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- Rise in Sophisticated Phishing Schemes
🌱 Good afternoon, and welcome to today's fresh newsletter!
👉 In today's email:
Agriculture Businesses Alerted to Rise in Phishing Schemes
Fresh Farms Adapts to Extreme Heat During California Grape Harvest
Melon Day & Westside Produce and Classic Fruit Alliance
U.S. Market Drives 17% Surge in Peruvian Agricultural Exports in Q2 2024
Del Fresco Pure: Innovating Tradition in Hydroponic Farming
ALERTS
Agriculture Businesses Alerted to Rise in Sophisticated Phishing Schemes
Agriculture businesses are facing a growing threat from sophisticated phishing schemes, according to ZAG Technical Services.
These schemes aim to compromise email accounts and access sensitive information, often through seemingly legitimate emails that are increasingly difficult to detect.
Attackers are now utilizing services like Dropbox to enhance the credibility of these fraudulent messages, making them appear more trustworthy.
Recent attacks have specifically targeted sales teams with fake purchase orders, adding to the challenge of identifying phishing attempts.
To counter these threats, companies are advised to scrutinize unusual email requests, verify the sender through trusted channels, and involve leadership and IT teams when a phishing email is suspected.
Phishing attacks in the agriculture sector are particularly concerning due to the interconnected nature of the industry, where compromised accounts can lead to significant financial and operational risks.
The sector’s vulnerabilities make it a prime target for attackers seeking to initiate fraudulent ACH transactions or deploy ransomware.
ZAG Technical Services emphasizes that no company is too small to be targeted and that maintaining awareness, educating employees, and implementing layered financial controls are critical defenses.
Businesses are urged to adopt proactive measures to protect against these evolving threats and avoid the potentially severe consequences of a successful phishing attack.
EXTREME HEAT
Fresh Farms Adapts to Extreme Heat During California Grape Harvest
Fresh Farms is navigating a challenging grape harvest season in California, marked by extreme heat in the San Joaquin Valley.
With temperatures soaring between 110 and 115 degrees, the vines have experienced significant stress, delaying the maturation process of certain grape varieties. Colored grapes, such as Flames and Summer Royals, have been particularly affected, struggling to gain their characteristic hues under the intense heat.
In contrast, green grapes experienced only a slight delay and have since resumed their maturation, now running about two weeks ahead of last year's schedule.
Fresh Farms is focusing on a limited range of grape varieties this season, including Sweet Globe, Great Green, Allison, Krissy, and Candy Hearts, with a total pack out estimated at 94 million, pending final confirmation in December.
To ensure the quality of their grapes despite the challenging weather, Fresh Farms has adapted its operations, including the use of refrigerated trucks to transport grapes from the field.
This approach helps maintain optimal conditions for the grapes, replacing the traditional use of flatbed bobtails and enhancing product quality through the supply chain.
The company is also committed to supporting retailers by providing guidance on best practices for preserving grape quality in stores.
Fresh Farms emphasizes that effective grape category management goes beyond simple refrigeration, requiring careful handling to maintain the grapes' freshness and consumer appeal.
By focusing on quality and innovation, Fresh Farms is overcoming the obstacles posed by this season's extreme temperatures, ensuring that their grapes continue to meet high standards and consumer demands.
MELON DAY
Melon Day Celebration Marks Continued Growth for Westside Produce and Classic Fruit Alliance
Westside Produce and Classic Fruit are set to celebrate Melon Day on August 11, marking significant growth in their strategic partnership.
Known for their cantaloupe and honeydew offerings, the alliance has successfully introduced golden honeydews this season, receiving praise for their vibrant color and excellent eating quality.
This introduction is part of a broader strategy to diversify their product range and strengthen year-round programs.
Garrett Patricio, President of Westside Produce, has expressed excitement about expanding acreage for golden honeydews next year, indicating strong consumer demand.
Tom Conrado, VP of West Coast Sales at Classic Fruit, highlights melons as a nutritious, high-quality summer snack, rich in vitamins A, C, D, potassium, and beta carotene, and ideal for increasing store foot traffic.
The partnership, now in its second year, has exceeded expectations, with strong team integration and communication cited as key factors in their success.
As Melon Day approaches, the alliance aims to inspire customers with creative ways to enjoy melons, from pairing them with ice cream to incorporating them into salads.
Marketing Director Tara Monreal shared innovative ideas, including a collaboration with the California Cantaloupe Advisory Board to create the "Possible Burger," a unique cantaloupe-based twist on the traditional burger.
Looking ahead, Westside Produce and Classic Fruit are focused on expanding their offerings and maintaining a steady supply of fresh melons throughout the year.
Their continued innovation and commitment to quality are positioning them well for future growth, ensuring customers have access to nutritious and delicious melons year-round.
INDUSTRY SPOTLIGHT
Del Fresco Pure: Innovating Tradition in Hydroponic Farming
In the heart of Canada’s greenhouse industry, nestled in the southernmost municipality of Ontario, lies a family-owned enterprise that has been revolutionizing the produce sector for over six decades.
Del Fresco Pure, a name synonymous with quality and innovation, has been cultivating excellence in Kingsville and Leamington since 1956.
This company, deeply rooted in family values and agricultural expertise, has grown from a modest quarter-acre greenhouse operation to a leader in hydroponic farming, delivering premium produce across North America.
In a recent conversation with Produce Leaders, Ray Mastronardi, VP of Sales at Del Fresco Pure, offered insights into the company’s operations, products, and vision:
“DelFrescoPure® provides gourmet premium produce – staple, organic, experimental and niche tomatoes, peppers, cucumbers, beans and strawberries to customers across North America. From seed to shipment, our expert growers and research and development team consistently deliver superior quality products from our greenhouses to the retail shelf through one seamless company.”
This comprehensive approach to produce management reflects Del Fresco Pure’s commitment to quality control and customer satisfaction.
The company’s journey, which began with traditional greenhouse farming, took a significant turn in 1984 when they transitioned to hydroponic growing.
This shift marked the beginning of a new era for Del Fresco Pure, allowing them to embrace cutting-edge technology and sustainable practices.
The company’s success is built on three core beliefs: that nutrition and flavor are inseparable, that innovation is a constant opportunity, and that customer service is everyone’s responsibility.
When asked about exciting new product offerings, Ray Mastronardi enthusiastically shared:
“The Original Cherry Tomatoes on the Vine® are one of the best snacking tomatoes on the market. We are selling out each week.”
These tomatoes are a culinary delight, valued for their sweet, robust flavor.
Del Fresco Pure takes pride in letting their TOV mature naturally on the vine, ensuring a burst of taste in every bite. This meticulous ripening process results in tomatoes that are ideal for enhancing a variety of dishes with a rich, fresh taste.
This product exemplifies Del Fresco Pure’s knack for identifying market trends and meeting consumer demands with high-quality, flavorful produce.
The company’s product range extends beyond tomatoes, encompassing a variety of greenhouse-grown vegetables and fruits, each cultivated with the same attention to detail and commitment to excellence.
Del Fresco Pure’s success is not just about what they grow, but how they grow it.
The company’s hydroponic farming techniques represent a significant leap forward in sustainable agriculture.
This method allows for more efficient water use, better space utilization, year-round growing, and reduced chemical use.
Moreover, it enables faster and better nutrient supply to plants, creating a stress-free growing environment free from weeds.
TIP OF THE DAY
Boost Produce Shelf Life with Cold Chain Management
Are you fully leveraging cold chain management to extend the shelf life of your produce?
Effective cold chain management is critical for reducing waste and ensuring your products reach consumers in peak condition.
Start by analyzing every step of your supply chain, from harvest to retail, to identify potential temperature control issues.
Invest in real-time monitoring technology that tracks the temperature of your produce throughout its journey. This allows you to respond immediately to any deviations that could impact quality.
Educate your logistics partners and retail teams on the importance of maintaining optimal temperatures, especially during loading and unloading, to prevent temperature shocks.
By maintaining a consistent cold chain, you not only enhance the shelf life and quality of your produce but also reduce shrinkage and improve customer satisfaction.
This proactive approach can significantly impact your bottom line, reinforcing your reputation for delivering fresh, high-quality products to the market.
MARKETS
U.S. Market Drives 17% Surge in Peruvian Agricultural Exports in Q2 2024
In the second quarter of 2024, Peruvian agricultural exports to the United States surged by 17 percent, reaching $425 million, highlighting the growing demand for Peruvian produce in the U.S. market.
Avocados were the leading export, with shipments totaling 44,791 tons and generating $96 million.
This marked an 11 percent increase in volume and a significant 35 percent rise in value compared to the same period in 2023, with the average price per kilogram climbing 21 percent to $2.15.
Mandarins also performed well, with 38,547 tons exported to the U.S., valued at $52 million.
This represented a 16 percent increase in volume and a 31 percent increase in value, driven by a 13 percent rise in the average price per kilogram to $1.34.
However, asparagus exports faced challenges, with 15,975 tons shipped to the U.S., resulting in $51 million in revenue.
This reflected an 8 percent decrease in volume and a 13 percent drop in value from the previous year, alongside a 5 percent decline in the average price per kilogram, which stood at $3.17.
These trends underscore the dynamic nature of U.S.-Peru agricultural trade, with avocados and mandarins driving growth, while asparagus faces market and pricing pressures.
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