Chat - John Shelford

Blueberry industry veteran and consultant John Shelford on Feb. 13 took time for a Fresh Talk chat with The Packer's National Editor Tom Karst.



me: Good morning John. Thanks for taking time for a Fresh Talk chat.

berryman21: Good morning Tom.

10:07 AM me: I wanted to ask you about your beginnings in the industry. Where did you grow up and how did you get your start in the produce business?

10:10 AM berryman21: Born and reared in the New York's Finger Lakes on Seneca Lake, about thirty minutes from Cornell University - where many from the produce industry have attended United's training. Entered the produce industry in 1976 from an opportunity listed with Cornell's Agriculture College alumni placement office; graduated from Cornell in '67

10:11 AM me: What has been your proudest accomplishment relative to your work in the industry over the years?

7 minutes

10:19 AM berryman21: A single accomplishment is difficult to discern; but I believe the journey from 1982 becoming the CEO of MBG Marketing, a marketing cooperative of Michigan and Indiana blueberry growers, with $10mm sales, to 2007 being the President of Naturipe Farms, a partnership of grower owned organizations representing berry growers in every significant growing district in the Western Hemisphere, bringing together a team of highly dedicated professionals with a focus on serving customers well to serve growers superbly earning a berry industry leadership position.

10:20 AM me: You saw the ascent of blueberries as a superfood. That was quite a ride. What are you involved with right now? What's a typical week like for you?

6 minutes

10:27 AM berryman21: Today I remind active in the berry industry consulting Berry grower and marketing organizations; serving on United Fresh Produce Association's Board, and on the United Highbush Blueberry Council board. There is no 'typical' week as every week is truly unique. I continue to serve in Biblical teaching and mission ministries in our local church, and serve on the boards of Life Action Ministries and Revive Our Hearts. I also consult organizations on governance design using the "Policy Governance" model. The days are very full.

10:29 AM me: That is a packed schedule. I know you recently returned from a missions trip from India. How long have you served in that way? What makes it rewarding/meaningful to you?

9 minutes

10:39 AM berryman21: Carol and I have been involved in missions since 1969, and have lead teams of teenagers to South Korea, Sweden and Israel. Carol annually serves one week in Dominican Republic, and I have been to Russia a number of times with Fellowship of Christian Farmers, and last week to India, a first, with Big Life Ministries. It is meaningful and rewarding for the message is "good news," the message of a living Savior who arose and lives after having been crucified; a message that God our Creator loves man and provides a way of life that is authentic and true. Think of that in this world - a message that is authentic and true...this is nearly kin to being revolutionary.

10:41 AM me: I can tell that is a passion, and a worthy one. I have taken quite a bit of your time. One last question - you have been in many parts of the world and the country. Where would you like to retire?

10:44 AM berryman21: Interesting question. Unless the Lord moves us from Naples Florida we are not likely to leave here. Carol loves it here, below 70 deg F is cold to her, our grandchildren are ten minutes away, we have many friends here, and a world class airport is twenty minutes from our home.

10:45 AM me: John, it has been great to hear what is going on with your busy life. Thanks for your time.

berryman21: Tom,

10:46 AM Tom, thank you. It is always to pleasure to speak with you, to chat a bit when our paths cross. Blessings on your day!!!!

me: Thanks..talk to you soon

National Retail Report - Spreadsheet embedded

Check out the spreadsheet at the bottom of the blog. I will post the average weighted retail prices of USDA tracked commodities and update them weekly. Suggestions and feedback welcome. Is this valuable to readers?

Hot deals - Produce promotions Feb. 18-24

You may ask, O wise one, how do you find the food page ads before their publish date? Well, that's a closely guarded secret which no one probably gives a second thought to anyway. Here are the KC area produce promotions for Feb. 18 to Feb. 24.

Hy-Vee
Chilean peaches or nectarines: 99 cents/lb
Del Monte Gold Pineapple: $2.48/each (sampling offered Feb. 20-21)
Sunkist Choice oranges: 5 lb bag: $2.99
Dole Salad blends: 3 for $5
Fuji apples: 89 cents/lb
Sunkist Minneaola Tangelos: 99 cents/lb
Mushrooms:steakmate 12 oz or whole white 16 oz package $2.88
Nature Sweet tomatoes: $2.48/12 oz
Pom Wonderful Pomegranate Juice: $3.88/16 oz


Hen House
Washington Royal Gala apples: 99 cents/lb
Fresh red or white seedless grapes: $1.49/lb
Jumbo size seedless navel oranges: 2 for $1
Large sized avocados: 99 cents each
Dole salad mix: 2 for $5
Earthbound Farm Certified Organic Romaine hearts: 2 for $5
Cucumbers or green bell peppers: 69 cents each
On the vine tomatoes: $1.99/lb
Green Giant sliced white mushrooms: 2 for $4
Microwaveable baking or sweet potatoes: 10 for $10


Price Chopper
Red seedless grapes: 99 cents/lb
Jumbo cantaloupe: 2 for $5
Dole Salads: 2/$5
Hot House red bell peppers: 5/$5
Hot House Beefsteak tomatoes: $1.29/lb
Hass variety avocados: 5/$5
California navel oranges: 3 for 99 cents
Washington fuji or gala: 2 3-lb bags for $5
Earthbound Farm Organic Romaine Hearts: 2/$5
Green Giant baby cut carrots: 2 lb package: 2/$5
Mann's Sugar Snap Peas or Snow peas: 6 to 8 oz: 2/$5
Large Russet baking potatoes: 2 lbs for $1

National Retail Report - Feb. 13

From the USDA's National Retail Report


Valentine’s Day promotions dominated the weekly ads. One dozen rose arrangements were in nearly every retailer’s ad along with stuffed animals. While Valentine’s Day is primarily considered an eating-out occasion, retailers tried to entice shoppers with romantic crab or lobster and steak dinners with sides of asparagus and strawberries. Imported grapes and the stone-fruit trio of nectarines, peaches and plums were featured in all regions of the country. Tomatoes on the vine, Russet potatoes and red bell peppers were frequent vegetable features along with sweet onions and mushrooms regionally. Produce ads this week were down 11 percent compared to last week. Strawberries jumped to the Number Two spot.