FEBRUARY / MARCH 2014

VOLUME 42 NUMBER 1

A P U B L I C A T I O N O F T H E F R E S H P R O D U C E & F L O R A L C O U N C I LA P U B L I C A T I O N O F T H E F R E S H

Oxnard FirmSpecializes in Cabbage

Avocado PromosProliferate

Here’s to the next

1,000,000,000 lbs.Seems like yesterday we eclipsed the 1 billion pounds threshold for

Hass Avocados consumed, and now we’ve got 2 billion pounds in

our sights. To keep the momentum going, the Hass Avocado Board

is introducing the Love One Today™ program to help promote

our nutritional research initiatives and make avocados even more

compelling to consumers.

Visit HassAvocadoBoard.com to learn more about the Love One Today

program and for the latest retail data, consumer insights, category

reports, and more.

© 2014 Hass Avocado Board. All rights reserved.

Editor’s Viewby Tim Linden

Executive Notes by Carissa Mace

Council NewsFPFC Highlights

Trade NewsIndustry Highlights

A Different Viewby Tim Linden

Volume 42, Number 1 FEBRUARY / MARCH 2014

FRESH DIGEST (ISSN-1522-0982) is published bimonthly for $15 of FPFC membership dues; $25 for annual subscription for non-members by Fresh Produce & Floral Council; 16700 Valley View Ave. Suite 130; La Mirada, CA 90638. Periodicals postage paid at Buena Park, CA, and at additional mailing offices. POSTMASTER: Send address changes to FRESH DIGEST, 16700 Valley View Ave. Suite 130; La Mirada, CA 90638.

FEBRUARY / MARCH 2014 3

467

3133

Editor’s View

ON THE COVER: Photo provided by User Friendly, Ink.

8

10

121416

26

30

Van Valkenburg Takes FPFC Helm Focus on Council Leadership

Hass Avocado Board Seeing Results from Nutrition Research Emphasis Focus on Avocado Nutrition

AFM Running Promos Non-Stop Focus on Avocados

Pablo’s Produce: A True Family Affair Focus on Cabbage

Annual Dinner Dance Event Photos and Thank Yous

February SoCal Luncheon Focus on the FPFC / Event Photos and Thank Yous

The Magic Kingdom of Freska Mangos Focus on Mangos

4 FRESH DIGEST

Th i s morn-ing as I was read-ing the paper and drinking my coffee, three items hit my eye with a common thread: there is noth-ing like a good idea and a good market-ing campaign.

*****

Item #1: The first was the latest idea from Warren Buffet, the multi-billionaire who has done a great job of keeping himself and his Berkshire Hatha-way Inc. stock in the news. Mr. Buffet announced that he, and the CEO from Quicken Loans, were taking the annual March Madness office basketball pool to a whole new level. Anyone who fills out a perfect bracket for the annual college basketball tournament, and enters the contest, will win $1 billion. Twenty lesser prizes of $100,000 will be awarded to the best “imperfect” brackets. It’s nice that they included that because the odds of filling out a perfect bracket have been computed at 1 in 9.2 quintillion if you pick randomly. Even if you throw in a good amount of basketball knowledge and pick the “best” team in each round, the odds of winning are 128 billion to 1.

I think Buffet and Quicken Loan have a pretty safe bet. So what are they getting for this minimal risk offer? Mountains of publicity. Virtually every news source covered the story in the last day or two and will continue to cover it for the next couple of months. And when a few lucky entrants pick all the right teams during the first couple of days of the tourney, it will be in the news once again. The final advertising value will be a small fraction of what it costs. In fact, I went on Quicken Loan to see the kind of rates they have. Pretty good.

By the way Berkshire Hathaway stock was selling at about $170,000 a share, up 70 percent in the last two years. If you have an extra $170,000 laying around, it’s been a winner for a long time. Credit Buffet for knowing that those in his economic stratosphere who invest in his stock, love the fact that the normal person can’t even aspire to those heights. In many ways this pool is a bit of a joke E

DIT

OR

'S V

IEW

By Tim Linden

by these rich guys on all of us who think we can become instant billionaires.

******

Item #2: There was an ad in the SF Chronicle this morning by Apple celebrating the 30th

anniversary of the Macintosh. It could well be the best success story in the electronics industry. From that great anti-IBM Super Bowl ad of a generation ago to the advent of the iPod and iPhone, Apple is an amazing story with just great promotional ideas. A good product but the marketers make it be perceived better than it is by giving it an edge. To this day, Apple devotees can’t be deterred. Each new generation of an Apple product – even if it’s only real innovation is being a bit thinner – flies off the shelves.

It was also a brilliant marketing idea to keep the price constant by never offering a bargain sales price. Personally, I don’t mind paying a hefty price for anything as long as no one else gets a better deal. It just kills me to know the guy next to me on the airplane paid half what I did. It makes me feel like such a chump. When I buy an apple product, I have no such worry. And that is very rare in the electronics business. Credit the Apple folks for capitalizing on this basic human emotion.

Tim Linden

FPFC OFFICE16700 Valley View Avenue, Suite 130

La Mirada, CA 90638

714-739-0177 • fax: 714-739-0226

Website: www.fpfc.org

CHAMP PUBLISHINGAdvertising Office

2311 W. Olive StreetBurbank, CA 91506

818-563-2228 • fax: 818-563-2722email: tomfielding1@mac.com

Editorial Office925-258-0892 • fax: 925-258-0893

email: tim.linden@ymail.com

Looking For One Great Marketer

FEBRUARY / MARCH 2014 5

1/3 h 4c adHenry Avo

******

These examples indicate that marketing is alive and well, and being able to tap into the desires of your customers is the key to success. Of course, the product you sell is important and must be good just as a condition of entry, but most importantly you have to create an emotional connection with your customer. Give them a reason to buy your product.

This past year, an ad agency in New York, at the behest of a New York Times food reporter, cre-ated a fictional marketing campaign for broccoli. The goal was to do for broccoli – at least on a theoretical level –what they had done for Coca-Cola, Quiznos and other top brands. Their results were fabulous with some of their marketing spots comparing broccoli to kale, casting broccoli as tried and true and kale as the new kid on the block. An-other urged consumers to buy a “broquet” rather than a bouquet of flowers as a sign of endearment when visiting friends or loved ones. Make it cool to eat broccoli was their basic theme. The group of marketers who took this challenge are among the best in the country and they appear to have come up with a winning campaign.

The point is that it can be done. All the produce industry is missing is a marketer, like Buffet, with deep pockets that wants to see this industry jump to the next level.

******

Item #3: Good old beer and how two of the nation’s largest brewers are being all things to all people. If you are a beer drinker, you have certainly noticed the trend toward craft brews. Many of us who grew up on Budweiser or Coors and switched to Miller Light or Bud Light as our bellies grew have traded in those mass market beers for tasty craft beers. We frequent ale houses that brew their own, profess that we like “hoppy” beers or a touch of honey wheat. Most of all, we feel a bit smug that we have graduated from our college day chugging anything cold to a more sophisticated experience as we taste the different brews available to us. It also allows many of us to feel comfortable drinking beer when others are drinking wine. Beer can be tasted as well and not just chugged, we announce by our sipping demeanor.

But guess who has come with us? Anheuser-Busch and Miller Lite. The two fastest growing craft beers are Blue Moon, brewed by Miller-Coors, and Goose Island, owned by Anheuser-Busch.

These parent companies still spend millions selling their signature brands to those young beer drinkers, but they have also branched out and capi-talized on the craft beer trend. It is classic marketing 101: give your customers what they think they want. Credit these great companies with evolving along with their customers.

Year-round, custom ripenedfresh avocados.

www.henryavocado.com

(714) 447-4306830) 379-0288

Billie Jo (210) 226-4504

6 FRESH DIGEST

I’ve heard a lot of great buzz about the pro-gram - companies are interested in sending their employees and employees are eager to apply. But that’s just it – as of the writing of this article it has just been buzz. We’ve not yet actually received one completed application.

See, it is not enough to “say” you want to apply, you actually have to “apply.” Complete and submit those applications to the FPFC office!

I’m not worried that we will have candidates for this program. This industry is notoriously late in responding to anything and everything. Having worked in the industry for 18 years, I can guarantee you that we will receive the majority of our applica-tions on March 1.(the application deadline).

It has been very exciting to be a part of the grassroots development of this program and all the members of the committee, lead by Andrew Bivens of Westlake Produce Company and Kelly Craner of B & C Fresh Sales, are to be commended for the hard work they’ve put into getting this off the ground. While there are various leadership programs in the industry offered by national associa-tions, this is the first of its kind for our region.

One thing that makes this program possible is the solid financial position the FPFC is currently in. We’ve worked very hard over the years to build up our reserves to the point where we can start giving more and more back to the industry. As I stated before, this program is free of charge for member companies and it is because we are doing so well with our other areas of programming that this is possible. I think it is important for companies to know that when you sponsor an event, buy an ad in this magazine, sign up for an Expo booth, you are not just purchasing that advertising or networking opportunity. Your funds actually go to helping us give back, support and grow the industry.

It’s the same with The FPFC Market Report™. The report is free sales data just for California and free for all FPFC members. Once again, the great car rental analogy applies. It’s not enough to say you want this type of data, you actually have to go to our website and download the report and use it. It takes literally five minutes to do this, and the report contains a wealth of information useful for suppliers and retailers alike. The next edition of the report will be reformatted, based on user feedback. So when you see the email that it is available, take a moment, follow the link in the email and download the report.

O n e o f my favorite episodes of Seinfeld is the “rental car episode.” Well, that wasn’t the title of the show. For trivia geeks, it was titled The Alternate Side and originally aired on De-cember 4, 1991.

The most-re-membered scene from that episode is where Jerry goes to get his rental car and, despite having a reservation, the car rental agency doesn’t have a car for him. Jerry goes on to explain how “holding” a reservation is really the important part of the reservation process. Here is the classic dialogue from the script:

RENTAL CAR AGENT: I’m sorry, we have no mid-size available at the moment.

JERRY: I don’t understand, I made a reservation, do you have my reservation?

RENTAL CAR AGENT: Yes, we do, unfortunately we ran out of cars.

JERRY: But the reservation keeps the car here. That’s why you have the reservation.

RENTAL CAR AGENT: I know why we have reservations.

JERRY: I don’t think you do. If you did, I’d have a car. See, you know how to take the reservation, you just don’t know how to *hold* the reserva-tion and that’s really the most important part of the reservation, the holding. Anybody can just take them.

RENTAL CAR AGENT: Let me, uh, speak with my supervisor.

I can’t tell you how many times I’ve quoted this episode in conversation. It reminds me a great deal of what is going on right now with the FPFC’s new Apprentice Program.

Just as a reminder, the FPFC has launched a new program for 2014 – The Apprentice Program. The program is free to employees of FPFC member companies and provides training and experience for those with fewer than seven years in the industry who want to be prepared for tomorrow’s leader-ship roles.

Carissa Mace

EX

EC

UT

IV

E

NO

TES

By Carissa Mace

The Rental Car Episode

FEBRUARY / MARCH 2014 7

FPFC Apprenticeship Program Accepting

ApplicationsThe Fresh Produce & Floral Council’s

(FPFC) new Apprentice Program is now ac-cepting applications.

Designed to train and develop the next generation of leaders in the fresh produce and floral industry, the nine-month program includes education about the complete supply chain, preparing participants to meet chal-lenges and take advantage of opportunities and resources. The program includes panel discussions, tours and service projects, in ad-dition to attendance at FPFC events.

“Networking is an impor tant par t of professional development,” says FPFC President Carissa Mace. “So, we have included FPFC Membership Luncheons and other events on the Apprentice Program schedule to get participants involved in the industry’s social network.”

To qualify for the Apprentice program, applicants must have fewer than seven years’ experience in the industry and be currently employed by an FPFC member company.

The Apprentice Program application deadline is March 1, 2104, and participants will be notified by April 15, 2014.

For more information, visit www.FPFC.org or call the FPFC at 714-739-0177.

See, I told you that Seinfeld episode was infinitely usable in conversation and in magazine articles. The concept is so universal.

By the time the issue of this magazine hits your mailbox I hope to have one or two applica-tions for the Apprentice Program. But I doubt it. This magazine will be published before that March 1st deadline.

CO

UN

CIL

NEW

S

FRESH DIGESTCarissa Mace

PublisherTim Linden

EditorTom Fielding

Advertising/EditorialHeather GrayDesign/Layout

FRESH PRODUCE & FLORAL COUNCIL2014 Board of Directors

OFFICERSRich Van Valkenburg

Van Valkenburg & AssociatesChairman of the Board

Brad MartinPerimeter Sales & Merchandising

Chairman ElectMarvin Quebec

Quebec DistributingTreasurer/Secretary

Mike CasazzaApio/Eat Smart

Immediate Past ChairRick Cruz

Vons/A Safeway CompanyPast Chairman Representative

Harland HealthHeath & Lejeune, Inc.

Honorary Past Chairman RepresentativeCarissa Mace

Fresh Produce & Floral CouncilPresident

DIRECTORSAndrew Bivens

Westlake Produce CompanyMark Carroll

Gelson’s/Mayfair MarketsBrian Cook

San Miguel ProduceGreg Corrigan

Raley’s SupermarketsKelly Craner

B & C Fresh SalesKent Kuwata

Smart & Final Corp.Scott Leimkuhler

Progressive Produce Corp.Rick Montoya

Ready PacMarta Moreno

Rose Gonzales Plants, Inc.Jeff Oberman

United Fresh Produce AssociationJennifer Pelayo

Advantage Sales & Marketing – NoCalChris RobinsonThe Pinery LLC

Roger SchroederStater Bros. Markets

Ken SilveiraMastronardi ProduceConnie Stukenberg

CS, Sales & Marketing for Results

The Fresh Produce & Floral Council Welcomes the Following

New Members:Mandy Bottomlee, Kristyn Lawson,

Kurt PennGood Foods Group, LLC

8 FRESH DIGEST

Van Valkenburg Takes FPFC HelmBy Tim Linden

Focu

s on C

ounci

l Leaders

hip

Rich Van Valkenburg has been in the produce business for 40 years and has spent a majority of his professional life as an active member of the Fresh Produce & Floral Council. On Saturday, Jan. 25, at the FPFC’s Annual Dinner Dance, he officially took the gavel to lead the council as chairman of the board for 2014.

In fact, this is the second time in Van Valken-burg’s career when he was poised to be in the top volunteer position. “In the 1980s I was on the board

for two terms and was lucky enough to move up through the officer slots and become chairman-elect,” he said. “However, right before I became chairman my position changed at Hughes from a buyer to a merchandiser. I knew what Hughes expected from their merchandisers and I had not been in that role before so I chose to devote my full attention to that new position and I had to step aside at the FPFC.”

But several years ago, Van Valkenburg once

2013 FPFC Chairman of the Board Mike Casazza, Apio/Eat Smart, passes the gavel to 2014 chairman, Rich Van Valkenburg, VVA

FEBRUARY / MARCH 2014 9

promoted to director of produce. I retired from that position in the fall of 2002. At the time I thought I would do a little consulting just to stay busy and re-main in the industry. I was semi-retired and planned to only work maybe two days a week.”

For the first year, Van Valkenburg lived the retirement dream. He and Susan traveled quite a bit and indulged in their snow skiing passion. “I worked around the house doing a lot of odd jobs. I did all the things you are supposed to do when you are retired.”

But eventually the free time started to mount up and he started to grow the consulting business a bit more. “Someone suggested I would make a good master broker. I found a partner and we surrounded ourselves with good people and the business took off (VDA). We restructured in 2012 and now it’s called Van Valkenburg & Associates. I still work with a lot of good people and we are continuing on with a lot of good accounts.”

The demands of the business require full time involvement so Van Valkenburg no longer calls himself semi-retired and hasn’t for a long time. But he also says he has no interest in getting back into a corporate environment, and very much enjoys the master broker work he does and whatever free time it affords him. “We still love to travel. We go to Hawaii once or twice a year and we really like cruise vacations. I also still like to ski.”

The longtime FPFC member is very much looking forward to his year at the helm. “I know I am coming into the chairman position in an organi-zation that doesn’t need fixing. Membership is up. Attendance at events is up. Interest in our programs is very high. I know this is due to the excellent staff and board that we do have. My job is not to make changes but keep the forward momentum that we have.”

Van Valkenburg said he very much enjoys be-ing involved in committee and board meetings at the FPFC “as we have a very strong and opinionated board but no one dominates it. It is a very cohesive board with everyone on it for the good of all rather than the good of an individual.”

He also is very excited about being involved in a new venture at the FPFC and that’s the advent of the new apprenticeship program. “This is a new and pioneering effort that is going to give something back to the industry. Andrew Bivens (Westlake Produce) and Kelly Craner (B&C Fresh Sales) have really put together a great program. I think it is going to be hugely successful and I am very much looking forward to working with the committee on this.””

again was put in the position to move through the officer roles to chairmanship and he jumped at the chance. “It’s a great opportunity to not only serve with some great people but also give back to the industry that’s been so good to me.”

Van Valkenburg grew up in Pasadena where he said the most significant thing he did was meet his future wife, Susan, while both attended Blair High School. “Our first date was the day after we graduated,” he said.

That began a relationship that resulted in a wedding in 1979 and continued bliss 35 years later. Also in the “significant category” in that high school time frame was Rich taking a job as a box boy for El Rancho Markets in 1969. The following year he became a produce clerk and worked at the store throughout high school and college. In college, at Cal Poly Pomona, Van Valkenburg majored in ornamental horticulture and park administration. “I thought I would manage Disneyland one day or maybe one of the great golf courses in the area,” he quipped.

However, as he was finishing his college education Hughes Markets and El Rancho merged, and Van Valkenburg was introduced to his new boss, Southern California retail produce icon Buz Bolstad. “I met him one day in the store and got talking to him and then that night I saw him in the produce warehouse where I also worked. A couple of days later he promoted me to produce manager.”

Van Valkenburg said Bolstad was a great mentor and eventually the young produce manager became a buyer were he stayed for a decade. It was during that time period that Roger Schroeder replaced Bolstad, who had retired, and gave Rich more opportunities. “I was very fortunate to first work with Buz and then with Roger. Both helped me tremendously in my career. Under Roger I became a district supervisor and would fill in for him when he was on vacation.”

By now it was the early 1990s and the next big opportunity presented itself when company President Roger Hughes asked Van Valkenburg to basically take close to a year off to go through the prestigious University of Southern California Food Industry Management Program. “That was a very intense program which was one of the high points in my career. It was a great year and I learned a lot. To this day I use many of the skills I developed in that program.”

Back at Hughes throughout the mid-1990s, the next career-altering phase occurred when Hughes merged with several other entities and eventually became part of the QFI/Ralphs group. “Initially I became a category manager and then was

10 FRESH DIGEST

Hass Avocado Board Seeing Results from Nutrition Research EmphasisBy Tim Linden

Focu

s on A

voca

do N

utr

ition

In 2010, the national Hass Avocado Board refocused its efforts to make nutrition research one of its three main pillars of activity, and since then it has produced some tangible results.

Executive Director Emiliano Escobedo, who has been in the position since the middle of 2012, said that from the 1960s until 2010 “there were five or six industry-funded clinical trials” trying to quantify and qualify the nutritional connection between avocados and good health. “In 2010, we started seven new ones. Our goal was to double the science.”

Escobedo said HAB’s nutritional research program favors the difficult and expensive clinical trial approach to research. Rather than work with lab rats or conduct other scientific experiments. HAB likes these studies that try to draw a direct connection between increased avocado consump-tion and improved health outcomes. With three years of research under its belt, papers are starting to be written and connections are starting to be established. “Our goal is to advance the science,” he said.

The HAB executive said that is critical be-cause where avocados are perceived to be on the nutritional scale is a very important buying-decision factor for many people. “It seems that most people either think avocados are healthy or they think avocados are not healthy. We need science to set the record straight.”

Of course, it is HAB’s premise – which is sup-ported by the research that was funded over that 50 year period primarily by the California Avocado Commission – that avocados are a healthy product. “The problem is that years ago when ‘fat’ was a devil and there was only one kind of fat, avocados were labeled as having fat. Now we know there is ‘good fat’ and ‘bad fat’ and avocados have ‘good fat’.”

Over the years, he said there have been many

mixed messages delivered about avocados and it is HAB’s goal to concentrate on delivering the mes-sage of good nutrition that consumers want to hear. Escobedo said consumer research has shown that certain facts about avocados resonate well with consumers. “You can’t give them too much informa-tion. If you give them more than three messages, they get confused. The messages about avocados that are important are that they have naturally good fat and they are cholesterol free. These are compelling messages.”

He said avocados have a “wealth of nutritional benefits” but it just isn’t a good selling point to list them all. Concentrate on the ones that the consum-ers want to hear about, he says.

As such, Escobedo says so far the most interesting clinical studies are focusing on the role avocados can play in weight management. He said one clinical study being conducted by Loma Linda University researchers is showing that when

Emiliano Escobedo

FEBRUARY / MARCH 2014 11

want organic avocados; others want to know the country of origin. If you are in California, selling California avocados as a locally grown product can help. But be transparent,” he added and don’t market non-California avoca- dos as locally grown.

Escobedo said this retail information is read-ily available on HAB’s website in the retail section (www.hassavocadoboard.com/retail)

The Hass Avocado Board and the accom-panying marketing order was established by U.S. Department of Agriculture and its Agricultural Marketing Services department. All avocados sold in the United States pay a mandatory assessment to HAB. Eighty-five percent of those dollars go back to specific promotion group representing the point of origin of the fruit (that is, Avocados from Mexico, Chilean Avocado Importers Association, Peruvian Avocado Importers Association and the California Avocado Commission) with 15 percent remaining at HAB.

The Hass Avocado Board consists of five im-porters representing the various points of origin and seven California producers. Just recently, the board established an operating committee that consists of those 12 members as well as a producer representa-tives from each of the four promotion boards.

The governance process now has all matters being voted upon by the committee with HAB approving the actions of the committee. This gives the programs coming out of HAB a more diverse hearing and better represents the changing demo-graphics of the suppliers of avocados consumed in the United States. When HAB was established around 2002, California was the major supplier of avocados to the United States. Though California’s volume has remained fairly stable, U.S. avocado con-sumption has grown exponentially and now a clear majority of the avocados consumed in the United States are produced outside the borders.

e U

consumed as part of a meal avocados can play an important role in controlling hunger three or four hours later. “This is important as avocados can help avoid the consumption of unnecessary snacks.”

He added that another project, which is not a clinical study but rather an exploration of diet data of 17,000 people, showed that people who eat avocados weigh less, have lower cholesterol, a lower BMI (body mass index) and are healthier in general. Escobedo said the data mining in of itself cannot draw a causal relationship between avocados and lower weight but it is interesting nonetheless. At the very least, it shows that avocado consumption is consistent with a lower weight profile.

As time goes on HAB expects to have many more nuggets of information to share with con-sumers, industry partners and health professionals. The sharing of that information and the marketing of the nutrition benefits of this fruit is one of the other three goals of the group. Escobedo said us-ing their tag line – “Love One Today” – HAB has a robust public relations program to tout the health benefits of avocados complete with celebrity trainer spokesperson Harley Pasternak, press releases and recipe contests. HAB works through social media to send its message to moms as well as registered dietitians.

The third-leg of its structural stool is a well-developed retail data program. Working with Fusion Marketing and IRI scan data, HAB has published sev-eral studies that create a “path to purchase” allowing retailers to maximize their avocado presentation. Escobedo said the research has shown that there are five major factors that influence avocado buying decisions at retail:• Product Display. “If it looks clean and well stocked and is positioned in the right place, consumers will buy,” he said.• Quality & Ripeness. “There is a fine line of ripe- ness that they are looking for but the research shows that consumers clearly prefer ripe fruit.”• Price. “People are drawn to specials. It’s better to put avocados on special and promote the special price than to have an everyday low price.”• Avocado Sizes. “Most consumers want the availability of different sizes for different oc- casions. They don’t really like avocados in bags because they like to make choices. If you are going to have bagged fruit it needs to be uni- form. Uniformity is important.”• Other Factors. “There are several others factors that are regional or specific to certain places and locations. For example some people

12 FRESH DIGEST

For the Super Bowl event, which took place on Feb. 2, it was estimated that more than 100 million pounds of avocados were consumed. Well known sporting events and other activities that have a party component to them have long been con-sidered great avocado opportunities as guacamole has become a traditional dish for any large gathering. Consequently the Super Bowl and Winter Olympic telecasts, which will consume much of February, were perfect opportunities for AFM to promote avocados through national television advertising.

Without those anchor events in March, AFM is using a breakfast theme to increase sales and remind consumers that avocados can be eaten at all times of the day. “Avocados From Mexico, the American

AFM Running Promos Non-Stop By Tim Linden

Focu

s on A

voca

dos

As Maggie Bezart Hall, vice president of trade & promotion for Avocados From Mexico, was being interviewed for this story, she was deep into the Super Bowl promotion execution for avocados and working on the Winter Olympics program. By the time you are reading this story, the Winter Olympics promos will be in full swing and the March “Morning Dream Team” effort will be underway with retail calls concerning the Cinco de Mayo celebration in the works.

When you expect to sell significantly more than a billion pounds of fruit in a calendar year, you’ve got to keep the promotions coming right after each other, and that is exactly what this Mexi-can avocado commodity group is doing.

FEBRUARY / MARCH 2014 13

promotion should give home chefs some new great ideas for Easter brunch.

Once April rolls around, AFM will roll into its Cinco de Mayo promotion. For tie-in partners, AFM is sticking with Cholula Hot Sauce and adding Dos Equis beer to the mix. This promotion will include national television advertising, print advertising in national weekly magazines and an extensive digital campaign on Facebook, Twitter, Pinterest and many of the top recipe websites. The digital campaign will include coupons that can be printed or downloaded to a smart phone for use in store. Again a retail display contest will be featured running from April 1 to May 5, encouraging retailers to tie the three advertising partners together.

Hall said Dos Equis has created a new display bin which will include avocados on its top shelf.

When May comes to a close, AFM will launch into another marketing campaign, this time touting avocados as a great accompaniment to any Fourth of July celebration. Hall said that campaign is still being developed as will other campaigns that come along later in the summer and into the fall. AFM’s new fiscal year will begin in July so those promo-tional programs have not yet been announced.

In general, Hall said the AFM’s strategy is to increase the potential eating occasions for avocados. Avocados are well known for their use in salads and for guacamole, but they also have utilization throughout the day in a variety of dishes.

Egg Board and Cholula Hot Sauce have formed an all-star partnership that begins March 1 and will run through the month of March,” said Hall.

The centerpiece of the promotion is a Free Standing Insert that will hit your Sunday papers nationwide on March 9. The FSI offers a coupon that will give away a dozen eggs with the purchase of three avocados and a bottle of Cholula Hot Sauce.

That FSI will be preceded by a retail display contest, kicking off March 1, as well as in-store radio adverting, digital advertising and a consumer sweep-stakes that will give away $180,000 in prize money to lucky consumers. Special point-of-sale material has been developed, including new hologram-type signage and new recipe tear cards.

“We are doing this promotion because we believe avocados are underutilized as part of break-fast,” said Hall. The Egg Board tells us that eggs have a 94 percent home penetration and they are not an impulse buy. They appear on grocery lists so this gives us an opportunity to tie-in with an item that is already being purchased for breakfast and gives the consumer a new usage idea.”

She added that consumers are constantly looking for ways to create healthier meals and adding avocados to an egg dish fits the bill. The recipe tear pad includes serving suggestions such as a breakfast wrap and an avocado-centric quiche. Though Easter isn’t until mid-April, Hall said the

14 FRESH DIGEST

dad) is currently president of Pablo’s Produce.Jessica said, “In the early years we were pri-

marily involved with green cabbage. We worked closely with local growers and sold almost exclu-sively to the Los Angeles Wholesale Market. Over the course of time we expanded our produce line to red cabbage and various lettuce varieties, includ-ing mixes.”

Pablo’s Produce has also expanded its ship-ping destinations to many states and into Canada and Mexico. Today the company grows its produce on about 1,500 acres in Ventura County.

At first, Jessica was going to take another career path and not get involved in the produce industry, but life sometimes takes some interesting

Pablo’s Produce: A True Family Affair By Tom Fielding

Focu

s on C

abbage

There are numerous produce companies that call themselves “family owned,” however at Pablo’s Produce in Oxnard, they have taken family to the next level. You might need a scorecard for this one.

Founder Pablo Peralta grew up in Sonora, Mexico, and after migrating to California, he decided to put his extensive produce knowledge to work. He and his wife, Margarita, started Pablo’s Produce in 1972.

According to Peralta’s granddaughter Jessica Cueto, who currently serves as the office and sales manager, her grandfather retired in 1984 and his son-in-law (Jorge Cueto) and daughter (Myrna Cueto) became the new owners. Jorge (Jessica’s

FEBRUARY / MARCH 2014 15

turns. After she graduated from Cal State Channel Islands, Jorge became quite ill. Jessica stepped in for what she thought would just be a few weeks to help out while he recovered. She worked just about every position you could in a company. “There were only two of us at the time, so we had a large responsibility. It was truly trial by fire and during this time my uncle, Fernando Garcia, came aboard to become the operations ranch manager. Also coming aboard was my cousin (Jorge’s nephew), Joshua Barragan, who helps with sales.”

Jessica’s older sister, Vanessa, joined the Pablo’s Produce team a couple of years ago and works in food safety and accounting. For good measure her younger sister, Elizabeth, who still attends college, also helps out from time to time.

Recently the company hired Johan Soltero, who is not a family member, but is made to feel like one. Jessica said he is new to the produce industry, but excited to learn.

As time went on, Jessica found she really enjoyed what she was doing at this family-oriented company. “As a family, we are quite proud to keep Pablo’s name alive. He has passed on, but wife Margarita is still alive to see how the company has grown.”

Jessica said that it is totally a team effort. “We all wear one hat, but if something needs to be done, we can wear another one to step up and help. We are very driven and passionate about our family name, and enjoy cultivating relationships with our produce partners and customers. We want you to think cabbage when you hear the name Pablo’s and

1/3 h 4c adWestland Produce

that quality is our main priority.”Speaking of cabbage, Pablo’s Produce is gear-

ing up for the holiday where green cabbage is top of mind for consume -- St. Patrick’s Day. I mean you can’t have a corned beef sandwich without green cabbage, can you?

Jessica said, “At the end of February, we start our big St. Patrick’s pull. Our out-of-state custom-ers start loading up in early March to make sure they have it in stores in time for the holiday. The local California customers get it a little closer to St. Patrick’s Day for optimum freshness.”

Although not exactly the career path she had envisioned while attending college, Jessica says the entire experience for the past few years has opened her eyes to the produce industry. “I was not sure this was the route I would take in life, but I have not found a connection that is as important as this job. I love it, I have a passion for it and I want to be here for many years to come.”

16 FRESH DIGEST

The gang from Legacy Farms

Bob Giragosian and Andrew Bianchi, Kern Ridge Growers

Studio 54FPFC Annual Dinner Dance January 25, 2014

FEBRUARY / MARCH 2014 17

2014 Dinner Dance Committee Brian Cook, San Miguel Produce

2014 Dinner Dance Chairman

Nancy Betancourt, Vision Produce CompanyAndrew Bivens, Westlake Produce Company

Therese Ferrara, Preferred Sales, LLCBrandon Gritters, Interfresh, Inc.

Natalie Machado, RFT Fresh SourceRandy Marsh, Legacy Farms

Sean McClure, Ready Pac Produce Jeffrey McLellan, QSI Produce

Lisa McNeece, Grimmway FarmsJeff Miller, Westlake Produce Company

Erin Sanchez, Paramount Farms/POM WonderfulMegan Schulz, The Giumarra Companies

Dick Spezzano, Spezzano Consulting Service, Inc.Michelle Ziegler, Rock Tenn

Elvia Menendez and Andrew Holzinger from Consolidated West

Dinner Dance Committee: bottom row: l-r, Sean McClure, Ready Pac; Nancy Betancourt, Vision Produce Company; Dick Spezzano, Spezzano Consulting Service; and Therese Ferrara, Preferred Sales LLCtop row: l-r, Jeffrey McLellan, QSI; Andrew Bivens, Westlake Produce Company; Randy Marsh, Legacy Farms; and Brian Cook, Sam Miguel Produce

18 FRESH DIGEST18 FRESH DIGEST

General ReceptionLegacy Farms

VIP ReceptionConsolidated West

Name BadgesWestlake Produce Company

Cigar BarGrimmway Farms

Evening ProgramCabo Fresh

Party FavorsQSI Produce

Band California Avocado Commission

Couples Photos DLJ Produce

WJL Distributors

Dinner Dance Event SponsorsEvent Video Sponsor

Kern Ridge Growers

CenterpiecesKern Ridge Growers

After Dinner MintsMastronardi Produce - West

Event SignageCrunch Pak

Coffee Bar Beachside Produce, LLC

Entertainment IFCO

Invitation The Oppenheimer Group

Ready Pac

Wine CorkageThe Giumarra Companies

Table TentsFresh Gourmet Company

Registration AreaLitehouse Foods

AwardsWest Pak Avocado, Inc.

PhotographerNorth Shore Living Herbs

Coat CheckGreenhouse Produce Co., LLC

Centerpieces Designed ByDelta Floral Distributing Inc.

Paul Nilsson and Therese Ferrara, Preferred Sales LLC; Maria and Dan Acevedo, West Pak Avocados; and Roger Schroeder, Stater Bros. Markets

FEBRUARY / MARCH 2014 19

Door Prize SponsorsThe Birth of Apple Computers

Vision Produce Company

Disco Down and Check out the ShowRock Tenn

Saturday Night at the Drive InB & C Fresh Sales

Dress to ImpressInterfresh, Inc.

Attendee Prize32GB WiFi mini iPad

Sponsored by San Miguel Produce

Mark Carroll, Gelson’s; with a Liza Minnelli impersonator

Sammy Perricone, Perricone Juices, shows off his disco moves

Jessica Brown and Ardy Haerizadeh, Cabo Fresh

20 FRESH DIGEST

Raffle WinnersCASH PRIZE WINNERS!

***GRAND PRIZE WINNER OF $20,000***Name: Ana Baldridge, Jose Escobedo, Sean McClure,

Rick Montoya, Joseph Segura and James TaylorCompany: Ready Pac

Sold By: Roger Schroeder

*TWO CASH PRIZE WINNERS OF $2,500*Name: Danny Temkin

Company: Temkin InternationalSold Onsite

Name: Steve Adlesh Company: Beachside Produce

Sold By: Roger Schroeder

*TWO CASH PRIZE WINNERS OF $1,000*Name: Nick Hartounian

Company: Mixed Nuts, Inc.Sold By: Sean McClure

Name: Vicente Zambada Company: Fresh Packing

Sold By: Nancy Betancourt

ATTENDEE ONLY DOOR PRIZE DRAWING

32GB WiFI mini iPadDonated by San Miguel Produce

Name: Laura WilliamsCompany: The Giumarra Companies

$500.00 Attendee DrawingName: Jason MeadowsCompany: Legacy Farms Ben Vallejo, Kori Martin, Barry Parisotto and Daniela

Santos, The Oppenheimer Group

Dale Liefer, Pura Vida Farms; with Rich Van Valkenburg, VVA and incoming FPFC chairman of the board, and his wife, Susan

FEBRUARY / MARCH 2014 21FEBRUARY / MARCH 2014

DOOR PRIZE WINNERS!

I Want ActionName: Phil Fendyan

Company: Renaissance Food GroupSold By: Roger Schroeder

Hit the ArcadeName: Heather DunaganCompany: Bing BeverageSold By: Natalie Machado

Get High with Celebrities Company: Premier ProduceSold By: Nancy Betancourt

In a Galaxy Far, Far AwayName: Phil Henry

Company: Henry AvocadoSold By: Roger Schroeder

You’re Gonna Need a Bigger BoatName: Paul Dalton Company: Odwalla

Sold By: Roger Schroeder

The Birth of Apple Computers Sponsored by Vision Produce Company

Name: Paul De FrancoCompany: De Franco & Sons

Sold By: Roger Schroeder

Disco Down and Check out the ShowSponsored by Rock Tenn

Name: Cindy AlarconCompany: Domex Marketing

Sold By: Andrew Bivens

Avoid the Oil EmbargoName: Sharon HerbertSold By: Dick Spezzano

Saturday Night at the Drive InDonated by B & C Fresh Sales

Name: Danny TemkinCompany: Temkin International

Sold Onsite

Dress to ImpressDonated by Interfresh, Inc.

Name: David MartusCompany: Stater Bros. Markets

Sold By: Liane Mast

Bruce and Vivian Sonodo, Times Produce

“Disco” Jeff Oberman, United Fresh Produce Association (getting into the Studio 54 spirit); Jeff Miller, Westlake Produce

Company; and Greg Corrigan, Raley’s Supermarkets

22 FRESH DIGEST

Rosa and Jesse Sepulveda (under all that hair), Vision Produce Company, bring back the disco days

Bob & Teri DePiazza, Sun PacificArt & Laura Salazar of Unified Grocers

FEBRUARY / MARCH 2014 23

Mike and Erika Pierson, DLJ Produce

Rick and Stassa Moreno of WJL Distributors with Karen Caplan of Frieda’s Inc. and her husband, Gary Plotkin

Dick Spezzano, Spezzano Consulting Service; and Andrew Bivens, Westlake Produce Company

Fried De Schouwer of Greenhouse Produce Company

24 FRESH DIGEST

Brad and Linda Martin, Perimeter Sales & Merchandising, with Marty Craner, B&C Fresh Sales

Steven and Adelaide Muro, Fusion Marketing

Pete and Shelley Overgaag, Hollandia Produce

Night Fever at Studio 54

FEBRUARY / MARCH 2014 25

2014 Board Of Directors : bottom row: Rick Montoya, Ready Pac; Greg Corrigan, Raley’s Supermarkets; Jeff Oberman, United Fresh Produce Association; Mark Carroll, Gelson’s; Connie Stuckenberg, CS Sales & Marketing for Results; Chairman of The Board Rich Van Valkenburg, VVA; and Harland Heath, Heath and LeJeune. Top row: Brian Cook, San Miguel Produce; Andrew Bivens, Westlake Produce Company; Brad Martin, Perimeter Sales & Merchandising; Kent Kuwata, Smart and Final; Roger Schroeder, Stater Bros. Markets; and Kelly Craner, B&C Fresh Sales

Past FPFC Chairs: bottom row: Patty Knoll, Temkin International,; Rick Moreno,

WJL Distributors; Dick Spezzano, Spezzano Consulting Service; Harland Heath, Heath & LeJeune; and Dale Liefer, Pura Vida Farms

top row: Jack Gyben, Progressive Produce Corp.; Mike Casazza, Apio/Eat Smart; Karen

Caplan, Friedas Inc.; Jeff Miller, Westlake Produce Company; Marty Craner, B&C

Fresh Sales; Pat McDowell, Perimeter Sales & Merchandising; and Roger Schroeder,

Stater Bros. Markets

26 FRESH DIGEST

have an advocate in the White House in First Lady Michelle Obama, who is helping to promote the values of good diet through the consumption of fresh fruits and vegetables.

“The White House Garden focuses on community,” he said. “Children come and plant vegetables and then later return to pick them. Supermarkets should, and are, following suit by reaching out to the community with gardens of their own.” He added that thanks to Mrs. Obama, children are now eating healthier at schools because they have changed to a better diet.

However, it’s not only children who want to eat healthier. Lempert stated that 75 percent of consumers “want to eat healthier. Produce is one of the products that is actually closer to nature.”

He also said that consumers want to know where their produce comes from. “People don’t want to know local,” he said. “They want to know locale.” Lempert went on to say that “local used to be within 25 miles, then within 100 miles, then within the state and finally grown on this planet.”

During his 45-minute speech, The Supermar-ket Guru touched on many other ideas retailers can do to enhance the in-store experience and gain further knowledge of what the consumer is looking for when it comes to a better shopping experience. But in the end, he said it still comes down to a focus on relationships.

He ended with this challenge to everyone in the room, “Make the produce industry better than when you first joined it.”

Staying Ahead of the Trends By Tom Fielding

Focu

s on the C

ounci

l

Staying ahead of consumer trends was the message that Phil Lempert, “The Supermarket Guru,” conveyed to all in attendance at the Fresh Produce & Floral Council February luncheon at the Sheraton Cerritos.

Lempert challenged retailers to alter their thinking when it comes to selling produce and other food products. “What is the next big trend?” he asked. “If you are thinking about starting a gluten-free program at your store, you are already five years behind.” He said that train had passed.

He told retailers they need to think about what the consumer is thinking to find out those next big trends. Although technological advance-ments will continue to be important in fact finding, Lempert added that one way to find out what the consumer wants is to have the produce clerk or manager out on the floor cutting produce and get-ting closer to the consumer.

“The consumer wants more information on foods,” he said. “Technology is not always the right method to relate the proper information to the con-sumer.” He added that sometimes a human talking to the consumer garners much more information on what they are looking for.

He said that “fresh” has been the biggest trend in the past decade. Talking about the aging baby boomer population, Lempert said, “There are 76 million boomers out there who control 52 percent of the food dollars. They are very concerned about disease (heart, diabetes, etc,) and want their food to have health benefits. The power of the baby boomers is second to none.”

Another age group that Lempert focused upon were the millennials. He said that the millen-nials are “the new commanders of food.” He asked retailers, “Do you know who they are?”

Lempert explained that millennials are a group who love to cook at home, but who do not have a lot of money, and they are the future consumers that retailers need to target. “This is a group that wants more information about the food they consume.”

When it comes to produce, Lempert told all in attendance that no matter what their political preference, they should be happy and excited they

SoCal Luncheon February 5, 2014Thank You Sponsors!

FEBRUARY / MARCH 2014 27

Key SponsorsGreenscans

IFCO SystemsProgressive Produce Corp

Associate SponsorsAmport FoodsApio/Eat Smart

Mann Packing Co., Inc.Marzetti

Mixed Nuts Inc.MIXTEC Group

Produce Marketing AssociationRed Jacket OrchardsSimply Fresh Fruit

Taylor Farms Retail, Inc.

Patty Knoll, Temkin International; and Tracy Ramirez, Ralphs Grocery Company

Vince Maggio, Albertsons; Marty Craner, B&C Fresh Sales; and Brian Cook, San Miguel Produce

Caitlin Tierney, Fresh & Easy; Gary Meadows and Scott Leimkuhler, Progressive Produce Corp.

28 FRESH DIGEST

Ralphs Grocery Company’s Miguel Garcia was the luncheon emcee.

David Figueroa, Family Tree Produce; and Natalie Machado, RFT Fresh Source

Melanie Grayson and Mary Ann Gunther, VVAPat McDowell, Perimeter Sales & Merchandising; Mark Carroll, Gelson’s; and George Middleton, Melissa’s

FEBRUARY / MARCH 2014 29

Photo SponsorNorth Shore Living Herbs ®

Décor SponsorKent’s Bromeliad Nursery

Rich Van Valkenburg, VVA and FPFC Chairman of the Board; Steven Muro and Adam Brohimer, Fusion Marketing; with Olivia Wenger, Produce Marketing Association

Amanda Grillo, CMC Sales, Marketing & Brand Development; David Martus, Stater Bros. Markets; and Ron Jackson, Chiquita

Juanita Gaglio, Greenscans Inc.; Terri Mouton, Frieda’s Inc.; and Luz Marina, Business Marketing Association

Sheryl Salazar, Albertsons; and Kevin Sterner, Hampton Farms

30 FRESH DIGEST

we are also hoping to have a display contest at the store level.”

Hall added that there is also a child-friendly cookbook in the works. “This way,” he said, “children can participate with their parents in cooking differ-ent recipes incorporating mangos.”

Clevenger said the Disney promotion is also a great way for parents to serve something both tasty and nutritious to for their kids and have fun with it at the same time. Mangos have shown to be a good source of dietary fiber.

Partnering with Disney did not happen over-night, Clevenger said. “It was a long process and took nearly a year to develop a plan that was suitable for everyone. Disney is very strict on who they team up with, and we had to provide social audits and provide food safety audits, as well.”

In August, Freska will celebrate its tenth year of sourcing mangos from Mexico, Ecuador, Brazil and Perú. A couple of the mango varieties that will be part of the Freska/Disney alliance are Tommy Atkins and Ataulfos.

So when it comes to Freska mangos teaming with Disney, it seems logical to conclude this story with a slight variation on the old ending of the Mickey Mouse Club Show.

M…I…C (see you in the produce department)

K…E…Y (why, because mangos are tasty and healthy)

M…O. . .U…S…E.

The Magic Kingdom of Freska Mangos By Tom Fielding

Focu

s on M

angos

Starting in March, when consumers see Freska Produce International’s mangos in their local super-market, they will also see some familiar faces, includ-ing the world’s most famous mouse. That’s because last September Freska struck a two-year agreement with the Disney Company, meaning Mickey Mouse and a few of his closest friends will be adorning the packaging and stickers on the Oxnard-based company’s mangos.

According to Freska’s COO Gary Clevenger, he and his team are very excited about teaming up with Disney. He said, “We had been looking at different avenues to market mangos that would set us apart from the others. After some brainstorming, we felt the agreement with Disney would help us take the lead in promoting the mango category.”

Clevenger added that he felt it was a great time to take the company’s marketing strategy directly to the consumer. “We firmly believe that our relationship with Disney will help increase con-sumption of mangos. Not only will we be educating consumers on the nutritional benefits of mangos, but we will work with retailers on the best way to display and merchandise the product.”

According to Freska’s Tom Hall, who played an integral role in the partnering with Disney, “We basically will utilize the same marketing strategy that Disney employs. We’re going to make it fun for the consumers with promotional tie-ins and teaming with Disney on a DVD project. In June,

FEBRUARY / MARCH 2014 31

TR

AD

E N

EW

S

North Shore Adds to Sales Team Jim Fox has joined the North Shore sales

team as their director of sales. He brings with him nearly three decades of retail experience with Safe-way, serving most recently as the regional manager of Safeway’s Northern California Produce Divi-sion. Fox has also held other positions at Safeway, including category manager and district produce merchandiser. North Shore expects Fox to leverage this experience to strengthen the firm’s partnerships with retailers and ensure maximum success in the fresh herb category.

Sales & Marketing Manager Serena Leiterman has also returned from maternity leave. She said: “North Shore is anticipating a very successful 2014 and looks forward to introducing Jim at upcoming industry events. Inquiries regarding reducing shrink and maximizing profitability in fresh herbs can be directed sales@livingherbs.com.”

North Shore Living Herbs are culinary herbs packaged with the roots attached to extend shelf life. The firm was founded in 1987, drawing on three generations of greenhouse growing experience.

Dulcinea Continues Moving ForwardSince the acquisition by Pacific Trellis on Janu-

ary 1, Dulcinea has ramped up its focus on spring and summer production for this year. “Melon sea-son has become a year round business but there is such an increase in watermelon demand starting in May versus the winter months. It’s important we kick off the season with strong quality and marketing promotions in place to support the largest volume year so far for Dulcinea,” said John McGuigan, general manager of the firm.

Linda Chen, chief financial officer and partner at Pacific Trellis, added: “Dulcinea’s summer program will include the flagship branded melons such as the PureHeart mini watermelon, Tuscan cantaloupe and Ruby Bliss large seedless watermelon, but we are also focusing on new watermelon varieties that will be sure to complement the current portfolio. A continuous supply of new varieties is key to driving this business and we are putting significant efforts to forward this initiative.”

Dulcinea’s summer production will being domestically in Yuma, AZ, for the West Coast and in Newberry, FL, for the East Coast starting mid-May.

“Our current winter production has been off to a slow start with some weather challenges but we hope over the next few weeks to ramp back up to our expected volumes,” said McGuigan in late February. “Projection for the Northern Mexico

quality and volumes for early spring look very good so we hope to promote frequently on both our PureHearts and Ruby Bliss watermelons.”

Under the new ownership of Pacific Trellis, Dulcinea is looking forward to bringing more inno-vation to the pipeline and continuing to deliver the quality standard and promoting the brand.

Cycling Event Provides Unique Marketing Opportunity

Organizers of the inaugural 2014 Tour de Fresh are excited that this collaborative industry event will bring fresh produce companies together for a four-day cycling event and benefit the United Fresh’s Let’s Move Salad Bars to Schools Cam-paign.

In the days leading up to the Produce Market-ing Association Convention, fresh produce industry members of any skill level can travel 275 miles along the coast of California, starting in Carmel on Oct. 13 and finishing in Anaheim on Oct. 16..

Conceptualized by California Giant Berry Farms’ Director of Marketing Cindy Jewell and Vice President of Sales Anthony Gallino, this not-for-profit event will unite companies, brands and people within the fresh produce industry, and also attempt to raise $84,750 to finance 30 salad bars.

“This is a way for our industry to organize an event that focuses on the very type of healthy activ-ity and lifestyle choice that our products promote,” said Jewell. “Fresh produce growers, shippers, pack-ers and vendors can all come together and show that we aren’t just talking about ways to live healthier, we are working to make it a reality.”

The Tour de Fresh event is currently accepting sponsors to cover operations and marketing costs. Opportunities are available to join confirmed spon-sors and riders from California Giant Berry Farms, Oneonta Starr Ranch Growers, and FoodLink as well as rider participants from Costco UK, Taylor Farms, Hannaford Brothers, CHEP, and Crunch Pak.

“This event provides fresh produce com-panies with an incredible, multi-faceted marketing campaign,” said Brock Nemecek, Account Manager at DMA Solutions. “Sponsoring this event will not only elevate the Let’s Move campaign, but also pro-vide a great nine-month promotional opportunity for those companies whose names will be included throughout all event marketing touch points.”

Companies interested in sponsorship op-portunities can contact Brock Nemecek at 214-444-7454, Cindy Jewell at 831-728-1965 x258, or visit www.tourdefresh.com for more information.

Caterina’s Club serves 750 low-income children a nutritionally balanced meal of pasta and veg-etables 7 nights a week. Sylvano Ibay, general manager of Anaheim’s White House restaurant is vice president of Caterina’s Club and organizes Caterina’s Club Events. The Fresh Produce & Floral Council is actively involved in helping this charity, through its annual holiday auction. Recently, Liane Mast, Stater Bros. Markets and Karen Caplan, Friedas, Inc. lent their time to help dish out food at the Anaheim Boys & Girls Club.

32 FRESH DIGEST

FEBRUARY / MARCH 2014 33

A D

IFFER

EN

T V

IEW

By Tim Linden

Our most recent fruit delivery has been eye opening to say the least. In the fall, I did an interview with Ralph Foster, a longtime avocado grower in the Fallbrook area who is now a realtor specializing in avocado acreage. I was doing a profile on Ralph for the California Avocado Commission quarterly magazine that I am involved in. Ralph is an inter-esting character whose avocado career dates back to the mid-1950s when, as a teenager, he used to deliver the fruit from his family’s grove to the Los Angeles market in the back of a pick-up truck.

For the past 50-plus years he has been in the industry in one way or another and seems to be a walking encyclopedia of California’s commercial

Every time a box of fruit ends up on my doorstep, my young teenage daughter announces another perk from the job has arrived.

At least once or twice a year, I receive some kind of product from a company in our industry usually thanking me for a story I’ve written or intro-ducing me to a product that the firm would like me to write about. Add in the product that is available after your typical FPFC luncheon or from the vari-ous convention trade shows I attend and the haul can seem quite regular. At this point in her young life, Emma sees these freebies as a good reason to get in the food industry when she ultimately picks a career.

Heirloom Avocados

34 FRESH DIGEST

from the regular Hass to most consumers. Almost everyone east of California that has been introduced to avocados over the past half-century has only ever eaten a Hass avocado. You have to go to farmers markets within California and in an avocado grow-ing district or to a few high end specialty stores to find anything else.

However, there is the very beginning of a movement to find a market for these other varieties and maybe increase their plantings. Foreign produc-ers participating in the marketing of avocados to the United States are wed to the Hass, both legally and logistically. But some California growers are starting to look at these other varieties as a point of differentiation.

At the local Fallbrook avocado festival last year, Ralph Foster amassed a display of 100 different avocado varieties. The literature says there are over 700 named varieties on the books. Foster believes “heirloom avocados” can become as popular as “heirloom tomatoes.” He added: “Have you seen those ugly heirloom tomatoes they sell? The uglier the better and people pay good money for them.”

I think Foster, and the California Avocado Commission which is currently surveying growers to quantify the volume of “other varieties”, are on to something. In our household we eat a lot of avocados. Of course, they are a staple as guaca-mole and a salad addition, but they also regularly find the plate as part of an omelet or mixed with a favorite quinoa dish we like. We often float them on tortilla soup and no taco or burger or chicken dish is complete without an avocado slice.

Consequently we put those six avocados Ralph sent me to good use. And I have to say they are among the best avocados I have ever had. Rich and creamy with a great green color. In fact, I had to store the final Sir Prize in the refrigerator as a trip out of town interrupted my avocado consump-tion fest. When I returned it was overripe with signs of softness. Typically that’s going to mean an avocado that cannot be fully utilized. Not the case this time. It still sliced very well with half of it used for guacamole and the rest for a toasted avocado sandwich the next day.

I’m not naïve and I know that the extra care Ralph took in packaging these avocados and shipping them to me went a long way toward creating that great taste experience. But it made me a believer. If that experience could be duplicated I’d pay hand-somely for a hand packed and shipped carton of six “heirloom avocados.” I’m pretty frugal, but the value was there.

avocado industry. Today, he tells me the easiest thing to sell is a 10-acre grove of avocados with a nice house on it. It seems that there are lots of people who like the idea of being a gentleman farmer. I enjoyed talking with him and wrote a nice feature telling his story. I got a complimentary email in return as well as the telltale sign that a package was on the way when he asked for my address.

A few days later a small UPS box arrived containing six large avocados, each weighing at least a pound. I’ve never worked as an avocado packer, but I’d label them 36 size fruit at least. Each of these relatively thin-skinned green avocados had a small sticker with what appeared to be a hand-typed name. I received two each of three different vari-eties: Fuerte, Zutano and Sir Prize. Over the next week, these avocados all ripened. The Sir Prize is actually in the Hass family and it turned black like a typical Hass as it ripened. The Fuertes and Zutanos stayed green. The Fuerte is an old time California variety that dominated before the Hass took over. The Zutano is another variety that has been around for more than 70 years and does have limited com-mercial acreage in California.

The fact is that about 95 percent of Cali-fornia’s commercial crop is Hass and virtually 100 percent of imported avocados are of the Hass va-riety. In California groves, these “other” varieties are largely used as pollinators though there is some very limited stand-alone acreage of the Reed avocado as well as the Lamb Hass, which is hardly distinguishable

http://www.kernridge.com

Foxy.com | The Nunes Company, Inc. | PO Box 673, Salinas, CA 93902

Happier meal.

©2014 The Nunes Company, Inc.

At Foxy we are dedicated to delivering you the freshest, highest quality organics – everyday. From field to fork

and four generations of family farming later, we are committed to offering your customers premium quality,

organically grown vegetables from a brand you can trust. Foxy Organics – to the health of your business,

the health of the planet and the health of your customers.

Call (831) 751-7500 to order today. Ask for Jesse, Kevin or Brendan.