Over the past 42 years, growers, shippers, retailers and consumers have come to recognize the value of the Jersey Fresh logo on the produce they buy, ship or sell.
The Jersey Fresh quality grading and marketing program for fruits and vegetables grown in the Garden State was the first such program in the country, says Joe Atchison III, assistant secretary for the New Jersey Department of Agriculture.
The program was established by then-Agriculture Secretary Art Brown in 1984 and has since been supported by millions of dollars of promotion and billions of gross impressions by consumers, Atchison says.
“When consumers see the Jersey Fresh logo, they know they can expect top quality from New Jersey’s farmers,” he adds.
Firm Foundation
Many of the state’s fruit and vegetable growers have been involved with the program from the beginning.
Nardelli Bros. Inc., Cedarville, N.J., was one of the founding members of the Jersey Fresh program, says Bill Nardelli Sr., president and CEO.
“My father, Jim, was a big advocate of Jersey Fresh,” Nardelli says.
Jim Nardelli pointed out to Brown that California lettuce growers were spending more to promote their product in one day than New Jersey was spending in a year, Bill Nardelli says.
“There’s a big push for consumers to buy local and to know their growers,” he says. “Consumers like to know where their food comes from and to feel a connection with the grower.”
The Consalo family of Vineland, N.J., also has been part of the Jersey Fresh program since its inception, with the late Andy Consalo, father of current CEO Skip Consalo, serving as one of the earliest members, says Morgan DiMartino, vice president of marketing for Consalo Family Farms and The Fresh Wave Fruit & Produce, which packs and markets its product.
“As a fourth-generation family farm approaching our 100th year, we value the opportunity to promote the quality and freshness of New Jersey-grown produce through a trusted brand recognized by both retailers and consumers,” DiMartino says.
Alstede Farms in Chester, N.J., is another longtime participant.
“We’ve been farming for 45 years,” says Kurt Alstede, an owner, founder and general manager. “I’m a first-generation grower and have been using Jersey Fresh since Day 1.”
Alstede Farms realized there was a “tremendous amount of consumer faith” associated with locally grown product, he says.
“New Jersey has always had a very strong local reputation for quality, whether it’s tomatoes or sweet corn, peaches or blueberries,” Alstede says. “It’s not surprising that local residents really love these products.”
New Jersey and Nearby: Tristate Business Briefs
Cedro Gets Certification: New Haven, Conn.-based Cedro Banana Distributors is now organically certified, says Billy Mascari, who handles purchasing, sourcing, wholesale sales and business development for the fifth-generation, family-owned firm.
“We needed to get certified in order to supply some of our larger retailers and foodservice companies,” he says.
The company’s product line includes bananas, green and yellow plantains, mangoes, avocados, limes and root items such as malanga, yuca and yams as well as potatoes and onions.
The firm, which celebrated its 100th anniversary this past year, now ships organic bananas as well.
The company also has been picking up a significant amount of added business as buyers seek alternate sources for tropicals at times when supplies of certain products tighten.
“If one [supplier] runs short, then they’re short, so they’re now buying from two or three different companies,” Mascari says. “They’re not putting all their eggs in one basket.”
Consalo Adds Romaine Hearts: Vineland, N.J.-based Consalo Family Farms, whose product is packed and marketed by its The Fresh Wave Fruit & Produce division, continues to expand acreage and product offerings across its conventional and organic vegetable and blueberry programs, says Morgan DiMartino, vice president of marketing.
One of the company’s newest additions is its bagged conventional and organic romaine hearts program.
“The hearts are rinsed and packed directly in the field in three-count bags, offering a fresh, value-added option for retailers and consumers,” DiMartino says.
“We’ve also continued investing in operational efficiency, technology and year-round supply programs to better support our customers,” she adds.
Consalo Family Farms will grow and ship a variety of products including blueberries, bunched vegetables, herbs and lettuce this summer, DiMartino says.
“Our company’s products are shipped throughout the East Coast and beyond, with our New Jersey location allowing for quick delivery,” she adds.
Hudson Builds New Facility: Hudson River Fruit Distributors, Milton, N.Y., has completed construction of a 65,000-square-foot, state-of-the-art packinghouse and distribution warehouse, says Alisha Albinder, vice president.
“This is an exciting milestone for our fourth-generation family business,” she says. “Our new line is equipped with the latest AI-driven technology and is outfitted for future robotics integration.”
The expansion significantly increases the company’s packing and production capacity, she says.
Employees will move into the new facility this summer.
Nardelli Touts Tray Packs: Tray-pack sweet corn from Nardelli Bros. Inc., Cedarville, N.J., continues to gain momentum, says Bill Nardelli Sr., president and CEO.
Busy consumers seem to find the convenience factor quite appealing.
“They don’t have to take the time to husk it,” Nardelli says. “They can take it home; it’s clean and ready to be cooked.”
The offering is available in overwrapped packs of four or five ears of sugar-enhanced, super-sweet corn, he says.
The 128-year-old family-owned company also provides locally grown lettuces, leafy greens, peppers, eggplant and other vegetables that often can be delivered overnight, Nardelli says.
“That gives us a distinct advantage to deliver fresher product compared to West Coast or imported products,” he says. “With transportation costs going up, and the lack of drivers and equipment, being closer to your customer is a huge advantage over shipping across the country.”
The company has registered the “Fresher by Miles” trademark to emphasize its commitment to reach customers quickly with its line of about 80 fresh vegetables, Nardelli says.
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