When the produce industry looks to the health of the sector and opportunities that influence, contribute, and expand the possibilities of fruits and vegetables, The Grower-Shipper Association of Central California (GSA) is one of the arenas to which it looks. With the International Fresh Produce Association’s Global Produce and Floral Show (IFPA/GFPS) just days away, the GSA is revealing a pavilion of plentiful possibilities October 19–20 in Atlanta, Georgia.
“The Grower-Shipper Association of Central California is thrilled to host the Grower-Shipper Pavilion aka ‘The Salad Bowl of The World’ once again at the Global Produce & Floral Show in Atlanta,” Laura Lauritzen (Hastie), Marketing Consultant for GSA, shares with me. “The pavilion offers members the chance to collaborate with other Salinas-based grower-shippers and allows a one-stop shop for customers.”
Central California fresh fruits and vegetables are an opportunity not to be missed, and with nine companies in one convenient location, prepare for an energizing spark of ideas and innovation to fill your convention cup. Take an editorial tour with me as some of these companies reveal what will be top of mind for them at the show…
“The Nunes Company, Inc. markets and sells over 70 different conventional and organic fresh vegetables under the Foxy and Foxy Organic brands. These include leafy green vegetables such as Romaine hearts, Romaine lettuce, red and green leaf lettuce, and Iceberg lettuce. Leafy greens are highly nutritious, provide several health benefits and, with its versatility, is a segment that is gaining popularity with consumers,” Stephanie Cantero, Communications and Marketing Coordinator, The Nunes Company, shares. “The leafy green category’s overall contribution to elevating the produce department for customers provides an opportunity to increase the consumption of healthy fruits and vegetables.”
Foxy and Foxy Organic brand vegetables are available year-round with growing regions in California, Arizona, Nevada, and Mexico. The Nunes Company will be an exhibitor at booth #B3663 located in the Grower-Shipper Pavilion.
“This year, Church Brothers Farms is celebrating the 25th anniversary of our company, so our booth in Atlanta will be giving a nod to the journey we’ve had over the last couple of decades. Leafy greens elevate the produce department in so many ways. With their nutrient density, products like kale, spinach, and chard are a no brainer for health conscious consumers. They also come in a wide range of varieties, bringing visual appeal to the department through color, texture and seasonality,” Jeff Church, Chief Operating Officer, details. “Finally, the versatility of leafy greens invites options for merchandising, from a standalone product like arugula to any number of salad blends and kits.”
Church Brothers’ whole leaf lineup will be front and center this year as its Ready to Use Burger & Sandwich Leaf, Green Leaf, and Romaine have been doing really well on both the retail and foodservice sides of the business. The company’s specialty lettuces—Little Gems and Petite Romaine—are two other products that have gained a lot of traction for Church Brothers with both consumers and foodservice operators. Church Brothers Farms will be an exhibitor at booth #B3866 located in the Grower-Shipper Pavilion.
"At IFPA, we will be featuring our Garden Life Washed and Trimmed lineup and Earth Green's Organic Salads, offering fresh, pre-washed greens that are ready to use, ensuring convenience and high quality for both retail customers and food service operators. Leafy greens significantly impact the basket ring as they offer a fresh, healthy, and convenient option that appeals to health-conscious consumers,” Nicole Minnich-Zapata, Marketing Director, reflects. "The demand for fresh, pre-washed, and ready-to-eat greens has grown, contributing to higher sales and more frequent shopping trips.”
As Misionero knows and its customers continue to discover, the leafy green category elevates the produce department by providing fresh, nutritious, and time-saving options that align with consumer trends toward health and wellness. Misionero's products enhance the customer experience by offering a convenient, high-quality product that simplifies meal preparation and drives customer loyalty. Misionero will be an exhibitor at booth #B3667 located in the Grower-Shipper Pavilion.
“The Braga Farms chopped salad kit line debuted last year at the trade show and is extended now with three flavors: Fajita Ranch with crunchy dried sweet corn and crispy onions; Sweet Chili with crunchy pineapple habanero sesame chips; and Honey Mustard, a blend of sweet and tangy flavors mixed with crunch from sunflower seeds. Each new chopped salad kit was inspired by trending flavor profiles influenced by restaurants and popular recipes being shared on social media,” Shannon Yamad, Senior Director of Product Development, expresses.
The popularity of bowls and wraps continues to grow and these new chopped salads can be enjoyed as a salad, bowl, or wrap with the addition of protein to make a complete meal. Meal and snacking solutions abound when Braga is around! Braga Fresh will be an exhibitor at booth #B3661 located in the Grower-Shipper Pavilion.
“Baja Son Growers is backed by a dynamic sales team that has the ability and flexibility to tailor our program to the needs of our customers. Our focus this year is to continue to build our green onion program, and we are excited to share more of our vision with attendees and customers. We know when shoppers add leafy greens to their baskets the overall value of the basket increases. Health-conscious consumers reach for fresh and healthy options in the produce department, such as asparagus and green onions,” Robert Leonard, Director of Sales, states. “Leafy greens elevate the produce department because they are regularly purchased items that boost traffic and sales. By pairing leafy greens with other products, customers are encouraged to try new items.”
Baja will showcase both of its core items—asparagus and green onions—and discuss the consistency of supply and quality out of Mexico. Baja Son Growers will be an exhibitor at booth #B3862 located in the Grower-Shipper Pavilion.
“Coastline Family Farms will feature Iceberg lettuce, Romaine Hearts, Romaine, green and red leaf, broccoli, cauliflower, celery, green onions, and red and yellow bulb onions at this year’s Global Produce & Floral Show,” Tami Gutierrez, Vice President of Sales and Marketing, discusses. “Leafy greens play a significant role in the basket ring through their nutritional value, regular purchase patterns, and price diversity. They are staples and regular purchases for many consumers and the variety of leafy greens, from the more common Romaine to specialty greens like arugula, allows a variety of price points and this diversity can influence the basket ring as customers may be willing to pay more for the specialty options.”
In addition, Coastline customers know that leafy greens contribute to the produce department beyond just their individual sales. They enhance the department's overall appeal and align with broader health and culinary trends. Coastline Family Farms will be an exhibitor at booth #B3671 located in the Grower-Shipper Pavilion.
“At IFPA, we’re excited to showcase our fresh vegetables, which include, but are not limited to, Iceberg lettuce, Romaine, leafy greens, and colorful cauliflowers—purple, orange, green, and Romanesco. Each cauliflower has a fun QR code that links to a website with info about the colors and easy recipes! Leafy greens play a big role in the basket ring,” Estefania Luquin-Estrada, Sales and Marketing, says. “They help families create healthy salads, wraps, and tasty meals, adding both nutrition and crunch. Overall, leafy greens enhance the produce department by attracting health-conscious shoppers and families looking for variety.”
Nature’s Reward’s colorful, fresh options make it easy for customers to add more vegetables to their diets. There is so much more to learn about this company and its advantageous line of vegetable gold. Nature’s Reward will be an exhibitor at booth #B3864 located in the Grower-Shipper Pavilion.
Please visit all nine companies at the 2024 IFPA Grower-Shipper Pavillion, which also includes Ippolito International and Pacific International Marketing in addition to The Nunes Company, Church Brothers Farms, Misionero, Braga Fresh, Baja Son Growers, Coastline Family Farms, and Nature's Reward®.
In addition, please join the Grower-Shipper Pavillion on Friday, October 18 between 3:00 pm and 5:00 pm for a hosted reception featuring premium wines, beer, and liquor.
Have a great show full of amazing opportunities! 
