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Limex SiCar is now operating under the new name and brand SiCar Farms with the goal of better communicating the diverse commodities and availability it provides as a vertically integrated grower.  sicar

Over the past three decades, the company has grown and expanded its product line on the farms and views the rebranding as a more accurate reflection of what the operation has become. “SiCar Farms is a vertically integrated grower-shipper marketing mostly our own products,” Dan Edmeier, vice president of sales, said in a press release. “We wanted to establish uniformity in our marketing strategy which more accurately reflects everything we do from planting, harvesting, food safety, sales and distribution and everything in between.”

The Limex SiCar label will continue to be used for limes but other commodities grown and handled by SiCar will be marketed under the SiCar Farms label. In addition to limes and lemons, SiCar Farms now also grows and markets greenhouse tomatoes, mangos, pineapples, coconuts, papaya and has an organic offerings. “Our product expansion of these additional items was the result of numerous requests by our retail customers,” said Edmeier. “Our farms in Mexico started growing these products on land we own. One of the most frustrating things for a buyer is to be forced to change their supplier midstream, so we can now provide our customers with greater supply year round.”

Prior to the rebranding, SiCar’s farms in Mexico operated under a different name. However now, the farms in Mexico along with all other operations of their vertically integrated company will all operate under the SiCar Farms name. “If you go to the farm you’re going to see SiCar Farms on the sign,” said Edmeier. “If you see our tomatoes in transit, the box will say SiCar Farms. We want to establish greater brand consistency throughout the growing, packing, shipping and marketing of the products we handle.”

The new brand better identifies the mission of the company. “We are the grower,” said Edmeier. “In the current environment, retailers are looking to get closer to the grower. We fit that bill as a service-oriented growing operation. Many buyers know us from the lime trade and we’re pleased to offer them other items from our farms as well.”

SiCar Farms, formerly Limex SiCar, is a grower of citrus, fresh fruit and greenhouse tomatoes. It is headquartered in the state of Colima in Mexico and operates a marketing-distribution facility in Texas. The vertically integrated company controls the entire production chain from production to harvest and packing to distribution and delivery. SiCar is committed to the highest quality standards to ensure the safety, integrity and reliability of its supply.

Tom Stenzel and Kevin Coupe will be the featured speakers at the New England Produce Council's 17th annual Produce, Floral & Foodservice Expo, scheduled to take place Sept. 21-23 at the Ocean Edge Resort & Gold Club on Cape Cod, MA.stenzTom Stenzel

Stenzel, president and chief executive officer of the United Fresh Produce Association, will deliver the keynote address at 2 p.m. Wednesday, Sept. 21. The full details of his presentation will be announced in a few weeks, but one of his topics will be ethnic marketing, NEPC Executive Director Laura Sullivan told The Produce News April 19.KevinCoupeKevin Coupe

Coupe, a food industry expert, journalist and author who spoke at last year's NEPC expo, will facilitate a consumer and industry expert panel right after Stenzel's remarks.

A VIP reception will take place Wednesday evening, leading into what has quickly become a signature highlight at the NEPC expo: a Cape Cod style clambake.

The big event Thursday is the expo, which will take place from 9 a.m. to 3 p.m. "I anticipate about 130 booths at this year's expo," which is about the maximum that the facility can accommodate, said Sullivan. The expo will be followed by the Sunset Sail Cruise, from 6 p.m. to 8:30 p.m.

On Friday, attendees may take advantage of a number of activities on the cape, such as golf, fishing, whale watching, spa treatments and shopping.

For additional information, contact Laura Sullivan at 781/273-0444.

Crane & Crane, a grower-packer in Brewster, WA, announced that beginning in the fall of 2016 it will market its traditional apple and pear varieties through Chelan Fresh. Crane & Crane also produces ENZA club varieties that will continue to be marketed through channels exclusive to those varieties.

The Crane family has been growing fruit in north central Washington for nearly 100 years.  Company President Rachel Crane Sullivan, a fifth-generation leader in the family business, said, “We have chosen to join forces in marketing our fruit with our longtime neighbors in the northern district of Washington state through Chelan Fresh. Our high-elevation location allows Crane & Crane to produce firm, high-quality fruit that fits well in the Chelan Fresh program.”

“Since 2003 growers in the northern district of Washington state, including Gebbers Farms, Chelan Fruit Cooperative, and Golddigger, have worked together as Chelan Fresh Marketing to bring volumes of top-quality fruit to market," Tom Riggan, chief executive officer of Chelan Fresh, said in a press release. "We have been close friends with Crane & Crane for many years, and we know the outstanding quality of their fruit and their people. Together we can deliver additional volume to our customers who demand excellence."

Kroger’s Atlanta division announced that Bill Green, current director of regional operations for the Atlanta division, has been promoted to vice president of operations for the Columbus division, effective April 24.

“Bill brings leadership, people skills, a great knowledge of the business and an engaging community spirit to his new role,” Bruce Lucia, president of Kroger’s Atlanta division, said in a press release.Bill-Green---Headshot-FinalBill Green “Bill has contributed greatly to the success of our division, and his broad range of experience across different departments makes him an ideal candidate for this leadership role.”    

Green joined Kroger in 2000 as an attorney in the law department at the general office in Cincinnati before relocating to Atlanta to complete the management trainee program in 2003. Green has served in several management positions, and was promoted to his current role of director of regional operations in July 2015.

“I am thrilled to be promoted to vice president of operations,” Green said in the release. “My enthusiasm for our customers and associates will be carried over into the Columbus division, and I cannot wait to begin working with an incredible team.”

Green earned his bachelor’s degree in business from Howard University and his Juris Doctorate Degree from the University of Kentucky. His passion for the community is exemplified by his involvement and support of many organizations, including the Boy Scouts of America and the Junior Achievement Association.

KENOSHA, WI — On July 26, the Heartland Children’s Foundation will be sponsoring the Heartland Produce 2016 Charitable Golf Outing at the ThunderHawk Golf Club in Beach Park, IL.  

This will be the third year for the fundraiser, which netted $20,000 last year. Customers, suppliers and employees of Heartland are invited to participate.Bill-Ryan-DietzBill and Ryan Dietz of Heartland Produce Co.

For details on the golf tournament, contact Ryan Dietz at

William (Bill) Dietz Jr., president of Heartland Produce Co., based here, said the non-profit Heartland Children’s Foundation was launched three years ago. The four beneficiaries from last year’s event were CASA Lake County, Women & Children’s Horizons, The Shalom Center and Oasis for Orphans.  

This spring Bill Dietz will be traveling to Jordan on a UNICEF field visit. He is a board member of the Midwest Region, U.S. Fund for UNICEF. His board took on a three-year project to raise $3 million for the Eliminate Project, a partnership between UNICEF and Kiwanis International to eliminate maternal neonatal tetanus from the 23 countries where it is still present. Dietz said the vaccine for the disease costs $1.80. The challenge is to get the vaccine to those who need it.