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Mexico launches anti-dumping probe on U.S. apples

WASHINGTON — Mexico’s Economy Secretariat has launched an anti-dumping investigation on U.S. apples in response to a petition filed by fruit growers alleging U.S. apples entered the Mexican market at below fair market rate, according to the U.S. Department of Agriculture.

USDA’s notice says Mexico initiated the antidumping duty investigation on Dec. 4 on U.S. fresh apples shipped from January to December 2013.

The latest action is in response to a petition filed by a regional producer association, the Unión Agrícola Regional de Fruticultores del Estado de Chihuahua, or UNIFRUT. The state of Chihuahua is the largest producer of apples in Mexico.

Interested parties have until Jan. 16, 2015 to submit responses or arguments for consideration by Economía’s Unidad de Prácticas Comerciales Internacionales.

In the meantime, U.S. apple exports are expected to increase this year by 4 percent to 875,000 tons, primarily on rising shipments to Mexico, said a USDA report released this month on the world apple market.

However, USDA said Mexico’s apple production is forecast to drop 22 percent to 670,000 tons, while imports are expected to increase 15 percent to 260,000 tons.

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

Food Lion Feeds launches campaign to help feed families in need

This holiday season, Food Lion is partnering with customers in its more than 1,100 stores, Nov. 19-Dec. 23, to help solve hunger through its Food Lion Feeds “Holidays Without Hunger” campaign.

Through the campaign, customers can purchase and donate a specially marked “Holidays Without Hunger” food box for $ 5, while supplies last, or make a cash donation at checkout. All of the cash donations benefit Feeding America, one of the largest domestic hunger relief charities, and its network of local food banks. Food boxes are donated directly to a local hunger relief food bank or agency.

Through Food Lion Feeds, Food Lion is working to create a better tomorrow by uniting with customers and partners to help eliminate the difficult choices many families are forced to make when they are struggling with hunger. Working toward its commitment to provide 500 million meals by the end of 2020, Food Lion Feeds has already donated approximately 40 million meals through in-store campaigns, like “Holidays Without Hunger,” its food donation program and local donations and volunteerism.

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

Alliance for Food & Farming launches updated website

The Alliance for Food & Farming, a non-profit group founded to deliver credible information to consumer about the safety of fruits and vegetables, recently launched its newly updated website — www.foodandfarming.info.

“We’re working hard to raise the profile of our organization within the produce industry,” Matt McInerney, executive vice president of Western Growers and the current chairman of the Alliance for Food & Farming, said in a press release. “As part of that effort, we have revised and updated our website with some basic information about the Alliance and the work we do to assure consumers about the safety of fruits and vegetables.”

Executive Director Marilyn Dolan added that the goal of the Alliance for Food & Farming is to communicate honestly about important issues that can affect consumer confidence in fruits and vegetables.

“Experts around the world agree that eating more fruits and vegetables is the best thing we can do to reduce disease, prevent obesity and improve our health,” Dolan said. “But, consumers sometimes need to know more about organic and conventional fruits and vegetables so they can make the right shopping choices for themselves and their families. The Alliance for Food & Farming exists to help provide this information.”



According to Dolan, the Alliance for Food & Farming uses information from experts in science, nutrition and farming, and then offers facts and information about the safety of fruits and vegetables sold in the United States. The organization is voluntarily funded by both conventional and organic farmers and farming organizations.

“What is very unique about this group is that it is truly an alliance of other organizations from throughout the produce industry,” McInerney said, noting that Alliance membership is made up of over 50 organizations, including national and regional trade associations, commodity groups and individual grower-shippers.  

A list of the Alliance for Food & Farming board members is posted on the new website and includes the Produce Marketing Association, United Fresh Produce Association, the California Grape & Tree Fruit League, Northwest Horticultural Council and the U.S. Potato Board, along with Western Growers and nine other produce commodity groups. 





“When it comes to the issue of pesticide residues, we have made a some tremendous inroads in changing the way the media covers this important issue as part of an Alliance for Food & Farming initiative called Safe Fruits & Veggies launched in 2010,” said McInerney. “This has been one of the most successful educational outreach campaigns in the history of the produce industry and is a great example of how a united effort to fight back can make real change.”



In addition to the issue of pesticide residues, the Alliance also provides information on foodborne illness as well as other fruit and vegetable food safety issues. The new Alliance website provides an overview of the food-safety topics the group addresses and includes information about the benefits of Alliance membership and explains how to join the Alliance.

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

Alliance for Food & Farming launches updated website

The Alliance for Food & Farming, a non-profit group founded to deliver credible information to consumer about the safety of fruits and vegetables, recently launched its newly updated website — www.foodandfarming.info.

“We’re working hard to raise the profile of our organization within the produce industry,” Matt McInerney, executive vice president of Western Growers and the current chairman of the Alliance for Food & Farming, said in a press release. “As part of that effort, we have revised and updated our website with some basic information about the Alliance and the work we do to assure consumers about the safety of fruits and vegetables.”

Executive Director Marilyn Dolan added that the goal of the Alliance for Food & Farming is to communicate honestly about important issues that can affect consumer confidence in fruits and vegetables.

“Experts around the world agree that eating more fruits and vegetables is the best thing we can do to reduce disease, prevent obesity and improve our health,” Dolan said. “But, consumers sometimes need to know more about organic and conventional fruits and vegetables so they can make the right shopping choices for themselves and their families. The Alliance for Food & Farming exists to help provide this information.”



According to Dolan, the Alliance for Food & Farming uses information from experts in science, nutrition and farming, and then offers facts and information about the safety of fruits and vegetables sold in the United States. The organization is voluntarily funded by both conventional and organic farmers and farming organizations.

“What is very unique about this group is that it is truly an alliance of other organizations from throughout the produce industry,” McInerney said, noting that Alliance membership is made up of over 50 organizations, including national and regional trade associations, commodity groups and individual grower-shippers.  

A list of the Alliance for Food & Farming board members is posted on the new website and includes the Produce Marketing Association, United Fresh Produce Association, the California Grape & Tree Fruit League, Northwest Horticultural Council and the U.S. Potato Board, along with Western Growers and nine other produce commodity groups. 





“When it comes to the issue of pesticide residues, we have made a some tremendous inroads in changing the way the media covers this important issue as part of an Alliance for Food & Farming initiative called Safe Fruits & Veggies launched in 2010,” said McInerney. “This has been one of the most successful educational outreach campaigns in the history of the produce industry and is a great example of how a united effort to fight back can make real change.”



In addition to the issue of pesticide residues, the Alliance also provides information on foodborne illness as well as other fruit and vegetable food safety issues. The new Alliance website provides an overview of the food-safety topics the group addresses and includes information about the benefits of Alliance membership and explains how to join the Alliance.

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

Alliance for Food & Farming launches updated website

The Alliance for Food & Farming, a non-profit group founded to deliver credible information to consumer about the safety of fruits and vegetables, recently launched its newly updated website — www.foodandfarming.info.

“We’re working hard to raise the profile of our organization within the produce industry,” Matt McInerney, executive vice president of Western Growers and the current chairman of the Alliance for Food & Farming, said in a press release. “As part of that effort, we have revised and updated our website with some basic information about the Alliance and the work we do to assure consumers about the safety of fruits and vegetables.”

Executive Director Marilyn Dolan added that the goal of the Alliance for Food & Farming is to communicate honestly about important issues that can affect consumer confidence in fruits and vegetables.

“Experts around the world agree that eating more fruits and vegetables is the best thing we can do to reduce disease, prevent obesity and improve our health,” Dolan said. “But, consumers sometimes need to know more about organic and conventional fruits and vegetables so they can make the right shopping choices for themselves and their families. The Alliance for Food & Farming exists to help provide this information.”



According to Dolan, the Alliance for Food & Farming uses information from experts in science, nutrition and farming, and then offers facts and information about the safety of fruits and vegetables sold in the United States. The organization is voluntarily funded by both conventional and organic farmers and farming organizations.

“What is very unique about this group is that it is truly an alliance of other organizations from throughout the produce industry,” McInerney said, noting that Alliance membership is made up of over 50 organizations, including national and regional trade associations, commodity groups and individual grower-shippers.  

A list of the Alliance for Food & Farming board members is posted on the new website and includes the Produce Marketing Association, United Fresh Produce Association, the California Grape & Tree Fruit League, Northwest Horticultural Council and the U.S. Potato Board, along with Western Growers and nine other produce commodity groups. 





“When it comes to the issue of pesticide residues, we have made a some tremendous inroads in changing the way the media covers this important issue as part of an Alliance for Food & Farming initiative called Safe Fruits & Veggies launched in 2010,” said McInerney. “This has been one of the most successful educational outreach campaigns in the history of the produce industry and is a great example of how a united effort to fight back can make real change.”



In addition to the issue of pesticide residues, the Alliance also provides information on foodborne illness as well as other fruit and vegetable food safety issues. The new Alliance website provides an overview of the food-safety topics the group addresses and includes information about the benefits of Alliance membership and explains how to join the Alliance.

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

PBH launches new marketing contest for university students

As seen in supermarkets, hospitals and schools across the nation, the Fruits & Veggies-More Matters brand logo helps Americans make healthy choices in every form — fresh, frozen, canned, dried and 100 percent juice.

In support of Produce for Better Health Foundation’s mission of motivating Americans to eat more fruit and vegetables to improve public health, PBH announced its sponsorship of a new program, the Formula 5 Marketing Competition.

The competition will offer marketing majors at accredited colleges and universities within the United States the opportunity to influence fruit and vegetable marketing, sales and consumption within America._

To participate in the competition, small groups of junior and senior marketing students will create a complete marketing proposal and plan, including indicators of success and financials. Three to five proposals will be selected and team representatives associated with each proposal will be invited to attend PBH’s 2015 annual conference, where they will present the marketing proposal and plan to all conference attendees during the general session. The attendees will then be afforded two full days to interact and talk with the team representatives.

“I, along with our Executive and Marketing Committees, am very excited to announce this new marketing competition to the industry,” Elizabeth Pivonka, president and chief executive officer of PBH, said in a press release. “It is unique in that we are only inviting marketing majors to participate. We believe this uniqueness will prove beneficial when it comes to the proposals because the students themselves are not only current or potential consumers [of fruit and vegetables], they likely haven’t been significantly influenced by past and current marketing strategies to increase fruit and vegetable sales and consumption, and are learning traditional, non-traditional, and digital marketing techniques.”

The marketing competition is not only another new way PBH is delivering value to donors, supporters and the fruit and vegetable industry, but also an avenue for industry companies to tap into new ideas from millennial marketers, as well as the opportunity to identify talent through internships and build relationships with top marketing colleges across the country.

PBH’s 2015 annual conference, The Consumer Connection, will be held March 16-18 at the Hotel Valley Ho in Scottsdale, AZ. The early-bird registration is available through Dec. 31.

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

PBH launches new marketing contest for university students

As seen in supermarkets, hospitals and schools across the nation, the Fruits & Veggies-More Matters brand logo helps Americans make healthy choices in every form — fresh, frozen, canned, dried and 100 percent juice.

In support of Produce for Better Health Foundation’s mission of motivating Americans to eat more fruit and vegetables to improve public health, PBH announced its sponsorship of a new program, the Formula 5 Marketing Competition.

The competition will offer marketing majors at accredited colleges and universities within the United States the opportunity to influence fruit and vegetable marketing, sales and consumption within America._

To participate in the competition, small groups of junior and senior marketing students will create a complete marketing proposal and plan, including indicators of success and financials. Three to five proposals will be selected and team representatives associated with each proposal will be invited to attend PBH’s 2015 annual conference, where they will present the marketing proposal and plan to all conference attendees during the general session. The attendees will then be afforded two full days to interact and talk with the team representatives.

“I, along with our Executive and Marketing Committees, am very excited to announce this new marketing competition to the industry,” Elizabeth Pivonka, president and chief executive officer of PBH, said in a press release. “It is unique in that we are only inviting marketing majors to participate. We believe this uniqueness will prove beneficial when it comes to the proposals because the students themselves are not only current or potential consumers [of fruit and vegetables], they likely haven’t been significantly influenced by past and current marketing strategies to increase fruit and vegetable sales and consumption, and are learning traditional, non-traditional, and digital marketing techniques.”

The marketing competition is not only another new way PBH is delivering value to donors, supporters and the fruit and vegetable industry, but also an avenue for industry companies to tap into new ideas from millennial marketers, as well as the opportunity to identify talent through internships and build relationships with top marketing colleges across the country.

PBH’s 2015 annual conference, The Consumer Connection, will be held March 16-18 at the Hotel Valley Ho in Scottsdale, AZ. The early-bird registration is available through Dec. 31.

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

Total Exotics launches new consumer-focused packaging

Total Exotics launches new consumer-focused packaging

Total Exotics, a young and ambitious Dutch company, is launching a new packaging concept based on feedback received from consumers. “The philosophy is that if we become more consumer-focused on how we put the products together, in the end we help our retailers to be in a better position to reach the consumers,” explains Rients van der Wal.

The initiative also aims to help consumers understand what they can do with the product. Rients says that “many exotic products are still unknown and our new packaging will inform consumers how they can prepare or cook these exciting products.”

On the one hand, the new design provides a new, more authentic look to the company’s products, and on the other, it aims to create concepts, for instance, by combining vegetables with certain herbs and including a recipe. “For mango and avocado, for example, you have full descriptions on how to cut them and tips on how to use them,” affirms Rients.

Furthermore, the packaging allows for maximum shelf life for both vegetables and ready-to-eat products. “The idea is to provide consumers with products they can instantly and easily consume, and that is where we add value.”

The format is already available in Dutch and Danish retailers, where sales are going well, and the new boxes will be introduced in the coming weeks. “Introducing easy combination packs and even creating baskets with a selection of exotics is a great way to promote the product.”

“We hope that, by launching them in December we can make it a success for Christmas and on-going months. We believe that there is still much ground to cover to increase consumption,” states Rients.

Total Exotics offers the products with its own brand, but it also allows for them to be marketed under private labels, including all the information on how to use and consume them.

For more information:
Total Produce Direct B.V.
Total Exotics
Handelsweg 150
2988 DC  Ridderkerk
The Netherlands
Tel. +31(0)180 644040
Email: [email protected]

Publication date: 11/14/2014
Author: Nichola Watson
Copyright: www.freshplaza.com


FreshPlaza.com

Honey Gold mango season launches with a record crop

Honey Gold mango season launches with a record crop

Queensland-based speciality mango producer, Piñata Farms Pty Ltd, has begun picking its first Honey Gold mangoes for the season and expect a record crop this summer.

Managing director, Gavin Scurr, said Piñata Farms expected to send approximately 450,000 trays of Australia’s distinctive, sweet mangoes to market between November and next March – an increase of some 33 per cent on last year.

Fruit currently being picked at Katherine and Mataranka in the Northern Territory will arrive on supermarket shelves nationally on November 24.

“Last year, we sent about 299,000 trays, largely because a warmer-than-usual winter in the Top End affected our crops there. This season, conditions in all growing regions around Australia have been ideal. Although a cool start to spring has taken the edge off it being ‘perfect’, we’re extremely happy with the volume and quality of fruit and the way the season is shaping up,” he said.

“Another favourable factor is that many of our trees are between eight and 10 years old and are reaching full production, while others aged between three and five years are producing fruit for the first time.”

Mr Scurr said Queensland would produce about 60 per cent of the total Honey Gold crop, harvesting fruit for 14 weeks from early December. Significant volumes will appear in-store in time for Christmas.

The Northern Territory would produce some 30 per cent of this year’s crop, with the remainder grown in New South Wales, Victoria and Western Australia, he said.

About eight per cent of the crop would be exported to New Zealand, Singapore, Hong Kong, China, South Korea and Russia. Exports to the United States would follow once the quarantine protocol for Australian mangoes was finalised, most likely in the New Year, he said.

Piñata Farms has 140,000 trees on 500 hectares under cultivation. Honey Gold mangoes are grown exclusively by Piñata Farms and 36 contracted growers. It has an eight per cent share of Australia’s mango market and is on track to reach a 10 per cent share by 2016 when immature trees reach full production.

Mr Scurr said Piñata Farms was exploring new growing regions in New South Wales, Victoria and the Northern Territory to extend both ends of the season.

“Ideally, we want to extend the season into April and close the small gap in production between our New South Wales and Victorian growing regions. We are currently in negotiations with third party growers along the Darling River in western New South Wales and others in the Darwin region,” he said.

Piñata Farms continued to invest substantially in research and development with the key objective being to increase marketable yield, he said.

First commercialised in 2009 after Piñata Farms bought the plant breeders’ rights to the variety, Honey Gold mangoes were bred by chance in Central Queensland’s Rockhampton region. They are a natural result of a Kensington Pride off-type which was pollinated by an unknown variety.

Honey Gold mangoes have a robust, intensely sweet flavour and, at 500-600 grams each, are among the largest mangoes available in Australia. They also have a small seed-high flesh ratio. They are available at leading supermarkets and independent retail stores under the Piñata brand Australia-wide.
 
For more information:
Gavin Scurr
Piñata Farms
Tel: +61 7 5497 4295
Email: [email protected]
www.pinata.com.au

Publication date: 11/10/2014


FreshPlaza.com

Jungle Jim’s launches craft ice cream section

Beer isn’t the only category benefiting from the craft movement at Jungle Jim’s. The retailer has also created a craft ice cream section in its frozens department.

Highlighted with a large sign reading “Craft Ice Cream,” the section is offered at its Fairfield, Ohio, store. It features small-batch, handcrafted ice cream brands including Crank & Boom, Coolhaus, Aglamesis Bros and Palazzolo’s Artisan Gelato & Sorbetto.

“We received a few new brands of craft ice cream at the Fairfield location,” Jungle Jim’s wrote in a Facebook post. “We had a few test testers try them out and they give them a thumbs up!”

Test testers try some of the just-launched craft ice cream flavors.

Suggested Categories More from Supermarketnews

Supermarket News

Jungle Jim’s launches craft ice cream section

Beer isn’t the only category benefiting from the craft movement at Jungle Jim’s. The retailer has also created a craft ice cream section in its frozens department.

Highlighted with a large sign reading “Craft Ice Cream,” the section is offered at its Fairfield, Ohio, store. It features small-batch, handcrafted ice cream brands including Crank & Boom, Coolhaus, Aglamesis Bros and Palazzolo’s Artisan Gelato & Sorbetto.

“We received a few new brands of craft ice cream at the Fairfield location,” Jungle Jim’s wrote in a Facebook post. “We had a few test testers try them out and they give them a thumbs up!”

Test testers try some of the just-launched craft ice cream flavors.

Suggested Categories More from Supermarketnews

Supermarket News

Jungle Jim’s launches craft ice cream section

Beer isn’t the only category benefiting from the craft movement at Jungle Jim’s. The retailer has also created a craft ice cream section in its frozens department.

Highlighted with a large sign reading “Craft Ice Cream,” the section is offered at its Fairfield, Ohio, store. It features small-batch, handcrafted ice cream brands including Crank & Boom, Coolhaus, Aglamesis Bros and Palazzolo’s Artisan Gelato & Sorbetto.

“We received a few new brands of craft ice cream at the Fairfield location,” Jungle Jim’s wrote in a Facebook post. “We had a few test testers try them out and they give them a thumbs up!”

Test testers try some of the just-launched craft ice cream flavors.

Suggested Categories More from Supermarketnews

Supermarket News

Domex Superfresh Growers launches ‘Share Your Perfect Pear’ sweepstakes

Domex Superfresh Growers, a global leader in the growing and shipping of fresh apples, pears, cherries and apricots, has launched a new social media and in-store promotion called “Share Your Perfect Pear” sweepstakes.DSG-EatPears

Domex Superfresh Growers will offer retailers a suite of in-store and online partnership opportunities, including ready-to-post social content, turn-key point-of-sale materials and co-branded #EatPears Twitter parties.

“Domex Superfresh Growers is focused on creating more meaningful consumer connections and building a more powerful social partnership with our retail partners both in-store and online with delicious fruit and great content,” Howard Nager, vice president of marketing Domex Superfresh Growers, said in a press release. “Consumer-focused marketing programs like our “Share Your Perfect Pear” sweepstakes paired with proven category business intelligence is one of the many tools we offer to our retail partners to help them prepare for the changing demands of the modern marketplace.”

The “Share Your Perfect Pear” sweepstakes will utilize the Superfresh Growers hashtag #EatPears and the company’s Twitter, Facebook, Instagram and Pinterest social properties to connect consumers to pear recipes, new usage ideas and messages about health, wellness and a diet rich in fruits and vegetables. The photo-sharing sweepstakes will start Nov. 1 and end Dec. 31.

The promotion theme and artwork reinforce contemporary pear-consumption trends and supports peak pear availability during the holiday months.

“While we know consumers love to eat our pears fresh out-of-hand, they also consume pears with cheese, wine, chocolate and as part of charcuterie plates,” Nager said. “We designed our promotion artwork to reinforce these “pairing” trends and recommend that our retail partners cross promote pears with these items as part of their holiday displays.”

To enter, consumers are asked to upload an original photo to Twitter, Facebook, Instagram or Pinterest showing off their favorite pear recipe or usage idea. The image caption should include the hashtag #EatPears and the company should be tagged @Superfreshgrowers.

Through a random drawing held in January, three winners will be announced. One grand prize winner will receive $ 1,000, one first prize winner will receive $ 500 and one second prize winner shall receive $ 250.

Retailers who would like to find out more about the “Share Your Perfect Pear” sweepstakes and other potential partnership opportunities should contact Howard Nager, Vice President of Marketing at hnager@superfreshgrowers.com.

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

Walmart Canada launches Half Your Plate program

Walmart Canada has joined Half Your Plate, the Canadian Produce Marketing Association’s healthy eating campaign designed to get Canadians of all ages to eat more fruits and veggies to improve their health. After a successful launch on social media this summer, Half Your Plate is now making its way onto produce packaging and into retail stores across Canada.cpma halfyourplate logo 4cl

“We are excited to be the first major retailer to promote Half Your Plate in our stores and flyers,” said Sam Silvestro, senior director of fresh foods for Walmart Canada, said in a press release. “We believe that healthy eating starts with getting enough servings of fruits and vegetables every day, and Half Your Plate provides an easy message for consumers to understand and keep in mind when doing their grocery shopping.”

“Rather than having people count servings or worry about serving size, our messaging is that at every meal, make half your plate fruit and vegetables. By the end of the day, you’ll have your recommended number of servings,” Ron Lemaire, president of CPMA, said in the release. “That also translates when you’re at the grocery store. Half your cart should be fruit and veggies, and having retailers promote the campaign re-emphasizes the importance of making healthier choices at the store.”

Half Your Plate offers a simple, consistent way to help consumers navigate the many different messages they hear each day about healthy eating. “It can be a bit confusing for some consumers to know what makes up a healthy meal,” added Lemaire. “What we hear most from consumers is that they’re struggling with what a serving is in a lot of instances and are looking for ways to make healthy choices fast, easy and affordable.”

Although Canadians are becoming more conscious of what they eat, studies show that the average person only consumes 3.5-4.5 servings of fruits and vegetables every day. Yet Canada’s Food Guide recommends that adults get seven to 10 servings per day, depending on gender. Half Your Plate encourages people to take it one meal at a time, analyzing the make-up of their plate rather than specific servings that can be confusing to many.

The Half Your Plate campaign was developed in collaboration with health partners the Canadian Cancer Society, the Canadian Public Health Association and the Heart and Stroke Foundation. More information can be found at www.halfyourplate.ca or by following @halfyourplate on Twitter, Facebook, or Pinterest. Other retailers are expected to start using the campaign in the coming months.

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

Walmart Canada launches Half Your Plate program

Walmart Canada has joined Half Your Plate, the Canadian Produce Marketing Association’s healthy eating campaign designed to get Canadians of all ages to eat more fruits and veggies to improve their health. After a successful launch on social media this summer, Half Your Plate is now making its way onto produce packaging and into retail stores across Canada.cpma halfyourplate logo 4cl

“We are excited to be the first major retailer to promote Half Your Plate in our stores and flyers,” said Sam Silvestro, senior director of fresh foods for Walmart Canada, said in a press release. “We believe that healthy eating starts with getting enough servings of fruits and vegetables every day, and Half Your Plate provides an easy message for consumers to understand and keep in mind when doing their grocery shopping.”

“Rather than having people count servings or worry about serving size, our messaging is that at every meal, make half your plate fruit and vegetables. By the end of the day, you’ll have your recommended number of servings,” Ron Lemaire, president of CPMA, said in the release. “That also translates when you’re at the grocery store. Half your cart should be fruit and veggies, and having retailers promote the campaign re-emphasizes the importance of making healthier choices at the store.”

Half Your Plate offers a simple, consistent way to help consumers navigate the many different messages they hear each day about healthy eating. “It can be a bit confusing for some consumers to know what makes up a healthy meal,” added Lemaire. “What we hear most from consumers is that they’re struggling with what a serving is in a lot of instances and are looking for ways to make healthy choices fast, easy and affordable.”

Although Canadians are becoming more conscious of what they eat, studies show that the average person only consumes 3.5-4.5 servings of fruits and vegetables every day. Yet Canada’s Food Guide recommends that adults get seven to 10 servings per day, depending on gender. Half Your Plate encourages people to take it one meal at a time, analyzing the make-up of their plate rather than specific servings that can be confusing to many.

The Half Your Plate campaign was developed in collaboration with health partners the Canadian Cancer Society, the Canadian Public Health Association and the Heart and Stroke Foundation. More information can be found at www.halfyourplate.ca or by following @halfyourplate on Twitter, Facebook, or Pinterest. Other retailers are expected to start using the campaign in the coming months.

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

Itaueira Farms launches new sliced melon product

ANAHEIM, CA — Itaueira Farms, which markets premium extra-sweet melons from Brazil under the “REI” brand, introduced a new sliced melon pack at the Produce Marketing Association Fresh Summit Convention & Expo, here.

The launch of the new product follows the 2013 debut of a fresh-cut melon pack, which featured chunks of the premium Brazilian Canary melons for which the company has built a following for the past several years.Itauera1

Rodrigo Lima, president of Crown International USA, the Coral Gables, FL-based North American marketing arm of Itaueira Farms, said the launch of the sliced melon pack is a continuation of the effort to offer more convenience for consumers who savor the flavor of the super premium melon.

“It’s ready to eat, with no fork necessary,” Lima said of the rind-on melon slices. “It’s very convenient for consumers and another way to help increase consumption of the melons.”

Lima said Itaueira is working to bring additional melon varieties from Brazil to the United States. He said the grower is about a year away from offering a Galia melon, and will have a limited supply of a Santa Claus melon as well.

“Itaueira has a policy of working with only the highest-quality producers in Brazil,” said Lima. “With the Galia melon, we have four years in research and development and expect to begin shipments next year. Right now, the Galia melons have a very good flavor, but they are too delicate to export. We found another seed that offers the high flavor and can withstand shipping, and next year we expect to be able to offer limited samples to key customers, but no commercial volumes yet.”

Carlos Prado, owner of Itaueira Farms, said that while the cost of production is higher for the premium melons he offers, his biggest concern is flavor.

“We don’t sell food – we sell flavor,” he said. “We want to sell a product that I want on my own table.”

Itaueira Farms has seen remarkable growth since 1999, when it first offered melons grown on about 20 acres. Today, it farms approximately 6,200 acres of melons, with the large majority — 90 percent — of product being consumed in Brazil. The remaining 10 percent is divided among Europe (6 percent) and the United States and Canada (4 percent combined).

Lima added that the new varieties already have U.S. Department of Agriculture clearance by virtue of the fact that they are grown in an area of Brazil deemed free of fruit flies.

Regarding food safety, Lima said Itaueira Farms has been in compliance with all Food & Drug Administration protocols for years, and has long met the strict GlobalGAP standards required in the European markets.

Additionally, each melon is labeled with traceability information, adding an extra layer of confidence in the quality and safety of the products.

At the PMA Fresh Summit, Itaueira was offering samples of the melons to visitors at the booth. Lima said sampling remains a key strategy to increasing sales of the melons, which carry a premium price at retail.

“The melons cost more at retail, but once people try them, they realize they are worth the price,” he said. “We encourage our retail customers to conduct sampling programs at their stores. When they do, they see a lot of repeat customers and the sales go up.”

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

Whole Foods launches first-ever national brand campaign

Whole Foods Market has launched its first national brand campaign to highlight its quality standards, healthy offerings and key milestones as a pioneer in the natural and organic food industry. By communicating the company’s deeper purpose and its history of celebrating food and the people who produce it, the multichannel advertising initiative is intended to demonstrate the values of “America’s Healthiest Grocery Store,” according to the company.wfm-1

At the helm of the new campaign is seasoned marketing leader Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. She joined Whole Foods Market in August from Stanford Children’s Health, where she served as vice president and chief marketing officer. D’Addario also previously served as vice president of marketing for infant, toddler and preschool brands at the Walt Disney Co.

“Whole Foods Market has been subtly telling our story for decades, and now is the time to overtly communicate what we’ve spent more than 35 years creating as change agents in the food world,” D’Addario said in a press release. “We are excited to share our stories, and to have deeper conversations with our customers so they can make meaningful choices about what they decide to buy and support.”

“We founded Whole Foods Market as a group of young people who had a deep sense of purpose and a mission to make a difference,” John Mackey, co-chief executive officer and co-founder, said in the release. “It came from a very visceral desire to offer natural, organic and healthy, fresh food with a clear set of standards. We had no idea then the difference it could make. Now, 35 years later we are ‘Americas Healthiest Grocery Store’ and we’re excited to demonstrate that with this first-ever national ad campaign and with the work we do in our local and global communities.”

Using the theme “Values Matter” primarily in television, print and digital advertisements, Whole Foods Market will explain the origin and impact of its products and the standards behind them.

The company’s new “Responsibly Grown” produce ratings program is a topic of an authentic, documentary-style TV spot that will feature supplier partners, including farmers, along with Whole Foods Market customers and team members.

Whole Foods Market has been recognized by many organizations over the years for its work in creating industry-leading standards. For example, the company was among the first certified organic national grocers in the United States and was the only retailer named “America’s Healthiest Grocery Store” by Health magazine.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” D’Addario said. “This campaign will distinguish what makes our brand special, our food different and our quality superior. It’s our opportunity to reaffirm our unwavering commitments to our core values, which are at the heart of our brand.”

To complement the campaign launch, Whole Foods Market created wfm.com/valuesmatter to present visitors with more transparency and information through videos, supplier partner stories, product profiles and team member testimonials.

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

Whole Foods launches first-ever national brand campaign

Whole Foods Market has launched its first national brand campaign to highlight its quality standards, healthy offerings and key milestones as a pioneer in the natural and organic food industry. By communicating the company’s deeper purpose and its history of celebrating food and the people who produce it, the multichannel advertising initiative is intended to demonstrate the values of “America’s Healthiest Grocery Store,” according to the company.wfm-1

At the helm of the new campaign is seasoned marketing leader Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. She joined Whole Foods Market in August from Stanford Children’s Health, where she served as vice president and chief marketing officer. D’Addario also previously served as vice president of marketing for infant, toddler and preschool brands at the Walt Disney Co.

“Whole Foods Market has been subtly telling our story for decades, and now is the time to overtly communicate what we’ve spent more than 35 years creating as change agents in the food world,” D’Addario said in a press release. “We are excited to share our stories, and to have deeper conversations with our customers so they can make meaningful choices about what they decide to buy and support.”

“We founded Whole Foods Market as a group of young people who had a deep sense of purpose and a mission to make a difference,” John Mackey, co-chief executive officer and co-founder, said in the release. “It came from a very visceral desire to offer natural, organic and healthy, fresh food with a clear set of standards. We had no idea then the difference it could make. Now, 35 years later we are ‘Americas Healthiest Grocery Store’ and we’re excited to demonstrate that with this first-ever national ad campaign and with the work we do in our local and global communities.”

Using the theme “Values Matter” primarily in television, print and digital advertisements, Whole Foods Market will explain the origin and impact of its products and the standards behind them.

The company’s new “Responsibly Grown” produce ratings program is a topic of an authentic, documentary-style TV spot that will feature supplier partners, including farmers, along with Whole Foods Market customers and team members.

Whole Foods Market has been recognized by many organizations over the years for its work in creating industry-leading standards. For example, the company was among the first certified organic national grocers in the United States and was the only retailer named “America’s Healthiest Grocery Store” by Health magazine.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” D’Addario said. “This campaign will distinguish what makes our brand special, our food different and our quality superior. It’s our opportunity to reaffirm our unwavering commitments to our core values, which are at the heart of our brand.”

To complement the campaign launch, Whole Foods Market created wfm.com/valuesmatter to present visitors with more transparency and information through videos, supplier partner stories, product profiles and team member testimonials.

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

Whole Foods launches national ad campaign

Calling itself “America’s Healthiest Grocery Store,” Whole Foods Market on Monday launched its first-ever national advertising campaign.

The campaign, using the theme “Values Matter” comes as Whole Foods seeks to distinguish its offering amid competitors who’ve moved into its natural and organic food domain with a stronger emphasis on price. The Whole Foods campaign touts its buying standards, the origins of its products and the company’s pioneering role in the natural and organic food industry.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” Jeannine D’Addario, Whole Foods Market’s new global VP of communications, said in a statement. “This campaign will distinguish what makes our brand special, our food different and our quality superior. It’s our opportunity to reaffirm our unwavering commitments to our core values, which are at the heart of our brand.” D’Addario joined Whole Foods Market in August from Stanford Children’s Health, where she served as VP and chief marketing officer. D’Addario previously served as VP of marketing for infant, toddler and preschool brands at the Walt Disney Company. 

The company partnered with New York-based Partners & Spade to develop the creative approach. Headlines such as “The Highest Standards Weren’t Available, So We Created Them,” tout Whole Foods Market’s milestones in developing its signature standards and ratings programs. Sustainable seafood standards, animal welfare ratings, and its new “Responsibly Grown” produce ratings program are the topics of authentic, documentary-style TV spots that were directed by notable commercial filmmaker Gerard de Thame and feature supplier partners — including farmers, ranchers and fishermen — along with Whole Foods Market customers and team members.

“We believe Whole Foods Market has raised the level of food consciousness more than any other retailer, and it is certainly one of the most genuine, transparent companies out there,” Anthony Sperduti, co-founder and creative director at Partners & Spade, said. “Helping craft Whole Foods Market’s first national conversation about its philosophy and vision has been some of our team’s most meaningful work because it’s bigger than just commerce: it’s a wake-up call for how to treat ourselves, each other and the planet.”

Austin-based GSD&M was selected as the partner to handle media strategy and placement, which includes spots during prime time television shows including “Modern Family,” “Scandal” and “The Voice,” and on late night favorites such as “The Tonight Show Starring Jimmy Fallon,” “Jimmy Kimmel Live,” and “Saturday Night Live.” Ads will also appear in business, food, health, and lifestyle outlets, both print and digital.

To complement the campaign launch, Whole Foods Market created a new website to present visitors with more transparency and information through videos, supplier partner stories, product profiles and team member testimonials. The company invites consumers to visit the new site and take a brief survey called “What Do You Value?” to share what matters most to them.

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