Emerging trends to watch
As we continue to navigate this coronavirus world, we find ourselves in limbo. Some counties and states are optimistic about re-opening, using a phased approach and strict guidelines to ensure the safety of employees and patrons. Other regions find themselves in the same position they were in a month ago, grappling with this Read More ...
Industry Viewpoint: Strengthen communications in challenging times
Effective and good communication is at the heart of every sound leadership and management practice. From establishing clear expectations, setting big picture goals, building company culture down to fostering accountability, communication is always at the core of effective leadership. Clearly messaged, trusted Read More ...
Viva Fresh Wellness Reveal a success
When the Viva Fresh Expo was launched in 2015 by the Texas International Produce Association, one of the objectives of event organizers was to increase fruit and vegetable consumption. One aspect of that work came clearly to the fore on May 20, when Viva Fresh presented the “Clean Eating Challenge Wellness Reveal.” Craig Read More ...
Schnucks to launch new EatWell banner
Schnuck Markets Inc. is introducing a new store format in Columbia, MO, focused on consumers prioritizing health and wellness, natural foods, and the occasional splurge. EatWell, A Natural Food Store by Schnucks, will open in early summer 2020. The location was formerly a Lucky’s Market before Schnucks purchased it during a Read More ...
Fresh Farms offering Mexican grape promotable volumes
Beginning May 26, Mexico will begin to provide table grape volumes well-suited for retail promotions, according to Scott Rossi, sales manager of Fresh Farms LLC, based in Nogales, AZ. Promotable volumes will be available through June. On May 14, Rossi indicated that Fresh Farms’ featured Sonoran grape deal transitioned Read More ...
Marketing trailblazer Melissa McDill mourned
Melissa (Missy) McDill, founder and president of McDill Associates, died at home with family on Monday, May 18. She was 65. A native of Salinas, CA, she established McDill Associates in the 1970s to serve the marketing needs of companies in various industries. Armed with a BFA from California College of the Arts and Read More ...
Pretty Lady grapes packaged perfectly
With the new season just a few short months away, Pretty Lady Vineyards is excited to continue promoting its package offerings. Retailers now have the option to stock Top Seal one-, two-, or three-pound packs in their produce aisles.  Recent trends have shown packaged produce that both shows off the quality of the Read More ...

The San Joaquin Valley is expected to get hit by two major storms and colder temps that have the possibility to affect the cherry crop and cause serious damage to other stone fruit crops. weat

Starting Wednesday night into Thursday, a storm is anticipated to hit all growing regions up and down the San Joaquin Valley dropping between 0.5 inches to an inch of rain over the two-day period. There is a second storm scheduled to hit this Sunday with up to an inch of rain and a third storm potentially for next Tuesday, May 21.

Along with the rain will come cooler temps starting Wednesday with highs only in the low 70s (with some isolated 60s) and mins in the low 50s for the next 10 days. Although this weather is not unprecedented for this time of year, it is extremely unusual.

Tony Taviano of B&B Imports in Fresno, CA, said these storms have the potential to wipe out a large part of the Bing cherry crop and might cause shippers to call for an “act of god” on contracts. Furthermore, Taviano said this weather may "sow the seeds for a challenging summer marketing season of stone fruit and potential ramifications that extend into the fall for table grapes”.

The same storms hitting the San Joaquin Valley will also hit the coastal California growing regions of Salinas, Santa Maria and Oxnard, causing definite harvest issues. As of right now Salinas is expected to receive approximately one inch of rain this Wednesday and Thursday. The second storm on Saturday and Sunday may bring up to half an inch, and next Tuesday has the potential of 0.25 inches of rain, which could affect the harvest of strawberries and lettuces.

Desert regions are not expected to see any rain from these storms, but they will experience cooler temps with max temps in the 80s and min temps in the low 60s over the next 10 days.

The Weathermelon app offers consolidated lists of global growing regions for each commodity; a 10-day detail forecast for each region; current radar maps (U.S. only); estimated harvest start/end dates for each commodity; monthly average high/low temps for each region; and custom daily alerts for temperature, precipitation and severe weather based on 10-day forecasts.

(David Robidoux is a co-founder Weathermelon)

Market Watch

the source pro-act

Western growing regions getting hit by rain, cooler temps

floral pulse