Issue link: http://osercommunicationsgroup.uberflip.com/i/586338
P r o d u c e S h o w D a i l y 2 3 S a t u r d a y, O c t o b e r 2 4 , 2 0 1 5 WESTERN FRESH MARKETING FOR FIGS AND KIWIS YEAR-ROUND Western Fresh Marketing began with a fax machine, a couple of phone lines and the will and determination of George Kragie to create a business. Kragie was involved with produce for most of his adult life, working primarily for other people. He ultimately couldn't resist the urge to work for himself, and, out of this desire, Western Fresh Marketing was born in 1994. The business began small with just Kragie and his son Chris running the business. During Kragie's many years in the industry he had developed a reputa- tion as an honest man with impeccable integrity. His easygoing manner was cou- pled with a Midwest work ethic. Through his hard work and long days spent run- ning Western Fresh, the cadre of loyal customers continued to grow. The com- pany also continues to grow, and now employs eight full-time staff along with three part-timers. It has offices in Madera, California; Menominee, Michigan; and Santiago, Chile. The early years were comprised mainly of fig and kiwi sales. Kragie saw a need for chain stores – many of whom were reluctant to be part of what was then a sporadic supply chain – to have a consistent supply of figs. He managed to recruit growers from Sacramento to Coachella and created a fig market that runs from May through December. Three years ago when Chilean figs were allowed into the country, Western Fresh was the first company to import them, creating a nearly year-round supply of fresh figs. Kragie's son, Chris, man- ages the kiwi sales at Western Fresh. Through Chris' deter- mined efforts, the company now has its own kiwis 365 days a year. There was a time when California kiwi fruit was stored to supply the U.S. market for nearly the entire year. Imported kiwis ended that need, so alongside the California kiwi, Western Fresh imports from Chile and Italy. Chilean kiwis go to the East and West Coasts, while the Italian kiwis go pri- marily to the East Coast. This way, cus- tomers on either coast can have kiwi without the additional freight cost asso- ciated with moving product across the country. Western Fresh is one of the largest year-round fig and kiwi shippers in the country. Along with these two items, the company also sells a variety of other commodities. Last year, Western Fresh Marketing was the largest U.S. importer of Chilean Asian pears. The company also has a year- round Hawaiian papaya program which is run by George's wife Susan, who lived in Hawaii for seven years. Additionally, Western Fresh sells per- simmons, quince, fresh olives, fresh ginger, pomegranates and specialty cit- rus. The sales staff also welcomes the challenge to find any other obscure commodity a buyer might need. For more information, visit www .westernfreshmarketing.com or call 888.820.2011. DRISCOLL'S RASPBERRIES FOR HOLIDAY SEASON Driscoll's delights in the flavor, quality and abundance of raspberries this fall by encouraging consumers to start a new holiday tradition. Driscoll's, the world's largest dis- tributor of fresh berries, is encouraging consumers to delight in the sweetness of raspberries this fall through the continua- tion of its #raspberrydessert campaign with a focus on raspberry pie. From October to December 2015, consumers will get tips, recipes, videos and live Q&As to help them make their own version of a raspberry pie. Driscoll's is inspiring consumers to get creative in the kitchen. The campaign will feature a sweepstakes where three monthly win- ners will be chosen to receive a Le Creuset Heritage Pie Gift Set and berries for a year. "We understand that while families relish in the sharing of food and fun, there can be an added stress of wanting to impress during the holidays. We are encouraging them to see food as their expression of love and Driscoll's as a resource to help them be creative and put their own personal twist on a classic dessert by incorporating delicious and beautiful Driscoll's raspberries," said Jenet DeCosta, Marketing Manager. The company's desire is to help fam- ilies create delicious pie traditions that get passed down and become part of their holiday traditions. To showcase this trend, Driscoll's is partnering with Kate Lebo, esteemed cookbook author and pie enthusiast, to help update tried-and- true pie recipes. Kate will use raspberries to inspire consumers to add some new twists to holiday pie making that will delight both young and old. During the season, tools will be available not only on the driscolls.com website but through live streaming events via Periscope and Twitter chats. Driscoll's encourages you to follow Driscoll's blog, Facebook, Twitter, Instagram and Pinterest for recipes, inspiration, and tips on how to get cre- ative and unique with fresh raspberries this fall. Use #raspberrydessert to follow the conversation around incorporating raspberries into your dessert to create your own holiday tradition or visit www.driscolls.com/raspberry for addi- tional ideas, recipes, and to enter our sweepstakes. About Driscoll's Driscoll's is a fourth- generation, family- owned company that has been involved in berry farming for more than 100 years. As the leading provider of fresh and organic berries, Driscoll's works with independent farmers to produce the highest-quality strawberries, raspber- ries, blackberries and blueberries in the world, in an effort to continually delight all berry consumers. Driscoll's is the preferred berry partner of some of America's leading chefs and culi- nary institutions. For more information visit booth #1933, or go online to www.driscolls.com or Twitter @driscollsberry. WORKING WITH INDUSTRY TO INSPIRE CHANGE Half your Plate is a simple, clear message that empowers Canadians of all ages to eat more fruits and veggies to improve their health while providing simple and practical ways to add a variety of produce to every meal and snack. Half Your Plate is fun, practical and informative while providing tips on how to prepare fruits and veggies using different colors, fla- vors and textures for meals and snacks at home, at school, at work, eating out or on the go. The CPMA has developed Half Your Plate to increase awareness at the com- munity level while providing the industry with tools to integrate the branding onto packaging and other marketing cam- paigns. This approach will reinforce the message with consumers and help them associate Half your Plate-branded items with a healthy lifestyle. Half your Plate has enormous potential for the produce industry. From product displays to flyer ads and truck decals, the possibili- ties are endless. CPMA's branding program supplies label ideas and logos to suppliers to ensure effec- tive and consistent pro- gram marketing. This cohesive approach combined with grassroots consumer marketing will ensure a push and pull. Consumers will be looking for Half your Plate products, and retailers will brand their products and stores to increase produce sales with this market. More than 40 industry part- ners to date have integrated the Half Your Plate cam- paign onto packaging, advertising, in-store dis- plays and more. To learn more about the CPMA's industry memorandum of understanding, visit www .halfyourplate.ca. For more information, visit www.half yourplate.ca. Half Your Plate is also on Twitter (@halfyourplate), facebook, Pinterest, and Instagram (@halfyour platecanada). ROOSTER POTATOES FROM ALBERT BARTLETT Albert Bartlett™ is a family-run business with more than 65 years of experience growing potatoes. Albert Bartlett grows a wide variety of specialty potatoes and the company's dedication to growing and packing the best tasting, highest quality potato has made Albert Bartlett a favorite in the U.K. In 2012, Albert Bartlett began growing and packaging in the United States. Working with selected U.S. farm- ers, it is now bringing its expertise, pas- sion and exclusive varieties to America and Canada. The Rooster potato is a brand new varietal to the United States. Home grown in the United States, Albert Bartlett Rooster potatoes are an especial- ly versatile spud – you can mash, boil, steam or even bake it. The Rooster starts pink, but bakes golden brown, with a light yellow fluffy flesh. It is guaranteed to spruce up any recipe, and you will taste the difference. Rooster potatoes have a won- derful fresh, nutty and buttery taste. They provide an extra level of flavor over an ordinary russet or red potato. You can see some of its chefs' favorite Rooster potatoes recipes on the website or look out for them on the back of the pack. Roosters are a very versatile varietal. They taste great baked, mashed, roasted, fried and boiled. In addition to the great taste, consis- tency and versatility, Rooster Potatoes are backed by a full media campaign of television, radio and press advertising. Rachael Ray magazine recently featured Rooster Potatoes as a 'must have' for any holiday meal, and they were in the top five produce items on Oprah's trend list. The distinctive packaging makes the product really stand out on the shelf, and when consumers try them once, they will never go back. For more information, visit booth #5255 or go to www.albertbartlett.com.