o i ay Auction a s ar s or Charity

DECEMBER 2013 JANUARY 2014 VOLUME 41 NUMBER 6

IGESTIGESTIGESTA P U B L I C A T I O N O F T H E F R E S H P R O D U C E amp F L O R A L C O U N C I L

FreshFreshFreshFreshFreshFreshFreshFreshFreshIGESTIGESTIGESTFreshIGESTIGESTIGESTFreshIGESTIGESTIGESTFreshIGESTIGESTIGESTFreshFreshFreshIGESTIGESTIGESTFreshFreshFreshFreshFreshFreshFreshFreshFreshIGESTIGESTIGESTFreshIGESTIGESTIGESTFreshIGESTIGESTIGESTFreshIGESTIGESTIGESTFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDDDDDDDDDDDDDDDDDDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDDDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDDDDDDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDDDFreshFreshFreshDFreshFreshFreshDFreshFreshFreshDFreshFreshFresh

Buyers Guide Edition

Holiday Auction Reaps Rewards For Charity

Dec 13-Jan 14 Fresh Digest FINALindd 1 12613 124458 PM

YEAR-ROUND ASPARAGUSGrown In Mexico bull Peru bull California bull Washington

Bunches bull Packaged bull Organic We look forw ard to Serving You

Los Angeles CA 323-890-8100 Gary Cory Cruz amp Donwwwprogressiveproducecom

TM

FPFC-AsparagusAdindd 1 112013 1219 PM31324 FreshDigest D13_J14indd 2 12913 1250 PM

Editorrsquos Viewby Tim Linden

Executive Notes by Carissa Mace

Council NewsFPFC Highlights

A Different Viewby Tom Fielding

Volume 41 Number 6 DECEMBER 2013 JANUARY 2014

FRESH DIGEST (ISSN-1522-0982) is published bimonthly for $15 of FPFC membership dues $25 for annual subscription for non-members by Fresh Produce amp Floral Council 16700 Valley View Ave Suite 130 La Mirada CA 90638 Periodicals postage paid at Buena Park CA and at additional mailing offices POSTMASTER Send address changes to FRESH DIGEST 16700 Valley View Ave Suite 130 La Mirada CA 90638

DECEMBER 2013 JANUARY 2014 3

46

1033

DEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTSDEPARTMENTS

ON THE COVER Photo provided by User Friendly Ink

8

11

181920

2129

32

FEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURESFEATURES

TABLE OF TABLE OF TABLE OF TABLE OF TABLE OF TABLE OF TABLE OF TABLE OF TABLE OF CONTENTSCONTENTSCONTENTSCONTENTSCONTENTSCONTENTSCONTENTSCONTENTSCONTENTSCONTENTSCONTENTSCONTENTS

FPFCrsquos Donation to the Philippines Comes with a Personal Touch Focus on Charity

December Holiday Luncheon Event Photos and Thank Yous

Therersquos a New Kid in Town Focus on Apples

San Francisco Holds Private Ground-Breaking for Market Members Focus on Market Expansion

Ken Ewalt Joins Great West Produce Company Focus on Distribution

2013 Buyers Guide Focus on the FPFC

November SoCal Luncheon Event Photos and Thank Yous

Progressive Acquisition Creates Year Round Program Focus on Asparagus


4 FRESH DIGEST

So what was the big news of this past year

As I peruse the brain for memo-ries it is flooded with snap shots but no over-arching defining moment Scanning the news folder on my brainrsquos desktop several issues do pop up

Affordable Care Act or ObamaCare for those politically aligned with this descriptor It was passed by Congress signed into law and sur-vived a Supreme Court challenge Republicans have tried to repeal it more than 40 times to no avail and the rollout of the federal health care insurance exchange was filled with problems But in the long run I believe the Affordable Care Act will not end up being as big of a deal at is has been for the past three years The vast majority of us are insured through our companies and thatrsquos not going to change As a group we will have better insurance because the law mandates better coverage Some companies who didnrsquot offer insurance before now will The less fortunate among us who have jobs with no insurance or are unemployed will now have access to health insurance And so will people like my son who ages off of my insurance in a few months (by hitting age 26) and happens to be working for a foodservice company that doesnrsquot offer insurance Hersquos lucky He lives in California which embraced the ACA and opened its own exchange He really does have lots of options at an affordable rate

Fiscal Cliff and Congressional Inac-tion It would be nice if in a decade or two we can look back at 2013 and say ldquoRemember that was the year that the politicians in Washington were so dys-functional the government shut down for a couple of weeks and really couldnrsquot pass anything from a budget to the Farm Bill to immigration reformrdquo

It would be nice but I fear that what we wit-nessed in 2013 is not going to stand out at all but be repeated time and time again For a whole list of reasons too long to explore in this space we have a systemic problem and I donrsquot see it going away We are a divided nation It appears as if it will be E

DIT

OR

S V

IEW

By Tim Linden

very difficult for a single party to control the House the Senate and the Presidency anytime soon And while the framers of the Constitution saw this as a good thing it has become a recipe for inaction in our government

As I write this a conference committee of the House and the Senate are trying to hammer out a new Farm Bill The Farm Bill concept first surfaced during the Great Depression and many bills have been passed on a bi-partisan basis ever since The division was always urban vs rural which is why the bill is full of many different programs There have been issues in the past but compromise was achieved and the Farm Bill typically passed with an overwhelming majority vote Not this yearhellipat least not in the House

I suspect that these battles where everyone sees black and white with no gray shades will contin-ue for a while January is going to bring more battles over the budget and the debt ceiling Some say that Congress has learned its lesson I doubt it

Immigration Reform For both the agricultural industry and the Republican Party this would appear to be a very big issue for two entirely different reasons Agriculture needs the workers There were reports of agricultural labor shortages from different regions of the country all year long

Tim Linden

FPFC OFFICE16700 Valley View Avenue Suite 130

La Mirada CA 90638714-739-0177 bull fax 714-739-0226

Website wwwfpfcorg

CHAMP PUBLISHINGAdvertising Office

2311 W Olive StreetBurbank CA 91506

818-563-2228 bull fax 818-563-2722email tomfielding1maccom

Editorial Office925-258-0892 bull fax 925-258-0893

email timlindenymailcom

Was 2013 a Good Year



and vegetable consumption has not risen in such a manner if at all to justify the higher prices Person-ally I have always doubted the numbers on that Everyone I know eats more and fruits and vegetables than they did and many trendy items ndash think kale and Brussels sprouts ndash are certainly getting more dinner plate presence I know personal anecdotes are no substitute for solid empirical research but it is also impossible to know exactly how much fruits and vegetables we are eating as a nation Eating habits have changed and I just donrsquot believe the ability to track it has kept pace I donrsquot think there is good solid empirical research on fruit and vegetable consumption

Whatever the reason this was a great year for many to be in the business of growing and selling fruits and vegetables Maybe 2014 will prove this was just an aberration but I am guessing not

We just may have entered the golden age of produce

We just may have entered the golden age

Republicans need to get this issue off the table so it doesnrsquot hurt them in another national election

There was ample reason to believe that this was going to get done in 2013 but it didnrsquot hap-pen Now experts are saying there is a MarchApril window that could allow competing sides to compromise (remember that concept) and pass comprehensive immigration reform that would give current illegal residents a path to legality and provide the workers needed to fill the low-paying jobs that most native US citizens wonrsquot do After that window of opportunity most say that the elec-tion cycle will begin and passage will be impossible until 2015

Government Spying My guess for the 2013 Time Magazine Man of the Year is Edward Snowden Remember that designation is given to someone who has had great impact for both good and bad I think Snowden fits that description but it doesnrsquot have any impact in my fresh produce world so Irsquoll leave that story to the big guys

Produce Prices If I was to pick a produce story of the year it would probably be the fob prices growers received throughout the year Because we work in an industry with many dif-ferent districts and many different commodities no year treats everyone equally I have no doubt that there are some grower-shippers that look at this past year as a disaster others see just an average year But there is also no doubt that a great many growers and shippers of produce from vegetables to melons to onions to apples had a really good year

The talk in the Salinas Valley right now is how big the year-end bonuses are going to be Apple prices were well up and at the PMA con-vention in October an onion shipper told me it was his best year ever California melon shippers had a great rebound season

So was this a one year anomaly brought on by decreased supplies at key times There is some evidence that could indicate typical supply and demand issues were the main factor There were clearly some times when weather played an important role decreasing supplies and send-ing the prices much higher But throughout the year I also had numerous grower-shippers tell me many different times that they were getting good yields and demand was better than they thought it would be

I know the national consumption figures ndash though very difficult to ascertain ndash say fruit


6 FRESH DIGEST

that sometimes felt like we were going in circles the group has put together a terrific program that could be a landmark event for the FPFC and reap benefits well into the future Applications for the first apprentice class will be available in January and I canrsquot wait to see who will make up this first group and where this program will go in the future

Credit for behind the scenes work this year has to go to Amy Wun in the FPFC office We had some staffing challenges this year and without hesitation or complaint Amy stepped in and stepped up to get what had to be done done She proved beyond a doubt that when things get crazy she can handle whatever comes at her I was very happy to be able to promote Amy this year to Manager Member Programs It is a well deserved promotion and I have every confidence in her ability to handle whatever her new position demands

Also proving he can handle whatever we throw at him is the newest edition to the FPFC staff Brett Roberts Brett comes to us from the Produce Marketing Association where I used to work so I know he is used to things being a bit hectic behind the scenes Brett joined two weeks before the Holi-day Luncheon and Auction ndash you know the event that drove me to chocolate We kept telling Brett that all the luncheons arenrsquot like this that this really is the craziest one He just smiled at us and rolled with the punches I know Brett will excel at his new job as Manager Member Services and will also no doubt find that chocolate stash very soon

I have to give credit to our Chairman of the Board this year Mike Casazza with ApioEat Smart If ever there was a man who could roll with the punches it is Mr Casazza No matter what issue I had to come at him with he was always there with a kind word pleasant smile and good old fashioned common sense to help steer the ship through the storm Itrsquos not that we had a lot of storms but sometimes being chairman can come with its share of headaches as well as glories And letrsquos face it our chairmen are volunteers with full time jobs It isnrsquot always easy to manage your own work needs with your volunteer responsibilities and Mike was a joy to work with throughout the year Irsquom not just saying that ndash he really was a pleasure and deserves credit where credit is due

2014 will no doubt see its share of behind the scenes craziness but it will also bring its share of valuable programs and services for the industry And that is what it is all about

This is the end-of-year issue of the magazine where Irsquom supposed to write about all the Fresh Produce amp F lora l Council has accom-plished the past year I could do that But I really donrsquot feel like it

Itrsquos not that we havenrsquot accomplished a great deal this year or that there havenrsquot been changes to reflect upon It is just that I get tired of associations and companies writing platitudes about all they do Again itrsquos not that great things arenrsquot done because they are But we all know that behind the scenes how things get accomplished isnrsquot always a pretty story

Take for instance the FPFCrsquos annual Holiday Luncheon and Charity Auction As of this writing the event has not yet occurred But I can almost guarantee that it will be a huge success with retailers auctioning time with themselves to raise money for a very worthy cause ndash Caterinarsquos Club Caterinarsquos Club feeds 750 motel kids every day Without them these kids would have no dinner other than perhaps potato chips from a vending machine I look at my own 8-year-old son and cannot imagine any child living in those circumstances

That said I can say that putting the event together behind the scenes is no easy feat It takes a strong volunteer committee and an exceptional amount of staff time to make it all come together And because many of the auction items are not finalized until the eleventh hour so to speak staff is racing to get things done in time Now hopefully at the event itself no one will know this All will run smoothly and we will raise a lot of funds for such a deserving cause But behind the scenes it gets ugly sometimes And thatrsquos why chocolate was invented It helps sooth the frazzled nerves

Speaking of frazzled nerves there were some of those for sure when putting together the new Apprentice Program the FPFC will be debuting in 2014 Credit goes to task force co-chairmen An-drew Bivens Westlake Produce Company and Kelly Craner B amp C Fresh Sales for steering the task force through its work and getting us to the point where this new offering is ready to go They had a vision of a program that could bring value to the FPFC and the industry and despite committee meetings

Carissa Mace

EX

EC

UT

IV

E

NO

TES

By Carissa Mace

Behind the Scenes

of valuable programs and services for the industry


8 FRESH DIGEST

FPFCrsquos Donation to the Philippines Comes with a Personal TouchBy Tim Linden

Focu

s on C

harity

Marvin Quebec of Quebec Distributing Oakland CA and a member of the FPFC Board of Directors said ldquoI was speechless when I heard what the FPFC had done I am still very emotional talking about itrdquo

What the Fresh Produce amp Floral Council did was make a $10000 donation to the Red Cross earmarked for its humanitarian efforts in the Philippines following the devastating typhoon that hit that archipelago of more than 7000 islands on Thursday Nov 7 FPFC President Carissa Mace said that with the fiscal year winding down ldquowe had significant dollars budgeted for charity that we had not spent yet The idea of donating to the effort in the Philippines was suggested to the board and

they quickly agreed And since we had the money available it was decided to make a considerable donationrdquo

Quebec was not able to be involved in the discussion because as the board was making its deci-sion he was doing everything he could do to try to locate his father in the Philippines ldquoLeyte (where the eye of Typhoon Haiyan hit) is ground zero for the Quebec familyrdquo he said

As a historic perspective Quebec said Leyte is the island where General Douglas MacArthur made his famous ldquoI shall returnrdquo speech during World War II A monument to the general resides there

Porferio ldquoPeperdquo Quebec built a home there about a decade ago after spending most of his adult

Pepe Quebecrsquos house had the roof blown off during Typhoon Haiyan



13 h 4c adHenry Avo

life laboring in California and making a better life for his family As the storm approached Pepe and 10 families from the neighborhood hunkered down in Quebecrsquos sturdy house ndash about five miles from the coast ndash in an effort to ride out the storm After it hit Marvin and his family could not reach his father on that Thursday or for many days later As they would later learn Pepe and his guests crowded into a windowless hall as the winds buffeted the house and ripped off the roof Pepe and the others were slammed around as virtually all the furniture was sucked out of the house during 45 minutes of hell

During the next few days pandemonium was the order of the day as much looting took place and those who had access to any money at all were at risk of being robbed or kidnapped for ransom Pepe and his group laid low until they could make their way to Manila It took about six days but finally on Tuesday Nov 12 Marvin and his siblings heard from their father ldquoAt the time we were preparing to go over there and look for himrdquo said Marvin ldquoThe night before we agreed to wait another 18 hours We already had bought the plane ticketsrdquo

It wasnrsquot for another week that Pepe was able to fly back to the United States On Nov 22 Marvin said his father arrived the night before and was still trying to decompress ldquoHe saw a lot of hor-rible things that you donrsquot want to even hear about including the mass graves It was quite a shockrdquo

Marvin said his father is already looking for-ward to going back and rebuilding but we want him to stay here for at least six months until things settle down ldquoWe donrsquot know what he is going back tordquo

His house was still standing when he left but it wasnrsquot in good shape and could be ravaged by more storms and people looking for shelter Marvin said the area where his fatherrsquos house is located is devastated There are hardly any buildings left stand-ing ldquoAs a family we will go back and we will help out but we are going to wait for a while After all the big boys leave there will still be lots that needs to be donehelliplots of schools and houses that will need to be rebuiltrdquo

Pepe Quebecrsquos life is a familiar immigrantrsquos story He came to the United States as a young man in 1959 with many other Filipinos to work the vegetables fields He moved with the harvest living in Salinas in the spring and summer and Yuma and Brawley in the fall and winter He worked in agriculture for many years before the Firestone plant opened in the Salinas Valley and like others he traded up to a steady factory job Along the way he got married and raised a family and lived the American dream

ldquoLike many Filipinos he always dreamed of making money saving it and going back to the Philip-pines to live like a king in retirementrdquo Marvin said

Pepe actually achieved that dream as he spent about half his time in the Philippines and the other half in California for the past decade ldquoItrsquos very sobering what happened over thererdquo said Marvin ldquoI spent time over there in my teens and played football over there We all know that if my dad didnrsquot come here and make a better life for us thatrsquos where we would berdquo


Year-round custom ripenedfresh avocados

wwwhenryavocadocom

Don amp Rick bull (714) 447-4306Jon bull (830) 379-0288

Billie Jo (210) 226-4504

31324 FreshDigest D13_J14indd 9 12913 1254 PM

10 FRESH DIGEST

CO

UN

CIL

NEW

S

FRESH DIGESTCarissa Mace

PublisherTim Linden

EditorTom Fielding

AdvertisingEditorialHeather GrayDesignLayout

FRESH PRODUCE amp FLORAL COUNCIL2013 Board of Directors

OFFICERSMike CasazzaApioEat Smart

Chairman of the BoardRich Van Valkenburg

Van Valkenburg amp AssociatesChairman ElectBrad Martin

Perimeter Sales amp MerchandisingTreasurerSecretary

Rick CruzVonsA Safeway CompanyImmediate Past Chairman

Jeff MillerWestlake Produce Company

Past Chairman RepresentativeHarland Heath

Heath amp Lejeune IncHonorary Past Chairman Representative

Carissa MaceFresh Produce amp Floral Council

President

DIRECTORSMark Carroll

GelsonrsquosMayfair MarketsBrian Cook

San Miguel ProduceGreg Corrigan

Raleyrsquos SupermarketsKelly Craner

B amp C Fresh SalesDave Howald

California Avocado CommissionDebbie Jackson

Kent KuwataSmart amp Final Corp

Rick MontoyaReady Pac

Jeff ObermanUnited Fresh Produce Association

Jennifer PelayoAdvantage Sales amp Marketing- No Cal

Chris RobinsonThe Pinery LLC

Roger SchroederStater Bros Markets

Ken SilveiraMastronardi ProduceConnie Stukenberg

CS Sales amp Marketing for Results

The Fresh Produce amp Floral Council

Welcomes the Following New Members

Matt Collins Chris Cuvelier Therese Ferrara

Amazon Preservation Partners dba Zola Acai

Emmy HumeAMC Fazio

Don Simmons Brent WardEmpire Packaging and Displays

Allie Coombs JC MyersFresh Alliance LLC

Jamey TomajkoLivingston International

Theresa Fahey Toni HackamackSchubert Nursery Inc

Dan Klekner Therese FerraraThe Little Potato Company

Chris HuntToll Perishables

Kevin Bogart Scott Milne Chris Trombley

Wood Gutmann amp Bogart Insurance Brokers



Holiday Lunch Reaps Huge Rewards for CharityBy Tim Linden

Focu

s on H

olid

ay L

unch

eon

More than $116000 was raised for Caterinarsquos Club during the Fresh Produce amp Floral Councilrsquos December Holiday Luncheon held at the Sheraton in Cerritos on Wednesday Dec 4

The event featured both a live and silent auction with many Southern California retailers offering a chance for a private social meeting in one fashion or another as well as Purchase Order for a guaranteed placement of product Those items resulted in fast and furious bidding

Auctioneers Petros Papadakis and Fred Rog-gin two local sportcasters kept the crowd in stitches and the bidding going as they traded barbs with each other and the audience

They took light-hearted swats at various industry members and even auction items that werenrsquot mustering a lot of bidding

The event featured several sponsors and a crowd of more than 300 produce and floral profes-sionals It was one of the most well-attended FPFC events of the year as it truly illustrated a well-known produce axiom if retailers are there the rest of

industry will show up Put a PO in their hand and it is standing room only

But it was all for an excellent cause Ca-terinarsquos Club serves 750 low-income children a nutritionally balanced meal of pasta and vegetables seven nights a week Chef Bruno Serato owner of the historic award-winning Anaheim White House Restaurant has always been known for his gener-ous philanthropy On April 18 2005 Bruno took his mother Caterina to visit the Boys and Girls Clubs of Anaheim Caterina noticed a young boy eating a bag of chips and discovered that would probably be his only dinner for the evening Caterina asked Bruno to prepare a nice pasta meal for the child and that night they fed 75 children who would have otherwise gone hungry Bruno and Caterinarsquos pas-sion for the children grew into an organization that they decided to call Caterinarsquos Club Every night of the week for the past eight years 750 children who otherwise would have gone hungry have been able to fill their stomachs with a nice warm meal More than 500000 meals have been served to date

Miguel Garcia Ralphs Grocery Company takes the microphone to offer donations


12 FRESH DIGEST

SoCal Holiday Luncheon December 4 2013Thank You Sponsors

Key SponsorsAmerican Business BankAvocados from MexicoDLJ Produce IncGrimmway Farms

The Little Potato Co Mastronardi Produce - West

Associate SponsorsAmport FoodsApioEat Smart

Buy Fresh Produce IncMarzetti

The Oppenheimer GroupSimply Fresh Fruit

Taylor Farms Retail Inc

Photo SponsorNorth Shore Living Herbs

Deacutecor SponsorBay City Flower Company Fred Roggin NBC4 sports anchor and celebrity auctioneer gets the

crowd biddingand laughing

Therese Ferrarra Preferred Sales Corp and Dan Klekner Little Potato Company

Charity Auction Contributions

Smart amp Final$1500 in gift cards

Stater Bros Markets$1500 in gift cards

WJL Distributing$1000

Some of the top bidders of the day were the folks from Progressive Produce including President Jim Leimkuhler (center right)

Dec 13-Jan 14 Fresh Digest FINALindd 12 121113 100741 AM


Danny Trevino Food 4 Less goes up for auction





Signed David Ortiz Boston Red Sox BaseballMarty Craner B amp C Fresh Sales

Full Page Full Color Ad in The Shelby ReportKaren Caplan Friedarsquos Inc

Donated by The Shelby Report

Golf with Sheryl Salazar and Vince Maggio AlbertsonsRobert Thompson RFT Fresh Source

Donated by Albertsons

Dinner with Tim Conway Jr KFI AM 640 RadioRichard Flamminio Umina Brothers Inc

Donated by KFI AM 640 Radio

Killer Cabernet PackageKent Kuwata Smart amp Final

Lunch with Danny Trevino Food 4 LessVeronica Rodarte Progressive Produce Corp

Donated by Food 4 Less

Full Page Full Color Produce Business AdBill Brooks Westlake Produce Company

Donated by Produce Business

iPad Air 64 GB WiFiAndrew Bivens Westlake Produce Company

Donated by Mastronardi Produce-West

Golf with Alfonso Cano Northgate Markets and an AdJim Leimkuhler Progressive Produce

Donated by Northgate Markets

Ultimate Geek PackageKen Silveira Mastronardi Produce-West

Donated by Concord Foods The Giumarra Companiesand Van Valkenburg amp Associates

LA Clippers Blake Griffin Autographed BasketballKelly Craner B amp C Fresh Sales

Lunch with Liane Mast Stater Bros MarketsKaren Caplan Friedarsquos Inc and Jim Leimkuhler Progressive Produce Corp

Donated by Stater Bros Markets

Coach Purse and Glen Ivy Day Spa CertificateSean McClure Ready Pac Produce

Ultimate Sports Ticket PackageKori Martin The Oppenheimer Group

Donated by Melissarsquos Legacy Farms Progressive Produce Corp Westlake Produce Company WJL Distributors

Dinner with Brian Balladares and Miguel Garcia Ralphs Grocery Co

Gary Meadows Progressive Produce CorpDonated by Ralphs Grocery Company

Breakfast with Bill Handel KFI AM 640 RadioLee Deminski CMC Sales Marketing amp Brand Development


Dinner with Kent and Vicki Kuwata Smart amp FinalApioEat Smart Legacy Farms RFT Fresh Source and Westlake Produce Company

Donated by Smart amp Final

LA Dodgers Yasiel Puig Signed Basbeball BatMike Pierson DLJ Produce

Lunch with Roger Schroeder Stater Bros Markets iPad mini and Ad

ApioEat Smart Progressive Produce Corp Veg Fresh Farms and Westlake Produce Company

Donated by Stater Bros Markets and California Avocado Commission

Live Auction Winners


14 FRESH DIGEST

Mihae Finnie Del Monte Fresh and Kori Martin The Oppenheimer Group

Lee Deminski CMC Sales Marketing amp Brand Development Kent Kuwata Smart amp Final along with Maurie Thomas Caldwell Fresh Foods

Keruig Coffeemaker and Year Supply of CoffeeMaurie Thomas Caldwell Fresh Foods

Donated by Impact Sales

Bob Rapp Vallarta Supermarkets (Lunch Dinner or Golf)Bill Brooks Westlake Produce Company

Donated by Vallarta Supermarkets

Produce Marketing Association - Full Registration to Fresh Summit 2014

Marty Craner B amp C Fresh SalesDonated by Produce Marketing Association

Produce Marketing Association - Full Registration to Foodservice Conference 2014


Mark Carroll Gelsonrsquos Markets and Breakfast with Bill Handel KFI AM 640 Radio

Sammy Perricone Perricone JuiceDonated by Gelsonrsquos Markets and KFI AM 640 Radio

Brookstone Combat RC CopterSammy Perricone Perricone Juice

Brighton Reno Heart Leverback Earrings and Brighton Sabrina Sunglasses

Allen DeMo DiMare International

Lego Watch - Clone Wars Yoda with mini figureTerri Mouton Friedarsquos Inc

Cuisinart Mini-Prep ProcessorSilvia Marjoram American Business Bank

BCBG Maxazria Mini Harlow Wristlet Golden RodAngela Taylor FPFC

iHome Dual Alarm Clock Speaker System for iPodRex Lawrence Gills Onions

Sony Bluetooth Wireless Mobile SpeakerAmy Wun FPFC

Alessi Big Love Ice Cream Bowl with SpoonGarrett Nishimori San Miguel Produce

Maui Jim Breakwall Polarized Aviator SunglassesKen Silveira Mastronardi Produce

Hummingbird Jarrah Finnish Australian Wood BoomerangCarissa Mace FPFC

1 Cases of Avocado Oil and a MolcaheteArdy Haerizadeh Yucatan Foods

Donated by Avocados from Mexico

Italian Silk ScarfSilvia Marjoram American Business Bank

Donated by American Business Bank

Private Flight for 2 to Catalina Island for lunch on Paul Villarsquos (Great West Produce) private plane

Allen DeMo DiMare InternationalDonated by Great West Produce

VIP Parking Spot at Sheraton Cerritos for 2014 Membership Luncheons

FPFCDoanted by Sheraton Cerritos

Michael Kors PurseAllen DeMo DiMare International

4 Tickets Clippers vs Phoenix Suns with parkingBrian Cook San Miguel Produce

Donated by Melissarsquos

Hasbro Easy-Bake Ultimate OvenDoug Meyer West Pak Avocado

Tommy Bahama Gift BasketAllen DeMo DiMare International

Donated by Tommy Bahama

1 case (12 bottles) of High End WineLisa McNeece Grimmway Farms

Donated by Progressive Produce Corp

Dinner with Raul Gallegos Bristol Farms and Tim Conway Jr KFI AM 640

Brian Cook San Miguel ProduceDonated by Bristol Farms and KFI AM 640 Radio

Silent Auction Winners



Christa Weber Sullivan Curtis Monroe Inusurance Services LLC and Danielle Gutierrez Community Bank

Donald Souther Vision Produce Company with Kristyn Lawson Good Foods Group

Dennis Krondack and Alfonso Cano Northgate Gonzalez Markets with Jorge Menendez (r) Consolidated West Dist LLC

Ken Silveira Mastronardi Produce-West and Lisa McNeece Grimmway Farms show off a raffle prize

Peter LeBlond Albertrsquos Organics and Rory Richmond San Miguel Produce


16 FRESH DIGEST

Jeff Meyer Tom Roberts and Dick Fisher Dole Fresh Fruit Co

Rick Cruz Vons A Safeway Company Sylvano Ibay White House Restaurant and Caterinarsquos Club Charity and Mike Casazza ApioEat Smart

Karen and Frieda Caplan Friedarsquos Inc with Roger Schroeder Stater Bros Markets



Petros Papadakis Fox Sports Radio and celebrity auctioneer banters with Alfonso Cano Northgate Gonzalez Markets

Liane Mast Stater Bros Markets has a good time as she is auctioned off Vince Maggio and Sheryl Salazar Albertsons


18 FRESH DIGEST

Envy apples is all under the auspices of ENZA which Nelley says is a distinct advantage to growing a qual-ity apple ldquoENZA picks the growers in both Wash-ington and New Zealand which makes for a more consistent great-tasting apple No one rushes them to production and no one holds them backrdquo

Besides the United States Asia is also a big market for Envy ldquoImporters in Vietnamrdquo Nelley said ldquoare wanting Envy apples to be shipped via air freight which is nearly unheard of but they are that popular in the countryrdquo

As far as consumers they have taken to social media to tout the taste of Envy ldquoTwitter has been huge in getting the word out about Envy Some of our consumers are almost evangelical when it comes to their posts about its taste It has really captured their imaginationrdquo

Currently Envy is shipping out of Washing-ton which will continue through February and the shipments from New Zealand will start back up in June and continue through early September Nelley stated that acreage will continue to grow thanks to its incredible popularity and by 2020 he believes they will be shipping more than two million Envy apples out of Washington alone Now thatrsquos something to Envy

(For more about Envy and Honeycrisp see ldquoA Different Viewrdquo in this issue)

nvy apples out of Washington alone Now thatrsquos

Therersquos a New Kid in Town By Tom Fielding

Focu

s on A

pple

s

For many years the ldquohotrdquo apple out on the market has been the Honeycrisp distinguished by its balance of sweetness and tartness combined with great crunchability (not really a word although it should be) However therersquos a new kid in apple town that retailers and consumers alike are raving about that is giving Honeycrisp some stiff competi-tion in the taste category

According to David Nelley category direc-tor for Oppy (The Oppenheimer Company) the Envy apple was bred for years in New Zealand by horticultural researchers These were the same researchers who developed the Jazz apple back in the 1990s To create Envy Nelley said ldquowas a painstaking task but the result was more than worth the effortrdquo

This time researchers developed an apple variety that combined the best features of a Royal Gala and a Braeburn bred for both taste and crunch ldquoOur growers love this applerdquo Nelley said He added that the Envy is ldquovery grower-friendly and the tree wants to grow large apples with a red color and sweet tasterdquo

Nelley stated that there was a curious by-product of the breeding process ldquoWe found that the Envy apple browns very slowly which not only makes it marvelous to put into salads but is great for the food service industry because the apple will not go brown for a long timerdquo

Although the Envy apple has been grown in New Zealand and Washington state since about 2005 it was not until 2011 that there was enough volume for it to be sold commercially Since 2011 there have been rave reviews of the Envy by both retailers and consumers

Nelley said he has received great support from retailers such as Gelsonrsquos Raleyrsquos Bristol Farms and Safeway in California As a matter of fact he said the apple is perfect for the important Cali-fornia market ldquoEnvyrsquos characteristics of large red and sweet meet the characteristics that California retailers are looking to provide their customers We have had phenomenal success on the West Coast and Florida retailers took a lot of the last New Zealand croprdquo

Proprietary rights for growing and packing



San Francisco Holds Private Ground-Breaking for Market MembersBy Tim Linden

Focu

s on M

arke

t Exp

ansio

n

Though construction has already begun the San Francisco Wholesale Produce Market held a ceremonial ground breaking event for market ten-ants in early November to celebrate the first phase of a 10 year renovation project that will ultimately expand the market by 200000 square feet

Market Manager Michael Janis said the event held at 10 am as the industry was finishing up its work day was put together as a private market party for tenants to celebrate the success of the expan-sion process which has been years in the making

During the event John Monfredini of Pacific Agri-Products who is the president of the governing board of the SFWPM welcomed the crowd and discussed the history of the market This market on the south side of San Francisco City proper was built in 1963 to accommodate market tenants who had been ousted from their downtown location because of redevelopment It was a contentious time that included the development of another market in South San Francisco which continues to operate today Monfredini said the effort to update and expand the San Francisco market has been going on since 2000 when a 55000 square foot building was added to accommodate a Whole

Foods Distribution CenterThe first phase of this new expansion in-

volves the construction of an 84000 square foot warehouse distribution center on a three acre site adjacent to the current market It is expected to be completed near the end of summer in 2014 The new building will feature a dock-high loading configuration floor sales space refrigerated units and office space

Monfredini called the expansion ldquoextremely necessaryrdquo to keep up with the growing demands of the marketplace He thanked many private and public figures for creating and advocating for the private-public partnership that has made it pos-sible

At the event Stan Corriea owner of Stanley Produce on the market and the president of the merchants association said the expansion and the 60 year commitment by the city gives the merchantsrsquo customers ldquo100 percent certainty that we will be here for the long runrdquo He added that the future of the San Francisco produce industry is ldquo901 Rankinrdquo which is the address of the first phase of the expansionRankinrdquo which is the address of the first phase of


20 FRESH DIGEST

first companies that I purchased from over 20 years ago As a new buyer what I remember most is the time they took to work with me I was not buying much but they took care of me like I was a major account I look forward to working with the team here and keeping that tradition of great customer service and satisfactionrdquo

Great West Produce Company located in Commerce and Vernon California has provided fresh fruit and vegetables to Southern California shippers processors food service companies and retailers for more than 50 years The firm also pro-vide storage cross docking trucking and consumer pack services for its customers and suppliers

ldquoI have followed Kenrsquos career over the years and am very excited to have him join our teamrdquo said Great West Produce CEO Paul Villa ldquoHe has a proven track record in developing business around retail specific needs and satisfaction that will further grow our businessrdquo

Ewalt has been a very active member of the Fresh Produce amp Floral Council serving as Chairman of the Board in 2009 Fresh Produce amp Floral Council serving as Chairman

Ken Ewalt Joins Great West By Tom Fielding

Focu

s on D

istr

ibutio

n

Great West Pro-duce Company has wel-comed Ken Ewalt to its team as vice president of new business develop-ment Ewalt has worked in the food industry for more than 30 years

Starting his career as a bag boy for Jewel Food Stores in Chicago he stayed with that retail organization for 13 years Over that time period Ewalt took on many re-sponsibilities and gained valuable experiences by working in every depart-ment of the store Ewalt took a three-year break from his job at Jewel to serve his country in the United States Navy as a boiler technician

At the age of 30 he packed up everything and headed for sunny California He gained experience in warehouse distribution procurement sales and operations at a variety of Southern California food companies He joined the Ready Pac team in 1997 as purchasingoperations manager of the Retail Special-ties Division Ewalt was promoted to the position of vice presidentgeneral manager of the division with direct responsibility for the financial results of the unit including procurement sales management operations and logistics

Ewalt says his experience and opportunity working with Ready Pac was priceless adding it was a privilege to be able to work with such an industry leader ldquoWhat gives me great pleasure was the ability to pass the baton on to Rick Montoya Itrsquos a good feeling knowing that the division is in good hands and I am confident Rick and his team will take the division to new heightsrdquo

He continued ldquoGreat West was one of the



FRESH PRODUCE amp FLORAL COUNCIL2013 BUYERS GUIDE

(Editorrsquos Note All FPFC members and advertisers in this issue were given the opportunity for a listing in this Guide No member however was listed without proactively turning in a listing All advertisers supporting this issue are listed in bold

their ad page is highlighted and they were given a limited amount of space to tout their services and products)

AGENCYMARKETING

CS Sales and Marketing for ResultsConnie Stukenberg8 PalmatumIrvine CA 92620Phone 714-504-1710Email conniecssalesandmarketingcomWebsite wwwcssalesandmarketingcomBusiness Type Retail Representation Merchandis-ing and Marketing

Fusion MarketingSteven Muro20149 Devonshire Street bull Suite 102Chatsworth CA 91311Phone 818-718-8084Fax 818-718-9899Email stevenfusion-mktgcomWebsite www FusionMarketing360comBusiness Type Full Service Agency

MC SolutionsMandy CritchleyPO Box 947Kingsburg CA 93631Phone 559-799-4744Email mandymc-solutionscomWebsite wwwmc-solutionscom Business Type Full Service Marketing

Network for a Healthy California - Retail ProgramRosanna Oliva1616 Capitol Ave MS 7204Sacramento CA 95814Phone 916-449-5399Fax 916-449-5415Email RosannaOlivacdphcagovWebsite wwwnetworkforahealthycalifornianetretailBusiness Type AssociationsCommissionsBoardsAgencies

Rockwell MorrowMarji Morrow3371 Glendale Blvd bull Unit 125Los Angeles CA 90039Phone 323-456-6751Email MarjiRockwellMorrowcomBusiness Type Marketing and Strategic Services for the Produce Industry

COMMODITY REPRESENTATIVES

Avocados From MexicoRyan Fukuda14660 Center RoadBath MI 48808Phone 562 889-1811Email ryanavocadosfrommexicocomWebsite avocadosfrommexicocomBusiness Type CommissionAvocados From Mexico is the worldrsquos largest producer and provider of avo-cados to the United States Cultivated and perfected over generations in the land where avocados originated Mexi-can avocados are grown according to stringent quality measures that ensure year-round production of delicious avocados that are rich in flavor and tradition(Please see ad on page 7)

California Avocado CommissionDave Cruz12 Mauchly bull Suite LIrvine CA 92618Phone 949-341-1955 - Ext 104Fax 949-341-1970Email dcruzavocadoorgWebsite wwwCaliforniaAvocadocomRetailBusiness Type Commission


22 FRESH DIGEST

DISTRIBUTORPRODUCE BROKERWHOLESALER

B amp C Fresh SalesMarty Craner amp Kelly Craner2808 East Katella 106Orange CA 92687Phone 714-744-3211Fax 714-744-3215Email mcbcfreshgmailcomWebsite wwwbcfreshsalescomBusiness Type Produce Broker amp Marketing Agent

DLJ ProduceBill Coombs13620 Daum DriveCity Of Industry CA 91746Phone 626-330-6849Email billcdljproducecomWebsite wwwdljproducecomBusiness Type Produce Distributor amp Shipper

Priscillarsquos Kitty GrassPriscilla RiggsPO Box 4279Costa Mesa CA 92628Phone 949-645-1911Fax 949-645-1917Email saleskittygrasscomWebsite wwwkittygrasscomBusiness Type Pet Products

Sunrise ProduceLisa Marquez1400 Goodrich BlvdCommerce CA 90022Phone 323-726-8789Fax 323-582-5222Email lmarquezsunriseproducecomWebsite wwwsunriseproducecomBusiness Type Wholesale ProduceIn-House Fresh-Cut Processor

Umina Bros IncAmber Flamminio1601 E Olympic Blvd bull 405Los Angeles CA 90021Phone 213-622-9206Fax 213-622-0708Email amberuminacomWebsite wwwuminacomBusiness Type Wholesale Produce

FLORAL FIRMS

B-Fresh FloralJoanne TorresPO Box 480Carpinteria CA 93014Phone 805-684-7700Fax 805-684-7722Email joannetorresmaccomWebsite wwwbfreshfloralcomBusiness Type California Grown Flowers amp Bou-quet Makers

Coastal NurseryMisty Hills NurseryCarmen Garcia117 Rancho RoadWatsonville CA 95076Phone 831-722-6680Fax 831-722-9947Email carmencoastalnurserycomWebsite wwwcoastalnurserycomBusiness Type Wholesale Nursery Grower and Shippers

Kentrsquos Bromeliad Nursery IncMichael KentPO Box 2166Vista CA 92085Phone 760-758-2396Fax 760-940-8642Email salesdeptkentsbromeliadcomWebsite wwwkentsbromeliadcomBusiness Type Wholesale Grower

Matsui Nursery IncClint Bishop1645 Old Stage RoadSalinas CA 93908Phone 800-793-6433Fax 831-422-2387Email cbishopmatsuinurserycomWebsite wwwmatsuinurserycomBusiness Type Orchid Grower

Mayflower Distributing Company IncLeRoy Menagh1155 Medallion DriveMendota Heights MN 55120Phone (800) 678-4892Fax (866) 527-6170Email leroymmayflowerdistributingcomWebsite wwwmayflowerdistributingcomBusiness Type Balloon and Party Supply Distribu-tor



Rose Gonzales Plants IncMarta Moreno1280 N Melrose DriveVista CA 92083Phone 760-732-0050Fax 760-732-0294Email martam13sbcglobalnetBusiness Type Wholesale Floral Dealer

Schubert Nursery IncToni Hackamack26889 Encinal RoadSalinas CA 93908Phone 800-410-7111Fax 888-883-5040Email salesschubertnurserycomWebsite wwwschubertnurserycomBusiness Type Wholesale Topiary Grower

12 H ADLabel TechPAGE 23

The Sun Valley Floral FarmBill Prescott3160 Upper Bay RoadArcata CA 95521Phone 1-800-747-0396Fax 707-826-8706Email bprescotttsvgcomWebsite wwwtsvgcomBusiness Type Flower Grower

Sunshine Bouquet CompanyAlison McClelland25060 Hancock Avenue bull Suite 103-109Murrieta CA 92562Phone 951-461-2607Fax 951-461-2946Email amcclellandsunshinebouquetcomWebsite wwwsunshinebouquetcompanycomBusiness Type Flower GrowerShipper

Dec 13-Jan 14 Fresh Digest FINALindd 23 12613 124620 PM31324 FreshDigest D13_J14indd 23 12913 1258 PM

24 FRESH DIGEST

Village NurseriesJae Martin1589 N Main StreetOrange CA 92867Phone 714-984-3239Fax 714-279-3199Email jmartinvillagenurseriescomWebsite wwwvillagenurseriescomBusiness Type Wholesale Grower Live Plants

Wood lsquoN GoodiesJennifer Bashor3080 Enterprise Street bull Unit BBrea CA 92821Phone 714-572-3776Fax 714-572-3121Email woodngoodiesearthlinknetWebsite wwwwoodngoodiescomBusiness Type Distributor

FOOD BROKER

Edge Sales amp MarketingLisa Davis6140 Stoneridge Mall Road bull Suite 390Pleasanton CA 94588Phone 925-224-8630Fax 925-251-0327Email ldavisedgesalescomWebsite wwwedgesalescomBusiness Type Broker

GROWER-SHIPPER

Atlas Produce amp Dist Inc Caramel NaturelBen Antogniovanni1031 H StreetBakersfield CA 93304Phone 661-322-6800Fax 661-322-6868Email benatlasproducecomWebsite wwwCaramel-NaturelcomBusiness Type Shipper of Medjool Dates and Grapes

Boskovich Farms IncLindsay MartinezPO Box 1352Oxnard CA 93032Phone 805-487-2299Fax 805-487-5189Email lmartinezboskovichfarmscomWebsite wwwboskovichfarmscomBusiness Type GrowerShipperProcessor

Calavo Growers IncBob Collier1141 Cummings RoadSanta Paula CA 93060Phone 805-525-1245Email freshsalescalavocomWebsite wwwcalavocomBusiness Type GrowerShipperProcessor

Coastal Fresh Farms IncJennifer VallejosPO Box 4559Thousand Oaks CA 91359Phone 805-494-1007Fax 805-494-1006Email JennifercoastalfreshorgWebsite wwwcoastalfreshfarmscomBusiness Type GrowerShipper

Domex Superfresh GrowersHoward Nager151 Low RoadYakima WA 98908Phone 509-966-1814Fax 508-966-3608Email hnagersuperfreshgrowerscomWebsite wwwsuperfreshgrowerscomBusiness Type GrowerPackerShipper

Dulcinea Farms IncMonique McLaws111 Corporate Drive bull Suite 200Ladera Ranch CA 92694 Phone 949-429-5215Fax 949-429-1201Email moniquemclawsdulcineacomWebsite wwwdulcineacomBusiness Type Grower Packer Shipper



Eagle Eye Produce California IncJoey Anticevich3261 West EsplanadeHemet CA 92545Phone 951-487-9236Fax 951-487-9241Email joeyeagleeyeproducecomWebsite wwweagleeyeproducecomBusiness Type GrowerShipper

Giumarra CompaniesPO Box 861449Los Angeles CA 90086Phone 213-627-2900Fax 213-628-4878Email kharrisgiumarracomWebsite wwwgiumarracomBusiness Type GrowerShipper

Henry Avocado CorporationChris VarvelPO Box 300867Escondido CA 92030Phone 760-745-6632Fax 760-745-5043Email chrisvhenryavocadocomWebsite wwwhenryavocadocomBusiness Type Avocado Grower Packer Shipper amp DistributorHenry Avocado is a year-round mar-keter and distributor of custom rip-ened fresh avocados(Please see ad on Page 9)

Hollandia ProduceLive GourmetGrower Petersquos OrganicVincent ChoatePO Box 1327Carpinteria CA 93014Phone 805-684-4146Fax 805-684-9363Email vincehollandiaproducecomWebsite wwwlivegourmetcomBusiness Type GrowerShipper Hydroponic Let-tuce amp Leafy Greens

JBJ DistributingJason Hodges1518 E Valencia DriveFullerton CA 92836Phone 714-992-4920Fax 714-992-0433Email jasonveg-landcomWebsite wwwveg-landcomBusiness Type GrowersShippersPackers

Kern Ridge GrowersAndrew BianchiPO Box 455Arvin CA 93293Phone 661-854-3156Fax 661-854-2832Email abianchikernridgecomWebsite wwwkernridgecomBusiness Type GrowerPackerShip-per Kern Ridge Growers is a year-round supplier of fresh and processed Cali-fornia-grown organic and conventional carrots We also pack for Sunkist Growers(Please see ad on Inside Back Cover)

Naturipe Farms LLCKyla GarnettPO Box 4280 1611 Bunker Hill Way bull Suite 250Salinas CA 93912Phone 239-552-4788Email kgarnettnaturipefarmscomWebsite wwwnaturipefarmscomBusiness Type GrowerShipper

North Shore Sales amp MarketingLiving HerbsErika Unruh82-900 Johnson StreetThermal CA 92274Phone 760-397-0400Fax 760-397-5807Email ErikalivingherbscomWebsite wwwlivingherbscomBusiness Type GrowerShipper


26 FRESH DIGEST

The Oppenheimer Group15345 Fairfield Ranch Road bull Suite 115Chino Hills CA 91709Phone 909-631-2600Fax 909-631-2209Email garjaoppycomWebsite wwwoppycomBusiness Type GrowerShipperMarketer

Pablorsquos Produce IncJessica CuetoPO Box 829Oxnard CA 93032Phone 805-488-3526Fax 805-488-0218Email jessicapablosproducecomWebsite wwwpablosproducecomBusiness Type GrowerShipper of California ProducePablorsquos Produce Inc is a family run company with over 31 years of experi-ence We are a year-round growershipper of green and red cabbage Along with cabbage Pablorsquos grows a variety of mixed lettuce throughout Ventura County LGMA and Primus Labs certified(Please see ad on Page 5)

Prime Time InternationalMike Aiton86705 Avenue 54Coachella CA 92236Phone 7603994166Fax 7603994250Email maitonprimetimeproducecomWebsite wwwprimetimeproducecomBusiness Type Grower and Distributor of Peppers and Other Vegetables

Progressive ProduceJack Gyben5790 Peachtree StreetLos Angeles CA 90040Phone 323-890-8100Fax 323-890-8113Email jackprogressiveproducecomWebsite wwwprogressiveproducecomBusiness Type GrowerShipperPROGRESSIVE PRODUCE - Drive Category Growth in Potatoes Onions Asparagus Citrus Organic Potatoes amp Onions Chili Peppers Hispanic Fruits

amp Vegetables and Wet Veg GrowerPacker shipping nationally 365 days from California Washington and Ari-zona Brands Pacific Goldreg Ameri-castrade Ole Pacificareg MicroBakerreg Naturersquos Bounty Organicreg Mayan Sweet and Hollywood Friesreg(Please see ad on Inside Front Cover)

Quality Packing amp Shipping IncMike George6880 E Navone RoadStockton CA 95215Phone 209-467-8320Fax 209-467-8362Email mikequalitypackingcomWebsite under constructionBusiness Type GrowerPacker Re-PackerShipper

RPE IncMelissa Sylte8550 Central Sands Road bull PO Box 330Bancroft WI 54921Phone 800-678-2789Fax 715-335-8050Email melissasylterpespudcomWebsite RPEproducecomBusiness Type GrowerShipperPacker Potatoes amp Onions

San Miguel Produce IncBrian Cook4444 Naval Air RoadOxnard CA 93033Phone 805-488-6461Fax 805-986-4814Email briancookcutncleancomWebsite wwwcutncleancomBusiness Type Growers of leafy specialty greens

Steinbeck Country ProduceGreg Beach9 Harris PlaceSalinas CA 93901Phone 831-754-1530Fax 831-754-1577Email gbeachsteinbeckproducecomWebsite wwwsteinbeckproducecomBusiness Type GrowerShipperMarketer - fresh vegetables amp strawberries



Tanimura amp AntleAnthony Mazzuca1 Harris RoadSalinas CA 93908Phone 831-455-2950Email anthonymazuccataproducecomWebsite wwwtaproducecomBusiness Type GrowerShipper

United GreenhouseSusie Rea3605 West Pendleton AvenueSanta Ana CA 92704Phone 714-241-0100Fax 714-241-0111Email susieugfreshcomWebsite wwwugfreshcomBusiness Type Grower Shipper

Vision Produce CompanyDonald Souther1651 Bay StreetLos Angeles CA 90021Phone 213-622-4435Fax 213-622-0004Email donaldvisionproducecocomWebsite wwwvisionproducecocomBusiness Type GrowerShipperIm-porterWe are at source year-round with consistent top quality limes mangoes papaya chilies along with a full line of root items New to our year round line up is the Maui Goldreg Pineapples which we are an exclusive distribu-tor We are your ldquodirect link to the growerrdquo (Please see ad on Back Cover)

West Pak Avocado IncDayna Brown38655 Sky Canyon DriveMurrieta CA 92563Phone 951-296-5757Fax 951-296-5744Email daynawestpakavocadocomWebsite wwwwestpakavocadocomBusiness Type Avocado GrowerPackerShipper

INSURANCE

EPIC - Insurance Brokers amp ConsultantsVinny Perricone19000 MacArthur Blvd PH FloorIrvine CA 92612Phone 949-417-9158Fax 949-809-2358Email vperriconeedgewoodinscomWebsite wwwedgewoodinscomBusiness Type Property amp Casualty Employee Benefits

Sullivan Curtis Monroes Insurance Services LLCLarry Webb and Craig Kwitoski550 S Hope St Suite 1000Los Angeles CA 90017Phone 800-427-3253Email lwebbsullivancurtismonroecom ckwito-skisullivancurtismonroecomWebsite wwwsullivancurtismonroecom or wwwfoodindustryinscomBusiness Type Insurance Services

LABELS

Label TechnologyPhil Henderson2050 Wardrobe AvenueMerced CA 95341Phone 209-384-1000Fax 209-384-0322Email phendersonlabeltechcomWebsite wwwlabeltechcomBusiness Type Printing ConverterLabel Technology is an award-winning designer printer and manufacturer of pressure sensitive labels tags flex-ible packaging and pouches We also provide variable data printing services and label applicators(Please see ad on Page 23)

Western Shield Label CompanyDan Stadler2146 E Gladwick StreetRancho Dominguez CA 90220Phone 310-527-6212Email danwesternshieldcomWebsite wwwwesternshieldcomBusiness Type Label Printer


28 FRESH DIGEST

PACKAGING

Package Containers IncScott Koppang777 NE 4th AvenueCanby OR 97013Phone 503-266-2721Fax 503-266-8650Email skoppangpackagecontainerscomWebsite wwwpackagecontainerscomBusiness Type Bag Manufacturer amp Wire Ties

Primary Package IncScott Cernosek Cindy Alvarez Irma Gomez1115 W Center AvenueVisalia CA 93291Phone 559-636-9600Fax 559-636-9603Email cindyprimarypackagecomWebsite wwwprimarypackagecomBusiness Type Packaging Equipment

Rehrig Pacific CompanyJon Kalin4010 East 26th StreetLos Angeles CA 90058Phone 900-372-6502Fax 323-269-9506Email jkalinrehrigpacificcomWebsite wwwrehrigpacificcomBusiness Type Packaging amp Chain Supply Technol-ogy Solutions

Temkin InternationalLacie Christensen213 Temkin WayPayson UT 84651Phone 801-465-1300Fax 801-465-1301Email lacieteamtrusscomWebsite wwwtemkininternationalcomBusiness Type Flexible Packaging

PROCESSORVALUE ADDED

Buy Fresh Produce IncWayde Nichols6636 East 26th StreetCommerce CA 90040Phone 323-796-0127Fax 323-796-0131Email waydebuyfreshproduceinccomWebsite wwwbuyfreshproduceinccomBusiness Type ProduceSalad Kit

Key SponsorsLitehouse Foods

Matsui Nursery IncPerricone Juice

San Miguel Produce


Gourmet Garden Herbs amp SpicesMann Packing Co Inc

MarzettiSimply Fresh Fruit


Dream Foods International LLC John Stachela1223 Wilshire Blvd 355 Santa Monica CA 90403 Phone 310-315-5739 ext 1012 Fax 310-388-1322Email jsdreamfoodscom Website wwwdreamfoodscomTwitter volcanoBusiness Type Juices

Ready Pac Foods Retail Specialties DivisionAna Baldridge4401 Foxdale AveIrwindale CA 91706Phone 626-856-2316Fax 626-856-0434Email anabladridgereadypaccomWebsite wwwreadypaccomBusiness Type ProcessorManufacturer

Renaissance Food GroupPhil Fendyan11020 White Rock Road bull Suite 100Rancho Cordova CA 95670Phone 916-638-8825Fax 916-638-8827Email philfrfgfoodscom Website wwwrfgfoodscomBusiness Type Value-added Fruit amp Vegetable Salads Sandwiches

Sun-Rype Products LtdCraig Grupe ndash Director US Sales1723 Brampton PlaceBrentwood CA 94513Phone 925-679-7476Email cgraupesunrypecomWebsite wwwsunrypeusacomBusiness Type FruitVegetable Snack amp Beverage Manufacturer

VitasoyNasoyaCindy See525A Pine Crest RdMill Valley CA 94941Phone 415-706-4052Email cindyseevitasoy-usacomBusiness Type Tofu Asian Wraps amp Noodles



SoCal Luncheon November 2013Thank You Sponsors

Brian Cook San Miguel Produce with the FPFC luncheonrsquos featured speaker Fred Roggin sportscaster for KNBC4 Los Angeles

Chris Carroll Earthbound Farm Sheryl Salazar Albertsons and Amanda Grillo CMC Sales Marketing amp Brand Development


Deacutecor SponsorWesterlay Orchids



San Miguel Produce






30 FRESH DIGEST

Jesse Sepulveda Donald Souther and Nancy Betancourt Vision Produce Company

Erika Unruh and Juli Maxwell North Shore Sales amp Marketing

Brad Martin Perimeter Sales amp Merchandising with Davis Martus Stater Bros Markets



Rich Van Valkenburg VVA and Connie Stukenberg CS Sales amp Marketing For Results

Dan Acevedo and Neal Cunningham West Pak Avocado Inc with Caitlin Tierney Fresh amp Easy

Garland Perkins and Kori Martin The Oppenheimer Group


32 FRESH DIGEST

sales team of Gary Meadows and Cory Stahl along with general manager Don Hesselrdquo Rodarte noted ldquoWe are very pleased to have an enviable line up of talent in our Asparagus teamrdquo

Progressive Vice President of MarketingOwner Jack Gyben said ldquoWe can sell our customers the asparagus program they want in the form they want to sell it and the consumers want to buy it We pack and sell 11 and 28 pound bulk in all sizes along with white asparagus and Tender Tips and multiple consumer packages including club packs and microwaveable We have the resources to help our valued customers grow their asparagus sales and profits as a category partner We want to be a key success factor to our valued customers not just another supplier We know country-of-origin labeling and our facilities are food safety certifiedrdquo

According to Leimkuhler ldquoWe are committed to Missionrsquos customers and grower partners This business is a major focus for us and with our supe-rior team and KeystoneProgressive partnership we intend to set a high standard in the asparagus world worthy of the Progressive Produce namerdquo

Progressive Produce is a grower packer and shipper based in Los Angeles CA with distribution and offices in Quincy WA and Bakersfield CA

with distribution

Progressive Acquisition Creates Year Round Program

Focu

s on A

spara

gus

Progressive Producersquos ac-quisition of the Mission Produce asparagus deal has propelled the grower into the elite of asparagus suppliers Already growing thou-sands of acres in Mexico Peru Cali-fornia and Washington this extra acreage has solidified the firmrsquos year round availability

Progressive greatly increased its presence in the asparagus deal within the last decade in partner-ship with Keystone Fruit Marketing Greencastle PA The two firms work together on their asparagus volume to offer their customers greater availability and across-the-nation representation for growers Progressive and Keystone have increased both their joint and individual asparagus acreage in all of their growing districts

ldquoThis year round availability is critical to our customer baserdquo says Progressive Vice PresidentOwner Victor Rodarte ldquoOur ability to fill our cus-tomersrsquo needs at critical holiday periods along with creating a four-season program makes us more valuable to our retail and foodservice customers Itrsquos all about our customersrdquo

Progressive PresidentOwner Jim Leimkuhler added ldquoThe Mission deal has also added logistics strength along with significant acreage to our pro-gram We have sales offices in Los Angeles Walla Walla Dallas Vero Beach Greencastle PA and Lima Peru in conjunction with Keystone Fruit Marketing so our reach is not only nationwide but international We will also have pick up locations across the country convenient to our national customer base in Los Angeles and El Centro CA Yuma AZ Miami FL Vineland NJ and Washington State We are now growing acreage in three countries including critical fields in California and Washingtonrdquo

Progressive also added valuable sales talent in the deal with sales manager Cruz Carrera moving to Progressive from Mission ldquoCruz has long experi-ence and deep relationships in the asparagus world and we welcome Cruz to Progressiversquos experienced

Pictured from left to right Cruz Carrera Don Hessel (back) Cory Stahl and Gary Meadows



A D

IFFER

EN

T V

IEW

By Tom Fielding

nundrum of major proportions Next time I went shopping guess who also was hanging out in the produce department Thatrsquos right Sherlock it was Honeycrisp Fortunately for me Honeycrisp and Envy were separated by a nice old lady who I knew very well Granny Smith and Granny wasnrsquot about to spill the seeds to these young whippersnappers

Cer tainly I knew that I was treading on dangerous ground I would make sure to put the Honeycrisps in one bag and the Envys in another I nearly got caught when I put them in the same refrigerator bin but since the light was not operat-ing I quickly switched the Envys to another area of the fridge

A few weeks later longing to continue my se-rial apple dating I entered the produce department and both Honeycrisp and Envy had disappeared much like my old girlfriends did after dating me for any length of time Despondent Irsquom ashamed to admit to you readers that I strayed on numerous occasions with various varieties for the next few months

Neighbors were aghast one night when they witnessed me arrive home late from the store with a Pink Lady A few apples were known to make Cameo appearances at my house and I even had

This is the true tale of an apple love triangle one that I have been entangled in for more than a year Turned down for a television appearance on Dr Phil I thought it would be therapeutic to put this entire sweet and crunchy story out in the open because I know rumors are floating around regarding my behavior

This saga started about five years ago I had been dating apples for a long time but none were serious relationships (similar to my real dating career as a youth) I liked most of the varieties I took home (my Fuji fling was one to remember) however I didnrsquot really love any of them That entire scenario changed one afternoon when I bit into a Washington Honeycrisp apple It was love at first crunch

Sure Honeycrisp would disappear for months at a time but just the thought of its return gave me solace plus it was berry season and of course who doesnrsquot love a sweet cantaloupe or deep red watermelon I could bide my time until Honeycrisp made its return and not cheat on it with another apple That seemed fair

This went on for years until last December Thatrsquos when my apple life was tuned upside down I walked into my local Gelsonrsquos looking for Honey-crisp She was nowhere to be found

Frantic I called over the produce manager He said Honeycrisp was gone for about a week Seeing the sadness in my eyes and hearing the growling of my stomach he quickly picked up an apple cut it open and said ldquoTry this apple Itrsquos called Envyrdquo

It was at the moment of my first bite that I knew I was about to become an apple philanderer I looked the now-nearly-devoured Envy straight in the core and asked ldquoHow can something so sweet and delicious be wrong when you taste so rightrdquo It was phrases similar to that one that had women ducking out on me halfway through first dates in my single years

Sure I felt guilty on the way home I could barely look at the grocery bag I had to pay 10 cents extra for because once again I forgot my own bag at home But by the time I got back to the house and enjoyed another Envy my guilt was changed to one of gratification We even came up with the best apple soup recipe in history We were a team

It wasnrsquot long however that I faced a co-

The Apples of My Eye A Produce Love Affair


34 FRESH DIGEST

a Gala affair that lasted for weeks I was going to try a McIntosh but I knew my computer would be jealous A trip to Rome was short-lived

Then I received a call from Kori Martin at Oppy distributor of Envy ldquoI have good news for you Tom Envyrsquos cousin from New Zealand is coming to spend the summer here in Southern Californiardquo

ldquoWhatrsquos her namerdquo I askedldquoWell itrsquos called Envyrdquo Martin replied won-

dering how a so-called produce writer could be that stupid

ldquoThank Godrdquo I thought ldquoat least I wonrsquot get her name wrong when wersquore togetherrdquo

What a summer it was Envy and I picnicked at the park attended concerts together and spent evenings at home watching television One night we went completely wild and I spread caramel all over her Sure she was a little more expensive but worth every dollar I spent However as with both my apple loves I knew time was fleeting so I spent as much time with Envy as I could knowing that she would be leaving soon

Sure enough as autumn approached Envy was playing harder and harder to get Once again Envy had left me

Knowing I was feeling down Howard Nager at Domex Superfresh grower of my first love called to give me the good newshellipWashingtonrsquos Honeycrisp was back in town and looking for me From football

games to Halloween parties to Thanksgiving stuffing Honeycrisp and I became reacquainted I almost forgot about Envy

It was just like old times with Honeycrisp until finally a couple of weeks ago in early December the jig was up Walking into the grocery store I noticed two apples from the Pacific Northwest in adjacent bins and they were chatting with each otherhellipabout me Yes the EnvyHoneycrispTom menage a trois was now coming to the forefront

I thought Honeycrisp would be red with Envy so I looked them both in the stems and admitted my indiscretions I felt like the Tiger Woods of the produce department However to my amazement they were fine with this arrangement ldquoTherersquos room enough for the both of usrdquo Envy said

So for the past couple of weeks life has been great One night I am with Envy while the next I hang out with Honeycrisp Sometimes I even spend the night enjoying both of them (fortunately I live in California where things like that are legal)

I know they will both be departing again in the next few months and once again I will need to fill a void in my life until Envy returns from New Zealand in the late spring Irsquom feeling kind of down thinking about that but then again recently Irsquove had my eye on this delicious cute looking orange that will be hitting town soon I think Cara Cara and I will hit it off I guess some things never change guess some things never change

FreshSource North Launched by Industry VetThe vision at FreshSource North is to build a produce focused company based on the foundation

of integrity hard work and passion FreshSource North will have an intense focus on headquarter execu-tion retail expertise and follow up while driving sales for our retail partners clients and wholesalers

Shawn Dagen president and co-founder of FreshSource North has formed a partnership with Robert F Thompson and RFT FreshSource in Southern California Dagenrsquos most recent position was vice president of sales for Edge Sales and Marketing in Pleasanton for the past 11 years

FreshSource North has hired Dave Howald for support in the Sacramento Valley region Howald brings 20 years of retail experience with long standing retail relationships In addition FreshSource is currently adding key members to the brand management account management administrative staff and retail support team

ldquoRetail execution is a driving force behind FreshSource North We believe that in-store support and merchandising assistance are becoming more valuable to todayrsquos retailersrdquo said Dagen ldquoFreshSource North is building a team of driven and experienced team members to assist retailers in achieving their merchandising and sales goalsrdquo

Key clients on board today at FreshSource North include Taylor Farms Green Giant Popeye Amport Nuts Annrsquos House of Nuts Bing Beverages Basin Gold Potatoes Foxy Grains North Shore Living Herbs Red Jacket Orchards and Tasti-Lee Tomatoes The search for other clients that meet the FreshSource vision is underway

FreshSource North is based in the East Bay in Northern California and will be responsible for all accounts in Northern California Northern Nevada and Safeway Corporate The firm is also looking at expansion into other key markets accounts in Northern California Northern Nevada and Safeway Corporate The firm is also looking



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FPFC-AsparagusAdindd 1 112013 1219 PM31324 FreshDigest D13_J14indd 2 12913 1250 PM








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13 h 4c adHenry Avo











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Billie Jo (210) 226-4504


10 FRESH DIGEST

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UN

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UN

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PublisherTim Linden

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28 FRESH DIGEST

PACKAGING









San Miguel Produce



















San Miguel Produce






30 FRESH DIGEST










32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST































26 FRESH DIGEST
















INSURANCE



LABELS




28 FRESH DIGEST

PACKAGING









San Miguel Produce



















San Miguel Produce






30 FRESH DIGEST










32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST




































INSURANCE



LABELS




28 FRESH DIGEST

PACKAGING









San Miguel Produce



















San Miguel Produce






30 FRESH DIGEST










32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST































28 FRESH DIGEST

PACKAGING









San Miguel Produce



















San Miguel Produce






30 FRESH DIGEST










32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST







































San Miguel Produce






30 FRESH DIGEST










32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST































30 FRESH DIGEST










32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST




































32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST































32 FRESH DIGEST





with distribution


Focu

s on A

spara

gus









A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST
































A D

IFFER

EN

T V

IEW

By Tom Fielding















34 FRESH DIGEST































34 FRESH DIGEST
















































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