2009 Fresh Cut's PMA Fresh Summit

Fresh Summit Draws to a Close

noreply@blogger.com (Great American Publishing) — Mon, 05 Oct 2009 20:55:00 +0000

Fresh Summit 2009 is wrapping up and attendees are tearing down booths and heading home. This Fresh Summit looks to be the best so far, judging by the number of attendees and the many positive comments I've heard over the last three days - in fact I've only heard good comments.

There were many new fresh-cut products this year, which may be an indication that produce businesses see a light at the end of the tunnel of this recession, or at least see ways to stay relevant with consumers in a down market.

One way fresh-cuts are differentiating themselves is through innovation. Two companies that stick in my mind are Apio, for the unique Grab and Go Cups, and Del Monte for the technologically advanced fresh-cut vending machine.

Processors have also focused on value, with a number of snack-sized products - Ready Pac, Crunch Pak and others all launched a new snack line or expanded existing lines.

There was a lot of optimism about new products in the exhibition hall, and that was buoyed by the record attendance numbers released by PMA. In past years, the final day of the show was dead, but there was still business being conducted this afternoon, though visibly less than Saturday and Sunday.

If 2010 can match the quality and quantity of this show, then it's already time to start thinking about Orlando next October.

Apio Grab and Go Cups

noreply@blogger.com (Great American Publishing) — Mon, 05 Oct 2009 20:06:00 +0000

Apio introduced a full line of innovative convenience items at Fresh Summit. The Grab and Go Cups are designed for meals on the go and contain everything for a meal in one package.

There are 12 products in three categories - soups, salads, melts and noodles. The lower part of the cup contains the fresh-cut vegetables, and the lid has a cup for the sauce, bags for mix-ins and a collapsible plastc fork. The soups, noodles and melts are microwaved and ready in a few minutes - and the cups have a drain built in for easy preparation.

It's fast food without the fat, according to the company. The products will be test marketed at the end of this year and will be rolled out nationwide in January or February. The pricepoint will be around $2.49.

Also new at the Apio booth is the introduction of retail packages for the popular Broccoli Salad and Asian Salad Kits, which have previously only been available in club pack sizes. Apio also has an organics line and party trays with some new sizes and lineups.

Mann Packing

noreply@blogger.com (Great American Publishing) — Mon, 05 Oct 2009 17:59:00 +0000

Mann Packing celebrated its 70th year this year with new products and line extensions.

The product the company is most excited about is butternut squash cubes in microwaveable 12- and 20-ounce bags. The new product will hit store shelves soon after the show and the packaging will reflect Mann's new design, which are color-coordinated to product lines, have the Mann logo more prominent and feature Hungry Girl on the bags.

Mann's Simply Singles line was rolled out last August, and this year receives an insert that extends shelf life. The packaging also includes information on the company to build on the trend of consumers wanting to connect with products.

The Snack on the Go line has expanded from 4 to 6 with the addition of a roasted red hummus with veggies and yogurt with fruit.

Lastly, the company's TailGater line has been updated to include other holidays and events. A meat and cheese platter was added, as was a salsa ranch dip. The hummus platter now includes crackers and the spinach dip platter includes pretzel crisps.

Fresh Express

noreply@blogger.com (Great American Publishing) — Mon, 05 Oct 2009 17:22:00 +0000

Fresh Express/Chiquita has been drawing people into the booth with offerings from Chef Tony that feature the company's products. This morning he was serving up a delicious smoothie made with Chiquita bananas, Fresh Express spinach, berries, OJ, milk and yogurt.

Fresh Express had some new products to show off this year, including a family-pack size of its lettuce Shreds. Two new salad mixes were added to the lineup - Fancy Greens, with Romaine and Curly Tango with carrots, and Leafy Green Romaine, with Romaine and green leaf lettuce.

Sakata Seed

noreply@blogger.com (Great American Publishing) — Sun, 04 Oct 2009 23:30:00 +0000

Sakata Seed has had a busy show so far showing off its new varieties. The one product the company is really focusing on is the new Sweet Treats Pink Cherry Tomato.

The plant is strong and vigorous and the fruit is crisp with a rich and sweet taste. Brix is 7-9 and yields were very good in sample plots - 12-15+ fruit per cluster at 20-40 grams each.

Sakata was giving away seed packets, so attendees could grow their own Sweet Treats Pink Cherry Tomato if they stop by booth 2069 and pick up a packet.

Epic Roots

noreply@blogger.com (Great American Publishing) — Sun, 04 Oct 2009 23:02:00 +0000

Epic Roots has two new salad mixes at Fresh Summit - Salad Verte and Boston Salad. The Salad Verte is a mesclun mix with sweet and spicy greens, and the Boston Salad has Mache Rosettes with green and red butter lettuce.

Crunch Pak

noreply@blogger.com (Great American Publishing) — Sun, 04 Oct 2009 21:54:00 +0000

Crunch Pak had a number of new products at Fresh Summit and the company had even more good news to report.

On the new product front, Crunch Pak had its new Apple Snackers line, which will hit stores in November. The three-compartment clamshell has fresh-cut apples, grapes and cheese.

The company will also be offering seasonal trays of its fresh-cut apples for the holidays and football bowl season.

The grab and go line is new for Crunch Pak. The single serving bags of The popular product mixes have a low price point - around 99 cents, said Crunch Pak's Tony Freytag. The low cost encourages people to try them, he said. It's also led the company to try new things, like putting caramel in small bags.

Another new product catching attendee's eyes is he retail version of Burger King's Apple Fries. The fresh-cut apple slices look lime fries and the bag looks like a FryPod with fries.

On Sunday at Fresh Summit, Freytag said the company was giving out samples of a Waldorf salad, and based on the positive responses Crunch Pak may look at doing its first salad mix.

Other good news, Freytag said, was the organic sector continues to grow. There are even grab and go packs of organics. Crunch Pak also is seeing the Canadian market start to grow, and its new co-pack operation in New York is open.

JBT FoodTech

noreply@blogger.com (Great American Publishing) — Sun, 04 Oct 2009 21:36:00 +0000

JBT FoodTech has been in the food safety industry for some time with sanitizing chemicals and specialty equipment. I had a chance to talk to Don Lawrence, North American sales and service manager, about the company's newest piece of equipment - a bin scrubber and sanitizer.

Cleaning bins after they've sat in the fields, been transported and dumped, is a labor-intensive and dirty job. Not only that, it's a task that isn't generally documented well from a food safety perspective.

But JBT FoodTech's scrubber and sanitizer changes that. The equipment is a fully automated piece that uses high pressur nozzles and a scrubbing system to remove particulates. The piece uses oversized brushes that spin both directions to get into sqare corners of the bins, and fully sanitizes and cleans them in about 45 seconds - but it can go quicker for high-volume applications, Lawrence said.

The scrubber is paired with JBT FoodTech's FreshGard Chemtrol, which continuously monitors sanitizer levels. It also records levels so food safety auditors can confirm that bins are being cleaned and sanitized.

The company already has installed 8 of the machines in California plants, and sold many more at the Fresh Summit, Lawrence said. With the emphasis on recordkeeping and food safety, processors are looking for ways to eliminate contaminant, and companies like JBT FoodTech are stepping up with innovative solutions.

"We got into it because of food safety. That was the driver," Lawrence said.

Wholly Guacamole

noreply@blogger.com (Great American Publishing) — Sun, 04 Oct 2009 20:36:00 +0000

Wholly Guacamole's booth was packed on Saturday, with people drawn in either by samples of the many guacamole and salsa flavors or a chance to be photographed with a Dallas Cowboys cheerleader.

It was probably a bit of both, judging by the steady flow of people stopping by for samples on Sunday. The company had its Guacmobile in the convention center and a large selection of products to try on chips, hot dogs or veggies.

Wholly Guacamole also is using the show to introduce two new products and a redesigned package. The first, Party Time Dip is a 16 ounce tray of layered salsa and guacamole, with the original guacamole on the bottom and medium salsa on top. The second new product is a four-pack of the company's salsa in individual 3.6 ounce containers. The indidual packs are available in mild, medium, hot and garden fresca.

The company has also redesigned its 15-ounce packages of salsa. The new design is a clear round tub that prominantly displays the brand and shows off the salsa inside.

Food Safety and Sustainability

noreply@blogger.com (Great American Publishing) — Sun, 04 Oct 2009 18:27:00 +0000

In the wake of the spinach crisis, growers have been under increasing pressure to make sure no pests or critters enter their fields that could spread a pathogen. Some have resorted to, or been pressured to adopt a "scorched earth" policy that includes large buffer zones, which eliminates environmental efforts in some cases.

The intersection of food safety and sustainability was the topic of a workshop, with Hank Giclas or Western Growers Association moderating a discussion among Eric Holst of the Center for Conservation Initiatives, Mark Teixeira of Teixeira Farms, Mike Burness of Chiquita and Tim York from Markon Cooperative.

Teixeira, representing California leafy greens growers, has found there are different standards - which some are calling "super metrics" that go above and beyond the Leafy Greens Marketing Agreement metrics and aren't based on science. In one case, he had to fill in rodent holes in an overflow drainage ditch and check them every 24 hours to see if they were active. He's also had to fence in 13 miles of farmland - at $10 a foot - to keep out deer. And another time he was told to install a "frog fence" to keep frogs in a nearby pond from the fields - unfortunately no such thing exists. Yet if he kills the deer or fills in the pond, the environmental advocates are on him for destroying habits and unnecessarily killing animals.

There's a balance that needs to be struck, York and Burness agreed. While there are cases of growers going overboard, and buyers requiring drastic action, if it doesn't add to food safety then there's no benefit and shouldn't be done.

The consensus was that there needs to be a single, science-based program that doesn't leave room for different interpretations but that recognizes growing may differ across the country. The California Leafy Greens Marketing Agreement is a good place to start, but more research is needed and everyone needs to be involved in the discussion - from growers to researchers to buyers. The Center for Produce Safety and UC Davis is bringing many of those people to the table, and in future programs there may be environmental qualifications, but they'll be worked out ahead of time and science-based.

Managing a Produce Campaign Like a Presidential One

noreply@blogger.com (Great American Publishing) — Sun, 04 Oct 2009 18:08:00 +0000

The morning session at PMA Fresh Summit Day 3 featured David Plouffe, the campaign manager for President Obama's run for office. While a presidential campaign and the produce industry may not, on the surface, appear to have anything in common, Plouffe said there were a number of things he learned during the campaign that businesses can incorporate.

The Obama campaign really changed the way candidates reach people. The campaign elevated the role of new media and used it to organize supporters and gain new ones. It was how Obama won, Plouffe said, because it brought in new voters - the "holy grail" of election campaigns. Among voters that took part in the Bush/Kerry election, Obama led 50 to 49 percent, but among people voting for the first time or returning to voting after having not for a number of years, Obama led 73 to 27 percent.

Plouffe encouraged produce businesses to incorporate some of the goals of the campaign when it comes to their adoption of new media. In the campaign, the Internet efforts achieved three goals - raising money, organizing and motivating. People live their lives online now, he said, and they want regular communication that isn't propaganda. If you respect your online media consumers, they'll respond by becoming advocates for your brand.

One unanticipated thing Plouffe found during the campaign was the use of video. Supporters didn't respond well to overly-produced pieces, but genuine communication had good results. He added that e-mails sent to supporters had a much higher chance of being read if they included video.

Plouffe also said companies can use the Web internally to align employees. In the campaign, Plouffe used Web sites internally to encourage employees during smear campaigns. Internal communication can also make decision-making easier.

The final message Plouffe had for the industry members was to listen to your media consumers. If something on a Web site can be better, it will come from someone using it every day. And when changes are made, promote those changes so that others know you're listening.

Steam-in-Bag Potatoes from Green Giant Fresh

noreply@blogger.com (Great American Publishing) — Sat, 03 Oct 2009 19:35:00 +0000

The Green Giant Fresh booth on the Fresh Summit Expo show floor was crowded with people learning about the new line of steam-in-the-bag baby potatoes, packed by Potandon Produce.

The line features Idaho-grown baby potatoes in four packs: Red-Skin, Yellow-Flesh in Four Cheese Sauce; Red-Skin, Yellow-Flesh in Roasted Garlic Butter; Yellow-Skin, Yellow-Flesh with Mesquite Smoked Bacon; and Yellow-Skin, Yellow-Flesh in Three Chile Sauce.

The products are ready to eat in four minutes and require no washing, mixing or puncturing.

Misionero Garden Cuts

noreply@blogger.com (Great American Publishing) — Sat, 03 Oct 2009 18:46:00 +0000

Misionero Vegetables introduced a new line of salad kits at Fresh Summit. The Garden Cuts line is minimally processed and packed in a clear tray for visibility.

The line includes Cosmopolitan, Butter Lettuce, Iceberg Wedge and Romaine Leaves. The new products are due out in December or January and will be aimed at the lower end of the price range to attract consumers, according to the company.

Reaching Consumers in this Economy

noreply@blogger.com (Great American Publishing) — Sat, 03 Oct 2009 17:44:00 +0000

Linda Cox with the Hartman Group presented the findings of a recent study of consumer buying habits during this recession. One conclusion is that consumers are driven to cut back based on a moral obligation, not a need to save money. This phenomenon was part of the "theatrics of thrift," Cox said.

While consumers are still driven to look fo bargains, they're not enamored with buying in bulk. They're looking at waste, and preferring instead to buy packages that won't result in throwing away too much.

But shoppers do want to feel like they're saving money, so coupons are a good way to attract buyers, Cox said. Coupon sales on the Internet have become common on auction sites like eBay. The most effective promotion, the Hartman Group found, was a coupon tied to a sale-priced item. That generated the most at-shelf interest, Cox said.

Another tool produce marketers can use is sampling. With shoppers concerned about waste, they don't want to buy produce that is under- or over ripe, or buy something they or their family won't like. Having samples in the store or offering free packages can help consumers make a purchase, Cox said.

State of the Industry 2009

noreply@blogger.com (Great American Publishing) — Sat, 03 Oct 2009 17:10:00 +0000

Bryan Silbermann, president and CEO of PMA, presented his annual State of the Industry address at the Saturday morning general session. In the association's 60 years, it's grown from occupying a converted barbershop to representing more than 3,000 produce and floral businesses.

Economists are forecasting an emergence from this recession as soon as next year, but the industry has undergone a fundamental shift. And we're seeing the seeds of change for operating in the near future, Silbermann said.

First, businesses have to do more with less. Fewer acres, less water and fewer companies. But at the same time, global populations continue to grow. One of the biggest challenges will we water, and the discussion will dominate more than the food safety discussion we see now, Silbermann said. Globally, 70% of water is used by farmers, and in developing countries it's as high as 90%. The politics of water aces and management may be an even bigger issue, as growers in California, Oregon and abroad already understand.

Second, Silbermann said consumers are chainging. They're no longer looking at price and want, but at value and need, Silbermann said. 50% think the economy is still going to get worse, but they still want healthful items. More importantly, they want a connection to their food, which has led to a growth in local produce. This type of moral consumerism isn't going to go away, he said. And companies that source local benefit with a "healthy halo" that resonates with shoppers.

Third, the restaurant industry is changing. Sales are down and people are eating at home more, but produce still has opportunities. It offers cost savings foe restaurants, a healhful option for eating out and greater customer satisfaction. And PMA has partnered with NRA and IFDA to double use of produce at foodservice by 2020.

Fourth, food safety will continue to be important. Silbermann said he wants to see more and better research, better application of that research, a commitment to food safety from produce buyers and for food safety to be a fundamental part of produce businesses.

Fifth, the industry will continue to see more government intervention. That's why associations like PMA are important and it is working with FDA and CDC to prevent market interruptions and provide an industry perspective to government decissions.

Lastly, Silbermann said produce needs to be a part of the health care reform discussion. With obesity, and the costs associated with it, growing, produce is an effective preventive measure but it rarely comes up.

The produce industry has been hit by the economy, but there's still reason for optimism, Silbermann said. Companies that adapt to the changing business culture will prosper.

Food Safety Protects Business and Profits

noreply@blogger.com (Great American Publishing) — Fri, 02 Oct 2009 23:34:00 +0000

Food safety is a process and produce companies need to change their cultures to rely less on audits and more on risk assessments, PMA's chief science officer Bob Whitaker said at the first food safety education session at Fresh Summit.

One of the key lessons learned in the spinach crisis - and regularly reaffirmed in other recalls - is that the industry has to work together, Whitaker said.

The environment is changing for the industry - bacteria is changing, as is our knowledge of them, FDA is stronger, USDA wants influence and consumer confidence has weakened. So how the industry adapts will rely not on audit testing but on a broader approach to food safety.

"Audits are a tool. That's it. They're an imperfect tool," Whitaker said.

He said companies should use them as learning tools and use them to improve practices, not hang them on a wall and point to them as evidence of a food safety plan.

Joining Whitaker in the session was Fred Pritzker, a consumer lawyer who has represented people sickened in every major food-related outbreak. If an product is contaminated, the company will lose every time, he said.

There are a five areas lawyers look at when representing clients sickened by contaminated food, and every business should know what guidances apply and should follow them. Spending the money on the front end is cheaper in the long run, and it's also the moral choice, Pritzker said.

The five areas are:

1. Good Agricultural Practices - is the company aware and following them?

2. Audits - are they complete and are the recommendations implemented, or are they filed away and never looked at again?

3. HACCP - is there a plan and is it actually followed?

4. Records - does the company have them and look at them? An expert witness will be able to spot trends that willake the company liable, Pritzker said.

5. Training - is it adequate? Has the company brought in safety consultants, conducted internal audits and focuses on employee education?

A few years ago, few in the produce industry would invite a lawyer into a plant - or to a show - but he environment has changed and processors can use every tool available to prevent a food crisis.

-Scott Christie

Opening Session with Condaleezza Rice

noreply@blogger.com (Great American Publishing) — Fri, 02 Oct 2009 21:45:00 +0000

PMA Fresh Summit opened its educational programs Friday, Oct. 2, with former Secretary of State Condaleezza Rice. She spoke to a packed house of Fresh Summit attendees about the global economy and what America needs to do to remain a global leader.

For produce marketers, Rice's comments on improving trade by having free trade agreements and limiting protectionist policies were positives. She also said she favored a welcoming America so fresh blood and fresh innovation could spur innovation.

And it's innovation, creativity and risk-taking that will create growth in the U.S. and from that, the world. It's the private sector that provides those three elements - not government. The private sector also grows jobs, which Rice said is critical for economic recovery.

The multiple standing ovations Rice received indicates the produce industry was receptive and engaged. Isf Fresh Summit presentations can build on the momentum started by Rice, then attendees are in store for an excellent educational experience.

-Scott Christie

Check back for news from the 2009 PMA Fresh Summit.

noreply@blogger.com (Great American Publishing) — Wed, 23 Sep 2009 14:36:00 +0000

Keep checking back as the 2009 PMA Fresh Summit goes on. We'll be updating with the news we hear at the show!