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Drivend by demand, commission extends Potato Lovers’ Month

The Idaho Potato Commission’s annual Potato Lovers’ Month display contest has become so successful, with so many stores participating, that it has become necessary to expand the promotion to eight weeks, rather than just four weeks in February.

Last year, demand for Idaho potatoes during the February promotion was so great it essentially reached the limit of the capacity of Idaho potato packing facilities to meet the demand. Therefore, for the 2015 Potato Lovers’ Month, the contest period will be extended to eight weeks. It will start mid-January and continue into mid-March.

17-IDPot-IPC-Retail-Seth-PeSeth PemslerPotato Lovers’ Month, now in its 24th year, “has grown exponentially,” said Seth Pemsler, vice president of retail for the Idaho Potato Commission. “It is now the largest display contest in all the U.S. in fruits and vegetables,” and that success is expected to continue.  For 2015, “we will hopefully add some new customers, which we are always trying to do.”

According to Frank Muir, president of the commission, Prior to 2005, the average number of displays for the annual Potato Lovers’ Month display contest was 600. From 2006 to 2012, there were an average of 2,000 displays. “The last two years, we have averaged 4,500. A big part of that is we now have Walmart as a major partner in that event.”

The commission will continue to work with Hormel as a partner for the Potato Lovers’ Month promotion, Pemsler told The Produce News.

As an adjunct to the national contest, “we do individual contests with retailers,” Pemsler said. “We go to retailers and say, ‘If you convince your chain to participate, we will give you an internal contest,’ and the retailer can still participate in the national contest,” he said. “That will continue to expand.”

Elaborating on the reason for extending the time period for the Potato Lovers’ Month contest to eight  weeks, Pemsler said that the number of participating stores has increased so  much in the past two years that “our shippers can’t pack that fast. We actually missed some opportunities this year” because there was not enough volume available to meet the additional demand. By expanding the promotion to eight weeks, “the Idaho shipping community can meet the increasing demand” generated by the Potato Lovers’ Month promotions.

The Potato Lovers’ Month promotion — and many other commission programs — couldn’t be executed without the field team, Pemsler said.

Among the commission’s other retail programs is “our category management initiative, our new data initiative, which is very helpful to retailers. But the way we execute all these things requires our field team,” he said.

The field team consists of people who “grew up doing exactly what the people they are calling on do,” Pemsler continued. “All of our field people — retail and foodservice — come from the industry. ” On the retail side they have been produce directors, “and they have been distributors on the foodservice side, so they have phenomenal knowledge and credibility. They act as consultants to their counterparts.”

The commission is giving increased attention to the Hispanic marketplace in its retail programs. “We did extensive research to identify and understand the Hispanic consumer, and what we learned was the Hispanic consumers are very brand conscious,” and when it comes to produce “they are extremely brand conscious because there are so few bands,” Pemsler said. The Hispanic consumers “skew very heavily toward the perception that a brand is better and Idaho is the best brand.”

To make retailers that have stores with Hispanic demographics aware of those facts, the commission “created a presentation that explains what Hispanic consumers are looking for and how the retailers are missing opportunities if they are not making sure Idaho potatoes are present and visible in those stores, he said.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Drivend by demand, commission extends Potato Lovers’ Month

The Idaho Potato Commission’s annual Potato Lovers’ Month display contest has become so successful, with so many stores participating, that it has become necessary to expand the promotion to eight weeks, rather than just four weeks in February.

Last year, demand for Idaho potatoes during the February promotion was so great it essentially reached the limit of the capacity of Idaho potato packing facilities to meet the demand. Therefore, for the 2015 Potato Lovers’ Month, the contest period will be extended to eight weeks. It will start mid-January and continue into mid-March.

17-IDPot-IPC-Retail-Seth-PeSeth PemslerPotato Lovers’ Month, now in its 24th year, “has grown exponentially,” said Seth Pemsler, vice president of retail for the Idaho Potato Commission. “It is now the largest display contest in all the U.S. in fruits and vegetables,” and that success is expected to continue.  For 2015, “we will hopefully add some new customers, which we are always trying to do.”

According to Frank Muir, president of the commission, Prior to 2005, the average number of displays for the annual Potato Lovers’ Month display contest was 600. From 2006 to 2012, there were an average of 2,000 displays. “The last two years, we have averaged 4,500. A big part of that is we now have Walmart as a major partner in that event.”

The commission will continue to work with Hormel as a partner for the Potato Lovers’ Month promotion, Pemsler told The Produce News.

As an adjunct to the national contest, “we do individual contests with retailers,” Pemsler said. “We go to retailers and say, ‘If you convince your chain to participate, we will give you an internal contest,’ and the retailer can still participate in the national contest,” he said. “That will continue to expand.”

Elaborating on the reason for extending the time period for the Potato Lovers’ Month contest to eight  weeks, Pemsler said that the number of participating stores has increased so  much in the past two years that “our shippers can’t pack that fast. We actually missed some opportunities this year” because there was not enough volume available to meet the additional demand. By expanding the promotion to eight weeks, “the Idaho shipping community can meet the increasing demand” generated by the Potato Lovers’ Month promotions.

The Potato Lovers’ Month promotion — and many other commission programs — couldn’t be executed without the field team, Pemsler said.

Among the commission’s other retail programs is “our category management initiative, our new data initiative, which is very helpful to retailers. But the way we execute all these things requires our field team,” he said.

The field team consists of people who “grew up doing exactly what the people they are calling on do,” Pemsler continued. “All of our field people — retail and foodservice — come from the industry. ” On the retail side they have been produce directors, “and they have been distributors on the foodservice side, so they have phenomenal knowledge and credibility. They act as consultants to their counterparts.”

The commission is giving increased attention to the Hispanic marketplace in its retail programs. “We did extensive research to identify and understand the Hispanic consumer, and what we learned was the Hispanic consumers are very brand conscious,” and when it comes to produce “they are extremely brand conscious because there are so few bands,” Pemsler said. The Hispanic consumers “skew very heavily toward the perception that a brand is better and Idaho is the best brand.”

To make retailers that have stores with Hispanic demographics aware of those facts, the commission “created a presentation that explains what Hispanic consumers are looking for and how the retailers are missing opportunities if they are not making sure Idaho potatoes are present and visible in those stores, he said.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Wade Whitfield, former CEO of the California Iceberg Lettuce Commission, dies at 82

In early August, Wade Whitfield, who had a distinguished career in the agricultural promotion industry, died peacefully after several years of failing health.

Mr. Whitfield was born Sept. 8, 1931, in Newellton, LA, but grew up in Hughson, CA, in the heart of the San Joaquin Valley. He graduated from Hughson High School, and joined the Navy in 1951, serving for four years during the Korean War. He was discharged in 1955 and came back to the San Joaquin Valley where he became a grower or cling peaches, which mostly are processed for canning.

Mr. Whitfield became active on the California Cling Peach Advisory Board and eventually became its chief executive officer. In the late 1970s, the California lettuce industry launched the California Iceberg Lettuce Commission and Whitfield served as its founding chief executive officer. In fact, he was the only CEO and he led the commission through some aggressive promotional campaigns and remained in that position until the industry decided to dissolve the commission in the early 1990s.

At that point, Whitfield and his wife, Joan, moved to Auburn, CA, where she said he intended to retire.

“But the Mushroom Council convinced Wade to come to work for them,” she recently told The Produce News. “He opened up an office in Roseville (CA) and stayed there for five years before really retiring.”

Mrs. Whitfield said his health began to decline about four years ago until he finally succumbed on Aug. 2.

Mr. Whitfield married Joan Sizelove on Nov. 30, 1952, and they were happily married for 61 years. He is also survived by three sons, a daughter and a number of other relatives.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Wade Whitfield, former CEO of the California Iceberg Lettuce Commission, dies at 82

In early August, Wade Whitfield, who had a distinguished career in the agricultural promotion industry, died peacefully after several years of failing health.

Mr. Whitfield was born Sept. 8, 1931, in Newellton, LA, but grew up in Hughson, CA, in the heart of the San Joaquin Valley. He graduated from Hughson High School, and joined the Navy in 1951, serving for four years during the Korean War. He was discharged in 1955 and came back to the San Joaquin Valley where he became a grower or cling peaches, which mostly are processed for canning.

Mr. Whitfield became active on the California Cling Peach Advisory Board and eventually became its chief executive officer. In the late 1970s, the California lettuce industry launched the California Iceberg Lettuce Commission and Whitfield served as its founding chief executive officer. In fact, he was the only CEO and he led the commission through some aggressive promotional campaigns and remained in that position until the industry decided to dissolve the commission in the early 1990s.

At that point, Whitfield and his wife, Joan, moved to Auburn, CA, where she said he intended to retire.

“But the Mushroom Council convinced Wade to come to work for them,” she recently told The Produce News. “He opened up an office in Roseville (CA) and stayed there for five years before really retiring.”

Mrs. Whitfield said his health began to decline about four years ago until he finally succumbed on Aug. 2.

Mr. Whitfield married Joan Sizelove on Nov. 30, 1952, and they were happily married for 61 years. He is also survived by three sons, a daughter and a number of other relatives.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Local PMA Fresh Summit ideal for California Avocado Commission

The California Avocado Commission is putting plans in place for the Produce Marketing Association Fresh Summit that will be held in CAC’s “backyard” at the Anaheim Convention Center Oct. 17-19. With the venue so close to California avocado groves, CAC expects many local growers to attend the show and will have a grower in its booth to answer attendee questions about the growing practices of the fruit.

CAC’s Fresh Summit Booth No. 2438 will focus on the care and craftsmanship that goes into cultivating California avocados and everything the new California avocado label represents.Michelle-Dudash-large-horizMichelle Dudash The label was introduced this year to help consumers distinguish the origin of the fruit at point of purchase. Consumer videos titled “A Look Behind the Label” and valuable avocado category data will be presented to existing and potential California avocado customers at the venue.

“CAC welcomes retailers and other Fresh Summit attendees to visit the California avocado booth to sample delicious avocado dishes, learn about the California avocado ‘fresh to market advantage’ and get a preview of our 2015 plans,” Jan DeLyser, CAC vice president of marketing, said in a press release.

Michelle Dudash, a registered dietitian nutritionist and author, will be in CAC’s Fresh Summit booth to share delicious, nutritious dishes featuring California avocados.

Dudash is an award-winning nutritionist and Cordon-Bleu-certified chef who is a frequent guest on television and radio shows. She is a best-selling author, whose three principles for everyday food choices, “clean, fresh, and fast,” were the foundation for her book, “Clean Eating for Busy Families.” Dudash, a fan of California avocados, has served as a commission nutrition spokesperson for the past three years.

CAC also will be active on social media in advance of and during PMA Fresh Summit, leveraging event activities to connect with California avocado fans.

“CAC has participated in PMA’s Fresh Summit for more than 30 years and has experienced the benefits from strengthening connections and making new ones through networking and events,” said DeLyser. “The California Avocado Commission team is really looking forward to continuing that experience this year in our own backyard.”

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

European Commission announces support measures for EU perishable fruit & vegetable producers

European Commission announces support measures for EU perishable fruit & vegetable producers

In the context of Russian restrictions on imports of EU agricultural products and following on from last week’s Management Committee meeting discussion of the market situation, the European Commission is moving as from today to introduce support measures for certain perishable fruits & vegetables.

Commenting on the decision, Dacian Cioloș, EU Agriculture and Rural Development Commissioner, stated: “Taking into account the market situation following the Russian restrictions on imports of EU agricultural products, with effect from today, I am triggering CAP emergency measures which will reduce overall supply of a number of fruit and vegetable products on the European market as and when price pressures become too great in the coming months. All farmers of the concerned products – whether in producer organisations or not – will be eligible to take up these market support measures where they see fit. Acting early will provide an efficient support to the price paid to producers on the internal market, help the market adjust and be cost effective.”

Background
The products concerned by the measures announced today are the following: tomatoes, carrots, white cabbage, peppers, cauliflowers, cucumbers, and gherkins, mushrooms, apples, pear, red fruits, table grapes and kiwis. The markets for these products are in full season, with no storage option for most of them and no immediate alternative market available.

The exceptional measures announced today will include market withdrawals especially for free distribution, compensation for non-harvesting and green harvesting. The financial assistance will cover all producers whether they are organised in producers organisation or not. The measures will have a retroactive affect as from August 18. In other words, any volumes withdrawn from today onwards (or subject to green harvesting or the other measures) will already be covered by these additional measures, subject to the necessary controls. These measures will apply until the end of November with a budget foreseen of €125 million.

The ongoing market situation for all products will be discussed in another meeting with Member State experts and experts from the European Parliament scheduled to take place in Brussels on Friday.

The European Commission will continue following markets development for all the sectors affected by the Russian ban on agriculture and food products in close contacts with Member States and will not hesitate to support further sectors heavily dependent on exports to Russia or to adapt the measures already announced, if necessary.

For more information:
Europe Direct
Tel: +00 800 6 7 8 9 10 11
Email: Please click here.

Publication date: 8/18/2014


FreshPlaza.com

Peruvian Avocado Commission plans multi-faceted marketing program

This summer, the Peruvian Avocado Commission launched its first multi-faceted marketing program, including a national summer radio campaign, strategically designed to fulfill retailers’ needs and drive consumer purchase.pac-logo-vertical

The 10-week radio campaign kicked off late in June and has been gaining momentum since the first round of spots aired in the Northeast supporting top retailers across the country.

“The availability of high-quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” Xavier Equihua, chief executive officer of PAC, said in a press release. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”

Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.

More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support in-store promotions, such as “Five Avocados for Five Dollars.”

“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” Equihua said in the release. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side by side with our retail partners, offering them the tools they need to assist them in selling the biggest crop of avocados from Peru ever available in the United States.”

“Demand for fresh avocados in the United States is increasing approximately 10 percent every year, and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer,” Enrique Camet, PAC board chairman, said in the release.

PAC’s radio program goes beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets, including on-air demos, recipe contests and prize packages.

Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.

To drive purchase and encourage consumption, several stations are asking listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia and Baltimore.

For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Peruvian Avocado Commission plans multi-faceted marketing program

This summer, the Peruvian Avocado Commission launched its first multi-faceted marketing program, including a national summer radio campaign, strategically designed to fulfill retailers’ needs and drive consumer purchase.pac-logo-vertical

The 10-week radio campaign kicked off late in June and has been gaining momentum since the first round of spots aired in the Northeast supporting top retailers across the country.

“The availability of high-quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” Xavier Equihua, chief executive officer of PAC, said in a press release. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”

Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.

More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support in-store promotions, such as “Five Avocados for Five Dollars.”

“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” Equihua said in the release. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side by side with our retail partners, offering them the tools they need to assist them in selling the biggest crop of avocados from Peru ever available in the United States.”

“Demand for fresh avocados in the United States is increasing approximately 10 percent every year, and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer,” Enrique Camet, PAC board chairman, said in the release.

PAC’s radio program goes beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets, including on-air demos, recipe contests and prize packages.

Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.

To drive purchase and encourage consumption, several stations are asking listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia and Baltimore.

For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Peruvian Avocado Commission plans multi-faceted marketing program

This summer, the Peruvian Avocado Commission launched its first multi-faceted marketing program, including a national summer radio campaign, strategically designed to fulfill retailers’ needs and drive consumer purchase.pac-logo-vertical

The 10-week radio campaign kicked off late in June and has been gaining momentum since the first round of spots aired in the Northeast supporting top retailers across the country.

“The availability of high-quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” Xavier Equihua, chief executive officer of PAC, said in a press release. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”

Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.

More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support in-store promotions, such as “Five Avocados for Five Dollars.”

“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” Equihua said in the release. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side by side with our retail partners, offering them the tools they need to assist them in selling the biggest crop of avocados from Peru ever available in the United States.”

“Demand for fresh avocados in the United States is increasing approximately 10 percent every year, and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer,” Enrique Camet, PAC board chairman, said in the release.

PAC’s radio program goes beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets, including on-air demos, recipe contests and prize packages.

Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.

To drive purchase and encourage consumption, several stations are asking listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia and Baltimore.

For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Peruvian Avocado Commission plans multi-faceted marketing program

This summer, the Peruvian Avocado Commission launched its first multi-faceted marketing program, including a national summer radio campaign, strategically designed to fulfill retailers’ needs and drive consumer purchase.pac-logo-vertical

The 10-week radio campaign kicked off late in June and has been gaining momentum since the first round of spots aired in the Northeast supporting top retailers across the country.

“The availability of high-quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” Xavier Equihua, chief executive officer of PAC, said in a press release. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”

Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.

More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support in-store promotions, such as “Five Avocados for Five Dollars.”

“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” Equihua said in the release. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side by side with our retail partners, offering them the tools they need to assist them in selling the biggest crop of avocados from Peru ever available in the United States.”

“Demand for fresh avocados in the United States is increasing approximately 10 percent every year, and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer,” Enrique Camet, PAC board chairman, said in the release.

PAC’s radio program goes beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets, including on-air demos, recipe contests and prize packages.

Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.

To drive purchase and encourage consumption, several stations are asking listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia and Baltimore.

For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

Peruvian Avocado Commission plans multi-faceted marketing program

This summer, the Peruvian Avocado Commission launched its first multi-faceted marketing program, including a national summer radio campaign, strategically designed to fulfill retailers’ needs and drive consumer purchase.pac-logo-vertical

The 10-week radio campaign kicked off late in June and has been gaining momentum since the first round of spots aired in the Northeast supporting top retailers across the country.

“The availability of high-quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” Xavier Equihua, chief executive officer of PAC, said in a press release. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”

Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.

More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support in-store promotions, such as “Five Avocados for Five Dollars.”

“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” Equihua said in the release. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side by side with our retail partners, offering them the tools they need to assist them in selling the biggest crop of avocados from Peru ever available in the United States.”

“Demand for fresh avocados in the United States is increasing approximately 10 percent every year, and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer,” Enrique Camet, PAC board chairman, said in the release.

PAC’s radio program goes beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets, including on-air demos, recipe contests and prize packages.

Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.

To drive purchase and encourage consumption, several stations are asking listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia and Baltimore.

For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

California Avocado Commission continues promotional activities through Labor Day

With a shorter crop this year than in 2013, the California avocado industry anticipated an earlier finish to the shipping season, with heavy volumes well into August but declining the latter part of the month and only moderate availability thereafter.

Due to the lighter supplies and the earlier finish, the California Avocado Commission will not carry its promotional activities as late into the season this year as it did in 2013, but those efforts will continue through Labor Day.

02-GlobalAvos-CAC-Jan-DeLysJan DeLyser“The California Avocado Commission has key account retail and foodservice programs scheduled through Labor Day,” said Jan DeLyser, vice president of marketing for the commission.

“On the consumer front, we are continuing our advertising campaign and introducing the second year of CAC’s program designed to build consumption of avocados at breakfast time,” Delyser said. “For the latter, we’re launching a new Web page on July 30 at www.californiaavocado.com/avocados-for-breakfast , and will be sharing dozens of new breakfast recipes and usage tips for California avocados online and via social media. A dedicated email will feature an article by Registered Dietitian Michele Dudash. Another well-respected RD, Bonnie Taub-Dix will help promote CAC’s avocados for breakfast campaign via public relations outreach.”

For retailers, “we are supplying ‘Wake Up to Breakfast’ recipe brochures that can be merchandised on California avocado displays,” she said.

The commission “also maintains online and social media programs throughout the year to satisfy our fans. We share information about the growing and handling practices of premium California avocados and their season, as well as providing recipes and usage ideas,” DeLyser continued.

In the foodservice sector, CAC “continues to promote California avocado usage through innovative menu ideas and limited time offers,” DeLyser said in the statement. “These have not only been very successful at building demand in foodservice, but also have the additional benefit of introducing consumers to new usage ideas they can try at home.

Datassential Insider reported that this year it is ‘all about the avocado’ and noted growth in the following menu areas: sandwiches (+18 percent), burgers (+32 percent), pizza (+22 percent), and egg dishes (+15 percent). All of these growth areas have been part of CAC’s targeted outreach.”

In the retail arena this year, DeLyser said, “we are excited with the progress the California avocado industry has made in making it easier for shoppers to tell when they are buying California avocado by improving on-fruit country of origin identification. We originally planned to test the concept of a California Avocado brand label at retail this year, but adoption of the idea has been widespread. Retailer reaction also has been very positive. Some retailers who like to promote locally-grown produce have expanded on the idea with their own point-of-sale materials trumpeting the California origin.”

Another CAC marketing program “that has made great strides,” Delyser said in the statement, “is our American Summer Holidays promotion, with emphasis on the Fourth of July.” CAC started developing the promotional connection between avocados and “American Summer Holidays” about four years ago, she said. “It simply made sense to create California avocado recipes and usage ideas that tied in with summer gatherings during the peak of our season. The American Summer Holidays promotions have proven to be successful with this past Fourth of July exceeding all records for consumption (including Super Bowl and Cinco de Mayo) with 109.3 million pounds.”

With a smaller crop than last year, California had shipped about 230 million pounds of fruit as of July 21, with the season “about 65 percent complete” in terms of shipping volume, according to CAC President Tom Bellamore.

“We saw quite a bit of volume come off in the early part of the season” and continuing “strong through the summer, so we are expecting things to begin winding down by the end of August,” Bellamore told The Produce News. “There will still be fruit into September, but probably just for select customers. I think the packers will work with several accounts to try to keep them in California fruit as long as they can, but I think it will become much more selective after the end of August.”

Unlike some seasons when “we have been faced with higher inventories of the smaller-sized fruit,” Bellamore said, the size profile of fruit in the market has been higher this year, and “the small fruit is performing very well price-wise.

Although fruit from other producing areas has been in the market throughout the California season, California fruit has held a premium, Bellamore said. “That is the case right now, and it has been the case for a good part of the season.” It appears that the market “is rewarding California production for its freshness and proximity to market,” he added.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

California Avocado Commission continues promotional activities through Labor Day

With a shorter crop this year than in 2013, the California avocado industry anticipated an earlier finish to the shipping season, with heavy volumes well into August but declining the latter part of the month and only moderate availability thereafter.

Due to the lighter supplies and the earlier finish, the California Avocado Commission will not carry its promotional activities as late into the season this year as it did in 2013, but those efforts will continue through Labor Day.

02-GlobalAvos-CAC-Jan-DeLysJan DeLyser“The California Avocado Commission has key account retail and foodservice programs scheduled through Labor Day,” said Jan DeLyser, vice president of marketing for the commission.

“On the consumer front, we are continuing our advertising campaign and introducing the second year of CAC’s program designed to build consumption of avocados at breakfast time,” Delyser said. “For the latter, we’re launching a new Web page on July 30 at www.californiaavocado.com/avocados-for-breakfast , and will be sharing dozens of new breakfast recipes and usage tips for California avocados online and via social media. A dedicated email will feature an article by Registered Dietitian Michele Dudash. Another well-respected RD, Bonnie Taub-Dix will help promote CAC’s avocados for breakfast campaign via public relations outreach.”

For retailers, “we are supplying ‘Wake Up to Breakfast’ recipe brochures that can be merchandised on California avocado displays,” she said.

The commission “also maintains online and social media programs throughout the year to satisfy our fans. We share information about the growing and handling practices of premium California avocados and their season, as well as providing recipes and usage ideas,” DeLyser continued.

In the foodservice sector, CAC “continues to promote California avocado usage through innovative menu ideas and limited time offers,” DeLyser said in the statement. “These have not only been very successful at building demand in foodservice, but also have the additional benefit of introducing consumers to new usage ideas they can try at home.

Datassential Insider reported that this year it is ‘all about the avocado’ and noted growth in the following menu areas: sandwiches (+18 percent), burgers (+32 percent), pizza (+22 percent), and egg dishes (+15 percent). All of these growth areas have been part of CAC’s targeted outreach.”

In the retail arena this year, DeLyser said, “we are excited with the progress the California avocado industry has made in making it easier for shoppers to tell when they are buying California avocado by improving on-fruit country of origin identification. We originally planned to test the concept of a California Avocado brand label at retail this year, but adoption of the idea has been widespread. Retailer reaction also has been very positive. Some retailers who like to promote locally-grown produce have expanded on the idea with their own point-of-sale materials trumpeting the California origin.”

Another CAC marketing program “that has made great strides,” Delyser said in the statement, “is our American Summer Holidays promotion, with emphasis on the Fourth of July.” CAC started developing the promotional connection between avocados and “American Summer Holidays” about four years ago, she said. “It simply made sense to create California avocado recipes and usage ideas that tied in with summer gatherings during the peak of our season. The American Summer Holidays promotions have proven to be successful with this past Fourth of July exceeding all records for consumption (including Super Bowl and Cinco de Mayo) with 109.3 million pounds.”

With a smaller crop than last year, California had shipped about 230 million pounds of fruit as of July 21, with the season “about 65 percent complete” in terms of shipping volume, according to CAC President Tom Bellamore.

“We saw quite a bit of volume come off in the early part of the season” and continuing “strong through the summer, so we are expecting things to begin winding down by the end of August,” Bellamore told The Produce News. “There will still be fruit into September, but probably just for select customers. I think the packers will work with several accounts to try to keep them in California fruit as long as they can, but I think it will become much more selective after the end of August.”

Unlike some seasons when “we have been faced with higher inventories of the smaller-sized fruit,” Bellamore said, the size profile of fruit in the market has been higher this year, and “the small fruit is performing very well price-wise.

Although fruit from other producing areas has been in the market throughout the California season, California fruit has held a premium, Bellamore said. “That is the case right now, and it has been the case for a good part of the season.” It appears that the market “is rewarding California production for its freshness and proximity to market,” he added.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

California Avocado Commission continues promotional activities through Labor Day

With a shorter crop this year than in 2013, the California avocado industry anticipated an earlier finish to the shipping season, with heavy volumes well into August but declining the latter part of the month and only moderate availability thereafter.

Due to the lighter supplies and the earlier finish, the California Avocado Commission will not carry its promotional activities as late into the season this year as it did in 2013, but those efforts will continue through Labor Day.

02-GlobalAvos-CAC-Jan-DeLysJan DeLyser“The California Avocado Commission has key account retail and foodservice programs scheduled through Labor Day,” said Jan DeLyser, vice president of marketing for the commission.

“On the consumer front, we are continuing our advertising campaign and introducing the second year of CAC’s program designed to build consumption of avocados at breakfast time,” Delyser said. “For the latter, we’re launching a new Web page on July 30 at www.californiaavocado.com/avocados-for-breakfast , and will be sharing dozens of new breakfast recipes and usage tips for California avocados online and via social media. A dedicated email will feature an article by Registered Dietitian Michele Dudash. Another well-respected RD, Bonnie Taub-Dix will help promote CAC’s avocados for breakfast campaign via public relations outreach.”

For retailers, “we are supplying ‘Wake Up to Breakfast’ recipe brochures that can be merchandised on California avocado displays,” she said.

The commission “also maintains online and social media programs throughout the year to satisfy our fans. We share information about the growing and handling practices of premium California avocados and their season, as well as providing recipes and usage ideas,” DeLyser continued.

In the foodservice sector, CAC “continues to promote California avocado usage through innovative menu ideas and limited time offers,” DeLyser said in the statement. “These have not only been very successful at building demand in foodservice, but also have the additional benefit of introducing consumers to new usage ideas they can try at home.

Datassential Insider reported that this year it is ‘all about the avocado’ and noted growth in the following menu areas: sandwiches (+18 percent), burgers (+32 percent), pizza (+22 percent), and egg dishes (+15 percent). All of these growth areas have been part of CAC’s targeted outreach.”

In the retail arena this year, DeLyser said, “we are excited with the progress the California avocado industry has made in making it easier for shoppers to tell when they are buying California avocado by improving on-fruit country of origin identification. We originally planned to test the concept of a California Avocado brand label at retail this year, but adoption of the idea has been widespread. Retailer reaction also has been very positive. Some retailers who like to promote locally-grown produce have expanded on the idea with their own point-of-sale materials trumpeting the California origin.”

Another CAC marketing program “that has made great strides,” Delyser said in the statement, “is our American Summer Holidays promotion, with emphasis on the Fourth of July.” CAC started developing the promotional connection between avocados and “American Summer Holidays” about four years ago, she said. “It simply made sense to create California avocado recipes and usage ideas that tied in with summer gatherings during the peak of our season. The American Summer Holidays promotions have proven to be successful with this past Fourth of July exceeding all records for consumption (including Super Bowl and Cinco de Mayo) with 109.3 million pounds.”

With a smaller crop than last year, California had shipped about 230 million pounds of fruit as of July 21, with the season “about 65 percent complete” in terms of shipping volume, according to CAC President Tom Bellamore.

“We saw quite a bit of volume come off in the early part of the season” and continuing “strong through the summer, so we are expecting things to begin winding down by the end of August,” Bellamore told The Produce News. “There will still be fruit into September, but probably just for select customers. I think the packers will work with several accounts to try to keep them in California fruit as long as they can, but I think it will become much more selective after the end of August.”

Unlike some seasons when “we have been faced with higher inventories of the smaller-sized fruit,” Bellamore said, the size profile of fruit in the market has been higher this year, and “the small fruit is performing very well price-wise.

Although fruit from other producing areas has been in the market throughout the California season, California fruit has held a premium, Bellamore said. “That is the case right now, and it has been the case for a good part of the season.” It appears that the market “is rewarding California production for its freshness and proximity to market,” he added.

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

US (CA): UC Davis asks for strawberry commission lawsuit to be dismissed

TGF-FruitImageUS (CA): UC Davis asks for strawberry commission lawsuit to be dismissedThe University of California, Davis, has filed a motion with the Alameda County Superior Court this week asking that the lawsuit filed against the university by the California Strawberry Commission be dismissed.

“We continue to be disappointed with the actions of the commission and its pursuit of a meritless lawsuit,” said Chancellor Linda P.B. Katehi. “The strawberry breeding program at UC Davis is the pre-eminent public breeding program in the world today and the only public breeding program in the state. We are committed to maintaining that status for years to come.”

The strawberry breeding program, housed within the College of Agricultural and Environmental Sciences, is focused on developing the strawberry germplasm in the interests of advancing agricultural methods. Consistent with UC Davis’ land-grant mission, the program includes fundamental and applied research as well as plant improvement.

The college’s new dean, Helene Dillard, is also meeting with legislators at the state capitol in Sacramento this week to reaffirm the university’s commitment to the program and address misconceptions set forth in the lawsuit.

California Strawberry Commission

Commission communications director Carolyn O’Donnell said the commission has been trying to resolve issues with the university for several years.

“For the past five years, commission members and staff have met with the university administration to discuss ongoing concerns regarding the management, oversight and long-term viability of the public strawberry breeding program,” according to a statement from the commission.

“During this time, there was no meaningful movement regarding any of these issues. The commission filed this lawsuit as a last resort to protect the public strawberry breeding program.”

O’Donnell said the university breeding program is a “critical” industry partner and the strawberry commission has contributed to it since 1955. She said the commission’s members have given the school more than $ 18 million in the past 25 years.

Among the allegations in its civil suit, the commission says growers are no longer receiving strawberry germplasm specifically developed for them. The commission wants the court to stop UC-Davis from allowing two scientists to control and profit from research and cultivars commission members paid for already.

- See more at: http://www.thepacker.com/fruit-vegetable-news/Fight-continues-between-UC-Davis-and-strawberry-commission-256610531.html#sthash.poFKCots.dpuf

Commission communications director Carolyn O’Donnell said the commission has been trying to resolve issues with the university for several years.

“For the past five years, commission members and staff have met with the university administration to discuss ongoing concerns regarding the management, oversight and long-term viability of the public strawberry breeding program,” according to a statement from the commission.

“During this time, there was no meaningful movement regarding any of these issues. The commission filed this lawsuit as a last resort to protect the public strawberry breeding program.”

O’Donnell said the university breeding program is a “critical” industry partner and the strawberry commission has contributed to it since 1955. She said the commission’s members have given the school more than $ 18 million in the past 25 years.

Among the allegations in its civil suit, the commission says growers are no longer receiving strawberry germplasm specifically developed for them. The commission wants the court to stop UC-Davis from allowing two scientists to control and profit from research and cultivars commission members paid for already.

According to UC Davis, they have currently two copies of the strawberry germplasm, which includes patented varieties, advanced selection lines, breeding stock and historical plants. One collection is in use by the current breeders, and the second collection is being maintained by the College of Agricultural and Environmental Sciences. In addition, additional geneticists are currently being recruited to join the program.

“Despite the path the commission has chosen, UC Davis is committed to a long-term positive relationship for the benefit of California strawberry growers and more generally for state agriculture and the public,” added Katehi. “We are hopeful the commission, too, is ready to move forward and continue the important collaboration we have enjoyed for decades.”

Source: UC Davis and The Packer

Publication date: 4/25/2014

 

FreshPlaza.com

Inter-American Commission on Human Rights Hears Testimony on Poultry Worker Safety

The Inter-American Commission on Human Rights heard testimony Tuesday that worker safety in the U.S. meatpacking and poultry industries could be compromised by pending rule changes at the U.S. Department of Agriculture.

The Southern Poverty Law Center (SPLC), along with the Midwest Coalition for Human Rights and the Nebraska Appleseed Center for Law in the Public Interest, petitioned the commission for the hearing.

During his testimony, SPLC staff attorney Tom Fritzsche called for the federal government to implement work speed safety standards that reduce poultry evisceration line speeds and to stop USDA’s Modernization of Poultry Slaughter Inspection rule because of its potential to increase line speeds to 175 birds per minute.

Fritzsche said that SPLC and other human rights groups and labor unions “have submitted comments to the USDA urging it to abandon this rule, and have informed the agency that it is about to subject workers to grave human rights violations,” but that the final rule is still expected in April.

“This exhaustion of our domestic avenues for relief is part of why we are here before the commission seeking assistance,” he said.

Before introducing experts from the U.S. Departments of Labor and Agriculture, Lawrence Gumbiner, Deputy U.S. Permanent Representative at the U.S. Mission to the Organization of American States, set out a limitation: “In reference to any pending rulemaking and/or petitions related to pending rulemaking by U.S. government agencies, the United States unfortunately cannot discuss these matters due to the ongoing deliberative nature of the regulatory process.”

Representatives from the U.S. Occupational Safety and Health Administration (OSHA) and USDA’s Food Safety Inspection Service (FSIS) acknowledged that the meatpacking industry has some of the highest rates of occupational injuries and illnesses, but they also cited the recent National Institute for Occupational Safety and Health (NIOSH) report that found no link between increased line speeds and worker safety.

“We are aware that, in the course of our rulemaking, some have raised concerns that the changes in the way that plants will operate under the new inspection rule could adversely affect safety of workers in the plants,” said Rachel Edelstein, Assistant Administrator for the Office of Policy and Program Development at FSIS.

“As a food safety agency, FSIS does not have the legal authority or expertise to regulate worker safety,” she continued. “However, USDA would never put forward a rule that would put anyone in harm’s way.”

While moving forward with the rule, Edelstein said that FSIS is “working closely” with OSHA and NIOSH.

Food Safety News

California Avocado Commission launches consumer blog

The California Avocado Commission recently introduced the latest in its communication efforts designed to encourage demand and increase awareness of California avocados: The Scoop blog.

With about 77 percent of Internet users reading blogs and nearly one-third of consumers saying that blogs influence a purchase decision more than any other media or social channel, CAC’s blog launch is maximizing its ability to personalize consumer marketing communications.

“CAC continuously upgrades communication vehicles to be in sync with consumer behavior,” Jan DeLyser, vice president of marketing for the CAC, said in a press release. “The goal of The Scoop blog is to be the hub of compelling content that resonates with California avocado’s target audience and brings the heart of the brand to life.”

The Scoop content will center on four content areas: culinary; wellness and nutrition; holidays and eating occasions; and news and articles about California avocados, consumer stories and will integrate with CAC campaigns.

CAC recipes plus recipes from blogger partners and other credible sources will support key initiatives. The blog will incorporate California avocados into timely food trends, feature artisan chefs and provide cooking tips for home chefs of all experience levels. Content also will align with commission marketing plans around American summer holidays, with a special emphasis on the 4th of July.

“The California avocado season timing is expected to be somewhat condensed this year, with peak availability from mid-April through Labor Day,” DeLyser added in the press release. “We timed the launch of The Scoop blog to encourage readers to check avocado labels for ‘California’ and to ask for the fruit at retail and foodservice establishments as the season gets under way. There’s nothing more powerful than consumer demand.”

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.

California Avocado Commission launches consumer blog

The California Avocado Commission recently introduced the latest in its communication efforts designed to encourage demand and increase awareness of California avocados: The Scoop blog.

With about 77 percent of Internet users reading blogs and nearly one-third of consumers saying that blogs influence a purchase decision more than any other media or social channel, CAC’s blog launch is maximizing its ability to personalize consumer marketing communications.

“CAC continuously upgrades communication vehicles to be in sync with consumer behavior,” Jan DeLyser, vice president of marketing for the CAC, said in a press release. “The goal of The Scoop blog is to be the hub of compelling content that resonates with California avocado’s target audience and brings the heart of the brand to life.”

The Scoop content will center on four content areas: culinary; wellness and nutrition; holidays and eating occasions; and news and articles about California avocados, consumer stories and will integrate with CAC campaigns.

CAC recipes plus recipes from blogger partners and other credible sources will support key initiatives. The blog will incorporate California avocados into timely food trends, feature artisan chefs and provide cooking tips for home chefs of all experience levels. Content also will align with commission marketing plans around American summer holidays, with a special emphasis on the 4th of July.

“The California avocado season timing is expected to be somewhat condensed this year, with peak availability from mid-April through Labor Day,” DeLyser added in the press release. “We timed the launch of The Scoop blog to encourage readers to check avocado labels for ‘California’ and to ask for the fruit at retail and foodservice establishments as the season gets under way. There’s nothing more powerful than consumer demand.”

The Produce News | Today’s Headlines – The Produce News – Covering fresh produce around the globe since 1897.