to download full issue

Fall 2016 | $5 U.S.D.THE

www.TheExporterMagazine.com

A Quarterly Food MagazineVolume 10, Issue 4

American Cuisine Abroad: ATO Shanghai’s Savor USA

U.S. Pork Record Number of Exports

California RaisinsFound EverywhereUnder the Sun

10 Year Anniversary Issue10 Year Anniversary Issue10 Year Anniversary Issue

NRC_UnderSun_AmericanExportPrint.pdf 1 9/14/2015 10:57:47 AM

3Fall 2016

Fall 2016 | $5 U.S.D.THE

A Quarterly Food MagazineVolume 10, Issue 4

10 Year Anniversary Issue10 Year Anniversary Issue10 Year Anniversary Issue

table ofcontents

6 From the Publisher Celebrating10Years!

Features 8 American Cuisine Abroad: ATOShanghai’sSavorUSA

14 California Raisins FoundEverywhereUndertheSun

24 U.S. Pork RecordNumberofExports

32 Blueberries Trending Everywhere Inbakedgoodsofallcategories!!

Product Highlight 28 Michigan Food and Agriculture Productsareenjoyedallovertheworld

30 Superior Farms CustomizationandInnovation!

36 Crider Foods Sixdecadesofcommitmenttoquality

40 Graceland Fruit TheRightIngredientfortheTimes

Advertiser’s Index 9 America’s Best Directory

44 List of Advertisers

46 Buyer’s Index

Fall 2016

CoverimagecourtesyofNationalRaisin.

5Fall 2016

Fall 2016

PUBLISHER: JamesP.Molzen +1-816-415-3815

SENIOR EDITOR: LisaMooney

DESIGN & PRODUCTION: AlanDesignCo.

STAFF WRITERS: CourtneyFerris JoshMasters

INTERNATIONAL STAFF WRITER-ASIA ChersyLee

LEGAL COUNSEL: ChrisMolzen

PUBLISHING POLICY: ArticlesprintedinThe

AmericanExporterexpresstheopinionsoftheindividualauthorsanddonotnecessarilyrepresenttheformalpositionofthepublisher.Acceptanceofadvertisingdoesnotconstituteendorsement.

TO SUBSCRIBE:Visitusonlineat

www.theexportermagazine.com

TheAmericanExporterispublishedquarterlybyJPMInternationalConsulting,LLCandisdistributedinternationally.Foradvertisinginformationortodirectquestionsorcommentsregardingthemagazine,contactJPMInternationalConsulting,LLCat816-415-3815orexportermagzine@aol.com.

www.facebook.com/TheAmExporterMagSkypeName:JamesMolzen

sapublisheryouareyourhardestcriticofyourownproduct.TherearesomanythingsIwantedtogobackandchangeonthatfirstissue.Butpublishingisprogressandnotperfection.Thefirstissuewas42pagesandthecoverwasabsolutelyhorrible!MystorieswereonUSBeef,USPorkandCheese!Lisa

Mooneywasmyonlywriterbackthenandherwritingskillsmadethefirstissue’seditorialasuccess.Lisahasbeenwithmeall10yearsandIcouldnotbemoregrateful.

Overthelast10years…themagazinegrewinpagesandaswellasstyle.Withmyproductionstaff,wepolishedtheedgesandfine-tunedtheappearance.The American Exporter MagazinehasbecometheindustryleadinginternationaltrademagazinefortheU.S.foodandagriculturalexporter.Inmyinauguralissue,theheadlinetomyPublisher’sStatementwas“The Need for the Lead”.Istatedtwopurposesfortrademagazinetoserve.Thefirstistoinformtheindustrythatitserves.Thesecondistobringthesuppliertothebuyer.Isaidthatthismaybesimplisticbut“thatisitinanutshell”.IsaiditthenandIstandbyitnow.Butafter40issuesI’velearnedafewotherimportantthingsthathavetobeinplacetosurviveinthepublishingindustry.Youhavesurroundyourselfwithgoodpeopleonthestaff….andyouhavetohaveastrongadvertisingbase.

ThebiggestchangesI’veseenintheU.S.foodandagriculturalindustryoverthelast10yearsarethegrowthofhealthandnaturalfoods.In2006,thehealthfoodindustrywasbasicallypricedoutoftheinternationalmarket.Manycountriescouldnotaffordhighendproductsinthesecategories.Today,natural/healthyfoodsaresoughtafterallovertheworld.Furthermore,thevarietyofprivatelabelproductstheU.S.manufacturersproduceareincredible.Companiesthatonceonlyexportedbulkproductnowhavealitanyofprivatelabelsproductsthataresoldworldwide.Unfortunately,someareasliketheU.S.beefindustryhaveseencountrieslikeChinagotheotherway.Ascompetitionhasgrown,countriesseemtocomeupwithinterestingreasonstorestrictcertainproductslikebeef.Andeventhoughourmeatindustryisthehighestqualityintheworld…itstillfacesunfairtraderestrictions.

Thedriedfruitandnutindustryismagnificent!Thisindustryhasgrownbyleapsandbounds.Thesuppliersaresomeofmylongeststandingadvertisers.Andmanyaremypersonalfriends.Twoofmywriter’sfamiliesareintheindustry!Sowiththatsaid…it’stimeformetosendoutsomethankstomystaffandlongtimeadvertisers.Formystaff,IwanttothankLisaMooney-SeniorEditor.She’sbeenwithmeall10years!!IwanttothankCourtneyFerris-StaffWriter.CourtneyhasgrownupintheCaliforniaCentralValleyallherlifeandisfamiliarwiththisdynamicagriculturalregion.IwanttothankJoshMasters-StaffWriter.JoshisfrommyhometownofKansasCityandcoversmyhealthandnaturalfoodsbeat!AndIcannotleaveoutChersyLee!!SheismystaffwriterbasedinShanghaiandhandlesthemarketingofthemagazineinChina.

IalsowanttothankmyproductionstaffatAlanDesign!Theyarethebestinthebusinessandfitallthepiecestogethertoproduceabeautifulproduct.FinallyIwanttothankeveryoneBoelteHallPrinters.Theyareincredibleandthequalityofproductstheyproducearesecondtonone!AndnowIwanttosendveryspecialthankstomyadvertiserswhowerewithmetheveryfirstissueandarestillwithmetoday:RosePackingCompany,CertifiedAngusBeef,GrainMiller,PacificValleyFoods,MarianiPackingCompany,FarWestRiceCompany,AmericanIndianFoods,MorrisonFarms,BruceFoods,andMagicSeasoningBlends.IwouldalsoliketothankthosecompanieswhohavebeenwithThe American Exporter Magazineoverthelast10years:SummitPremiumTreeNuts,TaylorBrothers,MooneyFarms,SettonPistachio,FarmersRiceCoop,Snyder’sLanceInc,HillTopRanch,CHSSunflowerInc,Idaho-OregonOnionCommittee,CaliforniaGrapeCommission,SenecaFoods,CherryCentral,Bascom,RedRiverCommodities,AgAlumniSeed,HudsonPecan,NavarroPecanCompany,ShorelineFruit,TheSunValleyRiceCompany,GrowersDirectNutCompany,NationalRaisinCompany,TheFreemontCompany,andWilburPacking.

Onceagain…IwouldlikethankeveryonewhohasbeenapartofThe American Exporter Magazine’s10yearsofsuccess!Andwiththat,I’llseeyououtthere!

Celebrating 10 Years!!

7Fall 2016

Oby Courtney Ferris

verthepast10years,U.S.

agriculturalexportstoChinahave

grownover13percentannually

onaverage,peakingin2012and

droppingby$4billionin2015.

Despitethisrecentdecline,China

wastheUnitedStates’2ndlargest

agriculturalexportmarketlast

year.Infiscalcalendaryear2017,

theUSDAforecaststhatexportsto

Chinawillamountto$21.5billion,

surpassingCanadaasourlargest

agriculturalexportmarket.

Today,traditionalsuppliersareunabletomeetevolvingfooddemandsinChina;however,consumersinmajorcitiesarewillingtopaymore,especiallyfor“safer”productsandfoodthatcandeliverhealthbenefitsorfighttheagingprocess.Withthegrowingpopularityof“fusion”foodsthatcombinewesternandAsianflavorsandanincreasedfocusonnutritiousproductsthatcombatobesityandupholdfoodsafety,itisnotsurprisingthattheAgriculturalTradeOffice(ATO)oftheU.S.ConsulateGeneralinShanghaipartneredwithBrandUSAtolaunch“SavorUSA”.SavorUSAisaprogramthatshowcasesthediversifiedlandscapeofAmericancuisine.Accordingtofoot-trafficdatafromretailtrackerPlacedInsights,McDonaldsmighthavebeenthemostvisitedrestaurant

9Winter 2015

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Our Brand Names:

Fukusuke Calrose riceValley Sun Calrose RiceFar West Calrose RiceKomachi Brand Rice

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America’sBest Directory

chaininAmericain2015,butthereismoretoAmericancuisinethangoldenarchesandcalorie-densecheeseburgers.AquicksnapshottellsusthattheU.S.ishometofertileNapaValleywinecountry,growsmorethan2500varietiesofapples,farms90millionacresofcorn,andproducesmorethan23billionpoundsofbeef.

InarecentinterviewwithATOShanghaiDirector,ValerieBrown,Brown

explainsthegoalofSavorUSA,risingconsumertrendsinChina,andotheruniquefoodprogramsdevelopedbyATOShanghai.

CF: What is the goal of Savor USA and its motto “Live it. See it. Taste it.”? VB:TheUnitedStatesDepartmentofAgriculture’stradeoffice(ATO)inShanghai,China,incoordinationwithourpartners,iscreatingavariety

ofstrategiesforU.S.businesses/organizationstomakeinroadsinthisever-growingmarket.TheSavorUSA(LiveIt.SeeIt.TasteIt)Campaignisoneofthosestrategies.

TheUnitedStatesandChinaaretwoofthelargestinternationaltradingcountriesintheworld,andtogetheraccountfor20percentofallglobaltrade.

In2015,theleadersofthetwocountriesannouncedthelaunchofanewinitiativetoboosttourismbetweentheU.S.andChina.ThisinitiativecoupledwithnewvisaextensionshavealreadyledtosignificantlymoreChinesetouriststotheU.S.andmoreAmericantouriststoChina.Lastyear,MissionChinaprocessed2.7millionvisaapplicationsfortraveltotheU.S.,andmorethan700,000ChinesecitizensappliedforU.S.visasinShanghai.

SavorUSAseekstoerasethemisperceptionsandstereotypesofU.S.cuisine,dispelthenotionthatU.S.cuisineislimitedtofastfood,andexposetheChineseconsumerstothediversifiedfoodlandscapeofAmericaandouroverallabundantlifestyle.Throughthisprogram,Chinesetouristswillparticipateincustomizedgourmetfoodtours.Thetours’purposeistoincreasetheexposureofthediversifiedproductsfoundintheU.S.,whichwillincreasethedemandfortheseproductsandpromoteexportstoChina.

CF: I’m the daughter of a farmer, so I completely agree. The American food landscape runs much deeper than fast food. What are Chinese consumers looking for in their food products? VB:China’sincreasedincomeshavecreatedanewclassofChineseconsumers;thosewhoprioritizequality(definedbybrandstheytrust),lifestyle,healthandsafety,andthosewhoarewillingtospendmoreonprestigiousitems.Growthinpremiumproducts,manyofwhichareimports,hasgreatlyincreasedoverthepastfewyears.More

11Fall 2016

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andmoreChineseconsumersarebuyingproductsthatwerepreviouslyconsideredtooexpensive.

Despitethisnewclassofconsumersandthethirstformorepremiumfoodchoices,thereisalackofknowledgewhenitcomestoAmerica’svariedcuisinesandhighqualityU.S.foodsanddrinks.Itmakesitchallengingfortraderstogenerateadditionalsalesrevenuebybringingnewandhigh-endAmericanfoodproductsthatcouldpotentiallybeexportedtoChinawithapremiumprice.

ItisexpectedthecampaignwillhelptointroducemoreAmericanfoodtoChineseconsumersandeffectivelyrebrandimageofUSfoodandcuisineinChina.ItwillraisethereputationofU.S.foodanddrinksproductshencecreatehigherdemandforthediversifiedqualityU.S.products.

CF: Has Savor USA already hosted a food tour? VB:TheATOwithfundingsupportedbytheUSDA’sCountryStrategySupportFunds(CSSF)incollaborationwithVisitCaliforniaandBrandUSA,aquasi-public-privateentitypromotingU.S.destinationsandlifestylestooverseasclients,organizedafocusgroupoffoodiemediaandKeyOpinionLeaders(KOL)tovisitCaliforniatotesttheprogramandpromoteitwiththeirchannelsinSeptember2016.Thefeedbackfromthefocusgroupwasverypositive,andtheirreportsareencouragingotherChinesetouriststoparticipateinthefoodtours.TheATOwillexpandthefoodiemediaandKOLstovisitotherregionsoftheUnitedStatesin2017.

ThenextstepisfortheATOtoformstrategicpartnershipswithOnlineTravelAgenciessuchasCtrip,AliTripetc.topromotethecustomizedprogramstargetingatbothgrouptourists,andFrequentIndividualTraveler(FIT)packages.

CF: With great food and the opportunity to travel, it sounds like you won’t have a difficult time promoting Savor USA. You mentioned that you are trying to change the Chinese perspective of US cuisine. Which food categories are you concentrating on most? What is their current perspective of US food products and agriculture? VB:WhileChina’spopulationgrowsrelativelyslowly,urbanizationcontinuestocreatemorethan20millionnewconsumersannually.Meanwhile,risingdisposableincomes,particularlyamongwhite-collarworkers,meansurbanizedresidentscanalsoaffordmoreimportedfoodandbeveragesonaregularbasis.Increasingly,itisfashionabletosampleinternationalcuisineandwine,andmanyurbanChinese

haveboththedesireandmeanstodineoutregularlyinupscalerestaurantsandbars.

Chineseconsumersactivelypursueinformationthroughmobilesocialmedia,lifestylemedia,TVandnewspapersaboutimportedfoodandfoodproducts,oftenseeking

Our Brand Names:

Fukusuke Calrose riceValley Sun Calrose RiceFar West Calrose RiceKomachi Brand Rice

opportunitiesfornewculinaryexperiencesbeyondtraditionalChinesecuisine.Increasedconsumerandmediaconsciousnessofnutrition,foodsafety,andhealthisalsodrivingthemarketforfoodimports.

CF: Is ATO Shanghai doing anything to promote these trends? What other programs does ATO coordinate?VB:WithinChina’sborderstheATO’s

effortsarefocusedonaprojectentitledtheAmericanCulinaryBootCamp,whichisfundedthroughtheUSDA’sEmergingMarketsProgram.TheBootCampeducatesChineseculinarystudents,HRIleaders,sourcingmanagers,media,andconsumersaboutvariousregionalAmericancuisines.ThisprogramisacollaborativeeffortinvolvingtheATOsinChina,U.S.agriculturalcooperators,BrandUSA,China’sregionalculinary

schools,China’sCulinaryAssociation,MasterChefsoftheATO,andHRIonline-offlineGrouprestaurantchainmembers.

Duringaweeklongseries,Chineseculinarystudentsparticipateinmedia-supportedcookingdemonstrationsandMasterChefcookingclassesthatincorporateU.S.agriculturalproductsintotheircurriculum.TheprogramwillfeatureaseriesofinteractiveplatformssuchasworkshopsledbyvisitingMasterChefsoftheATOandcookinginstructorsthatwilldiscussthepurchase,preparation,healthybenefits,safety,andhighqualityofU.S.foods.

U.S.agriculturalproducerassociations/cooperatorsworkingthroughoutChinawillparticipateinthisprogram.TheATOanditspartnerswillproducevideorecordingsofthecookingclassesandcreateanonlinetrainingvideoseriesthatwillbeaccessibleviatheInternet.ItisexpectedthatsomeofthesessionsmaybeturnedintotelevisionprogramsprovidinginstructionsforpreparingU.S.foodingredients.SideChef,aleadingstep-by-stepcookingapplicationwillpartnerintheprojectbyintegratingalloftherecipesduringthecourseintotheirexistingapplication.

ThisactivityempowersChineseconsumers,emergingchefs,andtheHRIsectorwithrecipesutilizingfoodingredients.SourcingmanagerswillparticipatebylaunchingmenupromotionsthatincludenewU.S.foodingredients.ThisprogramhelpsChina’sATOsandU.S.cooperatorscultivateandfamiliarizefutureChineseyoungchefsandHRIsourcingmanagerswithAmericanfoodproductspriortobeinghiredinthelocalmarketandHRIsectors.

CF: I heard ATO coordinated wine trips. Is that true? VB:TheUSDA’sCountryStrategySupportFundsalsoallowedATOShanghaitocreatetheWomenOf(American)Winegroup(WOW).The

Continued on page 22

13Fall 2016

Onapproximately200,000acres,the3,000CaliforniaRaisingrowersproduce100%oftheU.S.raisins,totalingapproximately350,000tonsannuallyinanareawithina60mileradiusofFresno,California–knownasthecentralSanJoaquinValley.

Grapeshavealwaysbeenatthetopof

thesefruitsmostsuitablefordryingandraisinscontinueasthenumberonedriedfruittoday.Allnatural,nosugar-addeddriedfruits,suchasCaliforniaRaisins,havebeenproventohavethesamenutrientvalueasfreshfruitsasonlythewateristakenoutinthedryingprocess.

CaliforniaRaisins

Found Everywhere Under the Sunby Lisa Mooney

15Fall 2016Summer Issue 15

CaliforniaRaisinsprovideflavor,texture,andcolortoawidevarietyofproducts.Theirnaturalsweetnessallowsforreductionsofthesugarlevelsinformulations,andtheirhighwaterbindingcapacityhelpstoretainmoistureinbakeryproducts.Basedontheirnumerousattributes,raisinsareadaptabletoavarietyofothermanufacturedproductsappealingtothenewandgrowingmarketforhealthconsciousconsumers.

Whetherusedfortheirsurprisingflavorortoenhanceandbalanceexistingflavorsofadish,CaliforniaRaisinsareagreatwaytocontributetasteinunexpectedways.Whenaddedtoadishthatistraditionallysimmeredand/orpureed,suchasasteworsauce,CaliforniaRaisinsoftentakeonawholenewflavorprofile.Chefsarealsoaddingraisinsandraisinproducts(raisinpasteandraisinjuiceconcentrate)tosauces,glazes,stir-frys,chutneys,andsalsasto

bringuniquenessandappealtotheirdishes.

Quality Comes FirstQualitycontrolplaysanimportant

partoncetheraisinsareattheplant.Beforetheraisinsaretakenfromtheirbins,governmentinspectorsuselongprodstotakesamplesfromthemiddleofeachbox.Strictstandardsmustbemettoensureeachboxofraisinsisfreeofimperfections.

Next,theraisinsareprocessed.Theyarepouredintoahopperwhichfeedsontoaseriesofconveyorbeltsanddrumsthatremoveanyremainingstems,chafforlightweightfruit.Then,theraisinsaresentthroughabriskvacuumairstreamtocatchanyundesirablematerialthatmayhavebeenmissed.Thentheyaresize-gradedandthoroughlywashed.

Theraisinsthenmovepastasophisticatedlasersorterthatuseslightbeamsandacomputertodetermineifanythingotherthanraisinsispassingthroughthestream.Ifthecomputerdeterminessomethingisnotaraisin,itinstantlysendsasmallburstofairtoknockthematerialoutofthestreamintoatroughbelow,allatincrediblyhighspeeds.HandinspectionsaredonethroughoutthepackagingprocessbyqualitycontroltechnicianstomakeCaliforniaraisinsthecleanest,highestqualityintheworld!

OneCaliforniacompanyknownfortheirdriedfruitisMarianiPacking

Companywhohavebeen

inbusinesssince1906.MarianiproducesCaliforniaraisinsinmanydifferentpackagingformatsincludingbulk,retail,foodserviceandprivatelabel.“Quality,reputation,andserviceallcombinetomakeusaleaderintheindustry”explainedtheirInternationalSalesDirectorEmilFont.“Weexportourraisinstomorethan30countriescoveringallareasoftheglobe—Asia,Europe,theMiddleEast,LatinAmerica,Oceania,andAfrica”.

Whenaskedwhichnewproductsaregainingtraction,Fontadded,“werecentlylaunchedanew“Ultra-Glyceratedraisinforuseintheindustrialingredientsegment.ThisitemisbeingfeaturedattheIBIEshowcurrentlyunderwayinLasVegasandnextweek’sSIALshowinParis.Ontheretailside,welaunchedanewSeaSaltCaramelRaisinthatisreceivingravereviews.WealsoreformulatedourVanillaYogurtRaisinstomaketheproductall-natural.”

Exports of California RaisinsTwo-thirdsoftheU.S.raisin

productionisconsumedintheU.S.andCanada,whileone-thirdisexportedtonearly50countrieswithJapanandtheUnitedKingdombeingthetoptwoexportmarkets.

InternationalMarketingActivitiesareconductedbytheRaisinAdministrativeCommittee(RAC)undertheFederalMarketingOrder989,andisadministratedbytheAgricultural

MarketingServices(AMS)divisionoftheUnitedStatesDepartmentofAgriculture(U.S.D.A.)TheRACmaintainsofficesinSingapore,China(includingHongKong&Vietnam),Japan,SouthKorea,Taiwan,GermanyandtheUnitedKingdom.Allofficesarestaffedbycontractedmarketingspecialistswithover100yearscollectivelyofpromotionalexperience.

Asof2014,theRACaddedMexicotothelistofsupportedcountries,bringingthetotalto18activecountrieswherepromotionalprogramsareconductedtoencouragesalesofCaliforniaraisins.The

RAC’smissionistoidentifynewmarkets,encouragedemandviaadvertising,salespromotionandpublicrelations.TheRACalsodistributestheresultsofhealthandnutritionresearchforthebenefitofallindustrialusersandconsumers.Lastly,theRAC’soverseasofficesworkwiththelocalgovernmentandimporterstohelpresolveandreviseasnecessaryanybarrierstotrade,whethertheybeunfairtariffs,incorrectapplicationsofregulations,orstandardizationofpesticideresidueregulations.

“GreaterinterestinCaliforniaraisins

Fall 2016 17

iscomingfromChinaandMexico,inrecentyears.TheRaisinAdministrativeCommitteeisinvestingresourcestodevelopmarketsandintroduceCaliforniaraisinstomarketsthatpreviouslywerenotmajorimporters.CustomersallaroundtheworldrecognizeCaliforniaraisinsasthepremiumdriedgrape,andappreciatetheuniquetasteandhealthbenefitsofCaliforniaraisins”explainedRichardJ.Sahatjian,ExecutiveVicePresidentatVictorPacking.

Sahatjian,addsthatVictorPackinghasbeenoneofthelargestexportersofCaliforniaraisinsforoverfiftyyears.“Wehavebeengrowingtheworld’sfinestraisinsinCalifornia’sSanJoaquinValleysince1928,andarecommittedtoprovidingthebestqualityraisinsandservicetoourcustomersallaroundtheworld.OurbiggestimportersinAsiaareJapan,Korea,andChina,andinEurope,theUnitedKingdomandGermany.The

mostpopularproductisournaturalseedlessraisins,butourgoldenraisins,organicraisins,andotherspecialtyraisinsandraisinproductsarealsoverypopular.Ourfoodsafetycredentials,consistencyofproductcharacteristics

andsupply,andhighlevelofcustomerservicemakeusthenumberonechoiceforraisinimporters.”

Sources:CaliforniaRaisinWebsite&

Handbook

Fall 2016 19

groupwasestablishedinthefallof2014,withtheobjectiveofincreasingtheappreciationof“American”wineamongallwomeninChina.WOWisaplatformtoshareknowledgeofAmericanwine,afriendlycircletoexchangeinformationonupcomingactivities,aplacetoenjoyAmericanlifestyle,andanetworkingforumtofosterrelationships.WOWisopentoallwomeninterestedinAmericanwineandthosethatdon’tknowthattheyareinterestedinityet.

WOWalsowelcomespartnershipsfromallsectorsinthewineindustry,whichincludesbutnotlimitedtowinelovers,wineeducators,wineimporters,wineretailingoperators,andrestaurantmanagers.

ToachieveincreasedU.S.wineexportstoChina,theATOincoordinationwithWOWstrivestoexpandgroupparticipationthroughoutthecountry.WOWcollaborateswithnumerouspartnerstoeducateChineseconsumersonU.S.wines.Withitspartners,that

includestheCaliforniaWineInstitute(CWI),NorthwestWineCoalition,WashingtonStateWineCommissionandOregonWineBoard,WOWcoordinatedthe“Womenof(American)WinemeetWomenmakingWineinAmerica”tour.ThisactivitywasanunprecedentedopportunitytovisittheWestCoastWineCountry.ThetourfundamentallyofferedfemaleChinesewineenthusiaststhechancetolearnandexperiencewinesatthehandsoffemaleAmericanwinemakers.Thegroupwillrepeatthetripin2017,focusingontheEastCoastoftheU.S.andwillworkcloselywiththeNYWineandGrapeFoundation.

Inthepast,WOWhasalsocollaboratedwithCWIandhostedseminarswithwineiconssuchasTimHanni,whoisoneofthefirstAmericanstosuccessfullycompletetheexaminationandearnthetitleMasterofWine,andKarenMcNeil,theauthoroftheaward-winningbest-seller,“TheWineBible.”WOWputonaseriesofeducationalseminarsandgatheringswiththemostpopularentitled“Don’tWineaboutit,Askaboutit.”ThenewestseriesofeventscoordinatedbyWOWis“WOWWednesdays.”Thiscampaignisbasedonthebookclubconcept.WomenthroughoutShanghaihostWOWgroupsintheirhomes.Duringtheseeveningsthehostessisgiveninstructionsontheevenings’eventsincludingawinetastingofnewU.S.wines.WOWWednesdayswillbepushedtoothercitiesintheverynearfuture.

OutsideofShanghai,otherWOWchaptersarelocatedinNanjingandHangzhou.NewWOWchaptersareproposedforBeijingandGuangzhou.

Continued from page 12

23Summer 2014 23

TheU.S.Industrypridesitselfonproducinghighqualityporkproductsthatnotonlyofferadelicioustasteexperience,butalsoreinforcetheconfidenceinthesafetyofourproductsandtheweeklysupplyavailabilitytocustomersallovertheworld.

Ifyouthinkyouknowpork,thinkagain.Sevencutsofpork–fromtenderlointoaribeyeporkchop–meettheUSDAguidelinesforlean.Infact,porktenderloinisjustasleanasaskinlesschickenbreast,andmanycutsofporkfromtheloinareleanerthanaskinlesschickenthigh.

Theporkindustryhasrespondedtotheconsumer’sdesireforleanporkproducts.Througheffortsinfeedingandmanagementpracticesbyporkfarmers,sevenofthemostcommoncutsofporkhave,onaverage,16%lessfatand27%lesssaturatedfatthan20yearsago.Oneoftheeasiestwaystorememberleancutsofporkistolookfortheword“loin”inthename,suchasporktenderloin.Anykindofporkchopisalsoaleanchoice,fromsirloinchoptoporterhousechop.

Porkisthemostconsumedanimalproteinintheworld,withitsgreatflavorandmenuversatilitytranslatingintoanylanguage.U.S.porkwasexportedtocustomersineverycontinentexceptAntarcticain2015.Morethan100countriesaroundtheworldboughtU.S.

porkforitshighqualityandconsistency.August2016wasastrongmonthfor

U.S.redmeatexportsasbeefexportvolumewasthelargestinnearlytwoyearsandbothbeefandporkexportspostedthehighestmonthlyvaluesof2016,accordingtostatisticsreleasedbyUSDAandcompiledbytheU.S.MeatExportFederation(USMEF).

Porkexportswereup16percentfromayearagoto186,689mt,thelargestvolumeeverpostedinAugust,andexportvaluewasup19percentto$512.76million.Exportsaccountedfor24percentoftotalproductionand20percentformusclecutsonly–upslightlyfromayearago.ForJanuarythroughAugust,exportsaccountedfor25percentoftotalporkproductionand21percentformusclecuts,steadywithlastyear.

VarietymeatexportsprovidedastrongboosttotheAugusttotalsforbothbeefandpork.Porkvarietymeatexportswere44,563mtvaluedat$88.2million–up44percentand51percent,respectively.

“U.S.livestockproducersdeservesomegoodnewsinwhathasbeenatoughyear,andthisupwardtrendinexportsisveryencouraging,”saidPhilipSeng,USMEFpresidentandCEO.“CurrentlyU.S.beefandporkareverycompetitive,astheproductionofourkeycompetitors–AustraliaandtheEuropeanUnion–hasmoderatedandpriceshavejumped.

AsU.S.competitivenesscontinuestoimprove,weremainoptimisticthatexportswillmaintainpositivemomentumthroughtheendofthisyearandinto2017.”

PlacingU.S.beefandporkonaglobalstage,USMEFjoinedmembercompaniesatSIALParis2016,aninternationaltradeshowdescribedasa“globalshowcaseofthefoodchain.”USMEF’sexhibit,wheretradersfromEurope,China,Japan,Russia,theMiddleEast,SouthAmerica,Ukraine,AfricaandSoutheastAsiacametodiscussU.S.products,wasfundedbytheUSDAMarketAccessProgram.

USMEFmembersparticipatedinface-to-facemeetingswithtradersandwereencouragedbywhattheyheardduringtheshow.

“ThisactivityispartofUSMEF’sstrategytostrengthenitspositioninEuropeandsurroundingmarketsandhelpthetraderstoincreasetheirsalesofU.S.redmeatproducts,”saidFelipeMacias,USMEFrepresentativeintheEuropeanUnion.“SIALbroughttogetherallfactorsintheproductionanddistributionoffood,andalsointroducednewtrendsandinnovations.”

TheUnitedStatesMeatExportFederationpridesitselfonthemissiontogrowinternationalpartnershipsallovertheworld.Pleasecontactthemthroughtheirwebsiteatwww.usmef.org.

by Lisa Mooney

Fall 2016 25

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JoinOurCABTable.com.

WELCOME TO OUR TABLE

LEFT TO RIGHTGovind Armstrong: Post & Beam, Willie Jane, Los Angeles and Venice, CaliforniaPeter Vauthy: RED, The Steakhouse, Miami, Florida, and Cleveland, OhioRic Rosser: Formerly with Saltgrass Steakhouse, Houston, TexasRory Schepisi: Boot Hill Saloon & Grill, Vega, TexasCraig Deihl: Cypress, Charleston, South CarolinaCedric Tovar: Bobo, New York CityTammi & Jim Sitz: Sitz Angus Ranch, Harrison and Dillon, Montana Jeremiah Bacon: The Oak Steakhouse, Charleston, South CarolinaChris Hodgson: Driftwood Restaurants and Catering, Hodge’s, Cleveland, OhioCindy Hutson: Ortanique Cuisine of the Sun, Miami, Grand Cayman and Bahamas

Fall 2016 27

A dedication to excellence. That’s the common tie that binds the specialists

from cattlemen to chefs – behind the Certified Angus Beef ® brand. They work in

tandem, every day, to bring the best Angus beef to tables around the globe. The

culmination of their efforts: an unforgettable dining experience that celebrates

their shared vision, passion and traditions.

We invite you to join us. Learn more, and find a supplier near you, at

JoinOurCABTable.com.

WELCOME TO OUR TABLE

LEFT TO RIGHTGovind Armstrong: Post & Beam, Willie Jane, Los Angeles and Venice, CaliforniaPeter Vauthy: RED, The Steakhouse, Miami, Florida, and Cleveland, OhioRic Rosser: Formerly with Saltgrass Steakhouse, Houston, TexasRory Schepisi: Boot Hill Saloon & Grill, Vega, TexasCraig Deihl: Cypress, Charleston, South CarolinaCedric Tovar: Bobo, New York CityTammi & Jim Sitz: Sitz Angus Ranch, Harrison and Dillon, Montana Jeremiah Bacon: The Oak Steakhouse, Charleston, South CarolinaChris Hodgson: Driftwood Restaurants and Catering, Hodge’s, Cleveland, OhioCindy Hutson: Ortanique Cuisine of the Sun, Miami, Grand Cayman and Bahamas

Michiganishometooneofthemostdiversearraysofagriculturalproductsyou’llfind.CustomersfromaroundtheworldknowMichiganisakeysourceofimportantagriculturalproducts.Michigan

ishometo52,000farmson10millionacresoffarmlandwithmorethan1,800foodprocessors.HundredsofproductsfromfruitstovegetablestoflowersandmorearecultivatedintheGreatLakesState.

Michigan’s food and agricultural products are enjoyed all over the world

Over300commerciallyavailablecommodities,includingtartcherries,blueberriesandapples,aregrownandprocessedinMichigan,makingitthesecondmostagriculturallydiversestate,secondonlytoCalifornia.Michiganisalsoaleadingproducerofvalue-addedproductssuchassnackfoods,beerandwine,breakfastcereals,saucesandcondiments.AllofMichigan’shigh-qualityagriculturalproductsareinhighdemandallovertheworld!

Michiganexportstotaled$3.18billioninfoodandagricultureproductsin2014,withthetopfiveagriculturalexportsbeingsoybeans&soybeanmeal,otherplantproducts,dairyproducts,corn,andfresh&processedfruits.ThetopfiveexportmarketsforMichigan-grownproductsareCanada,Mexico,Japan,SouthKorea,andChina.

What makes Michigan ideal for fruit cultivation?

TheLakesplayakeyroleincreatingMichigan’s“fruitbelt”region,locatedalongtheWesterncoastofthestate.LakeMichiganpreventstemperaturesfromgettingtoocoldinthefallandtoohotinthesummerandalsoprovidesthefrequentrainfallthatfruitfarmersrequire.Thisclimatecombinedwithrichsoilandregionaltopographycreatesidealfruit-growingconditions.

China is fertile ground to grow for Michigan’s small and midsize food companies

AsChina’seconomyhasmovedfrombeingagriculturallytoindustriallydriven,thecountryreliesheavilyonimportstomeetthegrowingpopularityofwesternandinternationalfooditemsthatChineseconsumerswant.Uniqueshiftsindemand

Michigan Food and Agriculture Products are enjoyed all over the world

Fall 2016 29

Contact:Austin Nixon

NavarroPecanCo.Ad.pdf 1 7/21/14 8:44 PM

intheChinesemarkethavecreatedanincreasedopportunityforMichiganfoodandagricultureproductstothriveintheChinesemarketplace.

“AgrowingappetiteamongChinesemillennialsfortheready-to-eat,healthyandquick-servefoodoptionsthatareastapleofwesterndietsispresentingopportunitiesforsmallandmidsizefoodcompaniesinMichigan,”saidJamieZmitko-Somers,InternationalMarketingProgramManagerfortheMichiganDepartmentofAgricultureandRuralDevelopment(MDARD).

In2015,U.S.foodandagricultureexportstoChinatotaledmorethan$20.2billionaccordingtotheUSDA,witharecord$71millioncomingfromMichigan.U.S.agricultureexportstoChinahavegrownmorethan200percentoverthelastdecade.

Michigan Food and Agriculture Trade Mission to China

TocapitalizeontheChinesemarket’sgrowingopportunityforMichiganfoodandagriculturalcompanies,MDARDDirectorJamieCloverAdamsledatrade

missiontoChinafromNovember9-14,2016.WhileDirectorCloverAdamshastraveledtoChinaonmissionsinthepast,theNovembermissionmarkedthefirsteverDirectorledtrademissionforfoodandagricultureproductstoChinaforMDARD.ThemissionfocusedonconnectingMichiganfoodandagriculturecompanieswithChinesebuyers.

“AsthethirdlargestexportmarketforMichiganfoodandagricultureproducts,China’sgrowingmiddleclassprovidesagreatopportunityforMichigancompanies,”saidCloverAdams.“TravelingtoChinaprovidescompaniesafirsthandlookatmarketpotentialandtheabilitytomeetfacetofacewithkeybuyerstocultivatekeyrelationshipscriticalforinternationalbusinessdevelopment.Inaddition,companieswillbeabletobuildoffthestrongrapportGovernorSnyderhasbuiltinChina–visitingsixtimesinsixyears.”

SixMichiganfoodandagriculturalcompaniestraveledtoShanghaiandShenzhenonMDARD’strademission.WhileinChina,companiesengagedinone-

on-onemeetingswithvettedbuyerstotalkabouttheproducts.ThecompaniesalsoattendtoursofretailstoresandmeetwithU.S.DepartmentofAgricultureofficials.

Inconjunctionwiththetrademission,TheCherryMarketingInstitute(CMI)launchedtheirpromotionprogramintheChinesemarket.TheprogramfocusesonpromotingtheusesandhealthbenefitsofU.S.MontmorencyTartCherriestoChineseconsumers,importers,distributorsandbuyers.CMIlaunchedtheirpromotionprogramonNovember11th,whichisalsoknowninChinaasSingle’sDay.TolearnmoreaboutU.S.MontmorencyTartCherriesvisitwww.choosecherries.com.

FormoreinformationonMichiganproductsvisitwww.michigan.gov/agexportorcontactJamieZmitko-Somers,InternationalMarketingProgramManageratzmitkoj@michigan.govor517-284-5738.

by Whitney Seiter

NowisagoodtimetolookatpricingopportunitiesforcutsthatcanbeusedinavarietyofwayswithexcellentAmericanlambmildflavor.Americanlollipoporlambribchopsaregreatforthegrill,andtheycanalsobegreatforyourcateringmenusasappetizers.Fullrackscanberoastedforexcellent,premiumentrees.Americanlambracksarelargerwithabiggermeat-to-boneratio.

Colorado Long Bone Chop

OrderingrackoflambfromSuperiorFarmsLambhasadvantages:

·Chooseyourportioncontrolweight

·Chooseyourbonelength-cancomein2”,3”,4”or6”.

·Receivefrenchedornonfrenched

·Receivefatcaponorfatcapremoved

·Ordersinglechops,doublechops,4ribracks,8ribracks,9ribracksorhotelracks.

·FreshorFrozen

·HalalCertified

·Largermusclesizes

·AvailableYear-Round

Otherfeatureditemsincludelambbacon,pulledshoulderandloinchops.

Lamb Bacon

Loin chop Ask about discounts for frozen programs or USDA inspected products.

FormoreinformationaboutpurchasingSuperiorFarms’Americanlambproducts,contactourcustomerservicelineat1-800-228-LAMB(5262)oremailthecompanyatfaith.garrard@superiorfarms.com.

Superior Farms, founded in 1964 with headquarters in Sacramento, California, is the recognized leader in the retail and foodservice markets it serves, providing products and services to customers throughout the United States, Canada, and more than 10 countries. An ESOP (Employee Stock Ownership Plan), Superior Farms is an employee-owned company whose members take pride in their individual roles and contributions to the company’s success. The company has approximately 400 employee-owners at its nationwide network of facilities and offices.Twitter: @eatlamb

The Superior Farms American Lamb Advantage Customization and Innovation!

Pre-cooked Pulled Lamb Shoulder

31superiorfarms.com

800-228-5262

Blueberries are trending everywhere in baked goods of all

categories!!FromSweetHeattoColdComfort,thisyearblueberriesaretrending

everywhereinbakedgoodsofallcategories.Forexample:SweetHeat--thepreferenceforSweetHeatcouldn’tbebetterforblueberries.Theirtingeofnaturaltartness,theirlushfullmouthfeel,affinityfortheassertivenessofspices....Especiallysuccessfularethecontrastingheatofvariouspepperswithblueberries;redpepperandcilantro-garlic;blueberryjalapenolime;thepungencyofcurryspices.

Blueberries: Going with the GrainEverydayitseemsbringsthediscoveryof“new”grains,most

ofthemancient!Thesegrainsfitourcurrentquestforhealthy,wholesomeingredients.Blueberriesaresynergisticwithoats,amaranth,buckwheat,chia,millet,quinoa,sorghum,teff,kamut,farro,speltetc.Ingluten-freeproducts,blueberriesareapopularingredientwithahomeyandold-fashionedattraction.Blueberriesserveasthebasisforvegansnacksandformulations,andtheyarecompatiblewithnutsandseeds,acustomaryaccompanimenttomanygrains.

Sweet and SavoryHighbushblueberriescombinebeautifullywithsweet,hot,savory

andsaltyingredients.Theattachedimagesofsavorypotpieandbreadpuddingillustratepairingsofsavoryandsweetinvariousways.

Blueberriesaregreatintrendyflavorpairingsthatareunusualandinspiring,makingpossiblecookiesandother“sweets”withasly,savoryside:withcaramelizedgarlic,thyme,wasabi,saltedpistachio,orajíchilipeppers.Theysparklewithvivid,complementaryflavorslikemaple,orangeblossomhoney,lightmolasses,balsamicandginger.

Recenttrend-spottingreportsnotethatthepairingof“new”or“innovative”or“multicultural”flavorswithafamiliaroneisabrilliantwaytoappealtoconsumers’cravingforadventurewhilestillofferingsomethingfamiliarenoughtonotbetoointimidating.Blueberrieshelpeaseconsumersintoanadventurousflavorprofilebecausetheyworkwellinflavorcombinationswithspices,botanicals,floral,citrusandherbaceous;theycomplementandenhanceaswellasbalanceflavors.

by Jeannette Ferrary

33Fall 2016

Blueberriesmakeluscioussynergieswithcayenne,garlic,mustard,tamarind,wasabi…adinfinitum;andwithherbsfromtarragontomint;thefruitinessofblueberriesshinesinchocolate-basedtreatsandsnacks.

Formulatingwithblueberriesoffersversatileformatsavailableyear-round:fresh,frozen,dehydrated,freeze-dried,concentrate,juice,pureeandosmoticallypreserved,shelf-stable;whole,diced,powdered.Blueberriesprovideappealingcolor,lushflavorandintriguingeffectslikeblueswirlsandpatterns;theyaddfruitidentity,texture,colorandflavorexcitement.Blueberry’sattractivecolorandsweet,fruity,burst-in-themouthflavorprovidebright,boldpossibilitiesinawidevarietyofbakingapplications.

Healthandwellnesstrendsarehavingabigeffectontheuseofantioxidantingredients.

Blueberriesareoneofthehottestingredientsinthearsenal.Foodslikeblueberrieswhichareassociatedwiththebenefitsofantioxidantsbecamemust-havesinpeople’severydaydiets,butblueberriesareespeciallysuccessfulbecausetheyareaneasy-to-formulateingredientforproductdevelopmentinallcategories.

Beauty from within: Blueberriesareago-toingredientfor

“beautyfromwithin”productscontainingfruitextracts,antioxidantsandother“beautyenhancing”ingredients.Accordingtothistrendfor“eatingbeauty,”foodsandveggiesaremarketedasbeautyenhancersthatnourishskinandgeneralwellness.Blueberrieshaveaplaceattheforefrontofsuchproductdevelopment.Consumersidentifyblueberriesasbeneficialandseekthemoutinproductsaswellasingredientsinthemselves.

“Real ingredients”/ Natural Oneongoingtrendistheemphasison

gettingone’snutrientsfromrealfoodsandingredients.“Realingredients”likeblueberriesarethechoiceoftoday’sconsumers,fromboomerstomillennials.Inhealthydietsfromlowcarbtolowfat,consumersseeblueberriesasavalue-addedingredientbecausetheyarelinkedtohearthealth,anti-agingproperties,cancerprevention,improvedeyesightandbettermemory.

Kid-friendly/Clean LabelParentscommentthatblueberries

andproductscontainingblueberriesarefavoriteswiththeirchildren.Fortoday’sconsumer,foodisnourishmentanditisalsolifestyle.Virtuallyfat-free,lowinsodium,carbohydratesandcholesterol,blueberries

areadelicioussourceofminerals,folate,andvitamins.

Sweetness without Sweeteners

Convenientblueberryformatsprovidesweetnessandtheadvantageofenrichingproductsnaturally.Blueberriesandblueberryformatscanmeanreductionsinsugar,high-fructosecornsyrup,orothersweeteners.

Food SafetyInthecategoryofnaturalproductsand

ingredients,credibilityproblemsmay

ariseforthosewhichmakehealthclaimsthatareinsupportablewithsolidresearch.Blueberriesareatrustedingredientthatsetandmeetthehigheststandards.

Inshort,blueberry’sattractivecolorandsweet,fruity,burst-in-themouthflavorprovidebright,boldpossibilitiesinawidevarietyofbakeryapplications.Pleaseletmeknowifthere’sanythingelseIcanbehelpfulwith.AndpleasecreditU.S.HighbushBlueberryCouncil,c/oThomasJ.PayneMarketDevelopment,865WoodsideWay,SanMateo,CA94401;www.blueberrytech.org.

3535Spring Issue

CriderFoodsistherecognizedleaderintheglobalcannedchickenmarket.Ouruniqueandproprietaryprocessprovidestheplatformfordevelopmentofinnovativenewproductsthatarepreferredbythepremiumglobalbrands.

Asafamilyownedbusinessweareabletorespondtocustomerandmarketneedsrapidly.Wehaveanewlyexpandedcanningoperationwithstateoftheartequipmentandprocesscontrolstokeepaheadofourgrowthandmeetourcustomer’sspecificneedsandcountryrequirements.

TheCriderbusinessmodelhasresultedinnumerouslongtermstrategicalliancesandbusinessrelationshipslasting30plusyears.

Asafoodsuppliertotheworld,wehaveacommitmenttoprovidetheindustry’shighestlevelofquality,service,andcorporateintegrityforourretail,foodservice,school,andinstitutionalcustomers.CriderisveryproudofourSQF(SafeQualityFood)Level3status.BeingSQFcertifiedforsixconsecutiveyearsisatestamenttoourcommitmenttoourcustomers.

CRIDER FOODS CAN MAKE YOUR WORLD A BETTER PLACE

Toserveworldwidemarkets,CriderFoodshasEU,Halal,KosherandOrganiccertifications.Inpartnershipwithourcustomersaroundtheglobe,wehaveasharedvisionforthefuture.We’reveryproudofourworld-classcaningfacility,butit’sthecan-dospiritofourpeoplethatisourgreatestasset.Wemaintainaprofessionalworkplacethatstrives

foremployeesafety,qualityproductsandprideinallwedo.Youcantrustyourbrand’sreputationtoCriderFoods.

YOUR BRAND, OUR PROCESS - A SHARED VISION

Weareallaboutyou.CriderFoodsisrecognizedforitsdedicationtoproductquality,customerserviceandiscommittedtothecustomer’sbrand.Ourbestsellingbrandisyourbrand.Ourteamofexpertsunderstandstheimportanceofmatchingtheproductsorcreatingnewofferingsthatallowthecustomertobeintheforefrontofnewandemergingmarkets.

Criderisabletomatchordevelopnewitemsquicklywithoutcompromisingquality.Ourresearchanddevelopmentteamofexpertsareconstantlybringingnewconceptstomarketandworkcloselywiththecustomertofulfilltheirindividualneeds.

Bydevelopinglongtermrelationshipswithourcustomers,weareabletofocusoncontinuousimprovementstoensureefficientprocessesandconsistentproduct.

Crider FoodsSix decades of commitment to quality, safety, customer trust and satisfaction

37Winter 2015

The sun is setting earlier, the days are growing colder, and the last of the rice has been loaded on the trucks – another California rice harvest has come to a close. For the Sun Valley Rice Company and its management, its time to look ahead to 2017, which CEO Ken LaGrande hopes will be another year of growth for his family’s rice company.

BackgroundSituated in the heart of California’s Sacramento Valley, Sun Valley Rice offers Medium Grain and Premium Short Grain sushi-grade rice. Mike LaGrande founded the company in 2000 with his son, Ken. Their vision was to build a facility that caters to the specialty nature of California rice, and to offer the highest quality product possible. Fourteen years later, that vision remains an integral part of Sun Valley’s culture, and a primary reason for their success.

We live by our mission – To create value through Quality Products, Service, Industry Leadership and Ongoing Innovations.

Products & ServicesSun Valley produces Medium Grain and Premium Short Grain rice varieties, more commonly known as “sticky rice” or “sushi rice.” These are generally viewed as specialty varieties because they require a

Brendan O’Donnell, who handles sales for Europe, explains how Sun Valley utilizes the uniqueness of the Sacramento Valley: “The Sacramento Valley is the only part of the country that has the perfect blend of heavy clay soil, ample sunlight, and good accessibility to water. There are really only a couple places around the world that have these perfect conditions other than Japan.”

The company offers Whole Grain brown rice, or white (milled) rice. Using a proprietary technique, they also produce a product called GEN-JI-MAI. GEN-JI-MAI is a Premium Whole Grain Brown Rice that is not only superior in taste, but also cooks more quickly, thus creating a Brown rice with better texture that is much more nutritious than White rice.

With an eye on the global trend towards healthier diets, Sun Valley recently added a germination facility to produce ‘sprouted’, or germinated, rice using a proprietary technology. The sprouting process takes healthy brown rice and puts it through a natural germination process; this process unlocks additional nutrients and enzymes in the kernel, creating healthier, tastier, quicker-cooking rice.

FacilitiesQuality doesn’t begin and end with the natural environment, however. It continues with the processes and technologies involved in rice production, and Sun Valley has committed every effort to ensure they have the best technology, and the best people, available to mill their rice. Explains O’Donnell, “Mike [LaGrande] designed and built the most state-of-the-art and modern mill in California, utilizing the latest Japanese equipment.”

Not cutting corners to save costs, the company tried to closely emulate Japanese milling processes in building their facility,

years to produce the best rice possible. The result is the highest-grade mill in California, and a premium end product.

Commitment to CustomersHaving farmed, dried, milled, and packaged their rice to the highest achievable standards, Sun Valley maintains their commitment to quality once the rice has left the plant, in how they serve their customers. CEO Ken LaGrande explains, “We don’t see ours as a commodity product, nor do we view our industry as a commodity industry. So, we don’t treat our customers as commodity customers. We

view our customers as partners, and we try to help them however possible.”

One way they achieve this is through their innovative use of joint (or ‘partner’) labels with customers from all over the world. This offers customers, many of whom are family business with little experience in brand development, the chance to develop and showcase their own labels.

A Family Commitment to Quality

InfoFor more information on partnering with Sun Valley Rice to grow your business, call +001 (530) 476-3000 to speak with a Sales Representative or email info@sunvalleyrice.com. And visit us at www.sunvalleyrice.com and www.genjimairice.com!

39Fall 2016