West Coast Produce Expo

Fresh Produce and Desert Vibes Take Center Stage at West Coast Produce Expo

Tue, 28 Apr 2026 09:21:36 GMT

The West Coast Produce Expo returns to the JW Marriott Desert Springs Resort & Spa in Palm Desert, Calif., May 27-29. It’s the mix of networking, education and trade show that attendees say blends seamlessly with a resort-style desert vibe atmosphere that makes it the industry’s “pulse check” for the West Coast summer fruit and vegetable season and a must-attend event.

Cassie Howard, senior director of category management and marketing at Sunkist Growers, says she expects to see a lot of conversations stem from driving consistent movement in a more value-conscious environment, “whether that’s through stronger merchandising, effective promotional programs or leveraging high-performing varieties to keep shoppers engaged.”

Angela Hernandez, vice president of marketing for Trinity Fruit Co., says she expects a lot of conversations both on the show floor and at the numerous networking opportunities to focus on lining up the right promotable windows with production as volume builds.

“Everyone is looking to maximize movement while keeping quality and consistency front and center,” she says.

Sarah Burns, Stemilt Growers’ merchandising manager for the West Coast, says she suspects a lot of the talk will focus on current events.

“We anticipate there will be continued conversations around potential concerns of the economy like labor challenges, tariffs and rising fuel costs,” she says.

Ross Johnson, vice president of retail for the Idaho Potato Commission, agrees, noting that “value and efficiency will be front and center.”

Innovation to drive sales will also be a key discussion point, says Bryan Shelton, vice president of sales and marketing at Giorgio Fresh and Foods.

“Buyers are looking for new items and formats that stand out but also deliver on flavor, consistency and real movement at retail,” he says.

Supply chain resilience will also be another likely hot topic at WCPE, says Diego Morales, sales manager for D Produce Co.

“Supply chain resilience continues to be a major focus, especially around consistency, sourcing strategies and adapting to shifting demand,” he says. “In addition, conversations around food safety, traceability and sustainable practices are becoming increasingly important as buyers look for trusted, long-term partners.”

West Coast Produce Expo attendees say it’s the mix of relaxed resort vibes and conversations that are a hallmark of the event.

(Photo: Brad Zangwill)

Trade Show Floor Discussions

Trinity Fruit Co., Booth No. B519

Hernandez says that what Trinity Fruit hopes attendees take away from its booth is how the company is a reliable, solutions-driven partner.

“Whether it’s steady volume, flexible pack styles or helping execute strong promotions, we want buyers to know they can count on us to deliver and adapt to their needs,” she says.

Hernandez says that the show is the perfect time to talk about the California stone fruit season.

“It allows us to connect early, align on promotions and build momentum heading into the peak summer season,” she says.

Honeybear Brands, No. A511

Kristi Harris, brand manager with Honeybear Brands, says she hopes WCPE attendees leave its booth understanding the company’s ability to offer year-round apples from all over the world.

“While Washington is the biggest driver in the category, our regional growing and packing operations in the Midwest and on the East Coast complement our program, bringing retailers fruit grown closer to home and an import strategy that puts fresh and flavorful apples on the deck all summer,” she says. “Mother Nature can be fickle, and Honeybear offers a multifaceted, year-round strategy that ensures excellent quality and assurance of supply.”

Harris says visitors to the booth will learn about the start of the cherry season and some of the promotions available, including a holiday-themed pouch to celebrate the 250th anniversary of the founding of the U.S.

She says conversations will also stem from Honeybear’s import programs.

“Import apples and pears are in motion, and that fresh flavor and quality can set a retailer apart from their competitors,” she says. “We also have a very strong domestic variety in Pazazz that is an incredible storage apple. It’s bold, bright and juicy long after other key varieties have started to fade in flavor and consistency.”

Sunkist Growers, No. A111

Howard says WCPE is the perfect time to talk citrus with retailers who are focused on maintaining citrus momentum.

“It’s an opportunity to align on bulk programs and merchandising strategies that support grapefruit, oranges and lemons while keeping citrus top of mind,” she says.

Visitors to the Sunkist booth will learn more about the company’s core varieties such as navels, lemons and valencias and new merchandising bins and displays to improve movement and visibility.

“We want buyers to walk away with a clear understanding of how Sunkist is helping drive citrus performance at retail,” she says.

Visitors will also hear more about the year-over-year performance increase of cara cara oranges.

“Volume is up 12% year-over-year, and the introduction of the Pink Bag has helped drive awareness, elevate the set and bring new energy to the category at retail,” she says.

Stemilt Growers, A602

Burns says cherry season will be a key talking point for visitors to the Stemilt booth as WCPE kicks off the summer season.

“It’s a great time to discuss programs and plans with retailers to help set them up for success this summer,” she says. “While we’re still a long way out from the new apple and pear crops, it gives cherries a time to shine while fruits, veggies and healthy eating are top of mind for consumers.”

Burns says she hopes booth visitors leave with a clear picture of Stemilt’s strengths in the tree fruit category.

“Our goal is to create an experience that embodies Stemilt’s strength as a leader in growing and shipping World Famous cherries,” she says. “With our main focus on quality, we’re striving for sweet, crisp and delicious cherries for the entire length of our long season starting in California and ending in Washington.”

Attendees say the West Coast Produce Expo isn’t just about showcasing produce; it’s about securing commitments on volume and promotable windows for the summer fresh produce season.

(Photo: Brad Zangwill)

Giorgio Fresh and Foods, No. B504

Shelton says visitors to the Giorgio booth can expect to see new products firsthand.

“We’re bringing real innovation to the category — new, high-quality products that combine great flavor with convenience, backed by a supply chain buyers can rely on all summer long,” he says.

Shelton says produce really takes center stage in the summer with outdoor gatherings and grilling, and the show is a perfect time to capitalize on that momentum.

“It’s all about fresh, flavorful and convenient options that complement that lifestyle,” he says. “We’re focused on products that are easy to enjoy, whether it’s something ready-to-eat or a fresh item that pairs perfectly with meals off the grill.”

CMI Orchards, No. B802

Rochelle Bohm, vice president of marketing for CMI Orchards, says she wants visitors to its booth to walk away seeing the company as a partner, not just a fruit supplier. She says CMI plans interactive demos, conversations around sustainability, unique variety sampling and more to bring innovation to life and deliver excitement and results in the produce department.

“Our goal is to build an experience that goes beyond just showcasing fruit, where buyers can connect with a passionate team focused on helping their business grow,” she says. “From customizable programs and data-driven insights to merchandising solutions that move product and inspire shoppers, every touchpoint is designed with impact in mind.”

Bohm says WCPE is the perfect backdrop to shape CMI Orchards’ summer business strategy.

“It comes at a key time when we can connect with customers in real time to understand how their cherry season is progressing, while also shifting the conversation toward planning for new crop apples and pears,” she says. “WCPE gives us the opportunity to cover all aspects of the business in one place, so we can collaborate with partners to build strong, season-long programs that drive results across the produce department.”

Idaho Potato Commission, No. B701

Johnson says he wants attendees to come away from the show with an understanding of how Idaho potatoes offer consistency, quality and category performance.

“From strong consumer recognition to reliable and consistent supply, we are focused on helping retailers drive sales,” he says.

Johnson notes that the show hits right as retailers are finalizing summer merchandising plans and preparing for a new crop.

“The show allows us to connect directly with our partners as we focus on discussing category trends and crop expectations,” he says. “It is also the perfect opportunity to discuss promotions, volume hopes and allows us to lay the groundwork for a strategic way to capitalize on consumer demand.”

D Produce Co., Booth No. B800

When asked what he wants WCPE booth visitors to walk away remembering about D Produce, Morales says reliability, noting this year’s booth offers a clean presentation, product quality and a welcoming space for meaningful connections.

“At D Produce Co., we combine consistent high-quality with a supply chain our partners can depend on,” he says. “From sourcing to delivery, our focus is on transparency, food safety and long-term relationships that help our customers succeed.”

Morales says the show comes at a pivotal moment as summer demand begins to accelerate, adding that it’s an ideal setting to align with buyers on upcoming programs.

“Being on the West Coast also allows us to connect with key retail and foodservice partners while reinforcing our readiness to support peak-season volume with consistent supply and logistics efficiency,” he says.

Why Hispanic Consumers Are the Future Engine of Produce Growth

Wed, 22 Apr 2026 21:47:23 GMT

Ruth Villalonga, president and CEO of Villa Communications, says it’s common for marketers across industries to see Hispanic shoppers as a niche — and it’s time to forget this misconception.

“This is a multitrillion-dollar market,” she says. “It is the engine of the economic future of this country. The Hispanic segment of our American consumer is younger. It‘s actually larger. It’s growing faster than any other group. It has a longer spending horizon than the general market.”

Villalonga joined “The Packer Podcast” to offer viewers a sneak peek of a session on the Hispanic shopper, “Billions in the Basket: Engaging the Hispanic Shopper With Fresh,” to be featured Friday, May 29, during the West Coast Produce Expo.

She says what this means for fresh produce is that the Hispanic shopper overindexes not only on grocery spending but also particularly on fresh fruits. Villalonga says Hispanic shoppers also see value and quality as key standards.

“If your strategy does not include them, you have a huge hole in your growth strategy,” she says.

Villalonga says Hispanic shoppers are high-spend decision-makers and heavy food users. Many Latino households cook at home, buy produce multiple times a week and gather with extended family around the table.

“The incremental dollar of growth that you see in that group and that you will see over the next decade is disproportionate when it comes to their habits and their culture and how they spend,” she says.

Villalonga notes that bicultural Latinos show an openness to discovery, trying new brands and identifying equally as 100% Hispanic and 100% American, which she says likely contributes to that experimentation seen in the store perimeter.

“We need to retire this idea that [Hispanic people] are just the hands in the field,” she says. “The data show they are trading up in natural, organic, better-for-you produce, and they’re extremely intentional about quality and flavor.”

And this, Villalonga says, provides retailers an opportunity to understand what Hispanic shoppers truly value and see them as co-creators in storytelling.

“They are heavily moved by a cultural connection and by heritage,” she says. “They have a strong preference for products from their country. For example, they also like the storytelling that connects their food to the roots.”

Villalonga says, for retailers, focusing on storytelling with bilingual experiences and authentic cultural clues is a great way to connect with those shoppers.

“They’re also very heavy digital users, so they overindex on WhatsApp, TikTok, Snapchat and Instagram,” she says. “So, using those platforms and those channels to connect authentically will be an important part of how you start thinking about embracing this consumer.”

She says Hispanic shoppers prefer family-run businesses and will reward brands that speak authentically to their values through storytelling.

Villalonga says she’s excited to take the stage at the West Coast Produce Expo and hopes panel attendees understand the significant opportunity the Hispanic shopper provides.

“My hope is that retailers and suppliers walk away seeing the Latino consumer opportunity, not as a specialty add-on campaign, but as part of their default growth plan,” she says.

It's a Family Affair at North Shore Living Herbs and Greens

Tue, 10 Jun 2025 11:38:07 GMT

All this week at Farm Journal, we will be talking to and about the next generation of farmers, ranchers and growers.

It’s a critical time as the industry is poised to see 300 million acres change hands in the next 20 years.

Today we meet a California family making plans for the future.

Welcome to the Coachella Valley and the North Shore Living Herbs and Greens, where 30 years ago, Leo and Suzette Overgaag started their family farm.

“My husband’s a third-generation greenhouse grower, and he knows all this technology,” said Suzette Overgaag, vice president and CFO of North Shore Living Herbs and Greens. “And we started from nothing and we grew it to where we could afford to buy a full-blown automated greenhouse.”

They started by first growing cucumbers but eventually transitioned to fresh herbs in the mid-1990s.

“I would get home with my herbs, and I’d put them in the lower drawer, and I would forget about them,” Overgaag said. “So I was like, you know, there’s got to be a better product out there.”

The idea took off. Today, North Shore has more than 10 acres of hydroponic greenhouse space. Some herbs are potted, others are in a special plastic clamshell.

“Everything has the roots attached, and why that’s amazing is that when you get your product home from the grocery store it’s going to last longer,” said Brittany Bubb, creative director for North Shore Living Herbs and Greens. “It’s going to be an amazing product; the moment you need it you’re harvesting it.”

One of three siblings, Bubb is now the fourth-generation working as the creative director for a business that’s all about family. Bubb’s other siblings, Ashley Cullen-Carrol and Tony Overgaag, have also supported the company in different ways. Tony Overgaag works in IT and finance for the company.

“Food really is an experience, and that’s what we want to do here at North Shore is it’s all about gathering people at the table making moments, sharing time with your family,” Bubb said.

And together, their family has big dreams for sharing the idea and passion for living herbs with others.

“My dream is to see an instant herb garden in every kitchen across America. So I am really trying, along with my family, to come up with ways and, of course, all of our team here to make that happen,” Suzette Overgaag said.

Bubb added it’s something the family takes to heart.

“Food is so important, and I think it’s just really awesome that we have people here that are passionate about making good food and good products for consumers to have,” Bubb said.

Seen and Heard at West Coast Produce Expo 2025: Why They Come

Fri, 06 Jun 2025 19:05:15 GMT

PALM DESERT, Calif. — West Coast Produce Expo strikes a balance of fun, networking, inspiration and serious business in a way few produce shows can. Enthusiasm on the show floor was high as exhibitors discussed everything from what’s in season to new product innovation to flavor-packed fruits and vegetables, and most importantly why they return to this dynamic event in the desert year after year.

From left, Clarissa Martinez, Natalia Merienne, Claudia Escalante and Mario Leon of Queen Fresh Produce discussed new products and more at WCPE 2025.

(Photo: Jennifer Strailey)

Natalia Merienne, president, CEO and sales director for Queen Fresh Produce, formerly Anya Produce/Avocado Queen, has a special connection to West Coast Produce Expo.

“I started coming to West Coast Produce Expo seven years ago, and it changed my life,” she said. “I got my first customer here, and I want to come to this show again and again.”

Not only did Merienne launch her successful produce business at WCPE, she also met the love of her life, whom she will marry later this summer, at the show.

Queen Fresh Produce debuted its new avocado oil in extra virgin and refined as well as its avocado ghee at the show. Merienne says the avocado ghee has a high smoke point and is more nutritious than traditional ghee. She also said that three different Michelin starred restaurants are already using the product.

NatureSweet is a greenhouse grower with a purpose, says Rob Thompson, national sales director.

(Photo: Jennifer Strailey)

The team at NatureSweet was ready to engage with attendees at West Coast Produce Expo 2025.

“What’s been attractive about the West Coast produce Expo is simply the environment,” said Rob Thompson, national sales director for NatureSweet. “It’s a smaller floor and offers more access to customers. Quite frankly, we get to have more intimate conversations and the opportunity to have more in-depth discussions around the products that we have showcased here and then our ongoing business.”

Specifically, Thompson shared how NatureSweet is a greenhouse grower with a purpose.

“We want to empower the lives of the agricultural workers in North America through a profitable business model,” said Thompson, who added NatureSweet is vertically integrated with farms in both Mexico and Arizona.

WCPE also provided an opportunity for NatureSweet to showcase its expanded offerings.

“Everybody knows us for our Cherub tomato, but we’re not just a snacking tomato grower. We are now a grower of peppers and cucumbers,” Thompson said. “When you look at what we’re bringing to the table, we’re bringing not only the No. 1 snacking tomato, but now we’re becoming a much bigger player with peppers and cucumbers.”

Misionero’s Mayra Marin Oviedo showcased the company’s retail and foodservice offerings for organic and conventional greens.

(Photo: Jennifer Strailey)

Misionero featured an array of fresh options in its Garden Life line of conventional greens and its Earth Greens organic line.

In its Earth Greens line, Misionero’s Mayra Marin Oviedo showed off the company’s wide variety of options including organic chopped romaine, organic cole slaw and organic kale.

Romaine hearts with the butts or ends removed were a featured item in the Garden Life conventional line.

Joolie’s got started six years ago with an idea to disrupt the date category, says Amanda Sains-Harris, vice president of marketing.

(Photo: Jennifer Strailey)

West Coast Produce Expo’s intimate show floor is also a draw for date company Joolie’s.

“We love coming to West Coast produce Expo, because No. 1, it’s in our backyard. Our dates are grown in Coachella, here, about 30 miles down the road, and we just love how intimate the show is,” said Amanda Sains-Harris, vice president of marketing. “We see so many friendly faces with our retail partners. We’re maintaining our relationships, making new relationships, and — of course — having so many great times at all the events throughout the show.”

With its colorful and clever branding, including its “Date-ing Booth” at WCPE, Joolie’s is reinventing the date category.

“Six and a half years ago, Joolie’s got started with really the idea to disrupt the date category,” said Sains-Harris. “At the time, dates were a little bit of a sleepy category. Now it’s amazing. It’s up 43% year over year.

“And Joolie’s really came out of the idea of having fun branding that is with delicious, organic, premium quality fruit, and also with branding that makes people smile and branding that attracts millennial and Gen Z consumers [so] that they want to share with their friends, online and in real life.”

While Joolie’s began as an organic Medjool date company, it has expanded its offerings over the years to include dates in pouches and tubs as well as Date Pops (date and nut energy bites) in a variety of flavors including brownie bites, cinnamon bun, lemon bar and peanut butter jelly. And earlier this year, the company introduced an organic and conventional Deglet date.

While Medjool dates are known as the king of dates, the Deglet date is a smaller variety known as the queen of dates.

“Deglets are much smaller and lighter than a Medjool date, and they’re a lot easier to harvest,” Sains-Harris said. “Medjool dates are a labor of love — they’re pollinated by hand, harvested by hand, pitted by hand and sorted by hand.

“Deglet dates are just a lot easier to process,” she continued, “so I don’t want to call them a cheap date, but they’re a better value date.”

Sains-Harris says Joolie’s date products are available in about 10,000 retail locations nationwide.

From left, Bay Baby Produce’s Tyann Schlimmer, Michele Youngquist and Lindsey Lance shared the newest in ornamental pumpkins.

(Photo: Jennifer Strailey)

Baby Baby Produce shared its new ornamental pumpkins including Lolita, Noche, Dune, Luna and more. Lolita is striking green and yellow, while Noche is a dramatic black.

The company also featured its NFL Licensed Sporticulture and college team-themed painted pumpkins, available nationwide.

“We plant to order, so we’re almost planted for the season, but we keep the door open for new business,” said Michele Youngquist. “We also have a really tight production. We harvest beginning in August, and by September, it’s over.”

The bottom line, according to Youngquist: Retailers should get their orders in now.

Ross Johnson and Mark Daniels of the Idaho Potato Commission talked Potato Lovers Month and more at WCPE.

(Photo: Jennifer Strailey)

As a marketing organization, the Idaho Potato Commission exhibits at WCPE to meet with customers important to its shippers and to network.

“The West Coast produce Expo is a great way for us to meet all of our customers that are so important to our shippers,” said Ross Johnson, vice president of retail. “It’s difficult for us as a marketing organization [because] we’re not here to sell a product or try to gain more sales; we’re here to network, and that’s what we love about this show. It allows you the opportunity to network with so many different people in different aspects of our industry.”

The timing of WCPE also allows the Idaho Potato Commission to provide retail buyers with an update on planting.

“We finished planting just a few weeks ago,” Johnson said. “Category managers and buyers want to know: Is it on time? Was it late?”

Johnson says this year is looking strong.

“We’ve actually had a really mild spring, which is great for our farmers,” he said. “We’ve got plenty of water from this winter, so there’s no concerns about being able to get this crop the nutrients and the water that it needs to keep that high quality that consumers have come to expect out of Idaho.”

Yo Queiro’s Crystal Berry sampled onion dips, guacamole and pickled veggies at WCPE 2025.

(Photo: Jennifer Strailey)

It was a feast of fresh snacking at the Fresh Innovations/Yo Queiro! booth at WCPE, where Crystal Berry sampled two onion dips: Smokehouse Onion Dip and Jalapeno Onion Dip. Also on tap, three different varieties of guacamole, including Mexico-inspired, chunky and original.

The company also featured Escabeche pickled veggies made with carrots, jalapenos, cauliflower and white onions.

Scott Mabs, CEO of Homegrown Organic Farms, discussed sustainability at WCPE.

(Photo: Jennifer Strailey)

Homegrown Organic Farms CEP Scott Mabs says a key reason to attend WCPE is to engage with the produce community.

“It’s so nice to get together, be face to face with people, talk through the things that are affecting the industry right now, and to be able to understand a little bit more where our customers are coming from and what their shoppers are looking for,” he said.

Homegrown Organic Farms also attends WCPE to share its mission of sustainability.

“We have always had a goal to be the most caring and trusted produce ecosystem in the world,” Mabs said. From its certified organic and regenerative fields to its Equitable Food Initiative certification, sustainability is an important thread tying Homegrown Organic Farms’ efforts together.

Homegrown Organic Farms, which works with stone fruit, citrus, grapes, berries and fall fruits, is on a mission to care for the land and to care for people.

“Caring has always been kind of the foundation of what we do,” Mabs said.

As part of this care, Homegrown Organic Farms has been EFI certified for five years.

“When the Equitable Food Initiative first came out, we looked at it and determined that it supported a lot of what we already believed in and were already trying to do within our organization,” he said. “It’s brought benefit into our organization because of some of the systems that they employ, and being able to really make sure that production level — whether that’s irrigators in the field or packers on the line — are really getting the right communication through all the way to management and that their voice is being heard.”

In today’s tight labor market, EFI certification also helps with talent retention, Mabs said.

“Being EFI certified really helps retain good people who care about what they do, and who show up on time every day and do a good job,” he said. “A lot of the changes that have been taking place in the last six months are going to create a much tighter labor market, and EFI has been a benefit to make sure that the people who work for us don’t want to leave. They want to stay and be a part of that team because they know they’re being cared for.”

Trinity Fruit Company’s Angela Hernandez discussed all-natural juices and California stone fruit at WCPE 2025.

(Photo: Matt Mormann)

For Angela Hernandez, vice president of marketing for Trinity Fruit Company, WCPE is an opportunity to grow relationships with new and existing customers.

“Like many suppliers, we’re always trying to showcase our products and continue to grow our relationships, so it’s important to be here,” Hernandez said.

At WCPE 2025, the focus was on the company’s recently launched cranberry juices.

“It’s the only cranberry juice on the market that is not from concentrate, contains zero sugars and is all natural, just like the rest of our juices,” she said.

At showtime, Trinity Fruit Company was in full force on its stone fruit harvest including
peaches, plums and nectarines.

“Fruit is looking good; size is looking good,” Hernandez said, “and we didn’t have crazy weather issues, so we’re coming into the harvest season pretty strong and really thankful.”

More from West Coast Produce Expo 2025:

Seen and Heard at West Coast Produce Expo 2025: What's hot in summer produce

Thu, 05 Jun 2025 19:19:54 GMT

PALM DESERT, Calif. — It was all about season starts and summer produce availability for attendees at this year’s West Coast Produce Expo at JW Marriott Desert Springs Resort and Spa. Exhibitors shared what’s hot in summer produce and what keeps them coming back to the expo year after year.

Another highlight of the event was an impassioned keynote led by Kevin Brown, who used personal anecdotes to highlight how heroes and champions stand out at work and in life.

William Cappelluti and Leigh Donath at the Catania Worldwide West Coast Produce Expo booth.

(Photo: Christina Herrick)

It was all about figs for visitors to the Catania Worldwide West Coast Expo booth. William Cappelluti, sales representative for Catania, said organic and conventional black mission figs would begin shipping the first week of June.

Organic conadria figs would begin shipping a week later, he said and will run through the end of June.

Then, the second crop of conventional and organic brown turkey figs will begin, followed by organic and conventional black mission figs, sierra figs and tiger figs, which will run through November.

Cappelluti said he enjoys coming to the West Coast Produce Expo .

“It’s a more personal show,” he said. “The people you meet you can have more conversations and more of a personal connection to.”

Eddie Condres, Jorge Quintero Jr., Alan Durazo, Jacob Villanes and Ramon Barraza at the Grower Alliance West Coast Produce Expo booth.

(Photo: Christina Herrick)

The team at Grower Alliance showed off the produce distributor’s mini sweet pepper bags, hot pepper bags and other value-added items. The company also ships Roma tomatoes, organic and conventional European cucumbers.

Jorge Quintero Jr., managing member and founder of the Grower Alliance, said that as the Nogales and northern Sonora season wrapped up, production shifts to San Diego and Baja for cucumbers and Roma tomatoes.

The Grower Alliance team also served up some delicious drinks to West Coast Produce Expo attendees.

“We had a lot of traffic and a lot of customers to see,” Quintero Jr. said. “We love West Coast Produce Expo; it’s always awesome for us.”

Daniel Heguertty and Juan Pablo Molina at the Fresh Farms West Coast Produce Expo booth.

(Photo: Christina Herrick)

Fresh Farms is full throttle into its table grape and tomato seasons from Sonora. Table grapes include Cotton Candy and Sweet Celebration.

Daniel Heguertty, tomato sales division coordinator, said retailers can expect good volume for the month of June and July.

The company also highlighted its frozen Cotton Candy grapes at the West Coast Produce Expo.

“People are really excited about this new item,” Heguertty said.

Jodi Green and Andrew Moore at the Arctic Apples West Coast Produce Expo booth.

(Photo: Christina Herrick)

Arctic Apples showed off its new kid-friendly packaging for its 2-ounce Arctic granny and Arctic golden packs. Andrew Moore, marketing manager with Arctic Apples, said these packs are designed for schools and foodservice.

The new packaging features bright colors and its mascot, Artie, which helps share the science behind Arctic apples and its positive impact on reducing food waste.

The non-browning apples have a 28-day shelf life and come in 2-ounce, 20-ounce and 40-ounce packs.

Carlos Duarte and John Dmytriw at the Index Fresh West Coast Produce Expo booth.

(Photo: Christina Herrick)

Index Fresh’s California Crema season was among the topics that visitors to the worldwide marketer of avocados’ booth inquired about.

John Dmytriw, vice president of business development, said there are about three or four weeks left of packing this year.

“It’s been a great season,” he said, noting strong retail and foodservice support.

Dmytriw said he’s also seen a growing demand for the specialty brand of Gem avocados. California Crema has strong digital marketing and bins for retailers. But he said California Crema bags have been very popular for Index Fresh customers.

“It’s a big hit,” he said.

California avocado season is well underway, with strong inventory remaining for June and July. Dmytriw said there’s been a shift in the size curve with 70s available. He said this is a good opportunity for retailers to jump on a new trend for the next few weeks.

“The end of summer is the perfect time to promote California avocados,” he said.

More from West Coast Produce Expo 2025:

Seen and Heard at West Coast Produce Expo 2025: Expanded Offerings, New Introductions

Wed, 04 Jun 2025 18:46:09 GMT

PALM DESERT, Calif. — Attendees teed off at the West Coast Produce Expo’s golf-themed reception while wearing their best plaid and argyle and snacking on desserts. Expogoers also had a chance to try a round of putt-putt or even hop in a golf simulator to assess their swing.

Suzette Overgaag, Andrea Gonzalez, Gloria Carpio, Marysol Olvera and Osvaldo Beltran are shown at the North Shore Living Herbs and Greens booth.

(Photo: Christina Herrick)

When tour participants visited the North Shore Living Herbs and Greens facility in Thermal, Calif. , they took home a golf scorecard asking for tidbits of knowledge learned while on the facility visit. Tourgoers needed to fill in the card, drop it off at the North Shore booth at West Coast Produce Expo and those with the lowest “golf” score got a chance at a gift card.

The team at North Shore Living Herbs and Greens said the golf card was quite popular and tourgoers continued to swing by to enter in the contest.

What also kept people coming back to the North Shore Living Herbs and Greens booth was the promise of its popular mint cookies and cream popsicles, made with the company’s fresh mint.

While at the booth, visitors expressed interest in shipping the company’s clamshell products seen on the tour as well as its potted mint, which North Shore displayed at the expo’s golf-themed reception.

Overall, the North Shore living team said it was a good show for them.

“We’ve had a lot of people stop by,” said Suzette Overgaag, co-owner of North Shore Living Herbs and Greens.

Martin Bermudez, Tanner Irigoyen, Julian Irigoyen, Abel Ramos, Javier Irigoyen and Garrett Rodgers at the Irigoyen Farms’ West Coast Produce Expo booth.

(Photo: Christina Herrick)

The start to the field-grown red pepper season in California’s Coachella Valley was a hot topic among visitors to the Irigoyen Farms booth. Visitors also checked in to see about bell pepper availability.

Exhibiting at the West Coast Produce Expo just makes sense, said Garrett Rodgers, sales manager for the Selma, Calif.-based organization.

“We farm in this area, so it makes sense to be around,” he said. “Here at this show, there’s a lot of meaningful conversations. Buyers are stopping by intentionally.”

Bob Tillemans, Fatima Moussawi and John Kang at the Zespri West Coast Produce Expo booth.

(Photo: Christina Herrick)

The Zespri Team sported Kiwi Brothers polo shirts while manning the company’s booth. While the focus was on the Kiwi Brothers — Green and Sungold — the company also highlighted its RubyRed kiwifruit.

Zespri had a test market for its RubyRed kiwifruit on the West Coast this year.

“It was a fantastic early start to the season,” said Bob Tillemans, USA market manager for Zespri. “We got great feedback about RubyRed.”

Tillemans said people came by the West Coast Produce Expo booth to ask about when it will be back in season, noting it was a successful test run for the company.

Other things of note at the Zespri booth were the increase in household penetration of kiwifruit. Tillemans said this is due in part to a good sales team and fantastic retailers.

“How can you not have fun with kiwi?” Tillemans said.

Jose Zelada, Isaac Chavez, Fred Kasak, Ben Lopez, Miguel Gonzalez, Alberto Navarro and Dave Diego at the CDS Distributing West Coast Produce Expo booth.

(Photo: Christina Herrick)

“People know us as the apple guys,” said Dave Diago, director of business development for CDS Distributing. That’s why the theme of the company’s West Coast Produce Expo booth was “the CDS Bunch” to draw attention to its other produce offerings.

That includes citrus, pears, stone fruit, limes, peppers, tropicals, potatoes, onions, cucumbers, avocados, mangoes, tomatoes, pineapples, berries, grapes, melon, squash, corn, carrots, eggplant, cherries and more.

Diago said conversations at the company’s booth included, “How do we get more items for customers?”

Jesus Lagunes Morales, Max Villasenor and David Villasenor at the Villamex Farms’ West Coast Produce Expo booth.

(Photo: Christina Herrick)

Villamex Farms, a lime grower and packer headquartered in Texas, talked about the its packing facility in the state. The company, which specializes in key limes and conventional and organic limes, also packs for private labels, said David Villasenor, president of Villamex Farms.

“We pack to our customers’ needs,” he said.

Joshua Ho and Akeesha Dhariwal at the Mushroom King Farms West Coast Produce Expo booth.

(Photo: Christina Herrick)

Mushroom King Farms is the largest spec mushroom grower in the country, said Joshua Ho, CEO and general manager of the Morganville, N.J.-based company.

Ho said the company grew about 100,000 pounds of shiitake mushrooms last year.

Ho said he saw an opportunity in how shiitake mushrooms were grown and packaged, and now the company offers flat, open shiitake mushrooms, which offer a better shelf life.

The company also offers seven different sizes of shiitake mushrooms, which can be customized for the retailer.

For example, Ho said, a 100-gram package might only feature five or six shiitake mushrooms, but they’re a uniform size, which makes it easier for the consumers.

“When they get them home, they know what to do with them,” he said.

More from West Coast Produce Expo 2025:

Seen and heard at West Coast Produce Expo 2025: From cherries to mushrooms and more

Wed, 04 Jun 2025 09:51:23 GMT

PALM DESERT, Calif. — While West Coast Produce Expo 2025 drew a record 200 exhibitors, 1,500 registrants and some 300 retail and foodservice buyers to the JW Marriott Desert Springs Resort & Spa, May 28-30, the event retains an intimacy that fosters networking and meaningful conversation, exhibitors say.

From left, Ryan Cherry, John Arjona and Chad Nelsen of Peelz talked California citrus.

(Photo: Jennifer Strailey)

“This is my first time at West Coast Produce Expo,” said John Arjona of Peelz. “I like the smaller shows like this, where you can connect with retailers in a nice, relaxed atmosphere.”

Peelz is a family-owned company that grows citrus in fall and winter, said Arjona. The company showed off examples of its colorful packaging for Peelz mandarins, navels, lemons, cara caras, grapefruit, valencia oranges and more.

CMI Orchards’ Rich Mendonsa, Jase Trovato and Danelle Huber talked Washington cherry harvest at WCPE 2025.

(Photo: Jennifer Strailey)

“It’s all about cherry harvesting this week,” said Rich Mendonsa of the Wenatchee, Wash.-based CMI Orchards. “Washington had a good season, but it won’t be fast enough for retailers,” many of whom are eager to meet the demand for summer cherries, given the delayed and short supply from California, he added.

Mendonsa said CMI will have good size cherries in supply from June to early August. “We’re really ready for Fourth of July promotions,” he added.

Jim Fountain and Alexandra Grillo of Wholly Guacamole shared the company’s latest dips and spreads.

(Photo: Jennifer Strailey)

Jim Fountain and Alexandra Grillo of Wholly Guacamole featured the company’s Spinach and Artichoke Dip or Spread, Roasted Red Bell Pepper and Spinach Dip or Spread, and Tomato and Basil Dip or Spread. The line comes in 7.5-ounce tubs and minis that include four 2-ounce cups to a pack.

Wholly Guacamole also showcased its line of guacamole with Tajin, including Wholly Guacamole Chile Lime With Tajin. “The new Tajin items are the big thing right now,” Grillo said.

Highline Mushroom’s John Sheehan and Kelly Hale talked reaching the younger consumer with mushrooms.

(Photo: Jennifer Strailey)

“This is an important show to us in this location, as we’re shipping from Canada to the West Coast seven days a week,” said Kelly Hale of Highline Mushrooms. “It just makes sense to be at this show.”

Highline Mushrooms rebranded its products with an aim to increase consumption of mushrooms among 25-to-40-year-old consumers, Hale said. “The whole category has been ripe for a redo.”

A QR code on the packaging takes consumers to recipes and usage suggestions, as well as nutritional information. And a clear package allows shoppers to see the product.

“We were the first in the U.S. and Canada to have the clear till,” said Hale. “Consumers buy with their eyes, and the quality of our product is visual.”

More from West Coast Produce Expo 2025:

Seen and heard at West Coast Produce Expo 2025: New exhibitors, new products

Tue, 03 Jun 2025 19:31:35 GMT

PALM DESERT, Calif. — As the sun set on the JW Marriott Desert Springs Resort and Spa, the competition heated up during a pre-event “Singo” competition. Think Bingo meets sing-along, where participants mark off “Singo” cards as they identify songs.

Letty Perales and Siris Barrios at the Amazon Dragon Fruit West Coast Produce Expo’s booth.

(Photo: Christina Herrick)

First-time exhibitor Amazon Dragon Fruit showcased its Amazon gold dragon fruit. The yellow dragon fruits are family-grown, and the family now farms about 247 acres of dragon fruit and yields about 400,000 boxes a year. The company started as a family business and has now become a grower, packer, importer and exporter.

The company is a Global GAP and FSMA-certified packing and export facility and offers distribution to Minnesota, Texas, Los Angeles and the Hamptons in New York.

Letty Perales, co-owner, said the company puts a major focus on sustainability, which includes social impact. Amazon Dragon Fruit built worker housing and brought the internet and a school to the area, it also offers overtime and bonuses to workers.

“We’re like a big family,” Perales said, noting the concept of social impact will never stop for the company.

Steven Cosgrove, Morgan Givis, Hannah Petersen and Shawn Hamilton at the Sol-ti West Coast Produce Expo booth.

(Photo: Christina Herrick)

Sol-ti debuted its SuperStix at the West Coast Produce Expo. The products are made with organic dehydrated coconut water and come in flavors such as blueberry lemonade, strawberry lemon, dragon fruit lemon and Chlorophyll Lemon. Each flavor features unique blends to support digestion, skin health, greens and electrolyte balance.

“They’re an everyday hydration stick,” said Morgan Givis, director of sales for the West for Sol-ti.

Givis said the SuperStix are available on Sol-ti’s website as well as in Whole Foods stores.

And the company just launched its shots in Starbucks stores, too.

Edgar Duarte, Karina Duarte, Michael Duarte, Edgar Duarte Jr., Antonio Ybarra and Andrea Duarte/Ybarra (center) at the Rich River Produce West Coast Produce Expo booth.

(Photo: Christina Herrick)

The team at Rich River Produce said visitors to the company’s West Coast Produce Expo booth learned about its product offerings which include jalapeño, habanero, Anaheim, serrano, pasilla, caribe and bell peppers as well as tomatillos, butternut squash, Roma tomatoes, eggplant, jicama and cucumbers.

This was the third year Rich River, which offered booth visitors tortilla warmers, coffee cups and bags, things attendees would use every day, said Andrea Duarte a marketing and public relations specialist with Rich River Produce.

“The show has been really busy with a lot of people,” she said. “It’s nice to see it grow and see different parts of the country show up.”

Jeff Matiasevich and Rob Gurney at the Veg-Land West Coast Produce Expo booth.

(Photo: Christina Herrick)

Jeff Matiasevich and Rob Gurney at the Veg-Land West Coast Produce Expo booth.

Veg-Land showcased its retail packs on display at its West Coast Produce Expo booth. The grower-packer-shipper also offers bulk packs for other distributors, too.

And the team at Veg-Land was more than happy with the turnout this year at the West Coast Produce Expo.

“It’s better than last year,” said Jeff Matiasevich, sales manager, for the Fullerton, Calif.-based company.

Hope Barbee and Michael Gilfenbain at the Double Date Packing West Coast Produce Expo booth.

(Photo: Christina Herrick)

The Double Date Packing team handed out date samples to help “spread knowledge about Medjool dates to consumers,” said Michael Gilfenbain, a sales associate with Double Date Packing.

Gilfenbain said more and more people are familiar with dates, so the conversations at West Coast Produce Expo were less about how to incorporate dates into dishes, but about availability as date recipes take over social media.

“Dates are a lifestyle,” he said.

More West Coast Produce Expo coverage:

West Coast Produce Expo 2025 celebrates Women in Produce

Tue, 03 Jun 2025 17:09:01 GMT

PALM DESERT, Calif. — West Coast Produce Expo celebrated The Packer’s 2025 Women in Produce — eight leaders, changemakers and trailblazers — with a video tribute May 30 at the JW Marriott Desert Springs Resort & Spa.

From an oncology nurse turned sweetpotato pro to a founding leader in urban agriculture to a veteran of Capitol Hill to a CEO bringing a world of fresh fruits and vegetables to consumers and more, these eight extraordinary women are playing vital roles in the success of their own organizations as well as the future of the produce industry.

This year’s distinguished Women in Produce are:

WCPE donates 19,000 pounds of produce to communities in need

Mon, 02 Jun 2025 19:19:29 GMT

PALM DESERT, Calif. — West Coast Produce Expo 2025, which drew a record 200 exhibitors, 1,500 registrants and some 300 retail and foodservice buyers to the JW Marriott Desert Springs Resort & Spa, May 28-30, featured an abundance of fresh and flavorful fruits and vegetables, 19,000 pounds of which were donated to area food banks at the conclusion of the show.

The FIND Food Bank of the Desert received 16,000 pounds of produce and the Community Food Bank at the LGBTQ Center of the Desert received 3,000 pounds.

“We are a community food bank, and we help people in our community who have food insecurity issues — and we do this every week,” said Charles Huff, director of food security for the Community Food Bank at the LGBTQ Center of the Desert. A grateful Huff, who came to help collect the fresh produce at WCPE, says the center continues to see rising demand for nutritious foods.

“When I started at the center, we were feeding about 150 to 180 families a week. Just this past Thursday, we hit a new record in 385 families being fed, which impacted about 895 people, when you factor in how many are in a household,” he said.

“We are signing 12 to 20 new clients every week. We’re doing nothing but growing right now, and it’s getting harder and harder to keep the supply going,” he added.

The Community Food Bank distributes approximately 9,000 pounds of food every week, says Huff. The food bank distributes two bags of groceries a week to its clients. One is fresh produce and a protein, and the other bag includes nonperishables, rice, beans and other pantry items.

Huff, who is one of only two full-time employees at the food bank that relies heavily on volunteers, says the donation from WCPE comes at a particularly critical time.

“This is major for us, especially as summer is coming because in this area the summer comes [and] people leave so our donations go down — the volunteerism goes down,” he said. “So, this time of year for us to be benefit from something like that is major.”

Huff says the WCPE produce donation will enable the food bank to reach area seniors and families in need.

“There is a sense out there that we’re only giving to homeless people,” he said. “That is actually the lowest part of our population. Everyone else is either a senior on a fixed income or families who are trying to make ends meet with rent and utilities, and food is the last thing on the list.

“The impact [of this donation] is great, and we see it on the people’s faces,” he added. “We have clients that are regulars for us, and we look out for them.”

WCPE’s donation of fresh produce also supports the food bank’s recent partnership with the American Heart Association, which has given the Community Food Bank at the LGBTQ Center of the Desert a grant to develop a nutrition program.

“We are big on giving quality food to our people,” Huff said. “We don’t just give chips and sweets and all of that stuff. We want to give good nutritious food. So, fresh produce like this is major and it’s with our mission of providing nutritious food.”

Seen and heard at West Coast Produce Expo 2025 — Part 1

Mon, 02 Jun 2025 18:21:33 GMT

PALM DESERT, CALIF. — West Coast Produce Expo offered attendees breathtaking views, hot temperatures and good vibes while at the JW Marriott Desert Springs Resort and Spa.

Nick DiCarlo, Dino DiLaudo, Brian DiCarlo and Chris Veillon at the Topline Farms’ West Coast Produce Expo booth.

(Photo: Christina Herrick)

At the Topline Farms’ West Coast Produce Expo booth, Chris Veillon, vice president of marketing, said the family-owned greenhouse grower is in the heart of its rebranding, touting its unique value proposition and legacy as a low-cost producer for decades. Veillon said retailers rely on growers they know and trust.

“The trust factor is huge with highly perishable commodities,” he said.

Topline plans to highlight the value of harvest with its broad line of produce, offering consistency.

Brad Ryan, Lacey De La Torre and Darryl Bollack at the Mariani Nut Company’s West Coast Produce Expo booth.

(Photo: Christina Herrick)

Darryl Bollack, national sales manager for Mariani Nut Company, raved about the overall vibe of the show, noting its “positive aura.”

“Everybody is relaxed,” he said. “The positivity is what it’s all about. Everyone has a smile on their face.”

Mariani Nut Company sponsored the event bags, and Bollack said the Mariani Family wants to support all the attendees by providing them something they can use on a regular basis. And, since the company has been a longtime sponsor of the bags, Bollack said he and the Mariani team constantly discuss how they’ll top themselves next year.

Janie Valdez and Shonda Warner at Farmacopia Farms’ West Coast Produce Expo’s booth.

(Photo: Christina Herrick)

The team at Farmacopia served up fresh scoops of blueberry and rhubarb ice cream, dubbed “Blubarb,” which featured fresh, Oregon-grown produce at the West Coast Produce Expo booth.

“We’re just having fun showing all the great things to do with fruit,” said Shonda Warner, co-managing partner of Farmicopia.

Warner said the Farmacopia West Coast Produce Expo booth highlights the company’s Oregon-grown nuts and berries. The vertically-integrated farm also offers kumquats, dragon fruit, citrus, stone fruits, grapes and more.

Mike Crookshanks, Kellee Harris, Sebastian Carmona and Jason Bushong at Giumarra Companies’ West Coast Produce Expo booth.

(Photo: Christina Herrick)

Visitors to the Giumarra Company’s West Coast Produce Expo booth learned more about the company’s DulceVida nectarines. Kellee Harris, vice president of retail merchandising, said Giumarra offers custom PLUs in bags and in bulk for DulceVida nectarines.

Harris said Giumarra is wrapping up its Washington state Lemonade apple season and will start its New Zealand import season soon.

Sajana De Silva, Rey Guiterrez, Alfredo Valadez and Binuka De Silva at the De Silva Brothers and Company’s West Coast Produce Expo’s booth.

(Photo: Christina Herrick)

First-time exhibitor, De Silva Brothers and Company, an importer, manufacturer and supplier of dried chilis and spices, showed off the company’s product offerings at its West Coast Produce Expo booth.

Sajana De Silva, director of sales, highlighted the company’s EZ Bombs in Birra, Tinga, Brine and Pozole flavors.

“It saves you half a day,” he said, noting they’re perfect for adding to a slow cooker or multicooker for flavor in an instant.

Your next read:

West Coast Produce Expo’s tour spotlights fresh production

The Packer, EFI name Farmworker of the Year

Mon, 02 Jun 2025 10:06:11 GMT

PALM DESERT, Calif. — Rafael Teran Melchor of Stemilt Growers was named the 2025 Farmworker of the Year at West Coast Produce Expo, May 28-30. The national recognition program that honors farmworkers for their exceptional leadership, contributions and impact on the fresh produce industry was created by Equitable Food Initiative in partnership with The Packer.

Now in its second year, the award shines a spotlight on the people who form the backbone of the agricultural workforce and seeks to ensure that the underrecognized voices and accomplishments of farmworkers are elevated and celebrated.

“Rafael represents everything this award is meant to highlight,” said LeAnne Ruzzamenti, EFI’s director of marketing and communications. “His consistency, willingness to overcome challenges and the positive impact he has on his colleagues reflect the profound ways farmworkers shape their teams and companies.”

Melchor, who has worked at Stemilt Growers for nearly 17 years, has been in agriculture for 23 years and is widely respected for his thoughtful mentorship and calm, solutions-oriented approach.

Working in the sanitation department, he goes above and beyond what is asked of him by participating in numerous trainings such as first aid, CPR, forklift, chemical handling and safety response, as well as attending the Food Safety and Sanitation Workshop. There are approximately 25 areas within sanitation that employees can study, and while most workers have trained in one to five of those areas, Melchor has completed all 25.

“Rafa’s work ethic is completely and truly admirable. He is consistently going above and beyond his responsibilities, always taking initiative to finish tasks and take on new challenges,” said Adrián Pantaleón Sandoval, sanitation supervisor at Stemilt. “He is willing to lend a hand when needed and comes to work with a positive attitude, which is contagious to his coworkers.”

Melchor approaches his role in agriculture much like his passion for running — with focus, discipline and unwavering dedication. His commitment recently culminated in qualifying for the Boston Marathon, a testament not only to his physical endurance but also to his mindset of giving everything his best effort.

A trusted colleague and friend, Melchor supports co-workers on the job and invests time outside of work to foster connection and camaraderie. His nominator describes him as someone who brings people together and leads with heart, qualities that exemplify the spirit of the Farmworker of the Year Award.

This year’s winner and four finalists were selected from more than 50 nominations, and they represent a diverse range of contributions to their workplaces and communities. Finalists included:

Franklin Rolando Carrillo Rodas, Windset Farms
Guadalupe Huerta de Jesus, Frutos de Huerta Real for Sunset
Rene Orozco, Lakeside Organic Gardens
María Bárbara Reséndiz Martínez, Sierra Farms for GoodFarms

“This award is one of the most meaningful recognitions in our industry because it brings attention to those whose efforts are often unseen but are absolutely essential,” said Jennifer Strailey, editorial director of The Packer. “The finalists this year tell powerful stories of leadership, generosity and perseverance — and it’s an honor to help share them.”

Each nominee reflected core values that are essential to a thriving workplace culture: humility, teamwork, resilience and a deep concern for others. Through this award, EFI continues its commitment to highlighting the individuals whose work touches every step of the produce supply chain.

More information about the Farmworker of the Year Award and this year’s finalists is available at equitablefood.org/FWOY .

Your next read:

West Coast Produce Expo's tour spotlights fresh production

Fri, 30 May 2025 11:59:30 GMT

PALM DESERT, Calif. — Living herbs, fresh melons, organic citrus were some of what West Coast Produce Expo tourgoers got a chance to experience on May 29.

A sold-out tour crisscrossed the Coachella and Imperial Valleys to get a closer look at fresh produce production.

North Shore Greenhouses

Co-owner Suzette Overgaag gave tourgoers a sneak peek at North Shore Greenhouses’ production process.

(Photo: Christina Herrick)

The first stop was at North Shore Greenhouses, where Leo and Suzette Overgaag first started farming in 1987 with greenhouse-grown English cucumbers, then living herbs.

Suzette Overgaag said her husband promised her “a small greenhouse you can start in,” to understand how to produce living herbs. North Shore Greenhouses now has about 10 acres of greenhouses in living herb production.

She said a challenge when launching the living herbs was having roots in the wet rack at a grocery store. But she said she firmly thinks a wet rack is the proper place for the herbs.

“It took us a long time to get people to put it in the wet rack,” she said.

The Overgaags landed their first client, Whole Foods, which asked North Shore Greenhouses to grow organic herbs. When company transitioned to organic, a key challenge was sourcing a good organic fertilizer, so it invented an organic fertilizer to make it happen.

On the tour, visitors saw North Shore Greenhouses’ production techniques, automated flat-filling system and packaging system, as well as its greenhouses designed specifically for herb production.

Suzette Overgaag said its herbs typically last about one to two weeks in its innovative clamshells versus fresh-cut herbs, which results in less shrinkage for the retailer and less food waste for the consumer.

And while tourgoers asked about alternative packaging, the Overgaags say that as fragile as the living herb plants are, its recyclable packaging is what helps the products stay as fresh as possible in the store.

West Valley Organic Farm

Jesse Leyva, harvest manager for West Valley Organic Farm, discusses the differences between seedless and seeded watermelons with tourgoers and shares tips on how to pick a ripe watermelon.

(Photo: Christina Herrick)

The next stop was West Valley Organic Farm in the Imperial Valley, where visitors got to see cantaloupe, honeydew and watermelon production.

Cantaloupe harvest will start in a week and watermelon harvest began last week, said Jesus Macias, general manager of West Valley Organic Farm.

Creekside Organic has worked with West Valley Organic Farm for the past several years. The farm uses its melons as a seasonal summer complement to its broccoli, cauliflower, iceberg lettuce and celery production, which occupies the fields during the winter months.

West Valley Organic Farm harvests watermelons twice; the first is a significant harvest and the second is usually a routine cleanup.

Macias said it’s a challenge to grow organic melons, as he and the crews constantly battle thrips and aphids.

“You’re up against Mother Nature,” he said, noting there are not many good organic controls for these pests.

Avoiding sunburn is also a challenge, so a major focus for the crews is to grow significant vines to shade the melons. While crews can supplement the vines’ coverage with hay, the wind often blows the hay away, and then crews need to reapply.

“There’s not a lot of room for error,” Macias said.

The team at Creekside said it’s important for retailers to help communicate the challenges of organic production and what it takes to grow organic melons to emphasize the value of the melons in the store.

Tourgoers also got to see beehives in action, as those act as pollinators for the melons. Beekeeper Brock Ashurst shared a little bit about the role of bees in pollination and why his hives go to Montana after pollinating crops in California.

“The Imperial Valley is the worst place to keep bees,” he said, noting the amount of honey generated by his bees from pollinating melons is significantly less than what his bees can produce in Montana.

Doc’s Organic Farm

The Doc’s Organic Farm team treated West Coast Produce Expo tourgoers to a taco lunch.

(Photo: Christina Herrick)

The Dockstader family has been growing organic lemons, minneolas, mandarins, grapefruit and dates since the mid-1990s. Doc’s Organic Farm has 250 acres of organic medjool dates, 430 acres of organic lemons, 160 acres of organic grapefruit, 80 acres of organic minneolas and 50 acres of organic sweet limes.

The farm markets its fruit to retailers across the country and into Canada and other international markets.

While the fruit is grown under P&T Enterprises, all fruit is packed under the Doc’s Organics label. The Dockstader family opened a new packing shed in 2017.

“This allows us so much control,” said owner Gina Dockstader, adding that this means the team can leave the fruit on the tree until it’s ready.

Dusty Dockstader, partner, said his grandfather and uncle added some citrus trees to complement its 3,000-acre forage production. When his grandfather and uncle faced some challenges growing conventional citrus trees, someone advised the Dockstaders to transition to organic production.

“My uncle, to his credit, we are not smart enough to separate organic and conventional, and this was years ago — we went all 100% organic,” he said. “It was easier for us to deal with. It solved our problems over the years. We have totally bought into the difference.”

Dockstader said his uncle also understood the need to diversify crops and added the organic date trees.

“My uncle was forward-thinking that we need to diversify, because sometimes lemons are terrible, oranges are good,” he said. “It was just trying to give us options. That’s why we ended up with three or four different crops. We are not big enough, and it’s very hard for us to get everybody to come to us to buy just lemons. But if you got minneolas and you got lemons, now I got two products in this palette.”

While growing organic citrus can have its challenges, Dusty Dockstader said huanglongbing — also known as HLB or citrus greening — hasn’t really affected the citrus production in the Imperial Valley. He said citrus growers in the valley have come together to push for mandatory preventative sprays and a committee that monitors everything.

“We are very blessed, I would say, to be secluded in a place where we have minimal growers and minimal acres, and we can monitor each other,” he said.

Dockstader said one citrus grower abandoned his groves, and the committee has worked with the grower to have him bulldoze the grove to protect those still in production.

Dusty Dockstader, partner with Doc’s Organic Farm shows just how yellow ripe Persian sweet limes can get.

(Photo: Christina Herrick)

On the tour, Dockstader took a small group to see the farm’s organic Persian sweet limes. Because it’s a lime, people think that when they’re green, they’re ripe.

“Everybody hears the word lime, and they think it’s something sour,” he said. “These turn yellow when they get ripe, and they’re sweet. They get a little bit of sugar to them.”

Tanner Dockstader, a fifth-generation farmer and part of the sales team with Doc’s Organic Farm, said the sweet limes are popular with ethnic groups, but because the limes turn yellow when ripe, it takes some education.

“It’s actually gotten better lately,” Dusty Dockstader said. “Last year we did some business with Whole Foods. They’ve been putting them in a bag in their grocery store. It used to be a little more difficult for us to get a market on them and now other people are starting to become open to the idea.”

Meet 2025 Farmworker of the Year finalist Franklin Rolando Carrillo Rodas

Fri, 23 May 2025 11:08:54 GMT

On May 30 at this year’s West Coast Produce Expo in Palm Desert, Calif., The Packer and the Equitable Food Initiative will present the second annual Grow the Good Farmworker of the Year award. To recognize the critical role farmworkers have in the fresh produce industry, The Packer is spotlighting each of this year’s five finalists, who were selected from nominations submitted in February.

Franklin “Frankie” Rolando Carrillo Rodas has worked for nine years at Windset Farms, a greenhouse grower with facilities in British Columbia and Santa Maria, Calif. He came from Guatemala to Windset’s Canadian facility as one of the company’s first temporary foreign workers and trained as machine operator.

“He began working in the greenhouse and quickly showed potential as a quick learner, team player and eagerness to grow,” said Tony Pacheco, Rodas’ manager who nominated him for the award.

Though Rodas came to Windset only knowing Spanish, he quickly set himself to learning English. He now speaks it so well he is able to translate for the workers and managers. He helps new workers in the program so they can have an easier time adjusting to the culture shock of coming to a new country, according to Pacheco.

Rodas advanced to the grading and shipping department where the majority of the staff are from India and speak Punjabi. He then began learning Punjabi so he could better communicate with all of his coworkers. Additionally, Rodas was the first of Windset’s temporary foreign workers who got a Canadian driver’s license and bought his own car. This trailblazing showed the other workers that driving in Canada is achievable to them, and more workers did the same, according to Pacheco.

“Franklin has also started procedures to become a permanent resident in Canada,” Pacheco added. “Which he has 100% of our support and a permanent position in our ‘Canadian’ staff for the day that this happens.”

Meet 2025 Farmworker of the Year finalist Rene Orozco

Thu, 22 May 2025 13:59:45 GMT

On May 30 at this year’s West Coast Produce Expo in Palm Desert, Calif., The Packer and the Equitable Food Initiative will present the second annual Grow the Good Farmworker of the Year award. To recognize the critical role farmworkers have in the fresh produce industry, The Packer is spotlighting each of this year’s five finalists, who were selected from nominations submitted in February.

Earlier this year, Lakeside Organic Gardens celebrated a milestone for one of its own, Rene Orozco, who is described as a pillar of the company.

Orozco has worked at Lakeside Organic Gardens for 40 years and counting. He began with helping harvest snap peas before accepting new roles.

Lakeside Organic Gardens said Orozco also took on more responsibility in its irrigation department for eight years, operated a tractor for seven years and served as a planting supervisor. He’s currently the company’s tractor driver supervisor and leads by example to motivate his team, according to the company.

“Rene believes in giving young workers the same opportunities he once had, and he leads his team with integrity, knowledge, and passion for organic farming,” Lakeside Organic Gardens said in a social media post celebrating Orozco’s career . “His dedication to maintaining food safety, soil health and training the next generation is truly inspiring.”

In nominating Orozco for the Farmworker of the Year award, the company called him a model of growth and steadfast work, embodying perseverance and commitment. It also touted Orozco’s focus on good communication, field care, food safety and worker training.

“When everyone on the team owns their part and takes responsibility, we work well together to get things done,” Orozco said in the social media post. “I’m proud of the food we provide. I see the way it grows, and it brings me joy because I know it’s truly organic. I’m happy to share that confidence with our products with others.”

Meet 2025 Farmworker of the Year finalist Rafael Teran Melchor

Wed, 21 May 2025 18:30:03 GMT

On May 30 at this year’s West Coast Produce Expo in Palm Desert, Calif., The Packer and the Equitable Food Initiative will present the second annual Grow the Good Farmworker of the Year award. To recognize the critical role farmworkers have in the fresh produce industry, The Packer is spotlighting each of this year’s five finalists, who were selected from nominations submitted in February.

Rafael “Rafa” Teran Melchor has worked in agriculture for 23 years and has been with Stemilt Growers for 16.5 years as a sanitation worker. Today he oversees chemical preparation for sanitation and completing digital sanitation record-keeping. He was nominated for the award by his supervisor, Adrián Pantaleón Sandoval, who described him as being curious, always interested in learning, always ready to help his teammates and known to go above and beyond in his work.

“He’s always the person we know is going to be doing a great job the safest way possible,” Sandoval said.

He also emphasized Melchor’s interest in learning new things and accepting change with optimism. As an example, Sandoval explained most members of the sanitation team at the facility where Melchor works know how to complete one to five of the 25 total main work areas. Melchor learned all 25 plus special work areas and seasonal projects. Another example was the sanitation team’s recent shift from paper records to digital.

“Rafa, even though he had never used a computer much before and with limited English reading and writing skills, took the challenge with no hesitation,” Sandoval said. “Currently, he uses our digital record keeping without trouble, he has even trained others in this.”

Melchor also engages with his team outside of work through soccer and he loves sports. He is very enthusiastic for track and field, road running, cross country running and marathons, even reaching the qualifications needed for the 2025 Boston Marathon.

“Rafael is an outstanding individual and a perfect choice for the EFI Farmworker of the Year,” Sandoval said.

Meet 2025 Farmworker of the Year finalist Maria B. Resendiz Martinez

Tue, 20 May 2025 16:56:58 GMT

On May 30 at this year’s West Coast Produce Expo in Palm Desert, Calif., The Packer and the Equitable Food Initiative will present the second annual Grow the Good Farmworker of the Year award. To recognize the critical role farmworkers have in the fresh produce industry, The Packer is spotlighting each of this year’s five finalists, who were selected from nominations submitted in February.

With 20 years in agriculture — 16 of them with the same employer — Maria B. Resendiz Martinez of Sierra Farms is living proof that perseverance, intelligence and humility can move mountains. Once a strawberry picker, Martinez has risen to crew foreman, shattering stereotypes and showing her peers what’s possible with dedication and heart.

Martinez leads by example, never afraid to ask questions to solve or avoid a problem. She works collaboratively and is open to feedback, and she seeks solutions that benefit not only herself but also her coworkers and the company as a whole.

Her intelligence is matched by her ability to share knowledge in a way that builds confidence and trust among her team. Her philosophy is that everyone must win for the entire agriculture industry to function.

“Maria was invited to help participate in a company project and excelled, saving the company money and utilizing untapped resources,” the company said.

Working closely with a supervisor, Martinez helped create a program that grew from just two workers to a team of 30. She has become a cornerstone of the team and a role model in the community.

Martinez proves every day that a strawberry picker can do so much more, and she brings the power of transformation in the fields and beyond.

Meet 2025 Farmworker of the Year finalist Guadalupe Huerta De Jesus

Mon, 19 May 2025 17:20:55 GMT

On May 30 at this year’s West Coast Produce Expo in Palm Desert, Calif., The Packer and the Equitable Food Initiative will present the second annual Grow the Good Farmworker of the Year award. To recognize the critical role farmworkers have in the fresh produce industry, The Packer is spotlighting each of this year’s five finalists, who were selected from nominations submitted in February.

For 11 years, Guadalupe Huerta De Jesus of Frutos de Huerta Real has brought passion, purpose and perseverance to her work in agriculture. A proud member of the Popoloco community of Puebla, Mexico, De Jesus considers herself a warrior, shaped through resiliency.

De Jesus began her journey as a tomato packer, quickly standing out for her work ethic and commitment to learning. When the company created a new nursery team — requiring precision, responsibility and care — De Jesus was among the first selected. It became her favorite role, one that allowed her to grow alongside the plants she lovingly refers to as her “friends.”

“She always works hard so the plants, her friends, can feel her strength and grow better and grow stronger,” the company said.

Her commitment extends beyond her work, and De Jesus is always willing to help co-workers and encourage newer colleagues. Her enthusiasm is evident as De Jesus always wears a smile and performs her work with enthusiasm and joy.

De Jesus’ journey has not been easy.

After losing her first child due to health complications, she made the brave decision to shift roles so she could prioritize time with her baby girl. She moved to the greenhouse as a plant worker, and due to her effort and dedication, she wins first place awards every month and now can spend more time with her daughter, not working weekends. This change was difficult for her, but now after four years, she has developed many new skills and capacities.

Although De Jesus says that life has dealt some blows, from major losses to delicate health situations, her perseverance, dedication, resilience and love for her work have helped her excel. De Jesus inspires others to be optimistic in difficult times and teaches that a smile can inspire a powerful change — to see things differently.

West Coast Produce Expo: 3 dynamic days in the desert

Mon, 19 May 2025 13:31:07 GMT

This year’s West Coast Produce Expo is poised to be the most insights-packed, inspirational and energizing in the event’s 12-year history. Set to take place May 28-30 at the JW Marriott Desert Springs Resort & Spa in Palm Desert, Calif., attendees will experience three dynamic days of networking, farm tours, activities, industry insights, BizMatch meetings, new products on the expo floor and much more.

For the first time, results of The Packer’s Fresh Trends 2025 survey — fielded to more than 1,050 female (53%) and male (47%) consumers from across the U.S., representing five generations and multiple income levels — will be revealed during an exclusive video presentation May 30.

Also on deck for May 30, The Packer will honor its 2025 Women in Produce, eight incredible changemakers moving the produce industry forward. And The Packer and Equitable Food Initiative will pay tribute to the Grow the Good Farmworker of the Year and this year’s finalists.

Keynote speaker Kevin Brown will round out the programming with his must-see presentation: “Stop Chasing Greatness and Start Living Your Potential.” One of today’s most memorable motivational speakers, Brown will challenge common thinking with uncommon wisdom on greatness and invite you to take control of becoming your best. Are you good enough to be great? Come to the keynote and find out.

Packed with new product innovations, the expo floor will be open from noon to 5 p.m.

As always, we can’t wait to see you at this year’s West Coast Produce Expo.

Schedule of events

(All items are subject to change.)

Wednesday, May 28

3-6 p.m. — Registration open (Center registration counter)

8-10 p.m. — Welcome activity: SINGO* (The Grove)

What’s SINGO? A fun spin on Bingo by mixing music with a high-energy game of song Bingo. The DJ plays popular songs (based off of the created playing cards), and attendees mark their cards as they recognize the songs. Mark your SINGO cards and win. It’s not just a game — it’s an experience combining music, networking and fun.

*Separate registration required: Cost $40 per person. (Includes your bingo cards for all rounds and open bar during activity). Badges required. Be sure to pick up your badge before registration closes at 6 p.m.

Thursday, May 29

6:30-11:30 a.m. — Farm Field Tours* (Center registration counter)

Continental breakfast available before departure. Bus will pick up and depart near the West Coast Produce Expo registration desk at 6:30 a.m.

*Cost: $99 (preregistration required)

Farm Tour Stops:

• North Shore’s herb growing process, exploring how fresh herbs are cultivated in state-of-the-art greenhouses, nurtured from seedlings to harvest, and then
carefully packed for shipment to stores and customers.

• Creekside Organics will host the group at Doc’s Organic, a family farm specializing in growing, packing and transporting organic citrus.

6:45 a.m. to 12:30 p.m. — Golf tournament (Pro shop)

Breakfast available starting at 6:45 a.m.; shotgun start at 7:30 a.m. Cost: $295

7–10 a.m. — Pickleball tournament (JW Tennis Courts)

Cost is $55 per person. Pickleball paddle and other fun swag will be provided.

A short clinic will start in the morning, then teams will be assigned and a round-robin fun tournament format will be played. You’ll get to play with a variety of people. Paddles and balls provided. Breakfast and drinks included.

8 a.m. to 5 p.m. — Registration open (Center registration counter)

11 a.m. to 6 p.m. — Exhibitor move-in (Sinatra Ballroom)

11:45 a.m. to 1 p.m. — Golf lunch (San Jacinto Ballroom)

2:30-5 p.m. — BizMatch (The Pavilion)

BizMatch sessions are predetermined scheduled meetings between buyers and sellers. These are prescheduled in advance. Your company will be notified with your scheduled meetings if you
are participating.

7-9 p.m. — Thursday reception (The Grove)

Join us for a retro golf- and “Caddyshack”-themed reception, where we’ll be channeling the spirit of the Bushwood Country Club. Prepare for a night of fun, laughter and maybe a few gopher-related surprises. We’ll have golf-themed decorations, games, putt-putt, golf simulator, a roaming dinner buffet and lots of cocktails. Dress code: golf attire or your best “Caddyshack” character costume. Get ready to tee off and celebrate with us at one of the most beautiful golf resorts in Palm Desert.

Friday, May 30

7-8 a.m. — Pilates and Produce: A Yoga Experience (The Grove)

Yoga towels will be provided. Join us in The Grove bright and early for some outdoor Pilates and yoga-type workout.

8-9 a.m. — BizMatch (Springs Ballroom A-F)

Predetermined scheduled meetings: You will be notified individually if you are scheduled to participate in a BizMatch session.

8-9:30 a.m. — Breakfast with optional table topics (JW Pavilion)

Join us for breakfast, with optional table topics available. Sit down and chat with other attendees about the latest in important industry topics or just relax at a nontopic table and enjoy networking while eating breakfast.

8 a.m. to 5 p.m. — Registration open (Center registration counter)

9:30-10:15 a.m. — Fresh Trends 2025 revealed (The Pavilion)

Gain exclusive insights from The Packer and Produce Market Guide’s most comprehensive Fresh Trends consumer report to date, featuring in-depth data, insights, analysis and more on today’s fresh produce shopper. This session will include tips for leveraging the data to drive growth throughout the year.

10:15-10:30 a.m. — The Packer and Equitable Food Initiative present the Grow the Good Farmworker of the Year award. (The Pavilion)

10:30-11:30 a.m. — Keynote with Kevin Brown, motivational speaker and author (The Pavilion)

Stop Chasing Greatness and Start Living Your Potential — How Heroes and Champions Stand Out at Work and in Life.

What if greatness was looking for you? In this counter-intuitive keynote, Brown challenges common thinking with uncommon wisdom on greatness. While we should absolutely have worthy goals and chase our dreams, greatness is another matter entirely.

If you listen to the greats, the GOATs and the gifted ones, they rarely talk about chasing greatness. They talk about chasing their potential. They talk about consistently showing up and doing the work that others won’t do.

Greatness is subjective, elusive and will ultimately be decided by others based on your body of work.

What you can control is becoming your best — becoming so good that the world cannot ignore your work — so good that greatness will find you when it matters the most. Are you good enough to be great?

11:30 a.m. to 12:30 p.m. — Lunch served (The Pavilion)

12-5 p.m. — Expo open (Springs and Sinatra ballrooms)

4-5 p.m. — Closing reception (Springs and Sinatra ballrooms) Join us for a cocktail to end the day while making those last stops on the trade show floor.

5 p.m. — Expo closes (Sinatra Ballroom)

Exclusive Fresh Trends 2025 presentation to debut at WCPE

Mon, 12 May 2025 21:52:47 GMT

While higher grocery prices remain a pain point for consumers, the majority still indicate they are eating more fresh produce than a year ago, with some also saying they’re willing to pay the price to keep fresh fruits and vegetables in their diets, The Packer’s Fresh Trends 2025 survey finds.

For the first time, results of The Packer’s Fresh Trends 2025 survey — fielded to more than 1,050 female (53%) and male (47%) consumers from across the U.S., representing five generations and multiple income levels — will be revealed during an exclusive video presentation on May 30 at West Coast Produce Expo 2025 .

The Packer’s most comprehensive consumer report to date, Fresh Trends 2025 takes a deep dive into 50 fresh produce commodities, exploring the shopping habits and preferences of all five generations as well as the impact of inflation and higher grocery prices on the produce basket ring and more.

What produce purchases do consumers curtail most frequently due to cost and what are the generational differences when it comes to what shoppers want most and how much they’re willing to spend to get it?

Fresh Trends 2025 breaks it all down, offering insights including that despite being most sensitive to food inflation, younger generations — Gen Z and millennials — are much more likely to buy organic produce than older generations.

Younger generations are also willing to pay a higher price for organic, with 17% of Gen Z and 14% of millennials indicating they would be willing to pay 25% to 49% more for organic, compared to just 3% of Gen X and 7% of baby boomers.

“As a market researcher, I’m not surprised that younger generations are willing to pay more for organic produce,” Jonna Parker, vice president of the fresh foods group at Circana told The Packer. “Gen Z has grown up in a world that looks wholly different from the people 10, 20 or 30 years older than them and, ultimately, what’s important to them — is different.

“They have always lived in a world with personal variety and choice — from what music to listen to or what makeup or T-shirt to wear, and the infinite number of choices in just those three categories — and they’re then frustrated that they don’t have those kinds of choices in produce.

“Organic is a choice. It’s a label. And while it does have meaning, the average American consumer doesn’t understand the science behind it,” she continued. “So, for better or for worse, ‘organic’ has become a descriptive word to younger consumers — a choice — like ‘artisan’ or ‘specialty.’”

Locally grown is another choice shoppers have in the produce department and while 2 in 3 consumers say they feel strongly about buying locally grown produce, millennials and Gen Z also lead the way in this category, with 47% of millennials and 45% of Gen Z saying they’re buying more locally grown produce than last year.

For more Fresh Trends 2025, join us at West Coast Produce Expo, May 28-30, at the JW Marriott Desert Springs Resort and Spa in Palm Desert, Calif.

Register for West Coast Produce Expo here .

Previewing this year's Farmworker of the Year Award

Fri, 09 May 2025 21:04:55 GMT

The second Farmworker of the Year award will be presented at the West Coast Produce Expo later this month. In the latest episode of the “Tip of the Iceberg” podcast, LeAnne Ruzzamenti, director of marketing and communication for the Equitable Food Initiative shares why it’s important to recognize farmworkers and gives a sneak peek of what West Cost Produce Expo attendees can expect at the event.

Learn more about the West Coast Produce Expo and register at https://events.farmjournal.com/west-coast-produce-expo-2025

“We realized there was nothing specifically for front-line workers, and so this really felt like an excellent opportunity to do something that was completely new and that could focus on the people who are performing that skilled and hard work every single day, that are often called ‘the invisible workforce,’” she said. “It’s really great to just educate folks on an ongoing basis about the people that stand behind our food.

Ruzzamenti said farmworkers play a critical role in the fresh produce industry, noting “there’s no industry without farmworkers, and there’s no food without farmworkers.” And she said the Farmworker of the Year award helps spotlight the skilled work of farmworkers — from grafting in nurseries to picking fruits and vegetables to sorting produce in packinghouses.

“We need to recognize them and realize that this is skilled labor and do more than awareness for these folks,” she said. “We really need to invest in them — whether that’s their training or professional development.”

She said farmworkers are also the key to new technology introductions, and farms that don’t include farmworkers in that introduction often fail in adding new technology, but those operations that include farmworkers in the process are more successful.

“We’re really trying to push forth a dialogue where the minute we start thinking about introducing a new piece of technology, let’s make sure that the workers figure out how to adopt it and how to even create it and design it,” she said. “Without their input and their knowledge, you’re not necessarily going to be successful.”

Ruzzamenti said another wonderful thing about farmworkers is the care and dedication put into growing and harvesting healthy and nutritious food.

When it came to deciding the finalists for this year’s Farmworker of the Year nominees, Ruzzamenti called it an impossible task.

“We ask the industry to nominate farmworkers, and they show up in a big way,” she said. “We got over 50 nominees this year, and every story was special in its own right. You go through two levels of judging — the first to narrow it down and then to rank and choose a winner. Every story is inspirational and the one thing that really stood out to me this year was the tenure of all these folks who were nominated; there were people who worked 40, 50 years in the industry and when you read the nominations, they say they come to work every day with a smile on their face.”

Other characteristics Ruzzamenti said of those nominated included workers wanting to improve their skills through professional development, learning a new language, getting a driver’s license to contribute to the farm and going the extra mile for fellow colleagues.

This year the Equitable Food Initiative and The Packer will present the winner with a cash prize, which Ruzzamenti said was very important.

“EFI prides itself on our certification program in that a premium is paid on EFI-certified products, and that is in the form of a bonus,” she said. “We really believe that putting cash in farmworkers’ pockets versus some of the other certification programs out there so that they can use it in whatever way that they wish.”

As for who will win this year’s award? Join us in Palm Springs to find out. Register at https://events.farmjournal.com/west-coast-produce-expo-2025

Experts discuss what's ahead for the shifting CEA marketplace

Fri, 26 May 2023 14:09:31 GMT

PALM DESERT, Calif. — With funding rounds, consolidations and bankruptcies, it’s been a challenge to keep tabs on indoor ag winners and losers through the first two quarters of 2023. Despite the increasingly frequent corporate shakeups making headlines, all it takes is a quick tour of your neighborhood produce department to see shining examples of gorgeous leafy greens and fresh produce grown indoors.

Controlled environment agriculture companies are still making it to market, but there’s a tectonic shift underway.

Recently, a group of experts spanning the fresh produce supply chain cut through the chatter and offered perspectives on where the movement is headed and how to make sense of the CEA market now.

Scott Wiggins, produce director at Lazy Acres and New Leaf Community Markets, along with Molly Tabron, director of supply for Robinson Fresh, and indoor greenhouse grower Little Leaf Farm’s director of sales and planning, Chris Sellew, joined moderator and CEA Alliance President Tom Stenzel in a panel discussion May 20 at the recent West Coast Produce Expo at the JW Marriott Desert Springs Resort & Spa.

Where CEA market share can grow

“When you look at CEA across the country, it’s about 2% of the overall salad category nationally,” Sellew said. “Now in New England, that number jumps up to almost 15-20% of the overall package salad market.”

To expand the CEA marketplace, Sellew said, the goal is to “literally just replicate the type of [New England] market share as we move towards new regions.” Once CEA-grown fresh produce starts commanding 15% to 20% of the marketplace, then can it command its own category, he added.

Despite the big jump, Sellew believes this rapid growth is possible.

“In 2015, the Northeast market was probably less than 1-2% and in just seven years were able to gain close to 20%,” Sellew said. “This shows that there is room on the salad wall for an entire CEA category.”

Robinson’s Fresh’s Molly Tabron was less convinced that indoor-grown lettuce will someday command its own category.

Related news: Seen and heard at West Coast Produce Expo — Part 1

“When I think about the consumer buying the product, it’s the same eating occasion, right?” she said. “As an industry, you got to think about the consumer and how they’re shopping, relating and connecting with [the product].”

While most consumers don’t understand the difference between field grown and indoor grown, she continued, the retail space allows companies to tell the story and educate the consumer.

“The way that we have done this [at Little Leaf Farms] is through our packaging,” said Sellew of Little Leaf Farms. “We say we’re ‘greenhouse grown, pesticide free,’ and we’re exploring things like putting a QR code on the package, for example.”

“At the end of the day, there’s a lot of excitement around introducing new products and new items. All of us in the produce industry understand CEA … but a lot of our customers are just now starting to learn what it is, what it’s all about and what the benefits potentially are,” said Wiggins of Lazy Acres. “I think it’s going to continue to go in that direction, and we’re glad to help educate the consumer as to what the CEA category involves.”

Tabron of Robinson Fresh thinks retail markets are just one piece of the puzzle to expand the market reach of CEA-grown fresh produce.

“If we want to continue to expand and reach more households, we’ve got to expand into that foodservice space too,” she said. “Part of our responsibility as an industry is to make sure that we’re doing the right thing and we’re continuing to meet our customers where they want to be met.”

Highly differentiated salad

What’s more, Tabron believes that consumers are looking for CEA-grown lettuce to address sustainability in a meaningful way.

“Robinson Fresh does a lot of primary research, and we received some of the initial findings back from a CEA study trying to understand what consumers were interested in and different ways to grow,” she said. “One of the things that they said quite loudly was that 72% said that they felt it was it was [the] retailer and foodservice company’s responsibility to be purchasing things in a more sustainable way.”

Is competing with the organic category the way forward?

“The organic label has garnered so much traction over the past 20 plus years, it’s going to take some time for the CEA product [to be competitive], although it is pesticide free and there are a lot of benefits to growing in that style,” Wiggins said. “It’s still going to take some time for customers to be willing to go with the CEA product over that organic product — that’s what we’re seeing at the store level.”

“Organic is only 6% of the volume sold at retail,” Tabron added. “It’s not that it’s not a meaningful share; it certainly is, but I think the notion that we’re trying to fight for that small portion of our volume in the organic or indoor growing formats is [that] it’s been that way simply for necessity.”

As companies figure it out, it is more expensive to grow in the CEA model, therefore making the cost of the product more expensive, she continued.

“There’s a subset of consumer that’s willing to pay more for that. It’s funny, though, because even in the same survey, consumers say they’re willing to pay for it, but two-thirds also say that they’ve already felt the squeeze of the economy and inflation on their purchasing power,” she said.

In Tabon’s view, the solution isn’t fighting for the organic category’s 6% market share volume, but instead finding new ways to bring an accessible product to market.

“One of the things that we really got to focus on is how do we continue to innovate and bring that cost down,” she said. “How do we then expand that so it’s more accessible to a broader portion of the population?”

Growing the movement means thinking beyond your business

“We need to continue to tell the story and help educate consumers, which I think is also something that we as retailers can play a part in,” Wiggins said. “And I think continued innovation is another piece. There’s a lot of commodities being grown now, but I think as we get into some of the more exciting commodities, whether it’s unique berries varieties or items that are more promotable … I think that will really increase the amount of impact that CEA can have at retail.”

When it comes down to ensuring a thriving CEA movement into future decades, the panelists agreed that the entire fresh produce supply chain would be more successful if they worked together to champion this relatively new and novel way to grow fresh leafy greens, fruit and vegetables.

“It requires all of us to think outside of our own businesses,” Tabron said. “On the retail or foodservice side, [that means] trying to understand how products are grown and how they may be different from field grown right now in terms of food safety and retail specs.”

Being open to trying out some different product specs and differences in qualities, like crunch or size, would go a long way to supporting CEA companies, she continued.

“And on the flip side, CEA companies could start to think about the priorities of their customer’s customer,” Tabron said. “Being flexible and open to trying some new and different things would go a long way. One of the conversations that we have a lot [at Robinson Fresh] is around the products that are grown; just because you can grow it, doesn’t mean you should.”

At the end of the day, thinking about the business more holistically rather than an item-by-item approach would benefit growers and the CEA industry as a whole, she said.

Seen and heard at West Coast Produce Expo — Part 4

Thu, 25 May 2023 11:26:36 GMT

PALM DESERT, Calif. — The cool, crisp Southern California desert ambiance permeated the 2023 West Coast Produce Expo, May 19-20, at the JW Marriott Desert Springs Resort & Spa.

After a daylong Sustainable Produce Summit, many attendees enjoyed a hands-on day of farm tours, pickleball and golf May 19. Many buyers and exhibitors toured citrus greenhouses at Golden Star Citrus, learning the ins and outs of cultivating North Shore’s living herbs, and explored the facilities at Ocean Mist.

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After a day outside recreating and learning, the conference and trade show got down to business May 20. On the trade show floor, it was elbow to elbow getting a first look at this year’s exhibitors.

“West Coast Produce Expo feels like it’s growing,” Dole’s Walter Frohmader told The Packer. “The retailers are here, the suppliers are here — all facets of the industry. The show feels comprehensive and inclusive.”

Top takeaways on the show floor

It was Victoria Cao’s first WCPE show but, scanning the trade show, she felt like it was a good turnout with tons of people.

“As California growers, West Coast Produce Expo is our bread and butter,” Cao said. “It’s good timing too; our avocado season is getting underway.”

Bari Produce’s Justin Bedwell is ready to kick offwith the California growing season.

“Apricots, peaches and plums are coming on right now, but we’re about four weeks behind schedule,” Bedwell said.

Despite the late start experienced by many on the West Coast, Bari Produce anticipates a strong season that includes pomegranates and table grapes.

Simply Fresh came to this year’s West Coast Produce Expo with its “shaken, not stirred” personal-sized salads.

“This new product launch is exciting because it has a 14-day shelf life. Each component of the salad is individually sealed,” Simply Fresh’s Alley Grillo told The Packer.

Clair Vasquez has been representing Windset Farms at West Coast Produce Expo for the last eight years and counting, she said. But Vasquez’s colleague, David Arana, based out of Nogales, was getting a feel for his first WCPE trade show.

At this year’s show, it’s all about the peppers, said Vasquez.

“To develop our Sonata mini peppers, we worked with a new seed supplier, Rijk Zwaan,” she said.

Additionally, Windset Farms is offering a vibrant Tatayoyo variety mini pepper that boasts notably high brix.

Hailing from Fowler, Calif., the team at Bee Sweet Citrus was ready to meet not only new customers, but also reconnect with existing customers as well.

“We’re transitioning from our California season right now to Chile and even New Zealand,” Monique Mueller told The Packer.

Making your way through a bustling trade show floor take a toll, and Bostock’s Jennifer Heinlein pulled me off the crowded floor to share her New Zealand apples.

“If you need to have a ‘diva moment,’ this is the apple for you,” she said with a sly smile.

But in all seriousness, when it comes to developing its organic apple varieties, Bostock is all business. The largest organic apple grower in New Zealand, Bostock grows most of its apples on New Zealand’s North Island, with the exception of Honeycrisp apples grown on the South Island.

The family-owned apple grower has learned to adapt to the New Zealand climate, gaining the skills necessary to master organic growing techniques in the maritime conditions, said Heinlein.

This year, the grower is launching its new Dazzle variety. With a bold, blood red hue and creamy pale white flesh, the Dazzle apple evokes images of fairy tales and myths.

“The Dazzle is straight sweet, there’s no acid,” Heinlein said.

This year’s season is just starting, she added. Bostock is offering some apple programs, but for the most part, it’s first come, first serve.

“We have the Dazzle apple in the next two weeks through mid-September,” she added. “Once it’s out, it’s out.”

“It was inspirational to see Steve Young speak. It was great to feel that warmth,” Starr Ranch Growers’ Jim Thomas told The Packer, referring to the NFL Hall of Fame quarterback’s keynote presentation. Thomas especially enjoyed seeing the produce industry rally together for an energetic question-and-answer session with Young.

“For that moment in time, we felt like a community, not competitors,” he said.

Well-Pict’s Jim Grabowski is excited that the California weather is finally getting back to normal again.

“Raspberries just started,” he said. “Our crops are a little backed up, like other California growers, because of the rains.”

Well-Pict has attended all 10 years of WCPE.

“It’s neat to see how the operation has grown,” Grabowski said.

Daniela Toro was excited to showcase Veg Fresh’s 10-ounce white strawberries grown in California at this year’s show.

“It’s good to be out here and see everyone,” she said.

California-based grower-packer-shipper 4Earth Farms debuted its new line of refrigerated cauliflower rice on the trade show floor.

“We pack our products in L.A., but we’re sourcing mostly from Mexico, Guatemala and California right now,” said Alicia Sanchez.

The grower’s offerings focus largely on organic products, but they do have some conventional lines as well, she added.

Related: Seen and heard at West Coast Produce Expo — Part 1

Related: Seen and heard at West Coast Produce Expo — Part 2

Related: Seen and heard at West Coast Produce Expo — Part 3

'Fresh Trends at Retail' panel reveals what your retailers are thinking: Part 1

Tue, 15 Nov 2022 07:26:39 GMT

PALM DESERT, Calif. — What do retailers, especially produce retailers, really think about all the trends and challenges of today? What’s working, what’s not and what do their shoppers want? What do they want from suppliers?

Hosted by The Packer and PMG, West Coast Produce Expo’s “Fresh Trends at Retail” expert panel chat was moderated by Amy Sowder, editor of Produce Market Guide and retail and education editor of The Packer.

Four retail executives shared the latest consumer and shopping trends impacting fresh produce today:

Rachel Shemirani: Senior vice president at Barons Market , San Diego, a second-generation family member running the company.
Shawn Peery: Vice president of produce at Albertsons Cos. , Boise, Idaho, who’s been with the company more than 27 years.
Shonna Williams: Vice president of produce at Cardenas Markets , Ontario, Calif.
Caitlin Tierney: Senior director of produce for local and innovation at Sprouts Farmers Market , Phoenix.

TOPIC: On online shopping with curbside pickup and delivery

Williams: “Cardenas was one of the last independent markets to step into the curbside pickup and delivery shopping models, like with Instacart and DoorDash. What we’re seeing more of in Cardenas and our Hispanic customers, is they like to touch their products. They like to pick their fruit, and they like tons of it. I know a lot of other retailers, they really did very well with online shopping.”

Tierney: “It’s continuing to grow. I think our clientele is very business savvy. So, they work long hours, and they also care about what they consume. So, they’re very fresh-forward.

Our online sales have continuously grown, and we’re trying to adapt to that market. We’re partnering up with Instacart.” (Sprouts had years of working with Amazon.) “Going on our own, we’ve had some growing pains. I’m trying to help on the innovation side. I worked for FreshDirect, which is the largest online retailer in New York City, prior to Amazon being the massive retailer they are today. What we found was that we had a five-star rating. For instance, we all know that Mexico has that rainy season, and their limes, they don’t look that good. They’ve got the scales and all that, and we put it in at one star. Obviously, people are still going to want limes, but we’re going to set their expectations for what their delivery will be. Same time, there’s peach season that we’re right front and center in — awesome, amazing flavored fruit. We’re putting them in as five star. We’re putting them up the top of the page to make sure that you grab the experience. So, I’m trying to adapt that into the Sprouts model as well.

How do you create that impulse experience online? I think that’s really what probably all of us are trying, to just struggle with and trying to adapt to, ‘hey, you got to have this amazing experience,’ but it’s on the bottom of the page, or if you don’t click ‘peaches,’ you’re never going to know that this amazing product is out there. So, I think we’re all trying to adapt and create this in store experience online.”

TOPIC: Prepackaged, convenience, grab-and-go items

Williams: “On the produce side, it’s really not a grab-and-go experience for us. Our customers still are going for the value. For grab-and-go, you have that up-charge. Our customers are very savvy, and so they really are into cutting their fruits.”

Peery: “During the pandemic, we saw very few quick trips. As people are going out again, heading to movies, shows, games. In order to do this, they’re looking for quick trips and convenience items. Customers are looking for those again. Even during the pandemic, we saw tremendous growth in those convenience items as well. We’re really looking into brand innovation now. Customers are looking for new favorites. So, to keep growing that segment, the key is new innovation that can continue on that path. Also, customers want a meal solution that’s convenient on time, so ready-to-eat, ready-to-heat or even cooked, such as our ready meals today. Those offer a great solution for customers to get the products they want.

Shemirani: “Grab-and-go for us before the pandemic was just an exploding category. In produce, we have grab-and-go fruit cups. It’s so successful that we do it in-house, and we cut fruit probably every couple of hours. We’ve dedicated a lot of time and energy and we also do grab-and-go salads that we premade; we sell them at a value and they feed about two to three people. And so, we think we found that sweet spot of doing that prepared grab-and-go food and offering it as a value.

Read more: The Packer’s 9th annual West Coast Produce Expo packed with energy, more than 1,000 attendees

Another important thing is merchandising. The way our stores are set up, there is smaller square footage. We used to have a 10-minute shopping experience, and part of that is being very crafty with our merchandising, so we do barrels of ice with fruit cups. We do barrels right by the registers, so that is a huge, huge draw for customers. We do it by our salad bar, by our pre-made salads, by our kombucha. Just kind of breaking the wall between the store manager and the produce manager has been instrumental for us to support the produce department. Before the pandemic, the produce department was just that really cool, fresh, shiny area that the rest of the store, we didn’t know anything about; well, that didn’t work throughout the pandemic. So, breaking that communication between the store manager and the produce manager was instrumental in supporting an increase in sales.”

TOPIC: Cultivating loyal customers and attracting new customers

Tierney: “Through the pandemic, we sort of changed our model and went without flyers, which is a very bold move. Through that, we realized that the model of our ad was not what’s going to get people in our stores. It was building an experience within the stores.”

Sprouts built one and two-week national events. “And it had really amazing signage packages with dye-cut, A-frame of amazing experience stores to get contests. So they built these, quite frankly, ‘Willy Wonka'-style displays, that just awes you that they can do that with labor these days. So it entices our customer, like, ‘if someone’s going to put this much innovation and power and experience behind something, it must be fabulous. I got to pick it up, even though I wasn’t going here for blueberries or tropicals.’ It’s so we can entice them with different varieties, different experiences. We sell tropicals like I don’t think any other retailer does. And if you think about your shopping list, how many people on your shopping list have even the basic tropical items, like pineapple, on there every single day? Maybe Easter, maybe Thanksgiving or something like that, but it’s not on there every day. But if you have an amazing display with the right signage package, the right retail and then sample it beside it, it entices the customer to build that basket and now add that pineapple to it.”

Shemirani: “We changed things up a bit in middle of a pandemic, where we started buying from three large distributors and started getting produce six days a week, truck to shelf, and that really changed everything for us. Not only did it reduce spoilage, but our customers were able to get that fresher quality product. All of us here, we are very concerned with in-store customer experience. It’s what we are very intentional about. We want that experience to follow that customer home, so that the apple stays fresh and stays good for a while, and through word of mouth that has really helped us. We’ve stopped doing weekly ads as well. You can really rely on word of mouth and other forms of media to help, but just changing that and getting the truck-to-shelf product on there, everybody wins.”

(Farm Journal)

TOPIC: Top three trends and why consumers love them

Williams: “Convenience is the No. 1 trend, especially for non-value-focused shoppers. For people who just don’t have the time to go shopping, convenience is huge. Another is these new tropicals that have come in, based on the number of mangoes and avocados that Cardenas sells. Just having the right product at the right ripeness is what drives these new trends. People are foodies now, so I feel like the customers are out there looking for new recipes, new ideas, new flavors, new things.”

Peery: “Flavor and eating experience; then product-consumer relationships; and meal planning.

1. The eating experience the customer gets from the product at home is redefining the value equation. Customers have to be delighted when they get the product home. It’s not just about price. It’s not just about quality in-store, it’s the eating experience at home.”

Albertsons commissioned a 2021 study that showed: “81% of consumers attribute the product experience as how to define a good value, and 74% of customers in that same survey defined price and quality. So eating experience trumps price and quality. It’s the most important thing for driving produce consumption. And it’s so key for us, as growers, retailers, wholesalers to be making sure that the product we are delivering our customers has a great eating experience. If you think about a display of grapes, and a customer buys that bag of grapes, that bag of grapes is responsible for grape sales for the next four to six weeks, because if they get disappointed, they will exit the category move to something else. So, it’s very, very important that we, really as an industry, focus on flavor and quality and dynamic customer that will improve produce consumption.

2. So the next one is product consumer relationships. What does that mean? Customers want to know more about their food today. Where does it come from? Where is it growing? Who grew it? What is it packaged in? There are so many things that customers are looking at today. They use social media, they want to have a relationship with food, the growers and where it comes from. So really, it is redefining what customers look at. You have to think about, what is your story? Where does it come from and how we communicate with customers.

3. Meal planning is so essential today. When you think about pre-pandemic, most customers didn’t know what they’re having for dinner. During the pandemic, they learned how to cook, how to delight their families and they’re so excited about sharing that experience with their family, so they’re planning their meals today. So, the more we can do with recipes, the more we can do with meal solutions in the stores, such as such a grab-and-go items, those are really, really important.”

Read about this retailer: SPS features Neil Stern of Bristol Farms, Metropolitan Market and more

Shemirani: “The pandemic just hit the gas pedal on grab-and-go items. And also organic. We’re selling more organic produce than we ever have. And also anything that we can get locally, so local crops, and you put proper signage on it that says ‘local’ on it, and people really gravitate towards that. Also, that relationship between the product manager and the customer really is essential because they’re educating the customer.”

TOPIC: Local and/or organic: Who wins?

Caitlin: “Both are essential. We have extreme, high-value customers for organics. We also just recently created a local team that’s done an amazing job executing local in-store experiences to the point where we’re up 112% this year versus last year on local products. You have to tell the story about the company, through images. We’re actually adjusting our marketing campaign to be more simplistic because we realized that people aren’t going to stand there reading a whole paragraph, and it’s also not that easy to shop around the people that reading the whole paragraph. In Georgia, we had an organic Amish farmer, so we had an organic veggie patch that that had great, great signage. It had an in-store experience sampling, great displays and we were able to combine the two, and farm was getting 150 uptick in those commodities. So, if you can combine the two, I think you’re going to really sell the product.”

Peery: “It can vary by store, by region. Some stores local trumps organics, some stores organics trump local, some where it’s equally important, so it’s really knowing your demographics, your store, your customer base, and making sure that you are able to offer the products they want and merchandise the products they want as well. Whether organic produce should be integrated, segregated or hybrid — we’ve tried them all. They all work. It really depends on the retail strategy. The thing on local is, you have to tell the story.”

Read: These are the winners of the 2022 Sustainable Produce Summit Marketing Awards

Shemirani: “They’re really equally important. What’s great about local though, especially for the Generation Z consumer, is they are really about value-based companies. When you’re able to buy from a local farm, they feel really good about that. So, it’s super important to stay local and tell a little blip of the story because even saying, ‘Oh this farmer is in this global town,” then that consumer is now your advocate. They will hashtag it. They will put it on Instagram. It always amazes me how excited people get about grocery stores and about Instagram. And that’s exactly what you want. People typically don’t like to go grocery shopping, but Gen Z and millennial populations, they are super excited about local brands, local produce, and they will make recipes out of it, tagging it on Instagram. It really is full circle.”

Tierney: “Sustainability — we haven’t talked about this huge trend as well, and the sustainability of local farming, as far as the footprint of how it gets to your source, is essential. And if you can tap sustainability with local and organic? Boom.”

North Shore Living Herbs & Greens adds ‘Certified Sustainably Grown’ on labels

Tue, 15 Nov 2022 07:26:39 GMT

PALM DESERT, Calif. — The latest packaging designs on the products of North Shore Living Herbs and Greens , Thermal, Calif., have all sorts of useful information.

Inside the recyclable plastic clamshell of herbs, there’s a label that can be peeled off after the shopper and homecook reads it and uses up the produce.

Brittney Bubb, North Shore’s creative coordinator, loves the Certified Sustainably Grown label, administered by SCS Global Services. Short for Scientific Certification Systems, it’s a third-party certification, validation and verification for environmental, sustainability and food safety and quality performance claims.

“I personally really love that certification because it means we treat our people really well,” Bubb said. She is a family member of the owners and has been instrumental in the company’s rebranding efforts and design work.

North Shore had a vendor booth at PMG and The Packer’s West Coast Produce Expo June 3 and 4, at the JW Marriott Desert Springs Resort & Spa. Bubb and her colleagues, Victoria Kovacevich and Steve Haston, talked to attendees and handed out fresh mint-infused cookies ‘n’ cream ice cream pops.

Showing a package of basil, Bubb showed how the label states the product is sustainably grown using greenhouse technology, recycled water, solar power and beneficial insects.

In 2019, the fifth annual West Coast Produce Expo included farm and field tours, and North Shore’s indoor hydroponic farm was one of the stops where attendees visited.

The company grows and sells herbs and greens at retail with the roots intact, which makes the package into a “mini greenhouse,” and enables the product to remain fresh longer at home.

(Farm Journal)

The peelable label explains that the product is meant for cooking, not planting and suggests how to snip or tear off what you want. It gives recycling instructions, social media logos and the website for more recipes, blog posts and tips.

“Herbs in general are getting more popular because people are cooking more,” Bubb said. “We’re excited to meet consumers’ needs with Certified Sustainably Grown, certified organic greens and herbs.”

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Retail panel Part II: How Barons, Sprouts and Cardenas handle these produce challenges

Tue, 15 Nov 2022 07:26:39 GMT

Rachel Shemirani: Senior vice president at Barons Market , San Diego, a second-generation family member running the company.
Shawn Peery: Vice president of produce at Albertsons Cos. , Boise, Idaho, who’s been with the company more than 27 years.
Shonna Williams: Vice president of produce at Cardenas Markets , Ontario, Calif.
Caitlin Tierney: Senior director of produce for local and innovation at Sprouts Farmers Market , Phoenix.

(Below is lightly edited for clarity.)

TOPIC: Inflation’s effect on purchase behavior and retailer solutions

Williams: What I’ve noticed, due to the higher costs, is now people are shopping more frequently. They’re going into the store, buying only what they need — especially with inflation. The trip to the store, with gas prices, can cost a little bit, so they usually go to the store closest to home. Customers are shopping more, just buying for their needs for a day or two. That’s more common, especially with Cardenas Markets because our consumers are more Hispanic-driven, and so if you know the Hispanic community, they are more likely to only buy their needs for the day. So, we’re seeing that trend coming back, where they’re only buying for two days and only their needs, so there’s no waste.

Tierney: That’s very interesting, so you’ve got such a value-centric customer. And it’s also more like the European style, too, because Europeans shop for their needs for the day. I think that is a trend we’re all seeing. But for us at Sprouts, we’re actually we’re seeing a little bit of that same trend across the state, a slightly bigger basket. And it’s more because of inflation versus units. It’s a struggle right now, definitely pointing to these days. It’s a challenge to get your product freshly into your stores and consolidate your loads and figure out how am I going to take this product from California to Florida. And so, what we’re doing from an industry perspective, is we’re trying to source more regional programs, more local programs to cut these costs so that we’re not passing these costs on to our customers. For example, when there’s this amazing asparagus deal out of Michigan, purple asparagus that tastes amazing, but it was a lot better, from a transportation perspective, going into versus trying to to get them from somewhere else.

Read this: ‘Fresh Trends at Retail’ panel reveals what your retailers are thinking

Shemirani: As of this second, inflation has not hit our produce department as hard as other departments in the store. Meats, dairy deli and grocery used to get price increases of 10 to 15 cents and now they’re $1, $1.50, $2. It feels a little impossible. But after this show, I could go back to the stores, and everything will have gone up $2 dollars. The key to that is that produce really is the building block to a lot of the recipes. It’s now become a staple item along with beans, lentils and rice. With produce, it’s so easy to shop now because of the price. You’re not getting the same sticker shock as you are for the rest of the store.

Topic: Keeping produce shelves stocked with supply chain issues

Williams: Personally, what I’ve seen in the stores, and I’m sure every retailer has as well, produce has been the most well-stocked department in the whole store. We have fuller shelves, less shortages. The biggest hit we just had was our Mexico shutdown at the border and having avocados. The one way to stay ahead of that is, of course, the partnerships that we have and our relationships with our vendors, which is all you guys. I appreciate you all for that. But that’s how we stay stocked until we get those avocados in here. Especially when I was produce manager for well over 15 years, I’ve kind of stayed ahead, like almost going into the next day, just in case you had a light truck. You had a rejection, challenges of the borders, especially with a lot more stuff coming in from Mexico. I always tried to have a little buffer, so that’s been the way for my team of buyers to stay at it. They keep a little bit, just in case, waiting in the back.

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Warren Packaging makes the most of sustainable materials

Tue, 15 Nov 2022 07:26:37 GMT

PALM DESERT, Calif. — Sustainable packaging is top of mind for Phil Warren, owner of Warren Packaging Inc. , Ontario, Calif.

Warren’s packaging offerings are paper-based, recyclable, biodegradable and compostable.

“We manufacture the big three: corrugated boxes, folding cartons or paper boxes and labels, he said.

Learn more about Warren Packaging.

While manning his booth June 4, at PMG and The Packer’s West Coast Produce Expo, Warren showed one example, holding up a box with a window allowing shoppers to see the fresh produce.

“The plastic window, it isn’t actually plastic,” Warren said as he tapped it. “It’s cellulose, which is biodegradable and recyclable.”

Several of the other companies that had booths at the show, such as Peri & Sons, use his packaging, he said.

Retailers also use his packaging under the stores’ own private labels, such as Trader Joe’s and Sprouts Farmers Market.

Missed it?: West Coast Produce Expo packed with energy, more than 1,000 attendees

A day before the June 3-4 show, also at JW Marriott Desert Springs Resort & Spa, was the Sustainable Produce Summit, hosted by PMG and The Packer as well.

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