Karen's Blog | Frieda's LLC - The Branded Produce Company

I was pleasantly surprised to receive emails from half a dozen of my blog subscribers last night, sharing their excitement about my new vegan journey. Turns out, many of them have been “closet” vegetarians or vegans for some time. It’s nice to know others have made the same choice and experienced the challenge of adjusting one’s lifestyle.

One email I received was from my friend Patrick, who pointed out the change in senses he has experienced since becoming a vegan:

After I made the decision to go vegan for a month, I went straight to the bookstore. I knew my biggest challenge would be keeping my meals and snacks interesting, as I’ve noticed in the last year that my food just doesn’t seem to taste as good as it used to.

Forks Over Knives This book was the most interesting to me as there are vignettes, personal stories and some recipes. (A paperback guide to the movie I mentioned in my last post)

The China Study (This study is featured heavily in the movie “Forks over Knives.”)

Because I have limited free time during the week, I have only skimmed through the books. But skimming has still provided me with good information and has kept me interested.

Big take-away: Many elite athletes are vegans. Clearly, there is no lack of protein in a plant-based diet.

After the bookstore, I spent about 2 hours visiting my local supermarkets, as I wanted to read ingredient labels to get a feel for foods I could and could not eat. (In addition to my Ralphs I shop at regularly, I checked out Sprouts, Trader Joe’s and Whole Foods.)

Observation: There are a lot of dairy products in foods that I never realized before. This is the biggest difference between vegans and vegetarians: when you are a vegan, you do not eat any dairy products.

The last challenge I had to confront before starting my vegan lifestyle was, “What do I order when I go out to eat?” Fortunately, I had plans to go out to dinner the last two nights and was able to experiment.

The first outing was for business, and all my colleagues ordered chicken or salmon. There were two “vegetarian” choices on the menu, but I asked the server if they had any vegan options. He checked with the chef and told me “not on the menu.” So I simply asked him for a vegetable plate with no cheese or butter. I did find the platter of steamed spinach, arugula salad, grilled tomatoes, peppers and grains delicious and, honestly, did not miss the heavy foods my friends were eating. The bonus: I felt fantastic after I ate – no “over full” feeling.

Last night, my husband Garry and I went out to dinner. We went to a Mediterranean restaurant and, in the past, I have always ordered salad with chicken or salmon on top. So, I was relieved when I opened the menu and found a lentil soup with the words “True vegetarian” written next to it. No dairy either. Yeah! I made it through another dinner and felt satisfied afterwards.

I have something very bold to announce (at least I think it’s bold!) I am going to start following a vegan diet.

The definition of vegan is eating only a plant-based diet. No foods or products that come from an animal. No eggs, cheese (that one will be hard), meat, fish or dairy. You may be wondering why I have made this decision since I have never been a vegetarian or anything so extreme. Here is my thought process.

It all started about 3 weeks ago, when my 48-year-old niece Jennifer came over for a family barbecue. She looked fantastic. I mean – she always looks beautiful, but she looked different. She was calmer and thinner and her skin and hair looked healthier. I asked her what was going on? She told me that she and her husband Rollie had been following a vegan diet for about three months. Sure, she had lost a few pounds, but more importantly, she felt so much better!

Then, I was at a produce conference 10 days ago, and I ran into my friend Patrick, who is from Florida and in his early 60s. He looked different – rested and calm. I asked him what changed and he told me that he had been following a vegan diet for about three months and I could not believe how much energy he had!

I have to admit it was a big shock to me that he, of all people, would follow a vegan lifestyle – as my first meal with him was a big fat steak at one of his restaurants. Patrick is in charge of purchasing for more than 2,000 restaurants across the United States.

Patrick pulled me aside and talked to me with more passion and commitment than I had ever seen from him before. He told me to try juicing first (processing fresh vegetable and fruits into juices at home to cleanse my system) and then to watch the movie “Forks Over Knives.”

I do recommend that you go on iTunes and buy the movie “Forks over Knives.” Watching it convinced me why I should change my diet.

When I got home last week, I started doing some research. As I shopped at my local Trader Joe’s and Whole Foods – I found out there is a lot of information about veganism. Even the guy at my local Trader Joe’s volunteered to help me. He told me he has been a vegan for 15 years and said, “Don’t worry, you will have plenty of food choices. And BTW – there is plenty of protein in fruits and vegetables!”

That seems to be everyone’s big worry – getting enough protein. I admit that was one of my big worries. But the more research I do, the less I am concerned about that.

When I thought about being a vegan, I was a bit scared. OMG I can’t have a steak. Or my favorite cheese! Or milk chocolate! But then I realized – I can do anything for a month!

So, my commitment is to be a vegan for the entire month of August and chronicle my journey for everyone here! Since everyone who reads my blog is interested in fruits and vegetables, eating healthy, and having a long, happy life, I think my observations and experiences will provide some insight.

I was off to another produce show this past weekend in beautiful Monterey, California. The region around this seaside town – the Salinas Valley – is also known as the “salad bowl” because of the number of vegetables grown here.

The produce show was part of the Produce Marketing Association’s annual foodservice conference where thousands of distributors, restaurants and schools meet up for inspiration.

The conference allowed attendees to chat with growers, food suppliers, see and taste new products and visit with friends in the industry. But perhaps most importantly, the conference inspired new menu ideas.

It’s hard being a chef or a restaurant operator. Whether you have a single restaurant or a chain as large as Olive Garden, you are always on the lookout for new ingredients, recipes and trends.

What I found most inspiring about this year’s conference was the focus on kids and providing healthy and flavorful ideas for them. On Saturday, instead of serving lunch to all attendees, six produce companies partnered with six chefs and created kid-friendly recipes. Attendees in the audience heard an overview of the chefs’ methodology and then the audience sampled each of the recipes and voted for their favorite.

There are already pioneer programs around the country in various cities with some pretty innovative programs to get kids to eat healthy. I recently read about The Tot Chef Culinary program in Lodi, Ohio – a cooking class for parents and children.

In New York City – check out the Wellness in the Schools nonprofit that was developed by parents to improve fitness, nutrition, and environment in New York City public schools.

I was actually encouraged to learn that these grassroots programs are making a significant difference in changing the way American kids eat. All of this activity around healthy choices is inspiring for me.

Inside our produce industry we long ago recognized that if we can change the eating patterns of consumers early in life – we will have healthier citizens.

And who knows, maybe this is a long term solution for the health care system woes being discussed in Washington, D.C.? There is one thing I am sure of – eating healthy is a personal choice. And thank goodness, we all have so many choices when we eat out.

There is quite a vibrant produce industry trade association based right here in Southern California. It’s called the Fresh Produce and Floral Council (FPFC) and it has been around since 1965. It was founded as a forum for buyers and sellers to get to know each other on a more personal level, and of course, before there was such a word as “networking,” that’s really what was needed.

My mom, Frieda, was one of the council’s first members, and when I was in high school I attended my first FPFC luncheon with Mom in Los Angeles.

Most of the men who worked on the produce market started their day between 2 a.m. and 4 a.m., so they chose to have the luncheons at the end of their work day. I say “men” because, truly, there were no women — except for Frieda.

After I entered the business, I was asked to join the board of directors of the FPFC, and in 1990 I became its first chair-woman. So, you can see this organization has a special place in my heart!

One of the events that we created when I was president was a produce expo. It’s like a mini trade show where produce growers, floral growers, salad dressing companies, importers, wholesalers, distributors and food brokers all set up their products. Then produce buyers from large local retail chains, independent markets, school districts, foodservice distributors and others walk through the show to find new products and to network.

This year’s expo was on July 17th at the Disneyland Hotel with more than 200 companies displaying their goods. I’ve been attending the show since its inception, so I thought it would be interesting to get the perspective from one of my new employees, Cindy. When I asked Cindy what “jumped out at her” at the show, she lit up.

As you can see, the produce industry is focused on providing healthy and convenient fresh foods for consumers. I would love to hear what YOUR favorite produce convenience food is!

Whether it’s Facebook, Twitter, Foursquare, Instagram or QR codes we all know that “social media” is the buzz these days.

Earlier this week I spoke to a group of business owners in Southern California (http://www.lbcc.edu/ERD/10000sb-index.cfm) and one of my topics was how to use LinkedIn effectively.

I’ve always considered LinkedIn, “Facebook for business.” I feel that for the most part, Facebook is used to communicate and build your network in your personal life, but for business, LinkedIn is the place to be.

For example, I knew that one of my supermarket customers had changed jobs – but I didn’t know where he went. So I logged onto my account on LinkedIn.
Even though I had never “connected” with him on LinkedIn, I was able to type in his name and found out which company he was now at. Then I sent him a request to connect.

Another time, I had an appointment with a customer whom I had never met. I wanted to know a little about him and what he looked like, so I typed in his name and found him on LinkedIn. I was able to see his photo, find out his previous career positions and actually took the opportunity to send him an invitation to “connect.”

Did you know that a LinkedIn email message to a business connection is 70% more likely to be read than just a regular email? (I heard that at a seminar I attended last month.)

But my favorite thing is “stalking.” I learned this from my sister, Jackie. One time she told me that she was going through photos on her son’s Facebook, since we all know our kids aren’t good at sharing their photos!

It’s possible to do that on LinkedIn. Once you are connected to someone you can view their contacts. It’s a great way to find new contacts for yourself—or new potential customers or employees. And that’s probably why we are all getting so many LinkedIn requests to connect. Others have figured out that they look at who YOU are connected to. And that’s why I am kind of picky when it comes to connecting on LinkedIn.

Fortunately for me, one of the most famous is right here in Southern California. Every Wednesday at 8 a.m., dozens of California farmers set up their stands at the Santa Monica Farmers Market — just blocks away from the Pacific Ocean.

A few hours earlier, our company forager — Mary — packs up her car with coolers and handcarts and makes her way to the market. Mary started working for Frieda’s a few years ago and she tells me that she has to “pinch herself” sometimes when she thinks about how much fun she’s having. Part of that fun is going to the Farmers’ Market on Wednesday mornings, in search of trends in fresh produce.

A few weeks ago, Mary arrived at the office for a Farmers’ Market “show and tell” for our sales and marketing team.

“You can tell summer has officially begun!” Mary started out explaining to everyone.

In previous weeks the variety and selection at the Santa Monica Farmers’ Market had been a bit mundane. But, with the change in season, there were new fruits, flavors and plenty of excitment!

The office was filled with the aroma of peaches, plums, melons, berries, cherries and the crisp scent of lemon verbena. You can see that she labeled the fruits by variety and grower name, so our sales team could taste the difference. This is helpful when we are describing them to our customers across country.

Farmers’ Markets — especially those in metropolitan cities like San Francisco, New York and Los Angeles — are great places to find new foods. In fact, these markets are where Mary has found a few of our newest growers.

Every season we continue to find new tastes, shapes and varieties of fruits and veggies that American consumers will love.

I spent my sophomore year of college at Mills, a small women’s college in Oakland, California — just across the bay from San Francisco.

Because I have kept in touch with the school, I was thrilled when I got a call a few weeks ago asking if I had time to have coffee with Alecia A. DeCoudreaux, the newly selected 13^th president of the college.

We met on a Sunday afternoon at Il Fornaio, a wonderful Italian restaurant in Irvine. And the first thing she said was, “I love Frieda’s Produce. I cannot tell you how you saved my life when I made my boeuf bourguignon on Thanksgiving!”

“You must be talking about our pearl onions!” I said to her, knowing fresh pearl onions make all the difference in the world when it comes to boeuf bourguignon.

I could tell she was impressed that I instantly knew what she was talking about, and since she lived in Ohio, I knew she bought them at a Kroger supermarket. Who would have thought that a president of a prestigious college would be interested in talking about culinary skills and recipes?

In the summertime, these fresh pearl onions are great on barbecued skewers. Try making veggie skewers with colorful bell peppers, eggplant, cherry tomatoes and pearl onions.

And if you’re in the mood for some French cooking, here’s a link to my favorite boeuf bourguignon recipe…thanks to the queen of cooking, Julia Child.

A few weeks ago, I wrote about my weeklong vacation in Scottsdale, Arizona, and the fabulous salads I had enjoyed as my main courses.

Well, I fell in love with the Grilled Shrimp Salad I enjoyed at Blanco Tacos + Tequila, so I decided to replicate the recipe at home as more of a coleslaw.

I had taken notes while at the restaurant, including all the ingredients I tasted, and I even asked the chef what was in the vinaigrette. I’ve made it twice since my vacation and, although the chopping does take a bit of time (last time it took me 30 minutes, start to finish), it has become popular with my family and co-workers. The only thing missing from my version is the grilled shrimp, which you can easily add if you’d like.

The key to this recipe is having every ingredient chopped into the same ½ inch sized pieces—making it a chopped salad!

Salad:
½ head green cabbage, diced (this yields about 4 cups)
½ hot house cucumber, diced (leave the skin on)
4 red radishes, diced
1 cup diced jicama
1 cup diced celery
½ cup diced green onions (only the green part)
½ cup finely chopped fresh cilantro

Lime-Vinaigrette Dressing:
Juice of 2 limes, or ¼ cup of prepared lime juice (I use my Pampered Chef Citrus Press to get all the juice out of the limes)
¼ cup olive oil
1 Tablespoon Fleur de Sel with dried herbs (I picked this up in France a few years ago. You can make your own with Fleur de Sel and Herbes de Provence)
1 teaspoon sugar

Mix all chopped vegetables in a large bowl. For salad dressing, mix all ingredients together in a shaker jar or whisk well in a bowl. Pour vinaigrette over the chopped vegetables and toss well. The slaw will be lightly coated and not oily at all.

If you are looking for a fresh salad to serve on July 4th, try this recipe. It’s what I plan to serve!

June is graduation season. If you don’t have a child graduating, then you probably have a relative or good friend who does. My youngest daughter, Sophia, is graduating from high school next week, so it is top of mind for me.

Last month, I spoke to an Agricultural Marketing Class full of graduating seniors at Cal Poly San Luis Obispo. What was top of mind for them? Finding a job, of course.

I told those students what I always tell the young people I mentor: It does matter WHO you know, so network, network, network! Many college graduates used to be hesitant to use a family or personal connection to get an interview at a company. But today, you have a slim chance of getting a job, if all you do is email your resume.

Annie is 25 years old and lives in New York City. She is the Manager of Product Development and UX lead (UX stands for User Experience Design) for an organization called Thrillist Media Group.

Thrillist bills itself as, “The free, daily email that sifts through the crap to find the best new spots to eat, drink, and shop in your ‘hood.”

So, when Sophia and I were visiting colleges in New York City this April, we asked Annie to join us for lunch. I have known Annie since she was born, as her parents are family friends and her dad is my dentist. I asked how she ended up with this job in New York City after being a lifelong Southern California girl.

1. Assigning a project as part of the interview is a great way to really learn about a potential employee’s work capabilities. We have done this at Frieda’s for certain positions in the past, but now we do it during a majority of our interviews.

2. You don’t always have to interview in person. It’s so expensive to fly someone cross-country to interview them. Why not use Skype™?

3. The fact that a person completes their degree is the most important thing, because you won’t always find a job in a field directly related to your studies. (Annie received her degree in Neuroscience.)

For those of you who know someone who is graduating from college, tell them they will never know where their career opportunities will come from. They need to keep their eyes open at all times!

It felt so good to squeeze in a week of vacation. I asked my husband, Garry, to find a relaxing destination within driving distance since I am constantly traveling by plane.

I was pleasantly surprised to find some great restaurants here that allowed me to indulge my inner foodie. With food being my passion, I always challenge myself to have a new food experience wherever I go. But I was determined to maintain a healthy diet during 7 days of eating out.

Our first find, Blanco Tacos + Tequila, caught our eye while driving down Scottsdale Road. We both love Mexican food and the parking lot was filled with cars at 2 p.m. so we had a hunch it was going to be good.

Blanco was amazing! We tried their homemade guacamole and I ordered celery and carrot sticks for dipping (the server didn’t even flinch) instead of tortilla chips.

Going through the menu, the Grilled Shrimp salad caught my eye. This photo doesn’t do it justice, but you can see all the healthy and fresh ingredients: cabbage, lettuce, jicama, celery, cucumber, cilantro and radish with a light lime vinaigrette! Seriously, I couldn’t even finish all of the shrimp, there were so many vegetables!

When the check came, there was a clever postcard asking if we were “Jonesing for our Fox fix?” Turns out Blanco is one of several restaurant concepts owned and operated by Sam Fox, a serial restaurant entrepreneur from Arizona. Not only did I sign up, I was now on the hunt to experience some of his other concepts while in town.

The next night we tried North, which bills itself as an Italian Trattoria. With pasta and pizza off limits for me, I was curious to see if they had lighter options that would satisfy my appetite (in 108 degree heat, I tend to eat light).

OMG! When I read the ingredients in their Farmer’s Market Salad, I was in heaven: Tuscan kale, dried cranberries, chopped dates, faro, thick shreds of carrots, paper thin slices of watermelon radish and candy cane beets, Marcona almonds and a light white balsamic dressing.

The night manager, Jamie, was so helpful when I inquired about where they purchased their produce. He also gave me the photo their chef took of my salad!

Turns out he studied hospitality and restaurant management at Northern Arizona University in Flagstaff, and had a short stint with Hyatt Hotels & Resorts. But Jamie prides himself on working for Sam Fox (who he said is amazing!). I told Jamie how nice it was to be able to order salad as a main course at both Blanco and North.

When you are dining out, don’t feel obligated to order a heavy main course. Check out the salad offerings on the menu. I think there may be a trend happening: Not only are some restaurant chefs using a variety of fresh and interesting veggies in their salads, they are making the salads appealing as a lighter main course while providing flavor and taste.

And remember, when you order a salad as your main course, you can truly enjoy their fresh baked breads and wine selections, guilt-free. I sure did!

I was in my local Ralphs produce department, picking up my fresh fruits and veggies for the week, when I overheard someone ask, “Which one is a sweet potato?”

As you can see, there are two kinds of sweet potatoes: one with dark pink skin (on the left) and one with blond skin (on the right).

It turns out that there are more than 6,500 different varieties of sweet potatoes around the world! The skin can range from dark red to light pink to blond to brown. The flesh can be dark orange to a pale yellow to almost white. There are even varieties that are purple inside and out! Sweet potatoes are produced in dozens of states, including North Carolina, Mississippi and California. But, all are from the same plant that belongs to the family Convolvulaceae. Click here to find out more about the different varieties.

Doug, my brother-in-law, is quite the sweet potato aficionado but has recently complained that his favorite variety, the Garnet Yam, is no longer grown commercially. He loves the sweet and creamy flavor and is frustrated that many farmers are growing varieties that are not as flavorful.

If you purchase sweet potatoes and are disappointed in the flavor, you’re probably on to something. Make a note of the variety, or ask your produce manager, so you know which sweet potatoes you prefer. You can also ask your produce manager the name of the grower and where they are grown!

If you think sweet potatoes are only for Thanksgiving, here is a recipe sent to me by my good friend Vicky. It’s from Mark Bittman’s How to Cook Everything Vegetarian, and it’s great year-round, especially for a summer potluck!

P.S. Did you know that sweet potatoes are technically not “yams”? Read my previous post about this.

Watermelon is very popular at my house. Living with two picky eaters (husband Garry and daughter Sophia) keeps me on the lookout for ripe watermelon as they both love it.

Sophia always reminds me that watermelons only taste good when it is “peak of season,” which is late spring, early summer. Every time I buy them outside that window, we are all disappointed with the flavor.

A few weeks ago, I was eyeing the “personal-sized watermelons” from Dulcinea. Since I know the folks at Dulcinea, I am aware of the hard work they put into finding the best seed, growing areas and farmers to grow the melons. And their watermelons are ALWAYS ripe.

I know the produce personnel at my store are great resources, so I asked one of the guys, “How do the watermelons taste?” I was so excited when he nodded and said, “Good.” But he did tell me that the cantaloupes were not sweet yet (I appreciate his honesty).

When I got home, I immediately put them in the refrigerator since watermelon seems to taste best cold. If they sit for too long on my counter, they become mushy rather than crisp.

Since these mini watermelons are easy to cut and yield the perfect amount for my three-person household, I always cut up the entire melon into 1-inch chunks and store them in a Tupperware® container. Since the watermelon is so good, it barely lasts us two days!

At Frieda’s, we are now receiving yellow watermelons! They have been around for over 40 years, and when my mom started selling them, produce buyers were in disbelief that they existed! But with all the colorful produce you can find these days, yellow watermelon isn’t so strange anymore.

Yellow watermelons will be available closer to July in your upscale supermarkets. Orange watermelons won’t be available this season due to problems with the seed variety, but wouldn’t it be fun to serve all three colors of watermelon for dessert?

Remember, your produce manager is a great resource. Don’t be afraid to ask if it is “peak of season” for watermelons or any other melon.

No wonder people believe that the watermelon should be the official fruit of the USA. I would vote for that!

I did not always feel that my mother, famed entrepreneur Frieda Rapoport Caplan, was the perfect mother. I found I was willing to share why I felt this way when the opportunity arose in the beginning of 2011.

Maureen Ford had called and said she was putting together a collection of more than 100 stories from successful women about things that changed their lives. She was co-authoring the book with my longtime friend, Patty De Dominic, and all proceeds would benefit the Women’s Foundation of California.

Patty is one of the first women who taught me the importance of philanthropy. In 1979, she helped set up the Women’s Foundation of California, a foundation that invests in women to strategically create an economically secure California. I donated all my honorariums from speaking events to the foundation when I first became President of Frieda’s.

After expressing their interest in including my story in their collection, I agreed and we arranged a phone interview. I had written down a few moments that I thought would be appropriate to share with their readers, but Maureen was fascinated by my struggle to accept my mother for who she was, and how I finally found a way to realize that she is the perfect mother for me.

Just last month, “Life Moments for Women” was published and I was pleasantly surprised to find my photo on the cover of the book!

And last week, Maureen emailed me to tell me that my story was featured on their blog!

Earlier this week, I brought the book to my CEO group where I am the only woman out of 15 entrepreneurs. I passed the book around and one of my colleagues read my two-page story. He commented that the last paragraph really rang true to him: “Accept your parents, family and friends for who they are. No one is perfect.”

As we get ready for Mother’s Day this weekend, I encourage you to accept your mother for who she is. She truly is the PERFECT mother for you!

P.S. Consider ordering a copy of the book to inspire yourself! It’s an easy read and very inspiring.

I spent the last four days in Dallas at the United Fresh Produce Association’s annual convention. I was a junior in college the first time I attended a United Convention (in 1976) and I have seen a huge increase in the number of women attending and, more importantly, employed in significant roles in our industry. In 2003, I was honored to be the first woman chairman of United Fresh in 100 years.

On the last day of the convention, there was a brand new workshop called “Women in Produce: Inspiring the Next Generation.”

Heather masterfully asked how each woman navigated through their careers, used mentors to grow professionally and faced challenges. The discussion ended with a question about work-life balance.

That seems to be the common question I am asked by young women getting into business: How do you balance the demands of professional growth while wanting a happy and satisfying personal life? I never seem to have the perfect answer and, frankly, it is something I struggle with on a regular basis.

“Balancing my entire life is just too much. I try to take it a week at a time. This week I will be balanced in this way. Next week I will have a different strategy.” I thought this was the most brilliant approach ever: Break it down into manageable parts.

“Marry the right guy. Meaning – you need to marry someone who understands the pressures and responsibilities of a career and is supportive, understanding and is willing to help.” I agree and feel that I am so lucky to have such a supportive husband.

“Be present, wherever you are. When you are at work – be fully at work, and not feeling like you are missing things at home. And when you are at home, have no regrets about being fully present and involved with your family.” I call this compartmentalizing – and I have found it to be my secret to maintaining my sanity!

When I was heading to the airport to go back home to Orange County, this panel was still top of mind. As I settled into my seat, I struck up a conversation with the man sitting next to me.

Will, only a few years younger than me, is the managing editor of over 40 editorial offices across the country, holds 3-hour daily conference calls with all his writers AND actually edits columns for The Huffington Post! He and his wife, a graphic artist, have two teenage kids.

Of course, I brought up the workshop and he almost jumped out of his seat when he said, “Work-life balance is a challenge for men, too!” He feels both men and women struggle with the pressures that double income households face, as compared to older times when the man worked and the woman was home to take care of the children and household duties.

Will told me that it’s difficult for him and his wife to come home after a full work day and figure out who will make dinner, interact with the kids, pack lunches and do laundry. Who wants to even talk about the day they just had?

That’s when it dawned on me. Work-life balance is now a universal issue, not just a women’s issue.

If you are struggling with this, realize you cannot do it all 100% of the time, and that it’s okay to ask for help. Take a break, admit you’re human and take a few things off your plate, or you will be relegated to a stressful life that will frustrate you and those around you.

One thing not mentioned in the panel was the importance of communication with all of your partners. Whether it’s at work or at home, we all have partners and sometimes need to talk with them about our needs in the area of work-life balance.

Fortunately, there are more and more companies who do value the importance of work-life balance. As an employee, sometimes it’s a little scary to speak up and let your boss know what your needs are. But, as demonstrated above, today’s leaders recognize that there are many ways to have work-life balance.

Last weekend, Garry and I visited Charleston, South Carolina. It is a beautiful place and we were fortunate to stay at our dear friends’ townhouse on Kiawah Island.

As can be expected, I was on the hunt for some fabulous places to eat. One of my new favorite newsletters, John Mariani’s Virtual Gourmet, had just featured some great looking restaurants in Charleston. During our trip, we chose to eat at The Grocery, one of the featured restaurants.

I knew to expect some fantastic tasting meats – and the beef and pork dishes we ordered were to “die for.” But there was something missing. Who stole the veggies? The appetizers and first courses were sparse on fresh vegetables, so I thought maybe this was an aberration. After all, John had written that it was primarily a charcuterie.

So, the next night, we dined at the Ocean Room at the Sanctuary Hotel, a large, Southern-inspired estate that reminds me of the Grand Floridian at Disney World in Orlando. It is magnificent to walk through. But, again, when looking at the menu, I was surprised that most of the vegetable choices were potatoes. Don’t get me wrong — I do like potatoes, and have many friends who are potato growers, but I was looking for broccoli, beets, green beans, asparagus, carrots…or something crunchy and not starchy.

As it turns out, I had a couple of revelations during this trip to the South. We have a long way to go to change the eating habits of Southerners. Almost everything I ordered was greasy or oily. Too much butter or oil in the pan. When I asked them to hold the sauce, cook things lightly, or not use butter – I would get a strange look, as if I was un-American!

Although the top chefs from this region are famous for their high-flavor foods, I hope they will consider the health of their clientele and provide some leadership by featuring more fresh fruits and vegetables on their menus. It’s no wonder that we continue to have a serious obesity problem with many of our fellow Americans… And we aren’t getting any help when we go out to eat.

After Southern food celebrity Paula Deen announced that she had diabetes and planned to make some serious lifestyle changes, I thought we would start to see some changes in the South.

For fear that my Southern friends think I may be singling them out – I do need to share that earlier this week I had a dinner meeting at Wolfgang Puck’s famous SPAGO Restaurant in Beverly Hills. I was a bit disappointed that there were few vegetables served at our dinner. My friends who had steak had a few baby Brussels sprouts on their plates and I counted four baby carrots under my salmon.

I hope this is not a trend with cutting edge chefs. They seem to be cutting back on fresh vegetables instead of adding them. If you want to see more fresh veggies when you go out to eat, please join me and let chefs, restaurant owners and servers know that you want them!

The great thing about traveling so much is catching up on my reading during a long flight.

When I was thumbing through a recent edition of Supermarket News, a headline caught my eye: “Consumers ‘Ask Karen’ About Food Safety.”

Turns out “Ask Karen” is the food safety website created in 2004 by the U.S. Department of Agriculture’s Food Safety and Inspection Service for consumers to ask any food safety question they may have.

If you can’t find the answer to your food safety question in their FAQs, you can email your questions and wait for a response, or you can “live chat” with an AskKaren.gov representative. They even launched a mobile site for Android phones and now have a mobile website: m.AskKaren.gov.

Surprisingly, some of the FAQs aren’t about produce. Most of them are about thawing meat, code dates versus use by dates and refrigeration.

But what a great resource to have when you need a food safety question answered. One question you may have is, “After last summer’s cantaloupe listeria outbreak in Colorado, are cantaloupes safe to consume and should I wash them before cutting and consuming?” The answer is YES, they are safe to eat and YES you should wash cantaloupes thoroughly before cutting and consuming.

Although, one thing is for sure—it won’t be this Karen answering your food safety questions on AskKaren.gov!

Speaking of websites, my company just relaunched our website, Friedas.com, in celebration of our 50th anniversary! Be sure to check it out, as it is filled with recipes, photos, information, and much more.

My travels this week took me to Calgary in Alberta, Canada, the home of the famous Canadian rodeo, the Calgary Stampede. I was in town for the annual Canadian Produce Marketing Association Convention, where I spent a few days with 1,500 of my closest Canadian produce friends.

As with all produce conventions, there were world class speakers and the speaker at Thursday’s lunch was no different.

His name is Anthony D. Williams, the author who wrote Wikinomics (2007) and taught us how mass collaboration was changing the way companies communicate, compete and succeed.

Macrowikinomics, his latest book, teaches us that, “in every corner of the globe, businesses, organizations, and individuals alike are using mass collaboration to revolutionize not only the way we work, but how we live, learn, create, and care for each other.”

I have not read his books yet, but I was fascinated by the examples he gave about the cultural shift in the way people are collaborating, resource sharing and solving problems at a much more rapid speed than ever thought possible.

As his first example, Anthony used the major oil spill, in which the cold waters on the ocean floor made the oil turn to sludge, halting the clean up efforts. The problem was posted on innoCentive, a global network of 300,000 scientists who help problem solve. A scientist in the cement business offered an easy solution and solved this major crisis, allowing the clean up to resume.

Have you heard about freelance service providers, like Elance and Odesk? These professional service marketplaces have more than 40 types of work listed with 1.5 million freelancers. You can negotiate with them directly and approve their work before payment.

And Flipped High School is revolutionizing education by allowing students to get lectures at home (via video) so they can do homework in the classroom. This new method, used in a Michigan high school, has significantly improved comprehension and student engagement.

But, I have to say, the idea that amazed me the most was a product developed just a few years ago called Spiroscout. Basically, it attaches a GPS device to asthma inhalers to track the frequency and location of asthma episodes! For modern medicine to have real, collaborative data about the causes and occurrences of asthma attacks is impressive and meaningful to those who have, or know anyone who has, asthma. (My daughter, Sophia, suffered from asthma when she was very young.)

As you can tell, I learned about more than produce during my latest trip. But, I did see some amazing yellow, orange, black and brown tomatoes, new flavorful apple varieties, big and little potatoes and a lot of dragon fruit. Canada is a huge melting pot of cultures with plenty of fresh produce to enjoy.

I’m not referring to sports teams here. I’m talking about airports, and the food choices available.

I have been spending a lot of time in airports lately, and my personal choice is to always eat fresh fruits and vegetables and gluten-free products, so I pay attention to what is offered.

When I was in Chicago’s O’Hare International Airport last month, I was astounded by the healthy food options that presented themselves: cut fruits and veggies, hummus and veggies, fresh fruit juices, unsalted nuts, gluten-free snacks and fruit smoothies. Multiple kiosks in each corridor of the airport offered many healthy dining options.

Then, this past week, I spent a lot of time at Dallas/Fort Worth International Airport — thanks to the tornado activity. Although fresh salads were available in many terminals, I did not find a lot of variety when it came to just plain old fresh fruits and veggies and other healthy options. (In full disclosure, I will say that I found many displays of the basics: fresh whole apples, bananas, and oranges.)

So what is the difference between these two major hubs. Is it lifestyle? Texans are well known for their “steak and potato” propensity.

Is it the politics? Chicago is a well-known bastion of Democrats and liberals. Dallas is known to be more conservative and Republican.

Or is the airline that has the hub there driving the food choices? United Airlines in Chicago and American Airlines in Dallas.

I can tell you that as a consumer, a mom, and a fresh produce advocate, I want more fresh choices when I travel.

I feel better when I eat healthy during my plane flights. I find myself packing or purchasing fresh snacks before I board so I am not held hostage to what the airlines offer — mostly crackers, pretzels, candies and cookies. There is not much fresh produce offered by the airlines. What happened to the small bags of carrots that United Airlines used to give out?

I hope you will all agree that offering healthy options at airports and on airplanes is a good idea. Feel free to offer your comments or special requests to all the major airlines:

I have learned this lesson many times over, and it doesn’t apply only to the Internet.

I learned that even if it’s written in a newspaper, it is not always the truth.

I learned that just because it’s on an Excel spreadsheet, it does not mean the numbers are correct. (Always verify the data and check the formulas.)

I recently received a forwarded email from several friends, and the information did not seem accurate.

The subject was, “The key to preventing moldy berries…is to wash them in vinegar.” My friends wanted to know if it was true.

So, I went straight to the source. I contacted our good friend Chuck at Driscoll’s, one of the largest strawberry growers, and asked him if it’s a good practice to wash berries in vinegar to prevent them from molding.

Chuck told me that the best way to prevent fresh berries from molding is to keep them cold! He said no amount of vinegar would substitute the good practice of maintaining the “cold chain.”

In produce industry lingo, the “cold chain” is the practice of cooling produce after harvest and keeping it at a consistently cold temperature through all the steps in transit, from trucks to warehouse to your supermarket shelves, and then on to your refrigerator at home.

So, what happens if you buy berries at a farmers market or fruit stand with no refrigeration? Chuck recommends that you consume any farmers market produce within the day you purchase it. “Without proper and modern, post-harvest handling and cooling, fruits and vegetables just don’t hold up,” Chuck says.

I agree with Chuck on this one. If I buy berries at a farmers market, I know to use them within a day (two at the max).

Chuck explained that the same holds true when purchasing produce in a supermarket. He says he’s very picky about the berries he buys, and he never purchases non-refrigerated berries at the supermarket. I, too, am a picky berry buyer! I always buy my berries from a refrigerated display, plus I turn the clamshell over and inspect closely for mold and shrivel.

Chuck also recommends shopping at stores that sell a lot of produce, because you’re probably getting fruit closer to harvest, which means a longer shelf life for you.

When you get your berries home from the store, keep them in the original clamshell package and place them in your refrigerator. Don’t wash them until right before you plan to eat them, and only take out the amount you need at that time. Put the remaining berries back in the refrigerator right away. And although you should always store them in the fridge, Chuck and I both agree that strawberries taste best when served at room temperature.

And what about washing berries in a vinegar solution? I don’t think it’s a good idea because you should not wash your berries until you are ready to consume them. And it would probably make them taste funky. Neither Chuck nor I have ever heard about the “vinegar” idea. I think it must be an urban legend!

If you want to know more about fresh strawberries, I recommend you check out the California Strawberry Commission. (Did you know there was such a thing?) It was started in 1993 and you can read all about its history and purpose.

Now that spring is here (today!), you will begin to see plentiful supplies of all kinds of fresh berries — strawberries, blueberries, raspberries, blackberries — in all your markets.

I’ve heard for a very long time that there is no such thing as a coincidence! Ever since we read the book The Celestine Prophecy many years ago, my sister Jackie and I repeat that saying quite often.

So yesterday, as I opened up my Internet browser, I noticed that Google’s home page had an interesting image:

Ah – March 8th was International Women’s Day! You can read about the history of the holiday here, but I found it interesting that the United Nations theme this year is “Empower Women – End Hunger and Poverty.”

As I continued through the hundreds of emails that I received yesterday, I also discovered that March 8th is National Agriculture Day – a day when farmers, companies, government agencies and others join together to recognize the vital role of agriculture in our society.

For me, the fact that both these celebrations fall on the same day is a wonderful coincidence.

Growing up, when I thought of agriculture and farming, I always pictured male farmers out in the field. I thought of fathers passing the businesses on to their sons. I don’t think I ever imagined women playing a significant role at the farm level.

Not only were many of the family farms co-managed by husband and wife teams, but many of the daughters and granddaughters were raised to take on important roles in their family businesses.

At our annual produce industry convention in October, I had the good fortune of having two produce families stop by our booth for a visit. What is so interesting about these families is that both fathers were super proud that their daughters were joining them in their family businesses. (Because Frieda’s is still one of the few women-owned businesses in the produce industry, we often get introduced to young women in our industry so we can mentor and support them.)

Here is the Joe Marchini Family, large growers of Radicchio — that bitter red lettuce — in Northern California. They also grow some amazing Marchini Almonds!

And here is the Miles Reiter Family. Ever heard of or seen Driscoll’s Strawberries in your market? Well, Miles and his family are the primary growers and owners of Driscoll’s! Miles was especially proud that his two daughters have chosen to join him in their business.

My daughter, Alex, stopped by my office yesterday to ask me if I knew that March was Women’s History Month. In honor of this month, I want to share with you the women who have inspired me. Well, it’s no surprise that I didn’t have to look far…

My mother Frieda, and my sister, Jackie are two women who continue to inspire and support me. I hope you are as lucky as I am to have women in your life that inspire you every day!

Sometimes I just want to count my lucky stars. About 10 years ago, I met a wonderful couple, Bert and Veronique. Our children went to elementary school together and we have become close friends.

Every couple of years, in celebration of her birthday, Veronique likes to gather a few of her close girlfriends to travel to a far away destination to rest, relax and enjoy each others company.

This year, her chosen destination was St. Kitts, which is a small island country located in the Caribbean. So, last week, I took a red-eye flight through Miami and arrived in Basseterre, St. Kitts, on Thursday afternoon. This was my second visit to the home they built there, but this time their house was finished and about a half dozen of us spent a few days eating, sun bathing and exploring the island.

Everyone knows that because I am in the produce business, some part of every trip I take will either be spent in a supermarket checking out the local offerings, dining at a local restaurant or visiting growing areas.

On this trip, I got to visit a start-up nursery and tree farm. The young man, David, who built the home we stayed in, is quite the entrepreneur and has started a nursery and hopes to develop a tree farm to supply all the local home developers who want native plants to landscape their properties.

You can see from these photos that the nursery is small, but I got to see fruits I had only heard of before. I have never seen a “NONI” fruit – and he had a few small trees, one with a piece of fruit. NONI is a fruit that I heard about almost ten years ago, but only could find it in juice. Now – I got to see it, and was surprised that it looked like a mini Cherimoya!

David is also growing some vegetables, including tomatoes, eggplants and zucchini squash. I shared an idea with him that he should offer the local upscale chefs some “Courgettes” (squash blossoms). He had never thought of that, but began to reminisce that his Italian grandmother used to stuff and fry up the squash blossoms for special family meals. David and I harvested a dozen squash blossoms that day and he then dropped them off for a local chef who immediately placed an order!

On our return drive from the farm, we stopped at a small shoppe to get a beverage. The owner offered us some Carambola (Starfruit) she had picked off a local tree. You can see her here, with my friend Veronique.

Well, I don’t want you to think there was no time for regular fun. Bert took me on a tour of the island on his four-wheeler – a first for me!

But the best part for me was meeting Chef Kelly, a St. Kitts native, who prepared the biggest freshly caught lobster I have ever seen. And a feast of a dinner.

As for David’s tree farm, it is still a dream. As we drove home from his plot of land and future tree farm site at the base of a mountain, I shared with David the possibility that a graduate of EARTH University in Costa Rica would be a perfect candidate to do a feasibility study and be the farm manager for the enterprise.

One of the most frequently asked questions we get at Frieda’s is, “How do you find new products? Do you travel the world searching for new fruits and veggies?”

In today’s digital world, we don’t always have to travel the globe to find something new. Sometimes it finds us. Here is the story behind our latest discovery.

Willette, a friend of Frieda’s and mine, is a world-renowned theatrical producer (Twist is her latest musical) and world traveler. Last month she was in Paris dining at a restaurant called Passeig 53.

She saw a fruit she did not recognize, so she took a few photos and emailed them to Frieda and me, asking if we knew what it was.

Frieda and I started guessing at what it might be. At first, I thought it was a variety of yellow passion fruit from New Zealand that I had seen many years ago. But Willette told us that it tasted like a lemon and the insides looked like a finger lime (see my previous blog on these). And, it was quite large.

We forwarded Willette’s comments and photos to some of our favorite citrus Aficionados, and, of course, it was one of the experts at the University of California – Riverside’s Citrus Collection – Toni — who solved our mystery.

Although we don’t know the country of origin of the citrus fruit that Willette found, we do know that they are being commercially produced somewhere. Maybe one of the small citrus growers in Central California will be interested in planting a few trees so we can see how they produce and taste.

We know that citrus, in general, is exploding in terms of new varieties, and it’s all about taste and flavor! Maybe the Faustrime will be the newest taste sensation. Or not.

So, to all my friends reading this blog: When you are dining or shopping while you travel, I would love to receive photos and information about what you see. If you want to share them, please post them on Frieda’s Facebook page. Who knows what the next hot trend in food will be…

You purchase fresh fruits and vegetables with the best intentions. You plan to use up all the lettuce, broccoli, and strawberries before your next shopping trip — before they become old, stinky and inedible in your refrigerator.

And then, your week gets the best of you. All of a sudden, your fresh produce is rotting produce and you have to throw it out.

It all started about 12 years ago when I was first introduced to Peakfresh bags.

The company’s founders had developed a mineral-coated, perforated bag designed to keep produce fresher during shipping and in home refrigerators, and they came to Frieda’s, since we’ve always been open to new products and ideas.

Because I have to prove everything to myself first, I took the bags home and tested them out with two clamshells of fresh strawberries. I put one strawberry package straight in the refrigerator, and I put the other one inside the Peakfresh bag, then into the refrigerator.

I was impressed. Even after two weeks, the strawberries inside the Peakfresh bag were PERFECT compared to the shriveled up, molding regular strawberries. Then I tested the bags with fresh broccoli, and the same thing happened.

As it frequently happens in the business world, we were “ahead of our time.” Although we enthusiastically introduced these shelf-life extending bags to our supermarket customers, the concept did not catch on.
What did catch on however, were commercial-sized bags. The company went on to develop bags to wrap entire shipments of fresh produce, such as strawberries and chile peppers, to keep them fresh during cross-country transit. Several other companies have gotten into the business, and this segment of the industry is booming.

Then a few weeks ago I saw a display of my beloved Peakfresh consumer-sized bags at my local Sprouts Market. I was thrilled, and I purchased a box of 10. (If your local market doesn’t have them, you can buy them on the Peakfresh website.) The great thing about these bags is that you can reuse them – just rinse them out and let them dry. I call them my new best friend.

If you are concerned about wasting food, or have a hard time scheduling in fresh produce shopping during the week, I encourage you to try these bags. They are a life saver.

I was heading to Berlin last weekend for Fruit Logistica — the largest produce trade show in the world. More than 2500 companies from 84 countries exhibited — only 35 from the United States.

But on Sunday morning, I found out that my flight to London had been cancelled. I decided to make the most of it. I let American Express find me an alternative flight to Berlin, which bypassed the snow and ice in England. I would be leaving a full 24 hours later, but that allowed me to spend the day with my youngest daughter, Sophia. That was an unexpected gift!

Then on my flight from Los Angeles to Frankfurt, someone had a medical emergency, so we had to make an unplanned stop in Halifax, Nova Scotia. My sister Jackie texted me that maybe I was not meant to go to Berlin, after all. But, I made the most of it, and made a new friend, Alicia, who was also traveling to Berlin.

Since my company wasn’t exhibiting at Fruit Logistica, I was able to spend my time walking the 26 buildings (and the 2537 booths) looking for new products, new packaging ideas and all sorts of innovations.

Ten companies were nominated for product innovation awards. My personal favorites were Purple Sprouting Broccoli — colorful, but a little mushy when cooked; Angello Sweet Seedless Pepper — amazingly sweet and crunchy; and Achacha, an Amazonian fruit grown in Australia that looks like a loquat on the outside and a mangosteen on the inside.

Read about all 10 nominated products here. As you can see, some are not fresh produce – but packaging, processed products and juice and even an interactive website.

Trade show attendees are encouraged to evaluate and vote for the nominated products. My personal favorite was the Angello red seedless pepper. I can see it becoming successful once planted here in the states – it is much like the Veggie Sweets and Mini Sweets we have, but seedless. Being seedless is a big plus, and it would be great in restaurants for stuffing and grilling.

The final votes were tallied after I left Berlin on Friday afternoon – and I just checked online and the winner of the Innovation Award for 2012 was the Angello! I’m sure it was my vote that made it a winner!

So, was it worth spending two days flying to have two days at Fruit Logistica? Yes, and the best part was the personal connections I made. Conversations and connections turn into relationships that eventually become business.

By passing out my business cards to everyone I meet, I receive follow-up emails, connections on LinkedIn, followers to my blog, and eventually some new business relationships. I always strive to make the best of any situation, even if it means my flight is cancelled and my trip is cut short.

My only regret was that I had no time in Berlin to sight see! This was the fourth time I have visited Berlin for Fruit Logistica, but there never seems to be time for a tour of the city. (Read my post about the show two years ago.) I guess that’s a reason for me to go back in another two years.

As you may recall reading in a previous blog post, when I travel I always purchase a magazine or two at my departing airport. I take special care to choose one that I would not normally read. I learned this technique more than 20 years ago from a speaker at a leadership conference. You’d be surprised at how much new information you will learn.

So last week, as I was departing for Berlin, Germany, for the Fruit Logistica International Food Show, I picked up Esquire Magazine.

I have to admit that seeing President Bill Clinton on the cover with the title, “Bill Clinton and 78 other things we can all agree on,” caught my eye.

I started my journey through Esquire by scanning the QR code on the cover. It said “Scan this for a message from President Clinton.” I used the RedLaser App on my iPhone to scan the code and watched a short video clip of President Clinton.

If you are uncertain about QR codes – here’s a quick tutorial. You’ll start noticing them everywhere!

To say that I devoured this magazine is an understatement. I read about actor Woody Harrelson. I read about Roger Craig, who won the most money ever on “Jeopardy!” and how he trained himself to learn everything. I read a hilarious story called “The Man’s Guide to Valentine’s Day.” But it was a story near the end that really grabbed me.

It is the story of Vivek Ranadivé, the CEO of the $4 billion software company, TIBCO Software, Inc. His personal goal is to harness the ocean of data in this world. And save civilization.

I could completely relate to the opening quote in the article: “If you take all the data that was generated from the dawn of man to, say, the day Barack Obama became president, that’s X. And then if you add up all the data that’s been generated since then, in just three years, that’s 10X. We are drowning in data.”

The article shared examples of how he and his company organize and make sense of all the data, so that the right information reaches the right place at the right time with the right context. Industry by industry. And coincidentally, he is also the owner of the NBA’s Golden State Warriors. They are a real live example of how he plans to leverage the data about the people who attend NBA games to provide a truly “WOW” experience, and to maximize sales for the NBA franchise.

But perhaps the most interesting part of this article was what Mr. Ranadivé has created: TopCom. He believes it will change the world.

TopCom is a private communications platform for the two hundred most powerful people in the world. It’s meant to be a kind of combination of Facebook, Twitter, e-mail, texting and Skype. A private social network, in this case, for world leaders.

Can you imagine the implications for achieving world peace or solving world hunger? Ranadivé actually gives an example in the article about how the Tsunami in Japan could have been handled differently which would have hastened rescue efforts and potentially saved thousands of lives.

The bottom line is that all of us are drowning in data. We all feel overwhelmed by our emails and just want to get our work done and our lives back to normal. It’s good to know that there is someone who can sort this all for us!

I don’t remember how long our company has been selling Lemongrass, but I do remember our first Lemongrass grower. It was a couple from Bakersfield, California, who brought these wonderfully aromatic plants to us more than 35 years ago, and told us it was a popular ingredient in Asian cooking.

The Lemongrass looked like puny leeks with dried out yellowish tops, but they emitted a wonderful, intense lemony scent when you cut them. (Back then, I remember thinking the smell reminded me of a popular teen fragrance at the time – Love’s Fresh Lemon.)

Three decades later, we continue to sell fresh Lemongrass. Some of our supermarket customers sell it packed in small plastic bags or clamshell packages, but most ethnic supermarkets sell it loose in large displays so you can purchase large quantities. They must be on to something.

Today, I predict that Lemongrass will become the next “big thing” – and here’s why.

I have been reading some interesting email chains lately between people in the scientific community who I personally know and respect. And the subject? Lemongrass.

Among them are botanist Dr. James Duke, who developed the USDA’s Phytochemical and Ethnobotanical Databases, Dr. Roberta Cook of the University of California-Davis, and Mark Dafforn of the National Research Council, who is involved in Vetiver Grass research. (Read my previous blog post about Vetiver Grass.)

Read one of Dr. Duke’s books here for more on this. Also more info on Lemongrass can be found here.

Back in the 1980s, I gave many talks about “Food as Medicine.” I spoke about the healthful qualities of garlic, dark green vegetables and tomatoes.

If you are intrigued with this concept, check out Seth’s company, BridgeWorks.

About a year ago, I received an email from a former childhood neighbor, Steve, who asked why I never talked about the influence my father had on me growing up.

My dad, Al Caplan, was a force to be reckoned with. His mom died when he was 13 and he caught a freight train from Chicago to move out to California when he was a teenager. Then he joined the Marine Corps. He was underage when he enlisted, and there was no Internet to verify his date of birth.

After working as a union organizer for several years, he started his own company as a labor relations consultant. Some of his largest clients were in the scrap iron and metal industry, and many were grape growers.

Actually, it was my father who negotiated the first contract between Cesar Chavez/United Farm Workers and many of California’s grape growers (my dad represented the growers). My first job was working for my dad in his office, but after a short time I ran out of work and ended up working for my mother, Frieda, in her wholesale produce business.

My dad taught me many things about life and about business. Most importantly, he taught me about personal accountability. After I got my drivers license on my 16th birthday, we were negotiating to purchase a car for me. The deal was: I paid for half and he paid for half. We got the car and I handed over $1,500 (my life savings at that time – age 17). But I still owed another $1,500.

Dad and I got into a bit of a disagreement a few months later and he gave me a deadline. “Pay me the remaining $1,500 by Labor Day, or you lose your car.” I think that was the original “tough love” from a parent. I knew my dad was serious – so when I was a few hundred dollars short, I borrowed some money from my sister, Jackie, and paid him on time.

And when I wanted to live at home during summers when I was in college, my dad told me I had to pay rent: $50 a week. Yes – he was tough.

But, my dad was also fair and very generous. He quietly (and many times, anonymously) gave money to family members and close friends who were in need.

Sometime after I became president of Frieda’s, Inc. in 1986, I invited my dad to come speak to my management team about employee relations. I will never forget the title of his talk: “Firm, fair, and friendly.” That was my dad’s philosophy on how to work with people.

And I would say that those values have prevailed in the more than 25 years that I have been president of Frieda’s.

The reason I have chosen to write about my dad this week is because it is the 14th anniversary of his passing (on February 5, 1998).

When I think of my dad, however, I do not think about business. I think about health. On the day his first granddaughter, Jennifer, was born in 1964 (he was 46), he decided to quit smoking (cigarettes and cigars). He decided that he needed to take care of his health so he could enjoy all of his grandchildren.

He then became quite the health food nut. His favorite book was “Let’s Eat Right to Keep Fit” by Adelle Davis. From then on we only had whole wheat bread in our house, no sugary snacks, cookies or ice cream, and we ate lots of fruits and vegetables. My dad exercised every day, and often times watched Jack LaLanne on television while doing his daily exercise routine.

My dad lived past his 78th birthday to see all of his seven grandchildren. We all have our various memories of my dad, but I think my personal favorite was the day my first daughter, Alex, was born.

I told my parents that they could be in the delivery room as she was born. And there was my dad – camera in hand – recording the moment.

You know a lot about a person when you know about their heritage. No wonder my dad was tough, yet tender. We miss you, Dad.

Yesterday morning I made a phone call to a client in Pennsylvania. As part of the conversation, I asked about the weather. “Cool and raining” was his answer.

What I didn’t tell him was that I was going to be trekking throughout the citrus groves of the Citrus Variety Collection at the University of California Riverside (UCR) later in the day.

At 8 a.m., my colleague Dorian and I got in my car, and by 9 a.m. we were under a tent in Riverside with 200 other citrus enthusiasts being welcomed by Marylynn Yates, the new Dean of the College of Agriculture.

My first hour was spent listening to two women from the global multi-billion dollar company Givaudan, which is the leader in developing flavors and oils used in our foods, beverages and fragrances. I learned that citrus – lemons in particular – are the base of most beverages, from colas to fruit punches and more. Givaudan recently made a large endowment to the UCR Citrus Variety Collection, to ensure its future viability, because they have found that this repository of citrus germplasm has become their primary source of flavor inspiration worldwide. Over the past few years, Givaudan has brought more than 200 of their flavor developers from around the world to Riverside to sniff, smell, taste and play with the citrus. (Givaudan was recently featured on 60 Minutes. Click here to view “The Flavorists” – second story, about 16:30 minutes in.).

We then sampled more than two dozen varieties of Mandarins and grapefruit hybrids. Growers next to me were whispering to each other what they thought were the best tasting, and which ones had future potential. Some of them planned to tear out their acreage of white grapefruits and oranges and were looking for a better-selling citrus fruit.

We convened for lunch (barbecue, of course). I was able to snap this photograph of two of the most famous Citrus Aficionados: David Karp (aka the “Fruit Detective”) and Tracy Kahn (curator of the Citrus Variety Collection). These two people know more about citrus fruits than anyone on the planet!

As I turned around to leave, I noticed a man smiling at me. His name tag said “Bob Knight.” He was about my age, and I thought to myself, could it be?

I went to introduce myself: “Are you related to THE Bob Knight? Yes, it turns out he is the son of one of my mother’s first kiwifruit growers! We started to recount memories of the 1970s, when we were both teenagers helping our parents market the first California-grown Kiwifruit.

Last week I wrote about my recent trip to the Fancy Food Show in San Francisco. Held by the National Association of the Specialty Food Trade (NASFT), this show brings together many foodies, producers of artisan foods and buyers, and many others.

For many, it’s also a show for reuniting with old friends in the food business.

As I headed down the last aisle on the show floor around 3 p.m. that Sunday, a big smile came over my face. I saw my long-time friend, Paula Lambert, of the Mozzarella Company in Dallas, Texas.

Paula started The Mozzarella Company in 1982 – which means she is celebrating 30 years in business. My mom and I met Paula years ago at another food conference – I think it was the American Institute of Wine and Food. That’s where we also met Julia Child.

When I came up to Paula’s booth at the Fancy Food Show, she had laryngitis. One of her cheeses (Hoja Santa Goat Cheese) had won a national award the afternoon before at the Good Food Awards at the Ferry Building in San Francisco and she had spent the afternoon handing out samples and talking with consumers (thus the laryngitis).

Since I was travelling to Dallas for business the following week, I asked if Paula wanted to get together in her hometown when she had her voice back.

So, during my trip to Texas last week, I caught a taxi and was whisked off to a small community near uptown Dallas.

Paula’s home is adjacent to a cemetery and after navigating down a cobblestone walkway, and through a rusted gate (I felt like I was in a Harry Potter Movie), I came upon a Booziotis-designed modern home. I then felt like I was walking into an Architectural Digest photograph.

Paula recently became a widower, so she always fills her home with friends and food. It was my great luck to share a short dinner with she and her longtime friend and former neighbor, Bill. And of course, we sampled many of the cheeses she makes in her local cheese “factory.”

My absolute favorite was what she calls the “Christmas Cheese.” It has the texture of polenta, and crumbly cheese with chile pepper overtones. I could not stop sampling it!

I asked Paula how she ended up starting a cheese business, in Dallas, of all places.

When Paula was younger, she lived in Perugia, Italy to learn Italian. After returning to Dallas, she missed the delicate homemade cheeses of Italy. Thus, her idea for a business was born. That was 1982 (and you can read about it here). Paula has grown the business from producing 100 pounds of cheese her first week, to now more than 5,000 pounds a week!

Not only did Paula and I sample some of her amazing cheeses, we also made dinner together. I found out that Paula takes small groups to France and Italy twice a year to cook in farmhouses. She’s a fabulous cook, so, it was especially fun for me to learn a new way to prepare broccoli and a recipe for homemade vinaigrette from her.

If you love cheese (and who doesn’t), I encourage you to check out her clever website, MozzCo.com! You may even want to order some cheese from her.

One of the joys of being in the food business is that you not only get to taste some delicious foods and travel to interesting places – you also get to meet some amazing, sincere and passionate people who become lifelong friends.

And if they are like the beautiful, charming and genuine Paula Lambert, you also get inspired to live your passion.

This past weekend I took my youngest daughter Sophia, on her first business trip. Each January, the National Association for the Specialty Food Trade (NASFT) holds the Fancy Food Show at the Moscone Center in downtown San Francisco. I like to attend this show — even though they don’t typically have any fresh produce — as many of the newest foods and food trends start here.

Since the show starts on Sunday, I decided that Sophia and I would fly up on Saturday morning and spend the day touring the city, and then attend the show on Sunday.

We actually flew into Oakland Airport (in the East Bay) – my preference whenever I travel to San Francisco. The airport in San Francisco (SFO) is often plagued with fog delays. (A tip for anyone coming out west for a vacation or business – fly into Oakland!)

Sophia is a high school senior, so we spent the first part of the morning visiting San Francisco State University, which is located south of Golden Gate Park near Daly City. She has applied to this school so it was a good opportunity to see the campus, which is beautiful, green and very friendly.

We then headed over to the Ferry Building (located in the Embarcadero area, nestled under the Bay Bridge), which is the home to a Saturday morning farmers market and a collection of some amazing artisan food producers, all housed in a historic building.

After snacking on lunch and my BEST FIND of some very yummy vegan kale chips I did something that I have resisted for years: I bought two tickets for the Hop On /Hop Off bus tour of San Francisco. (I first rode a Hop On / Hop Off bus when I was in London about 13 years ago with eldest daughter Alex. Great way to get an overview of a city).

We rode on top of the red double decker bus and learned about everything from the Disney Family Museum which is housed in the Presidio, The Japanese Tea Garden which is in Golden Gate Park, the Haight Ashbury section of SF. (I tried to explain the popularity of that area to my 17-year-old daughter… I was definitely dating myself when I used the words, “hippies” and “flower children.”)

Even with the bus tour, we ended up walking more than 7 miles on Saturday. I know this thanks to my Nike+GPS app on my iPhone. But, we were just prepping ourselves for our walk around the Fancy Food Show on Sunday.

Sunday morning we arrived at show early so we could pick up our badges. This show has three large halls filled with more than 1,000 booths that are usually 10 x 10 feet. Oftentimes you will find the owner(s) and their family members and friends staffing the booths, handing out samples of their latest products. Most exhibitors are small companies with less than 10 employees who may have started by hand producing and packaging their products.

• Gluten-free and vegan selections were definitely everywhere. Whether it’s gluten-free cookies or salad dressings, I could see a big trend of adding the words “gluten-free” to the label, as consumers are demanding this feature.

• Chocolate, chocolate, chocolate. Artisan (made in small batches) chocolate was everywhere. And the big new flavor? Caramel with Himalayan salt crystals. Yum!

• Loose leaf tea. Unique new blends, some highlighting medicinal properties, were in full force, along with all the latest tea accessories. Clear glass tea pots and teacups are definitely “in”.

• Olives. No wonder olive bars have become prevalent in upscale supermarkets – who knew there were so many types of freshly cured olives!

One of the most encouraging things about this show was this giant sign I found in the middle of the show floor.

Like all trade shows, there had to be a giant, attention-grabbing stuffed animal character. Here’s Sophia with a PANDA who was sampling something yummy.

I asked Sophia to share her observations of the food show:
• There are so many companies and many have very similar products – it was overwhelming. (I felt the same way.)
• What really made a company stand out was when the people working the booth were engaging (but not too pushy).
• There were so many samples that you have to pace yourself, and it helps to know what you are looking for. (Great perspective if you are a gourmet food retailer attending this show for the first time.)
• You only have one chance to make a good first impression.

The best part of this weekend excursion is that when we arrived back home to So Cal, Sophia received an email that she was accepted into San Francisco State University! A perfect ending to our weekend!

When I was younger, there were only three main varieties of apples in the produce department: Red Delicious, Golden Delicious and Granny Smith.

I used to enjoy the sweet Red Delicious because its skin was not too thick. But I couldn’t depend on their crunchiness. Sometimes they were mealy and totally unappetizing.

Then I found the Fuji. I wrote a previous blog about how Fuji apples revolutionized apple sales and consumption, because they were not dark red on the outside. (Years ago, everyone thought that apples had to be red for consumers to buy them!) Fujis were kind of “ugly” and the flavor profile was more sophisticated than the Red Delicious.

But after a few years, Fuji apples didn’t taste so exciting to me anymore. Back to the grocery store to find a new apple variety.

Enter the Honeycrisp. Yum! I’m sure you’ve seen or tasted this apple or at least heard about it. It was developed in Minnesota and first introduced commercially in 1974. It has grown so much in popularity and significance that in 2006, Andersen Elementary School in Bayport, Minn., petitioned for the Minnesota state legislature to make the Honeycrisp apple the state fruit; the bill was passed in May 2006.

Last fall, as I traveled across the United States, I heard the same story. The entire Honeycrisp crop had sold out early last season and consumers were asking their produce managers, “Where are the Honeycrisp apples?” When they finally arrived at my local store, even though the displays were large, they sold out quickly and it took a few weeks for my produce manager to order enough! (What a great problem to have, right?)

This year the Honeycrisp season will be ending early again. I was at my local Trader Joe’s last week and noticed some bruising and the TJ’s employee working in produce that day told me, “Yeah, it’s nearly the end of the season.”

So, now I am on the hunt for a new variety to try until my beloved Honeycrisp comes back into season. I tried the Ambrosia last week. My produce guy thought I would enjoy them as much – but their flavor profile wasn’t as satisfying. But the Ambrosia are crisp, which I like.

If you’ve always purchased the same apple varieties, maybe it’s a good time to try a new variety. When you are shopping and want to know what they taste like, feel free to ask your produce manager to cut one up for you. Did you know that many produce managers LOVE it when a shopper asks for their advice or recommendation?

What’s your favorite apple variety to eat out of hand? I would love to know – you can comment at the bottom of my blog online.

Remember the old adage? An apple a day keeps the doctor away. I think it’s true!

When I wrote about kale last year (read my post here), I initially thought it was purely used as a garnish on a plate or in a supermarket display. I never really thought about eating it. Then I discovered a raw kale salad.

Last week, after writing about how Dr. Terry Wahls reversed the effects of multiple sclerosis by changing her diet, I changed my diet to include more raw vegetables. (I’ll write more about that at a later time).

I am now eating a raw kale salad for lunch every day. Like most working people, if I can find a pre-cut version of a food that tastes decent with no additives, I will likely purchase it. Time-saving is the name of the game for me.

So, imagine my happiness when I found an organic kale salad package at my local Ralphs Grocery store! I purchased one bag and tried it. Not bad. The shredded carrots and red cabbage add some color and a little flavor. I added a light vinaigrette dressing for the perfect salad.

Maybe it’s a new variety of kale that is not quite as chewy, but I found it very palatable and satisfying. And I am eating a RAW, dark green, cruciferous vegetable for lunch. I feel like I am instantly getting healthier.

Apparently, I am not the only shopper who has discovered kale and the health benefits. The California produce industry has been publishing research on what’s selling and what’s hot in produce departments in Northern and Southern California — and guess which vegetable has seen a 40 percent increase in purchases during the last year?

The dentist is the last place I thought I would find one of Frieda’s tropical fruits, but that is exactly what happened yesterday.

I am very conscientious about my teeth, so I have them cleaned 3 or 4 times a year. Did you know that one of the ways to maintain and improve your health is to have your teeth cleaned regularly and floss daily. I once asked my dentist how often I should floss my teeth. He said, “Floss your teeth only on the days you want to keep them!” ’Nuf said.

As I walked into the dental office yesterday, my eyes were immediately drawn to a pink can of air freshener made by Febreze. Then I saw the name of the scent: “Thai Dragon Fruit.”

I was so excited that I grabbed the can and ran to my hygienist, Chow. I asked her if she knew where that piece of Dragon Fruit came from.

It was fun to share the story with her: A couple years ago we got a call from a photographer who was doing some work for Procter and Gamble’s Febreze air scent line. We were sworn to secrecy.

Febreze was launching a new line of scents, and one was Thai Dragon Fruit! The folks at P and G were told to call Frieda’s Specialty Produce as we were recommended as a great source of product and information. So, we immediately shipped them a box of fruits. And the photo session took place.

The funny thing to us is that Dragon Fruit really has NO scent! And the flavor is very mild. But it sure looks good on the package. Here is the description from the Febreze can:

If you want to know more about fresh Dragon Fruit – check it out on our website.

Dragon Fruit is quite eye-catching arranged in a tropical fruit centerpiece and it comes in a variety of colors. Frieda’s sells both the magenta and white-fleshed varieties. The flavor and texture reminds me of a very mild Kiwifruit. It has become much more popular in the past few years and it’s encouraging to us that many supermarkets now carry it as part of their tropical fruits displays. Dragon Fruit is available intermittently year-round and is grown in Thailand, Vietnam, and the U.S.A. (and other places, too).

Each day, I walk by my sister (and business partner) Jackie’s office and stick my head in. This morning, I stopped in to run a couple of ideas by her for my blog. Before I could even get through my first idea – she said, “Did you watch that video that our brother Dennis sent us?”

Well, I guess my brother doesn’t send me ALL of his emails with random information. This one time, I wish he did.

Jackie forwarded me a link to an article and video from a TEDx conference held in Iowa City.

You’ve probably heard of “TED” conferences, right? TED started out (in 1984) as a conference bringing together people from three worlds: Technology, Entertainment, and Design. You can find out more here. These sold-out conferences and spin-off events have changed the way we think and the way we share information.

The most amazing thing about a TED talk is that it brings together the world’s most incredible thinkers and doers and lets them tell the story of their lives – in 18 minutes or less. Can you imagine that? Bill Gates? 18 minutes. Steve Jobs? 18 minutes. President Bill Clinton? 18 minutes. The Dalai Lama? The same 18 minutes.

Well, the video link which I am including here is from Terry Wahls, a female physician who was diagnosed with incurable MS (Multiple Sclerosis). You may not have MS, but I’m sure you know someone who has been affected by this dreadful disease.

After much personal research, Dr. Wahls was able to REVERSE her Multiple Sclerosis by switching to a “Paleo-style” diet focused on eating fresh, raw fruits and vegetables, wild fish, grass-fed meat, organ meats and seaweed. And, no aspartame.

Her talk is less than 18 minutes (of course) and seeing her before and after photos of the dramatic and incredibly positive effect the diet change had on her body and spirit is mind-blowing.

I know a few people who have Multiple Sclerosis, or other serious health issues. Because of all the nutritional information I am exposed to as part of my work in the produce industry, I have always wondered how many of our health issues could be controlled or eliminated by making different food choices.

As you are starting the New Year, and already implementing your New Year’s Resolutions, I suggest you take a moment to check out this article or take 18 minutes to check out the video. You may want to modify a few of those resolutions to include a diet more heavily weighted to FRESH fruits and vegetables.

Watching the video changed my life (as I was trying to figure out a reason NOT to eat my beloved bread and butter that is my downfall). I would love to hear what you thought of it. Please comment at the end of my blog post online.

At this time of year, we get kind of crazy in the office and sometimes use “Feeling Lucky?” as the subject line of our emails. While it certainly can get our recipients’ attention (if it doesn’t get spam-blocked), our real reason for this subject is that we sell Blackeyed Peas!

You may know that it is a Southern tradition to eat Blackeyed Peas and “greens” on New Year’s Day to bring good luck and prosperity. The greens — mustard greens, turnip greens, dandelion greens or kale (all cooked in bacon fat, of course) — symbolize “greenbacks” (dollars) and the Blackeyed Peas symbolize coins.

Frieda’s has been selling pre-soaked, quick-cooking Blackeyed Peas for more than 40 years, and every year our warehouse refrigerators are filled to the rafters with boxes of these good luck beans. (We call them BEPs for short.)

I mentioned that it’s a Southern tradition to eat the Blackeyed Peas on New Year’s day. Many years ago, a woman named Cathy Perkins worked at Frieda’s — a true marketing genius. Cathy realized that EVERYONE wants good luck in the New Year, so she decided that Frieda’s should convince supermarket produce buyers to sell them nationwide.

So, if you live in Boston, Chicago, Denver, Atlanta, Houston, Southern California, or anywhere in between, you should be able to find Blackeyed Peas in your local supermarket produce department. I wish I could say that Frieda’s brand BEPs were the only ones you would find, but good news travels fast and we now have dozens of “competitors” all over the United States. That’s OK with us – it’s typical of product life cycles. (By the way, you can also find Blackeyed Peas in the frozen foods and dried bean sections.)

When we first introduced BEPs to non-Southern consumers, we had to provide recipes. The easiest way to make Blackeyed Peas is to boil them until tender and then add butter and salt and pepper to taste (I like them this way). But, the classic recipe for Blackeyed Peas on New Year’s is Hoppin’ John.

Frankly, we found the recipe a little mundane, so about 20 years ago, after we introduced Habanero Chile Peppers (which are 100 times hotter than a Jalapeno Chile), we decided to create a recipe using both Blackeyed Peas and Habanero Chiles – Habanero Chile Chili. This became my all time favorite Frieda’s recipe and is featured in my Purple Kiwi Cookbook.

If you’re in the mood to cook on New Year’s and you like freshly made chili, try this fantastic and flavorful recipe. And thank you to our former recipe developer and long time friend, Marlene Brown Oliphant, for creating this amazing recipe.

3 tbsp. vegetable oil
1 lb. lean round steak, cubed
1 cup chopped yellow onion
1 cup chopped red and/or green bell peppers
2 cloves garlic, minced
1 16-oz. can kidney beans
2 cups chopped tomatoes
1 16-oz. can tomato sauce – low sodium
1 cup beef broth
1 11-oz. tub Frieda’s Fast Cooking Blackeyed Peas (or 2 6.5-oz. pkgs. Frieda’s Dried Blackeyed Peas, cooked according to package directions and drained)
1-2 Frieda’s Dried Habanero Chiles, rehydrated, seeded and minced
2 tbsp. fresh cilantro, chopped
1 tbsp. fresh basil, chopped
1 tbsp. packed brown sugar
1 tsp. Worcestershire sauce
1 Frieda’s Bay Leaf
1 cup niblet corn – low sodium
Salt to taste
Shredded sharp Cheddar cheese
Warm tortillas

Heat 1 tablespoon oil in a large Dutch oven. Brown the steak in the oil on all sides. Remove form the pan with a slotted spoon. Drain the drippings. Heat 2 tablespoons oil. Sauté the onion, bell pepper and garlic in the oil for 3 minutes. Stir in the beef, undrained kidney beans, tomatoes, tomato sauce, broth, Blackeyed Peas, Habanero chiles, cilantro, basil, brown sugar, Worcestershire sauce and bay leaf.

Bring the mixture to a boil. Reduce the heat. Simmer, partially covered, for 35 to 45 minutes or until the vegetables are tender. Stir in the corn and salt. Cook for 5 minutes longer. Discard the bay leaf. Ladle the chili into bowls. Top with shredded cheese. Serve with warm tortillas. Makes 8 servings.

I’m sure you never gave a thought to how you ended up with a piece of lemon in your water when you go out to a restaurant. You probably figured that it was always that way.

Well, guess what? There is actually a person who came up with this idea. And his name is Joe.

Joe Stubbs. Retired executive in charge of foodservice sales for Sunkist Growers.

I had lunch with Joe last week at our local delicatessen and it was so much fun to hear his story.

He told me that he never finished high school and went into the Navy. When he got out of the Navy, he ended up working as a bellman at a local hotel in Long Beach. He is such a personable guy, I can see why he was successful. He eventually went on to work in sales for a meat company and finally made his way to Sunkist.

Right away, he was put in charge of foodservice sales for Sunkist. I am guessing there weren’t a lot of citrus items they could sell to restaurants and institutions at that time. After all, back in the 1970s, it was basically oranges (for juicing and cut pieces), grapefruit (halves were served for breakfast) and lemons (as an ingredient).

One of the “BIG” hotel chains back then was the Park Hyatt. It was the high-end part of the HYATT HOTEL chain. Joe was visiting them in Chicago and was in the kitchen. (When you are in foodservice sales, in order to talk with the chef – who is the decision maker – you end up spending a lot of time in the kitchen.)

Joe saw this big Globe slicer, which was used for cutting thin slices of potatoes and meat. Joe got an idea. He recognized that the chef of the Park Hyatt chain was looking for ways to make his boutique upscale hotel chain and its restaurants stand out. How about floating a thin slice of fresh lemon in every diner’s water glass? That would look pretty upscale, right?

I’m sure Joe had a bag of lemons with him, and showed the chef how easy it was to slice them using their existing Globe slicer.

The Park Hyatt restaurants were immediately seen as a “cut above” other hotel restaurants.

Not a surprise that this idea caught on. When a chef gets a great food or garnish idea – it is always copied (or built upon) by other chefs. And as chefs move from restaurant to restaurant as they advance in their career, they take their ideas with them.

As a side note, that’s one of the reasons the Kiwifruit caught on. Even though Frieda’s introduced this fuzzy fruit to consumers through supermarkets in 1962, it was not until the 1970s, when chefs like Alice Waters, Wolfgang Puck and Jeremiah Tower, started to garnish their desserts with fresh sliced Kiwifruit. They started a trend, and by the 1980s, Kiwifruit caught on!

Back to Joe and the lemons. Joe’s career at Sunkist lasted 28 years and he retired a few years ago. Just this past summer, he was invited to an industry foodservice conference. It was the 30th anniversary of the conference and Joe was recognized as one of the masterminds of the original conference.

Joe had many stories to share last week at lunch. After the lemon story, he started to tell us about how he got restaurants to serve freshly squeezed orange juice. Can you believe this guy? He’s full of a lot of creative ideas.

Actually, as we were finishing up lunch, he started sharing his thoughts on how we should celebrate our company’s 50th anniversary in 2012. Stay tuned for that one!

This past weekend, I had 30 family members over for our annual Hanukkah Dinner. I always serve homemade latkes (potato pancakes) with applesauce and sour cream as part of the meal. In addition to the latkes, I like to make the applesauce from scratch.

I have found that homemade applesauce is very easy to make. Actually, one of my favorite cookbook authors, and personal friend, is Joan Nathan. Her cookbook, Joan Nathan’s Jewish Holiday Cookbook, is my “go-to” reference guide for preparing Hanukkah dinner.

As I began to make her Homemade Applesauce Recipe, I grabbed a couple of lemons out of my refrigerator to add to the pot.

Then I had an Aha! moment. I realized exactly why Seedless Lemons were invented…for the chef and home cook. You don’t have to stop and remove the seeds before squeezing the juice into a recipe.

Have you heard of Seedless Lemons? They’ve been around for a few years and more and more growers have planted them, so you will probably be seeing them in your local produce department. I predict they will be the “new citrus fruit” this season.

Here is a little known anecdote about them. One of our California State Universities, Cal Poly San Luis Obispo, has a very active and world-renowned agriculture business department. Each year, students in the ag-business program participate in the NAMA (National Agri-Marketing Association) competition. Dozens of teams from various ag schools around the country compete each spring by developing and presenting a marketing plan to a stiff panel of judges from the business world.

This past spring, the Cal-Poly NAMA Team submitted a business plan for Seedless Lemons. Actually, they won the national competition (for the 8th time in 22 years)! We are so proud of the team – you can read about the story here.

Interestingly, it was about 30 years ago that this same NAMA team from Cal Poly collaborated with Frieda’s Specialty Produce to put together a marketing plan for a then little-known product: Oriental Stir-Fry Vegetables. And guess what? They won the national competition that year as well, and the product became one of our best-selling produce items.

I will be looking for Seedless Lemons at my local store, as I know it will save me time in the kitchen. They will be in season for about 4 to 5 months.

Tonight, like Jewish families around the world, my family and I will be lighting the Hanukkah candles to commemorate the Festival of Lights. We will do so for eight nights, adding an additional candle each night, until our Menorah (candelabra) is completely filled eight days from now.

We wish you a Happy Hanukkah, a Merry Christmas, a Happy Kwanzaa and a Healthy New Year!

With only 10 days left until Christmas, many people are struggling to find the “perfect gift” for a family member or close friend.

I don’t like the “mandatory” gift giving. You know what I mean. A friend of yours lets you know that they bought you a gift — putting you on notice that you better get them something too.

Over the years, I have gotten much more pleasure from thoughtfully selecting a gift that reminds me of someone (even if it’s not for a special occasion), than buying a less thoughtful “mandatory” holiday gift.

This is exactly what I did in Texas this past weekend. I walked into a boutique bath shop and was reminded of my friend M. So, for no special reason, I surprised her with a few soaps and bath salts that I knew she would love and matched her “girls only” bathroom at home. My note to her was just “Thinking of you.”

Better yet, when you have friends who really have EVERYTHING, why not celebrate them and your friendship by making a donation to a cause that you both find important.

One of the great things about my mother, Frieda, is that she is an amazing “clipping service” for me. Thanks to the Internet and email, if she reads an article of interest, she can forward it to me with two clicks. Instead of being annoyed with her regular stream of emails saying, “Thought you would find this of interest,” I have actually begun to open her emails with great anticipation and glee as she forwards me so many interesting things.

Last week, she forwarded a December 4th Op-Ed piece from the New York Times entitled: “Gifts That Say You Care,” by Nicholas D. Kristof.

That’s exactly how I feel. No more silly gifts for people who don’t need them. Share a little bit of wealth by significantly improving the quality of life for someone you do not know.

Now, if this seems too impersonal for you, or you just HAVE to bring a gift – try what my good friend Betsy does. This weekend we will be attending her holiday party and each of the guests must bring a “white elephant” item. White Elephant? Yes, we can clean out our closets or garage and find an item or two that is “like new” that we do not want or need. We wrap it up (to disguise it) and do a modified gift exchange.

What a great way to share the love! From my family to yours, have a happy, safe and peaceful holiday season.

A little peace here. A little peace there. And perhaps someday peace everywhere.

I was in San Antonio this past weekend visiting with friends and I was so happy that the hotel we were staying in had a good gym. (The Embassy Suites around Texas are pretty decent.)

So, early Saturday morning, after a swig of coffee, I was down at the gym. There were not too many people working out, but there was one energetic woman running on the treadmill, sweating like crazy.

As I started my treadmill walking-backwards routine, she and I began talking. Turns out, Julie (that’s her name) was in town all week for a national oncology conference. Julie is 35 years old, and a research doctor for a large pharmaceutical company in Boston.

Not sure how we got on this subject, but she told me that she has always been an avid runner. However, about two years ago, she woke up and could not move her lower body.

Turns out she had developed hip dysplasia. (I honestly thought only dogs got this condition. Learn more here.) After more than a dozen surgeries on her left side and one surgery on her right, she was told she would never walk, let alone run again.

But, she told me that one day, she decided she was going to stop believing what her doctors told her and threw her cane out the window! (No, she did not hurt anyone.)

And she started pushing herself to walk, and then finally run. She shared that her normal workout is two hours a day running on the treadmill and one hour of weight-lifting.

I was inspired beyond belief as I talked with this amazing woman. Just two years ago she could not get on a treadmill or do simple things that I take for granted. She just said, “I can.” No matter what obstacle was in front of her – she overcame it.

So I decided right then and there, that, I too, could do what seems impossible to me. Being fit through regular exercise is such an important part of being healthy that I decided if Julie could do it, then I most certainly can.

Will you join me? As we go into the craziness of the holidays and the New Year, I challenge you to make a commitment to your own personal fitness. Make a commitment to a regular exercise regime. I know it is different for each of us, but make a commitment.

The wonderful thing about this time of year is that California-grown citrus is in season and is being harvested daily!

I have so many friends who are growers and I have learned that freshly harvested fruit can taste completely different (and better) from fruit that has been in storage. From November through March I love to try different “new crop” citrus.

Last year I wrote about some wonderful things happening in the orange and mandarin world, and as each week or two goes by, different varieties become available in your local supermarket, and especially at the farmers market. You can find out more about the mandarins and their seasons here.

Well, the same applies to grapefruit. Of course there are the usual white or pink grapefruit varieties. Unfortunately, grapefruit has gotten some bad press in the last few years. Although this doesn’t apply to every person or prescription, there has been a lot of press highlighting the negative interactions grapefruit has with certain cholesterol-lowering medicines.

But for most people, eating grapefruit is just fine. It is refreshing, and of course, almost everyone has heard of the “grapefruit diet,” so if you are trying to lose weight or get in shape, there’s a good chance that you might be eyeing those grapefruits during your shopping trip.

Earlier this week I took a road trip with two colleagues and we ended our day in a grove of Oroblancos. Oroblanco (translation from Spanish: “white gold”) is an amazingly delicious low-acid white grapefruit.

You can see that the outside rind is a pale green – which might lead you to believe that it is not sweet and ready to eat. But I can tell you, the fruit’s flavor was amazing. Juicy. Low acid. Mouth watering. Even though the outside rind is green. Color is not an indicator of ripeness and sweetness. Actually I was reminded yesterday that there are citrus standards for picking fruit, which are regulated by the California Department of Agriculture. Our grower told me that they have to measure the sugar (called brix) before they can even harvest.

As we stood in the citrus grove at dusk, enjoying Oroblancos, I was reminded of my mom. As I told our grower friends, many years ago my mother proclaimed that Oroblanco is her favorite fruit and each year she can’t wait for the season to begin.

So, we grabbed a few empty mesh bags from our grower’s truck and we started harvesting Oroblancos. We put two large bags of them in the trunk of my car. I knew my mom would enjoy them back at the office.

I couldn’t help myself – and decided to harvest a few other samples… I picked some Moro Blood Oranges (Even though they are yellowish orange on the outside, you can see that the inside has the trademark dark red color.), some seedless and variegated lemons and a giant Buddha’s Hand Citron.

As the sun was starting to set, we couldn’t help but stop and enjoy the beautiful view. I recently got a new camera and am enjoying taking photos for our picture library. Here is a view of the orchard at nearly 5 o’clock in the afternoon. It was 50 degrees and you could tell winter was just around the corner.

Well, this city girl sure enjoyed her trek into the country this week. And the best part is that I have plenty of Oroblanco grapefruits to enjoy now that I am back home.

So, when you see Oroblancos in your supermarket produce department or at the farmers market – and you are wondering if that green-tinged skin means they are ripe – take a chance and buy one. You won’t be disappointed.

And – for an easy recipe, try one of my favorites: Oroblanco Sorbet (from my Purple Kiwi Cookbook).

I was giving a tour of the Frieda’s warehouse last week, and as our visitors walked through the refrigerated coolers, opening boxes and asking questions, one of them asked, “What do you do with those cute little things?”

I explained to her that Horned Melons (aka Kiwanos) taste like a combination of cucumber, lime and banana (but are a little slimy), and they make a great conversation piece. (We actually have a fun little video about these odd fruits on YouTube.)

As I spoke, an idea popped into my head. Wouldn’t these Horned Melons, and many more of our unusual looking fruits, make great centerpieces?!

In addition to the decorative pine needles, you can also see a few Cinnamon Sticks, which add to the wonderful smell.

And depending on what you use to mount these exotic fruits (you can use bamboo skewers), this is also an edible centerpiece!

As you get your home ready for the holidays, whether you are hosting a party or just sprucing up the place, don’t forget the produce department for some fresh inspiration!

I was giving a tour of our warehouse last week, and as our visitors walked through the refrigerated coolers, opening boxes and asking questions, one of them asked, “What do you do with those cute little things?”

I explained to her that Horned Melons (aka Kiwanos) taste like a combination of cucumber, lime and banana (but are a little slimy), and they make a great conversation pieced. As I spoke, an idea popped into my head. Wouldn’t these Horned Melons, and many more of our unusual looking fruits, make great centerpieces?!

In addition to the decorative pine needles, you can also see a few Cinnamon Sticks which add to the wonderful smell.

And depending on what you use to mount these exotic fruits (you can use a bamboo skewers, which can be purchased at the grocery store) – this is also an edible centerpiece!

As you get your home ready for the holidays, whether you are hosting a party or just sprucing up the place, don’t forget the produce department for some fresh inspiration!

Yes, I had to pass up the chance to personally meet Diane Keaton earlier this week. It all came about as a result of my last post on Finger Limes (aka Lime Caviar).

Well, I really should start at the beginning of the story, which was about 20 years ago. I forget exactly how I was introduced to Chef June Pagan, but it was through a mutual friend. June ended up cooking at my house several times (20 years ago) and what I liked best about her was her quest to use only the freshest and healthiest ingredients. She calls it “clean cooking.”

You can check out her website here, www.junepagan.com, and what you’ll see is her personal quest to optimize flavor, health value and cost for those people she personally cooks for.

June and I lost touch with each other (as we were busy having families, etc.) and we somehow reconnected a few years ago. I invited her to our offices, as she had developed some new products and wanted my feedback.

In preparation for her visit, I told my team that she was the personal chef to Hollywood celebrities like Sally Field, Al Pacino, Diane Keaton, and Elizabeth Taylor. Yes, THAT Elizabeth Taylor (RIP).

Actually, June revels (in a very low-key way) about how Elizabeth Taylor’s favorite was the “Fried Chicken” that she created for Ms. Taylor when she needed to lose weight before a movie shoot. (June loves challenges.)

(I have to admit that part of the reason I wanted June to prepare recipes for us was because I thought it would sound amazing to say that she cooked for all those hip and cool celebrities…and my family!)

June and I continue to exchange emails, visit every once in a while, and at the holidays she often sends me samples of her gluten-free, sugar-free holiday goodies. And she subscribes to my blog.

So earlier this week, after she read my blog post on Finger Limes, she wrote to me:

I wrote back to her that in her area, she should probably go to the Santa Monica Farmer’s Market.

She then shared her newest passion, the Urban Survival Kitchen, a program that is in the early stages of development and hopefully, will be incorporated into the CASAA program (Culinary Arts and Sustainable Agriculture Academy) at Venice High School here in So Cal. It’s designed to help teens learn how to access and cook inexpensive but healthy and tasty meals for themselves and their families.

And now, back to Diane Keaton. Since June used to cook for Diane, she planned to meet up with her at the local bookstore on that particular evening and invited me to tag along. She was going to ask Diane about supporting her new project, The Urban Survival Kitchen.

Unfortunately, I already had other plans for the evening, but it’s always good to know that whether I want to learn how to make healthier recipes (be sure to check out her website) or I want to be introduced to a celebrity, I can always call June.

About 14 or 15 years ago we got some very interesting visitors: Two ladies who managed the Citrus Variety Collection at the University of California at Riverside — Tracy and Tootsie. (Tootsie has since retired, but I had the great pleasure of touring the Citrus Collection with Tracy earlier this year . . .following her in her Volkswagen Bug around the citrus groves.)

Tootsie and Tracy brought us dozens of samples of all kinds of new citrus varieties that were either growing or being developed there. As it turns out, this very Citrus Collection is considered the world’s preeminent repository of citrus rootstock and varieties and due to my mother’s long association with the University in Riverside, we got to preview what was up and coming.

One of the more fascinating citrus items they showcased were Finger Limes, which we have lovingly called “Lime Caviar” because of the miniature pearls of lime that ooze from these finger-shaped fruits when you break open the skin.

I admit that they are super tart. In fact, I learned to roll them around in my mouth for a few seconds (they maintain their round shape), before crunching down on them.

Six years ago, as I was walking the exhibit halls of Fruit Logistica (an international fresh produce trade show) in Berlin, Germany, I came across a grower of Australian Finger Limes. We tried and tried to get a permit to bring them into the United States, but to no avail.

Fortunately, we began working with several growers in Southern California who have planted a few Finger Lime trees and they are now being harvested.

Finger Lime trees are quite interesting. They are small bush-like trees with many thorns. I swear the thorns are there to protect those darling little limes. During a tour of a Finger Lime grove in Ojai, California, last year, the grower let me know that they have bears (yes, BIG BEARS) in their citrus grove, so I was a bit nervous after I saw a giant pawprint in the ground.

But what I learned about Finger Limes is that in order to harvest them – you shake the trees! Tarps are placed on the ground underneath the tree before the shaking begins, and because of the thorns, that is the best and only practical way to harvest them.

I do have some bad news about the Finger Limes. They are SUPER expensive. There are only a few growers and with the high cost of land, the expensive root stock and the small yield from each tree, they cost a pretty penny.

You may (and that is a big MAY) find them on the menu of a very upscale, chic restaurant. (Although I am not a big oyster eater – I’ve heard that chefs love to pair them with oysters as a garnish or topping.) Or you may find them in an upscale retail store or at a Farmer’s Market if you live in California.

They are probably packed in 4-ounce packages filled with dozens of tiny Finger Limes. Don’t be surprised if they are priced at close to $20 a package — which probably equates to 50 cents a lime.

My recommendation is to buy a package and share them with friends. Use this “Lime Caviar” instead of fish caviar on crackers with cream cheese. Or drop a few pearls of Finger Lime into a Martini at your next dinner party – and have a real conversation starter when your guests ask, “What’s that floating in my drink?”

And if you want to find out more about the Citrus Variety Collection at U.C. Riverside, check out this link to the 60 Minutes Show that aired on Sunday, November 27. You can also find out where the most top secret Swiss flavor developers in the world go to get their citrus flavors! (Click here to watch “The Flavorists” on 60 Minutes. It’s the second story — about 16:30 minutes in.)

To me, Thanksgiving is a mix of old traditions and new traditions. And it’s OK to be personal and unique.

As I am leaving for Dallas to be with my husband’s family for Thanksgiving Day, many people in my office have stopped by to say goodbye. I am struck by all the different personal traditions there are, just in our office.

One team member is flying to Colorado to be with her only daughter. Her daughter lives there and she is making dinner for her mom.

One team member is going to stay home with his wife and daughter. “Too much drama at the regular family dinner.” (Hmm…familiar?)

One team member is taking her family and going to a friend’s house. Just two families making a new tradition of thanks.

Someone else is inviting a few friends over for a potluck, but on Saturday, as that day is easier than the traditional Thursday.

Two of my fellow workers are flying to Costa Rica on Thanksgiving Day (OK, I have to admit that one is Costa Rican). I overheard them talking about what kind of “Thanksgiving Dinner” they will enjoy – in a country outside the U.S.

Each of these different approaches to Thanksgiving celebrations tells me that in the hustle and bustle of 2011, a few people have figured it out. It’s OK to have your own tradition.

When I return from Texas, my immediate family and a few friends will gather at our house on Saturday for our Thanksgiving dinner. The last few years, my two daughters Alex and Sophia have helped me cook, and this year they want to start early with me. Maybe we have the beginnings of a new tradition.

One thing is for sure. At my house, we will have lots of fresh fruits and vegetables — whether it’s a green salad, roasted fingerling potatoes, freshly made cranberry relish or roasted Brussels sprouts.

I’m a big believer in continuous learning. Every year, I make sure I sign up for a few professional development seminars, and pick a few good business-related books to read.

Fortunately, I get a lot of outside ideas from my CEO group, Vistage. (Read my previous post about Vistage here.) At most of our monthly meetings, we have an outside, world-class speaker who shares state of the art information with my group. Whether it’s on sales, the economy, finance, or personal health, it’s a great way for me to stay current on what’s going on in the business world.

Once a year, Vistage hosts an annual conference and last November I attended the three-day event in San Diego.

The speaker on the first night was the amazing and world-famous Guy Kawasaki. If you’ve been around the business world for a while, you’ve probably read one or two of his books. “The Art of the Start,” “The Macintosh Way,” and “How to Drive Your Competition Crazy” are just three of his titles.

But what is really fascinating about Guy is that he was the Chief Evangelist for Apple Computers. He started working in the Macintosh (aka MAC) division in 1983 and his mission was to convince developers to create Macintosh-compatible products. He was the MAC guru.

So at the Vistage conference, he was there to talk about his soon-to-be-published book, “Enchantment.” When he took the stage and started describing the art of enchantment, I was mesmerized.

Guy defines enchantment as the process of delighting people with a product, service, organization or idea.

He talked about real stuff. How to smile. (There is a way to tell if you are sincere.) How to dress and why you should not over or under dress. The importance of storytelling. He spoke for two hours and he was truly Enchanting.

And like many people do, I got busy and never got around to ordering it. Thank goodness for my good friend Tina. When my birthday rolled around last month and I invited a few friends over for dinner, she walked in the door with a beautiful ribbon wrapped around the gorgeous bright red covered book.

Tina and I share a love of books and we often chat about our latest finds. (I admit she is a much more voracious reader than me.) We had discussed Guy Kawasaki’s latest book many times. So, I literally beamed ear to ear when I saw my gift. How perfect.

Steve Jobs, founder of Apple, had passed away just a couple of weeks before my birthday, so everything APPLE and MAC was top of mind. I imagine when Steve and Guy worked together, that as driving and relentless as Steve was, Guy was there to balance him. Guy was the schmoozer, the charmer. The one who took the time to talk to clients, developers and many others.

It’s not a surprise to me that he wrote a book called “Enchantment – The Art of Changing Hearts, Minds and Actions.” Isn’t that what Steve Jobs and Apple Computers did for the world?

“What happened to Thanksgiving?” She commented that everywhere she shopped (even before Halloween), all the stores were featuring Christmas decorations!

I know the feeling. It seems even before one holiday ends, the stores have already moved onto the next “Hallmark” holiday. This weekend I noticed the Christmas decorations were up at my local Costco (and they were handing out shopping flyers for “black Friday.”)

But, I’d like to ask you to pause and think about what Thanksgiving stands for. To me, it’s a time to truly give thanks. Thanks for having food on our table. For having family and friends who accept us for who we are. For having jobs or companies that we love and support us.

I find Thanksgiving a special and memorable holiday. It’s the one time during the year that I get to cook my favorite foods, try out new recipes and astonish my 25 family and friends by proving that I do have time to cook and remember how! Like most of us, my weekly schedule is packed with meetings, dinners, and other obligations that make it a bit of an inconvenience to cook a nice meal and sit down to dinner together.

So, once a year, I devote myself to creating a menu of long-time favorites combined with a few culinary surprises that I’ve never tried before. My family starts dinner at the early hour of 4pm, and everyone hangs around for 5 or 6 hours eating, nibbling and catching up. A few years ago, we started the tradition of having our family dinner on the Saturday after Thanksgiving, which means everyone can go to their other family functions and relax on Saturday evening at our house.

For some, Thanksgiving is a hassle. You either have to set up your house for a large number of dinner guests, or you have to prepare food so you can go to someone else’s house. You have to change your eating habit for the day, as most Thanksgiving feasts are between lunch and dinner time. If you’re a college student, you are happy that you get a break from school, but it’s a hectic weekend to come home.

I challenge you to look at this year’s Thanksgiving as a time to reflect, give thanks and enjoy. Stop and enjoy this holiday. Don’t rush into Christmas, Hanukkah and Kwanzaa.

Find some traditional foods and recipes to enjoy. Do something as a family. And if you don’t have family, then do something with your friends and neighbors.

Don’t worry, all the hustle and bustle of the Christmas season will be waiting for you. I guarantee it!

Did you know that in the United States, the banana (the Cavendish variety, actually) is the number one consumed fruit? (For the rest of the world, the mango is number one.)

That probably explains why every single supermarket in America has a big display of bananas in their produce department. Most stores do not display the bananas near the front of the department – they put them in the middle or back — to make sure that you walk through the department and buy other things before you get to the bananas. (Trader Joe’s seems to be the exception, however, because they put their bananas in the front.)

I’m sure you can read anywhere about the nutritional information on bananas. High in potassium. Good source of fiber. All those basic facts.

But I doubt you can find out the correct way to peel a banana. Well, you are about to find out.

About 20 years ago, our production manager in the warehouse (Jorge Araujo) saw me eating a banana at my office. I was struggling with breaking the skin and ended up bruising the end of the banana. I didn’t have a knife to cut off the end.

Jorge told me that he used to manage banana plantations for a big grower in Central America and the natives told him the proper way to peel a banana.

I have lived in Seal Beach, California, since 1999. This small coastal town is located near the Queen Mary, between Long Beach and Huntington Beach (Surf City, USA).

You may not have heard of our sleepy little town until about 3 weeks ago, on October 12.

Sadly, you heard about Seal Beach because there was a senseless shooting spree at the Meritage Hair Salon in which eight people were killed.

That afternoon, I was on a plane to Atlanta, traveling to one of the produce industry’s biggest trade shows. When I landed and got to my hotel room, the text messages and phone calls started.

Had I heard there was a shooting spree near downtown Seal Beach? Over the next few days the information was a bit sporadic and it took a while to find out what happened. Of course I immediately called a few friends to check on them and it was on my mind the entire week I was gone.

You must know that Seal Beach is one of the quietest, quaintest towns in Southern California. We all joke about the crime report in the local paper. “Man seen lingering near the mail box on Main Street,” would be typical of the crime report. It is not unusual for my friends and neighbors to leave surfboards, luggage, golf clubs, etc on the front porch… It is such a safe community.

When I returned home after my trip, I looked through our local paper to find out the details, and did not recognize any of the victims’ names.

So, when I went to my weekend spinning (cycling) class, I was shocked to find out that one of the victims, Michelle Fast, was the 47-year-old sister of my spin instructor Rooney Daschbach.

I was devastated, as Rooney and his wife Claire are two of the nicest people I’ve ever known and we’ve become friends in the year or two I have been taking their classes each weekend. I knew they must be profoundly sad and in a state of shock. I didn’t know what to do. They were absent from the gym, so I finally emailed them a heartfelt note to express my condolences.

The weekend I returned from my trip, I went to the salon to pay my respects. There were beautiful flowers and memorials everywhere surrounding the building. Around the corner, some locals were selling T-shirts to benefit the victims’ families. The shirts had a big blue stylized heart.

Actually, the entire community of 24,000 people organized several fundraising events to raise money for the victims’ families: bake sales, silent auctions and a “Cut-a-Thon” where local hair stylists cut hair for free, in exchange for a donation. This entire weekend was devoted to the memory of the eight people who lost their lives and to their families.

A few days ago, I was told that Rooney and Claire were going to be at the gym this Sunday morning, and that there would be a spinning class in which we would ride to honor the memory of his sister.

So, when I walked into my cycling class this Sunday morning, wearing the T-shirt I purchase last weekend, my breath was taken away. Every person in the room was wearing the same T-shirt. I saw Rooney and Claire and we hugged and cried together. And then the 20 of us cycled for an hour to music that reminded Rooney of his sister. Happy music. Sad music. Angelic music.

After the class, Rooney and Claire and I talked. Michelle was the youngest of 6 kids and has 3 children of her own. It was lovely to hear how their family had organized themselves around supporting each other and Michelle’s kids.

Interestingly, Rooney told me that he was having trouble sleeping and was reading a book by a Jewish Rabbi, “When Bad Things Happen to Good People,” and it was helping him a lot. (Rooney is not Jewish.)

I have heard a lot about this book over the years and was so glad to hear that it was helping him.

Each of us will face the death of someone close to us in our life at some time. It may be after a long illness, or a sudden tragedy like the one that occurred in my sleepy little town. I don’t think there is any way to be prepared. And you will never know how you will react.

But what is important to know is that you will always have friends and family that are there to support you. And we all deal with these occurrences in our own way. And you never know when it will hit close to home.

As I continue my travels around the United States visiting supermarkets, I’ve noticed how all the cooking ingredients that are used for the upcoming holidays are now located closer to the front of the store. And the displays are bigger.

Pumpkin pie filling in cans, baking ingredients, bigger displays of potatoes and onions.

All this has made me start to think about what I’m going to make for my family’s Thanksgiving dinner.

Every year, about 25 members of my family and close friends gather at my house. We have the traditional roasted turkey. And my longtime friends, the LeBayon’s (they’re from France) always bring steamed lobster. A variety of salads, side dishes, and vegetables round out the menu. It’s quite a feast.

But the big decision for me each year is what vegetables to prepare. Being the “vegetable lady” puts a little pressure on me to be somewhat innovative.

This year, I’ve decided to follow the advice that my company has been giving to our retail supermarket customers. We call it Try This, Not That(sm).

Instead of promoting regular russet potatoes for making mashed potatoes, we suggest featuring fingerling potatoes for roasting.

Instead of a regular bread and fresh herb flavored stuffing, we suggest using ingredients like pine nuts and dried cranberries.

And for dessert, instead of serving apple pie, we suggest Apple Pie Crepes (which are lighter and less caloric).

It’s never too early to start planning your holiday meal. I hope you’ll experiment a little this year… If nothing else, maybe a new vegetable!

Imagine my surprise when I picked up The Wall Street Journal last Thursday, October 20th and found that the entire front page of the Personal Journal section had a drawing of the produce department.

Entitled “A Food Fight in the Produce Aisle,” the article quotes a few of our supermarket clients and talks about what a popular destination the produce department has become in American supermarkets.

I often write about my favorite fruits and vegetables and occasionally I write about important trends affecting our food choices. But, what was so interesting about this article is that because our nation has become more focused on fighting obesity (thank you, Mrs. First Lady Michelle Obama), it seems as if the produce department might have some new neighbors in your local supermarket.

Think about it. Have you noticed when you go into your local store, how different food items are now near the front of the store? Last week I was in St Louis visiting some Schnuck’s Markets (a family-owned, regional supermarket company), and noticed that the front wall of some of their stores have portable foods. You know, single serve salads, sandwiches, healthy beverages, milk, cut fruit and veggies. It sure was easy to grab my healthy lunch while I was there.

And in Southern California, I’ve noticed my local Albertson’s market has a whole section of “healthy and convenient” foods, plus fresh fruit juices, etc., right inside the door of the market.

That’s what this article talks about. Packaged food manufacturers who produce cheese, juices and other “non produce” items have realized that so many shoppers are spending more and more time shopping in the produce department, that they want their own products located nearby.

Well, obviously, the grocery stores cannot rearrange their entire store to have every department close by produce… Unless of course they make their store circular and put produce in the middle. (Actually several chains have tried this with mixed results.)

But, as you make your regular shopping trip to the market, look up from your cart. You’ll notice that the location of your favorite products may have changed. Supermarket executives know that time is the most important commodity to all their shoppers and they are trying to adjust the layout of their stores to be more “shopper friendly.” That’s why most markets have coolers filled with bottled water and other beverages nearby the checkouts.

Well, you might be asking yourself, “Why are the bananas usually at the back of the produce department?” That’s because supermarkets know that bananas are often the No. 1 most purchased fruit. They know most shoppers, if they have to walk through the entire produce department to get to the bananas, might find a few other produce items they want to purchase.

I encourage you to read the entire article here. It will give you some insight into the “behind the scenes” work that is always happening in the supermarket business.

Ever feel like you are on that hamster wheel of life? You know what I’m talking about. You get up in the morning and race around the house, grab a quick bite, and jump in your car. You speed to the office and begin your day by checking hundreds of emails, many of which are really spam, but you are forced to read anyway, and delete.

After all those emails, then you begin your real work of the day. But you are starving, and down a quick donut or cookie that someone left at the coffee machine. Your intentions were to eat healthy foods all day – but you are starving. You gave into temptation.

And then, at the end of the day, if you remembered to bring your gym clothes with you, you stop at the gym for a quick workout. By the time you get home you are starving, and instead of taking the time to prepare a healthy dinner, you stopped at your favorite Italian or Chinese restaurant and picked up some take-out to gobble down at home.

That schedule is pretty much what happens to me and my family on a daily basis. And I don’t think we are alone.

A few months ago, as I made my every-few-days food shopping trip to the grocery store, I began to eye those pre-cut fruits and vegetables that my local Ralphs has on display.

Since I don’t have time at 5:30 a.m. to cut up fruits and veggies for me and my daughter Sophia, I have started to buy some of our favorites, already prepared for me.

Clear plastic tubs filled with cut celery and carrots (with water to keep them fresh). Fresh Costa Rican pineapple, hand cut into chunks. Apples cut into slices and packaged in individual serving bags. Bananas at various stages of ripeness. Individual 1 oz. boxes of dried cranberries and raisins.

I have found that I can give my family healthy choices for their morning and afternoon snack times, and for their lunches, by spending a few extra dollars and getting them “cut and ready.”

I know that some consumers may prefer to save the money, and buy whole fruits and veggies to cut up when they get home, but for the time-deprived working moms and dads, I say that it’s worth it to buy pre-cuts.

Since I asked my 17-year-old daughter what fruits and vegetables she wants packed in her lunch, and we searched the produce department together to find them already prepped for us, her diet (and mine) has changed completely. Each day, we both take a total of 5 servings of fruits and vegetables with us when we leave in the morning.

No more temptation from donuts, cookies and flavored drinks at the office or at the school. We are both eating healthier.

As you are trying to figure out how you can improve your eating habits, and balancing your concern for eating healthy, with the limited amount of time you have, consider spending a little extra and purchase pre-prepped fruits and veggies at your local store.

Oh, one more benefit. Since I buy almost all my produce pre-prepped, I find that I am throwing out far less. My refrigerator is no longer the rotting drawer.

Like many people, I work out at the gym multiple times a week. Two or three times a week, I work out with a personal trainer. I find that by having an appointment (that costs me money), I am much better at keeping that appointment and working out, than if I try to go it alone. The same applies when I have a workout buddy.

I have been working out with my trainer, Ikumi, for 8 months. With my heavy travel schedule, I sometimes feel like I take two steps forward and one step back, because I have a hard time maintaining a consistent workout schedule.

So, last Thursday, was no exception. I had gained a couple of pounds after 5 days out of town.

So, Ikumi decided we would do an intense “bootcamp” workout, instead of our normal weight training.

About halfway through my 60 minute workout, I was holding a 20 lb. weight in each hand, and having to do a rather challenging move. It was so hard.

And, I found myself saying out loud, “This is so hard. I can’t do it. This is so hard.” I actually was near tears.

And then Ikumi told me to change my self-talk. She told me that I was telling my body to react to my negative talk. She told me to say “I can do it. This is easy.”

Reluctantly, I did that. I said out loud, “I can do this”. I made myself smile. And the weirdest thing happened.

My workout got easier. It was not so hard. I was able to hold the intense moves for 10 to 15 seconds, where before I could not.

As we start our week, I am reminded of that great lesson I learned during my workout last week.

Simple words and thoughts can determine our success. So next time, if you are saying to yourself or out loud “This is hard. I cannot do it. This is a difficult goal.”

I’m sure it has happened to you. You have a project that you need completed. So you pass it off to a coworker and ask, “Can you take care of this for me?”

And, then they complete it and give it back to you. And it’s wrong. It’s not the way you wanted it. It’s not formatted the way you thought it would be. They went in the complete wrong direction.

Is it my fault, because I did not give clear expectations? I did not tell the person I delegated it to that I wanted it formatted a certain way. I wanted the font bigger. I needed more information included. No photos or graphs. My deadline was Tuesday at noon, because I needed to send it to a client that afternoon.

Or, was it her fault? She didn’t ask me clarifying questions. She didn’t ask me if I had certain expectations or how I was going to use it. She didn’t ask me for an example of a previous presentation or the format I liked. She did not ask me the purpose.

Well, I would say it was both our faults. Communication should always be two ways.

How often has that happened to you, whether it is in your personal life or at work? Probably more often that you would like. Makes you just want to do everything yourself, because it’s easier that way, and after all, no one can do it just the (perfect) way that you do.

The best way to be efficient and effective in your life is to decide what you are really great at, concentrate on those things, and find someone else to do the rest. Whether it is a coworker, an assistant, a spouse or helper, delegating can really make you more productive.

But, and this is a huge BUT, you have to take the time to give thorough instructions, allow the other person to ask clarifying questions, and test for understanding. Always agree on a deadline (ASAP is not a deadline). A deadline has a day and time attached to it.

Don’t get frustrated with the other person when they ask you questions. And remember, over time, most tasks and projects have some sort of similarity to them, so if you continue to work with the same person on your projects, they will learn your hot buttons, what your expectations are for deadlines, and they will get faster.

This week, I am being an active citizen. I am in Washington, DC, along with about 500 of my produce industry colleagues at our industry’s annual Washington Public Policy Conference.

This afternoon, we will all converge “on the hill” visiting our own Senators and Congressmen to share our opinions on important issues to our industry.

One of my favorite parts of this 3 day event is when invited guests speak. This morning’s speaker was Senator Tom Harkin of Iowa. It was 10 years ago, at this very event, that Senator Harkin proposed a “wild and crazy” idea. He said:

“What if we develop a program that gives free fresh fruits and vegetables to school kids?” When he brought this up 10 years ago (in 2001), I kind of laughed. It sounded a little crazy to me and I really didn’t understand the implications.

This morning, Senator Harkin told us the genesis of this idea. His kids were attending a Montessori School and the teachers gave out fresh fruits and veggies as snacks to the kids around 9 am. The teachers reported that kids get hungry about that time of the day, which causes them to get grouchy and disruptive. When the teachers gave them healthy snacks (like fresh fruits and veggies) they calmed down, were more focused and had an easier time learning. Sugar-laden snacks like cookies did not have the same positive effect.

I was fortunate to be a spokesperson for our industry and the following year in 2002, I gave testimony to the U S Senate Agriculture Committee on the benefits of “The Fruit and Vegetable Snack Program” (we had given it a name). At that time, the program was a test in 4 states.

Well, fast forward to 2011 and the program receives more than $150 million dollars through the Farm Bill, and students in schools in all 50 states are now offered FREE fresh fruits and veggies on a regular basis.

And, now that I think about it, I do the same thing every day. Each morning, I pack myself baggies filled with cut up celery, carrots and cucumbers plus an apple. And each day, about 9 am I start munching on them. Even though there are not a lot of calories, I find that I feel full and satisfied with my fresh fruit and veggie snack. It holds me over until my lunch about noon.

Why don’t you try this yourself? Start packing cut up fruit and veggies and enjoying them during the morning. I bet you’ll be more productive, less grouchy and you’ll be doing your part to help change the way America eats fruits and vegetables.

And, for Senator Harkin – he is now the Chairman of the Senate Health, Education, Labor and Pensions Committee. Someone in our audience pointed out to him that by eating a diet filled with fresh fruits and vegetables, we would actually make our nation healthier and reduce our healthcare costs. Senator Harkin paused for a moment and turned to his aid in the back of the room, and said, “That’s a great idea.” He thanked them for the idea and said he planned to use it.

I often write about shopping in supermarket produce departments because that’s where most of us buy our fresh produce.

But I am fully aware that about 50% of average American meals are consumed outside the home … That is, when we go out to eat.

Whether it’s picking up coffee at Starbucks or McDonald’s on our way to work, grabbing a salad for lunch at a restaurant (because we were too busy to pack a lunch), or going out to dinner with our family or friends, most of us eat quite a few of our meals outside our homes.

If you are not a part of the produce or restaurant industry, you may not be aware of what’s going on.

There is actually a movement that has been brewing for about 10 years. It’s a movement for restaurants and fast food places to consistently offer healthier eating options on their menus. And I’m not just talking about more salads.

Whether it is First Lady Michelle Obama working to get Salad Bars in Every School to encourage children to have healthy choices at lunchtime, or the produce industry working with the restaurant industry to double the amount of fresh produce consumed in restaurants by 2020 — a groundswell is happening almost everywhere.

That means, when you go to McDonald’s with your kids, they will get some apple slices instead of all French fries. It means at Subway, you have baby carrots and sliced apples as options (instead of chips). And when you go to an Applebee’s, Denny’s, Mimi’s, Panera, California Pizza Kitchen, Starbucks, Jason’s Deli or any of the chain restaurants that seem to be in every city, you will have significantly improved healthy choices when you order.

It may not be obvious to you until now. So, next time you go out to eat, whether it is an elegant dining experience, or a quick “meal on the go,” I encourage you to check out the fresh vegetable and fruit choices when you order. If each of us makes healthier choices when we dine out, we will be contributing to a healthier lifestyle and setting a great example for the next generation.

As you shop at the grocery store each week, you may or may not have a sense of the seasons.

If you are paying attention, you will notice that in late May through September, there are sizable displays of aromatic fresh tree fruits like peaches, nectarines, and pluots. In the next few weeks, those displays will be reduced or eliminated, as the California growing season ends.

And taking their places will be all kinds of apples and pears. In late August and September, all across the country, apple harvest is taking place. It takes a few weeks for the harvest, washing, polishing and packing process. Then they are shipped to supermarkets across the country. I can’t wait to walk into my local store and find my new apple favorite, Honeycrisp.

But if you walk past the potato tables, you probably won’t notice any big changes. There seem to be the same piles of 5 lb. russets, 10 lb. russets, whites, reds, etc. You may think that potatoes do not have seasons.

But that could not be further from the truth. Actually, this is the time of year when some of my favorite potatoes are freshly harvested and near peak of season.

I’m talking about the fingerling potatoes, baby and little potatoes. They come in many shapes and sizes. From outside skin that is yellow, red, purple or white (or a mix of several colors), to internal flesh that is white, yellow, red or purple.

They may be perfectly round, or flat and round, or they can be as long as your finger — thus the name “fingerling.”

There are many things to love about these smaller potatoes: They are more bite-sized, faster cooking, and many have unique flavors and textures.

One of my favorite potatoes is the Organic Klamath Pearl Potato, which was developed in cooperation with the University of California and is grown in the wetlands near the Oregon-California border. I recently learned that they have just been harvested and our first shipment of the season will arrive at our warehouse on Monday!

A few years ago, when we first introduced this potato, our grower personally delivered samples to about a dozen chefs in the San Francisco Bay area. Each chef immediately called us wanting to offer them on their menu, because they were small and round, did not soften or get mushy when boiled, yet were fantastic mashed, and had a delicate, nutty flavor.

And, as with all my product stories – the grower we work with is a delightful individual. I have spent a lot of time with Dan – and we still laugh about our first meal together. We were having breakfast together at a produce convention and it was my turn to order. I ordered an egg white omelet and requested, “Instead of potatoes, can I get fruit?”

I then got a horrified look from Dan… I had just refused my host’s potatoes! Fortunately, he was very understanding and I now make sure to order potatoes FIRST before the rest of my meal.

I hope when you walk by the potato display at your favorite store, you stop to look at all the variety and try a new potato. Dan will be very happy you did.

Back in early July, she was diagnosed with breast cancer (invasive ductal carcinoma). Fortunately, it is a slow-growing cancer and after seeing a team of doctors (an oncologist, a surgeon, a plastic surgeon, a radiologist and her regular ob/gyn), it was decided that she could delay her surgery for 2 months and spend almost two weeks in Kauai celebrating her 25th wedding anniversary with her husband Doug. Her surgery is this Tuesday, September 20.

Well, let me tell you, having your little sister/business partner/best friend tell you she has a lump in her breast, and that she has breast cancer … it really rocks your world.

For me, it was a Friday afternoon, and immediately following our conversation about her cancer, I had to go back into a meeting. My mind was racing and I found out weeks later that I missed a great deal of what was discussed in that meeting.

I spent the next few days alternating between crying, worrying that my sister was going to die (she isn’t), and trying to sort out why it happened. (Actually, she did test positive for the breast cancer gene BRCA1.) It was very emotional – and in great part, it was quite stressful because Jackie had told me not to discuss this with anyone, until she could tell both her kids.

Thankfully, Jackie is the logical, methodical one in the family. Within two weeks, she had a diagnosis, had selected her doctors, had a treatment plan, and was able to tell both her kids.

She sat me down and said, “Karen, please do not worry. I will be fine. And since there is nothing you can do to cure me of cancer, there is no reason to worry. What I need you to do is cover for me at work, while I am off getting cured. And take care of yourself.”

Well, that was a good assignment. Don’t worry. I’ve had a lot of time to think about that one. I promised myself that I would stop worrying about something when there was simply nothing I could do about it. Whether it was Jackie’s breast cancer, or the illness of another friend, or other situations that I was presented with – I decided “I will not worry.”

I also went to see a therapist. A good friend of mine, Lois, is a well respected therapist and I went to see her within a week of learning of Jackie’s diagnosis.

Lois told me, amongst many things, about the importance of hugs. She said that although doctors are good at treating the physical aspect of cancer, they are not always aware of the emotional treatment. Lois told me:

You need 4 hugs a day to smile
You need 8 hugs a day to feel alive
You need 12 hugs a day to thrive

So every day for the last 2 months, when I saw my sister at work, we would hug. She let everyone at our office know that they had her permission to give hugs and to remind her to smile.

Jackie’s prognosis also had an interesting effect on both Jackie and me. It put our entire lives in perspective. I noticed that we did not get stressed out about the things we used to. I found myself being much more patient with Jackie (and everyone else around me). And I stopped doing things that did not make me happy.

One of the things that makes me happy is doing things for others. So, I received Jackie’s permission to form “TEAM JACKIE” for an upcoming Breast Cancer Walk in Long Beach. The walk is this coming Saturday, September 24. So, as Jackie is home recovering from surgery, I will be participating in this walk.

My goal was to get 53 people to walk with me (Jackie is 53 years old). As of today, we have more than 60 walkers! I had hoped to raise $5,000 in sponsorship money – I learned a couple of weeks ago that TEAM JACKIE is the top fundraising team with more than $31,000! I tell everyone that when they make a donation to support us, they are just sending love and healing thoughts to my sister.

Every one of us faces these kinds of challenges in our life. Someone close to us gets ill. Please consider my learnings:

And one last thought. From the very beginning of her diagnosis, Jackie decided she couldn’t change fate. She was not going to have any regrets. No pity party for her. She was going to face this challenge head on. In her words: “It is what it is”

During the last two weeks, two of my closest girlfriends have lost a parent. Both Barbara’s mom and Vivian’s father were around 90 years old and had lived a long and happy life.

So what do you do as a friend, when one of your friends has a death in the family? Many people don’t know what to do. They feel uncomfortable. They don’t know what to say. So, often times they stay away from their grieving friends.

A few years ago, an industry colleague (Mike) lost his 17-year-old daughter in a tragic car accident. I sent a sympathy card right away. And then I saw him at an industry trade show a few months later.

The first thing I said to him was that I hoped he got my card and that I was so sorry to hear about his daughter. But I was sure he really didn’t want to talk about it. He said to me, “Actually I do want to talk about it – it helps me. You’re one of the first people who asked.”

That was a big lesson to me. Many people who are grieving do find it helpful to talk about it. And for them, I’m sure it’s better than feeling your friends are all avoiding you.

For Barbara, who lives in northern California, I offered to help find a place to hold a luncheon following the funeral. A simple call to a restaurant and printing directions. Barbara felt the love.

For Vivian, we decided to go have lunch on Sunday afternoon – just the two of us – and it allowed her to tell me all about her last days with her father (who I knew) and to shed a few tears.

Some of us are also touched by close friends and family members who have burdensome health issues. Maybe you feel like it’s too personal to ask them about their condition or prognosis. You might be sure that they are too busy to receive your phone call or a visit.

My long time friend Barbie was diagnosed with a brain tumor last week. Instead of staying away, I checked with her husband and stopped by to bring her a card and bright beautiful sunflowers to brighten her room. I maybe stayed 10 minutes. I took another mutual friend over to visit her again before her surgery and she was so happy to have a visitor and a hug (even for just 5 minutes).

Don’t underestimate the power of human contact. A hug. A bright smile. A text message, email or phone call. All of these things can be critical in the recovery of those who are ill or are grieving.

So next time you have the opportunity to brighten someone’s day with a visit – take advantage of that opportunity! You won’t regret it. And quite possibly you could give them a special gift.

I remember years ago giving a tour of our warehouse to some friends. They were visiting from Wisconsin and wondered what my office looked like.

Our produce warehouse is over 80,000 square feet and much of it is refrigerated. As we walked through the different coolers, my friends commented that when they go to the grocery store, they didn’t give too much thought to where their food came from. They thought it came from the grocery store.

Fast forward 15 years, and most people give more thought about where their food comes from. Thanks to the Food Network and food bloggers, stories and videos about farmers and ranchers are everywhere. If you want to know how a product is grown, you can just “Google it.”

But most of us know that there are other sources of information. There are many organizations who share information (about farming and food, for example) that are NOT the farmers themselves. There are food advocates, consumer groups and more.

Sometimes I find that the information they share is not always the truth. It breaks my heart when I read stories like “the worst fruits and vegetables to eat.” That seems crazy to me. How can fresh produce be bad for you? Yet, there are thousands of consumers who read this information and assume it is THE truth.

News should be reported in a balanced fashion. And that’s why I was thrilled to stumble upon a newly formed group: The U.S. Farmers and Ranchers Alliance (USFRA).
According to the USFRA website, this is the first time agricultural groups at the national, regional and state levels have collaborated on the topic. The USFRA seeks to lead the dialogue and answer Americans’ questions about how we raise our food – while being stewards of the environment, responsibly caring for our animals and maintaining strong businesses and communities.

What I love about my first glance at their website, is that they are launching “Food Dialogues” on September 22, where you can be “at the party” so to speak, be involved in live conversations (on Facebook and via their own website).

A journalist, Claire Shipman and Chef John Besh will be facilitating the conversation. Anyone can ask questions about where their food comes from. And I hope there are people asking about what to do about misinformation.

So many of my friends are farmers. And they are also business people. They have families to feed and communities to support. It is always in their best interest to grow the healthiest food to help feed themselves and others. And they all do it in the most sustainable way possible.

So, I encourage you to check out this website and be a part of the conversation.

There is a place called Hatch, New Mexico — about 40 miles north of Las Cruces — where they grow these amazing chile peppers. They look similar in shape and color to regular green Anaheim chiles, but tend to be more flavorful and can be quite spicy, depending on the variety.

There is a French word “terroir” that describes the unique taste and flavors that a food item takes on because of the geography, geology and climate. It is most often used when describing wine and their unique flavor properties. For example, only sparkling white wine produced in the Champagne region of France can be called “Champagne.” The same thing applies to chile peppers grown at the elevation of 4,000 feet of Hatch, New Mexico. Some, say it’s magical.

Over the years, a large consumer following has developed for these amazing chile peppers. In fact, this weekend — September 3 and 4 – the Hatch Chile Festival is taking place in the small town of Hatch, and over 30,000 people from all over the country will attend to get their hands on those special chile peppers. One of the most popular attractions is the live chile roasting, which sends out a distinctly spicy aroma in the air.

The Hatch Chile season is relatively short – usually from early August through mid-September, so the festival happens at the peak of the season.

If you happen to live in Southern California, you may have noticed a growing trend of Hatch Chile roasting events at local supermarkets and public venues. It’s gotten to be quite the rage!

This year, my company decided to host a few Hatch Chile roasting events with one of our retail client-partners, Ralphs Grocery. Here are some photos taken at the events and you can see that by having an actual tumble roasting drum (kind of like the thing they pull raffle tickets out of, but with a large flame!), it creates a lot of excitement in the front of the store.

Since fresh Hatch Chiles are only available for about six weeks each year, many people will load up and buy 10 to 30 pounds at a time and freeze them to enjoy year-round. A few customers even purchased 90 pounds at a time!

It has become such a big deal, that one of my industry friends who heard about our Hatch Chile roasts sent us this email:

“Even Chili’s Restaurant has a Hatch Chile Hamburger on their menu here in Cincinnati!”

If you really love chile peppers (that would make you a “Chile Head”) and have a supermarket in your area that you think would be a good candidate to host a Hatch Chile roasting event in 2012, let me know!

As I wrote in my last post, we had five interns this summer. There was plenty of work for them and I kept reminding myself, and our regular employees, that our job was to teach these interns what it is really like to work inside a company.

Last week was our national sales meeting. Once a year we bring in our sales team from all over the country for training and team building. We’ve done this for many years and on their last night in town, I always invite them to our house for a barbecue. Thank goodness for my husband, Garry, as he took care of every detail this year. We had more than 30 people at our house – on the hottest afternoon of the year!

It was nice to see our team in a relaxed atmosphere, just sitting in the backyard, sipping their beverages, sampling appetizers, and chowing down on Garry’s famous dry-rub, grilled ribs and chicken.

I finally had time to make a plate for myself and I took a seat next to our interns, Anika and Dani. As we were chatting and reminiscing about all their activities this summer, they started telling me about one of their greatest lessons during their internship with us.

Both Anika and Dani admitted to me early on that it was hard for them to remember to smile. Their job this summer was on our Street Team, visiting local supermarkets and being Frieda’s ambassadors to consumers. They not only sampled exotic fruits and vegetables, but their job was to answer consumers’ questions and welcome them into the produce department. During our weekly update meetings in the office, they would always be reminded to smile.

Well, at our team dinner, they confided in me that now they can’t STOP smiling. Dani told me that she finds herself smiling when she goes to the grocery store (when she’s not working) and says hello to strangers while walking through the produce department. She said it seems natural to her now and she noticed how much happier it makes her feel. And that it seemed to make total strangers happy!

Anika told us that our family style barbecue was so much different from social events at another company she had an internship with.

I recommend trying to smile as much as possible. And make eye contact with strangers when you say “hello.” How can you be in a bad mood or unproductive when you have a big smile on your face?

These two college students reminded me of that. But, if you know me personally, you know that I always have a smile on my face.

If you read my blog last summer, you know that our company has an internship program where we invite college-aged students to work with us during the summer.

What each and every intern told us this year was that they were amazed that they did REAL work! No simple or “grunt” work at Frieda’s. Nope, we have so many projects that it’s all hands on deck!

I met with the group of interns when they started at Frieda’s and each week they had to write a report of “what they learned.” Then last week, I met with them all together to get their impressions of their internship experience. What amazed me the most? They told me it changed their lives! Each of them related that their career choice would probably change now that they have worked at Frieda’s. Here is what they learned in their own words.

Mitchell
Our first intern only worked for us for 12 days. Through a program at a local high school, we were thrilled to bring a high school senior into the office to learn what it is like. Mitchell was a referral from one of our employees.

Rachael
We were so slammed with work in early May (and none of our college interns were ready to start work) so I contacted one of the high school seniors I know and asked her if she wanted a part time internship. With no work experience, Rachael jumped in without hesitation.

Rebecca
Rebecca is a rising Sophomore at George Washington University and was home for the summer.

Danielle
I met Danielle at Cal Poly-San Luis Obispo when I did a guest lecture in April of this year. She was one of many students who contacted us about an internship. Interestingly, her uncle’s family is in the produce business which gave her a different perspective on our industry.

Anika
Anika contacted us earlier this year. She lives locally in Southern California but graduated from Bentley College in Massachusetts. She is going back to start her MBA in the fall.

I highly recommend offering internships. It’s a great way to give back, and you can get a lot of work done if you plan properly.

Late one afternoon last week, there was a bit of chatter in our sales department. One person challenged the group by asking, “Which of the more than 500 products we sell, do YOU personally buy at the supermarket?”

Interesting question. We sell so many crazy items, from Heirloom Tomatoes and Pine Nuts to Rambutan and Tofu. We’re so busy selling our specialty fruits and vegetables to retailers and foodservice distributors across the country, that sometimes we forget that we are consumers, too!

So, my coworker, Vicki came into my office and started telling me about her great experience with Frieda’s Crystallized Ginger. Vicki loves to go scuba diving, but has a tendency to get motion sickness. She was on a diving trip a few months ago and found that the crew had a large bag of Crystallized Ginger in the galley.

The captain told her that it helps people who get motion sickness! Ever since then, Crystallized Ginger has become a staple on her shopping list. And she packs it for every diving trip.

I also shared my story with her. Many years ago, I was on a supermarket bus tour in Seattle. The weather was warm and the roads were curvy. My stomach was not doing well, so I was relieved when we stopped at an Asian grocery store (the famed Uwajimaya). I found a large bag of Crystallized Ginger and purchased it right away. Munching on small pieces of ginger during that 3-day bus trek saved my sanity!

Do you know someone who gets motion sickness? Nothing can ruin a cruise or bus tour more than feeling queasy.

Fortunately, Crystallized Ginger is fairly widely available. It’s made from large chunks of fresh ginger root that are soaked in a sugar solution. When dried, it has a firm and chewy texture, similar to dried fruit. (Sometimes it’s called Candied Ginger.) And the spicy nature of fresh ginger is mellowed a lot by the sugar. A small piece can go a long way in calming your nausea.

Crystallized Ginger has other uses, too: You can chop it finely and add to cookies or fruit cake (if you make it for the holidays). A piece dropped into a cup of hot water, after steeping about 5 minutes, makes a delicious tea and it has the same stomach-calming effects. You can even use it in a stir-fry.

So, next time you are tempted to buy an over-the-counter medicine to calm your stomach, try something more natural. Crystallized Ginger is inexpensive and you don’t have to hide it from your kids!

Meyer Lemons seem to be the darlings of the citrus department. Domestic (U.S.A.-grown) Meyer Lemons are not in season during the late summer, so we bring them in by boat from New Zealand. Even though they are far from “locally grown” at the moment, we are still seeing an incredible demand for these beautiful golden-skinned fruits. (From January through June, Meyer Lemons are grown in California.)

Meyer Lemons are actually a cross between a traditional lemon and a mandarin (or a common orange). Native to China, Meyer Lemons were introduced to the United States in 1908 by an agricultural explorer from the U.S.D.A., Frank Meyer.

The outside skin is kind of delicate, so Meyers must be handled more gently than regular, thick-skinned lemons. We recommend keeping Meyer Lemons in your refrigerator for this reason.

But what makes them so special and in demand by professional chefs and home cooks, is their less-acidic, almost sweet taste. As the story goes, once you’ve tried the Meyer Lemon in cakes, sauces, pies and in lemonade, they will become your preferred lemon.

I was inspired to write about Meyer Lemons from a recent consumer email we received:

This is typical of the dialogue we have had with shoppers since we started Frieda’s Inc. 1962. A shopper looks for a fresh produce item at their supermarket and cannot find it, so they reach out to Frieda’s. Ever since we started putting our name and address and an invitation to write to us on our packaging, consumers have written to us asking us to help them out. And here is what we do:

If you write to us looking for a product and give us the names of the stores you shop at, we will actually contact those stores and ask them to stock the product for you! And usually it works. Most supermarket buyers understand the “lifetime value” of a shopper and don’t want to lose one over a missed sale. So they will order the product.

Is there a special fruit or vegetable that you wish you could find in your local store? Email us here and tell us the name of the produce item and the 2 or 3 markets you shop at (and your city, of course).

And, next time you are shopping for lemons, try the Meyer Lemon. You will be delighted!

Almost every person I know is on some kind of diet or has made a change in their eating habits to improve their health. I think we are all after the same thing. We want to look good and feel good. And when we go to the doctor, we want him/her to say our numbers look awesome! (Our weight, our cholesterol, our blood sugar, etc.)

During the last year, I have been successful at dropping a few pounds. Part of that success has been that I’ve added frequent exercise to my normal regime. Although it is a challenge to fit in a 60-minute workout 5 or 6 days a week, I have found that teaming up with a friend for some workouts, and finding an inspiring fitness instructor for others, has made a real difference.

Actually, in addition to how good I feel physically after a workout (and how nice it is to have my clothes fit better), I find that the 60 minutes I spend working out are good for my mind. It forces me to think about nothing other than my workout. It’s like a vacation for my brain.

But changing my eating habits has made a big difference as well. I took the advice of my fitness trainer, Ikumi, and cut back the amount of food I am eating. When I go out to eat – my goal is to share the meal with someone – or eat half, and take the rest home for the next day’s lunch.

I’ve found that I am actually eating most of my protein (usually fish) at lunchtime. The rest of the day, I eat lots of fruits, vegetables and grains.

Like most business people, I tend to go out to dinner a lot. Eating dinner out is problematic for me. The portions are large. During the last two weeks, I’ve eaten dinner out 6 times. Each time I’ve gone out – I’ve looked over the menu and surprisingly found a vegetarian meal choice. Usually it’s a platter of a wide variety of fresh vegetables and grains. Previously, I would have felt cheated if I went out to a nice restaurant and ordered a platter of veggies.

But with all the publicity about making half your plate fruits and veggies, it seems as if restaurant chefs are getting creative. And my choices have tasted fantastic.

On Monday evening, my husband Garry and I were in Laguna Beach attending the Pageant of the Masters and the Sawdust Art Festival. If you are ever in Southern California during the month of August, I highly recommend this event. It’s a 2-hour show of volunteer performers who create live renditions of famous art. (The last act is a performance of Da Vinci’s Last Supper painting.). It’s impossible to describe, so check out their website: www.foapom.com

We joined four other couples for dinner at The Lumberyard in Laguna Beach. Here is what my dinner looked like (sans the grilled Portabella Mushroom I snatched off the plate when it arrived):

Grilled jumbo zucchini squash
Grilled asparagus
Steamed spinach with garlic
Half a grilled artichoke
Grilled red and green bell peppers
Grilled portabella mushroom
Grilled Roma tomato halves
Grilled baby broccolini (which I prefer to regular broccoli)
Small cup of garlic aioli dip

Honestly, I could not eat everything on my plate. I was full and satisfied after the meal. And I didn’t feel stuffed or uncomfortable during the 2-hour performance.

Next time you go out for lunch or dinner, consider ordering a smaller portion, a meatless entrée, or an appetizer as your main course.

Every refrigerator has one. You know what I’m talking about. Those drawers where you put all your produce, with good intentions.

You go to the grocery store and see all that fantastic looking fresh produce, and purchase it with good intentions to serve it during the week. Then you end up being exhausted at the end of the day, and forget to use up what you bought.

So those cucumbers, cilantro, and grapes turn to mush. This is why I call the refrigerator vegetable drawer the “rotting drawer.”

I was at a cocktail party last week and I lamented about my rotting drawer. My new friend Elliot chuckled.

Elliot is a lot like my sister, Jackie. (She says if she could have chosen a different career, she would have been a research librarian, as she loves searching for information on the Internet.)

He apparently went home and researched a scientific study he recalled seeing years ago that reminded him of my rotting drawer story.

You can find the summary here. The goal of the study was to see if people consumed more candy if it was placed near them, like in a candy dish on their desk. Well, obviously, not many of us can abstain from snacking on nearby chocolate. (At least I can’t.)

The bottom line of the study was that the proximity and visibility of food can affect one’s consumption.

A few months ago, I was tired of throwing away so much produce. So, I stopped storing my fresh produce in the drawers in my refrigerator. Instead, I put them on the shelves. All the bags of spinach and sugar snap peas, clamshells of cucumbers and melons.

Because I could see everything when I opened up the fridge, I started consuming all of it, and I stopped dumping produce.

I did the same thing in my pantry. While my daughter was away at summer camp, I got rid of all the snack foods that I really should not eat. And I did not replace them.

So maybe you should try the same thing. If you are truly committed to eating healthier, then put those healthy foods in front of you. Stock your refrigerator with good tasting, snackable produce. Don’t hide them in the drawers. Put a bowl of fresh fruit on your kitchen counter – you’ll be more likely to grab a healthy snack.

Thanks to Elliot for sharing the article. Now I know why I should NOT keep a dish of chocolate on my desk.

This past weekend, I took my newest company employee — my daughter Alex — up to Monterey, California, to attend one of our industry’s trade shows. This one is devoted to the foodservice industry and it brings together growers, brokers, marketers, chefs, restaurant chains and distributors to talk about the latest and greatest in fresh produce.

While the largest segment of the produce industry is probably retail business (supermarkets), the foodservice side is pretty large. It’s made up of chain restaurants, such as McDonalds, Subway, California Pizza Kitchen, Darden (parent company of Olive Garden, Capital Grill, Seasons 52, etc.), and smaller independents like Hard Rock Café, Jamba Juice and Del Taco.

You may not realize just how much produce is purchased by these restaurants, but approximately 50 percent of all food consumed is eaten away from the home! That’s a lot of strawberries and tomatoes!

During this 3-day conference we visited growing areas, attended panel discussions and walked the show floor expo. (This year, the grower tour stopped at Ocean Mist Farms, one of the largest growers of artichokes.)

During the expo, more than 100 produce companies exhibited and sampled their tastiest new products. My friends at Gills Onions sampled the most fantastic French onion soup – served piping hot in single sized cups. Gills Onions is a second-generation family farm — the largest grower and processor of fresh onions in the country.

Driscoll’s handed out samples of the biggest and sweetest blueberries I’ve ever tasted. San Miguel Produce, which grows all sorts of specialty greens like kale and collard greens, sampled freeze dried kale covered in chocolate. Interesting, but not my favorite.

Voted the best new product at the show? Artisan Romaine lettuce from Tanimura and Antle, which are the perfect size for making lettuce wraps. They sampled grilled lettuce topped with shaved Pecorino Romano cheese and a balsamic dressing. (Here’s the recipe.)

Early Sunday morning, we got to watch five top chefs from northern California create a unique dish with a fresh produce item. Each chef was assigned their own item: carrots, avocados, small potatoes, artichokes and celery. It was fun to watch them create their recipes live.

But what was the best part of the conference? I asked my daughter Alex, a recent graduate in communications and public relations. She told me, “The networking was the most interesting part of the experience.”

When you attend a conference, do you make the most of the networking? Do you pack enough business cards so you can hand one out to everyone you meet — and be sure to get theirs, too.

Do you attend all the educational seminars, cocktail parties, meals and tours? It’s amazing how many different people you meet at each venue.

On Sunday evening, we decided to have dinner with a friend. Just the three of us. But, as my friend and I sat down to dinner, my daughter Alex disappeared. After a few minutes I started looking around.

There she was across the room, a glass of wine in one hand and business cards in the other, shaking hands with growers and buyers who we had met earlier that day. She came back to our table 20 minutes later very excited, as she met some of our industry trade press who might write a story about her.

That’s the way it should be at a trade show or any social event. Always maximizing the opportunities for your organization.

But the final, and possibly most important part of this story? The key follow-up that happens when you get back to the office! We’ve been pumping out emails and thank you notes since we got back.

Did that headline catch your attention? Well, if you live in Syracuse, New York, or Cincinnati, Ohio, you probably know what I’m referring to.

Bolthouse Farms, One of the two biggest carrot growers in California, decided they wanted to make a difference in their sales of baby carrots. And they have just completed marketing tests in those two geographical markets.

Back in 1972, Frieda’s was one of the first companies to market baby carrots to grocery stores. Mike Yurosek, one of the growers my mom worked with, tried peeling and cutting some of his broken or gnarly carrots into bite-sized pieces. (He was looking for a way to reduce the amount of waste in his carrot crop, since retail buyers had such specific size and appearance standards.) He asked Frieda to help him sell them.

Thirty years ago, they thought we were crazy. After all, who was going to buy small carrots, which, by the way, were more expensive?

As it turns out, that single introduction was probably the turning point for the entire industry. According to an article in Fast Company magazine, the decade after baby carrots caught on, “carrot consumption in the United States doubled.”

However, today, after a decade of steady growth, carrots sales have plateaued. How to jump start consumption again?

After much market research — and hiring a former executive from Coca-Cola to run their company — Bolthouse Farms decided the best way to increase their sales and market share, was to market baby carrots like junk food!

They changed the packaging to look like other popular orange snack foods (Doritos and Cheetos). They came up with a catchy tag line: “Eat ‘em like junk food.” And they invested in heavy consumer advertising.

They wanted to get those bags of baby carrots out of the refrigerator drawers. (I fondly call them the “rotting drawers”… where all the fresh produce we buy goes to die. Out of sight, out of mind, unfortunately.)

So what happened in the market tests in Syracuse and Cincinnati? Well, I hear that sales went up 10 to 12%. I think this is fantastic. Check out the Fast Company story, and learn more about Bolthouse Farms and their products on their website: www.babycarrots.com

Could baby carrots take the place of potato chips as the “junk food” of choice? Maybe not. But it’s a great concept that might help a fresh vegetable find a new role in your life. Find your favorite brand of baby carrots and eat ‘em like junk food!

Earlier this week, I attended the taping of a television show with my daughter, Alex, in the late afternoon. Instead of getting on the freeway and fighting the L.A. traffic at 5 p.m., we decided to grab a bite to eat in Santa Monica.

One of my coworkers, Mary, is an expert on all things foodie, so I texted her for a recommendation. What came back was a flurry of ideas. I decided to go with her first suggestion: FIG Restaurant in Santa Monica.

FIG is located inside the famed Fairmont Miramar Hotel and Bungalows at the corner of Wilshire and Ocean Boulevards. It is like an oasis in the middle of a sea of tall buildings and you can see the Pacific Ocean and Santa Monica Pier from the entrance. Chef Ray Garcia says FIG puts ingredients first – “a seasonal bistro with an emphasis on organically grown and locally sourced ingredients.”

So, in we walked at precisely 6 p.m. When I asked for a table for three, the hostess gave me a funny look. She told me that without reservations I could not be seated, even though there were many empty tables. They were completely booked up.

I was taken back a bit. I thought, this must really be the hottest restaurant in Santa Monica after all. So I put on my extra sincere face, put on my selling shoes, and promised her we would finish and be gone before her 7 p.m. reservations arrived. She seated us! (I can be very convincing.)

We quickly scanned the menu and chose our dinner selections. Terri had scallops. Alex had the short rib and pancetta meatloaf, and it was fantastic.

And, since I am trying to eat mostly veggies and legumes at dinner these days, I chose the Pastaless Lasagna. I try to avoid pasta. I’ve discovered that many people are like me and feel bloated when they eat it. With ingredients like Bloomsdale spinach, sweet potatoes and San Marzano tomatoes, I was intrigued.

My coworker Mary goes to the Santa Monica Farmers Market every Wednesday and always brings us back seasonal and good tasting ingredients to inspire us. She has been raving about how much the local chefs love the Bloomsdale spinach and San Marzano tomatoes.

Chef Garcia did not disappoint. The Pastaless Lasagna came out steaming hot in a small shallow gratin pan. Instead of pasta, Chef Garcia layered thin slices of cooked zucchini and cooked sweet potatoes. The fresh San Marzano tomato sauce and Bloomsdale spinach, combined with a small amount of fresh herbs, salt and cheese, was the perfect dinner.

As my family knows, my real weakness is fresh baked bread and butter. Before the meal our server brought us fresh baked French bread. Each mini loaf came wrapped in a special brown bag (pictured below). The butter was actually made of 80% pureed fresh arugula and 20% butter! This spread had a very light “mouth feel” and melted quickly.

This was an almost perfect meal, filled with fresh, seasonal vegetables! We could savor the flavors of each ingredient.

Next time you are Southern California I highly recommend you check out FIG. And if you are there on Wednesday or Saturday morning. . .you can also visit the Santa Monica Farmers Market. It’s a favorite destination of all the top chefs in Southern California!

I read a lot of publications, but one of the most interesting magazines I receive is California Farmer. I have quoted Editor Len Richardson a couple times before. (Read my previous posts here and here.)

I was intrigued by Richardson’s December 2010 story about the Groasis Waterboxx, which was named by Popular Science magazine as one of the top inventions of 2010.

Clearly our biggest challenge in feeding all the people on the planet is having enough water. Without sufficient water supplies, we cannot grow the crops we need. Or, so I thought…

The inventor, Pieter Hoff (from the Netherlands), created the Waterboxx out of personal necessity. He was the largest grower and exporter of lilies in Holland and sold his company in 2004. As he traveled around the world and saw flora and fauna disappearing from erosion and drought, he decided to invest in a solution.

You can find out all the details on the Waterboxx website and YouTube page, but briefly, the Waterboxx is 20 inches in diameter and 10 inches tall. It sits on top of the soil and is filled with water once, and that’s it.

The Waterboxx is about the size of a tire and uses condensation to make plants grow without irrigation. The device gives plants just enough water to survive, which encourages the roots to grow deeper into the water table (which results in fewer weeds).

This amazing invention is now being field tested in Spain, Kenya, France, Chile, Ecuador, Morocco and in California at the Mondavi Winery in Sonoma. Margrit Mondavi, widow of the famed Robert Mondavi, called it “The greatest invention since electricity,” according to the article.

What is especially egalitarian about this invention is that Hoff did not patent it. He wants to produce the boxes locally and wants everyone to make and use them. If you want to reproduce them, just contact him at info AT Groasis dot com. He needs a license fee to continue his research.

Imagine the ability to grow food in the deserts of the world, without an inventor trying to become a millionaire in the process. That is refreshing and exciting to me.

I hope that everyone reading this post will forward it to friends, post it on Facebook, and Tweet about it, so we can spread the word of this great invention.

Now that it’s summer and locally grown produce is plentiful, you have probably noticed more farmers markets around. There is a lovely “feel good” aspect to farmers markets. You can smell the fresh fruits and vegetables and the people selling the produce know “the story” and give out free samples. Farmers markets are also a great family outing. Some markets also sell crafts, fresh flowers, prepared foods and baked goods.

Here in California, farmers markets are regulated. Market managers must ensure that only true farmers’ are selling produce that has been grown on their own property. (Read an article written by well-respected Los Angeles Times writer, David Karp, here.)

In conversations with many of my farmer friends, I learned why they have chosen to participate in farmers markets. Many times, they can market fruit that is too ripe or does not meet certain packing standards to sell to their regular commercial customers. Or they want to support their local community. Some say that the extra money they bring in at the market allows them to make a profit on their farm.

But some of my farmer friends have expressed to me that they wish they didn’t have to sell at farmers markets. After working 5 days a week on the farm, they find it exhausting to work extra hours or over the weekend at a farmers market. Some say that they lose a lot of product at the market. At the end of the day, any unsold produce must be dumped, since it has been out of refrigeration all day. Farmers also tell me that although they enjoy the “fame” they get when consumers like their products and farm identity, and they like interacting with the chefs, it is a lot of work.

Bottom line is that there are pros and cons to buying produce at farmers markets.

The pros are that you get to meet the farmer and learn about where the food is grown. The products are usually ripe and ready to eat. The produce is freshly picked and the ambiance of the market makes you feel good.

To me, the cons are that the produce doesn’t usually last (in my experience) for more than a day or two, because it’s not usually refrigerated, like at a conventional supermarket. The prices may be a bit higher, but it’s usually worth it, especially for the ripe and ready-to-eat fruits.

I do get a little nervous when I see produce out of refrigeration. With all the focus on food safety and food security in our industry, I feel most comfortable buying my produce from a market where I can see that the products (especially the vegetables, like cut lettuce and spinach) have been handled properly and the “cold chain” has been intact.

When I go to the farmers market, I meet a few girlfriends for coffee and then we walk through, picking out produce that is appealing for that night’s dinner. I pick some nice flowers and roasted nuts.

But for me, I feel most comfortable shopping in a regular grocery store or specialty food shop. Everyone has to make their own choice. But I think it is important to know that you have choices.

Have you noticed at your local supermarket that more and more of the produce is packaged under the market’s private brand? It’s a big trend in our industry, so I thought we should talk about it.

A friend of mine told me that when she saw bagged salads with the Kroger or Safeway brand, she thought the retailer actually grew the lettuce. Well, that’s not usually the case. (Although I suppose it is possible.)

I call this the Trader Joe’s effect. As Trader Joe’s stores have grown in popularity and numbers, so has the impact of their strategy. It’s no secret that TJs offers more than 70 percent of their products under their own private label. They develop a special, proprietary recipe (for their jarred bruschetta, for example), and put a “Trader Joe’s” label on it.

From a strategy point of view, they hope you like their “special recipe” so much that you will come to their store to buy it, and will not buy anyone else’s. And you actually cannot buy it from anyone else, because it is their special recipe. And while you’re in the store, you might try their other private label products. Pretty soon your favorite special ingredients and products can only be bought at one store, so you do all or most of your shopping there.

Well, the same applies with bagged salads. Many retailers now have their own brand of bagged salads, baby carrots, romaine hearts, fresh peaches, bagged apples and sugar snap peas, just to name a few. They hope that you are so happy with the quality that you will continue to come to their store and buy it. You trust their company, you trust their brand, you trust their products.

So, with private labels, there is virtually no comparison. You can’t compare Market A’s bagged salads to Market B’s, because Market A’s is a special mix that you have come to love.

Back in 1978, Loblaws, a supermarket chain in Canada, launched a line of private label products called No Name. The packaging design was an extremely simple yellow and black and it was basically “no frills.” American supermarket operators tried this plain wrap product strategy for a while, but it really didn’t work. Large consumer product goods (CPG) companies like Procter & Gamble, Coca-Cola, PepsiCo, and The Campbell Soup Company had huge marketing budgets and were very good at being innovative marketers. In my opinion, they outspent (marketing-wise) the “no frills” brands and regained market share.

Fast forward to 2011, and private label packaged foods, produce, frozen foods, specialty grocery items, and just about everything are bigger than ever. You can even get private label gasoline for your car. (Costco, Wal-Mart, Safeway, Kroger and many others now offer fuel stations as part of their total product mix.)

Whether it’s baby carrots, salad mix, or bagged apples – I know that you want the most nutritious, good tasting food for your family. As someone in the industry, I need to say that not every grower has the same tasting produce. If you like the taste of the baby carrots at one market and not at the other, that is to be expected, as they are probably dealing with different growers. So, pick the one that tastes the best to you. The baby carrots grower probably has a relationship with that retailer…and you’ll almost always have carrots from that same grower. (The produce business is still a relationship business!)

So what does this all mean? Retailers are working harder to earn your business. They realize that you vote with your dollars and you want to be treated fairly when you shop in their stores. And you appreciate it when they go the extra mile to select the best products for you. But bottom line, they want you to like everything they have under their own label and be loyal shoppers.

So, how well do you know the people you work with? Do you know about their families?

Our company, Frieda’s is kind of like a big family. With less than 100 employees, some who have been with us 20 years or more, I have gotten to meet and know the family members of many of my coworkers.

I’m not exactly sure the first time I met Joan, the wife of Steve, one of the produce buyers for Frieda’s. Joan is a fascinating person. She is a professor at the Otis College of Art and Design in Los Angeles, as well as an accomplished ceramics sculptor.

In 2003, the collection of The Artful Teapots (a gallery of 260 20th century contemporary teapots) was on exhibit at our local Long Beach Museum of Art. Coincidentally, they were focused on women artists, and our company decided to be a small sponsor of the exhibit and hosted a reception. Because one of Joan’s teapots was a part of the exhibit, we asked her to speak on behalf of the family at the reception.

Ever since that exhibit 8 years ago, I have received many emails from Joan and we see each other occasionally.

Well first of all, if I knew how to prevent food poisoning, I would feel like a hero. But I can offer this basic advice.

First of all, wash all your produce before cutting it and of course before consuming it. This includes whole melons, as the pebbly skin can harbor all kinds of things, and unpeeled bananas — after all, they are from the jungle.

And probably more importantly, wash your own hands with warm soapy water before prepping the food. According to information I have read, many instances of food poisoning are actually caused by cross-contamination. For example, preparing meats on a cutting board or with your hands, and then touching fresh produce. If you are prepping meats or seafood, be sure to wash the cutting boards, bowls, knives and your own hands with warm soapy water, before making a salad, or cutting up fruits and veggies. And be mindful of your sponges and dish towels, too.

(And for summer grilling, I prefer not to skewer raw meat and veggies together. I do them on separate skewers so there’s no chance of cross-contamination.)

Second, don’t leave food out “all afternoon” when you are dining outdoors. When it’s hot, and there are flies everywhere, I just wouldn’t take a chance. If you are picnicking, bring an insulated chest with you to store foods (with ice). If you are entertaining at home, keep the appropriate food refrigerated until it’s time to serve it. And after everyone eats, put the food back in the refrigerator.

Third, when you get an email from a friend with information that is warning you of a danger, or one that says something like “cinnamon can cure Alzheimer’s” or other information that looks too amazing to be true, do yourself a favor and research it on Snopes.com or TruthOrFiction.com before you decide to forward it on to your entire mailing list. My experience is that 99 out of 100 times, the information is either partially true or not based on fact at all. Save yourself the embarrassment, and do not forward that email.

P.S. The small world continues! I recently found out that Joan’s college roommate, Judy, was the daughter of Sybil Henderson, who created the first recipes for Frieda’s Specialty Produce. It pays to get to know who you work with!

My first memories of tasting fresh apricots was when I was in college at UC Davis. My mom asked me to go visit one of her suppliers, Tufts Ranch, which was located about 20 miles down the road in Winters, California.

Turns out that the owner’s son, Stan Tufts, was a fellow UC Davis “Aggie” (instant connection!). The Tufts family loaded up my car with a few boxes of their special Apricots, and I became instantly popular when I returned to school that afternoon. These Apricots were so tasty – just picked and perfectly ripe.

It seems I’ve never tasted apricots as good as those from Tufts Ranch back in 1976, until I tried an Angelcot®.

I have been counting down the days until these fabulous tasting white apricots will arrive. Usually the Angelcot® season starts June 15, but due to the unusually cool weather this year, the crop was delayed.

Angelcots® are a proprietary (unique and special) variety of apricots that our grower, Marty and his family, have been growing for almost a decade. They grow these beauties in northern California in the same area where cherries and fresh corn grow. They are truly a labor of love.

Their season is short. Angelcots® will only be available for the next two to three weeks. (The season was cut short due to an unexpected rain this past week.) We pack them in 1-pound clamshells, as they are pretty delicate and the clamshell tray protects them.

I’ll never forget one of the first times I tasted an Angelcot®. My coworker, Dorian, urged me to sprinkle a bit of Cholula hot sauce on one. I thought that sounded so odd, but when I tasted it — oh my goodness. One of the most memorable fruit moments of my life. Sweet, hot, juicy, savory….all at once.

Because they are grown on a small scale, we only have enough Angelcots® to distribute to a few supermarkets around the country. If you want to know if your store will have them, email us here.

Meanwhile, over the next two months you will find the widest variety of fresh fruit in your local markets, farmers markets, club stores and roadside stands. No matter where you shop, it’s a great time to increase your consumption of fresh fruits and vegetables. Remember to make half your plate fresh fruits and vegetables

That’s how many miles I drove during my cross-country road trip. Yes, I know it wasn’t a direct route, but I thought it might be the only time I would have the opportunity to drive across the United States. I wanted to make it worth my while and visit as many family, friends and sites as I could.

Alex and I visited many supermarkets while we were making our way across the country – and not just to buy food. Even though my intention was not to make it a business trip, I just couldn’t help myself. I guess that’s what happens when you grow up in, and then live and breathe a family business.

And since Alex has started working at Frieda’s full time (this week, in fact), I took the opportunity to teach her a bit about what we do at Frieda’s when we visit our retail clients’ stores.

Each time we pulled into a new city we would find a supermarket to visit. Some of them were retailers who my company does business with, and some were not. I wanted to find out if consumers had the same selection, variety, quality and freshness in their markets across the country, or was it different for us in California.

I told Alex that the first thing we do when we walk into a supermarket is to stop, take a big, wide look, and ask ourselves, “What’s our first impression?”

What we found out? That fresh produce is alive and well across the country! I was delighted and surprised at the consistent quality and choices available at every store. The Blue Velvet Apricots that Frieda’s sold to our clients the week before were on display at the Whole Foods Store in Cleveland. And they were fresh, ripe and delicious.

We also found one of our jarred products on display at one of our customers’ stores – displayed out of refrigeration. (That was scary for me.) So, Alex got to experience how we approach a store manager, as a vendor, to tell them that they need to throw out a product.

We snacked on lots of fruits and veggies as we traveled, so I was thrilled to find crisp and fantastic-tasting Braeburn apples at the Wal-Mart in Rapid City, SD. The quality was as good as my local supermarket in Southern California. I was encouraged that American supermarkets, no matter where they are located, have the ability to deliver fresh, good-tasting produce to every corner of the country.

So at the end of our trip, I asked Alex to tell me which was her favorite market. Without hesitation, she said “Kowalski’s Market” in Woodbury, MN! Here are a few photos of the store and I think you can see why she chose it.

Alex described Kowalski’s as “The lovechild of Wegmans and Bristol Farms.” (Wegmans is a well-known retailer in upstate New York, and Bristol Farms is an upscale retailer in So Cal.) The décor of the store was warm and inviting. We sampled our way through the meat and deli departments that morning, and filled up our cart with fresh produce for our road trip.

I hope that as you travel this summer, you will consider visiting supermarkets as a way to experience the locale in a different way. Plus, you can buy healthy travel snacks, rather than the convenience store junk food.

In closing, I’d like to share what I learned from driving more than 4,000 miles with my 21-year-old daughter:

If you ever have the chance to do a long-distance drive with one of your kids – I recommend you jump at the chance! Makes for some great memories.

By day 7 of our cross-country journey, Alex and I were ready to be home. But we still had more than 1,000 miles to go. So, after we left Jackson Hole, Wyoming, on Tuesday morning, we vowed to drive as far as we could in one day. As I looked on the map, St. George, Utah, looked like a good spot to spend the night. We really had no idea what to expect.

So, while Alex was driving, I got out my iPad (which I might add is a fantastic product) and started looking for hotels. For some reason, I decided to click on the link to “Bed and Breakfast” spots. One of the choices that came up was the Green Gate Village Historic Inn. After looking at photos of the location, I called and spoke to the owner, Ed, who told me that they had a room available.

Since we would not be arriving in St. George until after 9 p.m., I called Ed back and asked him for a recommendation for a place to eat. Although it sounded a bit funky, we took his recommendation and made reservations at the Painted Pony restaurant.

Let me start by saying that after reading the awards, articles and prestigious recognition hanging on the wall, I was a bit surprised to find out it is considered one of the top 10 restaurants in the country!

Here we were, two foodies, worn out by 7 long days of driving, and we were going to experience one of the best meals of our life!

The carrot and jalapeno Soup was our first course. I would never have thought to pair these two ingredients together. It was sweet and not too spicy.

Next, I had the beet salad which was stupendous and a work of art! Alex’s spinach salad with green beans and deviled eggs was gentle and tasty. Our main courses were the rib eye steak with Stilton cheese fritters (yum!) and a bone-in pork chop with a sweet onion bread pudding (worth every calorie).

We were satiated, but our waiter Eric told us that we really needed to try their cheesecake, because it was unlike any other cheesecake we had ever tasted. (I was thinking that was hard to believe.)

Well, here’s a photo. They actually bake the cheesecake filling, cool it, and then pipe it in between thin cookies and top it with a drizzle of fruit sauce. It was truly unbelievable!

Obviously, the dinner did not disappoint us. But when we drove down the street and arrived at the Green Gate Village – our breath was taken away. This cluster of 14 buildings, including 9 restored historic homes, was absolutely charming.

The next morning, we were able to truly enjoy the charm and majesty of this venue. We met the owners, Ed and Lindy, who made us breakfast and spent some time telling us about how they came to the Green Gate Village. Ed retired from United Airlines and informed Lindy one day that he was buying a B & B and they were moving to St. George! They are obviously passionate about being wonderful and caring hosts and took great pride in touring us through the complex.

Our final stop was the vintage candy store on site, so we could stock up with Abba Zabbas and other favorites for our final day on the road.

Believe it or not, St. George is only about 90 minutes Northeast of Las Vegas. That’s it! So, next time you are in Vegas, I recommend that you drive to St. George for the evening and visit this Southwestern town and have one of the most fantastic culinary experiences of your life! Better yet, call Ed and Lindy and stay at the Green Gate Village Historic Inn.

I’m sure you have heard about the new dietary guidelines issued by the United States Department of Agriculture (USDA). They are calling it the MyPlate communications initiative and it was officially announced on June 2, 2011.

For those of us who are not teenagers, we probably remember the basic four food group guidelines (first announced in 1956), which gave us recommendations on our consumption of meats, dairy, grains and fruits and vegetables.

In 1992, the basic four guidelines were replaced by the Food Pyramid, which was later updated to MyPyramid in 2005. I recall when it was first announced because many people found it unclear and confusing. And there was a lot of debate within the fresh produce industry, because anecdotally, we all knew that a diet rich in a wide variety of fresh fruits and vegetables, combined with a moderate amount of exercise and good common sense would yield healthier people. And we didn’t think the Food Pyramid was clear or focused enough on that. Some people in our industry felt that the Food Pyramid was too influenced by various food lobbyists who wanted to be sure their foods were included.

Behind the scenes, changes have been brewing, thanks in part to a very strong initiative headed by First Lady Michelle Obama. Decision makers wanted the new food guidelines to:
• Be easier for consumers to understand
• Influence the younger generation to eat fresh
• Provide more healthy choices in all the obvious places (like at school)

So, it was very exciting for me to hear on the radio (when I was driving cross-country) that the USDA changed the guidelines to be both more user friendly and focused on fruits and vegetables.

You may be wondering why this is such a big deal. After all, these are only “guidelines.” In reality, the USDA guidelines very much influence government spending and policy. These guidelines will make a difference in what is served for school breakfast, school lunch and school snacking programs. We’ve already seen changes in the WIC (Women, Infants and Children) feeding program, so there are now more fresh produce items included. (I wrote about it here.)

Just last week, I was attending a local high school graduation and one of the student speakers commented that one of the biggest changes they experienced was when the sugar-filled sodas were removed from the school vending machines! (Believe it or not, that is part of the movement affected by USDA policy.)

If you want more information about how you can easily make half your plate fruits and vegetables, check out this fantastic website (funded by fresh produce industry members and companies):
www.fruitsandveggiesmorematters.org

During my recent drive across the country, I noticed how much better I felt when I was snacking on fresh fruits and vegetables, versus crackers, pretzels or meat. I challenge YOU to notice how you feel when you make healthier food choices. Really, it does make a difference.

After my cross-country trip, you cannot imagine how many emails (over 1,000) and magazines and other reading materials had accumulated for my review. It was a bit daunting, but I have a pretty good system for dealing with emails. (Read my previous post on email.)

This morning I chose to start on my stack of reading. Even though reading industry periodicals is literally on the bottom of my to-do list each day, I felt it was time to catch up.

One of the periodicals that I find most fascinating is California Farmer, which I previously wrote about here. Len Richardson, the editor and frequent writer is deeply embedded in our industry and provides a broad perspective on our future challenges.

The January 2011 issue featured a short article (“Top questions for Global Agriculture”) on the future of global agriculture. Len starts the article with this statement:

(The full list of 100 questions were published in November in the International Journal of Agricultural Sustainability. Click here to download the full paper.)

How many of us think about what it will take to feed our families and the world when our kids are adults? We see the plentitude in our local supermarkets and farmers markets, we go to Costco or Wal-Mart and see pallets of food and we probably never give it a thought. So, it’s good to know that some of the greatest minds in the world are thinking about it.

I have a personal connection to the dialogue about the future of agriculture in California: A.G. Kawamura, immediate past Secretary of Agriculture under Governor Schwarzenegger, is a long-time personal friend and we are scheduled to have dinner together soon. A.G. is a farmer and he and his brother own Orange County Produce. He is a great thought leader and I look forward to sharing some of his insights with you in a future post.

Meanwhile, I hope you will consider doing something in your personal list of priorities, to support the future growth of agriculture in our world. Whether it is participating in a community garden, making a financial contribution to an agricultural organization or participating in Future Farmers of America in your community – just do something! (Our company supports EARTH University in Costa Rica, which teaches young people from our poorest nations how to develop enterprises to feed their own people.) Anything and everything you do will make a difference.

After we left Chicago, we drove north to Minneapolis, stopping in Wisconsin to get some cheese…and a speeding ticket. While we were there I visited my friend Kim, who I have known since 7th grade. It was great to catch up with her. Then we drove to Omaha, Nebraska, where we have family.

My cousins Pam and Mike were very excited that our next stop was Mount Rushmore. The locals fondly call it visiting “The Heads.” They encouraged us to drive west, across Nebraska, before heading north to Rapid City, South Dakota. Little did I know that Nebraska was so beautiful!

Cousin Mike told me that thousands of years ago, as the glaciers receded, they left hundreds of sand dunes across Nebraska, which frankly were magnificent to look at. I am so glad we followed their advice and took that route.

So, let me share with you what we learned about Mount Rushmore. First of all, if you have ever been to Disneyland or Disneyworld, you might wonder what Walt Disney’s inspiration was when he created Thunder Mountain, Frontierland and the surrounding areas in those parks. Well, I can tell you for sure, it was the Black Hills of South Dakota.

The Mount Rushmore Memorial was recently refurbished and has won many awards for its audio tour. Its sculptor, Gutzon Borglum, was friends with President Theodore Roosevelt, which is one of the reasons Roosevelt was included in Mount Rushmore, along with Presidents Washington, Jefferson and Lincoln. The mountainside was blasted, drilled and fashioned into a memorial from 1927-1941. And now, more than 2 million people visit each year!

Before you get to Mount Rushmore, you must drive through the Black Hills. The trees and the flora and fauna are lush and well cared for. The sheer size and height of the forest surrounding the monument appear to dwarf “The Heads,” as you come around that final corner to enter the park. But, they are each 60 feet tall, at the top of a granite mountain that is at an elevation of over 5,700 feet!

We chose to follow the audio tour (which I highly recommend), because at each of the more than 20 stops on the tour you get to hear the history of the building of the monument, from several perspectives. (It is probably a good half-mile of hiking and climbing around the tourist grounds.) Many of the narrators on the audio tour are Native Americans who have varied opinions on how the Lakota people were treated when the land was used to erect this monument.

We were lucky that day to have spectacular weather — 85 degrees with not a cloud in the sky. As we walked through the Avenue of Flags (flags from all 50 states and 6 territories are displayed alphabetically) I was reminded of what a great country we live in. So many of us take our democracy and freedom of speech for granted.

Just 17 miles away, another monument is being erected: a monument to a great Indian chief, Crazy Horse. You can read all about Crazy Horse here. Alex and I stopped at Crazy Horse after we left Mount Rushmore and the sheer size left us almost speechless. I doubt that the blasting and carving will be completed in our lifetime.

But, certainly, our cross-country trek, including these two monuments, was well worth it. Now I can cross them off my bucket list!

After our evening in Cleveland, our next stop on our cross-country road trip was Chicago. When I think of Chicago, I think of amazing food choices. (A few years ago I was able to dine at Charlie Trotter’s and was greeted by Charlie himself.) So, when my friend Andy saw my Facebook post that we were stopping in Chicago, he asked if he could take us to dinner. Who could say no to dinner in Chicago?

Andy asked me to meet him at the hip, cool Japonais Restaurant. The only hint he gave me was that there were two chefs — one is Japanese and one is French – and they have combined their two cuisines and it has been amazingly successful.

Japonais is located in the former Montgomery Ward headquarters in downtown Chicago (Montgomery Ward used to be a big department store chain.). As in many large cities, the large, empty warehouses are being redeveloped into artists’ lofts, studio apartments, nightclubs and in this case, a two-story bar and restaurant.

When we arrived, Alex and I went downstairs to enjoy the view of the river and had a drink. I was happy to see that many of their drinks featured fresh produce! Alex had the Peach-Sake Sangria which featured fresh peach chunks. Andy had the Starfruit Martini featuring fresh slices of Starfruit as the garnish.

When it was time for dinner, I let Andy order for me. Sometimes it’s more fun to be surprised with the dinner choices. Other times, I ask the chef what is good that evening. I encourage you to try that sometime.

You can see from the pictures that the “rock” is a small stone. This rock is heated to over 1,000 degrees (yes, one thousand degrees hot!) and arranged on a bed of salt, so the hot rock does not crack the plate. It is served with a plate of thinly sliced beef, which is marinated in some secret sauce.

To enjoy this unique dish, you take a piece of the meat with your chopsticks and place it on the hot rock to cook, turning it once. Since the meat is sliced so thinly and the rock is so hot, it takes less than 20 seconds to cook it on both sides!

That evening, we spent the night with my good friends Gillian and Jack. They live right on Lake Michigan. So, when we awoke the next morning, Gillian took us out for a walk on the beach. This small beach is like an oasis, adjacent to the big city.

Before we left the city, we had the good fortune to visit one of our company’s clients, Testa Produce. A family-owned business in its fourth generation (celebrating its 100th anniversary!), Testa’s owner, Peter Testa gave us a tour of their new facility that just opened six weeks earlier.

What’s so special about Testa Produce? Sustainability, competitive advantage, competing with HUGE companies and personal passion. That pretty much explains Peter Testa’s philosophy. It was time to relocate his 100-year old company. So, he decided to create a facility that would be unique, cutting edge and efficient, and in the process it gave himself and his company an unbelievable competitive advantage.

Testa Produce is one of the leading foodservice distributors in the Midwest and is based in Chicago, but services the surrounding states. You can read more about them here.

At the new facility, Peter included every possible sustainable and green-oriented initiative. He even installed the largest wind turbine in Chicago (he wrote the city code!), which saves the company $15,000 a month in energy costs. He told me he did it because he is completely passionate about being sustainable, and he knew he wanted to create a competitive advantage for himself which could NOT be duplicated by his competition.

But, the one thing Peter said that made me love him: “Yeah, my 85-year-old dad still comes to work every day to check on me and see if I am doing everything correctly!”

According to our cross-country “planned itinerary,” our first day’s drive from Dulles Airport in Washington D.C., to Cleveland should have taken about six hours (355 miles). However, since we are on vacation, we took our time and made a few side trips — mostly for “bio breaks” and to eat.

Most of our drive was through Pennsylvania’s beautiful countryside … but there was also a fair amount of road construction. (For some reason it seems as if everywhere we drive there is road construction and closures, which I assume is because of the fantastic weather conditions.) As we neared Pittsburgh, I realized how close Pittsburgh and Cleveland actually are. Geography really comes alive when you see it in person!

Our first night in Cleveland was spent visiting my cousin Debbie and her daughter Rachel. They took us to a Cuban restaurant for dinner. As we pulled up to the ETON Center, my daughter Alex warned me, “Remember Mom, we ARE in Cleveland.” That was code for “Don’t have really high expectations, as we are not in New York City or Los Angeles.”

Well, much to our surprise the Paladar Latin Kitchen and Rum Bar in Woodmere, Ohio, was fantastic and very authentic. Whether it was the ceviche dishes we enjoyed as appetizers (I had tuna and melon and Alex had shrimp with tomato and lime) or the stuffed poblano pepper I had as my main dish (Alex had a Brazilian stew with chorizo and hot peppers and onions), the food was authentic and flavorful. Cleveland was not a disappointment.

But, my favorite part of our evening was the conversation. My cousin Rachel is a corporate attorney and a mother of two adorable boys, and she somehow finds time to volunteer at her boys’ school. As with most mothers, she is passionate about her kids and what they eat. So I was thrilled when she told me about the snacking program that her PTO (Parent Teacher Organization) has organized.

Three times during the school year, the PTO hosts a “snack session” at this K-4 public school. They contact local grocery stores (like Giant Eagle markets, Heinens Markets and Costco) to get fresh seasonal produce donated.

The parents not only secure the produce, but they also create “fact sheets” (click here to see an example) about the fresh produce, so the students can take the information home to their parents, and hopefully this will encourage parents to purchase some of these fruits and veggies at their local stores.

Rachel explained to me that just this past week, the snack program sampled purple carrots and white asparagus! Wow – those are two pretty unusual vegetables! She said that it is fun to watch the kids during the sampling.

They are prepped into individual sampling cups and the kids are actually seated, by class, in the lunch room. Then the parents walk around the room, with samples on trays, and offer the kids a sample. She said that although there are always a few kids who do not want to try something new, most kids are delighted with the samples and as they take a bite, they share their enthusiasm (such as, “This is great, can I have more?”). It seems as if this excitement generates even more enthusiasm for this tasting experience.

I told Rachel about our own company, Frieda’s, experience sampling exotic produce in a school program in Florida (learn about the program here) and how there is a federal government funded snacking program in every state. We partnered with a produce wholesale company (B &; M Produce/The Produce Connection) and worked together to offer unusual items at least once a month during the school year.

We know that we can truly change the way America eats fruits and vegetables by starting with the youngest consumers. If we can get kids to try Lychee, Starfruit and baby Persian cucumbers, we hope they will be lifetime consumers.

Do you have snacking programs at your local schools? Do you want to start one? I hope you’ll share your comments and ideas in the comments form below.

P.S. It’s been a wonderful trip across America. More stories about our experience will follow in my next few posts.

As you read this post, I will have just arrived on a red eye from Long Beach, California, to Dulles Airport in Virginia. My recently graduated eldest daughter Alex will be picking me up at the airport at 5 a.m., and we will be starting our eight-day drive across the country, returning to Seal Beach, California.

Being a big “family and friends” person, I have chosen cities to stop in where we have either family or friends. Alex and I both chose a landmark that we wanted to visit, too.

I will be sharing some of our most notable experiences during this trip in upcoming posts. Of course we will stop and visit supermarkets. Do produce departments look different in Omaha and South Dakota from what I see in Southern California? (My friend John, who is originally from Omaha, told me to stop by the wholesale produce market in downtown Omaha. Who knew there was such a place?) I hope we dine in interesting places and taste the local cuisine of Americana.

As you may know from reading this blog my personal passion is produce. I grew up in the produce business and I love it! So much so, that our company mission is to Change the way America eats fruits and vegetables. And my goal during this cross-country journey is to share stories and experiences that relate to food, produce, being healthy and enjoying life!

So, Bon Voyage! And if you have any suggestions for some awesome food places on our route, please email me!

I go grocery shopping two or three times a week. Since I was traveling for five days last week, my refrigerator was completely empty Sunday night when I returned, so I went to my local store on Monday evening to stock up.

WOW – the produce department looked completely different this week! Summer is definitely on its way. The big displays of apples were moved to the back to make room for first of the season nectarines, peaches, plums/pluots and apricots.

The apricots really caught my eye because they looked so fresh and the color was so pretty — a pale orangey-gold, almost a pale salmon. Earlier that day, at the office, our Forager, Mary, had returned from a farmers market and brought us samples of the Poppy Cot variety of apricot.

One of our buyers got out his produce knife* and cut one in half. He offered me a taste. (*Produce buyers frequently carry “produce knives” in their pockets as they often will need to cut open a fruit or vegetable to check the quality or taste on a moment’s notice.)

I was a little hesitant, because my favorite apricots — a white-fleshed variety called Angelcots® — are not available for another month, and really nothing tastes as good to me as Angelcots®. (I will let you all know when they come back in season, around June 25). But, here I was being offered a taste, so like a good produce person, I took it.

They actually tasted good! They were juicy, but firm. They had a fresh, earthy true apricot flavor. And because they are small they will be perfect to include in my daughter’s lunch.

When was the last time you tasted a fresh, first of the season apricot? I’m sure it’s been a year, because I do believe that apricots taste best at the beginning of their season.

You should know that many different varieties of Apricots are harvested during the summer season. You can usually tell if an apricot will be good if it looks fresh and is not wrinkled. Find out when your produce manager gets his delivery and try to pick apricots, or any tree fruit, as soon as they arrive at the store.

Apricots usually taste best if you keep them out on the counter. They will soften a bit, but not as much as a peach. Then you should eat them within a day or two. I do not recommend putting apricots in the refrigerator, because the alternating temperatures (warm at the store, cold in your fridge) can make them turn mushy.

And if you’ve never had a fresh apricot – try one! You may be familiar with dried apricots. To prevent discoloration when they are dried, apricots are treated with sulfites. They taste nothing like FRESH apricots!

My husband Garry and I do not often get a few days alone. So last week, on our way to my daughter Alex’s college graduation in Virginia, we stopped in New York City for three days.

I decided to try a different strategy on this vacation – I let him plan everything. We went to the restaurants he wanted, the landmarks he wanted to see and I did not drag him into any grocery stores. (OK, we did go inside a small grocery called William Morris, but only because they had air conditioning and it was VERY warm.)

When you cross the Brooklyn Bridge, make a sharp right and you will end up at the top-rated steakhouse in New York for the last 28 years. Since Garry is from Texas, you know that red meat, aka steak, is considered its own food group. And yes, our dinner was a small green salad and a huge steak and French fries. (Did you know that French fries are technically a vegetable?)

Even though I’m not a big red meat eater, the steak was fantastic. (Note: they only take cash — no credit cards.) Thank goodness Garry made reservations three months in advance, because it was jammed.

How do you follow a steak dinner of that magnitude? Well, of course, you go back into NYC to Little Italy for the best place for dessert. Because it was raining, thankfully, there was not a line out the door. But the 30-foot long glass display case of desserts was sumptuous. Every kind of dessert known to mankind was on display. Garry had some very tasty pistachio ice cream. I was stuffed from dinner, so I had coffee and biscotti. You can actually order their famous cheesecake, and many more of their desserts online at www.ferraracafe.com

The next morning we walked about four blocks to Carnegie Deli for breakfast. This place has a reputation for the best pastrami in New York City, and possibly the country. The walls at Carnegie are covered with autographed photos of many politicians and movie stars and the servers have been there for decades. As we sipped our coffee and enjoyed our breakfast, I watched this guy walk around and greet some of the guests by name. I figured he must be the owner – so I jumped up and introduced myself. Yes, it was Sandy Levine. His title is “MBD.” When I asked him what that stood for, he was shocked I didn’t know. He finally told me: “Married the Bosses Daughter.” We both had a nice laugh. We told Sandy that we had breakfast at his deli in Las Vegas (at the Mirage Hotel). He said that it is so wildly successful that it forced the closure of the hotel’s coffee shop and another deli in town!

Oh, and here is a photo of the pastrami sandwich the couple sitting next to us ordered. It is at least 6 inches tall.

I think no visit to New York City is complete without paying your respects at Ground Zero. Garry and I took a taxi there and walked around. The area is amazingly clean and you can see the construction of the new building. I visited New York City in December 2001, so the change is remarkable.

After we saw Jersey Boys on Thursday evening (while in New York, you really must see at least one musical), we decided a “midnight snack” was in order. Junior’s is located across the street from the Marriott Marquis Hotel, where we stayed. Although we were not that hungry, we split a pastrami sandwich (very yummy) and then had a brownie-ice cream sundae for dessert.

It will probably not come as a complete surprise that I didn’t eat much over the next few days.

But I will say that my husband was very happy. He said it was the first time we went on a vacation in the last four years and did everything he wanted. And he said I seemed to enjoy myself, too!

As I walked through the office this morning, I saw a few loose fruits on my coworker’s desk. As I looked closer, I realized they were Loquats, a fruit that is a backyard favorite of mine. Also known as the May apple, the Loquat season is short, and most people never get a chance to taste them.

The outside skin resembles an apricot, as the color is a golden orange with a microscopic fuzz. However, Loquats are a member of the Pome family, which includes apples, pears and quince.

The inside flesh is firm, and according to my friend, David Karp, “The texture varies from the crispness of a firm cantaloupe to the juiciness of a ripe peach. The flavor is a pleasant blend of apricot, plum, and cherry, with floral overtones, and is quite sweet when ripe. If you like peaches, apricots, and plums, you’ll love Loquats.”

Loquats actually originate in China, but interestingly, they are also known as the Japanese Medlar or Japanese Plum. (OK, they are known as Chinese Plums, too.) In Italian, Loquats are called Nespole Giaponesse.

You probably won’t find fresh Loquats at your local grocery store because they are very delicate. When Frieda’s distribute Loquats, we have to fly them — they only last a few days after they start to ripen. The best place to find Loquats is a local ethnic market or gourmet shop that specializes in Mediterranean or Middle Eastern foods, or an Asian supermarket.

If you are lucky enough to find fresh Loquats, don’t be deterred if they show a little bruising or dark spots. These fruits are so delicate that even the most gentle handling of the fruit will leave small marks.

If you find them, enjoy them NOW, because the season is very short! (They typically mature in April and May.) If you live in Southern California, you might even have a neighbor with a Loquat tree. Maybe they will share with you!

But, be warned — Loquats have big brown inedible seeds on the inside and you may want to peel off the outside skin before consuming, as it is kind of tough.

My office phone doesn’t ring that often anymore. It seems like more and more people communicate via email now. But late one afternoon about a month ago, the phone rang, and I answered it.

It was Steve Mendoza, a member of the staff at the City Council of Los Alamitos — the small town in which our business is located.

Apparently the city council was well aware of our company’s recent 49th birthday, and wanted to give us special recognition at a city council meeting to be the first to recognize and celebrate our 50th year in business.

So, on Monday, May 16, my mom (Frieda), my sister (Jackie) and I arrived at City Hall. Although I grew up in Los Alamitos, I had never been to the actual City Hall, and it is very quaint.

When we walked into the council chambers, we were greeted personally by several local business owners and of course Mayor Ken Stephens and the various city council members.

It turned out to be a special evening, as also in attendance were about 30 high school students. As part of their government class they had to attend a city council meeting and report on the happenings. Since their writing assignment was due this Wednesday, of course they were all there that evening. Seated in the audience was our own intern from Los Alamitos High School, Rachael.

The mayor was so proud when he read our proclamation. It almost brought tears to my eyes to hear him read about Mom introducing the kiwifruit to America, about being the first woman to start a wholesale produce company in the United States, and about all the difficult-to-pronounce products we have introduced and marketed. Cherimoyas, feijoas, and habanero chiles… to name a few.

When we got up to accept this honor, it was very special to share with the audience of students and community members, that my parents, Al and Frieda Caplan were original home buyers in Los Alamitos back in 1958, and that Mom still lives in that house. And that Jackie and I attended the local elementary, junior high and high schools. And that it truly was serendipitous that we moved our business from downtown Los Angeles to Los Alamitos 17 years ago.

As I finished my remarks, I turned to each of the five city council members and thanked them for their community service. Unlike some of the local cities who have highly paid council members (and have been in the news recently), our leaders are compensated less than $5,000 per year.

I believe many of us live in communities whose elected leaders do so because of their love of the community. Have you taken the time to get to know them and thank them for all they do? Although I had never before met any of the members of our city council, I sensed that they do not get a “thank you” very often.

And, it was lovely that their acknowledgement back to us was that they appreciated our company’s support of the local community.

If you want to post your own “Congratulations to Frieda’s Specialty Produce” on the occasion of our 50th anniversary, please click here to post a message on our Facebook page.

I’m sure you’ve seen the name on fruit drinks, as many beverage companies are labeling their fruit blends or fruit-flavored drinks with the names of exotic fruits (Kiwi-Strawberry, Passion Fruit-Mango, and others). Dragon Fruit seems to be the latest in a line of exotic-flavored drinks. (Last year, the well-known fabric freshener company, Febreeze, ordered a few cases of our Dragon Fruit to feature in the print advertisement for their new Dragon Fruit-scented spray!)

Interestingly, Dragon Fruit doesn’t really have a unique, distinctive or strong flavor. (I describe it as a mild kiwifruit, at best.) But, clearly it does have a cool name.

When Frieda’s first started marketing Dragon Fruit many years ago, we called it by a different name. The fruit was introduced to us as Pitaya or Pitahaya. Pitaya, aka Dragon Fruit, is native to Mexico, Central and Latin America. It also has been cultivated in Asia (Indonesia, Thailand, Taiwan and Vietnam, to name a few). In those Asian countries, it is known as Dragon Pearl and Fire Dragon Fruit…thus the name Dragon Fruit. A few years ago I also learned that the Vietnamese name for the fruit is Thanh Long, which translates to “blue dragon.” “Blue” refers to the cooling properties of the fruit.

In the United States, Dragon Fruit is grown both in Southern California and Florida. And of course, it grows in tropical Hawaii, but cannot currently be brought to the mainland due to agricultural restrictions.

Right now, we are bringing Dragon Fruit in from Vietnam, by boat. It takes a few weeks for the fruit to arrive here on the West Coast, and as soon as it clears customs and gets to the Frieda’s dock, we ship it out to markets and restaurants all over the country. In July, the Florida crop will become available, and the California season will start in late August. They both last until the “first frost” — usually somewhere between November and December.

So what inspired me to write about Dragon Fruit today? Well, earlier this week, The New York Times ran an article featuring Dragon Fruit, “A Fruit with a Future.” You can read it here.

It’s so interesting how a single story can influence people and purchases. That story in The New York Times will probably cause many more supermarkets across the country to order Dragon Fruit. Produce buyers know that curious consumers, after reading that article, will be on the lookout for Dragon Fruit for weeks to come.

And of course, chefs everywhere are already familiar with Dragon Fruit but may be inspired to include it on fruit platters, in appetizers or as a colorful garnish, more than ever.

I’m sure you’ve seen the name on fruit drinks, as many beverage companies are labeling their fruit blends or fruit-flavored drinks with the names of exotic fruits (Kiwi-Strawberry, Passion Fruit-Mango, and others). Dragon Fruit seems to be the latest in a line of exotic-flavored drinks. (Last year, the well-known fabric freshener company, Febreeze, ordered a few cases of Frieda’s Dragon Fruit to feature in the print advertisement for their new Dragon Fruit-scented spray!)

Interestingly, Dragon Fruit doesn’t really have a unique, distinctive or strong flavor. (I describe it as a mild kiwifruit, at best.) But, clearly it does have a cool name.

So what inspired me to write about Dragon Fruit today? Well, earlier this week, The New York Times ran an article featuring Dragon Fruit, “A Fruit with a Future.” You can read it here.

And of course, chefs everywhere are already familiar with Dragon Fruit but may be inspired to include it on fruit platters, in appetizers or as a colorful garnish, more than ever.

Interestingly, Dragon Fruit doesn’t really have a unique, distinctive or strong flavor. (I describe it as a mild kiwifruit, at best.) But, clearly it does have a cool name.

So what inspired me to write about Dragon Fruit today? Well, earlier this week, The New York Times ran an article featuring Dragon Fruit, “A Fruit with a Future.” You can read it here.

And of course, chefs everywhere are already familiar with Dragon Fruit but may be inspired to include it on fruit platters, in appetizers or as a colorful garnish, more than ever.

Growing up in the produce industry and working summers on the wholesale produce market in downtown Los Angeles, my fondest memories are of the wonderful smell of tree ripened summer fruit.

You know what I mean. Peaches, nectarines and plums… These fruits were at their peak of season while I was working summers in high school. If I was lucky, our next door neighbor on the produce market, Giumarra Brothers, would occasionally give us a box of fruit to enjoy.

Over the past few weeks, Frieda’s has been receiving bulletins from many of our fruit grower friends, updating us on their crop projections. I know it’s hard to believe, but some of the biggest grower/shippers (a shipper is a company that packs and sells fruit on behalf of growers) start working with their big retail customers (Kroger, Wal-Mart, Safeway, Albertson’s and all the regional chain stores) at least 6 months in advance to plan their promotional activities, so the fruit is pre-sold before it is harvested.

Unfortunately, over the last 20 years, the tree fruit industry has seen a decline in tree fruit per capita consumption. I’m pretty sure most of that is because consumers vote with their dollars. If you go to the store and buy fruit that looks good but does not taste good, you just don’t buy it again.

Years ago, too many growers thought that the appearance of the fruit was the most important quality – a red blush on the outside skin, or “high color” as we call it in the trade. Many growers planted beautiful-looking fruit that did not taste good when they ripened. Or, they harvested fruit before it was mature, and it never got that juicy, mouth watering ripeness and flavor. So, consumers stopped buying them.

Our industry also found out something incredibly important. Tree fruit must either be kept REALLY cold (35 degrees or colder), or it must be warm (over 58 degrees). If the fruit is held at the temperature zone in between before it ripens (36 – 57 degrees, like in storage or at the supermarket warehouse), it is the “killing zone,” and that temperature range basically kills the flavor of the fruit.

The good news is that growers are aware of the poor practices in the past and there has been a wave of new fruit varieties with fantastic flavor. Many of the old varieties have been “torn out” and replaced with newer varieties. And our industry has spent a lot of research and education dollars letting retailers know best practices for handling tree fruit.

I am looking forward to this year’s harvest of peaches and nectarines. (Nectarines are my personal favorite!) I think we will see some wonderful tasting fruit. Plus, the newest varieties of Pluots (a cross between a plum and apricot) also have some amazing taste profiles.

Last week, I spent five days at a leadership retreat in Northern California. I was in Petaluma, which is about 45 minutes north of San Francisco. 50,000 people, 175 restaurants and hundreds of cows. Interesting place.

I attended this retreat with 11 other company CEOs who are a part of my CEO group. I was the only woman. (Find out more about this worldwide CEO organization at www.vistage.com.)

Why did I go to a leadership retreat for five days? That is a long time to be away from my family and my office. Interestingly, I actually did not know anything about the content of this retreat, but believed the Chair of my CEO group when he said, “Just trust me. You need to go.”

Ultimately, I decided to attend this retreat because it was time to refresh myself. The opportunity to completely disconnect from work and my daily life was so inviting. Plus, I sensed that I would learn new things about myself, would learn some new skills and because I am a lifelong learner, I was intrigued.

Over these five days (three of which I had complete laryngitis, which gave me a great opportunity to hone my listening skills), I received assessments from the three group leaders, and my fellow CEO teammates. I shared my assessments of them as well.

As a company CEO, I do not often get honest feedback. That is frustrating to me. But for five days, I got some fantastic feedback about my management style and how I am perceived.

This particular leadership retreat was called “Leadership Dojo” and is part of the program at the Strozzi Institute (www.strozziinstitute.com). Our classes were actually held in a dojo, where we learned some Aikido skills while we had lots of open discussions and went through the curriculum. I never imagined myself doing any kind of martial art, but I can say that I now have a great deal of respect for the discipline and beauty of Aikido.

I think it’s important for every one of us to continue to learn new skills. Just like any professional athlete, I must practice my skills. I benefit from having a coach. I need to make adjustments to my “game,” so that I continue to be ready for the new challenges I will face on a daily basis.

One of the most remarkable things I learned at Strozzi, was the importance of “being centered.” Always making sure I take a moment or two to gather my thoughts, and adjust my breathing and my stance, before responding to requests, before entering a meeting, or dealing with a conflict.

Directly following my five days at Strozzi, I flew to New Orleans for my industry’s annual trade show. The keynote speaker on the first day was Archie Manning, famed football great (who played at Old Miss) and is father to Payton and Eli Manning.

“Being a leader is like being a lady. If you have to tell people that you are one, then you probably aren’t.”

“Leadership is an action word. It’s not something you are, it’s something you do.”

I encourage you to be a leader, and do something to sharpen the tools you have in your leadership toolkit.

One of my coworkers, Mary, who goes to the Santa Monica Farmers Market for Frieda’s each Wednesday, always bring us back samples of the latest and greatest new fruits and vegetables she finds while exploring. (She also gets to hob knob with all of L.A.’s most famous and persnickety chefs and foodies.)

Over the past few weeks she has brought us some beautiful specimens of Swiss Chard. Lately it has been the brightly colored Rainbow Chard. Each time she brings some to the office, I tear off a piece to munch on. Some people think you can only eat Chard cooked, but you can eat it raw, too.

So, last week I asked her what she was going to do with all that Chard. She replied, “Swiss Chard Tacos!”

The only tacos I’ve ever made are the ones for Taco Tuesday, which my daughter Sophia hosts at our house once a month. Ground turkey meat with taco seasoning, topped with shredded lettuce and cheese, sour cream and avocado.

I was fascinated with this new fangled Swiss Chard Taco. But I was extremely disappointed because Mary wasn’t able to bring me any leftovers the next day. Her husband and two sons ate every single one of the tacos, so I guess I will have to make them myself at home.

If you’re like me, you are always trying to find a new fruit or vegetable to try from the supermarket. And of course, finding a new, tasty recipe is always a challenge. I’m thinking that if I don’t tell my “new vegetable-phobic” family what’s inside these tacos, I may have a hit on my hands.

Check out the slightly modified recipe, which Mary clipped from the May 2011 Martha Stewart Living Magazine:

Mary served them with a purchased tomatillos salsa. (In Southern California we have Mexican restaurants and taco stands everywhere, so she just purchased some tomatillo salsa at the taco stand around the corner from her house.)

Let me know what you think of this new way of serving Swiss Chard. Please post your comments below.

It probably started more than 20 years ago, when my mother, Frieda, was asked to serve on the Chancellor’s Advisory Committee when Dr. Ray Orbach was Chancellor. Ray is a rocket scientist (for real), who became Chancellor and was so smart and reached out to the agricultural community in Southern California to make sure his university stayed relevant. He invited my mother to serve on his Chancellor’s Advisory Committee on Agriculture and a real connection was born.

Ray has since moved on to the University of Texas in Austin where he is doing fantastic work. And his legacy at UCR continues, as a new library was dedicated in his name two years ago: The Raymond L. Orbach Science Libarary.

On the occasion of that dedication, my mother asked me to accompany her. Much to my surprise, we were also invited to a very private dinner at the Chancellor’s House, following the dedication.

Current Chancellor Tim White (and his gracious wife, Karen) invited us into their home and with about a dozen other people (including Ray and Eva Orbach), we enjoyed a lovely dinner and an incredible connection to the University was born for me.

Each Friday, I get a personally written update (really it’s a blog) on what’s on Tim’s mind and what’s happening at UCR. UCR has a hand in so much relevant research, cutting edge technologies and the economy of the Inland Empire, that each week I find myself captivated and inspired by his personally written blog.

So when I received a note a few weeks ago, from the Associate Chancellor, Cindy Giorgio (another dear friend), letting me know that Tim had gone “under cover” and was going to be featured on one of my favorite television shows, “Undercover Boss” on May 1, I was so excited!

To many people, UC Riverside is “that school in the Inland Empire”… and may not be thought of as the great institution that it has become. (I was there visiting the UC Riverside Citrus Variety Collection just last month and was amazed at how much the school has grown.)

Many of us only know university leaders by seeing their names on letterhead mentioned in newspapers. With my introduction to the person, Chancellor Tim White, I got a completely different perspective.

Tim is a real guy. He gets frustrated. Like all of us, he does not have complete control over his professional life and sometimes feels like he has to put out more fires than he gets to build. And he is a caring guy, committed not only to the university, but to the students, the faculty and to the greater good.

I hope you’ll check out this CBS final episode of “Undercover Boss” at 9 p.m. (8 p.m. Central) on Sunday, May 1, and feel free to let me know what you think of him!

Since it was my mother, Frieda, who introduced Kiwifruit to U.S. supermarkets, and we mention this all the time in our marketing, I have recently made a concerted effort to eat more fresh Kiwifruit.

About two months ago, I bought a bag of organic California-grown Kiwifruit at my local market. The fruit had a slight give to it, and inside the plastic bag, they seemed to ripen up quickly and perfectly. I enjoyed every single one of them. Did you know that a plastic bag provides the perfect ripening chamber for Kiwifruit? The natural ethylene (ripening) gas that is given off by the Kiwifruit (and bananas, apples, pears) hastens the ripening process.

So when I was at another grocery store two weeks ago, they were selling individual Kiwifruit. I thought to myself that it was actually more environmentally friendly (unpackaged), so I bought a half dozen Kiwifruits.

I didn’t pay close attention to the green tinge of the skin and how rock-hard they were. Because, after all, I am a bit of a Kiwifruit guru, so I knew exactly how to ripen them up. I brought them home and left them out on the kitchen counter. (Kiwifruit need to be at room temperature to ripen.) I put them in the same bowl as some bananas I purchased, and I figured as the bananas ripened (and gave off ethylene gas), the Kiwifruit would ripen and get soft.

So, my second attempt at ripening my Kiwifruit was to put them in a brown paper bag with a ripe banana to create a mini ripening environment. I left them there for a week, checking every day, in case my lovely Kiwifruits were getting soft.

My banana turned brown, but my Kiwifruits were still fairly hard and a couple of them started to shrivel. I brought three to work today — the ones that seemed to have a SLIGHT give to them.

Can you see how the flesh is not shiny and juicy? The one that is not cut looks kind of shriveled.

Well, I am fairly p*ssed off (and hungry) right now, because although I am an educated consumer, if this same experience happened to you, or your friends, you would probably hesitate to buy Kiwifruit again.

So, let me tell you the back story on this one. First I did a little research to make sure my supposition was correct. I checked the California Kiwifruit Commission website first (visit their site — it is very colorful and cute). Sure enough, it says that the California Kiwifruit season is November through May.

Then I went to the Zespri website, as they market New Zealand-grown Kiwifruit. Their season is May – November and they note on their website that fruit grown in Chile is available at the same time as theirs. (If you go to the Zespri site, check out the History page, and click on 1962 to see my mom!)

My theory is confirmed! The Kiwifruit I purchased were grown in Chile. (Look carefully at the blue-and-white label, which states “Produce of Chile.”) Chilean Kiwifruit should not be available until May, and here it is mid-April.

So what happened? When mom and I were selling Kiwifruit back in the 1960s and 1970s, we insisted that there be a minimum brix (sugar content) for the fruit, before it could be harvested. That minimum level of brix (and ripeness) was our way of guaranteeing the consumer a perfectly sweet taste experience.

It appears as if those brix standards are no longer in place, or not at least for Chilean-grown Kiwifruit. And that is a shame. (These Chilean Kiwifruit were picked too green, probably to take advantage of a gap in supplies, and unfortunately will never ripen properly.)

I have long said that consumers vote with their dollars. If you have an experience like I did with any fruit that does not ripen properly or does not taste good, I think it is so important that you return the fruit to your store and tell the manager of your poor experience. Encourage them to tell their produce buyers. And ask for your money back. You are voting with your dollars.

That way, the feedback will go back up the supply chain, and I guarantee that your voice will be heard.

For me, I am anxiously awaiting the May arrival of first of the season, fresh Kiwifruit from New Zealand. I know they will taste good, after I ripen them up.

Last week I was out of my office for two days. When I came back, my email “in basket” had grown to 246 new emails. Yes, you read correctly.

I find it so unproductive to go through that many emails. Too many of them are what I classify as junk or unnecessary.

BCC probably frustrates me more than anything. There is nothing I can do about it, because I am not supposed to know it even existed. Instead of BCCing someone, I recommend that after you send your original email, then just forward a copy of the email to that person and indicate it is an “FYI.” That way, they can at least respond.

When I come into my office each day, I do not make answering emails a priority. Here is my strategy for NOT making email an obstacle to getting actual work done. You may find this helpful:

My good friend, Tonya Antle, is now an adjunct professor at Cal Poly and teaches their Agriculture Marketing Class in the spring semester. In true “learn by doing” philosophy, each week she has a member of the produce industry guest lecture and talk about their segment of the supply chain. This week, they learned about Frieda’s, specialty produce, and a bit about the wholesale distribution segment.

Like many colleges, the make-up of the student body has changed in the past few years. Last year, when I spoke to a class of 20 fourth-year students, it was mostly male. This year, there was a dramatic change: 17 out of the 20 students were female. So, I had the opportunity to personalize my presentation more than usual, and I was able to share what it was like to experience the produce industry as one of the first female company owners (after my mother, Frieda).

Interestingly, Tonya shared with the class the way she and I met. She had just graduated from college in Southern California (in the late 1970s) and since her dad was a grape grower in Delano, she wanted to get some experience in the produce industry. She came to the Los Angeles wholesale produce market and had a few interviews. Most of the interviews went the same, with the same reaction. “Why would a nice girl like you want to work at the produce market? Women don’t work here.”

Then she came to Frieda’s. When I met her, I was immediately struck by her passion, her enthusiasm, and that she came from a farming family. I hired her on the spot. Thus was born a lifelong friendship and a symbiotic relationship. We have worked together many times, although she only spent a year at Frieda’s.

Tonya started her class with roll call. Each student had been asked to describe their favorite fruit or vegetable without saying the name, pretending that they were selling it to a buyer on the telephone, like she and I did more than 30 years ago.

When I finally got up to make my presentation, I couldn’t help but share with them the fruit that I called my favorite for so many years. The fruit that I did my college marketing thesis on at U.C. Davis: The Cherimoya.

Cherimoya is a subtropical fruit, which means it grows in a warm climate. Fortunately for me, it grows in two parts of Southern California: San Diego and Santa Barbara, and is in season from January through May.

The beautiful green bumpy skin gives no clue about the delicate, creamy internal texture. When they soften (like a peach or avocado), their creamy white flesh is like a pear/peach texture. Although the big brown seeds can be annoying to remove (they are not for eating), it’s totally worth it. Like Mark Twain described, Cherimoyas are “deliciousness itself.”

When I have traveled to Chile during Cherimoya season (it is contra-seasonal, so they are available from Chile July through September), I discovered a simple and fantastic way to eat them. Slice large Cherimoyas cross-wise on a large plate and squeeze fresh orange juice (right from the orange) on top. They call this dessert “Cherimoya Allegra” (Happy Cherimoya). Check out a quick video we made on Cherimoyas here.

In case you’re wondering why Cherimoyas are so expensive when you find them at the store, it’s because each fruit is hand-pollinated with a paint brush (it does not rely on bees or the wind like most fruits).

So, at the end of my personal story about Cherimoyas, and my 90-minute presentation on Frieda’s, I shared with them some helpful hints to do well on their “final exam.” Instead of a traditional final test, the students will take all that they have learned about produce marketing, and conduct a mini-trade show on the last day of the class. In teams of 3 or 4, the students will have a booth, and will be promoting a product or service. The “customers” at this trade show will be the their professors.

It was so refreshing to interact with these students. The class was supposed to end at 2 p.m., but they still had questions. The entire class stayed until 2:15 as I answered their questions about marketing, new product development, career development, etc. If this group of twenty-somethings is any indication of the quality of students getting ready to enter the workforce, I think we will all be in excellent hands! They appear to be hard working, determined and smart. Four of the students come from produce families.

P.S. If you attended a college or university, I highly recommend offering to guest lecture at your alma mater or a nearby school. It’s important that we give back and sometimes you’ll find that YOU get inspired as well.

Although I am only a moderate fan of Starbucks coffee (sometimes it’s just too acidic for me), I am a huge admirer of the company and its culture. I bought stock in the company a long time ago (wish I had held on to it!) and I have found that their focus on the consumer and making your local Starbucks store the “third place” (after home and work) fascinating.

The gathering was intimate and Howard answered questions from Sharon Waxman, founder and editor in chief of TheWrap.com. It was obvious they knew each other well, so the questions were honest and penetrating.

I was so inspired by what he had to say. It wasn’t rocket science. But it was honest. And he was transparent.

He said when he “took the company back over” in 2008, the first thing he did was publicly admit they had made mistakes. They had grown too fast with the wrong priorities. He took personal accountability and was willing to be vulnerable about it. He said they were measuring the wrong things at the company. How many of us in business measure “activities” vs. “results?”

He said his number one job, as company president and CEO, was to rekindle the company values.

Part of the way he did this was to hold a company meeting. To put that in perspective, he gathered all 11,000 store managers at a single multi-day meeting in New Orleans and asked them to do three things:

He caught a lot of flack for flying in all 11,000 managers to a single location. It cost them over $35 million (yes, million) to hold that meeting. But he told us that he felt he couldn’t afford NOT to.

And, the proof of his wisdom is evident. Starbucks stock, after its dramatic free fall, is back up to record levels. Store sales are growing and customer satisfaction is at an all-time high.

Today, Starbucks speaks to consumers like they never have before. Whether in the stores, or on Facebook, Twitter or Foursquare, Starbucks has become the No. 1 brand on all three Social Media sites. They invite their customers to dialogue with them.

But Starbucks goes one step further… They ask EVERYONE for their ideas on how to make Starbucks better: www.mystarbucksideas.com. And better yet, they implement many of these customer ideas. (Note: Many internal Starbucks employees, i.e, former employees, were very skeptical when the company began asking for such raw suggestions.)

But, of all the things Howard said that morning, one thing sticks with me more than anything else.

He said, with a very emotional look in his eyes, that beside his family, he LOVES Starbucks (the company). He said that it was the most important thing in his life, because of what the company stands for. He made dramatic changes to his life and the life of the corporation because of that love.

When I got back to the office, I opened up his book, just to take a quick glance to see if I wanted to read it. The first part of the book is entitled, “Love.” And the pages I have read so far truly speak to that love.

So, for all of you entrepreneurs reading this: How do you feel about YOUR enterprise? Are you being a bystander? Do you LOVE what you do? How do you show that love?

After hearing Howard, this is what I did: I scheduled a week when I could fly all of my remote employees into Southern California so we could all be together. (Some of our staff works out of our office, but a good number live elsewhere.)

I also walked around my office and warehouse and said hello, by name, to everyone. Sometimes I find myself isolated in my office. There is no shortage of emails to respond to or work to do.

Howard Schultz inspired me to remember that my Number One job is to BE the culture of my company! If I show sincere appreciation for everyone on my Frieda’s team, I know that they will be happy and we will do well.

BTW – During the Q&A, when an audience member asked Howard why they didn’t service Starbucks coffee at this event (they served Peet’s coffee!), Howard didn’t miss a beat. He said, “When I saw what they were serving, I almost turned around and left.”

My mom always told me that tomato growers were a special breed. In her early years in the business, she learned that tomato growers had a lot in common with gamblers in Las Vegas.

She said it’s not unusual for a tomato grower to lose money for 9 out of 10 years. They are always waiting for that year when they make back all the money they lost in the previous years, and more. And 2011 has been one of those terrible years for fresh tomato growers in Mexico, because of the freeze they had in February that destroyed at least 80 to 90 percent of the fresh crop.

At this time of year, fresh tomatoes are coming from Mexico and Florida and it won’t be until May that we will start to see new crop tomatoes out of the next growing region – Baja California. So where are the tomatoes coming from at this time of year, if Mexico had a horrific freeze?

Much of what you will see in the markets right now is hot house grown (vs. field grown). There are many regions in the country where there are commercial hot houses, also known as greenhouses. The southern states tend to have the most, since they have the most natural sunlight hours year-round, but amazingly, some of the biggest hot house growers in North American are located in Canada!

What’s so distinctive about these hot house grown tomatoes? First of all, they tend to be a bright, consistent color: dark red. Second, virtually all of them are sold “on the vine.” Actually, in our industry, we call them TOVs (Tomatoes on Vine).

Actually, TOVs are grown in several shapes and colors besides round and red: Small “cherry” type tomatoes on the vine, as well as yellow and orange regular-sized tomatoes.

And, there are a few growers, who have “heirloom” tomato varieties in hot houses, which come in a wide variety of shapes and sizes with fun names like Cherokee Purple, Green Zebra and Brandywine, to name a few. But at this time of year, you probably won’t be seeing huge displays of any kind of tomatoes, due to the reduced supplies.

First of all, I recommend looking carefully at the tomatoes and making sure you get good quality. When they are expensive, you want to be sure you don’t get any mushy ones. Personally, I buy my fresh produce every two to three days, to avoid throwing anything out. If the tomatoes don’t look good when you are at the store, I would skip buying them for now. If you are going to cook with them to make a sauce, you may want to considering buying canned tomatoes for now, until fresh tomatoes are plentiful.

Or, if you are used to purchasing only a specific kind of tomato, like Romas or large red ones, you may want to try other varieties that look good. Cherry and grape tomatoes can be halved and tossed into salads or chopped into salsas or sauces. I have found that sometimes they have a superior flavor profile than regular-sized tomatoes.

Another alternative is ready-made refrigerated salsas, which can be found in your produce or deli department, and ready-made fresh pasta sauces. These tomato products were probably processed and prepared a few weeks or months ago and with the amazing packaging technology available to processors, they will most likely taste “just like fresh.”

But, keep visiting your produce department because the next growing area (Baja California) will be starting in about three weeks. And as we get through May and June, you will see the varieties increase and the prices will come down. California-grown tomatoes will be in full swing by June and July, as will locally grown tomatoes all over the country.

What’s on the horizon for fresh tomatoes? You will start to see more plentiful supplies of the famed San Marzano variety, which is prized in Italy for its amazing flavor profile. Many growers at Farmers Markets here in California tell us that 2011 will be the Year of the San Marzano. We can’t wait!

My how time flies. I’m sure it is hard for my mom, Frieda, to believe that 49 years ago (April 2, 1962) she opened the doors to our now second-generation produce business.

As I shared with our staff, celebrating our 49th anniversary this past weekend means we have officially started our 50th year in business!

This past Friday morning, we gathered all our employees in our lunchroom and listened while mom recounted a few memorable moments of when she first started our company:

But, probably the greatest joy that my mother has had, even with all the challenges she faced in business (boy, do we have stories), and being a “working mother” when virtually everyone else’s mom did not work and stayed home to raise their kids, was that she raised two happy, loving and responsible daughters.

My sister and I, even with two working parents, turned out pretty good (If I say so myself). We had our crazy times as kids (Jackie being a little wilder than me), but we always worked and paid our own way after we graduated from college. We both decided — on our own — to join our mom in her business.

And, the greatest joy for all three of us, is that we see each other every day. Yes, Frieda still comes to work each day! Sure, we don’t always agree, but we have developed a way of working through any issues.

Being the eldest daughter, it comes natural for me to be “in charge.” And I recognize that my “right brained” creative style is balanced so well by my sister’s left brain (logical) approach.

If you want to post a congratulatory note, please visit us on Facebook and post on our wall. And be sure to “like” us, so you can enter to win one of the many prizes we are giving out to consumers this month. (We are calling this our “Golden Goodies” promotion.)

And, so you can see how great mom looks at age 87, check out this short video we made last week, to commemorate the beginning of our 50th anniversary.

First of all, let me say that I do not currently practice Yoga. I barely have time for my current exercise regime, but everyone who does Yoga, always sounds like they love it. The stretching. The breathing. The meditative aspects. The fantastic way they feel after their sessions.

So, imagine you are an artist. And you and your wife practice yoga. And on Saturday evenings, you do charcoal drawings of your wife and other friends in yoga positions. What would you do with these drawings?

You might take your drawings, put them on bookmarks, note cards, art prints, and clothing, and start a business!

Steve is an incredible artist. Besides the beautiful charcoal drawings he creates, I know his passion is sculpture. He has created some amazing sculptures and has assembled those that he has not sold into a sculpture garden in their backyard. Some of these sculptures are also stylized interpretations of yoga poses! Steve is a traditionally trained medical artist with a passion for the human figure and the poetry of Asana (Asana is the Sanskrit word for a yoga pose). Steve and Tina set out to artistically portray the serenity of breath and movement realized in yoga.

Over the last two years, we have become good friends and our dinner conversations have often revolved around them launching a business, combining their passions of art and yoga.

So many people want to take their ideas and turn them into a business. You know the story… “If I like this product (or service), there must be thousands of others who do, too…”

I cautioned Steve and Tina about many of the challenges of owning a business.
• They would need to be prepared to fund the business from their personal finances.
• They would both need to continue their full-time jobs AND work nights and weekends on their new venture.
• Married couples working together in a new business feel particular strains because they are together 24/7.
They told me they did their research (they went to yoga conventions – who knew there were such things?), and as they asked around, they felt they had found a great opportunity to be first to market yoga fine art. Not just “yoga shirts,” but shirts with images that reflected the values of yoga: Art ~ Breath ~ Movement. (Actually, that’s their tag line!).

Steve and Tina also invested in social media marketing — Facebook, YouTube, Tumblr and Twitter — which got the word out to the local yoga community. Then they staged an event with the partnership of the Huntington Beach Artwalk and YogaWorks Huntington Beach with a live drawing of yoga in the studio. The crowds were there and it was a big win for all three organizations!

Steve and Tina share the lessons they learned in these first few months (with my comments following in parenthesis):

1. It’s all about the art — the art is what makes them unique. And it’s how you display the art — since we started framing the pieces, revenue has gone way up. (They made it easy for their customers to visualize their art in use, and probably took a casual suggestion from an early shopper).

2. Start in your own local community — the outpouring of support we received from our local community has driven the business. (By starting small and local, they can be hands-on, and make corrections quickly. As in many businesses, your network of family, friends, and friends of friends are usually the early adopters).

3. People are passionate about yoga, and even more passionate when these two (yoga and art) are combined – over 14 million people in the U.S. practice yoga, according to Yoga Journal magazine, the premier publication in the yoga world. (They researched the size of their market and saw the potential. Their product appeal is NOT just local, but they will have to move quickly to make sure they don’t have imitators or cheap knock-offs.)

So, if you have a passion and want to turn it into an enterprise, it’s possible! Do your research. Put together a small “Kitchen Cabinet” (it’s like a board of advisors) of knowledgeable friends who will give you honest feedback. And whatever you think you’ll spend on your business in the first year, double or triple the amount. You will always run over budget.

It will be interesting to see how Asana Art (www.asanaart.com) is doing after their first year, as I expect they will be looking at new options to expand: licensing images, endorsements, and social media marketing.

The day after they received their first order of printed cards, I was at their home and was their very first customer. The cards are quite beautiful and artistic and even if I don’t practice yoga, I feel more peaceful by sending them to friends.

As you look at the images on these cards, you can see why they make me happy! Visit their website if you are interested in ordering some: www.asanaart.com

Do you wonder why Easter is so late this year? Well, you can thank the Hebrew calendar. Yes, most people know that the “Last Supper” was really a Passover Seder (ritual holiday dinner), and it happens on the same day of the Hebrew calendar each year: the 15th day of the month of Nisan.

As I wrote in a previous blog post, this year (a leap year) the Hebrew calendar has an extra month of Adar, which makes the Jewish holiday of Passover begin almost a month later than usual, at sundown on April 18th.

Passover is considered the most important Jewish holiday because it represents the Jews achieving freedom from slavery. This is why it’s filled with all kinds of happiness and merriment.

As our rabbi reminded us recently, “It’s actually expected that you get drunk on Passover!” (Drink responsibly, of course.)

On the first two nights of this 8-day-long holiday, Jewish families have a big dinner, and it is encouraged to invite both friends and strangers. There are traditional foods and parts of the meal which are ceremonial. All attendees take part in a reading from a special book called the Haggadah.

For those of us in the fresh produce business, or if you just love food, we know that Passover has some very distinctive foods that are used at the Seder. And we know that shoppers will be looking for them at their local markets.

No. 1 is horseradish! Grating and eating fresh horseradish reminds us of the bitterness in the lives of our ancestors, and I’m sure the tears that you shed while grating the horseradish is a reminder of the tears that were shed. Fresh parsley, apples and walnuts are just some of the other fresh foods that are eaten during Passover.

Of course, Matzah (or Matzo — similar to crackers, that we call “unleavened bread”) are eaten for all 8 days of Passover. That’s right, you can eat no regular breads or cakes during Passover. Hmm… Sounds similar to the rituals during Lent — giving up favorite foods. Almost every single supermarket in the United States will have a display of Passover-safe foods for the month leading up to the holiday.

As part of this Passover display, I was actually quite excited that our local Ralphs supermarket offered special calendars for their Jewish shoppers. I’m sure other supermarkets that have a large contingent of Jewish shoppers may do the same.

You can find all sorts of information on Passover on this website www.happypassover.net.

Many churches across the country have begun reaching out to their local Jewish synagogues, so their members can experience the Passover traditions. What a great way to educate and teach tolerance in our community, don’t you think? Since it is traditional to invite strangers to the Passover meal, I encourage you to reach out to your Jewish friends and see if they have an extra chair or two for their upcoming Seder.

Now that it’s officially spring (which started at 7:21 p.m. EDT on Sunday, March 20), we’ll begin to see more springtime vegetables appearing in our supermarkets and farmers markets.

Just this week, we started to see good supplies of fresh English Peas at our local farmers market and of course at the Los Angeles Wholesale Produce Market.

Most of us are accustomed to buying our English Peas already shelled — frozen or canned. But if you happen to see fresh in-the-pod English Peas, and have some time, give them a try.

It’s a lot of work shelling peas, but they are so fresh and delicious. When you pop open a pod, you will find between 3 and 5 single delicate peas. They can be eaten raw, added to salads, or lightly cooked.

I’m sure it was the laborious nature of preparing English Peas that was the inspiration for developing something better.

What if you could combine the sweet individual peas with the delicate, crisp edible pods of Snow Peas (used in Asian stir-fry recipes) to create a new vegetable that was totally edible — peas and pod.

It was Dr. Calvin Lamborn, a plant breeder working at the Gallatin Valley Seed Company of Twin Falls, Idaho, who created this new cross: Sugar Snap Peas! I’m not sure if it was BEFORE he was featured in the April 16, 1979 edition of People Magazine, or after, but Dr. Lamborn contacted Frieda’s back in 1979 and we began selling and marketing these special peas on his behalf.

This was shortly after I returned from college and I so vividly remember introducing this new vegetable. I personally drew an illustration showing how to string a Sugar Snap, and this was included on our purple label. (We packaged them in bags to keep them moist and fresh.)

One of our first customers was A & P Supermarkets in Baltimore. We had convinced the local food editor (then Marian Burros, who went on to The New York Times) to run an article on the Sugar Snap Peas. And, once we knew when the article would be published, we contacted our retail customers in that area and encouraged them to have them in stock.

The morning that the story broke in The Baltimore Sun, we got a panicked called from the produce buyer at A & P.

“Shoppers are lined up outside our supermarkets (the stores didn’t open til 9 a.m. in those days), with copies of the food section in their hands. I don’t think we ordered enough of these Sugar Snap Peas! Can you fly more to me…TODAY?!”

Of course, today — 33 years later — there are many “new and improved” varieties of Sugar Snap Peas, Snow Peas and English Peas. Sugar Snap Peas are now found in veggie trays, alongside baby carrots (which we also had a hand in introducing in 1972) and cherry tomatoes. Our children are growing up enjoying so many fruits and vegetables that were not around when I grew up.

Stories like the origins of Sugar Snap Peas, Baby Carrots, Habanero Chiles and hundreds more like them, are what I get to do every day.

Although I love the taste of a fruit smoothie, I realized long ago that it was better for me to eat whole fruit, than to drink a smoothie, which usually has a lot of calories and natural sugars. Consequently (and much to my daughter’s frustration), we don’t go to Jamba Juice much.

But now that this popular smoothie chain has come out with three new drinks, I might be changing my mind.

A recent news release announced a new line of fruit and vegetable smoothies at Jamba Juice:

Berry UpBeet – Strawberries, blueberries, carrots, beets, broccoli and lettuce
Apple ‘n Greens – Apple-strawberry juice with the juice of darky leafy greens, carrots lettuce, peaches, mangos and banana, plus a shot of spirulina
Orange Carrot Karma – Carrot juice, orange juice, mangos, banana and ice

I think it’s fantastic that Jamba Juice has modified their offerings to be better for us! As I drive by my local Jamba Juice, I can’t help but notice all the kids who play soccer, baseball, and dance lining up. Now, they (and their parents) will have a healthier option that includes both vegetables and fruits.

Yes, you read correctly. If you shop in an upscale store or at a farmer’s market, you may have noticed bunches of radishes that are anything but red. Obviously they get their name because they look like a bunch of colored Easter Eggs.

It was probably 25 years ago when we found the first Easter Egg Radishes. The grower presented us with bunches of radishes in pinks, purples and whites, and we went crazy. Not only is the name adorable, but the presentation of these multi-colored radishes is a conversation piece.

It’s only in recent years that we’ve seen increasing supplies of these radishes, which are grown primarily in the Santa Maria area of Southern California. Our longtime friends at Babé Farms (a family-owned farm) have developed quite a following for their specialty vegetables.

As with most specialties, there are always challenges in growing. If it’s too cold, the radishes don’t grow fast. If it gets too hot, the green tops get “burned” and may turn yellow or brown. (Even though you don’t eat the tops, having green tops makes a nice retail display.)

I personally love the taste of radishes, and so does Frieda! (Actually, every week, she purchases 1 to 2 bunches so she can munch on them or add to salads.)

One of my coworkers, Mary, shared a delightful recipe with me using radishes as part of an appetizer. (She tells me it is a very traditional French way of eating radishes.)

Buy a fresh French baguette. Cut into individual slices — on the diagonal if you like. Butter each slice with high quality unsalted Butter (I love Irish butter). Then, arrange a few slices of freshly washed and thinly sliced radishes on top. Sprinkle lightly with a high quality sea salt (Fleur de Sel). Of course, I say anything with bread and butter involved is fantastic!

If you’ve followed my blog for a while, you know that when I travel, I like to read magazines that I normally do not come across.

Last week, while flying home from the Houston Rodeo with my husband, Garry, he leaned over and said, “I think y’all might want to check out the in-flight magazine.” Enough said.

I opened up the March edition of Hemispheres Magazine to page 66 -71 and read the most fascinating story, entitled “The Meal Plan.”

You probably know that I am personally passionate about helping people get healthy through better eating (lots of fresh fruits and veggies, of course). So when I read this story about Cornell University professor, Brian Wansink, and his study of human behavior, I was fascinated!

You can read the entire article here, but this is the crux of his idea and the amazing results:

After he spent a week in a Plattsburgh, New York, school cafeteria, he made two SIMPLE suggestions to the school lunch manager to increase students’ consumption of fresh fruit.

Well, check out the results. The school lunch manager reported that two months after she implemented these two changes, her sales of fruit fresh had increased four-fold (to 1,000 pieces). She was stunned — and also ran out of fruit, as she did not expect that kind of response.

But, what was amazing and encouraging to me, was that the school lunch manager started getting emails from parents saying that their kids were now raving about the fruit in the cafeteria! (BTW, this is exactly the kind of response we saw when the U.S. Senate tested the School Snacking program about 8 years ago in 100 schools across the nation.)

It’s kind of like what I do at home. If I have fresh fruit on the counter, or pre-cut veggies in my refrigerator, my family will chose them for mid-day snacking, instead of unhealthier choices. Instead of asking my daughter what vegetable she wants for dinner, I give her a choice: Do you want asparagus or baby broccoli?

I hope you take a moment to read this article as there are some great ideas and “a-ha’s” in it. Some of you don’t have kids at home, but have close friends who do. Feel free to pass this article along, even to the school lunch director at your local school.

It benefits all of us to teach healthy eating habits to everyone we come in contact with.

Although much of the country is still covered with snow and experiencing cold weather, the first day of spring is just around the corner.

When I think of spring, I think of planting new flowers and fresh herbs in the garden. During the winter, most of us buy the packaged fresh herbs in the produce department to make our savory meals taste sensational. These herbs have probably been grown in greenhouses in various parts of the country, cut and packaged and then shipped to your favorite market. It’s the most practical way for supermarkets to offer fresh herbs to shoppers.

But in the spring, as you wander through your produce department, be on the lookout for fresh potted herbs (aka living herbs).

The living herb business has come so far. I remember back in the 1980s, Frieda’s worked with a couple, John and Mary, who were doing something very innovative at local farmers markets. They grew an assortment of fresh herbs in 4-inch pots and assembled them in tote baskets containing eight pots. We sold them to our local supermarkets. It was a successful, but short-lived venture.

Now there are growers all over the country who have built quite a business on growing pots of living fresh herbs. They usually grow and ship these herbs in their local area, as many herbs are a bit too delicate to ship cross country.

Some of the more sophisticated growers have developed a retail display system, with signage, shelving, and even a watering system, so that when you walk into your produce department, the display is eye-catching and inspiring.

When you see this mini-display of fresh herbs, I hope you’ll imagine how easy it will be to have a “home garden” right in your kitchen! Many of these potted herbs are not meant for replanting into gardens — they are meant to grow on your kitchen counter, so you can clip as you need.

Want to make an authentic caprese salad with fresh basil, tomatoes, and fresh mozzarella? Pull a few leaves off the plant on your counter! Actually fresh basil plants are the No. 1 selling fresh potted herb in the country. As we get closer to summer, you may find large displays of fresh basil in small pots near the tomato display.

Nothing tastes as good as fresh herbs added to a dish at the last minute. In addition to fresh basil, you should be able to find mint (spearmint and peppermint), dill, chives, tarragon, chervil, oregano, sage, marjoram, thyme and more.

I was talking with my friend, Lori, and she mentioned that she had gone to her dentist several times to check out an aching sensation she was having in her tooth. After X-rays and several exams, they thought she was crazy. They found nothing. And now the pain is suddenly gone.

I told her that doesn’t surprise me. I said, “Lori, remember a few months ago you were complaining about having stomach problems. Have those problems gone away, too?”

She looked at me strangely, and said, “Yes, Karen they went away. And now that you mention it, the tooth pain I was having happened at the exact same time and that pain has gone away, too.”

I told Lori that every tooth in your mouth is “linked” to an organ in your body. Much like in acupuncture, where there are pressure points that are linked to various parts of your body. Lori had no idea what I was talking about.

So I went to my computer and entered this website: www.meridiantoothchart.com. I asked Lori which tooth was bothering her and clicked on that tooth. Sure enough, her stomach was linked to that tooth.

Call me crazy, but that’s exactly what happened to me. One of my teeth has been a bother for about 5 years. Coincidentally, I have been having problems with my thyroid for the same period of time. It was only when my friend, Al, introduced me to the concept of the meridian tooth chart, that I discovered a problem in that tooth (I needed a root canal). Once I had the root canal about two months ago, my thyroid calmed down and stopped giving me problems.

Al also recommended I see a biologic dentist. A biologic dentist uses different protocols when they are treating you. They use no metals in your mouth.

I found out, from my research, that some metal fillings contain mercury. Over time, that mercury leaks into your body and that is not good. Also metal fillings (mercury or otherwise) do not bond to your teeth. Like all metals, they contract and expand with heat.

After seeing my biologic dentist last August, and then doing a lot of research, I began the process of replacing all my metal fillings. Under every single one of my metal fillings, he found decay. So basically, I have had a “low-grade infection” running in my body (from the decay) for quite a while. All those times I wasn’t feeling so hot, and couldn’t figure out why … that was probably it.

Check out the meridian tooth chart and click on any tooth, then look at what organs it relates to. If you’ve had a filling, any pain, or a root canal, I guarantee you will find this chart insightful.

And, if by chance, you want to consider changing dentists to one who is more holistic in their approach, you can find one here: www.mercuryfreedentists.com.

“I live in Colorado and can’t seem to find your Baby Pineapples in my store anymore. Why not? I love them!”

Most of us are used to finding conventional sized pineapples in our stores. They’re available throughout the year from various countries — Costa Rica, Mexico, Ecuador, Dominican Republic and many more tropical places. The demand is so great that many countries export their delicious pineapples to the USA, and each country’s crop tastes and looks a little different. (Read my previous post to learn how to pick a good pineapple, no matter the color or origin.)

More than 20 years ago, Frieda’s started getting calls from caterers and hotels looking for “mini pineapples.” They wanted smaller pineapples to use in gift baskets, decorations and tropical fruit platters. The large pineapples were just too big.

The first Baby Pineapples we brought in were from Hawaii, but the smaller size usually meant that the fruit was immature, not flavorful, and frankly not tasty enough to eat. That was a challenge for us because we didn’t want consumers to be disappointed with the taste.

Enter South African Baby Pineapples, aka the “Queen” variety. Also known as Victoria Pineapples in Australia and England.

When we first received a sample of the Zululand Queen Baby Pineapples, we were fascinated! Imagine a pineapple that is fully mature, yet only 7 to 8 inches long, including the crown. Although the crown fronds were sharp and spiky, the inside fruit was a deep golden yellow and the flavor was amazing.

We recognized right away that these Baby Pineapples were consumer friendly — perfect for households with only 1 or 2 people. You could buy a Baby Pineapple and have no waste! (Plus, we found that these baby pineapples had no core, so even less waste.)

The downside is that due to the perishable nature of pineapples, we have to fly them to the USA from South Africa. This means that one of these Babies may cost as much as a regular sized pineapple. But their intense, sweet pineapple flavor and adorable appearance makes them really popular.

Back to why Baby Pineapples can’t always be found in your supermarket. Not a lot of supermarkets stock the Baby Pineapples because they don’t realize there is a demand for them. So, what do you do if you want some? Find your produce manager (who you introduced yourself to after reading my blog post), and ask him or her to order them for you!

Having a Hawaiian-themed party or barbecue? Use Baby Pineapples as table decorations that your guests can take home.

Having a brunch? Halve Baby Pineapples and fill with tuna or chicken salad for an eye catching main course.

Next time you are in the mood for fresh pineapple, consider trying this petite version!

You’ve probably seen them on magazine covers, in ads, on billboards, coupons, signs, packaging, and even on shipping boxes. These funky black-and-white patterned boxes are QR codes – short for Quick Response – and they are popping up everywhere! (We are even using them on our company business cards.)

If you have a Smartphone (Blackberry, Droid, iPhone, etc.) and a QR code reader “app,” you can scan the code and it will launch your browser to a pre-determined website or microsite, or even send you a text message. For example, if you see a QR code in a magazine ad for Coach® bags and scan the code with your phone, it will probably take you to the Coach® website.

Every QR code is customized by the company or person who creates it, and each is unique.

Supposedly, it is a way to engage us, as consumers, by providing more information. Instead of spelling out a lengthy URL in print, a QR code acts as a high-tech shortcut that instantly takes consumers to a website once scanned — no typing required. Some marketers offer coupons and special offers via QR codes, others simply provide a link to the company website. This technology is especially appealing to Gen Y and Millennials.

QR codes originated in Japan, where they were initially used for tracking parts in vehicle manufacturing. But of course, in the last 17 years, their use has expanded and they’re considered one of the leading edge marketing widgets. (Sometimes they are called 2D barcodes.)

Next time you see one of those black-and-white squares with the seemingly random pattern, you can impress your kids or grandkids by whipping out your Smartphone to scan it for more info.

When my youngest daughter Sophia rants that “there is nothing to eat in this house,” I always ask her the same thing: “What fresh produce would you like me to buy for you?”

This morning, I got the same answer she always gives me: “Bring me some Blood Oranges.”

“Blood” Orange is the general name for oranges with red flesh. They actually have varietal names like Moro, Tarocco and Sanguinello. Moro Blood Oranges are the most commonly grown in the United States, and they have the darkest internal flesh color. Tarocco Blood Oranges are native to Italy and have a less consistent red color inside. Sanguinello is an older variety, native to Spain.

My first recollection of selling Blood Oranges to our customers was having to explain how they look and taste different than regular oranges. Some varieties have a red blush on the outside skin, in addition to the dark red internal flesh. But it’s the flavor that makes them special. We like to say they taste like oranges with overtones of raspberry. They are less acidic than regular navel oranges and seedless, too.

Actually, the red colored flesh is from the presence of anthocyanins, a family of pigments which are found in many flowers and fruits, but are not common in citrus fruits.

Blood Oranges are commercially grown in California and the season is generally from November to May. If growers have a freeze or there is unusually warm weather in March and April, the season can end early. As with all citrus, choose fruits that feel heavy for their size. (That means they are full of juice and not dehydrated.)

You will often find Blood Oranges sold in 1-pound mesh bags or overwrapped trays because it is easier for the supermarket cashiers to identify them and not confuse them with regular oranges. This can make it a little more challenging to select the freshest fruits. But if you have introduced yourself to your produce manager (see my last post), you can ask him or her if they are fresh. Most produce personnel are happy to cut open a fruit for you to see or try, so when in doubt, ask for a taste!

If you decide to venture out and try these wonderful Blood Oranges, try juicing them! Definitely a conversation starter with that dark orange juice. Or, serve them in a popular Italian citrus salad: peeled and sliced, and tossed with slices of fresh fennel. Then drizzle with olive oil, lemon juice and salt and pepper.

If you have kids, cut them into quarters or eighths and put them in a plastic baggie for a lunchtime dessert. Your child will be the coolest kid at the lunch table that day!

And, for a little fun, turn up your speakers and view this YouTube video we produced on Blood Oranges.

If you’re like me, you probably frequent two or three different grocery stores each week. But I do have a regular store where I buy my produce, and I bet you do, too.

Do you know your produce manager? Have you ever spoken with him or her? I recommend you get acquainted!

Having a relationship with your produce manager has its benefits! For example, if you are planning a party and want to be sure to have a special fruit or vegetable, if you know your produce manager, you can pre-order it. If you want to know if those grapes are sweet or that melon is tasty, he or she can tell you whether the timing is right to buy them. They can also recommend in-season produce that you may not even have thought about.

However, if you shop in the evenings (like most of us working folks do), you probably haven’t seen the produce manager. That’s because most produce managers come in about 5 or 6 a.m., and are gone by 2 or 3 p.m. One of their most important jobs is to take inventory and then place the orders for the department, which they must do first thing in the morning. Most large-sized produce departments get produce deliveries 5 to 7 days a week. Produce is usually shipped into the supermarket company’s corporate distribution center and then shipped out daily to individual stores, as they place their orders. Often times, stores get a “mixed load” of produce, dairy, meat, frozen items and some groceries, which is the most efficient way to do deliveries.

If you know what days and times your produce department gets their deliveries, you can then choose your shopping days accordingly, so you get the freshest products.

I know my produce manager, Paul, fairly well. I also have introduced myself to the rest of his staff and make it a point to say “hi” every time I visit the department. When I get to the store, I always visit the produce department. I stand back and take it all in. Does it look fresh? What’s on special? What looks good for my family this week?

I think it’s a great idea for everyone to say hello to the staff in their produce departments. Ask them “what’s good today?” Ask them how the melons and grapes taste, and which kind of lettuce looks the freshest. (It will also make the produce staff feel good!)

Did you know that jobs in the produce department are often one of the first stepping stones up the corporate ladder for supermarket employees? The Produce Manager position is one of the ground floor management positions, and many produce managers go on to do great things such as work up to the top store level position of Store Director. (Some stores across the country may do $50 million to as much as $100 million in sales PER STORE, so running a store is like running your own business.) Then, some may move into purchasing at the corporate level and on up the ladder.

One of my favorite success stories was a guy I met when I first started working for my mother back in the 1970s. I’m sure he started as a produce manager of a local store. His name was Richard (Dick) Gladden, and when I met him he was the director of produce for a supermarket chain called Alpha Beta (which was later purchased by Lucky’s, which was purchased by Albertson’s). By the end of his career, Dick had risen to the position of president of Alpha Beta! That’s a pretty impressive career, don’t you think? Dick retired a few years ago and we still see him at trade shows and hear from him via email.

So, next time you see your produce manager, I think you should introduce yourself. You’ll probably learn something about produce, and you never know when he or she might be the future president of the company!

Did you know that two weeks ago, the USDA and Health and Human Services (HHS) released the 2010 Dietary Guidelines for Americans?

This may sound like a non-event for the average consumer, but it actually was a monumental announcement. For the first time, these once-every-5-year guidelines, included a pretty strong message:

Of course, this is quite exciting for us in the fresh produce industry. But, what this means for the average American, is that they will have more healthy choices.

For kids in the school breakfast, snack and lunch programs, their choices for food will include more fruits and vegetables.

Those who are a part of the WIC program (Women, Infant and Children Feeding program), will receive vouchers for fresh produce.

For those in the military or who shop at commissaries, it will mean more healthy food choices.

But what’s most important, is a statement like this has a wide and important effect on supermarkets, food manufacturers, and restaurants. Believe it or not, when the government talks, businesses and consumers listen.

Start to notice the changes in the messages around you, based on these new guidelines:

2. FOODS TO INCREASE
Make half your plate fruits and vegetables. Switch to fat-free or low-fat (1%) milk.

3. FOODS TO REDUCE
Compare sodium in foods like soup, bread and frozen meals, and choose the foods with lower numbers. Drink water instead of sugary drinks.

It’s no secret that as a nation, we are fatter, more sedentary and subject to more chronic illness like heart disease, obesity and cancer.

What if we all pledged to follow these simple three guidelines every day? What if we supported these initiatives in local schools, at parties we attend and every day at our offices – and only offer healthy choices?

What if, when we went out to eat at a restaurant, we ordered steamed vegetables as our side dish and fresh fruit as our dessert? I bet we’d feel better, and of course, we would be healthier.

As an example, do you think it is a coincidence that McDonald’s changed their meal offerings to include more heart healthy choices in the last few years? Why are Chipotle and Panera Bread locations growing in popularity? (I think it’s because of their healthier food options.) Check out their stock prices. . .healthy offerings make stock prices go up.

So, next time you are thinking about what to have for dinner, I hope you’ll make half your plate fruits and vegetables!

My husband had to go out of town for a few days for a funeral, so I was home alone all weekend. On Sunday afternoon, I was trying to figure out what I should do on the “love, chocolate and roses holiday.”

This was the first Valentine’s Day, in my recollection, that I was not expecting anything, and thus not disappointed with anything.

And it was the perfect day to spend time with a few special people in my life. My good friend Mary was celebrating her birthday this week, so I decided to do something I rarely do, I went out to lunch (during the week) with Mary.

Do you have a special friend in your life who is your “true north”? The person who is completely honest with you and loves you unconditionally? Well, for me, that person is Mary. For you it may be a girlfriend, a sister, or a mother.

So, even though we were celebrating HER birthday, when I arrived she had a gift for me.

She handed me this article from the February edition of Good Housekeeping magazine. This is not a magazine I usually read. But, when I got home from our lunch, I took a look at it. “Big Love: how to give more, how to get more, and why the tiniest gestures mean so much,” was the title.

The article begins: “One April morning…I had a sudden realization: I was in danger of wasting my life.” The author goes on to share her experience with her “Happiness Project.” She decided that for one year she would take the time to do the things she’d always promised herself she would do, including sharing her love and doing kind things for others. She would do nice things to make others happy.

“I changed my life without changing my life – no extra time, energy or money required.”

Doing acts of kindness for others is something women do naturally. But, I have found that the rat race gets to me sometimes and I often feel like I am on that treadmill of life. Reading this article reminded me of what joy I get when I do nice things for others.

I recommend you read the article, because we all need a little more joy in our lives. It truly made me happy and loved yesterday, as I called my eldest daughter and wished her a happy Valentines Day. Yes, she got my card with a little cash tucked inside so she could get herself a small gift. My youngest daughter and I had a home cooked dinner together and then we went out driving (she is learning). We hugged many times last night and she opened up and talked to me about what it is like being a 16 year old.

So, take a deep breath, and think about how you can “change YOUR life without changing your life” and make yourself happier by performing small acts of kindness.

“Why are blueberries the only blue fruit or vegetable?” That’s the email I got from my friend, Steve.

So I did a little research. Yes, blueberries are the only blue fruit. However, there is a blue vegetable: Blue corn. And if you are open minded, there is a purple potato variety called “All Blue.”

But what I find interesting is that dark-colored fruits and veggies, in general, are richer in micronutrients and more nutritionally dense. So, any fruits or veggies that are dark red, blue, or purple are power-packed with nutrition, in addition to tasting great.

If we use the color blue loosely, and include those that are purplish-colored, too, that list gets a lot longer: “Blue” fruits include blackberries, blueberries, black currants, elderberries, purple figs, purple grapes, black olives, plums, dried plums and raisins. Blue vegetables include the purple varieties of asparagus, Belgian endive, cabbage, carrot, eggplant, potatoes, wax beans, purple snap peas, peppers, black salsify and others.

It’s no secret that nutrition authorities recommend a diet that has a wide range of colors. Each fruit and veggie may contain a “little bit of this, and a little bit of that” in terms of micronutrients, vitamins, minerals, etc.

After you complete your tour of the produce department on your next shopping trip, look at your grocery cart. Do you have a good representation of the produce rainbow? For your green lettuce salad, did you add some tomatoes, red and yellow peppers, carrots and cucumbers to the mix?

For fruit snacks, did you include kiwifruit (green), strawberries (red), bananas (white), grapes (red, green or blue) and mangos (yellow)?

Not only is this a good idea nutritionally, it’s a lot more interesting to look at.

While there has been record snowfall and freezing weather in Chicago, Tulsa and the East Coast, we were all surprised to see snow in Dallas and Houston, two areas where snowfall is rare.

What you may not know is that even further south in Sonora and Sinaloa, Mexico — two big growing areas for fresh produce — there has been a wave of sub-freezing weather. This past weekend, temperatures there completely devastated and may have destroyed between 50 and 100 percent of the entire winter crops of green bell peppers, eggplant, green beans, shade house cucumbers, tomatoes, melons and squash. (See photos!)

We’re so used to going into our local grocery store and having a wide selection of almost every fruit and vegetable year-round, that we may not even think about how this freezing weather in far away places is going to affect us.

First of all, we will probably see prices of fresh produce increase. That only makes sense, as supplies are now much tighter and demand remains constant.

Second, we’ll probably see that the quality of the produce is not as good as it usually is. When plants are “stressed” (like during freezing weather), they don’t always produce the greatest looking fruits and vegetables and production levels decrease dramatically. And the produce may not last as long when you get it home. Lettuce leaves may turn red quicker, or peppers may start to shrivel.

Luckily, the produce industry is quite resilient. Suppliers may start importing items from other countries to make sure there are sufficient supplies. There are also many greenhouse growers in the U.S., Canada, Mexico and other countries whose products will pick up some of the slack.

Remember those Florida growers who experienced a freeze in December? Well, they are already predicting good production of their crops in late March and early April. (Most row crops take between 60-90-120 days to produce another crop, so the recovery is right on schedule.)

We’re not going to run out of food. But, I do suspect that the very low prices we are used to will start to rise. Here in the United States we have one of the lowest costs of food per capita in the world. We’re spoiled.

Technology is supposed to make our lives easier, and sometimes it actually does. My recent experience with technology while mattress shopping is a perfect example.

It all started during a visit to the chiropractor. After about six plane trips in as many weeks, I was a little stiff.

I casually mentioned to Dr. Dan that I thought our bed was about 10 years old. Immediately, he told me that it was time to get a new bed (every 8 years is the recommendation). He suggested I go to a local store (Sit ‘n Sleep) and take advantage of their unique technology.

My husband Garry and I went to our local store and told the sales guy, Michael, that we heard about some “special” technology that helps couples choose the right bed for them.

He immediately took us over to the corner of the store, and on a big computer monitor he filled in info for each of us — gender, height, side sleeper, back sleeper, etc. Then, Garry and I laid on our respective sides of the “test bed.” We watched a short video while laying there and the bed electronically measured our ideal bed characteristics.

Shortly thereafter, we got a color printout of our ideal bed. Mine was a softer bed (green) and Garry’s was firmer (blue). I was curious to see how this was going to work out.

Next, Michael took us around the store to try out a bunch of color-coded beds (red tags for extra-firm, blue tags for firm, and green tags for soft). It was hilarious to go from bed to bed, lying on our respective sides. Finally, after about 10 beds, we found a “green” bed that was firm enough for Garry.

In my lifetime I’ve probably purchased about four different beds, so this high-tech bed-hopping selection process was a first! But when I tried out that “perfect” bed, it felt amazing. I felt like I was in heaven. It was like a giant soft envelope of comfort.

Garry and I anxiously awaited the arrival of our new mattress. It came a few days ago, and I can honestly say I have never slept better.

And just in case you don’t believe that this “special technology” makes a difference, good friends of mine purchased a new bed about three weeks ago. They were able to buy it during a department store sale and paid about half of what we did for ours. As with most beds, you have a trial period, during which you can return it, and pay a small restocking fee. Well, my friends were thrilled with the price they paid. However, they are not completely satisfied with the quality of their sleep. Actually they are still not sure if it’s the right bed for them, and may be returning it.

Since you spend almost a third of your life in bed, you might want to invest a little more money and check out this “special technology”…

You may think that someone who grew up in the produce industry would know “everything” about citrus… but I readily admit that I don’t.

As I travel around the country and visit different supermarkets, I’ve noticed an increase in the number of citrus fruits at this time of year. When I was in Berkeley, California, a few weeks ago, and went to the famed Berkeley Bowl, I was overwhelmed by the variety of citrus, and what caught my eye most were all the signs for “Satsumas.”

Satsumas were everywhere. Each aisle seemed to feature this fruit from different growers and growing areas.

So when I returned home, I decided to go right to the source for everything citrus.

Let me introduce an amazing woman, Dr. Tracy Kahn, whose official title is: Senior Museum Scientist and Lecturer in Biology at the University of California at Riverside (and she is the curator of the Citrus Variety Collection). Who knew there was such a collection?!

I called Tracy and asked her to straighten me out. I told her I wanted a simple answer about the difference between a Mandarin, a Satsuma and a Tangerine. She told me (in true Tracy fashion), that there is NO simple answer!

What she did tell me was fascinating. There are really three main biological species in the citrus sub-genus: Mandarin, Citron and Pummelo. Everything else, including sweet oranges and grapefruits, are all hybrids and crosses of those original three.

She told me that in the U.S., we often use the words “Mandarin” and “Tangerine” interchangeably, but that truly is not completely accurate.

When I told her about my field trip to the Berkeley Bowl in early January, she shared that Satsumas are actually a Mandarin hybrid and their peak season is October, November and early December. She told me it was not a surprise that I saw so many Satsumas in early January, as so many growers had over-planted later varieties, which were now being harvested…causing a glut of Satsumas to be available.

She told me something else interesting: Those boxed tangerines sold under the “Cuties®” brand might actually be different varieties throughout the season. When the season starts, you will likely find the Clementine variety in their boxes. But after Christmas, you might find W. Murcotts, another Mandarin variety.

As we enter the month of February, you will see Pixies, Yosemites, Tahoes, Shastas and of course W. Murcotts. All are Mandarins and are mostly seedless and very sweet.

When trying to decide if a piece of fruit will be good to eat, here are the top three things I look for:
1. Does the fruit look fresh? (No dark or soft spots.)
2. Is the fruit heavy for its size? (That means it’s juicy and not dehydrated.)
3. Is the outside skin shiny? (Shows how fresh it is.)

Meeting-ectomy is a word I invented last summer. When I first said it to my daughter, Sophia, she pondered for a moment and said, “You got rid of your meetings?”

Yes, I decided that I had too many meetings at work every day, and it actually prevented me from getting any meaningful work done. Do you feel that way sometimes?

I got concerned about all my meetings when my co-worker, Aldo, told me that in business school, they call meetings “The Monster,” and warn graduates to beware of them when they get out into the real work world. The Monster takes over and you can’t get anything done.

So, after a frustrating week of feeling like I was getting nothing done, I declared that I was giving myself a Meeting-ectomy.

1. First I let all my direct reports know that I was cancelling our weekly meetings, permanently. I let them know that I trusted them to do their work and empowered them to get things done on their own. They could come to me for guidance and we would continue to talk, but only when there was something important. No more regular weekly meetings. (I put this all in an email so I didn’t have to have another meeting!)

2. I decided to identify my top three priorities for the balance of the year. I wrote them down. Then, I sent an email to all my work colleagues and shared those top priorities with them. (That way they knew what I was working on and could support me.)

3. I let everyone know that I would move any needed meetings to only one day of the week. I chose Friday, which is casual day at my company. So in jeans, I could handle a day of meetings, if needed.

I tried it first for about six weeks to see how I survived without regular meetings. Funny thing happened. I loved it! All my people loved it! I got all my work done.

And the best part was that the bottom line of my company improved… and I felt good about my accomplishments.

So, if you are currently feeling like you aren’t accomplishing enough, consider a meeting-ectomy. Or, if you know of someone who SHOULD have a Meeting-ectomy, please pass this blog along to them.

Garry and I have a favorite local restaurant, called Preveza. The cuisine is Mediterranean, which means the menu has both an Italian and a Greek flair.

The last time we dined there we chatted with the owner, Nicolas. I told him how much we enjoy the food and the service. I also told him that one of my favorite things about the restaurant was that I could tell they used whole head lettuce and cut it up themselves, instead of buying processed, pre-cut lettuce like many other restaurants. I love how his salads taste really fresh.

That’s when he started talking about lettuce prices. Like most restaurants, Nicolas buys his produce from a small distribution company who delivers door to door to many of the local restaurants. The small company probably buys from a produce wholesaler on the Los Angeles Wholesale Produce Market, who has purchased the produce directly from the growers.

This chain of supply is what makes the produce business so unique. If you are a single restaurant, you almost have to buy from a local company versus directly from growers, unless you buy in large volumes.

“Last year, lettuce was so much cheaper,” Nicolas ranted. “This year I am paying over $30 a box for lettuce when last year I was paying around $15.”

I explained that the high prices are likely due to a spreading fungus that’s affecting lettuce crops in Yuma, Arizona — a major growing area at this time of year. A story about the situation recently appeared in one of the produce industry newspapers (The Packer):

Iceberg lettuce prices nearly doubled in the third week of January as supply took a bigger than normal winter hit from the sclerotinia fungus. “There have been some limited outbreaks of (sclerotinia) in the past but this is the first time it’s reached this magnitude anywhere that I’ve heard of in my 30 years in the business,” said Mark McBride, sales manager at Salinas, Calif.-based Coastline Produce.

“Yuma’s worse than the Imperial Valley,” said Michael Boggiatto, president of Salinas-based Boggiatto Produce, which grows romaine in the California valley. Both regions – and commodities – have been hit. “This sclerotinia is a different strain,” Boggiatto said. “It appears to be airborne, not soilborne, and affects the upper plant instead of the root. People have gone through entire fields and not harvested, it’s so bad. But some fields aren’t affected at all.”

“The weather back East has kept people from going out, but as much as demand is down, supply is down even further,” he said. It’s not a doomsday scenario, but limited supply is making for an active market. “Our production total is probably off 10% to 15%,” Boggiatto said. “Most guys are probably between 10% and 20%.” “Industry supplies for both (iceberg and romaine) will be well below normal for the next few weeks,” McBride said Jan. 21. “Customers are struggling to make their orders and they have to pay a higher price,” Boggiatto said. “As long as you’ve got reasonable supply you can come out OK.”

So what does that mean to you as a consumer? It means you will probably see higher prices for whole heads of Iceberg and Romaine lettuce for a while. Sizing of the heads may be smaller. This is a great opportunity to try other varieties of lettuce. Try cabbage, spinach or baby lettuces for a while.

Bagged salads may not change in price, due to the pricing contracts with processors, but you may notice that the bagged lettuce does not last as long as it usually does.

Nicolas concluded our conversation by adding, “At least the lettuce is not $60 a box. I remember when that happened a few years ago.”

You may remember when lettuce got so expensive and supplies were so limited that some retailers hung up informative signs in their produce departments explaining the high prices and lack of supplies.

And so goes the produce business. So, maybe next time you hear a story about a freeze in Florida, a pest invasion in California, or floods in the Central Valley, you’ll think about how it will affect farmers… and the produce you get at your local supermarket.

Alice Waters is probably one of the most renowned chefs and restaurant owners in the world. She resides in Berkeley, California, and is one of the most delightful, genuine and authentic people on the planet, in my humble opinion.

I’m not sure when I first met Alice, but I believe it was at an American Institute of Food and Wine event in Santa Monica, California. Mom and I were there on a Sunday afternoon (more than 25 years ago) and chefs were arranged all over the dining room of Michael’s Restaurant, sampling their favorite foods.

I recall exactly what Alice Waters served. Fava beans mashed with olive oil, garlic, lemon juice and salt. Served on baguette. Yum! It was the first time I had eaten fava beans and the experience was amazing.

Being somewhat of a foodie, I have always wanted to dine at her famed restaurant, Chez Panisse, but never seemed to make reservations in advance of my trips to the Bay Area. Alice and a few friends opened Chez Panisse in 1971 and I learned that it was named the Best Restaurant in America in 2001 by Gourmet Magazine. Chez Panisse is also known for using only local, seasonal and organic foods and the menu changes with the seasons.

Since I was going to be in San Francisco for the Fancy Food Show, I was determined to mark this item off my bucket list, so I called a few weeks ago and was able to secure reservations in the Chez Panisse Café. I have to admit, I thought it would be disappointing to eat in the café upstairs instead of the regular dining room, but at least I could say I finally dined at Chez Panisse.

My friend Mary and I were greeted at the door by a charming Maitre D’. The atmosphere and décor was woodsy and warm, with the feeling of a log cabin. Our service was impeccable. (Check out our menu for the evening.)

The Cannard Farm rocket (arugula) salad with lemon, ricotta and roasted almonds was light, flavorful and perfect. I really did savor each bite. The short ribs had amazing flavor and the coffee was hot and lovely. (I often judge a restaurant by their coffee, as I am pretty picky about it.) We both ordered dessert: Mine was the Pink Lady apple and apricot jam tart with crème fraiche, and Mary had panna cotta with candied yuzu compote. Both were delicate, well balanced and absolutely delicious.

I really enjoyed dining in the “Café,” as there is great energy on the top floor and we struck up a conversation with the couple next to us. They have been coming there regularly for 15 years. Every night the menu changes and tonight’s menu was inspired by Waverly Root, an author I have long admired.

As luck would have it, Alice Waters arrived at the restaurant while we were dining, and the Maitre D’ made a special effort to let me know that she was there and promised to make sure I was able to say hello. At the end of our fabulous dinner, as we headed toward the stairs, I found Alice. She was charming and genuine as always and I waited while she autographed a cookbook for a guest. Alice took her time and added some illustrations to her signature — a truly personal touch.

If you are ever in the Bay Area, you MUST go to Chez Panisse. It is no wonder it is one of the best places to dine in America.

It was kind of scary yet exciting to have an interview with the infamous New Yorker magazine. Because our company is a resource about specialty produce, it’s not unusual for us to get calls several times a week for interviews. Last week was a busy one – I did an interview with both the Wall Street Journal (see the story here) and The New Yorker.

New Yorker writer John called our company because he was doing a story on a tropical fruit. (I can’t tell you which one, as I am sworn to secrecy until the story is published). He contacted us on Monday and my interview with him was set for Wednesday mid-day – reporters almost always have a short deadline. I never know how the interview is going to go, so I always give myself a pep talk before they call, and close my door, and shut off my email, so I am not distracted.

John had kind of a gravelly voice and got right to the point. “Karen, I am doing a story on XXXX and I want to know how your company decides how to market a new item and how all that works.”

Needless to say, I explained to John that I really couldn’t divulge our company marketing strategy, but we did talk for about 20 minutes about the product he was profiling and the challenges he was facing in writing a story on a rather obscure fruit. I find it is always better when talking with a writer to be honest, yet careful that I don’t say something that I might regret — as nothing is ever “off the record.” We actually brainstormed on what his readers would enjoy learning.

As our conversation was ending he told me that I should be a writer! I laughed and said that I actually write a blog and invited him to read my last post about why Pine Nuts were so expensive.

Shortly after I hung up, I got a lovely email from John (he liked the blog) with a link to one of his favorite stories. He said “I’m sending a link for a story you might find interesting as a food person: a piece on a Michelin inspector. (Supposedly the first such interview with one of these famously anonymous critics!)

The Michelin hotel and restaurant guide is more famous in France, whereas in the United States we are used to the Zagat guide for restaurants. Nevertheless, if you are reading What’s on Karen’s Plate, you certainly have an interest in food, so I invite you to read John’s article here.

I wrote John back and told him that I was quite impressed with his Michelin story. After all, if a chef would consider committing suicide over their Michelin rating, they must be pretty impressive critics.

I refuse to call them “New Year’s Resolutions,” because there is no one who wakes up on January 1st and is successful at changing their habits that fast.

So, my BFF and I “set goals” for the new year. We each make a list of our personal and our professional goals. We start talking about them around Christmas and I am hoping we will have a chance to share our goals for 2011 with each other by the end of this week.

I find that by sharing my goals with someone I trust and getting their input and feedback, I am more engaged in the process.

She tells me when I’m being too optimistic with them — I am a chronically overly optimistic person — and when I am not challenging myself enough.

And part of our goal-setting process is that we touch base on them every month or so.

Actually, one of the keys to success of our goal-setting process is that we both resolve to make our goals S.M.A.R.T.:

Setting goals isn’t for everyone. Some people don’t like to make the commitment. Some people don’t like to write them down, and for sure they don’t want to share them with anyone.

When I walked into my daughter’s bedroom this weekend, I noticed a checkerboard of Post-it notes on her wall. Each note said things like: Exercise twice a week. Stay positive. Eat healthy.

This is the question my friend Tina recently asked me. Seems like there should be an easy enough answer, right? It must either be a shortage of supplies or an excess of demand. Well, it’s a little bit of both.

The most sizable commercial production of shelled Pine Nuts is really concentrated in just a few places in the world — the most significant being China (although some say they are grown in Russia and brought to China for processing). It appears as if most other sources of Pine Nuts are localized, like in Italy, Spain and a small amount in the United States. And, the shelling of the nuts from the pine cone is so labor intensive, it’s no wonder that the biggest supplier is a country whose labor costs are the cheapest.

Over the past decade, we have seen an incredible increase in demand for Pine Nuts. I guess you can thank the Food Network for that. Whether it’s for authentic holiday Pine Nut cookies, or a fresh pesto recipe calling for Pine Nuts instead of walnuts, the more Pine Nuts are called for in recipes, the more demand there is for them in supermarkets. And the more demand there is for a labor-intensive product….the higher the price we pay.

An interesting byproduct of the increased availability and consumption is the number of complaints we hear about Pine Nuts. The top two complaints are:

2. Going stale. Did you know that Pine Nuts really should be refrigerated? Because of the high oil content in the nuts, they have a natural tendency to become rancid over time. To prevent this, you should keep them refrigerated (or frozen) when storing them.

So, if you love Pine Nuts, be prepared to pay a dear price for them. And prices can vary greatly, because it may depend on where the pine nuts are grown, how they were harvested, etc.

But one thing is for sure. The special flavor you get from adding freshly roasted pine nuts to a recipe is unique and special. Here is my friend Tina’s favorite Pine Nut recipe:

Capellini with Tomato Pesto
From “Quick Vegetarian Pleasures” by Jeanne Lemlin
1/3 cup Pine Nuts
6 ounce can tomato paste
1/2 cup minced fresh parsley
1/4 finely chopped fresh basil
1/2 cup olive oil
1/2 cup grated Parmesan cheese
2 garlic cloves, minced
1/2 teaspoon salt
Freshly ground black pepper to taste
1 pound capellini

1. Lightly toast the Pine Nuts in a 350-degree oven until golden, about 5 minutes.

2. To make the sauce, combine the Pine Nuts with all the remaining ingredients except the pasta in a medium bowl. (This step may be completed up to 24 hours in advance, covered, and chilled. Bring to room temperature before mixing it with the pasta).
(**Note from Tina, I don’t put the pine nuts in until close to the time I am using, as I like them to keep their crunch.)

3. Bring a 6-quart pot of water to a boil. Add the pasta and cook until al dente. Before draining the pasta, beat 2 tablespoons of the boiling pasta water into the sauce. Drain the pasta and return it to the pot or drop it into a large bowl. Spoon on the sauce and toss quickly. Serve immediately.

After the movie of the same name came out in 2007, I have heard the term “bucket list” thrown around quite a bit. I never considered making one for myself until I attended an executive seminar in September along with a few of my other CEO friends and our spouses.

We were told we had 20 minutes to make our list. The goal was 50 items. I was able to write down 38 things I want to do “before I die.” Others in our group struggled to think of 10.

“I don’t have too much left on my list. This year I have been helping people do things they never thought possible. It makes me feel good when I see the reaction on their faces. Currently I am in a leadership class at my company, and last month’s class was on doing our bucket lists. I started on my bucket list in 2001 after getting diagnosed the first time with melanoma cancer. In my class I had everyone in tears, not on purpose, as I explained to them that they should be working on their list long before life deals them a shot and then they have no time to do the things they always wanted to. I live each day like it’s my last and I enjoy making those around me happy.”

Whoa. That email stopped me cold. I read it aloud to my daughter at dinner as it came across my BlackBerry and we paused and took a deep breath.

…Make the list BEFORE life deals you a shot. Help other people do things they never thought possible…

I am now rethinking MY OWN bucket list. The majority of the things on my list are about me, a few of them are about helping others. I think I want to be more balanced.

Have you considered making your own bucket list? Besides the regular items like “Visit Morocco,” and “See the Great Wall of China,” what about including things like, “Helping out at a homeless shelter several times a year,” “Mentor a student or another colleague for THEIR benefit.”

I keep my handwritten and dated bucket list right on my desk. In the next month, I will have crossed off two items on my original list. I know it will feel good. I’m sure I will be adding a few things to my list this year.

I hope you’ll take a moment to start your own bucket list. And keep it nearby, as you never know when a great idea will come to you.

With all the torrential rains in California and three back-to-back freezes in Florida during recent weeks, you may not be thinking about strawberries right now, but I can guarantee you that berry farmers and supermarket and restaurant buyers are not only thinking about strawberries, they are probably “freaking out” a bit.

The two primary growing areas for strawberries in North America are California and Florida (and Mexico). They are a very high value and labor-intensive crop. Strawberries are hand-harvested and some of the best growing areas are on really expensive real estate (Oxnard and Watsonville, California, for example). Plus, fresh strawberries are one of the top-selling fruit items in U.S. supermarkets! So, if there are no strawberries to sell, it has a negative impact on the bottom line of the supermarket.

Farmers do their planning for the upcoming growing season as long as 12 to 24 months in advance, or longer, as they often times have to lease land, lease water, order seed, order plants, hire labor…and then get commitments in advance from their largest customers so they know how much to plant.

Like all fresh produce, no matter how much planning goes on, we are ultimately at the whim of Mother Nature. So, what will happen if there is a virtual shortage of fresh strawberries for a few months? Here’s how I see it:

The produce industry is well known as “price takers,” rather than some commodities (like steel or oil) which are “price makers.” A price maker can add up all their costs and come up with a selling price, and that’s the price for which they sell their product. And if no one buys it, they have two choices: they can wait until someone buys it, because it is not perishable and won’t go bad, or they can lower their price to make a sale.

For price takers, like in fresh produce, we don’t have those options. If we don’t sell the product, it just goes bad and we get nothing. (In the case of fresh strawberries, they can freeze them, but the price they get will be far cheaper than in the fresh market.)

Because of this, there are wide fluctuations in prices. Last January the price (at the farm) for an 8-pound carton of fresh strawberries ranged from $24 to $28 — plus freight and all the costs associated with getting it to the store. However, I just checked this morning, and after all the rains in California and the freezes in Florida, that same carton of strawberries might be fetching more than $42 per carton — almost double the price from last year. So, don’t be surprised to see a clamshell of strawberries for $9.99 in your store – if you can even find them! And you might find smaller clamshells for a while, so they can spread supplies around to more customers.

It all boils down to Economics 101: supply and demand. And who will get the few strawberries that are available? The highest bidder.

That may not always be the supermarket buyer. It often times is the high-end restaurants chefs and their foodservice distributor suppliers. Restaurants HAVE to have those items listed on their menu and they usually can be more flexible on the price they are willing to pay. So in the next few months you might only see fresh strawberries at high-end restaurants, or gourmet grocery stores who can charge “any price.”

Without sufficient supplies of strawberries, supermarkets may feature other fresh berries, such as blueberries and blackberries which come from other growing areas. Or if there are not enough berries at all, they will just build bigger displays of bananas, apples, citrus and grapes and other fruits. You might also see fresh strawberries being flown in from different parts of the world, such as New Zealand or Holland.

As you can see, the produce industry is an amazing and ingenious business. When confronted with the biggest hurdles and obstacles, we are flexible and innovative.

So next time you go to the supermarket, and notice the availability (or lack of) and prices of fresh produce, please understand that Mother Nature has really wreaked havoc on many of our farmer friends, and that we are doing the best we can.

Before I make my New Year’s resolutions for the coming year, I wanted to take a look back at a few of my favorite blog posts from 2010.

Business Cards was one of my first posts. I received a lot of great feedback from people who found it helpful because they were not in the habit of always carrying a business card. (Now they are!) For 2011, we are adding a QR (quick response) code to all our company business cards that links directly to this blog! QR codes have been a big trend this year. They are basically a barcode that smart phones can “scan” and it takes you to a website or video or whatever virtual space you designate.

What’s it like working with my sister was kind of cathartic for me. Many of us know families in business and sorting out those “work” relationships from the “personal” relationships can be a challenge.

Teaching your kids about money gives you some ideas and tools to make better consumers out of your kids. I have taken some of my own advice, too!

Time is a precious thing reminds me to make the time to spend with family and friends. At the end of each year, I find myself putting more lunches and coffees with friends on my calendar because I get a little more sentimental.

A salad bar in every school is about a great program launched in the produce industry to encourage our youngest consumers (school-age children) to eat more fresh fruits and vegetables. I think every one of us should find some way to help change the consumption patterns of the young.

I was afraid of Kale was a great excuse for me to introduce myself to a new veggie! I had never eaten a raw kale salad before, but once I tried it I was hooked! Recently I stir-fried some kale for dinner…and, although chewy, it was a nice break from the spinach I eat so much of!

Just last night, my good friend, Tina, sent me a text asking me why Pine Nuts are so high priced right now! I immediately called her and told her I would write my next blog about Pine Nuts! Also, I asked her to send me a story idea at least once a month, because it’s always a challenge to make sure my blog posts are relevant.

If there’s a produce item you have a question about (any question), please let me know here.

Several months ago, I shared success stories about our summer interns. Our fourth intern joined the company in September and his last day was December 17. This particular intern was special in many ways.

Rolff Vladimir Mitton, a native of Haiti, is a third year student at EARTH University in Costa Rica, and as part of his mandatory studies, he applied to 15 different organizations (companies, universities, etc.) before deciding to join Frieda’s for his three-month internship. EARTH requires all third year students to go out into the “real world” and start to apply the principles they have been studying.

Rolff’s interests are in the area of plant genetics, but he was fascinated with a specialty produce company and we were thrilled that he decided to join us.

Almost a dozen EARTH students applied for the Frieda’s internship this year, so choosing the ideal candidate was a challenge. We were not able to meet the applicants in person in Costa Rica, so we chose to interview them via SKYPE. Technology can be an amazing enabler!

For those of you who are considering having an intern — whether a U.S. or international student — here are some of the little things we did to make Rolff feel welcome:

During my first lunch with Rolff, I found out that he is the National Badminton Champion of Costa Rica for 2009 and 2010, for both men’s doubles and mixed doubles!

“During these 13 weeks I was able to be part of the Business Development team and work on many projects that helped me learn the true values of professionalism. My final project, the customer relationship management (CRM) assessment, taught me how important it is in the business world to relate efficiently with customers. I was able to complete this project, along with a PowerPoint presentation on my final day, with recommendations for a new CRM for Frieda’s. On a personal side, I got to live with two Frieda’s employees and enjoyed Thanksgiving dinner with the Caplan family. I will definitely miss my Frieda’s Inc. family.”

I sincerely recommend that every company and organization consider giving back and have an intern. The key to success is two-fold: Make sure the work they do is meaningful to the company. And be sure a senior level person at the company is committed to their success and stays in touch with them.

Have you ever noticed that small tubs or bags of Blackeyed Peas suddenly become available in your local produce department this time of year? There is a good reason!

There is a Southern tradition which says that to ensure good luck and prosperity in the New Year, you should eat Blackeyed Peas and greens on New Year’s Day. (The peas symbolize coins and the greens represent “greenbacks” or dollars.) That’s why recipes for Hoppin’ John — a Blackeyed Pea and rice dish — are so prevalent at this time.

So, our company saw this as a great marketing opportunity more than 45 years ago! Frieda was approached by a young man, Rollo Miller, who had found a way to soak dried Blackeyed Peas in water and salts (in a secret process) that allowed the beans to become “quick cooking.” Miller’s pre-soaked peas could be cooked up in 10 to 12 minutes, instead of in the 2 to 3 hour soaking and cooking process needed for dry peas. Maybe it was the original “convenience food” in the produce department.

Frieda started offering these fast-cooking Blackeyed Peas to all her customers around the country. No one else was doing this at the time. She figured that everyone was interested in good luck and prosperity, so she was able to convince retailers from Boston, New York, Chicago, Los Angeles (and of course in Atlanta and all over the South) to stock them!

Each December, our warehouse fills up with thousands of cases of Blackeyed Peas and we ship them out to supermarket produce departments across the country. Over the years, many other companies have figured out the process to produce these quick-cooking peas, so you may see other brands.

Some people still like to start from scratch by soaking the dried Blackeyed Peas, and others try the frozen or canned versions. We think it’s all good…as prosperity and good luck comes in many packages.

My family always cooks up Blackeyed Peas to enjoy for New Year’s. Even though we aren’t from the South, we partake in this tradition.

Almost 20 years ago, we developed one of our most popular recipes in our test kitchen using Blackeyed Peas. (It’s actually one of my personal favorites from my Purple Kiwi Cookbook.) We combined the rich flavor of the peas with spicy Habanero chiles. I highly recommend you try it!

Habanero Chile Chili
3 tbsp. vegetable oil
1 lb. lean round steak, cubed
1 cup chopped yellow onion
1 cup chopped red and/or green bell peppers
2 cloves garlic, minced
1 16-oz. can kidney beans
2 cups chopped tomatoes
1 16-oz. can tomato sauce – low sodium
1 cup beef broth
1 11-oz. tub Frieda’s Fast Cooking Blackeyed Peas (or 2 6.5-oz. pkgs. Frieda’s Dried Blackeyed Peas, cooked according to package directions and drained)
1-2 Frieda’s Dried Habanero Chiles, rehydrated, seeded and minced
2 tbsp. fresh cilantro, chopped
1 tbsp. fresh basil, chopped
1 tbsp. packed brown sugar
1 tsp. Worcestershire sauce
1 Frieda’s Bay Leaf
1 cup niblet corn – low sodium
Salt to taste
Shredded sharp Cheddar cheese
Warm tortillas

Is it just me, or does it seem that everyone has a close friend or family member who is ill or in the hospital? It could be the time of year. Or it could just be life.

It used to be that computers and social networking (Facebook, email, texting) were seen as intrusions into our privacy. However, I want to share a short email I received last week from a dear lifelong friend who is stuck in a Pittsburgh hospital.

My friend Jan lives in Chicago. She was diagnosed with an illness and it turns out that the best treatment was in Pittsburgh, Pennsylvania. So she and her husband Tim, relocated temporarily so she could get treatment.

I’ve been very worried about Jan, and of course did not want to burden her husband with phone calls. I took a chance and sent an email to Jan, hoping that someone was checking her email.

Within a day, I got an email response from Jan herself! All that worry I was harboring subsided. It was as if I could hear Jan’s cheerful, measured voice each time I read her emails.

Now I am getting an email update daily from her husband and it feels like I am right there as Jan gets better. Occasionally, Jan sends me a personal email. This is what she wrote to me last week:

Thanks for all the kind words and prayers. I’m keeping current on what’s happening on “Karen’s Plate” and enjoying that. I do think computers are one of the most under-recognized medicinal treatments. Once I was hooked in, I definitely had a lift in my spirits.

Love,
Jan

Next time your kid is home sick from school, you or your spouse is home ill from work, or if you have a loved one in the hospital, make sure they have access to a computer (a net book or iPad works just fine and is so much more portable) and their email. I bet they would get well quicker because they can feel connected to their friends, family and the world!

I realize that grapefruit has gotten a lot of bad press in the past few years, mostly because they have been linked to potential medication interactions. Since the main consumers of grapefruit and grapefruit juice have traditionally been those who take medicines (and are over 50 years of age), it’s no surprise that consumption of grapefruit has declined. However, some sources say that the grapefruit drug interaction is limited and a bit overblown by the media, causing grapefruit farmers a lot of trouble.

I still love grapefruit. And since winter is citrus season in the U.S., I’ve started eating grapefruits again, particularly a special grapefruit hybrid called the Oroblanco. This variety is so delicious and low-acid, I have to tell you about it.

Oroblanco (translation: white gold) is a cross developed at the University of California-Riverside in 1958. It’s actually a hybrid between a white grapefruit and a pummelo (the giant Chinese citrus fruit). The amazing thing about the Oroblanco is there is no bitterness! Yes, you read that correctly: a grapefruit that is not bitter!

Russ Parsons, the food editor at the Los Angeles Times, has written several articles about Oroblancos over the years. (here, here and here.) Every once in a while I run into Russ at the local mall or at a dinner at a mutual friends’ house. Just last month, Russ and my mother, Frieda, were emailing back and forth about the virtues of Oroblancos:

Frieda: Russ, one of the first times we ever met — at a Rare Fruit gathering — you and I both agreed that one of the best citrus we had ever come across was the Oroblanco. I remember “sticking my neck out” when people kept asking me what the next kiwifruit would be. I was so firmly convinced that it would be the Oroblanco because of the taste and excellent shelf life — two of the qualities that made Kiwifruit easy to promote.

What happened? In your travels around the country, have you seen any signs of life on the Oroblanco? I have not changed my mind about its qualities and I still think there is an important place for it.

Russ: I’m with you 100 percent. As you know, I’ve been banging that drum myself:

1993: The oro blanco grapefruit, on the other hand, is appreciated mostly for its sweetness. Think of it as a white “pink” grapefruit, though the taste is a bit more complex. It too has a thicker-than-normal rind.

2007: Oroblancos: With an almost ideal balance of sweet and tart and a delicious piney flavor, the Oroblanco is a favorite grapefruit of many farmers market shoppers. Except that technically it’s not a grapefruit but a cross between a grapefruit and a pummelo. Introduced in the 1980s, the Oroblanco has had a checkered history commercially. At first it was praised as being California’s answer to Texas’ ruby and pink grapefruits (it was developed at UC Riverside). But it turned out that in the early part of its season, even though the fruit was ripe, it could still have a deep green peel. This turned off buyers, and gradually farmers stopped planting the trees. But then a funny thing happened: Israeli farmers starting putting in Oroblancos, calling them “Sweeties” and making that green color a selling point. And they started exporting them to Japan, where the sweet fruit found an eager audience. Now, plantings in California are again on the upswing.

Well, Oroblanco is back in season. They do have a green-tinged outside skin, but the inside flesh is pale yellow. They are so sweet and juicy. I have seen them at all my local supermarkets. I encourage you to try one, as I think you’ll enjoy the sweet flavor and the boost of Vitamin C.

I love Oroblancos so much that I featured this Oroblanco Sorbet recipe in my cookbook (The Purple Kiwi Cookbook):

Oroblanco Sorbet
This sorbet is incredibly delicious due to the low acidity of the fruit. You don’t need and ice cream maker to prepare it — a metal pan works fine.

3/4 cup sugar
3/4 cup water
3 Frieda’s Oroblanco grapefruit, cut into halves
1 tablespoon fresh lemon juice

Combine the sugar and water in a small heavy saucepan. Bring to a boil over medium heat, stirring to dissolve the sugar. Reduce the heat to low and simmer for 5 minutes. Chill in the refrigerator for 15 to 20 minutes, or until mixture is close to room temperature.

Grate 1 teaspoon of grapefruit peel from 1 of the grapefruit. Cut all the grapefruit into halves and squeeze the juice. Pour the juice through a strainer into a large bowl. You should have about 13/4 cups juice. Stir in the cooled sugar syrup, grapefruit peel and lemon juice.

Freeze the mixture in an ice cream maker according to manufacturer’s directions. Serve, or freeze in a tightly sealed freezer container until serving time. Makes 4 servings.

Tip: To make this ice cream without an ice cream maker, freeze the fruit purée in a shallow metal pan until firm. Break up the frozen mixture with a fork. Beat with an electric mixer until fluffy. Cover the mixture and freeze again until firm. You may repeat the freezing and beating steps for a smoother, finer texture. Let stand 15 to 20 minutes to soften before serving.

Or you can spell it Chanukah… Jews around the world spell it many different ways, but it’s always the same 8-day-long holiday that falls in either late November or December each year.

So why do the dates of Hanukkah change each year? Because according to the Jewish calendar, Hanukkah falls on the 25th day of the month of Kislev. The Jewish calendar is different from the solar calendar we use in our daily lives. Each of the 12 months on the Jewish calendar are either 29 to 30 days long, and every two to three years, an extra month is added in the spring — much like our leap year adds a day every four years.

As with all Jewish holidays, Hanukkah — the Festival of Lights — commemorates an important historical event. This event was the rededication of the Second Temple in Jerusalem at the time of the Maccabean Revolt in 2nd century B.C. You can find out more details here.

You may not know this, but because the Festival of Lights was about there being enough oil left in the Temple to burn for eight days, it’s part of the Hanukkah ritual to eat foods fried in oil. So, our family fries the traditional latkes, which are potato pancakes, and we serve fried jelly doughnuts for dessert. (We get the doughnuts at Krispy Kreme).

We call our dinner the “Latke Party,” and it’s a whole family event. We start at about one in the afternoon when my daughters Alex and Sophia grate the potatoes and onions. My husband Garry makes sure the potatoes are well-drained because it’s his job to fry to latkes. He gets two big skillets and fries them for hours. His son Chad comes in from Houston and spends the afternoon supervising Garry’s work.

Around 5 p.m., the family begins to arrive. This year our family Hanukkah dinner will not be until December 19 (after Hanukkah is officially over), because we want our college-aged students home for this important family gathering.

All of our individual families bring our own menorah (the candelabra with nine candles — more details here.) We read the same Hanukkah story that Jackie and I read as children. Then one by one, we light about seven different menorahs, and our kitchen is suddenly filled with light and joy.

Then we feast on latkes and other traditional Hanukkah foods. We exchange gifts, but that is a small part of our Hanukkah ritual. It’s really about honoring our family history, enjoying culinary traditions and spending time together.

Hanukkah this year started at sundown on Wednesday, December 1. (All Jewish holidays start at sundown the night before.) Our family will gather around the menorah and light candles and say the traditional prayers each of the eight nights of Hanukkah.

No matter what your family tradition is at this time of year, I hope you will pause to honor those traditions and be grateful for those you have around you. It is a wonderful time to show appreciation and love!

I hope each of you had a wonderful Thanksgiving holiday with your family and friends. We had our usual group of about 25 people, including the immediate family plus a few close friends who are “like family” to us.

Although I didn’t serve them at this year’s dinner, there always seems to be a debate about “Yams vs. Sweet potatoes.”

So I did a little research, because frankly, I was a bit confused. What I found out was very interesting.

First of all, I would recommend you NOT use the word YAMS…because I seriously doubt that what you’ll find in the supermarket during the holidays are true YAMS. (Even though they are often labeled as “yams.”) The name YAM probably came from the African word NYAMI referring to the edible root of the Dioscorea species and they are a tuber, and originated in about 50,000 BC. They are scaly skinned and have a kind of dry mouth feel and starchy taste. They are actually LOW in Vitamin A. (There are, however, parts of the country that sell Latin roots which are part of the yam family.)

In contrast, there are many varieties of SWEET POTATOES…with different outside skin colors, flesh colors and degrees of moisture and sweetness. I am guessing that North Carolina is the “sweet potato capital of the United States,” as that’s where I found the most detailed information.

SWEET POTATOES are actually from the Morning Glory plant family and the orange-fleshed varieties ARE high in Vitamin A. They were discovered in prehistoric times! The mouth feel is moist and the taste is sweet.

Check out the photos here of the top nine produced varieties of sweet potatoes in North Carolina. Orange fleshed, white fleshed and purple fleshed — they are all true sweet potatoes.

My brother-in-law Doug always talks about the “Garnet” variety with extra enthusiasm because of its taste, but is always frustrated that they aren’t widely available. So I did a little bit of research and it was interesting to find out there is a producer in Florida who grows Garnet “Yams” (which are really Garnet Sweet Potatoes), but clearly it is not so easy to get them here in California. Maybe next year I will mail order some for him!

So, now that I have cleared up the confusion on Sweet Potatoes, I have some encouraging news! Many grocery stores are now stocking pre-cut sticks of fresh sweet potatoes for healthy sweet potato fries (baked or steamed). I’ve found them in all my local stores. They are a flavorful alternative when you want to serve a new veggie to your family. Sometimes I include them in my lunch and just micro-cook them for 2-3 minutes. Yum!

As I’ve shared before, the produce industry is not made up of fruits and vegetables. For me, it’s made up of personalities, families and friends. When I think of a particular fruit or vegetable, the first thing that comes to mind is the good friend or acquaintance who happens to grow it.

You’ve probably seen this product in your local produce department, sold near the rest of the salad greens. It’s a combination of green and red lettuces — unusual varieties like Tango, Gem and Oak. You can see photos and descriptions here. The whole heads are packed in clear clamshell containers, which serve as a kind of Tupperware storage unit. It’s brilliant!

While many other salad growers are cutting and processing their lettuces into bagged salads (personally, I can always taste that they’ve been pre-washed), my friends who grow these artisan varieties chose to go in a different direction. They said: Let’s grow some colorful, flavorful lettuces and pick them small and at their peak, pack them in the field, and then package them so the consumer gets the least-processed, freshest experience! Voilà! Artisan Lettuce.

The growers are the Tanimura and Antle families. One has their origins in Japan and the other has their origins in the Dustbowl. They have been growing vegetables in the Salinas Valley for many decades and joined together in 1982.

Rick Antle, the son of the founder, has been a longtime friend of mine. We served together on an advisory board of Cal Poly-San Luis Obispo and he is now Chief Executive Officer of Tanimura & Antle. Rick married one of my closest friends, Tonya, about 10 years ago, which has facilitated our paths crossing even more often.

So, it’s not unusual for us to see each other not only at industry events, but at family events as well. So, when I saw Rick and Tonya at a produce convention in October, it was a delightful surprise to hear Rick’s story of his latest flash of brilliance.

Rick said, “Karen, I got an email from your mother a few months ago. She was raving about receiving a clamshell of our new product, Artisan Lettuce. She went on and on in her email about the great flavor and the amazing shelf life. It was a gift from one of her friends, and it apparently took her a few weeks to consume the whole package, since she lives by herself.”

Rick continued: “Frieda told me in her email that she was going to tell her friends that it was the perfect housewarming gift!”

He told me that after he received Frieda’s email, her comment about the Artisan Lettuce being a “perfect housewarming gift” kept going through his head. It inspired him to change the packaging and put a big red bow on it, and tell consumers that it’s wrapped for the holidays and perfect for entertaining! The company also created a consumer sweepstakes promotion around the theme – Season’s Bringing.

So, an email from my mom helped launch this great promotion for an amazing-tasting product!

And that’s how it often happens in our business. Someone gets a comment or idea from a seemingly random conversation, and eventually, it shows up in your supermarket!

So, as you are considering a way to make your holidays more interesting (flavor wise), try these rich and flavorful lettuces! And, if you like a product, don’t be afraid to send an email to the company with your comments or suggestions. You never know what will become of your comments!

P.S. Speaking of comments, why don’t you share your thoughts and ideas in the comment form on this blog?!

My daughter and I were getting our flu shots last week at our local Target store, and while we waited, I started wandering through the aisles.

And that’s when I saw this small white box – about the size of a large deck of cards — with the title, “Flashcarbs®.” I was intrigued.

Flashcarbs cards are a learning tool for people living with diabetes. I am guessing that McNeil Nutritionals, the company who makes them, realized that there was an opportunity to reach out to diabetic consumers who are struggling to figure out the difference between “good carbs” and “bad carbs.”

So, they went back to basics — the way we all learned our multiplication tables when we were younger. Flash cards!

This small box, which costs about $10, contains 48 cards featuring carbohydrate counts for everyday foods.

The reality is that 18 million people in the United States have been diagnosed with diabetes with an estimated additional 5 million who have not YET been diagnosed. Coincidentally, November is National Diabetes Month so you will be seeing, reading and hearing about Diabetes and Prevention everywhere! (That’s probably why the Flashcarbs® were on display.)

All of us know someone who has diabetes and unfortunately they may not realize what a serious disease it is. Not only can it affect your vision and your circulation, it can be life threatening.

So, in this month of Thanksgiving, let’s take some time to think about our food and exercise choices and be good and thoughtful examples for our family and friends.

Last week, I was in New York City for the first annual New York Produce Sho w. Yes, we have produce mini conventions all over the country and this one was amazing.

Typically, regional produce organizations host one day expos, where vendors (produce sellers) from all over the country (primarily from growing regions like California, Texas, Florida, and Washington State), gather to show their produce to local retailers and chefs.

Surprisingly, there has never been a produce show for the largest metropolitan area in the country…until last week!

Frieda’s was there, along with more than 200 other produce companies. During the expo, we stood at our booth and handed out samples and talked with clients from 10 a.m. to 5 p.m. It was a long day, but well worth it. It was like a mini-family reunion.

I was traveling with three other women from my office and we were deciding where to go for dinner. There was no doubt in my mind where I wanted to go: the newly opened EATALY, conceived by famed chef Mario Batali. Called “America’s greatest food store” and “Disneyland for food lovers.”

I have to admit that when I saw the name “EATALY”, I thought it was a little corny. But, actually, I found out that the first EATALY exists in Turin, Italy. And, after visiting the 50,000 square foot megastore, across from the newly revitalized Madison Square Park on 23rd Street, I was hooked.

They have a wine department, a cheese and meat counter, homemade breads, an amazing selection of cookbooks, and a fresh produce stand. It was lovely to see Frieda’s Zululand Queen Baby Pi neapples on display there! There are many more sections, so check out this map to see the layout of the store. And the places to eat. Oh my!

We arrived there on a Wednesday evening at 7 p.m. and the placed was mobbed. I had been told that the vegetarian restaurant (called Le Verdure) served some amazing and flavorful food, so that is where we dined. We put our names in and waited for 45 minutes for a table. We wasted no time, as we went to the cheese area, purchased a few glasses of Champagne and wine, which came with large chunks of Parmesan cheese and stood at a table and relaxed.

For dinner, I enjoyed freshly made tomato soup, roasted beet salad and an open-faced spaghetti squash sandwich served on the most amazing, flavorful, decadent freshly made rustic bread I have ever gorged myself on.

Sensory overload is an understatement. But if you love Italian food and culture, EATALY is a definite MUST for your next trip to New York City. (Check out this article!) And if you are looking for authentic Italian ingredients, this is the place to go.

First, take a close look at this photo. Yes, that man is covered with live bees. His name is Norman Gary and he is a retired beekeeper, entomology professor and researcher from the University of California, Davis. As I was reading through this month’s copy of California Farmer, I saw this article and was amazed.

Like many people, I was stung by bees when I was young – actually I was stung 22 times by yellow jackets. So, I’ve always have had a bit of a phobia of them. But this guy has no fear! And anyone who has been on Johnny Carson, Jay Leno and involved in “Fried Green Tomatoes” has my admiration!

Second, my book club this month read “Little Bee,” a moving book by Chris Cleave. I was intrigued by its bright orange cover. Of course, I cannot tell you about what happens in the book, but I can tell you that it is a fast read and has both sad and happy moments. It is about a young African girl who leaves her country.

And, finally, do you want to know about one of the most sought after honeycomb products in the United States? Coming all the way from New Zealand, our honeycomb is part of a cottage industry on the North Island, just south of Auckland.

We are so fortunate to have been introduced to Helen “Honey” Wright, who has been lovingly producing fresh honeycomb for more than 20 years. Helen and her husband, John and daughter Fiona, shipped us their first honeycomb back in 1989, and now we receive boat shipments that are hand-crated several times a year.

In addition to the amazing flavor of the honey, which comes from the unique grasses that surround Helen’s farm, our honeycomb is unique because they come in natural wooden frames. Professional chefs from all over the country go crazy for our honeycomb. They are very popular in dessert platters, along with artisan cheeses dried fruits.

Two years ago, my sister Jackie and her family took a trip to New Zealand and went to visit Helen Wright and her family and honeybees. Helen is like family to us.

Along with the changing of the clocks and the cooling of the weather, something else always happens at this time of year.

We seem to get a few more solicitations. You know what I’m talking about. Requests for donations from your college. From your high school. From a charity that you’ve donated to in the past. It’s the time of year that most people are doing some tax planning and getting advice on how much money they should (or can) donate, in order to maximize their tax deductions.

I actually try to take a different approach. I do not make a donation in order to get a tax deduction. Instead, I ask myself, “Whose life can I change positively?” If I can make a difference, then I make a donation. If I can’t, or the organization is so large that my donation would be insignificant, then I choose to give elsewhere.

And I learned from my mother, Frieda. A donation does NOT have to be $250 or $500. A check for $25 or $50 is always appreciated.

Here are some of the charities and causes I support, and I know I make a difference:

The Braille Institute – Los Angeles
My Auntie Ruth Silver donated her time to record books on tape. When she passed away 14 years ago, I started making an annual contribution. The impact on the lives of those who cannot read due to sight loss is amazing.

Women for Women International
They do meaningful work to help women in nations devastated by war. You get assigned a “sister” who you can correspond with. And you learn from their point of view what their lives are like.

My colleges
University of California-Davis and Mills College. My contributions are not large, but I am so grateful for the education that I received. Whenever a student from either school calls, I listen to their story (they are so nervous), and at the end I always make a donation. I suspect the positive impact on these students is tremendous, so saying “yes” and making a small donation is the least I can do.

My local food bank
At this time of year we are all reminded of those who are less fortunate and those who do not get to enjoy a holiday meal with their family. It’s my way of battling homelessness in my neighborhood.

My temple
Whether you’re Catholic, Christian, Jewish, Muslim or Buddhist or another denomination, houses of worship do important and meaningful work in the community. Additionally, in our temple my donation will help support other families who cannot pay their dues, or it may send needy kids to camp.

City of Hope and breast cancer charities
Like you, I have family and friends who have been diagnosed or lost their lives to breast cancer. It’s the least I can do, since I am not a scientist and cannot discover the cure myself!

Charities that are meaningful to my coworkers and friends
Do you have a close friend or coworker who works tirelessly for a charity or good cause? What better way to let them know how important they are to you.

So as you are going through your mail or making your shopping list for Christmas, Hanukkah or Kwanzaa, think carefully about what you can do to change lives. It’s very rewarding.

Sounds silly doesn’t it? I always thought Kale was just a garnish, so, why would I buy it for my home consumption?

But I discovered that Kale has amazing nutritional qualities as a dark green vegetable. I was curious.

First, it’s in the Brassica family, like broccoli, Brussels sprouts and cauliflower. It’s high in vitamin A, phytochemicals, beta carotene, sulforaphane, and is super-low in calories and high in fiber.

Here’s how I encountered my first raw Kale salad. I was at my local Whole Foods Market, getting my “green drink.” (My naturopath, Lisa has me drinking a yummy veggie mixture of celery, cucumber, spinach, parsley, cilantro and carrot juice – which is reducing the acidic nature of my body.) While they were making my green drink on Saturday, I looked over at the prepared food display and saw a large serving dish piled high with chopped Kale.

As I moved closer to read the ingredients, I decided to get a free taste. Wow – it was yummy! So good, in fact, that I bought a small container of it for lunch.

There are several different types and colors of Kale. “Scotch” types have gray-green and very curled and crumpled leaves, while “Siberian” types are blue-green and less curled (like this photo of Italian Kale). In 1983, a longtime produce friend, John Moore, introduced a new and colorful variety of flowering Kale, called Salad Savoy.

Unfortunately, I think many people are like me, and think of it only as a garnish. I think every supermarket in America has some kind of Kale in their produce department. From now on, I am not going to walk right by it…I’m going to give Kale the respect it deserves and buy some to enjoy!

I encourage you to try this power- packed veggie. By the way, you can also cook Kale like you would spinach. Or, you can even bake it into Kale Chips!

KALE SALAD
1 Head Kale, washed and coarsely chopped
Sliced Strawberries
Handful of Pine Nuts
Lemon juice
Olive Oil
Salt and pepper to taste

Depending on your personal preference for the amount of each ingredient, toss lightly and serve.

Did you know a new federal law went into effect on March 23, 2010, which requires chain restaurants to make nutritional information available for all the food they serve?

That’s right. When you dine out at a restaurant chain (with more than 20 locations), you should be able to find out how much fat, carbohydrates, calories, protein, etc., are contained in every dish on the menu.

Occasionally, we go to our local California Pizza Kitchen (CPK) or Romano’s Macaroni Grill, and I have noticed that both of these chains have had nutritional information available for quite a while. That sure makes it easier to decide what dish to order (or not order) or what dish should be split.

Actually, the laws are part of the health care bill that passed in March, and it’s definitely a good “first step” to help us help ourselves.

In case you hadn’t noticed, our country has been getting fatter at a faster rate. If you want to see something really eye-opening, click here to see the progression over the last 20 years on a state-by-state basis. This state-by-state progression has been presented at many industry conferences I have attended over the last five years, and continues to be a wake-up call.

1. I buy as much good tasting fresh produce as I can. I shop several times a week, so the produce doesn’t go into my “rotting drawer” in the refrigerator. (We all have a rotting drawer. It’s where we put our produce with good intentions.)

2. I pack at least three servings of fruits and veggies in my lunch and my daughter’s lunch each and every day.

3. When I go out to eat, I make sure veggies are part of every meal. I prefer raw, but lightly cooked (with no fat) is my second choice.

4. When I order a salad, I always ask for the dressing on the side. Then I dip my fork in the dressing to minimize my fat consumption.

5. I NEVER eat everything I get at a restaurant. I usually eat half, and pack up the other half to have as another meal.

6. I always ask the restaurant for the menu’s nutritional information, and I use this to make my selection.

I encourage you to make your own checklist of things you can do to fight obesity. Want to know why it is so important? Because our children’s generation is the first who will most likely have a shorter lifespan that ours. And that’s because of the poor food and exercise choices we have taught them to make.

In the 1960s, Frieda was presented with an ugly new vegetable to sell, called the Jerusalem Artichoke. The tuber of a sunflower-like plant, this veggie had a nutty flavor and a texture reminiscent of an artichoke when cooked.

She began selling them loose in 10-pound boxes to Jewel Food Stores in Chicago, her biggest customer at that time. One day the Jewel Foods buyer called her and said, “Frieda, we put the Jerusalem Artichokes out on the shelves, but they are getting soft and going bad, so we are going to discontinue them.”

My mom was horrified because she knew this was a major crop for the small family grower, Suren and Marion Tejirian, of Reedley, Calif. A setback like this could put them out of business.

So, Frieda put on her “thinking cap,” and decided the Jerusalem Artichoke needed a catchy new name. This knobby root vegetable wasn’t from Jerusalem, nor was it related to an artichoke. The name Sunchoke® was born, and we trademarked it in 1980.

Another retail customer suggested that Frieda package the Sunchokes® to keep them fresh and differentiate them from ginger roots, because they looked very similar. She then started packing the tubers in 1-pound bags, and also included recipe information right on the package. This would take care of all the calls she was getting from people asking her what to do with them.

After we started packaging the Sunchokes® this way, sales really took off. I remember mom sharing in an industry speech that sales increased 600 percent with that single packaging innovation!

Then something really interesting started to happen. Along with the recipe information on the package, Frieda had wisely included an invitation for shoppers to write to us with any comments or questions. We started receiving anecdotal information from consumers. In particular, consumers who had diabetes began writing to us to share that their holistic treatments included consuming Jerusalem Artichokes (Sunchokes®) to reduce their need for insulin. More information about this here.

Sales of Sunchokes® continued to increase. But there was one small problem. When you eat Sunchokes®, you get flatulence (pardon me).

Actually, we even got a hand-written postcard from Julia Child many years ago, asking: “Regarding Jerusalem Artichokes, is there anything you can do about the flatulence?” Much has been written about Sunchokes® and their after effects. You can read a rather comical tirade here: Jumpin’ Jack Jerusalem Artichokes…It’s a Gas Gas Gas!

Despite this inconvenient side effect, Sunchokes® are an extremely healthy food. They are packed with fiber, folate and magnesium and loads of other vitamins. In addition, Sunchokes® (as well as Jicama) contain inulin, a natural starch-like fiber that does not increase blood sugar or raise triglycerides significantly. Inulin also increases calcium absorption and is considered a form of soluble fiber. (Inulin might also be to blame for the gassy effects.)

The Sunchoke® season has just begun in California. Washington-grown tubers will start in another week or two. Interestingly, at the beginning of the season, the calorie count is lower — about 30 calories per serving. As Sunchokes® are stored, the caloric content increases to about 75 calories per serving. (This also happens with many winter root vegetables.) Regardless, Sunchokes® are still very low in calories.

But the best thing about Sunchokes® is the flavor. When raw, they are nutty like a combination of artichoke hearts and waterchestnuts, and when cooked, they add an indescribable nutty flavor to dishes. (Try them with a béchamel sauce.)

So, if you’re looking for a new vegetable to try this winter, I recommend Sunchokes®. They should be available in supermarkets across the USA through April or May.

For those of you who have eaten Sunchokes®, how do you like to prepare them? Please share your tips in the comments section.

With the popularity of email, texting, Facebook and electronic greeting cards, you would think that the greeting card industry would be suffering. And with the hectic schedules we all have, who has time to go buy a greeting card?

Well, I think the greeting card industry will continue to boom and here’s why: Deep down inside, people care about their friends, and for less than $5, you can make someone important in your life feel special and loved. And it can make you feel good, too!

I saw this happen this past weekend, as I celebrated my birthday. Actually, the “celebrating” of my birthday started the first week of the month, when I had my first “birthday diva lunch.” My two friends, Diane and Paris, also have October birthdays, so we get together for lunch each year to celebrate them together.

Then the cards started to arrive. Over the course of the month I received many cards from friends. Most were unexpected, but I suspect that each of them has gotten a birthday card (or email) from me at their birthday. And it made them feel special.

In this hectic rat race we live in, spending a few moments at the card shop, grocery store or in line at Trader Joe’s to select a greeting card for a friend can make you feel more human.

Or, if you don’t have time, and don’t want to be belated, you can send an email or an electronic greeting. (To my friends and customers who sent me texts, emails and e-cards, I loved that you took the time to do this!)

But the bottom line is, just as cooking and entertaining at home have become more popular (futurist Faith Popcorn coined the term “cocooning”), I believe that sending actual birthday cards will make a comeback.

Remember the Kevin Spacey movie, “Pay it forward”? Well, that’s my personal mission. To do good deeds that make others feel special, hoping that they continue to pay it forward.

I am addicted to fresh blueberries. Occasionally, I drive from store to store in search of fresh, plump, sweet berries, and sometimes I eat a whole 4-ounce container at one sitting. They make a great mid-morning snack!

But lately there haven’t been good tasting berries in my stores, and I wanted to know why.

So, I called my longtime business friend, Chris Martin (pictured here on the left with his brother Paul Martin). Chris is originally from New Zealand, but moved to the states more than 20 years ago and started a produce company. His first company was called New Zealand Gourmet and he imported many of New Zealand’s subtropical fruits and sold them to Frieda’s. Today, Chris’s company, Gourmet Trading, focuses on two main items: asparagus and blueberries.

During our recent conversation, Chris explained that some blueberry growing areas are behind in production this year due to weather conditions. In addition, right now is the time of year when there is a natural gap between Canada and Argentina supplies.

Chris emailed me this handy chart that shows what area fruit comes from and what times are peak of season. From the chart you can see that the blueberry season transitions from country to country throughout the year. It starts in May from California and moves north to Oregon, then Canada and all the way down to Argentina.

You may not have realized that fruit seasons transition so much. We’re kind of spoiled here in the USA — many fruits and vegetables are now available to us year-round. As recently as 10 years ago, some items were only in season when locally available. I guess we call that progress.

However, there is a lot of debate in our industry about the importance and relevance of “locally grown” produce. Some say it’s more sustainable to only consume locally grown products, but what is the definition of “local”? Within 10 miles? Within 100 miles? Within your state?

On the other hand, some have done calculations that show it is more earth-friendly to purchase products from large-scale farmers in far away places because of their operational efficiency.

My personal opinion? I buy produce for two reasons: No. 1 is taste and flavor. No. 2 is nutritional value. I don’t mind buying apples from New Zealand or shallots from France. Our baby pineapples are flown here from South Africa, and I love Asian Pears (Nashi) from Japan.

Back to my blueberries… I was thrilled to be at a produce convention last week. Some of my closest produce friends sell fresh berries, so I got to snack on fresh blueberries all three days I was there.

I can’t wait until the peak of the blueberry season from Argentina, so I can go back to eating them daily!

What are your thoughts on the “locally grown” debate? Please post your feedback in the comments section.

I spent this past weekend in Orlando, Fla., attending the annual Produce Marketing Association (PMA) Fresh Summit Convention and Expo. I have been attending this annual produce industry expo since 1974 when I was a sophomore in college, and this year was Frieda’s 37th consecutive year of exhibiting.

Planning for PMA is a year-long process for us. Right after one show ends, our team huddles for a “did well, do better” session where we document all the comments and make adjustments accordingly in preparation for the following year’s show.

For this year’s show we decided to redesign our booth and make it smaller. We found that bigger is not always better (but surely it is more expensive!) I spoke to some companies with large booths who spend close to $250,000 each time they attend this trade show!

I work closely with our marketing team for the PMA show (see photo of the team). This year they had a bigger than usual job because we wanted to change the overall look and feel of the booth. I also gave them a challenge: I wanted Frieda’s to win an award. Several years ago PMA started giving awards to exhibitors for “Best of Show,” and because I am so competitive, this was on my wish list. (More than 900 companies exhibited, so the competition is fierce.)

The booth overhaul process began by reviewing proposals and drawings from several booth design firms. We selected Reveal Exhibits because they met our marketing requirements and their streamlined design made good use of the limited space. There are many elements to consider when constructing a trade booth: color selection, lighting, product display, photography, graphics, and messaging. These elements work together to creatively communicate your message to the target audience.

This summer my sister, Jackie, and our art director, Marliese, traveled to Reveal’s headquarters in St. Louis to inspect the final construction. Marliese spent hundreds of hours photographing and designing the booth graphics, so we wanted to make sure everything looked perfect.

Our finished product is 10 feet deep by 30 feet long and has custom displays for more than 30 produce items. In addition to the booth’s appearance, we also spent some time planning our appearance. We carefully selected the clothing that our team wore during the show. We wanted our shirts to complement the colorful backdrop of the booth.

Take a look at the photos so you can see the results of all our work. You can see how colorful the booth was!

And guess what?! On Sunday afternoon, a booming voice came over the P.A. system to announce the Best of Show winners. We all paused to listen…

They only give two prizes for booths in our category, so it was a HUGE THRILL when they called out “Frieda’s” as one of the winners! Even though we won 2nd place, it was an amazing feeling to get an award. Here is a photo of our team accepting the award at our booth.

I mentioned that I have been attending PMA every year since 1974. Well, I lied. I missed one. It was October 17, 1989. That was the day my first daughter, Alex Jackson, was born. Yes, while a produce convention was concluding in Reno, Nev., I was in labor with Alex in Long Beach, Calif.

So you can imagine my delight when Alex decided to spen

d her 21st birthday this year with us at PMA. (She has been coming to produce events with me since she was 2.) I guess that makes us a third-generation family business now.

My daughter Alex did an internship this summer in Sydney, Australia. My good friend Michael Simonetta owns a wholesale produce company there and offered to employ Alex for six weeks. She had a great time and learned a lot while working there.

A few weeks ago, I had the good fortune to travel to Sydney for a business meeting. So I asked Alex, “Is there any special tourist thing that I should do while I am there?”

I have to admit when I read that it was a 3½-hour-long adventure and that the cost was about $200, I was a little leery. I just couldn’t imagine spending that much time climbing a bridge.

Well, now that I have my Climber Certificate and have experienced Sydney Harbour from 440 feet above the water, I can attest to what an amazing experience it is. We actually climbed the catwalks and ladders to the summit of this huge steel bridge – it was a fantastic view!

The actual climbing time was about two hours. Before the climb, tour guides spent about an hour getting us prepared for the trek. They dressed us in special jump suits, followed by wind pants, a jacket, a wind-breaker, plus gloves and a warm hat! It was a cold day! Next, the guides trained us how to use the radios and headsets, then they showed us how to use the harness belts while practicing climbing up and down the extremely steep ladders. This was a great workout, by the way.

Finally, we were ready to start the walk. My tour group of seven people really enjoyed the experience. We stopped for photos, stories and amazing views many times during those two hours.

Paul Cave is the businessman who created the BridgeClimb tour. After organizing a private tour climbing the bridge in 1989, Paul decided it was such a great thing to do that he would make it a tourist attraction. In 1998, the BridgeClimb launched its first public tours, and today it’s one of the most popular tourist attractions in Sydney.

On March 12, 2010 they welcomed their 2,500,000th paying climber – quite an amazing feat! (Plus, in 2001 Paul received the Ernst & Young Australian National Entrepreneur of the Year Award for the “Business, Finance, Property and Services Tourism” category.)

So, put this climb on you bucket list. It’s definitely an amazing experience and provides a great view of Sydney Harbour and a bit of history on the country and the bridge.

P.S.
Did you know the Sydney Harbour Bridge is the largest and widest steel arch bridge in the world and was opened in 1932. You can read all about it here.

When I think of persimmons, I think of autumn and the cooking holidays — Thanksgiving through Christmas. You may have seen a persimmon in your local supermarket or farmer’s market, but didn’t know what it was or what to do with it.

Well, first of all, there are two basic types. The ones that must soften before you eat them — Hachiya variety — and ones that can be eaten while firm — Fuyu variety.

We have been selling Hachiya-type persimmons the longest. They are elongated in shape, like an acorn, and have a dark, rich orange skin. Hachiya persimmons naturally have a high tannin content, which makes the immature fruit taste bitter and astringent. (Don’t even try them when they are hard!). As the fruit ripens, the tannin levels are reduced, making them sweet and edible. When fully ripe, Hachiyas will feel extremely soft and mushy — almost overripe.

In Japan, Persimmons are called Kaki fruit. In Israel, they are called Sharon (sha-rone) fruit, named after the Sharon plain. Some say the flavor is a mix of plums and dates. Persimmons are extremely sweet, and when ripe, the pulp can be used to make persimmon bread, persimmon bars and other fruit desserts.

The Fuyu varieties are far less complicated to eat. They have a rounder apple-like (or tomato-like) shape, and can be peeled and eaten whether they are hard or soft. They, too, are a bright orange color.

Because they can be eaten in any ripeness stage, Fuyus are more versatile. I like to slice them and add them to green salads. Their texture makes them perfect to chop up for fruit salsas to serve with chicken or fish. When dried, they taste like candy!

The latest innovation in the Fuyu world is the availability of the brown-fleshed varieties. Technically, they are called “pollination-variant non-astringent persimmons.” You may see them in farmer’s markets or upscale markets under the names chocolate persimmons (brown interior), cinnamon persimmons (“spicy” flavor), or brown sugar persimmons (dark and sweet).

The persimmon season has just started and the fruit is being harvested in central California. The season should continue through the end of the year, and will be at the peak of season when everyone is doing their holiday baking. If we run out of supplies from California, we may fly them in from Israel, as they are such a popular fruit.

So, next time you walk through your favorite produce department and see an orange fruit that looks like an apple, pick it up! The flavor is amazing and so sweet you’ll know why we call them nature’s candy.

When I was 16, my first job was in our local public library. It was about a half-mile bike ride from my parent’s house and the hours were flexible. I think my hourly wage was $1.60. (Yes, that was the hourly wage back in 1971.)

I’ve always had a love of books and reading, but with my work and family demands over the years, the only things I got to read were trade journals and magazines. I really missed reading for fun.

So, one Friday night I was at my temple and I was chatting with my friend Gayle. For some reason she got my attention when she started talking about the book she was reading for her book club. I asked: “How do you choose the books? How often do you meet? Who’s in the club?” I learned that her club was made up of about a dozen women from my synagogue and they met once a month.

Since we meet once a month, I am “forced” to read a book every four weeks. (Thank goodness for long plane flights!) I’ve read books that I never would have read – “The Girl with the Dragon Tattoo.” I’ve read books that I just couldn’t get into – “The Book Thief.” And I’ve read books that are now on my favorites list – “Not Me” and “The Art of Racing in the Rain.”

And, thanks to the book club, I have a new group of friends ranging in age from 38 to 88! Our monthly discussions are as diverse as our ages, and surprisingly, we talk about sex (Yes, 88-year-olds still talk about that!), secrets and our dreams.

With my travel schedule, you’d think one book club would be enough. Well, my good friend Betsy and her daughter Rachael are in a mother-daughter book club and they invited me and my 16-year-old daughter Sophia to join. I thought it would be a great way to spend quality time with my daughter in a non-threatening social environment. The girls choose the books and we meet every two months for dinner and discussion.

Well, I am here to say that it’s one of the best things we’ve ever done. OK – I will admit that the girls don’t always read the books (too much homework and poor planning). But the conversations between the mothers and daughters are incredible. In the 12 months since we’ve joined, we’ve shared stories of our first marriages, battles with cancer, our faith, drugs at school and more. It is a safe environment for all topics.

I’m so glad I made time to join this group. My only regret is that I didn’t know about the book club when they started it seven years ago when the girls were 10.

If you have children, I would seriously recommend you consider joining or starting a book club. It can create a common platform for sharing, which will come in handy as your kids get older.

And, be prepared for your child to tell you that they are NOT interested. Sophia was not thrilled with the idea and really didn’t want us to join, but I told her we would go once and try it out. She so enjoyed the girls in the group and the social aspect of it that she is now quite excited to participate and plan our meetings.

In the early 1980s I had the opportunity to meet Julia Child in person. Mom and I were attending an event in Santa Monica, Calif., at the famed Michael’s Restaurant. It was an event for the American Institute of Food and Wine, where well known chefs, such as Alice Waters of Chez Panisse, were sampling their favorite foods. As I recall, Alice was sampling mashed fava beans with garlic and olive oil, spread on a baguette.

It was a Sunday afternoon, and being “produce gals” from the L.A. Produce Market, we were kind of lost with all those foodies. This very tall, lanky lady must have noticed us standing by ourselves in the corner, and came over to make us feel welcome.

I remember her crackly, high-pitched voice and her genuine approach to us. And when she found out she was talking with Frieda Caplan, at that time the sole lady in the produce business who had introduced Kiwifruit to America, she made us feel like movie stars!

The first thing my mom said to her was, “Julia, I just want to thank you for using shallots in so many of your recipes on your PBS television show. We can always tell when you include them in a recipe, because our sales increase dramatically!”

Julia humanized shallots – which I do think was one of her favorite ingredients. Several decades ago, it might have been acceptable to substitute onions (and a little garlic) for a recipe calling for “finely diced shallots.” But you can thank Julia Child (and Frieda Caplan) for making them widely available and a household name.

Fresh shallots are still one of our top-selling products. I think Julia Child would have said they are the secret to many of the amazing recipes she developed over the years.

One of the first recipes I recall seeing shallots in was a simple vinaigrette dressing:

1/2 Tbsp finely minced shallot
1/2 Tbsp Dijon-type mustard
1/4 tsp salt
1/2 Tbsp freshly squeezed lemon juice
1/2 Tbsp wine vinegar
1/3 to 1/2 cup excellent olive oil, or other fine, fresh oil
Freshly ground pepper

Either shake all the ingredients together in a screw-topped jar, or mix them individually as follows. Stir the shallots together with the mustard and salt. Whisk in the lemon juice and vinegar, and when well blended start whisking in the oil by droplets to form a smooth emulsion. Beat in freshly ground pepper. Taste (dip a piece of the salad greens into the sauce) and correct seasoning with salt, pepper, and/or drops of lemon juice.

Shallots are cultivated all over the world and commercially grown in Oregon, California, Canada, and France and many other places. In this hemisphere, they are harvested in late August and can be stored for up to a year. Throughout the year, shallots are taken out of cold storage to be shipped as there is demand.

At your local supermarket, you may find shallots loose in baskets, so you can pick your own. They may be in clusters or single large bulbs. You might also see shallots sold in mesh bags, varying in size from 3 ounces to 1 pound.

I like to keep my shallots at home in a cool, dry, dark place. If you store them in the refrigerator, make sure they don’t get too damp, as this will cause them to mold.

I encourage you to make shallots your new best friend in cooking. They really do add an amazing flavor.

Every September, a large contingent of produce industry folks go to Washington, D.C., to lobby on behalf of our industry. The conference is called the Washington Public Policy Conference (WPPC), and it is sponsored by one of our industry trade associations, the United Fresh Produce Association.

I have attended the WPPC almost every year since it started about 15 years ago, and last month was no exception. This time, my sister and business partner, Jackie, and I both attended. Why did we both attend? There are many critical issues facing our industry right now, and we wanted to make sure our voices were heard.

If you’re reading this blog, these programs may not affect you personally, but you may be surprised at how many families and kids in your area benefit from them. For many children in our country, the school breakfast and lunch programs ensure that they get two healthy meals a day.

Other issues we were there to talk about included:
• Food Safety Enhancement Act: To make sure that there are no exemptions in the area of food safety for producers of fresh produce sold commercially.
• Immigration reform: To ensure a strong, stable workforce to plant, harvest and package the foods we grow.

During this three-day conference we heard from senior officials from both the Department of Agriculture and the Food and Drug Administration. At the Capitol, we had a private session with three of the top senators — Stabenow from Michigan, Boxer from California and Graham from South Carolina.

But most importantly, each of the 500 attendees had the opportunity to visit their own district congressman in his/her office. Initially, Jackie and I teamed up with six other Southern Californians and visited three congressional offices. During an evening reception, Jackie met the agricultural liaison for her district’s congresswomen — newly elected Laura Richardson of Long Beach — and we were able to visit her office privately the next day.

It was exhilarating to take a taxi from our hotel and pull up to the Longworth House office building at the corner of Independence and New Jersey Avenues, go through security and then enter Richardson’s office. (Her door is flanked by the California State flag). During our meeting, we shared with the congresswoman our personal stories of being in the produce industry, of being mothers, and of course, being registered voters. And we talked about the issues of our industry and why they are important to us.

All those telecasts we see on C-Span, the reporters broadcasting from Capitol Hill — they came alive for us!

It’s easy to be a cynic with all that you see on the news, the Internet and hear on the radio. But honestly, the most important thing you can do is be an active citizen.

Register to vote. Write emails or make calls to your congressman or senator about issues that are important to you. (Don’t write letters. After the anthrax scare a few years ago, physical letters may take around 6 to 8 weeks to be delivered.) All those calls and emails are logged in and they definitely influence how our elected officials vote.

And, if you have the chance to go to our nation’s capital, whether it’s business or pleasure, take the time to go to Capitol Hill and see our government in action. It is truly inspiring and meaningful. And yes, you can make an impact.

One last thing. If you are not yet registered to vote for the upcoming elections in November, I urge you to do so TODAY! Don’t be apathetic or take your right to vote for granted. It is a privilege to live in a country where we have freedom of speech and the opportunity to vote!

As you know, our company roots run very deep when it comes to Kiwifruit. It was back in 1962 that my mom, Frieda, was first introduced to the Chinese Gooseberry, which was then being commercially grown in New Zealand. She immediately imported her first shipment of about 240 boxes, but it took her more than four months to sell them. That’s how she discovered that Kiwifruit has a great shelf life!

The next season, she suggested that the Kiwifruit growers produce some marketing materials to help educate the produce buyers and consumers on how to handle them. Kiwifruit needs to be ripened so it’s soft enough to eat, and people needed information on how to enjoy them – more than just a neat-looking garnish. In the early years, we even told people that Kiwifruit tasted like strawberries so they had something familiar to compare them to. Today, Kiwifruit tastes like Kiwifruit!

And about that name … Chinese Gooseberry. It was problematic for us since the fruit was not from China and not related to gooseberries. My mom is credited with helping change the name to Kiwifruit, after the Kiwi, New Zealand’s national bird, which similarly has brown “fur.”

Over the years more and more Kiwifruit was being grown around the world and our company began playing a relatively smaller role in its marketing. But, we’ve always continued to sell Kiwifruit.

Back in 1993, we got a call from a local backyard farmer named Roger Meyer. He had developed a small crop of yellow-fleshed Kiwifruit, which he had been researching for more than 10 years. We worked with Roger for many years, marketing and selling his annual crop of a few hundred cases of Yellow Kiwifruit.

Today Gold (Yellow) Kiwi has become quite a large business, and Zespri in New Zealand is growing hundreds of thousands of pounds of this fruit not only in New Zealand but also in California.

A few years earlier (1988), we got word of another variety of kiwi called “Hardy Kiwi” coming out of Oregon. It was called “Hardy” because the rootstock held up fairly well to different growing conditions. But, we didn’t like the name…

So, the fruit was renamed Baby Kiwifruit and, funny thing — they actually resemble green gooseberries!

Baby Kiwifruit are typically green and fuzzless and about the size of grapes. The inside flesh is green, with small edible black seeds, just like regular kiwifruit. They are only available for a short window of time — and the U.S. season typically starts in late September and goes through October. Growers have found that it’s easiest to pack them in clamshell trays, just like other berries.

Of course, Baby Kiwifruit are also kid-friendly, and a great way to make your fruit salads more interesting. Or, you can just eat them out of hand, although I sometimes find them reminiscent of green eye balls…

The first shipment of the season arrived in our warehouse on September 27, and we are already shipping them cross-country! If you can believe it – our biggest customers for these cute fruits are in New York, Massachusetts and Pennsylvania!

Look for Baby Kiwifruit near the berries in your produce department (they need to be refrigerated). If you don’t see them, please go ask your produce manager or store manager to order them for you.

Three years ago when my daughter Alex bought her Mac computer for college, my husband recommended she get a “back-up drive,” so she could save a copy of all her work, in case something happened to her computer.

When I asked Alex about it, she said, “Yeah mom, I subscribed to Apple’s back-up service for less than $100 a year.”

Never gave it a second thought, until I was attending an agri-business seminar this past March. The last speaker for our three-day conference was there to talk about the latest and greatest in the IT (information technology) world.

Cloud computing, in essence, gives you the ability to use services on demand, rather than having your own hardware and software. There are public clouds, private clouds and hybrid public/private clouds.

Right now, owners of businesses can opt NOT to buy their own computer hardware and software systems, and instead can use the cloud option. Find a company whose software you like — and pay as you need it. You can operate your business from your laptop, utilizing THEIR software and hardware. Their information may be stored in a public cloud, or private cloud. Welcome to the new business model.

The “cloud” in cloud computing can be defined as the set of hardware, networks, storage, services, and interfaces that combine to deliver aspects of computing as a service. Cloud services include the delivery of software, infrastructure, and storage over the Internet (either as separate components or a complete platform) based on user demand. Cloud computing is the next stage in the Internet’s evolution, providing the means through which everything — from computing power to computing infrastructure, applications, business processes to personal collaboration — can be delivered to you as a service wherever and whenever you need.

• Ever use a back-up assistant for your cell phone? That’s the cloud.
• Do you have a Gmail, Yahoo, AOL or other web-based email account? The cloud.
• Use Salesforce.com to manage your customer lists and contacts? The cloud.

I encourage you to check it out, because according to what I’ve read, Amazon and Google are already using the cloud to store much of their information. The future is now! Well, I guess this gives new meaning to the saying, “my head is in the clouds.”

If you are not in the produce industry, you probably didn’t know that there is a National Apple Month. Actually, I just read that the U.S. Apple Association has made National Apple Month into a three-month promotion – September, October and November… I think that makes it an oxymoron! Regardless, having an apple month is a great way to communicate to consumers that freshly harvested apples are available.

We are so spoiled here in the United States — almost all of our fruits and vegetables are available 12 months out of the year, so we may not even realize when the new crop of anything becomes available.

Well it’s that time for apples. And if you live near an apple-growing area, you are surely aware of it, as many farmers have a “pick your own” event at their orchards. Although I have never picked my own apples, I have many friends across the country who say that it is a wonderful weekend family activity.

Most commercial apple growers in the United States harvest their fruit during a three-month time period. I called one of my apple grower friends (Brian in Wenatchee, WA) and he gave me the scoop:

Growers harvest apples at different times, depending on the timing of their ripening. Some varieties are ready to harvest in August (like Galas and Honeycrisp). Then in September come the Braeburn, Cameo, Fuji, Golden Delicious and Jonagold. And finally, the season finishes up in October and sometimes November with Granny Smith, Pink Lady and Red Delicious. And there are many other varieties — these are just the biggies from the West Coast. New York apple growers have many other varieties.

Apples are still harvested by hand into bushel baskets (if the trees are tall, they have to climb up ladders to harvest), and then transferred to large bins holding a thousand pounds or more. The apple bins are then transported by truck to a cold storage/packing shed where they are inspected for quality and ripeness (using a refractometer). Next, the apples are immediately put into cold storage (33 to 34 degrees).

The fruit is then washed, graded, waxed and packed into large 40-pound cartons, in which all apples are the identical size. You should see some of the high-tech equipment that apples are packed on. It is an incredibly fast-paced sight to see!

Imagine for a moment how big the apple industry must be. Growers have to produce enough apples to supply every single consumer (through supermarkets and restaurants) in America, 365 days a year. Plus, I’m certain that every apple grower and shipper exports apples to other countries around the world, too. And, yes, even though you might find apples from New Zealand in your local supermarket at various times of the year, the U.S. apples growers are the primary source of supply, which is why apples are commercially grown in 36 states!

We all know the saying, “An apple a day keeps the doctor away.” Well, listen to your mother and grandmother! Apples are high in fiber, fat free, sodium free and they are a source of the mineral boron, which may promote bone health. (More info on boron here.)

So, next time you entertain, instead of having a wine-tasting party, why not have an apple-tasting party! Take off the labels, and cut various apple varieties into eighths. Have your guests score each (unnamed) one on sweetness, color, tartness, crunchiness, etc. I bet you’ll be surprised. Many people think that apples only come in three colors (red, green and yellow) and may not realize the incredible flavors and textures that are available.

When shopping for apples, you’ll find that some retailers refrigerate them. We think that’s good! Apples should always be refrigerated to maintain their freshness and crispness. When you get them home, store your apples in the fridge, not on the counter.

As far as my favorite apple variety, I have to side with my mother. We both love the Fuji apple. They are quite sweet-tart and very crunchy.

So, during your next stop at the grocery store, check out the apple display. This is the time of year when supermarkets have “Apple-o-Rama” promotions and you’ll have the most choices.

Most of us probably don’t give a second thought to the vegetable seed industry, but I can tell you that in my business, seed companies are extremely important.

There are trade groups, such as the American Seed Trade Association, and there are the big seed companies, like Syngenta, Monsanto and Nunhems. There are also niche seed companies such as Stokes Seeds, Paramount Seeds, Corona Seeds, Seedway, Seeds by Design and Siegers Seed Co. — just to name a few.

I’ve mentioned before that I read some pretty crazy publications in my work, and as I was catching up on my stack last weekend, I came across the June issue of American Vegetable Grower Magazine. I was fascinated with an article on the future of the vegetable seed industry, so I wanted to share some highlights from it.

Global food demand is right there on top. The farmers who grow the food we eat are part of an amazing patchwork of food producers across the world. As the world’s population grows, plant science plays a vital role in meeting the global food demand. Other trends include plant disease problem solving and developing seeds that produce superior tasting foods. (Taste is always No. 1 in my book.) In addition, new and unique vegetable varieties — think maroon carrots and purple snow peas — is another trend driving today’s seed industry.

Farmers want to grow foods that are disease- and insect-resistant. Did you know that seed companies play an important role by developing varieties that will reduce the need for pesticides, herbicides and insecticides? And some seeds will grow better in different climates and soil types. Companies are busy developing a corn variety for grain that grows in Iowa, which will be completely different than the fresh corn grown in Northern California.

Consolidation in the grower community is a major challenge. Consolidation happens when companies join together, so that instead of a group of small growers, you might have only one VERY LARGE grower. So, when a seed company approaches a commercial grower with something innovative, it’s often more difficult to reach the decision makers.

(It’s the same phenomenon that we have seen in the supermarket business. Many of us only have two or three large supermarket companies in our area, when we used to have six or eight. This makes it more challenging for food suppliers like Frieda’s and offers consumers fewer choices.)

The good news is that just as consolidation is happening in all segments of business, it is cyclical. There are always entrepreneurs who are not satisfied with the status quo and launch their own companies. That’s how Frieda’s ended up with seedless watermelons. (A small company a few decades ago pioneered this now-mainstream product.)

So, now when you go to the market and pick out your fresh veggies, you might think twice about how they got there.

Cucumbers are one of my favorite vegetables. I love their refreshing, cooling flavor. But as I was growing up, I always hated peeling off the outside skin (a necessity as the skin was bitter). As you must know, field grown cucumbers have a tough (though edible) skin. It just seems like so much work to have to peel them, before slicing and adding to salads.

Enter: Hot House Cucumbers, aka Hydroponic Cucumbers, aka European Cucumbers, aka Seedless Cucumbers, aka Burpless Cucumbers. It probably won’t come as a surprise that Frieda’s Inc. had a hand in the first marketing of this now widely grown product. It was back in the late 1960s that my mother received the first Hot House Cucumbers at her produce stand at the Los Angeles Wholesale Produce Market. They were kind of strange looking and originally came all the way (by truck) from Florida. First of all, they were wrapped in plastic film (partially to identify them from the field grown version and also to protect them from the cold – since they are grown in hot houses, they should NOT be refrigerated).

Second, they did not have to be peeled. It took many years, and lots of educational material, to make sure consumers and produce buyers knew that they did not have to be peeled. What a time saver! And they had an added bonus: (to be blunt) they do not make you burp, which used to be a common complaint.

Now they are grown and distributed throughout the United States from as far north as Canada and in many places throughout North America and Mexico. As with most vegetables, the harvests move from growing area to growing area, starting in the south (Mexico) in the winter months and moving north (Canada) in the summer.

The latest “innovation” in cucumber marketing is the “baby” Persian cucumber. These mini cucumbers are about 6 inches long and usually come packed in clamshells or bags and now can be found in most every supermarket across the country. They are called “Persian” cukes because these miniatures have long been popular with shoppers of Persian and most Middle Eastern descents. Sliced into salads, they are quite firm and crunchy. And they do not have to be peeled.

I’m thrilled that they are now widely available. I can buy either a 1 lb. or 2 lb. package a couple of times a week, and store them in the refrigerator. I slice 1 or 2 of them lengthwise and include them in my own lunch or my daughter’s. They are great eaten as is, or dipped in hummus.

I still purchase the Hot House Cucumbers, as I find they have a softer texture when thinly sliced into salads. And try this for a refreshing beverage…When you are entertaining add thin slices of cucumber and lemon to water. It gives a fresh, earthy flavor and is healthy alternative to other beverages (like sodas…which are virtually banned at my house).

I do have one recommendation when purchasing Hot House Cucumbers: pick a good one which will last at home – inspect the ends to make sure they are NOT soft. That’s the part that goes bad first. Some retailers refrigerate them and others do not. When you get home, it’s best to store them at the same temperature that you purchase them (it’s the change in temperature and humidity that causes them to go bad quickly).

Enjoy!
Karen

Nearby is the famed multi-level Beverly Center shopping mall, the Fairfax District (filled with Judaica shops and New York-style delicatessens) and not far from Rodeo Drive.

A few weeks ago, my husband, who is a Houston native and moved to Los Angeles just three years ago, made reservations for us to take the Melting Pot Food Tour of the Los Angeles Farmers Market.

Sunday morning at 9:30 a.m. was the appointed time. (They conduct tours several days a week.) We lucked out–there were only four other people in our group when there usually are 12-15 people on each tour.

They had “suggested” we not eat breakfast before we start this 3 ½ hour walking/sampling tour. I only wish I had taken their advice.

Our first stop was at Bob’s Coffee & Doughnuts for coffee and the best doughnuts I’ve ever tasted. (Llet me assure you that I do not like doughnuts–they make my stomach hurt.) These were fresh and AMAZINGLY good. (And my stomach didn’t even notice!). Okay, I’m full already and it’s only 9:45!

Then we spent the next two hours tasting French cheese and bread, homemade peanut butter and peanut brittle, agua dulce (sweetened fruit juice), Brazilian barbecue, and more. There are more than 25 shops and 50 different eating establishments at the Los Angeles Farmers Market. It’s a foodie and tourist haven. I was stuffed, and it was only 11:30.

And now, for the piece de resistance! We walked outside the Farmers Market and about ¾ of a mile up West 3rd Street. On this Sunday morning, there weren’t a lot of people out, so it was an easy walk. We saw Derringer Cycles (for all you motorcycle buffs), A.O.C. and Little Next Door (apparently two of the hottest restaurants in L.A.). And, my personal favorite, Joan’s on Third, which is the most amazing food establishment and, I believe, the inspiration for the Dean & DeLuca national chain of gourmet food stores. There we were served samples of their #1 selling food item: Chinese Chicken Salad which was to die for!

Before we ended our tour with lunch (did I mention not to eat breakfast before you go on this tour??) at Mishima, a Japanese Noodle bar. We also walked by the New York-style, Sex and the City-inspired bakery, Magnolia, which had opened for business just days before.

All I can say is that it was well worth the $49 per person for the “culinary walking adventure.” And, whether you are a Southern California native or are here visiting for a few days – this was a landmark that is not to be missed!

Ever since I was young, I have loved eggplant. I’m not sure why. (Maybe it’s because it’s also called by its French name, Aubergine…pronounced oh-bear-jhean…in Europe and Canada).

But I do remember that my late Auntie Ruth (my mother’s older sister) always served an eggplant caponata dip, with crackers, at all our family gatherings. The squishy, chewy texture, and rich flavor brings back so many memories.

So, a few years ago, when I started barbecuing during the summers, I began experimenting with eggplant on the grill. I feel like I have perfected it…as even our most finicky guests comment: “Wow – I’ve never tasted Eggplant like that. I like it!”

About six to eight hours before I plan to serve my grilled veggies, I cut the eggplant into 1-inch slices (keeping the skin on). (I am referring to the large dark purple skinned eggplants that you find in your produce department.) I arrange them on baking sheets and salt them heavily with KOSHER salt, leaving them out on the counter at room temperature. The Kosher salt causes the eggplant to sweat (beads of water will form) and this removes the bitterness of the eggplant. After an hour or so, I pat off the water with paper towels, flip the eggplant slices over and salt the other side, and repeat the process for another hour.

Then the grilling begins. I fire up the grill (first on HIGH, and then when the grill is hot, turn the heat down to medium-high). I gently brush olive oil on each eggplant slice and place the oil-side down on the grill. Close the barbeque cover, let the eggplant slices grill for about 8 to 10 minutes. While still on the grill, brush the top side of the eggplant with olive oil. Turn it over to cook on the second side for another 5 to 6 minutes (or until tender when touched with tongs).

And now, the second half of my secret recipe…I remove the eggplant slices from the grill and place on a serving platter and cover it with foil. I let the eggplant rest at room temperature (under foil) for at least 2 to 3 hours. (Then I usually grill Zucchini slices, red and yellow peppers and Portobello mushrooms and arrange them on top of the eggplant, under the foil).

The RESTING does something special to the eggplant. The flavors open up. I usually drizzle a light Balsamic Vinaigrette dressing (or balsamic glaze) over the veggie platter during this resting period.

This summer, like many other businesses, we decided to use interns to get many of our “odds and ends” projects done. Plus, philosophically, I see it as a way to give real world experience to college students as they are deciding what they want to be when they grow up.

Most small companies might consider hiring one intern…but we decided to hire FOUR this summer. It was a big undertaking, but well worth it.

First, meet Kate. She has just started her third year at USC as an accounting major and she comes from a farming business. Her dad, Howard Elmore is a large vegetable grower and casually mentioned to me at a conference that his daughter was looking for an internship. I told him that she needed to do her own follow through, and send me an email and her resume. (I just hate it when parents try to do all the work for their kids…they are being helicopter parents. Let the kids learn what it’s like to secure a position on their own. They own it and will feel better about it.)

I was happy when Kate followed through right away. After a phone interview and interviews with three people from our finance department, we decided to bring her on board for six weeks to work in Accounting.

Second, there is Julian. Julian is the son of our Marketing Manager, Jaime. Julian has just started his second year at Occidental College. He is an Economics major and had never worked in an office environment. After an interview with two people in the HR department, we agreed to bring him on to help with special projects in HR and Marketing.

Third, there is Frankie. Frankie is my sister’s son and he is starting his second year at Cal Poly-San Luis Obispo and is majoring in Mechanical Engineering. Frankie has helped us out before – so we knew he could work on special projects as needed.

Well, I decided to do something different and each of them was required to send me an email at the end of each week, giving a brief overview of “what they learned.” I learned a lot about their personalities, their writing styles and their level of detail. I also met with each of them, at least once a week – just to check in and see how they were doing.

From Kate: The Company operates with an emphasis on cross-functionality between departments to ensure a smooth processes flow. The relaxed, yet productive work environment also helps the communication (I believe) between sales, buyers, accounting, marketing and warehouse logistics. Also, the Company’s relationships with growers stress communication. I learned from Dorian about Frieda’s vested interest in customer satisfaction, and the importance of forming long-term relationships with growers with an equal interest in the quality of the product and ultimately consumer satisfaction.

From Julian: Each week has brought some sort of new task to finish or new skill to develop. Along the way I have learned how to use Excel, Photoshop, Illustrator, how to write in HTML and FBML code and even how to edit a movie in iMovie. Yet it was the intangible lessons I am learning from being in a professional environment that will resonate most with me in my future endeavors.

From Frankie: I learned about food safety auditing and what it is. I learned about what the agricultural industry has to do to meet safety standards and how few are known to be third-party certified. This was a tough project for me, as I only knew some of my instructions, going into the project. Much of the paperwork was a foreign language to me, so I learned how complicated (but necessary) it can be.

Since Kate left to go back to school in August, she has called and emailed me several times. She has told me over and over again that her friends who did internships this summer, basically did filing all summer. She was so proud to tell them that she helped us document actual finance processes as part of our computer upgrade.

Julian was effusive on his last day. He was thrilled to tell me that during his last week, he was allowed to use his computer skills and produced (using raw footage and raw soundtrack) the rough-cut to one of our Specialty Produce 101 YouTube videos (soon to be published on our Frieda’s Specialty Produce Channel). He also said that the most important skill he learned during his time interning in our office was proper protocol for working in an office environment. (I never thought about how important a skill that is to teach our college students.)

And Frankie was a surprise for me. He sat right outside my office and we got to interact each day (he is very funny). Frankie spent much of his time on the phone during his six weeks here – calling suppliers. He told me that he has improved his phone skills and no longer has call hesitation. When someone he called got a bit agitated, it was a challenge for him. But he improved his people skills. He learned how to better negotiate (get the information we needed) and although it was frustrating when people didn’t do what they said they would, so he would just call back again.

Earlier, I mentioned that we had 4 interns this summer. Our fourth, Rolff, will be starting next week. He is a third year student from EARTH University (in Costa Rica). He and his family are from Haiti and we are excited that he will be working with us for three months. I will be writing more about Rolff in a few months.

No matter how small (or large) your company is, I highly recommend having student interns. What a great way to give back…and for students to get real world experience.

Each Sunday, after our breakfast together, I have gotten into the habit of taking my mom grocery shopping.

This past Sunday, we had stopped into our local Whole Foods so she could pick up a few things. As we walked through the produce department, I noticed a small display of hard-shelled squash. Seeing the Sweet Dumpling and Delicata Squash reminded me of my first few years in the produce business. It seemed that every fall season (back in the late 1970s) would bring a new variety of squash.

At one point, I think we were offering more than 15 varieties – each a different color, shape and flavor! I found in those early days that most people (buyers and consumers alike) didn’t realize that squash was edible…they thought they were totally for decoration. All hard shelled squash are edible, but the bigger ones are just harder to cut.

What I like most about Sweet Dumpling and Delicata Squash is their small size and great flavor. Sweet Dumpling has an internal golden flesh which is thick and super sweet. Delicata, even though it looks similar with its green and cream stripes, tastes like Corn Chowder! Really, like corn chowder.

When you pick up a squash, it should be heavy for its size. If it seems light in weight, it is probably dehydrated. The domestic squash season starts in late August and goes through Thanksgiving, so most of the squash you find now should be heavy (and meaty), since they are freshly harvested.

Microwave or Oven? Everyone always asks this. Well, if you are in hurry (during the week) – then by all means, use the microwave. You should always halve the squash before cooking (which hastens the process) – and it should take less then 10 minutes (but let the squash rest for about 5 minutes, to complete the cooking and develop a fuller flavor). For exact directions and delicious recipe ideas, click here to go to our website.

But, if you want to savor the smell and the taste of freshly roasted squash, then I really recommend baking it. Yes, it heats up your kitchen, but you can cook squash at the same time as other dinner items. The slow cooking time allows the full flavor of the squash to develop – and sometimes cooked squash can taste like dessert (instead of like a vegetable high in fiber and vitamin A).

Coincidentally, I was at a Gourmet Club dinner party on the Saturday evening before and one of the guests (my friend Don) brought a very delicious side dish…made with three varieties of hard shelled squash. I asked Don if I could share his recipe. Since cooking is one of Don’s passions, he doesn’t use exact recipes, so when you read this you will get the idea (this recipe serves 16 people).

The Clay Pot makes the perfect tenderizer for the squash. And yes, the skin on these varieties is edible!

So, as the weather continues to cool, take the opportunity to cook up some squash. Use them to decorate your counter top, until you cook them for dinner!

It’s amazing how fast time flies. It seems like just last week we were attending High School and College graduation parties and voila…now it’s back to school time. I was looking at my Facebook page this morning and saw that one of my friends was taking her daughter to her first day of school. Wow – the summer went fast.

So what can we do differently this year, as school begins? If you are a parent (or grandparent) that has school age kids – can we talk about what the kids should eat for lunch?

I’ve been giving it a lot of thought…there is so much “buzz” out there about eating healthy. I really feel the need to share some ideas on improving the way our kids eat (and ideally…we parents will adopt similar changes). Here we go:

No fast food or processed foods this year. That means we’ll be packing healthy lunches at home (instead of allowing the purchase of ready-made foods at school). I’m not saying that the ready-made food available at school is “fast food” – but if we make it at home, then we KNOW what’s in it!

I plan to sit down with my daughter Sophia each Sunday, before we do our weekly grocery shopping, and plan what she’ll need to make her lunch each day (and breakfast, too). (Idea: my sister Jackie has created a “check list” so my niece can just “check off’ the menu she wants each day). We’ll create our weekly grocery list from this menu plan. We’re going to keep track of how many servings of fruits and vegetables we eat each day (goal is AT LEAST 5 a day…hopefully more).

If Sophia successfully packs (yes she’ll be packing her own lunch) and eats a healthy lunch each day – she’ll get a “bonus” at the end of the week (it may be financial or a credit towards something she wants). I got that idea from checking out the FOOD DUDES website. “Reward” is an important part of the program to change the way kids eat.

Sophia will go to the grocery store with me each week and will pick her favorite fruits and vegetables (participating in the process really gets our kids to “buy in” to the changes, as they have control).

I’m going to pay closer attention to see if this change in diet, also changes her behavior and how well she does in school. All the anecdotal research shows the change will be positive.

If you are interested in more ideas on how to help kids eat healthier, check out these websites: Fruits & Veggies More Matters — they even have shopping lists, community ideas and a section called “getting kids involved” and First Lady Michelle Obama’s inspired Let’s Move! website that is a great resource on exercise, eating healthy and more. Also, check out this New York Times article about doctors now writing “prescriptions for fresh produce” to fight childhood obesity.

To all the moms and dads reading this – I know that getting our kids to eat healthy is a big challenge. They want to be cool and eat cool foods (read: fast foods), or they don’t want to eat during the school day at all (and then totally gorge themselves when they get home from school). Just stick with it – that’s what I plan to do. I plan to have a dialogue (not a monologue) with my daughter so we are both on the same page. I would love to hear what you’re doing to help your kids eat healthier. Please share your comments here.

I realize I am definitely dating myself on this one. But that was the year that my parents moved into their home in Los Alamitos, California. We had a huge backyard (I was almost three years old…so it looked like a ranch to me).

My parents decided to plant fruit trees in our backyard…the entire back fence of our backyard was filled with Pomegranate trees (planted in between them were Guava trees…but that’s another story).

As we grew up – of course the trees bore fruit. What to do with those giant red fruits? Naturally, being the first born daughter of an entrepreneur, I would go out to the backyard and pick the fruit, put it in bags and go around my neighborhood (pulling my little red wagon filled with fruit) and try to sell it. Pomegranates were not well known at that time, so I had a hard time selling them.

I recall the harvest was always near the end of October, so we decided that what I couldn’t sell we would give out at Halloween instead of candy.

While that sounded like a great idea…do you have any idea what kids like to do with big red fruits, filled with dark red seeds? They like to throw them at other people! Our Halloween gift idea only lasted one year, as our entire block was filled with dark red stains on the sidewalk.

Fast forward to the late 1990s…I had been working with mom in the produce business for many years and had been selling Pomegranates each fall to our retail clients across the country. One day, I received a phone call from Lynda and Stewart Resnick. They owned Teleflora and the Franklin Mint and a large acreage of Almonds. They asked me to come up to their home in Beverly Hills, as they had some questions about Pomegranates.

I doubt the information we discussed that day changed their business strategy…but you probably know what they eventually did with pomegranates. POM WONDERFUL® (made from fresh squeezed, California grown Pomegranates) reinvented the Pomegranate category, whether it is fresh squeezed juice, tubs of Pomegranate Arils, or freeze dried chocolate covered seeds that are now at Trader Joe’s. You can read about Lynda’s recently published book “Rubies in the Orchard” here – it is an interesting book about her marketing savvy. And she is an incredible marketer.

It made me feel good that Lynda and Stewart called upon our firm to get a feel for market potential. That’s what we’ve done for a lot of growers over the years. We pioneer a product, develop a following and get the product lots of publicity. Then, like in the case of Kiwifruit and Sugar Snap Peas™, the item “takes off” and eventually is grown world wide by many growers, thus requiring a larger network of marketers.

But, maybe you can now see, how we got the name…”The company that changes the way America eats.” It sure makes trying new foods exciting!

Karen
PS — When I was at the food show, Fruit Logistica in Berlin this past February, guess which product was selected as the best new product of the year? A new plastic tool, invented in Israel that allows you to easily remove the seeds from Pomegranates!

Have you ever wondered how produce companies (like Frieda’s) evaluate fruit to see if “it’s good” when it arrives at their warehouse? Here’s a quick course on some of the tools we use:

To tell how SWEET a piece of fruit really is, we use a Refractometer. A Refract

ometer measures the brix (or percentage of soluble solids, or sugar) of the fruit. Our Quality Control guru, John, uses the Refractometer whenever we receive any kind of fruit.

To measure the brix, John will cut a piece of fruit and then squeeze some juice from the fruit onto the open Refractometer. He will then close it, and look into the eyepiece (kind of like a kaleidoscope) to see what degree of sugar is measured. For most fruit, the minimum level of brix is 14-15 degrees. For SUPER SWEET fruit – it might be as high as 20 degrees brix. For fruit over 20 degrees brix – we say, it would “give you cavities.”

To tell how FIRM a piece of fruit really is, there is the Penetrometer, also known as a Fruit Pressure Tester. It helps measure the firmness of the fruit. There are several models of Penetrometers – one for apples, pears, and other harder fruit, and another for softer fruits, such as peaches. When we receive fruit at our warehouse in Southern California it must be firm or hard. If it’s soft, we cannot ship it to our customers across the country, so we may have to send it back to the grower (reject it).

To tell the exact diameter or SIZE of fruit or vegetables, we use Calipers. Many of our clients have requirements as to the exact diameter of fruit they will accept at their produce warehouses, so we always double check fruit when it arrives at our warehouse. Most growers pack fruit on high speed, sophisticated packing equipment that guarantees the same sized fruit is in each box. However, because we specialize in “specialty fruit and vegetables,” many of which are grown by small scale growers, they don’t always have this high speed equipment. So, in order to have accurate information about the products, we will use the Calipers to verify the consistent sizing.

Betsy and I left her house and were on our way to the gym to do our Bootcamp workout.

During our short drive to the gym, we usually recap our days for each other (she’s an Executive Recruiter) and then talk about what we’re having for dinner. She informed me that she was making one of her favorite vegetables, “Corn on the Cob.”

Thank goodness I wasn’t the one driving when she told me that she put the corn in a pot of boiling water and hoped it would be done in 30-40 minutes when her husband got home. I was shocked that she was cooking the corn for so long.

She was a little surprised when I told her that I know a few corn growers who eat it raw – right after they pick it! It is super sweet and absolutely delicious.

I shared with her that to get the best flavor from corn on the cob, this is how you select it and cook it:

Buy corn that looks fresh, those that do not have dark or soft spots on the outside husk
Buy corn on the same day as you plan to eat it (the sweet flavor of corn starts to decline the moment it is picked, so the faster you eat it the sweeter it will taste).
Before boiling corn, remove husks and strings. Place ears in plenty of boiling, lightly salted water.
Cook for 3-5 minutes — That’s It!

To grill corn…

Leave husks on, and soak corn in cold water for about an hour before grilling. (Soaking it hydrates the husks, which kind of protects the corn and allows it to steam on the grill).
Grill the corn, in husk, turning frequently (so it doesn’t burn).
Cooking time will depend on your personal preference – anywhere from 15-20 minutes.

Here is a tasty recipe for grilled corn, Grilled-Corn-with-Chive-Butter

In recent years, there have been some fabulous developments in corn breeding and we now have corn that retains its sweet flavor (and doesn’t turn starchy so fast). In addition to Yellow Corn, there are varieties of White Corn and even “Bi-Color” Corn (which has both white and yellow kernels on the same cob!)

One of the newest innovations is Fresh Red Corn (in photo). It’s available during the summer months and is grown in Northern California. It’s not available in supermarkets everywhere, as it is considered a specialty item. But, you may see it in your local market and wonder what it is and how it got to be red. Red corn is actually an heirloom variety (from centuries ago) and its popularity has grown as consumers seem fascinated with new colors of familiar foods (think of all the different colored bell peppers we have now…instead of just green). From my taste experience, the Red Corn has a starchier flavor than regular sweet corn.

So, as you are making plans for your Labor Day barbecues – consider picking up some fresh corn at your local supermarket…and grilling it next to the burgers, chicken and hot dogs.

Delicious! Enjoy!
Karen

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Okay, I admit it. It was kind of “nosey” of me to look at what was on my friend, Wendy’s desk. I was spending the night at her house a few months ago and she was showing me her home and we came to her home office.

Her desk was very neat – and I couldn’t help but notice this small, turquoise paperback book titled, “Pocket World in Figures.” It is published by “The Economist” (you know that magazine that you see on the newsstands at airports…right above the Wall Street Journal and Forbes).

Part 1 – is a section entitled “World Rankings.” You pick the subject and there is probably a ranking…Highest Population (China) and Median Age (Japan) (those were interesting, no real surprises there).

Part 2 – is a section by Country. From Algeria to Zimbabwe and every country in between – all sorts of information is right at your fingertips: Population, Economic (like Gross Domestic Product – GDP), Education, Energy, etc.

For example, Percent of Employment in Agriculture: China 41%, Brazil 21%, New Zealand 7%, USA 2%, Israel 2%

Number of Computers per 100 people: Canada 94.3, Norway 62.9, Italy 36.7, Thailand 7.0

It took me a while to find the exact name of the book (I emailed someone at The Economist offices and described what I had seen). And to purchase it took a little while longer – thank goodness for Amazon.com. I purchased a used copy for less than $6.

Not only is this a great gift for student, it’s also an awesome way to learn about the world we live in. Sadly, included in the book are rankings of The Largest Refugee Nationalities (Afghanistan) and Business Software Piracy (Armenia).

So, if you plan to be a contestant on JEOPARDY…I would definitely purchase a copy!

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As part of my position on the Board of the Agricultural Issues Center at the University of California Davis (from which I graduated), I have gotten to know a researcher by the name of Dr. Karen Jetter. Karen asked me to serve on a task force whose purpose is to see if giving school-aged children free snacks of fresh fruits and vegetables will help improve their total consumption of fresh produce. The idea is to find a way, at an early age, to change the consumption patterns of Americans, and stop our obesity epidemic.

So, last week, I was on a conference call, which included Dr. Fergus Lowe (Deputy Vice-Chancellor, University of Wales, Bangor) calling in from Wales, Dr. Jetter and a few other California colleagues.

On the call, we learned that the United Kingdom (UK) has one of the lowest consumption levels of fruit and vegetable in Europe and as a consequence, Britain now has one of the worst heart disease rates in the world. In addition, British children, in particular, are reluctant to eat fruit and veggies. In an effort to reverse this habit the UK government has developed a program to increase children’s consumption of fruits and veggies.

Enter “Food Dudes”, a program which was developed by psychologists at University of Wales, Bangor to encourage and maintain healthy eating habits in children. To find out more about it, go to their website. There is a video showing the four “Food Dudes” getting kids all excited. Check it out.

Here in the United States, we have a wonderful school-based fresh fruit snack program called the Fresh Fruit & Vegetable Program (FFVP). For the 2010-2011 school year, the US Government will be providing $101 million in program funding to benefit students in more than 4,000 schools nationwide. These school age children are given free fresh fruits and vegetables snacks during their school day – and in the over 5 years that this program has been going on, there have been some tremendous benefits.

• Attention span of the students seems to improve
• Kids like the new fruits and veggies and go home and ask their parents to purchase them
• Kids seem to have an interest in including more fruits and veggies in their eating and want to participate in shopping
• Administrators and nurses report less behavior problems and absences

With all the bad and sometimes confusing press we read or hear about regarding our elected officials – wouldn’t it be nicer to hear more about this fabulous program?

On the very same day as I was on that conference call, the U.S. Senate passed (by unanimous consent) the Healthy, Hunger-Free Kids Act of 2010 (SB 3307) which will expand access to the existing child nutrition programs. To find out more information, click here.

What a great idea – give school aged children fresh fruits and vegetables every day instead of sugary, salty or processed snacks. Teach them good eating habits at a young age so that when they grow up, they will eat healthier, thereby reducing their lifelong medical bills.

Makes sense to me. How about if we all start doing this at home…right now, today?

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That’s how we have always described Asian Pears. Well, that’s after we changed the name to “Asian” pears.

They were originally called Apple Pears. It was shortly after I started working full time in the business with mom (in the early 1980s) that we decided to change the name. It was confusing to people…were they apples or were they pears? We decided to change the name to ASIAN pears since they were so popular with those with Asian ancestry. In Japanese and Chinese cultures, they were so special, that you might be presented with a single Asian Pear, as a gift!

The first Apple Pears were grown by our good friends, the Kershaw family in Yakima, Washington. I can still recall the excitement when the first large shipment of them arrived on the downtown Los Angeles Wholesale Produce market. They were the Shinseiki variety, which had a pale green outside skin. The skin was so delicate that sometimes they looked scratched, just from being packed into the box!

Ed and Bob Kershaw have long since stopped growing Asian Pears in Washington state, as we found that the weather conditions were not optimal.

Now, there are some amazing growers, right here in California and as far away as Virginia, who are growing many different varieties. And the domestic Asian Pear season has just begun! (There is also a large crop which grows in Chile – during the opposite season. . .but this year the crop was quite small, due to the damage caused by the devastating earthquake a few months ago).

The domestic Asian Pear season starts each year in early August and you should be able to find them in your local supermarkets now. Why are Asian Pears one of my favorite fruits? Because of their FLAVOR of course.

The brown-skinned Hosui variety has overtones of wine in its flavor profile. There are other varieties, such as Shinsui, Kosui – but you will not often see them sold with their varietal names. They will just be called “Asian Pears”.

What makes them so unusual is they almost always have a grainy texture (not like the buttery texture of most other pears, of European origins) and are not usually used in cooking. They are most commonly eaten out of hand.

Asian Pears come in all different sizes (small for kids to pack in their lunch) and large to make a spectacular statement when served whole as a dessert. They are usually big and round and many times, you will notice them protected by a Styrofoam “sock”, making them look like a gift. That sock is there to protect the fruit from rubbing and bruising the fruit (sure wish we had those socks back in the early days).

They should be refrigerated when you find them at your supermarket and should be refrigerated once you get them home. And be sure to have a big napkin nearby as when you take that first bite, their juiciness will overwhelm you!

At various times of the year you can find Asian Pears from Japan (they have a light yellow skin), from Korea (they are brown skinned) and from China (they are usually light yellow skinned, too – but are more pear shaped).

Most importantly – be sure to try one. When I am asked, “What’s the next Kiwifruit?” I often want to say that it’s the Asian Pear. It is so consumer friendly and delicious.

And, as you can guess. . .they are crunchy like an apple and juicy like a pear! Yum!

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One of my managers came into my office this morning. We meet each week to catch up, review pending projects and make sure we are on the same page.

Today’s meeting began differently than all our other meetings. He started the conversation by saying, “I went to a funeral last night.”

Why did my manager decide to tell me about this? For two reasons, I think. First, it is always hard when someone your own age dies – especially as you gather at a wake or funeral to reminisce about their life and their contributions.

The second reason was that it was suspected that his friend might have had a problem with alcohol.

I think we all have friends like this. They are great people. Smart. Inspiring. Until they start to drink. They drink and drink and drink. Their behavior gets out of hand. They get embarrassing or boisterous.

We looked at each other, after he told me about his evening, and all I could say was, “Is there a teachable moment here that we can pass on to our kids and friends?”

How many times have we been afraid to take advantage of these teachable moments? Do we talk with our kids (with sensitivity and respect) about the very real dangers of alcohol and drugs? Do we hesitate to confront a friend who has a drinking problem?

Coincidentally, late last night, my good friend emailed me about her own personal dilemma. She had become estranged from her best friend due to her friends’ husbands’ alcoholism. It broke her heart. She wanted advice on reconnecting with her friend. Should she?

For both of these dear people – it should be a teachable moment. Teaching sensitivity, gentle confrontation, forgiveness and a strong belief system.

Try to notice all the teachable moments that appear in your life. You always have the choice. You can ignore it and leave it alone…or you can embrace the teachable moment.

Well, besides the obvious physical differences, you’ve probably noticed that men and women are different. We think differently, we act differently.

It is really apparent in my family, as we have so many women. My mom, Frieda, is the matriarch, there’s my sister and me, and of course, six out of the seven grandchildren are female. (I’m sure it was a shock to my husband Garry, who came from a family of four brothers and one son.)

So, when I received an email from one of my girlfriends about a UCLA study on how women respond to stress differently than men, I was intrigued. (You can read the abstract on the study here. In addition, here is a more detailed write-up.)

First, women are wired differently and often cope with stress by “tending and befriending,” rather than the typical “fight or flight” response – which is the natural male response to stress. Women seek the company of other women for comfort during times of stress. (We also tend to our offspring and do other nurturing behaviors to de-stress.) For you men, knowing why your wife, girlfriend, daughter or coworker acts the way she does when she’s stressed out can sure make life easier for you. It’s the reason women go and get coffee together and just “hang out” together when life gets challenging.

Second, over the decades, many medical studies were performed solely on male candidates, and the results and recommendations were thought to be the same for both genders. Researchers have only recently begun to realize that they need to study women separately, because the results can often be drastically different. For example, check out this recent New York Times article (sent to me by my former fitness trainer) about a study that changes the way women should calculate their maximum heart rate for exercising. (FYI, it is NOT 220 minus your age for women!)

OK, gentleman, I need to go now. I have to get ready to go to my (all female) book club, made up of women from ages 48 to 88. We have so much to talk about. . .

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I would imagine that most of us were not around on December 7, 1941, a day that will live in infamy. That was the day that the Japanese bombed Pearl Harbor on the island of Oahu.

The only reason that I know something about Pearl Harbor, is that when I took an oral interpretation class in 7th grade, I had to pick a speech and give it to the class. The speech I chose was that of President Franklin D. Roosevelt, given on December 8, 1941 to Congress.

During our recent visit to Hawaii, I had the opportunity to visit Pearl Harbor for the first time. In my more than 40 years of traveling to Hawaii, I wonder why I never visited this amazing place of American history.

The Pearl Harbor historic park is made up of several different memorials which are all part of the recently dedicated WWII Valor in the Pacific National Monument. Although the main visitor center was under construction during our visit, there were still so many things to see and experience. We watched a 20-minute film that gave us an overview of the events of December 7, and the place was adorned with many banners highlighting soldiers, survivors and heroes.

We also visited the USS Bowfin Submarine Museum, and were able to board the sub and tour the interior. (First launched in 1942, the Bowfin sank many enemy ships during the war and was nicknamed the “Pearl Harbor Avenger.”) I highly recommend the audio tour, as it really explains the details of how the sailors lived and how the submarine functioned. It is an amazing piece of technology for being more than 65 years old. (Also on the Pearl Harbor campus is an aviation museum with actual airplanes that were flown during that time period.)

However, the most moving part of visiting Pearl Harbor was taking a boat over to the USS Arizona Memorial. The USS Arizona Battleship was bombed the morning of December 7 with hundreds of crew members on board, and it sank right in Pearl Harbor. What is so touching and meaningful about this memorial, is that it was constructed right over the hull of the actual wreckage site. As you stand there (many of us had tears rolling down our cheeks), you can see the rusted remains of the ship in the water below – which is the final resting place for many of the crewmen.

The memorial is operated by the U.S. National Park Service, and it was amazing to hear the guides announce that NO CELL PHONE usage (including NO TEXTING) would be permitted on the ferry boat to the memorial, or while in the exhibit building. There were many teens and adults on our boat, but I heard no grumbling about this announcement. All of us were so moved by being on the actual site of such a disaster that it just added to the mood of somberness.

History comes alive for us when we have the opportunity visit places like Pearl Harbor. On your next visit to Hawaii, I encourage you to take a full day and visit this important historical site. Even if your kids whine or complain, it is such an important part of our history, and so many people gave their lives that it is a “must-see.” The beach and the Mai Tais can wait.

While vacationing on Maui last week, we decided to take a day trip over to the island of Oahu. My husband Garry asked if I could get a private tour of the Dole Pineapple Plantation there, since I am a member of the produce industry. So, I emailed my longtime friend, Mike Cavallero, an executive with Dole, and he was kind enough to arrange a tour for us. (Garry read that over 1 million people visit the plantation every year and go through the biggest maze in the world.)

It was a sunny day and the tradewinds were blowing mildly. It was a perfect 86 degrees. We hopped in a farm vehicle and headed for a tour of part of the largest pineapple plantation in Hawaii – lead by Dan Nellis, operations director. We learned a lot about how pineapples grow. It takes about 18 months before the first crop comes off. A second crop will take an additional 14 to 18 months.

But, the big question of the day was, “How do you pick a pineapple?” or rather, “How to you pick a pineapple that is ripe and will taste awesome?”

I already knew that you DO NOT pull on the fronds on the top of the pineapple to see if they come out easily. (I have no idea who started that rumor…but it is completely untrue.)

And, according to Dan, COLOR is not an indicator either (which I did not know). Some pineapple varieties turn golden and others stay green on the outside.

I shared with Dan that my favorite way to pick a good-tasting pineapple is to purchase it at room temperature. And after examining it to make sure there are no soft or dark spots, or mold or bugs crawling on it, I smell it. If it smells the way I want it to taste, then I have found a winner. (You do have to make sure that pineapples have not started to ferment – a sign of over-ripeness.)

Dan agreed that was a good way to pick one, but recommended a more technical approach, just in case the pineapples at your store are not at room temperature.

Dan said that you should examine the outside shallow eyes, or “petals” (they are hexagonal in shape) which make up the outside rind of the pineapple. As the pineapple ripens, these petals flatten. In the center of the petal is a small protrusion or nub. This nub will become almost flat, which you can feel with your fingers.

With that information, we had fun walking the fields and looking for “ripe” pineapples to pick. I smiled when Dan got out his machete (which all pineapple farmers carry with them in the field), and cut a pineapple for me and my friends. There is NOTHING like a ripe pineapple, right out of the field.

So, next time you are at the store and want to pick a good-tasting pineapple, you can pick one with confidence.

• First, pick it up and make sure it is heavy for its size.
• Examine it closely to make sure there are no soft spots, bruises or mold growing.
• Pineapples ripen from the base, up to the top, so check the outside rind to be sure the petals are almost flat to the touch.
• And, if it is at room temperature, smell it.

When we returned to Maui and went to one of my favorite restaurants (Roy’s Kahana Bar & Grill in Lahaina), I had to order his famous Pineapple Upside-Down Cake. After you’ve seen them grow, you truly appreciate the flavor of fresh pineapple. Here’s the recipe if you want to try making this classic dessert for yourself.

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Being a West Coaster, Hawaii is a favorite vacation spot, and I feel very fortunate to be going there again this year! Garry and I and two other couples are going to spend a week on Maui this month. One of my favorite parts of the Hawaiian vacation is the food (no surprise there, I guess).

When we arrive, I like to drive to the nearby Safeway and Star Markets in Lahaina and see how the produce looks. I always stock up on the local fresh fruits, like apple bananas, papayas, starfruit, passion fruit, dragon fruit and pineapples. There is nothing like tree-ripened fresh fruit to make you feel like you are in paradise.

If you’ve been to Hawaii, then you will probably remember the final leg of your vacation — the conga line at airport security. You know what I’m talking about…

After you’ve passed your carry-on through the X-ray machine and taken off your tennis shoes, your belt, your watch, etc., you come to a second checkpoint where a couple of affable guys in Hawaiian shirts want to send your carry-on through one more scanner. “Why a second time?” you ask.

These guys are looking for fruit! I am embarrassed to admit that on one of my trips a few years ago, I had packed an apple and a banana, left over from our shopping. I didn’t want to waste any food, so I thought we could snack on the long plane flight home.

Those affable guys, in a very gentle but firm way, told me to dump the fruit. I was so embarrassed because as a long-time member of the produce industry, I, of all people should know that you cannot bring fruit from the Hawaiian Islands back to the Mainland (unless it is commercially packaged for sale at the airport).

Ever wonder why they make you dump the fruit? They are protecting Mainland agriculture. Believe it or not, those delicious tropical fruits could be hosts to the Oriental fruit fly and the Mediterranean fruit fly (medfly) and other pests, which may have planted larvae deep inside the fruit ( I know that sounds gross). When the fruit is broken, eaten, or thrown away in a trash can on the Mainland, the larvae can eventually make their way to farms and orchards where other fruits grow. Ask citrus growers and avocado farmers how devastating these pests can be.

Read more detailed information about agricultural pests and the problems with them here. But more importantly, think back to any trip to you have taken by car, plane or train. Have you ever inadvertently (or on purpose) smuggled in fresh fruit across a state border? You may have read or heard that these fruits are prohibited from crossing borders, but you said to yourself, “Oh, just one piece of fruit won’t hurt.”

Well, one piece of fruit WILL hurt. An entire industry. Which is why, at the peak of the summer months, I am reminding everyone to leave their fruit where it is.

And, if you are ever on Maui and want some great fresh fruit and an awesome meal, try my favorite: Mama’s Fish House on the north shore of Maui. After you watch all the surfers down the road (they are really amazing athletes), go to Mama’s for a tropical drink and an awesome meal. But, make reservations, because it is a popular spot.

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When I think of summertime, I can’t help but think about fresh figs. Most people think of fresh peaches or nectarines as symbols of summertime. But I was raised by the “Queen” of specialty produce, so of course summer would remind me of figs.

Back in the early 1980s we were introduced to a small farmer by the name of Don Wessel. He and his family had a small fig farm near Visalia, California, and he shipped us the most beautiful yellow-greenish skinned figs – the Calmyrna variety. I remember how heavenly they tasted. (We probably would have sold more, but mom and I always had to sample them when the shipments arrived!)

It’s hard to believe that was 30 years ago! At that time, most consumers outside California had never seen, let alone tasted, a fresh fig. When I would ask my friends if they liked figs, they would say, “Figs? You mean like Fig Newton cookies?”

Figs go back to biblical times. Adam and Eve supposedly used fig leaves to make their first clothes. If you grew up in Italy, or have Mediterranean heritage, fresh figs may be a part of the authentic family meal. Tree-ripened fresh figs, broken in half, might be served wrapped in prosciutto, or stuffed with Gorgonzola cheese and broiled. What a perfect appetizer or dessert.

Over the last 30 years, fresh figs have really grown in popularity. There are now dozens of commercial fig farmers (both inside and outside California) who sell to the fresh market. (In contrast to those farmers who have their figs dried and then sold, or have them made into paste for cookies and baked goods.) Thanks to the amazing transportation system of our fresh produce industry, you can find fresh figs in local supermarkets from Maine to Florida and from California to Texas to Alaska, and everywhere in between. They may be shipped by truck, or by air. And if you’re lucky enough to find some in your local market this summer, I encourage you to buy a basket or a few fruits.

July is the peak of fig season. You can now find black-skinned varieties (Black Mission), brown-skinned (Brown Turkey), yellow-skinned (Calmyrna) or amber-skinned figs (Kadota). Check out the California Fresh Fig Growers Association website for some great info and recipes: www.calfreshfigs.com

I believe we should thank all the innovative chefs across the country for their role in fresh fig availability. As with many specialty items, it is chefs and their desire to have new flavors and textures, who spark new food trends and industries. It is because of these creative chefs, working with growers, that we can now get fresh figs through much of the summer and fall.

Fresh figs were even the “Secret Ingredient” on an episode of the Food Network’s Iron Chef America show this year.

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There was a period of time when it seemed like I had a lot of Steves in my life. There was Cantaloupe Steve (a melon grower), there were a couple of boyfriend Steves, and then there was Cell Phone Steve. He got that name because he gave my daughter Alex a cell phone for her Bat Mitzvah.

Well, one day about five years ago, Cell Phone Steve and I were talking and he casually mentioned how he looked in the Old Farmer’s Almanac in reference to weather conditions.

The Farmer’s Almanac? A modern day entrepreneur checking out the Farmer’s Almanac? Was it still around? Hmmm… I thought I’d better check that out for myself.

Ever since, I have been an avid reader of the Old Farmer’s Almanac. You can find it at your local grocery store or bookstore. It comes out once a year, and has different versions. I usually buy the regular version, but while I was cleaning out my office today, I found the “Special Gift Edition,” which I got at a produce industry show. I think it’s for non-commercial farmers.

• It includes a chart entitled “Best Days for 2010.” For each month the chart tells you things like the best day to quit smoking, best day to go camping, best day for dental care, best day to begin a diet, best day to slaughter livestock, etc.
• It gives you the weather forecast for each month (by days), including precipitation, temperature, cloudiness, etc.
• It tells you when the last spring frost and the first fall frost are predicted for each state, which is quite important for home gardeners.
• It tells you when all the holidays and observances are, including “movable” religious observances, such as Easter, Rosh Hashanah, etc.
• On the right-hand calendar pages, it provides earthquake prediction dates.
• No surprise to me – it also has information on when Mercury is in Retrograde

So, whether you are planning an outdoor party and want a head’s up on upcoming weather, or you’re a home gardener planning your next planting, it might be worth a few dollars to pick up a copy. You can also get a lot of great info from the Old Farmer’s Almanac website, www.almanac.com.

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I remember many years ago, the only bell peppers I could find in the produce department were the green ones. Red bell peppers were few and far between. And when you did find them, it was usually because the farmer had left his peppers on the vine too long and they turned from green to red (indicating maturity).

When Frieda’s was still on the Los Angeles Wholesale Produce Market, we would occasionally get red bell peppers, but we had to sell them fast, because they were riper than the green ones and wouldn’t last long. At that time, all of the bell peppers were grown in open fields (no greenhouse-grown peppers), meaning they were probably only available in the spring and summer, when the weather was warm enough.

Now, colored bell peppers are available in produce departments 365 days a year. They come in many colors besides green. Red peppers are joined by yellow and orange varieties. Most of these three colors of peppers are grown in greenhouses in California, Arizona, Colorado, New Jersey and across Canada. (We also import purple and white bell peppers from Holland.)

Did you know that many of the first commercially-grown colored bell peppers were air freighted to the U.S. from Holland? Holland was a pioneer in the field of greenhouse and hot house farming, and was the first to commercially grow colored bell peppers, tomatoes and many other vegetables. Now there are greenhouses in Spain, Morocco, Israel, and many other countries — and they all export their fresh products around the world, often times to cooler-weather countries that don’t have year-round supplies.

One pioneering U.S. company, Sunworld International, introduced the first elongated sweet pepper in beautiful red and yellow colors. They were called La Rouge® (red) and La Jaune® (yellow) Royale Peppers. They were my favorite peppers because the skin was thin enough that I could eat them raw (I did not have to roast and peel them before using). They stopped growing them about 10 years ago.

Recently I heard from my good friend, David Marguleas, vice president of Sunworld, that his company is growing and marketing the Royale Peppers again. I was so happy to hear this!

So, no matter what, at this time of year, you can have a great time with all the colored peppers in your market. It is the peak of season for farmers, which means they are perfect for the summertime.

During the week, I slice up red and yellow peppers and take them to work for my lunch. Even my 16-year-old daughter Sophia just loves sliced red peppers — she dips them in hummus.

And for parties, I love to serve grilled peppers. I core and quarter them, sprinkle with kosher salt (it tenderizes them a bit) and brush with olive oil. Then I grill them on the barbecue for about 7 to 8 minutes on each side until they are tender and a little blackened. After grilling, I let the peppers “rest” on a platter covered in foil, so they really get tender.

So, when you are looking for something new for your veggie tray, or for grilling – try nutrition-packed sweet peppers. They are our family’s favorite.

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About 25 years ago, I was attending a Think Tank conference in Los Angeles. A petite women name Joline Godfrey came up and introduced herself to me. She was an inventor who was passionate about using games to educate the next generation on appreciating money and acquiring wealth. She had been following our company and was a consumer of our products in her local Boston supermarket. So, she wanted to put a face with a name, so to speak.

Well, over the years Joline and I became friends, and we eventually started our own investment club for about a dozen L.A.-based women. It was my first foray into a group that was not based in the produce world.

Joline’s career continued to evolve and she is now based in Santa Barbara. Her firm is called Independent Means, Inc. (IMI) and its vision is “To help raise a new generation with skills that ensure financial self-reliance and well being, and values that support lives of purpose and passion.”

Last summer, a group from IMI’s CAMP $TART UP — girls and boys ages 15 to 18 — came to visit our office. After the tour, we spent an hour answering their questions about what it’s like to run a business. We emphasized how important it is to have a business plan and to “know your numbers.”

Last month’s newsletter really struck a cord with me. “10 Basic Money Skills” and a “MONEY MAP” caught my eye. Because I have two young adult daughters, teaching them the value of money is always top of mind for me (especially during the summer months, when they have to balance the concepts of “summer vacation” with “summer job.”)

Do any of you have similar struggles with your children? Teaching them how to create a workable budget and follow it is not just about spending all the money you have. They should be taught both how to save, and how to be philanthropic.

I encourage you to read the May/June edition of MONEY WI$E, and I hope that you will learn, like I did, that your own personal struggle with money and teaching your children about it is a universal challenge. According to Joline, you should start teaching your kids about money and budgeting as early as 5 years of age!

Gosh, it must have been 30 years ago when we were still on the Los Angeles Wholesale Produce Market. I would come to work at 4 o’clock in the morning – my mom, Frieda, had already been there since 2 a.m.

I’ll never forget the day the first few boxes of these teeny tiny grapes arrived. They were from our good friend, Allan Corrin from Reedley, California. The outside of those wooden lugs displayed the name “Zante Currants.”
They were tiny grapes about the size of your smallest fingernail. To eat them, you had to put the whole bunch in your mouth, and gently pull off the grapes with your teeth. Sweet, crisp, refreshing. Not only were they very sweet, they were fun to eat!

My mom and Allan worked together to create a more exciting name for these mini grapes. Why not call them “Champagne Grapes”? After all, they had a natural sparkle. And when clipped into small bunches, they were an attractive addition to glasses of bubbly champagne.

Now, more than 30 years later, there are several grape growers, from both Arizona and California, who grow these unique little grapes. The Arizona season just started (hot weather allows the grapes to sweeten up earlier), and in about a month, you will see California-grown Champagne Grapes available in your produce departments.

For convenience, many growers now pack the Champagne Grapes in plastic clamshell containers (containing about one pound of fruit). This makes it easier to pack and ship them, without the grapes getting crushed from handling.

If you are having a summer party or doing a cheese platter for an event, these are the perfect grape. And of course, if you have kids, you simply must try these mini-sized grapes. They are truly kid-friendly (and you won’t have to cut them in half).

July and August are great times to try the many varieties of summer fruits. Champagne Grapes are only available in our summer time (no Southern Hemisphere supplies), so don’t miss them! If you don’t see them in your produce department, go find your produce manager and ask him/her to order them for you.

On a side note, our good friend Allan Corrin passed away in May of 2007, and left a legacy of innovation in the grape and tree fruit industry. I had the good fortune to have lunch with the ever-smiling, blue-eyed Allan back in 2005 at his favorite restaurant in Reedley. He was 78 when we dined and he took great pride in touring me through his experimental farm, filled with delicious new varieties of grapes and plums.

Allan would be happy to know that his beloved Champagne Grapes are now being sold to supermarkets across the United States!

Are you close to celebrating your 50th birthday yet? If not, let me give you a preview.

About three months before your birthday, you will receive an envelope in the mail from AARP. In case you don’t know what that stands for, that is the American Association of Retired Persons.

Yes, it’s pretty much a shocker to get a personally addressed envelope from them. Your first instinct is to throw it away (which is what I did). Here is a bit of news for you. Your 50th birthday will still come on time, and the envelopes from AARP will continue.

Finally, after months of receiving them, I gave in, and opened up an envelope. I have to admit that after reading their materials, I became an AARP member just to see if it was worth it.

Immediately, I received my first copy of a tabloid-size magazine, cleverly titled, “The AARP Magazine.” I have found this bi-monthly publication to be very readable. It has pertinent information, and of course, the typeface is a size I can read without my glasses!

A couple months later, I opened up to the editor’s page and found an interesting article entitled, “Making Things Right.” It was the editor’s personal recollections of her elderly aunt who had passed away. The editor shared her memories and regrets in not spending more time with her aunt before she died.

“The most important lesson was this: make things right with the people you love, while you have the chance.”

That article has stayed with me for the past few months and has rolled around in my mind.

I recently traveled to Las Vegas with my mom, Frieda, for a wedding anniversary celebration. We had a wheelchair at the airport and for our stay at the Bellagio Hotel. It was a lifesaver.

I have to admit that I had to take a deep breath as the weekend started. I would have to allow almost twice as much time for all the traveling, so my mom would not be rushed. I am usually racing around doing things at warp speed, so I was anticipating a slower-paced weekend, escorting my mom.

But then I remembered the quote from that AARP article. “Make things right with the people you love, while you have the chance.”

My mom and I had a wonderful weekend. I would meet her in her room and she would plop into the wheelchair and we would begin our tour of the hotel for the day. We joked that pushing her around all day was a great workout for my arms. But something else happened. We got to spend time just as mother and daughter. We have not done that for a very long time. We shopped (which, if you know my mom, is just not in her genetics). We looked at the beautiful gardens at the Bellagio, and enjoyed a leisurely lunch.

In the fast-paced world we live in, we are the “sandwich generation.” We are dealing with the issues and demands of our children on one side, and addressing the needs of our aging parents on the other side. It’s easy to get distracted and rush from one task to the next. But when you get the opportunity to really spend quality time with your parent, an aunt or uncle, or aging friend, I suggest you take a deep breath, slow down and think: “Make things right with the people you love, while you have the chance.”

Most sincerely,

Karen

My kids think I am so annoying when we go shopping at our local supermarket. But I can’t help myself. If I see a shopper who’s having a difficult time picking a good melon or pineapple, I feel compelled to give them the information that my farmer friends have given me.

First of all, you will always get better-tasting watermelons when they are at the PEAK of the domestic season. And that’s right now and for the rest of the summer!

I do have to confess that the Tuscan-style cantaloupes grown by Dulcinea have the very best, consistent flavor. But, you will have to choose them differently. They WILL have the stem attached and there will be dark green grooves (instead of a golden background), but their flavor almost always seems perfect!
So, enjoy your 4th of July weekend and be sure to serve fresh melon as a healthy snack!

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Are you happy with what your kids eat for breakfast or lunch? (I’m not). What if you could do something that would positively impact what they ate for lunch, and it didn’t involve you packing their lunch to make it happen?

Well, with that in mind, I want to share with you an interesting, innovative and simple initiative that has been launched within the fresh produce industry. It’s called “A Salad Bar in Every School.”

The general idea is to get companies and individuals to give money to schools to purchase a salad bar unit, which would be used in the school’s cafeteria. Studies have shown that kids will make healthier choices when an attractive display of FRESH produce is available at lunchtime.

Although this is a produce industry initiative, I was thinking… What if parent-teacher associations across the country knew that they could purchase a single salad bar unit for their school cafeteria for only a few thousand dollars? This would send a great message: parent-teacher groups are concerned enough about the health and eating habits of students to put their money where their mouth is.

I know first-hand that there are real life benefits to offering healthy foods to kids. About eight years ago, I was privileged to represent the produce industry in Washington, D.C., when I testified in front of the Senate Agricultural Committee. I presented a 100-school case study that showed when fresh fruits and veggies were given out as free snacks to kids, their behavior changed (positively):

You can see here and here the two salad bar options. And if you are interested in making a difference in YOUR community, I encourage you to contact Andrew Marshall, the policy and grassroots coordinator at the United Fresh Produce Association (email here) and see how easy it is to make this happen in your local school.

As a parent, it’s nice to know that there’s something we can do to help our kids eat healthier — and do our part to fight the obesity epidemic in our country.

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A few years ago, one of my co-workers, Dorian, walked in my office with a few pieces of fruit and a bottle of Cholula Hot Sauce. He said, “You have to taste this.”

Now, I really love hot sauce, but I could not imagine why I needed to try it with a piece of fruit.

What he showed me that day has definitely become one of my seasonal favorites: Angelcots®. This white-fleshed apricot variety has such an amazing flavor and juiciness! The regular apricots I’ve had lately just don’t compare. (My apologies to all my apricot-growing friends!)

This photo was taken two weeks ago, when my sister Jackie and I were in Northern California. I was longing to “kick the dirt,” so after a client visit, we drove to Byron, California, and got out the jeans and tennis shoes.

Marty (pictured with us), along with his brother Mark, are third-generation farmers. Like every farmer I’ve ever met, Marty is absolutely passionate about his fruits and vegetables (he also grows cherries and sweet corn). Even though it was a full two weeks before harvest, I picked an Angelcot® off the tree and sampled it. I could already taste the sweet juiciness of this special fruit.

Marty and the fruit breeder, Ross, worked for more than 25 years to develop this particular variety. Sadly, Ross passed away a few years ago, and did not get to experience the fruits of his labor (pun intended).

The only downside of this fabulous apricot is its short season – Angelcots® will only be available for about three to four weeks. Now, fair warning. They cost more than regular apricots. That’s mostly because Marty is a small boutique grower, and he does not grow Angelcots® on a large scale. His costs of producing this fruit are significantly higher than regular apricot farmers. But you tell me – am I right to say that people want to buy fresh produce that tastes great?

So, back to Dorian walking in my office. (My mouth is watering while I am writing this!) He halved the apricot with his hands, put a few drops of Cholula sauce on it, and handed it to me. The taste was incredible! Juicy, sweet (and spicy), and it changed my taste buds.

I hope you can find Angelcots® this season and taste them for yourself. One taste, and you’ll think you went to heaven!

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For any man reading this post, please be patient with me and read the whole thing. I promise it will make sense by the end.

Back in 1979, my sister Jackie took me to the home of one of her closest friends, Annette. Annette and her family lived in the hills of Saratoga, California, (near San Jose) in a beautiful Spanish home. Annette and most of her family had this gorgeous red hair, and as we sat around chatting, somehow the subject turned to what color clothes look best (or worst) on a red head.

That’s when I got my first lesson in four-season color harmony theory and personal color palettes. Annette and her mother, who were both wearing turquoise, told us about these talented women (Suzanne Caygill and Jennifer Butler ) who work with people to create their personal color palette – shades best suited to their specific hair color and texture, skin color and texture, and eye color. (Having spent many sessions with Jennifer over the last 30 years, I can attest to her amazing talent.)

The photo above is a picture of my portable color palette. My wardrobe is primarily filled with shades of green (my eye color) and khaki, and shades of peach and gray and black and crème. This color-specific style system helps me dress and look my best. I also use it as my secret weapon in business!

What should I wear for a meeting with my employees? Jennifer told me to wear my skin tone – as this would make me seem more open to communication and feedback.

Meeting with an important client? I wear a suit of one of my basic colors (my hair color) and a shirt in my skin tone, to promote communication. (A client once commented to me after our meeting that he felt like it was suddenly very easy to talk with me.)

How to stand out at a cocktail party at an industry convention? I wear my “dramatic color” – which for me is a shade of green.

So, men, how does this relate to you? Ever notice how politicians and successful businessmen always look so “put together”? They know when to wear their red tie and when to wear their yellow, green or blue tie.

These color choices are not selected at random! I can pretty much guarantee that these successful men have worked with a colorist or a personal style consultant for advice on what color and texture to wear to have the most credibility.

So, if you are looking to be more successful in your life, you might want to think about color in a more strategic way! (To learn more about Jennifer Butler’s work, please visit her website: www.jenniferbutlercolor.com.)

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Have you ever been to a Chinese restaurant and noticed that the dessert section of the menu usually has only one or two items? One of them will most likely be “litchi.” What is that?

Litchi. Lychee. No matter how you spell it, it’s one of my favorite fruits. The season just started, so you might start seeing fresh lychees in your local supermarket. In most Chinese restaurants, lychees will come from a can, packed in a sugary syrup. I’m not particularly fond of the canned lychees, which is why I so look forward to June, when the fresh season starts.

Originating in China, lychees are a tree fruit that grow in beautiful clusters. Today, they are grown commercially in many regions of the world, including Mexico, China and Israel.

For as long as I can remember, June was the month that the fresh lychee season began. Traditionally, the first shipment of the season comes from the heart of Mexico. Our original supplier was a medical doctor, who had a brother who had a lychee orchard. I remember talking to Dr. Gaspar when he arrived at the Los Angeles produce market with his first truck-load of lychees from Michoacan, Mexico. That was more than 20 years ago!

Over the last 20 years, we also began to import fresh lychees from China and Taiwan, and at the end of July, from Israel. As you can see, we are definitely in a global industry!

With the crazy weather we are having this year, the first shipment of fresh lychees from Mexico just arrived on June 14 — a full two weeks after our first shipment came in from China.

Fresh lychees from Mexico have a dark red rind. Inside, the fruit is almost a translucent white, surrounding a big, brown, inedible seed. Once you crack the outside rind gently with your fingers, and peel it off, you can just pop the fruit in your mouth (be sure to spit out the seed). They are SO incredibly sweet and juicy with a slight floral taste. Some say they have the texture of a super-juicy grape.

The lychee variety we import from China (and Taiwan) has a lighter pink shell with a cast of green. They have a similar internal texture and flavor. Personally, I prefer the Mexican lychee – I think they are juicier.

I hope you will give one of the sweetest fruits on earth a try this season! Then you’ll know first-hand why the Chinese serve just a few lychees as the perfect dessert!

P.S. If you like lychees, check out Rambutan (sometimes known as a “hairy lychee”!).

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I just love when I get comments or suggestions on my blog. Earlier this week, an industry colleague wrote that she wondered if I would be willing to share insights on the family business dynamic, working with my sister Jackie, etc.

Jackie and I look adorable in the picture above, but we weren’t really very close as we grew up. We were three years apart in school, which meant that we were never on the “same playground.”

It wasn’t until Jackie went off to college and I joined my mom in business that we got close. Of course, that was because we didn’t step into each others’ worlds. I was working in the produce business and Jackie was finishing college and starting her adventure of traveling around the world and skiing 100 days in a single season (that took her three years).

Then, in an unexpected turn of events, Jackie decided to join me and mom in the family business. That was 1983. Both mom and I were surprised, as Jackie had vowed NEVER to live in Los Angeles!

To be truthful (and hindsight is always 20/20), I think Jackie really shook my world when she joined Frieda’s. I had enjoyed being an “only child” as the daughter of entrepreneur Frieda Caplan for 6 years. Then, all of a sudden, I had to make room for a new playmate in my sandbox.

It was an adjustment. I clearly remember mom taking us to lunch at Vickman’s Restaurant near the Los Angeles produce market three months after Jackie started. She coached us both on how to treat each other – not as big sister-little sister, but as work colleagues.

In 1990, we were given the opportunity to buy the company from our parents. So, for 20 years now, Jackie and I have worked side by side as partners.

Even in the early years, we worked pretty well together. I was involved in the big picture of running the company and Jackie was involved in sales (and was extremely successful). Her clients LOVED her. But something didn’t quite click.

Finally, about 6 years ago, we were working with Julie Krivanek (a business consultant to the produce industry) and she had “a talk” with us. She sat us down and we both shed a few tears, but her talk worked. It’s as if a giant barrier went down and the doors and windows flew open.

I will say that now, we are truly FULL BUSINESS partners and best friends. We work on company strategy together. We meet weekly to update each other on what’s going on in our respective parts of the business. (Actually, we talk several times a day, informally, but we are now committed to a weekly one-on-one meeting). Jackie and I both belong to our own key executive groups (www.vistage.com) and share the same chair/mentor (Steve Elson rocks!).

Here are some insights on family business:
• Siblings can get along in business, even if they didn’t get along growing up.

• It’s important for siblings to experience the world on their own and work outside the family business before they join the company.

• Evaluate the capabilities of family members as you would any other employee. Don’t be influenced by birth order or gender.

• Don’t be afraid to get outside help when you are dealing with the family business dynamics. There are family business councils associated with many universities, all over the country.

In closing, I want to say that sometimes as sisters in business, our roles change. It’s not unusual in our weekly meeting for Jackie to coach me on how to handle a situation. The first time it happened we chuckled!

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Sometimes I live in my own little exotic fruit world. I just assumed that when I wrote the word “quince,” everyone would know that I was referring to a fruit. That’s until one of my Spanish-speaking friends said, “fifteen?” (In Spanish, the number fifteen is spelled “quince,” and pronounced “keen-say.”)

I am referring to QUINCE (pronounced “kwins”). Let’s start at the very beginning. Quince is a member of the pome family (which is the same as the apple). Interestingly, some believe that the apple which Eve tempted Adam with was actually a quince.

In the United States, we can find quince most times of the year. Right now they are sourced from Chile, where they are harvested in March and April and shipped here by sea container. In the late summer, fruit growers in California’s Central Valley will harvest and ship their quince. The number of commercial growers of quince has probably declined over the years, but I wouldn’t be surprised if they start to make a comeback, as this fruit is enjoying increasing popularity.

Quince are also called membrillos in Mexico, and the fruit pulp made from quince is called dulce de membrillo. You might find cubes of this gelatinous quince served on cheese platters, alongside dried figs.

They are also quite popular in Mediterranean and Middle Eastern cuisine. One of my first memories of quince was back in the late 1970s. We attended a produce convention on the East Coast and a fellow who sold packaging materials (I only remember that his name was Len), proudly came up to me with a jar of dark pink jelly as a gift.

Turns out his family was Lebanese and ever since they moved to the U.S., they longed for the lovely, fragrant quince they knew so well back home. When he found Frieda’s quince in his local produce market, he bought up everything, and took them home so he and his wife could make quince jelly. One of the unique qualities of quince is that it must be eaten cooked, as it is too tart and hard to eat raw. When you cook it with sugar, it turns from a pale whitish-yellow to a bright pink.

One more quince story… In the 1980s, one of our kiwifruit growers from Paradise, California, sent us dozens of cases of a new variety called “perfume quince.” They were long and oblong in shape, unlike the traditional round shape, and were incredibly aromatic. It was quite a challenge to sell this new variety, because they were very hard and virtually impossible to peel or cut. But I would tell my clients that they were a perfect item to put in their sock drawers to make them smell good.

You can imagine that we didn’t sell the “perfume quince” variety for too long! Can’t win ’em all. (Today, we distribute the popular “pineapple quince” variety.)

If you want to try your hand at making quince jelly, click here for a recipe. (And here’s a recipe for quince chutney and quince brown betty.) Meanwhile, they are quite aromatic, so don’t be afraid to try one at your local market.

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I always wonder what the average shopper thinks of those small, annoying labels on most of the fresh fruit in the produce department. You know the ones I mean. If you’re lucky, they can easily be removed from your Fuji apples (I use a serrated knife to lift one edge). But, it’s nearly impossible to get them off a nectarine, pluot or eggplant without ripping the skin.

Well, here is a bit of history. Back in the 1960s, there were only about 65 different items sold in the produce department. In the 1970s, that number grew to almost 200. By the 1980s, it was over 300. And today, the average produce department will probably handle more than 600 different items at any one time.

Many years ago, the people who ran supermarket produce departments figured out it was getting harder and harder to educate their staff and cashiers on what every item was. They had to come up with an easy, universal and effective way to identify products so they would be rung up at the correct price. And, they were also sensitive to how valuable the shopper’s time is, so they wanted it to be quick to use.

Enter PLU numbers. PLU stands for Price Look Up. This unique computerized numbering system – applied to everything from apples to zucchini – allows the cashier to enter the 4-digit number and the cash register will automatically display what the product is and its price (either by the pound or by the each).

You may notice that sometimes that 4-digit number is prefaced by a “9” – that means the product has been grown organically.

Because the PLU system helps ensure that produce prices are charged correctly, it actually encourages your supermarket to offer a wider variety of products in their produce department. Retailers can rest assured that they won’t lose money because product is not rung up correctly.

Supermarkets are always looking for ways to be more efficient in managing their costs, so this was a great invention, and frankly, it encouraged innovation and new product introductions.

Many of us now have access to self-checkout lanes in our supermarkets. I enjoy scanning my own items occasionally, and have seen first-hand how important those PLU numbers are.

So, maybe next time you pick up a fruit or veggie adorned with that little sticker, you won’t find it quite so annoying!

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Every morning I make breakfast before I leave for work. After sipping on my cup of freshly brewed Peet’s French Roast coffee, I make egg whites topped with Parmesan shavings and half an avocado. Mmm… Avocado. It’s the absolute favorite food in our house.

I was at a produce meeting a few weeks ago (the Fresh Produce & Floral Council based in Southern California). David from the California Avocado Commission was a guest speaker and he announced to us that this particular day was special. It was the official beginning of the California avocado season.

I had never really thought much about avocado seasons. I do know that at various times of the year, they come from California, Mexico, Chile and sometimes the Dominican Republic and New Zealand. Avocados are an alternate bearing crop, so one year the crop will be large, the next year it will be smaller. And in the last few years the avocado industry has been stricken with fires, high winds, freezes – you name it.

After David’s talk, I paid closer attention to the avocados I was eating. I go to my local market to buy produce two or three times a week, and I like to buy the 4-pack mesh bags of avocados. I buy them still hard and green and leave them on my counter surrounded by ripe yellow bananas – so they can ripen faster. (Bananas and apples give off a natural ethylene gas that helps avocados ripen.) Since I am now getting the Hass variety avocados, the outside skin turns black as they ripen. Once they are soft (like a peach), I keep them in the refrigerator until I use them.

I was amazed to notice that the new-crop California avocados really ARE different than those from Mexico and Chile that I was eating previously. The avocados from California seem to have a more consistent, creamy texture and light green color. For my palette, the flavor is smoother.

I think back to the 1980s when the folks at the California Avocado Commission, headed by the late Ralph Pinkerton, Jr., enlisted a very attractive spokesperson, TV star Angie Dickinson, to promote avocados. Check out this YouTube video that is over 20 years old!

Back then, there was only one kind of fat. Bad fat. Now, thanks to research, we know that avocados are an excellent source of so many nutrients and that the monounsaturated and polyunsaturated fat content can actually help you absorb more fat-soluble nutrients, such as beta-carotene and lutein.

I love my avocados (as does every member of my family), whether they are on top of an omelet at breakfast, in guacamole for snacks, or as a dessert in avocado bread! Yum!

Now that you know how to ripen them, I encourage you to use avocados more often. They are good for you!

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Information overload – that’s what my nephew, Frankie, said to his dad (Doug). “Dad, how can I possibly keep up with what’s going on in the world – it’s all too much. Isn’t there one place I can go to keep up on what’s happening?”

That was two years ago, when Frankie was a junior in high school. As luck would have it, my brother-in-law Doug was at a doctor’s office a few weeks later, and as he thumbed through the obligatory stack of magazines, he saw a publication titled, The Week: All you need to know about everything that matters.

Turns out this weekly magazine is just that. It contains 50 pages of headlines and short articles from around the United States and the world. Top issues. Top stories. They’ve done all the work for you.

Here’s a sampling of headlines from the May 21st issue of The Week: The battle over Kagan begins (newest Supreme Court nominee); The right to display your boxers (yes, men’s boxers, a story from Britain); Oil rigs at sea (oil spill in the Gulf); North Carolina’s new food Mecca, Durham (wasn’t I just at Duke University two months ago?); Jerusalem’s Old City (in Israel)… And finally, for those who have everything, a story on T-shirts for men that hold in their gut (Spanx for men). You get the idea.

This magazine has it all. My mom subscribes, my sister subscribes (the online version). And now, after hearing about it for two years and thumbing through this edition, I think it’s time I do, too.

If you are starved for time, don’t want to watch all the negative stories and 10-second snippets on TV (would rather watch Dancing with the Stars or America Idol), would rather listen to books on tape vs. the radio, check out this magazine.

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“Get That New Zealand Feeling” was the name of one of Frieda’s first trade advertising campaigns. After we began marketing the Kiwifruit from New Zealand, we were introduced to many other fruits from the land down under.

Passion Fruit
Those purple egg-shaped fruits came first. I remember my mom telling our customers, “Yes, it’s okay if they get wrinkled and moldy – that means they are ripe!” Well, I don’t know about the mold, but passion fruit definitely wrinkles when it ripens. The best way I’ve described the flavor is that it’s the secret ingredient in Hawaiian Punch (really, it is). After cutting in half, you scoop out the pulp to top ice cream. The most classic way to serve passion fruit pulp is on top of the national dessert of New Zealand, Pavlova.

Feijoas
At first we thought feijoas were the same thing as pineapple guavas. That’s what we told people for years. Actually, feijoas are not pineapple guavas, but they are like a cousin. What is interesting about feijoas (fay-joe-uhs) is that they are not picked. They must be allowed to drop on the ground (they grow on a bush). That’s when you know they are mature. I think they taste like a cross between a pineapple and a pear with overtones of spearmint. They are incredibly aromatic!

Tamarillos
These tree tomatoes are just gorgeous. They grow on magnificent tamarillo trees and it is quite a sight to see the trees right before harvest, with the amazing bright red and gold fruits hanging from the limbs. We always say that tamarillos are an acquired taste, as they tend to have a tart flavor and meaty texture. You must peel them before eating (dropping them in boiling hot water is the best way). Even though they came to us from New Zealand, their origins are in South America. Tamarillos make a delicious sauce for ice cream when pureed with orange juice and sugar.
Kiwanos®/Horned Melons
Kiwanos are perhaps the most eye-catching of fruits Frieda’s has ever introduced. I remember after we’d been marketing horned melons for a few years, an article came out in the Miami Herald, proclaiming, “Noxious African weed appears in American supermarkets.” Our Kiwano grower, John Morris, called us from New Zealand, frightened that the sales of horned melons would cease. My mom, in her brilliance said, “John, any publicity is GOOD publicity. Don’t worry – our sales will increase.” And increase they did! We found out that kids love their slimy green interior that tastes like a cross between a cucumber, lime and banana. Kiwanos were even featured in an episode of Star Trek: Deep Space Nine (where they were called “Golana Melons”). Here’s a recent YouTube video we did on Kiwanos from our Specialty Produce 101 series.

‘Tis the season for these fruits from the land of kiwi – so check them out at your local supermarket.

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Many years ago, I was invited to sit on a board of advisors of a small marketing firm, called M/S Database Marketing. My company worked with them back in the 1990s to develop some of our “cutting edge” marketing. We didn’t realize how cutting edge it was, until Information Week magazine interviewed us in 1994 for an article called, “Who’d Eat a Blue Squash?”

Joining me on this small board (there were two of us outsiders and the two owners), was Carl Terzian. Carl owns an innovative public relations firm (Carl Terzian and Associates) and is about 20 years older than me. But, interestingly, our birthdays are one day apart. (I often ask someone when their birthday is. It’s a great conversation starter.) There was something magical about Carl and even after our stint as advisory board members was over, we kept in touch.

I’m not sure if Carl does this with everyone he meets, but every year on October 23 (my birthday), a hand-written note arrives from Carl. He always asks how I am and tells me what city he is writing from and often tucks in an article about what he is doing. Carl is the master of getting articles written about him and his firm, because his area of specialty is networking. Some call it business match-making. Carl hosts hundreds of networking meetings every year for groups of 15 to 20 business professionals in Los Angeles and Orange Counties. The only purpose of these meetings is for people to network and make business connections.

Back to Carl’s annual notes to me. After more than 16 years, Carl has made sure that we have stayed connected.

How many of us would benefit from keeping in touch with those people that we meet? LinkedIn and Plaxo are just two of the social networking sites that make this easy. (In fact, LinkedIn’s tagline is “Relationships Matter.”) Although I am registered on both these networking sites, I still choose to drop a personal note or card to many of my colleagues and friends. And I do my best to remember their birthdays, too. It’s a great way to really stay connected.

Please share your own tips for staying connected by clicking on “comments” below.

I am so glad that watermelons are “back in season.” Yes I know that they seem to be available all year round, but as my 16-year-old daughter Sophia has told me, “Mom, why do you keep buying watermelons in the winter? They don’t taste sweet – it’s not their season.”

So, frankly, I avoid buying watermelons until the weather has warmed up. In the last two weeks I have purchased two seedless watermelons and it’s almost time to put them on my weekly shopping list.

Seedless watermelons bring back such memories for me, because it was my mom, Frieda who first introduced and started marketing them back in the late 1960s. Yes, it’s been more than 40 years since Frieda’s started selling them! As I recall, the same couple (Art and Joyce Hood) who introduced Frieda to Pearl Onions – also brokered a small melon deal. With his cowboy hat and boots, Art seemed like a 7-foot-tall giant to 10-year-old me. He would drive in from the desert where he had found the first seedless watermelons.

Mom had a heck of a time marketing them to supermarkets in the beginning. After all, weren’t those inedible black seeds part of the fun of eating watermelons on a hot summer day? That’s how watermelon-seed spitting contests got their start! (Even seedless watermelons still have a few small, white seeds.)

Years later, there were other growers who got involved, and we started receiving watermelons from Central America. Then there were the Mickey Lee and Minnie Lee (Sugar Baby) personal-sized seedless watermelons. (Maybe they were invented at Epcot Center on the Disney property in Orlando?)

And of course today, there are many seed companies and growers who produce some great seedless watermelon varieties. And shortly, we will have Yellow Seedless Watermelons! (We used to distribute Orange Seedless Watermelons, too, but it seems they were not good producers, so all the commercial growers in the U.S. stopped planting them.)

We are all spoiled by the seedless varieties – it’s no wonder they have become so popular. In fact, today, the majority of watermelons grown in the United States are seedless.

Now, don’t get me started on how watermelons can grow if there are no seeds to plant. Go here if you want to know that!

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I launched this blog three months ago, and it’s been gratifying to get many positive comments on the content. I have received some criticism, too… Thank you for your honesty. That’s how I can make the blog better.

• Why did you start the blog?
Answer: Primarily to share the stories behind the 400-plus unusual produce items Frieda’s has introduced to the market.

• But you write about more than produce…
Answer: I’m fortunate that my path crosses daily with so many interesting people – and I always seem to learn a lesson. So I wanted a vehicle to share those lessons.

• Who is your audience?
Answer: Lifelong learners and anyone who eats produce… I guess that is everyone on the planet?

I want to be sure that what I am writing about is resonating with you. So, if you have an idea for a topic on this blog, please post your comments to the blog or reply to this email.

Also, I need to ask a favor. If you like what you’ve been reading, please forward “What’s On Karen’s Plate” to your friends, family and colleagues. Invite them to subscribe via email, too! The more the merrier.

Passing it along is what I call “viral marketing.” Instead of trying to figure out a complicated marketing scheme – I figure it’s best to share this blog with all our friends and your friends. I see jokes being circulated around the globe every day. People like you and me find a joke funny, so we share it with five or 10 friends or to our entire mailing list. Why not share a blog that talks about healthy foods and top-of-mind ideas the same way?

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The California tree fruit (aka stone fruit) season has started, but in my humble opinion, it’s too early to find flavorful fruit in my local supermarket. (As a produce distributor, you might assume I get my fruit from our giant warehouse, but my mom always taught me that it’s better to go spend money in our retail customers’ stores.)

So, back to picking a good-tasting peach, nectarine, plum or pluot. I like to wait until late May or early June before I buy stone fruit at the market. The flavor and sweetness seems to be superior.

Here are some tips:
1. Buy stone fruit at room temperature. That way you can smell the aroma of the fruit. I have always found that if the fruit smells like I want it to taste, I usually have a good experience.

2. Make sure the fruit has good, well-rounded shoulders. The “shoulders” are the top of the fruit that surround the stem end. If they are NOT well rounded (not plump looking), then the fruit was probably picked prematurely and it will never ripen properly.

3. It’s OK if the fruit is hard. It will ripen at room temperature. When I bring fruit home from the store, I leave it out on the counter in a closed brown paper bag. The brown paper bag provides the perfect self-ripening conditions. Years ago, the California Tree Fruit Agreement (the marketing order that represents our state’s fruit growers) encouraged retailers to give away fruit ripening bags. These bags were just regular brown bags, with printed instructions on them. Don’t let your fruit get too soft when it ripens – then it will be mushy. It should give to gentle pressure.

4. Only buy enough fruit that you can eat in two to three days. On my counter, I find that the fruit ripens rather quickly, so I am better off going to the store more frequently, and ripening it at home in the brown paper bag.

5. If it’s convenient for you, buy fresh peaches, nectarines and plums and pluots (cross between a plum and an apricot) at your local farmer’s market. Most farmers will give out free samples, so you can taste before you buy. The only downside of buying fruit at the farmer’s market is that you have to use it within a day or two. I find that it does not last much longer.

Do you have any fruit-picking secrets? Please share them by posting your comments directly on the blog.

Tree fruit season starts now and there will be plentiful supplies of fresh-picked, domestically-grown fruit all the way into September and even October. Thanks to breeding programs and the seasonality of the fruit, there will be dozens — maybe hundreds — of varieties during these next five months, each variety lasting for a week or more.

The most important thing, though, is for you to eat lots of fresh fruits (and vegetables) while they are in season. Not only do they taste good, they are good for your health!

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“Did you get that in writing?” That’s what I always ask my friends, family, acquaintances or colleagues when they tell me that they were disappointed with how things went at a new job or position.

You know what I’m talking about. You took a new position with a company, based on your conversation with the hiring manager. Then when you go to work for the company, and shortly afterward, the hiring manager is gone. There is no written documentation of your original conversation, and you find out that you don’t have the benefits you thought you had, you don’t have the vacation time you were promised and your “great new job” turns sour.

1. When you are considering a new position, ask for the offer in writing. They shouldn’t be offended that you ask for this. Actually, at my company, I began doing this years ago, after I heard horror stories (some within my own company) of misunderstandings. If the company or hiring manager is not willing to put their offer in writing, I would reconsider whether I want to work with/for that company.

2. If you had a conversation, and want written confirmation, send a “confirming email.” Something like: “I just want to confirm my understanding of our recent conversation about the potential position we discussed.” In bullet points, list what your understanding is, and then ask for them to reply with any corrections.

3. Don’t be embarrassed to ask for this. It’s business — it’s not personal.

Even consider using this in your personal relationships. If you have a high school or college student who has agreed to achieve or complete certain items, in exchange for getting their driver’s license or a trip, put that agreement in writing. It’s amazing how it changes performance.

On the way home from the airport last week, my sister Jackie and I heard a news story on the radio about McAfee anti-virus software causing hundreds of computers to crash around the world.

We looked at each other, smiled, and said simultaneously, “Mercury is in retrograde.”

In astrology, Mercury goes retrograde three or four times a year, and each retrograde period usually lasts for about three weeks. During this time, the planet Mercury appears to be moving backwards in the sky, and strange things happen. It is sometimes called the astrological symbol for “Murphy’s Law” – anything that can go wrong, will.

Mercury is the planet of thinking and perception and all forms of communication. When it turns retrograde, it seems to have a negative effect on our communication and technology, from computers to cars to telephones to the mail. That Mercury is definitely a prankster.

Mercury went retrograde on April 17 and it will last until May 11. Then, it goes retrograde again August 20 through September 12. And finally for 2010, it will go retrograde December 10 through December 29. You can find out future dates here: www.thegreenduck.com (scroll down to charts).

Here are a few links with more information about Mercury’s impact in astrology:
astrology.about.com
www.astroprofile.com
www.cafeastrology.com

Jackie and I are so convinced that it is important to be aware of when Mercury goes retro, that we have it marked on our home and office calendars. We are just more cautious during those time periods. We try not to sign any contracts during those periods and are extra careful when backing up software, etc. And we would certainly NEVER do a computer upgrade during that time.

Interestingly, Mercury was in retrograde during the 2000 Presidential election between Bush and Gore, and many astrologers blame the breakdowns in the voting system on this astrological phenomenon.

We know there are many doubters out there who might say that this sounds like astrology mumbojumbo. That’s fine. But, in late August, when you start noticing problems with your BlackBerry, or your computer is having problems, or the lawnmower breaks, the copy machine goes on the fritz. . .do me a favor and check the calendar. That trickster, Mercury, could be up to something!

Living here in Southern California, Cinco de Mayo is promoted and celebrated widely.

Admittedly, those of us in the food business joke that beer companies like Budweiser and the chips and guacamole folks have made it into a bigger holiday than it may have been previously. (Just as Hallmark has made Mother’s Day and Valentine’s Day into bigger holidays.) Regardless, it’s always interesting to know about the history behind these holidays.

Cinco de Mayo is NOT Mexican Independence Day. That is on September 16. Cinco de Mayo – the 5th of May in Spanish – actually commemorates the Mexican victory over the French at the Battle of Puebla on May 5, 1862. The battle was important because the Mexican army was victorious, although they were considerably outnumbered by the larger and better-equipped French army.

Back in the 1980s, when our company was selling lot of chile peppers, jicama, tomatillos (husk tomatoes), corn husks and nopales (cactus pads), we had to come up with a way to get produce retailers across America to try these “new foods.” We had no problem selling them here in Southern California where we are based, because we have such a large Hispanic population that loves all of these foods. However, it was a hard sell for our retail customers in Iowa, North Carolina, Wisconsin and Pennsylvania. So, we developed educational materials (for produce personnel and consumers) and decorations (red and green, like the Mexican flag) to send to those supermarkets who would take the chance of promoting these “exotic” items.

And thank goodness they did! Fortunately, Mexican restaurants were popping up in cities across the country, making guacamole, Colorado red sauce (made with dried New Mexico chiles), jalapeno peppers and corn husks (for tamales) more popular.

Of all the foods we introduced as part of our Cinco de Mayo promotions, my favorite is probably jicama. A root vegetable, commercially grown only in Mexico (thanks to the latitude and ideal soil conditions), jicama looks a bit like a turnip. Once you peel off the light brown skin, the white crunchy inside flesh never turns brown and is very low in calories. (We worked early on with Weight Watchers to promote jicama as a “free” food.) And the flavor seems like a refreshing cross between an apple and a water chestnut.

One of my favorite jicama recipes is in The Purple Kiwi Cookbook: Pineapple-Jicama Salsa. The chopped habanero peppers really give it a little extra kick!

Also, please click here to visit Frieda’s NEW YouTube Channel (YouTube.com/FriedasProduce) and watch our latest “Specialty Produce 101” video on jicama.

OK, I admit it. I am one of those shoppers. When deciding whether or not to buy grapes at my local supermarket, I sneak a sample. I always hope no one is looking when I grab a red or green grape to see if they are sweet or tart. So far, I have not been caught.

We are so lucky that we can now find grapes all year-round in our produce departments. Did you know that here in Southern California, at this time of year (April), our grapes are most likely coming from Chile? Thanks to our amazingly resourceful produce industry, during the course of 12 months, we will have grapes from many countries and growing areas.

In late May, the first table grapes will arrive from Mexico, where many California growers have been farming. (Table grapes refer to those varieties which are eaten by hand, “off the table,” as compared to wine grapes). Then, the grape crop moves to Arizona, followed by Southern California’s Coachella Valley (usually in June). By July, Bakersfield becomes the main grape-growing area. The grape harvesting season next moves to Northern California and to Oregon. In September, wine grapes are harvested, and the wine-making process begins.

There are many regulations and rules as to when it is OK to ship grapes into the USA from Mexico. Most rules surround the term “brix.” Brix is related to the concentration of sugar (dissolved solids) that the fruit contains, and is used as a predictor of sweetness. There is usually a minimum level of brix required before a farmer can ship. Brix is affected by many things: amount of water, variety of grapes, temperature outside, etc. The hotter the weather, the faster the grapes will increase their brix.

Grapes are harvested by hand – and many are “field packed” into grape lugs (boxes), then shipped to nearby cold storage facilities. Millions of boxes of grapes are in storage for much of the year – allowing grapes to be shipped all over the United States and exported all over the world.

In the fall months, when most table grapes are done being harvested, they are put into storage and then shipped to American supermarkets as retailers order them. Usually in January, supermarkets begin importing table grapes from Chile. Years ago, when the first grapes (and peaches, nectarines and plums, for that matter) were imported, many retailers ran advertisements boasting, “ENJOY SUMMER FRUITS all winter long!” It was considered very innovative at that time.

During our Northern Hemisphere winter, the Southern Hemisphere countries (like Chile, Argentina, South Africa, Spain, Italy, and others) are harvesting and shipping their summertime grapes to us. Some grape growers are involved internationally, so they are actually growing grapes all over the world, assuring consumers a year-round crop of fresh, good-tasting grapes.

Now that you know where grapes come from, how can you tell if the bunch you are going to purchase at the supermarket is going to be sweet? I can only tell you my “non-scientific” way.

First of all, if they are “first of the season” from a growing area, I’ve found they are not usually sweet enough for my kids. I usually like to wait a few weeks after the first of the season crop. Second, I always touch the grapes to see if they are firm (crunchy). My kids do not like soft grapes! I also closely inspect each bag or clamshell to make sure there is no mold or discoloration. Take a few extra seconds to feel the grapes and look at them. It’s worth it.

There are so many grape varieties available, so don’t be afraid to try a new one! Usually the new varieties (some with seeds) are the most flavorful. Besides the green and red seedless and seeded varieties, there are now Black Grapes, Champagne Grapes (aka Zante Currants, which come in July), Muscats and Muscatels (originally a wine grape, but now savored by many as table grapes).

Check out this guide to California table grape varieties. And my friends at Sun World International, based in Bakersfield, are doing some amazing things with new grape varieties.

P.S. Speaking of grapes, please check out Frieda’s Raisins on the Vine — after all, raisins are dried grapes!

I think the biggest fear all parents have when their kids go off to college is their access to excessive drinking. I know it is my fear.

Both my sister and I have our eldest young adult at college, and the last couple weeks have been very sad for us.

You see, a young man who attended Cal Poly-San Luis Obispo was killed two weeks ago. He was just 21 years old. He was out on a Saturday night and probably had too much to drink. He decided to walk home (alone) from the bar, and was killed while crossing the street — which happened to be Highway 101.

The way I found out, is that my eldest daughter Alex called me to tell me that this young man (Matt) was her best friend’s boyfriend. Sweet guy. Not in trouble. Good student.

Alex and her best friend Audrey flew home this weekend to attend the funeral. I spent a few hours talking with them about their feelings the night before they went to the funeral. I provided a safe and non-judgmental environment for our conversation.

Sunday, I put both girls on airplanes to fly back to college. Their faces were relieved and happier than when they arrived, and they both felt a lot of love and support.

Alcohol is a tough subject to deal with because teens feel as if it is a real rite of passage as they go off to college, or turn 21. But, when an alcohol-related death hits so close to home, it really makes you want to be even more annoying as a parent to make sure your kids know that their safety is most important.

First Lady Michelle Obama launched a very ambitious program to end childhood obesity in a single generation when she formally announced her Let’s Move campaign. Interestingly, she announced this program on Good Morning America on February 9 – the very same day I wrote about my company’s Healthy Living Initiative! An interesting coincidence that I just discovered.

Jamie Oliver’s Food Revolution, which airs on ABC-TV on Friday nights, has caused quite a stir, as the passionate and sometimes abrasive English chef chronicles his attempt to change the eating habits of a West Virginia city. (As of this morning, more than 275,000 have signed Jamie Oliver’s online petition to change the way America eats!) Go Jamie!

And, right here at Frieda’s we’re making small steps toward changing the lives of our employees (and their families) with our Healthy Living Initiative. Here is a quick progress report:

Thirty-two of our employees voluntarily signed up for the Biggest Loser – Frieda’s style. In groups of four people (two women and two men), we step onto the big produce scale in our warehouse every Tuesday morning at 8 a.m. to see how much we’ve lost.

After only five weeks, these 32 people have dropped a total of 148 pounds! Yes, I realize that this is only about 1 pound per person, per week, but all the health authorities I know say that is the PERFECT rate of weight loss.

We have 32 ambassadors for company health, who are constantly sharing their enthusiasm with everyone. More employees are now walking during their breaks and lunch hours. We have also re-launched company-wide stretching breaks each day, so that employees get warmed up for their day and eliminate stiffness and injuries.

All the “bad” snacks and sugary drinks have been removed from our vending machines. Next month, by popular request of all employees, we have a local health authority coming in to speak about diabetes and how to deal with it through exercise and healthy eating. We are holding this 30-minutes class in both Spanish and English, so all our employees can participate.

The buzz in the company is enthusiastic and team-oriented. And it was so easy to implement. Even my 16-year-old daughter, Sophia, when writing our grocery shopping list last week, wrote “any other foods that are good for me.” That was a nice surprise to see.

So, what is stopping you from launching your own Healthy Living Initiative at your place of work or in your home? It is not that difficult. And if you’ve been inspired to launch one – I would love to hear from you!

Spaghetti Squash has had a special place in my career at Frieda’s. It was the first product for which I developed a recipe, shortly after I started working full time for my mom. And that recipe ended up on the label adorning the millions of Spaghetti Squash we have shipped over the years.

In the late 1970s, a small grower shipped us 10 big boxes of what looked like giant yellow footballs. Spaghetti Squash, as it was known, had become a home gardening favorite because it was so easy to grow. It grew quickly and could be stored for months after harvest, thanks to its hard outer shell (unlike zucchini squash). The grower had planted many acres of this unique squash and called Frieda’s to help him market it. (BTW, many similar scenarios have played out at Frieda’s over the years — it’s how we get involved in so many new products. A grower starts producing something new with no plan on what to do when it is harvested, and then he contacts Frieda’s to do the marketing!)

And of course, what was so amazing about this new vegetable was that its flesh magically turned into spaghetti-like strands when you ran a fork through it (after cooking). The timing was perfect on our introduction of Spaghetti Squash. Weight Watchers had just started catching on in the United States, and dieters were tired of substituting cooked bean sprouts for pasta.

Voilà! Spaghetti Squash was the perfect pasta substitute. But, how to educate produce managers and consumers? Well, we had to label each squash, and of course, we needed an easy and simple recipe.

So, I went home to my apartment in Hollywood and opened up my refrigerator and pantry. With no extra time to go shopping, I created my first recipe! Not only was it easy to prepare, it was tasty, too. (Thank goodness microwaves were becoming commonplace in the 1970s. Cooking in the oven on a summer day was not desirable.)

I came to work the next day with recipe in hand. It went off to the label printer, and two weeks later we began shipping our first labeled Spaghetti Squash.

Now, fast forward to 2010, and you will find those “yellow footballs” available year-round in most produce departments across the United States. There are now many growers around the country who grow and ship Spaghetti Squash. Although you will find that most are labeled, sometimes it’s just the name and country of origin on the label. However, you will still find Frieda’s Spaghetti Squash label with usage instructions, nutritional information, plus our 100% satisfaction guarantee and our website, so you can get more recipes.

Here is my first recipe, which was also featured in my cookbook, The Purple Kiwi Cookbook:

1 Spaghetti Squash (cut in half lengthwise), cooked*, seeds removed
1 cup shredded Cheddar cheese
1 cup grated zucchini squash
1 cup tomato sauce
1/4 tsp. salt
1/4 tsp. pepper
1/8 tsp. dried basil
Dash of garlic powder
2 Tbsp. grated Parmesan cheese

Scrape the interior of the cooked squash with two forks to separate the pulp into spaghetti-like strands. Place in a large mixing bowl and reserve the empty shell halves.

Add the Cheddar cheese, zucchini, tomato sauce, salt, pepper, basil and garlic powder and mix well. Spoon the mixture into the empty squash shells. Sprinkle with Parmesan cheese. Place on a baking sheet and bake at 350 degrees for 20 minutes or until bubbly. Makes 6 to 8 servings.

* (To cook Spaghetti Squash, place halves cut side up in a microwaveable dish with 1/4 cup water; cover loosely. Microwave on high for 7 to 10 minutes, turning dish a quarter turn every 3 minutes. Texture will be tender with a slightly crisp bite.)

Enjoy, and let me know YOUR favorite way to make Spaghetti Squash. Oh, and remember, Spaghetti Squash is gluten-free!

Mudslides. Fires. It seems as if Southern California experiences these two plagues every year. And this year was no exception. We had terrible fires in the fall, and as our rainy season came upon us, many areas in the Southland experienced flash flood warnings.

The most dramatic memory for me was after my mother and I drove back from Palm Springs to Orange County. A few days after our trip, I saw on the news that the very transition road we traveled, from Highway 60 to Highway 57, had been closed due to a mudslide caused by heavy rains, saturated soil and fire damage.

What is vetiver, you ask? According to my friends Noel Vietmeyer and Mark Dafforn of the National Research Council, this little-known tropical grass is relatively cheap and effective at preventing soil erosion. When planted in lines along the contours of slopes, vetiver quickly forms narrow but very dense hedges. Its stiff foliage then blocks the passage of soil and debris, and slows any runoff, giving the rainfall a better chance of soaking into the soil instead of rushing off the slope.

You may remember the horrific 2005 mudslide in La Conchita, California (near Santa Barbara), in which 10 people lost their lives when an entire mountainside collapsed on top of homes. Well, that location was also home to the only banana plantation in the western United States – Seaside Banana Gardens. (Before the 2005 disaster, A 1995 mudslide knocked out most of this plantation.) Fortunately, the grower, Doug Richardson, only lost his bananas – he and his lovely family were spared. (Frieda’s used to market his Ice Cream Bananas, and others.)

Doug is still growing bananas, however. A few years back, he wrote us about the success of his planting of vetiver (and more exotic bananas), and we look forward to the day that we are once again selling California-grown bananas.

So, if I had a wish, it would be that someone reading this blog would pass this information along to the Wall Street Journal, the Los Angeles Times, Sunset Magazine and others, and that vetiver grass would get great publicity and be planted prolifically around Southern California so we NEVER have to worry about mudslides again.

So, please pass this information along…and I’ll keep you informed about how this message spreads!

Over the years, we’ve had to work pretty hard to introduce new products to supermarkets. Alfalfa Sprouts, Sugar Snap® Peas, Purple Potatoes, Hot House Cucumbers and Mangoes were just a few of the many introduction challenges. Interestingly, one of the easier items we introduced and got acceptance for was the Habanero Chile Pepper (100 times hotter than a jalapeño). Spicy was very in at that time — the hotter the better!

So, it’s rare that a new product gains a “cult like” following and almost immediate success and acceptance. But this is exactly what happened last year when we introduced Black Garlic.

Here’s how it began. We started getting calls from chefs looking for a new garlic product — something known as Black Garlic. The “chef-world grapevine” moves very quickly. Once a chef discovers a new ingredient or flavor, it spreads like wildfire.

The Frieda’s buying team quickly found the source: a man named Scott Kim, the inventor of an amazing new kind of garlic. Scott developed this process of taking Korean-grown garlic (whole bulbs, with skin in tact), and submitting it to intense hot temperatures. Through this process, the garlic naturally turns a dark, molasses-brown color and the flavor becomes savory-sweet – reminiscent of teriyaki and molasses and garlic, without the sharp bite of raw garlic.

Black Garlic is a really versatile ingredient that adds a complex depth of flavor to foods. Here are a couple of recipes that demonstrate how to use it:
Black Garlic Risotto
Black Garlic Bruschetta

For the simplest way to serve it, we recommend spreading gourmet crackers with a little whipped cream cheese and topping with a small clove of Black Garlic. It’s very palatable and doesn’t have that strong garlic aftertaste.

Chefs and consumers have gone crazy over Black Garlic! And if you can believe it, one of our first customers was a small retailer in Minneapolis. They told us that all the media attention in the food pages had customers requesting the product, so they had to bring it in. And they tell us it keeps selling! Today, our largest distribution of the product is in Canada, where retailers have moved more than 1,000 packages in a single day (that is a LOT of Black Garlic)!

While I don’t think Black Garlic will be the next Kiwifruit, it’s nice to know that shoppers are still interested in new foods that have good flavor and are good for you!

Oh, by the way, if you can’t find Black Garlic in your favorite supermarket, please go to the produce manager and request it. (That’s how Frieda’s got the Kiwifruit introduced back in 1962.) Then, send us an email with the name and location of your store, and we’ll do our part to get Black Garlic into your store.

Have you tried Black Garlic yet? I would love your comments on how you like the taste and how you use it!

Mark Twain supposedly said, “Whiskey is for drinking; water is for fighting over.”

And that is surely what appears to be happening in California right now, and for the last decade, or more.

The Environmentalists vs. Production Agriculture (farmers), vs. Consumers (residential). It’s hard to know what or who to believe.

I attended a California agribusiness seminar last month, during which an esteemed panel of water constituents participated. I learned that there are eight myths about water:

1. California is running out of water.
2. (Insert villain here) is responsible for California’s water problems.
3. We can build our way out of California’s water problems.
4. We can conserve our way out of California’s water problems.
5. Healthy aquatic ecosystems conflict with a healthy economy.
6. More water will lead to healthy fish populations.
7. California’s water rights laws impeded reform and sustainable management.
8. We can find a consensus that will keep all parties happy.
(Read more about the water myths here.)

Find out the facts about our water situation, and educate your kids, your friends, and your family. Fix those leaky faucets, don’t water your lawn quite so often, and find other ways that you can help us conserve. Agriculture is still the No. 1 business in California, and we hope to keep it that way!

Have you ever met someone (in business) who was just so nice that you wanted to work with them?

Well, that’s how we got into the “ready-to-eat” crepe business. You know, those delicate, very thin, slightly sweet “pancakes” that are just perfect with sliced strawberries and fresh whipped cream? (Yum, I’m getting hungry just writing those words.)

Well, back in 1986, this French guy, Herve LeBayon was introduced to us by another supplier. Herve (pronounced “air-vay”) was from Brittany, France, and moved to the United States because he wanted to be a capitalist! (Yeah, America!)

Herve barely spoke English (his wife translated for him), but he was absolutely passionate about introducing his authentic French crepes to the U.S. He had heard about our company, and how we were in the business of introducing new foods to Americans.

As I listened to Herve speak (my French skills from college came in handy), I began to envision small displays of these ready-to-eat crepe packages next to the fresh strawberries in supermarket produce departments.

After months of perfecting the recipe and designing the packaging, we launched Frieda’s French Style Crepes at a big supermarket convention. It was the hit of the show! I remember that we had stocked up our warehouse with 10,000 cases before the show, so we wouldn’t run out when all the orders came rolling in! It was quite the hit.

Now every year as the spring berry season approaches, we start to get orders from supermarkets across the country that want to display them next to their fresh strawberries, blueberries and raspberries.

And, in case you didn’t know, crepes are pretty hot these days. Crepe pans are selling like hotcakes (sorry for the pun) in cooking stores. Crepe restaurants and street food creperies are popping up left and right. In Orange County, a new food truck specializing in crepes just began operating. (You can even follow them on Twitter to see where the crepe truck is stopping next.)

Want to try the authentic crepe preparation that was Herve’s inspiration? Start with Frieda’s French Style Crepes at room temperature. Brush one crepe with a small amount of melted butter and dust lightly with granulated sugar. Squeeze on a small amount of fresh lemon or orange juice, fold over, and enjoy! Bon Appetit!

“What a big, big life he had. And how he loved life, loved living, loved people. Never have I seen anyone come close to his excitement about being alive.”

This is what was written about my Uncle Paul. My “Crazy Uncle Paul” (as we lovingly referred to him) passed away this week at the ripe age of 88. My mother’s brother has lived in Rome, Italy, since the 1960s. Over the years, many of us in our family have trekked to Italy to visit him.

When Paul’s lifelong friend and caregiver (Pancho) wrote the line above, I had to pause. Wow – what an amazing statement to make about someone. “Never have I seen anyone come close to his excitement about being alive.”

My Uncle Paul was a world-renowned choreographer and dancer. He invented Jazzercise, BEFORE Jazzercise was a word/concept/business. He worked as a choreographer in Las Vegas, and Judy Garland (yes, THAT Judy Garland) claimed him to be her exclusive choreographer. He dated Yvonne De Carlo (of the original Munster’s fame).

His apartment was in the heart of ancient Rome, on Vicolo dei Modelli, just down the street from the famous Trevi Fountains (where people from all over the world come to throw their pennies and make wishes).

A few years ago, he moved to Calcata, Italy – a renaissance town about 45 minutes from Rome. He took daily walks with his dog Jack Daniel, and until a few years ago, conducted regular movement classes (that’s like tai chi crossed with dance). He was a true artiste. You can read about him and his amazing Grotta Restaurant in Calcata here.

Paul always told you what he thought. He was an incessant TV watcher – frequently staying up all night in Rome to watch U.S. TV shows…and he loved politics. He always watched our Presidential elections and often sent us a politically charged email if he didn’t think things were going right.

But mostly, Paul was passionate, full of energy and had a childlike joie de vivre!

I hope you will pause for a moment and think. “What will people say about me when I am gone? Will I have any regrets? Did I live my life to the fullest, experiencing everything I wanted to?” If not – you can make that change now!

Ciao Uncle Paul…Your legacy to me and our family is your crazy and wonderful way of doing everything you wanted to!

I jokingly refer to the Jewish holiday of Passover as the “horseradish holiday.” (As a wholesale distributor of fresh produce, it has always been an easy way to inform our retail clients that this is the time of year to stock up on this knobby root.)

That is, of course, because horseradish is one of the symbolic “bitter herbs” served as part of the traditional Passover Seder dinner. This year, the first night of Passover starts at sundown on Monday, March 29, and Jews all over the world will be sitting down for a dinner filled with traditional foods.

Supermarkets are pretty savvy, and they have chosen to increase their offerings of Jewish/Kosher foods for each of the major Jewish holidays. So, even if you are not Jewish, this is the time of year when you can stock up on matzoh (large 8-inch square crackers), almond macaroons, and all sorts of Kosher and traditional sweets.

And, if you shop in the produce department, you may suddenly notice a very ugly, knobby and oftentimes dirty root vegetable. That would be fresh horseradish root. Hopefully, it will be in the refrigerated section, and if you’re lucky, it will be in the “greens” section, where it will get misted regularly with water. Like all root vegetables, horseradish tends to lose its moisture if not kept cool and damp.

First of all, don’t be afraid if the roots are a bit dirty. (They do grow in the dirt, after all!) When you get your horseradish root home, store it in a plastic bag in the refrigerator, and don’t wash it until you are ready to use it. (Actually, we encourage retailers to stock horseradish that is already pre-wrapped, to keep it fresh.)

Fresh horseradish is incredibly pungent, so get ready for the smell! Peel off the outer skin with a potato peeler. The inside will be a creamy beige color, similar to a parsnip. Grate coarsely if you want to serve as is, or puree in a food processor until finely blended, and add sour cream, cream cheese or mayonnaise (your preference) to dilute the very strong flavor. (Note: Like chopping onions, you may find yourself shedding a few tears as you cut into fresh horseradish.)

Fresh-grated horseradish served with homemade prime rib will impress your guests! (Most people serve the jarred, prepared horseradish.) You can also add finely grated horseradish to your mashed potatoes. (Oh, by the way, all the top chefs now call mashed potatoes “potato puree,” or simply “puree.”) The horseradish will give your “puree” a little zing.

I personally love the zing I experience when I add freshly grated horseradish to top a matzoh during our family Passover Seder. The meal is filled with many family memories of years past.

I would love to hear about your favorite way of using horseradish. Add your comments in the form below. (If you are reading this in your email, click on the headline to take you to the online version so you can enter comments.)

Last week, someone asked me why so many people eat fresh asparagus for Easter. That made me think…

Interestingly, asparagus has a long history that goes back to the third century. Its popularity is probably due to its delicate flavor and diuretic properties. (Yes, many people report that their urine smells different after eating asparagus. Here’s an explanation.)

Nutritionally, it’s a low-calorie source of folate and potassium. And did you know that fresh asparagus is available in three colors? Green, white and PURPLE!

White asparagus lacks color because the stalks are protected from the sunlight while they grow, keeping them from turning green (photosynthesis). White asparagus has become more prevalent in recent years, as more of our fresh asparagus is imported seasonally from Peru. You would not believe how much fresh asparagus (in all three colors) is imported from Peru when it’s not available from the USA.

Purple asparagus is available sporadically during the year, coming from California, Michigan and Peru, seasonally. Purple asparagus will lose its color once cooked. So, if you want to dazzle your friends, serve purple asparagus raw. Why not offer a platter of green, white and purple!

My new favorite way of serving green asparagus was taught to me by my sister-in-law, Audrey (our husbands are twins!). Try this as a quick and easy side dish:

Wash and trim green asparagus. (Peel ends with a potato peeler.) Prepare as much as you want to serve.

Drop whole asparagus spears into boiling water and cook for no more than 3 minutes. IMMEDIATELY immerse cooked asparagus into a bowl of ice water. Let sit for at least 10 minutes. This will stop the cooking process and make your asparagus stay a bright and yummy green.

Arrange asparagus spears on a platter (I like to use an oblong platter and fill it with asparagus). Garnish with halved red grape tomatoes and sprinkle a few sliced almonds on top. Lightly drizzle with a Caesar-type salad dressing and serve cold.

Here’s a hint: Buy twice as much Asparagus as you normally would serve. I have found that everyone will gobble it up because it is so eye-appealing and delicious. I served it for a family dinner for 20 people and there wasn’t enough for me!

So, Happy Easter (April 4) and Happy Passover (March 29). It’s a great season to enjoy asparagus!

A couple weeks ago, my younger daughter, Sophia and I traveled to Washington, D.C., to visit my eldest daughter, Alex. Alex is a third-year student at George Mason University. (I have found it is a really nice diversion to go visit and get her out of the dredge of school.)

The challenge with having two daughters for a weekend away is: What to do? As usual, my first reminder to them is, “Shopping is not a sport! It is NOT something ‘to do in our spare time’ instead of going sightseeing. We are not, I repeat, NOT going shopping.”

When I was last in Washington, D.C., with an afternoon to spare, I took the advice of a local photographer and went to the Newseum. The Newseum is on Pennsylvania Avenue between The Capitol and The White House, and is billed as the city’s most interactive museum.

With Alex and Sophia in tow, we took the Metro for an afternoon adventure. I admit that I was a bit nervous, as my two girls are not avid museum-goers. (The first time I took Alex to the Louvre in Paris, we walked into the magnificent entrance filled with sculptures and she exclaimed, “Mom – all these statues look the same – like naked people looking at the sky. Can’t we go do something fun?”)

As we approached the Newseum’s glass entrance, I could see they were already hooked. Front pages of newspapers from every state in the country and many countries around the world were posted in cases surrounding the entrance of the museum. The girls walked slowly together, checking out the many newspaper headlines, curious about what was happening in each state and everywhere else in the world. The Olympics in Vancouver and the earthquake in Chile were front and center.

Once inside, we started on the 6th Level and experienced “Manhunt: Chasing (Abraham) Lincoln’s Killer.” Memorabilia from Lincoln collectors are displayed around the medium-sized room. Reading the story of President Lincoln’s last few hours alive really made you feel like you were there.

On Level 4, in the 9/11 gallery, we watched a video featuring journalists who covered (and survived) the terrorist attacks on the World Trade Center. Directly outside the gallery is the actual radio tower that once sat at the top of the World Trade Center, scarred by crashing to the ground. Everyone observed the entire exhibit in deafening silence.

We saw Tim Russert’s office (the now-deceased host of “Meet the Press”). We saw the door from the Watergate break-in, complete with the doorknob taped open! We saw eight sections of the Berlin Wall, and we saw newspapers on Dewey being declared President…and Al Gore conceding the Presidency. (And, of course, the “Saturday Night Live” version of that famous 2004 election).

As we moved through floors 3, 2 and 1, there were constant announcements, “The Newseum will be closing in 30 minutes…The Newseum will be closing in 15 minutes.” My daughters looked at me and I could see that they did not want to leave. Three hours was not enough time to spend experiencing all the world’s greatest news stories.

Eventually, we gathered our coats to leave and brave the 36-degree weather. Alex said, “I need to tell my Issues in Public Relations professor that this would be a great place for a field trip. This was the most amazing museum I’ve ever been to.” Sophia was taking photos of everything so she could share with her World History teacher back home.

My faith was restored in my daughters: What’s happening in the world DOES matter. It is relevant. And I hope that if you have a chance to go to Washington, D.C., you make time to visit the Newseum. Coming soon – an exhibit on Elvis Presley!

Throughout my career, I have given many presentations on fresh produce. Sometimes I talk about “exotic produce” (the items we sell), and other times I address an industry-related issue or take a nutritional approach to talk about the health benefits. Over the years, there has been one universal question:

Fortunately, our industry has listened to consumers and there have been innovations in the tomato industry that have allowed us to produce and market some fantastic tasting tomatoes.

However, I believe that the No. 1 reason tomatoes don’t taste good is that they are NOT supposed to be refrigerated! And I’ve visited too many friends and gone into their kitchens to find them putting their lovely fresh tomatoes in the refrigerator and their apples on the counter. REVERSE THAT! If you put tomatoes in the refrigerator, you kill the flavor. And apples – well, they SHOULD be refrigerated to keep their crispness.

Mother Nature recently played havoc on the tomato industry. There was a devastating freeze in January that wiped out most of the Florida tomato crop. At this time of year, fresh tomatoes primarily come from two growing areas: Florida and Mexico. In addition to supplying retail supermarkets with fresh tomatoes, growers supply fresh tomatoes to foodservice operators like McDonald’s and Subway (can you imagine how many tomatoes they use a week?).

The freeze has taken out almost 50 percent of the fresh tomato crop, and it means we consumers are experiencing lighter supplies and higher prices at the supermarket. So, what to do? Try a new type of tomato!

There are still good tomato supplies coming out of Mexico. And the best value right now is the Roma Tomato. Also known as the “sauce tomato,” Romas were originally used to make thick homemade tomato sauces for pasta dishes. Now, many home cooks are discovering that Roma tomatoes can be enjoyed fresh, and are so easy to slice for salads and sandwiches.

So, as we wait for mid-April to come, and with it, new tomato supplies from Florida and greenhouse-grown tomatoes from Canada, California, Texas, Holland, Spain and many other areas, try a new tomato variety.

I’ve learned that I don’t always know how things will turn out. And it’s often well worth my time to spend a few minutes for a phone call, a meeting or to exchange business cards. A simple phone call recently turned into a wonderful opportunity for me and for Frieda’s.

Two years ago, I got a call from EARTH University in Costa Rica. One of their graduates, Aldo Bettoni, had been interning in Los Angeles and had 6 months left on his visa. They wanted to know if I knew of any company that might be interested in an intern. (Instead of approaching me directly, they used the “do you know of anyone” approach. Clever.)

Well, let me step back a bit. About 15 years ago, a longtime friend of my mother’s, Panfilo Tabora, who helped us import the first Fresh Hearts of Palm, took a position at EARTH University in Costa Rica. Panfilo, a professor in Tropical Crops, introduced us to EARTH and their mission:

“EARTH University is dedicated to education in agricultural sciences and natural resource management in order to contribute to sustainable development in the humid tropics with an emphasis on Latin America and the Caribbean. In an effort to achieve a more prosperous and just society, EARTH offers educational opportunities to young people from the most marginalized regions of the tropics.”

EARTH asked us to help sponsor a student’s education by making an annual donation for 4 years. (More than 75 percent of EARTH’S students receive financial assistance). Frieda’s started that donation program in 2002.

Another opportunity to work with EARTH surfaced with this Los Angeles-based intern. Well, my initial response was “No, we do not need an intern.” Which turned into, “Well, have him come down and I’ll see if I can refer him to another company.”

So, Aldo came to visit the office. He gave me a PowerPoint presentation on his college marketing project, and I was hooked! I had to find a place for him at Frieda’s.

Aldo started his internship at Frieda’s in February 2008 and worked with us for about 6 months. He began helping with data in our marketing department, but his biggest project was to help organize and execute Frieda’s Fresh Marketplace, an open-air produce market that we tested out for the summer. Every Saturday for two months, we held an amazing farmers-market style event in our parking lot. In August 2008, Aldo returned to Costa Rica to get his MBA at INCAE Business School (started by Harvard University).

Recently, Aldo and I met up in Washington, D.C. I asked him what his next adventures would be after graduating with his MBA this May. He said he would love to have an opportunity to work at Frieda’s. To make a long story short – Aldo will be starting his professional career at Frieda’s in July! I’m excited because Aldo’s education is grounded in true sustainability, in both agricultural and supply chain practices.

Had I not taken the phone call from EARTH University that day, Aldo and Frieda’s may have missed a great opportunity. I’ve always felt that my business life has been a combination of good timing, destiny and a little bit of luck.

And, in case you are interested, several years ago, EARTH University entered into an exclusive marketing agreement to export their organically-grown bananas to Whole Foods Markets across the United States. Like Frieda’s, Whole Foods has been “giving back” to EARTH University for many years.

So, if you want to support true sustainability and EARTH University, try their organic bananas at Whole Foods!

I was changing planes in Salt Lake City and I was bored. The flight was delayed about 30 minutes, so I went over to the magazine rack and started looking at magazine titles. Cowboys & Indians, Hmm, never heard of that one. Then I saw Robert Redford on the cover of Salt Lake Magazine – so I picked it up.

I attended a leadership symposium many years ago at which I heard a professor from New Mexico State University speak. He said he keeps current and on the cutting edge by picking up magazines, while traveling, that he has never read before or does not subscribe to. Over the years, and after many hundreds of flights, I have read The Economist, The New Yorker, Wired, INC., In Style, Lucky, and many others that I never would have picked up. Try it – you won’t believe what you can learn.

“Cuckoo for Coconuts” was a story on page 100 of Salt Lake Magazine. I had to check it out. After all, my husband Garry LOVES anything “coconut,” so I am always looking for interesting recipes.

Frieda’s has a long history with coconuts. First we imported Coconuts in the husk from Mexico. Those shipments were short-lived, once cocaine was occasionally smuggled inside the coconut husks.

Then, we began importing Coquitos (aka Baby Coconuts) from Chile. About 13 years ago I took a trip to Chile to see the 50-year-old Chilean palm trees where these babies grow. They are amazing! It really does take 50 years before they produce fruit. And the fruits are divine. Resembling malted milk ball candies, Coquitos are crunchy little nuts that taste like rich coconut with almond overtones (no water inside).

Coquito Nuts are perfect crushed and used as a topping or garnish. Actually, there used to be a restaurant on Maui (called Avalon) that featured a dessert called “Carmel Miranda,” which was a plate of tropical fruits with a scoop of ice cream in the middle, garnished with crushed Coquito Nuts. (Carmen Miranda, as you will recall, wore a hat that looked like a platter of fruit.) The chef, Mark Elman, told me that the Coquitos were the centerpiece of this dessert. (Mark has since closed Avalon and started another company — Maui Tacos!)

Well, our latest foray into Coconuts are Whole Peeled Coconuts from Mexico. The inventor, Frank Garcia, came to us about 5 years ago with a problem. He was buying coconuts in Mexico and shaving off the outside husks to create a new product (an organic substitute for peat moss). His problem was that he had all these peeled fresh coconuts (with the very healthy water inside) as a byproduct. He was feeding them to the cows in Mexico! Did we think we could sell them? Well, after more than 12 months perfecting the quality control and food safety process, we finally launched Whole Peeled Coconuts. We also introduced Sliced Fresh Coconuts and Halves (which make great serving dishes).

If you like coconut, there is NOTHING like the taste of these fresh. Unfortunately, our product launch timing was not great. By the time we got supermarkets across the United States to put them in their refrigerated produce departments, the economy started to slow. Most supermarkets decided to reduce the number of “unusual produce items” in their stores.

However, we know that coconuts and fresh coconut water (inside our Whole Peeled and Young Thai coconuts) are an amazing health food. I’m hoping that as the economy comes back, that you can once again find Frieda’s Whole Peeled Coconuts in markets across the United States. If you want to try them, ask your produce manager to order them!

About that Salt Lake magazine article on Coconuts… You can read the story here. It has a great recipe for Coconut Cake. I’m thinking of baking this weekend.

I admit it. I do not watch much television. In fact, I am embarrassed to say that I’ve never seen “The Office,” or “LOST,” and have only seen one episode of “24” (only because I was traveling with my sister, Jackie, who is a fanatic about that show). And, I have never used a DVR or TiVo.

This past weekend, however, I was at a Game Night with my family, and as my niece was flipping through saved shows on her DVR, the name “UNDERCOVER BOSS” came on the screen. Being the boss of a mid-sized company, the subject matter looked fascinating.

The premise of this show is that the producers convince the CEOs of large companies to go “undercover” for a week, inside their own companies, to find out what the rank and file employees were experiencing. So, we watched the show (instead of playing a game).

The show profiled Coby Brooks, the CEO of Hooters Restaurants (there are over 450 franchises across the U.S.). I will not comment on my personal impressions of this restaurant chain, but I was pleasantly surprised to watch Brooks realize first-hand, how his female servers and managers were treated and to see him make promises to change things to be a more female-empowering organization. Brooks’ father started the company, and I could relate to his comments about some of the challenges faced in being the second generation in a family-owned business.

I was hooked! The next show I saw profiled Joseph DePinto, the president and CEO of 7-Eleven (which has more than 4,000 stores). Again, he went undercover for a week and interacted and was genuinely touched by the multi-national employees who support their families by working for 7-Eleven. I was impressed to see that 7-Eleven is committed to donating all unsalable (but edible) food to local food banks and charities. And DePinto was genuinely interested in his employees and got a new perspective on how personal relationships make the difference between a “good performing” and a “TOP performing store.”

Of course, with less than 100 employees at our single Frieda’s location, it is not practical for me to go “undercover.” But, I’d like to share with you what I did a few years ago. At the suggestion of a trusted business advisor, over a 3-month period of time, I met one-on-one with each of my employees. We met alone in my office and I learned about their family. I asked each employee what they liked and didn’t like about working at Frieda’s and allowed them the opportunity to ask me anything they wanted.

Before I started, I was a little nervous (as I’m sure they were). But, guess what I learned? In those 10-minute meetings, I learned that coworkers smiled when they talked about their family. They showed me pictures of their successful children and were so proud that they moved to our country and raised their family. (We have employees from almost a dozen countries!)

They told me that they wanted to see me more often (and suggested I walk the warehouse more regularly). They gave me feedback on how I was doing at running the company.

You don’t have to be a CEO of a company to benefit from this concept. Next time a server in a restaurant comes to your table, ask him or her where they are from. When you’re at your kid’s school, ask the teacher or aid where they went to college and what they studied. Ask your coworker about their family (learn the names).

But, my advice is that you must be sincere. It’s not something to check off your “to-do” list. It’s a way to get in touch with those around you and to be a better human being.

So, to Brooks and DePinto, thank you for taking a chance and letting us watch you go undercover. (I was reminded of all the humble lessons I learned when I opened up and got to know every single one of my coworkers.) I hope you both continue to be in touch with all the employees at your companies – they are truly the key to your success.

I can’t wait for the next episode of “Undercover Boss.” But what if I’m not home to watch it? Well, yesterday Garry got us all hooked up with a DVR, although he hasn’t taught me how to use it yet!

I just read an update from our procurement team that Cherimoyas are now at their peak of season! I just love Cherimoyas.

For those of you who are novices in the exotic fruit category, the Cherimoya is a subtropical fruit that grows in California and contra-seasonally in Chile and New Zealand (and probably in other countries that I do not know about).

I like to describe its looks as a cross between an artichoke and a hand grenade! (Got the picture?)

Besides the fabulous flavor (smooth vanilla-pineapple-pear-custard), my special closeness to Cherimoyas came when I was a senior at University of California, Davis. I was taking a marketing class and my partner, Bill Vinnicombe and I had to put together a marketing plan and present it to the class.

Since I had worked every summer with my mom in the produce business, I suggested we do our marketing project on Cherimoyas, one of the fruits that we sold on the produce market. Mom had just become the Green Grocer on ABC-TV in Los Angeles, so I already had ideas about how we could dazzle our class with our marketing ideas: Mark Twain described Cherimoyas as “deliciousness itself.” The Spanish name “Cherimoya” means “cold seeds,” and describes the dark brown inedible seeds inside the fruit.

As we researched our project, we discovered that each Cherimoya has to be hand-pollinated with a brush (with the farmers climbing up tall ladders to reach the fruit blossoms). This explained why Cherimoyas are always so much more expensive than other subtropical fruits.

Well, Bill was the “Green Grocer” that day in class and I was his back up. We got an A+ on our marketing project (I think the free samples of ripe Cherimoyas that we handed out helped). And my love of Cherimoyas grew.

So, when I was traveling to the magnificent country of Chile 10 years ago, I didn’t mind the 4 hour drive from Santiago to La Serena. In La Serena, I got the chance to meet many wonderful, hospitable Cherimoya growers and their families, and had a chance to taste the national dessert of Chile: Large, thick slices of Cherimoya (the size of a dinner plate), drizzled with freshly-squeezed orange juice. Mmmm…The perfect dessert.

So, next time you are at your local farmer’s market or grocery store, and see those high-priced, green, bumpy Cherimoyas, I invite you to buy one. Do not refrigerate them, but put them on the counter and let them get soft like an avocado. Then slice them, remove the seeds and skin and enjoy!

Mark Twain was right. Deliciousness itself!

Karen

Sometimes when I go to cocktail parties or meet other business people, they don’t take me seriously. I mean, really, here I am a 50-something woman (not always dressed like a CEO), trying to make interesting conversation and appear relevant. My absolute favorite conversation starter is to mention that I used to be a director of The Federal Reserve Bank. Yes, THE Fed.

Mostly people want to know just exactly HOW I got to be a director. And that’s my favorite part of the story.

I’m kind of a competitive person. And, so when I was at a NAWBO Conference (National Association of Women Business Owners) about 10 years ago, and heard that a fellow woman business owner was a director of the Federal Reserve Bank in Atlanta, I decided that I wanted to be a director, too. So I asked that friend, Whitney Johns, how did she do it?

She said, “Karen, why don’t you send me your C.V. (fancy name for a professional resume), along with a packet on your company, and I will pass it along?” So, I sent her a packet and then forgot all about it.

About 12 months later, I got a call from the vice president of the Los Angeles Federal Reserve Bank Branch. He said he was doing Community Outreach and invited me to lunch. After about 45 minutes of chit-chat about our families, exercising and business, Mark finally came clean. He was actually interviewing me! He said there were no guarantees, but he was going to put forth my name as a potential nominee.

The following January, I began my three-year term as a director of the Federal Reserve Bank, Los Angeles Branch. (There are 12 Federal Reserve Districts, and the 12th District is based in San Francisco, which actually covers the nine western states. The Los Angeles Branch is one of 5 branches inside the 12th District).

Because I had to go through a very thorough background check and got fairly high-level FBI security clearance, I cannot say a lot about what went on at our monthly meetings. But I can tell you that each of the 7 directors gave a monthly report on what was going on in our particular industry. I updated the group on the produce industry, water shortages, trucking regulations, workers compensation insurance and the Atkins Diet’s effect on the potato industry! (Personally, I think my reports were the most interesting!). And, yes, we also voted on the interest rate.

The lesson here is – if you want to do something – ask for it! No matter how outrageous a possibility it is! If you don’t ask, you don’t get.

And, about meeting Chairman Alan Greenspan. We were at a cocktail party at the Federal Reserve Bank building in Washington, D.C., and he was standing next to me (no one else noticed that he had entered the room). I offered to “buy him a drink.” When I turned to order, the bartender said, “The Chairman likes a Diet Coke!”

Arugula. Arrugula. Rocket Salad. Roquette. Rugola… It has many names but it’s all the same thing. This peppery, leafy green has become quite popular with chefs over the past 10 years. It’s that long leaf salad green with scalloped leaves and a strong, distinct peppery flavor. It’s often found in mesclun salad mixes, or even alone as a bagged salad.

I vaguely recall when we first got a request for “Rocket Salad.” It must have been in the 1970s when we were just beginning to market fresh herbs. (That’s right, fresh cut herbs have only been widely sold in supermarkets for 30 years. Before that time, home cooks had to use dried herbs. What a flavor revolution!) We got one of our small growers to plant a few rows on their farm and we sold maybe five small bags a week.

I think Arugula is still most popular in Europe. When I first visited Berlin four years ago, my most memorable meal was at a glorious, glass-enclosed restaurant. My host ordered an incredible grilled vegetable salad. On a large oval platter, the chef had arranged a colorful medley of grilled eggplant, zucchini and bell peppers on a thick bed of Arugula. It was lightly topped with crumbled feta cheese and a balsamic vinaigrette dressing. Even now, my mouth waters when I think of that salad. When I returned home, I concocted my own version of the salad. “Karen’s Famous Grilled Vegetables” is now a staple when we entertain at home.

During my trip to Berlin earlier this month, I enjoyed an Arugula (or Rauke) salad every night, garnished with cherry tomatoes and fresh mozzarella. Whenever I taste Arugula, I think of Berlin!

The narrow, delicate small-leaf variety is most popular in Europe, although it is seen here in upscale markets, often labeled as Wild Rocket or Baby Arugula. The larger, broader-leaf Arugula has leaves that measure about 4 inches long and is delicious wilted in warm salads.

Arugula is not always easy to find in supermarkets. Upscale markets may have it in the bagged salad section. (You can also find it at some farmers markets.) If you can’t find it at your store, be sure to request it from your produce manager. And if you have a home garden, Arugula is a natural to plant in the late spring and summer. But don’t plant too much, and watch it carefully. Arugula tends to grow fast and can become a little “tough” if left in the ground too long.

Make your next salad a little different — make Arugula your “Spice of Life!”

Karen

I am getting ready to pack for another business trip soon, so I need to make sure I have enough business cards. When should you carry business cards? Always. And I mean always. There is never a time when I leave my house without them:

Hint for guys: Please keep fresh business cards in your wallet! I just hate when guys start digging through their wallets looking for their business card and finally pull out a crumpled one, often with a phone number written on the back! Guys, you are always networking, so keep at least 5 to 8 fresh business cards on hand.

And, speaking of writing on the back of a business card, that’s why the backs of cards are blank. So you can write a note — a follow-up note. So, tell your company’s marketing department: Don’t print anything on the back, and don’t print on glossy paper that makes your pen smear.

Hint for students and the unemployed: Print your own business cards. Don’t worry about a fancy logo. Just make sure the font is clear and easy to read. Include your email address and cell phone number. You can order them online, or print them on your home computer (or at FedEx Office, Staples, etc.). Hey, you’re looking for that next great employment opportunity, aren’t you? Be prepared.

…And always carry them. Even if you’re on vacation. You never know when you will meet someone who you want to be in contact with.

As many of you probably know, my mother is Frieda Caplan. Correction, Frieda Rapoport Caplan. (A few years ago, my mom decided that she wanted to go back to her roots and added a middle name — her maiden name).

Since I started writing this blog, Mom has been emailing an almost-daily reminder that I should mention that “she is still around.” That at 86 years old, she still comes to work every day. Yes, Mom, I am listening to you.

In my adult lifetime, I have found that my mother has an amazing way of being ahead of her time. She seems to have clairvoyance when it comes to issues, new products, relationships, and in this case, important people…

As I travelled from Los Angeles to Berlin last week, I retrieved from my briefcase the reading materials I had hastily thrown in there. American Vegetable Grower Magazine was the first one out. I always start with the editor’s page of magazines. I have great respect for editors and I usually gain some insight.

Well, there it was. “Farewell to a Giant.” The Editor’s Note was announcing the passing of a great man, Norman Borlaug, at the age of 95. Mom has been spreading the word about Borlaug for years. Even though we never met, I feel like I knew Norman Borlaug.

Borlaug revolutionized agriculture in Mexico by developing a wheat variety that helped the country, and ultimately the world to develop and feed the hungry. Borlaug is only one of five people who have received all three of these awards: The Nobel Peace Prize, The Presidential Medal of Freedom and the Congressional Gold Medal. (Read the Editors’ Note about Borlaug here.)

Mom gave me — and dozens of her friends — his biography. “BORLAUG,” written by our good friend, Dr. Noel Vietmeyer. Noel befriended Mom (and me) back in the 1970s, and through his work at the National Academy of Sciences and the publication, Lost Crops of the Incas, introduced us to dozens of new produce items. You can thank Noel for being the inspiration for our introduction of Purple Potatoes, Oca, Quinoa, and numerous other “lost crops.” Noel just finished the second in a series of three books on Norman Borlaug’s life. My mom has “adopted” Noel and continues to buy and share copies of both of these books with her friends.

…So there is Norman Borlaug again in my magazine. I had no idea that there was a single person who revolutionized agriculture like Borlaug did. So, I guess it is no surprise that my mother, Frieda Rapoport Caplan, who many say revolutionized the way American consumers eat fruits and vegetables, is the person spreading the word about the person who really revolutionized modern agriculture.

So, Mom, now everyone knows that you are around and at the office every day! And that you continue to amaze me with your adeptness at being on top of the most important and interesting issues.

This week was especially gratifying for me because we officially launched our company’s Healthy Living Initiative by holding our first Health Task Force meeting. A little background…

Like many companies, we were hit with healthcare premium increases of more than 30 percent back in December. I had to figure out some way to deal with this huge cost increase. Besides sharing some of these costs with the company’s employees, I wanted to come up with a long-term way we could improve the health of our employees and their families, and, at the same time, lower our healthcare premiums.

As I was preparing for my “state of the company” address at our holiday luncheon in December, it came to me. Since our company mission is “To Change the Way America Eats,” it only made sense to start at home, right here at Frieda’s. So, I invited every department in our company to ask for volunteers for a company-wide task force.

No managers are part of our Health Task Force. Five employees — one from each department — will meet regularly to come up with recommendations for making us healthier. I was excited to learn that each member came to the meeting with their own list of ideas, and they have already scheduled a second meeting in two weeks.

My vision is that our Health Task Force will come up with three initiatives at a time that they will share with all employees. (Perhaps they will create a “no junk food sold in the building” rule, or schedule voluntary nutrition education classes at lunchtime.) This will be a ground-up movement that will get employees excited about being healthier, while promoting teamwork and better communication. And at the end of 2010, when we get our new healthcare premiums, I am hoping to see a more positive result.

This is a long-term commitment for Frieda’s, and with Healthcare Reform on everyone’s mind, I know that companies (large and small) will have to do their part to educate all Americans.

Of course, I have to do my part. Today, I walked into the office munching on my snack of Lady Apples! I love their small size, sweet flavor and crisp texture. Fuji apples used to be my favorite, but the ones I’ve bought lately are flavorless.

Why don’t you adopt your own Healthy Living Initiative for 2010, at home or at work. It’s easy.

My good friend Betsy offered to come to our company to do training on goal setting and planning. She performs professional training at her company (a large recruiting firm), and is a top performer there, so I figured it would be great for my account managers to hear from a high achiever.

My training budget was a little tight, so I asked Betsy if I could pay her in fruit. She agreed and the training went great!

And now – here comes the fruit payoff. As we discussed her fruit options, Betsy had many questions and concerns. Frieda’s sells exotic and unusual fruits and veggies, many of which she had never heard of.

Does this sound familiar to you? You want to introduce a new fruit or veggie to your family and all you get is “No.”

So, I confronted Betsy head on. I sent her an email. “Betsy, I have figured out your problem: You have a fear of fruit.”

She had to laugh. I said, “Trust me. Even though you’ve never tried what I am going to bring to you, I bet you’ll love it. And, after you try it, I want you to ‘pass it forward’ and share it with your co-workers and friends.”

Ugli Fruit is from Jamaica and is a grapefruit-tangelo cross. It comes by boat from Jamaica to Miami, and then we truck it to Southern California. It looks like a greenish-yellow scratched-up grapefruit, and its thick skin is easy to peel. Inside the fruit is a light golden-pink, refreshingly sweet, and very juicy flesh. This weeks’ shipment of Ugli Fruit had just arrived at our office and every piece looked great to me.

So what did Betsy think? “I have seen ‘uglier’ fruit in my life,” she said, “But I do love the name.” Betsy said she found the Ugli Fruit to be very juicy and refreshing. “It was fun to try a new fruit!”

So, go to your favorite supermarket and ask for some Ugli Fruit (also known as Uniq Fruit). They are only in season for a short time.

And now. . .what new fruit will I introduce next to Betsy’s family? Kiwano? Passion Fruit? Or maybe the sweet and soft Mamay Sapote? I’ll have to think about that one for a while.

I’m writing from Berlin, Germany, at Fruit Logistica, an international produce industry show held every February. I first heard of this gigantic show from my longtime produce friend, Marc DeNaeyer, who convinced me that I needed to go.

My first Fruit Logistica was in 2006 – and it was a very cold and snowy Berlin that year. I spent two days walking the most enormous food show I had ever encountered. Fruit Logistica was held in six, two-story buildings! (I was familiar with U.S. shows held in one exhibit hall!) As I walked the show, I saw beautiful produce from Holland, where the greenhouse-grown vegetables are displayed like artwork and sculptures. I saw Korean Asian Pears the size of large grapefruits. At the Israeli pavilion, I saw peppers, tomatoes, mangoes and citrus varieties that we never see on the West Coast (some Israeli products are shipped and sold on the East Coast when the freight costs are affordable).

I got to see so many packaging innovations that are commonplace in Europe, where produce is trucked from country to country, because of the close proximity. Peeled and pre-cooked potatoes with multi-month shelf-life. Multi-ingredient luncheon salads in clever plastic tubs wrapped in breathable plastic.

At the end of the show, I remember having gathered at least 30 pounds worth of brochures, leaflets and magazines. There was so much colorful information that I had to carry back to share with our buying and marketing departments.

My second trip to Fruit Logistica was in in 2008 – where the weather was completely different. No coats needed as the temperature was in the 50s. The show had increased in size and as I walked the show floor, I chuckled as I saw a few of my American produce friends. A few more American produce companies were displaying. I recognized many of my USA retailer clients now walking the show to see those same innovations that took my breath away two years earlier.

And, of course, I got to explore the City of Berlin while I was there, including the most amazing department store I’ve ever seen: KaDeWe (KDW). The first five floors are filled with clothing and merchandise and the top two floors feature a multitude of food courts which rival Harrod’s in London. Of course, the best part of this shopping experience was sitting down at the Veuve Clicquot Champagne Bar to taste the latest vintage!

Two years ago, several of my produce friends (actually 4 guys from Los Angeles and Chicago) and I explored an amazing food palace called Rogacki. If you are ever in Berlin, check it out! This food place is the size of a large market with an area dedicated to all types of fresh seafood and an area with all types of salads and Bratwurst and an amazing stand-up restaurant in the middle of it all.

As you are standing there feasting on freshly prepared fish of all kinds, you are sipping amazing vintages of wine, fresh bread, bratwurst, fresh salads. The camaraderie is amazing as you are always sandwiched between a combination of locals and tourists speaking a plethora of languages.

For my third Fruit Logistica, I am doing things a little differently. I am going on a supermarket tour and have meetings with suppliers and customers each night (and of course have to compare notes with my friend Marc). And this year I brought some very comfortable walking shoes! I am looking forward to some new culinary experiences and to make some new business connections. And hopefully, if my technology cooperates, I will be able to share some photos.

Okay, I admit it. I am not a sports fanatic. However, I do enjoy attending sporting events (my personal favorite is The Lakers) and I have spent many a Monday night watching football and Sunday afternoons watching golf. So, as we head toward the Big Game in February, I find myself spending more time thinking about the game of football than I otherwise would be.

So I asked my sister, Jackie, who is really a sports nut, for her insight on the Super Bowl. She said, “Karen – the Super Bowl is really about Leadership. Leadership, teamwork and working toward a common goal. All the qualities that get two teams to the Super Bowl, are those same things that we practice every day in our regular lives, as business owners.”

Leadership

No team ever got to the Super Bowl without great leadership. Coaches always have a season-long goal. They don’t say “let’s win games this season to make us feel good.” They say, “We’re going to the Super Bowl (big visionary goal) and to get there, we have to win every game.” They hire great assistant coaches (department managers, if you’re running a company). Each assistant coach has a specialty (offense, defense, etc.), just like each manager does. They assess their players and train them to be the best. They video tape their teams playing, so they can help them improve their performance. They never stop practicing. And honest feedback on each player’s performance is a given. (Think: performance reviews.)

Teamwork

Unless you are a golfer, it’s always about the team and teamwork (but even golfers have caddies). Sure, the Head Coach has his first-string players, but he always has a back-up player for every position. Because what if a player gets injured? You always have to have a contingency plan. Your bench has to be deep. Although the quarterbacks throw the ball and get a lot of visibility, it’s the whole team working together (offense and defense) that wins the game. We have all experienced working in an organization where other team members “have your back.” It makes all the difference in the world to have a team where everyone has a specialty function, yet they all share the team’s goal.

Working Toward A Common Goal

Every football team starts the season with the same goal – to get to the Super Bowl. Similarly, every company starts its year with financial goals and goals to grow their business by landing new accounts.

Thanks to Jackie’s explanation, I have a new perspective on the Super Bowl. I have a lot more admiration for the coaches. [From 2010] And in the particular case of the New Orleans Saints, they are a team and a city that has come from the horrible setback of Hurricane Katrina. It seems to me that as I watched the last few minutes of New Orleans defeating Minnesota, the game was symbolic of the rebuilding of The Big Easy. And, Jackie just reminded me that New Orleans has NEVER been to the Super Bowl. There is a lot to be said for persistence.

So, may the best team win! I will definitely be watching the game with a new found appreciation for the Super Bowl and what it stands for. [The New Orleans Saints defeated the Indianapolis Colts on February 7, 2010.]

After seeing the movie, Julie and Julia this past summer, I became obsessed with the concept of blogging. I’ve been doing a fair amount of research and reading a lot of blogs lately. And today, I am taking action. It’s time to share my experiences, pass on what I’ve learned and talk about MY wonderful world–a world of running a business, being in a family business, marketing, public speaking, family life, the produce industry (to name a few) and Frieda’s Specialty Produce.

Our company was started by my mother Frieda Caplan back in 1962 , and after she introduced Kiwifruit to America (really, she did!). Well the rest, as they say, is history.

I started working with my mom when I was about 14 years old during my summer breaks and vacations. I joined the company full time after college in 1977. So, I’ve been fortunate to have been right beside my mom as she grew the company. There are so many stories. So many new fruits and veggies that we’ve introduced over the years like Purple Potatoes, Spaghetti Squash, and Sugar Snap Peas. You name it – we’ve probably marketed it.

In fact, some say we’ve changed the way America eats! And we’ve adopted that as our mission. Go Mom!

So, a few times a week, I will be sharing “what’s on my plate” — stories, thoughts, happenings in the produce world, and food for thought.


From Left: Jackie Caplan Wiggins, Tricia Espinoza of Second Harvest, Frieda Caplan, Alex Jackson, and Karen Caplan