Fresh - fpfc.org · 2012 Aug-Sept Fresh Digest FINAL.indd 3 8/9/12 9:56:10 AM. 4 FresH DIgest The...

august / september 2012

VOLume 40 Number 4

IGESTA 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 & F L O R A L C O U N C I L

FreshD

2012 Aug-Sept Fresh Digest FINAL.indd 1 8/9/12 9:56:06 AM

Volume 40, Number 4 aUgUsT / sEPTEmbER 2012

FREsH DIgEsT (IssN-1522-0982) is published bimonthly for $15 of FPFC membership dues; $25 for annual subscription for non-members by Fresh Produce & 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.

TABLE OF CONTENTS

august / september 2012 3

468

DEPARTMENTSeditor’s View

by Tim Linden

executive Notesby Carissa mace

Council NewsFPFC Highlights

ON THE COVER: Photo provided by User Friendly, Ink.

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FEATURES

tavilla Changes Name to Vision produce Company Focus on the Future

soCal expo Thank Yous and Event Photos

2012 buyers guide Focus on the FPFC

restaurant promo rewards Farmers for guacamole Consumption Focus on Foodservice

soCal June Luncheon Thank Yous and Event Photos

soCal august Luncheon Thank Yous and Event Photos


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The Regional Produce ShowThe human

form tends to like routine. most of us get up at the same time each day, brush our teeth on cue, go to lunch at a spe-cific time and read the sunday paper in a particular order. We pay our bills the same day of the month and have annual rituals that we don’t like to deviate from. For me, every march I like to spend a little time in Las Vegas watching col-lege basketball. I set my spring clock by that event. And in the fall, for the past 25 years, the first week of september means drafting my fantasy football team. I’ve scheduled vacations around that event, not to mention dinner parties, birthday parties and even a wedding.

Other events also occur on a timetable that can be even less frequent but still predictable. Every four years leap year arrives, and it is my favorite year in the cycle. Why? because it comes with the summer Olympics. I love that event.

Though I am not a particularly patriotic per-son, a certain pride wells up when I watch the U.s. athletes compete. I root for them unabashedly – even the two gold medal skeet shooters that I did not know existed and may never think about again. I got misty eyed watching our women’s gymnastics team win the all-around gold. and got choked up when I saw how happy Caitlin Leverenz of Tucson was when she won a bronze medal in the Women’s 200 Im (which we all know for these two weeks means Individual medley…and we will soon forget). The Olympics are very exciting for two weeks every four years.

In my produce life time, there is another event that has surfaced on a multi-year schedule though it is not on an exact timetable. and that is the merger talks between the United Fresh Produce association and the Produce marketing associa-tion. since I have been around it seems like every E

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by Tim Linden

handful of years, the industry has to go through this bloodletting procedure of discussing how the two organizations should be one…or at least have only one convention. It’s like a teapot full of steam. Occasionally the cork has to be lifted to give the present group of leaders the ability to weigh in on this meaty issue.

but this column is not about the wisdom of those talks nor an analysis of the concept or a re-quiem of the idea. Others far more involved than me with much more at stake can tackle that one. Or not. It’s not my place.

This is a column about the changing land-scape of the produce industry and what a different backdrop existed for these talks as compared to the others. I can’t even remember the first time I reported on a proposed Pma/United merger but at the time the industry had two major national organizations and two conventions. One organiza-tion seemed to represent the buy side while the other was more seller oriented. While those two organizations have each moved toward the other, one could argue that the above description is still fairly accurate.

What has changed totally and is very well il-lustrated specifically in the pages of this publication is the rise of the regional trade show. The Fresh Produce and Floral Council is of course, not new. It has been around for almost 50 years. many regional grower-shipper organizations have also been around for years. most of those have hosted annual con-ventions and events which have attracted industry members but they had a different audience and a different focus.

The regional produce show movement was founded by the FPFC in an evolutionary manner over its four-plus decade history. The show basi-cally started as a way to introduce home economic teachers to the wonders of fresh produce in the 1970s. at that time, Home Ec classes still populated the high school curriculum and attracted many young women who, like their mothers, envisioned a stay-at-home-raising-the-kids existence. The FPFC determined that the way to increase fruit and

Tim Linden



vegetable consumption was to teach the teachers as much about our industry and our products as they could.

That concept survived for many years but eventually the leaders of the FPFC began to try and develop a show or an event with more relevance to the members of the Council. For a while an educational seminar was held with a modest num-ber of exhibits for retail produce personnel. That was the forerunner for the current Expo, which has this year’s southern California version proudly chronicled in this magazine.

Without going through the entire evolution-ary process, the FPFC honed the idea and developed the Expo about 20 years ago. Today it holds two expos every year – one in Northern California in the spring and the summer version in southern California. Copycat regional produce shows have been popping up all over the place over the past decade. Now there are three on the East Coast, and a new one slated for the midwest this summer. Combined with the FPFC efforts that makes six one-day shows throughout the country, plus the two national shows, as well as the Pma Foodser-vice show. That’s nine shows and I suspect that are at least several exhibitors at all of them and most exhibitors do more than one show a year.

I’m sure each of the shows has a story to tell and a legitimate pitch for both exhibitors and attendees. I am not here to contrast or compare them to the national shows. There are many things the national shows no doubt offer that are much different than what happens at a regional show, but the concept is the same. Exhibitors exhibit for one basic reason: to be seen by their customers, either current customers or potential customers. In this vein, the FPFC Expo has a good story to tell. The recent Expo attracted many one and two store supermarket operators. In fact, about 800 independents in California were invited to the show for the first time this year. Many attended and many more will do so in the future. In addition, there were many produce managers, and produce department supervisors on hand, as well as in-store floral professionals. From the foodservice arena there were many independents restaurants as well as mid-level chains represented, as well as more than two dozen school districts menu planners looking for suggestions.

I can’t predict the future but from strictly an observation viewpoint, I can tell you the regional show is alive and well and showing no signs of going away.

FRESH DIGESTCarissa Mace

PublisherTim Linden

EditorTom Fielding

Advertising/EditorialHeather GrayDesign/Layout

FRESH PRODUCE & FLORAL COUNCIL2012 board of Directors

OFFICERSRick Cruz

Vons/A Safeway CompanyChairman of the Board

Mike CasazzaApio/Eat Smart

Chair ElectRich Van Valkenburg

Deminski, Van Valkenburg & AssociatesTreasurer/Secretary

Jeff MillerWestlake Produce Company

Immediate Past ChairHarland Heath

Heath & Lejeune, Inc.Honorary Past Chairman Representative

Patty KnollTemkin International

Past Chairman RepresentativeCarissa Mace

Fresh Produce & Floral CouncilPresident

DIRECTORS

Mark CarrollGelson’s/Mayfair Markets

Brian CookSan Miguel Produce

Greg CorriganRaley’s Supermarkets

Dan De La RosaRalphs Grocery Company

Dave HowaldCalifornia Avocado Commission

Debbie JacksonSupervalu/Albertsons

Kent KuwataSmart & Final Corp.

Brad MartinPerimeter Sales & Merchandising

Rick MontoyaReady Pac

Jeff ObermanUnited Fresh Produce Association

Mike O’LearyBoskovich Farms, Inc.

Marvin QuebecQuebec Distributing Co.

Chris RobinsonThe Pinery LLC

Roger SchroederStater Bros. Markets

Ken SilveiraMastronardi Produce


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essence, that is exactly what the FPFC is still all about – bringing buyers and sellers together in a common forum.

We just held one of the largest forums the FPFC has for bringing buyers and sellers together – the FPFC southern California Expo. Over 1,200 individuals attended the one day trade show in anaheim (pictures of which are in this issue of Fresh Digest.) Now I know that every association always says that this year’s event was the best yet, the most highly attended, the best traffic on the show floor, etc. No association executive ever says “Yeah, this year kinda sucked.” but this year’s so. Calif. Expo really Was the highest attended we’ve ever had and we really HaVE received extremely favorable evalu-ations from both attendees and exhibitors alike.

and again, it’s the people that make it suc-cessful. The committee members who volunteer their time and hard work to put the event together deserve a round of applause. The exhibitors de-serve praise for taking the time and money to put together booths that educate attendees as well as promote their own products. and without the at-tendees showing up and actively walking the show floor, we wouldn’t have a show at all.

This year we a really high influx of indepen-dent retailers and school foodservice personnel, and that added a new element to the attendee mix. Walking the show floor that day, there never seemed to be “lull” in traffic. Every aisle had folks in booths the entire day. In fact, several retailers have commented to me that they were so engaged with exhibitors, they didn’t have time this year to get around to all the booths or spend as much time with everyone as they would have liked. That is certainly something the committee will look at when they meet to review the event and start planning for 2013.

The coming months have a lot of varied events to bring people together – everything from bowling and bocce ball to membership luncheons. From 1965 until today, the FPFC has changed dra-matically in some ways (as has everyone’s business) but in this fundamental element – bringing people together – we’ve remained the same.

Okay, I’ve finished what I had to say this month and my computer hasn’t died. I’m still hold-ing my breath for the third item to have mechanical difficulty. I’ll let you know in the next edition of the DIGEST whether or not the old wives’ tale held true this time around.

I’m sure you’ve heard that old wives’ tale that things come in threes. Right now I’m busy watching all mechanical things around me to see what the third thing to break will be.

Ear lier in the week, the rear left brake light and turn signal socket on my car went out. I had no idea I had a rear brake light and turn signal socket, but mine went out which meant I was driving without a rear left break light or turn signal. my husband insisted I had to use hand signals to turn. You know, those hand signals you learned in grade school when you learned bike safety. Whether I did that, I’m not saying.

The next day, my washing machine decided it had just had enough. Nothing like water all over the floor in the garage to brighten your day!

so right now I’m eyeing my refrigerator, laptop, TV, iPhone, etc., very suspiciously to see what the third thing will be to go. I’m also knocking on wood, hanging garlic and burning incense to try and ward off the third failure.

The series of three also seems to apply to celebrity passings. How many times have you seen the obituary for a celebrity appear, then another and start to wonder who the third will be?

but it doesn’t just apply to celebrities. One of the more unique elements of our job here at the FPFC is to send out notices, when requested by the family, of individuals in our industry who have passed away. and yes, they do seem to come in threes. You’ve probably seen those emails come from me - “The FPFC is saddened by the loss of…” - and we are truly saddened by any loss in our industry.

While an unfortunate part of my job, it does point out one of the true assets of our industry – the people. although technology has certainly changed a great deal in the industry, it has not changed the fact that people still want to do busi-ness with people they trust, like and respect. and of course, that is where trade associations such as the FPFC come in.

as many of you know, the FPFC was founded in 1965 when a group of buyers and sellers came together at Cal Poly Pomona to discuss how they could improve communication in the industry. In

Carissa Mace

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Comes in 3’s


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The Fresh Produce & Floral Council will hold its annual dinner dance on January 26 in 2013 at a new, The Langham Huntington in Pasadena. This renovated hotel sits on an historic hotel site which has housed a luxury hotel for more than a century. The Langham Huntington is located at the base of the picturesque san gabriel mountains, just minutes from downtown Los angeles in beautiful Pasadena. It is situated on 23 acres with grand historic ball-rooms and gardens, the hotel features world-class dining, and an award-winning spa.

The original hotel on the site was built in 1906 by general Wentworth, a Civil War veteran. It opened in February 1907 as the Hotel Wentworth, but closed its doors after its first season. It was purchased by Henry E. Huntington in 1911 and reopened in 1914 as The Huntington Hotel after a redesign by the architect myron Hunt. after several owners it was purchased by the sheraton Corpora-tion in the 1960s and subsequently renamed The Huntington sheraton.

The hotel closed in 1985 after the main building ceased to meet new earthquake codes. It was demolished in 1988, though the bungalows re-mained in operation as a hotel and the two historic ballrooms, the Viennese ballroom and the georgian ballroom, were retained and incorporated into the new hotel. In addition, the outbuildings such as the pool, lanai and bungalows also became part of the

FPFC OFFICE16700 Valley View Avenue, Suite 130

La Mirada, CA 90638714-739-0177 • fax: 714-739-0226

Website: www.fpfc.org

CHAMP PUBLISHINGAdvertising Office

2311 W. Olive StreetBurbank, CA 91506

818-563-2228 • fax: 818-563-2722email: [email protected]

Editorial Office925-258-0892 • fax: 925-258-0893

email: [email protected]

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FPFC Dinner Dance Moves to Luxury Hotel in Pasadenanew hotel. a new building, almost exactly replicating the original, opened in march 1991 as Ritz-Carlton, Huntington Hotel. In 2006 the hotel underwent renovations, changed hands, and re-opened in 2007 managed by Langham Hotels International.

Today it is the perfect venue for the FPFC Dinner Dance.



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The Fresh Produce & Floral Council Welcomes the Following New Members:

Phil Warrenadvance Image packaging

Frances Minnickeuler Hermes

Gahl Crane, Ruby Rodriguezgreen earth produce

LeRoy Menaghmayflower Distributing Company Inc.

Nick Hartounian, Chuck Parker, Jim Roymixed Nuts Inc.

Amy Childress, Amanda Kreig

paksense

Roger Pepperlstemilt growers, LLC

Upcoming FPFC Events

August 21 FPFC SOUTHERN CA GOLF TOURNAMENT New Location: Tustin Ranch Golf Club, Tustin, CA

September 7 FPFC NORTHERN CA BOCCE BALL GET TOGETHER Campo di Bocce, Livermore, CA

September 15 FPFC ANNUAL BOWLING TOURNAMENT AMF Carter Lanes, Fullerton, CA

September 20 FPFC NORTHERN CA MEMBERSHIP LUNCHEON Castlewood Country Club, Pleasanton, CA

October 10 FPFC SOUTHERN CA MEMBERSHIP LUNCHEON Sheraton Cerritos, Cerritos, CA

For additional information on FPFC Events Visit our Website at www.fpfc.org or email to [email protected]

Phone (714) 739-0177 • Fax (714) 739-0226


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Tavilla Changes Name to Vision Produce Companyby Tom Fielding

Focu

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For more than 30 years, bill Vogel and Tav-illa sales Company have never been resistant to change. as a matter of fact, the company has been at the forefront of it. That tradition of innovation continues today.

as he has done for the better part of three decades, Vogel’s eyes were set squarely on the future as he discussed the latest “vision” for his company. “after doing business for 32 years under the Tavilla sales Company name, it’s time for a name change,” Vogel said. “To better reflect the identity of the company and to express our direction, we will now be doing business under the name Vision Produce Company.”

Vogel stated that customers could expect “the same high standard of service and commitment to excellence that we have always provided throughout the years. There will be no changes in ownership, management, location or contact information.”

To paraphrase what they used to say on the television show Dragnet, “only the name has been changed.”

Vogel and Tavilla sales of south san Francisco started the company back in 1980. “In those early days of the company, we operated mostly as a

brokerage firm dealing with off-season vegetables, specialties and citrus inbound to the southwestern United states,” he said. “We had a very strong re-lationship with shippers in Florida and Texas who, at the time, were the backbone of our business.”

It didn’t take long for the company to take off. “Within a year,” Vogel said, “we were moving 250 loads of fresh produce per month and immediately had to hire two sales people to keep up with the workload.”

The company subsequently grew larger and in 1989 Vogel re-formed the company and the official name was changed to aPb Inc. (dba Tavilla sales Company of Los angeles). In the process, he also became majority stockholder.

The 1990s saw changes in the industry that created some serious challenges not only for Vogel and Tavilla sales L.a., but for many produce companies. “Challenges included chain store consolidation, the beginning of e-commerce and a significant increase in ethnic markets. To ensure our continued success, we needed to respond and evolve with new distribution channels and imports. We also implemented facility upgrades, increased customer service, just-in-time inventory controls,

The Vision Produce L.A Sales Staff



employee development and an increasingly sharp focus on product care.”

In the 1990s it was not uncommon to lose customers due to the downsizing that resulted as there were fewer chain store customers. Vogel said, “The industry needed to restructure itself to continue to thrive and stay alive.”

Tavilla did just that by responding to changes in production areas and expansion of crop seasons well beyond the U.s. borders. “The advent of more imports required a rethinking of our source of supply,” he said.

breaking the mold, Vogel said “the company moved from a brokerage model of business to becoming more of a source for our products. We worked directly with growers and developed a type of ‘sales agency’ model for our business.”

He added that Tavilla “increased our market-ing presence by becoming a regional distributor of our core items and expanded into brand identifi-cation.”

The 21st century has seen a number of chang-es and expansions in what is now Vision Produce Company. “In 2000, we moved into a new produce designed warehouse in Los angeles, featuring four individually temperature-controlled cold rooms for specialized product care.”

by doing this, Vogel said the company was able to offer “multi-dimensional services to customers, enhanced product care, while all the while streamlin-ing our operation.”

Tavilla Produce took another huge leap in 2003. “by that year, we were working directly with shippers in nearly eight different states in mexico,” Vogel said. “We were also working with some mango programs in Central and south america. We were not only acting as a marketing partner, but also as a financial partner.”

so in 2003 the company opened up a branch office and warehouse in Phoenix, Ariz. “That was a huge market for us,” Vogel remembers, “and we were able to provide enhanced service to our customers in that region.”

Vogel has always stressed the team concept for his company. “Key individuals in managerial positions acquired minority stock positions in the company. This signaled their commitment to the company, the creed and the goal of ‘success With Integrity’.”

In 2008, Vogel struck a partnership with two East Coast produce industry veterans, Rail milan and Ronald Cohen, and they soon opened Vision Import group LLC in River Edge, N.J.. “Their experience with similar commodities,” Vogel said, “resulted in

increased imports, an even larger growing base and expanded service to our customers.”

Vogel is also proud to be on the cutting edge when it comes to technology. “Upgrading our ac-counting and IT capabilities recently has proven to be beneficial in creating efficiencies and improved capabilities.”

Tavilla was also the first produce company in southern California to implement solar capability, which it did several years ago at its Los angeles facility. “by utilizing solar technology, we are insur-ing a lower cost of operation for years to come. In addition, we demonstrated our commitment to be at the forefront of change in our industry.”

Earlier this year, Tavilla began a new partner-ship with industry veteran ben brittain in Hidalgo, Tex. “ben offers wide experience on our core items. It also includes a team in mexico, a move that adds a significant boost to our logistics and quality control.”

The Texas operation is aptly called Vision Produce Partners of Texas.

as Tavilla transforms smoothly into Vision Pro-duce, Vogel said that he is “proud that the company has reached our goal to create a vertical integration of our core produce line.” He added, “This allows for competitive pricing while maintaining high quality and superior logistics.”

Vogel said Vision is constantly upgrading these programs which helps in the development of its “mojito” limes and “Van gogh” mangos, as well as items such as mexican papaya and specialty chilies.

The implementation and maintenance of a food safety program has also been completed. “We have done this both at our Los angeles and Phoenix facilities,” he said. “We are active in ad-vancing important food safety programs with our growers through global gap and related food safety certifications.”

With innovative technology, advancement in food safety and now the change to Vision Produce Company, Vogel feels he and the company are well positioned for a successful future. “We continue to strive diligently to resolve commodity issues, provide better product care, enhance logistics and give our customers the best and freshest farming has to offer.

“We are honored to be part of this wonderful produce industry, and we are sincerely grateful to our customers and growers. We trust that everyone finds our name change to Vision Produce Company to be a prudent decision, and continue to experi-ence our company’s desire towards the highest standards in our relationships.”


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tional speaker began to grow roots.after getting out of the hospital, he landed

a job on a daytime soap Opera playing an injured veteran. Though he was clearly typecast, he brought enthusiasm and professionalism to the role, extend-ing a short-lived story line into a three year main role. From there he was discovered by the reality show Dancing with the Stars. He didn’t just compete, but in fact won the 2011 competition.

martinez knows what he talks about when he preaches a message of adapting to change and creating a positive life plan regardless of what ob-stacles come your way. The audience, seemed to take his message to heart with most cashing that $5 value before his words stopped echoing from the rafters.

The keynote speaker followed the presen-tation of the Normal H. “buz” bolstad southern California Produce achievement award to Connie stukenburg of Cs sales and marketing for Results. Stukenberg is a longtime fixture in the Southern California produce industry, and has been a very active member of the FPFC. she currently has her own marketing company and lists the California avocado Commission and Progressive Produce among her clients. Jack gyben, who is a partner at Progressive Produce, presented the award and got choked up as he discussed ms. stukenberg’s dedicated service to the industry.

Chris Robinson of The Pinery received the southern California Floral achievement award. Debbie Jackson of supervalu/albertsons presented the award citing Robinson’s many years of service to the floral industry. She called him a “stellar salesman” saying he is well-known for that attribute.

milgro Nursery received the best of show award for a floral company while ICD/Davis Lewis Orchards was similarly honored on the produce side for their booth. Those awards were voted on by the more than 1,000 attendees.

a crowd that was more than 1,000 strong began their day at the Fresh Produce & Floral Council southern California Expo on Tuesday, July 17, in exhilarating fashion.

J.R. martinez, who in the past has been an Iraq war veteran, a Dancing with the Stars winner, an actor and a survivor of a challenging life, is now a motivational speaker and he wears that hat well. He held the audience in rapt attention as he told his life story during the opening breakfast session of the FPFC EXPO.

martinez promised to give the audience take home value, which he equated to finding a $5 bill in the pocket of an old pair of pants. He suggested that his speech would have some nuggets in it that he hoped that each member of the audience could use…if not today than at a later date when they took that proverbial $5 bill out of their pocket.

His life has been one of establishing a plan and adapting to change as circumstances change that plan. His initial motivation as a kid of a single immigrant mom from El salvador was to get a football scholarship to college and parlay that into a professional football career. Injuries and other circumstances changed that initial path so martinez joined the army with thoughts of still going to col-lege and playing football but at a slower time frame than he originally thought.

It was in the service in 2003 in Iraq that his plans took a sharp detour. Neither an hour at the podium nor a single paragraph in a story can do justice to the event that altered martinez’ life for-ever. shortly after arriving in Iraq, he was driving a HumVee when he ran over a mine that pretty much took his body apart and burned 30 percent of it. For the next three years, J.R. martinez called a Va hospital in Texas home. He went through countless surgeries repairing broken bones and stitching his life back together. During that stay, he discovered the ability to deliver hope to other injured veterans through the spoken word. His career as a motiva-

Inspiring Speech Sets Tone for Dayby Tim Linden



Name badge sponsorEarthbound Farm

Celebrity speaker sponsorFresh Express

Commemorative bag sponsorsapio/Eat smartLitehouse Foods

box Lunch sponsor grimmway Farms

Invitation sponsorKern Ridge growers

Lanyard sponsorThe giumarra Companies

So Cal Expo Sponsors 2012

Keynote breakfast sponsorsCalifornia avocado Commission

National mango board

Floral achievement award sponsorProduce marketing association

event program sponsorWestlake Produce Company

event photo sponsorNorth shore sales & marketing, Inc.

event signage sponsorsgreenhouse Produce Company LLC

Kern Ridge growersThe Oppenheimer group

Prillid Inc.Vitasoy/Nasoya

Design Contest sponsorsglobal star Design, Inc.spectrum Floral service

Westerlay Orchids

produce 101 sponsorsFresh gourmetKeenan Farms

Network for a Health Ca./Public Health InstitutePear bureau NorthwestPrime Time International

Ready Pac Produce

Centerpieces provided byKent’s bromeliad Nursery

refrigerated truck provided bybrent Redmond Transportation

Raul Gallegos, Bristol Farms, samples some product from The Nut Boy (Paul and Lorie Weinroth)


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Design Contest DonorsFrontier Imports, Inc.Kendal Floral supplyRose gonzales Plants

spectrum Floral serviceTavilla sales Company of L.a.Westland Floral Company

Milgro Nursery was awarded the prize for Best Floral Booth

Rick Cruz, Vons/A Safeway Company and 2012 FPFC Chairman of the Board, with EXPO keynote speaker, JR Martinez (Iraq war veteran and Dancing With The Stars Champion)

Connie Stuckenberg, CS Sales & Marketing For Results, received the Norman “H.” Buz Bolstad Southern California Produce Achievement Award; shown with 2011 recipient, Jack Gyben, Progressive Produce

produce 101 Donorsb & C Fresh sales

Freska Produce International, LLCKeenan Farms

Pear bureau NorthwestReady Pac

Tavilla sales Company of L.a.Westlake Produce Company



Design Contest DonorsFrontier Imports, Inc.Kendal Floral supplyRose gonzales Plants

spectrum Floral serviceTavilla sales Company of L.a.Westland Floral Company

Tracy Ramirez, Ralphs Grocery Company, with Floral Design winner Reza Shafiei

Raul Gallegos, Bristol Farms, with Floral Design winner Debi Kordones

produce 101 Donorsb & C Fresh sales

Freska Produce International, LLCKeenan Farms

Pear bureau NorthwestReady Pac

Tavilla sales Company of L.a.Westlake Produce Company

Door prize Donorsbeachside Produce, LLC

brothers International Food CorporationCabo Fresh

Caldwell Fresh FoodsDelta Floral Distributors, Inc.

Duda Farm Fresh FoodsEvergreen agri-Tech Inc.

Freska Produce InternationalFrieda’s Inc.

The giumarra Companiesgreenhouse Produce Co., LLC

grimmway FarmsICD/Davis Lewis Orchards

Index Fresh avocados avoTerraIppolito International

Kent’s bromeliad NurseryKern Ridge growers, LLC

mcLellan botanicals/Taisuco americaThe Oppenheimer group

Pandol brothersPolymer Logistics

Por La mar NurseryPriscilla’s Kitty grassProgressive Produce

Rocket / Nurserymen’ssunshine bouquet Company

Tavilla sales CompanyTemkin International

United agribusiness LeagueWest Pak avocado, Inc.

Westlake Produce CompanyWestland Floral & Produce Co.

Chris Robinson, The Pinery, received the coveted Southern California Floral Achievement Award


16 FRESH DIGEST

Cory Stahl, Chris Jacoby and Victor Rodarte, Progressive Produce, with Lisa Campos, Northgate Gonzales Markets

Cristina Garcia and Gary Niehaus, Stater Bros. Markets

Reed Posey and Tina Beurchia, Associated Food Stores

Gordon Okabayashi, Albertsons, with Kori Gutzwiller and Garland Saeger, the Oppenheimer Company

Randy Staehle, New Star/Organic Girl, Perla Martin, Perimeter Sales & Merchandising and Fernando Zaragoza, Mother’s Nutritional Center

2012 Aug-Sept Fresh Digest FINAL.indd 16 8/9/12 12:06:29 PM


Bill Schneider and Shari Holley, Melissa’s/World Variety Produce

Nathan Jenkins and Ryan Wilson, Ready Pac Produce, with Trevor Allen, Vons/A Safeway Company

Donna Hazelton, A.M.S. Exotic, with Michael McKinney and Gary Butler, Stater Bros

Chad Odahara and John Odahara - New Frontiers Natural Markets

Eric and Andrew Bianchi, Kern Ridge GrowersDoug Ranno, Colorful Harvest, shows off his colorful fruits and veggies to the Chef de Cuisine and Assistant Chef at the Disneyland Hotel


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Mark Carroll & John Fujii, Gelson’s Markets

Jesse Sepulveda, Nancy Betancourt, Bill Vogel and Robert Stauffer, Tavilla Sales Company

Jerry Butt, Mixtec, with Scot Olson and Daniel Bell, Grocery Outlet

Alex Sanchez and Jose Luis Castillo - Moore’s Market

Jaime Ramirez, West Pak Avocado, Therese Ferrara, Preferred Trading LLC representing Bluebird Trading Company and Cheri Pinkerton, Ralphs Grocery Company


auGuST / SEpTEmbER 2012 19

Laura Bartlett, Bob Montgomery and Steve Adlesh, Beachside Produce, LLC

Gelson’s Markets was well represented at the FPFC

EXPO

Kent Kuwata, Smart & Final, Debi Orrin, Litehouse Foods, Carol Lotich,

Wonderful Brands, Kristine Gatlin, Litehouse Foods, and David Blanco,

Smart & Final

Robert Reed, Cesar Valenzuela and Peter Fodhera, Vons/A Safeway Company, visit with Brooke Bouloy and Darcie Schott of Davis-Lewis Orchards booth, which won for best produce booth.


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FRESH PRODUCE & FLORAL COUNCIL2012 BUYERS GUIDE

(Editor’s 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.)

assOCIatION/COmmIssIONs/bOarDs/ageNCIes

California Avocado CommissionDavid Cruz12 Mauchly, Suite LIrvine, CA 92618Phone: (949) 341-1955Fax: (949) [email protected] California Avocado Commission (CAC) strives to increase demand for California Avocados through ground-breaking consumer advertising, public relations, online marketing and so-cial media programs. CAC engages in retail and foodservice promotions and activities that support the California Avocado industry.Please see ad on page 29.

CS Sales and Marketing for ResultsConnie stukenbergmarketing Consultant and Independent Contrac-tor servicesOffice Phone: 714-368-0199Cell Phone: [email protected] or cstuken-berg@cox,netwww.cssalesandmarketing.com

Fusion MarketingJill Netzel21049 Devonshire street, suite 102Chatsworth, Ca 91311Phone: (818) 718-8084Fax: (818) [email protected]

National Mango Boardmegan mcKennaP.O. box 140903Orlando, FL 32814Phone: 407-629-7318Fax: [email protected]

Network for a Healthy California,California Department of Public HealthRosanna Oliva1616 Capitol ave, ms 7204sacramento, Ca 95814Phone: (916) 449-5399Fax: (916) 449-5414 [email protected] www.cachampionsfor change.com

Rockwell Morrowmarji morrow3371 glendale blvd. Unit 125Los angeles, Ca 90039Phone: [email protected]

FINaNCIaL FIrm

American AgCreditsteve Pearson1910 s. archibald ave. suite U-101Ontario, Ca 91761Phone: 909-947-2371Fax: [email protected]



FLOraL prODuCts & suppLIes

B-Fresh / VW Floral MarketingJoanne TorresPO box 480Carpinteria, Ca 93014Phone: [email protected]

Evergreen Agri-Tech Inc.benjamin Chen13166 East End aveChino, Ca 91710Phone: (909) 902-5988Fax: (909) [email protected]

Frontier Imports Inc.Wangie Pineda12534 Raymer st. North Hollywood, Ca 91605Phone: 818-503-9300Fax: [email protected]

Kitayama Brothers, INCRobert Kitayama 481 san andreas RoadWatsonville, Ca 95076831-722-2912rkitayama@kitayamabrothers.comkitayamabrothers.com

Now & ForeverDebbie bray1 Flaum Ct.sacramento, Ca 95823Phone: 916-393-0430Fax: 916-427-2152Nowandforevercorsages@comcast.netwww.Nowandforevercorsages.com

The Pinery, LLCChris Robinson13701 Highland Valley Rd,Escondido, Ca 92025Off: 858 675 3575 Ext 11Fax: 858 487 3809Cell: 858 922 [email protected]

Rocket FarmsClint bishop2651 North Cabrillo HwyHalf moon bay, Ca 94019Phone: 650-712-4207Fax: [email protected]

Rose Gonzales Plants, Inc.Rose gonzales & marta moreno1280 N. melrose DriveVista, Ca 92084Phone: 760-732-0050Fax: [email protected]

Wood ‘N GoodiesJohn Wright3080 Enterprise st. Unit bbrea, Ca 92821Phone: 714-572-3776Fax: [email protected]


22 FresH DIgest

FresH JuICes

Barsotti Family Juice Company, Inc.Cathy barsotti2239 Hidden Valley LaneCamino, Ca 95709Phone: (415) 867-8852Fax: (530) [email protected]

grOWer/sHIpper/DIstrIbutOr/WHOLesaLer

Apio Inc.Mike Casazza475 West Main St.Guadalupe, CA 93434Phone: 805-878-4068Fax: [email protected], Inc., a subsidiary of Landec Cor-poration, is the leading producer of technology driven products and ser-vices within the fresh-cut vegetable industry. Apio markets bagged veg-etables and trays for club and retail stores under the Eat Smart® and GreenLine® brand featuring Breathe-way® membrane technology.Please See Ad on Page 7.

Atlas Produce & Dist., Inc.ben antongiovanni1031 H streetBakersfield, CA 93304Phone: 661-322-6810Fax: [email protected]

A.M.S. Exoticscott W. Lehmann720 s. alamedaLos angeles, Ca 90021Phone: 213-612-5888Fax: [email protected]

Babé Farms, Inc.ande manosP.O. box 6539santa maria, Ca 93456Phone: 805-925-4144Fax: [email protected] or [email protected]

Beachside Produce LLCLaura bartlettP.O. box 281guadalupe, Ca 93434Phone: 805-249-5681lbartlett@beachsideproduce.comwww.beachsideproduce.com

Boskovich FarmsLindsay martinezP.O. box 1352Oxnard, Ca 93032Phone: 805-487-2299Fax: [email protected]

Cabo FreshKristyn Lawson9841 airport blvd ste 1578Los angeles, Ca 90045Phone: 310-342-5363Fax: [email protected]

Calavo Growers, Inc.1141a Cummings Roadsanta Paula, Ca 93060Phone: [email protected]


AUGUST / SEPTEMBER 2012 23

1/2 H ADDulcineaPAGE 23

Caldwell Fresh FoodsMaurie Thomas 4035 East 52nd St.Maywood, CA 90270Phone: 323-589-4008Fax: 323-589-6008Email: [email protected] Website: www.caldwellfreshfoods.com

CDS Distributing IncDavid Moen, Alberto Navarro, Rodney D’Acquisto1000 Brannan St. #504San Francisco, CA 94103Phone: 415.864.8588Fax: [email protected]

Ciruli Brothers LLCChris Ciruli P.O. Box 1476Tubac, AZ 85646Phone: 520-281-9696Fax: [email protected] www.cirulibrothers.com

Dimetri Gardikas Produce CompanyJennifer Gardikas14811 Marquardt AvenueSanta Fe Springs, CA 90670Phone: 562-404-4779Fax: [email protected]

Discovery Gardens LLCMike George, Amanda Leo1824 Ackley Circle, Suite AOakdale, CA 95361Phone: 209-847-4660Fax: [email protected]

Harvest

Growing

Marketing

QualityCantaloupe

Copy

righ

t © 2

012

Dul

cine

a Fa

rms,

LLC

.™Al

l Rig

hts

Rese

rved

.

800.495.1561 • dulcinea.com

Dulcinea Farms™ shines when it comes to delivering a premium line of high qualityproduce. Our consumers love the convenience and irresistible flavor of PureHeart®

Minis and Tuscan-Style™ Cantaloupes.

We are committed to researching the best varietal selections, growing locations,shortened supply and cold chain to bring quality products to market.

Delivering flavor and value year-round

24 FresH DIgest

DLJ Producebill Coombs13260 Daum Dr.City of Industry, Ca 91746Phone: 626 330 6849Fax: 626 330 [email protected]

Domex Superfresh GrowersHoward Nager151 Low Rd.Yakima, Wa 98908Phone: 509-966-1814Fax: 509-966-3608hnager@superfreshgrowers.comwww.superfreshgrowers.com

Dulcinea FarmsMonique McLaws111 Corporate Dr., #200Ladera Ranch, CA 92694Phone: (949) 429.5215Fax: (949) [email protected] Dulcinea Farms our premium fresh produce is simply irresistible and bursting with flavor. Our passion is

to provide the best tasting produce in any season. Enjoy the Dulcinea differ-ence with the original PureHeart Mini Seedless Watermelon and Tuscan-Style Cantaloupe.Please See Ad on Page 23.

Earthbound FarmDave moore1721 san Juan Highwaysan Juan bautista, Ca 95045Phone: 831-623-7880Fax: 831-623-1288Dave @ebfarm.comwww.ebfarm.com

Fresh Gourmet Company bob Waldusky6190 E. slauson ave.Los angeles, Ca 90040-3010Phone: 323-727-8290 X407Fax: 323-726-7017 Cell: 818-414-5137 [email protected]

Freska Produce International LLCgary Clevenger 511 mountain View ave. Oxnard, Ca 93030 Phone: 805-650-1040 Fax: 805-650-3550 Cell: 805-279-2515 Email: [email protected] Website: www.freskaproduce.com

Frieda’s, Inc.Cindy arora4465 Corporate Center DriveLos alamitos, Ca 90720Phone: (714) 733-7660Fax: (714) [email protected]

Gold Coast Packing, Inc.brent L. scattiniVice President of salesP.O. box 1023123 N. Depot street.santa maria, Ca 93456805-928-2593Fax 805-922-8719Cell 805-310-6076 [email protected]



Gourmet Garden Herbs & SpicesRob Doolan101 Parkshore Drive, Suite 100Folsom, CA 95630Phone: 916 932 7234Fax: 916 932 [email protected]

Henry Avocado CorporationPhil HenryP.O. Box 300867Escondido, CA 92030Phone: 760-745-6632Fax: [email protected] Avocado is a year-round mar-keter and distributor of custom-rip-ened fresh avocados. Please See Ad on Page 26.

Hollandia Produce, LLC/Live GourmetVincent ChoateP. O. Box 1327Carpinteria, CA 93013Phone: (805) 684-4146Fax: (805) [email protected]

1/3 h 4c adDVA

ICD Davis Lewis Orchards Brooke Bouloy7260 Acacia Ave.Garden Grove, CA 92841Phone: 714-891-2540Fax: [email protected] www.davislewisorchards.com

Ippolito InternationalPaul Mocettini1067 Merrill StreetSalinas, CA 93901Phone: 831-772-9991Fax: [email protected]. ippolito.biz

Kern Ridge GrowersAndrew Bianchi P.O. Box 455 Arvin, CA 93203 Phone: 661-854-3156 Fax: 661-854-2832 [email protected] www.kernridge.comKern Ridge Growers is a year-round supplier of fresh and processed, Cali-fornia grown, organic and convention-al carrots. We also pack oranges for Sunkist Grower. Please see ad on page 39 (inside back cover).

DVADEMINSKI, VAN VALKENBURG & ASSOC., LLC.

EFFECTIVELY…Serving the Food Industry!

Sales

Consulting

Marketing

Retail Services

Southern California, Nevada, Arizona, Colorado, Utah, Kroger Cincinnati,

Kansas and Mexico

Contact Lee Deminski

760-822-8575 Richard Van Valkenburg

951-285-2030

26 FRESH DIGEST

1/3 h 4c adHenry Avo

Kingsburg OrchardsDan Spain10363 East Davis Ave - PO Box 38Kingsburg, CA 93631Phone: 559-897-2986Fax: [email protected]://www.KingsburgOrchards.com

Mayflower DistributingLeroy Menagh1155 Medallion Dr.Mendota Heights, MN [email protected]

Mission Produce IncRoss Wileman2500 E Vineyard Ave Suite 300Oxnard, CA 93036Phone: 805-981-3650Fax: [email protected]

North Shore Sales & Marketing, Inc.Serena Leiterman82-900 Johnson StreetThermal, CA 92274Phone: 760.397.0400Fax: [email protected]

Pandol Bros. Inc.John Pandol401 Road 192Delano, CA 93215Phone: 661-721- 3945Fax: 661-725-4741Email: [email protected]: www.pandol.com

Prime Time InternationalMike Aiton86705 Avenue 54Coachella, CA 92236Phone: 760-399-4166Fax: [email protected]

Progressive ProduceJack Gyben5790 Peachtree St.Los Angeles, CA 90040-4000Phone: 323-890-8100Email: [email protected] www.progressiveproduce.comPROGRESSIVE PRODUCE-The Future of Produce is… Progressive!Drive Category Growth in Potatoes, Onions, Asparagus, Citrus, Organic Potatoes and Onions, Hispanic Fruits and Vegetables, Rice and Dried Beans. Grower/Packer shipping nationally 365 days from California &

Call: 714-447-4306 or 760-497-6373www.henryavocado.com


1/3 h 4c adWJL

Washington. Brands: Pacific Gold®, Olé Pacific®, MicroBaker®, Nature’s Bounty Organic, Americas™, Mayan Sweet and Hollywood Fries®.Please see ad on page 40 (back cover).

River Ranch Fresh FoodsJennifer Oliveri1156 Abbott StreetSalinas, CA 93907Phone: [email protected]

RPE Inc.Randy Shell8550 Central Sands RoadP.O. Box 330Bancroft, WI 54921Phone: [email protected]

San Miguel ProduceBrian C. Cook4444 Naval Air Rd.Oxnard, CA 93033Phone: 805-488-6461Fax: [email protected]

Shanley FarmsMegan Shanley2448 Atascadero Rd.Morro Bay, CA 93442Phone: 805-234-8533Fax: [email protected]

The Umina Bros.Matt Beltran1601 E. Olympic Blvd. #405Los Angeles, CA 90021Phone: 213-622-9206Fax: [email protected]

Unique Produce Corp./Fruit Royale, Inc.Joe CardenasP.O. Box 7356Riverside, CA 92505Phone: 951-777-0706Fax: 888-393-2801joec@uniqueproduceco.comwww.uniqueproduceco.comMarketer

“Produce Done Right”

WJLDistributors

WJL Distributors specializes in both domestic and imported apples, pears, cherries, blueberries and blackberries year round. Our state of the art distribution center is located in Vernon, California.

Sales Office: 800.813.7774www.wjldist.com

28 FRESH DIGEST

Vision Produce Company (Formerly Tavilla Sales Co.)Dan Lawton1651 Bay StreetLos Angeles, CA 90021Phone: 213-622-4435Fax: [email protected] ( [email protected])www.visionproduceco.comChanging our name from Tavilla Sales to Vision Produce better reflects our essence and direction. We are at source, year-round with consistent top quality limes, mangoes, papaya, chilies, along with a full line of root items. We are your “direct link to the grower.”Please See Ad on Page 2.

West Pak Avocado, Inc.Dayna Brown42322 Avenida AlvaradoTemecula, CA 92590Phone: 951-296-5757Fax: [email protected]

Western Mixers Produce & Nuts Inc.Peter Calvano2910 San Fernando Rd.Los Angeles, CA 90065Phone: 323-344-5270Fax: [email protected]

Westlake Produce CompanyBill Brooks/Jeff Miller1320 East Olympic Blvd. - Suite 208 Los Angeles, CA 90021 Phone: 213.624.8676 Fax: 213.622.7711 [email protected], [email protected] www.westlakeproduce.com

WJL DistributorsBill Laliberte123 Hodencamp Rd., Suite 102Thousand Oaks, CA 91360Phone: 805-496-4522

Fax: 805-496-1723Email: [email protected] Distributors specializes in both domestic and imported Apples, Pears, Cherries, Blueberries and Blackberries on a year-round basis. Our state-of-the-art distribution center is located in Vernon, CAPlease See Ad on 27.

PACKAGING

IFCO Systems LLCDana George3030 N. Rocky Point Dr. Ste. 300Tampa, FL 33607Phone: 813-463-4103Fax: [email protected]

Label TechnologyMarygrace Quigley2050 Wardrobe AvenueMerced, CA 95341Phone: 209-384-1000Fax: [email protected]

Package Containers, Inc.Kellee Harris777 NE 4th AvenueCanby, OR 97013Phone: 800-266-2721Fax: 503-266-8650kharris@packagecontainers.comwww.packagecontainers.com

Polymer Logistics Inc.Mia Hagen1725 Sierra Ridge DriveRiverside, CA 92507Phone: 951-567-2900Fax: 951-567-2901mia.hagen@polymerlogistics.comwww.polymerlogistics.comProvider Reusable Plastic Containers


1/3 V 4c adCa Avo


PRODUCE BROKER

B&C Fresh SalesMarty Craner2808 E. Katella Ave. #106Orange, CA 92867Phone: 714-744-3211Fax: [email protected]

Presenting Co-Sponsors:Fresh Produce & Floral Council

Taylor Farms

Reception Sponsors:Grimmway Farms

Progressive Produce

Produce Marketing Association Foundation for Industry Talent Career Pathways Program

at the Fresh Produce & Floral Council

Supporting Sponsors:B & C Fresh Sales

California Avocado CommissionKeystone Fruit Marketing

West Pak Avocado

Tour Hosts:Northgate González Market

Progressive Produce

Fruit Distributing of CaliforniaPaul Arambul Jr.5270 East Washington Blvd.Commerce, CA 90035Phone: (323) 780-1000Fax: (323) [email protected]

Professor Lilian Were from Chapman University poses with Karen Caplan and her daughter Alex Jackson of Frieda’s Inc., at the PMA Foundation for Industry Talent reception on July 16 that preceded the FPFC Southern California Expo.

30 FresH DIgest

saLes & marKetINg brOKerage

Advantage Sales & MarketingNancy Hamilton1400 s. Douglass Roadanaheim, Ca 92806Phone: [email protected]

Deminski, Van Valkenburg & Associates LLCRich Van Valkenburg34821 Doheny Park Rd., #2367Capistrano Beach, CA 92624-0367Phone: 951-285-2030Fax: [email protected], Van Valkenburg & Associ-ates LLC is a full service produce bro-kerage, sales and marketing consul-tant and retail sales provider. “DVA” operates in Southern California, Ne-vada, Arizona, Utah, Colorado, Kansas and at Kroger Corporate in Cincinnati. Please visit our website at www.team-dva.com for more information.Please see ad on page 25.

Maddan & Company, Incmichael P. maddan sr. 601 montgomery st., #655 san Francisco, Ca 94111 Phone: 415-421-5777 Fax: 415-421-2031 Email: [email protected]

Perimeter Sales & Merchandisingbrad martin or Randy Romero10571 Calle Lee, suite #175Los alamitos, Ca 90720Phone: 714-821-8396Fax: [email protected] www.perimetersm.com

serVICes

MIXTEC GroupKristen Reid3786 La Crescenta avenue, suite 104glendale, Ca 91208Phone: (818) 541-0124Fax: (818) [email protected] executive search and leadership consult-ing.

PakSenseamy Childress9939 W. Emerald st. bldg. Cboise, ID [email protected] chain monitoring



Restaurant Promo Rewards Farmers For Guacamole Consumption

Focu

s on F

oodse

rvice

In a promotion developed in conjunction with the California avocado Commission, Chipotle mexican grill is donating $1 to the Farmer-Veteran Coalition (up to $50,000) for every side of guaca-mole that was purchased at California restaurants during Farmers’ market Week, august 5-12, 2012.

The promotion celebrates the California farmers who make it possible for Chipotle to serve delicious, handmade guacamole every day, in each of their restaurants. Chipotle is one of the largest buyers of avocados — using 4 percent of California’s annual avocado harvest, according to CaC. The chain goes through almost 100,000 pounds of avo-cados per day, with each restaurant making its own guacamole from scratch. The Chipotle guacamole recipe uses 48-84 avocados per batch, depending on the size of the avocado.

On a local level, Chipotle is committed to sourcing as many ingredients as possible from farms within 350 miles of its restaurants, and plans to use more than 10 million pounds of local produce in 2012. California Chipotle restaurants benefit from a rich growing season, and an exceptional and abundant supply of California avocados grown by the golden state’s farmers, and are supported by organizations including the California avocado Commission and the Farmer-Veteran Coalition.

“Customers have always liked our guacamole, and at the volume we serve, we wouldn’t be able to keep up with demand without the farmers in California,” said Chris arnold, Chipotle’s director of communication. “Chipotle’s locally sourced program, and its continued growth, is contingent on improving the health of our farming industry and support for small local farms.”

The Farmer-Veteran Coalition suppor ts american farming and mobilizes veterans to feed america. “Veterans coming home are eager to con-tinue serving their country by growing good food for all americans,” said michael O’gorman, execu-

tive director of the Farmer-Veteran Coalition. “Our young veteran farmers are thrilled to partner with Chipotle mexican grill and the California avocado Commission and serve up one of our nation’s most uniquely healthy and delicious foods.”

steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that food served fast did not have to be a typical fast food experience. Today, Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods and served in a distinctive atmosphere.

Through its vision of “Food With Integrity” program, Chipotle seeks better food from using ingredients that are not only fresh, but that—where possible—are sustainably grown and naturally raised with respect for the animals, the land, and the farm-ers who produce the food. Chipotle opened with a single restaurant in 1993 and currently operates more than 1,300 restaurants.


32 FRESH DIGEST

SoCal Luncheon June 13, 2012Thank You Sponsors!

Key SponsorsAmport Foods

MarzettiNaturipe Farms

The Oppenheimer Group

Jan DeLyser, California Avocado Commission, and Rob McDougall, Gelson’s Markets

Carol Lotich, Wonderful Brands, and Brooke Bouloy, Davis-Lewis Orchards

Emily Fragoso, Staus Gro, and Kristen Reid, Mixtec

Todd Smith, KV Mart/Top Valu (and the luncheon emcee), with Carissa Mace, President of the Fresh Produce & Floral Council


auGuST / SEpTEmbER 2012 33

Associate SponsorsA.M.S. ExoticApio/Eat Smart

Mann Packing Co., Inc.Produce Marketing Association

Simply Fresh FruitTaylor Farms Retail, Inc.

Western Shield Label Company

Dan Acevedo, West Pak Avocado, with Kirsten Gallegos and Therese Ferrara, Blue Bird Trading Company

Patty Knoll, Temkin International, with Dick Spezzano, Spezzano Consulting Services

Frieda Caplan, Friedas Inc., with Carlos Springmuhl, Siesa Guatemala


34 FRESH DIGEST

Décor SponsorRocket/Nurserymen’s

Photo SponsorNorth Shore Sales & Marketing, Inc.

Mihae Finnie, Del Monte Fresh, with Gordon Okabayashi, Albertsons

Mark Carroll, Gelson’s Markets and Scott Lehmann, A.M.S. Exotic


REGISTER NOW!www.walk4hope.org

(800) 266-7920

Sunday, November 4, 2012City of Hope

Los Angeles, CA

NATIONAL SPONSOR LOCAL PRESENTING SPONSOR

36 FresH DIgest

SoCal Luncheon August 8, 2012Thank You Sponsors!

Key sponsorsConsolidated West

D.L.J. ProduceGrimmway Farms

Westlake Produce Company

The City of Hope received a check for $210,000. Pictured are Roger Schroeder, Stater Bros. Markets, Bradey Hall and Kent Kuwata with Smart & Final. Behind them is luncheon emcee Tim Mulhall, Food 4 Less

Angela Fraser and April Aymami, California Avocado Commission

City of Hope cancer survivors Dawn Cruz (wife of Rick Cruz, Vons/A Safeway Company) and Athena Miller (daughter of Jeff Miller, Westlake Produce Company)



associate sponsorsApio/Eat Smart

MarzettiProduce Marketing Association

Shanley FarmsSimply Fresh Fruit

Taylor Farms Retail, Inc.Veg Fresh Farms, LLCWest Pak Avocado, Inc.

Roger Schroeder presented Progressive Produce’s Victor Rodarte, Jim Leimkuhler and Jack Gyben with City of Hope’s Spirit of Hope Award.

Cheryl Kennick, City of Hope, with Darrell Kelso, Onions Etc.

Jessica Brown, Cabo Fresh and Jennifer Pelayo, Advantage Sales & Marketing


38 FresH DIgest

Décor sponsorFood 4 Less

photo sponsorNorth Shore Sales & Marketing, Inc.

Raul Gallegos, Bristol Farms and Connie Stukenberg, CS Sales & Marketing For Results

Dave Juarez, Shannon Dambach and Robert Thompson, R.F.T. Farm Sales

Dan Lawton, Vision Produce Company , and Adam Cancellieri, Veg-Fresh Farms

Todd Smith, KV Mart, and Malcolm Wing, JBJ Distributing


The Future of Produceis...Progressive!45 Years of Innovation and Leadership–and We’re Just Getting Started! That’s a Promise.The future of produce is rooted in:

Superior quality Strategic partnerships Innovative consumer oriented packaging

Food safety/traceability from farm to fork

Unsurpassed customer service

Progressive has a long history of leadership in all fi ve areas. For 45 years, we’ve shaped the future of produce. And we always will!

Los Angeles, CA 323-890-8100 Victor, Jamie, Chuy, Beto, Paul, Gabriel, Gary, Manny, Cory, Scott, & ChrisQuincy, Washington 509-787-4303 Shane & Steve

www.progressiveproduce.com | www.progressiverecipes.com

Progressive Produce Congratulates Connie Stukenberg on receiving the 2012 Norman H. “Buz” Bolstad Produce Award for long term service and contributions to the FPFC. Connie is a great example of class and leadership recognized by the industry.

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