Fresh Impact Magazine Sept. 2012 by United Fresh

SEPTEMBER 2012

ALSO INSIDE

Farm Bill for Produce Sen. Fred Thompson United’s Top Advocates

Results of United’s Exclusive Fresh Impact Produce Policy Straw Poll

Young Leaders Your essential preview for The Produce Industry’s Most Powerful Public Policy Event OCTOBER 1-3

A MESSAGE FROM OUR CHAIRMAN & PRESIDENT/CEO

David Krause

Chairman of the Board United Fresh Produce Association CEO, Paramount Citrus

Tom Stenzel

President and CEO United Fresh Produce Association

Working Together, Making a Difference As we look forward to our annual Washington Public Policy Conference this October, it’s never been more important for United members to work together in tackling the national policy issues that are affecting all of our businesses. Just look at our national agenda today – working to pass the 2012 Farm Bill with all the research, marketing, nutrition, block grants and other important programs it comprises; fighting to secure a new guest worker program to meet our escalating labor shortages; preparing for new food safety regulations on the way from the FDA, and more. Adding to all this of course is the fact that it’s an election year with an extraordinarily tight presidential race and key congressional races that will shape both our nation’s economy and our industry’s regulatory climate. It’s never been more important to work together, and that means working together on issues in Washington, DC, to shape our future. This issue of Fresh Impact magazine helps underscore the many ways that United members are working together – companies and associations from every part of the industry – to enhance our economic and regulatory climate. Read about the many tangible ways the Farm Bill brings unmistakable value to the produce industry; meet a few of the industry standouts who shape food and agricultural policy through United’s FreshPAC and outstanding advocacy efforts; and learn how many young executives are preparing to lead our industry to even greater accomplishments in the years ahead. And never shy about speaking their minds, United’s members share their views on industry priorities and the presidential race in our Fresh Impact Produce Policy Straw Poll. See the results on page 28 and make note of the many ways that United’s members are engaged in our nation’s political process and the industry’s future. Our industry’s most prominent and influential executives already know that attending the WPPC every fall is a powerful way to have an impact on the future of their companies. It’s an unforgettable experience and, if you’ve never been, this is the year to start that rewarding tradition. We invite you to read about the exciting programs and speakers planned for WPPC, learn about the exceptional value and opportunities it offers, and register to join us October 1-3 on Capitol Hill. While our industry faces so many challenges at this crucial time, it’s gratifying to know that the members of United Fresh are making a difference every day – making their voices heard to hundreds of our nation’s top policymakers, regulators and administration officials. Thanks to your remarkable contributions, our work together is truly shaping public policy to enable growth of the fresh produce industry. We’ll see you in October at the Washington Public Policy Conference!

1901 Pennsylvania Avenue, Suite 1100 · Washington, DC 20006 · Phone: 202.303.3400 · www.unitedfresh.org

United Fresh 3

CONTENTS 12

from the Chairman 3 Message & President/CEO

6 Produce Industry’s The Most Powerful Public Policy Event

Board Of Directors

WPPC Preview

Expanded with two days of Capitol Hill meetings, the 2012 Washington Public Policy Conference brings the produce industry’s most prominent and influential leaders together with our nation’s top policymakers.

Senator Fred Thompson Acting on His Conscience Former Senator Fred Thompson, who remains active as a political advisor and an accomplished actor in movies and television, previews his keynote address at the WPPC with insights about the nation’s political climate, term limits and why constituent visits make an impact.

35 & Under 14 The Next Generation Gets Ready The produce industry’s up-and-coming leaders prepare with their equally young counterparts in Washington, DC, to apply bright ideas and contagious enthusiasm to industry challenges.

The 2012 Farm Bill A Foundation for Growth Congress works to finish a new Farm Bill that builds on vital programs in research, nutrition, marketing and other produce industry priorities.

Segment Roundtable 24 Market Keeping Consumers Excited about Fruits and Vegetables

Volunteer leaders from United’s Market Segment Boards sound-off on the cost of regulations, consumer trends and the importance of staying visible to DC policymakers.

Fresh Impact 28 United’s Produce Policy Straw Poll The results are in! United’s members cast their votes on the race for the White House, industry priorities and participation in the political process.

Recognizes the 30 United Industry’s Top Advocates Member companies are champions on the issues impacting the produce industry’s future.

36 FreshPAC Produce Leaders Supporting

Policy Leaders on Capitol Hill

In this critical election year, FreshPAC supports industry allies and builds momentum behind key legislation.

Leadership Program and 40 United’s WPPC Combine to Make a Difference for the Industry and Careers

Leadership program fellows sharpen their perspective on industry issues and government policy at the Washington Public Policy Conference.

Sashes and Smiles Promote 44 Produce Industry on Capitol Hill These young ambassadors garner attention and results for watermelon producers and the entire fruit and vegetable industry at WPPC.

46 United Fresh Staff Directory

UNITED FRESH B OA R D O F D I R E C TO R S David Krause Chairman of the Board President Paramount Citrus Delano, CA Reggie Griffin Immediate Past Chairman The Kroger Company (retired) Bluffton, SC Ron Midyett Chairman-Elect Chief Executive Officer Apio, Inc. Guadalupe, CA Joe Huston Secretary/Treasurer President, North America Chiquita Brands International, Inc. Salinas, CA Barry Bedwell Chairman Government Relations Council President & CEO California Grape & Tree Fruit League Fresno, CA

Jan Berk Chairman Fresh-Cut Processor Board Vice President San Miguel Produce, Inc. Oxnard, CA Bill Brooks Owner/Partner Westlake Produce Company Los Angeles, CA Steve Burnham Senior Vice President Produce Floral & Bakery Safeway, Inc. Pleasanton, CA Paddy Callaghan Chairman Global Advisory Council Chairman Nature’s Best Limited Drogheda, County Louth Ireland Ron Carkoski Chairman Wholesaler-Distributor Board President & CEO Four Seasons Produce, Inc. Ephrata, PA

Jim Catchot President/CEO Renaissance Food Group Rancho Cordova, CA

Emily Fragoso Director of Business Development Status Gro Orange, CA

John Chrosniak Director North America Crop Protection Dupont Crop Protection Wilmington, DE

Tony Freytag Vice Chairman Fresh-Cut Processor Board Senior Vice President of Sales and Marketing Crunch Pak Sliced Apples Cashmere, WA

Greg Corrigan VP Produce & Floral Raley’s Family of Fine Stores Sacramento, CA Scott Danner Chief Operating Officer Liberty Fruit Co., Inc. Kansas City, KS Tom Deardorff II Vice-Chairman Grower-Shipper Board President Deardorff Family Farms Oxnard, CA Aaron Fox Vice President, Sales Fox Packaging McAllen, TX

Steve Grinstead Chairman United Fresh Foundation Chief Executive Officer PRO*ACT, LLC Dallas, TX David Hille President Cabbage, Inc. Westlake, OH Ana Hooper Vice President Total Quality Darden Orlando, FL

UNITED FRESH B OA R D O F D I R E C TO R S Cindy Jewell Director of Marketing California Giant Berry Farms Watsonville, CA John Keeling Executive Vice President & CEO National Potato Council Washington, DC Lorri Koster CEO & Chairman of the Board Mann Packing Company Salinas, CA Kenny Lund Chairman Supply Chain Logistics & Technology Council Vice President, Support Operations Allen Lund Company, Inc. La Canada, CA Danâ&#x20AC;&#x2122;l Mackey Almy Chairman Nutrition & Health Council President DMA Solutions, Inc. Irving, TX

Lisa McNeece Vice President Foodservice and Industrial Sales Grimmway Enterprises Inc. Bakersfield, CA Kevin Moffitt President & CEO Pear Bureau Northwest Milwaukie, OR Bob Morrissey Executive Director National Watermelon Association, Inc. Lakeland, FL Angela Nardone Chairwoman N2N Global Longwood, FL Roger Pepperl Marketing Director Stemilt Growers, LLC Wenatchee, WA Sean Picquelle Vice Chairman Retail-Foodservice Board Produce and Beverage Product Quality and Food Safety Manager Taco Bell Irvine, CA

Walter Ram Chairman Food Safety & Technology Council Vice President of Food Safety Giumarra Vineyards Corporation Los Angeles, CA Dave Russell Vice President Sales National Accounts Del Monte Fresh Produce, N.A., Inc. Dallas, TX Robert Schrick Strategic Business Management Lead Bayer CropScience Research Triangle Park, NC Randy Scott Chairman Retail-Foodservice Board Category Manager Produce Delhaize America Salisbury, NC Will Steele Chairman Grower-Shipper Board President & CEO Frontera Produce Edinburg, TX

Lisa Strube Vice Chairman Wholesaler-Distributor Board Director of Finance & Administration Strube Celery & Vegetable Company Chicago, IL Ivan Tarriba Owner-Director Farmerâ&#x20AC;&#x2122;s Best International, LLC Culiacan, Sinaloa Mexico Greg Wohlleb Vice President Processor Division Bunzl, Inc. Louisville, KY Jackson Woodward CEO and President Horton Fruit Company Louisville, KY Michael Wootton Senior Vice President Corporate Relations and Administration Sunkist Growers, Inc. Sherman Oaks, CA

United Fresh 7

The Produce Industry’s

Most Powerful Public Policy Event October 1-3, 2012 United’s Washington Public Policy Conference is the only event where the entire fresh produce industry

unites to make a real difference on produce industry priorities and help ensure a more profitable future. WPPC unites the produce industry’s most prominent and influential leaders with the nation’s top policymakers to address critical issues such as food safety, the 2012 Farm Bill, labor, nutrition and consumption and more. With attendance growing every year, United now offers two days of congressional meetings in the Senate and House of Representatives as part of United’s annual March on Capitol Hill.

MAKE A DIFFERENCE ON THE ISSUES IMPACTING YOUR BUSINESS

IMMIGRATION What Do Recent Key Decisions Mean for Changes in Federal Law?

FOOD SAFETY Working to Protect Public Health and Business Viability

NUTRITION & HEALTH Growing Consumption and Building

Opportunities that Will Last a Lifetime

FARM BILL Chairman Frank Lucas House Agriculture Committee

Chairwoman Debbie Stabenow Senate Agriculture Committee

Keeping a Strong Federal Commitment to Specialty Crops

“The WPPC attendees are among the finest leaders from all aspects of our industry, making it an excellent networking opportunity.” JC Myers, Director, Business Development, Eurofresh, Inc.

Keynote Speaker Former Senator Fred Thompson United Fresh welcomes Senator Fred Thompson to the 2012 WPPC. Sen. Thompson represented Tennessee from 1994 to early 2003 and currently serves as a political advisor for a variety of clients. Thompson is equally well known as a respected actor in movies such as The Hunt for Red October and Secretariat, as well as in television series such as Law & Order. At WPPC, Thompson offers his insights into Washington’s political environment and a preview of the 2012 elections. See page 12 for United’s interview with Sen. Thompson. 8

United FreshPAC Dinner The United Fresh Political Action Committee continues to grow with the help of produce industry members’ personal contributions. Support for FreshPAC helps to make a fresh impact on government policy by building relationships with key members of Congress and candidates who support produce industry priorities. This year’s event, Monday evening, will be held on the Rooftop Terrace of Charlie Palmer Steak, the most impressive vantage point in the city, and features a private performance by Capitol Steps.

6,855

The number of individual face-to-face Capitol Hill meetings for WPPC attendees between 2000 and 2011

The annual Fresh Festival continues to be one of Washington’s most celebrated and flavorful events and is the perfect opportunity to bring fresh fruits and vegetables directly to the doorsteps of Congress. Connect with friends and colleagues while generating support and excitement on Capitol Hill about the fresh produce industry.

United Fresh 9

Market Segment Education Conference Co-chairs Shape Education Sessions The co-chairs of the 2012 Washington Public Policy Conference, representing each segment of the industry, have helped shape this year’s educational sessions on today’s critical issues. om Deardorff, Deardorff Family Farms T Vice Chairman of the Grower-Shipper Board ony Freytag, Crunch Pak Sliced Apples T Vice Chairman of the Fresh-Cut Processor Board Sean Picquelle, Taco Bell Vice Chairman of the Retail-Foodservice Board Lisa Strube, Strube Celery & Vegetable Company Vice Chairman of the Wholesaler-Distributor Board

“The WPPC allows me, the grower, to sit face to face with my lawmakers and explain how their policies and regulations directly affect my bottom line.” Casey Collins, Director of Business Development, Chelan Fresh

Managing Your Workforce in a Harsh Labor Environment As authorities enforce rigorous and confusing new state immigration laws, especially after the Supreme Court ruling upholding Arizona’s immigration law, agricultural employers must find new strategies to ensure access to a steady workforce. Join this interactive session with government immigration enforcement officials, growers and workforce management experts to learn how companies can most effectively cope with a tightening labor market.

WHOLESALER-DISTRIBUTOR SESSION Opportunities to Drive Produce Sales Through School Lunch Programs With new government regulations requiring an increase in fruits and vegetables in school lunch programs, school districts will be looking for innovative ways to incorporate fresh produce in their school menus. Learn how federal school lunch programs and the Fresh Fruit and Vegetable Snack Program can offer growing business opportunities for the wholesale and distribution sectors.

Unitedfresh.org 202-303-3400 FRESH-CUT PROCESSOR SESSION

2012 Washington Public Policy Conference

Schedule of Events Monday, October 1

The Outlook for Pathogen Testing by Government Agencies

1:30 p.m. – 2:15 p.m. United Fresh New Member & First Time WPPC Attendee Welcome

Random government pathogen testing at retail does little or nothing to protect public health, but has caused huge impact forcing processors to recall product most often already consumed. What’s the future of government testing and is there hope to design more effective protocols? During this session, regulatory experts will look to the future of pathogen testing and what may be required of fresh-cut processors under the new Food Safety Modernization Act.

2:30 p.m. - 5:00 p.m. Advocacy & Grassroots Seminar Featuring: 35 and Under Fresh Impact Panel

RETAIL-FOODSERVICE SESSION Retail & Foodservice Operators as Targets of Social Media Activism Social media has given consumers an influential platform to drive policy issues, often bringing pressure on retail and foodservice company image. Whether campaigns focus on GMOs, so-called pink slime, labor standards, or other issues, high-profile restaurants and supermarkets are becoming pressure points in social media efforts to influence public policy. Learn from peers how to engage positively with consumers in social media, without sacrificing to pressure tactics designed to intimidate.

5:00 p.m. - 6:00 p.m.

Welcome Reception

6:00 p.m. - 9:00 p.m. United FreshPAC Dinner (*Separately Ticketed Event)

Rooftop Terrace Charlie Palmer Steak with After Dinner Entertainment by Capitol Steps

Tuesday, October 2 8:00 a.m. - 10:00 a.m.

Opening General Session Breakfast

10:15 a.m. - 11:15 a.m.

Food Safety Town Hall

11:30 a.m. - 12:15 a.m. Market Segment Breakout Sessions: · Grower-Shipper Session · Fresh-Cut Processor Session · Wholesaler-Distributor Session · Retail-Foodservice Session 12:30 p.m. - 2:00 p.m.

General Session Luncheon

2:45 p.m. - 5:30 p.m. March on Capitol Hill: U.S. House of Representatives Congressional Visits 2:45 p.m. - 5:30 p.m. Sights and Sounds Tour to the Smithsonian National Air and Space Museum 6:00 p.m. - 7:30 p.m.

Fresh Festival on Capitol Hill

Wednesday, October 3 7:30 a.m. - 9:00 a.m.

General Session Breakfast

9:30 a.m. - 11:30 a.m. March on Capitol Hill: U.S. Senate Congressional Visits 9:30 a.m. - 11:30 a.m. Old Town Trolley Monument Tour of Washington, DC Noon - 2:00 p.m. Closing General Session Luncheon An Insider’s Look at the 2012 Elections with Senator Fred Thompson

Thursday, October 4 8:00 a.m. - 3:00 p.m. Post Conference Tour USDA Beltsville Agricultural Research Center Tour & Briefing

United Fresh 11

Acting

on His Conscience WPPC Keynote Speaker Senator Fred Thompson United Fresh proudly welcomes former Senator Fred Thompson to deliver his keynote address at the Washington Public Policy Conference. Some of Thompson’s earliest Capitol Hill experience came in 1973 when he served as minority counsel to assist the Republican senators on the Senate Watergate Committee, which investigated the Watergate scandal. From 1994 until early 2003, Thompson represented Tennessee in the Senate. Thompson is equally well known as an accomplished actor in movies and television since the 1980s. Today, Thompson continues his acting career, and continues to serve clients as a lobbyist and political observer.

United Fresh: As a preview of your remarks to United’s Washington Public Policy Conference in October, would you share your observations about the nation’s political climate these days? Thompson: I think people are more concerned, upset and sometimes angry today, compared with four years ago. I think it’s been building for some time now, but when you see what’s happening in Europe, when you see the loss of a major credit rating for our country, when you see the debt numbers that we’re accumulating, then you’ll see people are concerned like never before and you’ll see the upsets in these primaries and some surprises at the ballot box. United Fresh: Four years ago you ran for the Republican nomination for president. Do you miss being part of the politics and policy process? Thompson: I don’t miss it. It’s not a natural environment for most people anyway. It’s an extremely unnatural, limited kind of endeavor when you’re running for president. No one misses the day-to-day of something like that. When you feel like you have an opportunity to do something for the country, and try to provide some answers for the problems we’re having, 12

you’re willing to step up and try to do your best. To broaden it to politics in general, not just the race for the White House, I was doing that [serving in the Senate] for about eight years. I went into it placing term limits on myself, so I always knew I’d be leaving after a while, I never intended to make it a career. I always thought the Founding Fathers had the best idea about that: leave your regular work, come to town and do your best for a while. Knowing that you’re leaving frees you up to do what you think is right. And if you’re returned home bit prematurely, what’s the difference? You’ve done your best and you’ll feel good about it the rest of your life. That was my attitude going in. I enjoyed it while I was doing it, but now I’m enjoying not doing it and wouldn’t do it again under any circumstances.

“Ronald Reagan wasn’t effective because he was a good actor, he was effective because of the depth of his beliefs.”

United Fresh: Did you consider asking your colleagues on Capitol Hill to commit to limiting their own terms? Thompson: I tried that. One of the things I worked on when I was in the Senate was term limits. You can always get almost enough votes for that, but you can’t ever get enough votes, because there are too many people who want to make a career out of it. I tried to get legislation passed that would [impose term limits]. Some of the major problems that we’re seeing today are the fruition of careerism and people wanting to take the short solution instead of considering the longer term, and all for political reasons. You can’t do that forever because people are always going to want more spending if they’re told it’s not really going to cost them anything. That’s what we’ve been doing, and that’s why we’re turning into Greece if we don’t change our ways. United Fresh: What do you make of the Tea Party movement? Thompson: I think the Tea Party is a manifestation of the anger and frustration people are feeling. People have been looking around and finally came to the conclusion, “These spending policies are about to change the country for the worse, and we’re not going to sit back and let this happen.” Our debt now exceeds the whole national economy. It’s over one hundred percent of the gross domestic product. That’s worse than France and Spain. You can say that can’t happen here because we’re too strong. I don’t quite remember the days when the sun never set on the British Empire, but I’m sure that’s what they thought at the time.

Some of the major problems that we’re seeing today are the fruition of careerism and people wanting to take the short solution instead of considering the longer term, and all for political reasons. United Fresh: The produce industry is currently focused on advancing the Farm Bill in Congress. Instead of programs that provide socalled direct payments to farmers, the produce industry advocates programs that support research, nutrition and promote consumption, among other priorities. We believe this approach promotes the health of Americans and is a better investment for taxpayers.

I’ve had times where I had to look some of my constituents in the eye and say “Look, we can’t do this particular thing you want to do. Now, we can do something else that might help.”

Thompson: I think you’re smart to advocate programs like that. We can’t go on forever with those old programs [that pay farmers a guaranteed income]. When I represented Tennessee in the Senate, tobacco was our big crop, followed by cotton and soybeans. There wasn’t much produce. Being strategic and efficient is the way to go. Members of Congress are looking for places to cut, not expand, and that’s the world we all live in for a while. It’s not limited to farm programs.

Thompson: Let me tell you, it was the hardest thing I ever had to do, because they were my people, their heart was in the right place and it was my duty to represent them. It was also my duty to represent the country and to talk to them about where our concerns in Tennessee fit in with those in the rest of the country. That’s a conversation that needs to happen between the member of Congress and the constituents. Each side should be honest enough to lay the cards on the table and understand where everybody is coming from. It’s not just about who can get the most number of people to come to their congressional offices or raising the most money. It’s a matter of what’s good for the country and for the state. So, I would say to the members of United Fresh that you need to do what you can to have your voice heard and have an honest exchange about the issues.

United Fresh: I imagine it wasn’t easy to disagree with voters sitting in your office, even if you were being honest with them.

United Fresh: How important, to you personally, was having that time with your voters from your state? Thompson: Those were always some of the more rewarding experiences I had as a member of Congress. When it’s your folks, you might not always accede to what they want you to do, but they always, I mean always, get your attention, more than campaign contributions or so-called leaders of the industry from other parts of the country.

“I would say to the members of United Fresh that you need to do what you can to have your voice heard and have an honest exchange about the issues.” United Fresh: At our Washington Public Policy Conference in October, our members will have two days to meet with their lawmakers in the Senate and House to voice their viewpoints on the top issues, such as regulatory costs, pest and disease management, labor, food safety and other issues. How valuable is the time spent meeting face-to-face with elected officials and their staffs? Thompson: I think what you’re doing, coming to Capitol Hill, is very effective. If I’m a member of Congress, there’s nothing like having one of my constituents come to town and say, “Here is my situation, here is what’s going on in your state, because you represent me and this is your deal, as well as mine.”

United Fresh: I have to ask you to compare the experience of serving in Congress and acting. What did you enjoy more? Thompson: Well the acting pays a little better. Talking to a young person going into politics, acting or the law – anything that gets you on your feet before an audience – those are disciplines that require you to express yourself well. So, they are similar in that regard. United Fresh: Is one more rewarding than the other? Thompson: Fundamentally, one is very real and the other’s not. If you do it the right way, then with one you’re shooting with real bullets and with the other you’re not. You’re given a script on the movie set, and in politics you’re supposed to be talking about what you believe. That’s not acting. Ronald Reagan wasn’t effective because he was a good actor, he was effective because of the depth of his beliefs. That also, ironically, helped make him a pretty good actor. If you do politics the right way, you get to write your own script. It’s your own stuff, it comes from your heart, and that’s the rewarding part about the political side. You can learn more about Sen. Thompson at www.fredthompsonsamerica.com. United Fresh 13

MEREDITH G.

NICK M.

SAM S.

SARAH S.

SHANNON K.

The Next Generation Gets Ready to Lead

magine actually getting paid to use Facebook and Twitter as part of your job. Sounds crazy, but that’s all in a day’s work for Sarah Swinehart, 26, press secretary for the Ways & Means Committee in the House of Representatives. Working the social media sites is just one of Swinehart’s responsibilities – staying current on important issues and responding to demands of news media.

“Social media is dominated by the younger generation and has become an increasingly important way for members of Congress to communicate effectively,” says Swinehart. “Through Twitter, Facebook and blogs, the younger people get involved and make their opinion known.” Sarah and many other young government staffers who work in the nation’s capital see first-hand the value of robust communications between policy officials and their constituents. She says “engagement and education” are the biggest challenges to addressing concerns, including those of agriculture. She believes that she and other young Capitol Hill staffers bring a new perspective and are willing to “work long hours to grow in their jobs and move up in the ranks.” For another young Hill staffer, working long hours usually means hearing the alarm sound at 5:00 a.m. It’s a typical morning for Meredith Griffanti, 25, Communications Director for Congressman Paul C. Broun, M.D. (R-GA). Even though many of her days start early, in this case to help her boss with a morning show interview, she’s also frequently burning the midnight oil at her desk. For Griffanti, the long hours, hard work and enthusiasm are prerequisites for making an impact through public policy.

You should reach out and volunteer with advocacy groups like United Fresh that know how to communicate about public policy.

Sarah Swinehart checks Twitter postings for emerging issues while on

the job as press secretary for the House Committee on Ways & Means.

Griffanti’s days include visits from Georgia constituents, many of whom are in their 20s, who come to advocate for their issues. Not every meeting goes as well it should. “One of the biggest failures I see with the younger generation is a general lack of understanding of policy that directly affects them,” she says. “You have to know what you’re talking about and what pros and cons pertain to relative legislative issues. You should reach out and volunteer with advocacy groups like United Fresh that know how to communicate about public policy.”

That fresh perspective for solving problems in Washington, DC, is the focus of United’s 35 & Under events at the upcoming Washington Public Policy Conference (WPPC). It’s a way for young produce executives and their federal government counterparts to connect and learn from one another. Shannon Kyle already knows the value of attending WPPC. Kyle, 27, who wears many hats in sales, marketing and food safety at Torrey Farms in Elba, NY, first attended WPPC in 2010 and attended again in 2011 as part of United’s Produce Industry Leadership Program.

“I think the sooner you can start establishing these relationships with your representatives, the better off you will be.” “Participating in the WPPC the past two years has really opened my eyes to the work that needs to be done and how things get done,” she says. Meredith Griffanti,

BlackBerry always ready, in the Cannon House Office Building where she works as communications director for Rep. Paul C. Broun, M.D. (R-GA).

Kyle’s first exposure to the excitement of working on Capitol Hill came through a college internship for former New York Congressman Tom Reynolds. She quickly learned the critical importance of ongoing dialogue between constituents and lawmakers to ensure that produce industry issues stay on the front burner. “Do not wait to get involved in public policy,” she advised. “I think the sooner you can start establishing these relationships with your representatives, the better off United Fresh 15

35 AND UNDER

am Stewart of WES Pak Sales S first attended WPPC in 2007 and says he came away with a better understanding of public policy. ttending WPPC motivated A Nick Mascari of Indianapolis Fruit Company to get involved in public policy.

you will be and the more you will learn and understand the issues facing our industry. Become a part of the united front to represent our industry, it is never too early to get involved!” These young leaders are eager to help the produce industry thrive. Nick Mascari, 32, New Business Development/Organic Buyer at Indianapolis Fruit Company, believes young leaders “bring a fresh approach and shake up the status quo a little.” This “fresh approach” is one of the biggest advantages younger employees offer. Every generation looks at issues differently – everyone is shaped by their experiences – and a fresh look can yield bright ideas that contribute to a company’s bottom line. Mascari discovered the value of attending the WPPC as a 2009 recipient of the Frieda Rapoport Caplan Family Business Scholarship. “It was a great experience and I’ve been back every year since,” he says. “It opened my eyes and motivated me to get involved so that we’re not burdened with laws and regulations passed down by lawmakers who don’t understand our industry.” When Sam Stewart, 29, sales representative for WES Pak Sales in Dinuba, CA, attended WPPC for the first time he “didn’t know what to expect, but left with a much greater knowledge on public policy and how DC operates.”

Stewart applies his WPPC experience on the job. He is a big believer in produce companies staying current on the issues, new technologies, and communicating with customers, stakeholders and policymakers. He says using social media can be a good way to stay connected with buyers and end consumers about production, fruit varieties and product availability. “I do think the younger generation has some definite technological advantages in today’s workplace,” he adds. For the 35 & under generation, whether in the produce industry or on Capitol Hill, staying constantly connected via smartphones and social media is a fact of life. These innovative communications tools are just another way to speak out, educate and build relationships. But these young leaders agree that Facebook posts and YouTube videos are no substitute for meeting face-to-face to work on solving problems. On top of that, Sarah Swinehart of the House Ways & Means Committee reminds us that another important way to overcome challenges is “to get out to the polls and vote!”

Young produce industry leaders have a unique opportunity to learn the ropes of Capitol Hill and administration policymaking at the 2012 Washington Public Policy Conference, October 1-3. In addition to meeting with their senators, representatives and administration officials, Unitedâ&#x20AC;&#x2122;s up-and-coming members can attend a special session dedicated exclusively to the young leaders from the produce industry, Congress and administration offices. The 35 & Under Fresh Impact Panel on October 1 underscores how the younger generations, over the seven decades that United has hosted the Washington conference, have played an important role in making an impact on critical industry issues. Register now at unitedfresh.org.

Dr. Robert Buchanan works in his lab at the

University of Maryland on a project to help validate or improve food safety practices for fresh produce. The research is made possible by an initiative in the 2008 Farm Bill. United Fresh coordinates industry participation in the project.

The 2012 Farm Bill A Foundation for Growth “Those dark spots on the dishes indicate Salmonella,” explains Dr. Robert Buchanan while examining a set of Petri dishes in his lab at the University of Maryland in College Park. The stacks of culture plates are part of a researcher-industry partnership endeavor to develop food safety metrics for leafy greens and tomatoes. It’s an example of projects that are supported through the Specialty Crops Research Initiative (SCRI), which leverages federal dollars and matching funds to support critical research needs. Newly authorized in the 2008 Farm Bill, the SCRI funds specialty crop research and extension projects that address critical needs of the specialty crop industry, including food safety. SCRI is just one of dozens of Farm Bill programs that target critical needs for the fruit and vegetable industry. “This kind of funding is incredibly important to the industry,” says Buchanan, director at the university’s Center for Food Safety and Security Systems. “This is the kind of work

that allows you to focus on questions that will impact the agricultural community, the food community and consumers because you have science that helps shape effective regulations.” Dr. Buchanan’s project collects data from across the country, plus data from field trials being conducted in at least four locations, to look for differences in how growers and processors operate and determine if those differences have significant impacts in controlling pathogens of concern for leafy greens and tomatoes. Only in its first year of funding and with a long way to go, the project will develop the science to help validate or improve food safety practices. United Fresh plays an important role in the research by coordinating industry participation among 14 member companies, each providing real-world industry input. “This important project, led by Dr. Buchanan, is a perfect example of why United Fresh

continues its work to maintain strong funding for research in the next Farm Bill,” says Dr. David Gombas, senior vice president of food safety and technology at United. “By achieving well-directed, solutions-focused research results that the industry can put into practice, we can improve public health and consumer confidence in the safety of fresh produce.”

United Fresh Works for Continued Investment for Produce Industry Priorities The research at the University of Maryland is just one example of the critical work made possible by the 2008 Farm Bill, which, for the first time, contained significant funding to address specialty crop needs, including funding research through the SCRI, market promotion, and increasing consumption of fresh fruits and vegetables. The bill also included Specialty Crop Block Grants to states that funded a variety of local needs for research, marketing, education and

“These Farm Bill programs have an impact on the entire industry, and that’s why we’re working hard to make sure Congress continues that investment in the 2012 bill.” industry needs. A prime example is the work to fight citrus greening at the USDA’s Horticultural Research Laboratory in Ft. Pierce, FL. For citrus producers, research to address the threat of citrus greening, also called Huanglongbing (HLB) disease, is a top priority. HLB, for which there’s currently no cure, causes citrus trees to rapidly decline over a few years and produce bitter, green, unmarketable fruit.

Florida Tropical Fruit Growers

Association used a Farm Bill grant to produce a series of videos to educate consumers and foodservice operators.

more. Further, the 2008 measure made a strong commitment to improving nutrition and decreasing obesity among children by expanding the USDA Fresh Fruit and Vegetable (Snack) Program (FFVP) to benefit school children in all 50 states. United Fresh represents produce industry priorities in the Farm Bill by providing leadership to the Specialty Crop Farm Bill Alliance. The Alliance is a national coalition of more than 120 organizations representing growers of fruits, vegetables, dried fruit, tree nuts, nursery plants and other products. “We’ve made tremendous progress on behalf of the produce industry, thanks to the advances we won in the 2008 Farm Bill,” says Robert Guenther, senior vice president of public policy at United Fresh. “These Farm Bill programs have an impact on the entire industry, and that’s why we’re working hard to make sure Congress continues that investment in the 2012 bill.”

Block Grants Target Local Needs Specialty Crop Block Grants are a cornerstone of the Farm Bill’s value for addressing produce

“I really am excited with this project and the results we’ve had so far,” says Dr. Robert Shatters, Jr., whose project involves developing a method to deliver antimicrobial agents through the vascular system of the citrus trees. His team is conducting field testing, with promising initial results, to find a commercialized strategy for fighting HLB in infected trees. “Industry concern about HLB is higher than anything I’ve ever seen before. I don’t see how the citrus industry can stay competitive if we don’t get this under control,” Shatters adds. Showcasing several of the state’s commodities in promotional videos on YouTube is how the Florida Tropical Fruit Growers Association leveraged a state block grant from the 2008 Farm Bill. A series of 13 videos showed the fruit in production and offered consumers and foodservice chefs advice for how to pick, store and prepare the fruit in a variety of recipes. “The videos allowed us to reach an everwidening audience via YouTube, with more than 100,000 viewings so far,” says Louise King, vice president of the association, which counts about 80 farms as members. “We wouldn’t have been able to do these amazing videos without the block grant funding.” For a future project, King says the group has applied for another block grant to conduct training classes, in cooperation with the University of Florida, to help growers build food safety plans to comply with the FDA Food Quality Protection Act. In California, United Fresh member San Miguel Produce used a specialty crop grant to market their products to organic consumers

through wholesalers and retailers. The company was among the first to promote the health benefits of fresh-cut dark leafy greens to organics shoppers and has experienced growth as a result. “It was a pleasant surprise to get the grant,” says Jan Berk, vice president at San Miguel Produce and a member of United’s Board of Directors and chairwoman of the Fresh-Cut Processor Board. “It was great, as a small company, to have those extra marketing dollars [made possible by the grant].” The company is using another block grant to launch a line of Asian fresh-cut vegetable products, with offerings that include snow pea shoots, baby mustard greens and baby bok choy. The grant funding, combined with San Miguel Produce’s own investment, helps the company manage the risk associated with launching innovative, value-added products to a new market. “It’s a wonderful opportunity for new ideas, inventing or reinventing products and making old products new,” says Berk.

Reaching Young Produce Consumers The Farm Bill’s Specialty Crop Block Grants are helping school children learn how fruits and vegetables are grown, and how to enjoy them at every meal. For example, block grant funding made possible the production of the “Gardening for Grades” program developed by Florida Agriculture in the Classroom (FAITC). Since 2009, FAITC has used Specialty Crop Block Grant funding to help schools plant their own gardens and, so far, 222 Florida schools have received $500 mini-grants to plant their own gardens. The program shows teachers what to plant and how to grow fruits and vegetables, helping students gain an appreciation for the challenges of food production. “These students face the same pest and disease pressures that growers face, so they learn first-hand how difficult it is to grow food,” says Lisa Gaskalla, executive director for FAITC. At harvest, the students get to enjoy their schoolyard crops. Teachers make preparation United Fresh 19

FARM BILL

Students at Endeavour Elementary Magnet School in Cocoa, FL, To help fund the launch a new line of fresh-cut Asian vegetables, San

Miguel Produce took advantage of a Farm Bill Specialty Crop Block Grant.

and consumption of the produce an integral part of the lesson and a reason to sample foods that they may have never tried before. “They’re much more likely to try eating the produce if they’ve grown it themselves,” adds Gaskalla. “To take advantage of this, we’re now developing a ‘Gardening for Nutrition’ program with another grant. None of this would be possible without the block grants.” The Fresh Fruit and Vegetable Program, a landmark school nutrition program pioneered by United Fresh 10 years ago and expanded in the 2008 Farm Bill, benefits as many as three million low-income elementary school kids by providing a fresh fruit or vegetable snack at school. For educators and school nutrition experts, the FFVP makes positive impacts on students’ performance in the classroom. Moreover, the program introduces fresh produce at an early age, helping to establish healthy eating behavior for a lifetime.

“We see that kids will try some fresh fruits and vegetables at lunch that they normally wouldn’t have tried. It’s because they’ve already experienced it as a snack and the teachers have modeled it for them,” says Gitta Grether-Sweeney, director of nutrition services at Portland (OR) Public Schools. The Portland schools started with 16 schools participating in FFVP four years ago; today, 23 Portland schools are in the program, serving a variety of fruits and vegetables to students five days a week. “Jicama is something the kids really like. They love strawberries, apples, kumquats, kiwi and snap peas. Pineapple is huge,” she adds. Pacific Fruit Co., a United Fresh member, has supplied Portland’s schools with fresh produce for several years. The school system provides a meal planning calendar for the FFVP program 30 to 60 days in advance. The company adds value by breaking down

“In a school food environment filled with politics, heavily processed foods and empty calories, the FFVP is a breath of fresh air for students and educators alike.” Drew Taylor, Taylor Farms rew Taylor of Taylor Farms discusses favorite fruits and vegetables D with students at Hooper Avenue Elementary School in Los Angeles.

learned about the challenges of fruit and vegetable production as part of the program made possible by Farm Bill block grants. More than 200 schools have benefited from the program.

cases into smaller servings, when appropriate, to meet the school’s needs for any particular commodity. For apples or pears, Pacific Fruit Co. will break down cases according to classroom-size quantities; for grapes, snow peas or baby carrots, the company can repackage the produce into individual serving bags. “There are no operational challenges to getting involved in the FFVP,” says Tom Brugato, chief operating officer at Pacific Fruit Co. “There is one good challenge we’ve had – the volume keeps picking up.” Brugato cites the many positive comments from administrators, teachers and parents about the program, saying the kids are trying fresh produce items that they’ve never tried before and they’re enjoying the taste. “The kids are asking the parents to buy these products when they go shopping,” he says.

Farm Bill by the Numbers

Funding levels for the produce industryâ&#x20AC;&#x2122;s top priorities in the Senate and House versions of the 2012 Farm Bill.

$70 million

Annual investment for the Specialty Crop Block Grant program

$50 million Annual funding for DoD Fresh program to provide fresh fruits and vegetables to schools and service institutions

$150 million Funding every year for the Fresh Fruit and Vegetable Program providing fresh produce snacks in schools across the country

$50 million Increases in funding for the Specialty Crop Research Initiative

$71.5 million House $65 million Senate Pest and disease management programs receive increased funding

$100 million/5 years Farmers Market and Local Food Promotion Program funding

$9 million/year Technical Assistance for Specialty Crops program retains full funding

$200 million/year The Market Access Program fully funded at previous level

$100 million/5 years Hunger-Free Communities Grant Program for fruit and vegetable SNAP incentives

$406 million

Annual mandatory spending for Section 32 specialty crop purchases

United Fresh 21

FARM BILL “The kids that we serve, 20 years from now, will be voters and consumers,” says Robin Weaver, principal at Harmony Hills Elementary School in Silver Spring, MD. She says her students, 90 percent of which participate in free or reduced price meals, benefit from enhanced education, nutrition and wellness that comes with FFVP. “So if these kids only have access to things like chips at home, it’s really nice to offer fruits and vegetables here at school.” Drew Taylor, director of healthy food solutions at Taylor Farms, a United Fresh member, believes the FFVP is especially valuable because of its independence from the National School Lunch Program (NSLP), and therefore not subject to the strict rules and cost constraints that NSLP menu items face. The benefit, observes Taylor, a member of United’s Nutrition & Health Council, is that kids are able to experience a wide variety of fresh fruits and vegetables that they wouldn’t otherwise have an opportunity to try. “The produce industry gets to play an invaluable role by introducing these students to the wide world of fruits and vegetables, and the variety of flavors, colors and nutrients that nature provides. In a school food environment filled with politics, heavily processed foods and empty calories, the FFVP is a breath of fresh air for students and educators alike,” says Taylor. United Fresh member PRO*ACT, another company that’s active in supplying schools for FFVP, sees the immediate advantage of selling more produce, but also recognizes that additional value from the program will be seen in generations to come as millions of students are exposed to healthy alternatives every day. “Our generation grew up in the time of fast food, and heavily processed foods were new and exciting, not knowing that, in excess, they weren’t very good for our bodies,” says Max Yeater, president of PRO*ACT. “As we all know, children are very impressionable and if we can influence good eating habits early on, we can hopefully influence many generations to come.”

Third grade students at Harmony Hills Elementary School in Silver Spring, MD, reach in for their

fresh fruit snack of the day as part of the Farm Bill’s Fresh Fruit and Vegetable Program. As part of the servings, teachers include lessons about nutrition and how the produce was grown.

“If we can influence good eating habits early on, we can hopefully influence many generations to come.” Max Yeater, PRO*ACT

United Fresh, in cooperation with the Specialty Crop Farm Bill Alliance, is the produce industry’s leading voice on Capitol Hill for advocating essential Farm Bill programs that address nutrition, research, pest and disease threats, marketing and other priorities. As of press time, the Senate had passed its version of the Farm Bill, but the full House of Representatives had yet to take up its bill, which was passed by the House Agriculture Committee. For an update on the status of the Farm Bill, visit UnitedFresh.org and be sure to register for the 2012 Washington Public Policy Conference, October 1-3.

Keep Consumers EXCITED about Fruits and Vegetables Don’t Let Labor Shortages and Excess Regulations Derail Gains on Produce Consumption Market Segment Roundtable Tom Deardorff President Deardorff Family Farms Grower-Shipper Board

With a look ahead to October’s Washington Public Policy Conference, United’s Ray Gilmer, vice president of communications, conducted a roundtable interview with United volunteer leaders representing each of the industry’s four market segments. Their insights into their own companies’ challenges and opportunities serve as a preview of the industry’s agenda on Capitol Hill this fall.

Lisa Strube Director of Finance & Administration Strube Celery & Vegetable Company Wholesaler-Distributor Board

Gilmer: The FDA’s new regulations for the Food Safety Modernization Act will surely have a big impact on how we do business. We don’t know what final form they will take, but the industry continues work to improve food safety at every opportunity. What impact will these new regulations have on your company and the industry overall?

Tony Freytag Senior Vice President of Sales and Marketing Crunch Pak Sliced Apples Fresh-Cut Processor Board

Strube: The industry has worked really hard, and I think United has worked especially hard on this, to show the government that [improved food safety] is what we want as an industry as well. We want to be able to do what we know best. So let’s hope that we’ve been listened to and that the new rules will be something that we’re actually able to do.

Tommy Wilkins Director, Produce Procurement United Supermarkets Retail-Foodservice Board

Ray Gilmer Vice President, Communications United Fresh Produce Association

Tom Deardorff photo courtesy Western Growers Association

Never before have consumers been so aware of the benefits of eating more fresh produce. Yet, will an explosion of regulatory pressures add costs that could drive consumers away?

Freytag: I agree with Lisa. I think many of us on the fresh-cut side already face a number of regulations, and there is random testing to look for problems, and the false positives are going to create more issues. So as [the government] puts out more regulations, that creates more false positives and that creates doubt in the minds of consumers.

“I don’t think the average person understands what United does for both growers and the consumers in my stores … At least we’ve got a voice in DC and sometimes that squeaky wheel is the one that gets greased.”

t the Nogales border crossing, FDA inspectors prepare samples A of yellow squash for testing by the FDA mobile laboratory.

cantaloupes and what the sprout industry seems to be doing, so I think we’re closer than we’ve ever been. And where the large companies have stepped in, I’m very confident about what the industry’s doing from a food safety standpoint. Some of the frustration from the retail side is some of the recalls have been for product past the “use by” dates. We’re frustrated by the confusion that it causes. They’re holding samples longer and when we get recalls that are six or eight days past the “use by” dates, we wonder what good we’re doing by causing confusion. Gilmer: Do you ever feel apprehensive about a supplier on food safety standards? Wilkins: Our company allows me to travel around the country, and there’s got to be common sense with whom you do business. If I travel to where the product’s produced, I’ve been able to raise questions and, if it doesn’t feel right, we stay away from those. As buyers, we have to be careful that we know where our product comes from.

“Not a single person on United’s Fresh-Cut Board would ever say that he or she doesn’t want the regulations. What we want are regulations that make sense.” Hopefully Washington has heard what we have said. They need to hear that this is in the best interest of everybody and that it targets the greatest needs for improving food safety. Is it a concern? Yes. Are we ready? I hope so.

Gilmer: The Senate passed a Farm Bill in June that largely preserves and builds on the gains the produce industry made in the 2008 bill. The House of Representatives is considering their own bill this summer. What’s your message to Congress about the importance of this Farm Bill?

Deardorff: The devil will be in the details. I think there are two areas where the industry will need to respond. From a practices standpoint, I think it’s an opportunity for the grower community to display the sophistication of our food safety programs, and that those should be reflected by the regulating community. On the flipside, if things go too far and they’re not science-based, I think we have the firepower with United and other industry associations to show the regulators that it does need to be science-based.

Strube: I’d be concerned about any cuts in research, especially when it’s tied to food safety. That kind of research will result in safer food for all of us. For nutrition, and expansion of the school fruit and vegetable program, with all the nutritional value for our kids, I think we need to continue to push hard for those programs.

Wilkins: I worry until we see the final draft [of the food safety regulations]. But I’m really proud of what California’s doing with

Wilkins: Being in Washington last year and sitting down with everybody and saying what are goals were, I think we have to consider it a step in the right direction that we got a lot of what we asked for in the Senate. So considering what we worked on during the WPPC last October, I am pleased with what we’ve got so far. United Fresh 25

MARKET SEGMENT ROUNDTABLE

We’re extremely concerned about it. There’s probably not a week that goes by in our management meetings where it’s not discussed.

Freytag: From the standpoint of the fresh-cut industry, I think demand will continue to grow because of so much reinforcement coming from so many sources. Obesity is an issue in this country, and we’re hearing more about it being an issue in other countries as well. It’s becoming top of mind, at school level or at employer level. So, of course, I’m fully supportive of the new nutritional guidelines, the USDA’s MyPlate campaign, which is easy to understand. The Farm Bill needs to support that message with its nutrition components.

Wilkins: In a time where ‘local’ is the new buzz word, if you consider the people who provide locally grown product, labor is the number one issue. Labor concerns are the one thing that’s a restricting factor for growth. Labor and transportation are the two things that really concern me. I’m worried by the cost of fuel and transportation and the DOT rules that create more regulation, and if we lose any of the labor pool, that will affect supply.

Deardorff: I would echo those comments about the nutrition and research. Those dollars have a multiplier effect, and the investment is well worth the dollars spent by the government. When you talk about the Farm Bill, you also talk about block grants, and I know there’s also talk about exploring potential new insurance products [for recalls]. We just need to make sure those are not market distorting. We just want to see smart dollars invested for the industry and the country as a whole.

We’ve got a supplier that grows about 200-300 acres of yellow squash with me and it’s just been a disaster to keep labor up here. A lot of this stuff that was grown in South Texas has moved across the border, and I think labor is one of the main reasons for that. We get weekly complaints about partners wanting us to buy more local produce, but I think the labor issue is the primary factor restricting that. Gilmer: What are the regulatory pressures you’re facing from a business cost standpoint? Deardorff: From the grower community, we need to work to eliminate all the duplication, especially here on the West Coast, but I’m sure it’s also true in other parts of the country, too, where you have state and county governments imposing regulations on things that are already regulated by the federal government. We’ve got to find a way to eliminate the duplicative financial burden, because we can’t be competitive with our international fresh fruit and vegetable markets, where things can be imported without the regulations and cost structures that we have. We need to continue to utilize United’s advocacy efforts to try to eliminate these duplications wherever we can. Freytag: I think that’s spot-on. We need to remember there is a cost to every regulation. The higher the costs, the higher the prices – there is a pass-through. And if we keep passing that cost on to the consumer, at what point do the regulations have the effect of forcing us to price ourselves out of the market, especially at a time when there’s such an emphasis on nutrition? Strube: The duplicity is just driving costs. Are we going to drive people away from eating fresh because of costs? That just takes away from everything we’re all trying to do.

Gilmer: Of course, labor is an ongoing concern for many in the industry. What’s your situation this year? Deardorff: Labor is the number one issue for us. From a supply situation, we find ourselves more and more in a precarious position as far as being able to fill all the jobs we have and to keep these crops harvested and packing sheds full of employees. Once the election’s over, hopefully we can do something positive for immigration reform. We drastically need that. We need to remain focused about working to get a guest worker program in place. Strube: Obviously, as a wholesaler-distributor, we’re not as directly affected as a grower-shipper would be, but labor conditions do affect us when it comes to price, so we watch it very carefully as well. Freytag: We’re affected both directly and indirectly. We have a little over 700 people who work for us on a year-round basis, but the seasonal worker situation affects us. For example, this year’s apple crop in Washington is predicted to be one of the largest in history, and one of the big concerns is getting it all harvested. 26

Freytag: If the regulatory layering continues to add costs, and increases prices for consumers, are we fighting against ourselves and all the nutritional messaging? That’s terribly counterproductive. Strube: We need to make sure that when we’re fighting against the duplicity in regulations that people know that we’re not fighting against the food safety or other strict policies that need to be in place, but it’s that we don’t have to do it 20 times for 20 different people.

“It seems the trend for consumers now is toward healthier lifestyles. Hallelujah! That’s what we’ve worked 99 years to get out there, so I hope it continues to grow.”

Freytag: We need to keep putting the word out that we do want safe food and high standards. Not a single person on United’s Fresh-Cut Board would ever say that he or she does not want the regulations. What we want are regulations that make sense and that complement and enhance versus duplicate. Wilkins: Any regulation seems to come with an increase in cost of goods that, at least in theory, the customer will pay for. But in a market-driven department, the grower takes it on the chin most of the time. We try to keep both sides happy, so we have to be as efficient as possible at every step of the way to hold costs down. Fuel just adds to the problem. We are constantly lowering margins to keep customers, or consolidating growers, which, in effect, is eliminating the small producer and putting a lot of eggs in one basket.

“If we don’t support our issues as an industry by attending the conference and walking the halls of Congress, then we’re not going to get their attention.” Gilmer: What consumer trends are you seeing in your side of the business?

because the consumer is aware and paying attention and it’s our time to make sure we stand up and do what’s right as an industry.

Wilkins: I think the conversation about childhood obesity is having an impact. We got a lot of great press coming out of the United Fresh convention in Dallas and the salad bars campaign here. I’m very proud of Dan’l [Mackey Almy] and what they all did in putting those salad bars in those 100 schools. There are many children who don’t get the opportunity to eat right. We’re seeing a big move to eat healthier. The consumers are more educated than I’ve ever seen them, and that just helps us out tremendously. I think for organics, as the price point shrinks, if there’s not as big a gap between organics prices and conventional prices, we’re continuing to see good growth.

Gilmer: Tell me how attending WPPC is so important on these issues.

Freytag: We’re also seeing categories grow in the areas that I deal with. The categories are growing because people are recognizing the right way to eat and they’re trying to act on it. We get hundreds of emails from consumers who are thankful that there is an easy way for kids to eat the right kind of snacks. I think that’s very positive, so I think we need to keep up the momentum and be careful not to squelch it with multiple, overlapping regulations where it raises the price to the point that people make different choices because they can’t afford it.

Freytag: I am such a fan and enthusiastic supporter of what happens at the policy conference. I think this year the engagement will be at an all-time high. I think our country and our industry are engaged like never before. And with the two days on Capitol Hill, I’m going to go out and get some new shoes and break them in now because we’re going to do some great walking and meet with some great people. I agree with Lisa that this year’s scheduling is outstanding and I’m looking forward to it, to say the least.

Strube: That’s right. With so many of the school systems, it’s such a focus right now. It’s not just because the government is telling them what they should do, it’s because they want to do what’s right for the kids. It seems the trend for consumers now is toward healthier lifestyles. Hallelujah! That’s what we’ve worked 99 years to get out there, so I hope it continues to grow. Deardorff: Yeah, I think we’re at a critical time in our relationship with the consumer as the fresh fruit and vegetable industry. The obesity epidemic is front-of-mind; nutrition is front-of-mind; food safety is front-of-mind. We’re all taking about nutrition and organics, and all these positive attributes, yet we’re in this precarious position of being over-regulated, and international competition, and threats to our sustainability from a cost structure standpoint. We’ve got this critical balance of telling our story over the next few years. I think we need to be really smart about how we do it

Strube: I’m a huge advocate of WPPC. I think we need to get stronger with more people, but also making sure more of the right people attend. Companies can look within their teams and see who’s going to get the most from this experience, not just coming away with so much valuable information, but also what they can bring to the conference. Come to the conference well-informed. Be ready to meet with our senators and representatives. I love the scheduling this year with having two days on Capitol Hill. This gives us a lot more time to meet with our senators and representatives.

Deardorff: It’s never been more important, as a member of our industry, to show support for our agenda. Every time we meet with politicians, they always remind us how important it is for them to hear from the producers and all those involved in the supply chain. The more we can stand up in numbers and show them how important these issues are to us, the more effective we can be, whether it’s on immigration reform, food safety, regulatory reform. If we don’t support our issues as an industry by attending the conference and walking the halls of Congress, then we’re not going to get their attention. So, I think it’s critical to get as many people as we can there and participating. Wilkins: I applaud United and the efforts it’s making. I don’t think the average person understands what United does for both growers and the consumers in my stores. It’s been an eye-opening experience for me as I’ve gotten more involved with you guys. I applaud you all for all the great work you’re doing for the produce industry. At least we’ve got a voice in DC and sometimes that squeaky wheel is the one that gets greased. United Fresh 27

United’s Fresh Impact Produce Policy Straw Poll From the Washington Public Policy Conference to local elections, United Fresh members are always looking for ways to make a fresh impact on produce policy. In last month’s straw poll, we asked members to weigh in on which presidential candidate they’ll support in November, which issues are a top priority and how members participate in the political process.

Of these policy issues, which is ranked as your top priority?

Have you previously attended WPPC?

% of respondants ranking issues in top 3 priorities

Farm Labor Availability

73%

Food Safety Regulation

72%

Yes 43%

68%

No 53%

The Nation's Economy

38%

Environmental Regulations Transportation Trade

24% 21%

Sustainability

17%

Nutrition Programs

16%

No, I will be a 2012 first-time attendee 4%

For whom do you plan to vote in the presidential election?

Mitt Romney 65% Barack Obama 27% Other 2% Undecided 6%

Previously Attended WPPC Never Attended WPPC

How do United Fresh members engage in political campaigns?

86%

84%

75%

Political Involvement of WPPC Attendees

56% 48%

45% 37%

37%

26%

24% 18% 13%

12% 3%

Volunteered (made calls, hosted event, etc.)

Donated to campaign

Donated to Participated in political Met or corresponded political action dialogue (sent a letter to the with state or committee (PAC) editor, engaged in public federal lawmaker forum, posted to website)

Voted in election

None

The produce industry will continue to advocate for industry priorities at the 2012 Washington Public Policy Conference, where face-to-face meetings with lawmakers will highlight the real issues facing the entire marketing chain. Itâ&#x20AC;&#x2122;s never too late to make an impact! Register now for WPPC at unitedfresh.org or call 202-303-3400. United Fresh 29

United Recognizes the Industry’s Top Advocates Speaking Out on the Issues that Matter Most

hen Capital City Fruit Company COO Brendan Comito worked for Iowa Senator Tom Harkin after graduating from college, he had no idea of the relationship that he was starting to build for the fresh produce industry. But soon after returning to work for his family produce company in Norwalk, IA, Comito continued to share his views with the Senator about fruit and vegetable issues. Years later in 2002 Senator Harkin introduced the Fresh Fruit and Vegetable Program to bring free fresh produce snacks to kids in elementary schools, and Comito’s company was honored as the first recipient of United’s Advocate of the Year Award at the Washington Public Policy Conference. For the past decade, United has honored a virtual “Who’s Who” of leaders who have stepped up as noteworthy advocates for the produce industry. Selected honorees demonstrate outstanding commitment to public policy advocacy, diligently work on national policy objectives, and are actively involved with the industry’s political initiatives.

Last year’s co-honoree seeks to represent its members’ interests in both Georgia and Washington, DC, working closely with Georgia Senators and Congressmen in their home districts and on Capitol Hill. For GFVGA Executive Director Charles Hall’s members, it’s never been more important to be seen and heard on important policy issues. “We have to make changes in immigration policy to ensure that we have access to farm labor,” Hall says. “Of course the Farm Bill is also a top priority for us, so there’s no shortage of work for us ahead.” Dallas-based PRO*ACT, the 2009 Advocate of the Year honoree, also counts immigration reform as one of the top concerns for the industry, with the need for a stable labor force extending from the farm to wholesalers and distributors operations as well. CEO Steve Grinstead has also long advocated for strong and fair food safety regulations to provide a consistent framework for produce operations across the industry. With new proposed regulations due out from the Food Safety Modernization Act, Grinstead and his team will be on alert to participate in the process.

“This award allows us to recognize advocates across all sectors of our industry, from small family businesses, to large publicly traded companies, to regional and commodity associations,” said United President and CEO Tom Stenzel. “It’s an opportunity to say ‘thank you’ to those organizations, but also a chance to hold up models of excellence for others in the industry. We want every produce company to qualify as strong ‘advocates’ for our industry,” he said. Two great role models were honored in 2011, when the award was first shared by two honorees – the National Watermelon Association (NWA) and the Georgia Fruit & Vegetable Growers Association (GFVGA). For NWA, having a strong presence at the WPPC every year is a key part of their advocacy success. “Most of our members are so busy growing, harvesting, packing, and shipping crops, that they don’t have the time to leave their businesses,” says Bob Morrissey, NWA executive director. “Yet, each year we are able to encourage more people from our industry to come to Washington, and had 36 watermelon advocates at the WPPC last year. This is the most important and responsible thing we can do.”

Sunkist Senior Vice President and Past United Government

Relations Council Chairman Mike Wootton meets with then Secretary of Agriculture Mike Johanns, now serving as Senator from Nebraska. Sunkist Growers was honored in 2006 for their long commitment to public policy.

PRODUCE INDUSTRY ADVOCATE OF THE YEAR AWARD RECIPIENTS 2011 Georgia Fruit & Vegetable Growers Association National Watermelon Association, Inc. 2010 C.H. Robinson Worldwide, Inc. 2009 Pro*Act, LLC 2008 Walter P. Rawl & Sons 2007 New York Apple Association, Inc. 2006 Sunkist Growers, Inc. 2005 L & M Companies 2004 Produce for Better Health Foundation 2003 Tanimura & Antle 2002 Capital City Fruit Company, Inc.

“It’s never been more important to be seen and heard on these important policy issues in Washington.” Charles Hall, Executive Director Georgia Fruit & Vegetable Growers Association

“We followed the legislation closely and, like the rest of the industry, are now waiting for the new proposed regulations to be published so that we can have as much input as possible and make sure that we are fully in compliance going forward,” Grinstead says. Nominations for the 2012 Advocate of the Year are now open, with a new honoree to be announced at the closing luncheon on October 3 at this year’s WPPC. Make your plans now to be there to see who is added to this growing industry hall of fame. After all, there will be no shortage of issues facing our industry for many years to come. National Watermelon Association Executive Director Bob Morrissey

(left) and NWA Chairman Brent Harrison accept 2011 Advocate of the Year Award.

Dick Minor, Chairman of the Georgia Fruit & Vegetable Growers

Association (left) and GFVGA Executive Director Charles Hall accept United’s 2011 Advocate of the Year Award.

“Success is a journey, not a destination,” Grinstead says. “There will always be work to be done, and we look forward to being part of the solution for our industry’s current and future challenges.”

2008 Honoree Walter P. Rawl & Sons shows their commitment to

industry advocacy, with Director of Field Operations Charles Wingard testifying before the Senate Agriculture Committee.

United Fresh 31

United FreshPAC Produce Leaders Supporting Policy Leaders on Capitol Hill

When people decry the influence of “big money” in politics, they don’t often think of fruit and vegetable farmers, family produce businesses, and dedicated produce industry employees pooling their resources to make their voices known. But that’s precisely the role of United FreshPAC, a bipartisan political action committee formed in 1976 to allow individuals to help elect lawmakers who understand the produce industry and support issues that are vital to United Fresh members.

Rick Antle, CEO at Tanimura & Antle Produce (left), meets

with GOP Whip Rep. Kevin McCarthy during the 2011 WPPC. “By supporting FreshPAC, we empower our organization to have a voice,” says Antle.

“United FreshPAC allows our organization to get our voice heard,” says Rick Antle, CEO of Tanimura & Antle. On the political end, PAC support is recognized as an important expression from grassroots constituents. “Agriculture is a very important business for California, and Senator Feinstein appreciates the support of United FreshPAC,” says Bill Carrick, senior strategist for Sen. Dianne Feinstein’s campaign. Together, it’s a win-win.

Pooling Funding to Support the Right Candidates “Not many of our members would think about making a direct political donation to a Congressman from Oklahoma,” said United President and CEO Tom Stenzel. “But through FreshPAC, we can collectively support that same Congressman – who serves as chairman of the House Agriculture Committee – and make sure he understands the importance of the fresh fruit and vegetable industry overall. Congressman Sam Farr (D-CA) represents one of the largest produce growing districts in the country. “Without United FreshPAC, the voice of smaller farmers can get lost in the maelstrom of political campaigns. United Fresh works hard to keep its members apprised of critical developments in the ag industry, and does it well. But it also plays a role in the political fabric of the system by supporting candidates and policymakers who ‘get it’ when it comes to agriculture,” Farr says. “FreshPAC connects with campaigns and links them to ag interests. It’s all part of the dance of American politics. But the best part of FreshPAC is that it empowers the little guy.” While no one would mistake industry leader L & M Companies as a little guy, Vice President of Finance Mike McGee is a loyal contributor to FreshPAC and a regular attendee of the FreshPAC dinner fundraiser held during the Washington Public Policy Conference. “There are many issues being discussed in Washington that affect us, and people in the industry have become much more aware that

ep. Sam Farr (D-CA), center, talks with United CEO Tom Stenzel R (left) and Jim Lemke of C.H. Robinson Worldwide at a recent WPPC. “FreshPAC connects with campaigns and links them to ag interests,” says Farr.

we need to be engaged,” says McGee. “It’s important for us to help fund the campaigns of those who are supporting our causes.” Another long-time supporter is Tom Lovelace, executive vice president of McEntire Produce in Columbia, SC. “The association’s relationships with Congress are an invaluable service for the industry,” Lovelace says. “It is extremely important to give United Fresh the resources it needs to make our voice heard, and participating in the FreshPAC allows to interact directly supporting our friends in their election campaigns.”

“FreshPAC connects with campaigns and links them to ag interests. But the best part of FreshPAC is that it empowers thse little guy.” Congressman Sam Farr (D-CA) United Fresh 37

UNITED FRESHPAC

enate Agriculture S Committee Chairwoman Debbie Stabenow (D-MI) speaks with United’s Senior Vice President Robert Guenther and representatives from other specialty crop organizations during a fundraiser co-hosted by United FreshPAC in July.

How Does FreshPAC Work? United’s FreshPAC can only be funded by individual personal contributions, not by membership dues or corporate funds. Legal requirements are followed carefully, allowing individuals to pool what might be small political donations to just local candidates into more significant collective support for important members of Congress across the country. To solicit contributions to FreshPAC, the Federal Elections Commission (FEC) requires separate and specific consent each year from companies in order for their management personnel to be solicited. United’s Political Affairs Manager Angela Tiwari works with member companies to authorize their teams to contribute. Then, it’s up to the individual whether they choose to contribute, as little as $1 up to the maximum of $5,000. PAC funding from contributions and donations to political campaigns are all reported quarterly to the FEC, and are publicly available to ensure strict compliance with campaign laws. United FreshPAC has generally averaged $50,000-$100,000 in annual contributions, with the majority of funds distributed to political candidates in election years. FreshPAC has a policy to be bi-partisan supporting both Republicans and Democrats who share industry values. FreshPAC only supports candidates for the U.S. House of Representatives and Senate and does not get involved in presidential campaigns. Over the past 10 years, United FreshPAC has made over 250 donations supporting more than 100 different candidates for Congress. 38

“ Participating in United FreshPAC allows our voice to be better heard on Capitol Hill,” says Tom Lovelace of McEntire Produce, pictured with wife Pam at a past FreshPAC dinner.

“United Fresh is the strongest association for government relations that is representing the produce industry in Washington.” Mike Wootton, Senior Vice President, Sunkist Growers

The United FreshPAC Reception and Dinner held Monday night, October 1, during the Washington Public Policy Conference is a fun event with great entertainment and the best rooftop view of the U.S. Capitol. It’s also your way to get involved with United FreshPAC, and make a personal difference in helping elect candidates to Congress who will support our industry. Visit UnitedFresh.org/unitedfreshpac or call Angela Tiwari at 202-303-3416 to learn more.

During this election year, the role of FreshPAC has become even more vital for supporting members of Congress whose interests are in alignment with the produce industry. Already in 2012, United FreshPAC has hosted three fundraiser breakfasts at the association’s headquarters office in Washington, DC, and has co-hosted or supported dozens of other campaign events. United FreshPAC often co-hosts events with other produce groups, including a fundraiser in late August for Senate Agriculture Committee Chairwoman Debbie Stabenow of Michigan during her travel through the Central Valley of California. Working with the California Grape and Tree Fruit League, California Citrus Mutual and others, the produce industry can team up to host special events for key members of Congress in different parts of the country. While the Grape and Tree Fruit League also maintains its own federal and state PAC, League President Barry Bedwell says he works in conjunction with United FreshPAC to help bring into focus national issues, including immigration reform, food safety and the Farm Bill. “Through FreshPAC, we can connect with legislators from other states at a level we may not be able to as a regional association,” says Bedwell. “The importance of these direct political connections for our members has increased, given the issues confronting our industry.” Sunkist Growers is a long supporter of United FreshPAC, both through individual employee contributions and support by the Sunkist PAC. Other federal PACs can make PAC-to-PAC donations, a valued source of potential income from other produce organizations that have their own federal PACs.

“We believe in the efforts United Fresh undertakes,” says Sunkist Senior Vice President Mike Wootton. “The PAC’s activities not only establish and maintain relations with Washington’s policymakers, but also support our industry’s interests,” Wootton says. “We want to support the people who back our interests and make sure their re-election efforts are successful. United Fresh is the strongest association for government relations that is representing the produce industry in Washington.” “The team at United truly appreciates all of the members who contribute to FreshPAC each year,” says Stenzel. “I’m also especially proud that our staff stands with our members on this priority, as we have 12 staff members contributing their own personal funds to the FreshPAC through payroll deduction. We won’t ask members to contribute if we’re not willing to step up ourselves.” United FreshPAC’s reputation on Capitol Hill is a continuous reminder to lawmakers and candidates that the produce industry is a vital contributor to our nation’s economy and public health. The PAC makes each individual’s voice stronger on Capitol Hill. “The industry has come a long way in the last five to 10 years in realizing we need to be engaged, and we need to support candidates who will listen to our needs,” says L&M’s McGee. “Our involvement in DC is critical. There is no question about that now.”

United Fresh 39

Unitedâ&#x20AC;&#x2122;s Leadership Program

and WPPC Combine to MAKE A DIFFERENCE for the Industry and Careers

uring a rooftop reception overlooking D the White House in 2009, Class 15 of the Produce Industry Leadership Program met with industry executives, members of Congress and top administration officials to learn how they can be more effective in shaping public policy.

“The WPPC was a big motivation for me to get more involved, because it made me realize that my opinions and vote do count.”

ohn Jackson , CEO of Beachside Produce in Guadalupe, CA, attended his first Washington Public Policy Conference (WPPC) when he was accepted into Class 11 of United’s Leadership Program. It was an eye-opener. “I would not have had the insight into the political process that I have today had it not been for the opportunity to attend WPCC that United and DuPont made available as part of the Leadership Program,” Jackson says. “Although I think most people, including myself, find the political process frustrating, attending WPCC is always one of the industry activities that go on my calendar each year.”

L eadership Class 16 fellows Bryan Tate of H-E-B (left), Nina Brooks Haag of H. Brooks & Company and Tony Fazio of Fazio Marketing at the 2010 WPPC.

United’s Leadership program was created in 1995 to give “up-and-coming” members in the association the opportunity to advance both their leadership skills and knowledge. With class sizes limited to 12 participants, the program’s four key areas include leadership development; business relationships; government and public affairs; and media and public communication. It is funded

by an educational grant from DuPont Crop Protection and now has more than 200 graduates. All of the expenses are covered through the program, so there is no cost to the participants. With government and public affairs as a core pillar of the program, attending the WPPC is a key experience and an integral

He’s been back to DC for the conference every year since his first time in 2006. When he first heard about the Leadership Program, Jackson thought it would be a good opportunity to learn about the business and network with others. He soon realized that the program provided opportunities that were unique. “With the collective presence that DC seems to require in order to be heard and seen, the WPPC provides individuals in the industry with the opportunity to be a part of being heard,” he says. Jackson was recently elected to be the Chairman of United’s Leadership Alumni Organization.

ach class visits several production areas to learn about the issues facing grower-shippers. E Here, Leadership Class 18 tours and tastes the nectarine orchards of Brandt Farms in Reedley, CA, compliments of host and company president Wayne Brandt.

United Fresh 41

LEADERSHIP PROGRAM part of participants becoming educated about the political process on Capitol Hill. As an attendee of the WPPC for more than two decades, Fred Williamson’s father had always instilled in his son the importance of giving back. As a result, the younger Williamson made a point of attending the WPPC annually, which is where he learned about the Leadership Program from United President and CEO Tom Stenzel. “He explained that applying to United’s Leadership Program would not only bring me up to speed on the industry, but also put me in a leadership position so I could give back at a higher level,” Williamson says. Already president of the company with a busy home life that included a wife and three children, Williamson admits being skeptical, but decided to expand his horizons and go for it. “This program opened magical doors for me,” Williamson says. “It surpassed all of my expectations in terms of the inside knowledge I gained, the people I met and the places I saw.” After two co-workers recommended the Leadership Program to Andy Hamilton, now vice president of sales, East, at IFCO SYSTEMS in Sharpsburg, GA, he decided to apply for Class 13. Attending the WPPC as part of the program provided valuable insight into the political process.

“A lot of proposed regulation and taxation directly affects our business and certainly the businesses of our many grower/shipper customers,” Hamilton says. “Delivering our industry’s points to members of Congress is critical for our industry. [United does] a great job of communicating to the Hill all year, but having a variety of faces from coast to coast delivering these messages in person certainly makes a difference every fall.” After a couple of attempts, Megan Chedwick, director, food Safety at Church Brothers in Salinas, CA, was accepted into Class 17 of the Leadership Program. The timing couldn’t have been more perfect, as she had just been put in charge of her company’s food safety department. “At the time, I didn’t have any knowledge of the inner workings on Capitol Hill,” she says. “When I visited Washington during the WPPC, I was able to see all the representatives, visit their offices and meet the staff.” This allowed Chedwick to gain a different perspective in terms

able Munger, Munger Farms - Growing Partner/Owner K for Naturipe Farms LLC in Delano, California, educates Leadership Class 18 on blueberry production and harvesting.

lass 14’s Katy Blowers, Church Bros., practices her C spokesperson skills in a mock interview. This kind of media training is a core educational component of the leadership program.

“[United does] a great job of communicating to the Hill all year, but having a variety of faces from coast to coast delivering these messages in person certainly makes a difference every fall.” “Most Americans unfortunately have little insight into how our government works, and they feel detached from any involvement,” Hamilton says. “The WPPC event doesn’t just show the United leadership fellows how talking to Congress works, but each fellow actually participates in the process along with the other WPPC participants.” Conference participants have an opportunity to visit the various delegations from their home states. Each United group reviews high level talking points to impress upon the Congressmen and their staffs. 42

of the political process. “It was great to see the work being done on creating legislation,” she says. “In talking to the different representatives, I became more informed on the different programs each had to reach out to their constituents. It was interesting being behind the scenes.” The WPPC helped Chedwick realize that every voice does count. “When you hear what’s going on at Capitol Hill, you realize that you can make a difference,” she says. “By being educated on the different bills, it’s possible to pass on that information to others in the industry and make an impact.

The WPPC was a big motivation for me to get more involved, because it made me realize that my opinions and vote do count.” Alumni credit United’s Leadership Program with providing invaluable knowledge and insight into the political process in Washington, DC, as a result of attending the WPPC. The conference provides program attendees with the information they need to learn how to communicate policy objectives with lawmakers and regulators. This has resulted in more voices on Capitol Hill, making a positive impact on the produce industry as a whole.

www.libertyfruit.com

Sashes and Smiles Promote Produce Industry on Capitol Hill

Each year at WPPC, these young ambassadors put a fresh and informed face on the produce industry If you want something done right, send a woman in a crown and sash to do it.

The Watermelon Queens have been taking the produce industry message to Capitol Hill for years, and played a memorably visible role in advocating for the industry when the 2008 Farm Bill was shaping up. So much so that a New York Times article in October 2007 cited the queens’ involvement when “the nation’s produce industry made a bold political calculation” in bringing attention to the needs of specialty crop producers. “I attended United’s Washington Public Policy Conference for those strategic one-on-one meetings with representatives and senators,” says Stephanie Williams, the 2007 North Carolina Watermelon Association Queen who met with congressmen about the importance of supporting watermelons and other specialty crops. “Having a conference like that every year ensures that policymakers know we’re serious on the issues, and it keeps us on their mind.” The National Watermelon Association (NWA) crowned the first queen in 1964, and since then, nearly 400 young women have donned crowns and sashes in their role as spokespersons for the states and national watermelon industry. “The Watermelon Queen program is just one of the many services that we provide to our members. These are college-aged young ladies who are highly trained, very capable and do a tremendous job as our 44

Lined up at the 2009 Fresh Festival on

Capitol Hill, Watermelon Queens serve samples to members of Congress, congressional staff and WPPC attendees.

promotion team for an entire year,” says Bob Morrissey, executive director of the NWA. “I always look forward to bringing all of them to the Washington Public Policy Conference every fall. For many of them it’s the first time they’ve been to Capitol Hill, but folks on the Hill expect to see these great ambassadors. It’s a great tradition.”

At football training camp for NC State,

Stephanie Williams, the 2007 North Carolina Watermelon Association Queen, shows support for the Wolfpack while promoting the nutritional and hydrating benefits of watermelon.

M eeting with Georgia Congressman Jim Marshall during the 2008 WPPC are 2008 National Watermelon Queen Brittanie Faircloth (left) and the 2008 Georgia Watermelon Queen Hannah Jones.

North Carolina

Watermelon Queen Stephanie Williams (third from left) joins fellow Queens to promote watermelon sampling during the 2007 Kroger 200 NASCAR race in Indianapolis.

T he 2011 Georgia Watermelon Queen Jenna Brooke Saxon meets with Sen. Johnny Isakson (R-GA) during the 2011 WPPC March on Capitol Hill.

the year I was the National Watermelon Queen and I think I learned more about the world in that year than I did during my entire college career.” Susan also met her future husband Brent, a third-generation family member at the Al Harrison Co. in Nogales, AZ, uniting two great produce families. Brent would go on to chair the NWA and also serve on United’s Board of Directors. Harrison’s longstanding passion for the industry isn’t likely to fade soon, though she may be parting with her crown and sash. “The Smithsonian heard about the program and asked if I would donate my crown and sash to be displayed in the museum. I am so honored for the chance to represent the program, it really is a sisterhood and I’ve formed such a deep relationship with the industry.” Dedication to the industry doesn’t end when the Queen’s reign does. Williams is now marketing manager for Scott Farms, a sweet potato growing operation in her home state, and credits the Watermelon Queen program in her decision to move back home and continue to be involved in agriculture. “It will always be such an important part of my life. It educated me in a tremendous way and showed me all the different ways to be involved and how many facets there are to the industry between the field and table. It’s a great opportunity for the girls who participate as well, it leads to a lot of empowerment

“The Smithsonian heard about the program and asked if I would donate my crown and sash to be displayed in the museum.” Sparking Curiosity and Communication Eight chapters make up the NWA: Alabama, Florida, Georgia, North Carolina, South Carolina, Texas and the joint associations of Maryland-Delaware and Illinois-Indiana. Each state association holds an annual convention, where contestants are judged heavily on their public speaking and interview skills. The state queens are given extensive training at the beginning of their reign on the watermelon supply chain, marketing and interacting with the news media so they’ll be watermelon experts before their first promotion event, whether that would be a trade show, fair, school, grocery store or on Capitol Hill. Of the eight queens selected to represent their associations, one is chosen at the National Watermelon Association’s convention in February to

serve as the National Watermelon Queen. “The program really puts a face on the product for consumers,” says Williams. “The crown and banner really spark curiosity and open the door for communication with consumers, and it gives us that chance to educate them about our industry.” Susan Harrison also represented the North Carolina Watermelon Association in 1993 before winning the title of the National Watermelon Queen in 1994. Her background prepared her well for the media blitz that comes with the role; her father was a grower and a member of the association. “It was the best thing that ever happened to me,” says Harrison. “I traveled to 36 states

Susan Harrison 1994 National Watermelon Queen

and we’re seeing more and more women get involved. I’m really looking forward to returning to the Washington Public Policy Conference with the perspective I have now.” Morrissey puts full faith in the past and future successes of the queens: “Bottom line is no matter what we do, whether it’s research, public policy, food safety, traceability, or anything else, we’re all in the business to promote watermelon one way or another and the Watermelon Queen program is an important part of that effort. They know as much as they can possibly know about watermelon to accurately and effectively talk about it with anyone from a young child, to a senator, to a senior citizen in a grocery store.” United Fresh 45

UNITED FRESH S TA F F D I R E C T O R Y United Fresh staff consists of government relations, media and scientific experts, as well as education and program specialists. Our staff can be viewed as an extension of member companies’ own teams, providing advice, counsel and broader industry representation for a fraction of the cost of employing their own full-time experts.

United Fresh Headquarters 1901 Pennsylvania Ave. NW Suite 1100 Washington, DC 20006 202-303-3400

United Fresh headquarters staff is located in the nation’s capital, the home of many trade associations that represent and serve a variety of industries. United Fresh also maintains a Western Regional Office in Salinas, California to serve member companies in the western part of the United States. Please contact staff in either office for assistance.

United Fresh Western Regional Office 512 Pajaro Street Salinas, CA 93901 831-422-0940

Led by President & CEO Tom Stenzel, United Fresh staff work to provide expert assistance and service to our members. Please contact any of these individuals for more information about United Fresh:

Victoria Backer Senior Vice President Member Services & United Fresh Research & Education Foundation vbacker@unitedfresh.org Lorelei DiSogra, Ed.D., R.D. Vice President Nutrition & Health ldisogra@unitedfresh.org Sophie Drayton Membership Coordinator sdrayton@unitedfresh.org Barry Eisenberg Western Regional Office Vice President Food Safety Services beisenberg@unitedfresh.org Ray Gilmer Vice President Communications rgilmer@unitedfresh.org David E. Gombas, Ph.D. Senior Vice President Food Safety & Technology dgombas@unitedfresh.org

Erin Grether Government Relations Coordinator egrether@unitedfresh.org Robert L. Guenther Senior Vice President Public Policy rguenther@unitedfresh.org Dan Hilleary Chief Financial Officer dhilleary@unitedfresh.org Leslie N. Howard, CMP Director of Meetings & Events lhoward@unitedfresh.org Julie Manes Director of Government Relations jmanes@unitedfresh.org Andrew Marshall Policy & Grassroots Manager amarshall@unitedfresh.org Miriam Miller Wolk, CAE Senior Director of Membership mwolk@unitedfresh.org

Jeff Oberman Western Regional Office Vice President Trade Relations joberman@unitedfresh.org

Angela Bezon Tiwari Political Affairs Manager Executive Assistant to the President atiwari@unitedfresh.org

Ashley Peay Receptionist/Administrative Assistant apeay@unitedfresh.org

John J. Toner V. Vice President Convention & Industry Relations jtoner@unitedfresh.org

Shelby Rajkovich Communications Manager srajkovich@unitedfresh.org Marinell Saville Marketing Manager msaville@unitedfresh.org Burleson Smith Vice President Environmental Affairs and Sustainability bsmith@unitedfresh.org Thomas E. Stenzel President & CEO tstenzel@unitedfresh.org Tressie Tillar Administration & Accounting Coordinator ttillar@unitedfresh.org

Dan Vaché Western Regional Office Vice President Supply Chain Management Tel: 425-629-6271 dvache@unitedfresh.org Jamie Woodside Exposition Manager jwoodside@unitedfresh.org Shannon Young Education Manager syoung@unitedfresh.org