the snack issue 5

8/12/2019 The Snack Issue 5

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F R ES K A P RO D U C E:

M A N G O KI N G S PG . 0 6

L I M O N E I R A:

I P O R I S K S V S R E WA R D S PG . 28

M O L LY S TO N E ' S :U P S C A L E G R O C E RY

R E TA I L PG . 12

p l u s EATALY: FI NDING T HE

BEST QUALITY PG . 22

PG. 41

From the creators of AndNowUKnow.com



06 FreskaMango kings Gary Clevenger and Jesus

“Chuy” Loza discuss the challenges andsuccesses of growing Freska from theground up.

12 Mollie Stone’sSituated among the high-end zip codesof northern California’s Bay Area, thisspecialty grocer has a big heart with alocal soul… nd out why.

16 Locus TraxxDo you know where your produce is?Learn how you can prevent potentialtransportation problems with the latestin produce monitoring technology.

22 EatalyIf you are wondering what it means to

“Eat Italy”... Check out this popular NewYork destination from Founder OscarFarinetti and Creative Partners ChefMario Batali, Lidia Bastianich and JoeBastianich.

28 Harold Edwards Join Harold Edwards as he revealsthe tension, risks, and enthusiasmsurrounding Limoneira’s initial publicoffering... each step of the way.

33 Carolyn Scott-Hamiltonand The Healthy VoyagerFinding the perfect food blogger for yourcompany is as easy as 1, 2, 3, 4, 5...checkout how.

36 Tom WheelerCome take a walk with Mollie Stone’sDirector of Produce Operations as wediscover his fresh perspective and thepassion he invests in this specialtygrocery retailer.

41 Reggie Griffin Join industry veteran and Owner ofReggie Grif n Strategies as he impartson us the 7 things every produce execshould know.

50 city’superDiscover what awaits af uent, expatriateshoppers in Hong Kong’s greatestcosmopolitan gourmet food market.

3628

3322

5006VantagePointMedia 2020 L Street Suite 320, Sacramento CA, 95811(916) 346-4511



THE MANGO

KINGSThere is a sweet spot when it comes tosuccessfully navigating the mango business, andthese guys have found it. Meet Gary Clevengerand Jesus “Chuy” Loza - t he backbone ofFreska Produce International, LLC.

Gary and Chuy will be the rst to tell you thatmangos aren’t the easiest category to market.“There was no formula to follow, and creatingawareness around a fruit not native to this

BY ROBERT LAMBERT

country is harder than you might think,”Gary tells me. “But we’ve never waveredfrom our desire to grow the category andstep up to the challenge. I believe we havenally hit our stride.”

Mangos are relatively new to themainstream. Most consumers know whata mango is, in a vague sense of the fruititself, but have yet to realize how

multi-faceted and intricate the mangocategory can be.

“Seasonality plays a huge role in mangos,one that can be unfamiliar to consumersas well as buyers and retailers. In ouryear-round program, there are seasons andregions that only last three months. Youhave to consider all the variables fromprice uctuation and market conditions,

to mango maturity at the front end and theback end,” Gary tells me.

In addition, there are 5 varieties of mangosfrom the always popular Ataulfos andTommy Atkins, to the unique Keittscultivar which ripens from green to orangeand provides rm esh with a pineysweetness and minimal ber surroundingthe seed.

From left to right: Jesus “Chuy” Loza and Gary Clevenger



“With mangos, we have a lot on our plate when comparedto other categories, as we try and generate more exposurefor the variety within the mainstream. The mainstream isn’tas privy to mangos as those consumers in, say, SoutheastAsia, where you will nd mango trees as a backyard staple.But, the versatility of the fruit makes it an asset in theproduce department. It’s a matter of educating and creatingawareness,” Chuy reects.

Gary and Chuy met in 1999 at a Southern California-based produce company and ventured out on their ownto differentiate a single fresh produce category: mangos.Before the two kicked off their venture, Gary worked inthe restaurant business and before that, he was in realestate development in Southern California. As a kid inhigh school, Gary’s roots were in agriculture as he workedin the warehouses of Santa Clara Produce in El Rio,California where his father, Ira, worked. The companygrew crops in Oxnard and was one of the largest shippersout of the region, growing broccoli, celery, cauliower andstrawberries while also packing avocados. Gary moved onto work in the restaurant and real estate industries. He was

also drafted by the California Angels farm system where heplayed third base for three years. Chuy’s roots in the industry take him as far back asMission Produce where he worked in the early 90’s beforespending some time in Europe working for a US and EUproduce company. Chuy then went on to work for mangoshipper El Tropico and joined a Rancho Cucamongaproduce company, where he would inevitably bump intohis future partner. Chuy and Gary both have similar collegebackgrounds as well, both boasting Accounting degrees.

“We both learned business from the numbers; they neverlie,” says Gary. “The rst thing I remember hearing about Chuy was that hehad a good background in selling mangos. After workingwith him for a while I realized that he did everything in hiscategory from procuring the fruit to tying up the trucks to

settling problem les during the day and did this all whilegrowing the category. Going into business together wasreally a no brainer and has been fun. Glad I followed mygut,” Gary reects.

Both entrepreneurial in nature, Gary and Chuy decidedto branch out on their own and start a new company in2004. With Chuy’s sourcing and grower relationships andGary’s banking resources and nancial background, thetwo created a business plan to import fresh mangos. The

newly established Freska Produce had themango inventory to sell and the requiredrelationships to buy the product.

From the get-go, the two partners agreed togrow the business organically, as demandand resources would allow. This philosophyhas ensured the company’s success,returning prots for Freska every year forthe past 10 years.

“From the beginning we were selling directlyto retailers and wholesalers, but it was hardwork. We had pulled our resources fromthe time in the industry and knew who ourcustomers needed to be and who we shouldcall. Gary and I increased imports and grewour customer list accordingly,” Chuy notes.

Freska hit the ground running, andsoon after the initial launch the partnersestablished an accounting department to

take the nancial reins, allowing Gary tomove into Sales and Marketing.

The company’s continued success hasallowed Gary and Chuy to expand Freska’sreach, purchasing property in Oxnardand Los Angeles, California as well asNogales, Arizona. “We invested our prots back into thebusiness each year and it has helped thethe business evolve and created the controlnecessary to allow the category to grow,”Gary tells me.

“Like I have said, starting Freska was notwithout trials and tribulations,” Gary says.“You hit high and low points but we havealways been able to maintain productivityand relationships on our terms, which aregood for our growers and customers. Stayingon-point and keeping an even keel along theway has allowed us to sustain planned andconsistent growth. Smart growth.”

This Freska team has always pridedthemselves on sustaining a level of honestyand respect in their relationships. “We

always give growers back a fair returnand every relationship that has been withus since day one has grown with ourcompany,” Chuy notes.

“We didn’t get into commercial or businessdeals that we weren’t both comfortablewith, or that wouldn’t ultimately help thebusiness. Quality control has really helpedus grow faster than others. We are involvedin every step of the supply chain, from QCat the farm to the coolers,” Gary reects.

It helps that the company is known forbeing transparent. Over the course oftime, the company has proven to bereliable and up-to-date, giving back toeach supplier on a timely basis. Beingconsistent with their growers has been akey to Freska’s success.

Gary tells me, “We are an open book withour relationships and so they trust our wordwhen seasons get complicated, the weatheris challenging, and the market tough.”

It’s easy to see why when the times are

trying, those on board with Freska tend tostay on board.

Retailers gravitate towards Freska for thesame reasons that suppliers do - consistency,QC, tailored programs, on-time delivery,integrity, fair pricing…you name it. FromLos Angeles to New York, retailer after

retailer attribute these characteristics toFreska Produce.

What does this dynamic duo see for thefuture of the mango category? Growth.FOB pricing and volumes are going up,and mangos are becoming a more popularitem on produce shelves. The fruit istransitioning into fresh cut, salads, salsas,cocktails and desserts. The item also appealsto multiple demographics including Latinoand Asian communities. Mangos arecritical to success. If you can get the r ightpeople through the door, mangos become adoorway to tap into multiple demographics.Again, education is key. There is no limitto the ways mangos can be enjoyed, fromthe unique varieties and stages of ripenessto their integrations into traditional recipes,meals and holidays. “The potential is everywhere. We plan onbringing in more volume and more salespeople during 2014. Freska is moving fullsteam ahead,” Chuy notes.

Whether it’s over a glass of wine, a produce

display or a phone call, you can see thatthese two Ventura County, Californianatives have made more than just aprotable investment. They’ve imagined,initiated, and innovated an industry-leadingproduce company that is dening andredening the mango category.

“...Keeping an even keelalong the way has allowedus to sustain planned andconsistent growth.Smart growth.”

“It’s a matter of educating andcreating awareness. ”



1



F rom San Francisco to Burlingame and Sausalito,northern California’s Bay Area is full of high-end zipcodes spanning a host of upscale communities. In this

ultra-competitive retail market and region, Mollie Stone’sMarkets has taken residence; nding a treasure trove ofconsumer palates and specialty grocer needs.

Bay Area shoppers, consumers, and diners ask more questionspound for pound than most other places in the United States.Country of origin? Free range eggs? Local or all-natural? TheMollie Stone’s managers have over 323 years of combinedexperience in the industry and are well-suited to providehelpful solutions.

“Our knowledge goes a long way in satisfying the needs ofour customers. There is a lot of passion in our ranks,” TomWheeler, Director of Produce Operations, tells me. “We knowour communities and how important the stories behind theirfood are to them.”

When I ask myself what’s at the core of this Bay Area grocer,the inevitable answer is ‘fresh.’ The puls e of the San FranciscoProduce Terminal is a key aspect of Mollie Stone’s and its ‘Just

in Time’ philosophy. The conce pt ensures the freshest qualityis on the shelves and allows for stocking items that reectthose with the highest demand. Unique. Local. Same day. Thisretailer is helping to redene neighborhood grocery, whileremaining a one-stop-shop for c onventional and innovativeitems as well.

What makes this 9-location grocer a ‘home away from home’for many Bay Area residents is the variety of local, nationaland international food options in high-end locations, as well asfriendly people to greet and chat with you as you make yourway through the store.

BIG HEARTLOCAL SOUL

BY JORDAN OKUMURA



Every department and store managereeps business cards in their shirtockets. It’s important to us that weecome more than just a resource forach of our customers, but a name and aace,” Tom reects.

Walking through a Mollie Stone’s is akino walking the local and regional radiusf northern California. This Bay Areaem presents fresh produce items withlacards for their growers, cheese displays

with their home locales, and architecture

reecting each location’s individualneighborhoo d and community.

The store sets the stage for many ofthe big players in produce. EarthboundFarm presents its ‘produce theatre’of healthy salad creations andCalifornia Endive differentiates thespecialty vegetable category withits crisp California items. Stemilt’sexclusive Piñata Apples rise out ofrustic wooden bins and Litehousesalad dressings call ‘Opa! Opa!’ from

the shelves. The company also boastsrare and unique items like Pink PearlApples which offer a perfect balanceof tangy and sweet.

Established in 1985, the rst MollieStone’s location was opened as anatural foods store in RedwoodCity, California, by Mike Stone andDave Bennett. The longtime friendsand fraternity brothers infusedconventional grocery items into theirMollie Stone’s concept in order to

provide the best possible shoppingexperience for their customers. The

idea is realized in Mollie Stone’s freshproduce, meats, prepared foods, deliofferings, and health and beautyproducts, while also presenting typicalgrocery such as vitamin-enrichedcereals, cleaning products, housewaresand packaged goods. Mollie Stone’s creates a niche for itself inthe industry through the relationshipscultivated with customers as well asthose established and maintained withits grower, supplier and vendor partners.

The retailer not only creates both ofthese valued relationships based on

honesty and reliability, but creativityand innovation as well. Each partnerwould tell you that the team at MollieStone’s is present every step of the way,to ensure that both the integrity of theproduct and the vendor relationship areupheld from source to shelf. The specialtygrocer has a hand in product innovations,performing as a testing ground for manyof its suppliers.

The Mollie Stone’s producedepartment has continued to be the

gateway into each store - a welcomingpresence that provides excellence in

quality, and an incredible assortmentof offerings accompanied by top-level service. Mollie Stone’s keenunderstanding of its customer base isreflected in the vendor partners it haschosen to work with over the yearsas well as the individual personalitiesthat have built the business. The ingenuity of Mollie Stone’s and itsengaging team of innovators is just onemore reason that now, you can trulyleave your heart in San Francisco.



hand. “Now your real-time temperature and locationalerts are always at your ngertips,” says Lafferty. “Andwith our ve dollar reward for every unit returned, it’snow easier than ever to save money on transportationcosts.” As Locus Traxx looks towards the future, the company,which currently has a joint venture with Vitrociset inBelgium, is hoping to complete further joint ventureefforts in South America, China, and Russia. These j ointventures will allow the company to expand its monitoringservices across the globe with SmartTraxx, SmartTraxxPortable, and now, SmartTraxx Go.

avoided. Lafferty tells me that the moral of the story is thatif you know what’s going on at every step of transportation, you can correct any potential problems.

For the past ve years, Locus Traxx has been focused onkeeping all sorts of perishable cargo fresh and safe while intransit, whether it’s moving across the country or over theocean. The company has developed a unique system that ismore than just a simple temperature monitor. Locus Traxxservices brand-conscious grower-shippers, the third-partylogistics companies or brokers, and the large nationalretailers.

SmartTraxx is a system that can provide real-timeshipment temperature, door security, and locationinformation straight to the grower via smart phone orcomputer. “If you know in real time when the temperaturegoes above or below the safety threshold, you can then takecorrective action with your transportation provider so theycan make adjustments on the y and minimize productimpact,” Lafferty tells me. SmartTraxx assures that yourproduct will be traveling under conditions that would giveit the maximum shelf life. The retailers win, the grower-shippers win, and the consumers win.

Here’s how the system works. A wireless temperaturesensor is placed inside the cargo and a communication

module is placed on the rear door of the trailer. The modulesends data via satellite network into the Cloud. Locus Traxxthen processes the information and noti es the providerin real-time about any exceptions to safe parameters. Oncealerted, the provider can immediately take measures tocorrect the problem and ensure product safety.

This quarter, Locus Traxx is introducing a product for thenext generation. Its new SmartTraxx Go is a real game-changer, a portable device that can t in the palm of your

Standing only 3” tall,the new SmartTraxx Goprovides all the benets

o the SmartTraxx systemwith convenience and

portability in mind. Now

you have access to real-timetemperature and locationdata everywhere you go.

Imagine this: You’re a grower-shipper who has just sent out a load of the freshest, most pristinestrawberries harvested all season. The cargo is

raveling cross-country from California to Florida in less

than desirable conditions. Scorching heat, heavy winds,traf c, you name it. So long as the truck is refrigerated,everything will go according to plan, you think, but there’sone considerable problem. The reefer has malfunctioned

while in transit and you weren’t noti ed in time, causinghundreds of cartons of strawberries to spoil under extremetemperatures and wasting hundreds of thousands ofdollars, while simultaneously disappointing consumers andretailers. Sound like a bad dream? This situation is more real than you may believe. Withoutsome kind of device that can report temperature changesto the shipper in real time, revenue and valuable freshproduce could be lost at any moment. I spoke with ChrisLafferty, Vice President of Sales at Locus Traxx, to betterunderstand how nightmares like this could be easily

Introducing the SmartTraxx Portable, a battery-powered andreusable monitoring system. SmartTraxx Portable provides wirelesstemperature sensors, GPS location service, and real-time text andemail alerts on shipment status.

1

BY CHRISTOFER OBERST



FLAVOR: Fairly mildtaste, intensifieswhen cooked.USES/PREPARATION:Saute`, cook any way, orenjoy raw. In salads,pasta, on pizza,quesadillas or burgers.BENEFITS: Good source ofthe antioxidantselenium, B vitamins,copper and Vitamin D.

FLAVOR: Similar towhites but with adeeper, earthier taste.USES/PREPARATION:Saute`, broil, microwave,cook almost any way,

or raw on salads. Addto beef, wild game, andvegetable dishes.BENEFITS: Antioxidants,B vitamins, copper,potassium & phosphorus.

FLAVOR: Woodsy & richwith a meaty texture.USES/PREPARATION:Best when cooked.Curved stems should beremoved. Add to pastas,

soups, stir fry, sidesand entrees.BENEFITS: Antioxidants,copper and B vitaminsriboflavin, niacin andpantothenic acid.

FLAVOR: Mild taste and

crunchy texture.USES/PREPARATION: Trimroots at cluster base,separating stems beforeserving. Raw in salads,sandwiches, or in soups.BENEFITS: Copper,the antioxidantselenium; B vitaminsriboflavin, niacin andpantothenic acid.

FLAVOR: Crunchytexture & mild flavorthat is sweet and nutty.USES/PREPARATION:Cook whole or slice intosauces to complement

chicken or fish dishes.Good with vegetables instir fry, soups & stews.

BENEFITS: Riboflavin,niacin, magnesium andVitamin D2.

Use caution with wildmushrooms. There aremany varieties; many areinedible and resemblenon- poisonous varieties.If you want to try theedible wild varieties, itis important to eat thosepurchased from atrusted retailer orserved in a restaurant.

FLAVOR: Deep, meat- liketexture/flavor.USES/PREPARATION:Grill, broil, roast orraw on salads. Great asvegetarian alternative.Grilled & served onburgers, as appetizers,entrees or side dishes.BENEFITS: Antioxidants,potassium, phosphorus, B

vitamins and copper.

FLAVOR: Very delicate,subtle, nutty flavor.USES/PREPARATION:Saute` with butter andonions. Used in soups,stews and sauces.BENEFITS: Good source ofB vitamins riboflavin,niacin, pantothenic acid,and copper.

FLAVOR: A chewy textureand taste, similar toseafood.USES/PREPARATION:Do not wash. Slice andsaute` in butter, oil,or flavored broth. Usedn many dishes, and as

a substitute forveal or lobster.BENEFITS: A source ofcalcium & iron.

FLAVOR: Woodsy tasteand distinct aroma.USES/PREPARATION:Saute` lightly in oilor butter. Use in maindishes, sides, and soups.BENEFITS: Good sourceof selenium, copper,riboflavin, niacin, andpantothenic acid.

MUSHROOM

Pom Pom

Oyster

Portabella Wild Mushrooms

Maitake

White Button

Crimini Shiitake

Enoki

Beech



BY ROBERT LAMBERT

Looking for the upper echelon of grocery?New York City’s Eataly is a food lover’swonderland. With Oscar Farinetti as Founderand Mario Batali as creative partner, howcould it not be? This company promotes adiverse selection of high quality food anddrink, boasting a love for the stories about thediversity of fl avor, the people who produceit, and the places it comes from.

Nearly 10 years ago, Oscar found a need to createsomething new and di erent to o er the foodlover’s community. What started as “Eat Italy”quickly changed to “Eataly” as the frst store opened January 2007 in Turin, Italy. In 2008 the companyexpanded its footprint into Tokyo and now has11 locations in Japan. In 2010, Oscar jumpedat the chance to open a location in New YorkCity in collaboration with world renowned chefMario Batali along with Joe Bastianich and LidiaMatticchio Bastianich.



Dino Borri

(from left) Lidia Matticchio Bastianich, JoeBastianich, Mario Batali, Oscar Farinetti

ese are the dist inctive forcesind an eclectic group of criticallyaimed, unanimously adored venuesrestaurants. The young company

ntly opened its second U.S. locationChicago, and Dubai and Istanbul are

he horizon.

s family of talented food geniuses

ws that good food creates a bindingjoyful experience. Whether aroundcafé table, in the fresh produce aisle,eside an array of distinct foodie items,aly has a real understanding of thesan appetite, balancing both importedlocal products.

ner, Dino Borri, tells me,

“Finding the best qualityproducts is just part of ourmanifesto. We are trying toestablish a way for everyoneto access good food in theworld. Eataly combines

our Italian soul with localculture that is specifc toevery store. Our goal is tocreate trademark eatingand dining experiences thatalign with the way we wereraised to appreciate foodin Italy. Every store and itsconcept is also designed in-house by our collaboratorsand architects. We arebringing a little bit of ourhome to your doorstep.”

If you want to know what produce can dowhen paired with artistic license, Eatalyis your one-stop-shop. Produce at Eatalyfeatures your top-tier fruit and vegetablecompanies. The gamut includes unique,hard-to- nd items as well as t he staples weknow and love. The company’s partner,Baldor Specialty Foods, sources everythingand also brings fresh owers to the storeeach morning. Eataly is the only place inNew York with a Vegetable Butcher who

will cut and clean any vegetable you wantfor free. Cook simply and healthfullyat home or enjoy fresh and seasonal

vegetarian fare at Le Verdure, in view ofEataly’s produce market. Also, a NortheastSeasonal Calendar gives shoppers thelowdown on the season’s nest.

At LA SCUOLA DI EATALY, DeanLidia Bastianich communicates theEataly message that good eating isabout engagement and education. Thecompany wants consumers to knowthe grocers, chefs and producers whoinspire the company. Chef Bastianichhas handcrafted a variety of cookingschool classes that each o er a uniqueculinary experience. La Scuola di Eatalyis Italy for food lovers from people whoare very passionate about food and wine.In addition to classes, Pranzo, Eataly’snew regional pop-up lunch restaurant inLa Scuola Grande continues to host theEataly experience.

In Eataly, knowledge is king. The company prides itselfon knowing everything about what they sell and serve,and their passion for the knowledge is evident in thestories these professionals tell of the people and placesbehind all that the grocer o ers. The more you know,the more you enjoy.

The company also knows that trust is earned. Eatalypromises to be scrupulously honest with a sta that neverencourages the consumer to buy more than what theyneed or more expensive than what they can a ord.

With an end goal of preserving each customerrelationship for a lifetime, it’s easy to see why honestyis key. The Eataly landscape is a story of the region,the people that inhabit it, and the family that began anexperience that is sure to please the palate at every visit.

Eataly o ers 7 sit down restaurants, each positioned nextto the market area that provides the fresh ingredients forthat restaurant’s dishes. Le Verdure is next to an abundantproduce section, La Piazza to its fresh mozzarella andSalumi & Cheese Counters, Il Pesce to Eataly’s shmonger,La Pizza & Pasta to the Bakery and Manzo to the Butcher.Pranzo is in Eataly’s Cooking School and Birreria is arooftop restaurant that brews its own cask ales. A PaniniCounter o ers daily items like housemade sandwiches anda Rotisserie Counter for hand-carved meats, Cobb CobbChickens and assorted antipasti.

The company’s target audience is everyone... and when Eatalyopens its doors, you are entering a space that feels more like atrip abroad than a Sunday afternoon shopping trip.

This is a store with stories. Here, you won’t just discover what you love, you’ll also learn about what you love. The companyhas built its foundation with the help of its loyal followers,patrons and fresh faces. What the consume r chooses every daydetermines what Eataly will stock its shelves with over time.Sourcing the best quality products means that the companysupports the local farmers, shermen, butchers, bakers, andcheesemakers who produce them. And the company doesn’trob you at the register for the experience; Eataly is dedicatedto o ering the best products at the lowest possible price points.



“When you do your initialpublic offering (IPO), you’re not sure ifinstitutional investors

will embrace you,” Harold Edwards, Presidentand CEO of Limoneira, tells me. “There’s a lotof risk, but the rewards can be great.” Indeed, the rewards have been substantialfor the 121-year-old Santa Paula, California-based agribusiness. Since going public four years ago, the company’s share volumeincreased more than tenfold, graduallybuilding its investor base and increasing itscurrent market capitalization to well over$300 million. It was a triumphant momentin Limoneira’s history, one which helpedthe company grow like never before. As welook back on that fateful, truly historic day,Edwards takes us on a journey that revealsthe tension and enthusiasm surrounding thecompany that morning and the bene ts goingpublic have ultimately provided… It’s 9:30 AM on May 27, 2010. The opening bellat the NASDAQ echoes and rings o ut acrossthe MarketSite as traders work the oor andstocks scroll tirelessly across the screens.For Harold Edwards, today is more thanextraordinary. His company had just gonepublic.

“It was a really exciting day to me; a reallyimportant moment in the company’s history,”says Edwards, re ecting on the day that wouldchange his business forever. “Soon after 117 years of being privately-owned, the companyembraced being public.”

Many entrepreneurs perceive taking theircompany public as a huge risk, but forLimoneira, there were a number of advantagesto consider. For example, the company couldaccess a new form of capital, allowing moreroom for expansion. The company couldnow embrace its plans for growth, whilealso giving shareholders an instant increasein liquidity. It all sounds like a great idea,but one must also examine the variousdisadvantages of going public, which Edwardsdescribes as potentially including morecosts, more restrictions, and/or increasedpressure on short-term growth in a cyclicalagricultural environment. The biggest issueLimoneira had to overcome was the increasedcost from a regulatory perspective. The cos t ofmanaging audits, accounting, all of the thingspart of being compliant from a regulatoryperspective. “Investors say there won’t be a signi cantreturn on capital. It will be an overlyregulatory environment. There will be addedcost. You might get de-listed, which createsserious peril,” Edwards outlines. “Attractinginstitutional investors was dif cult becausethere wasn’t enough turnover volume intrading.”

It became increasingly dif cult to attractinvestors and give guidance. There’s an entirelaundry list of risks and potential liabilities,but Edwards still saw an opp ortunityto increase market capitalization andtransparency. “One of the real opportunitieswe saw was to be able to reconnect Wall Streetwith Main Street. We could develop real estate

2

BY SARAH HOXIE



in capital markets,” he continues. Spurringgrowth in these capital markets wouldhelp channel funds into all of Limoneira’sbusinesses, which involve agriculture,community, and real estate development.

At the time, the company had more than 500shareholders and the Securities and ExchangeCommission requires that any company ofthat size must be public. The best way toincrease your value is to increase your public

sharehold, and Edwards wanted to capitalizeon this circumstance rather than take anyrisks with the SEC. In the months following its listing onthe NASDAQ stock market, the companyeventually went from 200 shares a day to over35,000 shares a day on average, ultimatelytaking its current market capitalization toover $300 million. The amount of sharesbeing traded were increasing every day andthe company’s investors base was gradually,but successfully growing, with the foundingfamilies thankfully still in control. Edwardsand his team of executives had solidi edtheir place in Limoneira’s history, and underhis leadership, the company’s stock hadsigni cantly risen. Edwards is no stranger to being a strongleader, either. He was once Vice Presidentand Chief Financial Of cer at Mission Prod ucefrom 1992–1996, where he successfullymanaged the net income growth of thecorporation by 300% in ve years, whilemaintaining adequate corporate capitalization

and cash ow. Heeventually took onother corporatepositions in the years following in

various agribusinesses, including Purina Italia,Agribrands International, Sunkist, and CalavoGrowers. Being the CEO of a giant, in uential,and multi-generational agricultural companylike Limoneira is, without a doubt, a di f cultposition to ll, especially since his fatheronce held the same role as interim CEO. Eventhough his father served on the board since1985 and was chairman for some time afterthat, Edwards still needed to apply to becomeCEO. He was eventually hired, and his father

subsequently stepped down as chairman. We now return to the months follo wingLimoneira’s public offering. It is August4, 2010 at 9:29 AM...mere seconds beforethe ringing of the NASDAQ stock marketopening bell. Harold Edwards standsbehind the bell alongside his wife and otherLimoneira of cials and their families, eagerlyanticipating the countdown until 9:30. Thisis an undeniably historic moment for thecompany, a testament to Edwards’s prowessto take strategic nancial risks and overcomepotential risks. At 9:30, Edwards rings thebell and lemon-colored confetti rains downfrom the ceiling, showering the NASDAQMarketSite in yellow as the walls prominentlydisplay the Limoneira logo. Amidst theclapping and cheers, this was the time tore ect on where he took the company and itscountless nancial successes over the monthspreceding. Since his start as President and CEO inNovember 2004, Edwards was able totake Limoneira to new heights thanks to

his business-savvy acumen and nancialintuition. His vision allowed the companyto grow in more ways than one, buildingits market capitalization and developing itsglobal agriculture, community, and real estatebusinesses. Under his leadership, he haddeveloped a business model that doubled thesize of the company in the past generationand is still growing today.

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B y J o r d a n O k u m u r a

B y J o r d a n O k u m u r a

T h e H e a l t h y Vo y a g e r

T h e H e a l t h y Vo y a g e r

The story creates an identity and anarrative for a brand or product that canbe channeled through a host of di erentmediums. With the advent of onlinecommunities and blogging, companieshave the tools for generating a story thatcan touch the consumer on a personallevel. Changing from advertising withtraditional media to working with onlinepersonalities is proving to not only bee ective, but more pro table. With ablogger, you can get uniquely createdcontent that will live well beyondthe debut post; from social media to

the never-ending phenomena that is‘passing it around the web.’

Marketing is storytelling .

Carolyn Scott-Hamilton



TOM WHEELER

Tom Wheeler’s mornings start at midnight. While most people aresleeping, the Director of Produce Operations for Mollie Stone’swalks the San Francisco Produce Terminal ve days a week,beginning at the early hour of 12 a.m. The early riser sees rst-hand what is and isn’t fresh. Weaving his way around the produceterminal, he brings an eye for t he unique as well as the familiar,sampling fruits and vegetables, monitoring their quality, textureand taste for each of his company’s 9 eclectic locations. If that’snot proof that there’s passion in this produce man’s step, let me tellyou more.

BY JORDAN OKUMURA



The rst light of sunrise is just touchingthe edges of Mollie Stone’s Sausalito,California location as this producea cionado is already half way through hisday. Tom guides me through the wakingstore, down aisles rising with local winehand-picked by sommelier Ken Schroeder,past a landscape of artisan cheeses andcured meats, all the while raving abouta unique batch of Pink Pearl apples withtheir pink and beige meat. He stops to cutme a slice to show me just how unique thecolors really are and the avor as well.

Just making its way to the day’s icedisplay is the fresh catch of crab thatcomes in every morning. Tom movesaround the bins and displays with theease and knowledge of home. Theshelves packed high; a map of north ernCalifornia suppliers and beyond. With

a background in running… hitting thepavement, the terminal oor or theproduce aisle must be second naturefor him. Working toward the BostonMarathon in April, Tom knows what itmeans to work hard for the things thatyou are passionate about. His driveis evident in both his enthusiasm andknowledge. When it comes to runningand his passion for the job, one clearlyinforms the other.

The Mollie Stone’s Produce Buyer has anof ce and distribution center at the SanFrancisco Produce Terminal. The fruits andvegetables that Tom selects each day ndtheir way to the stores that very samemorning. Talk about a fresh perspective! Bytesting sugar content with a refractometerand pressures and temperatures as well,the company ensures freshness and qualitywhen the doors open.

Tom is always thinking two steps ahead,looking to wrap his head around a freshconcept, or for a unique item for hisconsumers. I reach for a small red andyellow apple just at eye level.

“This tiny apple has one of the longest

histories of any fruit variety, going backto the seventeenth-century orchards ofLouis XIII and possibly beyond that toancient Rome,” Tom tells me. “The LadyApple...also known as Lady Sweet,Christmas Apple and Pomme d’Api,”Tom notes.

The man knows his history, and what willcatch your eye. The company presentsshoppers with a monthly almanac thathas daily tastings to keep customersinformed and engaged, and Tom is neverafraid to test new products or concepts inhis departments.

“We always want to give our customersa taste of something new and dif ferent,”Tom notes. “One day I hope to mergedifferent departments together to forma more collaborative space in grocery.Produce and deli? Why not.”

Tom joined Mollie Stone’s in the middleof 1991. Before teaming up with the

specialty grocer, Tom worked with CalaFoods, an independent retail chain inSan Francisco, as well as the groceryretailer Pac N Save. Since 1995, Tomhas been the sole produce buyer forMollie Stone’s hand picking the freshproduce jewels and companies that ha vehelped de ne the retailer.

For suppliers that appreciate tellingtheir story at the nal stage – the retailshelves – Tom is your man. Take endives;specialty items such as this uniquevegetable beg for education. Tom anda dozen produce managers/staff visitedCalifornia Endive’s facility recently in Rio

Vista, California for a tour of the growingoperations followed by an endive-centriclunch; putting a face and story behind theproduce item – a dream for any grower.After their visit, the grower conducted around of demos at various Mollie Stone’slocations where produce managersengaged and participated in each demo.

What’s on the horizon for fresh produce?Tom tells me that the industry is everevolving, with one area of major growthoccurring in the value-added category.

Displays have grown from 4-foot sectionto 8-foot presentations spurred by thedemand for convenience and new unique

avors and creations.

Tom is hands-on in every aspect of t hebusiness, always receiving his growerswith a friendly smile and a laugh, makingit a pleasure to work with him whetheryou’re at the distribution center, on theSF Wholesale Produce Market or at thecorporate headquarters in Mill Valley…owhether he is just taking a walk throughhis Sausalito, California store with aSacramento produce writer from downthe road.

“We always

want to giveour customersa taste ofsomething newand different.”



“Ethos and egos, it’s in large part aboutethos and egos,” Reggie Grif n tells me.This produce industry maven bringsmore than 40 years of experience in thegrocery industry to the table, from hisdays with Kroger to the new consultingventure Reggie Grif n Strategies. Reggieis a visionary, a mentor, a pioneer andtoday… a teacher.

“The buy-sell relationship is morecomplicated than it may seem,” Reggiere ects, and I am convinced. Under hiswatch, Kroger was responsible for morethan $7.0 billion in Produce and Floralsales for the US supermarket chain. TheCincinnati-based retailer is still thelargest orist in the world.

“Mind you, I haven’t written a produceorder in 30+ years,” he notes. “But I cantell you that the profession is all aboutresilience and foresight… learning how

to stay on your toes in a dynamic, ever-changing industry.”

Here, ‘Professor’ Grif n steps up to thepodium and imparts upon us seven thingsevery SVP and retail produce professionalshould know…

WITH REGGIE GRIFFIN

7

THINGSEVERY

ASPIRINGSVP SHOULD

KNOW

BY SARAH HOXIE



1When you are negotiating deals ina world with Walmart, Kroger, andSafeway, you want someone on

your side with the ego to get the job done,and the ethos to get it done right. It isthe detail-minded who can also see thebigger picture who will ultimately proveto be the industry leaders. The capabilityto execute the perfect dynamic betweensuppliers, buyers, transporters, andconsumers is a skill necessary for success.Although there has been a tremendousevolution in the way buying is done, thebasics are still key: honesty, integrity,attention to detail, and the ability to takethe reins and lead.

2A lot of Produce Buyers today cometo the industry straight out of collegeand it’s good to know, whether you

are upper-management or the individualapplying for the position, that there aresome things to expect from the rst three

years. It takes about three years for aProduce Buyer to pay for themselves. The

rst year they are getting their bearings,learning what makes the business tick.The second year they begin to remember.A Produce Buyer starts tapping into theseasons, remembers the best varietiesand from what region in the world theyare sourced. They begin to remember atwhat point in the year to begin planningfor the holidays and how weather and themarket changes the game. In the third yearthey start anticipating, decisions becomeinformed gut reactions. They combinethe science and art of produce buyingfor inventory, weather, trends… this iswhere the knowledge really kicks in andthe ROI occurs.

3A promotional ad can increase salesby 200-500% …So, a great buyerhas to be able to anticipate supply

and demand. Some individuals comeinto the corporate life and really thriveat the tasks at hand with great personalinitiative. A project has the potentialto really evolve through their integrity,vision and ability to get the job done.Great buyers are the guys and ladies thatcan hold up the roof when it is cavingin—play ball under pressure.

ETHOS and EGOS 3 YEAR INVESTMENT

KEEP IN MIND...

200% 300% 400% 500%

4It’s a fast and furious game…Whether it is a Produce Buyer,Distribution Center Replenishment

Buyer, or FOB buyer… a fresh productdoesn’t sit still for long as timing andspeed are everything. With the demandfor fresh driving the ‘just-in-time’ concept,fresh produce coming into a distributioncenter is all about timing. A ProduceBuyer has to have a handle on fresh, fastturn around. Ordering from East and Westcoast, or tapping into the import systemmeans trying to time the product comingin to hit the produce oor at the sametime it’s needed and turn that inventoryover. It’s about trying to anticipate whatthose 200, 300, 400 stores are going toneed and at any given time.

7Use the technology at yourngertips… Technology has grown

exponentially. With the resourcestoday, we have started using algorithms,mapped out consumer trends and buyingpatterns, the movement of shipments…today we have great quality controland a sense of demand throughout thecategories and the year. Now, that doesn’tmean leaving instinct by the wayside, butuse the tools you have at your disposal.

Reggie has been in both Merchandisingand Operations, spending 10 years as theCorporate Vice President of Produce &Floral Merchandising and Procurementfor Kroger. The industry veteran recently

retired and launched his own venture,Reggie Grif n Strategies, with the goal ofworking with key clients who share thatsame philosophy and want to grow theirbusiness with vision, strategy, effectiveorganization and passion.

5A great Produce Buyer is a merchantalso! That is one of the bestthings you could say and the best

compliment you could give to a ProduceBuyer. Strive to be a merchant, a personwho creates the art and science of freshproduce merchandising.

6Produce Buying is a great stepping-stone to higher management…This position allows the perfect

opportunity for growth in the retail ranks.It’s more than just about being a greatbuyer. The payout is tenfold, but rst youneed the tools and the foundation. I knowsome great Produce Buyers that havebecome Division Merchandisers after theirtime in the position. Some have evengone on to lead the perishable operationsin some of the largest operations in the US.

PRODUCE BUYING

USE TECHNOLOGY

TIMING IS EVERYTHING

STRIVE TO BE A MERCHANT



Dandelions have been used as food and medicinefor as long as humans walked the earth. The

greens of dandelions are no different. Not only candandelion greens purify the blood and cleanse the

body, they can also help lower the risk of cataracts andage-related macular degeneration. This is one superfood thatmight already be growing in your backyard!

Beet greens are considered to be underdogs and yet theirhealth bene ts rank alongside the best superfoods available.Specializing in Vitamins A, C, and K, beet greens help boostyour immune system, while keeping your skin, bones, and eyes ashealthy and as youthful as ever. Don’t throw this naturally sweet supergreen out; it’s even more nutritious than the beet itself.

Turnip greens are not to be underestimated. Not only do they providehigh levels of antioxidants, but their ability to boost the body’s detoxi -cation activity makes them an effective cancer preventer. Despite their

earthy avor, they’re a worthy addition to any salad.

Lost in nding the ultimate in nutrition? Look nofurther. The following super greens are packed withvitamins and minerals that provide health bene ts other

vegetables can only dream of. Whether you’re lookingfor antioxidants, speci c vitamins or minerals, or speci c

properties like younger looking skin and detoxi cation, we’ve got itall. From the classics to the up and coming, these super greens willhelp energize your body like never before. Next to these powerfulveggies is a list of the most prominent vitamins (A, E, C, or K) andminerals (Calcium or Iron) in each one so you can easily nd thebene ts you desire.

Endives will improve your body inside and out. Usually served as a side dish, this superfoodnot only helps aid weight loss and metabolism, but it also enhances your skin and eyes

thanks to its rich source of vitamins A and E. Try blending endive juice with other freshvegetables like spinach for a huge boost in nutritional bene ts.

Komatsuna is an Asian leafy green packs a punch inboth avor and health bene ts. Eaten either raw orcooked, komatsuna is tender and rich in vitamins andminerals, especially calcium. It even contains more iron thanregular spinach, making this vegetable a true superfood.

Mustard greens are a bold, peppery leafy green that provide 500%of the daily value of vitamin K, which bene ts your blood and bon

strength along with its anti-in ammatory properties. Mustard greensalso help lower cholesterol levels, making this avorful superfood ano-brainer to add into any healthy dish.

Watch out, kale. Collard greens may be the next big thing. They’re well-rounded, excelling in all categories including antioxidants andvitamins – K, A, a nd C in particular. However, what really makesthem stand out is their ability to lower cholesterol levels thanksto the ber-related nutrients packed inside. Try steaming thissuper green to greatly improve its cholesterol-lowering ability.

4



Kale’s rich history dates back to the Middle Ages. Valued for its cancer-preventing antioxidants and outstanding nutritional value, it’s no wonder

kale has withstood the test of time. In fact,one cup of chopped raw kale providesmore than 100% of the daily value ofvitamins A, C, and K.

Swiss chard has a very similar taste and texture to savoy spinach. One cup providesmore than 300% of the daily value for Vitamin K, which promotes bone healthand limits neuronal damage in the brain. It’s also perfect for controllingcholesterol and weight. Try the rainbow variety of swiss chard to add adash of color and extra avor to your next salad.

Broccoli rabe is prized for its impressive ability to help preventstomach, lung, and colon cancers. It’s also packed with phyto-

nutrients, which help keep your body working prop-erly. Despite its name, this leafy vegetable is moreclosely related to turnips, while its bitter avor ismore reminiscent of kale.

Arugula is commonly used in Italian dishes, arugula’s unique shape andrich blend of vitamins and antioxidants make it an attractive option for

your next salad. Nutty, and at times, spicy, arugula is known for being aavorful way to ensure your bones and your brain stay as healthy as ever. Its

aphrodisiac qualities even help energize your body.

Here’s an up and coming super ood you may not have heardabout. Celtuce, or Chinese lettuce, is named afer its celery-like stalks and lettuce-like leaves. Generally, it is thestalk, rather than the leaves, that are eaten thanks toits slightly sweet center. Whichever you decide to

include in your next recipe, its high ber andlow calorie content cannot be ignored.

Mesclun is the ultimate combination of mixedsupergreens. Combine any of your favorite greens yousee here while they’re still young and you can make yourself a hearty bowl of mesclun. The combinationmay end up being too bitter or too spicy for sometastes, but this instant salad can really give your bodythe boost it needs.

Need an easy way to look younger? Watercress is your bestbet. Along with providing essential antioxidants, vitamins,

and nutrients like iron and calcium, this supergreen’s high vitamin A,vitamin C, and lutein content will help keep your skin and eyes young and healthy. Iteven helps keep your mind sharp too.

4



Passion for fresh, quality inter nationalfood characterizes the intricate,

yet lively aisles of Hong Kong’scity’super—a true cosmopolitan gourmetfood market. Advertised as a “MegaLifestyle Specialty Store,” this is asupermarket that provides an undeniableone-stop shopping experience for af uent,expatriate shoppers.

Fresh fruit and vegetables, seafood, meat,poultry, spices, ne wines, health foods,and snacks line the contemporary, neatlypacked shelves. And with familiar brandssuch as Driscoll’s, Earthbound Farm,Organic Girl, Tanimura & Antle, and Re adyPac, it’s impossible to feel displaced in thisall-encompassing store. Intimate lightingcomplements the polishedhardwood oors, while the hustle andbustle of shoppers and helpful, welcomingstaff give city’super aisles their uniquelyenergetic, yet warm personality. This isno run-of-the-mill retailer.

Established in Hong Kong in 1996 withfour stores now spanning the city and

more throughout Taiwan and Shanghai,the city’super Group’s vision is tobecome a global food market that isfocused on satisfying the lifestyledemands of their metropolitan custom-ers by providing them with high quality,internationally-sourced merchandise.After walking into city’super’s spaciousentryway at the ifc mall in Hong Kong,it becomes immediately clear that theyare accomplishing this vision in spades.There’s always something new andexciting going on inside the store, makingit all the more tantalizing to see what’shappening. From the various ongoingholiday promotions to the colorfulstore decorations, it’s extremely temptingto take a peek inside.

It goes beyond just a simple peek,however. The brightly lit displays andindividual departments inside the storeare made to catch your attention anddraw you deeper inside, until soon you

nd yourself at the checkout lines witha basket full of fresh, international

By Robert Lambert

! A Foodie’s Sanctuary

Amidst the Hustle and Bustle

of Hong Kong



products. city’super’s ability to stayrelevant with market trends andremain contemporary throughoutits years in business exempli es thestore’s dedication to quality andits passion for providing fresh foodfrom all corners of the globe.

And to prove city’super’scommitment to provide fresh

goes to great lengths to provide the bestseasonal products available for the homecooking shoppers. In fact, city’super evendistributes free recipes throughout itsstores. From the moment you walk in, it’sclear that the city’super Group is dedi-cated to sharing its passions for food andliving well with its shoppers. Some stores

even feature a “superlife culture club”which offers guests professional cookingclasses, monthly recipes, andlifestyle events, all to make

your life healthier and better.

The store’s produceselection features a widevariety of organic fruits andvegetables from all over the

world, like Australian rock melon or pom-elo esh from Thailand, with items suchas bananas, onions, or melons carefullywrapped, bundled, or sealed to ensure op-timum freshness. Some produce items, liketomatoes, are even given their own sectionin the store, and feature tomatoes fromBritain, Canada, and France to name a fe w.The store also has a lovely Sashimi Corner

ì This is a supermarket

shopping experience.î

international food, the store hasdesignated its gourmet merchandisewith ags to highlight the item’scountry of origin. This is all part ofan effort to appeal to home cooks andfood lovers interested in

nding particular imported foodsfrom around the globe. The company

undeniable one-stop that provides an

c ty í super!

where you can nd sashimi from east towest—salmon, yellow n tuna, Californiasea urchin, and even assorted sashimisets packed and ready to go. city’super’smerchandise displays are maintained byan elaborate stocking system that allowsfor more ef cient restocking.

Some of the more fascinating displaysfeatured in city’super are the staffedtasting demonstration areas wheregourmet soups or other organic fooditems can be sampled, a dedicated winebar featuring the sake of the month andother international wines, champagnes,and spirits all wrapped and stored in adedicated Wine Room, a Bellota-Bellota®charcuterie with promoters slicingglistening ham on-site, and a stunningpatisserie lled with delicious pastries andan assortment of desserts, all displayed

beautifully front-and-center under bright lights as if you

were at a ve-star gourmet restaurant.Without a doubt, this store is clearlya high-end market for high-endexpatriate westerners.

Everywhere you look, city’super is madewith quality in mind. Whether it’s thefresh, international organic food, theattractive displays and luxuriousproduce and meat departments, or theenthusiastic store activity, city’superis one gourmet food market no upscalegrocery shopper should miss out on.

the snack issue 5

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