🌱 The Social Impact of NatureSweet

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

In today's email:

• The Facebook Group with +15,000 Members Obsessed with Produce Displays

• USDA Unveils $2 Billion Aid for Specialty Crop Farmers

• Zespri Expands Global Supply

• Fresh Picks: Our Handpicked Produce Content from the Web

• Colombia Avocado Board Elects New Members

• NatureSweet: Harvesting Dignity, Delivering Delicious

• Tip of the Day: Launch a Weekly "Waste Not Wednesdays" Campaign

UNIQUE FINDS

The Facebook Group with +15,000 Members Obsessed with Produce Displays

Imagine a group of over 15,000 people gathering online just to post pictures of produce displays.

For the most part, not recipes, not farming advice, just produce.

Rows of radishes, perfectly fluffed kale, cauliflower tucked into beds of cilantro, and even the occasional avocado showcased like it’s on a runway.

That’s the Produce Pros Facebook group, a public space where produce professionals from all corners of the industry come together to share their work, and sometimes just to have a laugh.

The posts are simple but strangely captivating.

Members upload photos of their best displays, unique produce finds, or even the odd vegetable that grew into an unusual shape.

The group thrives on these visual moments, turning the ordinary business of fruits and vegetables into something unexpectedly entertaining.

It’s not about deep discussions or industry trends, just a place for produce professionals to connect, share, and celebrate their craft in a lighthearted way.

Whether it’s a citrus pyramid or a quirky carrot, Produce Pros is proof that even the simplest things can bring people together.

Shoutout to the talented produce departments whose creativity and care bring these stunning displays to life, it’s your passion that turns simple produce into a true work of art!

If you haven’t already, we encourage you to check out the Produce Pros Facebook group to admire the incredible displays and celebrate the creativity behind them.

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USDA

USDA Unveils $2 Billion Aid for Specialty Crop Farmers

The USDA has launched the $2 billion Marketing Assistance for Specialty Crops (MASC) program to support farmers of fruits, vegetables, herbs, nursery crops, and floriculture.

This initiative, administered by the Farm Service Agency, aims to help growers manage rising costs and expand market opportunities. Applications will be accepted between December 10, 2024, and January 8, 2025.

The program addresses the unique challenges of specialty crop production, such as labor intensity, handling requirements, and transportation costs. Eligible producers can receive up to $125,000 in marketing assistance payments, ensuring broad accessibility to funding.

The MASC program is designed to enhance competitiveness and market access for specialty crops, which are essential to the nation’s food supply and economy.

The International Fresh Produce Association (IFPA) praised the initiative, with CEO Cathy Burns highlighting the importance of this investment in addressing the sector’s challenges.

IFPA and the Specialty Crop Farm Bill Alliance have also advocated for continued legislative support. This funding arrives amid rising operational costs and logistical challenges for growers. 

Farmers are encouraged to apply early and check USDA resources for eligibility details. The program reflects a strategic effort to maintain the viability of the specialty crop sector and ensure nutritious food availability nationwide.

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KIWIFRUIT

Zespri Expands Global Supply to Meet Rising Demand for SunGold™ Kiwifruit

New Zealand’s kiwifruit industry has approved the expansion of Zespri Global Supply (ZGS), allowing up to 420 additional hectares of Zespri™ SunGold™ Kiwifruit annually over the next six years in Italy, France, Japan, South Korea, and Greece.

This move aims to meet the growing global demand for year-round supply. The decision received overwhelming support, with 90.6% of growers and 93.29% by fruit weight count voting in favor, surpassing the 75% requirement for approval.

Zespri CEO Jason Te Brake highlighted the importance of this expansion for maintaining competitiveness and ensuring consistent availability for key markets.

The expansion follows a strong season with record-breaking volumes of 190 million trays delivered and improved Orchard Gate Returns (OGRs) across most categories. Increased yields, particularly for Green and Organic Green varieties, boosted per-hectare returns.

The strategic move supports Zespri's goal of maintaining its leadership in the competitive kiwifruit market while enhancing grower profitability. Planting of the new SunGold™ hectares will begin in early 2025.

The initiative reflects the industry's commitment to innovation and market responsiveness, positioning Zespri to meet demand and deliver strong returns for New Zealand growers.

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📷 Seen and heard at the 2024 New York Produce Show | The 2024 New York Produce Show brought together industry leaders to share innovations in health, convenience, and affordability. The Packer's "Seen and Heard" series takes you behind the scenes with highlights from exhibitors, showcasing creative campaigns and strategies to inspire year-round produce consumption. (ThePacker.com | Dec 16, 2024)

🍇 Global Market Overview: Grapes | A global table grape shortage, driven by early season ends in California, Spain, and Italy, combined with delayed harvests in South Africa, Peru, and Brazil, has led to soaring prices across key markets ahead of the crucial festive season, prompting supermarkets in regions like the UK to resort to costly airfreight solutions, while demand remains robust despite tight supply and logistical challenges. (FreshPlaza.com | Dec 13, 2024)

🍐 US Pear Exports Will Be ‘Lowest in Decades’ | US fresh pear exports are expected to drop nearly 23% to 85,000 tonnes this season, their lowest since the 1980s, due to a significant production decline caused by adverse weather, with Washington’s output falling over 30%, causing the US to slide from fourth to sixth in global pear production rankings. (Fruitnet.com | Dec 13, 2024)

🧑‍🌾 Find Way Through Trying Times in Agriculture | Farmers facing economic challenges in 2025 can stay resilient by cutting waste, maintaining equipment, and using precision agriculture; diversifying with niche crops or value-added products; creating realistic budgets with emergency funds; and collaborating with others to share resources and try new techniques, all while remembering that rough times, like river rapids, can be navigated and will eventually give way to smoother waters. (FarmProgress.com | Dec 13, 2024)

🦠 TATSI Tack: How Scientists Are Taking a Quantum Leap for Fruit Improvement | The TATSI system enhances CRISPR/CAS gene editing by allowing the insertion of larger DNA segments, enabling precise genetic improvements in crops like apples, such as converting standard varieties into easier-to-manage columnar trees or adding disease resistance genes. (GrowingProduce.com | Dec 12, 2024)

AVOCADO

Colombia Avocado Board Elects New Members

The Colombia Avocado Board (CAB) has elected four new board members at its annual meeting, marking a key step toward expanding Colombia’s presence in the U.S. avocado market.

The nine-member board now includes two importers and two exporters, with Carlos Andres Londoño, from Jardin Exotics, replacing longtime Exporter Director Mauricio Moranth. Key re-elections include Kellen Newhouse (Treasurer and Importer Director) and Sergio Plata Ortiz (Exporter Director and new Vice Chair). Dustin Hahn and Katheryn Mejia were also reappointed.

The board members serve two-year terms and guide strategic decisions to promote Colombian avocados.

Since gaining U.S. market approval in 2017, Colombian avocado imports have grown significantly, reaching 30 million pounds in 2023. Projections for 2024 indicate a 216% increase to 95 million pounds.

CAB's emphasis on quality, fast shipping, and year-round supply has positioned Colombia as a reliable source of avocados for U.S. retailers and consumers.

Manuel Michel, CAB Managing Director, praised outgoing director Mauricio Moranth and expressed optimism for future growth.

Certified by the USDA in 2020, CAB collaborates with the Hass Avocado Board to promote Colombian avocados through unified marketing strategies targeting the U.S. market.

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INDUSTRY SPOTLIGHT

NatureSweet: Where Quality Produce Meets Social Responsibility

NatureSweet emerges as a transformative force that goes far beyond traditional produce cultivation.

In a recent conversation with Produce Leaders, Jenny Halpin, their Senior Manager for External Communications, proudly states:

"NatureSweet is the largest vertically integrated controlled environment agriculture company in North America, employing about 9,000 amazing agricultural workers."

But what truly sets the company apart is its scale and profound commitment to purpose.

This commitment is not merely rhetoric. When discussing their product offerings, Halpin highlights what makes NatureSweet unique:

"Our produce is handpicked by our amazing associates who are the best in the business. They're the reason our produce is delicious!"

The company's social responsibility is tangibly demonstrated through initiatives like its Fair Trade certification. "A percentage of all our branded tomato sales goes into a community development fund that helps agricultural workers," Halpin explains.

The company has developed a unique giving and demanding compensation system beyond traditional agricultural wage models.

Associates can earn up to 300% in bonus compensation based on individual productivity. Each worker's performance is tracked through an online system, creating transparency and motivation.

This approach has yielded remarkable results, with an employee turnover rate below 1.0%, an extraordinary achievement in an industry known for high workforce churn.

NatureSweet's innovative spirit extends to product development as well.

In 2024, the company responded to market demands by debuting the Adora, an award-winning heirloom tomato, and launching a Spanish heirloom variety that "consumers tell us reminds them of homegrown tomatoes."

The company's forward-thinking approach is evident in its strategic partnerships and future plans. In January, they'll be partnering with Barilla "to add a burst of energy and flavor to meals, combining our Cherubs® with their Protein+ spaghetti."

Halpin teases that they have "some exciting projects in the works in 2025" that they're looking forward to unveiling.

NatureSweet will "continue to provide consumers with delicious, healthy alternatives when it comes to snacking and look for ways to provide convenience in meal prep." said Halpin.

This promise reflects their broader mission: to create value that goes far beyond the produce they grow.

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TIP OF THE DAY

Launch a Weekly Campaign "Waste Not Wednesdays"

Not all fruits and vegetables are picture-perfect, but they’re just as delicious and packed with nutrition.

Embrace their unique charm with a weekly "Waste Not Wednesdays" campaign, featuring a special section of “imperfect” produce at reduced prices.

This initiative is an excellent opportunity to educate your customers about the importance of reducing food waste and the environmental benefits of utilizing perfectly edible produce that might have minor blemishes or irregular shapes.

Enhance the experience by sharing creative recipes and cooking tips tailored for these items. Think vibrant smoothies, hearty soups, or comforting baked goods, dishes where appearance doesn’t matter, but flavor shines.

Engage your audience further by highlighting inspiring stories on social media. Showcase how simple shifts in shopping habits can impact sustainability, and celebrate customers who join the movement.

By championing this cause, you help reduce waste and position your brand as environmentally conscious.

This campaign appeals to eco-conscious consumers and budget-savvy families while strengthening your brand’s commitment to sustainability.