New line offers fast food without the fat

Apio Inc. built its business growing and shipping broccoli, so it’s ironic that the name actually means “celery” in Spanish. However, it was a group of five celery growers that started the company in 1979 in the Santa Maria Valley of California.

The business invested in innovative technology from the start, and in the early 1980s Apio developed a broccoli-packing trailer that changed the way the product was harvested. It had always been field-packed in bins and then repacked for shipping in the shed, but the trailer Apio developed allowed the company to have it ready to ship from the field. The innovation helped Apio become the leading shipper of broccoli in the nation.

That business grew, making some waves in 1990 when President Bush banned broccoli from Air Force One. Apio sent a truckload of fresh broccoli to the White House and asked the president to reconsider, gaining publicity for the company and starting a discussion about the value of fresh produce in the mass media.

In 1996, Apio entered the fresh-cut segment with a line of Eat Smart branded vegetables. The first products were three-pound vegetable mixes, but the product were so successful that in 1997 Apio launched a full line of retail fresh-cut products under the Eat Smart brand. The line consisted of 12-ounce retail bags and party trays that used an innovative flip lid that helped launch Apio to the No. 1 selling party tray brand in the market.

The bagged products also used innovative technology. From the start, Apio partnered with Landec Corp. to package the fresh-cut vegetables in Landec’s BreatheWay membrane film. The film extends shelf life and can adjust to compensate for temperature fluctuations in the supply chain, according to the company. The BreathWay technology allows for tailored CO2 and O2 levels, has high oxygen permeability and membrane also is temperature responsive.
In 1999 Landec acquired Apio, which gave the Eat Smart brand exclusive use of the BreathWay packaging system. In the 10 years since, Apio and Landec have worked together to develop new applications and products for the fresh-cut segment.

Apio introduced the latest innovation at the Produce Marketing Association’s International Fresh Summit Conference & Exposition, Oct. 2-5 in Anaheim, Calif.

The new line is called Grab and Go Cups, and has 12 unique products in four categories – Simple Soups, Simple Salads, Simple Melts and Simple Noodles. The packaging was designed to be a quick meal on-the-go, and even comes with a collapsible fork or spoon, depending on the product.

The Simple Soups are a 2.79-ounce microwaveable cup with the seasonings packed separately in the lid. The consumer simply adds water and microwaves for four minutes, then adds the seasoning, stirs and it’s ready to eat. The Simple Soups come in three flavors – Miso Veggie, Veggie with Chicken flavor and Veggie Noodle. Each variety has broccoli, snow peas, carrots and noodles.

The Eat Smart Simple Salads area 4.25-ounce salad of Asian Sesame, California Style or Savory Southwest variety. The main fresh-cut part of the salad is in the cup portion of the package, and the dressing and any other garnishes are in separate packages in the lid. The salads require no preparation beyond opening the packaging and mixing the dressing, produce and other ingredients together.

The Asian Sesame salad is made with green cabbage, broccoli, carrots and red cabbage, with Asian dressing, chow mein noodles and almonds packaged separately. The California Style salad has broccoli, carrots and red cabbage, plus roasted soy nuts, sunflower kernels and dried cranberries and dressing. The Savory Southwest salad has broccoli, carrots, red cabbage and grape tomatoes, and a Southwest dressing and tortilla strips separate.

The Apio Simple Melts are fresh-cut produce packed in a microwaveable cup with a cheese sauce packed in the lid. The customer prepares the products by simply pouring the cheese sauce over the produce and microwaving the container. The Broccoli Cheddar Simple Melt is 5.5 ounces of broccoli florets with sharp cheddar cheese sauce, the Cauli Cheddar Simple Melt is 5.75 ounces of cauliflower florets with sharp cheddar cheese sauce and the Garlic Herb Simple Melt is 5.75 ounces of broccoli florets, carrots and cauliflower florets with garlic herb cheese sauce.

The fourth three-product category in the Grab ‘n Go Cups line is the Simple Noodles cups. The 3.65-ounce cups in Teriyaki, Kung Pao and Spicy Orange flavors all have broccoli, snow peas and carrots with noodles. Preparation is simple – add water and microwave, drain and mix the ingredients. The cup even has a built-in drain spout to get rid of the excess water.

The products are currently being test-marketed and should roll out nationwide in January or February. The price point will be about $2.49, according to the company.

Apio’s new products build on its history of innovation in the fresh-cut segment. With an emphasis on value and convenience continuing to drive the market, Apio is positioned to find even more customers looking for quick, convenient meal or side solutions with its Grab ‘n Go Cups of Simple Soups, Simple Salads, Simple Melts and Simple Noodles.