Leith Anderson Joins the FreshSource Team

Leith Anderson, Vice President of Sales, FreshSource Pacific Northwest

Leith Anderson, Vice President of Sales, FreshSource Pacific Northwest Leith Anderson is joining FreshSource in the Pacific Northwest as the company’s Vice President of Sales where he will lead the Seattle and Portland markets. Prior to joining FreshSource, Leith was formerly a Fresh Business Manager for Acosta Sales & Marketing. His experience, which ranges from roles with Fresh & Easy Neighborhood Markets, John Morrell Food Group, Daymon Worldwide, Coffee Bean International, and Coca-Cola, will help boost FreshSource’s expansion into the Pacific Northwest.

“We are extremely excited about this fantastic combination of events,” said Robert Thomspon, FreshSource Founder. “As a company, we’re flattered that our work ethic and reputation continues to attract tremendous talent from the industry. This long-awaited expansion into the Pacific Northwest is perfectly complemented by the acquisition of Leith Anderson, a solid well-respected professional.”

Thanks to Leith’s addition in the Pacific Northwest, FreshSource has now secured itself as a complete West Coast broker.

USDA Says Aloha to Hawaii’s Sharwil Avocado

“Greetings and Welcome Back” is a traditional Hawaiian greeting, but not one usually extends it to a fruit, no matter how Hawaiian it is. But the US Department of Agriculture has essentially said it to Hawaii’s Sharwil avocado, allowing the prized green delicacy back onto the US mainland after 21 years with all its natural flavor intact.

sharwil-avacadoIt only seems right and long overdue, given that in 1992, the poor Sharwil was arguably a victim of circumstantial evidence. That was the year an oriental fruit fly larva was found in a Hawaiian packing house that processed Sharwil avocados, along with other local produce. Though never identified as the source of the crop-devastating insect, the USDA slapped stringent export requirements on the Sharwil. These requirements were so strict—exposure to cold, fumigation—that they would have destroyed the taste and reputation of the delicate Sharwil in order to save it. Stripped of its succulent, nutty flavor by cold and chemicals, mainland guacamole lovers would quickly have abandoned what was before a prized delicacy, leaving it to rot on supermarket shelves. Fearing the fruit’s reputation would be forever marred, Hawaiian farmers stopped exporting the Sharwil to the mainland and began the long process of clearing its name—and clearing it for export again in its natural state.

Led by growers and Hawaii’s congressional delegation, advocates of the fruit uncovered new research showing the Sharwil is at the bottom of the oriental fruit fly’s list of preferred hosts. The USDA has now approved export of the Sharwil to 32 states. Though Maui and the Big Island farmers grow close to a million pounds of the large, round Sharwils a year, the USDA projects the Hawaiian import will garner only 1% of next year’s US avocado market. But Hawaiian avocado growers are optimistic, with Hawaii Avocado Association President Tom Benton believing the Sharwil over the next ten years will find and establish an expanding niche market throughout the states.

Aloha and Ee komo ma, Sharwil, from your friends on the mainland.

Planting Seeds for Future Harvest

Fresh Source helps clients tell their story through product presentation …

On the heels of the 2013 FPFC Expo, we want to thank our participants – you made the  event a phenomenal success!

All3Our goal was to showcase our clients’ products so that prospective buyers could easily learn about the brands, the latest offerings and the items to purchase for the stores, marketplaces and restaurants they represent.

We want to thank Amport Foods, Taylor Farms, Simply Fresh Fruit, My Fruity Faces, Tasti-Lee, Bing Beverage, Foxy Grain and Oscar’s Homemade Salsa  for letting us make your FPFC Expo a productive and impactful event. We hope you found the Expo   as beneficial as we did.

FreshSource is committed to helping brands it represents build dynamic relationships with prospective clients while reinforcing their sourcing, delivering and merchandising needs.  To that end, we’d  like to share some highlights from the 2013 FPFC Expo that we think capture the spirit of the event.

This year’s theme was “Open Air Farmers Market,” a name that pays homage to today’s fresh–from-the-farm phenomenon that has captured the hearts and minds of buyers throughout the nation.

Surrounded by fresh fruit and vegetables from local markets, we created a colorful presentation that incorporated installations from Amport Foods, Taylor Farms, Simply Fresh Fruit, My Fruity Faces, Tasti-Lee, Bing Beverage, Foxy Grain and Oscar’s Homemade Salsa. 

Our attractive, strategic displays helped generate  productive dialogue with expo attendees and buyers.

Amport Stacks the Racks

Amport1000Demonstrating how a product will be displayed at the market helps buyers identify the  space needed to sell it in the real-world retail environment. We displayed Amport items using three 4-foot Metro-racks currently installed at all Ralphs Supermarket locations.  Amport also featured their Value Snack Pallet Program offering 10/$10 Fresh Dollar Snacks.  Our team greeted participants with samples of Party Trail Mix and Tropical Trail Mix during show hours – all  of which received positive feedback.

Taylor Shows Off the Farm 

Taylor1000Today’s consumers have  busy lives and hectic schedules – and although being on the go is a priority, trading health for a quick bite is a fading trend.

Taylor Farms understands that trend, and responded with a display featuring  timely, accessible, sought-after products that were noticed buyers at the expo. Participants examined Conventional Bagged Salads, Organic Party Trays, Chopped Salads and Green Giant Bagged Veggies.

Taylor Farms wisely sampled their NEW Italian Chopped Salad, a zesty combination of salami and Italian cheese blend paired with an inviting  mix of romaine lettuce, broccoli, red cabbage, celery, green onions and parsley.

Our Brand Ambassador, Athena Thompson, helped familiarize prospective buyers  with each of Taylor’s products. Having previously attended an educational training workshop, Athena  could answer any question from the expo floor attendees.

We believe our training ensures a fluency of product knowledge among our Brand Ambassadors, enhancing their ability to tell  your story in a convincing, compelling way  Equally important is the peace-of-mind from knowing that you will be able to focus on networking with other decision makers as opposed to having to manage your product displays.

Bing Beverage & Foxy Play Neighbors @ the Expo

bing-foxyLooking great on display were Bing Beverage and Foxy, with prominent displays that demanded attention. Foxy Grain showcased 6 best-selling hot-topic Items: Quinoa, Flax Seed, Chia, Wild Rice, and Granolas.  These instant conversation starters naturally gravitated buyers to their display.

With a fresh produce backdrop, Bing Beverage appeared as a natural in the produce department. Sampling both Bing Cherry and Bing Blackberry at the Expo, Lida Borooshan, an FreshSource Brand Ambassador, educated potential clients while ensuring samples were readily and steadily available.

Simply Fresh Is Irresistible
SimplyFresh1000What do you do when you provide a product that is simply irresistible? You let everyone taste it so they can crave more. Simply Fresh Fruit,  the largest fresh-cut fruit provider in the US, featured a great display that boasts their colorful, delicious, sweet prepackaged fruit.

Coupled with a Farmers Market themed ice barrel and proximity to nearby foot traffic, their display was too hard to pass up! Proof: we received several responses and inquiries into the availability of Simply Fresh Fruit from attendees.

Oscar’s Homemade Salsa Is an Expo Hit

oscars1000The display for Oscar’s Homemade, a locally sourced Salsa, became an expo magnet. The display’s combination of 7 flavors, festive colors and lovely authentic backdrop ensured that Oscar’s Salsa drew in attendees for both samples and inquiries.

Makailia Rhodes, a Fresh Source Brand Ambassador, made sure everyone received a sample of Oscar’s Salsa while educating them on Oscar’s 100% fresh ingredients and their local Chula Vista, California, location.

It was a win for both Expo Attendees and a nod to Oscar’s newfound fame.

Tasti-Lee Grows the Perfect Tomato

tasti1000Tasti-Lee tomatoes are vine-ripened to perfection and aligned beautifully with RFT’s Farmers Market theme creation on the expo floor. Splashing crimson red, these tomatoes are delicious as they are gorgeous both inside and out. For health, this new tomato contains high Lycopene, up to 50% more than regular varieties. It has the right balance of sweet & tangy flavor for an eating experience that will put a smile on your face. And for freshness… these tomatoes have been bred to stay on the vine until fully ripened by Mother Nature, yet remain firm all the way to the store shelf and the kitchen counter! They are offered in both in Conventional and New Organic versions and every box of Tasti-Lees tomatoes are ripe for the picking.

My Fruity Faces Makes Eating Fun for Kids

Fruity Faces1000My Fruity Faces is a fun and easy way to encourage children to eat their fruits and vegetables.  With a cute and brightly colored product packaging, these edible stickers were of huge interest to Expo goers and are sure to make a positive impact when they hit the stores.

That’s a Wrap!

The 2013 FPFC Expo was a great experience and an ideal opportunity to ignite interest in our client’s brands and learn from fellow exhibitors on how to visually articulate your products.

~ Team Fresh Source


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