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IPC launches new national television commercial

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For the past two years, the Idaho Potato Commission's national television commercial has featured the Great Big Idaho Potato Truck and a perplexed potato farmer who can't seem to keep tabs on it and its fun-loving Tater Team.

Now, the IPC has launched a new national television commercial that again features the now-famous farmer searching for his truck but this year his search soars to news heights with the help of a fellow farmer.

"These wildly popular national television commercials featuring the Great Big Idaho Potato and the farmer, Mark Coombs, have generated tremendous brand awareness but have also engaged consumers more than any of our other television commercials ever have," Frank Muir, president and chief executive officer of the commission, said in a press release. "Every week we receive dozens of calls, emails and messages on Facebook from folks around the country telling us they've spotted our truck. In fact when folks see the truck, they tell it go home!"

Not wanting to quell consumers' quest to help Coombs find the truck, the 2014 commercial again features him looking for his six-ton spud, but with some help from another grower, James Hoff of Idaho Falls.

Hoff takes Coombs up in his antique 1943 Boeing Stearman Staggerwing bi-plane hoping the oversized vehicle can be spotted from high above. Despite some impressive aerial maneuvers, he still doesn't have any luck finding it.

The commercial is currently airing on cable channels, including CNN, Fox News, Food Network, HGTV and Headline News. It will run through January, the end of the heaviest purchase period for Idaho potatoes.

PMA TV recaps Fresh Summit 2014

pmaloTwo years after a record-breaking convention in Anaheim, CA, PMA Fresh Summit returned to the city with a new record number of exhibitors and produce industry members from more than 60 countries around the world.

Oct. 17

Oct. 18

Oct. 19

Whole Foods Market and Instacart partner to offer one-hour delivery across 15 major U.S. cities

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Whole Foods Market and one-hour grocery delivery service Instacart announced a new partnership that enables customers to have Whole Foods products delivered in as little as one hour. Customers will soon also have the option to place orders via Instacart and pick up their order at a local participating Whole Foods store.

The two companies will pilot the in-store pickup option at select Austin and Boston stores in the next month. Instacart delivers from Whole Foods Market in all of the 15 cities it currently serves: Atlanta; Austin, TX; Boston; Boulder, CO; Chicago; Denver; Houston; Los Angeles; New York; Philadelphia; Portland, OR; San Francisco; San Jose, CA; Seattle; and Washington, DC. In the coming months, Instacart and Whole Foods Market expect to expand the in-store pickup option to all of the cities Instacart serves.

Through its partnership with Instacart, Whole Foods Market can offer its customers the delivery without having to handle the logistics.

"Instacart makes it extremely easy for our customers to buy Whole Foods Market products from 15 cities and have them quickly delivered — whether buying fresh ingredients for dinner tonight or sending healthy foods to loved ones in another city,” Walter Robb, co-chief executive officer of Whole Foods Market, said in a press release. “We are thrilled to add this additional convenience for our customers.”

Instacart and Whole Foods Market expect to build on this foundation of services in the coming months to create more solutions for simple, convenient online grocery shopping, delivery and pickup.  

“Instacart and Whole Foods Market are two companies that share a common vision to create great grocery shopping experiences,” Apoorva Mehta, CEO and founder of Instacart, said in the release. “Whole Foods Market is our most-requested shopping destination, and we’re happy to be working together to create a seamless, quick option for customers with busy lifestyles.”

By ordering at Instacart.com or via the Instacart mobile app, Whole Foods Market customers select their zip code, add items to a virtual cart and then choose a delivery window (within one hour, within two hours or at a scheduled time) and check out. Instacart Personal Shoppers confirm incoming orders on their smartphones, shop for the items at Whole Foods Market stores and then deliver orders to customers in the designated delivery timeframe.

Whole Foods Market will be the first national Instacart partner to offer in-store pickup. Whole Foods Market customers will use the Instacart website or app to order and instead of specifying home delivery times they will be able to select in-store pickup.

Via Instacart, Whole Foods Market customers can save grocery lists for fast, easy shopping and automated ordering of regularly purchased products. Instacart also offers a Whole Foods Market recipe database and other great sources with the ability to auto-generate grocery lists for those dishes for Whole Foods Market customers.

To celebrate the partnership, Instacart and Whole Foods Market are offering shoppers the chance to win free groceries for one year. Customers will receive hidden game pieces in Instacart delivery bags beginning Sept. 12, with five chances to win.

Instacart customers receive free delivery on their first order; thereafter the cost is $3.99 for two-hour delivery or $5.99 for one-hour delivery. Customers can also purchase a $99 annual Instacart Express membership and receive free delivery on any order over $35.

New POM Wonderful TV campaign to kick off pomegranate season

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POM Wonderful, one of the world’s larger producers of Wonderful variety pomegranates and a leading premium refrigerated juice company, is celebrating fresh pomegranate season. For the first time in three years, POM Wonderful is returning to television with a “Crazy Healthy” commercial campaign in October.

Four commercials highlight the healthful antioxidant power of premium 100 percent pomegranate juice. Each spot features people in everyday situations drinking POM’s premium 100 percent pomegranate juice and being protected by free radical-fighting characters like a dragon, a samurai, a cyclops and archers.

"Powered by pomegranate antioxidants, POM’s premium 100 percent pomegranate juice is a little sweet, a little tart and a whole lot of crazy healthy," the company said in a press release. The spots were directed by Tarsem Singh, Directors Guild of America award-winner among more awards for outstanding directorial achievements in commercials. Special computer-generated imagery effects were created by Framestore, a VFX company in London.

“Consumers love the sweet burst of flavor and versatility of our products,” Dahlia Reinkopf, senior director of marketing at POM Wonderful, said in the press release. “Our ‘Crazy Healthy’ TV campaign is timed perfectly with the launch of POM season to remind people about the antioxidant power of pomegranates. The goal of our campaign is to inspire consumers to get crazy healthy with our premium 100 percent pomegranate juice and seasonal Wonderful variety pomegranates.”

As the most popular variety of pomegranates in the United States, Wonderful variety pomegranates are just one of POM Wonderful’s healthy treats. Known for their sweet taste and plentiful juice, Wonderful variety pomegranates are an excellent source of fiber and deliver free-radical fighting antioxidants like vitamin C. The seeds in pomegranates, also known as arils, are perfect for healthy snacking and cooking. Each 4.3-ounce container of POM POMS Fresh Arils, POM’s convenient package of ready-to-eat arils, is 100 calories. Wonderful variety arils are a brilliant ruby red, indicating the healthy, sweet, tart juice contained within.

This season marks a decade of POM Wonderful celebrating pomegranates with original recipes showcasing new ways to enjoy the fruit. As in years past, POM partnered with distinguished chefs like José Andrés, Ludo Lefebvre, Suzanne Goin, Dale Talde, Michael Mina and more this year to create new recipes as part of a signature Chef Series. Chef Series recipes and more POM-inspired ideas can be found on Simply Wonderful, POM Wonderful’s digital magazine.

POM Wonderful variety pomegranates, POM POMS Fresh Arils and 100 percent pomegranate juice are available in the produce section at leading grocery, club and mass retailers. POM Wonderful variety pomegranates and POM POMS Fresh Arils are available October through January, and POM Wonderful 100 percent pomegranate juice is available year-round.

Domex Superfresh self-driven platforms helping workers, fruit quality

domexvidIn an orchard update from Domex Superfresh Growers, Dave Gleason talks about the beginning of this year's apple harvest and the use of self-driven, multi-level platforms that aid workers in the pick process.

The platforms allow Domex to do away with ladders altogether, creating a much safer and more efficient working environment. The company is also seeing less bruising on the fruit.