Marketing-Communications

In a Tight Labor Market, Bee Sweet Citrus Appeals to Potential Employees

Wed, 21 Jan 2026 02:12:41 GMT

When it comes to citrus marketing, reaching out to consumers isn’t the only issue facing the citrus industry.

Bee Sweet Citrus, a California-based shipper of California- and Chile-grown citrus, recently launched a new commercial campaign on Telemundo in local Central Valley markets that highlights its job opportunities and the stories of its workforce.

“While it’s important to market our variety line to our customers and social media following, Bee Sweet Citrus believes it’s equally important to share the stories of our workforce with the public,” Monique Mueller, Bee Sweet’s director of communications, tells The Packer.

“Every employee within our workforce plays an integral part in growing and processing our fruit,” adds Jasmine Reynozo, Bee Sweet’s director of human resources. “Cumulatively, the work they do allows us to ship high-quality citrus, and without a strong team, the quality of our fruit would decline.”

The pair of 30-second commercials are running now through April. They highlight the employment success stories of Laura Torres and Francisco Robles Avalos.

Laura Torres, who helps run Bee Sweet Citrus’ mandarin line as one of its leading production managers, is featured in one of the company’s 30-second commercials highlighting the success of its employees.

(Photo courtesy of Bee Sweet Citrus)

“Francisco has been working at Bee Sweet Citrus for over 30 years, met his wife here, and we’ve also just hired his son as a mechanic,” Reynozo says in the company’s announcement of the segments.

“Laura started her journey as an intern and now helps to run our mandarin line as one of our leading production managers,” Reynozo says. “These are the experiences that so many of our employees share and represent Bee Sweet Citrus as a whole.”

Mueller tells The Packer that, while Bee Sweet has frequently featured stories of its employees on social media and its job opportunities in the Central Valley, this is the first time the company has used television.

“Internally, our employees feel a sense of pride when they’re recognized for their work, and externally, the public is able to get a better understanding of the work that goes into growing, packing and shipping their favorite citrus products,” Mueller says.

'The Astronaut' Commercial Stresses Importance of Idaho Potatoes

Mon, 27 Oct 2025 21:23:15 GMT

The Idaho Potato Commission launched the national run of its new television commercial, “The Astronaut,” on Oct. 27. The Commission described the commercial as designed to reinforce the value of the ‘Grown in Idaho’ seal. It also said the commercial illustrates IPC’s values in a lighthearted way.

In the 30-second spot, a man confesses to his date that he hasn’t been entirely genuine about being an astronaut or having a full head of hair. She easily shrugs it all off until he admits the potatoes he’s served aren’t really from Idaho either. That’s the final deal-breaker, and she storms off, delivering a crystal-clear message: Make sure you’re getting genuine Idaho potatoes, always look for the famous ‘Grown in Idaho’ seal.

“The commercial isn’t just entertaining, it carries an important message,” says Jamey Higham, president and CEO of the Idaho Potato Commission. “It reinforces the power of the Grown in Idaho seal, a symbol of authenticity, consistency and quality that our industry and growers deliver year after year through unmatched care, skill and dedication.”

The Astronaut first aired during the Boise State University vs. Air Force football game on Sept. 20 and began its national run on Oct. 27 across networks including TBS, TNT, Food Network, Discovery, HGTV, ID, Hallmark and TLC. The commercial is also available on streaming platforms such as HBO Max, Discovery+, Hulu/Disney+ and Tubi, and can be viewed anytime on the Idaho Potato Videos YouTube channel.

Banana Marketing Future Lies in New Varieties and Organics

Mon, 27 Oct 2025 00:38:11 GMT

Bananas are something of an enigma of produce purchasing in the U.S.

On the one hand, they are one of Americans’ favorite fruits. According to the International Fresh Produce Association , bananas were the most consumed fruit in the U.S. in 2023. In The Packer’s Fresh Trends 2025 report , 81% of respondents reported buying bananas in the previous year, eclipsing even apples (80%).

There’s also a lot of them to go around. According to USDA Economic Resource Service’s noncitrus fruit yearbook , there were 26.7 pounds of bananas available per person in 2023 (most recent complete data). This compares to the 17.9 pounds of apples available per person. Plus, bananas are not only the most purchased fruit by both frequency and volume, but they are the most commonly purchased item in the entire grocery store, representing about 1% of all sales.

Speaking of sales, bananas are also spectacularly cheap. According to USDA ERS data , the average price of apples in 2022 (most recent complete comparative data) was $1.85 per pound. For bananas, it was 60 cents. And, unlike local produce that sees seasonal price fluctuations, banana prices stay remarkably stable. According to the Bureau of Labor Statistics , the average price of bananas in August 2025 was 67 cents per pound and has remained relatively flat for decades.

Notice the comparative flatness of the average retail price of bananas (green) over the years compared to oranges (orange) and tomatoes (red), which fluctuate seasonally and from year to year.

(Chart courtesy of the Bureau of Labor Statistics)

On the other hand, the banana is such a must-have staple to so many people, that picking up a bunch is almost automatic. And therein lies a problem.

“One of the biggest marketing challenges for bananas is that many shoppers perceive them as a routine, or even a boring purchase,” says Ahiby Rodriguez, trade marketing manager for Fyffes North America. “Since bananas have become such a staple in shoppers’ shopping lists, the category has lost excitement or the emotional connection with shoppers.”

But there is excitement to be had with the banana, just not necessarily always the good kind. Weather and climate challenges, international trade issues, spreading diseases and the shifting trends in consumer interest are all poised to shake things up when it comes to banana marketing.

Global Supplies Mean Global Challenges

While bananas, particularly the familiar cavendish variety, are the most popular fruit in the U.S., they are also the most popular fruit in the world. The Food and Agriculture Organization of the United Nations notes that “bananas are among the most produced, traded and consumed fruits globally,” with the cavendish representing just under half of global production and the most traded.

FAO’s most recent Banana Market Review described the U.S. as one of the top destinations of the world’s bananas, consuming almost 22% of global banana imports. This makes it second behind the European Union (28%) and ahead of China (9%) and Russia (6.1%). According to ERS, the U.S. has imported all of its bananas since 2012, with 85% of that total coming from Guatemala (41%), Ecuador (19%), Costa Rica (16%) and Honduras (9%).

Together, these details mean U.S. banana availability — and potentially price — can be impacted by global issues.

“Global climate change and extreme weather, particularly in Honduras, are reducing production, forcing significant new investment in water management,” notes William Goldfield, director of communications at Dole.

FAO similarly reported weather-related issues in Guatemala in 2024, citing Hurricane Beryl in July as having destroyed planted banana acres and damaging the quality of those supplies that remained. The result was a 3.5% decline in Guatemalan banana shipments in 2024.

According to ERS, weather, specifically La Niña-related cool weather in Central America, has reduced banana imports into the U.S. in the first five months of 2025 compared to the same time in 2024.

But global trade conditions are also playing a role in current conditions. According to Goldfield: “geopolitical factors, import duties and tariffs, and increased demand from Asia and Eastern Europe are impacting market availability and needs for spot purchasing in Ecuador. All of these factors have disrupted available supply this year and we expect this trend to continue in 2026.”

The TR4 Threat

One banana challenge that is guaranteed to continue into the future is the spread of disease, particularly the latest strain of the fusarium wilt fungus, best known as Tropical Race 4, which threatens global cavendish production .

According to FAO, TR4 has been confirmed in 24 countries across South and Southeast Asia, the Middle East, Africa, Oceania and Latin America, including Colombia, Peru and Venezuela. The fungus causes production losses where it exists. It can also cause substantial costs where it doesn’t exist, as resource- and labor-intensive preventive efforts are growers’ primary strategy since “no effective fungicide or other eradication method is currently available.”

“Dole and other producers continue to search solutions to the challenge caused by TR4,” Goldfield says. “The industry has been doing a good job containing the propagation of TR4 so far, but unfortunately, TR4 has just recently been reported in Ecuador, the largest banana exporter in the world, increasing the urgency to discover solutions.”

He adds that, while banana prices in the U.S. will ultimately be driven by supply and demand, “because TR4 has the potential to eliminate infected plantations and leave them out of production for 20-plus years, operations costs will reflect the immediate and necessary investment in infrastructure and research to successfully contain the TR4 spread.”

Rodriguez says the industry has made important progress towards that effort through disease prevention and “protective farming practices,” but still calls the disease “one of the most serious challenges for global banana production.”

FAO similarly characterized the disease. It added, however: “Some breakthroughs in the engineering of resistant varieties have been achieved recently, but it remains to be seen if traders, retailers and consumers will accept these new varieties.”

Opportunities in New Varieties

Luckily for banana marketers, consumers seem receptive to new varieties and other value-added characteristics like organic or fair trade.

Both Rodriguez and Goldfield report that consumers have a growing interest in more exotic banana varieties. These include red bananas, baby bananas (also known as “lady fingers”), burro bananas, manzanos and plantains. This being driven not only by the companies’ need to diversify in the face of threats like TR4 but also by shifting consumer food interests.

“This trend is being driven by the influence of multicultural cuisines and by consumers seeking new flavors and snacking experiences within the category,” Rodriguez says.

Goldfield agrees, saying consumer demand for “spicier, more exotic and flavorful foods, dishes and recipes” is driving gains in the exotic banana category.

“Plantains lead the exotics category in sales growth and increased 8% in 2025 alone in spite of supply disruptions — the result of more aggressive promotion at Dole and other producers as well as Latin-inspired flavors continuing to move into the mainstream of North American eating habits,” he says.

Goldfield sees “increased widespread promotion of new varieties and organic” as the biggest banana marketing trend for the future. It’s one dictated as much by consumer interest as industry necessity in the face of TR4, he adds.

“You can see this in last year’s ‘Swicy’ food trend, which featured a resurgence of foods and drinks combining sweet and spicy flavors,” he says. “At Dole, we leveraged this ‘swicy’ trend with recipes like our Sweet and Spicy Plantain Soup and Sweet and Spicy Tamarindo Dole Whip, both made with Dole plantains.”

Goldfield says that while Dole used to position its more exotic varieties to “younger, more adventurous consumers,” the trend is catching on with more mainstream American banana lovers as well.

Organic, Fair Trade and Beyond

Another banana trend that is led by younger consumers but is catching on with all banana consumers is increasing interest in organic bananas.

According to The Packer’s Fresh Trends 2025 report, the youngest shoppers (aged 18 to 29) reported they were as likely to buy organic bananas as they were to buy conventional. For those aged 30 to 39, the trend was very similar. Reports of organic banana buying declined as the age of the respondent increased, but they have stayed steady or increased year over year in all categories recently.

ERS data supports this overall growth in organic bananas. In 2024, roughly 13% of bananas coming into the U.S. were certified organic compared to about 7% a decade earlier.

“Today, organics represent approximately 16% of retail banana volume sales and its demand continues to rise double digits every year,” says Rodriguez, citing Circana data through early September 2025. She adds consumers, particularly Gen Z and younger millennials, are value-driven and “care about where their food comes from and how it’s produced.”

Kim Chackal, vice president of sales and marketing and co-owner of Equifruit, agrees with this perspective, noting that consumers are increasingly voting with their dollars by buying organic.

“Even if the price differential between conventional and organics is marginal, [consumers are] still choosing that product more and more and more,” she says. That leads the company to ask if consumers are just interest in organic or if they are also concerned with better farming practices, Chackal says. Equifruit has assumed “yes,” importing only Fairtrade Certified bananas into Canada and a few outlets in New York.

Both the company and fair trade bananas have seen impressive growth in Canada. According to Fairtrade Canada , Fairtrade Certified bananas have seen 524% growth between 2019 and 2024. Equifruit has similarly seen impressive growth lately. It was again named one of Canada’s top growing companies by The Globe and Mail with a growth rate of 195% in 2025.

Fair trade bananas have not had quite the same success in the U.S. but are still a growing category, according to both Goldfield and Rodriguez. Both Dole and Fyffes offer fair trade bananas.

“Fairtrade is still developing in the U.S. and compared to Europe, we still have a long way to go,” says Rodriguez, adding that it is an opportunity to further educate consumers on sustainability. That conversation is the way of the marketing future too, she says.

“In the future, banana marketing will be about connection and transparency,” Rodriguez adds. “TR4 keeps reminding us how important it is to tell the story behind every banana on the table, the care, dedication and sustainability efforts that go into growing it.”

This can help recapture some of that lost excitement or emotional connection, she adds, especially if paired with effective and eye-catching merchandising such as secondary displays placed in high-traffic areas or near complementary categories.

“Being the No. 1 favorite fruit also challenges us to communicate our sustainability efforts in a more engaging way,” Rodriguez says.

“By sharing our sustainability journey and the steps we’re taking to secure the future of bananas, we can strengthen trust and the emotional connection with shoppers while continuing to deliver the fruit they love,” she adds.

Using ‘Guerrilla Marketing’ in the Banana Price War

Thu, 23 Oct 2025 23:11:54 GMT

“There is a banana price war at the retail level that is keeping banana prices artificially low,” says Kim Chackal, co-owner and vice president of sales and marketing for Equifruit.

While U.S. consumers — who rarely pay more than 65 cents per pound and don’t see significant seasonal price shifts expected in other fruit — could be called the winners of this “price war” so far, Equifruit says it has had “disastrous consequences downstream in the supply chain,” specifically for banana farmers, but the company is trying to turn the tide.

Equifruit has made it its mission to both champion banana farmers and make consumers feel good about paying a little more for their favorite fruit. And it’s using unconventional, even “guerrilla,” marketing tactics and the message of fair trade to do so.

“Our mission is global fair-trade banana domination,” Chackal says. “That’s the vision that we have for our brand.”

Usual Strategy vs. Equifruit’s Mission

“The merchandising strategy has typically been to drive margin in other categories, but sacrifice the banana price, which puts a lot of downward pressure at the beginning of the supply chain,” Chackal explains. This presents a challenge to Equifruit, which has dedicated itself to selling more bananas for more.

Equifruit sells only Fairtrade Certified bananas — mostly organic but also conventional. Being Fairtrade Certified means more money gets back to the farmers who grow the produce, in this case, bananas. This includes an additional $1 per 40-pound case, which goes back to the farmers who democratically decide what to do with the funds to benefit their communities and environments.

“That means that the Equifruit bananas will be slightly at a higher price point, both for retailers and the end consumer. It’s negligible, but it’s still different than what the rest of the industry is doing,” Chackal says. She quantifies the difference as about an additional $5 over the course of a year, what she describes as “one less latte per year.”

Equifruit sources bananas from Ecuador, Peru, Colombia and Mexico. According to its website, the additional funds that go to farmers through the Fairtrade process have been put toward biodiversity efforts, soil health initiatives, improving housing and water infrastructure in workers’ communities, optimized water efficiency efforts in banana growing and more in those communities.

Chackal says the company’s focus on improving the lives and communities of banana farmers and workers is what sets it apart.

“We call ourselves and our community banana badasses, because we think that it’s pretty badass to go against the grain and be the underdog in the industry,” she says.

“No matter what’s going on globally, like inflation or recession, there’s always a reason to keep bananas cheap,” Chackal adds. “But because we really want to ensure the dignity of the farmers and producers we work with, we are going to just stick with that fair trade pricing and use our voice and the advocacy that we do to draw awareness to this real problem in the industry.”

Making Marketing Magic

The way Equifruit uses its voice is different from other fruit importers. From comparing the added cost of fair-trade bananas to the cost of a single sock , to riffing on “Shark Week,” to directly telling consumers theirs is the only banana worth buying, the company looks to get consumer attention and be a fun follow on socials.

“We very much operate like a guerrilla marketing campaign,” Chackal says.

While Equifruit uses its packaging as a vehicle for its messages, it also focuses heavily on social media, including Instagram and Tik Tok for consumers. There, the company’s marketing strategy is two-pronged. On the more lighthearted side, the company tries to stay at the forefront of online culture by transforming pop culture moments into conversations about paying banana farmers fairly.

“So, for example, if there’s a new meme that’s going viral or there’s a new show that everybody’s talking about, we’ll take that pop culture moment and use that as an opportunity to talk about how farmers are underpaid and through fair trade, and we can contribute to the solution,” Chackal says.

The company has found that to be an effective technique at getting attention, she adds.

The other prong of the strategy is what Chackal calls more directly advocacy-oriented “Truth Bombs.”

“We’re not ever trying to speak ill about the competition, but we are trying to make people aware of the problem that we’re solving,” she says. When they do that, she continues, “We find that it endears us to them a little bit more, because they feel like they better understand what the ‘banana badass’ term really means.”

Both prongs of the marketing strategy result in consumers who are not only willing to spend more on their bananas but feel good about doing so, Chackal says.

“The affordability, I find, helps people get excited to share [our messages] with their friends and families and neighbors because we all want to contribute to a more sustainable world,” she says. “Some options are perhaps a little bit more cost prohibitive, but Equifruit’s Fairtrade bananas don’t fall in that category.”

Brock Nemecek Joins Ten Acre Marketing

Tue, 14 Oct 2025 17:01:48 GMT

On Oct. 13, Ten Acre Marketing shared that Brock Nemecek joined the agency as its new vice president of client services. Nemecek brings a hands-on leadership approach and more than two decades in agribusiness, advertising, media and experiential marketing that the company says will help drive its work to amplify the power of agriculture.

“Brock’s deep agency experience, proven leadership and passion for agriculture will strengthen every layer of how we interact with our clients,” says Leah Halverson, founder and CEO of Ten Acre Marketing. “His ability to empower teams and connect strategy with execution ensures our clients receive not only exceptional work but insights and value that advance agriculture.”

As vice president, Nemecek will oversee client satisfaction, retention and organic growth. He will also lead the development of Ten Acre’s account management team. As part of the agency’s leadership, Nemecek will help guide Ten Acre’s continued growth.

“I’ve always been proud of the network of trusted relationships I’ve built across the ag space,” Nemecek says. “As I looked to take the next step in my career, what drew me to Ten Acre was their reputation and their sense of purpose. They believe that ag brands have amazing stories and deserve equally impactful storytelling. That mission resonates with me, and I believe it will resonate with marketers and decision-makers seeking a partner with strategic solutions to their challenges.”

This new executive role enables other members of the leadership team to lean into their areas of expertise, the company says. Mary Heslep will move into the role of senior vice president of strategy and business development, leading the agency’s overall growth. Terri Spencer has been promoted to senior vice president of operations and creative, aligning Ten Acre’s creative excellence with the operational support needed for expansion.

“Our growth has been exciting, and we’ve seen a demand for meaningful work in this industry,” Halverson adds. “I’m confident that with our leadership team’s experience and the growth of our account and creative teams, we’ll continue positioning brands to advance agriculture.”

Dole Integration Means More Fruit From Oppy

Wed, 08 Oct 2025 20:52:45 GMT

Oppy strategically integrated Dole Diversified North America sales operations into its business, effective Oct. 1. The company says this move is a significant step in its expansion of established capabilities across North America, particularly in a larger berry, grape, citrus and cherry portfolio.

“By integrating DDNA USA’s expertise and proven sourcing capabilities, Oppy can offer new options and opportunities for growers and customers alike,” says John Anderson, Oppy chairman and managing partner. “It’s a purposeful milestone in our journey to grow with intention and impact while continuing to deliver on our ‘expect the world from us’ promise.”

Both companies belong to Dole plc’s Diversified Fresh Produce Americas and ROW business unit. The combination brings Dole-branded products that align with Oppy’s current model into its portfolio. Bananas, pineapples and other tropical and exotics marketed by Dole Fresh Fruit, are not involved in this transaction, the companies say.

“The integration of these two subsidiary companies enables us to expand the visibility and strength of the Dole brand, ensuring that more consumers across North America experience its premium quality, while new growers will have the opportunity to leverage the value it represents,” says Enda Walsh, president of Dole Diversified Americas.

Both companies say the transition will be seamless for customers and growers, with continuity in service and sales support remaining a top priority.

“Our alignment represents the start of a meaningful new chapter,” Anderson says. “We’re excited about the opportunities ahead and confident in the long-term benefits this will bring to our global partners.”

Avocados From Mexico Pledges $30,000 for Cancer Screenings

Fri, 26 Sep 2025 13:31:33 GMT

As a new twist on their usual National Breast Cancer Awareness Month packaging promotion, Avocados From Mexico is putting money toward helping consumers get mammograms.

For the past four years, Avocados From Mexico has partnered with non-profit breast cancer organization Susan G. Komen to turn “produce aisles pink” in October to help drive awareness of the endemic disease. This year, under the co-branded “Don’t Just Check These: Check Yours” campaign, the partnership includes material help to consumers to actually get themselves checked.

“We’re pledging $30,000 on a national level to help women cover their cost of breast cancer screening,” explained Stephanie Bazan, AFM’s senior vice president of commercial strategy and execution, at a promotion preview event held in early September.

“This is something a little bit different that we’re doing this year, but it’s also really living up to the good cause claim that we’re making on our packaging and all of the materials that we’re promoting around our Susan G. Komen program.”

Consumers will be able to scan the QR codes on the promotional pink bags and be taken to AFM’s online mammography grant application . Through a partnership with Radiology Assist, the company is pledging up to $100 per patient, for a maximum of 300 applicants, to help cover the cost of a mammogram.

While most health insurances cover mammograms as a preventative health measure, if someone has to pay out of pocket, cost can be a barrier to access. Health care prices vary wildly based on location, but healthcare price tracker company GoodRx says the national average for the out-of-pocket cost for a basic 2D mammogram is $400. For a 3D mammogram, which can provide better information, the national average cost is $658.

“Everybody knows someone with either breast cancer in their family, friends, colleagues, etc.,” Bazan said. “It is one of the most common cancers among women in the U.S. So we continue to lean in on that given the importance of the female audience.”

Pink partnership packaging details

The QR code that takes consumers to the mammography grant application form is part of its promotional pink bags this year.

“Our pink bags are meant to bring attention to the cause by standing out in the produce aisle. Our ‘Don’t Just Check These: Check Yours’ is all about awareness and encouraging people to take time out of their busy days to learn about such an important issue,” Bazan said.

The partnership bags will be available to all retailers in the U.S. At the preview event, Bazan pointed out the campaign concept will be on the front, and the back will include a pink grapefruit guacamole recipe.

This year’s partnership also involves AFM donating $100,000 to Susan G. Komen.

“We’re incredibly proud to once again be partnering with Susan G. Komen to support the inspirational work they do, as well as help avocado lovers everywhere stay healthy for years to come.”

A New Look for Buddy’s Citrus This November

Thu, 25 Sep 2025 19:07:13 GMT

The Fresno, Calif.-based Trinity Fruit Company revealed the new look of its Buddy’s brand on Sept. 25. The update, debuting mandarins and full citrus line, features a new logo and all new packaging that will be available this November.

“We are really excited as a company to continue to grow our citrus program and to showcase our new look for our brand and packaging,” says Gunner White, vice president of Trinity Fruit.

“This was a very fun project that we worked on collectively as a team,” says Angela Hernandez, vice president of marketing.

“So much thought went into the brand and gave Buddy’s more of a personality as the consumers’ snack-time sidekick,” she adds. “ Our goal for this refresh was to create something that resonates with all shoppers, including moms, college students, wellness enthusiasts and even children, and to bring fun and bold colors to produce departments to entice shoppers to grab that snack-time sidekick.”

Trinity Fruit Company is a citrus grower-packer-shipper featuring conventional and organic easy peel mandarin varieties; specialty mandarins like page, dekopon and gold nugget varieties; lemons; cara cara navels; blood oranges; navel oranges; minneolas and more.

The company says it is also offering support for Buddy’s promotional efforts including digital campaigns, in-store demos, display bins and giveaways, with custom POS also available.

Fresh Express Reports Success of “Expression is in Session” Effort

Fri, 19 Sep 2025 19:31:43 GMT

Salad kit company Fresh Express is halfway through its “Expression is in Session” promotion campaign for what it calls the “busy back-to-routine season.” The campaign runs from Sept. 10-30 and includes a national sweepstakes where participating customers can win prizes.

Prizes include:

1 Grand Prize Winner: $500 gift card, three months of Fresh Express salads (48 free coupons) and a Fresh Express swag bag (apron, oven mitt, pot holder).
10 Runner-Up Winners: $50 gift card, one month of Fresh Express salads (16 free coupons) and a Fresh Express swag bag.

To participate, customers need to take a photo of a meal they made with a Fresh Express salad kit that includes the salad’s packaging, fill out a form on the contest’s website by Sept. 30, and submit their photo.

“Families are busier than ever during the back-to-routine season, and we wanted to create something that would truly inspire them at mealtime,” explains Fabian Pereira, Fresh Express vice president of marketing.

He adds the idea behind the campaign was to show that salads don’t have to be repetitive or complicated, and that salad kits can be used for other meals.

“We saw an opportunity to encourage people to have fun with their food, whether that means serving a vibrant salad or putting a creative twist on a weeknight favorite,” he continues. “It is really about giving families the tools to enjoy quick, delicious meals while also expressing themselves in the kitchen.”

Pereira says the team is encouraged by consumer engagement with the campaign so far, describing it as outperforming the company’s summer promotion already in the first week.

“We’re excited about the positive response so far and look forward to continuing to deliver innovation and inspiration to the salad category,” he says.

The Bagged Salad Segment

Pereira notes that, so far, roughly a third of participants in the promotion have been men. That is noteworthy as, according to The Packer’s Fresh Trends survey data, men are less likely to report purchasing bagged salads.

For example, in The Packer’s Fresh Trends 2025 Report, almost half of survey-taking women (49%) reported buying packaged salad mixes (just the greens) compared to 34% of men. Similarly, one third of participating women reported buying salad kits (packaged greens plus toppings and dressings) compared to 23% of men.

Both categories — packaged salad mixes and salad kits — have seen growth lately. In the 2025 report, 9% and 8% of participants reported being newcomers to the categories, respectively.

“The bagged salad category has continued to deliver impressive growth,” Pereira says. “Looking ahead, we expect demand to stay strong, particularly for innovations that bring global flavors, premium toppings and versatility to the table. Chopped kits will remain the growth engine of the category, as consumers look for new ways to enjoy restaurant-inspired meals at home.”

Organization Seeks 'Mangoes in Every Shopping Cart by 2030'

Fri, 22 Aug 2025 01:46:32 GMT

On Aug. 21, the National Mango Board hosted a webinar on its efforts to strengthen mango consumption in the U.S.

“The vision is for mangoes to be an integral part of the diet of people in the United States,” said Ramón Ojeda, the board’s executive director, as translated from Spanish. “Consumption per capita has gone from about 2 pounds per person 20 years ago to about 4 pounds per person in 2023, which places it in 11^th place in terms of the most consumed fruit in the United States.”

Ojeda also presented data about mango market penetration into U.S. homes, which he said averaged at about one in four households buying mangoes. This lines up closely with The Packer’s Fresh Trends 2025 survey findings. Among survey respondents, 23% reported buying mangoes in the prior year. It was ranked 15^th in terms of reported purchase frequency.

The National Mango Board would like to see mangoes in the top 10.

“Last year we reviewed [the strategic] plan, and the mission of the marketing program is to inspire and promote the value of fresh mangoes in the daily lives of U.S. consumers,” Ojeda said. “The vision that we have is a simple one: To see mangoes in every shopping cart by 2030 with the help and support of everyone in the mango industry.”

Promotional projects and plans

Ojeda overviewed the National Mango Board’s considerable calendar of recent promotions, both evergreen and seasonal. Seasonal campaign examples included:

The February “Love for Mangoes” for Valentines
Mango Madness for March with basketball tie-ins
Cinco de Mango for the lead up to Cinco de Mayo
A Disney partnership around the Lilo and Stitch movie release in May
The mobile food truck-centered Joyride campaign , now in its second year and running through Aug. 24
A social media campaign partnering with children’s entertainer Blippi
The recently kicked-off Back-To-School campaign

The board also announced a few planned campaigns, including one focused on football tailgating for the fall, the board’s 20^th anniversary, and “holiday joy” for the winter.

“We’re incorporating educational elements to everything that we do,” said Leonardo Ortega, director of research for the board, who noted that a lot of people “still don’t know a lot about mangoes.”

This also fits with Fresh Trends 2025 survey findings; few respondents reported being familiar with picking a ripe mango .

Ortega said providing consumers with information on how to select and how to cut mangoes will encourage them to buy mangoes in the store and take them home. But the National Mango Board is creating educational efforts for more than just consumers. Ortega announced the board will be launching a new video as part of the Mango University Culinary Training Program next week.

“This is for cooking professionals who would like to learn how to incorporate our fruit in their recipes and in their processes.”

He added that foodservice is a key part of driving U.S. demand for fresh mangoes.

“People often discover mangoes through a food service outlet. In most cases, they will be driven to the fresh cut section after they try mangoes in a restaurant or cafeteria.”

Ojeda reminded webinar attendees that every step in the mango supply chain has a role in growing U.S. demand for mangoes.

“Our mission says that we seek to increase mango consumption working as a unified industry, and that is very important because the mangoes must be managed and handled properly,” he said. “Merchandisers who place the fruit and handle the fruit in the supermarket as well as the packers and growers and the shippers — we all have a role in achieving quality for the consumer.”

U.S. Highbush Blueberry Council Launches ‘Go Big’ Marketing Campaign

Wed, 30 Jul 2025 19:45:03 GMT

The U.S. Highbush Blueberry Council (USHBC) has launched “Blueberries Go Big,” a new marketing campaign that it says evokes an emotional connection to the fruit in two different scenarios that show the big things that can happen when consumers grab a boost of blue.

These scenarios play out in the campaign’s two ads that celebrate how the small and simple blueberry packs huge benefits in each bite or handful, according to a release.

A Better Way To Snack

The BIG Time Snack

USHBC says Blueberries Go Big is debuting via a comprehensive paid media campaign directed to a targeted audience of 18 million blueberry consumers. The campaign includes programmatic display, online video, audio, connected TV, paid social, paid search and more.

Expected to reach millions of consumers, a TikTok TopView campaign on July 29 offers a behind-the-scenes look at one of the ad’s big stunts. USHBC says it is also partnering with influencers to demonstrate how blueberries “go big” for content creators in their own ways.

“Our new campaign illustrates the many benefits of blueberries, including health as foundational message, while also giving more air time to attributes like the great taste and easy-to-eat benefits that we know are important to our consumer but are not always focused on as much,” says Kevin Hamilton, USHBC vice president of global marketing and communications. “‘Go Big’ helps us tell a story that connects to our consumer more emotionally and highlights the better-for-you snacking opportunities around our fruit.”

USHBC works to increase demand for blueberries across all channels through marketing promotions, research and resources, all while empowering the industry to make blueberries the world’s favorite fruit. Working with Schafer Condon Carter, USHBC’s partner agency for brand and consumer marketing, the Go Big platform is the next phase in the continuous evolution of blueberries as a brand, the release says.

To learn more about the strategy and work behind the campaign, as well as USHBC’s comprehensive marketing and promotions programming, blueberry industry stakeholders are invited to attend The Blueberry Convention, Oct. 8-10, in Seattle.

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Earthbound Farm launches new 'From Earth to You' campaign

Tue, 29 Apr 2025 18:20:45 GMT

Organic salad producer Earthbound Farm has launched a new multi-million dollar advertising campaign designed to help grow the organic salad category. The campaign, “From Earth to You,” aims to be a playful reminder of the connection between consumers, farmers and the planet. The company said it expects to earn over 435 million impressions across all premium media channels including television, social media and e-commerce platforms.

“The new creative connects the decisions we make at the store with the farmers who grow our food and the planet it is grown on,” Christina Barnard, vice president of brand marketing, said in a news release. “We are farmers at heart and we love growing the best food on earth.”

The “From Earth to You” campaign will feature Earthbound Farm’s portfolio of organic and greenhouse grown products across YouTubeTV, Disney+, Fubo, Paramount, Peacock, Roku and other connected TV platforms, as well as across social media networks including Instagram, TikTok, Facebook and YouTube. Additionally, the company says targeted display banners and shoppable video will run across retail media platforms and Instacart to meet consumers at the digital point of purchase.

Stemilt highlights granny smith apples for summer

Thu, 24 Apr 2025 22:41:22 GMT

With summer just around the corner and supplies tightening on key apple varieties like Honeycrisp and organics, Stemilt Growers announced April 24 that it is highlighting a fresh opportunity for retailers: granny smith. As the No. 3 selling apple variety in the U.S., granny smith maintains strong consumer demand and offers exciting promotional potential throughout the summer season, the company said.

“Granny Smith apples hold a unique and consistent position in the category all year long, but they’re especially valuable during the summer months,” Brianna Shales, marketing director at Stemilt, said in a news release. “With other varieties tighter in supply, granny smith offers retailers a great way to keep the apple category active and relevant through seasonal promotions.”

According to Nielsen data from June 1 to Aug. 31, 2024, granny smith held a steady 11% to 12% share of apple sales nationally, trailing only Honeycrisp and gala. Retailers can benefit from promoting granny smith during this window to see an increase in apple sales, Stemlit said.

“Granny smith’s appeal is broad, resonating across major U.S. regions,” Shales added. “In the South, led by Texas, it plays a leading role in category volume and sales, while the Northeast and Midwest also show strong sales and potential for growth. Even in the West, where it ranks fourth in the apple category, granny smith still accounts for 12.6% of apple volumes.”

With an even split between bulk and bag sales, granny smith is a versatile item to merchandise in multiple formats. Stemilt recommended leaning into bulk displays to drive volume and taking advantage of popular packaged options like Lil Snappers, Stemilt’s kid-friendly, grab-and-go 3-lb. apple pack that resonates with busy families, and 5-lb. bags, a shopper favorite for parties, summer road trips and value-driven purchases.

“Shoppers are looking for fresh, flavorful and functional produce during the summer,” Shales said. “Granny smith delivers all of that with its tart flavor, crunch and incredible versatility. It’s a natural fit for events like barbecues, picnics and even snack pairings on the go while people are on vacation.”

From Cinco de Mayo to July cookouts, granny smith fits right into warm-weather celebrations, Stemlit said. Its crisp texture and zingy flavor are ideal for recipes like fruit salsa, mocktails, green apple salad, and spicy snacks with Tajín seasoning.

“Cinco de Mayo is a perfect time to showcase Granny Smith,” Shales added. “It’s amazing with Tajín, works great in fresh salsas and even adds a refreshing twist to mocktails and summer drinks. These pairings open up unique merchandising angles that tie apples directly into the season.”

To help retailers take full advantage of granny smith this summer, Stemilt suggested these merchandising strategies:

Feature large, visually impactful bulk displays with signage that highlights summer uses and pairing ideas.
Cross-merchandise with items such as citrus, Tajín, cheese or beverage mixers to inspire shoppers.
Place grab-and-go packs like Lil Snappers near deli or snack sections for easy access.
Bundle granny smith with sweeter apple varieties to appeal to diverse flavor preferences, especially in regions like the Midwest.

“The apple category tends to shrink in size in the summer with seasonal items taking center stage, but data shows that continued promotions are key to category health,” Shales said. “Granny smith can anchor those efforts because it’s familiar, flavorful and relevant to what people are eating and doing during this time of year.”

Earth Day partnership between Earthbound Farm, Instacart

Tue, 22 Apr 2025 19:42:10 GMT

On Earth Day, April 22, organic and greenhouse-grown salad company Earthbound Farm and Instacart announced a month-long partnership. The companies called the Earth Month campaign an effort at inspiring healthier, more sustainable choices.

“Prioritizing the planet should be easy — and with Earthbound Farm, it is,” Christina Barnard, vice president of brand marketing at Earthbound, said in a news release. “This partnership brings our mission to life right where it matters — at the moment of choice.”

On Earth Day, Instacart users nationwide will experience an Earthbound Farm storefront takeover, showcasing the brand’s organic and greenhouse grown offerings. This includes Earthbound Farm’s new plant-based tray, which cuts plastic by 95% and is already available in over 1,000 stores in U.S. and Canada, according to the companies.

The multichannel initiative spans digital, social and mobile platforms, featuring ecoconscious influencers, targeted outreach via Instacart’s email, mobile channels and a promo code offer for fresh greens. The campaign spotlights Earthbound Farm’s fresh greens while reinforcing the connection between personal health and planetary well-being.

“This new co-marketing solution enables brands like Earthbound Farm to connect with customers in highly targeted ways during key shopping moments,” said Stephanie Paturzo Swingle, senior director of B2B marketing at Instacart. “By unlocking custom promo code capabilities, we’re helping brands drive engagement and create seamless, measurable paths to purchase that inspire customers to shop instantly and form new habits.”

Taylor Farms launches new salad kit campaign

Thu, 03 Apr 2025 13:32:28 GMT

Taylor Farms, producer of ready-to-eat salads, has launched a new “Get Your Salad Together” campaign that celebrates salad kits.

“There’s nothing better than seeing our fans go wild over our delicious chopped salad kits” Bryan Jaynes, Taylor Farms vice president of product and marketing, said in a news release. “When a meal has the right components that are both healthy and taste great, everyone enjoys it a bit more. And that’s what the Taylor Farms brand helps people do.”

Created in partnership with the agency Erich & Kallman, the campaign features two commercials that highlight Taylor Farms salad kits as time-saving solutions for creating meals everyone can feel good about. The 15-second “Beside Myself” and the 30-second “Everyone Clapped” ads can be viewed on the Taylor Farms YouTube channel .

Members of Erich & Kallman creative team called working on the campaign “a blast.”

Taylor Farms says the commercials will run on connected TV platforms and social media. Targeted display banners from the campaign will also run across retail media platforms, Instacart, out-of-home placements and in-store POS display programs. The company says it expects the “Get Your Salad Together” campaign will connect with millions of salad lovers across the U.S. and will generate over 1.4 billion impressions.

“We are thrilled to share this fun creative that celebrates relevant mealtime victories,” said Christina Barnard, marketing director at Taylor Farms. “Through our fully integrated campaign, we are using the Taylor Farms brand as a vehicle to elevate and grow the overall salad kit category.”

Goals that go beyond 'greenwishing'

Wed, 22 Mar 2023 16:36:16 GMT

Along with the annual migration of golden-cheeked warblers, every year in early March tens of thousands of musicians, entrepreneurs, film crews and tech startups descend on sunny Austin, Texas, for the annual South by Southwest Conference.

Also known as SXSW, the festival hosts a dizzying array of concerts, premiers and art activations that take place in every corner of Austin. Also layered onto the festival is an interactive conference that lasts over a week and is punctuated by serious discussions about climate, tech, culture, art, startups and, yes, even food.

From March 10-12, food was a major focus at the 2023 SXSW Conference. Along with familiar celebrities, activists and luminaries, fresh produce innovators, ag advocates and foodtech leaders gathered to share their perspective on the state of the industry, trends, challenges and who’s doing what.

One such discussion was a provocative two-part panel called “Businesses Doing More Than ‘Greenwishing.’” The conversation included leaders from Driscoll’s, The Kroger Co., Google, Bonterra and others who, over the course of two hours, shared many of the strategies and approaches they have used to tackle lofty sustainability and environmental, social and governance (ESG) goals.

These leaders detailed how they were putting action behind their words, setting milestones, making decisions and making good on well-meaning promises, plans and marketing claims within their organizations.

The panel was hosted by a nonprofit think tank called Foodtank during a SXSW-sponsored summit on Sunday, March 12, at Huston-Tillotson University in East Austin. The discussion wasted no time in diving headfirst into challenges on the minds of many entrepreneurs and food businesses in the audience.

Greenwashing versus greenwishing

“What is greenwishing?” asked Natalie Byrne, founder of impact strategy firm, Blankspace. “We all know what greenwashing is; it’s when you see something, like a marketing campaign, that isn’t tied to real impacts.”

Greenwashing, according to Byrne, is a strategy meant to mislead — tugging at heartstrings without real action behind it. On the other hand, greenwishing is when companies set audacious goals in the distant future with no clear plan to achieve them or a lack of buy-in to accomplish these goals. Both strategies mislead. The difference is that greenwishing seeks to achieve things that are unlikely, for many reasons, to become reality.

“How I see it is a company puts a stake in the ground and says, ‘I want to have this huge goal completed by 2050,’” Byrne said. “In the time it takes to move the company — like a cruise ship — towards that goal, they face challenges.”

Often when facing these challenges, continued Byrne, some companies receive criticism that, in many instances, derails sustainability goals.

“There’s a difference between constructive criticism and just throwing tomatoes in the dark,” she added.

“Greenwishing is really the opposite of good goal-setting for me,” said Emily Ma, head of Food for Good at Google. “I know many people out there want us to set ambitious goals, but there’s a reason why we might be setting slightly less ambitious goals. We truly don’t want to be just wishing for something to happen. We want to be actually making it happen.”

How to avoid ‘pie in the sky’ goals

“Google generally tends to not talk about anything until we have a pretty good plan to get there, or we’ve already done. No good deed goes unpunished,” Ma said. “We tend to be very quiet about what we do until we’re almost done.”

At Kroger, Senior Director of Sustainability and Social Impact Denise Osterhues said her main challenge is narrowing in on where her team can make a measurable impact on a broad and diverse range of topics.

“We are asked to do a lot of things … and some of the advocacy groups are very single-issue,” Osterhues said. “Our portfolio of topics is huge and covers the entire spectrum of things that we manage for people, our planet and to help create a more equitable, fair, sustainable food system. That list of topics is enormous.”

Osterhues said sticking to a rigorous decision-making process has helped her team set goals that they have become reality.

“The main way we show up, in terms of what we decide to do and what our timeline, is our three pillars: people, planet and systems. We have a very broad portfolio of specific topics in within that platform,” she said. “We make decisions every day, based on balancing the tradeoffs, priorities and feedback and engagement from our stakeholders.”

Osterhues dubbed her process “operationalizing ESG decision-making.” Using this model, her team shares their ESG goals with Kroger’s leadership and poses a question at the end. “How can you help us get these goals done? What is achievable and reasonable?” she said.

This feedback and stakeholder engagement helps her team secure the internal buy-in and the support needed to drive the goal across the finish line, she said.

One example on this process in action, Osterhues added, is Kroger’s recent resistance to cave to mounting pressure to set a net-zero target.

“I don’t know what’s going to happen by 2040 and 2050,” she said. “And I don’t want to just wish for something to happen without having a pretty concrete road map and a really good start.”

Alejandra Sanchez, Driscoll’s social responsibility and sustainability marketing manager, agreed that thoughtful goal-setting is the key to maintaining not only consumer trust, but trust internally with growers as well.

“When you’re so close to your growers, their success, their mistakes are ours; it’s really an interdependent ecosystem,” Sanchez said.

“If we took steps [and set big goals] without really knowing what the process is, you don’t just lose consumer trust, but you lose trust internally,” she said. “You lose trust with your growers. You lose trust and leadership. It can be really damaging in the long run.”

Sanchez added that sees the most authentic and effective sustainability communication as education.

“At the end of the day, there’s a lot of things we’re doing that’s creating behavior change,” she said. “On one side of the spectrum, you have science communication, and on the other side [is] greenwashing. Somewhere in the middle is the sweet spot: strategic storytelling … You need to bring consumers along.”

Buyers want suppliers to have these skills

Tue, 15 Nov 2022 07:25:34 GMT

Like fast moves on the dance floor, successful suppliers hone their craft by practicing a well-coordinated two-step. You can have the best produce out there, but – for better or worse – it takes more than stellar product to be at the top of every buyer’s speed dial.

We spoke with produce buyers across the industry to learn what qualities are at the top of their wish list when looking to partner with a supplier and source fruits and vegetables for shopping carts.

Communication is king

When asked if there was one thing a supplier could do to ensure a productive relationship with their buyer, the resounding consensus among produce buyers was clear: great communication is the foundation of a productive purchasing relationship. No matter what type of business model or arrangement you’re seeking with a buyer, it all starts with a clear message.

(Farm Journal)

“Any great relationship needs to have strong communication. I would rather be over-communicated to than under any day of the week,” said Katie Jakubowski, senior produce category manager at Topco , an Illinois-based retail food purchasing company. “I also appreciate a sense of urgency and the willingness to work together to find solutions.”

Not only does day-to-day communication need to be solid, “the supplier needs to be aligned and involved with the sourcing and commercial strategy,” said José Angel Sanchez Salas, produce and floral director at Walmart .

Sam Duda, associate strategy manager of produce at meal-kit provider HelloFresh , appreciates consistency when partnering with suppliers. “Being reliable is always the best! Suppliers that pick up my call on Saturday when we are in a pinch get a gold star in my book.”

At the top of the wish list for James Braswell is open, honest and responsive communication. As director or produce procurement for Midwestern retailer Fresh Thyme Farmers Market, he recommends keeping “the buyer well-informed and out front of markets, supply issues and quality issues.”

Buyers rely on their suppliers to ensure that they are experts in their categories and commodities, added Braswell.

It all boils down to delivering a high level of care, said Hernan Avalos, senior sourcing manager at Walmart . “Empathy and understanding of the needs of a buyer to serve their specific business and solutions is required,” Avalos said. “The fruit business is very dynamic. We deal with a lot of uncertainty, so quick answers and finding solutions are a must.”

(Farm Journal)

Tips to up your game

Once you’ve established a solid foundation of good communication habits, buyers shared some advice on how to leave a good impression and secure the next order with minimum hassle.

When reaching out, start with the right details. “Accurate information up front” goes a long way, said Braswell at Fresh Thyme Farmers Market.
Know your market and double-check everything. “Asking questions, double checking [purchase orders] and keeping me updated on the markets will shoot you to the top of the pack!” said Duda at HelloFresh.
Get organized. “Have quantities and pricing locked and loaded. Also, have an understanding upfront of available raw materials to anticipate shortages or prorates so we can communicate accordingly,” said Jakubowski at Topco.
Outline a plan. “Schedule periodical sessions with buyers in order to review performance, needs, next steps and strategies,” said Sanchez Salas at Walmart.

(Farm Journal)
Send reminders and follow ups. “Following up on emails and calling me when there is an issue and I have not responded” is helpful, said Duda. “Everyone gets so many emails a day so when a supplier gently bumps up an email to my attention, I have always appreciated that.”
Avoid assumptions. Especially with international markets, constant communication is essential. “Producers often think other markets are like their own regional markets, and this is often not the case,” said Avalos at Walmart.

Pet peeves that give buyers headaches

While there are countless ways to dazzle your buyer, just make sure you don’t get on their bad side. When in doubt, steer clear of the following pitfalls and bad habits.

(Farm Journal)

Lack of communication and last-minute communication are big red flags for Jakubowski at Topco and Braswell at Fresh Thyme Farmers Market. Duda at HelloFresh agrees. Suppliers who share “last-minute or no notification if a [purchase order] short or zero ships” is one habit that will sour an otherwise solid relationship, Duda said.

Related news: Retailers drive up organic produce sales with key strategies

The devil is in the details. “Confirming [purchase orders] and advising on any short ships immediately when it happens” is critical, she said. “Nothing is more of a bummer when a [purchase order] arrives short, and there is a mad scramble to secure more.”

Sanchez Sala at Walmart frowns on suppliers who don’t anticipate opportunities or situations that could affect their performance.

What’s more, if you’re shipping long distances, double check your product quality, said Avalos at Walmart. “If you are shipping fruit that needs to travel several days, send the best possible. Don’t take the risk to send something you have in the inventory just because it needs to be moved right away,” he said. “At the end of the day, I can assure you that this causes more problems for all parties involved than solutions.”

And make sure you plan for customs. “When you export, all export paperwork must be prioritized. You could ship out your best fruit with the best price, but if we can’t move it out from customs, it’s worth nothing,” Avalos said.

In it for the long haul

(Farm Journal)

When dreaming up the skills and traits that make up the ideal supplier-buyer relationship, it’s helpful to remember that dynamic partnerships aren’t built overnight.

“Think in the long term with the market you serve and speak about this with your buyer,” Avalos said. “As a buyer, we must do our part as well and not judge a supplier just for one season.”

At the end of the day, the supplier-buyer relationship is about building rapport that will sustain you both for the long run.

“Buyers and suppliers are all unique human beings. Some work well together and some do not,” Fresh Thyme’s Braswell said. “It’s about finding the right balance that creates a special partnership that can turn into lifelong relationships and friendships. We are all in this crazy business together, and no one understands our pain other than those of us entrenched in it daily.”

NatureSweet adds new vegetables to cherry tomato logo

Wed, 26 Oct 2022 15:59:42 GMT

NatureSweet has revamped its brand image to celebrate its recently expanded product lines and distribution capabilities.

The Texas-based greenhouse grower has refreshed its corporate brand and has updated its logo and website to underline the new developments.

The bold yellow and red logo no longer features cherry tomatoes on the vine alone. The new NatureSweet logo depicts the cherry red, quintessential snacking tomatoes, framed by orange, yellow and red bell peppers and a green cucumber. Over the past four years, NatureSweet has expanded its offerings to include other greenhouse-grown vegetables such as peppers and cucumbers alongside its well-established snacking tomato program.

Related news: Why messaging matters with greenhouse-grown produce

According to a news release, NatureSweet expects that more than half of the company’s future growth will come from this product line expansion. The Equitable Food Initiative and Fair Trade-certified company has also recently partnered with Laredo, Texas-based Mission Produce to expand distribution to U.S. retailers.

“Consumers trust the quality produce that NatureSweet consistently delivers; we have proven this,” Rodolfo Spielmann, president and chief executive officer of NatureSweet, said in the release. “Although our logo might have changed a little, our company’s purpose remains the same. And that is to greatly improve the working conditions and treatment of agricultural workers. We are truly paving the way for the industry.”

The redesigned website is mobile-compatible and shares images and stories about where the vegetables were grown. It features an education hub with nutrition tips, recipe videos and details about company efforts in recyclable packaging and sustainability. Additionally, NatureSweet’s Food ID program takes consumers to where their produce was grown to learn more about practices used to harvest and pack their veggies. The site also includes a “Meet the Associates” section where consumers get to meet and hear from the farmworkers who picked their vegetables.

Learn more about NatureSweet’s rebrand in this short, informative video .

Ocean Spray puts cranberries front and center this holiday

Wed, 19 Oct 2022 13:23:30 GMT

Who says a turkey belongs at the center of the holiday table? This fall, Ocean Spray Cranberries makes the case that bright red, canned cranberry sauce deserves the spotlight. The agricultural cooperative made up of 700 growers in the U.S., Canada and Chile has launched its 2022 holiday campaign with canned cranberries the focus of a reimagined holiday table. A departure from previous campaigns, fresh and dried cranberries along with cranberry juice make room for the canned Americana staple to take center stage.

Arguing that canned cranberries will “power your holidays” and belong at the center of the holiday table, not relegated to a side dish, Ocean Spray’s campaign leans in to the unique, gelatinous qualities of canned cranberries. TV and digital ads are light-hearted, creative departures from the traditional holiday script and feature an original track from Mack Goudy Jr. of the electronic dance group, The Detroit Grand Pubahs.

“Cranberries have provided the punch on holiday tables for centuries and we want people to see with new eyes, the power within the cranberry that we and our growers know so well,” Dan Hamilton, head of marketing at Ocean Spray Cranberries, Inc. said in a news release. “We hope people will feel the joy from Ocean Spray this holiday season. What better way to do that than the joy of watching the iconic jiggle of our jellied cranberry sauce?”

The TV campaign spot depicts a tense, bored family sitting together in a formal dining room for a holiday dinner. The father comes into the room from the kitchen, and places three wiggling, jiggling logs of jellied cranberry sauce at the center of the table. As the logs of cranberry sauce wiggle, the family is transfixed. They each begin to mirror the jelly, wiggling just as the jelly does. Soon, the whole table erupts, and what was once a boring dinner is now a full-out party with electronic dance music thrumming in the background. The original song and extended version will be available on Spotify this month, according to the release.

“There’s something hypnotic and captivating about watching jelly jiggle. It’s hard to be mad when you see it. We took that truth and followed it to its illogical conclusion.” David Kolbusz, CCO of Orchard Creative, said in the release.

The campaign features TV & digital spots with original music and will launched this fall across the U.S. within streaming video platforms, across social media, and custom media partnerships, including Vox. Social and digital extensions of the campaign aim to invite shoppers to jiggle with Ocean Spray this holiday season, according to the release.

Dairy Producer Leaders Applaud Industry Collaboration to Grow Sales and Enhance Image

Fri, 20 Nov 2020 02:36:14 GMT

Checkoff’s partnership with McDonald’s directly contributed to an additional 1.7 billion pounds of milk sold between 2009 and 2011.

Source: Dairy Management Inc. news release

ORLANDO, Fla. – The dairy checkoff’s strategy of working with powerful partners is helping to “secure dairy’s future” by contributing to billions of additional pounds of milk sales and enhancing dairy’s image.

Dairy producer promotion leaders delivered this message to nearly 1,000 producer and industry representatives at the 2012 National Dairy Promotion and Research Board (NDB)/National Milk Producers Federation/United Dairy Industry Association (UDIA) Joint Annual Meeting in Orlando, Fla., Oct. 29-31.

Working with industry leaders McDonald’s® and Domino’s® represents a business strategy that helps the dairy checkoff “do more with less,” said California producer Steve Maddox, NDB chairman. NDB carries out coordinated promotion and research programs to help build demand and expand domestic and international markets for dairy products.

“In the past, checkoff efforts were largely focused on generic promotion to help raise consumer awareness through generic advertising,” Maddox said. “We had some great ads that producers were extremely proud of, but we didn’t grow sustained dairy sales.”

Maddox said the checkoff’s partnership with McDonald’s directly contributed to an additional 1.7 billion pounds of milk sold between 2009 and 2011. Producers can expect continued growth in McDonald’s dairy sales, he said, pointing to menu development efforts driven by checkoff employees who work at McDonald’s headquarters in Oak Brook, Ill.

Beyond McDonald’s, the checkoff’s partnerships with Domino’s and other pizza companies and suppliers have moved more than 6 billion pounds of milk since 2009, according to the U.S. Department of Agriculture. Pizza innovation continues with the recent introduction of Domino’s Handmade Pan Pizza, which uses up to 40 percent more cheese than the chain’s two-topping, hand-tossed pizzas.

Innovation Center Unifies Industry on Common Goals

Another example of checkoff partnerships to grow sales is focused on working with and through the dairy industry.

The Innovation Center for U.S. Dairy®, created by producers in 2008, allows the checkoff to partner with processors, manufacturers and others to leverage their financial and other resources. More than 800 professionals representing 300 companies dedicate their time and expertise to help advance checkoff goals and priorities.

“Our checkoff program cannot do it alone,” said Paul Rovey, Arizona dairy producer and chair of Dairy Management Inc.™, which manages the national dairy checkoff through funding from NDB and UDIA. “We need the added muscle and backing of powerful partners through an industry-wide approach.”

Rovey said the Innovation Center is one of the most groundbreaking partnership concepts the checkoff has created, and its successes benefit the entire industry. In the area of food safety, the Innovation Center has facilitated an industry-funded training program to help reduce the risk of pathogen contamination in dairy foods. It also has conducted a greenhouse gas life cycle assessment for fluid milk to set the record straight about milk’s environmental impact.

Fuel Up to Play 60 Positively Impacting Future Consumers

Other checkoff partnerships are aimed at youth to help reverse the alarming obesity epidemic that is putting the health of future generations at risk.

Fuel Up to Play 60 is a partnership between the dairy checkoff and the National Football League®, with support from USDA. State and regional checkoff staffs have implemented it in more than 73,000 schools.

Schools are important to producers because 55 million students across the country are in class an average of 180 days a year. These students account for 7 percent of total fluid milk consumption.

“Children represent 100 percent of our future consumers,” said Bill Siebenborn, Missouri producer and UDIA chair. “We have a tremendous opportunity to positively impact these youngsters’ diets with healthy, nutritious dairy products.”

Local checkoff organizations also remain critical to protecting and promoting dairy’s image. Image efforts are focused on having more conversations – especially through social media channels – with consumers who are generations removed from food production. These consumers are interested in learning more about the work that occurs on dairy farms. Research shows they will be more loyal to products whose values – real or perceived – mirror their own.

Dairy’s story is one that “consumers tell us they want to hear,” Siebenborn said. “It’s a story about our commitment to provide safe, nutritious foods to feed our country and the world. It’s a story about our dedication to environmental stewardship and caring for our animals. It’s about our involvement and leadership in local communities across this nation.”

At the core of these efforts is the partnership between national and local organizations that form UDIA, a federation of 19 state and regional dairy promotion organizations that collaborate to develop and implement strategies to grow sales.

“There is no more important relationship than the one between our national and state and regional dairy promotion organizations,” Siebenborn said. “Through DMI, dairy producers are able to implement programs nationally so that we have a consistent, unified approach to protect and promote dairy. Our staffs at the state and regional level bring our programs to life.”

For more information, visit www.dairycheckoff.com .

Dairy Management Inc.™ (DMI) is the nonprofit domestic and international planning and management organization response for increasing demand for dairy products and ingredients. DMI manages the American Dairy Association® and National Dairy Council®. DMI also has established affiliate organizations, including the U.S. Dairy Export Council®, Innovation Center for U.S. Dairy and the Dairy Research Institute.

New Website Helps Tell Dairy’s Story

Fri, 20 Nov 2020 02:35:09 GMT

The site reinforces the U.S. dairy industry’s important role in a safe, affordable and abundant food supply.

Source: Dairy Management, Inc.

The dairy checkoff has launched a new website –www.DairyGood.org – to help tell dairy’s story among consumers and thought leaders.

The site reinforces the U.S. dairy industry’s important role in a safe, affordable and abundant food supply by focusing on:

• Healthy People – America’s dairy producers believe in ensuring a better future for the next generation through the consumption of healthy, nutritious and great-tasting dairy products.

• Healthy Communities – The U.S. dairy industry is a vital part of the nation’s food system and contributes thousands of jobs, income and vitality to communities across the country.

• Healthy Planet – Dairy farm families, along with others in the industry, are committed to environmental stewardship and reducing the industry’s environmental impact.

DairyGood.org also features personal accounts of dairy producers and their challenges and solutions in dealing with the worst U.S. drought in the last 50 years.

The site represents the interests of more than 51,000 U.S. producers, along with dairy food companies that represent more than 130,000 employees nationwide and hundreds of thousands of dairy industry professionals who support a $100 billion U.S. industry that provides jobs to local communities.

For more information, visit www.dairygood.org .

Invest in Your Farm's Reputation with Social Media

Mon, 19 Dec 2022 17:43:48 GMT

From attracting landlords to honoring employees to sharing a behind-the-scene view of a modern farm, social media can be a vital tool for your operation.

Consider what passersby think when they see your headquarters or machinery on the highway. Do you want them to draw their own conclusions, or do you want to be the one telling the story?

Be Proactive

Fourth-generation farmer Leah Halverson can remember the exact moment she told her family they needed to get their operation, Black Gold Farms, on social media.

“My dad said, ‘But then everybody’s going to know what we’re doing!’” she recalls. “This led to what we call a drive by; we decided if you can drive by and see what we’re doing on the farm, then we should be able to talk about it.”

Have a Gameplan

Through her business, Ten Acre Marketing, Halverson and her team help growers communicate their farms’ stories through social media. The first steps, she says, are to define your goals, best tools and a plan for action. Halverson suggests a marketing plan checklist:

1. Ask yourself what you’re looking to achieve. Some examples include attracting employees or developing new buyer relationships.

2. Set an investment plan. This includes time, money and resources.

In 2012, Madeline Peterson, social media strategist at Peterson Farms in Loretto, Ky., and 2016 Top Producer of the Year winner, kickstarted her farm’s social presence with a similar checklist in mind.

“We’re most interested in creating meaningful content for the community while weaving in the narrative of Peterson Farms’ legacy that we want to leave behind,” Peterson says. “Sometimes it’s thought-provoking content, other days it’s feel-good content, such as a sunset.”

For years, Peterson has posted weekly on Facebook, Twitter, Instagram and LinkedIn. She recently joined TikTok since video content is becoming more relevant.

Power of a Brand

While these marketing stories are optional now, some, including Halverson, speculate telling your farm story will one day be essential.

“I don’t think you should be worried about getting asked about your operation’s practices, but I think you should be expecting that it’ll be part of your checklist each year in the future,” she says. “If that time comes, we have to make sure we have messaging and branding in place, and that we’re following through with it.”

The bottom line, according to Halverson and Peterson: Don’t be bashful in learning new skills and promoting your operation — it just might pay off.

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Nominations sought for Ontario produce awards

Fri, 23 Sep 2022 18:49:19 GMT

The Ontario Produce Marketing Association is asking for produce industry nominations by Sept. 27 to present four winners with awards at the association’s 28th annual Gala and Awards Ceremony.

The event is Nov. 15 at the Universal Event Space in Vaughan, Ontario, according to a news release.

Every November, the Ontario produce industry honors individuals and organizations for outstanding accomplishments and contributions to the industry.

A nomination form with award criteria is available here .

The association recognizes individuals and companies with these annual awards:

The Cory Clack-Streef Produce Person of the Year Award;
The OPMA Fresh Award;
The OPMA Lifetime Achievement Award; and
The OPMA Outstanding Achievement Award.

E-mail nominations to dee@theopma.ca.

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MountainKing Potatoes has display options

Fri, 23 Sep 2022 21:18:03 GMT

For 2020, Houston-based MountainKing Potatoes is providing its retail partners with “turnkey, display-ready options” aimed at driving sales of its baby golds, baby reds and fingerlings, which it calls Steakhouse Roasters, said John Pope, vice president of sales and marketing.

“All of the merchandising programs offer high-graphic sell bins, recipes and support materials customizable for specific store formats and traffic patterns,” he said. “We’re looking forward to making some big headway with these varieties.”

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Commission adopts modular marketing approach

Fri, 23 Sep 2022 18:56:04 GMT

Xavier Equihua and the Washington, D.C.-based Peruvian Avocado Commission have earned a reputation for innovation when it comes to promoting avocados from Peru.

The commission is one of the few fruit and vegetable boards to use partnerships with sports organizations like the National Football League, Major League Baseball and the World Soccer Cup to promote fresh produce.

In the past, Avocados from Peru created the world’s largest guacamole bowl with the New York Jets and partnered with the U.S. Navy during New York City’s Fleet Week to promote Peruvian avocados to media and diverse audiences. But things are different this year.

In light of the COVID-19 pandemic, Equihua, the commission’s president and CEO, has taken a different approach.

Instead of sampling events and promotions at big public gatherings, Avocados from Peru will offer an e-coupon program for retailers.

“Unique situations require unique approaches,” Equihua said, “so we decided in February to change our marketing approach.”

The commission will offer retailers a major NBC and Fox TV spot program and provide consumers with a wealth of ways to enjoy Peruvian avocados in a new 100-page cookbook entitled “Avocado in Bloom” that Equihua wrote with brand ambassador Colette Dike.

This follows Equihua’s first cookbook entitled “Cooking with Avocados from Peru” in 2015.

The publication will be available through a link or by scanning a special QR code, and it will be promoted by retail partners, social media and other digital platforms.

The first cookbook has been downloaded globally more than 1.2 million times so far and is available in English, Spanish, French, German, Italian, Dutch, Norwegian and Russian.

“We’re trying to adapt to the now,” Equihua said, foregoing the “new normal” cliché, “as things are very fluid and constantly changing.”

“We are taking a very modular marketing approach based on the now — and ‘the now’ is not going to change anytime soon.”

Peruvian avocados are an ideal food purchase during the pandemic as well as during the forthcoming softening of the shelter-in-place mandates, he said.

Avocados from Peru last a long time if they’re allowed to mature in the refrigerator, he said. And that’s a plus for consumers who are taking fewer trips to the supermarket.

The commission also is helping consumers to better understand how to ripen avocados form Peru at home.

Like all avocados, Peruvian avocados are nutrient dense with high good oil content and a wealth of vitamins and minerals, Equihua said.

“Consumers know this, hence avocados are a produce staple especially during the pandemic.”

He encouraged retailers to promote the health benefits of Peruvian avocados and to sell them at a reasonable price so consumers can buy more of them.

“This is the reason we are offering e-coupons and instant rebates,” he said. “We want to provide incentives to consumers, especially in a period like this.”

Meanwhile, even though foodservice business generally has plummeted because of closures caused by COVID-19, Equihua does not expect the Peruvian avocado industry to be seriously affected by those closures.

“One of the advantages of avocados from Peru is that our foodservice footprint is strategic in its approach,” he said.

He estimated that up to 30% of avocados industrywide are used in foodservice, but most Peruvian fruit is sold in programs at retail.

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Onion marketers aim to reach consumers online, on social media

Fri, 23 Sep 2022 21:17:31 GMT

Even as they stay home to ride out the COVID-19 pandemic, consumers are still getting out, if only via their computers and smart phones, and onion marketers are looking to hop on this trend with their social media initiatives.

“We are ramping it up,” said Greg Yielding, chief executive of the Greeley, Colo.-based National Onion Association .

“One of our best programs launched right when this (COVID-19 outbreak) started, and it was telling people about the health benefits of onions. We’ve got a whole section on our website about that and links to the studies.”

The association is channeling that message online on its own website, as well as through Facebook, Instagram, advertisements and other modes, with good results so far, Yielding said.

“People come back to the website and get more information,” he said.

Social media is a great tool to engage, build loyalty and connect with consumers when marketing onions, said Tony Huizenga, national sales manager/onion buyer with Friesland, Wis.-based Alsum Farms & Produce.

“Social media allows us to tell a story about the product’s freshness, the farmer, the many uses, nutritional benefits, and adds an element of inspiration for fans,” he said.

He noted, for example, that showing images of onion planting, growing and harvesting connects consumers to how their food is grown and makes its way to grocery store shelves.

“Particularly in the times of COVID-19, it’s an excellent tool to help educate consumers on the proper method to store onions to help them remain fresh as long as possible,” Huizenga said.

“Additionally, sharing appetizing recipes that highlight onions’ versatility, nutritional benefits and provides consumers with meal inspiration, as most Americans are eating at home during these times, is a great use of social media.”

Employing social media is “the key to communicating” the benefits of onions to consumers, said Rachel Atkinson-Leach, brand and category manager with Bancroft, Wis.-based Russet Potato Exchange Inc.

That’s particularly true since traditional onion packaging doesn’t provide a lot of space to communicate, she said.

“RPE is currently developing a wide array of marketing tools to communicate directly to our shoppers via our website, social media channels and shopper marketing campaigns,” Atkinson-Leach said.

“We are even using culinary experts to help us show the many uses for onions in fresh and exciting ways.”

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COVID-19 sharpens focus on onion packaging
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Onion market flush with product, but fewer outlets

National Onion Association mulls convention

Fri, 23 Sep 2022 21:17:27 GMT

The COVID-19 pandemic had the 400-500 members of the Greeley, Colo.-based National Onion Association wondering whether they would have their summer meeting, as scheduled, July 15-18 in Nashville, Tenn., said Greg Yielding, chief executive.

“For the first time in years, we’re sending out a survey to see if we’re going to have a summer convention,” he said.

The Nashville program is one of two big get-togethers the association puts on each year. It also schedules an annual meeting in December.

“We’re sending out surveys to see if people will go if the government is lifting restrictions,” Yielding said, referring to the July convention.

“That hasn’t happened in years and years, if ever.”

Planners were expecting to make a decision by mid-May on whether the Nashville program will go on as scheduled, Yielding said. “That would be the latest we’d want to wait.”

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