FreshDirect Launches Program to Boost Emerging Food Brands
FreshDirect, the online grocery shopping pioneer, has announced its inaugural class of local emerging food brands selected to participate in the company’s newly launched Rising Industry Producers and Entrepreneurs Program. This year, Doughnuttery, Mai Vino, Matriark Foods, Pure Mitti, Spoonful, and TerraNut have been selected to participate in this innovative initiative.
In keeping with its long-standing commitment to partner with local vendors across the farming, fishing, and food production sectors, FreshDirect has launched the one-year pilot program for brands with retail ambitions, that are looking to take their businesses to the next level. The New York area online grocer will partner and collaborate with emerging and diverse-owned businesses to provide expert industry counsel and leverage internal FreshDirect resources to grow their brands.
Participants will have the opportunity to learn how to adapt their strategies for ecommerce success, connect with a FreshDirect category manager for one-on-one mentorship and expand their customer base within the New York City and tri-state area. Additionally, the companies will also have the chance to cultivate lasting relationships with FreshDirect, distribution partners, community partners and fellow emerging entrepreneurs.
“Since its inception, FreshDirect has worked directly with growers, producers and local food innovators to deliver the highest quality, freshest food – from best in-season produce, meat and seafood, to chef-prepared meals and shortcuts and special local finds,” said Dave Bass, managing director, FreshDirect. “We have a deep tradition of supporting our local food vendors and this new initiative enables us to discover new partners who are elevating and evolving the food and culinary landscape with their products and brands.”
Following is more information on the six participating brands:
- Doughnuttery—Family run since 2012 by New York based brothers, Evan and Jason Feldman, Doughnuttery has been delighting doughnut lovers with its exciting offering of hot, fresh, uniquely sugared mini doughnuts in some of NYC’s most iconic places. From the Chelsea Market to the Empire State Building, what sets Doughnuttery apart is their uniquely delicious and proprietary sugar blends made with only the highest quality local and exotic ingredients. These exclusive doughnut and sugar combinations allow them to offer many unique, fun, and delicious flavors, such as Rosemary Road, Green Tea Buzz, Flower Power, and many others. In addition, their innovative cooking and flavoring methods make for a thrilling and entertaining experience! The sweet smell of doughnuts cooking, the experiential nature of watching the “minis” change from batter to doughnut and the final sugaring process make for a sweet experience.
- Mai Vino—Mai Vino is a female-founded company that believes great wines can come in any vessel. They work directly with winemakers and growers from around the world to produce organically grown and beautifully balanced single-origin wines. Their airtight pouches keep the wine fresh for 30 days after opening and reduce their carbon footprint by 80 percent. They believe that the best wines are unfussy and fun to be around. Co-founder Mai Vu is a born-and-bred New Yorker who loved wine but hated the waste around it. She immersed herself in the world of wine by studying wine, getting a driver’s license, and apprenticing with a winemaker in the Finger Lakes. Co-founder Pam Chang has been a New Yorker for the past 20 years, by way of the Bay Area. She is very proud of building Mai Vino and changing wine-drinking minds one “bagnum” at a time.
- Matriark Foods—Matriark Foods launched in 2020 as an environmental-impact food company tackling the $1 trillion food waste problem by producing certified upcycled products for foodservice, retail, and emergency food. Matriark mitigates the negative environmental-impact of wasted food through supply chain innovations with farmers and large-scale fresh-cut facilities. In 2022, the company launched the world’s first carbon-neutral, upcycled-certified tomato sauces so that all climate-conscious consumers can engage in climate action through creative home-cooking with delicious, everyday pantry staples. The company conducts full life-cycle analyses on all their products. Results from Planet FWD’s LCA found that Matriark sauces have 37 percent lower emissions per carton due to the use of upcycled ingredients and lower emissions packaging compared to conventional sauce-in-glass packaging.
Matriark is led by founder, Anna Hammond and Joyce Huang who, before starting Matriark, built a healthy eating program for youth and families living in public housing in New York City. That work inspired them to create greater access to healthy food for all people while simultaneously creating new markets for farmers and positive environmental impact.
- Pure Mitti—Pure Mitti is a minority-, woman-owned BIPOC brand offering a selection of functional products that embrace the principles of ancient Ayurveda providing a natural approach to daily living. Their natural, toxin-free line includes daily living products in skin, hair, home cleaning and lifestyle where each product is geared toward sustainable living. Pure Mitti, meaning “pure earth,” empowers customers to make conscious decisions to prioritize long-term wellness. They support and value the health of our planet, our communities, and our soil.
Founder Suniti Ramanujam is a former National Geographic ad executive; she saw firsthand the devastating effects of toxins and plastics on our planet. Seeking inspiration from her centenarian great-grandmother’s Ayurvedic lifestyle, she immersed herself in the world of sustainable living with rural farmers in India. This powerful experience inspired the birth of Pure Mitti, and Suniti honors her grandmother’s healthy life through the brand’s mission and by sharing the essence of ancient science, culture, tradition, and methods in accessible formats for the modern consumer.
- Spoonful—Spoonful operates under the philosophy that proper nourishment goes beyond mere sustenance. They embrace the idea that every bite we take has the potential to fuel our bodies, minds, and spirits. Guided by this philosophy, they meticulously craft a diverse range of delicious overnight oats that integrates health and taste seamlessly. They use thoughtfully sourced ingredients to cater to various dietary preferences and requirements, ensuring everyone can embark on their unique journey toward vitality. Their commitment to sustainability extends from sourcing wholesome, ethically produced ingredients to employing environmentally conscious packaging solutions.
Founded by Bradley Gifford, Spoonful’s story is one of resilience, self-discovery, and a relentless commitment to holistic health. Driven by the transformative power of personal experience, Bradley embarked on a profound health and wellness journey that reshaped his life’s trajectory. Through his health challenges, he realized nutrition’s pivotal role in achieving optimal well-being. This awakening marked the birth of Spoonful – a manifestation of Bradley’s vision to make nutritious, convenient, and flavorful foods accessible to all.
- TerraNut—Dedicated to producing healthy and delicious snacks, TerraNut was created in 2012. The co-founders, Urszula Lulewicz and her husband, Ed Bifulco, envisioned creating snacks that not only nourish the body but also align with their passion for clean and natural ingredients. Fully raw, cold-pressed, and plant-based, TerraNut’s products reimagine the meaning of the word snack, which has sadly become synonymous with junk food. Today, TerraNut stands as a beacon of hard work, perseverance, and dedication to providing wholesome snacks for others to enjoy.
Urszula has her roots in rural Poland, having been born and raised there on her family’s farm. It was in this environment that she learned the values of hard work, teamwork, and responsibility. Her father, a passionate farmer, instilled in her a deep love for family and the land. Throughout her journey, Urszula drew inspiration from her father’s unwavering commitment to his family and his land. These values became the foundation of her entrepreneurial spirit.
“Many customers value local products and knowing the origin stories behind where and how their food is made. We take great pride in introducing such innovative products, enabling shoppers to support up-and-coming brands they have a community connection to,” said Loan Heilner, senior associate category manager at FreshDirect. “FreshDirect’s expert merchandising team leverages its industry knowledge to guide these entrepreneurs and also provides access to resources to help vendors elevate their brands and achieve retail success.”
The call for applicants to the inaugural program began in Spring of 2023 and each participant presented their business in front of a panel of executives from FreshDirect’s merchandising and marketing teams at the FreshDirect headquarters in the Bronx. There were over 90 applicants, and six brands were selected.
Additionally, during the brand onboarding process, each selected brand participated in two virtual learning sessions hosted by FreshDirect experts: the New Item Setup Process session and the Marketing, PR & Brand session. These sessions focused on key topics to help the brands get ready to launch on the FreshDirect platform.
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NatureSweet, Tomato Groups Urge Saving 2019 Agreement
With broad support from tomato producers, trade associations, state and local leaders, and beyond, NatureSweet has submitted comments to the U.S. Department of Commerce strongly urging the government to preserve the 2019 Tomato Suspension Agreement, which is critical to ensuring stability and fair practices in the market for fresh tomatoes.
A small group of domestic tomato producers is petitioning the Department of Commerce to terminate a longstanding trade agreement between the United States and importers of fresh tomatoes from Mexico. The Tomato Suspension Agreement, which has been in place in various forms since 1996 and was most recently renegotiated in 2019, ensures fair trade practices and a stable market for imports of fresh tomatoes from Mexico to the United States. Without the 2019 Suspension Agreement in place, NatureSweet and countless other companies would face tariffs of more than 20 percent on the import of fresh tomatoes into the United States.
“The suspension agreement is critical to keeping specialty tomato varieties on American grocery store shelves,” says Skip Hulett, vice president of general counsel for NatureSweet. “Nearly all of the grape and cherry tomatoes consumed by American families come from Mexico, where growing conditions are ideal for year-round production.”
NatureSweet, an agricultural company headquartered in Texas, has been producing high-quality, flavor-rich produce for more than 30 years. The company has operations in both the United States and Mexico and employs more than 6,000 agricultural workers. Terminating the suspension agreement would not only impact NatureSweet’s ability to provide fresh produce to Americans, but it would also jeopardize jobs and the company’s ability to continue transforming the lives of agricultural workers in North America.
“We provide year-round jobs, pay our employees almost 40 percent above the median wage for agricultural workers, we help our workers obtain access to improved medical care services, education, and develop careers,” says Hulett. “This tariff would punish companies like NatureSweet, which are doing the right thing.”
In a compliance audit released this month, the Department of Commerce found zero consequential violations of the agreement by importers of fresh tomatoes. Importers continue to play by the rules to deliver fresh, quality tomatoes to American families.
Recently, a coalition of more than 400 companies across the supply chain representing 32 states signed a letter to the Commerce Department urging the Department to keep the agreement in place. NatureSweet will continue to partner with industry leaders to encourage Commerce to reach a resolution that allows economies on both sides of the border to continue thriving.
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Ferrara to Acquire Jelly Belly Candy Company
Ferrara Candy Company will acquire Jelly Belly Candy Company through CTH Invest, the lead holding company of Ferrara. Financial terms of the transaction were not disclosed.
The proposed acquisition would combine Jelly Belly Candy Company’s more than 100 flavors of Jelly Belly jelly beans and gourmet specialty confections with Ferrara’s broad portfolio of sugar candies. Once the acquisition closes, nearly 800 global Jelly Belly employees and its facilities in California, Illinois and Thailand will join the Ferrara organization.
Jeff Brown, who is the executive vice president of global operations and distribution of Jelly Belly, will become its chief executive officer.
Jelly Belly Candy Company’s roots date back to its founding in Illinois in 1869 and it has continued to be family-owned and operated by the fourth, fifth, and sixth generations of the Rowland candy-making family. Its signature brand of Jelly Belly jelly beans has been one of the most loved and recognizable candy products in the world since its introduction in 1976. Its extensive portfolio includes more than 100 flavors of its well-known jelly beans and a wide variety of other candies.
The company is also well-known for its specialty retail confections, including jelly bean lines such as BeanBoozled jelly beans and Sport Beans Energizing jelly beans. Today, Jelly Belly distributes its products in more than 60 countries across five continents and has a strong track record of sustained and profitable growth.
Headquartered in Chicago for more than 115 years and privately owned, Ferrara is the leading U.S. sugar confections company and the manufacturer of 20 beloved brands such as Black Forest, NERDS, SweeTARTS and Trolli. Ferrara is a Ferrero related company.
“As we considered the future of Jelly Belly Candy Company, we have been steadfast in our commitment to create a win-win situation for our employees, consumers, and products,” said Herman Rowland, Sr., Chairman of the Board of Directors of Jelly Belly. “When I met with the Ferrara team, I recognized a like-minded group that shares our knowledge and passion for the candy business and has the talent and resources to grow our products and the careers of our people around the world. I am confident of the continued success of Jelly Belly as part of the Ferrara portfolio.”
“Since our inception almost a century and a half ago, Jelly Belly Candy Company has been focused on providing exciting new flavors and continuous innovation, and we are extremely proud of the deep affinity we’ve built with our fans around the world,” said Lisa Brasher, President and Chief Executive Officer of Jelly Belly. “Ferrara’s interest reflects the substantial value of our storied brand, built on our team’s many successes, and the opportunity to drive continued growth. We look forward to being a part of this impressive company.”
“We are excited to bring Jelly Belly’s imaginative products and talented team into the Ferrara community,” said Marco Capurso, Chief Executive Officer of Ferrara. “Our dedication to creating high-quality, innovative sugar confections for the world and our deep relationships with retailers aligns perfectly with the Jelly Belly track record and passion for quality, reliability, and customer service. We look forward to working together to build on the success of all our brands.”
The transaction is expected to close by the end of 2023 and is subject to certain closing conditions.
Raymond James acted as exclusive financial advisor and Foley & Lardner LLP served as legal counsel to Jelly Belly. Davis Polk & Wardwell LLP served as legal counsel to Ferrara Candy Company.
For more than 115 years, Ferrara has created sugar confections that enable moments of sweetness, celebration, and connection for candy lovers of all generations. Today, the company is a leading sugar confectioner in the United States with its broad portfolio of Ferrara products and a leader in Brazil through its Dori Alimentos products.
Ferrara boasts a passionate team of more than 7,500 employees creating and delivering hundreds of products sold under 20 popular brands like NERDS, SweeTARTS, Laffy Taffy and Trolli to more than 66 million U.S. households annually and popular Dori snacking products under brands such as Dori, Gomets, Pettiz and Yogurte 100 in Brazil.
Ferrara’s innovation success has been driven by deep consumer insights, strong retailer co-creation and partnerships, and a dedication to diversity of thought, experience, and people. A privately held company, Ferrara has its global headquarters in Chicago and an operational network of more than 27 locations in North America, Brazil and China that includes manufacturing, distribution, sales, and R&D facilities. Ferrara is a privately held Ferrero related company.
With candy-making roots dating back to 1869, Jelly Belly Candy Company began making Jelly Belly jelly beans in 1976. Today, Jelly Belly confections are sold all over the world and the company has remained family-owned and operated by the fourth, fifth, and sixth generations of the candy-making family.
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