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Butterfly announced the separation of its portfolio company Bolthouse Farms into two standalone entities: Bolthouse Fresh Foods and Generous Brands. Bolthouse Fresh Foods will carry on the century-old legacy of Bolthouse Farms as a leading supplier of fresh carrots to retailers across North America, with nearly 700 million pounds of carrots sold annually. Generous Brands will encompass the market-leading premium fresh beverage and salad dressing businesses of Bolthouse Farms and Evolution Fresh.

Butterfly acquired Bolthouse Farms from Campbell Soup Company in a carveout transaction in 2019. Butterfly has implemented numerous strategic initiatives that have driven topline growth in excess of 30 % while re-establishing the company as a partner of choice to produce departments across North America. Bolthouse Farms also acquired Evolution Fresh from Starbucks in August 2022, uniting two powerhouse beverage brands with complementary product offerings, channel penetration and consumer bases.

This separation is being facilitated by way of separate debt recapitalisations of each business, enabling Bolthouse Fresh Foods and Generous Brands to continue onward as two separate companies with purpose-built strategies and leadership teams. Butterfly expects these transactions to enable accelerated growth via increased flexibility for investment in capabilities as well as acquisitions.

“We’re incredibly excited to announce the separation of Bolthouse Farms into two distinct industry-leading platforms, which will further propel the growth of these businesses and their ability to outperform for customers throughout the world,” said Adam Waglay, Co-Founder and Co-CEO of Butterfly. “This separation was always part of our investment thesis, and we have recruited best-in-class leadership teams which are strategically aligned to each business so that Bolthouse Fresh Foods can focus on delivering high quality, fresh produce with excellent service and Generous Brands can become a strong, consumer-centric business with superior fresh beverage brands.”

Butterfly Operating Partner Jeff Dunn has been promoted from CEO to Executive Chairman of both companies, while two veteran food industry executives were brought in to serve as the respective go-forward CEOs of the companies. Timothy Escamilla, former President of Dole Fresh Vegetables, has been appointed CEO of Bolthouse Fresh Foods, while Steve Cornell, former President of Fresh, Beverages and Desserts at The Kraft Heinz Company, has been appointed CEO of Generous Brands.

“Bolthouse Fresh Foods remains dedicated to nourishing people’s lives by providing high-quality, nutrient-dense products that continue to thrive in today’s dynamic marketplace,” said Timothy Escamilla, CEO of Bolthouse Fresh Foods. Timothy joined Bolthouse Fresh Foods as CEO in May 2023 with 30 years of experience in the produce industry across leading companies such as Dole, Tanimura & Antle, Ready Pac Foods and more.

“Generous Brands is an exciting consumer-centric platform, with iconic and fresh beverage brands,” said Steve Cornell, CEO of Generous Brands. “This transaction will enable Generous Brands to meet the needs of more consumers through more innovation, new investments in our business, and acquiring complementary brands to take our platform to its full potential.” Steve joined Generous Brands as CEO in January 2024, bringing with him over 15 years of experience at Kraft Heinz, having led globally recognised brands such as Heinz, Philadelphia and Capri-Sun, among others.

“This separation is proof that the future of value creation within private equity is grounded in deep operational expertise and transformation through specialisation, and we could not be more appreciative of the amount of work, creativity and collaboration that went into this from all teams,” said Jeff Dunn, Executive Chairman of Bolthouse Fresh Foods and Generous Brands and Operating Partner of Butterfly. “It’s been amazing to watch the two entities develop their own unique cultures during the transition, and we are proud of the robust teams we have built across the companies. By separating, each business is now unleashed to drive its own unique growth strategy to ultimately deliver more fresh, healthy food for more people.”

Louis Dreyfus Company (LDC) announced the exclusive launch in the French market of its new fresh fruit juice brand, Montebelo Brasil, in collaboration with Laiterie de Saint-Denis-de-l’Hôtel (LSDH) for commercialisation, bottling and distribution. This initiative aims to establish Montebelo Brasil as a market reference among fresh (or chilled) fruit juices in France, while ensuring traceability of oranges, from Brazilian groves to selected retail shelves.

Inspired by its eponymous Brazilian plantation, certified by the Rainforest Alliance, the development of the Montebelo Brasil brandis part of LDC’s strategic vision to extend its reach further downstream in the value chain, while offering distribution solutions to its customers and partners. It also reflects LDC’s focus to further diversify its Juice Platform portfolio with sustainable, traceable and high-quality products directly to end consumers.

“Our ambition for this project is twofold: to offer a 100 % natural product while ensuring traceability of the oranges, thereby establishing a connection between LDC as citrus producer in Brazil and the end consumer. Our commitment also addresses the demands of increasingly discerning consumers who are concerned about the origin and journey of the products they consume,” said Aurélien Grisval, Head of Downstream Market for Juice, LDC.

The Montebelo Brasil line includes eight fresh fruit juices:

  • Two pure orange juices (with and without pulp);
  • Two lemonades (yellow lemon, and a blend of yellow and green lemon); and
  • The following product range developed in collaboration with renowned Brazilian chef Tabata Mey: Pure mango, pineapple and lime juice; Coconut water, mango, pineapple, lime pure juice; Orange, maracuja, lime nectar ; and a lime maté beverage.

“We are proud to launch this new brand, which embodies our expertise as a global agricultural merchant dedicated to serving our customers, and our commitments as a responsible citrus grower in Brazil for over 35 years,” said Georges-Edouard Duriez, Head of Development and Strategy for Juice, LDC.

France was a natural choice for the brand launch, with its dynamic retail juice market that, per capita consumption, ranks second globally, with approximately 1.1 billion liters consumed annually, and for the opportunities offered by the chilled juice category in terms of value.

“Beyond the clear commercial opportunities, this launch in France, birthplace of the Group and homeland of its founder, Léopold Louis-Dreyfus, has profound significance for LDC. Making this launch a success will be a wonderful way to honor this legacy,” concluded Georges-Edouard Duriez.

Montebelo Brasil fruit juices are already available throughout France at Monoprix stores and Carrefour hyper and supermarkets in 1-liter and 250-milliliter bottles, and will soon be available at over 2,000 other outlets.

Brand new innovations set to make their international debut at the leading trade show for the global fresh produce business from 7 to 9 February. 20 startups and the first Spotlights including many world premieres have now been announced.

Innovation is the lifeblood of FRUIT LOGISTICA whose motto this year is “The heartbeat of the Fresh Produce Business”. From 7 to 9 February 2024, the leading trade show for the global fresh produce business returns to Berlin with a brand new lineup of young startup companies, each one ready to enrich the industry with their groundbreaking new ideas.

Under the slogan ’Disrupt Agriculture’, the FRUIT LOGISTICA Startup Day takes place in Hall 5.1 on 9 February 2024. 20 startups will showcase their trailblazing products and solutions. Robots that monitor plant health; labels that automatically change colour with the temperature; AI-based irrigation systems that know how thirsty plants are. Just three examples of how those startups plan to harness new technologies and improve the business.

There are innovations aplenty elsewhere at FRUIT LOGISTICA 2024, and these include several world premieres, many of which are already present on its dedicated Spotlight page. This year’s innovations include packaging and labels with a reduced plastic content that can be easily recycled or are even biodegradable. AI-based technologies are being used in agricultural and sorting machines. New fruit varieties not only appeal to consumers’ tastes; they also make work easier for producers, as they are resistant to common plant diseases, for example.

To learn more about the event’s more than 2,600 exhibitors from 90 countries, as well as its extensive programme which offers expert knowledge on five stages, trade visitors can use FRUIT LOGISTICA Online, the exhibitor and event database.

There are new ways to attend FRUIT LOGISTICA 2024. Trade visitors can upgrade their ticket with a Gold Upgrade and enjoy access to a special lounge and post-show refreshments. And a new Friday Ticket grants access to the final day of the show at a reduced rate. The FRUIT LOGISTICA 2024 ticket shop is now open.

The outlook for consumption of fresh fruit and vegetables remains under pressure in the European Union. These are the conclusions from the latest consumption trends discussed in Freshfel Europe through a review of trends in Member States, covering 75 % of the EU population. Despite a very positive momentum for consumption growth, many barriers are severely impacting the move towards a healthier and more sustainable diet for European consumers.

The latest findings from the Freshfel Europe Consumption Monitor reveal that the average consumption for fresh produce stands at an average of 364 g/capita/day for 2021, a figure that could decline by ca 10 % in 2022 once the final data for last year is known. This is particularly worrying at it stays well below the minimum 400 gr. recommendation of WHO. These figures are driven by the low level of consumption by millennials and the youngest generations, which are tomorrow’s consumers. Under the difficult economic conditions, the consumption among the low-income population is also of particular concern. Informing and engaging with consumers to choose healthy, affordable and sustainable diets was identified as a priority not only for Freshfel Europe but also for retailer organisation EuroCommerce and the consumer organisation BEUC who attended the meeting to share their perspectives.

The economic crisis impacting all Member States following the war in Ukraine and growing protectionism in the world is severely impacting consumer purchasing power and limiting their food expenditure. In times of crisis, these consumers tend to move towards a less healthy diet, which is perceived to be more energy satisfactory and a cheaper food option. Freshfel Europe General Delegate Philippe Binard underlined, “Consumers have a basic misperception about fruit and vegetable prices on the shelf in supermarkets. Fruit and vegetables are the most affordable products and have also undisputed health and environmental assets. Price and value of fresh produce are both very attractive in the food assortment”. He added, “Compared to other food categories, rises in fruit and vegetable prices have been lower than the average inflation. A diet with 5 portions a day or half of the plate with fruit and vegetables can be achieved by EUR 1 or EUR 2 per person per day. Comparatively, for public expenditure of social security, the cost of unhealthy diets results to be twice as high of the total food market value, corresponding to EUR 6 trillion expenditure for social security in the EU according to the World Economic Forum”.

There is a need for the sector to bridge the gap between awareness of the benefits of fresh produce and concrete actions to be undertaken by authorities as well as by consumers. According to Eurostat survey, only 12 % of consumers across the EU reach their 5 portions per day and alarmingly 33 % do not eat fruit and vegetables every day. It is important now to build on the renewed interest of consumers during the COVID-19 pandemic to take time to prepare, cook and eat a wide diversity of fruit and vegetables.

Fresh produce has been demonstrated to be an essential segment of the food assortment and is part of the solution to the objectives of the European Green Deal (contribution to carbon neutrality and low CO2 emissions), the Farm to Fork Strategy (move towards a plant diet) and the EU Beating Cancer Plan (preventive role of fruit and vegetables for non-communicable diseases).

Mr. Binard commented, “Regretfully, policy makers fail to be coherent in the implementation of these strategies and lack ambition in their measures, which should use fresh produce as an essential driver for success for their strategies”. Efficient promotion policy towards generation Y (millennials) and Z as well as education programmes in schools for generation alpha are crucial. The sector also has an important role to play in accompanying consumers to convert their awareness of the health benefits of fresh produce into concrete eating behaviours. In addition, better communication with consumers on expectations regarding societal concerns, price and image misperception will remain key while providing attractive tastes, diversity and convenience of products. This is an essential sector’s responsibility to compete with other food categories.

The latest consumption trends indicate that consumption levels are in decline. The purchasing power of consumers is under pressure due to inflation and high household energy bills. This is changing purchasing patterns away from premium quality and organic products, towards searching for promotions and discount prices, as well as reducing purchase quantities. Mr. Binard emphasized, “In this changing environment it is important to continue to build value for our products despite price becoming the sole priority of consumers. The affordability of fresh produce needs to be reminded to consumers and put in perspective of other food as being a cheap and healthy option. Consumers will have also to take their share of the rising costs for producers and other stakeholders in the supply chain to guarantee profitability and survival of the essential fruit and vegetable sector.”

In 2021, the market size for fresh fruit and vegetables amounted to 75 Mio T out of which comprises 11,6 Mio T in Italy, 11 Mio T in Germany, 10 Mio T in France, 9 Mio T in Spain and 7,2 Mio T in Poland. The most consumed fruit in Europe are apples, bananas, oranges, tables grapes and peaches/nectarines, while blueberries is the segment that is experiencing the most dynamic growth in many members states such as Germany and Poland. For vegetables, tomatoes, cabbages, carrots, cucumbers and sweet peppers are the most consumed products respectively.

In their review of the latest drivers of consumption, Freshfel Europe members confirmed that price is predominantly influencing the decision of consumers in recent months across Europe and consumers are buying less alimentary items. Mr. Binard further clarified, “This trend is impacting the frequency and place of buying, where a concentration of purchase is occurring in the beginning of the month along with a reduction of ingredients and items purchased. Premium labels and organic sales are those segments declining more”. Besides, Association members also reconfirmed that consumers remain adamant to buy local and seasonal, are eager to be informed about origin, variety, method of production, sustainable practices and when appropriate preparation or consumption tips.

Freshfel Europe members remain confident that fresh produce consumption can be stimulated in the coming months by building partnerships across the supply chain with all actors, providing quality and affordable products, and giving confidence to retailers to build the share of the category as an essential part of a sustainable and healthy diet for European consumers in 2023.

The free annual Trend Report published by FRUIT LOGISTICA provides expert analysis of the industry’s most important trends and key developments and is now available for download on the website.

One day before the start of FRUIT LOGISTICA, which takes place in Berlin from 8 to 10 February, the leading trade show for the fresh produce business publishes ist Trend Report. It discusses the challenges of the fruit and vegetable industry and contains free and valuable information about the future and what it means for businesses.

Entitled “What next for fresh produce? Key trends for the fruit and vegetable business in 2023”, the report contains a series of interviews about important topics like cost inflation, climate change, ethical trade, food waste, branding, category growth, and the application of new and exciting technologies.

The exclusive, in-depth interviews feature experts who understand the industry’s most significant trends, the challenges those trends present, and how companies can take advantage of them.

The FRUIT LOGISTICA Trend Report is now available for download on the website.

The outlook for consumption of fresh fruit and vegetables remains under pressure in the European Union. These are the conclusions from the latest consumption trends discussed in Freshfel Europe through a review of trends in Member States, covering 75 % of the EU population. Despite a very positive momentum for consumption growth, many barriers are severely impacting the move towards a healthier and more sustainable diet for European consumers.

The latest findings from the Freshfel Europe Consumption Monitor reveal that the average consumption for fresh produce stands at an average of 364 g/capita/day for 2021, a figure that could decline by ca 10 % in 2022 once the final data for last year is known. This is particularly worrying at it stays well below the minimum 400 gr. recommendation of WHO. These figures are driven by the low level of consumption by millennials and the youngest generations, which are tomorrow’s consumers. Under the difficult economic conditions, the consumption among the low-income population is also of particular concern. Informing and engaging with consumers to choose healthy, affordable and sustainable diets was identified as a priority not only for Freshfel Europe but also for retailer organisation EuroCommerce and the consumer organisation BEUC who attended the meeting to share their perspectives.

The economic crisis impacting all Member States following the war in Ukraine and growing protectionism in the world is severely impacting consumer purchasing power and limiting their food expenditure. In times of crisis, these consumers tend to move towards a less healthy diet, which is perceived to be more energy satisfactory and a cheaper food option. Freshfel Europe General Delegate Philippe Binard underlined, “Consumers have a basic misperception about fruit and vegetable prices on the shelf in supermarkets. Fruit and vegetables are the most affordable products and have also undisputed health and environmental assets. Price and value of fresh produce are both very attractive in the food assortment”. He added, “Compared to other food categories, rises in fruit and vegetable prices have been lower than the average inflation. A diet with 5 portions a day or half of the plate with fruit and vegetables can be achieved by EUR 1 or EUR 2 per person per day. Comparatively, for public expenditure of social security, the cost of unhealthy diets results to be twice as high of the total food market value, corresponding to EUR 6 trillion expenditure for social security in the EU according to the World Economic Forum”.

There is a need for the sector to bridge the gap between awareness of the benefits of fresh produce and concrete actions to be undertaken by authorities as well as by consumers. According to Eurostat survey, only 12 % of consumers across the EU reach their 5 portions per day and alarmingly 33 % do not eat fruit and vegetables every day. It is important now to build on the renewed interest of consumers during the COVID-19 pandemic to take time to prepare, cook and eat a wide diversity of fruit and vegetables.

Fresh produce has been demonstrated to be an essential segment of the food assortment and is part of the solution to the objectives of the European Green Deal (contribution to carbon neutrality and low CO2 emissions), the Farm to Fork Strategy (move towards a plant diet) and the EU Beating Cancer Plan (preventive role of fruit and vegetables for non-communicable diseases).

Mr. Binard commented, “Regretfully, policy makers fail to be coherent in the implementation of these strategies and lack ambition in their measures, which should use fresh produce as an essential driver for success for their strategies”. Efficient promotion policy towards generation Y (millennials) and Z as well as education programmes in schools for generation alpha are crucial. The sector also has an important role to play in accompanying consumers to convert their awareness of the health benefits of fresh produce into concrete eating behaviours. In addition, better communication with consumers on expectations regarding societal concerns, price and image misperception will remain key while providing attractive tastes, diversity and convenience of products. This is an essential sector’s responsibility to compete with other food categories.

The latest consumption trends indicate that consumption levels are in decline. The purchasing power of consumers is under pressure due to inflation and high household energy bills. This is changing purchasing patterns away from premium quality and organic products, towards searching for promotions and discount prices, as well as reducing purchase quantities. Mr. Binard emphasized, “In this changing environment it is important to continue to build value for our products despite price becoming the sole priority of consumers. The affordability of fresh produce needs to be reminded to consumers and put in perspective of other food as being a cheap and healthy option. Consumers will have also to take their share of the rising costs for producers and other stakeholders in the supply chain to guarantee profitability and survival of the essential fruit and vegetable sector.”

In 2021, the market size for fresh fruit and vegetables amounted to 75 Mio T out of which comprises 11,6 Mio T in Italy, 11 Mio T in Germany, 10 Mio T in France, 9 Mio T in Spain and 7,2 Mio T in Poland. The most consumed fruit in Europe are apples, bananas, oranges, tables grapes and peaches/nectarines, while blueberries is the segment that is experiencing the most dynamic growth in many members states such as Germany and Poland. For vegetables, tomatoes, cabbages, carrots, cucumbers and sweet peppers are the most consumed products respectively.

In their review of the latest drivers of consumption, Freshfel Europe members confirmed that price is predominantly influencing the decision of consumers in recent months across Europe and consumers are buying less alimentary items. Mr. Binard further clarified, “This trend is impacting the frequency and place of buying, where a concentration of purchase is occurring in the beginning of the month along with a reduction of ingredients and items purchased. Premium labels and organic sales are those segments declining more”. Besides, Association members also reconfirmed that consumers remain adamant to buy local and seasonal, are eager to be informed about origin, variety, method of production, sustainable practices and when appropriate preparation or consumption tips.

Freshfel Europe members remain confident that fresh produce consumption can be stimulated in the coming months by building partnerships across the supply chain with all actors, providing quality and affordable products, and giving confidence to retailers to build the share of the category as an essential part of a sustainable and healthy diet for European consumers in 2023.

The sectors professionalisation is evolving in an ever uncertain and disruptive environment with more and more complex regulatory and business requirements to cope with societal and environmental concerns. In this context, Freshfel Europe is supporting initiatives for the sector such as the SHAFFE Master degree for the global fresh produce sector aiming at continuous training and education of its fresh produce business professionals.

The fresh produce industry is rapidly changing due to different factors. This is evident today, as the sector is affected not only by adverse weather conditions due to climate change, but also by complex logistical situations, the Covid pandemic, the rising production costs and the consequences of the war in Ukraine which has generated shortages of materials to produce and difficulties in accessing these conflicting markets.

In addition to all this, regulatory changes in the markets, and the emergence of more and more sustainability requirements are other aspects to be considered for the professionals of the fresh produce industry. Today the industry faces a more informed and demanding consumer, as well as a lower availability of workers, among others.

Philippe Binard, General Delegate of Freshfel Europe commented: “Freshfel Europe is please to support the Master in Communication, Marketing and International Management for fresh produce professionals designed by SHAFFE. This will fill a gap and respond to the needs of industry professionals involved in global trade in this changing and challenging environment”.

The master’s degree launched by SHAFFE is a unique opportunity to achieve this goal while motivating young talent to be part of a very professional business environment.

More information and registration at https://masterinfreshproduce.com/

Bolthouse Farms, portfolio company of Butterfly, aligns powerhouse juice brands to propel Evolution Fresh forward; Starbucks to focus efforts on the growth of its core business

Starbucks and Bolthouse Farms announced entry into a definitive agreement for Bolthouse Farms to acquire the brand and business of Evolution Fresh. The partners (employees) that support the business will also transition to Bolthouse Farms upon close of the transaction.

Evolution Fresh is a leading producer of primarily organic, cold-pressed, premium juice products. By joining forces with Bolthouse Farms – the No. 1 super premium refrigerated beverage brand and largest carrot supplier to North American retailers1 – Evolution Fresh will have the opportunity to accelerate its growth trajectory while Starbucks focuses its efforts on the growth of the core Starbucks business and its partner and customer experience.

“Evolution Fresh has grown steadily over the last several years as a result of our partners’ hard work and commitment to the brand. We feel there is a great runway and opportunity to take Evolution Fresh to the next level, and Bolthouse Farms’ considerable experience and success in the premium beverage category will allow the brand to continue growing,” said Hans Melotte, Starbucks executive vice president Global Channel Development. “Bolthouse Farms shares the same values and commitment to putting people first in everything they do, which affirms for us that we have found the right opportunity for Evolution Fresh.”

Through this acquisition, Bolthouse Farms will expand its beverage offerings from nutrient-dense, plant-powered juices and smoothies to include a full lineup of primarily organic cold-pressed, premium juices. Starbucks stores in the U.S. will continue to sell Evolution Fresh products.

“Evolution Fresh is a natural extension of the Bolthouse Farms portfolio and we look forward to welcoming the team,” said Jeff Dunn, chairman and chief executive officer of Bolthouse Farms. “At Bolthouse Farms, with the support of Butterfly, we strive to ensure that the acres we grow and beverages we make have a positive impact on the land, on the people who make up our company, and on all people. By bringing Evolution Fresh into our portfolio, we will extend our spirit of ingenuity and innovation, sharing resources and passion for high-quality, nutrient-dense juices to pioneer solutions for today’s food system.”

Butterfly is a leading private equity firm that specializes in the food sector with a particular focus on high-growth, on-trend categories. Through Bolthouse Farms, Evolution Fresh joins Butterfly’s brand portfolio that includes the likes of Chosen Foods, MaryRuth Organics, Orgain, and Pete and Gerry’s Organics.

“We have long admired the Evolution Fresh brand and see tremendous untapped potential in the premium beverage category. By bringing these powerhouse brands together — Bolthouse Farms and Evolution Fresh — we will deliver a robust, high-growth, and consumer-preferred portfolio of juices to market,” said Bill Levisay, president, Consumer Brands, Bolthouse Farms.

The transaction, which is for an undisclosed amount, is expected to close later this year.

About Bolthouse Farms
For more than a century, Bolthouse Farms has been known as the innovation leader in growing and distributing carrots and high-quality, nutrient-dense branded products. Employing more than 2,200 people and headquartered in Bakersfield in California’s fertile San Joaquin Valley, Bolthouse Farms is one of the largest carrot growers and distributors in the U.S. and the No. 1 premium refrigerated beverage brand in U.S. retail. Guided by its purpose — Ingenuity Grows Good — the company also produces and sells super-premium juices, smoothies, café beverages, protein shakes, functional beverages and premium refrigerated dressings, all under the Bolthouse Farms® brand name.

1SOURCE: IRI MULO L52 weeks ending May 1, 2022

Despite providing an uninterrupted supply of fresh fruit and vegetables so far to European citizens confined at home, the COVID-19 pandemic has continued to destabilize the European fresh fruit and vegetable sector, threatening long-term food supply. In a letter sent to European Commissioner for Agriculture Janusz Wojciechowski Freshfel Europe has requested urgent financial assistance and flexibility in CAP tools to provide much needed stability to the fresh fruit and vegetable sector. Currently, growers are grappling with significant cost increases estimated to be at least €500 million per month. The sector has also lost access to the food service sector representing 25 – 30 % of the market supply and EU fresh fruit and vegetables exports to third countries worth € 5 billion per year are also confronted with significant difficulties. As the pandemic evolves, it will continue to bring with it further economic stress for the sector and threaten the financial sustainability of fresh fruit and vegetable supply.

Freshfel Europe’s letter to European Commissioner Wojciechowski warns that the European fresh fruit and vegetable sector cannot sustain the increased level of production and logistic costs resulting from the COVID-19 crisis without endangering fresh fruit and vegetable supply in the long term. Financial support is essential in conjunction with other measures, such as flexibility in management of CAP tools, to allow the sector to continue balancing additional costs related to COVID-19 with economic sustainability. Remarking on the huge financial burden being carried by the sector, Freshfel Europe General Delegate affirmed that, “Added costs in orchards and packing houses are estimated at least € 0,05 cts/kg and a similar amount of € 0,05 cts/kg is also to be considered to be added as extra charge in intra EU transport”. Collectively this represents about € 500 million given the volume produced and shipped monthly. Mr. Binard also highlighted that the sector should be considered an essential sector to secure access to protective tools and measures that would enable the return to normal operating conditions as early as possible. This would include access to hydrogel, masks and testing and allow the sector to be in a position to remove social distancing measures. With the availability of all seasonal workers this would these changes would facilitate orchard activities and logistics operations to run at normal high efficiency rates to ensure supply.

As the COVID-19 pandemic continues to unfold Freshfel Europe maintains that further necessary measures under the CAP must be taken at European level to avoid a food supply crisis later in the year and secure that the sector can continue to provide Europe’s supply of fresh fruit and vegetables at affordable prices to consumers in the coming months. Freshfel Europe has also recommended to Commissioner Wojciechowski that in light of the far reaching implications of the COVID-19 crisis to also review different policies connected to agriculture and fruit and vegetables specifically, such as research and innovation, organic reform, promotion policy, international trade policy and the forthcoming Farm to Fork Strategy. Evolving conditions in regard to insurance and credit insurance and equal access to liquidity should also be analyzed.

What can fresh produce companies do to combat climate change and to protect the people who work in their supply chains, while at the same time maintaining viable, profit-making enterprises? With sustainability becoming an increasingly urgent challenge in so many different areas, FRUIT LOGISTICA has published the most far-reaching investigation ever undertaken into the environmental and ethical sustainability challenges faced by today’s fruit and vegetable business.

Entitled Do The Right Thing (Right) and produced by RaboResearch Food & Agribusiness, the FRUIT LOGISTICA Trend Report 2020 outlines the most important sustainability issues for the industry, including key areas of concern like water conservation, food waste, packaging, chemical use, energy consumption and treatment of workers.

It also sets out what has become a compelling business case for a range of sustainable practices, as well as offering compelling examples of how producers, distributors and retailers are treating people and the planet better by making important changes to the way they operate. Finally, it presents a proposed roadmap towards making sustainability an integral part of any company.

“There is a strong business case for sustainability, including a reduction of risks and establishing a long-term position as a trusted partner for internal and external stakeholders,” says report author Cindy van Rijswick. “There are, of course, challenges too, which the industry must address.”

Available as a free download from the FRUIT LOGISTICA website, Do The Right Thing (Right) incorporates information and insight from across the global fruit and vegetable marketplace, making it a valuable resource for anyone working in the industry.

The full Trend Report 2020 is available here

The promotional campaign of the 37th edition of Macfrut, the trade fair for the fresh produce industry to be held in May 2020 in Rimini (Italy), has begun. International missions are underway and early booking is now available.

Registrations are now open for the next edition of Macfrut, the international fruit and vegetable trade fair organised by Cesena Fiera, which will be held from 5 to 7 May 2020 at the Rimini Expo Centre (Italy). Last year’s numbers show that Macfrut is a growing trade fair, which year after year has become a major benchmark event for companies operating in the sector and seeking to expand their network of business contacts in new markets. In 2019, 43,500 visitors came to Rimini to attend the three-day event, and a quarter of them were from abroad: 50 % from Europe, 17 % from Central and South America, 14 % from Eastern Europe and Russia, 10 % from Africa, and 9 % from the Middle and Far East. As far as exhibitors are concerned, 20 % of the more than 1,000 participating companies were from abroad. The following is a breakdown of exhibitors by sector: 39 % production and trade, 17 % machinery and technology for sorting and packing, 14 % packaging, 13 % logistics and services, 7 % machinery and technology for plant growing and protection, 5 % plant nurseries and seeds, and 5 % fertilisers and crop protection products.

The 37th edition of Macfrut will be packed with brand new content to further increase business opportunities for companies in the fresh produce industry. Among these, the “Spices & Herbs Global Expo”, an area entirely dedicated to the world of spices, officinal and aromatic herbs, will be set up for the first time not only in Rimini but also in Europe. In addition to the exhibition area, interested companies will have the opportunity to participate in various side events and conferences on these topics and to reach out to and make contact with new customers from all over the world, especially from Asia and Africa, and to benefit from a custom schedule of B2B meetings. On this occasion, Ismea – Institute of Services for the Agricultural and Food Market – will introduce the Global observatory on spices and officinal herbs and, for the first time, will provide an overview of this rapidly growing sector, although the data currently available is not yet sufficient to provide a snapshot of the situation.

With the early booking offer, which is valid until 31 December 2019, companies interested in participating in the 2020 edition can register at a reduced fee. All the details are available in the dedicated section of the official website of Macfrut, www.macfrut.com.

Following a stellar 2018, in which BeatBox Beverages, LLC showed YOY growth of 108.5 percent in revenue, 310.7 percent in depletions and 446.7 percent in points of distribution, the company is adding Fresh Watermelon to its Party Punch range, joining Pink Lemonade, Fruit Punch, and Blue Razzberry.

Available now for order in Alabama, California, Florida, Georgia, Michigan, North Carolina, Ohio, South Carolina and Texas, BeatBox Beverages President Mark King anticipates shelf-presence this month. Trademarked “The World’s Tastiest Portable Party Punch,” the flavored, wine-based Fresh Watermelon Party Punch is offered in a 500 mL single-serve resealable Tetra Pak (SRP: $3.99; 12 per case; ABV 11.1 percent). In 2018, Tetra Pak sales were up 14.2 percent, with volumes up 13.2 percent (Wine & Spirits Daily), and both RTD and single-serve buying trends grew by more than 20 percent each.

About BeatBox Beverages, LLC
United through a love of music and inspired by the entrepreneurial spirit of Austin, Texas, in 2013 the founders of BeatBox Beverages set out to create something that could help everyone #PartyBetter. By 2014, they ended up on Shark Tank with their Party Punch, walking away with a million-dollar investment from Mark Cuban, the biggest investment the show had ever made. With a proven track record and ongoing mission of creating products that drive incremental profit in high-growth categories – and a team of industry veterans with experience in developing, launching and quickly growing brands – BeatBox Beverages is broadening its portfolio across brands and categories at a steady rate.

Cold-pressed juice brand Evolution Fresh announced it will expand its functional beverage portfolio by entering the $1.2* billion refrigerated tea category with the launch of new bottled Evolution Fresh Organic Kombucha across seven major U.S. cities from coast to coast. Available in six delicious flavors – Ginger Lemon Honeycrisp, Mango Pineapple, Ginger Greens, Spicy Greens, Pink Grapefruit, and Turmeric Pineapple Coconut – the beverages have started to ship to grocery and natural retailers in Boston, Chicago, Los Angeles, San Francisco, San Diego, Seattle and New York City, with plans to roll-out to additional cities this fall and next spring. Evolution Fresh Organic Kombuchas feature the company’s cold-pressed juices and will be available in 15.2 fluid ounce glass bottles. Customer interest in kombucha and fermented beverages is on the rise with the category growing 36 percent in 2017 according to IRI data.**

To create its kombucha, Evolution Fresh starts with carefully selected artisanal teas—Congou black tea, Yerba Matè tea, pu’erh black tea, green tea and matcha. The teas are fermented and paired with cold-pressed Evolution Fresh juice. Leading with flavor, these recipes leverage the brand’s culinary expertise rooted in authentic taste and quality since 1992 to delight the palate and create the perfect combination in every bottle.

Evolution Fresh Organic Kombucha is available in six flavors and is certified USDA Organic, non-GMO, gluten-free, and Kosher:

  • Ginger Lemon Honeycrisp: This invigorating elixir has complexity, leading with Congou black tea that lives in harmony with cold-pressed honeycrisp apple, tart lemon and a kick of ginger.
  • Mango Pineapple: Congou black tea strikes a down-to-earth balance with vibrant, cold-pressed oranges, mangos and pineapples to bring a juicy-sweet edge to every lively sip.
  • Ginger Greens: At the heart of this feel-good elixir is effervescent Yerba Matè tea, its notes deliciously pair with Evolution Fresh’s signature cold-pressed leafy greens, bright lemon and zingy ginger.
  • Spicy Greens: Light-bodied yet full of character, green tea and matcha lift Evolution Fresh’s signature cold-pressed greens, pineapple and jalapeño. A refreshing blend with just a hint of heat, accented by the jalapeno’s rich flavor.
  • Pink Grapefruit: This celebrated, complex pu’erh black tea is brightened with a sweet splash of cold-pressed pink grapefruit.
  • Turmeric Pineapple Coconut: This spirited blend features bright Yerba Matè tea – made extra-special with savory turmeric and bright cold-pressed pineapple.

*IRI US MULO 52 WE 12/31/17
**IRI US MULO L52 Wks ending 7/30/17 & SPINS – Natural Channel L52 Wks ending 7/16/17 and NSS / Nielson Whole Foods report 8/9/17.

Sonoma Brands, a consumer products incubator and venture fund founded by Jon Sebastiani, announces its launch of ZÜPA NOMA: a single-serve & family sized chilled vegetable soup. “Whole without the bowl,” ZÜPA NOMA offers a convenient, on-the-go meal replacement or snack and made its west coast launch on July 1 in the Pacific Northwest, Northern, and Southern California in select retailers such as Sprouts.
Sonoma Brands launched in January 2016 as Sebastiani’s next endeavor following the acquisition of KRAVE Jerky by The Hershey Company. ZÜPA NOMA marks the first brand to launch under the Sonoma Brands incubator umbrella.

“Sonoma Brands’ mission is to push boundaries, invigorate dormant categories and adapt to ever-changing consumer needs,” said Founder of Sonoma Brands, Jon Sebastiani. “The $8 billion soup category is ripe for disruption and we believe that ZÜPA NOMA will revitalize the category with innovation, fresh ingredients and flavor that deliver a liquid feast. Growing up in the rich agricultural community of Sonoma, growing grapes, I have a deep-rooted appreciation for quality ingredients and that has influenced the high quality, organic vegetables that are found in our HPP produced fresh ZÜPA NOMA soup.”

Food blogger, cookbook author, wife and mother, Ayesha Curry, and professional triathlete and Ironman champion, Meredith Kessler, are joining forces with ZÜPA NOMA to encourage consumers to avoid sugary pressed fruit juices and “DRINK YOUR VEGGIES.” With their busy schedules, both Curry and Kessler appreciate ZÜPA NOMA’s great taste and nutrition on-the-go.

“In my kitchen, I love having the freshest and highest quality ingredients to cook with and I am thrilled to partner with ZÜPA NOMA, whose approach is the same,” said Ayesha Curry. “ZÜPA NOMA is made up of the best, organic, whole vegetables and other healthy ingredients that deliver incredible flavor and nutrition, while offering a super convenient meal or snack that fits into my busy life.”

“When I’m training, healthy eating and convenience are top-of-mind,” said Meredith Kessler. “I love that ZÜPA NOMA is a grab-and-go meal replacement or snack that offers all of the nutrients I need, as well as great flavor, when I’m going for a ride, swim or run. Packed with Vitamin C, it’s the perfect recovery fuel!”

The namesake of this “better-for-you” brand stems from the rich history of the region where Sonoma Brands calls home. ZÜPA NOMA comes in six flavors that honor the culinary traditions of Sonoma, including Organic Tomato Gazpacho, Organic Yellow Pepper Habanero, Organic Beet Orange Basil, Organic Tomatillo Jalapeno, Organic Carrot Coconut Lime and Organic Cucumber Avocado Fennel.

ZÜPA NOMA is certified organic, low-glycemic, nutrient dense, high in fiber and absolutely delicious. This on-the-go chilled soup is low in calories, low in sugar and offers a great source of vitamins, with powerhouse ingredients such as pumpkin seeds, olive oil, turmeric and ginger. Now available on the west coast, 12oz. bottles retail for $6.99.

For more information about ZÜPA NOMA, please visit drinkzupa.com and for more information about Sonoma Brands, please visit sonomabrands.com.