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Produce Show Daily PMA Oct 19, 2013

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P r o d u c e S h o w D a i l y 2 7 S a t u r d a y, O c t o b e r 1 9 , 2 0 1 3 CATANIA WORLDWIDE: A MULTI-GENERATIONAL FAMILY Originally established in 1929 in Toronto, Ontario, by Michael Catania, M.L. Catania and its parent company Catania Worldwide has grown to encom- pass three countries and has become an importer of fruit from all over the world. Now owned by Michael's grandson Paul Catania, Catania Worldwide and its affiliated companies work to develop unique programs for a range of cus- tomers. Catania Worldwide customers range from local grocery chains such as Castellini's in Cincinnati and Longo's in Toronto, to national chains such as Walmart and Costco in the U.S. and Loblaw's, Sobey's and Metro in Canada. Vertically integrated and Global GAP certified in the U.S., Catania Worldwide's sales force works with each of its retail chains to provide qual- ity produce in packaging that meets the consumer's needs. One example is a ripening program in Catania's Toronto warehouse that naturally ripens fruit using only heat and humidity to reach peak flavor. This fruit is then shipped promptly to provide consumers with fresh and ready-to-eat produce. Catania Worldwide also seeks out new, delicious fruit to provide con- sumers with new taste choices. Recently introduced by its California based company, Stellar Distributing, the tiger fig is generating enormous interest from wholesalers who like its vivid green and yellow striped exterior and raspberry red interior that provides a sweet flavor. The Catania group of com- panies has become vertically integrated, growing, packing, shipping and distributing figs, kiwi and limes from its own sources in California and Mexico. Working on new import pro- grams has been one of the key business development tools utilized by Paul Catania to grow his organization. Paul Catania recently returned from a trip to his Mexican company to oversee a fig import program that currently sup- plies Black Mission figs from Mexico into the Canadian market. Combined with a U.S. fig program, Catania Worldwide now offers fresh figs year round in the Canadian market. Catania Worldwide also hopes to have approval from the USDA during the coming year to start a similar program into the U.S. through Stellar Distributing. "We are successful because of the people working for us," says Catania. "I have salespeople who have been with me for a long time. In some cases, more than twenty years. We are family. My father emphasized this when he was alive, and I have always done the same. My sales staff do this work because they love selling produce and they love talking to their customers about pro- duce. We have customer relations that are multi-generational. We are not done, and I like to think we are only 85 years young." After 85 years, Michael Catania's legacy is still going strong. Learn more at booth 5457 during Fresh Summit. Visit www.cataniaworldwide.com, call 416-236-9394, or email info@catania worldwide.com. SMART DEGRADABLE WORKING TOWARDS NEXT GENERATION OF PACKAGING An interview with Jason Russo, General Manager, SDA. PSD: Who is Smart Degradable (SDA)? JR: SDA is a fresh packaging ideas provider headquartered in Calgary, Alberta, Canada, with additional offices and warehousing facilities in the U.S. and Chile. We have played a large role in the development of the stand-up pouch bag programs at retailers across the U.S. and Canada, and continue to work with our customers to create new packages that will separate them from their competi- tion. SDA is part of the Agri-tech Global Technologies Group which operates in many produce markets worldwide. PSD: What will the focus product be for SDA at this year's Fresh Summit? JR: For the last few years our pouch bag range has been setting new standards in high class retail presentation of fresh pro- duce. While our customers have been seeing increased sales due to the attrac- tive presentation, we are also reducing packaging weight by up to 65 percent over conventional products. We are con- tinuously working towards the next gen- eration of packaging that will enable our customers to stay ahead in the marketplace. In addition to our pouch bags, we will also be focusing on our Fresh 'n' Smart ® life extension products. We deliver significant life extension and freshness to a range of fresh produce such as bananas, cherries, blueberries and asparagus. Fresh 'n' Smart reduces waste, gives bet- ter quality and allows wider transport windows – and we do it naturally. PSD: What kind of supply chain benefits exist with Fresh 'n' Smart? JR: Our experience is that a wide range of progressive, high-quality fresh pro- duce growers and shippers can transform supply chain performance by working with our post-harvest and R&D teams to best apply our Fresh 'n' Smart technolo- gy to each individual situation. It requires effort and discipline, but that is at the heart of good company values. PSD: What do you see in the future for SDA? JR: The time has never been more right for products to challenge the norm. Our product range reduces costs and increases marketability while adding to supply chain flexibility. It's a great combination and I see exciting times ahead. Personally, I am looking forward to the new friends and col- leagues we will make by doing the things we do so well. I look forward to seeing everyone at booth 2127. I'm sure they will like what they see. Visit Smart Degradable at booth 2127 dur- ing Fresh Summit. For more information, check out www.smartdeg.com, call 559- 999-6091, or email jrusso@smartdeg.com. THE AMERIFRESH ADVANTAGE IS IN THE FIELD For fresh produce marketer Amerifresh, it's all about having people in the fields to check out the local markets. "We are source-based, meaning we are on the ground actually looking at the product," says Rick Harris, Senior Director of Food Service Sales. "We can verify the quality of the product, which makes a huge difference to our customers." Harris says most of Amerifresh's competitors conduct business with the growers strictly by phone. "If you're not in the field, you might as well be in a basement in Philadelphia," he says. "Those people are guessing as to the quality of the product." Having representatives at the source in every major growing area in the U.S. gives Amerifresh a major advantage in the competitive produce marketing arena. "Our people in the branches are experts on the produce grown in their area," says Harris. "They keep a close eye on local market conditions and the quality in the field, which allows them to best match customers' needs and expec- tations to the product." Amerifresh offers customers a true independent voice from the best growing areas in the U.S. and can do all the work of finding the best deals for cus- tomers. Harris says sometimes it's not just about price. There is usu- ally a price spread for a product in a certain region that can be affected by the quality, the quantity and even the size of the acreage produced by the grower. In addition, because Amerifresh buys such a huge volume from so many growers, the company can offer its customers the advantage of consistent quality throughout the year, even when supply is scarce. Amerifresh's eight individual branches specialize in handling the prod- ucts grown in their region. Their proxim- ity to the fields, orchards and production areas allows the branch's quality assur- ance staff to take an active role in deter- mining what growers, fields or blocks of fields are chosen for customers. Being so close to the source, quality assurance staff can assure that raw product attrib- utes meet strict written standards and specifications before packing. The active role Amerifresh takes on its customers' behalf means that customers receive pro- duce with consistently high-quality lev- els of freshness, color, size and flavor. Amerifresh delivers this any time of year to anywhere it is needed, regardless of weather or seasons. "If we are not saving customers time and trouble, we are not doing our job," says Harris. For more information, visit booth 4431 at Fresh Summit or visit online at www.amerifresh.com. ORONDO RUBY CHERRY EXCLUSIVE TO CHELAN FRESH Chelan Fresh is proud to be the exclusive marketing agent for the new and exciting Orondo Ruby cherry. The Orondo Ruby was a chance seedling found by fourth- generation grower Marcus Griggs in the middle of his Rainier cherry orchard. This early-ripening cherry is a hit with consumers everywhere. The fruit sets itself apart with its incredible taste and unmatched quality. The Orondo Ruby has a vibrant red appearance and a golden yellow flesh. It is one of the most flavorful and juicy cherries, with a blend of 20 percent more sugar and acid than a Rainier cherry. The Ruby is also firmer than other varieties, offer- ing a fantastically crisp bite. The Orondo Ruby is grown in eastern Washington state, along the Columbia river in the small town of Orondo, where warm summer days and cool river breezes create perfect grow- ing conditions. The limited supply of this wonderful cherry is harvested in just a short three- week period beginning in early June. You can find the Orondo Ruby in stores from mid-June to mid-July. A unique blend of sweet and robust flavors, the Orondo Ruby stands out as a superior cherry variety. Visit Chelan Fresh at booth 4157 during Fresh Summit. Visit online at www.chelanfresh.com, call 509-682- 6074 or email macr@chelanfresh.com.

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