Image: Account manager Leighanne Thomsen of Santa Paula, Calif.-based Calavo Growers Inc., shows John Savidan, director of produce merchandising for Carson, Calif.-based Bristol Farms, a bag of Calavo’tini small avocados during the Anaheim, Calif.-based Fresh Produce & Floral Council’s Southern California Expo July 17.
ANAHEIM, Calif. – Store-level produce and floral employees found out who this year’s “Buz” Bolstad Award winner is, heard from a self-proclaimed drug addict/alcoholic turned celebrity chef and got some tips on one-upping the competition during the Anaheim-based Fresh Produce & Floral Council’s Southern California Expo July 17.
In what has become the norm, the event was a sellout, with more than 200 booths and about 1,600 attendees, said council president Carissa Mace.
A pre-Expo highlight was the newly added opening night event at Disney’s California Adventure theme park for senior-level retailers, buyers, show sponsors and exhibitors, said expo chairman Sean McClure, national procurement director, specialty produce for Bonduelle Fresh America, home of Ready Pac Foods, Irwindale.
“Buz” Bolstad Award winner
Jeff Miller, managing partner at Irwindale-based Westlake Produce Co., received this year’s Norman H. “Buz” Bolstad Award, which is presented to someone who has made a significant contribution to the produce industry.
In presenting the award, last year’s winner, Bill Coombs, owner and president of DLJ Produce Inc., Long Beach, told how Miller began his produce career in 1976 when he joined his father at the Ed Miller Co. and became the third generation to work in the family business.
He had become managing partner at Ed Miller Co. when that firm merged with Westlake Distributors to create one of the largest produce distributors on the West Coast.
“Throughout his career, he has developed a reputation for hard work and vision,” Coombs said.
“As the industry has evolved and changed, so has the way he approaches the business, earning him a reputation as a stellar salesman.”
Celebrity chef keynote
The Expo’s keynote speaker was Andrew Zimmern, TV personality, chef, writer, teacher and restaurateur.
He is a four-time James Beard Award winner and creator, executive producer and host of the Bizarre Foods franchise on the Travel Channel.
Zimmern said he was born and raised in New York City but became addicted to heroin and was an alcoholic when he moved to Minneapolis and eventually became homeless.
He started his TV career on a small station in Minneapolis that eventually was bought by the Fox network and launched him on his international career.
He said he has been sober for 27 years.
Zimmern discussed two food-related challenges facing the world — and the food industry.
In the U.S. alone, he said, 35% of the population is food insecure, yet up to 43% of the food is wasted.
Learn, unlearn and relearn
In an education session, Steven Muro, president of Chatsworth-based Fusion Marketing, said competition in the retail industry has never been greater, but the key to succeeding is the ability to adapt to changing conditions and develop the ability to “learn, unlearn and relearn.”
The seven worst words justifying a course of action are, “We have always done it that way,” he said.
He encouraged store-level workers to influence customers through the power of suggestion.
He recommended picking one item each week, doing some research on it and then talking it up to shoppers.
“You’re a face-to-face blogger,” he said. “Use your influence with every customer you touch.”
He also called on store employees to “do your own research” by asking customers what they can do to improve their shopping experience.
And he said, in an age when online shopping is rising steadily, “showrooming” is more important than ever.
Top-quality product in attractive displays can help boost sales, he said.