Produce Marketing Association

PMA, United Fresh and CFFA offer to help USDA on produce boxes

Fri, 23 Sep 2022 18:08:56 GMT

The United Fresh Produce Association and Produce Marketing Association has asked the U.S. Department of Agriculture to include them in any revisions or evaluations of the Farmers to Families Food Box Program.

Most of the $1.22 billion in contracts announced May 8 went to companies to fill produce-only boxes. Questions from the industry have been directed at the size of some of contracts and who they went to, including companies that have no infrastructure, access to distribution or experience handling fresh produce.

United Fresh and PMA’s letter, dated May 14, is addressed to Bruce Summers, administrator of the USDA’s Agricultural Marketing Service, which oversees the box program, and is signed by United Fresh President and CEO Tom Stenzel and PMA CEO Cathy Burns.

The executives praise the speed in which the program was established and its goal, but suggested the USDA work with industry in the future.

“We offer our full support in any way possible to help you achieve your goals with the program,” according to the letter. “There are important lessons that we all are already learning and need to act on. We do that in the spirit of perfecting a new program in a sincere desire to help.”

Produce companies, according to the letter, are offering to guide the USDA “in any appropriate way to provide background” on:

Day-to-day efficiencies in the produce supply chain;
Ways in which companies can most cost-effectively deliver fresh produce; and
Performance standards that USDA can audit to ensure successful execution.

Stenzel, who has been keeping United Fresh members updated on COVID-19 related updates, said in a May 15 update that the USDA is reviewing the awards.

” ... We understand that USDA is taking a hard look at recent awards and will bring great rigor and oversight to make sure the desired outcomes are achieved,” he wrote in the update.

The USDA is also approving new contracts for the produce boxes.

“Whether or not a specific company gets a specific contract, our overall goal must be to ensure that all contracts deliver fresh produce efficiently, safely and quickly to those in need,” Stenzel wrote in the May 15 update.

California Fresh Fruit Association

The California Fresh Fruit Association also sent a letter to the USDA about the program.

The May 13 letter from CFFA President Ian LeMay to Agriculture Secretary, also supports the speed of the bid process for the boxes, which will go to food banks across the nation.

The list of contract awardees, however, brought many questions from CFFA members, according to LeMay.

“In reviewing USDA’s announcement of contract awards, only 12% of the contracts in the Western Region were awarded to businesses that are growers, shippers, and packers of agricultural commodities,” according to LeMay’s letter. “Wholesalers and retailers comprised over 80% of the awardees. If USDA’s intent, was to provide much needed relief to our farmers and producers, the first round of the program fell well short of that goal.”

The CFFA also offered to assist the USDA through its members, in the hopes growers, shippers and packers will be more successful in receiving future contracts through the box program.

“To get there, CFFA stands ready to assist USDA and AMS to ensure the program’s success in helping to address food insecurity, provide nutrition, and support the farmers of our state and nation,” according to the CFFA’s letter.

For more stories on the pandemic, see The Packer’s COVID-19 webpage .

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Center for Growing Talent’s virtual walk/run challenge

Fri, 23 Sep 2022 18:08:25 GMT

The Produce Marketing Association’s Center for Growing Talent is bringing people in the produce and floral industry together with a Virtual Wellness Walk and Run Challenge.

“The Virtual Wellness Walk and Run Challenge serves as an inclusive outlet for healthy activity, especially during a time when many were living under stay-at-home restrictions due to the global pandemic,” according to a news release.

The challenge, continuing through June 21, allows participants to pick their distance, track their miles and join social media groups to qualify for prizes.

Organizations leading the way include Naturipe Farms , Sun World International and Renaissance Food Group , according to the release. Collectively, participants have clocked more than 5,500 miles.

“The idea of the Virtual Wellness Walk and Run Challenge is first to bring together our industry since we have not been able to gather in person in some time,” Kelsey Palandrani, the Center for Growing Talent’s contributor relations and fundraising manager, said in the release. “Secondly, each contribution and registration support our education programs, designed to attract and develop talent on behalf of the industry,”

Palandrani explained that with university students learning remotely, they need to reach potential talent in new ways. The Virtual Wellness Walk and Run Challenge is just one way they can make this happen.

“We are so happy to see the miles and the participation grow,” Jamie Kitz, director of business development, said in the release. “We have all been walking untraveled paths over the past several months, and we’re grateful that the industry has chosen to walk those paths with us.”

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PMA seeking nominations for Impact Award

Fri, 13 Nov 2020 06:36:33 GMT

The Produce Marketing Association is taking nominations for the Impact Award to recognize a company or individual that has advanced the industry.

Nominations are being accepted online, and there is no deadline for submissions.

“Whether it’s a program that provides more visibility to our industry, a new technology that addresses challenges, or an individual whose work has closed the last mile and brought the Joy of Fresh to consumers, recipients of the new PMA Impact Award will have made a contribution to PMA’s vision of bringing the fresh produce and floral industry together to grow a healthier world,” according to PMA’s request for nominations.

Nominations can include a non-produce industry recipient, according to the PMA.

“Anything you believe warrants recognition is eligible,” according to the release.

The recipient will be featured in a mini-documentary and an acknowledgement a PMA event.

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PMA’s Fresh Summit will be virtual

Fri, 23 Sep 2022 18:07:52 GMT

The Produce Marketing Association’s 2020 Fresh Summit Convention and Expo will be offered online.

The COVID-19 crisis still inhibiting U.S. travel and cases in Texas (where the event was scheduled) are rising, according to a June 30 announcement from the Newark, Del.-based association.

Instead of an Oct. 15-17 onsite convention in Dallas, Fresh Summit will be online from Oct. 13-15, according to the release.

“Out of our utmost concern for the personal health, safety and wellbeing of our guests, event partners, and staff — as well as after thoroughly reviewing responses from Fresh Summit attendees, exhibitors and buyers regarding their comfort, willingness and ability to travel this fall, and analyzing trends from state, federal and global health authorities,” PMA CEO Cathy Burns said in the release “it became abundantly clear that we could not hold a conference in Dallas as planned.”

A video about the change in plans accompanied the announcement.

PMA has offered its Fresh Summit event for the global produce and floral industry for 71 years.

“The world has correctly deemed our products and industry as essential,” Burns said in the release. “Fresh Summit will continue, and like every year, provides an opportunity for our global members to grow their businesses, celebrate the industry, and look to the future.”

More details will be forthcoming, the release said, and updates at the event will be at www.FreshSummit.com.

The Packer’s COVID-19 Updates

The Packer’s PMA Fresh Summit Updates

PMA serves up Foodservice: Delivered

Fri, 13 Nov 2020 06:40:36 GMT

With more than 2,000 attendees from nearly 40 countries registered days before the show, expectations are high for the July 20-24 Produce Marketing Association’s Foodservice: Delivered virtual event.

The event is free but reservations are needed, according to PMA.

Fast Facts:

Days before the show, PMA reported registrations continued to increase and exceeded that of past foodservice shows;
Registration is at https://foodservice.pma.com/
One in four registered guests at the event are buyers;
38 countries are represented on the attendee list, with most registrations coming from the U.S., Mexico and Canada;
There are more than 30 speakers across the schedule, representing operators, suppliers, chefs and trade media;
The event has two content tracks: one for chefs, menu developers and food influencers, and the other is for foodservice produce suppliers, buyers and operators;
Many sessions will be recorded and the virtual platform will be open through August, according to George Szczepanski, director of business development and global sponsorships and events for PMA.
The platform will include a “live steam” button to alert attendees 15 minutes before a live virtual event begins, Szczepanski said in a video about the show;
The platform includes scheduling tools for attendees;
Attendees can check who is online and chat with one or multiple attendees at the same time;
The Solutions Sampling feature allows to see videos of new products and connect with suppliers;
The platform will also include a scavenger hunt that will give attendees a chance to win bluetooth headphones and other prizes; and
The full agenda is available at the PMA website .

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New Era of Smarter Food Safety is upon us

Fri, 13 Nov 2020 06:40:40 GMT

The Food and Drug Administration’s New Era of Smarter Food Safety and corresponding “blueprint” that guides the process are not a quick fix to outbreaks that led regulators to seek new answers.

The FDA, which released the New Era details and blueprint on July 13, said it’s a 10-year plan. As expected, it leans heavily on technology, particularly in traceability and outbreak responses.

Former FDA Commissioner Scott Gottlieb, whose tenure included several E. coli outbreaks linked to romaine lettuce, voiced concerns about the lack of technology hampering investigations, and said it would be a priority for the FDA.

In introducting the New Era plan, FDA Commissioner Stephen Hahn on July 13 said it’s important the technology is used “to build and put in place more effective approaches and processes.”

The blueprint plan has four core elements:

Tech-enabled traceability;
Smarter tools and approaches for prevention and outbreak response;
New business models (such as e-commerce) and retail food modernization; and
Food safety culture.

Hahn said the blueprint to implement the New Era builds on the work the FDA has taken with the Food Safety Modernization Act, and is the next stage in the process.

Each of the core elements are assigned leaders from the FDA’s foods program .

“We want to explore ways to encourage companies to adopt tracing technologies and also to harmonize efforts to follow food from farm to table,” Hahn said in his statement.

“We should strive to speak the same language, by espousing similar data standards across government and industry for tracking and tracing a food product.”

‘No surprises’

Jennifer McEntire, the United Fresh Produce Association’s vice present of food safety and technology, said the blueprint doesn’t include any surprises, and is a “solid outline of where food safety should be headed.”

Questions, McEntire said, include:

Will early adopters be rewarded by customers/consumers for embracing some of these initiatives?
What will incentivize those who lag behind?
And who is going to measure progress over these next 10 years?

“The blueprint covers a lot of ground and I’m curious to see the areas that move quickly and the ones we’re still talking about a decade from now,” she said.

Trevor Suslow, vice president of produce safety at the Produce Marketing Association , said the blueprint has few unanticipated, but all generally welcomed framework elements to advance food safety. Trade associations will continue to be involved in the process, he said.

“One key opportunity for the produce industry is to respond to the oversight management incentives described by FDA by moving beyond mere baseline compliance with investment in broad advancements in food safety systems, including end-to-end traceability and verifiable food safety culture,” Suslow said.

Preventing outbreaks

Inside the FDA, plans include strengthening procedures and protocols for conducting root cause analyses to understand how food becomes contaminated in the hopes of preventing it in the first place.

“Another example of the kinds of new tools we’re developing for prevention can be seen in a pilot program we’re conducting that will leverage artificial intelligence and machine learning to strengthen the agency’s review of imported foods at ports of entry to help ensure that they meet U.S. food safety standards,” Hahn said in the statement.

Hahn said the FDA was days away from announcing the blueprint details in March when the pandemic delayed it and work turned to address COVID-19.
“In the months that have followed, it has become even clearer — from our experiences with the pandemic and the lessons we have been learning as part of the FDA’s response to it — just how essential the actions outlined in this blueprint are and, if anything, that they are more important now than ever,” Hahn said in his statement.

According to the blueprint, the FDA plans to engage members of the industry, academics, trade associations, consumer groups and regulators agencies and groups it traditionally has not worked with before, including technology companies.

“We recognize that building on our food safety approach in a rapidly evolving and interconnected world will require resources and innovation,” according to the blueprint.

“Continued investments throughout FDA and the food safety system will be critical to improving public health and reducing supply chain disruption.”

The FDA has a FAQ list on its New Era for Smarter Food Safety website .

A 10-year plan

In a July 13 media call, Frank Yiannas, deputy commissioner for food policy and response for the FDA, said some of the document’s aspects will be addressed by the end of the year, but the FDA sees the blueprint as a decade-long pursuit with evolving activities.

One of the issues the agency is working on right now is Section 204 of the FSMA: Enhancing Tracking and Tracing of Food and Recordkeeping, a component of which requires the FDA to designate high-risk food that would require additional recordkeeping.

During the media call, Yiannas said the “one step forward, one step back” model of traceability is no longer the goal, and although Section 204 doesn’t address technology or set an end-to-end traceability standard, that’s the desired goal.

“We are approaching that rule with what we call a 21st-century mindset,” he said.

“We are limited by what we can say about rulemaking, but what I can say to you is that we are being thoughtful and thinking about what our key elements for traceability purposes are.”

The blueprint doesn’t ban paper records, but it is becoming increasingly difficult to meet expectations, and retail partners are becoming more aware of supplier’s methods and exerting more pressure on growers to modernize.

He said the concept of a linear “supply chain” doesn’t apply to the food supply, and he prefers “food system.”

“The idea or notion that everybody can get into a central database and track foods easily is just too simplistic, so what we’re trying to do is to be very intentional and strategic,” Yiannas said.

Many outbreaks are linked to foods bought at retail and not foodservice, he said, and the FDA is interested in a retail food safety summit to address the issue.

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Naturipe’s value-added blueberry pack designed for foodservice

Fri, 13 Nov 2020 06:40:40 GMT

(CORRECTED) Naturipe Farms , Salinas, Calif., has value-added blueberry foodservice packs that promise contact-free production in the kitchen, longer shelf life and other benefits.

The 18- and 32-ounce packs of Naturipe value-added blueberries have a 21-day shelf life and come from the top 20% of harvest, according to a news release.

“We work with chefs and restaurant operators to understand their needs and provide for their requests,” Jill Overdorf, director of business development, said in the release. “We are solution-oriented and work to help them reduce their back of house prep and waste so they can focus on their creations.”

Naturipe will feature berry recipes and tips at the Produce Marketing Association’s Foodservice: Delivered virtual event at 7 p.m. Eastern July 20. Overdorf will join Vincent Cani, executive sous chef at The Hilton Orland (Fla.) Resort & Spa, to make Savory Corn and Cranberry Waffles with Blueberry-Chipotle Barbecue Sauce .

“By listening to our foodservice customers, Naturipe Farms developed our value-added blueberry packs,” she said in the release. “The fruit is triple washed and provides contact-free production with no labor and 100% yield.”

The berries will be available year-round with a consistent supply, according to the release, and comes in a container with a peel and reseal top that provides a 30% reduction in plastic.

Note on correction: The date of the PMA event was incorrect in the original story. The Packer regrets the error.

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Progressive Produce finds success with Hollywood Fries

Fri, 13 Nov 2020 06:40:31 GMT

Los Angeles-based Progressive Produce is expanding its year-round Hollywood Fries program.

“More and more restaurants recognize the value of adding “fresh-cut” fries to their menu,” Gary Askenaizer, product manager for Progressive Produce, said in a news release. “Not just as financial value, but a culinary one as well.

The company expects its Washington crop to start up in late July as California volume begins to fade. The firm also sources from Idaho, according to the release.

The release said Progressive expects to have excellent quality and size for its fall crop like last year.

“We have gotten better and better at producing a consistent, high-quality product that our customers can depend on every year,” Askenaizer said in the release.

Progressive will be highlighting the Hollywood Fries brand in the “Fresh Ideas in Produce” theater at the Produce Marketing Association’s virtual Foodservice: Delivered show July 20-24, according to the release.

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Diversity happens, but inclusion takes effort, panel says

Fri, 13 Nov 2020 06:40:31 GMT

Every new day will bring a bit more diversity to employers because of changing demographics in the U.S., but building inclusion in the workplace takes intention, speakers said during a Produce Marketing Association’s Virtual Town Hall on diversity.

The July 15 digital event was moderated by Doug Bohr, executive director of the Produce Marketing Association’s Center for Growing Talent, who said the topic is urgent in the wake of the killing of George Floyd and other events.

“I think it’s also important we also acknowledge that those events are part of a long history of systemic discrimination and injustice,” Bohr said during the session.

Panelist Johnny Taylor Jr., president and CEO of the Society for Human Resource Management, said the mix of people and cultures is changing in the U.S.

“America is browning in great clumps, so just by waking up (every day), it’s going to be a more diverse population,” he said.

Diversity can represent differences in age, gender, age, thought, sexuality, political affiliation and more, he said.

“Broadly, (diversity) means you are bringing in different types of people to the workforce, bringing them together in one place or even virtually, for one particular business pursuit,” Taylor said.

Inclusion, on the other hand, is taking that group of very different people and getting them to work together towards a common goal.

The task isn’t easy, he said.

“We have a country that is as diverse as it’s ever been, and it as divided as it’s ever been,” he said. “Our challenge is making all of these people feel like they are included, and to make them feel valued at work.”

Because all individuals have “flat spots” where they may lack perspective, inclusion can improve business decision-making, said James Harris, director of diversity and inclusion and supplier diversity for San Antonio-based H-E-B .

To those people brought into an organization to give it diversity of perspective, Harris encouraged them to deliver exactly that.

“If you are (brought in) to round out their management team in the decision-making process, if you change to (become) more assimilated, then you have cheated the company and cheated yourself,” he said. “If you walk away from (the chance to add your perspective), what a missed opportunity,”

Rachel Cheeks-Givan, global director of diversity and inclusion for Pfizer, said inclusion can be a business advantage.

“Leveraging diversity and inclusion as a business advantage is probably where I am spending most of my time with business leaders, so that they could see the value proposition of it,” she said.

For small and medium-sized companies looking to add diversity, Taylor said companies must have honest conversations about what their culture is.

The definition of culture, he said, is “how things get done around here.”

“What we have found is that typically organizations talk about the culture that they aspire to be; they don’t talk about how it really works,” he said.

Taylor said business leaders should communicate to their employees about the current reality of their culture, and where they aspire to be on the diversity journey.

“Jumping out and pretending to be what you are not is just going to hurt you from a business perspective,” he said.

Panelists advised spending time creating measurable strategic goals for inclusion and diversity.

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Lipman showcases green beans, other fresh-cut at PMA event

Fri, 23 Sep 2022 20:31:13 GMT

Lipman Family Farms , Immokalee, Fla., is highlighting its Clipped & Clean Green Beans and expanded fresh-cut line at the Produce Marketing Association’s Foodservice: Delivered.

Lipman’s fresh-cut line provides an assured supply through partnerships allowing the company to provide customers year-round with the value-added product, according to a news release.

The fresh-cut green beans are harvested, clipped, cleaned and packed to eliminate prep time and reduce labor.

“Our fresh-cut green beans are part of our year-round program of continuous partnership with customers looking for clean, safe and reliable product,” said Darren Micelle, chief operating officer, said in the release.

The beans are offered in bulk for foodservice, two 5-pound bags per case, and also in retail packs. They will be available starting in October, according to the release. Organic options are also available through the company’s Grown True label.

The beans are grown in Baja California, and Guasave, Mexico, and distributed by Lipman’s West Coast distribution networks.

Lipman will be showcasing a solutions sampling page through PMA’s Foodservice: Delivered, offering solutions to supply chain questions, according to the release.

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PMA task force gives input on Dietary Guidelines

Fri, 13 Nov 2020 06:42:42 GMT

Federal agencies must work together to increase fruit and vegetable consumption among all Americans, according to a Produce Marketing Association -led industry task force.

The task force provided comments Aug. 10 on the Scientific Report of the 2020 Dietary Guidelines Advisory Committee, which earlier this year published its findings and invited public input on regulations.gov . Through Aug. 10, the committee’s report has collected more than 21,500 comments.

The committee’s work and public comments are a prelude to the development of a new edition of Dietary Guidelines for Americans, expected later this year.

The comments of PMA’s task force call on the U.S. Department of Agriculture and the Department of Health and Human Services to go beyond education campaigns and invest into effective interventions that will increase consumption of fruits and vegetables, according to a news release.

“PMA and the members of the task force were pleased to see that the advisory committee continues to emphasize the need to increase consumption of fruits and vegetables across all age groups and socioeconomic groups,” Max Teplitski, chief science officer for PMA, said in the release. “However, we are all aware that consumption of fruits and vegetables continues to decline overall in the U.S. and we believe a bold action to modify consumer behavior is needed and will require coordinated policy changes and a comprehensive system approach.”

The comments from the task force also stressed the need to establish healthy eating habits at a young age.

The task force recommends the committee consider addressing the consumption of produce in programs like the Supplemental Nutrition Assistance Program (SNAP), Women Infants and Children (WIC) program. Increasing produce consumption for children under eight years old, the task force said, will help instill healthy lifelong eating habits.

“The overriding message in the comments we’re providing is that the USDA and HHS actions should be focused on actual intervention to modify American diets to reflect the guidelines,” Cindy Jewell, president of Jewell Marketing and chairwoman of the PMA task force on the committee’s report, said in the release. “Over the years, guidelines have recommended increasing amounts of fruit and vegetable consumption at nearly every age, yet data shows that consumption is declining overall in the U.S. The efforts need to go beyond education and information and include proven strategies to help consumers establish long term healthy habits.”
In addition to Jewell, other members of the task force were:

Brian Campos of Sun Pacific ;
Barbara Ruhs of Avocados from Mexico ;
Shreela Sharma of the University of Texas Health Science Center at Houston and co-founder of Brighter Bites;
Ted Taylor of Taylor Farms ;
Nichole Towell of Duda Farm Fresh Foods ;
Mollie Van Lieu of United Fresh Produce Association ; and
Wendy Reinhardt Kapsak of the Produce for Better Health Foundation .

Jewell will appear on PMA’s LinkedIn Live broadcast at 12:30 Eastern on Aug. 11 to discuss the next round of dietary guidelines and the industry’s recommendations.

The dietary guidelines and strategies for bringing fruits and vegetables to all consumers will be the main topic in PMA’s Virtual Town Hall: Promoting a Healthier World, set for noon Eastern on Aug. 12. Registration for Virtual Town Hall event is available online .

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PMA Town Hall focuses on gender equality

Fri, 13 Nov 2020 06:44:24 GMT

The Produce Marketing Association’s weekly Town Hall discussion focuses on gender equality and benefits to the industry.

The live web seminar begins at noon Eastern on Aug. 26. Registration is online.

Panelists will discuss challenges and victories they’ve experienced in their career and other topics include insights for increasing gender equity that can benefit business.

Panelists are:

Sarah Fry, founder and CEO of Frey Farms;
Ambar Rodriguez, senior business development representative for Oppy; and
Suhanra Conradie, CEO of Summer Citrus from South Africa.

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Vidalia onion grower G&R Farms debuts new branding, logo

Tue, 15 Nov 2022 07:35:44 GMT

Vidalia onion grower-shipper G&R F https://www.producemarketguide.com/company/105005/g-r-farms arms, Glennville, Ga., has a new logo and branding.

Walt Dasher, vice president of G&R Farms, said the company underwent a rigorous strategic planning process as it celebrates its 75th anniversary this year.

“As a result, we’re excited to introduce this logo and brand image which is a first step in our company’s new direction,” Dasher said in a news release. “This consumer-friendly logo design pays homage to our passion for sweet onions and our connection to the land as growers.”

The company is developing bags and boxes, merchandising displays and website with the new logo and updated branding.

“We’re excited to also be introducing seasonal marketing promotions throughout the year,” Dasher said in the release. “Our marketing efforts will be focused on engaging with consumers both in-store and online to assist our retail partners in maximizing their sweet onion sales.”

The company will be reviewing the plans with retailers via its virtual Produce Marketing Association Fresh Summit booth. G&R Farms, a gold sponsor of the virtual trade show and conference, Oct. 13-15, plans to take advantage of the access and opportunities a virtual event will provide the company as an exhibitor.

“With more buyers attending this year due to the virtual platform, we felt it was a great opportunity to educate retailers on our new strategic direction and marketing programs,” Dasher said in the release.

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Alabama Teaching farm receives PMA’s first Impact Award

Fri, 13 Nov 2020 06:46:34 GMT

The Produce Marketing Association has chosen Jones Valley Teaching Farm , Birmingham, Ala., as its first Impact Award recipient.

The new award, announced at last fall’s PMA Fresh Summit, honors “excellence and inspirational actions of people and organizations helping to grow a healthier world,” according to PMA board chairman Joe Don Zetzsche, when he introduced the Impact Award program at the show in Anaheim, Calif.

Jones Valley Teaching Farm reaches more than 3,500 students a year at seven fruit and vegetable farms, six of which are at Birmingham public schools. Many are concentrated in the city’s Woodlawn neighborhood, according to a PMA news release, so students are involved in the program from pre-school to high school.

Full-time instructors at each farm work with teachers to customize curriculum to apply classroom learning to the hands-on farm experience.

“We know that one of the most powerful things a person can do to live a healthier life is to eat more fruits and vegetables, and establishing habits at a young age is key to lifetime produce consumption,” Lauren M. Scott, PMA chief strategy and membership officer, said in the release. “Jones Valley Teaching Farm has created a community movement that helps children access and learn about farming through a meaningful a hands-on experience that is shaping their relationship with food, providing a deep learning experience, and shaping their communities in a very important way.”

PMA established a webpage for the program, https://bit.ly/35KO2nt , and produced a video about the Jones Valley Teaching Farm.

One-fourth of the organization’s staff is former students who participated in the farm program, according to Amada Storey, Jones Valley Teach Farm executive director, said in the release.

“That is intentional and is shifting the paradigm of non-profit and that’s important,” she said in the release. “When it’s students who have been through the program and can then be able to direct it, that is community change. That is opportunity.”

PMA plans to announce two other Impact Award honorees in the coming weeks.

Mastronardi invites industry to Flavorville for Fresh Summit

Tue, 15 Nov 2022 07:35:46 GMT

Wherever the Produce Marketing Association’s Fresh Summit is, you can find Mastronardi Produce on the expo floor.

This year, the virtual format allows Mastronardi Produce to bring Fresh Summit attendees to its home — not Kingsville, but Flavorville, described by the company as the place where its “innovative and revolutionary ideas come to fruition, and where their flavorful products go from seed to shelf.”

Fresh Summit is Oct. 13-15.

“This year, we have the amazing opportunity to bring the PMA to us and to connect with the industry in a completely different and unique way,” Paul Mastronardi, president and CEO of Mastronardi Produce, said in a news release.

The company, marketer of the Sunset brand, is using its virtual booth to create an immersive experience for customers, who can virtually visit Mastronardi Produce’s headquarters.

“We have a lot of big things planned for the future and we cannot wait to give the industry an exclusive, inside look into our innovative product offerings and bold, new flavors,” Mastronardi said in the release.

Although sampling won’t be possible, the company will be serving up flavor in innovative ways, with cooking demos from chef Roger Mooking, a partnership with Brighter Bites and the annual Sunset Rocks party.

“Each year, we invite our customers to connect and have fun with us at our Sunset Rocks party and with the virtual platform, we are able to extend that invite to the entire industry and raise money for an amazing cause,” Mastronardi said in the release.

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PMA names honorees receiving awards at Fresh Summit

Fri, 13 Nov 2020 06:48:59 GMT

The Produce Marketing Association and Center for Growing Talent have announced the recipients of four annual awards honoring industry members during virtual Fresh Summit events..

The Robert L. Carey Leadership Award recognizes a leader who has improved and developed the industry through volunteer service. Last year’s recipient, Brighter Bites CEO Rich Dachman, will give the award. The Bryan E. Silbermann Collaboration Award recognizes a member who has addressed an issue or challenge and inspired collaboration to move the industry forward, according to a news release. These awards will be announced during the Oct. 14 general session, which begins at 10:35 Eastern.

The Center For Growing Talent Jay Pack Cultivating Our Future Award, which goes to a volunteer who has had a “tremendous” effect on attracting talent to the produce or floral industry, will be presented Oct. 13 during the Talent Community Reception, according to the release.

The Frieda Rapaport Caplan Women’s Catalyst Award, recently renamed to honor last year’s recipient, will be awarded by Frieda’s daughter, Karen Caplan, Oct. 15 during the Women’s Fresh Perspectives — Taking a Seat at the Table.

The award recipients, according to the release, are:

Jin Ju Wilder: Robert L. Carey Leadership Award. Wilder, director of marketing and business development at Vesta Foodservice , has a long history of volunteering in the industry, and has been a member of PMA and Produce for Better Health Foundation boards (and has been PMA chairwoman).
Bonnie Fernandez-Fenaroli: Bryan E. Silbermann Collaboration Award. Fernandez-Fenaroli, executive director of the Center for Produce Safety , is recognized for her ability to create and lead collaborations to address and enhance food safety. Last year’s recipient, Vic Smith, will present the award.
Dan’l Mackey Almy: CGT Jay Pack Cultivating Our Future Award. Almy, president of DMA Solutions , is an innovative marketer and generous volunteer. She was one of the first mentors to join Jay Pack at the Career Pathways program and a founding sponsor and supporter of the Women’s Fresh Perspectives portfolio, according to the release.
Kristen Reid: Frieda Rapaport Caplan Women’s Catalyst Award. Reid, executive vice president of the Mixtec Group , is the only female partner and senior executive at the company and has served on the PMA, Center for Growing Talent, Fresh Produce & Floral Council boards of directors. She is a career ambassador for the Career Pathways program and has mentored 15 female students, according to the release.

PMA CEO Cathy Burns congratulated the honorees.

“It is a Fresh Summit tradition to celebrate the extraordinary work of industry leaders who transform and advance our industry,” Burns said in the release. “With the challenges we’ve witnessed and overcome this year, the selection committees reviewed many examples of great work happening throughout the produce and floral communities as they selected the final recipients.”

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2019 PMA’s Fresh Summit Day 4

PMA opens door for virtual Fresh Summit event

Fri, 13 Nov 2020 06:48:45 GMT

The Produce Marketing Association has opened the 2020 Fresh Summit virtual platform for the buyer preview of the produce, floral, solutions and complementary items marketplaces.

The previews will continue to roll out until the event officially kicks off on Oct. 13, according to a news release.

Registration is $99 for members and $199 for non-members, according to the release. Retailers, foodservice operators and distributors can register for free.

“Based on the feedback we’ve received from marketplace participants and the strong buyer activity that has already occurred, I am very excited to see how Fresh Summit 2020 continues to deliver connections and build community among leaders in global produce and floral,” Cathy Burns, CEO of PMA, said in the release. “While the pivot to virtual was certainly a shift in terms of delivery, our expectation to deliver a uniquely extraordinary ‘can’t miss’ event did not waver, thanks to the guidance and support of our Fresh Summit Committee and its chairs Angela Fraser and Shawn Peery, other PMA leadership groups worldwide, and the staff.”

Helping hand

PMA has launched its attendee resources page that helps attendees navigate the platform. Those with questions about how to experience the digital Fresh Summit can use the live chat feature 24 hours a day through Oct. 15.

The Fresh Summit Marketplace, which features hundreds of exhibitors, also is accessible day and night.

Attendees will have the added benefit of artificial intelligence-powered matchmaking, the release said. The AI capability uses information from attendee profiles, searches, and bookmarks on the site to provide personal recommendations.

“As someone who spent many years attending Fresh Summit as a member before joining PMA, I know how critical networking is during this event,” Joe Watson, PMA vice president of member engagement, said in the release. “I’ve been connecting with others in the site myself and the feedback I am hearing is how easy and powerful the tool is. I know we’re all ready to come together and I’m looking forward to all of the different ways we’ll be able to do that at Fresh Summit this year.”

A networking tool allows registered attendees to immediately access the attendee list to connect, text chat, or even set up video conferences, according to th release.

Attendees can also connect in community chat rooms and through the exhibitor marketplace.

PMA on track for big buyer presence

The Packer’s PMA Coverage

SunsetRocks raises $130K for Brighter Bites; more to come

Fri, 13 Nov 2020 06:48:59 GMT

Note: The deadline to RSVP for SunsetRocks is 5 p.m. Eastern Oct. 12.

Companies have pledged $130,000 in donations to Brighter Bites as the recipient of the SunsetRocks events at the Produce Marketing Association’s virtual Fresh Summit.

It’s the first time that Mastronardi Produce, the presenter of the SunsetRocks concert at past PMAs and the virtual Fresh Summit Oct. 13-15, has chosen a fundraising beneficiary.

Mastronardi and Enza Zaden are the lead supporters, according to a news release from Brighter Bites, with matching funds from what’s donated during the Oct. 13 event.

Others that have pledged support are: Sunkist Growers, EarthFresh and H-E-B (matching what’s pledged during the event), Chelan Fresh, Grimmway Farms, Good Foods, Calavo/Renaissance Food Group and New York Apple Sales.

As in the past, the event features a “surprise big-name recording artist,” according to the release. It begins at 7:30 p.m. Oct. 13.

The deadline to RSVP for SunsetRocks is 5 p.m. Eastern Oct. 12.

“We are so grateful to these organizations whose contributions will support the Brighter Bites mission,” Rich Dachman, CEO of Brighter Bites, said in the release. “I would especially like to thank Sunset and Enza Zaden for their extraordinary generosity in selecting Brighter Bites as the beneficiary of its 2020 event, as well as PMA for organizing the three-day virtual convening.”

With dollars raised during the event being matched by sponsors, Dachman said the event will help many families. The COVID-19 pandemic has exacerbated problems faced by families in need, and Brighter Bites has worked to maintain the the program even though many students aren’t attending classes on-site at schools.

Brighter Bites serves students and their families in Houston, Dallas, Austin, New York City, the Washington, D.C., metropolitan area and Southwest Florida. The program will soon expand to Salinas, Calif., according the release.

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Summer Citrus from South Africa sponsors Fresh Summit reception

Tue, 15 Nov 2022 07:35:30 GMT

The borders may remain closed due to the coronavirus pandemic, but Summer Citrus from South Africa is able to participate in the Produce Marketing Association’s virtual Fresh Summit Oct. 13-15.

The Citrusdal, South Africa-based group of citrus growers will sponsor PMA’s virtual global reception at 5:45 p.m. Eastern on Oct. 12.

The reception includes group presentations and “Let’s Get Acquainted” breakouts to encourage networking among participants logging in from around the world.

“With Fresh Summit on a virtual platform this year, we intend to deliver an extraordinary experience offering connections, content and community,” Lauren M. Scott, PMA chief marketing officer, said in the release.

Summer Citrus from South Africa is wrapping up its 2020 season and 21st year in the U.S. market with peak-volume later-season mandarin varieties and Midknights, according to the release.

“It’s been a record year for production and consumption of citrus due to the pandemic,” Suhanra Conradie, CEO of Summer Citrus from South Africa, said in the release. “We’re excited to have the opportunity to connect with the industry online during this time and participate in fostering meaningful and fruitful relationships.”

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Stemilt touts packaging options at PMA virtual booth

Fri, 23 Sep 2022 18:48:24 GMT

Wenatchee, Wash.-based Stemilt Growers is touting its apple and pear packaging options at the Produce Marketing Association’s virtual Fresh Summit.

“All of our bags are grab-and-go opportunities that help sell large volumes of apples and pears, Brianna Shales, senior marketing manager, said in a news release.

During the COVID-19 environment, bags are ideal for consumers, both for online orders and at retail stores.

Larger bag sizes fit the “stock-up” mindset since store trip frequency is down, according to the release.

Stemilt’s newest bag program, the Farm + Famous Tote Bag, displays instantly at retail and meets consumer demand for sustainable packaging according to the release.

“Packaged apples made up 38% of the apple category dollars and 45% of apple volume in the latest Nielsen retail data set in the summer months,” Shales said in the release.

In addition, Stemilt is promoting its Lil Snappers kid-size fruit, a line of conventional and organic apples and pears that is marketed to parents buying healthy snacks for their children. Stemilt also is promoting its 4- and 5-pound bag options for the Rushing Rivers pear label.

The Packer’s Fresh Summit

The Packer’s Packaging Coverage

Lipman to showcase fresh-cut green beans at Fresh Summit

Fri, 23 Sep 2022 20:31:08 GMT

Lipman Family Farms , Immokalee, Fla., is featuring new organic and conventional fresh-cut green beans at the Produce Marketing Association’s virtual Fresh Summit.

Shipments start in October and the product will be available to retailers year-round. The retail packaging is designed to enhance the product’s shelf life, according to a news release, and is microwaveable to eliminate prep time.

The fresh-cut beans are clipped and cleaned so they’re ready to cook.
“Whether our consumers are looking for a quick snack or want to create a delicious dish for Thanksgiving, we are excited to deliver a fresh, flavorful and safe product as part of our fresh-cut portfolio,” Sarah Miller, general manager, said in the release.

The green beans are hand-picked and are grown in Guasave, Mexico, and Baja California, Mexico and distributed by Lipman’s West Coast network, according to the release.

They’re available in a variety of sizes from 12 ounces up to 32 ounces, according to the release.

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Leonard Batti starts term as chairman of the Center for Growing Talent

Fri, 13 Nov 2020 06:51:10 GMT

Leonard Batti, vice president of Taylor Farms, is the new chairman of the Produce Marketing Association’s Center for Growing Talent.

His term started at the center’s Oct. 22 board meeting. Nine industry representatives also joined the board.

During the meeting, Batti discussed three priorities, according to a news release:

Continue to increase the number of students learning about produce and floral, and focus on skills and training that PMA members identified as necessary;
Prioritize expanding the development and retention of young professionals to build on the effects of the Emerging Leaders Program; and
Commit to helping PMA create a more diverse and inclusive workplace.

“It is my vision that by focusing on expanding our talent streams and creating programming that fosters a diverse and inclusive workforce, (the Center for Growing Talent) becomes a true center for the industry,” Batti said in the release. “One that is built on scalable, efficient and easily accessible platforms that support the delivery of year-round content and value.”
New board members are:

Neila Alamo of Renaissance Food Group;
Steven Daum of FloraLife;
Kristen Smith Eshaya of JV Smith Cos.;
Elyse Lipman of Lipman Family Farms;
Shawn Peery of Albertsons Cos.;
Greg Reinauer of Tom Lange Co. Inc.;
Kathy Smith of Bayer US Crop Science;
Caitlin Tierney of 99 Cents Only Stores; and
Larry Zink of Michigan State University.

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Leaders to share insights at PMA’s Virtual Town Hall

Thu, 10 Dec 2020 19:04:49 GMT

Produce Marketing Association has announced that they will cap off this year’s Virtual Town Hall Series with a candid conversation featuring Bruce Taylor of Taylor Farms and John Anderson of The Oppenheimer Group.

PMA CEO Cathy Burns will host this fireside chat, providing a forum for all three leaders to share their insights and perspectives on 2020 and how the fresh produce and floral communities can capitalize on new opportunities in 2021.

PMA has been hosting a free and weekly Virtual Town Hall series since March, spurred by the impact of the COVID-19 pandemic on the industry and consumers. The virtual meetings hosted experts from inside and outside of the industry. The topics varied, focusing on the challenges facing the industry in the moment, and often featured breakouts where attendees could discuss, problem solve, and share actionable, tactical resources to survive and thrive.

The Virtual Town Hall on December 16, titled “New Year, New Outlook,” will be the 37th town hall of the year; the series will pick up again in 2021 on January 6.

“Without a doubt, 2020 has been a world-changing year and for the fresh produce and floral communities, the impact of those changes continue to be felt,” said PMA CEO Cathy Burns. “During our next Virtual Town Hall, I’ll be joined by Bruce Taylor and John Anderson for a candid conversation about where our industry has been and where it is headed in the next 12 months as we move forward together to create the new extraordinary.”

Bruce Taylor is the Chairman and CEO of Taylor Fresh Farms, North America’s largest producer of salads and fresh cut vegetables. Its 16 operating companies serve customers in foodservice, retail produce and retail deli segments. Taylor is a past chairman of PMA’s Board of Directors. John Anderson joined The Oppenheimer Group in 1975 and now serves as chairman, CEO and managing partner for the organization. He has served on PMA’s Board of Directors and as chairman of the board of directors for Center for Growing Talent.

PMA’s Cathy Burns will join the conversation right off the virtual stage having just spoken at the Milken Institute Future of Health Summit. Her session, “Feeding Change: Food is Medicine” featured Burns alongside fellow panelists including U.S. Representative Chellie Pingree (ME), Roy Steiner of The Rockefeller Foundation, and Pam Schwartz of Kaiser Permanente as they discussed how food as medicine could be implemented and scaled, as well as highlighted successful food access programs like Brighter Bites (one of PMA’s strategic partners).

The Virtual Town Hall: New Year, New Outlook, will be hosted on December 16th at 12:00pm noon. Registration is open to all but is required to gain access to the broadcast. PMA invites you to submit topics and questions in advance to Michelle Hill at mhill@pma.com or via this link .

PMA looking for industry votes to support SXSW panel

Fri, 13 Nov 2020 06:10:27 GMT

The Produce Marketing Association hopes to join the education lineup at South by Southwest event for the second year and is seeking industry support to make it happen.

The session, called “The Farmers Behind your Fresh Food,” will feature:

PMA vice president of technology, Vonnie Estes;
Casey Cox, vice president at Longleaf Fridge Farms;
Henry Gordon-Smith, founder and managing director at Agritecture Consulting; and
Brian Talley, owner and winegrower at Talley Vineyards.

Voting is available through Aug. 23 online for the panel, according to a news release. The panel would be a part of the 2020 South By Southwest, March 13-22 next year.

The session, according to the release, will give the farmers a chance to discuss shared interests with consumers, including how they use technology to grow fresh produce safely and sustainably.

“SXSW is one of the best places to learn what global cultural influencers and business leaders are thinking and saying,” PMA chief marketing officer Lauren M. Scott said in the release. “They are there talking about us, and so it is important to break into those conversations and share what we as an industry give to the world. I’m excited that we have a chance to come back and tell more true stories about where our food comes from.”

PMA has been present at SXSW the past two years, with an official education session at the 2019 event.

Arctic apple’s rising production allows for foodservice growth

Fri, 13 Nov 2020 06:10:01 GMT

Interest from foodservice operators is growing for fresh-cut slices of the genetically engineered nonbrowning Arctic apple .

Okanagan Specialty Fruits Inc. , Summerland, British Columbia, exhibited the fresh-cut slices for the first time at the Produce Marketing Association’s Foodservice Conference and Expo July 27 in Monterey, Calif.

“It was exciting for us to exhibit at the PMA Foodservice show for the first time and to give attendees the opportunity to experience the orchard freshness of Arctic Golden fresh slices,” J.F. Gamelin, director of sales for Okanagan Specialty Fruits. “Arctic apples’ nonbrowning trait offers a key benefit to the food service industry — including less prep, less waste and better taste.”

The Arctic apples have a 28-day shelf life, compared to the 18- to 21-day average in the industry, according to a news release from the company, offering a “just-picked” eating experience.

The fresh-cut Arctic slices have multiple uses for foodservice operators, including fruit trays, salads and charcuterie, according to the release.

The company plans to offer 40-ounce bags of sliced golden and granny smith varieties to foodservice customers, and 100-count cases of two-ounce packages.

“For the first time, this year’s anticipated Arctic apple crop volume will support expanding into foodservice,” Neal Carter, president, said in the release. “We’ve been extremely busy planting in the orchards.”

The company estimates Arctic production at eight million pounds for the 2019-20 season, Carter said, with increased production for future seasons.

Okanagan Specialty Fruits plans to increase its retail availability as well, according to the release.

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Diversify and differentiate in export efforts, panel says

Thu, 22 Sep 2022 02:13:42 GMT

ANAHEIM, Calif. - The “new normal” in the global trade of fruits and vegetables is uncertainty, but a panel of trade experts said exporters and importers can still find opportunities by mapping supply chain risks and exploring new markets.

In a Produce Marketing Association Fresh Summit session moderated by Richard Owen, vice president of global membership and engagement for PMA, Devry Boughner Vorwerk, CEO of DevryBV Sustainable Strategies spoke extensively about the current trade environment and what the next few years might bring.

In the session, called “The New Normal in Global Trade: Proactivity=Opportunity,” Pablo Borquez, president and founder Campos Borquez and a fourth-generation Mexican grower, also talked about the prospects of USMCA passage in Mexico and the strained trading relationships related to the tomato suspension agreement between Mexican tomato growers and the U.S. Department of Commerce.

Doug Grant, executive vice president and COO of The Oppenheimer Group, spoke about how the company navigates an ever-changing trade environment with trusted global partners.

Past and future trade

Boughner Vorwerk said much of the work in the last 25 years was devoted to bringing the world together with multi-lateral trade deals.

Lately, with the U.S. withdrawal from the Trans-Pacific Partnership, the trade tensions between the U.S. and China and Brexit, forces seem to be fracturing trust in free trade.

However, it is wrong to oversimplify what is going on now, she said.

“I don’t want us to think that we’ve always had free trade and now all of a sudden we have this disorderly world,” she said. “As an industry, we’ve always had to fight for free trade.”

At the same time, the missed opportunities from the U.S. pulling out of the Trans-Pacific Partnership are real.

“The strategic plan with TPP, for example, was to stitch together all of our North American partners and find a way to engage as a powerhouse region with an integrated supply chain in the Asia Pacific,” she said. ”In fact, it was a strategy to engage and get at many of the very issues that are being negotiated in this trade dispute between the U.S. and China; state-owned enterprises, intellectual property rights, digital trade (were) in there,” she said.

Both political parties have had a hand in the direction of trade policy, she said.

“We have to recall and remember that nobody in the last election - not one of the candidates - was for trade; it was very hard to have any conversation around getting trade support on the Hill for the Trans-Pacific Partnership,” she said. “There has been very little support for strategic trade in the last eight years or so.”

The U.S. and other countries are moving from a strategic approach to trade to more of a tactical approach, seeking more bi-lateral trade agreements as opposed to multi-lateral pacts.

Boughner Vorwerk said world trade growth is predicted about 1.2% by the WTO for 2019, down from earlier estimates of 2.6% growth. For 2020, the WTO is projecting 2.7% growth, down from earlier estimates of 3% growth. The WTO also has said that “downside” risks remain high.

While there is risk, she said there also is an opportunity for trade to grow. Brexit may lead to a trade agreement between the U.S. and the United Kingdom, she said and a trade deal between the U.S. and the European Union could be revived. The U.S. wants to engage with Asian countries on trade, and expanded trade between Latin American countries is an opportunity.

Strategies for the future

Boughner Vorwerk encouraged traders to map their supply chain risks and opportunities and to lean on trade organizations like PMA to help them keep abreast of trade developments.
She also urged traders to innovate and differentiate from competitors in product offerings and services.

Transparency and sustainability will be product attributes that will be valued by global consumers, she said.

“Don’t panic, because if you have a diversified plan and have a backup plan, you can adapt,” she said.

Boughner Vorwerk urged produce leaders to advocate for regional multilateral trade agreements since bilateral deals are less efficient and take longer to put in place.

While the impeachment inquiry is grabbing the attention of Congress now, she believes USMCA will pass before the 2020 elections occur. Grant and Borquez also said all North American trading partners should be motivated to approve the deal.

Don Christopher named 2019 Produce Marketer for All Seasons

Fri, 13 Nov 2020 06:17:25 GMT

ANAHEIM, Calif. - The Packer has named garlic giant Don Christopher the 2019 Produce Marketer for All Seasons.

Christopher, 85, who founded of Gilroy, Calif.-based Christopher Ranch in 1956, wasn’t able to travel to the Produce Marketing Association event this year.

Editor Tom Karst presented the award Oct. 18 at the Christopher Ranch booth at the PMA expo floor.

Don’s son Bill Christopher, CEO of Christopher Ranch, accepted the award on behalf of his father and the entire Christopher family.

“My dad was never afraid to take risks and he was always the first one to try something new,” Bill Christopher said.

In his remarks, Karst praised Christopher’s great contributions to the industry and to his community.

After starting out growing only 10 acres of garlic, Don Christopher guided Christopher Ranch to be a world-leading garlic marketer, Karst said.

“He was the industry pioneer for pre-peeled garlic, and the discovery that garlic could be peeled using compressed air revolutionized the industry and led to dozens of new products for Christopher Ranch,” Karst said.

Don Christopher has been an outspoken leader in defense of U.S. growers and in 1994 testified to the US government to investigate illegal Chinese garlic activity and successfully petitioned to get a stiff tariff on Chinese garlic.

The accomplishments of Don Christopher and Christopher Ranch go far beyond produce marketing, Karst said.

With the late Rudy Melone, Don Christoper launched the Gilroy Garlic Festival in 1979. That first year, Karst said the festival drew a crowd of 15,000. The community-focused event has since drawn millions of fans and has contributed untold sums to community efforts.

This year, after the tragic shootings at the festival, Karst said the community’s individuals and companies have donated over $1 million to the recovery and support efforts following the shootings.

In 2015, Christopher was awarded the Glenn George Heart of Philanthropy Award on National Philanthropy Day by the Association of Fundraising Professionals.

“Our winner’s involvement with the community is truly bigger than life,” Karst said.

In the early 1990’s, Don Christopher partnered with the federal government to build California’s first public/private Headstart preschool. Christopher Ranch maintains the facility to this day and the government provides instructors.

“He did this to benefit the children of economic migrants that came to Gilroy for employment,” said grandson Ken Christopher, executive vice president of Christopher Ranch. “He knew that when kids fall behind in their formative years, theres a very real risk that they won’t catch up. This preschool let’s our community’s kids be ready for kindergarten on day one.”

Don Christopher donated the land that was needed to build Gilroy’s second high school, which the School District named Christopher High in his honor.

Don opened his first endowed fund with the Gilroy Foundation in 2002 and he also opened a designated fund for Christopher High School in 2008.

Don and Karen Christopher and Christopher Ranch also do pass-through giving of grants and scholarships through the year through the Gilroy Foundation. The largest one was the building of the

“Don Christopher Sports Complex” at Christopher High School, which cost over $4.5 million, over $4 million of that was funding from Don Christopher.

Christopher Ranch has distributed $700,000 of community grants through Gilroy Foundation, while Don and Karen Christopher have run over $200,000 in community grants through the Gilroy Foundation.

Christopher Ranch, combined with Don and Karen have awarded over $800,000 in scholarships to graduating high school seniors, according to the Gilroy Foundation.

“Christopher Ranch is a family-run business that promotes local farming and supporting their employees and our community,” said Donna Pray, executive director of the Gilroy Foundation. “Don Christopher and the Ranch are true supporters of our community.”

Robert Verloop, chief operating officer and general manager of Salinas-based Coastline Family Farms, said Don and the Christopher Ranch family represent the best about the produce industry.

“They have a tremendous product and they have pride in their product, and that pride, that sense of value, transcends all areas,” he said, noting the company’s close-knit family relationships and employee loyalty.

“The community has benefited greatly from the philanthropic efforts that Don and his family and the entire organization have done,” he said.

Verloop said Don Christopher and Christopher Ranch have not done good works for their own attention, but because it is the right thing to do.

“They are part of the roots of the community that their people come from, and the community they serve,” he said. “Those are values that inherent within the produce industry.”

The Packer’s Produce Marketer of the Year and Marketer for All Seasons awards, dating to 1972, are awarded at the annual Produce Marketing Association convention.

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