🌱 The seedless lemon effect

🌱 Good afternoon, and welcome to today's fresh newsletter! 

In today's email:

• Trump Pauses Mexico Tariffs for One Month

• Wonderful’s Seedless Lemons Debut

• Trivia: Which Produce Makes Your Eyes Water When Cut?

• Fresh Picks: Our Handpicked Produce Content from the Web

• Planasa Acquires ABZ Seeds, Accelerating F1 Hybrid Strawberry Innovation

• Naturipe Farms: A Global Produce Partnership

• Tip of the Day: Give Customers Personalized Produce Recommendations

ECONOMY

Trump Pauses Mexico Tariffs for One Month

President Trump paused newly imposed 25% tariffs on Mexican goods for one month after Mexico’s President Claudia Sheinbaum agreed to deploy 10,000 troops to the border to combat drug and arms trafficking.

The pause follows recent U.S. tariffs on Mexico, Canada, and China, prompting Canadian retaliation with a 25% tariff on $155 billion of U.S. goods.

High-level negotiations, led by Secretary of State Marco Rubio, aim to ease tensions and seek a broader trade deal.

Markets reacted with cautious optimism, recovering early losses.

Analysts see the move as a chance to prevent further escalation.

Meanwhile, China plans to challenge U.S. tariffs at the World Trade Organization, adding complexity to global trade disputes

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LEMONS

Wonderful’s Seedless Lemons Debut

Wonderful Seedless Lemons launched a national campaign, “Lemons With Seeds Are Annoying,” on February 6, 2025, promoting its naturally seedless, non-GMO lemons.

The campaign features comedic ads comparing lemon seeds to everyday nuisances, aiming to highlight their inconvenience.

Originally cultivated in Australia and South Africa, these lemons are now available year-round in major U.S. retailers.

The marketing effort spans TV, streaming platforms, social media, and in-store promotions, including lemonade stand-themed displays.

Wonderful Seedless Lemons have driven 300% volume growth and account for 100% of bagged lemon category growth for three years.

With their ease of use and culinary benefits, the brand aims to shift consumer habits, making seedless lemons a preferred choice for cooking, beverages, and cleaning.

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TRIVIA

______ can be stored for months in a cool, dry place due to their protective papery skin.

When cut, ______ release sulfur compounds that can make your eyes water.

📈 Driscoll’s Achieves Grocery Brand Ranking Honor | Driscoll’s was ranked the #2 retail food and beverage brand by Circana, achieving 12% sales growth and 13% unit growth in 2024, driven by its commitment to flavor innovation and high-quality fresh berries. (ProduceBlueBook.com | Feb 7, 2025)

🏆 AM Fresh Wins Fruit Logistica Innovation Award 2025 | AM Fresh’s Onix orange won the 2025 Fruit Logistica Innovation Award in Berlin, beating strong competition with its deep burgundy, seedless, antioxidant-rich pulp, while Israel’s Fermata Technology won the FLIA Technology prize for its AI-driven Croptimus greenhouse solution. (FruitNet.com | Feb 7, 2025)

🧑‍🌾 Much Work Remains to Solve Ag Labor Issues | Tree fruit growers are struggling as 99% of their 2023 returns went to labor costs, making farming unsustainable. An aging domestic workforce, rising wages, and a lack of immigration reform have worsened the crisis. With competition from cheaper imports, raising prices isn’t a solution. Industry leaders warn that without major reforms, more farms will be forced out of business. (ThePacker.com | Feb 6, 2025)

🧪 Most Popular Crop Protection Products Being Used on California Farms | In 2024, California farms reported a 3% increase in treated acres, with CPS, Syngenta, BASF, UPL, and Wilbur-Ellis leading the market, while Bayer’s RoundUp PowerMAX 3 became the top crop protection product with 1.7 million treated acres, doubling its usage from 2023. (PureIntel.com | Feb 5, 2025)

👮 Ways To Prepare for Immigration Enforcement at Your Farm | With increased ICE activity under the new administration, employers are urged to ensure I-9 compliance, prepare for enforcement actions, and support affected employees using available legal resources. (GrowingProduce.com | Feb 4, 2025)

ACQUISITIONS

Planasa Acquires ABZ Seeds, Accelerating F1 Hybrid Strawberry Innovation

Planasa acquired ABZ Seeds, a leading developer of F1 hybrid strawberry seeds, marking a transition in the industry toward seed-propagated varieties instead of traditional vegetative methods.

Announced on February 3, 2025, the agreement will allow Planasa to expand into this high-growth segment, improving sustainability and efficiency in strawberry production.

ABZ Seeds will operate independently under the leadership of Marc van Wanroij.

The transaction, facilitated by Oaklins and AKD, strengthens Planasa’s position in agricultural innovation.

The company aims to leverage the advantages of seed-propagated strawberries, such as improved plant health and uniformity, benefiting growers and consumers worldwide.

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INDUSTRY SPOTLIGHT

Naturipe Farms: A Global Produce Partnership

Naturipe Farms is a grower-owned produce company that traces its origins back to 1917 and has become notable in the industry for its global partnership approach.

Rather than being one consolidated farm, Naturipe comprises four different fresh berry growers operating across diverse locations.

This model allows the brand to maintain a consistent supply of berries year-round by harnessing varied climates throughout North and South America.

The growers under the Naturipe label share labor, resources, and expertise, striving to strengthen local farm communities while adhering to sustainable agriculture principles.

Some of its partners oversee large estates, while others manage much smaller plots, yet they all commit to environmental harmony.

This sentiment is reflected in the notion that the best thing a farmer can leave on a field is a “shadow,” which serves as a reminder that closely monitoring each plot is the key to ensuring healthy crops.

Although best known for their berries, Naturipe has broadened its offerings over time to include avocados, grown in countries like Mexico, Colombia, Peru, and Chile, as well as cranberries cultivated in North America.

The brand highlights that it provides both conventional and organic fruit, with a particular emphasis on its leadership in the production of organic blueberries.

Much of its appeal lies in a strong reliance on the most suitable growing regions for different fruit varieties, ensuring that, for instance, strawberries can be harvested even in winter months.

The company’s communications consistently point out how it leverages different climates from Mexico to California to maintain a steady flow of produce like raspberries and strawberries.

Throughout the year, blueberries are sourced from sites in North America and Canada, while winter demands are met by cultivation in Chile, Peru, Uruguay, Argentina, and Mexico.

The company has made notable developments in its product lines, particularly regarding blackberries and greenhouse-grown strawberries.

For blackberries, the brand has introduced Sweet Selections Blackberries, offering a proprietary “Fenomenal” variety grown in Mexico.

The operation is powered by 100% solar energy, employs recycled water systems, and features advanced temperature controls.

At Naturipe Farms, the ongoing quest focuses on improving product quality and preserving the environment in a sustainable way

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TIP OF THE DAY

Give Customers Personalized Produce Recommendations

Many shoppers stick to the same fruits and vegetables every week, missing out on fresh and exciting options.

Help them break out of their routine with a "Market Matchmaker", a short, fun quiz that suggests the best produce for their needs.

For example, questions could include:

• Do you prefer sweet or savory flavors?

• Are you looking for meal-prep-friendly ingredients?

• Do you want to boost your immune system or energy levels?

Based on their answers, they receive personalized produce recommendations along with easy recipes and storage tips.

This tool can be available on your website, through social media stories, or even as a QR code in stores.

To drive engagement, offer a "New Flavor Challenge" where customers try their recommended item and share their experience using a unique hashtag.

Reward participation with discounts or exclusive content.

This approach makes produce shopping more interactive, educational, and tailored to individual preferences, boosting sales while helping customers discover new favorites.