four neonicotinoid to determine the potential risk posed by
registering honeybee producers in its state. Its products that are widely used by producers – neonicotinoids, and not on emotional pres-
website provides a map of apiary locations in imidacloprid (marketed as Admire Pro by sures exerted by those opposed to modern
Montana. Likewise, the South Dakota Depart- Bayer CropScience), dinotefuran (marketed as pest management tools. “These new EPA label
ment of Agriculture maintains an Apiary Venom by Valent U.S.A), chlothianidin restrictions on neonicotinoid pesticides will
Registration System. The EPA and/or USDA (marketed as Belay by Valent U.S.A), and seriously affect pest management strategies
could maintain a national registry of apiaries thiamethoxam (marketed as Platinum and for many produce industry growers,” says
that provides not only a map of beekeepers Actara by Syngenta Crop Protection). Robert Guenther, senior vice president of
across the U.S., but also a list of contact names Producers argue that neonicotinoids offer public policy for the asscoiation. United will
with associated phone numbers or email critical benefits that cannot be replaced by continue to speak out on behalf of the
addresses. This would facilitate open commu- other pesticides. Neonicotinoids are less toxic produce industry and make sure EPA officials
nication between producers and beekeepers, than many older chemicals they replaced. They and Congress know how these policies impact
which in turn would offer greater protection for also effectively control pests, such as whiteflies, our growers.
6 PRODUCE BUSINESS • DECEMBER 2013
Red Blossom_Ad 11/19/13 4:32 PM Page 1
Jim Column-1_Layout 1 12/4/13 7:43 PM Page 1
THE FRUITS OF THOUGHT
DC L W B C H : H
ACKS HAT OB AREY AD UMILITY
By James Prevor
President & Editor-in-Chief
As the year winds to a close, there is an senate floor: "I urge my Republican colleagues not to go through with
unsettling spirit in the air. Healthcare, changing these rules. In the long run it is not a good result for either
which has been a problem for a long party. One day, Democrats will be in the majority again and this rule
time, seems to be more of a mess than ever. change will be no fairer to a Republican minority than it is to a Demo-
Our deal with the Iranians has more than a cratic minority."
whiff of 1938 Munich in it, so gives the unset- When the 22nd Amendment to the United States Constitution was
tling feeling that we may have bought “peace passed, its purpose was to limit Presidents to two terms after Franklin
for our time” but only if we are thinking of Roosevelt broke the tradition George Washington had established of
exiting soon. In the Pacific, a resurgent China limiting tenure to eight years. Yet that amendment contains these lines:
demands extraterritorial rights at the expense “…this article shall not apply to any person holding the office of Presi-
of Japan, so we make a show of flying B-52s through the disputed zone dent when this article was proposed by the Congress, and shall not
but sotto vocetell our commercial aircraft to respect the zone. prevent any person who may be holding the office of President, or acting
Of course, every generation has its challenges and it would be self- as President, during the term within which this article becomes opera-
aggrandizing to think ours are greater than those faced by previous tive from holding the office of President or acting as President during the
generations. Yet just as psychologists tell us that what children most remainder of such term.” In other words, this amendment was not
need and want is a sense that grown-ups are in charge, so what makes passed as a device to prevent Harry Truman from running for President
the current situation so difficult is a sense that the people and institu- multiple times. It was passed because of the considered long-term judg-
tions that compose our nation’s leadership are, in fact, not up to the ment of our political leadership that multiple Presidential terms were, as
challenges that confront us. Republican New York governor
For some this is personal. They and Presidential candidate
What makes the current situation so
see in our President neither the Thomas E. Dewey proclaimed,
conviction of our righteousness difficult is a sense that the people and “…the most dangerous threat to
nor the willingness to fight that institutions that compose our nation’s our freedom ever proposed.”
they consider essential. They see a So if a group of Senators gets
leadership are, in fact, not up to the
world in which many countries — together to reflect on the filibuster
Japan, South Korea, Saudi Arabia, challenges that confront us. and wants to propose a change
to name a few — voluntarily effective with the next President,
foreswore nuclear weapons that would be statesmanship. In
because these countries operated under the Pax Americana, with the other words, if they were prepared to vote for this change without
American nuclear umbrella and conventional military might being knowing if their party or philosophy would get advantage from it, that
their shield. In a new world, where that shield is uncertain, all these would indicate civic-mindedness. Instead we see them all as hacks, doing
countries and more will have nuclear weapons, and that will be a more short term things for short term gains and not building a better country.
dangerous and less stable world. No one expects that men shall be angels, and thanks to James
Others see the problem as institutional. Divided power as between Madison and his ilk, we have a government designed to frustrate those
the Republican-led House and Democratic-led Senate obstructs the who are not, but those who think that one can entirely separate character
ability of government to work at the speed expected in a digital age. from leadership misunderstand the nature of both.
Legacy institutions such as the United States Senate give dispropor- The produce industry lost a man of exemplary character and an
tionate weight to rural and agrarian sectors of society. Lifetime tenure extraordinary leader this month when Bob Carey, longtime leader of
for judges restrains the implementation of progressive ideas. the Produce Marketing Association, passed away. Back in those days
One might see the problem differently, as a kind of failure of char- the association didn’t pay much. Bob joined the Reserves because he
acter, in which short term interests supersede longer term didn’t have a pension plan, so leaders in his day had to have non-
considerations. The recent decision of the Democratic majority in the pecuniary motivations.
United States Senate to change the rules to prevent filibusters of judges Bob was wise and funny and supported this columnist and this
and most executive appointments is a case in point. Whether the fili- magazine in its early years because he supported everything that might
buster should exist at all and certainly whether it should be used on help the industry. The great character trait he had, often missing from
executive appointments is an issue on which men of good will may political leaders, is humility. He once told this columnist to never worry
differ. The problem is that nobody in the whole country believes that about getting credit for one’s work; if you do the right things, for the
this change was a result of deep reflection on the nature of filibusters; right reasons, those who need to know, will come to know. It was as wise
they see it as short-term maneuvering for immediate advantage. advice as I have ever received, and I earnestly try to follow it. I wish Bob
Indeed, it was President Obama himself who, when as a Senator were still here and we could fund a trip especially for him: Mr. Carey
confronted with the same proposal by Republicans in 2005, said on the Goes to Washington. pb
8 PRODUCE BUSINESS • DECEMBER 2013
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PRODUCE WATCH
TRANSITIONS
WEST PAK AVOCADO, INC.
MURRIETA, CA
West Pak Avocado, Inc. announces the hiring of Neal
READY PAC Cunningham. Cunningham joins West Pak’s sales team based
FOODS, INC. in Murrieta, CA, where he will be responsible for expanding the
IRWINDALE, CA company’s sales in the United States. In his prior sales roles,
Ready Pac Foods, Cunningham has been involved in all aspects of new business
Inc. announces development, customer retention and growth, customer
Tony Sarsamwill service, and account management.
serve as its new
chief executive
officer, effective
immediately. The
hiring of Sarsam concludes a thorough search
process that began earlier this year following
the retirement announcement of Ready Pac's
former CEO, Michael Solomon.
SEALD SWEET INTERNATIONAL
Ready Pac Foods Inc. promotes Rick VERO BEACH, FL
Montoyaas its new vice president Seald Sweet International welcomes industry veteran
of the Retail Specialties division. Mark Lewisas he returns to its team following an 18-
Montoya held the role of Procure- month medical leave of absence. Effective now, Lewis is
ment Manager for the Retail re-appointed executive vice president of Seald Sweet.
Specialties division since 2008. Lewis’ expertise will continue to complement and
strengthen Seald Sweet’s global growth.
Ready Pac Foods Inc. also
promotes Sean McClureas
Procurement Manager of the Retail
Specialties division. McClure TO-JO MUSHROOMS, INC.
began his career with Ready Pac’s AVONDALE, PA
Retail Specialties division as a To-Jo Mushrooms, Inc. announces that John
Merchandiser in 1999, and was Cunninghamjoins the company as a national
promoted to Buyer in 2001 and accounts manager. Cunningham will manage
Senior Buyer in 2006. To-Jo's existing Food Products customer base
and will develop new National Accounts that can
benefit from To-Jo's extensive line of processed
mushroom products.
To-Jo Mushrooms, Inc. also announces Julie
Petrovick’spromotion to director of strategic
plan implementation. Petrovick has been
promoted to facilitate implementation of the
GOURMET TRADING COMPANY
company's new strategic plan. She will work
LOS ANGELES, CA with the company's executives coordinating
Gourmet Trading Company hires
the strategic direction, implementa-
Caylan Gingerichas its East Coast
tion, and measurement of goals set
procurement director. Gingerich
by management
grew up in Oregon on a blueberry
and hazelnut farm. After studying
To-Jo Mushrooms, Inc. announces
International Business at Messiah
Peter Wilderhas been appointed to
College in Pennsylvania, she
marketing director at the company. In his
returned to the family farm to
new role, Wilder will be responsible for the
partake in hazelnut harvest.
implementation of an integrated marketing
She then worked at Giumarra Companies in sales for a year.
and communications strategy for the
company that will guide both the Fresh and
the Food Products divisions of the company.
ANNOUNCEMENTS
GRANT J. HUNT’S ADDS SPICE TO ORANGE BAG
The Grant J. Hunt Company, Oakland, CA, intro- PRO CYCLIST CHOOSES AMERICAN
duced a California Orange/Tajín Seasoning bag PISTACHIOS AS OFFICIAL SNACK
at PMA’s Fresh Summit in New Orleans. During the annual harvest for U.S. pista-
The 4-pound bag features California chio farmers, American Pistachio
Navel or Valencia oranges — depending Growers of Fresno, CA, announced the
upon the season. It also includes two addition of British pro cyclist Mark
Tajín-brand seasoning packets that Cavendish MBE to its world-class athletic
contain a mix of chili peppers, sea salt and ambassador team. Cavendish declared
dehydrated lime. the nutritious, American-grown pistachio
nut as his “Official Snack.”
Produce & Floral Watch is a regular feature of PRODUCEBUSINESS. 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, PRODUCEBUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425, or e-mail us at [email protected]
10 PRODUCE BUSINESS • DECEMBER 2013