A trip down the produce aisle: attendees of the Southeastern Produce Council Southern Exposure event can expect to see plenty of new items this year.

OPTIMISM APPEARS TO HAVE RETURNED TO THE PRODUCE CATEGORY with many producers and suppliers stressing that they are doing everything they can to encourage greater category sales. Walking down the aisles of the Southeastern Produce Council Southern Exposure event in Tampa this month, grocers can expect to see a lot of promotions. Here is what some of the top companies plan to highlight.

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CHURCH BROTHERS

Officials at Church Brothers take pride in being a one-stop shop for all produce needs. "Customer service is our top priority," says Steve Church, sales manager. "We realize the value of relationships, as well as quality, and we strive to make our service meet the needs of our customers in an easy and productive manner."

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Church stresses that the vertically integrated company is designed to make the ordering process for its customers as convenient as possible. "In addition to growing and harvesting our products, we control the cooling, processing, shipping, transportation and food safety aspects of our produce from seed to shelf," Church says.

Featured products include the Church Fresh Cut Line--Church Brothers' own salad blends in several varieties such as Salad Mix, 80/20 Salad Blend, and a 50/50 Lettuce/Romaine Blend. The company is also introducing the Disney Garden Snack Line and Snack Pack Carrots and Celery in foodservice size. Another product to look out for is the latest Disney Garden lunchbox item: celery with ranch dressing.

SWEET ONION TRADING CO.

'"Specializing in Quality Sweet Onions from Around the World' is our slogan, but it is our commitment to service and quality that sets us apart," says Suzy Loonman, director of marketing.

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With sweet onions available in annually consistent volumes, Loonman notes that the distinctive packaging, along with personalized service to produce buyers, generates interest.

She says that new products to look out for include the Sunbrero Sweets and Certified Sweet Sweet Onions, which are grown from premium granex seed under the direction of the company's agronomists in Mexico. The company will also highlight medium sweet onions, which are available in new 2- and 3-pound COOL-compliant high-end graphic bags.

GRIMMWAY FARMS

Grimmway Farms, a grower and processor of carrots and organic vegetables, offers a full line available year round. "We offer not only traditional baby cut and whole carrots and a full line of value-added products, like our shredded and baby petite carrots that are in a microwaveable bag," says Phil Gruszka, vice president of marketing.

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The newest products to the Grimmway Farms family are the organic yellow baby cut carrots, the organic Colorshred carrots, and new clamshell packaging that holds 1- and 2-ounce bags of carrots.

ONEONTA STARR RANCH GROWERS

Oneonta Starr Ranch Growers is one of the premier growers of apples, pears, cherries, and stone fruit in the Northwest.

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"Our range of marketing, from ad support to complete category management, meets every need a retailer has to achieve their sales and profitability goals," says Dan Wohlford, national marketing representative.

The company has launched its "Taste It" campaign, which features tote bins, along with tote bags touting nutritional information on the side panel. Information on how to check when the pears are ready to eat is also displayed on the tote.

MASTRONARDI PRODUCE/SUNSET

Officials at Mastronardi Produce/SUNSET have positioned the company as a leading greenhouse marketer and grower in North America. "While we take great pride in growing the world renowned Sunset Campari brand cocktail tomato, we have plenty more great success stories to talk about, including our other specialty tomatoes like the Splendido Grape Tomato, the Champagne Cocktail tomatoes, and our burger-sized Beefsteak," says Chris Veillon, marketing manager. "Beyond our award winning tomatoes, we grow a variety of beautiful and colorful bell peppers as well as refreshing and flavorful English and mini cucumbers."

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RAINIER FRUIT CO.

With enough Washington-grown apples available this summer, officials at Rainier Fruit stress that there is no need to switch to imports. "Rainier will have a good selection of organic apple supplies available into the summer," says Suzanne Wolter, director of marketing.

Wolter notes that organic cherries and blueberries will also be plentiful and that the grower's organic blueberries are of exceptional size and quality. "At the upcoming show, we'll be exhibiting our Grapple Soccer promotion materials and product," she adds. "We are running a new collector's edition soccer ball promotion, too."

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According to Wolter, the promotion creates a dynamic, kid-friendly sales opportunity for retailers by combining grape-flavored apples with the surging popularity of soccer. Customers will notice a colorful, high-graphic display unit that holds two cases of Grapple clams specially marked with promotion details.

PHILLIPS MUSHROOM FARMS

Keeping busy in a successful industry, Phillips Mushroom Farms is building a new state-of-the-art growing facility.

"The first phase of the new facility will be completed in a few months and will consist of one building that covers three acres," says Kevin Donovan, national sales manager. "The new facility will produce 200,000 pounds per week of white and brown mushrooms."

With updated equipment officials say will be very efficient and worker friendly, officials note.

SHUMAN PRODUCE

"Shuman Produce delivers year-round quality sweet onions while providing our customers with innovative promotional programs to drive sales," says John Shuman, president.

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And with that motto in mind, Shuman Produce created Produce for Kids (PFK). The idea behind the concept is to bring the produce industry together in an effort to support non-profit organizations that benefit children in need, as well as educate kids and parents on the health benefits of eating fresh fruits and vegetables.

Since its inception in 2002, PFK continues to grow with two annual national campaigns supporting local Children's Miracle Network hospitals and PBS KIDS.

"The PFK program provides retailers with a complete, innovative turn-key promotional campaign for the produce department," he says.

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RUSSET POTATO EXCHANGE

Specializing in varieties from all regions of North America, Russet Potato Exchange is a full line vertically integrated grower, shipper, and marketer of all varieties and types of fresh potatoes and onions. "Russet Potato Exchange offers extensive training on category management and provides research on consumer trends within the individual retailer's market area," says Rachel Leach, director of marketing.

In a continued effort to cater to the needs of the retailers, Russet Potato Exchange will put together customized promotional calendars and planograms for retailers.

Introducing new products also keeps Russet Potato Exchange fresh in the minds of the retailers. Disney Singles features microwavable shrink-wrapped potatoes specific-sized and are designed to meet children's needs.

CMI 

Columbia Marketing International (CMI), a Washington State grower and shipper of apples, pears and cherries, is finding success in two new grocery displays.

The first is the "Farmstand Bin," which is easily assembled and contains ten cases of fruit. Second is the Grapple Shipper. "CMI is always dedicated to working with our retail partners to develop new programs which sell product," says Andrew Garrett, region sales manager.

WAYNE E. BAILEY PRODUCE CO.

Officials at the Wayne E. Bailey Produce Co. know sweet potatoes. "In the early '90s, you would see white potatoes in a variety of ways, while sweet potatoes were showcased just one way - loose with a mix pack of sizes," says president George Wooten.

More recently, Wooten researched how many ways stores were displaying sweet potatoes, and he found that only four methods were shown; however, over Thanksgiving, sweet potatoes were featured 32 different ways.

Company officials says sweet potato fingerling and slabs for grilling are popular.

APIO 

Founded in 1979, Apio markets a full line of fresh-cut vegetables under the Eat Smart brand to club, retail, and food service customers. Apio's exclusive Breathe Way technology provides an optimal atmosphere within the package and extends freshness naturally. Over the past five years

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"We have recently launched a variety of vegetable blends in new 18-ounce value pack sizes," says Candice Blackmoore, director of marketing.

TANIMURA & ANTLE 

Tanimura & Antle has been keeping their family ties as an important component in their growing success. Family-owned and operated for over three generations, the company prides itself in its consistent quality.

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"Our produce is grown using strict quality standards," says CEO Rick Antle. "Our daily goal is to provide this produce to our customers with outstanding service. New products and processes are always being evaluated."

One key product retailers should be on the lookout for is Tanimura & Antle Living Lettuce. The hydronically grown butter lettuce is available in one-and two-count clamshells.

DEL MONTE FRESH PRODUCE

Del Monte Fresh Produce finds that offering that extra and detailed support to retailers is key.

"Del Monte provides extensive support to our retail customers including dedicated category managers and merchandisers, who work closely with each retailer's produce department," says Dionysios Christou, vice president of marketing.

Services include developing category specific strategies, designing planograms, performing sales analysis, conducting business reviews and assessing promotion and pricing initiatives. "We work closely with our retail partners to develop promotional and merchandising programs that support and grow retail sales and help promote healthy lifestyles," Christou says.

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