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The California Walnut Board celebrated American Heart Month in February by partnering with the leading retail chains in two targeted markets, Charlotte, NC, and Minneapolis/St Paul, MN, to showcase the heart health benefits of walnuts through a fully integrated retail test program including in-store demos and displays, price promotions and advertisements.

Through the “Simple Steps for Healthy Hearts” program, California Walnuts collaborated with retailers to leverage their efforts around American Heart Month and to position walnuts as a simple step that shoppers can take towards making heart-healthy food choices.

Each participating retailer was supported with an array of tactics to drive awareness and sales of California walnuts, along with additional advertising and experiential activities for retailers who merchandised walnuts.

“The California Walnuts in-store retail programs celebrating American Heart Month were a great opportunity to develop customized programs that mapped to the needs of each retail partner, while showcasing the culinary versatility and heart health benefits that walnuts provide,” said Michelle Connelly, executive director of the California Walnut Board. “We’re thrilled with the initial results our retail partners have experienced in this brief period, and we’re looking forward to further developing this program in the year ahead.”

Participating retailers in Minneapolis/St. Paul included Cub, Coborn’s and Kowalski’s. In Charlotte, Food Lion and Harris Teeter also joined the promotion. All grocery, club and mass retailers with locations in the Charlotte or Twin Cities metro areas were eligible to participate in the program.

California Walnuts and its retail partners invested in the promotion through various touch points including radio, print and television advertisements, coupon offers, point-of-purchase displays, in-store audio ads, shelf signage, header cards, in-store demos and samplings, retailer circular inclusion, social media and integrated activities with in-store dietitians to provide guidance on nutritional decisions, as well as to host in-store demos and informational sessions.

As one example of the program’s impact, Coborn's walnut sales were up 55.4 percent with unit sales up 48.6 percent in February 2018 compared to February 2017. Activities included in-store demos at its 19 locations within the Twin Cities metro area, displays, circular and in-store advertising, as well as dietitian-led “Wellness Wednesday” classes and in-store demos for customers, Facebook Live videos and other social promotions, and a local television segment.

Additional retail sales highlights include:

* In Minneapolis, for the four-week period ending Feb. 25, 2018, retail sales of the walnut category across all retailers were up 20.4 percent with volume sales also increasing 22.6 percent over the same period from the previous year -- underscoring the impact that the program had across an entire market, increasing walnut sales for participating retailers and non-participants alike.

o Cub retailers that participated in the test program outperformed the full Minneapolis market results, driving a 32.3 percent increase in retail sales and a 60.6 percent increase in volume sales from the same period a year ago.

* In Charlotte, for the four-week period ending Feb. 25, 2018, retail sales of the walnut category across all retailers were up 18.4 percent with volume sales also increasing 15.6 percent over the same period from the previous year

o Participating Food Lion locations also outperformed the full Charlotte market results with a 29.0 percent increase in retail sales and a 37.8 percent increase in volume sales over the same period from a year ago.

The California Walnut Board looks forward to conducting additional retail programs in the year ahead as a way to drive consumption of walnuts throughout the year. Interested partners can contact Jennifer Olmstead, domestic marketing director for the California Walnut Board, at

Nogales, az — Four colors of bell peppers, hard and soft squashes, hot peppers and Roma and grape tomatoes will be featured items from December to February for TruFresh, according to Chief Executive Officer Rafael Roiz. “We’re going to have all vegetables from mid-December into May and June.” This includes Euro- and Persian cucumbers, as well as mini-sweet peppers.

Malichita-grapesGreen grapes are among the offerings of TruFresh.He said TruFresh had a strong fall season for honeydew, watermelon and cantaloupe. The melon deal was to end in early December. TruFresh will also have springtime watermelon and honeydew programs.

TruFresh’s table grape deal is expected to expand in volume this spring, with harvest in Guaymas, Sonora, running from late April to early June. Roiz said TruFresh grape offerings are organic and conventional options for red, green and black.

New apple varieties are popping up across Washington this year, and Stemilt Growers’ Rave is one of the earliest.

The Wenatchee operation started harvesting Rave the first week of August, according to Communications Manager Brianna Shales.

“This is the first year we are taking this apple to market” Shales told The Produce News. “It’s a Honeycrisp-MonArk cross, and the MonArk parentage causes it to color and ripen before any other apple in Washington State. We started harvesting it the first week of August, which is about two to three weeks ahead of other apples this year, although later than last year’s record early start.”

Shales said the Rave will be a small crop this year, with a month-long launch season, “But we are excited as it’s a fantastic tasting apple that gets to kick off apple season.” The next round was set to start around Aug. 20 with Gala and SweeTango, and Shales said early September would see the start of Honeycrisp, Fuji and others.

“Gala and SweeTango will arrive at stores just in time for back-to-school and the month of September,” she said. 

“We are also gearing up for a great year with our Piñata apple, which has now reached near year-round availability and is widely known as the ‘tropical apple’ at retail and among consumers.

Piñata’s season will kick off in November and we’ll see lots of promotions around it late winter and early spring,” she added.  

Shales said volume estimates are for 130 million cartons, down 1 percent from 2016.

“Volume appears to be good this year in Washington, with no major issues affecting any one variety,” she said. “Sizing will be a half to full size down on most varieties, which for apples like Honeycrisp and Fuji that tend to be a bit bigger means they will be in what we would call an average size profile. That also means that we will have more Lil Snappers kid-sized apples to promote, especially on varieties like Gala and Pink Lady, that already tend to size smaller.”

And Shales said Stemilt is “projecting significant increases in the Honeycrisp variety as well as organic apples, as new plantings have come into production and acreage has completed the three-year transition to organics.” The company’s overall apple volume is 30 percent organic, and Shales said growth in the category continues.

The company has a new distribution center now under construction, and Shales said it will feature an automated storage retrieval system, or ASRS, from SwissLog when it comes fully online next season.

“Besides that, we continue to enjoy the benefits of our state-of-the-art apple line, with Greefa’s optic sizing/sorting capability,” she said.  

Promotions with retail partners are planned for the season, and Shales said efforts will include Lil Snappers, Fresh Blenders juicing apples and the Apple Lover’s five-pound pouch bags.

“Packaging has been such a great way for us to market intent to a specific audience, and we want to continue to help retailers segment apples to their core shopper groups that include parents and Millennials,” she said.

“We work with retail dietitians to promote our healthy products at special events they have, whether they be school tours and kids education events, juicing demos or other activities,” she continued. “We also anticipate more Artisan Organics promotions with increased supplies of organic apples in modern flavors such as Honeycrisp, Fuji, Piñata and Pink Lady available.” 


NEW ORLEANS — The Produce Marketing Association’s Fresh Summit brings out the best of the best in the produce industry, and this year's event — held here Oct. 19-21 — was no exception. Check it out as The Produce News’ Maggie Giuffrida chats with representatives from Hungry Harvest, Fresh Direct and Wegmans to get their perspective on what makes Fresh Summit one of the premier events for the produce industry.

With the recent acquisition of Pride Packing Co., Vanguard International Group, based in Issaquah, WA, is excited to be packing and marketing its apples this year through Vanguard Pride.

“For Vanguard, this is all part of our strategic plan to be a vertically integration organization, from farm to customer, to offer our global network of customer’s high-quality, food-safety assured, and great tasting fruit 52 weeks of the year,” said Byron Ihnen, vice president of sales for the company. “We know that apples are a strong driver for retailers and wholesalers both domestically and internationally.”

The latest buzz in the Washington apple industry is focused on the exciting and flavorful new varieties coming into production and Washington apple crop volumes, as Ihnen noted 120 to 130 million boxes is indeed the “new normal.”

“We need to be ready as an industry to market additional volumes in the years to come as additional new high-density plantings come into production,” he said. “Orchard redevelopment and new planting continue with more Red Delicious coming out of the ground, and more of the new varieties being planted. There is such a plethora of new varieties with various structures (club, Washington only, and global licensed programs) that it’s increasingly challenging for growers.”

Vanguard’s crops so far this year are looking great all the way around as the trees and the fruit seem to have weathered the summer heat very well.

“There are a few varieties that look to be a wee bit smaller in fruit size, but it’s still too early to tell for sure yet,” Ihnen said. “And for our export programs, slightly smaller sizes are actually an advantage.”

With the acquisition of Pride Packing Co., completed in May, Vanguard is moving forward with its vertically integrated strategy and have been mapping out both its domestic and international sales plans for a while, and have meaningful programs already in place going into the season.

“The Vanguard Pride Team is very excited about this coming season. We have a super team of great people, all with can-do, make-it-happen attitudes,” Ihnen said. “The apple growers and breeders of the world being the artists and scientists that they are will continue to bring us wonderful choices.”

One issue that the company continues to focus on and investigate for improvements is packaging of the apples. In fact, Ihnen called packaging “an interesting conundrum.”

“Consumers have demonstrated a desire to ‘grab and go,’ and that typically requires a package of some type. And there is the food safety and food security side of the equation to consider,” he said. “Consumers want to know more about their purchases — who grows it, where is it grown, how is it grown, and packaging can allow you to do that. A good package is your on-the-shelf sales person, that works 24/7/365.”

In addition to its strong Washington apple crop, Vanguard Pride just completed a successful cherry and stone fruit season.