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LETTUCE - ICEBERG 
We are finally done with the transition and are 100% back in Salinas! All fields will require additional scrutiny and care during the packing process due to the above normal (and continuing) rainfall and the rain's effects on the fields. We will be aiming to harvest all fields on the younger side to get the lettuce at it's peak condition.
Consumer Priorities Drove Fresh Department Sales Trends in 2009:
Shifts in the availability of fresh foods across retail channels spurred competitive promotional strategies at supermarkets in 2009, according to recently-released fresh department studies by the
Perishables Group.
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BROCCOLI 
The mantra for Coastline broccoli for the weeks of 4/26 and 5/3 is: keep the pedal to the metal! The recent rain has brought a lot of broccoli forward, and because it has remained on the cool side we're seeing very little quality problems as a result. There will be plenty of bunch material and domestic crowns to support your ad requests. We can also pack floret's, so bring your broccoli needs to Coastline next week.
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
In the produce, deli, bakery, meat and seafood departments, health remained a top priority for consumers, as did stocking up on purchases when a good value was available. Consumers responded
to aggressive promotions across departments, most notably in seafood, which posted 5.4% sales growth year over year.
*Perishables Group |
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ROMAINE 
The romaine market got a shot in the arm due to some rain that fell in the Salinas Valley the front part of the week. Most shippers were rained out one Tuesday of this week and when we were able to get back in, it was a very slow process. There is plenty of romaine in the field but not being able to harvest it in a timely fashion caused the market to firm up. We are expecting another round of showers in the Salinas Valley on Tuesday the 27th of April. As of Friday we were back on track as far as loading trucks but we are still a little behind in the field. The rain will cause some weather related problems, mainly pink rib on three or four day trips. The quality looks great coming out of the field. Since we use a machine to harvest hearts it has made the hearts even more of a challenge to get out of the field. The weight of the heart machine will sink it right into the mud. We were out of production two days on the hearts. If we get another shot of rain we could see the quality take a hit and the market sustain at higher levels but if we do not get the rain, the jump in the market can be short lived.
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
Performance trends within the fresh departments,which represent approximately 30% of total supermarket sales, indicate pricing and assortment strategies will be largely determined by consumer value propositions in 2010.
*Perishables Group
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CAULIFLOWER 
Cauliflower continued to be in short supply this week. This trend will continue into next week and most likely thru the first week of May! The demand started at a slow pace the beginning of the week at mostly $18.50 - $21.50 F.O.B finishing hot at $24.50. We faced some of the Santa Maria shippers flushing their supplies early in the week at lower prices which gave the industry a false feeling of a "weaker market". By the end of the week we struggled to cover everyone's expectations. Even with warmer weather ahead of us we do not foresee a plethora of supplies anytime soon. Overall condition of Coastline packs are very nice. The color was a bit "off white" with good weight and an occasional head slightly creamier in color. We will harvest a total of 2 days next week so our ability to offer the moon and the stars will be impossible. Showers predicted for Tuesday could add a bit more creamy color to the pack but over all cauliflower will be worth its weight in gold and then some!
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
Promotions dictate purchase decisions
"Consumers have developed the habit of buying items primarily when they are on sale," said Perishables Group President and CEO, Bruce Axtman. "Retailers responded by offering deep discounts to draw in consumers and build loyalty in the face of increasing competition from multiple channels."
*Perishables Group
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Both the red and green leaf markets have been pushed higher due to some April showers. We were rained out on Tuesday and we were hampered by the mud and water on Wednesday, as were most shippers causing the market to tighten up in the middle of the week. We can expect some rain related issues upon arrivals of 3 or more days on the road, mainly pink rib but the quality on the green looks great coming out of the field. The red leaf got hit with a little hail damage and thus we are making the adjustments at the field level. We are stripping away the outer damaged leaves and in some case packing some 30's to get the weight. Once you peel back a few of the outer leaves the red leaf looks fantastic. It has a brilliant red color to it with a strong texture. The market could continue to climb if we get more rain that is expected in the forecast for Tuesday, if we do not get the rain then the spike in the market might be short lived.
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
Private label makes a name for itself across departments
The increased availability of private label products, coupled with consumers' desire to purchase products that offer low prices but high quality, spurred private label sales growth across fresh in
2009. Private label's share of department sales increased in each fresh department by approximately 1% in 2009 compared to 2008. Though this can be troubling for manufacturers of national brands,
strategies such as bundling store brands and private labels in
promotions can encourage trial of private label items while not
cannibalizing sales of national brands.
*Perishables Group |
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CELERY 
The celery market started off the week steady but quickly started to move higher as the supplies started to tighten up. Supplies are getting tight because over the last three weeks most shippers have had to stay in front of the seeder problem and get into their fields early. Now most shippers are reporting lighter numbers over the next couple of weeks. We look for the market to continue to get stronger as we move into next week. The quality is absolutely beautiful. It is growing about 62 lbs with a dark green color, a flashy opening appearance and the seeder will be very light as we move into the first week of May. Our celery heart program continues to grow and we are very proud to offer a variety of celery heart packs. Coastline now will also be offering the American Classic label on celery. If you have any questions regarding the celery program, please do not hesitate to call you friendly Coastline sales representative.
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
Consumers pay a premium for fresh, healthy fare
Though consumers were value-conscious last year, health remained a top priority. "Natural" products gained popularity, with sales growing in all departments except meat, even posting 166%
growth in the bakery. Meantime, sales of organic products declined in the bakery, deli and seafood departments.
*Perishables Group |
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GREEN ONIONS  The green onion market has firmed up and movement has been very good. Prices rose early in the week and have since settled at descent levels. The larger sizes continue to carry a premium price. Quality still looks very nice and color is nice and dark green.
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
The interest in health and increased distribution of ready-to-eat and fresh-cut produce helped fuel produce department volume growth in 2009. Growth occurred in the prepared vegetable category including beans, broccoli and cooking greens. Sales also increased in herbs as well as healthy snack fruits such as prepared pineapple and grapefruit.
*Perishables Group |
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MIXED BUNCHING ITEMS 
Most of the bunching items are lacking any real demand. Movement is lack luster for Cilantro, Parsley and Flat parsley. On the other hand, spinach is still active and looks good. Quality is very nice across the board. Bok Choy and Napa will start for us next week in a light way.
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
Growth occurred in the prepared vegetable category including beans, broccoli and cooking greens. Sales also increased in herbs as well as healthy snack fruits such as prepared pineapple and
grapefruit.
*Perishables Group |
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ASPARAGUS  Asparagus has not reacted very well to the continued cool weather and excessive rain we had this week in the Salinas Valley. Estimated harvest diminished as we got closer to the end of the week. Even with warmer temperatures being predicted this weekend we do not expect this to help us get any additional supplies anytime soon. We all know supplies will increase somewhat but this is predicated on Mother Nature at this point. California at one point produced 62% of the asparagus consumed in the USA; now its share is close to 10%. Competition from Peru and Mexico which have lower labor expenses and are able to sell far more cheaply have dominated the United States market for most of the year. Stay tuned as asparagus will continue to be in high demand with minimal supplies through the Mother's day ad's.
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
Shoppers remain loyal to supermarkets for affordable, convenient meal solutions. The deli has emerged as a popular source for affordable and ready-to-eat meal solutions. As many categories, brands and retailers struggled to post growth in 2009, deli maintained sales compared to 2008. Half of the deli department's dollar and volume sales came from deli prepared foods, which
was the only deli super-category to increase dollar sales. Deli pizza showed the largest increase in dollar growth, up 10% compared to 2008.
*Perishables Group |
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GREEN BEANS 
Green beans are trickling in at a slow pace. We remain cautious on all orders until we begin harvesting in our own valley sometime in May. Outlook on supplies for this time period look good. We will ramp up production and be in promotional volume soon! Stay tuned!
Consumer Priorities Drove Fresh Department Sales Trends in 2009 (cont.):
"After keeping tight budgets in 2008, it became clear in 2009 that consumers are now willing to spend more for fresh food items if they perceive the value to be high," Axtman said. "Though supermarkets are facing increased competition from other retail channels, they can come out ahead if they understand the balance between providing the appropriate assortment for their shopper demographic, and driving sales through value rather than price."
*Perishables Group |
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JOKE OF THE WEEK
Middle Aged
The good news about middle age is that the glass is still half-full... of course, the bad news is that it won't be long before your teeth are floating in it.
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Sincerely,
Vivian Sotelo
Coastline
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*Weather forecast for Oxnard, CA for the week of 4/26, cloudy and showers all week. Temperature highs will be in the mid to low 60's with lows in the low 50's.
*Weather forecast for Salinas, CA for the week of 4/26, showers Tues. and Wed. with partly cloudy skies for the remaining days. Temperature highs will be in the low 60's with lows in the high 40's.
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FEATURED PRODUCT
PARSLEY & ITALIAN PARSLEY
Use in Cooking
Italian parsley intensifies the flavours of other herbs and can be included in any dish using herbs for a fuller, richer flavour. Mince Italian parsley and add to buttered, boiled potatoes. Add whole sprigs of it to tomato sauces for the last 20 minutes of cooking and remove before service. Mince Italian parsley very finely along with fresh oregano and basil and add to breadcrumbs to use for coating veal, pork or poultry scallops. On the other hand if you're making vegetable, chicken or beef stock, adding a bunch of Italian parsley will provide excellent flavour.
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