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Produce Show Daily 6 5 Thursday, October 19, 2017 helpful. Farm Fresh has a very rich and successful history and there's always that concern about how you'll fit in, but they have gone out of their way to make my transition into the company as seamless as possible. PSD: What are some of the issues that Farm Fresh and the industry face going forward? JH: One of our biggest challenges is responding to the changing consumer, and increasing potato demand and improving per capita consumption. Potatoes are still the No. 1 most popu- lar fresh vegetable, but many con- sumers think potatoes are a little old fashioned, or take too much time to prepare, not to mention the competi- tion from the incredible selection of fresh produce now available in the pro- duce department. We need to create excitement about potatoes, continue to innovate and figure out ways to engage with the changing consumer demo- graphics. We also face a retail land- scape that is changing almost daily, and we certainly have to respond by helping our customers be successful. Farm Fresh Direct (Cont'd. from p. 1) The challenge, whether it's the chang- ing consumer or the retail landscape, is to be proactive and not reactive, so we must always think about tomorrow, not yesterday PSD: What is Farm Fresh doing to address these changes and improve per capita consumption? JH: Farm Fresh got a head start. They were the first to introduce the single serve microwave potato over 15 years ago, and with the trend towards conven- ience it's been a growing part of the business. But that was 15 years ago. We've got to continue to innovate in this arena. Another very important piece of our business is organics. We recognized that organics were a trend, not a fad, and with that realization, Farm Fresh began the long process of certifying acres, and making the neces- sary changes in their packing sheds to be a leader in the organic segment, and that commitment is continuing. I'm optimistic about the industry and the role Farm Fresh will play in helping our industry be successful. For more information, visit www.farm freshdirect.net or stop by booth #3401. it was doing business in the traditional way; that is, buying and selling fruit and caring about quality and product. In 2015, TFE decided to go green. The first step was measuring its carbon footprint. After a long process of deter- mining it, TFE took actions to compen- sate its CO2 emissions by sponsoring 1,000 hectares of Ecuadorian rainforest. It became the first banana exporter to cer- tify Carbon Neutral. The second step was the farms. That year a process started to certify its conventional banana producers Rainforest Alliance. This certification promotes sustainable practices regarding the environment and improving the labor conditions of the workers. Last year another milestone was completed when TFE certified Rainforest Alliance, a group of plantain growers and the baby bananas growers. Again, this exporter became the first one having these products certified and produced in a more sustainable way. TropicalFruit (Cont'd. from p. 1) Another important item in TFE's portfolio is organic bananas. The compa- ny has a significant number of growers and does a lot different packing types as well as Fairtrade. With the FT there are organic and conventional producers who receive a premium for social projects for their workers and their families. Being environmentally and socially responsible has led to a consolidation of the company – a stronger relationship with growers and with customers, who know that they are getting something dif- ferent. It´s bananas, all right, but sustain- able ones. TropicalFruit Export is work- ing on new projects, efficiencies on the logistics chain and green energy to not only compensate its carbon footprint but to reduce it and become more competi- tive by doing so. It's not traditional bananas and plantains – it´s something different, something better. For more information, go to www .tropicalfruitexport.com or stop by booth #3875. Colorado Potatoes – Discover the Fresh Alpine Valley Taste Colorado is a recognized leader in dis- covering and growing new varieties of potatoes, giving consumers new and tasty choices for the dependable spud. The San Luis Valley, home to more than 90 per- cent of Colorado's potato production, hosts Colorado State University's world- class research facility, a leader in devel- oping more than 250 varieties. The snow-covered peaks of Colorado's mountains surround the fer- tile plateau of the San Luis Valley. Here at 7,600 feet, in the highest and largest commercial agricultural valley in the world, the potato flourishes. It's all about the altitude, the perfect growing climate and rich volcanic soils of the valley. The altitude, combined with cool weather, contributes to the smooth- ness of the potato skin, while the Valley's isolation helps minimize pests and dis- eases. Colorado potatoes are not fed by water that has traveled hundreds of miles along irrigation canals, but fresh and pure snow melt water, straight from the moun- tains. Colorado is centrally located and close to major U.S. and export markets. That means faster, time-sensitive trans- portation and greater savings on freight costs. The Colorado Potato Market Order assures you that your shipment of Colorado potatoes is inspected to meet size and grade standards. Good Agricultural Practices (GAP) and Good Handling Practices (GHP) inspections are also available to producers, ensuring the shipment of high quality fruits and vegetables and enhancing Colorado's reputation as a supplier of superior pro- duce. Russets make up most of the Colorado crop, and are characterized by an even oval shape and russet brown color. They have a delicate earthy flavor, a light and fluffy texture, and a hearty skin that is chewy when cooked. Russets are ideal for mashed potatoes. They also fry up crisp and golden brown, and are the potato of choice for baking. Yellow potatoes are marble to large size; round or oblong shape; have light tan to golden skin and yellow to golden flesh. They have a slightly waxy, vel- vety and moist texture. Yellows are subtly sweet; rich and buttery, with a medium sugar content making them great for grilling, roasting, mashing and salads. Fingerling potatoes are 2 to 4 inches long; finger-shaped; red, orange, purple or white skin; red orange, purple, yellow or white flesh – sometimes streaked with veins of color. They have a waxy firm texture, and can be used for pan frying, roasting or in salads. Flavor is nutty, buttery and earthy. With rosy skin and white flesh, red-skinned potatoes have a firm, smooth, moist and creamy texture. The flavor is subtly sweet and well suited for salads, soups and stews because slices and chunks maintain their shape during cooking and mixing. They are also excel- lent baking potatoes. The San Luis Valley grows many other potatoes varieties including spe- cialty varieties like All-Blue, Purple Majesty, Mountain Rose and Kennebec. Visit Aspen Produce, Canon Potato, Mountain Valley Logistics and the Colorado Potato Administrative Committee at booth #619. Learn more at www.coloradopotato.org. Growing Sustainably at North Shore The great UCLA basketball coach John Wooden would frequently tell his play- ers, "Be quick, but don't hurry." It's that same wisdom that's pro- pelled North Shore Living Herbs + Greens to the top of the fresh herb cate- gory, allowing for quick maneuvering, but an ever-vigilant eye on sustainability. As the first herb grower in the nation to be certified Sustainably-Grown, North Shore actively seeks opportunity to elim- inate waste, increase efficiency and recy- cle natural resources. It all started some 30 years ago, when founders Leo and Suzette Overgaag decided to build their green- houses in the Coachella Valley with the specific intent of capitalizing on the region's geothermal and solar energy. "Working sustainably just makes sense no matter how you look at it," said Leo. As their operation grew, so did their commitment to the environment. A third generation greenhouse grower, Leo understands the advantages of growing hydroponically. Years before the California drought hit the headlines, Leo recognized the importance of hydroponi- cally grown crops using between 70-90 percent less water than field crops. Additionally, he built water recycling systems in his greenhouses and invented unique water capturing methods to ensure North Shore honored nature's scarce resource. He also understood hydroponically grown crops are proven to be more nutri- tious than field grown crops. In some cases, up to 50 percent more nutritious. This is largely due to the fact that nutrients are deliv- ered directly to the plant's roots, rather than the roots having to seek through soil to extract necessary nutri- tion. This also allows for the plant to grow faster, sometimes up to 300 percent faster. It's these reasons that many in the produce industry view hydroponically grown crops as "the solution." North Shore's Living Herbs demonstrate that. Consumers looking for healthier, envi- ronmentally-sound options, disappointed in the lack of options or availability, rely on North Shore's Non-GMO Project Verified and Sustainably-Grown Certified fresh herbs to be available 365 days a year with outstanding quality. "The technology to be able to grow this top notch product and offer people the chance to enjoy every moment of their culinary experience is what makes me excited about our newest and recently com- pleted greenhouse expansion," says Leo Overgaag. Using the latest technolo- gy and advancements, North Shore's newest greenhouse will double the capacity for North Shore's top lines, adding yet another incredible opportunity for the family owned farm. "Building a company and growing my family while doing something I love to do has been the best part of this jour- ney," Leo said. "And doing so with a sus- tainability mind-set, being environmen- tally-friendly has made life a lot easier for us." Visit North Shore at booth #3300. For more information, go to www.northshore.farm or call 760.397.0400.