ANAHEIM, Calif. — Eurofresh Inc., Willcox, Ariz., introduced a
handful of new products, showed off its new Fresh Idea labels and
talked about its upcoming category leadership program during this
year's Produce Marketing Association Fresh Summit 2009.

Show attendees were the first to see the company's new Eurofresh
Farms Bella Bites, miniature cucumbers, Easy Snacks! and on-the-vine
beefsteak tomatoes.

Bella Bites are extra-sweet, grape-sized tomatoes that are ideal for
lunch boxes or snacking, said Mark Cassius, vice president of sales.
They're sold in 8-ounce clamshell containers.

Miniature cucumbers come in a 1-pound pack for conventional retail stores and in a 2-pound size for club stores.

Eurofresh rolls out snack packs, shows off new labels

Tom Burfield

One of the new products
from Eurofresh Inc., Willcox, Ariz., is Easy Snacks!, a 1-pound
clamshell snack pack combining the company's miniature cucumbers and
its Bella Bites, extra-sweet, grape-size tomatoes.

Easy Snacks! combine Bella Bites and miniature cucumbers in a 1-pound clamshell snack pack.

Beefsteak on-the-vine tomatoes come in a two-count clamshell and in
3- and 5-pound club store packs. Club packs will come in high-graphic
boxes that emphasize the product's strengths, like its flavor, the fact
that it is U.S. grown, pesticide-free and ripened on the vine.

All of the company's products are greenhouse grown.

Visitors to the Eurofresh booth also got to see the company's new
packaging that was introduced this summer but now is fully integrated
into its entire product line, Cassius said.

Research indicated that while consumers may have tomatoes on their
shopping lists, they often have no idea what variety they'll buy, he
said. Fresh Idea labels provide consumers with product information that
will help them make appropriate choices.

For example, labels tell consumers that the beefsteak variety is a good slicing tomato, while the roma is a good cooking tomato.

"We wanted to create something fun, but also an educational piece to
help drive sales at the retail shelf point without getting into
(point-of-sale) material that doesn't always make it to the shelf,"
Cassius said.

Finally, Eurofresh is working closely with The Perishables Group and
is reviewing research data in preparation for launching a category
leadership program with a couple of retailers early in 2010, he said.

The company will use that data to emphasize a particular retailer's
strengths, he said, but also will recognize other varieties and try to
grow various parts of the category.