2021 MEDIA KIT - Farm Journal
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2021
MEDIA KIT
Updated 6/10/2020 1645 M19P
2021 Media Kit
By the Numbers
126
The Packer covers the fresh produce industry with an emphasis
on unbiased news, information, insights and analysis.
Regularly referred to as The Wall Street Journal of the produce
YEARS OF SERVICE industry, it provides the most trusted coverage in the market.
EVENTS
200+
produce growers
3:1
buyer to
exhibiting supplier
365+
ratio
90% 150
one-on-one buyer
qualified buyers meetings
of attendees recommend or make the
final decision on purchasing produce
PACKER MEDIA CAPABILITIES
2 3,000
Live events
with a
combined
2,000 produce buyers receiving
industry updates via text
or The Packer mobile app
attendees
52 2,000+
weekly
newspaper
issues
touchpoints via eNewsletters
to produce buyers per year
2,800,000 page views REACHING 1,100,00 unique users each year
Brian Burnett, bburnett@thepacker.com (913) 438-0740 Angelo Grant, agrant@thepacker.com (913) 438-0746
Elizabeth Cherry, echerry@thepacker.com (310) 990-9597 Aaron Howard, ahoward@thepacker.com (913) 438-0615
thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
Gary English, genglish@thepacker.com (913) 484-4503 Brian Woods, bwoods@thepacker.com (913) 438-0778
2021 Media Kit
Our Advantage/Competitive Differentiation
The Packer is the fresh produce industry’s most-recognized, most-trusted and most-read publication.
The Packer continually invests in ensuring you are offered the best market penetration in the produce
industry.
CIRCULATION QUALITY
Total Qualified Qualified Direct
Circulation Within 1 Year Request
17,387
16,021
11,045
8,614
4,649
3,870
THE PRODUCE THE PRODUCE THE PRODUCE
PACKER NEWS PACKER NEWS PACKER NEWS
17,387
16,021
TOTAL REACH
THE PACKER
10,174
PRODUCE NEWS
7,313
3,074 3,269 3,040
1,413 1,746 2,380
TOTAL RETAILERS WHOLESALERS/ FOOD SERVICE GROWERS/
CIRCULATION DISTRIBUTORS SHIPPERS
Source: Alliance for Audited Media
Brian Burnett, bburnett@thepacker.com (913) 438-0740 Angelo Grant, agrant@thepacker.com (913) 438-0746
Elizabeth Cherry, echerry@thepacker.com (310) 990-9597 Aaron Howard, ahoward@thepacker.com (913) 438-0615
thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
Gary English, genglish@thepacker.com (913) 484-4503 Brian Woods, bwoods@thepacker.com (913) 438-0778
2021 Media Kit
Editorial Team
TOM KARST CHRIS KOGER BROOKE PARK
EDITOR-IN-CHIEF NEWS EDITOR Digital Web Producer
email: tkarst@thepacker.com email: ckoger@thepacker.com email: bpark@thepacker.com
phone: (913) 438-0769 phone: (913) 438-0783 phone: (913) 438-0645
web: www.tinyurl.com/freshtalkblog twitter: www.twitter.com/ckoger1 Brooke Park, The Packer’s digital strategist,
twitter: www.twitter.com/tckarst Chris Koger joined The Packer in 2000 as a attended college at Kansas State University.
Tom Karst joined The Packer’s Produce Net- writer and has been the newspaper’s news She studied mass communications with a
work as a commodities editor in 1984 and has editor since 2006, serving as crops editor for minor in marketing. She has a passion for all
been with The Packer’s family of publications three years between those roles. He assigns, things produce, marketing and analytics. Get-
since then. He has been editor-in-chief of The edits and writes stories for the weekly print ting down to nitty-gritty statistics inspires her to
Packer since 2018, having previously served issue and ensures The Packer’s website is always strive for better. She is eager to engage
as national editor from 2001 to 2018, editor of updated with engaging content throughout with produce growers, shippers, retailers and
The Packer’s Global Produce magazine from the day. Chris graduated from Kansas State marketers. She believes that quality content
1996 to 2001 and markets editor of The Packer University with a journalism degree in 1990 is key to connecting with communities across
from 1987 to 1996. He graduated from Kansas and wrote for daily newspapers in four cities in the produce universe. She lives in Kansas and
State University with an ag journalism degree Kansas before starting his career covering the loves spending time with family, golfing, wine
in 1982. He enjoys family time with his wife, his industry for The Packer. tasting and cooking.
three grown children and four grandchildren.
AMELIA FREIDLINE ASHLEY NICKLE AMY SOWDER
COPY CHIEF RETAIL EDITOR Northeast Editor
email: afreidline@thepacker.com email: anickle@thepacker.com email: asowder@thepacker.com
phone: (913) 438-0632 phone: (913) 438-0781 phone: (718) 490-4458
twitter: www.twitter.com/amelia_edits Ashley Nickle is the editor of the recently Amy Sowder comes from a background in
Amelia Freidline joined The Packer’s staff in rebranded PMG magazine – formerly Produce mainstream media, covering food, health and
2008 fresh from the University of Kansas and Retailer – which covers produce retail strategy, wellness in publications such as USA Today,
has “grown up,” professionally speaking, in the merchandising, new fruit and vegetable prod- Bon Appétit, Women’s Health, Men’s Health,
world of produce. She has served as a copy ucts, consumer trends, industry experts and Upworthy and Chowhound. Living in New York
editor, designer and Opinion editor for The more. Nickle also serves as the retail editor City, she provides a unique perspective as
Packer since the beginning; now also edits for The Packer newspaper, traveling to trade Northeast editor of The Packer. Sowder grew
PMG magazine, The Packer’s Fresh Trends shows around the country to keep up with up in South Florida and graduated from Univer-
and Produce Market Guide publications and the latest industry developments. She also sity of Florida with a degree in magazine jour-
serves as project manager and copy editor for co-hosts video series for The Packer. Nickle nalism. She’s worked at four restaurants and
other special projects. Amelia also is a regular also develops and implements social media a supermarket, assisted cookbook authors,
columnist for The Packer and likes to explore strategy for the PMG brand and heads up the grows kale on her balcony and volunteers for
the produce scene in foreign lands and places. selection process for the organization’s vener- her CSA.
She enjoys putting her culinary skills to use on able Produce Retailer of the Year award. Ashley
The Packer’s Millennials Eat web video series, graduated from Kansas State University with a
hosted with Ashley Nickle. Amelia is also an degree in journalism, and her first post-college
avid backyard gardener, hobby photographer job was as a full-time sports writer in Detroit.
and poet. Ashley, her husband and their dog reside in
Olathe, Kan.
PMS 655 Dark Blue
PMS 7489 Light Green
PMS 349 Dark Green
Brian Burnett, bburnett@thepacker.com (913) 438-0740 Angelo Grant, agrant@thepacker.com (913) 438-0746
Elizabeth Cherry, echerry@thepacker.com (310) 990-9597 Aaron Howard, ahoward@thepacker.com (913) 438-0615
thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
Gary English, genglish@thepacker.com (913) 484-4503 Brian Woods, bwoods@thepacker.com (913) 438-0778
PRINT OFFERINGS
2021 Media Kit
Print Brands
THE PACKER PMG
Comprehensive. Objective. A new resource serving as a powerful wholistic
| THE MOST TRUSTED NEWS IN PRODUCE | CXXVII, NO. 23 | JUNE 8, 2020 | THEPACKER.COM
What’s
inside ... Accurate. The Packer is the au- platform to connect produce industry buyers
thoritative voice and leading source and sellers throughout North America. PMG
PBH broadens support
base for new campaign
Retail, A2
for news and information on fresh has the merged strength of Produce Market
fruit and vegetable Guide’s digital platform and the Produce
U.S. Secretary of Agriculture Sonny
Perdue (center) participates in a Farmers
NEPC cancels August
event News, A4
marketing, covering every Retailer brand.
aspect of the produce industry.
to Families Food Box event June 1 at the
Atlanta State Farmers Market.
PUBLISHED 6 TIMES PER YEAR
Courtesy U.S. Department of Agriculture/Alec Varsamis
PMA, United Fresh discuss food boxes with USDA
PUBLISHED WEEKLY
By Tom Karst from current contracts and devel- Stenzel and Burns said the USDA industry and USDA goal to achieve
Will pandemic dull
oping new plans for a second round is open to suggestions on how to maximum success for the program,”
consumers’ desire
LEADERS OF the Produce Mar- beginning July 1. meet the needs of food banks, according to the letter.
keting Association and the United “We heard about extensive analy- “serving regions that are now un-
for sustainability?
Opinion, A6
Fresh Produce Association say they sis and audits to verify what is actu- der-served, providing diversity of BY THE NUMBERS
had a “candid dialogue” with U.S. ally taking place under current con- commodities, and better demon- The USDA on June 4 reported that
Department of Agriculture officials tracts, which gives us confidence in strating capabilities in the bidding five million boxes had been distrib-
about the Farmers to Families Food USDA’s oversight of the program,” process.” uted through the program. With
Box Program and expressed hope according to the letter. “We reaffirmed that we believe $1.2 billion in contracts from the
that improvements can be made. USDA officials said the current one of the goals of the program is USDA, up to 40 million boxes will be
In a joint letter to the industry on plan is to consider companies that to support companies that have suf- distributed nationwide by June 30.
May 29, Tom Stenzel, president and received a contract to receive an ex- fered from the loss of foodservice “It’s encouraging to see the pas-
CEO of United Fresh, and Cathy tension in the next round. In addi- business,” according to the letter. sion with which farmers, distribu-
Burns, CEO of PMA, said they had a tion, the agency said that new com- “As we know, there will likely be tors and nonprofits have gone above
lengthy virtual meeting with USDA panies will also be considered for many more bidders who offer their and beyond to make this program Remembering Western
officials earlier that day. USDA offi- contracts, especially in areas where services than dollars or contracts al- work in support of the American Growers’ Tom Oliveri
cials told Stenzel and Burns that the there are unmet needs to supply low, but we believe the process will people,” Agriculture Sonny Perdue People, A7
agency is evaluating lessons learned consumers. continue to improve with a mutual said in the release. P
USDA seminar
addresses process
for direct payments
By Chris Koger
THE U.S. Department of
Another seminar for pro-
ducers, “FSA Programs in
the Time of Coronavirus,”
LGMA subcommittee
looks at adjacent land
Crops & Markets, A8
FRESH TRENDS
Agriculture has scheduled is at 3 p.m. Eastern June 18.
a series of web seminars to That seminar includes in-
What do consumers think about produce?
help produce growers and formation about “FSA pro-
other producers sign up for grams with producer flexibil-
direct payments through ities during COVID-19 and
the Coronavirus Food As- also a review of targeted fund-
sistance Program. ing for beginning and other
Of the $16 billion allot- underserved farmers and Inline Plastics redesigns
It’s in Fresh Trends, the highlights of The
ted to agriculture producers ranchers in other programs,” Safe-T-Fresh Rectangles
through the program, $2.1 according to a USDA release. Produce Tech, A11
billion is for specialty crop
growers. Sign-up for the ‘This webinar
program began May 26 and
Packer’s annual consumer research study,
will last through Aug. 28. will serve as a File photo by Ashley Nickle
The specialty crop semi-
nar is at 3 p.m. Eastern on
helpful tool to Newest FreshFacts report puts sales in COVID-19 context
June 9. A link to register guide you By Ashley Nickle All the top 10 vegetables saw dollar and
will be posted on the USDA through the ap- volume jumps in the first quarter overall,
presenting consumers’ attitudes about
Farm Service Agency site, IN THE LATEST FreshFacts on Retail re- but the big winners in dollar sales growth
https://bit.ly/2UdTxVf. The
plication process.’ port, the United Fresh Produce Associa- from the first half of the quarter to the
It’s almost melon time
USDA will post a record- Robert Guenthner, tion examines how COVID-19 has affected second half of the quarter were potatoes
California Westside
ing of the seminar for those United Fresh Produce first-quarter produce sales. (37.7%), onions (20.6%) and carrots (15%). Melons, A12
who are unable to attend. Because the report covers the first quarter Look-ahead category spotlights in the
Association
fruits and vegetables, so retailers can
A CFAP national program of the year, it only captures a portion of the report include cantaloupe, corn and water-
specialist will discuss what tremendous sales gains experienced at retail melon, key items for the third quarter.
specialty crop producers The USDA has estab- this spring due to the coronavirus crisis. Cantaloupe dollar sales for Q3 2019 were
should know to sign up for the lished a CFAP Call Center However, along with its usual compari- $181 million, nearly unchanged since the
direct payment. Information for questions: 877-508-8364. son for top 10 fruit and vegetable categories same period in 2017. Value-added contrib-
plan accordingly.
on a Notice of Funding Avail- As of June 4, according to with the dollar and volume sales of the same uted $53 million, up 5.7% from Q3 2018.
ability process, on how to sub- the USDA, more than $545 quarter of the previous year, United Fresh’s Corn has also seen dollar gains in recent
mit additional commodities million in payments to pro- report also includes a side-by-side look at years, totaling $244 million in Q3 2019, up
before the June 22 deadline, ducers had been approved. dollar and volume sales for the top 10 items 8% from the same time frame in 2018.
will also be presented. The agency had received in the first half of the quarter compared to Watermelon brought in $698 million in
“This webinar will serve more than 86,000 applica- the second half of the quarter. Q3 2019, 8.6% higher than the same time in
as a helpful tool to guide tions for the CFAP grants, For the first quarter overall, all the top 10 2018. Volume sales were also up.
you through the application according to a news release. fruits saw dollar sales gains except grapes, “Seedless and value-add subcategories
PUBLISHED ANNUALLY IN MARCH
process,” Robert Guenth- The USDA will post a and all saw volume gains except avocados. that play to the convenience needs of con-
ner, United Fresh Produce weekly report to update When comparing the first half of the quar- sumers are driving sales and growth, while
Association senior vice data on the process, in- ter to the second, however, all the top 10 the seeded variant has seen dollar sales
president of public policy, cluding payments, at 2 p.m. fruit items saw dollar sales increases, most plummet,” according to the report, with Q3 Sunshine State’s deal
said in a notice to United Eastern on Mondays at notably lemons (27.9%), oranges (24.3%) 2019 sales of $43 million, down 11% from gets ready to kick off
Fresh members. www.farmers.gov/cfap. P and mandarins (21.4%). the previous year. P Florida Avocados, A14
Magazine Supplements
The Packer partners with several associations to produce magazines targeted to their specific needs.
PBH ANNUAL SUPPLEMENT ORGANIC FRESH TRENDS ANNUAL
SUPPLEMENT
PBH serves the greater good of the industry by
| THE MOST TRUSTED NEWS IN PRODUCE | THEPACKER.COM |
promoting the consumption of fruits and vegetables. What is driving consumer purchases of organic
Their mission is critical to supporting the industry’s growth. produce? This annual supplement is your guide
This annual supplement is provided to update the industry to consumer trends that are impacting the
HAPPIER,
HEALTHIER LIVES on PBH’s new initiatives, report on the success of their dramatic growth of organic produce. Geared
WITH FRUITS AND programs and educate about their value to the industry. specifically toward educating retailers, this new
VEGETABLES
The product is a service of The Packer, provided at The bounty
ORGANIC
FRESH product is a must for advertisers who want to
of organic trends
A Supplement to The Packer and Produce Retailer
no charge to PBH, and 10 percent of all proceeds are page 4
2020 promote their organic lines.
donated back to PBH to support it’s initiatives. 01_OFT2020-Cover_R1.indd 1 12/6/19 10:51 AM
PUBLISHED ANNUALLY IN DECEMBER
PUBLISHED ANNUALLY IN DECEMBER
TEX MEX FRESH CONNECTIONS SUSTAINABILITY INSIGHTS
2020
ANNUAL SUPPLEMENT The Packer’s Sustainable Produce Intelligence
TEX MEX Tex Mex Fresh Connections annual supplement is Study includes a multi-year comprehensive
Fresh Connections published in partnership with Viva Fresh Expo. This study with data leveraging The Packer’s unique
A SUPPLEMENT TO ENDORSED BY
supplement is a great way to get more exposure relationships across the fresh produce value
for the products that are coming from Mexico chain, which uncover and document critical
and Texas. In addition, the product is featured understandings around consumer behaviors
prominently at the Viva Fresh Produce Expo and towards sustainability. It also covers the latest
offers the bonus distribution at that show with more sustainability trends and data that you need to
than 18,000 recipients. know to better align your brand with these key
initiatives.
PUBLISHED ANNUALLY IN APRIL
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Brian Burnett, bburnett@thepacker.com (913) 438-0740 Angelo Grant, agrant@thepacker.com (913) 438-0746
Elizabeth Cherry, echerry@thepacker.com (310) 990-9597 Aaron Howard, ahoward@thepacker.com (913) 438-0615
thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
Gary English, genglish@thepacker.com (913) 484-4503 Brian Woods, bwoods@thepacker.com (913) 438-0778
2021 Media Kit
News Primer
A who’s who and what’s what guide to policies and procedures
OUR EDITORIAL MISSION
WHAT IS NEWS? ON DEADLINES The Packer serves the vertical
If a story affects the business decisions sellers The sooner readers or companies alert us to produce industry through
and buyers make, or if it is of interest to the news, the better. To receive full consideration coverage of the marketing of
produce community at large, we consider it for each issue, news releases and letters to
and the marketplace for
news. We are dedicated to getting such the editor should be received by the Monday
domestic and international
information to readers as soon as possible. before the publication date.
produce.
Editors weigh a variety of factors each week Breaking stories are assigned and developed
in deciding not only what is news, but where as time permits. The Packer’s mission is
stories will appear and how much space they
Our drop-dead time for each week’s issue is to continue to be the
receive in print or online. Editors also face
3 p.m. (Central time) on Thursday. authoritative publication for
space limitations that frequently limit what
the produce industry and to
information is published. We try to make news Know Your Market and Shipping Profile be the leading source of
decisions as objectively as possible, setting section stories typically are assigned at least
aside such issues as whether the news is comprehensive, objective and
a month in advance.
“positive” or “negative.” While we appreciate accurate information relating
For a copy of The Packer’s editorial calendar, to fresh produce marketing.
that so many advertisers choose The Packer
contact Joelle Stephens at (913) 438-0727
to carry their messages, advertising
or visit www.thepacker.com.
considerations do not enter into
news decisions. RULES OF THE ROAD KEY NEWSROOM CONTACTS
Dozens of newsroom policies and guidelines GENERAL NEWS:
PICTURE THIS
shape each issue of The Packer. Among For questions about news releases
The Packer will consider submitted photos,
them, two are of particular note to readers or story assignment, to pass along
logos, labels and other graphics for
and sources: a story tip or to report an error in a
publication. Electronic files are preferred for story, contact News Editor
photos and logos. Resolution should be at ERRORS: The Packer’s editors and reporters Chris Koger at (913) 438-0783.
least 200 dpi. Acceptable file formats are TIF, are committed to accurate, reliable reporting.
JPG or EPS files. Email and CDs are accept- Every story is checked and double-checked by ENTERPRISE NEWS SECTIONS:
able delivery options. Sharply focused black at least two editors, some by as many as four For questions about story
and white or color 5" x 7" prints, color trans- or five. Nonetheless, we know that mistakes assignments for our Know Your
parencies and quality printed materials are ac- sometimes occur. Let us know if we’ve erred, Market and Shipping Profile sections,
ceptable formats. Questions? Contact Amelia and we will set the record straight, on page A2 contact Editor Tom Karst at
Freidline at (913) 438-0632. every week, or online if appropriate. (913) 438-0769.
As with news releases, we reserve the right to PRIOR REVIEW: Reporters or editors do not
ANNUAL MAGAZINE EDITIONS:
determine what is acceptable for submit a story to sources before publication. For questions or comments about
publication. Please include caption information We will review direct quotes and facts when The Produce Market Guide or Fresh
and a contact with the submission. If request- requested. We strongly encourage sources to Trends, contact Editor Tom Karst
ed, we will return photos and other graphics contact us before publication if they believe at (913) 438-0769.
as soon as possible. Please indicate that you’d they need to clarify any points.
like the materials returned. PHOTOS AND GRAPHICS:
For technical or content questions,
call Copy Chief Amelia Friedline
at (913) 438-0632.
STORY/PHOTO REPRINTS:
For questions or comments about
the overall publication or to address
GETTING MATERIALS TO US an unresolved concern, contact
Editor Tom Karst at (913) 438-0769.
If you want to send us news about your company: E-MAIL: news@thepacker.com
MAIL: News Release, Attn: The Packer, 8725 Rosehill Rd., Suite 200, Lenexa, KS 66215
OVERNIGHT DELIVERIES should be sent to: News Editor Chris Koger, 8725 Rosehill Rd., Suite 200, Lenexa, KS 66215
PHONE: (913) 438-0783
PMS 655 Dark Blue
PMS 7489 Light Green
PMS 349 Dark Green
Brian Burnett, bburnett@thepacker.com (913) 438-0740 Angelo Grant, agrant@thepacker.com (913) 438-0746
Elizabeth Cherry, echerry@thepacker.com (310) 990-9597 Aaron Howard, ahoward@thepacker.com (913) 438-0615
thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
Gary English, genglish@thepacker.com (913) 484-4503 Brian Woods, bwoods@thepacker.com (913) 438-0778
2021 Media Kit
Print Advertising Rates
GROSS FREQUENCY RATES
1x 13x 26x 52x | THE MOST TRUSTED NEWS IN PRODUCE | CXXVII, NO. 23 | JUNE 8, 2020 | THEPACKER.COM
What’s
inside ...
Full Page $10,170 $ 8,670 $8,045 $7,055
2/3 Page $8,760 $7,520 $7,010 $6,190 PBH broadens support
base for new campaign
Retail, A2
1/2 Page $7,350 $6,370 $5,965 $5,310 U.S. Secretary of Agriculture Sonny
NEPC cancels August
event News, A4
Perdue (center) participates in a Farmers
1/3 Page $6,090 $5,340 $5,025 $4,515
to Families Food Box event June 1 at the
Atlanta State Farmers Market.
Courtesy U.S. Department of Agriculture/Alec Varsamis
PMA, United Fresh discuss food boxes with USDA
1/4 Page $5,110 $4,525 $4,290 $3,905
By Tom Karst from current contracts and devel- Stenzel and Burns said the USDA industry and USDA goal to achieve
Will pandemic dull
oping new plans for a second round is open to suggestions on how to maximum success for the program,”
consumers’ desire
LEADERS OF the Produce Mar- beginning July 1. meet the needs of food banks, according to the letter.
keting Association and the United “We heard about extensive analy- “serving regions that are now un-
for sustainability?
Opinion, A6
Fresh Produce Association say they sis and audits to verify what is actu- der-served, providing diversity of BY THE NUMBERS
had a “candid dialogue” with U.S. ally taking place under current con- commodities, and better demon- The USDA on June 4 reported that
Department of Agriculture officials tracts, which gives us confidence in strating capabilities in the bidding five million boxes had been distrib-
1/6 Page $4,080 $3,700 $3,525 $3,280
about the Farmers to Families Food USDA’s oversight of the program,” process.” uted through the program. With
Box Program and expressed hope according to the letter. “We reaffirmed that we believe $1.2 billion in contracts from the
that improvements can be made. USDA officials said the current one of the goals of the program is USDA, up to 40 million boxes will be
In a joint letter to the industry on plan is to consider companies that to support companies that have suf- distributed nationwide by June 30.
May 29, Tom Stenzel, president and received a contract to receive an ex- fered from the loss of foodservice “It’s encouraging to see the pas-
CEO of United Fresh, and Cathy tension in the next round. In addi- business,” according to the letter. sion with which farmers, distribu-
Burns, CEO of PMA, said they had a tion, the agency said that new com- “As we know, there will likely be tors and nonprofits have gone above
lengthy virtual meeting with USDA panies will also be considered for many more bidders who offer their and beyond to make this program Remembering Western
1/8 Page $3,580 $3,280 $3,140 $2,965
officials earlier that day. USDA offi- contracts, especially in areas where services than dollars or contracts al- work in support of the American Growers’ Tom Oliveri
cials told Stenzel and Burns that the there are unmet needs to supply low, but we believe the process will people,” Agriculture Sonny Perdue People, A7
agency is evaluating lessons learned consumers. continue to improve with a mutual said in the release. P
USDA seminar
addresses process
Open Inch $3,050 $2,850 $2,770 $2,640 for direct payments
By Chris Koger Another seminar for pro-
ducers, “FSA Programs in
LGMA subcommittee
looks at adjacent land
THE U.S. Department of the Time of Coronavirus,”
Crops & Markets, A8
Agriculture has scheduled is at 3 p.m. Eastern June 18.
a series of web seminars to That seminar includes in-
*All pricing is gross & includes 4C
help produce growers and formation about “FSA pro-
other producers sign up for grams with producer flexibil-
direct payments through ities during COVID-19 and
the Coronavirus Food As- also a review of targeted fund-
*Deduct $750 for B/W ads
sistance Program. ing for beginning and other
Of the $16 billion allot- underserved farmers and Inline Plastics redesigns
ted to agriculture producers ranchers in other programs,” Safe-T-Fresh Rectangles
through the program, $2.1 according to a USDA release. Produce Tech, A11
billion is for specialty crop
growers. Sign-up for the ‘This webinar
program began May 26 and
will last through Aug. 28. will serve as a File photo by Ashley Nickle
The specialty crop semi-
nar is at 3 p.m. Eastern on
helpful tool to Newest FreshFacts report puts sales in COVID-19 context
June 9. A link to register guide you By Ashley Nickle All the top 10 vegetables saw dollar and
will be posted on the USDA through the ap- volume jumps in the first quarter overall,
Farm Service Agency site, IN THE LATEST FreshFacts on Retail re- but the big winners in dollar sales growth
https://bit.ly/2UdTxVf. The
plication process.’ port, the United Fresh Produce Associa- from the first half of the quarter to the
It’s almost melon time
USDA will post a record- Robert Guenthner, tion examines how COVID-19 has affected second half of the quarter were potatoes
California Westside
ing of the seminar for those United Fresh Produce first-quarter produce sales. (37.7%), onions (20.6%) and carrots (15%). Melons, A12
who are unable to attend. Because the report covers the first quarter Look-ahead category spotlights in the
Association
A CFAP national program of the year, it only captures a portion of the report include cantaloupe, corn and water-
specialist will discuss what tremendous sales gains experienced at retail melon, key items for the third quarter.
specialty crop producers The USDA has estab- this spring due to the coronavirus crisis. Cantaloupe dollar sales for Q3 2019 were
should know to sign up for the lished a CFAP Call Center However, along with its usual compari- $181 million, nearly unchanged since the
direct payment. Information for questions: 877-508-8364. son for top 10 fruit and vegetable categories same period in 2017. Value-added contrib-
on a Notice of Funding Avail- As of June 4, according to with the dollar and volume sales of the same uted $53 million, up 5.7% from Q3 2018.
ability process, on how to sub- the USDA, more than $545 quarter of the previous year, United Fresh’s Corn has also seen dollar gains in recent
mit additional commodities million in payments to pro- report also includes a side-by-side look at years, totaling $244 million in Q3 2019, up
before the June 22 deadline, ducers had been approved. dollar and volume sales for the top 10 items 8% from the same time frame in 2018.
will also be presented. The agency had received in the first half of the quarter compared to Watermelon brought in $698 million in
“This webinar will serve more than 86,000 applica- the second half of the quarter. Q3 2019, 8.6% higher than the same time in
as a helpful tool to guide tions for the CFAP grants, For the first quarter overall, all the top 10 2018. Volume sales were also up.
you through the application according to a news release. fruits saw dollar sales gains except grapes, “Seedless and value-add subcategories
process,” Robert Guenth- The USDA will post a and all saw volume gains except avocados. that play to the convenience needs of con-
ner, United Fresh Produce weekly report to update When comparing the first half of the quar- sumers are driving sales and growth, while
Association senior vice data on the process, in- ter to the second, however, all the top 10 the seeded variant has seen dollar sales
president of public policy, cluding payments, at 2 p.m. fruit items saw dollar sales increases, most plummet,” according to the report, with Q3 Sunshine State’s deal
said in a notice to United Eastern on Mondays at notably lemons (27.9%), oranges (24.3%) 2019 sales of $43 million, down 11% from gets ready to kick off
Fresh members. www.farmers.gov/cfap. P and mandarins (21.4%). the previous year. P Florida Avocados, A14
6-Column Format 1 col...1.52" 2 col...3.22" 3 col...4.91" 4 col...6.61" 5 col...8.3" 6 col...10"
Full Page
2
/3 Page 2
/3 Page 2
/3 Page 1
/2 Page 1
/2 Page /2
1
Page 1
/2 Page 1
/3 Page
10" x 21.5" 10" x 14.33" 8.3" x 17.12" 6.61" x 21.5" 10" x 10.75" 8.3" x 12.87" 6.61" x 16.12" 4.91" x 21.5" 10" x 7.18"
1
/3 Page 1
/3 Page 1
/3 Page 1
/3 Page 1
/4 Page 1
/4 Page 1
/4 Page 1
/4 Page 1
/4 Page
8.3" x 8.56" 6.61" x 10.75" 4.91" x 14.33" 3.22" x 21.5" 10" x 5.37" 8.3" x 6.43" 6.61" x 8.06" 4.91" x 10.75" 3.22" x 16.12"
1
/6 Page /6
1
Page 1
/6 Page 1
/6 Page 1
/8 Page 1
/8 Page 1
/8 Page 1
/8 Page
6.61" x 5.37" 4.91" x 7.16" 3.22" x 10.75" 1.52" x 21.5" 6.61" x 4.03" 4.91" x 5.37" 3.22" x 8.06" 1.52" x 16.12"
THE PACKER INSERTS
1x
INSERT RATES* 4-Page $12,485
Maximum folded size of insert (flat or folded): 9.5" x 11"
Ship inserts directly to:
The Sedalia Democrat, c/o Henry Holtzclaw,
Additional pages, call for quote. 2-Page $ 7,785 700 S. Massachusetts Ave., Sedalia, MO 65301.
Design and printing services, call for quote. Belly Band $ 7,795 Deadline for inserts is two weeks prior to date of issue.
Please send a PDF insert by close date of issue to
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2021 Media Kit
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Fresh Trends
What do consumers think about
produce? It’s in Fresh Trends magazine,
highlights of The Packer’s annual consumer research
study, presenting consumer attitudes about fruits and
vegetables, so retailers can plan accordingly. Published
annually in March.
PUBLISH DATE: 3/29/21
AD SPACE DEADLINE: 2/20/21
UNIQUE AND INFORMATIVE CONTENT
For more than 20 years, Fresh Trends has published the results
of our ANNUAL consumer research study detailing consumers
buying habits and attitudes concerning fresh produce.
SUPERIOR DISTRIBUTION UNIT RATES PREMIUM
Fresh Trends is received by all subscribers of The Packer All pricing gross & POSITION RATES
newspaper and select subscribers of Produce Retailer magazine. includes 4C
Back Cover........ $13,000
In total, Fresh Trends is received by roughly 20,000 subscribers. Inside Front........ $ 8,000
The publication is mailed under a separate cover. Full Page ................ $ . 7,000
Inside Back........ $ 7,500
1/2 Page ................ $ 5,000
1/3 Page ................ $ 4,000
OUTSTANDING ADVERTISER VALUE 1/4 Page ................ $ 3,500
INSERT RATES
Place your message in a publication that is of especially high 2-page.................$7,415
1/6 Page ................ $ . 2,000
interest to produce retailers — a primary target audience.
Other options, call for quote.
Moreover, Fresh Trends is referred to multiple times per year,
offering your advertising message multiple exposures. Deduct $750 for B/W ads
Advertisers can also place their ads within research pages
of specific commodities. Most of the industry’s leading firms
advertise in this special publication.
PUBLICATION SPECIFICATIONS
Magazine size: 3-column format
Printing: Web offset, coated enamel stock
Binding: Saddle stitched
Full Page Island 1
/2 Page 1
/3 Page 1
/3 Page
Non-bleed page size: 7" x 10" Non-Bleed 4.5" x 7.5" 7" x 4.87" 2.12" x 10" 4.5" x 4.87"
Bleed page size: 8" x 10.75" 7" x 10"
(Keep live matter at least 0.5" in from bleed edges.)
Final trim: 7 .75" x 10.5"
Color: All color made from CMYK process.
MATERIALS ACCEPTED 1
/3 Page 1
/4 Page 1
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/6 Page
For digital magazine specifications and approved 7" x 3.25" 4.5" x 3.75" 2.12" x 4.87" 4.5" x 2.5"
file formats, see The Packer Online at
www.thepacker.com or contact Joelle Stephens at 3-COLUMN FORMAT 1 column...2.25" 2 columns...4.5" 3 columns...7"
jstephens@thepacker.com for an emailed copy.
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thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
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| THE MOST TRUSTE
D NEWS IN PRODUCE |
THEPACKER.COM |
Organic
Fresh Trends
Find out what consumers think of organic produce with
The Packer’s Organic Fresh Trends magazine. Organic Fresh
Trends features an annual consumer research study on the
top 10 organic commodities nationwide, including consumer
attitudes about fruits and vegetables, so retailers can plan
accordingly. Published annually in December. ORGANIC
The bounty
of organic FRESH
PUBLISH DATE: 12/21/20
page 4 trends
AD SPACE DEADLINE: 11/13/20 2020
01_OFT2020-Cover_R1.in
dd 1
SUPERIOR DISTRIBUTION
12/6/19 10:51 AM
Organic Fresh Trends is received by all subscribers of The
Packer newspaper and select subscribers of Produce UNIT RATES PREMIUM
Retailer magazine. In total, Organic Fresh Trends is received All pricing gross &
by all Packer subscribers. The publication is mailed under a
POSITION RATES
includes 4C
separate cover. Back Cover ....... $13,000
Inside Front........ $ 8,000
Full Page ................ $ . 7,000
TELL YOUR ORGANIC STORY 1/2 Page ................ $ 5,000
Inside Back........ $ 7,500
Your ads will be combined with relevant commodity content
1/4 Page ................ $ 3,500
to ensure that you are seen by interested buyers. ALSO, INSERT RATES
with either a 1/2 Page or Full Page ad buy, you will receive 2-page.................$7,415
Deduct $750 for B/W ads
BONUS PROMOTIONAL COPY of the equal size, written
Other options, call for quote.
by The Packer editorial staff at no additional cost to you.
PUBLICATION SPECIFICATIONS
Magazine size: 3-column format
Printing: Web offset, coated enamel stock
Binding: Saddle stitched
Full Page 1
/2 Page
1
/4 Page
Non-bleed page size: 7" x 10" Non Bleed 4.5" x 3.75"
7" x 4.87"
Bleed page size: 8" x 10.75" 7" x 10"
(keep live matter at least 0.5" in from bleed edges)
Final trim: 7.75" x 10.5" 3-COLUMN FORMAT 1 column...2.25" 2 columns...4.5" 3 columns...7"
Color: All color made from CMYK process
MATERIALS ACCEPTED
For digital magazine specifications and approved
file formats, see The Packer Online at
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jstephens@thepacker.com for an emailed copy.
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Produce For Better Health
Don’t miss this amazing opportunity to promote your brand to
more than 83,000 readers with influence over the consumption
of fruits and vegetables all while supporting the PBH goals of
,
HAPPIERER LIVES
increasing awareness and education. It’s a win-win for everyone
HEALTHI UITS AND
involved.
This unique supplement — delivered in both traditional print WITH FR LES
and leading-edge digital formats — will provide PBH with VEGETAB
a useful tool to educate and create awareness, ultimately ent to The
Packer and
Produce Reta
iler
A Supplem
supporting everyone’s goal of creating more demand for fruits
and vegetables. Your support is a critical aspect of the success
of this initiative because each page of advertising purchased is With every page of advertising The Packer sells,
matched with an additional page of PBH educational content. PBH receives a page of content to promote their
Your support will allow PBH to provide success stories, retail industry message.
strategies and consumption trends and to recognize donors.
As an advertiser, your message will be delivered in The Packer UNIT RATES PREMIUM
and Produce Retailer magazine to reach an exceptional audience All pricing is gross & POSITION RATES
includes 4C
of influential consumption advocates. Back Cover . . . $13,000
Inside Front . . . $ 8,000
Distribution PUBLISH DATE: Full Page ................ $ . 7,000
Inside Back . . . $ 7,500
PRINT: 12/28/21 1/2 Page ................ $ 5,000
The Packer and Produce Retailer: 20,000+ AD SPACE DEADLINE: 1/4 Page ................ $ 3,500
PBH Retail Mailing: 1,500+ 11/13/21
Retail Matters: 1,200 Deduct $750 for B/W ads
DIGITAL –
Digital edition available on ThePacker.com In addition, 10% of all proceeds will be
Promoted in The Packer A.M. to 70,000+
Promoted in PBH eNewsletter to 1,500+
given back to PBH to support its initiatives.
PUBLICATION SPECIFICATIONS
Magazine size: 3-column format
Printing: Web offset, coated enamel stock
Binding: Saddle stitched
Full Page 1
/2 Page 1
/3 Page 1
/3 Page
Non-bleed page size: 7" x 9.5"
7" x 9.5" 7" x 4.87" 2.12" x 9.5" 4.5" x 4.87"
Bleed page size: 8.125" x 10.25"
(Keep live matter at least 0.5" in from bleed edges.)
Final trim: 7 .875" x 10"
Color: All color made from CMYK process.
MATERIALS ACCEPTED 1
/3 Page 1
/4 Page 1
/6 Page 1
/6 Page
For digital magazine specifications and approved 7" x 3.25" 4.5" x 3.75" 2.12" x 4.87" 4.5" x 2.5"
file formats, see The Packer Online
at www.thepacker.com or contact Joelle Stephens
at jstephens@thepacker.com for an emailed copy.
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Sustainability Insights
The Packer’s Sustainable Produce Intelligence Study includes:
✔ Multi-year comprehensive study with data leveraging The
Packer’s unique relationships across the fresh produce value
chain, which uncover and document critical understandings
around consumer behaviors towards sustainability
✔ Data and insights will be shared from consumers, growers
and retailers
✔ Definition of each term by audience segment, including the
understanding of attitudes and perceptions surrounding
these terms, as they are tied to sustainability – explaining the Share your messaging about sustainability
different perspectives of each & responsible production where the industry
can hear you.
✔ Grower and supplier features and spotlights
✔ Fresh produce industry sustainability vision and outlook
UNIT RATES PREMIUM
✔ Latest sustainability trends and data that you need to know to All pricing is gross & 4C POSITION RATES
better align your brand with these key initiatives Back Cover . . .
Full Page . . . $7,000 $13,000
Inside Front . . . $ 8,000
Distribution 1/2 Page . . . $5,000
Inside Back . . . $ 7,500
PRINT: 1/3 Page . . . $4,000
The Packer and PMG: 20,000+ 1/4 Page . . . $3,500
Sustainability Produce Summit
Deduct $750 for B/W ads
PUBLISH DATE: 8/24/20
AD SPACE DEADLINE: 7/6/20
PUBLICATION SPECIFICATIONS
Magazine size: 3-column format
Printing: Web offset, coated enamel stock
Binding: Saddle stitched
Full Page 1
/2 Page 1
/3 Page 1
/3 Page
Non-bleed page size: 7" x 9.5"
7" x 9.5" 7" x 4.87" 2.12" x 9.5" 4.5" x 4.87"
Bleed page size: 8.125" x 10.25"
(Keep live matter at least 0.5" in from bleed edges.)
Final trim: 7 .875" x 10"
Color: All color made from CMYK process.
MATERIALS ACCEPTED 1
/3 Page 1
/4 Page 1
/6 Page 1
/6 Page
For digital magazine specifications and approved 7" x 3.25" 4.5" x 3.75" 2.12" x 4.87" 4.5" x 2.5"
file formats, see The Packer Online
at www.thepacker.com or contact Joelle Stephens
at jstephens@thepacker.com for an emailed copy.
PMS 655 Dark Blue
3-COLUMN FORMAT 1 column...2.25" 2 columns...4.5" 3 columns...7"
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Tabloid Print Rates
A Farm Journal publication
www.thepacker.com
Milestones
www.thepacker.com
A Farm Journal publication
1x 13x 26x 52x in produce
Northwest
pears
Full Page $8,690 $7,480 $6,950 $6,140
A Farm Journal
www.thepacker.com
publication
California
A Farm Journal
www.thepacker.com
publication
strawberries
1/2 Page $5,900 $5,190 $4,880 $4,380
www.thepacker.com
Oct. 14, 2019
1/3 Page $4,600 $4,120 $3,915 $3,620 Women in Produce
1/4 Page $ 3,975 $3,620 $3,445 $3,220
1/6 Page $ 3,320 $3,070 $2,965 $2,800
May 18, 2020
1/8 Page $2,950 $ 2,760 $2,690 $2,590
Sept. 2, 2019
April 6, 2020
Oct. 7, 2019
*All pricing is gross & 4C
*Deduct $750 for B/W ads
5-COLUMN FORMAT
1 col...1.56" 2 col...3.33" 3 col...5.12" 4 col...6.87" 5 col...8.62" To see a complete list of
Bleed offered on full pages. Bleed size is 9.75" x 11.25", trimming to 9.5" x 11". Packer Tabloids and run dates,
Please keep live matter 0.5" in from the bleed.
see www.xxxxxxx.com or speak
to your Packer representative.
Full Page 1/2 Page 1/2 Page 1/2 Page 1/3 Page 1
/3 Page
Non-bleed 8.62" x 5.37" 6.87" x 6.75" 5.12" x 8.5" 8.62" x 3.56" 6.87" x 4.5"
8.62" x 10.25"
1/3 Page 1/3 Page 1/4 Page 1/4 Page 1/4 Page 1/4 Page
5.12" x 6" 3.33" x 8.5" 8.62" x 2.62" 6.87" x 3.33" 5.12" x 4.5" 3.33" x 6.75"
1/6 Page 1/6 Page 1/6 Page 1/8 Page 1/8 Page 1/8 Page
6.87" x 2.25" 5.12" x 3" 3.33" x 4.5" 5.12" x 2.25" 3.33" x 3.30" 1.56" x 6.75"
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Print Ad Specifications
Print Digital Broadcast Events Research
FILE FORMAT
SAVE YOUR FILE AS A PDF/X-1a WITH NO CROP MARKS OR WHITE SPACE
AROUND THE OUTSIDE OF THE AD.
We encourage all customers to use the PDF/X-1a format as their standard for submitting advertisements.
This format is the industry-wide standard for submission of print-ready material. A properly setup PDF/X-1a
will have all fonts and images embedded and use CMYK colorspace (required for 4-color printing).
Staff are available to answer your questions, and further information is available online at thepacker.com.
CONTACT CARLO IGNOFFO AT (847) 268-3299, cignoffo@farmjournal.com
MECHANICAL TABLOID MECHANICAL INSERTS SHIP TO:
SPECIFICATIONS: SPECIFICATIONS: The Sedalia Democrat
Width of page: 10" Width of Page: 8.62" Attn: Henry Holtzclaw/The Packer
Depth of page: 21.5" Depth of Page: 10.25" 700 S. Massachusetts
Sedalia, MO 65301
Bleed ads are not offered on Bleed offered on full pages. (600) 826-1000
Packer ads. Bleed size is 9.75" x 11.25",
Materials accepted: trimming to 9.5" x 11".
Please keep live matter 0.5" PLEASE SEND ALL
Digital files in PDF/X-1a preferred.
in from the bleed. AD MATERIALS TO:
No crop marks and no white space
around the outside of the ad. Carlo Ignoffo
cignoffo@farmjournal.com
(847) 268-3299
COPY AND RATE POLICIES
Rates and conditions given in this rate card are subject to change without notice. Contracts, orders or the missed issue, but shall not constitute a breach of contract. The publisher requires that proof of postal
copy instructions containing conditions which conflict with the publisher’s policies will not be considered clearance be provided prior to publication of any advertisement containing contest copy. The word “adver-
binding on the publisher. Orders containing incorrect rates will be billed at rates in force at the time. Any tisement” will be placed above or below any copy, which in the publisher’s opinion resembles editorial matter.
tax hereafter applicable to advertising will be added to the prevailing rates. The publisher reserves the right The publisher assumes no responsibility for improper use of coupons forming part of an advertisement.
to hold advertisers and/or their advertising agency jointly and severely liable for such monies as are due Publisher is not liable for delays in delivery and/or nondelivery in the event of Act of God, action by any
and payable to the publisher. government or quasi-governmental entity, fire, flood, insurrection, riot, explosion, embargo, strikes, whether
Advertiser and advertising agency recognize and accept that the following language appears within the legal or illegal, labor or material shortage, transportation interruption of any kind, work slowdown or any
publication: “All statements, including product claims, are those of the person or organization making the condition beyond the control of publisher affecting production or delivery in any manner.
statement or claim. The publisher does not adopt any such statement or claims as its own, and any such Delinquent accounts may be subject to carrying charges for unpaid balance. Publisher reserves the right
statement or claim does not necessarily reflect the opinion of the publisher.” to hold advertiser and/or its advertising agency jointly and severely liable for such monies as are due and
Advertiser and advertising agency accept and assume liability for all content (including text, representations, payable to the publisher. If within a 12-month period from the date of the first insertion, advertisers do
illustrations, opinions and facts) of advertisements printed, and also assume responsibility for any claims not use the amount of insertions upon which their billings have been based, the rate applicable for the
made against the publisher arising from or related to such advertisements. In the event that legal action or amount of space placed will apply retroactive to the first insertion. Advertisers will be rebated if, within
claim is made against the publisher arising from or related to such advertisements, advertiser and advertising a 12-month period from the date of the first insertion, they have used sufficient additional insertions to
agency agree to fully defend, indemnify and hold harmless the publisher, and to pay any judgment, expenses warrant a lower rate.
and legal fees incurred by the publisher as a result of said legal action or claim. All invoices are net 30 days. Invoices not paid within 30 days are subject to a 1.5 percent per month carrying
The publisher reserves the right to reject any advertising which it feels is not in keeping with the publication’s charge. No cash discounts. All rates payable in U.S. funds.
standards. Failure by publisher to insert in any particular issue or issues invalidates the order for insertion in
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thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
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The Packer Directories
Print Digital Broadcast Events Research
Smaller ads make a BIG impact when placed in The
Packer Directories, which are specific to commodities SAMPLE OF PRINT DIRECTORY
and regions. Advertise in The Packer Directories and
you’ll enjoy these important benefits:
• The opportunity to align your products and
services with your niche commodity market
or region
• A cost-effective advertising opportunity for
companies of all sizes
• The ability to supplement your Packer display ad
program, gaining added exposure for your brand
• The ability to lower your display ad frequency
discount by increasing the number of total ads
1
running in The Packer
• FREE ad creation by Packer staff
1
WHAT’S INCLUDED?
• Your ad printed in the weekly issue of The Packer
(Sent to 18,000+ subscribers)
• Your ad seen in the digital version on ThePacker.com
DIRECTORY RATES
Directory ads appear in 4-Color or Black & White.
See our media kit calendar for the 2020 Directory Schedule.
DIRECTORY SPECIFICATIONS
Unit Size Gross
1-Box 2.37"w x 3.75"h $ 670
2-Box Vertical 2.37"w x 7.75"h $1,240
2-Box Horizontal 4.75"w x 3.75"h $1,240
4-Box Square 4.75"w x 7.75"h $2,350
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Brian Burnett, bburnett@thepacker.com (913) 438-0740 Angelo Grant, agrant@thepacker.com (913) 438-0746
Elizabeth Cherry, echerry@thepacker.com (310) 990-9597 Aaron Howard, ahoward@thepacker.com (913) 438-0615
thepacker.com James Davis, jdavis@thepacker.com (913) 438-0735 Denise Sundvold, dsundvold@thepacker.com (314) 327-6758
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Outside of the Box Advertising
Print Digital Broadcast Events Research
CUSTOM INSERT ADVERTORIALS
An exclusive removable 1-page resource Sponsored editorial ad space to promote
inserted into The Packer to promote your your brand
brand or event. • ½ Page and Full Page Available:
• 2-sided insert (standard 8.5" x 11") -½ Page Advertorial + ½ Page Ad
• High-impact, 4-color, 80# gloss text stock -Full Page Advertorial + Full Page Ad
• 5,000 extra copies sent to you for your use • Written by Packer Sponsored Content
• Layout may be provided by client editorial staff as
• Layout, content design and development Sponsored Content
may be provided by The Packer • ROP Position
• Book 4-6 weeks prior
to ad close date The Bright Side:
Providing Root-to-Fruit Organic
Quality that Consumers Crave
A s they focus on health
and wellness – a perennial
concern but especially so in
According to Morris, there are
some trends of note within the
organic citrus market:
2020 – consumers are seeking
out fresh organic produce. ■ A hunger for detail:
According to the Organic Trade To Morris’ point, learning how
Association, sales of organic fruit is grown organically
produce comprise more than is important to discerning,
a third – 36% -- of all organic knowledgeable consumers,
food sales. That represents $17.4 and can be done via in-store
billion worth of organic produce and online merchandising
sales a year. and promotional efforts.
What’s more, those who Homegrown Organic Farms
buy organic tend to buy it shares insights on its own
more often. Research from the growers and nearly 100 outside
recently- released Power of growers on its website and in
Produce 2020 report from FMI, shareable videos. The company, traditional citrus types.
the Food Industry Association which sells about 70% of As organic consumers
reveals that 62% of specialty and product direct to retailers, also crave convenience, variety and
organic store shoppers are likely provides marketing support information, they also want to
to consume organic fruits and materials and in-store sampling know that the organic fruit they
page 8 vegetables every day, a higher programs. “It’s not just the are buying is made in a high
number compared to non- grower – consumers today also quality, truly organic way. “All
organic shoppers. want to know about the people we do is organic fresh fruit. We
Organic fruit, including out there turning the dirt and are nearing our 22nd year in the
popular citrus fruits like oranges, picking the fruit. They like to organic market, and that’s our
lemons and limes, has a sunny hear their stories,” he says. focus,” says Morris. As one of the
outlook within the organic largest organic citrus growers in
market, given consumers’ ■ Easy does it: the U.S., and one with longevity
association between organically- Citrus fruits are known for and experience, Homegrown is
page 4 grown fruit and their personal being high in vitamin C, but able to grow out the varietals
wellness and health. “There is another “c” is driving interest in they have and scale to demand.
a belief that these products organic citrus -- convenience. Just as a crop can’t be
are farmed in a ‘cleaner’ way. “We’ve noticed this past successful without a balance
Consumers of organic produce year that there seems to be of conditions and care, the
really care and want to know an increased demand for ultimate success of organic
Our Progress page 3 more about how fruit is farmed,” user-friendly citrus fruit, like fruit, including citrus fruits, is
says Craig Morris, category mandarin varieties,” reports based on factors that include
Our Difference page 6 director, citrus and grapes for Morris. “It’s so easy to grab a trust and cooperation. “Our
Homegrown Organic Farms, piece of fruit to take and eat mission is to return the highest
Porterville, Calif. at your desk.” Another bonus: dollar we can back to the
Our Future page 10
in an era when reduced farmers,” notes Morris.
packaging and food waste In addition to its citrus
are top of mind, individual varieties, Homegrown has
servings of organic fruit fit the a sizable organic blueberry,
sustainability bill, too. organic stone fruit and organic
grape program. “We have a
■ Variety show: 365-day-a-year organic fruit
Keeping things fresh for offering and are essentially a
consumers extends beyond the one-stop shop for retailers,”
actual freshness of the fruit. Morris says.
People like to try different things, To learn more about organic
which is why varieties like Meyer citrus and other fruits and
lemons, blood oranges and Cara hear stories from Homegrown
Cara navel oranges have emerged Organic Farms’ growers, visit
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