PMA Fresh Magazine by Produce Marketing Association

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A P R I L 2015

BREAKING NEW GROUND The Changing Face of Tech

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FEATURES

WELCOME LETTER PMA Science & Technology Committee Chair Dr. Elliott Grant shares highlights from this issue of fresh.

FLORAL A Glimpse Into the Future of Breeding

ISSUES LEADERSHIP U.S. Government Outlines Priorities for the Year Ahead

A P R I L 2015

PHOTO: ©ISTOCK.COM/MAXVIS

contents

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INDUSTRY TALENT A Conversation About Industry Talent

10 SCIENCE & TECHNOLOGY Top Insights From Tech Talks

12 SCIENCE & TECHNOLOGY Final FSMA Regulations Are Coming

14 GLOBAL CONNECTIONS PMA Australia-New Zealand: Affiliate Launches Redesigned PMA Fresh Connections for 2015

18 GLOBAL CONNECTIONS New Tech Innovations Boost, Save Produce

20 AVOCADOS DOMINATE THE SUPER BOWL The history-making ad, “First Draft Ever,” aired at the end of the first quarter of Super Bowl XLIX.

22 OMNI-CHANNEL FULFILLMENT Produce and floral retailers are suppliers are moving further into the e-commerce sphere.

24 THE CHANGING FACE OF TECH 26 Water Technology Breaks New Ground 30 New Process Uses Iron Filings to Remove Contaminants from Water 32 The Future of 3D Printing 34 Produce Monkey Helps Farmers Manage Business On the Go 36 Koppert Cress Blends Tech and Vegetables for Unique Experience

38 ‘UGLY FRUIT’ MOVEMENT PICKS UP

STEAM IN U.S. They may not be pretty, but they taste just as good as their more visually pleasing counterparts.

40 EAT BRIGHTER!™ Participants Talk Marketing Strategies continued

COVER PHOTO: ©ISTOCK.COM/CARTHER; COVER ILLUSTRATION: ©ISTOCK.COM/BYGERMINA

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contents

fresh Executive Editor Elizabeth Rich Managing Editor Danielle Vickery Art Director Marilyn Steranko Design Director Kelly Carter

50 44 UPCOMING PMA AND PMA FOUNDATION EVENTS

Production Manager Jennifer Rodgers Copy Editor Toni Eaton Advertising Sales Manager Robyn Florio

Save the date!

45 WELCOME NEW PMA MEMBERS 46 PMA GOLD CIRCLE CAMPAIGN CONTRIBUTORS 48 2014 PMA FOUNDATION INDUSTRY TALENT FUND CONTRIBUTORS

50 MEMBER PROFILE Calavo

52 MEMBER PROFILE Junction Solutions

54 MEMBER PROFILE Westlake Produce Company

56 MEMBER PROFILE Aneberries

58 MEMBER PROFILE Royal Flowers

60 LAST WORD 9 Buzzwords You Need to Know Today

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For subscriptions and address changes, call +1 (302) 738-7100. To view past issues, visit the fresh Magazine page under About PMA at pma.com. Editorial offices: fresh@pma.com Advertising offices: rflorio@pma.com Member services: solutionctr@pma.com ÂŠ 2015 by Produce Marketing Association. All rights reserved. Materials may not be reproduced or translated without permission.

welcome HOW DOES TECHNOLOGY GROW? In 1957, academics at Iowa State University wanted to model how technology spreads. Ironically, their idea was prompted by watching the purchase patterns of hybrid seed corn — and they called it technology diffusion. The idea became known as ‘Rogers’ bell curve’ and now predicts how technologies from DVDs to self-driving cars are adopted. When a new technology emerges — such as zero valent iron, or Koppert Cress — early adopters will get excited, hype it, and claim it’s the next great thing. The true test of whether a technology will soar like smart phones — or stumble like a Segway — is whether it crosses the “chasm” and reaches the early majority of users who don’t fall in love with technology — but rather understand what it can do for them. Wider use by this early majority leads to a cascade of adoption and adaptation. Eventually, even the late adopters begin to use the technology — some simply because they’re afraid of falling behind, but others because the technology itself has become simpler and more robust, cheaper and better suited to their needs. Finally, there will always be the laggards: those who resist new technology and prefer things just the way they are, thank you very much. Sometimes this can become a sustainable niche (think: vinyl records) but usually it’s just the last gasp of a shrinking base (is anyone still watching on Betamax?). PMA plays a crucial role in the adoption of technology by bringing new and emerging innovations to members. Whether you’re an early adopter shaping how these technologies emerge, or in the early majority looking for a competitive advantage, or even a late adopter waiting for the technology to be cheap and easy — I’m confident there’s something in here for you! Dr. Elliott Grant Chair, PMA Science & Technology Committee Founder & CTO, HarvestMark

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F LO R A L

A Glimpse Into the Future of Breeding Editorâ&#x20AC;&#x2122;s Note: The concept for this article came from conversations Becky Roberts, director of volunteer leadership relations and floral for PMA, had at IPM ESSEN, the international trade fair for plants. Becky Roberts: What kinds of innovative technology are changing the future of breeding? Yoshi Hamada, Sakata Seed America Inc.: Interspecific hybridization and polyploidization will be more important to produce new cultivars. Embryo rescue techniques and molecular cytogenetic methods have been used for interspecific hybrids in vari-

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ous genera. For example, Profusion series is an interspecific cross between two species Zinnia elegans and Zinnia angustifolia, inheriting the large flowers from the elegans parent and the disease tolerance from the angustifolia parent. Profusion zinnias have the added benefit of strong disease tolerance to alternaria and powdery mildew. In the landscape Zinnia Profusion grows well in both cool and warm climates. New canopies of flowers continuously cover the old blooms for a clean and natural look. Ori Danziger, Danziger Farms: There are many kinds of innovative technology that are changing

present and future breeding. There are two main aspects that are being improved at a tremendous pace, a) breeding program time is dramatically reduced; b) Accuracy and targeted breeding. The breeding process is naturally long and with new technologies such as MAS (marker assisted technology) and special algorithms that determine which are the best crossings to make, valuable time is being saved while improving the accuracy of the breeding process and enabling to reach specific targets set in the breeding program. Genome of different crops is known today and special technologies such as gene deletions and targeted mutation to genes will help achieve specific targets such as increasing vase life, productivity/yield, introducing new colors, etc. Juan Ignacio Pineros, Galleria Farms: The sharp and harsh competition of today’s ornamental floral industry, has presented a tremendous challenge to breeders as it is difficult to maintain the level of financial resources needed to improve technologically. To go into the transgenic or bioengineering techniques

requires a substantial amount of money and patience. In the field of bedding and pot plants, such practices have produced a substantial change not only in appearance but also in performance. In that segment of the industry it appears to be that some breeders have been able to maintain the technological level required. The field of fresh cut flowers has been less grateful to breeders as most probably the volumes they can affect do not bring to them in return the royalties needed to continue advancing in techniques. However, allow me to say that it is remarkable the efforts like the ones of Florigene and Danziger in flower breeding developments. Florigene’s, because through a true transgenic process was able to create their “Moon Series Carnations and Minicarnations.” and have promise to deliver a true “blue rose.” And Danziger’s, who by means of introducing MemoGene technology, which is a non-GMO system, are guiding mutation with specific objectives. We are working very closely with Danziger on a new breed of chrysanthemum varieties that for sure will improve the value proposition to the floral market.

Sakata Seed America Inc. views interspecific hybridization and polyploidization as becoming more important in the future of breeding.

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ISSUES LEADERSHIP

U.S. Government Outlines Priorities for the Year Ahead As part of PMA’s work in Issues Leadership — bringing our expertise and leadership to issues that affect members most — I wanted to update you on the priorities in the U.S. for the year ahead.

PRESIDENT OBAMA’S 2016 BUDGET

by Hunt Shipman, PMA’s Issues Leadership representative and partner at Cornerstone Government Affairs

On Feb. 2, President Obama released his fiscal year 2016 budget request, proposing $1.091 trillion in overall discretionary spending. This request is $74 billion above the $1.016 trillion budget cap, and a 7 percent increase from the top-line figure of $1.013 trillion from the prior year. We’re still looking through 1,396-page budget request, and thousands more pages of explanatory documents, but pulled out a few items of importance to members: • Food Safety Modernization Act implementation: As the Administration reviews the thousands of comments received on the proposed rules issued under the Food Safety Modernization Act, the President’s budget includes an additional $109 million in funding to FDA for FSMA implementation for training, education and increasing FDA’s foreign presence and partnerships. • Single food safety agency: A proposal to consolidate food safety responsibilities into a single agency has been a popular topic for many years and we’ll continue to watch developments. Right now, the overwhelming produce safety focus is on implementation of the Food Safety Modernization Act through the U.S. Food and Drug Administration. The produce industry is already regulated

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primarily by one food safety agency — FDA. Rules by FDA, including FSMA, not only set the boundaries for U.S. companies, but for all companies globally that are doing business in the United States. We haven’t seen the legislative language to be submitted by the President on this, and we don’t know when that will occur, but we look forward to hearings in the relevant committees of jurisdiction. • User fees: The President’s budget proposes to add $190 million in new user fees, which are authorized under the Food Safety Modernization Act, but Congress has not permitted their implementation. Where programs provide an optional benefit to individual companies, like the Voluntary Qualified Importer Program proposed under FSMA, user fees certainly are an option that companies should be allowed to consider based on their own needs and priorities. • Trade: The administration has placed a high priority on finalizing key trade agreements in 2015, most notably the Trans-Pacific Partnership. The budget provides funding increases for implementation and industry sectors affected by the agreements. • Research: The proposed budget proposes an increase of about $214 million in the National Institute for Food and Agriculture — which includes $80 million for the “Innovation Institutes” and $125

million in competitive grants through the Agriculture and Food Research Initiative. Research remains a key priority for PMA, especially food safety research, which is needed to ensure that safety practices and safety regulations are based on sound science. The budget also proposes $1.1 billion for USDA’s Agricultural Research Service, an increase of $59 million above the previous year’s funding. The increases will be focused, among other areas, on plant genetics and breeding and food safety.

U.S. CONGRESSIONAL 2016 PRIORITIES There are several priorities for Congress on the horizon that will affect the produce and floral industries this year: • Child Nutrition Reauthorization: This legislation, which comes up every five years, affects the health of U.S. children and the health of the produce industry where it advocates increased consumption of fruits and vegetables. Previous iterations have increased the importance of fruits and vegetables in U.S. government programs on child nutrition. The 2010 bill gave rise to increased requirements for schools to serve children fruits and vegetables. PMA will be watching to discourage any backsliding on that and other important gains. This legislation also addresses adult and child day care feeding programs (PMA is offering comments on USDA revision of the existing program requirements), and the important Special Supplemental Nutrition Program for Women, Infants, and Children. • Farm Bill implementation: Following passage of the farm bill just a year ago, the focus turns to implementation as USDA works to put the legislation’s provisions in place. The 2014 bill contains programs like conservation, export and technical assistance, research, nutrition programs, and specialty crop block grants. Those grants, totaling $72.5

million a year, allow states to support specialty crop growers with research, technical assistance, marketing programs, and more. The produce industry achieved key gains in the farm bill, including $80 million for the Specialty Crop Research Initiative. The farm bill, which includes the Supplemental Nutrition Assistance Program, also provides $100 million to increase consumer spending for fruits and vegetables. PMA will be active and will join with its partners, including the Specialty Crop Farm Bill Alliance, to advocate for produce priorities during the ongoing implementation. • Dietary Guidelines: By the time this article is published, the U.S. Dietary Guidelines Advisory Committee will have released its report, with the purpose of guiding U.S. nutrition policy decisions. Currently, the guidelines advise consumers to fill ‘half the plate’ with fruits and vegetables. While we don’t expect the committee’s report to backtrack on fruit and vegetable consumption, we’ll examine the report to assess implications for our industry. In recent years this committee’s guidance has led changes in school meals programs, WIC programs, and more. • Trade: Congress is expected to take action on Trade Promotion Authority in the spring, which provides the Administration a single ‘up or down’ vote on trade agreements. This enables U.S. negotiators to provide more certainty to the process and an incentive for negotiators from all countries to bring their best offer to the discussions without concern for effective renegotiation by Congress. We can also expect much debate on the TransPacific Partnership agreement, as both Congress and the Administration deal with the major outstanding issues such as currency manipulation and intellectual property.

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The administration has placed a high priority on finalizing key trade agreements in 2015, most notably the Trans-Pacific Partnership.” — Hunt Shipman PMA’s Issues Leadership representative and partner at Cornerstone Government Affairs

Stay in touch! Check out our Issues Leadership blog on www.pma.com for the latest updates and news.

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I N D U S T RY TA L E N T

Addressing the ‘War for Talent’ Dick Spezzano, president of Spezzano Consulting Services and board chair of PMA Foundation, and Margi Prueitt, PMA Foundation executive director and PMA senior vice president, recently chatted with Jorge Suarez, vice president of labor management at Paramount Farming and vice chair of PMA Foundation Talent Development Committee, about the importance of industry talent and how PMA Foundation is working to address some of the challenges surrounding industry talent.

Jorge Suarez: You certainly put a great deal of time into PMA Foundation. Why is it so important to you and the fresh produce and floral industry? Dick Spezzano Board Chair of PMA Foundation

Margi Prueitt PMA Foundation Executive Director PMA Senior Vice President

Dick: About a dozen years ago, a group of PMA members realized that the fresh produce and floral industry was unprepared to face the “war for talent.” This group had the foresight to address this by creating an organization with the mission to attract, develop and retain talent for the global produce and floral industry — PMA Foundation for Industry Talent. I got involved early on because nothing is more important to our member companies — without the right people, business strategies just don’t succeed. I remain as excited now as I was then with the efforts of PMA Foundation — the growth is amazing. Jorge: What is different about the talent situation now than it was in the late 2000s? Dick: Because of the recession, the war for talent didn’t materialize as soon as predicted; however, businesses are now starting to see this challenge full-on. In my work, I am seeing the pendulum shift from employer to job seeker. The good news is PMA Foundation has a full portfolio of customized programs that

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are relevant to the challenges businesses are facing in today’s technology-driven global environment. Margi: The U.S. Bureau of Labor Statistics reported that job openings and hirings continue to rise. This confidence encourages employees to search for new opportunities. Add to that, the significant retirement rate of baby boomers! Jorge: Why is this a problem for the industry? Dick: Most companies realize turnover is expensive because of the cost to find and train a new employee in addition to “opportunity-lose cost during the vacancy. Margi: Companies who don’t have the right hiring and retention strategies will have a challenge keeping talent. In fact, according to the 2013 Gallup report “State of the Global Workforce”: “the bulk of employees worldwide — 63% — are “not engaged,” meaning they lack motivation and are less likely to invest discretionary effort in organizational goals or outcomes. And 24% are “actively disengaged,” indicating they are unhappy and unproductive at work and liable to spread negativity to coworkers.”

Jorge: What is PMA Foundation doing to help the industry tackle this? Dick: The Pack Family Career Pathways program is the premier program we use to attract university students to the industry. We have seven similar programs that reach students from different universities, disciplines and geographic locations. The newest program being held at PMA Tech Knowledge is a great example of our diversification. To develop those in our industry, PMA Foundation provides four leadership development programs for people

at all stages of their career. Additional resources offered include free webinars for young professionals, a career bank and networking opportunities. Margi: A recent Lee Hecht Harrison article sums it up well: “…The case for addressing it (retention) through career development remains strong, whatever the condition….it’s not just that such an investment lowers the quit rate and drives down the cost of recruitment and onboarding. It’s that it leads to a more agile and engaged workforce and stronger leadership pipeline.”

S C I E N C E & T E C H N O LO G Y

Top Insights From Tech Talks PMA members recently converged on Charlotte, North Carolina for Tech Talks, a one-day event designed to examine the importance of innovation and the adoption of emerging technologies. This fast-paced learning experience featured expert speakers woven in with video vignettes and handson workshop sessions to help attendees understand the importance of innovative thinking and to examine what it actually takes to create corporate cultures where innovative thinking is rewarded. Some key highlights from Tech Talks provide a roadmap for the produce industry as we seek to create innovative business cultures and integrate emerging technologies into our business operations

by Dr. Bob Whitaker PMA Chief Science and Technology Officer

Needed changes are happening fast. We’ve often heard the key to developing a corporate culture around innovation is making people more comfortable about change and developing openness to new ideas. Change that is forced from the top down does not give employees a chance for authorship and eventually ownership of the change.

Ideas can come from anywhere; we just need to recognize them. A number of entrepreneurs came to share stories about their innovative process. Julie Busha, of Slawsa, presented her journey to development of a “new” product — really over 10 years old — that combines elements of a relish and salsa for use with barbecued foods and others. Improved

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ingredients, changing consumer tastes and needs, and improved marketing strategies can form the foundation for innovation.

Data collection and computational capacity have evolved to the Internet of Everything. In a presentation by Elaine Rideout, from Wiser Systems, participants got to see some next-generation innovation focused on product traceability. In a program funded largely by USDA, traceability was viewed as an open architecture where a number of traceability technologies can be read by hand-held scanners and used to track inventory and improve inventory management and reduce product shrink.

Failure is learning. Innovation provocateur David Phillips focused on the “how” part of innovation. It is important to create an environment in which it is safe to fail, because that same environment also makes it safe to test new ideas and to be creative. Reward success and failure, and punish inactivity, to encourage active participation in the process. Finally, get out there with your product. Even a prototype permits you to learn, and that learning will drive refinements that can lead to success.

It takes a team. At the end of the day, Phillips and the McColl Center in Charlotte, North Carolina directed a most unusual session that used techniques from the art world to demonstrate key elements to

Participants used children’s play dough to create shapes — without further instruction as to what those shapes should be, and then refined those shapes to create a “product.”

successfully operating corporate innovation teams. Participants used children’s play dough to create shapes — without further instruction as to what those shapes should be, and then refined those shapes to create a “product.” Along the way, participants discovered some critically important aspects of successful innovation activities: Have a plan, adapt to change, diversify your development team, learn and modify, and learn to string technologies and ideas together. On May 12-13, 2015, PMA will present Tech

Knowledge, the companion event to Tech Talks. This two-day event, held in Monterey, California, takes a deeper dive into the world of emerging technologies and those that might still be just over the horizon. Attendees will be exposed to new technologies and given the tools to help them understand how these technologies might be employed in the produce industry. I hope to see you there. For more about our technology offerings, visit pma.com.

PMA president Cathy Burns and Julie Busha of Slawsa, at the McColl Center in Charlotte, North Carolina.

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S C I E N C E & T E C H N O LO G Y

FDA Prepares to Finalize FSMA Regulations by Tom Coombe

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Final regulations associated with U.S. Food Safety Modernization Act, are coming and the Produce Marketing Association wants to make sure they’re fair and helpful. Passed into law in 2011, this Federal Act, known as the Food Safety Modernization Act or FSMA, is the most sweeping reform in our food safety laws in 70 years, giving the Food and Drug Administration new inspection powers and creating multiple new regulations that affect every aspect of the food business. The FDA is required by FSMA to issue new regulations and it is anticipated that they will do so in the summer and fall of 2015 and the fall of 2016. Last year, the PMA and other industry stakeholders provided suggested changes to the FDA so as to make the final regulations more practical to implement and enhance the safety of produce for all consumers. And now, as the FDA is preparing to make those FSMA regulations final, PMA has adopted a new role: making sure the rules work. “This is a real pivotal time regarding FSMA,” says Bob Whitaker, Chief Science and Technology Officer for the PMA. “You really start focusing on how these regulations are going to be implemented by industry and government inspectors checking for compliance. How are they going to train both producers and inspectors? Who’s going to do the training and who is going to pay for it?” When the FDA asked the food industry to comment on revised FSMA regulation proposals last year, PMA and its members were one of the groups offering extensive input.

Among the things PMA suggested be changed in the final regulation was to regulate on-farm packinghouse operations under the produce rule regardless of whether the operators accepted raw commodities from other growers for packing. Under the original FDA proposals, operators would have to conduct packing under the produce rule for their raw products but switch over to the preventive controls rule for accepting their neighbors’ raw commodities to pack. In its public comments submitted to the FDA, PMA stated that having packers have to implement the produce rule for some aspects of their operations and the preventive controls rules for others would cause unnecessary confusion and take the focus away from packing raw agricultural commodities safely and effectively. “It is important that raw commodities like tree fruits, melons and tomatoes and are packed with food safety top of mind,” Whitaker said. “the produce regulation provides clear direction on food safety for these types of operations and gives producers a clear path forward for developing food safety programs to manage any cross contamination risks.” The preventive controls for human foods regulation ise intended for food manufacturing operations. In fact, it was contamination in products like bagged spinach and peanut butter in the past decade that led to passage of the FSMA legislation. In February, the FDA said it was asking for a $109.5 million increase in this year’s federal budget to help implement FSMA. More than half of that will go towards a new national integrated food system,

and to training new inspectors. That’s the cost for taxpayers, but what will the changes cost growers? Whitaker said that will depend “on the type of organization you have, what kind of crops you’re growing, and what kind of food safety programs you’ve got in place already.” For some growers, the changes to the FMSA won’t be a big deal. “They’ve already been doing risk-based food safety programs and FSMA is really an affirmation of what they have in place with perhaps some minor alterations,” said Whitaker. But in other cases: “If you’ve been sitting on your hands regarding food safety...then I think there will be great deal of anxiety and some catching up to do.”

That’s why the PMA offers training, he says. Last year’s Fresh Summit in Anaheim featured a session about the FSMA with FDA and industry experts. Producers who were interested in upcoming FSMA food safety changes wanted to start educating themselves and share information. You can read more about the FSMA proposed regulations or listen to a webinar about the FDA’s Preventive Controls for Human Foods, Foreign Supplier Verification Program and Produce Safety regulations that were issued last September on PMA’s website: pma.com/topics/food-safety/fsma “It takes effort,” Whitaker says. “And it’s more of a people cost than anything else. You’ve got to engage.”

G LO B A L CO N N E C T I O N S

PMA Fresh Connections:

Australia-New Zealand Debuts Redesign by Erin Hart Marketing Communications Manager PMA AustraliaNew Zealand

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PMA Australia-New Zealand has announced multiple industry partnerships from across the fresh produce value chain to present a brand new Special Interest Groups Day as part of the redesigned PMA Fresh Connections: Australia-New Zealand, 12-14 May 2015 in Melbourne. Designed to address key issues, trends and industry developments for specific industry segments, the Special Interest Groups Day is part of a new three-day structure launched for PMA Fresh Connections: Australia-New Zealand, which for the first time sees the conference and trade show run on separate days. “PMA Fresh Connections: Australia-New Zealand is designed to connect members of the diverse fresh produce industry to the ideas, information, tools and people they need to grow their business; but we also recognise that different segments of the industry have their own unique needs,” said John Said, Chairman of PMA Australia-New Zealand. The largest information, education and networking event to bring together the entire fresh fruit, vegetable and floral value chains in the

Australasian region, PMA Fresh Connections has worked in close consultation and collaboration with organisations including the Australian Horticultural Exporters’ Association, Australian Organic, Fresh State, and a number of foodservice operators and independent retailers, to offer the jampacked day of forums, master classes, leadership events and tours on day three of the event. “The Special Interest Groups Day will include forums on sustainability, organics, export, independent retail, and foodservice, and a Horticulture Centre of Excellence Master Class, all of which are designed specifically for those industry segments” said Mr Said. “It will also include the annual conference tour, which will visit the new Epping Wholesale Markets and specialty retailers, and the inaugural Women’s Fresh Perspectives Leadership Brunch” he added. In partnership with Woolworths and CHEP, Tuesday 12th May will be dedicated to the Conference, building on PMA Fresh Connections: Australia-New Zealand’s reputation as the industry leader for local and global educational

Speaker Salah Sukkarieh

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content. Keynote speakers will include Jeff Dunn, President — Packaged Fresh at Campbell Soup Co. (USA) on Changing the way we market to consumers; Chris Riddell, Futurist & Digital Strategist (AUS) on Winning Tomorrow’s Customers with Digital; and Dan’l Mackey Almy, President & CEO of DMA Solutions (USA), on Beyond the sale: how marketing can grow your fresh produce business. Concurrent sessions will feature a range of topics from technology to research and development, succession planning to quality assurance. Held in partnership with The Australian Chamber of Fruit and Vegetable Industries, May 13th will offer a huge day of prime Trade Show time to meet with buyers, source new suppliers, and make new business connections. With trade show day

beginning and ending with perennial favourites the Welcome Breakfast and Gala Dinner, and major retailers scheduled to hold meetings within the trade show throughout the day, trade show attendance is expected to be at a record high at more than 1000 attendees. “If you want the chance to meet with buyers from the major or independent retailers, to source new inputs providers, to get up close to cutting edge technologies and innovations, even to check out the competition; you’re not going to get every single one of those things all under the one roof at any other trade show in Australia or New Zealand — and certainly not at that price” said Mr Said. For full details and to register, please visit pmafreshconnections.com.au/register.

12–14 MAY 2015 MELBOURNE, AUSTRALIA

ROBOTICS AND INTELLIGENT SYSTEMS OFFER MYRIAD BENEFITS by Julia Stewart BEYOND LABOR SAVINGS University of Sydney robotics professor Salah Sukkarieh, Ph.D., had two key messages for PMA Fresh Connections attendees last year: The fresh produce industry can learn much from other industries that are already using robotics and intelligent systems (IS); and robotics and IS offer benefits well beyond mitigating labor cost and labor availability. First, to define terms: “When we talk about ‘field robotics’… we are not talking about things that look lie the Terminator walking through a field with a hoe, removing weeds,” Sukkarieh told delegates. Instead, today’s robots are existing machines that have had their cabins replaced with sensors and other elements to make the machines intelligent. IS goes beyond robotics to look at “large-scale data analytics, data mining, optimization algorithms and machine learning, and how they all work together,” he explained. IS can ultimately move information up and down the supply chain. “We aren’t saying we don’t want humans. We’re saying that today’s world is a lot more complex, there is lots more information… In some cases [analyzing all that] can only be done, or can be done better, by hardware,” said Sukkarieh. Real-world examples reveal fresh produce opportunities To expose fresh produce industry delegates to the potential offered by farm robotics and IS, Sukkarieh provided many examples from Australia and around the world:

• Automated shipping container straddle carriers, now in use at the Brisbane shipping port. • Automated Rio Tinto mining operations, including autonomous drilling rigs that can measure soil properties. • Unmanned air vehicles used on large-scale Australian cattle farms, which use sensors to differentiate invasive tree species from native ones, to mark them for removal. • An exoskeleton to aid Japan’s aging farmers. • An automated slugbot that can detect, pick up and “devour” slugs. • A hortibot from Denmark that automates mowing. • A multiwheeled, crop-monitoring robot in Germany. • Israeli date sprayers with sophisticated manipulator arms to precisely spray only the fruit. • An autonomous strawberry harvester that should be commercially available soon. Benefits extend far beyond labor While most people tend to think of robotics and IS as a means to reduce labor cost or to respond to labor unavailability, Sukkarieh stressed that the benefits extend well beyond labor — including improving land productivity. To demonstrate, he presented data on labor and land productivity by country over the past 50 years. In Western countries for example, were productivity has flattened, robotics

can help make advancements. The benefits don’t stop at improving land productivity, either. “In addition, and sometimes of greater value,” he said, are benefits such as: • Increased predictability: For example, the Brisbane port can predict “almost smack on” what the straddle carriers will have achieved six hours later, impossible to do with humans. • Increased fuel and energy efficiency: Automating machines brings substantial fuel savings because “humans are hopeless at driving,” he quipped. • Decreased environmental impact: The centre’s Ladybird automated sprayer can “completely slash” herbicide use by targeting weeds only for application. • Better disease and pest identification, using robotic sensors and IS. Sukkarieh urged the fresh produce industry to consider how to standardize its farm operations, such as the cereals industry has done, to facilitate the use of robotics and IS. He cited the example of apple industry research into two-dimensional tree trellis architecture in its orchards. “If we can structure the farm a lot better, we can make automation easier,” he said. “You might think these things are far away or aren’t relevant. Those are the same comments we’ve heard from every other industry — and every other industry has taken it on.”

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G LO B A L CO N N E C T I O N S

by Jenna Rittenhouse

Many industries have realized at this point that embracing technology is more than just a key to success — it’s downright crucial. Two South American countries have been working to make the best of innovations at hand, and they’re seeing great results. An initiative in Chile has made it possible for a greenhouse to be heated entirely with geothermal energy, according to a recent article published by FreshFruitPortal.com. What makes the project so unique is that the temperature is dynamically controlled, depending on the crops’ specific needs. This means production yields are higher, growth

An initiative in Chile has made it possible for a greenhouse to be heated entirely with geothermal energy.

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times are shorter and costs are lower. Thanks to a partnership between the Foundation for Agricultural Innovation, the Ministry of Agriculture and the Innovation for Competitiveness Fund, the system could pack a double punch of being up to five times more efficient than conventional methods, making it a very environmentally friendly process. It could also be easily adapted to other regions, further supporting the local agriculture industry. In Brazil, a new device is helping solve a problem that’s already cost farmers in Florida about $4.5 billion — citrus greening, or Huanglongbing. The fatal disease affects citrus trees, and 27 million have been cut down in Brazil alone. Trees can be asymptomatic for a year and a half, while still remaining contagious and infecting others, according to an article on FreshFruitPortal.com. Developed over two years by Instituto de Física de São Carlos professor Jarbas Caiado de Castro Neto, in coordination with the Brazilian Corporation of Agricultural Research (EMBRAPA), the device has an 85 to 90 percent accuracy rate, compared to only 30 to 60 percent for visually inspecting the trees’ leaves. It works by projecting an LED with a specific wavelength onto the leaf, measuring the return light on a spectrometer. Based on the sample returned, the operator can determine if the tree is infected or not. So far it only works for certain orange tree varieties, but developers have hopes to expand that reach in the future.

PHOTOGRAPH COURTESY OF PHOTOS OF THE FOUNDATION FOR AGRICULTURAL INNOVATION (FIA)

New Tech Innovations Boost, Save Produce

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The differences between men and women require different approaches to change and transformation. Kathy Caprino Forbes Contributor

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Avocados Dominate the Super Bowl by Elissa Vallano Avocados are having a moment in the spotlight. While the fruit has always been popular in California, the rest of the country continues to catch on — and sales are surging. This momentum has created a perfect opportunity for Avocados From Mexico to showcase their product on a larger platform.

“Avocados From Mexico is very excited to join the ranks of top advertisers during the Big Game and reign as the first fresh produce brand to broadcast an ad during the biggest American professional sporting event of the year,” noted Alvaro Luque, President of Avocados From Mexico. To prepare for their history-making Super Bowl ad, Avocados From Mexico reached out to several advertising agencies in March 2014. They developed the idea over the course of the year, resulting in a single 30-second spot, “First Draft Ever,” that aired at the end of the first quarter of Super Bowl XLIX. “It’s been a long process,” Luque said. “But one surprising thing is how many doors can open by participating in an event like this.” Avocados From Mexico has been focused on brand building over the past several years, and it’s a strategy that’s paid off. January 2014 was the company’s biggest month — which they attributed to the easy marriage between guacamole and football. In fact, one

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PHOTO: ©ISTOCK.COM/JAZZIRT

And for advertising, there’s nothing bigger than the Super Bowl.

avocados Alvaro Luque, president of Avocados from Mexico

of their key objectives has been to “own” guacamole consumption during football season, and so far, they’re right on track. Hass avocados, which constitute more than 95 percent of all avocados consumed in the U.S., hit a record of 1.9 billion pounds last year. Avocados From Mexico represented about 70 percent of that volume, and for 2014-2015, the company’s export projection is even higher — 15 percent higher to be exact. “The popularity of avocados in the U.S. is on a mercurial rise, and we want to ensure that momentum continues,” Luque said. The avocado’s road to success has been nothing short of impressive. When the U.S. government lifted a ban on avocado imports from Mexico in the late 1990s, availability increased substantially. The average American went from eating about 1.5 pounds of avocados per year in the late 1990s to 5 pounds per year in 2012. And that number continues to grow as more Americans embrace healthier ingredients in their diet.

“The ad continues the trend toward good-for-you choices advertised in a big way, and we’re thrilled to be a part of that important shift,” Luque said. While Avocados From Mexico has been focused on guacamole, they’re quick to highlight how versatile avocados can be overall. Since the Super Bowl ad aired, they’ve now geared their marketing program toward the consumption of avocados in sandwiches, salads, soups and sides. The company has partnered with Jeff Mauro — “The Sandwich King” and co-host of “The Kitchen” — for a series of in-store supermarket promotions called Fanwich. It’s an exciting time for Avocados From Mexico, and the company has no plans to slow down. “Our clients and partners know we are making history here for the fresh produce industry, and they are supporting us,” Luque said. “This is a success story for all of the industry, and we really hope that other fresh produce brands can join this effort in the upcoming years.”

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Omni-Channel Fulfillment by Jenna Rittenhouse

It seems as though everything can be done online these days. Consumers can video chat with faraway relatives, turn off the lights at home and even find a spouse. In keeping with the trend, retailers and produce and floral suppliers are moving into the e-commerce sphere. But along with the benefits of meeting and exceeding customer expectations come issues like expensive home delivery costs and figuring out how to optimize the process. “Omni-channel” fulfillment is shaking up the way things have always been done. In recent years, the “multichannel” concept morphed into “omni-channel,” and these buzzwords are often used interchangeably — but they’re not exactly the same concept. Multi means “more than two” and omni means “every.” You can operate in as many “channels” as you want, but you’re not an omni-channel business unless there is interconnectedness between every touch point from the perspective of the consumer.

Striking a balance The brick-and-mortar model may not be the best way for the produce and floral industries to reach customers anymore, and suppliers alike should take the time to evaluate whether their companies could benefit from streamlining their process. To successfully move to an omni-channel fulfillment system, the company must prepare at every level of the supply chain, including vendors, distribution centers and retail stores. The movement to omni-channel fulfillment requires companies to re-think many of its business practices: from marketing,

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to maximizing the customer experience, to payment systems, to inventory and order management. And, omni-channel is not without risks. Fulfilment can be expensive and tricky to maintain quality and freshness of produce for home delivery options, especially for those items that spoil or damage easily.

Groceries for the tech-savvy A Business Insider in-depth report states that the grocery industry in the US is the $600 billion business, with a projected compound annual growth rate of 21.1 percent

for online grocery sales between 2013 and 2018. In contrast, traditional grocery sales are only expected to rise 3.1 percent annually. The survey notes that while only 15 percent of US adults have purchased general grocery products online, a higher, more significant 25 percent said they’ve bought specialty items that can’t easily be found elsewhere. New companies are jumping on board with this trend, offering services like concierge shopping and subscriptionbased prepared meals. Twenty-five percent of Millennials (ages 18-36) who took the survey said they would pay more for

same-day delivery. Giants like Amazon, eBay and Google are beginning to offer this option for their products, and the report suggests it may not be long before produce retailers follow suit. Meanwhile, established brands are wading into the waters of “click-and-collect” options, which allow users to place an order online and pick it up at their physical store. This eliminates the problems associated with the individual home delivery model. Factors like limited access to residential areas, traffic delays, and other transportation issues no longer need to be taken into consideration.

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Finding floral’s niche The floral industry is not new to the same-day delivery mode or e-commerce; in fact, Association of Floral Importers of Florida Executive Vice President Christine Boldt says they’ve been ahead of the game using just that for decades. “We’ve done a great job in getting flowers everywhere,” she says. “Our biggest problem…is we don’t tell people to buy them.” A report by Euromonitor International for PMA states e-commerce is gaining significant importance in the floral industry, and “businesses able to invest in these capabilities and leverage online sales… will likely benefit from the substantial opportunities.” Produce and floral retail is becoming more complex and changing at an everincreasing speed. It requires retailers to understand and act upon analytics, be more tech savvy than ever before, and to see their businesses through their customers’ eyes. It will require retailers to become omni-channel.

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PHOTO: ©ISTOCK.COM/CARTHER; ILLUSTRATION: ©ISTOCK.COM/BYGERMINA

THE CHANGING FACE OF TECH Disruptive technology in the produce and floral industries is about much more than speed and convenience. It’s what we need in order to deal with some of our world’s startling realities. It comes in many different forms — both big and small. New technology is helping to purify our water, as well as create a whole new variety of micro vegetable. Technology has led to developments in drought-stricken areas and has streamlined the buying and selling process so that growers are more efficient and consumers are more satisfied. The following pages are filled with stories about new technology and the people who inspire it. These advancements are just a snapshot of what we can accomplish.

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WATER TECHNOLOGY BREAKS NEW GROUND by Elissa Vallano 26 fresh

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n many ways, the future of agriculture looks bright. Satellite imagery, GPS mapping, and flow monitors are just a few of the ways technology is pushing the industry forward. But even with these advances, the future is getting drier. In fact, water crises ranked first on the list of global risks at this year’s World Economic Forum in Davos, surpassing war and energy prices in terms of impact. This year, environmental risks, such as the water crisis, far overshadowed economic risks — highlighting a growing threat that could have catastrophic consequences on the agriculture industry. According to the Encyclopedia of Earth, nearly 2 billion people live with water scarcity, and this number is expected to rise to 4 billion by 2025, unless radical reforms emerge. There is a shortage of water worldwide which will force produce and floral production to move to where there are better solutions and turn to technology. To combat this

problem, companies across the globe are revolutionizing the way we get and use water. Drip irrigation is a sustainable method favored by most farmers because it saves water and fertilizer. It has been adopted most widely in areas of severe water scarcity. With increased interest worldwide, Israel is marketing its waste water reuse technologies in conjunction with drip irrigation and has developed a billion-dollar industry by sharing systems and expertise. “There is a consistent decrease in water availability that drives farmers to move to drip irrigation,” Dubi Raz, corporate agronomy director for Netafim, said, a global irrigation pioneer in Israel. “And more than 500 million farmers are small holders. So for them, we first need to create a water source. That’s why using recycled water for agriculture is essential. In Israel, we’ve really got it very advanced. I’d say that 75 percent of agriculture

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Farmers in India meet to discuss irrigation strategy with Dubi Raz of Netafim.

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irrigation water is recycled.” Agricola Cerro Prieto also is using drip irrigation to boost agricultural water resources in Peru. It was the first private irrigation project in the country without government support, so the team faced numerous challenges, including property and water rights and acceptance from the local community. But through the construction of hundreds of kilometers of pipes, Agricola Cerro Prieto nurtured thousands of acres of irrigable farm land in the desert. “In drip, we save 50 percent of the water, and we can double the yield,” Raz said. And where would we be without the ability to

greater analyze and gather data? Plant roots are able to relay real-time soil-moisture conditions with appropriate water sensors that mimic what roots are experiencing under the soil profile. They can tip you off when it’s time to irrigate or to hold off on watering, saving water and ultimately money. Today, devices measure critical environmental factors like temperature, humidity, light, and water. And because the sensors all connect to a central processor, users get access to real-time updates on their smartphones. “Agriculture is changing,” Raz said. “Because there is a lack of labor, it will be fully mechanized. The next generation of farmers will not wear mud-

dy boots. They want to run their fields with smartphones — and actually we can.” One promising technology is desalination, the removal of dissolved salts from water; however, it is a costly and energy intensive process. In Chile, they’re working to make desalination more sustainable through solar-power. Chile is harnessing the power of solar energy at a desalination facility in the Atacama Desert’s Lluta Valley. Fundación Chile, a government-funded technology promoter, started the plant to further develop a production process that utilizes membrane separation technologies to combat high salinity in the region’s water supply. “What we want is to demonstrate the use of a membrane technology that has a low consumption of energy, using solar energy for conditioning brackish waters at competitive prices,” Carolina Cuevas, head of solar projects at Fundación Chile, said in a statement. “Thus, we expect to promote the agricultural activity in the Region of Arica and Parinacota of northern Chile.” As governments and organizations around the world work to crack the desalination code, a team of researchers might have found hope in an unlikely place — beneath the seabed. A study published in Nature last year pointed to massive freshwater reserves (about 120,000 cubic miles) out from shore that could be mined and used for consumption. Dr. Vincent Post of Flinders University in Australia, lead author of the study, said the freshwater resources are relatively easy to access by drilling into the seabed, or by drilling from land close to the aquifers. While offshore drilling can be expensive, the quality of the water makes it more cost-effective and less energy-intensive than desalination. “Knowing about these reserves is great news because this volume of water could sustain some regions for decades,” Post said in a written statement about his study.

Many countries are choosing to go back to the basics — by strengthening their water infrastructure. FCC Aqualia, the third largest private water company in Europe and sixth in the world, is working to improve access to water in Mexico. One project is the construction a steel pipeline to supply drinking water to areas on the outskirts of Mexico City. Another project in the state of Tabasco is renovating an intake system in the Mezcalpa River used to supply water to the Cactus and Nuevo Pemex gas processing centers. Both promise to provide much-needed water services. Chinese scientists believe that breeding new drought-tolerant crop varieties is the key to easing the country’s chronic water scarcity, according to Xinhua News Agency. Experts made the remarks in early January 2015 at a forum on water conservation and agriculture, noting that the lack of water poses a significant threat to China’s food security. High water consumption and low efficiency has led to over-exploitation of water resources as well as to ecosystem degradation. With the development of new drought-tolerant crops, agro-scientists hope to ease water constraints and better guarantee food security and ecosystem health. While water-saving irrigation techniques often require significant investments in infrastructure and equipment, giving farmers new varieties of drought-tolerant seed is considered an easier and possibly cheaper approach. For companies like FCC Aqualia and Netafim, achieving lasting results relies on constantly staying one step ahead of global water challenges. Rising demand and depleting resources mean more companies need to think outside the box to save water and ensure food security without hurting the environment. Whether it’s mobile apps, desalination, or irrigation efficiency, there’s no doubt that technology is changing the water game — and giving new hope to countries struggling with limited resources

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NEW PROCESS USES IRON FILINGS TO REMOVE CONTAMINANTS FROM WATER by Tom Coombe

he term “zero valent iron” may not mean anything to you. But but it could someday mean the difference between your food being grown with healthy water or with water that could make you sick. Researchers at the University of Delaware are working on a way to make this happen, using zero valent iron (ZVI) to remove viruses, bacteria and other contaminants from water. Among the researchers leading the project is Dr. Kali Kniel, a member of the university’s College of Agriculture and Natural Resources since 2004. Kniel has been at the university since 2004. She started her studies at Virginia Tech, getting her master’s in cell biology before moving onto the fields of food microbiology and infectious disease. Microbes, she says, have always intrigued her.

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“The part about the microbes that always fascinates me is that they’re always changing,” Kniel says. “You put up a roadblock, and they’re able to get around it.” And that’s what’s happening in the work Kniel and her colleagues are doing. They’re using ZVI to catch food-borne illnesses like salmonella and E. coli, as well as strains of viruses, cleansing them from water before they can get to our food. You know the saying “It’ll take a thief to catch a thief”? Well, this is a case of taking using a small particle to catch another small particle. The ZVI comes in the form of iron filings, a waste product from manufacturing. The filings go in the water, the water passes over them and the iron becomes oxides. “As that’s going on, within the matrix of the water and ZVI, there’s absorption of microorganisms,”

PHOTO: ©ISTOCK.COM/PGIAM

said Kniel. ZVI has already been shown to be effective in treating water for pollutants. There are groundwater remediation facilities that use large ZVI walls to cleanse the water of contaminants. Kniel is working with two other professors at UD: Dr. Pei Chiu, a civil and environmental engineer, and Dr. Yan Jin, who is a soil physicist. Also collaborating with them is Dr. Manan Sharma, a microbiologist at the United States Department of Agriculture-Agricultural Research Service. Their work has gotten notice outside of the academic world. “Here’s a cheap, easy way to purify water,” says Bob Whitaker, Chief Science and Technology Officer for the Produce Marketing Association. “It can certainly be used by farmers. It can be used for virtually any use purpose when you’re trying to clean up water. It’s

cheap. It’s just scrap metal. There’s no energy involved.” That isn’t to say that every farmer in the country can start using ZVI tomorrow. Kniel said the process is probably better for smaller farms, “not someone pumping 100,000 gallons per minute.” Plus, someone needs to design and build a working system. And In addition, Kniel said there are still some unanswered questions. In some studies, it seemed as if organisms needed to be in contact with ZVI for “seconds to minutes” in order for the process to work. Other more recent experiments suggest the contact time can be much shorter. There’s also the question of when ZVI wears out. “If you have very clean water, the ZVI can last for a long time,” Kniel saidnoted. “Those barriers in the ground, they can last for years. It really depends on the water quality.”

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THE FUTURE OF 3D PRINTING by Ashley Boucher, PMA Public Relations Manager Mike Nagle, business development manager at Advanced Technology Systems, spoke recently at Tech Talks and will be speaking at Tech Knowledge and Fresh Connections: Australia-New Zealand in May. Nagle talks about 3D printing, as well as its many implications for the industry. Ashley Boucher: How is the produce industry currently using 3D printing? Nagle: First and foremost, for packaging and prototyping and production, to actually make the packaging itself. We have a number of customers, take for example egg cartons, who are making paper molds out of 3D printed parts to make various shapes and sizes to produce better packaging for their products. So if there are design changes, if they want it to be greener with their design process and use the least amount of material as possible, 3D printing allows them to make a cheap tool and then be able to make a custom part based on the demand of the customer. So thatâ&#x20AC;&#x2122;s one part of it. Of course thereâ&#x20AC;&#x2122;s the prototyping side, not related directly to food but rather food products overall, so point-of-purchase displays and things like that from actual grocery stores and convenience stores from customers that are actually selling the food for the manufacturer or producer. Also, 3D printing a lot of those parts to fit all the different sizes of packaging and products to make it look presentable on the shelf is becoming more and more important to a lot of chains.

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Ashley: What are other industries doing now with 3D printing that the produce industry/agriculture isn’t? Nagle: I work quite a bit with medical. I work a lot in the Mid-West and in the northern United States — we refer to it here as “medical alley,” but we have a lot of medical device, medical service and medical institutions that are heavily invested in 3D printing; they’ve had the systems for a long time, they’ve had the materials for a long time. We’ve learned a lot about them in regards to customization, but the one thing I think we’re learning from other industries — customization being one of them, consumer products being another — we’re starting to move away from a culture, or a population of really, really high quantity products that are all the same and starting to move toward lower quantities that are highly customized for the customer. So every customer out there buying, you know, whether it’s a new cellphone case or medical device, whatever it is, we’re trying to get to a spot where it is customized for the end user. And I can see that concept, at least the concept, being interesting for the food and produce industries. For example, even just like, the amount of food in each serving, right, so if you’re a family of two vs. a family of four vs. a family of eight, most things out there that we’re buying and consuming are kind of made for families because the producer or manufacturer believe that this is an appropriate amount of food for a good cost and a good return on that investment. I can see it being a little bit more of a unique capability to make cheaper packaging quicker and lower amounts of food for single people or couples or older people, and kind of give a little bit more options instead of just from a product standpoint being able to offer, let’s just say, multiple sizes or varieties within a brand line.

Ashley: Do you see food printing being an opportunity for the produce industry or a threat to the goal of increasing consumption of fruits and vegetables? Nagle: To someone in the manufacturing world, the 3D printing food concept is a little bit unique just because we think, or I think personally, we’ve already been sort of 3D printing food already. If you look at the way some of our printers print, it’s a method called FDM, which stand for fused deposition modeling, and it’s basically starting with a raw material that’s heated up and extruded through a tip and then it’s basically building that part layer upon layer upon layer, so it’s an additive process. If you compare that to a production line, say, making cupcakes that have frosting on them where they are making tons and tons and tons of them, it’s a very similar process on the automation line where the frosting is being deposited onto the baked good for end-use product. So the 3D concept is there, and I actually think there is some opportunity for the produce world to learn from 3D printing, and I also think there’s an opportunity for 3D printing to learn from the produce industry. One of the main differences is that our material is actually for most of our product line is the same before it’s printed as it is after it’s printed. Whereas if you take food, if you wanted to make a cookie, you’d have various amounts of ingredients before you bake the cookie — or when you go from start to finish — the physical properties of that are going to change. So that is the difference between printing an object where you’re starting with the same material and just altering the shape basically to getting your end-use product, whereas in the produce world or the baking world or the automation world of food making the properties are changing throughout that process. So I think that’s going to be the challenge but also a good opportunity for us to eventually capitalize and help produce companies become more efficient with their time and their processes.

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The 3D concept is there, and I actually think there is some opportunity for the produce world to learn from 3D printing, and I also think there’s an opportunity for 3D printing to learn from the produce industry.” — Mike Nagle, Business Development Manager at Advanced Technology Systems

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PRODUCE MONKEY HELPS FARMERS MANAGE BUSINESS ON THE GO by Theresa Katalinas

third-generation sweet potato, almond and tree fruit farmer, Ben Silva, sought a way to manage his office from home, the road…or anywhere in between. Silva has been in the industry for almost 25 years, managing his family’s farm and packing house in Livingston, California, and managing the day-today operations with his brother, Aaron Silva. Running a produce business and being on the go at the same time was “not an easy task by any means,” Ben Silva said. “I figured if it was difficult for me to be on the road and efficiently run my office at the same time,” it would likely be just as challenging for other farmers, he said. Since there wasn’t a solution to allow him true business mobility, short of taking the farm on the road with him, Ben Silva decided to create one. “How could I build that and benefit not only myself but my industry colleagues and peers as well?” he wondered. Enter Produce Monkey, an Android- or iPhonepowered, social media web-based software pro-

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gram app that brings buyers and sellers together in real time. It features online pricing functionality, the ability for buyers and sellers to create purchase orders, track transactions and more. Two years after Ben Silva’s idea materialized, he founded Produce Monkey Corp, based in Palo Alto, California, in January 2014. Since the application’s release on May 1, roughly 1,000 people have been actively using it and that number “steadily climbs on a daily basis.” The app adds up to huge time savings and convenience. Users are able to access their contact lists within the Produce Monkey account and make calls, or send or check messages directly from the platform. It also provides users the ability to connect to social media. “It keeps you connected to the ones that matter most,” Silva said. Another benefit for buyers, sellers, industry services and others connected to the farming industry is its ability to help close sales. “You can promote your product to a targeted demographic. If a grower, packer, shipper, or industry services pro-

fessional has a certain product they are trying to move, Produce Monkey will be able to target that specific model, increasing your chances of success and connecting you to your target, not only efficiently but cost effectively.” Produce Monkey is in its second round of development with many more tools and new functionality in the works, according to Silva. Those upgrades are planned for completion within the next few months. The goal and mission of the existing Produce Monkey app, as well as the forthcoming improved model, is to create a user-friendly interface built specifically for the produce industry, while adding value to users’ day-to-day lives. “The tools that are available now and the tools that I plan to develop in the future will always be top priority in creating an on-the-go, time-saving online community that will always keep you connected no matter where you are,” Silva said. And, for Silva, who said his family farm and packing house is his “first love” and his “life,” making business operations easier is key.

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If a grower, packer, shipper or industry services professional has a certain product they are trying to move, Produce Monkey will be able to target that specific model.” — Ben Silva founder and CEO, Produce Monkey

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KOPPERT CRESS BLENDS TECH AND VEGETABLES FOR UNIQUE EXPERIENCE by Jenna Rittenhouse

pecializing in “cresses,” or seedlings of unique and interesting plants, the Netherlands-based company Koppert Cress is part of a micro-vegetable revolution. Their products range from micro-greens and micro-vegetables to other fresh specialties like herbs and spices. “We aim at the chef who wants year-round supply of clean, fresh, HACCP [Hazard Analysis & Critical

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Control Points] certified, rare ingredients in order to create his or her signature dish,” according to the website at usa.koppertcress.com. “We challenge restaurateurs not only to use our product as decoration, but as unique and flavorful condiments. “ Though Koppert Cress’s beginnings trace back to 1987, it took some time before it really became what it is today. Owner Rob Baan took the helm when he purchased the company in 2002 and renamed it Koppert Cress. From there it began to take off, buttressed by Baan’s traveling expertise, business knowledge and passion for home cooking. His vision was to take this background and propel the company into the future, and that dream has become a reality. The original facility is located in Monster in the Netherlands. In 2006, that Dutch “Westland” location was expanded to include a new section of 1.7 hectares, or about 4.2 acres. The technology used for the new building was state-of-the-art, making it one of the most advanced in Europe. This also means it’s been constructed to be very sustainable, with the excess heat from lamps and sunlight being stored underground for later use. Koppert Cress also uses solar panels to run LED lamps for the office building, according to the website.

The company’s ample growth over the past few years has served to prove its popularity, and because of that Koppert Cress opened its “Cressperience” on site in March 2006. Cressperience takes Koppert Cress produce to a whole new level, creating an atmosphere in which chefs and others in the industry can learn more about it. The meeting room and test kitchen ensure a continued interest in the product and the perfect place to experiment with the produce, letting the users’ creativity roam wherever it likes. In 2007, the company expanded to the United States, building a greenhouse on Long Island to start growing its unique produce. The state-of-theart 30,000-square-foot facility positions the company to make a reach far beyond its roots in the Netherlands. Working with marketers and wholesalers, those products are currently sold throughout the

country, including Alaska and Hawaii. Other niche distributors are able to take their produce to restaurants, hotels, caterers and special gourmet market retailers across the world. “We thrive on good partnerships with specialty produce distributors and wholesalers throughout the United States. Our product reach spans restaurants as far as Alaska or even Hawaii,” according to the website. Koppert Cress has proven itself to be a genuine partner to several charitable organizations, such as Autism Speaks. The company also donates ingredients to the Culinary Institute of America, giving students the opportunity to go beyond their imaginations in creating unique dishes. In 2010, Koppert Cress was appointed the official James Beard House Purveyor of rare Micro-Greens, Micro-Vegetables, and Specialties.

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‘Ugly Fruit’ Movement Picks up Steam in U.S. by Theresa Katalinas They may not be pretty, but they taste just as good — if not better — than their more visually pleasing counterparts. The message of not judging a fruit or vegetable by its outer skin, imperfections, or misshapenness is being buoyed by successful “ugly fruit” campaigns in Australia, Austria, Canada and the U.K., among other countries. EndFoodWaste.org stresses on Twitter that #UglyIsBeautiful and suggests that consumers #AskForUgly to help reduce what experts say amounts to the waste of 20 percent or more in perfectly edible fruits and vegetables. Dana Gunders, a staff scientist with the Natural Resources Defense Council, said the ugly fruit movement is becoming more of a household name in the U.S. “The ugly fruit movement does address one of the main reasons that fruits and vegetables are going to waste,” Gunders said. “I think people do understand that food can taste good even if it doesn’t look good.”

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In fact, Gunders said more consumers are beginning to view so-called ugly fruit and vegetables as “attractive.” “Farmers markets are real proof that people have a tolerance for different sizes and shapes,” she said. Yet, U.S. retailers have not officially brought many less-thanperfect fruits and vegetables to market, according to Gunders. “We have the advantage that we’re seeing that at work in other countries,” Gunders said. “That’s a good sign. We here in the U.S. don’t have to reinvent the wheel. Who’s going to be the first retailer to bring it to market?” To help curb waste, Gunders said the Natural Resources Defense Council is releasing a book in July, “The Waste-Free Kitchen Handbook,” which features tips and strategies to waste less in your kitchen — and your life. It highlights 85 products and the best ways to store or freeze them, she said. The organization is also partnering with the Ad Council to launch a campaign this fall which complements the ugly fruit and

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vegetable efforts undertaken in the U.K. “When it comes to this ugly fruit movement, part of the opportunity and what’s driving the interest now is that you have this reservoir of unused fruits and vegetables,” Gunders said, adding that reducing food waste can also mean more processing and freeze drying. “I don’t think it just has to be retailers selling ugly fruits and veg in their produce departments.” Jeanne von Zastrow, senior director of sustainability for the Food Marketing Institute, said her organization, in conjunction with the Food Waste Reduction Alliance, focuses its produce consumption efforts primarily on feeding the hungry. From 2007 to 2014, Zastrow said retail food donations to Feeding America (the largest national food bank system in the U.S.) increased 400 percent, from 30 million pounds to 1.3 billion pounds. U.S. retailers are looking at the “clever” and “appealing” ideas stemming from ugly fruit and vegetable campaigns in other countries, she said.

“We have a number of members looking at possibilities,” von Zastrow said. “Our companies use ugly fruit and vegetables in prepared foods.” Wegmans grocery stores also place bins in their perishables department, von Zastrow said. The retailer makes a point to share with customers that banana peels and other scraps go to compost and are put on the company’s organic farm, she said. In addition to encouraging more consumption of ugly produce, von Zastrow said the Food Marketing Institute strives to put food to other uses, besides adding to landfills. Sub-par food is used for animal feed and to produce energy, she said. The common thread with the Food Marketing Institute’s efforts and other successful ugly fruit and vegetable campaigns elsewhere is that food is either eaten or put to other uses instead of being wasted. “We’re rethinking everything,” von Zastrow said. “It’s a mind change.”

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eat brighter!™

PARTICIPANTS TALK

MARKETING STRATEGIES by Meg Miller, PMA Director of Public Relations There are 50 fresh produce companies signed on to the eat brighter!™ movement, each of which brings a fresh twist on how to incorporate Sesame Street character images into marketing strategies. As we watch industry members throw their hat into the marketing ring, we’re taking notes. Here are some great examples of innovative, out-of-the-box marketing strategies — all in the name of healthy eating and driving demand.

First Lady Michelle Obama, Big Bird and Billy Eichner: A Recipe for Success The movement gained national attention in February through a video starring First Lady Michelle Obama, Big Bird, and NBC Parks and Recreation actor and FunnyOrDie.com comedian Billy Eichner of Billy on the Street. Billy led the First Lady and Big Bird through a game show with questions about healthy eating and pop culture. The video, geared toward millennial parents who are raising 2- to 5-year-olds across the country, earned 230,000 views in just three days. Eichner asked the game show participants questions like, “Sir, does an Apple TV count as a fruit?” and, “Miss, would your child prefer strawberries with Elmo’s face or strawberries with JK Simmons’ face?”

Watch the video starring First Lady Michelle Obama, Big Bird and NBC Parks and Recreation actor and FunnyOrDie.com comedian Billy Eichner of Billy on the Street.

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Oppy welcomed Bert and Ernie to Fresh Summit Q&A with James Milne, executive director of marketing, avocados and citrus for Oppy Why is Oppy involved in ‘eat brighter!’? We view it as a continuation of our sincere and ongoing support for PMA and its important initiatives, like the PMA Foundation for Industry Talent among many others. We were attracted to the ‘eat brighter!’ movement because we have faith that it could make positive change. Increased produce consumption among young families will lead to good long-term habits and a healthier future for all. What strategies/tactics does your go-to-market strategy include? Tell us about your character appearances at Fresh Summit! We are encouraging retailers to display our ‘eat brighter!’

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packs together as a “destination” in the produce department. Since we have a wide array of items available, it can be very effective and prove irresistible to small shoppers and their parents. Frankly, the response to the characters in our booth was fascinating. They were the biggest draw we have ever had at a trade show booth, bar none, and we have done everything from celebrity appearances to casino-style games. We were serving espresso on the other side of the stand, but it was photos with Ernie and Bert that drew people to the booth. Visitors of many nationalities and all ages just got a big kick out of meeting them. It showed us that Sesame Street isn’t just appealing to the little ones and that many generations are charmed by the characters. It illustrated that the appeal of ‘eat brighter!’ is not limited to kids from 2 to 5, and has potential to attract a broader demographic at retail. And it certainly opened the conversation about the ‘eat brighter!’ movement; not just with our retail customers, but also our growers who were present.

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Fowler Farms takes ‘eat brighter!’ out of the store, onto the road Q&A with Jennifer Sutton, sales, Fowler Farms Why is Fowler Farms involved with ‘eat brighter!’? Fowler Farms apples are a perfect match for the ‘eat brighter!’ movement. We are proudly supporting this program as it will help get healthy apples on more plates and in more lunchboxes. The company will continue to roll out their ‘eat brighter!’ goto-market strategy to its customer base through 2016. We heard you put Elmo on wheels! Fowler Farms is using some out of the box (and out on the road) methods to promote its ‘eat brighter!’ branded product. Consumers up and down the East Coast will see Elmo waving happily with a wheelbarrow full of apples as the Fowler Farms truck makes its way to distributors.

TO OUR PMA VOLUNTEERS N AT I O N A L V O L U N T E E R W E E K • A P R I L 1 2 - 1 8 , 2 0 1 5

A few examples of what we accomplished through the work and support of our volunteers: • Over 30,000 stores featuring Sesame Street characters through the eat brighter!™ campaign encouraging more families to eat fruits and vegetables

• Over half a million dollars raised to support PMA Foundation programs that attract, develop and retain our industry talent

• An expanded global reach to provide members with access to over 27,000 contacts from 55+ countries

• Supported 9 new floral specific market reports including information from the well-known Pantone Institute

• New technology resources with over 100 innovative technologies highlighted

• And much, much more!

save the date PMA/PMA Foundation Calendar of Upcoming Events Mark your calendar for these upcoming PMA and PMA Foundation events … and watch your business grow!

APRIL Fresh Connections: Retail April 8-9, 2015 Philadelphia, Pennsylvania USA Fresh Connections: Retail is your opportunity to forge new strategic partnerships and understand the consumer trends shaping your business. For 2015, we’ve designed a program that offers a combination of experiences you won’t find at any other industry event. Now more than ever, produce and floral suppliers need to leverage partnerships and consumer intelligence to stay ahead. pma.com/events/freshconnections/retail

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PMA Foundation Women’s Fresh Perspectives Conference April 26-28, 2015 San Diego, California USA The Women’s Fresh Perspectives Conference is developed specifically for women in the produce and floral industry regardless of their career stage, with a mission to cultivate women’s potential. The conference sessions will sharpen participants’ business acumen and further develop their leadership potential so they may advance their careers and bring additional value to their companies and organizations. pmafoundation.com/womensfresh-perspectives-conference/

Fresh Connections: Netherlands April 29-30, 2015 Rotterdam, Netherlands Together with leading international experts and regional decision makers, you’ll explore the latest trends spurring industry growth in the Netherlands, Western Europe and other global markets. Get in-depth knowledge on consumer trends, retail trends, global trade, and innovative technologies. And, secure global and regional contacts that will make a difference to your business. pma.com/events/freshconnections-netherlands

MAY Fresh Connections: Mexico May 6-7, 2015 Queretaro, Mexico Meet top retail buyers, high-level produce executives and industry thought leaders at the ONLY event in Mexico dedicated to the entire fresh produce supply chain. Engage with exhibitors displaying the latest products, services and technologies that will help you remain efficient and competitive. pma.com/events/freshconnections-mexico

Tech Knowledge May 11-13, 2015 Monterey, California, USA Connect with technology thought leaders and early adopters who are changing the way the produce and floral industries do business. This revolutionary technology conference will challenge you to innovate your business today so you can grow tomorrow. pma.com/events/techknowledge

Fresh Connections: Australia-New Zealand May 12-14, 2015 Melbourne, Australia After a stellar first appearance in New Zealand in 2014, PMA Fresh Connections, the premier networking and information conference and trade show for the entire fresh fruit, vegetable, and floral value chains across Australia and New Zealand, is returning to Melbourne for 2015. pmafreshconnections.com.au

Welcome Produce Marketing Association is pleased to welcome the following corporate members who have recently joined our organization.*

NEW PMA MEMBERS AUSTRALIA Australian Mango Industry Association CANADA BC Hot House Gavita Canada Inc. COSTA RICA Tecnosoluciones Integrales GERMANY Tenrit Foodtec Gmbh & Co. KG

NEW PMA FLORAL MEMBERS UNITED STATES Alpha 1 Marketing Corp. ARCO National Construction Cambridge Farms Gutty Co. Texas USA Inc. Hess Brothers Fruit Co. iNECTA LLC J & D’s Foods, Inc. Lacerta Group, Inc. Meridian Fine Foods LLC Miracom Computer Corp. Randall Manufacturing Select Harvest USA Skogen’s Festival Foods TGI Fridays WA Imports WeFeedUs, Inc.

UNITED STATES CBK Global Enterprises Giftwares Company Inc. Premium Balloon Accessories

*New PMA Members (January 2, 2015 to February 12, 2015)

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Thank you to our valued Gold Circle Campaign Contributors PMA’s Gold Circle mission is to protect the public health by providing fresh fruits and vegetables that give consumers a safe and healthy eating experience — every bite, every time. These efforts are made possible by the generous contribution of $1,000 from each of the following industry leaders.* To learn more about becoming a Gold Circle Campaign Contributor, please visit pma.com/GoldCircle. *Gold Circle members as of February 10, 2015

AUSTRALIA Gourmet Garden Herbs & Spices Louis Melbourne Moraitis Group Premier Fruits Group, Pty., Ltd. Sydney Markets, Ltd. BRAZIL Citricola Lucato, Ltda. Itaueira Agropecuaria, S/A CANADA A & W Food Services of Canada, Inc. Canadian Produce Marketing Assn. Double Diamond Farms Fresh Direct Produce Ltd. Fresh Taste Produce, Ltd. Highline Mushrooms Lakeside Produce Mastronardi Produce Mucci International Marketing, Inc Nature Fresh Farms North American Produce Buyers Ontario Greenhouse Vegetable Growers Peak of the Market Provincial Fruit Co., Ltd. Pure Hothouse Foods, Inc. Red Sun Farms Sobeys, Inc. Sun Rich Fresh Foods, Inc. Sunny Sky Produce Ltd. Westmoreland Sales Windset Farms ITALY Unitec S.P.A. MEXICO Agricola Amigo S PR Agromod, S.A. de C.V. Coliman Grupo S.A. de C.V. Enviro Tech LA, S.A. de C.V. TRADECORP Mexico SOUTH AFRICA Freshworld (Pty), Ltd. SPAIN Fruits CMR SA UNITED STATES 4Earth Farms A & J Produce Corp. A.J. Trucco, Inc. Able Freight Services, Inc. Ace Customs Broker, Inc. Ag-Fume Services, Inc.

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Akin Inc. k & Porter Produce, d Alpine Fresh, Inc. Alsum Farms & Produce Inc. Andrews Brothers, Inc. Apache Produce Imports, LLC Apio, Inc. Archibald Fresh Associated Wholesale Grocers Awe Sum Organics, Inc. Babe’ Farms, Inc. Bailey Farms, Inc. Bard Valley Medjool Date Growers Bayer CropScience Beachside Produce, LLC Ben B. Schwartz & Sons, Inc. Ben E. Keith Foods Ben Litowich & Son, Inc. BFC Associates Big Red Tomato Packers, LLC Bi-Lo/Winn-Dixie Birko Blue Book Services, Inc. Blue Creek Produce, LLC. Bonipak Produce Co. Booth Ranches, LLC Borton & Sons, Inc. Boskovich Farms, Inc. Bozzuto’s, Inc. Braga Fresh Family Farms Brinker International Bronco Packaging Corp. Burris Logistics C & D Fruit & Vegetable Co. CA Leafy Greens Marketing Agreement Cady Bag Company Caito Foods Services, Inc. Calavo Growers, Inc. California Avocado Commission California Pear Advisory Board California Sun Dry Foods Capespan North America Castellini Company CDS Distributing, Inc. Charles E. Gilb Company Cheesecake Factory Incorporated, The Chelan Fresh Marketing Chiquita Brands N.A. Church Brothers, LLC Ciruli Brothers Classic Fruit Company CMI Columbia Marketing Intl

Coast Citrus Distributors C C b Coast Produce Company Coast To Coast Produce, LLC Coastal Fresh Farms, Inc. Coastline Family Farms a dba of Sunridge Farms, Inc. Columbine Vineyards Concord Foods, Inc. Coosemans LA Shipping Coosemans Worldwide, Inc. Corona College Heights Country Fresh Mushroom Co. Critcher Brothers Produce, Inc. Crown Jewels Produce Company Crunch Pak Darden Restaurants D’Arrigo Bros. Co. of New York D’Arrigo Bros. Co., of California Dave’s Specialty Imports, Inc. Dayka & Hackett, LLC Del Monte Fresh Produce NA, Inc. DiMare Fresh, Inc. Diversified Restaurant Systems Dixie Produce, Inc. DNE World Fruit LLC Dole Food Company, Inc. Domex Superfresh Growers Driscoll’s Duda Farm Fresh Foods, Inc. Dulcinea Farms-Pacific Trellis Fruit Duncan Family Farms, LLC Earthbound Farm Easterday Farms Produce Co. Eastern Produce Council Empacadora G.A.B., Inc. Family Tree Farms Famous Software, LLC Field Fresh Foods, Inc. Fillmore Piru Citrus FirstFruits Marketing of Washington Fisher Ranch Corporation Flagler Global Logistics Flavor Pic Tomato Co. Florida Specialties LLC Florida Strawberry Growers Association Four Star Sales, Inc. Fowler Bros., Inc. Fox Packaging Fresh Gourmet Company Fresh Solutions Network, LLC Fresherized Foods

FreshPoint, Inc. Freshway Foods Freska Produce International, LLC Frieda’s, Inc. G & R Farms G.O. Fresh GFF, Inc. Giant Eagle, Inc. Giorgio Fresh Co. Giro Pack, Inc. Giumarra Companies, The Gold Coast Packing, Inc. GreenGate Fresh, LLLP Greenhouse Produce Company Grimmway Farms Grocery Outlet, Inc. Growers Marketing, LLC. Grower’s Pride, LLC Guy J. Varley, Inc. H. Brooks & Company Ham Farms, Inc. Hass Avocado Board Heartland Produce Company Hollandia Produce, L.P. Horton Fruit Company, The Hugh H. Branch, Inc. Hyde & Hyde, Inc. IFCO SYSTEMS Index Fresh, Inc. Indianapolis Fruit Company International Paper J & J Distributing Co. J & K Fresh, LLC J&J Family of Farms J. C. Watson Company J. Marchini Farms J. Margiotta Company, LLC. JAB Produce Jac. Vandenberg, Inc. JOH John Vena, Inc. JR Simplot Company JV Smith Companies Keystone Fruit Marketing, Inc. Kingdom Fresh Produce Kroger Co., The Kurt Zuhlke & Assoc., Inc. KVAT Food Stores, Inc. Kwik Lok Corporation L&M Leger & Son, Inc. LGS Specialty Sales, Ltd. Liberty Fruit Co., Inc. Limoneira Company Litehouse, Inc. Locus Traxx Los Angeles Salad Company Lowes Food Stores, Inc. Maddan & Company, Inc. Manfredi Companies Marc Glassman, Inc.

Markon Cooperative, Inc. Martori Farms Maryland Food Center Authority Meijer, Inc. Melissa’s Miami Agro Import Military Produce Group LLC Misionero Vegetables Mission Produce, Inc. Monsanto Company Monterey Mushrooms, Inc. Muranaka Farm, Inc. Murphy Tomatoes National Mango Board National Produce Consultants National Resource Management, Inc. NatureSeal, Inc. NatureSweet, LTD Naturipe Farms, LLC. Navajo Agricultural Products Industry New York Apple Sales, Inc. Nonpareil Corp. North Bay Produce, Inc. North Shore Greenhouses, Inc. Northwest Horticultural Council Ocean Mist Farms Oneonta Trading Corporation Onions Direct LLC Orange County Produce Organics Unlimited, Inc. Pacific Coast Fruit Company Pacific International Marketing Pacific Tomato Growers Panorama Produce Sales, Inc. Paramount Citrus, Inc. Paramount Farms, Inc. Pear Bureau Northwest Performance Food Group Phillips Mushroom Farms Potandon Produce, LLC Premier Citrus Packers, LLC. Premier Mushrooms LP Prime Time International Pro Act, LLC Pro Citrus Network, Inc. Produce Packaging, Inc. Progressive Produce Corporation Publix Super Markets, Inc. Rainier Fruit Company Raw Foods International, LLC Red Blossom Sales, Inc. Redline Solutions, Inc. Reinhart Foodservice Rio Fresh, Inc. River Point Farms, LLC Robinson Fresh RockTenn Company Rocky Produce, Inc. Roland Marketing, Inc. Roundy’s Supermarkets, Inc. Rouses Supermarket, LLC

S. Strock & Co., Inc. Sage Fruit Company Saladino’s Sanson Company, The Save Mart Supermarkets Sbrocco International, Inc. Schnuck Markets, Inc. Seald Sweet International Sendik’s Food Markets Sensitech, Inc. Service First Logistics Inc. Shuman Produce, Inc. Sinclair Systems Int’l LLC Southern Specialties, Inc. Spice World, Inc. Spokane Produce, Inc. State Garden, Inc. Stemilt Growers LLC Sterilox Fresh Success Valley Produce LLC Sun Belle Inc. Sun Pacific Sun World International, LLC. SunFed Sunkist Growers, Inc. Sun-Maid Growers of California Sunrise Produce Company Superior Sales, Inc. Sysco Corporation T. Marzetti Company Tanimura & Antle Taylor Farms, Inc. Tesco Stores, Ltd Thermal Technologies, Inc. Tippmann Construction To-Jo Mushrooms, Inc. Tom Lange Company, Inc. Total Quality Logistics, Inc. Trinity Fruit Sales UniPro Foodservice, Inc. US Foods Valley Fruit & Produce Co. Ventura Pacific Company Village Farms, LP Vision Produce Company Volm Companies, Inc. Wakefern Food Corporation Wal-Mart Stores, Inc. Wegmans Food Markets, Inc. Well-Pict, Inc. Wells Fargo Bank West Pak Avocado, Inc. Westlake Produce Co. Westside Produce Wholesale Produce Supply Co. Wilcox Fresh WinCo Foods, Inc. Worldwide Produce Direct Xgenex LLC Yerecic Label Company Youngstown Grape Distributors, Inc.

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THANK YOU FOR HELPING US ATTRACT, DEVELOP AND RETAIN TOP TALENT 2014 INDUSTRY TALENT FUND CONTRIBUTORS For information on how you can make a tax deductible gift to support PMA Foundation or to learn more about its industry talent initiatives, please visit pmafoundation.com.

$100,000 and above

$2,500 – $4,999

Produce Marketing Association

AlphaKOR Group Boskovich Farms, Inc. Brinker International Caito Food Services, inc. The Fonzo Family Indianapolis Fruit Company Legacy Farms LGS Specialty Sales, Ltd. LiveGourmet/Hollandia Produce Ocean Mist Farms The Packer Sol Group Marketing Co. Temkin International, Inc. Turbana Corporation WJL Distributors, Inc.

$75,000 - $99,999 Jay and Ruth Pack Family Foundation

$25,000 – $49,999 Georgia-Pacific Packaging Taylor Farms

$10,000 – $24,999 AndNowUKnow Blue Book Services Castellini Group of Companies Consolidated West Distributing, Inc. The Giumarra Companies Lipman Mission Produce, Inc. Oppy The Produce News Sun World International LLC

$5,000 – $9,999 AgroFresh Domex Superfresh Growers Moonlight Companies Naturipe Farms, LLC North Bay Produce Ontario Greenhouse Vegetable Growers Prime Time International Progressive Produce Corporation Vic & Karen Smith

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$1,000 – $2,499 4Earth Farms AgCareers.com Aribel Aguirre-Beck Alsum Farms & Produce, Inc. John Anderson Andrews Brothers, Inc. B&C Fresh Sales Bronco Packaging Corp. Cathy and Ty Burns Buurma Farms, Inc. Coast Produce Company Concord Foods, Inc. Costco Wholesale

Gaining insights and growing networks for career development.

Matt Curry Darden Restaurants D’Arrigo Bros. Co. of NY, Inc. Delaware Valley Floral Group Diversified Restaurant Systems D.L.J. Produce, Inc. DMA Solutions, Inc. Enza Zaden Field Fresh Foods, Inc. Fox Packaging Fresh Direct Produce Ltd. Jim Gorny Grimmway Farms Grocery Outlet, Inc. John Vena, Inc. Kincannon & Reed Kwik Lok Corporation L&M Lakeside Produce Jim and Marcia Leimkuhler Limoneira Company Robert C. Lucy Marsh Supermarkets, LLC Midwest Commodities, Inc. MIXTEC Group Mucci International Marketing, Inc. Musical Harvest Vicki L. Myoda Navajo Agricultural Products Industry Margi Prueitt Rainier Fruit Company

March 6-10, 2016 | Glendale, Arizona

Preparing the next generation of global leaders.

Janis and Jim Richter Kent and Lynn Shoemaker Bryan and Bonnie Silbermann Spezzano Consulting Service, Inc. SunFed To-Jo Mushrooms, Inc. Tom Lange Company, Inc. Vision Produce Company Westlake Produce Co. Bob Whitaker Wilcox Fresh

$500 – $999 A.J. Trucco, Inc. Leonard Batti Bonipak Produce Co. California Strawberry Commission Capespan North America Capital City Fruit, Co., Inc. Michael Cochran Concord Foods, Inc. Anthony D’Amico Del Campo Supreme, Inc. Jan & Duane DeLyser Duane and Toni Eaton Exp Group, LLC. Frieda’s Specialty Produce G.O. Fresh Ralph Heimann Hugh H. Branch, Inc. Kelly and Brandon Jacob J & J Distributing Co. Jem D International Partners North Shore Greenhouses, Inc. Overwaitea Foods John and Lee Anne Oxford Ben Reilly Marc Solomon Jorge Suarez Sun Pacific Vick Family Farms Partnership Max and Wendi Yeater

April 26-28, 2015 | REGISTER TODAY!

Cultivating women’s potential.

$100 – $499 Nelia Alamo Juan Alarcon Anthony Barbieri Jeannie Berger Alicia Calhoun Continental Western Corp. Marty Craner Vernon Crowder CS Sales and Marketing for Results Kevin Delaney Fresh Gourmet Company Barbara Hochman Michele Hoffman Kerlin’s Mid-Atlantic Distributor’s Casey Kio Julie Koch Crystal J. Mayfield Elaine McGrath M. Jill Overdorf Richard Owen Sentier Systems Inc.

Up to $99 Kent Allaway Robin Bednash Sally A. Bedwell Michael Bondar Vicki Bonvetti Gail Carpenter Kathy Coyle Christina D’Allacco Patricia Dominguez Lynda Fisher Robyn Florio Nicole Fullmer Criztal Hernandez Jamie Hillegas Holland Fresh Group Patti Shanks Johnson Belinda Keota Cheryl Kitchen

September 14-17, 2015 | REGISTER TODAY!

Optimizing the impact of mid-level leaders.

Jill LeBrasseur R Mandes + K Means Shawn Merrifield Meg Miller Brian Moran Megan P. Nash Dot Siegfried Marilyn Steranko George Szczepanski Edmund Treacy Nancy Tucker Lola Van Gilst Bob Whitman Tracy L. Wise Shawn Wootten

2014 Tribute Gifts Contributors names are listed in italics below honoree name. In Memory of Alderico Peter Batti PMA Foundation Staff Dallas Bednash Robin Bednash Anthony “Duke” Bonvetti, Sr. Vicki Bonvetti Theresa M. Coyle Kathy Coyle Henry D’Allacco Christina D’Allacco PMA Foundation Staff Frank Hoffman Barbara Hochman Joe Krafick Kelly and Brandon Jacob George Morgan PMA Foundation Staff Wm. T. Pohlman Marty Craner Michael Silbermann Richard Spezzano PMA Foundation Staff

January 13-15, 2016 | Dallas, Texas

Offering senior executives an atmosphere for growth and creativity. fresh April 2015 Edition 49

MEMBER PROFILE

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An Expanding Provider of Value-Added Fresh Food

hat started in 1924 as a group of hobbyists that banded together to form the California Avocado Growers Exchange has grown into Calavo Growers Inc., a Santa Paula based company that employs more than 500 people and packs approximately 200 million pounds of a product that is distributed globally. As a global avocado-industry leader, the company also procures and markets diversified fresh produce items, ranging from tomatoes to tropical produce. An expanding provider of value-added fresh food, the company’s Calavo Foods business segment manufactures and distributes guacamole, avocado hummus, salsa and AvocadoMayo under the respected Calavo brand name. “Turning a delicious but odd-shaped fruit into a household favorite wasn’t in the plan when a group

of grower-hobbyists banded together in 1924 to form the California Avocado Growers Exchange. And two more years would pass before Rudolph Hass of LaHabra, California, would plant the state’s first Hass avocado tree,” said Rob Wedin, VP Fresh Sales and Marketing at Calavo Growers. Calavo’s wholly owned subsidiary, Renaissance Food Group, LLC, was purchased in 2011 and it creates, markets and distributes a portfolio of healthy, high-quality lifestyle products for consumers through fast-growing brands that include Garden Highway and Chef Essentials. According to Calavo’s website, “With consumers around the globe enjoying a great-tasting, healthy food—and avocado growers enjoying healthy returns—the Calavostory moves forward, always reaching for new milestones and strong in its conviction that the best is yet to come.”

“

Calavo Growers became a PMA Member in 1972. The produce world has changed much in 43 years. Still true, however, is the importance we place on our relationships with customers.

Fresh Summit and the Foodservice Conferences and Expos are primary events that help us meet that objective” — Rob Wedin VP Fresh Sales and Marketing Calavo Growers

For more information, visit Calavo.com.

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MEMBER PROFILE

Helping Produce Companies Innovate, Manage and Grow Their Business

“

PMA’s resources, educational programs and events help us stay on top of important industry trends and regulations — which empowers us to continually deliver maximum value to our customers.” — Christian Hutter Executive Vice President Strategy & Products Junction Solutions

f you’re a grower, you never stop looking for ways to improve your product and the process by which it’s grown. You also fight a never-ending battle against time — getting your perishable product from farm to table. This is where companies such as Junction Solutions and their Enterprise Resource Planning Software can help. Junction Solutions, based in Denver, Colorado, provides solutions designed specifically to help produce companies innovate, manage and grow their business. The solutions include industry-focused enterprise software leveraging the Microsoft® Dynamics AX platform, implementation and strategic services, IT and operational consulting and flexible delivery options including on premise, cloud and hybrid deployments. These solutions are supported by the industry’s most experienced consultants with a proven track record of helping companies enhance operational performance, reduce costs, expand delivery channels, facilitate compliance, lower risk through field to fork traceability and strengthen customer relationships. “Our partnership with PMA is another example of our steadfast commitment to partner with thought leaders and innovators in the Produce industry. PMA’s resources, educational programs and events help us stay on top of important industry trends and regulations — which empowers us to continually deliver maximum value to our customers,” said Christian Hutter, executive vice president, Strategy & Products, Junction Solutions. Junction Solutions has extensive experience

and expertise in technology implementations for the produce industry, and works with leading produce companies such as Driscoll’s® Only the Finest Berries™, Sunrise Growers® and many more — to provide the strategy and technology to help them meet their business and growth goals. The company, founded in 2002, is as committed to providing technical prowess as it is to customer satisfaction. It has achieved a 9/10 customer satisfaction rate over the years.

For more information, visit junctionsolutions.com. ionsolutions.com.

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Together, we are

MAKING A DIFFERENCE in Attracting, Developing and Retaining Top Talent

Career Pathways programs place

61% or more of participants into their first job or internship.

Over 1,200 industry professionals have participated in our leadership development programs.

Additionally,

over 3,500 have attended our networking programs and webinars.

â&#x20AC;&#x153;PMA Foundation is of great value to us. They offer great training and skill enhancement for the various levels of people in our company. Hands down they have helped us create better talent for our future and that is invaluable.â&#x20AC;? - Victor Smith, JV Smith Companies

Contribute today! Since being established in 2005, every Career Pathways, webinar and leadership development program we offer is powered by contributions from individuals and companies. Please contribute today at pmafoundation.com.

MEMBER PROFILE

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Partners in Quality

ue to the many different business styles under the Westlake umbrella, the industry may be confused as to who Westlake Produce really is. Are we a grower-shipper? An importer? A distributor? The answer is YES, but those roles do not begin to define Westlake. Westlake markets a number of commodities packed in our “Always Fresh” brand including berries, dry vegetables, melons, potatoes and citrus with plans to add apples, pears, onions and tropical items within the next few months. The “Always Fresh” brand can be recognized in retailers throughout the United States, Canada, Mexico and Puerto Rico. Westlake has grower-partners in six countries that provide the best quality products for Westlake’s “Always Fresh” program. Importing fruit continues to be a large factor in Westlake’s continued growth over the past 10 years. The ability for Westlake’s sales team to offer yearround availability on the commodities we sell has enabled us to secure national accounts while continuing to maintain our smaller retail and wholesale accounts. Most Westlake commodities are available 365 days of the year because of our robust import programs.

Being as diverse as Westlake is, PMA has been a great partner in helping Westlake as its business has grown. “Being a member of the Produce Marketing Association for over 40 years, Westlake has gained a great deal of information regarding customer trends, food safety and traceability, retail practices, and the global trends of our industry,” says Wayne Giddings, Owner and Managing Partner of Westlake’s East Coast operations. Giddings adds, “Our membership with PMA also allows our team members to become better produce people by utilizing the networking and educational opportunities the association offers.” As Westlake’s sales team collaborated to help define who Westlake is, it became very clear what is most important to them and how they want to be defined: “Service, Above All. After all, that approach to all that we do in, and for, our industry partners is what has made Westlake Produce successful for over 50 years. Service is much more than just providing timely deliveries of good quality produce. It is also providing timely information to our partners in the industry, whether it is regarding policies, trends, weather conditions, logistical issues, or anything about the commodities we sell.”

“

Being a member of PMA for over 40 years, Westlake has gained a great deal of information regarding

customer trends, food safety and traceability, research practices, and the global trends of our industry.” — Bill Brooks owner/partner, Westlake Produce Company

For more information, visit westlakeproduce.site.aplus.net.

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MEMBER PROFILE

Working to Expand the Berry Market

neberries, also known as the National Association of Berry Exporters, represents more than 2,000 berry growers, both large and small, in order to facilitate and promote consumption, exports, trade, and the opening of new markets as well to guarantee food safety, quality, innovation, competitiveness and efficiency of growers and exporters in a socially responsible and sustainable manner. Since 2010, Aneberries has

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centered its focus in the states of Michoacรกn, Jalisco, Baja California and Colima in Mexico. Aneberries integrates approximately 85 percent of the export volume of berries from Mexico. It is estimated that the berry sector generates 150,000 direct and indirect jobs per season, with 465,000 metric tons produced in almost 25,000 hectares, with an export value of more of US $800 million in 2013. Up to 90 percent of these exports are sold in

“

Our mission is to generate links to Aneberries value in various areas, integrating all stages of the production chain, seeking the benefit and sustainability of berries of Mexico, especially for our associates.”

the United States and Canada, with Europe, and recently Asia becoming relevant alternative markets. As part of the association’s mission for expansion of the berries market, Aneberries has developed close relations with the Mexican government, to build credibility of entities like the Secretariat of Agriculture, Livestock, Rural Development, Fisheries and Food (SAGARPA), in order to promote initiatives like the establishment of the Protocol of Phytosanitary Requirements for the Export of Blackberry and Raspberry from Mexico to China, between SAGARPA and the General

Administration Of Quality Supervision, Inspection And Quarantine Of The People’s Republic Of China (AQSIQ). A recent achievement for Mexican berries was the signing of the Protocol with the People’s Republic of China, which began in 2012 with the SENASICA (Department of Health, Safety and Food Quality), the agency of SAGARPA, led by Chief Director Dr. Enrique Sánchez Cruz and the specific area of Plant Protection, headed by Dr. Francisco Javier Trujillo efforts, whose team prepared the way for export to Asia

— Mario A. Andrade President Aneberries, A.C.

For more information, visit aneberries.mx.

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MEMBER PROFILE

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The Ecuadorean ‘Wow’ Factor

oyal Flowers is known as one of the industry leaders in the Ecuadorean rose market with more than 21 years of experience. That expertise in growing and marketing worldwide its exclusive award-winning roses — more than 130 varieties and counting, including the exclusive Royal Victorian Roses and Gala Collection product lines — distinguishes Royal Flowers. Royal Flowers consists of two large farms in Ecuador, in the provinces of Pinchincha and Cotopaxi, comprising an area of more than 100 hectares. Both farms are located in principal flowergrowing areas of the country. Royal Flowers is redefining the rose bouquet with the Ecuadorean “wow” factor, investing in fertilizers and advanced environmental growing techniques to ensure

blooms are robust and full, having a minimum of 30 petals. The company is transitioning its focus from the traditional wholesale and retail channels to include servicing mass market clients through its new bouquet division, Joy! Floral. Specializations include rose bouquets, consumer bunches, mixed bouquets and arrangements. Joy! Floral’s in-house marketing team can create company-specific signage, packaging and point-of-sale material. Social media has impacted Royal Flowers in a positive way by creating an awareness of a new brand among its targeted audience in a short amount of time. Pinterest, Instagram and Facebook are here to stay, and Royal Flowers can’t wait to see what the next generations come up with.

For more information, visit royalflowersecuador.com.

“

Relationships have been at the core of my 30 years in the floral industry. Who we meet and spend 20 minutes speaking to at a show or a networking event can become an invaluable client and friend. PMA

enables professionals at every level to make that happen.” — Elena Marrero Mass Market Manager Royal Flowers

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last word 9 Buzzwords You Need to Know Today Did you leave your wearable tech in your automated car? Here are nine new terms you’ll want to have under your belt this year.

The Internet of Things (IoT)

Drone Regulation

If you’ve ever turned up your thermostat by tapping your smartphone, you already know what this is. Our devices are more interconnected than ever before. This has huge potential for the produce and floral industries for everything from monitoring soil and water quality and managing energy costs to tracking shipments and buyer behavior. The downside? Privacy and security concerns, when your toaster knows more about your life than you do.

Unmanned aircraft are all the buzz in the news lately — and that means talk of regulation is in the air, too. Camera- and sensor-fitted drones are a great way for growers to keep an eye on their fields, but they’ll need to keep an eye on new laws as well.

Wearables Activity trackers that count your steps. Glasses that connect to the Internet. T-shirts that talk to your pacemaker. In 2014 wearable tech went from sci-fi to mainstream, and it’s coming soon to a wardrobe near you.

ROI vs. ROO Return on Investment (ROI) is important. But it’s not always the best measure of success in the worlds of brand building, event planning and social media — where being liked matters. Measuring Return on Objectives (ROO) can be a better way of tracking how well you’re reaching your audience.

Native Advertising Autonomous Vehicles Many tractors and combines already drive themselves. But with self-driving cars and trucks soon to be hitting the open road, they could change the face of driving and shipping forever.

The Sharing Economy Bike sharing. House swapping. Peer-to-peer lending. People are sharing their stuff and collaborating more than ever — and that’s boosting some businesses while disrupting others. (One person’s car share is another’s unregulated taxi.) One thing is for certain: Sharing is here to stay.

fresh April 2015 Edition

Online advertising that matches the format of the platform. If you’ve ever read a sponsored post that looked just like the article on the next page, you’re in native territory.

Retargeting 98% of online users don’t make a purchase the first time they visit a website. Retargeting shows them ads during future web-browsing sessions for previously browsed products and services as a reminder. It’s a smart way to turn today’s casual browser into tomorrow’s happy customer.

Emoji Emoticons are so over. Emoji are the little pictures you can add to your texts and emails. Don’t :-( Be

TECHNOLOGY THAT FEEDS THE FUTURE. The new frontier of agriculture isn’t a place—it’s a state of mind. And Tech Knowledge is leading the way. A revolutionary learning experience centered on creating global connections and identifying cutting-edge technologies, Tech Knowledge will transform the produce industry. From flavors and fulfillment to big data and the Internet of Everything, Tech Knowledge will help you be more efficient, more nimble and more profitable now and in the years ahead.

TAP INTO THE FUTURE TODAY. REGISTER BY APRIL 10 AND SAVE .

MAY 11–13, 2015 MONTEREY, CALIFORNIA USA pma.com/events/tech-knowledge • #techknowledge

HEAR ESSENTIAL INSIGHTS FROM: Dr. James Canton

Tom Koulopoulos

Futurist, Author, CEO & Chairman of the Institute for Global Futures

Futurist, Author & Founder of the Delphi Group

“Technofutures: The Top Innovation Trends That Will Shape the 21st Century”

“The Internet of Everything: Innovating in the Age of Big Data and Small Devices”

Plus a lineup of other visionaries shaping the future of produce.

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