June 2025 Grocery Insight

Grocery Insight June 2025

The Future of Grocery

Inside

• Retailer Focus: Costco 2 • Special Report: Sweets & Snacks Expo Takeaways 4 • The Future of Fruits and Vegetables 6 • The Future of Onions 10 • The Future of Pita Bread 12

Retailer Focus Costco

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ostco’s latest headlines are as wide-ranging as the inventory it carries. This month, industry media reported that the internationally known and successful membership-based wholesale buying club now needed to limit the sale of its 1 oz gold bars—which it started in January 2023—to one per purchase, due to increases in value.

It also appears to be reaping consumer goodwill for not backing away from previously established DEI policies.

And while its new $6.99 Calzone Combo in the food court has arguably less societal consequences, it’s still gotten plenty of social media users talking.

With its history and reputation as a company that treats its employees and customers right, Costco has cultivated a standing as a dynamic entity that serves to bring innovations and savings to the masses, rendering its often gridlocked parking lots and packed bumper-tobumper cart interior aisles a mere inconvenience members are willing to tolerate as they seek their latest treasure finds.

History

Costco, as of May, has 905 warehouses worldwide, including 624 in the US and Puerto Rico, 109 in Canada, 41 in Mexico, 37 in Japan, 29 in the UK, 19 in South Korea, 15 in Australia, 14 in Taiwan, seven in China, five in Spain, two in France and one each in Iceland, New Zealand and Sweden. Costco also operates e-commerce sites across multiple countries including the US, Canada, UK, Mexico, South Korea, Taiwan, Japan and Australia.

In spite of its current size, the members-only behemoth traces its origins back to the 70s at a time when multiple players were toying with the concept of discount warehouses and another well-known banner—Price Club—had staked a spot in the business landscape.

Costco and Price Club were once two separate entities, the latter having been established in 1976 by Sol and Robert Price in San Diego, CA. Seven years later, Seattle-based lawyer Jeff Brotman and former Price Club executive Jim Sinegal used their own money to open the first Costco warehouse in Seattle. Several

more warehouses opened within the next year in the Pacific Northwest and in 1985, Costco went public. In 1993, Costco outbid Sam’s Club to merge with Price Club, which became PriceCostco.

A year later, the Prices left to form Price Enterprises and the company rebranded itself as Costco.

In that time, Costco launched its private label Kirkland Signature, while continuing to open warehouses across the country and overseas. The basis of Costco’s membership model—fees start at $65 a year—rests on the idea that by offering members low prices on a limited range of products in a wide array of categories, they will shop more, yielding high sales volumes and quick inventory movement.

Leadership

Ron M. Vachris has been CEO and President since January 2024, upon the retirement of Craig Jelinek, who first took on the role in 2012 when he succeeded Sinegal.

A product of Costco’s long-lauded policy to invest in its employees and promote from within, Vachris’ professional career began with Price Club when he took a job as a part-time forklift driver in 1982, according to industry media.

He spent the next 28 years or so in various management positions in warehouse operations as Costco also grew.

Vachris subsequently achieved a series of higher management roles including general manager of the Northwest region, SVP of real estate development, EVP of merchandising and finally, president and COO of Costco in 2022 before he was appointed CEO. Presently, Gary Millerchip is evp, Chief Financial Officer and Russ D. Miller is SVP, US Operations.

Recent News

In his note to shareholders in December 2024, Vachris acknowledged the company raised its membership fee for the first time in seven years—up $5 for the Gold Star membership and up $10 for the Executive membership. “We are committed to investing these incremental membership fees to provide a better experience for members and employees. True to our long-held values, by tak-

ing care of our members and employees in this way, we expect this in turn to deliver value for our shareholders.”

Perhaps foreshadowing the tariff instability that has characterized the start of 2025, Vachris shared how the company was ensuring a robust supply of inventory and working toward operational cost savings: “To ensure product for future growth, we pursue diversification in our supply chain and seek to expand in-country production. We also focus on sustainability. In packaging, for example, we continued converting more of our KS [Kirkland Signature] nut items from jars to bags. These changes save more than $8 million and eliminate more than 4 million pounds of plastic annually—showing how sustainability translates into good business. We also implemented a program to monitor practices and standards at all our warehouses, depots and business delivery locations, including environmental compliance, water usage, energy consumption, emissions and waste diversion.”

Meanwhile, the company’s e-commerce business continues to flourish.

Vachris reported in December that global sales via its e-commerce sites grew 16 percent in 2024. And this spring, Costco entered into a partnership with Affirm, a pay-over-time provider to offer payment plans for its online purchases, with no late or hidden fees. After going through a quick, real-time eligibility check, approved Costco members can choose from Affirm’s personalized monthly payment plans for purchases ranging from $500 to $17,500. These plans feature transparent pricing and credit offers—including APR discounts.

Through its history, Costco’s business model has delivered countless moments of delight with its ‘treasure hunt’ warehouse shopping experiences. While staying accountable to shareholders and astute in minimizing fee increases, company leaders continue to put their employees and customers first, navigating a complicated system of international trade and domestic policies to continue to grow a positive and sustainable business.

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Special Report

Sweets & Snacks Expo Takeaways

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his year’s Sweets & Snacks Expo wrapped up leaving exhibitors across categories feeling impressed, accomplished and hopeful for the future.

Whether it was the show’s organized format, smooth flow between aisles or the caliber of buyers in attendance, Sweets & Snacks Expo provided a destination for business to thrive and product innovation to spur renewed enthusiasm and focus for category leaders.

Show Structure and Format: “The Sweets & Snacks Expo is the confectionery event of the year,” said Candy Dynamics Marketing Manager Haley Peyron. “No other event will bring out over 1,000 exhibitors in that space alone. Not only do you get the ability to connect with current customers, but you also have the chance to meet thought leaders that drive conversations and the industry as a whole forward.”

“This is a show that is perfect for a company like The Crispery,” said President Steven Soldinger. “It is the right size show, well attended, with prospects that are specific to our snack category.

It is a relaxed atmosphere conducive to introducing our Crispycakes to new customers as well as the opportunity to keep in touch with those that we conduct business presently and/or have in the past. It allows us to have face-toface discussions with them rather than through a distributor or via phone. We also have the opportunity to meet those from foreign countries who are interested in our exporting to them.”

“As a solo exhibitor, it would have been nice to have a dedicated time to get off the booth and see the show a bit,” Ian Evans with Spin Pop reflected. “While it was great to see everyone in my general area it would have been great to have some time to explore without worrying about who I was missing walking by. The flow of the aisle was good for the most part, but I wish the aisles were laid out a bit less choppy where we were. It was more condensed where we were and thus buyer could slip by without getting a chance to wrangle them in.”

“The show does an excellent job creating visibility and organic foot traffic,” said Taylor Walker, Co-founder of Spritzal Cookie Company. “The layout

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“As the largest candy and snack event in the Americas, Sweets & Snacks Expo is synonymous with innovation in the confectionery and snack categories. In 2024, Sweets & Snacks Expo broke its record for exhibitors, which we exceeded this year with more than 1,000 exhibitors across 250,000-square-feet of show floor. The number of countries represented also grew, from 80 in 2024 to more than 85 in 2025. With more than 14,500 people in attendance, our Indianapolis locale provided the space to bring the entire candy and snack ecosystem — manufacturers, retailers, brokers, and suppliers — together under one roof for maximum impact. And it's that unique combination of business and camaraderie that keeps people coming back to Sweets & Snacks Expo year after year. The show guarantees attendees the opportunity to discover businesses that are just getting started alongside classic and recognizable brands.”

— Carly Schildhaus, Director of Public Affairs & Communications, National Confectioners Association supported both impromptu conversations and pre-set meetings. That said, we’d love to see more structured networking support for emerging brands—such as curated retail-founder meetups or spotlight zones outside of the 'Welcome Party' as most big retailers avoid this to not be bombarded—to help small, quality-driven companies make targeted connections that matter.”

“The show creates a great forum for high engagement with our customer base,” said Jack Links SVP of Marketing Holly LaVallie. “It’s also a great forum to see trends across all snacking. Emerging trends and regulations are always of great interest.”

“The show does a great job getting the right people in the building,” said Michael Fisher, Founder and CEO of Rotten. “It’s one of the few events where you’re equally likely to bump into a senior buyer from a national chain and an emerging founder with a cult-favorite brand. For brands like ours that are newer, curated matchmaking or structured networking would go a long way.”

“The Distributor Connect event was a standout,” said Oliver Sindlev, Co-founder and CEO of Smood Sweets. “It gave brands a valuable opportunity to meet with key distributors they may not have connected with at their booths, which added real depth to the networking experience. The happy hour was also a great touch. It created a more relaxed environment where industry profes-

sionals could engage in meaningful conversations beyond the typical show floor hustle.”

Impact on Business Goals: “We are already seeing the immediate impact of our time at Sweets & Snacks with orders from new customers coming through as soon as we returned to the office,” Peyron said.

“We spoke with plenty of mom and pops that will be ordering from our distribution partners which bolsters our existence in there which is great,” said Evans. “Additionally we spoke with many large retailers that will be looking to bring in the product for upcoming reset; and lastly having the conversations with the broker network is ideal for us as we need to get our feet in the door!”

“The Sweets & Snacks Expo serves as a powerful accelerator,” said Walker.

“We left with actionable leads, stronger broker alignment and insight that directly feeds our Q3–Q4 sales and marketing plans. It reaffirmed Spritzal’s unique space in the category and reenergized our mission to bring joyful, elevated indulgence to more shelves and snack moments nationwide.”

“The ripple effects started before we even left Indianapolis,” Fisher said. “For us, this show wasn’t just about exposure; it was a catalyst. It validated that buyers are actively looking for the kind of bold, health-forward and culturally sharp brands that Rotten represents.

We’re building on that momentum."

The Future of

Fruits and Vegetables

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he tightening of belts occurring in this fiscally unstable climate has largely not curtailed demand for fresh fruit and vegetables. Even consumers on fixed budgets want to ensure they’re eating purposefully well, which is a boon for growers and suppliers. At the same time, today’s savvy shoppers know a good tasting tomato or pepper, and when they come across one, they expect year-round availability of these, their favorite items. The future of fruits and vegetables rests in the ability to give shoppers what they want, when they want it, while also cultivating new varieties selected for novel visual and taste experiences that delight the senses.

“Demand for greenhouse-grown tomatoes, cucumbers and peppers has been incredible, and these products have been driving a vast majority of category growth during the past several years,” said Jenny Halpin, NatureSweet Sr. Manager, External Communications.

“Our most recent innovations have only been possible thanks to our investment in controlled environment agriculture (CEA). The year-round availability that greenhouse crops can provide has become a baseline expectation, thanks to the reliability of greenhouse-grown produce. A great example is our colorful medley of seedless mini sweet peppers that consumers love. They’re not only delicious, but they’re convenient and snackable, a perfect grab-and-go option, and we’re able to provide them to consumers, year-round. We’re also seeing rapid growth in our food service business. Restaurants are increasingly focused on delivering exceptional quality to their guests, and they’re willing to pay a premium for products that consistently deliver on taste and appearance.”

Superfresh Growers and Washington apple growers are seeing a similar surge in demand for Cosmic Crisp apples, according to Superfresh Growers Director of Marketing Catherine Gipe-Stewart.

“Introduced in 2019 and exclusively grown in Washington state, Cosmic Crisp has quickly climbed to the No. 3 spot in national consumer sales,” she said. “According to Circana data through April 20, 2025, the variety has seen a

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78 percent year-over-year increase in sales and an 86 percent rise in volume.

This upward trend has held steady for the past three months, coinciding with a decline in Honeycrisp volume following the record-breaking 2023 crop.

As retailers look to maintain sales momentum, many have leaned on Cosmic Crisp to bridge the gap—propelling the variety to new heights. Over a 52-week period, Cosmic Crisp ranks No. 5 nationally, a number influenced by early data from April 2024, when the market was still absorbing the large Honeycrisp crop. As more recent data reflects only the new crop year, we expect to see Cosmic Crisp continue its climb. Retailer insights show that Honeycrisp and Cosmic Crisp attract a similar shopper profile: higher-income households with four or more members. Both varieties over-index with Asian and Caucasian consumers, and also perform strongly with Middle Eastern households.”

Gipe-Stewart noted several additional trends surrounding crops like blueberries, cherries and pears. “Retailer data shows there are two distinct groups of blueberry shoppers,” she said. “Older, higher-income shoppers—including retirees on fixed incomes—are placing a premium on quality and nutrition.

They tend to value food that supports overall wellness, and for them, produce like blueberries checks all the boxes: naturally sweet, antioxidant-rich, and incredibly versatile. Meanwhile, many middle-income families—particularly those juggling busy schedules—are becoming more selective about where they spend. Price is still a factor, but they’re willing to pay more for fresh produce that delivers on both health benefits and everyday practicality. In short, they’re looking for value that aligns with their lifestyle and long-term wellness priorities. Having a wide range of consumers creates sustainability for the category. Superfresh Growers is also able to provide solutions for a wide consumer base, rather than growing for one niche part of the category.”

With cherries, older consumers continue to purchase the fruit even if they are on fixed incomes, while younger shoppers are more price-conscious.

“They’re drawn to retailers offering everyday value and often prefer clear, per-unit pricing instead of price-perpound,” Gipe-Stewart said. “Streamlining the in-store experience—by eliminating the need for quick math—can help convert interest into action for this group.”

Bartlett pears are driving growth in the pear category, both year-overyear and month-over-month, she said.

“Overall category performance is down, with pear sales declining 8.6 percent over the past 52 weeks, following a historically low crop out of the Pacific Northwest. As consumer interest in imported Bartletts continues to rise, this trend supports optimism for the promotable, ‘normal-sized’ crop expected from the Pacific Northwest. Sustaining year-round pear demand is key to keeping shoppers engaged and the category healthy.”

In the realm of vegetables, the tomato sector has seen some notable trends in both variety and packaging in recent years, said Halpin. “One of the most significant changes is the growing preference for packaged produce, which is experiencing a much faster rate of growth compared to bulk produce,” she said. “This shift is driven by the increasing demand for convenience, freshness and ready-to-eat options. Consumers are increasingly looking for products that are easy to grab and go, which is why our NatureSweet Cherubs To Go, along with other snack-sized items like our NatureSweet Constellation seedless mini sweet peppers and snack-size cucumbers, are seeing strong sales. These types of products cater to busy consumers who are seeking healthier, on-thego options with minimal preparation.

On the other hand, bulk produce sales are still holding a significant share of the market, but their growth is slower compared to packaged options. Sales for bulk tomatoes, while still popular for larger families or foodservice providers, are being outpaced by smaller, more convenient packages that cater to individual consumers and smaller households. Our company is focused on creating convenient, high-quality packr Cont'd on Pg. 8

The Future of: Fruits and Vegetables The Future of Convenience in Produce

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y enhancing the category, Naturipe Farms has cemented its position in the convenience in produce sector.

“We’ve continued to see a lot of success in our value-added category, which—at least, we think—is the best of both worlds when it comes to convenience and fresh produce,” said Jim Roberts, President of Naturipe Farms. “Our snacks focus on fresh, not frozen or dried, berries and come in easy-to-transport packaging, making it simple for consumers to snack without sacrificing health or quality. Our newest value-added offering, Berry Buddies, is popping up in more and more stores—a big win for us.”

“Like many others in the produce world, we’re closely monitoring trade news and tracking how it may impact our business. As we’ve done so, we’ve also really focused on diversifying where our berries are grown. We don’t focus all our efforts on one specific area; rather, we grow slightly different varieties r From Pg. 6 aged products that meet the demand for freshness and portability. We’ve seen the success of Cherubs and Glorys, which are popular for their snackable size and superior flavor. We continue to innovate, ensuring our packaging reflects our customers' desire for convenience while also maintaining our commitment to providing fresh, flavorful tomatoes and other produce.”

Mastronardi Produce’s commitment to greenhouse innovation and flavor has led to numerous accolades in just 2025 alone. In May, the company won 23 awards for its SUNSET brand at the 18th Annual Leamington Greenhouse Competition, held in Ontario, Canada.

Fresh, high-quality greenhouse-grown tomatoes, peppers, cucumbers and berries from the flagship SUNSET brand were entered to compete with other leading North American growers from the Windsor-Essex County area.

SUNSET’s flavors proved to stand out as the company received the competition’s top designations for “Hottest Tomato” and “Best Berry”, along with seven first-place awards. Notably, four

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in a range of regions, which helps us to weather any storm—even literal ones— with minimal disruption to volumes. For example, we’ve been expanding our avocado program to Colombia and Peru; this has already paid off during times when Mexico has seen a lull in volumes,” said Roberts.

Naturipe Farms has provided consumers with a variety of solutions and snacking options, allowing consumers to purchase a quick snack on the go or buy in bulk for the future.

“Naturipe Farms is really proud of how many different pack sizes we offer consumers. Rather than taking a one-size-fits-all approach, we package our products in clamshells as small as 6 ounces and as large as 2 pounds. This helps consumers save in the long run; they’re able to pick from our options for what works best for their budget and specific needs, helping them to get the most bang for their buck. We also have special pack sizes in Costco and Sam’s Club, so consumers are able to buy in bulk,” said Roberts.

SUNSET products won the Chef’s Choice Award, including the SUNSET SHAZAAM! Shishito Peppers, Wild Wonders orange sweet long peppers, Aloha Bell Pepper, and Y.E.L.O. Cocktail Tomato.

“We are honored to receive these recognitions from the Leamington Greenhouse Competition,” said Paul Mastronardi, President and CEO of Mastronardi Produce. “Our passion for flavor, freshness and quality is at the heart of everything we do, and receiving these awards is a true testament to the hard work of our team. This event is a fantastic opportunity to celebrate greenhouse grown produce.”

To date, Mastronardi Produce has won more than 200 awards at the Leamington Greenhouse Competition.

The success of the greenhouse produce segment has altered consumer expectation for availability. “Year-round availability has become a baseline expectation, thanks to the reliability of greenhouse-grown produce,” said Halpin with NatureSweet. “While that availability is now under threat from proposed Florida tariffs that favor open-field, green-harvested tomatoes, we must not move backward. Consumers and customers have come to ex-

pect consistent access to high-quality, flavorful produce all year long—and that progress shouldn’t be reversed. At the core of consumer decision making is always taste—and that’s where we continue to lead. Products like Cherubs have earned their place as household staples because they consistently deliver unmatched flavor. Also, as more health-conscious consumers seek immune-boosting, fresh and minimally processed foods—an area where we excel—we'll continue to provide products that meet those demands, as well as those around convenience. Cherubs is the No. 1 snacking tomato brand. We introduced Cherubs To Go-which contain our famous sweet grape tomatoes packed into a palm-sized, crush-proof container. It’s the perfect grab-and-go snack for busy, healthy-conscious consumers.”

The produce segment benefits from the fact that consumers will continue to want to eat fresh and healthy, and growers and suppliers will continue to innovate in agricultural technology, packaging and marketing to ensure they have access to what they want, any time of year.

Breeding Better Berries The Naturipe Way Thanks to berry breeding, we’re able to produce blueberries that are sweeter, juicier, and stay fresh longer than ever before – guaranteeing that only the best berries end up on your shelves.

Visit our website to see our offerings at: naturipefarms.com For news as fresh as our berries, follow us on:

The Future of Onions

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nion growers are reporting a successful season marked by high-quality, well-sized onions and smooth regional transitions in spite of addressing broader industry challenges outside of farmers' control. Bland Farms is pleased with how its Vidalia sweet onion crop has met expectations in yield and quality, demonstrating resilience and strong growing practices. Meanwhile, at Peri & Farms, efficient, year-round operations have ensured a continuous supply of premium onions to retail partners and end consumers.

“While movement has been a bit slower this season across the category, we’re proud to report that the quality of our Vidalia sweet onion crop is exceptional,” said Sloan Lott, Director of Sales Bland Farms. “Early concerns about the crop due to weather conditions during the winter were quickly alleviated as the season progressed—yield, size, and quality have all come in strong. Despite broader industry challenges, our harvest has delivered consistent sizing and premium product, which has helped us meet customer expectations and maintain strong fulfillment. It’s a testament to the strength of our growing practices and our commitment to delivering the best to our retail partners and consumers.”

“Q1 was smooth sailing,” said Jessica Peri Dunham, Retail Sales Manager, Peri & Sons Farms/ Nevada Fresh Pak. “We were shipping storage onions from Yerington, NV that were harvested in the fall and there were no supply issues.

Our family farm grows, packs, and ships onions year-round by rotating between three regions. After Nevada, we had a smooth transition to our fresh crop of spring onions that we grew in El Centro, CA in late April. Fortunately, we had all our conventional and organic varieties available and ready to pack at the same time and we were able to hit the ground running. The crop is excellent with perfect sizing and premium quality. Our fresh spring onion crop is top notch this year. Attention to detail matters when it comes to fresh onions. They need to be cured and handled delicately, and we are set up to do that. It's shaping up to be an easy transition to our next region,

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which is Firebaugh, CA, in June. We're very excited that all varieties will be available at the same time. That is a real challenge to accomplish so we're very proud of our farm production team for truly understanding what is needed to continue great service to our customers.”

“At Shuman Farms, we’re always looking ahead to how we can grow and evolve and 2025 is shaping up to be a big year for us,” said a Shuman Farms spokesperson. “Our biggest excitement right now is the upcoming Vidalia onion season and continuing to build on the momentum we’ve created through our Shuman Farms University initiative. Educating retailers and consumers about Vidalia onions has been a priority for us and this year we’re refreshing our digital content and resources to take that to the next level. We’re also looking forward to leveraging our expanded infrastructure following our Generation Farms acquisition, which has given us the ability to increase our storage, packing capacity and overall efficiency.

“Vidalia onions are the heart and soul of our business,” Shuman continued. “For three generations, we’ve been dedicated to growing, packing and shipping premium sweet onions to retailers across the country. The Vidalia onion category is not just important to our company—it’s a key driver of the entire sweet onion segment. As a company, we’re committed to ensuring that Vidalia onions continue to be a household staple and a high-performing category for retailers.”

Bland Farms predicts the supply of Vidalia onions will remain strong through late summer, after which the growers will transition to importing premium sweet onions from Peru.

“Our supply of Vidalias looks strong through late August to mid-September, at which point we’ll transition to our premium sweet onions from Peru,” Lott said. “Looking ahead, one of the key challenges we’re monitoring closely is global container availability and positioning. With limited exports in and out of certain countries, including Peru, there’s concern that containers may not be readily available where and when

we need them. Peru doesn’t import as heavily, so outbound container supply can be more unpredictable—and more expensive. Higher container costs and tighter availability could present logistical hurdles, and we’re also keeping a close eye on tariffs, which continue to influence costs and sourcing decisions.

We’re working proactively with our logistics partners to stay ahead of these issues and ensure a smooth transition and consistent supply for our customers.”

Peri & Sons Farms is committed to ensuring all onion varieties are ready for packing in order to meet customer demand which remains a top priority.

“Having all varieties ready to pack for our customers is a top priority, and we will continue to focus on ensuring there are no supply gaps,” said Peri Dunham.

“We are investing in additional storage capacity and in finished-product cold storage to provide our customers with consistent quality and supply 24/7. We manage our supplies daily to avoid being over or undersold and we spend a lot of time forecasting with our customers and managing ads. We map out peak times that our retailers can promote specific varieties to help them drive savings for the consumer. When opportunities for onion promotions arise, we react quickly to plan out ads that benefit our retailers and their customers.”

Amidst rising costs, Bland Farms’ priority is delivering consistent quality and minimizing shrink by focusing on stocking the best products, streamlining operations to ensure steady supply and reduce waste, ultimately benefiting retailers and consumers by providing reliable, high-quality onions that consumers can trust to use rather than discard. “In a time when costs are rising across the board, we’re focused on what matters most: delivering consistent quality and minimizing shrink,” Lott said. “That starts with putting the best product on the shelf. We’re streamlining operations to ensure steady supply and reduce waste, which helps retailers and ultimately keeps value in the consumer’s cart. When shoppers bring home a Bland Farms onion, they can count on quality they’ll use—not toss.”

The Future of Pita Bread

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he flatbread market has been significantly growing in popularity, specifically products such as pita bread and naan. Consumers looking to make ethnic cuisine at home has spurred an interest in the pita bread category, that the category will reach $42.29 billion by 2031, according to The Insight Partners.

The category reached $35.86 billion in 2024, and an almost 5 percent increase is expected within the next five years.

“Toufayan Bakeries' pita bread proudly reflects the family's heritage as third-generation Armenian bakers,” said Karen Toufayan, VP of Marketing at Toufayan. “Inspired by founder Harry Toufayan's observation while ordering his lunch at a deli counter of the need for easily stuffable bread, the company has spent more than 50 years baking pita bread in the US.” Toufayan emphasizes their commitment to tradition and quality by maintaining their original hearth-baked recipe and high-quality ingredients, ensuring their pita bread remains authentic and consistent in taste. Their mission to make quality pita accessible nationwide has guided their growth from local New York grocery stores to supermarkets across the country, allowing them to uphold their family's reputation for delivering exceptional products while staying true to their founding principles. “We continue to make the bread we were founded on, using the same high-quality ingredients we've always used. Since entering the market, we’ve adhered to the same hearth baked recipe, ensuring that our products maintain the authentic taste and quality our customers expect. Our mission from the beginning was to bring quality pita to people's homes, making it accessible not just in small grocery stores in New York, but in supermarkets across the country. By staying committed to these principles, we’ve been able to consistently deliver the exceptional pita bread our family is known for,” Toufayan said.

Leading pita pocket producer, Fancy Pokket was founded by Mike Timani, current President of the company, in 1976 after he moved from Lebanon to Toronto. With several years or experience in the food industry,

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Timini opened a restaurant as well as a small bakery in New Brunswick, which supplied the pita bread for his restaurant. The next three decades consisted of expansion and growth, such as opening a 57,000-square-foot plant in 2014, which facilitated the company's ability to produce not only pita bread but also bagels, flatbreads, tortilla wraps, naan and various gluten-free items. The company has become one of the largest pita bread producers in Canada.

Toufayan Bakeries defines its leadership, characterized by agility and hands-on involvement, as vital to the company’s success, enabling Toufayan Bakeries to adapt quickly to market demands and uphold high standards of quality. The family ownership's commitment to leading by example combined with a solid unwavering focus on delivering customer service is a foundation for their reputation for quality and innovation, driving their ongoing growth and success in the competitive bakery landscape.

“At Toufayan Bakeries, our leadership qualities have played a crucial role in propelling us forward. Agility stands at the forefront of our strengths—whether it’s creating new products or shifting gears to adapt to market demands, our ability to act swiftly sets us apart. The dedication of our ownership is evident in the hard work that goes into every aspect of our operations. As a still family-owned business, we believe in leading by example. Our leaders are onsite every day, working alongside their teams, demonstrating the very work ethic they ask of their employees. This hands-on leadership ensures that our commitment to excellence is more than just words; it's a daily practice,” said Toufayan. “Moreover, we are driven by our reputation. We go above and beyond to meet and exceed customer expectations, ensuring that every interaction reflects our dedication to quality and customer satisfaction. This unwavering commitment to our principles and our ability to adapt and innovate have been key drivers in our continued success.”

“At Toufayan Bakeries, we don’t focus on what our competitors are doing.

Instead, we stay laser-focused on our

bakery, our production, the quality of our ingredients, and our commitment to delivering a superior product that speaks for itself. Our dedication to excellence is unwavering, ensuring that each loaf of bread we produce meets the highest standards. Additionally, we continually innovate our packaging to meet the evolving needs of our consumers, ensuring convenience and satisfaction, as well as a commitment to the environment,” Toufayan said.

Bakestone Brothers started its journey into the category in 1984. The company’s original product and recipe was first created in a small commercial kitchen. Fady Hayek and his family had moved to Vancouver from Ottawa after selling their restaurant in the hopes of setting out on a new journey. Hayek used an old family recipe, which set the trajectory for the next several decades.

Today, the company offers certified organic bakery items throughout the US and Canada. Bakestone Brothers has a variety of pita bread options such as whole wheat, white, thin style and mini pita.

Toufayan Bakeries prioritizes its enduring commitment to building and sustaining dependable relationships with retailers by proactively addressing their needs, whether it’s ensuring timely deliveries or introducing specialty products. The company’s commitment to being a dependable partner is evident in products reaching store shelves on time and pleased consumers who can trust the products are consistently fresh and delicious. “At Toufayan Bakeries, we place a high priority on maintaining strong relationships with our retailers.

We achieve this by always going beyond to find solutions that meet their needs.

If a retailer places a late order, we make it our mission to find a truck and ensure the product arrives on time. If their consumers are looking for a specialty product, we’ll innovate and deliver. We are committed to doing whatever it takes to ensure that our products reach the store promptly and maintain the quality we are known for. This dedication to reliability, innovation and excellence is at the core of our approach to retailer relationships,” said Toufayan.

For more information EMAIL BOB EHRET - rehret@toufayan.com OR visit toufayan.com

INDUSTRY CALENDAR

Upcoming Grocery Industry Events 1. SUPERZOO Aug. 13-15, 2025 Mandalay Bay Las Vegas, NV www.superzoo.org

2. Newtopia Now Aug. 20-22, 2025 Colorado Convention Center Denver, CO www.newtopianow.com

3. NACSSHOW2025 Oct. 15-17, 2025 McCormick Place Chicago, IL www.nacsshow.com

4. The Global Produce & Floral Show Oct. 16-18, 2025 Anaheim Convention Center Anaheim, CA www.freshproduce.com

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3

2

4

5. NFRA Convention Oct. 18-21, 2025 Marriott World Center Orlando, FL www.nfraconvention.org

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6. PLMA's Store Brands Marketplace Nov. 16-18, 2025 Donald E. Stephens Convention Center Chicago, IL www.plma.com

7. Winter Fancy Faire Jan. 11-13, 2026 San Diego Convention Center San Diego, CA www.specialtyfood.com

P.O. Box 2067 • Issaquah, WA 98027 • 425-497-0950 June 2025 Publisher/Editorial Director Davis Johnson

djohnson@executiveinsightproperties.com

Editor Katie Murdoch

kmurdoch@executiveinsightproperties.com

Circulation Director James Anderson

janderson@executiveinsightproperties.com

Grocery Insight (ISSN 2330-1651), a monthly magazine, is published by Executive Insight Properties. Subscription rates $75 per year US, $100 Canada, all other countries $150. © 2025 Grocery Insight. All rights reserved. No item or portion may be reproduced without written permission from the Publisher.

Postmaster: Send address changes to: Grocery Insight, P.O. Box 2067, Issaquah, WA 98027

PG 14 / G R O C E R Y I N S I G H T

SAVE DATE THE

You came (to North America’s most comprehensive pet product marketplace). You saw (the latest, greatest pet products). You conquered (your business challenges). And we can’t wait for you to keep that momentum going next year! Thank you for helping to make SUPERZOO the incredible, fun-filled event that it is. We look forward to seeing you in 2025!

August 13-15, 2025

Education: August 12-13, 2025 Mandalay Bay, Las Vegas, NV

18,000+

Pet professionals participate, including: Largest Industry Show Floor

10,000

buyers—the most in North America

1,000+ exhibitors

3,300+

buying companies

330,000 square footage

Source: 2021 SUPERZOO attendee surveys

Find the new and exciting.

REGISTER

NOW

June 29-July 1, 2025 Javits Center • NYC specialtyfood.com