There is a story that needs to be told - The Produce News
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There is a story that needs to be told.
The story of a proud industry, steeped in family, pride and tradition. Hard working
people dedicated to the highest standards. Stewards of the land. Let’s tell the
story of the often under appreciated people who provide humanity with its
healthiest, safest, most delicious food ever. The fresh produce industry.
Let us tell your story.
THE PRODUCE NEWS | 2019 MEDIA KIT | PRODUCENEWS.COM/ADVERTISE
FOUNDED IN NYC • 1897
2 THE PRODUCE NEWS MEDIA KIT
Engaging narratives of the people who
produce the world's finest food.
NEXT
GENERATION
GENERATION
GENERATION NEXT profiles industry members 30 years old
with our newspaper, and it has become the most
HERITAGE
and younger. Its original intent was to involve younger readers
popular edi-
THE FAMILY BUSINESS
torial series The Produce News has ever produced. If you have
a young staffer or family member you would like to see fea- SPECIAL OFFER
tured in GENERATION NEXT,Theplease
Producelet us isknow!
News
TRIBUTE
pleased to offer
complimentary subscriptions to industry
members under age 30. Please contact
REMEMBERING A manager,
Susan Marcus, circulation PIONEER at
201/986-7990 or marcus@theproducenews.com.
RECOGNITION
NEXT
GENERATION
GENERATION
A JOB WELL DONE
When a prominent member of the produce industry retires, a brief
paragraph cannot do justice to a lifetime of accomplishments. Our
RECOGNITION series aims to provide a comprehensive look at a
career and the impact a person has had on the produce industry.
Each RECOGNITION article will be in a full-page, four-color format
with a pictorial emphasis on the retiree’s career. Here, too, we
welcome input from our readers on people they would like to see
receive RECOGNITION.
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
THE PRODUCE NEWS MEDIA KIT 3
Only print can adequately chronicle
the history, legacy and accomplishments
of the produce industry.
HERITAGE
THE FAMILY BUSINESS
Family businesses are the bedrock of the produce industry. The
TRIBUTE
HERITAGE series chronicles the industry’s families — their
beginnings, their struggles, their victories and successes. If you
would like to see a family covered, please contact
REMEMBERING A us. We are
PIONEER
especially interested in stories about multi-generational compa-
nies and old photos. Each HERITAGE article will be laid out in a
HERITAGE
four-color format on approximately three pages.
RECOGNITION
THE FAMILY
A JOB WELLBUSINESS
DONE
TRIBUTE
REMEMBERING A PIONEER
The TRIBUTE series salutes industry pioneers who are no longer
RECOGNITION
with us. Too often, the passing of a prominent industry mem-
ber is quickly covered in an obituary and then life moves for-
ward. TRIBUTE will give these people
A JOB their due honor.
WELL DONE TRIBUTE
intends to be a “mini biography.” It will consist of milestone pho-
tos from the person’s life, as well as a written account of his or
her innovations and accomplishments. We welcome input from
our readers on who they would like to see covered. Each TRIB-
UTE will be in a four-color format on a full page.
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
4 THE PRODUCE NEWS MEDIA KIT
Print tells the produce industry's story.
THE CONVENTIONAL WISDOM IS THAT
EVERYTHING PRINT IS DEAD, BUT PLENTY
OF PEOPLE DIDN’T GET THE MEMO.
The Produce News has many digital products that offer
excellent exposure. Needless to say, we are fully
committed to the digital era. Yet, print still has some
characteristics that the web simply cannot match.
Here are four advantages that print advertising has, even in the era of
online everything.
1. Print Has Gravitas
Sure, being interviewed for a major newspaper or magazine’s website is a big deal,
but it’s an even bigger deal for that interview to appear in print. Print – whether pro-
motional or editorial in nature – has a tangibility that the web doesn’t. And marrying
the solidity of print to the convenience of the web strengthens both media.
2. Print Readers Are Focused
Aside from brewing a pot of coffee, not that much multitasking goes on during news-
paper reading. This only makes sense. If you’re browsing the web with six tabs open
and the television on in the background, you may not be that receptive to all the
advertising going on around you. But if you’re reading a newspaper, you’re generally
focused on just that. Folio Magazine reports that a Ball State University study showed
that when newspapers are used by consumers, they are the primary or exclusive
medium 85% of the time. In other words, most of the time someone is reading a news-
paper, they’re not multitasking.
3. Sometimes Unplugging Is Very Appealing
We’re creatures of our tech-saturated times, and that’s not going to change. However,
people are starting to see the value of unplugging occasionally. New York Times best-
selling author Baratunde Thurston unplugged for 25 days and chronicled his experi-
ence for Fast Company. Most people won’t unplug for that long, but people are seeing
the value in occasionally untethering themselves from their devices and the web, and
print is there to engage people during these times.
4. Print Offers Ad Buyers Flexibility and More Personal Attention
If you’re advertising a new product in print, you can arrange to have your ad appear in
an appropriate special section of a publication. Furthermore, with print, you can tailor
the ad to your budget, with quarter-page, half-page, or full-page ads.
The power of produce in print...
Courtesy of http://blog.realmatch.com/trade-publishers/5-advantages-print-advertising/
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
THE PRODUCE NEWS MEDIA KIT 5
Print ads generate produce sales.
JIM ALLEN (VICE PRESIDENT OF MARKETING) RICHARD RUIZ (PRESIDENT)
NEW YORK APPLE SALES RUIZ SALES • EDINBURG, TX
“In this era of increased food safety and traceability, it is important for retailers
“The Produce News consistently covers current and newsworthy topics, to buy only from trusted, PTI-compliant suppliers. Through its cost-effective
and always in a timely manner. Its team provides spot-on service, and is advertising rates and excellent editorial coverage, The Produce News has
both proactive and reactive to our ever-changing industry. TPN’s audience enabled Ruiz Sales to spread the message of our commitment to providing
is both Timely and Targeted, and perfect for our needs.” top-quality, safe and nutritious food that is fully traceable back to the source.”
KURT CAPPELLUTI (SALES MANAGER) LINDSAY GIDDINGS (MARKETING)
STELLAR DISTRIBUTING • MADERA, CA ALWAYS FRESH • WINTER HAVEN, FL
“It’s pretty simple. When I need to get information out, I know The Produce "The Produce News offers a multitude of marketing opportunities, allowing
News is the place to go. Whether it’s an ad or an informative article we for us to make connections with new customers all over the country. Since
need to get out, they work with us to get it out quickly and painlessly and working with The Produce News, our website traffic has exponentially
that is not always the case with other companies. It’s a no brainer for us.” increased! Great service. Great staff. Great publication!"
GRANT KITAMURA (CEO) W. SHANNON RUTHERFORD (MARKETING DIRECTOR)
BAKER & MURAKAMI PRODUCE • ONTARIO, OR THERMAL TECHNOLOGIES, INC.
"As an onion shipper in Idaho-Eastern Oregon I understand the value in “The Produce News plays an indispensable role in Thermal Tech’s inte-
both advertising and editorial coverage in The Produce News. Our cus- grated global marketing strategy. We are proud to associate our brand
tomers can keep abreast of conditions in our area through the news sto- with this high-quality trade publication, whose captivating and timely con-
ries, and our company information is available during shipping season." tent make it one of the most relevant resources in the industry.”
HELEN L. AQUINO (DIRECTOR OF BRAND MARKETING) JIMMY COPPOLA (ACCOUNT MANAGER/MARKETING)
VILLAGE FARMS INTERNATIONAL • HEATHROW, FL WESTMORELAND-TOPLINE FARMS • ONTARIO, CANADA
“Like all companies, Village Farms is concerned with image management.
Over the years I have come to depend on The Produce News for their con- "Great staff, great information. The Produce News is always a pleasure to
work with and a great place to get up to date, current information."
sistent delivery of quality journalism. Their high standards and integrity
set them apart as one of the leading trade publications in our industry.”
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
6 THE PRODUCE NEWS MEDIA KIT
The power of produce in print...
only print tells your full story.
2019 MARKS OUR LARGEST
PRINT CIRCULATION EVER.
“The report of my death was an exaggeration.” – Mark Twain
7,731 Retail chains, wholesale grocers, voluntaries,
co-ops, wholesale clubs, top 100 c-stores
This is the largest segment of our list, representing approximately half of our circulation. It is a
hand-cultivated list consisting primarily of produce directors, produce merchandisers and produce
buyers for retail organizations, plus the top 100 convenience chains. Our list also includes VPs of
merchandising, procurement and perishables, as well as divisional VPs. Our upper management
coverage includes the presidents or CEOs of the top 100 supermarket chains and wholesale grocers.
In smaller chains where there is no produce title, we go to titles such as “head buyer,” “perish-
ables buyer” or “owner and head buyer.” This list is not “padded” with subs to individual stores, or
“multi-copy same addressee” subs.
3,648 Terminal market wholesalers, buying brokers
(Includes all Blue Book “Trading Members”)
The majority of these are large metropolitan terminal market wholesale operations that buy for small-
er chains and supply shorts to larger chains. They also service and make buying decisions for the
enormous foodservice operator industry. Also included in this list are terminal market buying brokers
and shipping-point brokers. All Blue Book “Trading Members” in this job category receive The Pro-
duce News.
2,245 Foodservice distributors who handle fresh
produce & buyers for top 100 restaurant chains
We reach all foodservice distributors in the United States that carry fresh produce as part of their
product line. In addition to our terminal market wholesale subscribers, these very important foodser-
vice distributors buy for and supply the foodservice operator industry. Our list also includes the pro-
duce buyers for the nation’s top 100 restaurant chains.
2,396 Grower-shippers (Includes all Blue Book “Trading Members”)
All “Trading Member” grower-shipper companies listed in The Blue Book receive The Produce News,
assuring you extensive coverage of the nation’s largest, most financially solid, grower-shipper opera-
tions. These firms grow, pack and ship the majority of the nation’s fresh produce.
16,110 BPA-audited subscribers
Also included in The Produce News’ circulation list are 274 transportation firms and 221 companies
allied to the fresh produce industry (June 2018 BPA Circulation Statement). For a complete copy of
our BPA Worldwide Circulation Statement, call 201-986-7990, log on to www.theproducenews.com.
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
THE PRODUCE NEWS MEDIA KIT 7
Print ads tell the buyer who you are.
TOMMY COLLINSWORTH (DIRECTOR OF SALES) NICHOLAS M. PASCULLI (PRESIDENT)
BAKER FARMS • NORMAN PARK, GA TMD CREATIVE • SALINAS, CA
“Produce News delivers results for Baker Farms. The PN team is great to work "I have been blessed to have had an outstanding ‘partnership’ with the profes-
with and we consider them a part of our media team. We are able to show- sionals at The Produce News for nearly 25 years. They understand our industry
case our premium greens offerings, from traditional bulk leafy greens to our tri- and really care about the health and success of it. Their dedicated team is quick
ple-washed bagged greens, directly to the trade. Industry feedback and our contin- to respond with creative solutions to help drive our clients' messages."
ual expansion in sales and offerings reflect the effectiveness of Produce News. ”
ANTHONY SERAFINO (VP OF PUBLIC RELATIONS) HERB HAUN (CHAIRMAN)
EXP GROUP LLC. • NORTH BERGEN, NJ IEOOC PROMOTIONS COMMITTEE • PARMA, ID
“The Produce News has given us the ability to expand our brand by reaching their “On behalf of the Idaho-Eastern Oregon Onion Committee and our promo-
vast audience. We’ve seen exponential company growth, and that’s a testament to tion subcommittee, we are so happy to celebrate our 60 th anniversary
the publication’s strength. I look forward to our company’s future with The Produce with The Produce News. Thanks for the great personal articles of interest
News on our side.” over the years, and great service to the produce industry. ”
JEFF WATKIN (GRAPHICS & MARKETING MANAGER) CHARLOTTE VICK (SALES & ACCOUNTING MANAGER)
SEV-REND • COLLINSVILLE, IL VICK FAMILY FARMS • WILSON, NC
“The Produce News is always there to help out Vick Family Farms with any marketing
“The Produce News is an essential part of Sev-Rend’s marketing strategy. we may need. They offer friendly, reliable service and have helped us reach the produce
Both digital & print advertising platforms with The Produce News have audience we were targeting. They always do a great job at delivering the message in a
shown significant ROI for our communications to the produce industry.” professional and timely manner. Being new to sales I know I can always trust their
honesty and guidance to get me the most coverage for my money.”
CHRIS VEILLON (CHIEF MARKETING OFFICER) ROBERT VON ROHR (DIR. OF CUSTOMER RELATIONS)
PURE FLAVOR • LEAMINGTON, ONTARIO CANADA SUNNY VALLEY INTER. • GLASSBORO, NJ
“The Produce News is an integrated & valuable media partner for Pure “In an age when timely and accurate information is crucial, The Produce News has
Flavor ®. Their reach helps us promote our business, the team is always always done an excellent job in getting the message out to the produce industry.
looking for ways for us to reach more customers both in print and online.” Whether it’s print ads, new items, market updates or promotional opportunities, they
have proven with confidence that all will be handled promptly and professionally.”
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
8 THE PRODUCE NEWS MEDIA KIT
Justifiable advertising rates enable
successful produce marketing programs.
Index Cover Leaderboard
10” x 1.25”
Vol. 119, No. 4 FOUNDED IN NYC • 1897 February 22-March 7, 2016
VISIT WWW.THEPRODUCENEWS.COM FOR THE LATEST INDUSTRY UPDATES
DRONING on for agriculture
GENERATION NEXT FUELING CREATIVITY
Alisha Albinder brings fresh For the second straight year,
perspective to family’s apple Turbana has joined the University
business. PAGE 20 of Miami’s PhilADthropy event to
support students. PAGE 22
Stickies
Steve Maxwell and the Precision Ag team will begin research and develop-
ment testing of cutting-edge drones designed to provide agricultural pro-
ducers with rapid response, cloud storable data to help them make quick
Front Inside Cover
business decisions about the condition of their crops.
SOUTHERN EXPOSURE NOGALES
Companies gear up for another Uncharacteristic weather poses
fun-filled Southern Exposure
conference and expo. PAGE 37
challenges for Nogales distribu-
tors. PAGE 86
SIGHTINGS
NJ ag industry meets for combined conventions, Pages 26-27
10” x 15”
FPFC Luncheon features political chatter, Pages 28-29
Vidalia onion industry holds annual banquet, Pages 30-31
NEPC members ‘Rock the Night Away,’ Pages 32-34
26-27 28-29
NATIONAL WATERMELON ASSOCIATION CONVENTION
This year’s NWA Convention will focus on labor and food-safety rules.
PAGE 101
30-31 32-34
Second Front Teaser #1 Second Front Teaser #2
Index Cover Teaser 4.9375” x 1.75” 4.9375” x 1.75”
4.9375” x 1.75”
INDEX COVER FRONT INSIDE COVER SECOND FRONT
The new front page of The new high visibility page 2 Our traditional front page,
The Produce News. of The Produce News. Faces now on page 3 of
• Leaderboard – $5,815 the Second Front. The Produce News.
• Teaser – $4,815 • Earned page rate plus 25 percent • Teaser #2 – $3,815
• Stickies – $4,815 • Teaser #1 – $3,570
2019 PRINT RATES
RATES ARE COMMISSIONABLE TO OUR
FRIENDS IN THE ADVERTISING AGENCY BUSINESS
FOUR COLOR AD RATES ONE PAGE INSERT RATES
1 Time 3 Time 6 Time 12 Time 24 Time 1 Time 3 Time 6 Time 12 Time 24 Time
Full Page $3,815 $3,570 $3,450 $3,265 $3,025 $3,815 $3,570 $3,450 $3,265 $3,025
Half Page $2,775 $2,615 $2,520 $2,415 $2,255 Call for a quote on custom size inserts.
Quarter Page $1,945 $1,855 $1,795 $1,735 $1,645
FOUR PAGE CORPORATE BROCHURE FOR PRINT SPECIFICATIONS VISIT
Four color format on your company only. WWW.PRODUCENEWS.COM/ADVERTISE
Equivalent of four full pages.
Single large sheet $7,500 ($1,875 per page)
FIRST PLACE GOLD AWARD
Evergreen Printing in Bellmawr, NJ, printers of The Produce News, received a first place “GOLD
AWARD” from the IAPHC for excellence in the print quality of The Produce News. The IAPHC is the
leading national organization of the printing and graphic arts industry.
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
THE PRODUCE NEWS MEDIA KIT 9
Print ads pay for themselves.
RAQUEL MELLO (SALES EXECUTIVE) SCOTT MARBOE (MARKETING DIRECTOR)
HAPCO FARMS • RIVERHEAD, NY ONEONTA STARR RANCH GROWERS • WENATCHEE, WA
“The Produce News is an extremely unique and efficient publication with “The Produce News is reaching a broad spectrum of top decision-makers
a reliable reputation for cost-effective print and media distribution. Their throughout our industry. I find it on almost every desk in every office I
staff is wonderful to work with and helps keep our marketing efforts orga-
nized and relevant to our customers. Our label ‘Fresh From The Start’ has visit. It offers a great value for our advertising dollars in these
flourished with their help in reaching our target audience.” cost-efficient times.”
DIANA HUNTER ( CREATIVE SERVICES MANAGER) ERICA BARAJAS (MARKETING MANAGER)
WESTROCK • NORCROSS, GA BOYETTE BROTHERS PRODUCE • WILSON, NC
“WestRock has been advertising with The Produce News for several years “The Produce News has been instrumental in connecting Boyette Brothers
and we’ve always found it to be a good value for our marketing dollars.
Many of our customers are subscribers and advertisers to The Produce News Produce with new partners across the country and their team makes shar-
and we’re always excited to learn that they saw our ad or feature article in a ing our sweet potato news, effortless!”
recent edition. Everybody wins with The Produce News!”
CHARLIE EAGLE (VP OF BUSINESS DEVELOPMENT) JOHN G. SHUMAN (PRESIDENT)
SOUTHERN SPECIALTIES • POMPANO BEACH, FL SHUMAN PRODUCE INC. • REIDSVILLE, GA
“Southern Specialties’ exposure to the industry through The Produce “The Produce News provides unprecedented service to the produce indus-
News has rewarded us with quantifiable results. Produce professionals try through custom advertising plans that fit any of your marketing needs.”
let us know they read The Produce News.”
SKIP CONSALO (CEO)
THE FRESHWAVE & CONSALO FAMILY FARMS TAMI LONG (DIR. OF MARKETING & BUS. DEVELOPMENT)
VINELAND, NJ NASH PRODUCE • NASHVILLE, NC
"The Freshwave and Consalo Family Farms count on The Produce News for the best com- “As a newbie to the produce business, I appreciate the guidance The Produce
munication, marketing and advertising in the industry. The Produce News employs a stel- News provided in determining the best advertising options according to our
lar team that helps us reach readers in the best way possible. They have been a source budget. My account executive has done an excellent job in ensuring that Nash
that our companies can rely on. The ever-changing trends of this industry require compa- Produce receives the best coverage possible. Looking forward to working with
nies to stay "in the know," and The Produce News is the source to go to, every time." The Produce News in the future on our marketing and advertising needs. ”
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
10 THE PRODUCE NEWS MEDIA KIT
Before you buy another advertisement...
ask the publication's rep for a copy of their circulation audit.
A circulation audit is your "buyer protection policy."
ANALYSIS OF AUDITED PRINT BUYER SUBSCRIBERS
AND ADVERTISING COST-PER-THOUSAND
The Produce News, The Packer, Produce Business,
The Snack & Blue Prints
AUDITED PRINT BUYER SUBSCRIBERS
Category The Produce News The Packer Produce Business The Snack Blue Prints
Retail 7,731 9,455 0* 0* 0*
Wholesaler /
3,648 3,128 0* 0* 0*
Broker
Foodservice 2,245 1,467 0* 0* 0*
Total Audited
13,624 14,050** 0* 0* 0*
Buyer Subs
FULL PAGE FOUR COLOR ADVERTISING RATES
The Packer $9,925
Produce Business $4,585
The Produce News $3,815
The Snack $3,500
Blue Prints $3,375
ADVERTISING COST-PER-THOUSAND TO REACH AUDITED PRINT BUYER SUBSCRIBERS
FULL PAGE RATE ÷ BY NUMBER OF THOUSAND AUDITED BUYERS
The Packer $9,925 ÷ 14.050 thousand audited buyers = $706 buyer cost-per-thousand
Produce Business $4,585 ÷ 0 thousand audited buyers = $N/A buyer cost-per-thousand*
The Produce News $3,815 ÷ 13.624 thousand audited buyers = $280 buyer cost-per-thousand
The Snack $3,500 ÷ 0 thousand audited buyers = $N/A buyer cost-per-thousand*
Blue Prints $3,375 ÷ 0 thousand audited buyers = $N/A buyer cost-per-thousand*
"Sworn statements" are not circulation audits. *Circulation not audited.
**Don't be misled by 1,209 plus non-print digital "subscribers" on audit
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990THE PRODUCE NEWS MEDIA KIT 11
The cold hard facts
rather than bogus
in-house "research."
You be the judge...
TOTAL AUDITED PRINT CIRCULATION
The Packer 16,812
The Produce News 16,520
FULL PAGE FOUR COLOR RATES
The Packer $9,925
The Produce News $3,815
AD COST TO REACH 1,000 BUYER SUBSCRIBERS
The Packer $706 C.P.M.
The Produce News $280 C.P.M.
It's your hard-earned money!
Ad campaign or "one and done"?
For $9,925 you get...
• One full page in The Packer ($9,925)
16,812 reader exposures
• Three full pages in The Produce News ($3,308 each)
49,560 reader exposures
CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-799012 THE PRODUCE NEWS MEDIA KIT
16,000 copies of your corporate brochure!
FOUR PAGE INSERT TELLS YOUR STORY.
Front of sheet 22 3⁄4” x 17”
PAGE 1 PAGE 2
July 2013
Successful Ocean Spray marketing programs return in 2013
“Three-quarters of Americans have never FACEBOOK
heard of a cranberry bog, nor have witnessed Ocean Spray is now on Facebook,
the beauty firsthand,” said Ken Romanzi, and consumers are encouraged to
Ocean Spray’s Senior Vice President & Chief follow cranberries via the popular
Operating Officer – Ocean Spray® Brands. social media platform.
“Through our sponsorship with Walt Disney
World Parks and Resorts, we are thrilled to Once again, show your love of Ocean Spray
educate a whole new group of people who fresh cranberries by liking us on Facebook,
might not otherwise understand the journey and we’ll give the love right back with a $1.00
of their favorite Ocean Spray products, like off coupon. Simply click the “Like” button and
Ocean Spray Craisins® Dried Cranberries, make sure your printer is turned on and ready
from the bog to their favorite recipes.” to print the coupon, starting this September.
Ocean Spray is bringing back the iconic adver-
A look at fresh produce offerings for tising, along with many of its other successful OCEAN SPRAY’S BIG APPLE BOG GROWER PROFILE CARDS
marketing initiatives from past years, as part Ocean Spray’s Big Apple Bog will be back in Ever wonder who grew the cranberries on
of its promotional plans for 2013. New York City’s Rockefeller Center®, show- display in the produce department at your
casing the taste, health and heritage of the favorite retailer?
Leading cranberry producer The comical grower duo will again appear in
television spots set in a cranberry bog and at
special events to promote the health benefits,
exceptional cranberry. Measuring 1,500
square feet, the bog contains 2,000 pounds
of fresh, floating cranberries, which will be on
To help educate consumers about how and
where cranberries are produced, Ocean Spray
is Quality Focused!
beauty and American heritage of cranberries display in mid-October. has created grower profile cards that include
using their unique brand of folksy humor. a photo of the grower and a short description
MACY’S THANKSGIVING DAY PARADE® of the operation.
PARTNERSHIP WITH WALT DISNEY WORLD With cranberries a staple on the Thanksgiving
PARKS AND RESORTS dinner table at households across the United The cards are prominently hung next to fresh
Another popular marketing event that is States, it is natural that they are represented fruit displays and feature growers from all
returning this season is Ocean Spray’s involve- in the most celebrated parade in the world. production areas–Massachusetts, Wisconsin,
ment with Walt Disney World Parks and Ocean Spray will again be among the dozens Quebec and the Northwest.
Resorts. Ocean Spray brought the first cran- of floats and balloons that participate in this
berry bog exhibit to Walt Disney World Resort uniquely American holiday tradition. Meet One of Your Local
as part of the annual Epcot® International Ocean Spray Growers
Food and Wine Festival in Lake Buena Vista,
FL, to entertain and educate park visitors
about cranberries. The program, now in its
third year, is something visitors to the park
have mentioned as a “must see” during the
festival. The Hatton Family of Washington
“We’re proud members of the Ocean Spray cooperative,
where the growers who harvest the cranberries also own
the company.” Grower-Owners Wendy and Don Hatton
have been growing fresh cranberries since 1970. The
Hatton family is committed to delivering premium
fresh cranberries for Ocean Spray.
Ocean Spray is quality focused for 2013 cranberry crop CONCORD FOODS
Also returning this year is
Meet One of Your Local
Ocean Spray Growers
MIDDLEBORO, MA - Ocean Spray, an agricultural cooperative with more than 700 cranberry grower- Ocean Spray’s partnership 1 OFF
$ 00
NOW
Pe re
with Concord Foods, where-
He
owners, is placing a strong emphasis on the quality of its fruit in 2013.
el
by customers will be offered
“Early indications are that supply looks very good this year and will meet or exceed last year’s levels,”
ON A 12 OZ
a $1 discount on bags of FRESH CRANBERBAG OFF OCEAN
SPRAY ®
RIES WHEN
THIS YOU BUY
said Scott Simmons, Senior Manager of Global Produce and Commodity. For
additional ITEM
fresh cranberries with the
recipe ideas
visit www.oceans
pray.com The Morse Family of Massachusetts
“We’re proud members of the Ocean Spray cooperative,
purchase of a box of Cranberry Bread Mix
where the growers who harvest the cranberries also own
A new component to the quality initiative has been the addition of David Nolte, a plant scientist with 25 the company.” The Morse family has grown cranberries
for Ocean Spray for 5 generations. Howard, son Chip,
& Sweet Potato Casserole Mix.
and grandsons Patrick and Sam are committed to
years of experience in cranberries. providing premium fresh cranberries from their farm
in Massachusetts.
Nolte’s experience is a great addition to the quality focused fresh fruit team at Ocean Spray.
“I will be a resource for our growers to optimize fruit quality all the way through the process,” said Nolte. Four distinct growing regions ensure consistent supply of fruit
Knowing that quality goes hand-in-hand with food-safety, Ocean Spray has been working with its
Ocean Spray will continue sourcing cranber- ager of Global Produce and Commodity, the “Most customers appreciate the additional
In this issue:
growers and retail customers to ensure that all food-safety protocols are in place. In fact, the
cooperative has earned PrimusLabs, Global GAP and SQF certifications, and its Wisconsin co-packers ries from four distinct growing regions as a “Fresh From” seals were applied to domestic information about the source of their cran-
recently completed a three-day HACCP training seminar. way of protecting against weather-related bags last season, which was very well berries,” said Simmons. “It’s another way for
• Successful marketing issues to ensure a consistent supply of fruit received by consumers. us to educate the consumer about our prod-
Ocean Spray will again source from four distinct regions–Massachusetts, Wisconsin, Quebec and the
programs return throughout the season. ucts.”
Northwest–which protects against volume fluctuations due to weather-related issues and provides a
consistent supply of fruit throughout the season.
• New fresh fruit packer Again this season, the cooperative will But the information exchange works both
Finally, the Oppenheimer Group will once again serve as the broker for Ocean Spray’s fresh cranberries, comes aboard receive fruit from Massachusetts, Wiscon- ways.
and representatives began meeting with customers in late June to set up programs to help move the sin, Quebec and the Northwest (Washing-
2013 crop. • Four growing regions
ton state and British Columbia). “We have been able to collect data and
ensure consistent supply feedback from our customers and con-
Additionally, Ocean Spray will continue its sumers, and we pass that along to our
“Fresh From” labeling program, which uses growers to help them manage their crop
a seal on cranberry bags to specify where expectations from a quality standpoint,”
the fruit was grown. said Simmons. “It is valuable information
July 2013 for the growers to have a better idea of
According to Scott Simmons, Senior Man- how the fruit is received by consumers.”
Page 2
Back of sheet 22 3⁄4” x 17”
PAGE 3 PAGE 4
July 2013 July 2013
Plant scientist brings experience to Ocean Spray
The recent addition of David Nolte as Princi- safety,” said Nolte. “We are really pushing
pal Scientist-Fruit Quality is a key element in the entire quality program. We want quality
Ocean Spray’s on-going quality focus. to start on the farm and continue all the
way through the packing operations. We
Nolte, an Illinois native, earned his Master’s have been putting the program in place for
degree in plant disease management from the last couple of years, and it is really com-
the University of Illinois and spent time as a ing together now.”
Departmental Assistant in Plant Pathology at
the University of Massachusetts, where he Among Nolte’s tasks is helping Ocean Spray
worked on biological disease and weed evaluate new cranberry varieties.
control in small fruits. In all, he has more
than 25 years of experience working with “There are quite a few new varieties coming
fresh cranberries. out of the university breeding programs. We
are evaluating several new varieties that we
“I was hired by Ocean Spray to focus on hope will allow us to ship high-quality fruit
fresh and processed fruit quality and food throughout an extended season,” he said
Ocean Tastes good. Good for you. TM
Spray HQ
Located in the eastern Massachusetts town of
Lakeville-Middleboro, the Ocean Spray headquar-
ters sits majestically in front of a cranberry-filled
bog. The grower-owned cooperative was founded
in 1930 and has more than 700 cranberry grow-
er-owners.
Monson Fruit Co. is Grower profile:
Ocean Spray’s newest Bob Duckart, Jacob Searls Cranberry Co.,
fresh fruit packer Wisconsin Rapids, WI
Monson Fruit Co. in Selah, WA, is Ocean Bob Duckart has been surrounded by cran- cranberries, Duckart said that as an Ocean
Spray’s newest co-packer. The company berries his entire life, and that suits him just Spray grower-owner, he takes a great deal
joined the Ocean Spray family in 2012, mak- fine. of pride in what goes into each bag of fruit.
ing this its first year producing finished cases
of fresh fruit for the cooperative. “I am a fourth-generation member of our Duckart is proud to provide fresh cranberries
family business, Jacob Searls Cranberry Co., with the Ocean Spray name on the bag.
Ocean Spray has ten co-packing facilities and I have been working as a fresh cranber- “Customers deserve to get the very best fruit
ry grower for 40 years, since just after I fin- when they buy Ocean Spray, and that is my The Walker family of Wisconsin
located around the country, which helps to
ensure a consistent supply of fruit through- ished high school,” said Duckart, 59. “I just goal every day as a grower for the co-op,”
(302)533-0779
out the season. love being on the farm and living in the he said.
www.oppyproduce.com
country. I wouldn’t have it any other way.”
Scott Simmons, Senior Manager of Global
Produce and Commodity at Ocean Spray, The vast majority of Duckart’s cranberry crop
characterized Monson as an “experienced sells as fresh fruit. He will be planting about
and highly capable” operation that has had 40 new acres to his 265-acre farm this sea-
a great deal of success growing and packing son.
cherries and apples for years.
“My family has been growing cranberries for
“Monson Fruit is a forward-thinking compa- Ocean Spray since the late 1950s or early
ny that is taking some of the key successes 1960s,” he said. “We have always been part
in packing other fruits and applying it to of Ocean Spray, and we were one of the
cranberries,” said Simmons. first Midwest growers to join the coopera-
tive. We don’t grow fruit on contract for any-
one else. My father always believed that
Ocean Spray was very good to us, and that
was passed down to me as well.”
And with his sons, Jon and Erik, working in
the business, Duckart is pleased that the
affiliation with Ocean Spray will be solidly in
place for years to come.
Regarding his philosophy about growing
Page 3 Page 4
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CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-799016 THE PRODUCE NEWS MEDIA KIT The Produce News • Publication Calendar JANUARY-JUNE JANUARY 7 Floral Marketing • Asian Produce Directory • Super Bowl Section Chilean Fruit Section • National Winter Apples Section & Directory • Fruit Logistica Section 14 All-Mexico Issue 21 Wisconsin Potatoes Section • Detroit Marketrack • Winter Citrus Section • Transportation & Logistics Section • Florida Strawberries Section Michigan Winter Apple Section & Directory • Red River Valley Potatoes Section • In Memoriam Section • Northwest Potatoes Section FEBRUARY 4 Floral Marketing • Dressings, Toppings & Dips Section • Colorado Potatoes Section Packaging & Equipment Section • Offshore Produce Section • Spring Sweet Potatoes Section Southern California Strawberries Section & Directory 18 Nogales Spring Produce Section & Directory • National Watermelon Association Convention (Distributed at Convention) Southeast Produce Council Expo Section (Distributed at Expo — March 7-9 in Orlando, FL) MARCH 4 Floral Marketing • Mexican Mangos Section & Directory • Greenhouse Produce Section Hunts Point Marketrack • Packaged Produce/Value-added Meals Section 18 Vidalia Onions Section • Pompano Beach Marketrack • Texas Onions Section • Technology Section California Avocados Section • Florida Peaches Spotlight • Organic Produce Summit Mid-Year State of the Industry Update Canadian Produce Marketing Association Convention (Distributed at Convention — April 2-4 in Montreal) APRIL 1 Floral Marketing • Santa Maria Produce • Tropicals & Pineapples Section • Chilean Spring Fruit Section • Cinco de Mayo section Texas Onions, Melons & Tropicals Section • California Strawberries Section & Directory 15 Viva Fresh Expo (Distributed at Expo — April 25-27 in San Antonio, TX) • Sustainability Section • Lemons & Limes Section Watermelons Section & Directory • Mexican Grapes Section & Directory California Cherries Section & Directory • Specialty Produce • Apricot Directory • Florida Spring Produce Section 29 Floral Marketing • Western Desert Melons Directory • California New Potatoes Section • California Stone Fruit Section & Directory Georgia Produce Section • Coachella Valley Produce Section & Directory • Northwest Spring & Summer Produce Section MAY 13 Philadelphia Marketrack • New Zealand Fruit Section • South Carolina Produce Section • Rocky Mountain Marketrack California Fresh Figs Section • Ohio Marketrack & Directory • Berry Marketing Section 27 United Fresh (Distributed at Convention — June 10-12 in Chicago) • New Jersey Produce Section • Organic Produce Section Watermelons Section •Northwest Cherries Section & Directory • Floral Marketing • Mango Section & Directory Summer Mushroom Directory • North Carolina Produce Section • California Raspberries Directory • Urban Agriculture Section JUNE 10 New Jersey Blueberry Section • West Side Melons Section & Directory California / Baja Tomatoes Section & Directory • Early San Joaquin Valley Grapes Section & Directory • Northwest Stonefruit Spotlight Central California Onions Section • Eastern Shore Section • Avocado from Peru Section • Walla Walla Onions Spotlight 24 Organic Produce Summit Section (Distributed at Convention—July 10-11 in Monterey, CA) New York State Produce Section • Northwest Blueberries Spotlight Summer Citrus Spotlight • Floral Marketing Section • Michigan Produce • Bell Peppers Directory • New Jersey Peaches Section Los Angeles Marketrack (Distributed at Fresh Produce & Floral Council Expo) • Garlic Directory CONTACT YOUR PRODUCE NEWS REPRESENTATIVE • EMAIL: BRICKER@THEPRODUCENEWS.COM • 201-986-7990
THE PRODUCE NEWS MEDIA KIT 17
The Produce News • Publication Calendar
JULY-DECEMBER
JULY
8 Indianapolis Marketrack • California Pears Spotlight & Directory • Colorado Produce Section & Directory
PMA Foodservice Conference Section (Distributed at PMA Foodservice Conference & Expo – July 26-27 Monterey, CA)
Los Mochis Mangos Section • Guanajuato Produce Section • Greenhouse Produce Section
22 Ports of the Delaware River Section • California Grapes Section & Directory • Gourmet Specialties & Organic Produce Spotlight
Online Grocery Section • Prepared Foods Section • Back to School Section
29 IEOOC Special Issue
AUGUST
5 Garlic Merchandising Section • Fall Berries Section & Directory • California Apples Section & Directory
Northwest Onions & Potatoes Section & Directory • Global Avocado Marketing Section •
Quebec Produce Section (Distributed at QPMA Convention – Date TBD)
California/Baja Tomatoes Section & Directory • National Mushroom Month Section & Directory • Northwest Pears Section & Directory
Connecticut Marketrack • Floral Marketing Section
19 California Fall Fruit & Grapes Section & Directory • Eastern Apples Section • Peruvian Onions Section
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SEPTEMBER
2 Colorado Potatoes Section & Directory • Wisconsin Potatoes Section • New Jersey Fall Produce Section • FFVA Convention Section
Washington Apples Section & Directory • Floral Marketing Section • Pomegranate Section • Peruvian Asparagus Section
Southern Innovations Organics & Foodservice Expo Section (Distributed at expo — September 12-14 in Nashville)
United Fresh Washington Public Policy Conference (Distributed at conference – Date TBD)
16 Cranberries Spotlight • Baltimore Marketrack • Idaho Potatoes Section • Imported Berries Section • South American Mangos Section
Dates, Nuts & Dried Fruit Section • Specialty Produce Section • Idaho-Eastern Oregon Onions Section • Kiwifruit Section & Directory
Branded Produce Section • New England Produce Council Expo Section (Distributed at Expo — September 18-19 in Boston)
30 Pre-PMA Convention issue • Red River Valley Potatoes Section • Mushroom Marketing Section
Sweet Potatoes Section & Directory • Floral Marketing Section
OCTOBER
14 PMA Fresh Summit Convention Issue (Distributed at Convention October 17-19 in Anaheim)
28 Post-PMA Fresh Summit Convention Issue • Maine Potatoes Section • Northwest Marketrack
Floral Marketing Section • Holiday Dates, Nuts & Dried Fruit Section • Atlanta Marketrack • Ethnic Marketing Section
NOVEMBER
11 New York Produce Show Section • Rio Grande Valley Section • California Citrus Section
Winter Desert Vegetables Section & Directory • Florida Fall Produce Section • Mexican Avocados Section
25 Chilean Fruit Section & Directory • Nogales Produce Section & Directory • Floral Marketing • Organic Produce Section
DECEMBER
9 Potato & Onion Marketing Section • Holiday Produce Section • Boston Marketrack
16 Idaho Potato Commission Special Issue
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