Santa Barbara, Calif.-based Apeel, a food system innovation company, created a retail advisory board of grocery industry experts.
This council will work on Apeel’s category management programs to improve fresh innovation, consumer engagement and supply chain optimization, according to a news release. Jim Smits, Apeel’s vice president of retail advisory, will lead the board.
“Retailers throughout Europe and North America are working hard to react to the rapidly changing buying behaviors and preferences of consumers as they look for more convenience, better value and innovative products, especially in fresh,” Smits said in the release. “As such, grocers have new opportunities to provide a differentiating credential of sustainability, as well as a guarantee for longer-lasting quality, which is why we’re excited to pull together a team of experts to help us work with our retail partners to deliver the best fresh produce experience online and in-stores.”
Apeel’s plant-based protection allows for longer-lasting produce by using materials already found in the skins, peels and seeds of all fruits and vegetables. This protective extra “peel” slows the water loss and oxidation that causes produce to spoil, according to the release. Also, Apeel is integrating new tools that will allow the food system to do more with the extra time created by Apeel’s plant-based protection.
Apeel was recognized as a 2021 CNBC Disruptor 50 and one of Fortune’s 2021 Impact 20 companies.
The council is forming as Apeel’s supplier and retailer partnerships expand — most recently landing on grocery shelves throughout the United Kingdom.
The company has 40 retail partners across North America and Europe carrying Apeel produce from more than 40 supplier partners across tens of thousands of stores. The company enables longer-lasting fresh produce, including avocados, limes, lemons, oranges, mandarins, mangoes and organic apples.
These are the first three members of the eight-member council:
- Steve Mayer, senior vice president of merchandising at Bashas’ of Arizona. He brings a retail background of almost 40 years during which he has held key leadership positions in grocery chains across the country, including Smitty’s, Meijer, Ahold and Schnucks.
- Andy Adcock brings almost 30 years of retail experience leading commercial operations and holding senior positions at Sainsbury’s, Asda and multinational retailer Marks & Spencer; and
- Tony Mitchell, vice president of corporate produce and floral at Associated Wholesale Grocers and an International Fresh Produce Association retail council member. Mitchell is an industry veteran with more than 30 years in the grocery industry.
