Issue link: http://osercommunicationsgroup.uberflip.com/i/519711
P r o d u c e S h o w D a i l y 2 9 M o n d a y, J u n e 8 , 2 0 1 5 a network of networks of uniquely identifiable endpoints (or 'things') that communicate without human interaction using IP (internet protocol) connectivity – be it locally or globally. In the food cold chain, the IoT will enable data from sensors to be trans- ferred in real-time to the cloud, where it can be monitored and analyzed. With the Food Safety Modernization Act (FSMA), it is look- ing to educate consumers on how it will impact their food manufacturing opera- tions, specifically in the supply chain. New regulations will be in place and Locus Traxx Worldwide is ideally poised as an industry leader in automat- ing manual and paper based processes, enabling ease of access for customers, while helping logistics and quality assurance managers maintain the safety of their products. Locus Traxx (Cont'd. from p. 1) Its GO is a next generation device. Despite its size, it's loaded with enough sophisticated hardware to monitor tem- perature and location in real-time. Just pull the activation tab and place the "GO" in with your load. That's it. Your work is complete. The SmartTraxx GO is now working for you. Any alerts will be sent to you, and to check on the progress of your shipment, head to www.locustraxx.com, and input the seri- al number from your "GO" unit. You can monitor everything in real-time – no muss, no fuss. Locus Traxx Worldwide has now introduced the GO XL, a premium moni- toring and tracking device that combines the very best of the SmartTraxx technol- ogy with a 60 day battery life. Learn more about continuous shipment monitoring at booth #1209 at United Fresh, visit www.locustraxx.com or call 561.575.7035. Part of how we elevate our Creamers is with new eye-catching new branding. We also launched an innovative new 1.5- pound gusset bag, and attention-getting POP and merchandising tools that help sell all our Creamers. All of this is backed by a professional, dedicated sales team and brokers across North America. We also focus heavily on social media to educate and excite consumers. You can follow us on Facebook, Instagram, Pinterest, Twitter and YouTube. PSD: What else is new at The Little Potato Company? AS: We've invested significantly to make sure we continue to meet the grow- ing demand for Creamers. We now have three main packing facilities and five dis- tribution centers to facilitate efficient and on-time delivery throughout North America. This includes a new washing, sorting and packing facility built in 2014 that tripled our flow-through capacity. We've increased our field produc- tion by 30 percent with new growers and more dedicated fields, and hired 25 new passionate potato professionals across the company to ensure ongoing quality service, sales and operations. PSD: What's next for The Little Potato Company? AS: We are passionate about Creamers and are always looking for ways to help more and more people fall in love with The Little Potato Company (Cont'd. from p. 1) them. Right now, we're working on a new variety to be launched later this year. Details are super-secret, but I can tell you it's delicious and gorgeous and we know everyone will love it. Of course, we're working on some packaging innovations and new easy and delicious ways to sell and enjoy Creamer potatoes. Stay tuned! PSD: How do you choose a new potato variety? AS: We get our hands dirty. We literally travel the world working with select global breeder partners looking for just the right Creamer attributes – varieties that are unique, look great and are burst- ing with flavor. It takes us many years to fully explore, develop and choose a new variety of Creamer potato. First, we make sure it tastes and looks delicious, is nutri- tious and healthy, and that we can grow enough of to satisfy demand from trade and consumer potato lovers. PSD: Why the exclusive focus on Creamer potatoes? AS: My family is from Holland where little potatoes were a favorite treat. We wanted to bring these delicious small potatoes to North America, because they weren't readily available here. Our Creamer potatoes are bred and grown to be little – they're not just immature big potatoes – they are small bundles of big flavor and healthy nutrition. For more information, visit www.little potatoes.com or stop by booth #2245. The Science of the Numbers The Hispanic population remains the fastest-growing demographic in the U.S. and is expected to increase from 17 per- cent of the population to 26 percent by 2050, according to the Pew Research Center, a preeminent public policy and research organization. And, with that population growth there is a surging undercurrent of Hispanic buying power. Hispanics in the U. S. are an eco- nomic powerhouse. According to a Nielsen study, in 2014 the buying power of the U. S. Hispanic market was $1.3 trillion and is expected to reach $1.5 tril- lion in 2015. This statistical trend shows a gain of 155 percent since 2000. That is a highly significant statistic as it repre- sents a far greater gain than the 71 percent increase in non-Hispanic buying power. And, at $1.3 trillion, the 2014 Hispanic market is larger than the econo- my of all but 15 countries in the world. By 2019, it is estimated by the Selig Center for Economic Growth that Hispanics will account for 10.6 percent of total U.S. buying power. When it comes to Hispanic buying power within the grocery industry across all channels, the group represents an indomitable consumer force. According to a joint study by the Center for Multicultural Science and the National Grocers Association (NGA), U. S. Hispanics spent an estimated $23 billion in retail grocery stores in 2012, repre- senting 17 percent of the total estimated annual sales of the independent retail grocery channel. The Art of Understanding They say that science and numbers don't lie. So why are businesses – especially in the grocery industry – still challenged to truly understand and properly market to the Hispanic consumer? As the Senior Vice President of Operations for Nogales Produce, a leading nationwide distributor of Mexican produce, Hispanic grocery dry goods, and restaurant supplies, as well as a leading consultancy specializ- ing in connecting businesses with the Hispanic market, I have learned that unfortunately many businesses cut class when it comes to truly learning and understanding the Hispanic consumer. They go to statistics class and analyze the numbers correctly, but they blow off art class and ignore the true craft of connect- ing with Hispanic consumers. When it comes to the art of connect- ing with the Hispanic market, the grocery industry and all businesses must look through a cultural lens to understand Hispanic consumers' needs. Nogales Produce has been in business for 25 years. The family-owned business grew from the humble beginnings of selling produce at the Dallas Farmers Market to now being a national leader in connecting businesses with the Hispanic market by consistently being in tune with the heart and soul of the Hispanic consumers' culture. Merging Art and Science: A Fresh Look at the Hispanic Consumer Market Two recent studies, one performed by Nielsen and another by the NDP Group, clearly illustrate why businesses continue to fail to truly understand the Hispanic consumer. Many businesses today under- stand Hispanic statistical market data, but they still do not know the number one cri- terion for attracting Hispanic grocery consumers. Most would be surprised to know that it is 'fresh food.' And, many businesses in the grocery industry would not know that Hispanics are far more like- ly to purchase grocery items from con- venience stores than non-Hispanics. And, it all has to do with merging statistical sci- Nogales Produce Inc. (Cont'd. from p. 1) entific data with the art of understanding the Hispanic consumer's culture. The 2014 Nielsen study focused on the buying power of the U. S. Hispanic consumer market, its buying preferences and where the consumer group spent money. The study found that Hispanics place a high value on fresh foods. It also revealed that Hispanics spend on the aver- age $175 more than the national average on fresh foods per year. And, why fresh foods? According to the study, Hispanics found fresh foods to be an indicator of quality and health. It also found that Hispanics prefer fresh food, as they tend to prefer to cook from scratch, and add personal touches to dishes. The Nielsen study furthermore reported that Hispanics spend a greater percentage of their income on groceries than non-Hispanics. Another notable cultural trend with the Hispanic consumer market is its shopping experience where c-stores are concerned. The 2013 study conducted by the NDP Group, a leading global market- ing information and advisory services firm, found that Hispanics in the U.S. are more likely to purchase groceries, dairy items and bread from c-stores than non- Hispanics. The study also revealed that U. S. Hispanics, on average, make almost two more visits per month than non- Hispanics to "major oil chain conven- ience stores, and nearly one more visit over a 30-day period to traditional c- stores than non-Hispanics." The NDP study also corroborated the Nielsen study regarding the Hispanic consumers' desire for fresh food. Like the Nielsen study, the NDP Group found that over two thirds of sur- veyed Hispanics consider having fresh food available at c-stores to be somewhat to very important. Furthermore, the NDP Group reported that fresh foods are more likely to be purchased by Hispanics for lunch or breakfast and hot foods are pre- ferred. The study also noted that as one of the fastest growing U.S. population groups, Hispanics are an important seg- ment for the c-store channel, and that having a good range of grocery like items and other staples at c-stores may increase Hispanic traffic. It also stated that "pro- moting fresh foods considered to be more home-made or cooked at c-stores should resonate well among Hispanics." Connecting with the Hispanic Consumer Market: A True Art Form The data is all there. The statistics are front and center. Businesses understand what the scientific statistics reveal about the Hispanic market in terms of popula- tion growth and buying power. They get the science and the math. To truly reach the Hispanic consumer, however, busi- nesses have to become better at the art of truly understanding the Hispanic con- sumers' culture which helps define their buying habits. Even the big guys still get it wrong. CNN Latino, the network's Spanish language programming venture, failed. NBCLatino.com shut down. They did not fold because CNN and NBC did not understand the numbers. They well knew that the Hispanic population and its buy- ing power continues growing faster than any in the U.S. They did not succeed because on some level they failed to understand the art of connecting with the Hispanic market. In order to succeed in connecting with the Hispanic consumer, all businesses that want to target the Hispanic consumer market have to look closely through a cultural lens with pre- cise accuracy to truly understand their needs. And, at Nogales Produce, we knew how important it was to turn that into an art form. For more information, visit www.nogales produce.com or stop by FMI booth #4449.