New York Produce Show addresses pandemic past, present, future

NEW YORK — The virtual New York Produce Show and Conference kicked off with a message from New York Agriculture Commissioner Richard Ball, who addressed the challenges faced during the COVID-19 pandemic.

“If there is one silver lining that we can find through such a difficult period, I think it’s that there is a renewed appreciation of agriculture and our food system,” Ball said in a pre-recorded show introduction. “Buyers are more aware of the food supply chain and understand all the hard work that is done across the agricultural industry to get food on the tables nationwide.”

Ball also highlighted New York State Grown and Certified, the only program of its kind in the nation that certifies produce was grown in the state in a safe, environmentally-friendly way.

“(It) carries a broader message that consumers are looking for,” Ball said.

Running for more than 10 years, the New York show is the largest fixed-site produce event in the Americas, co-organizer Susan McAleavey Sarlund of Eastern Produce Council said in her introduction.

At the Dec. 9-11 event, there were more than 140 online exhibitors. Instant video chats were available at booths, with an option to schedule them for later.

Company descriptions, videos, photos, staff contacts and resources on new products, services and programs were also at the trade show booths.

The first day’s session recordings were posted by end of day and sponsored by Hunts Point Produce Market.

One of the featured speakers was Kelly Davis, director of produce and floral at Allegiance Retail Services, Iselin, N.J. The cooperative of 107 stores has 45 owners and 10 banners, from value-conscious chains such as Foodtown and Pathmark to higher-end Gristedes and D’Agostino, both New York City stalwarts.

To adjust to the changing demand and health and safety protocols, some of those stores transitioned employees from preparing food for delis and salad bars to shopping for home delivery.

“And they had to give more floor space to do that in our stores,” she said. “We’ve had triple-digit growth in online sales.”

Pre-pandemic partnerships with delivery services helped the transition. 

Allegiance Retail stores are targeting marketing efforts much more online, including pop-up ads that encourage a customer to do last-minute shopping on those items. 

“We’ve put more emphasis on social media — Facebook, Instagram — especially with produce,” Davis said, citing a monthly promotion of produce that are in season. “You’ve got to do more social media and more marketing on that online page now.”

Paul Kneeland, vice president of Encino, Calif.-based Gelson’s Market, a Southern California regional chain, said something as simple as replacing missing photos from the website shopping portal improves sales of those products.

“Because they’re buying with their eyes online,” Kneeland said.

In-store sampling, a key to encouraging customers to try new products, may be paused for now, but Gelson’s is trying it in a new way, such as virtual tastings that involve picking up a sample box at the store and joining in a live, online tasting event. 

The merchandising team at Langhorne, Pa.-based McCaffrey’s Food Markets created quick-response codes at some displays, said Tony Mirack, produce and floral director of operations. Customers can scan the codes with their phones to watch “Produce Talks with Tony” episodes on McCaffrey’s YouTube channel.

It’s yet another innovation born from a COVID-19-induced challenge.

“I don’t think there’s going back to the old normal,” Kneeland said. “I think we’re in a new age.”