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COVERING FRESH PRODUCE AROUND THE GLOBE SINCE 1897Vol. 116, No. 18 September 9-23, 2013

MerchandisingNY apples is afamily affair

As marketing agent for the New YorkApple Association, John McAleavey hascoordinated sales and merchandising activi-ties for the association from New Englanddown through the mid-Atlantic region formore than 40 years. Now, he is getting somewelcome assistance from his son, John Jr.,and his daughter, Susan. Page 6

Union Pacificparty highlightssocial activitiesat IGSA

Union Pacific Railroad sponsored its annu-al cocktail partyAug. 29 at thefamed Sun Val-ley Inn duringthe 85th annualIdaho GrowerShippers Asso-ciation conven-tion, bringingtogether mem-bers of theIdaho potato industry in a relaxed setting.

Page 17

Organics leadingthe way

The Organic Trade Association’s 2013Organic Industry Survey indicates that theU.S. organic product market continued toclimb in 2012, putting more distance betweenthe growth of today and the difficulties of therecession in 2009. Consumer sales of organicproducts — both food and non-food —accounted for $31.5 billion in sales in 2012,adding roughly $2.9 billion in new annualsales dollars, while also achieving double-digit growth for the first time since 2008.

Page 45

CMI rolls outpear pouch

CMI, a leading Washington state grower-shipper of premium-quality conventional and

organic apples, pearsand cherries, is rollingout its new SweetGourmet Pear pro-gram. As one of thefirst pear pouches inthe industry, CMI cre-ated a new two-box

shipping display to maximize cross-merchan-dising opportunities. Page 23

INSIDEIGSA convention highlights successfulyear as industry gears up for anotherBY RAND GREEN

SUN VALLEY, ID — The Idaho pota-to industry enjoyed a successful year in2012-13 and finished the year on strongmarkets in spite of a large crop charac-terized by a preponderance of large-sized potatoes.

A somewhat lighter crop is anticipat-ed for the 2013 harvest, so the industry

has expectations of continuing strongmarkets.

That success with the large 2012 cropwas achieved largely due to tactical pro-motional activities of the Idaho PotatoCommission, most notably a jumbobin promotion launched earlier in theseason than ever before to restore bal-ance to the size mix in the market,according to Frank Muir, president of

the IPC, and other speakers atthe 85th annual convention ofthe Idaho Grower ShippersAssociation, held here Aug. 28-30.

Muir, speaking at the indus-try breakfast Thursday, Aug. 29,reviewed the achievements ofthe commission’s promotionaland marketing activities in theconsumer, retail, foodserviceand international marketdevelopment sectors duringthe 2012-13 marketing yearand outlined plans for thecoming season, which will belargely a continuation of thepast year’s successful programs.

Although prices for Idahopotatoes dropped shortly afterharvest on news that the cropwas expected to be large — dueto a 25,000-acre increase inplantings combined withfavorable growing weather —prices began improving imme-diately after the announcementof the bin promotion, Muirsaid.

The announcement wasmade Sept. 15, and the promo-

Ryan Bybee (right), sales manager at GPOD ofIdaho in Shelley, ID, was elected chairman ofthe Idaho Grower Shippers Association at thegroup’s 85th annual convention, held Aug. 28-30 in Sun Valley, ID. Bybee succeed retiringchairwoman Peggy Grover (left), office manag-er of Bench Mark Potatoes in Rexburg, ID. Inappreciation for her service, Bybee presentedto Grover a certificate of honorary lifetimemembership in IGSA. Bybee has served for thepast year as vice chairman of the organization.The newly elected vice chairman is Robert Tom-inaga, president of Southwind Farms in Hey-burn, ID. (Photo by Rand Green) Continued on page 16

United chairmanhails WPPCimpact on keyissuesBY JOAN MURPHY

WASHINGTON — The issues areso critical on Capitol Hill this yearthat the United Fresh Produce Associ-ation has extended visits to congres-sional offices to two days becausemore visits mean more time to havean impact, said Ron Midyett, chiefexecutive officerof Apio Inc. andchairman of theUnited Freshboard of direc-tors.

Midyettspoke to TheProduce Newsjust weeksbefore morethan 500 indus-try leaders willdescend onWashington Sept. 30-Oct. 3 to delveinto policy issues that can change acompany’s bottom line.

“I think the Washington PublicPolicy Conference is one of the bestevents United does,” said Midyett.“From the feedback I’ve received, it’sthe most impactful in the industry.”

Usually, WPPC carves out one dayfor attendees to visit House and Sen-ate offices, but this year organizersare splitting up the House and Senatevisits and extending them over twodays.

Four top issues are at a criticaljunction in Washington, and Con-gress needs to hear from the freshproduce industry now, Midyett said.

Immigration reform is a leadingissue, whether companies specializein growing fresh produce, manufac-turing, logistics or distribution, and

INDEX

30 Wisconsin Potatoes 15 People

35 Washington Apples

45 Organic Produce

60 NJ Fall Produce

72 Floral Marketing

82 Pumpkins

Midyett

Continued on page 4

Avocados on tap in L.A.

Gahl Crane (left) and his wife, Danielle, of Green Earth Produce in Los Ange-les celebrated avocados with fellow attendees of the Angel City Brewery Avo-cado Festival, held Aug. 24 in Los Angeles. See story on page 8.

(Photo courtesy of Green Earth Produce)

September 9-23, 2013 • The Produce News • 23

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Stemilt Growers launches new apple promotionStemilt is helping retailers

achieve Fruits & Veggies-MoreMatters Role Model statusthrough its new “Tasty, Healthy,and Fun” More Matters promo-tion for apples.

As a long-time supporterand Industry Role Model ofProduce for a Better HealthFoundation and its More Mat-ters campaign, Stemilt createdthe new apple promotion inorder to educate consumersabout apples at the point ofsale, and to help retailers tie-inwith the popular “More Mat-ters” logo.

According to Stemilt Market-ing Director Roger Pepperl, the“Tasty, Healthy & Fun” promo-tion blends Stemilt apples withthe popular “More Matters”logo in a kid-centric campaignthat also appeals to moms.

“Combining apples andMore Matters in one promo-tion is a win-win for reachingboth kids and Moms,” he saidin a press release. “Apples areone of the top fruits amongkids and PBH sponsoredresearch tells us that 78 percentof Gen X moms and 72 percentof Gen Y moms are more likelyto purchase fruit due to the‘More Matters’ logo influence.Moms appreciate More Mat-ters, seeing it as a reminder toeat more fruits and vegetables.”

Stemilt created three differ-ent themes for the promotionin order to provide retailersapple-promotion options forthe entire season. The designelements are similar for each,but the messaging is uniqueand clear.

• The “Tasty” theme focuseson the flavor profile of differ-ent apple varieties, includingPink Lady, Gala, Red Delicious,Granny Smith, Fuji, Braeburn,Honeycrisp and Golden Deli-cious. Rotating through the sig-nage as part of a robust Appleof the Month program is rec-ommended with this theme.

• The “Healthy” theme

focuses on the health attributesof apples in order to educateshoppers. It states approvedhealth claims for apples like“high source of dietary fiber.”This theme can be used whenpromoting any apple variety, ormultiple varieties at a time.

• The “Fun” theme providesshoppers with creative andhealthy ideas for using applesat home. It also includes a linkto make Stemilt’s simple recipefor Apple Smiles.

In addition to providing sig-nage, Stemilt will support par-ticipating retailers throughoutthe promotion in order tomake them eligible for PBHRetail Role Model status.“Stemilt is a proud supporter ofMore Matters and wants othersto join us,” said Pepperl. “Wecan help retailers achieve eachof the steps involved in obtain-ing Role Model status throughthe ‘Tasty, Healthy & Fun’ pro-motion. We have creative ideas— like holding a Twitter party— in order to help retailersspread the More Matters mes-sage to shoppers.”

The “Tasty, Healthy & Fun”promotion received a nod ofapproval from PBH as well.

“Stemilt Growers has sup-ported PBH and our mission toincrease fruit and vegetableconsumption in a variety ofways for many years. The ‘Tasty,Healthy & Fun More Matters’promotion is a terrific exampleof their recent support,” Eliza-beth Pivonka, president andchief executive officer of PBH,said in the press release. “Thepromotion is a creative andeasy way for retailers to pro-mote and sell more appleswhile earning credit towardtheir 2013 Fruits & Veggies-More Matters Champion andRole Model status.”

Stemilt’s “Tasty, Healthy,and Fun” promotion ties inwell with Apple Rama’s or anykid-centric ad formats, Pepperladded.

Riveridge implements system to improve Honeycrisp packsSaying the reputation of the

Michigan Honeycrisp apple istoo important to pack it likeany other apple, Riveridge Pro-duce LLC and its six Michiganpackinghouses have imple-mented a 10-point protocol toensure high-quality cartonpacks.

“As the volume leader forHoneycrisp production inMichigan, we feel a responsi-bility to our apple buyers —and our growers — to pack thebest possible quality Honey-crisp that leads to consumersatisfaction and minimalshrink on the sales floor,” DonArmock, chief executive officerof Riveridge Produce Market-ing Inc. in Sparta, MI, said in apress release.

“Given that Riveridge isexpecting record volumes ofHoneycrisp this year and thenext five or more years, wecame to the decision that weneeded to formalize our bestpractices for this unique

apple,” Armock added. “Manyof these items we were alreadydoing, but by adopting them asofficial protocol and trainingto these standards, we will raisethe bar on Michigan Honey-crisp quality.”

Armock said that amongEastern apples, Riveridge hasthe highest percentage thatgoes through state-of-the-artexternal-internal defect sortingtechnology. This helps detectbitter pit and internal brown-ing, which are the top qualityissues associated with Honey-crisp.

Riveridge’s Honeycrisp pro-tocol addresses orchard, stor-age and packing practices.Orchard practices include sunprotection and calcium supple-ment guidelines, and multi-pass and stem-clipping harvestpractices.

Riveridge has also estab-lished strict maturity protocolsfor harvest timing and storageto ensure apples are fully sweet

and ripe when they arrive atretail.

Best practices in storageinclude specific conditioningtechniques, as well as the lateststorage research from MichiganState Universityand other lead-ers in fruit phys-iology and stor-age.

“We’ve beentalking aboutthese practicesand everyonethroughout ourorganizationrecognizes theneed to deliverperfect Honey-crisps to con-sumers to maintain its premi-um status in the marketplace,”Armock said in the pressrelease.

Honeycrisp, a northernapple bred by the University ofMinnesota in 1960, has beenthe most popularly planted

apple in Michigan since 2007. Michigan has more than 1

million Honeycrisp trees in theground, Armock said. Accord-ing to the U.S. Department ofAgriculture, Honeycrisp now

comprises at least 8.5 percentof Michigan’s apple acreage.

“With these new plantingsentering their prime bearingyears, we’re optimistic thatMichigan will be in the Honey-crisp market into at least Febru-ary,” Armock said. “Our sup-

plies have typically been goneby mid-November because ofsuch strong consumer demandfor a northern-grown Honey-crisp.”

Exactly half of Michigan’s

Honeycrisp trees are planted inthe Fruit Ridge/Grand Rapidsarea, according to USDA data.

Riveridge, a vertically inte-grated apple grower-packer-shipper, sells apples in up to 26states and a dozen foreigncountries.

‘We’ve been talking about thesepractices and everyone throughoutour organization recognizes theneed to deliver perfect Honeycrispsto consumers to maintain its premium status in the marketplace.’

— Don ArmockRiveridge Produce

CMI introduces sweet gourmet pearsCMI, a leading Washington

state grower-shipper of premi-um-quality conventional andorganic apples, pears and cher-ries, is rolling out its new SweetGourmet Pear program.

As one of the first pearpouches in the industry,CMI created a new two-box shipping display tomaximize cross-mer-chandising opportuni-ties. The pear pouch line-up includes two-poundpouch bags for D’Anjou,Red Pear, Bartlett andBosc varieties. Each pouch bagshowcases a fresh recipe that iscentered on each variety, andwhen offered as a program isexpected to increase sales with-in the category.

Putting pears into a pouchbag is a first for CMI. The high-impact graphics, centered on

easy-to-make gourmet dishes,will entice consumers to trypear varieties they never havebefore and possibly increasesales and repeat purchases.

“A lot of planning went into

designing this into a two-pound pouch over a one- or atwo-pound bag,” Bob Mast,president of CMI, said in apress release. “Ultimately wewanted to increase the averageweight of each pear transac-tion.”

The Sweet Gourmet Pear

pouch will be more than apretty bag in the produce sec-tion, according to CMI. Whenconsumers were polled ontheir pear consumption, theyrepeatedly referred to the chal-

lenge of knowing when a pearwas ripe to eat. As a result, eachpear pouch will come with tipson how to know when eachvariety is at its peak of flavorand is perfectly ripe.

CMI will roll out with theBartlett variety bag and othervarieties will soon follow.

‘Ultimately we wanted to increasethe average weight of each peartransaction.’

— Bob MastCMI