llllllllllllllllllllllllllllllllllllllllllllllllll
`
`1 0-08-1999
`UISI Patent & TMOfc/TM Mall fiwt D1. #40
`
`_g
`'1‘;
`US. Express Mail Label No. .EL450973107US
`i hereby certify that mis paper is being deposited with the United States Postal Service "Express Mail Post (3,ffie_e to Addressee'$.;"CD
`service under 37 CFR 1.10 on October 8, 1999 and is addressed to the Assistant Commissioner of TrademarKs_, 2900’gystaI
`D '
`Arlington, \firginia 22202-3513.
`ffi
`‘'4
`
`«V Dctobers 1999
`(Date)
`
`Applicants: E1Encanto, Inc.
`
`Trademark Law Office: 011
`
`Serial No.2 75/590,297
`
`Filed: Nov. 17, 1998
`
`Mark: BUENO
`
`Trademark
`Attorney: J.A.Holland-Chapman
`
`'
`
`Int. Class 029
`
`RESPONSE TO ACTION NO. 1
`
`Box: RESPONSES - NO FEE
`
`Assistant Commissioner for Trademarks
`2900 Crystal Drive
`Arlington, Virginia 22202-3 513
`
`This is in response to Action No. 1 dated April 9,1999.
`
`AMENDED RECITATION OF GOODS
`
`Please amend the recitation ofgoods as suggested by the Examiner, with changes noted
`
`(underline for additions):
`
`

`
`Trademark Law Office
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`Vlwfl
`«/
`\/
`£/Dry shreddedymp, whole shrimp, cracked sweet processed corn,
`
`\
`
`dehydrated sweet corn, dehydrated red chile pods, lentils, processed green
`
`chile, whole green stuffed chile rellenos, processed [edible] corn husk; frozen
`
`red chile puree, vegetable stew with chicken or beef, frozen jalapeno peppers,
`
`roasted jalapeno peppers, garlic, namely whole and dehydrated garlic, habas,
`
`namely dried beans, processed edible anise seed, and peppers, namely whole
`
`dehydrated peppers [SEE COMMENTS BELOW] in International Class
`
`029. :[
`
`MISCLASSIFICATION OF GOODS
`
`The recitation of goods was amended as suggested by the Examiner. The amended
`
`application includes the following additional goods which we request be transferred to this
`
`Application as follows: "habas, namely dried beans," which was filed in Application
`
`SN 75/590,292; and "processed edible anise seed," "garlic, namely whole and dehydrated garlic,"
`
`and "peppers, namely whole dehydrated peppers," which were filed (with amendments noted
`
`below) in Application SN 75/590,291. The 291, and '292 Applications were submitted on the
`
`same day as this Application.
`
`The Applicant originally filed "garlic (whole, granulated and powder)" in Application
`
`SN 75/590,291 (Int. Class 030). The Examiner suggested that the description be amended to
`
`"minced garlic and powdered garlic" in International Class 03 0, and "fresh garlic" in International
`
`

`
`Trademark Law Office
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`Class 031. However, the Whole garlic marketed by the Applicant is not fresh garlic, but
`
`dehydrated garlic cloves. Therefore, Applicant requests that "garlic, namely whole and
`
`dehydrated garlic," be transferred to the SN 75/590,297 Application.
`
`The Applicant originally filed "piquin (small, thin pungent peppers, whole and crushed)" in
`
`Application SN 75/590,291 (Int. Class 030). The Examiner suggested that the description be
`
`amended to "whole small thin peppers" in International Class 029, and "dried crushed small thin
`
`peppers" in International Class 030. Therefore, Applicant requests that "peppers, namely whole
`
`dehydrated peppers" be transferred to the SN 75/590,297 Application.
`
`The Examiner suggested that Applicant classify the following goods in International
`
`Class 030/gxln accordance with the Examiner's suggestion, Applicant requests that these goods be
`
`transferred to Application SN 75/590,291 in International Class 030 filed on the same date of this
`
`Application]
`
`burritos
`
`sausage and egg burritos
`
`dried jalapeno peppers for use as seasoning
`
`rolled enchiladas
`
`rolled tacos
`
`tamales
`
`hominy with smaller portions of other ingredients, namely cooked corn
`
`

`
`Trademark Law Office
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`\/I‘heExaminer requested a translation ofthe termBUENO. The termBUENO translates / P7224
`
`to "good" in English.
`
`/l
`
`OWNERS OF PRIOR REGISTRATIONS
`
`The Examiner requested a statement of ownership registrations. Applicant is the owner of
`
`U.S. Registrations 1,533,311, 1,553,045, 1,874,071, 2,190,265, 2,209,480, 2,167,011,
`
`2,234,721, 2,263,393,§2ind.other pending applications 75/590,291, 75/590,292, 75/590,293, and
`5.
`
`75/590,296.
`
`’
`
`LIKELIHOOD OF CONFUSION REJECTION
`
`The Examiner has refiised registration under Trademark Act Section 2(d), 15 U.S.C.
`
`Section 1052(d) and TMEP 1207, likelihood of confusion, based on U.S. Registration Nos.
`
`1,513,748 and 1,336,168. These two registrations are owned by Calavo Growers of California
`
`("Calavo Growers") for "Frozen fruits, namely frozen avocados and guacamole" and for "Fresh
`
`fruits, namely avocados."
`
`A likelihood of confusion does not exist between the products sold by Applicant, El
`
`Encanto, Inc. ("El Encanto"), and the avocado products sold by Calavo Growers because:
`
`

`
`Trademark Law Office
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`1) Calavo Growers does not use the term "Bueno" at all on products that compete with El
`
`Encanto's products; 2) When Calavo Growers does use the use the term "Bueno", the use is
`
`merely descriptive and is not used to identify the product's source of origin; 3) The sole product
`
`manufactured by Calavo Growers with the term "Bueno" (which as stated above is used
`
`descriptively, and is a non—trademark use) is sold as a grade No. 2 food product, and El Encanto
`
`does not sell grade No. 2 food products; and 4) In Applicant's forty—eight (48) years of selling
`
`products under the BUENO mark, there has never been a single instance of actual confiision
`
`between any Calavo Growers products and E1Encanto's products (See Declaration of Jacqueline
`
`Baca, President of E1 Encanto). These points are discussed below.
`
`The mere fact that the marks share elements, even dominant elements, does not compel a
`
`conclusion of likelihood of confusion. General Mills v. Kellogg C0,, 824 F.2d 622, 627 (8"‘ Cir.
`
`1987). The proper test is the overall commercial impression of the marks, as consumers review
`
`and rely upon them in regards to both source of origin and to a known degree of quality. §
`
`Uno v. Temple, 747 F.2d 1522 (4“‘ Cir. 1984).
`
`With regard to Calavo Grower's use of the term "Bueno" there is no commercial
`
`impression because Calavo Growers does not use the term "Bueno" to identify its avocado
`
`products in commerce. As demonstrated by the photocopies of the container labels and the fifteen
`
`(15) Internet pages (enclosed), Calavo Growers uses the trademark CALAVO®, rather than
`
`BUENO, to identify its avocado and guacamole products.
`
`

`
`Trademark Law Office
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`A protectable trademark is established when a mark is adopted and used to identify a
`
`product. C.L.A.S.S. Promotions, Inc. v. DS. Magazines, Inc., 753 F.2d 14, 16 (2"d Cir. 1985).
`
`Applicant has found only one instance in which Calavo Growers does use the term "Bueno" on a
`
`container label for guacamole. However, Calavo Growers does not use the term "Bueno" as a
`
`trademark to identify the source of the product. Rather, Calavo Growers uses the term "Bueno"
`
`as a mere descriptive word in combination with the other descriptive words, namely "frozen
`
`fresh", to describe the characteristics of the food product. The public does not associate the term
`
`"Bueno" with the source of the product, but merely as it is used, i.e., as a descriptive term.
`
`The last page of the enclosed Internet pages demonstrates how Calavo Growers uses the
`
`term "Bueno." Calavo Growers use the term "Bueno" or "Buenoa" to describe a specific grade,
`
`namely No. 2 grade, of avocado or guacamole product. Thus, the term "Bueno" is used as a
`
`descriptive term and not as a trademark. El Encanto does not make, nor plan to make, a No. 2
`
`grade food product. This helps explain why, in 48 years, there has never been a single instance of
`
`actual confusion between the Calavo Growers and El Encanto products. As such, El Encanto is
`
`willing to limit its description of goods to grade No. 1 food products, if required by the Examiner.
`
`Instead, it is apparent that Calavo Growers has made the conscious choice to identify its
`
`food products by use of the mark CALAVO®, and no longer (we question if ever) uses the term
`
`"Bueno" as an indication of source of origin. Highlighted in the Internet pages are specific
`
`

`
`Trademark Law Oflice
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`examples demonstrating how Calavo Growers markets its products to wholesale and retail
`
`consumers.
`
`"you can always count on Calavo .
`
`.
`
`.
`
`. Just ask your local grocer or restaurant for
`
`Calavo "
`
`"Calavo offers several varieties of avocados"
`
`"Calavo's Line of Premium Guacomole"
`
`"Take a look at the different types of Calavo guacamole available at your local
`
`grocery store. .
`
`.
`
`. Look for these in the freezer section at your local grocery
`
`store."
`
`The consumer certainly does not look for the term "Bueno" to identify Calavo Growers products
`
`at the local grocery store, because the term is not printed on any label or container of food
`
`product. Also, the term "Bueno" is not used at all in Calavo Growers's Spring 1999 newsletter to
`
`its customers.
`
`In the one label that Calavo Growers does use the term "Bueno", the first and largest
`
`word, CALAVO®, along with the word "AVOCADO," exercise a visual dominance over the
`
`trailing lower case word "Bueno". The word "Bueno" is in the same font and size as the word
`
`"Guacamole." Such use only indicates to the public a specific standard quality of guacamole is in
`
`the can, and not guacamole of a specific known origin. Instead, the mark CALAVO
`
`

`
`Trademark Law Office
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`GROWERS® dominates the label. CALAVO® is present on the label in much larger font size
`
`and identifies the guacamole with Calavo Growers.
`
`In contrast, El Encanto, Inc. uses the mark BUENO to designate the origin of its prepared
`
`food products. The mark BUENO is prominently displayed on labels and product containers. El
`
`Encanto has used the mark BUENO in commerce for over forty-eight (48) years as an indicator
`
`of its hundreds of food products. E1Encanto's annual sales and distribution of food products in
`
`the United States and internationally total approximately $18,000,000. The annual marketing
`
`budget, including advertising of El Encanto, is approximately 3-6% of gross annual sales, or
`
`approximately $540,000 to $1,080,000. The BUENO Mark is advertised in television and radio
`
`commercials, on billboards, in El Encanto's Internet website, newspaper inserts, and coupons.
`
`Also, the BUENO Mark is co-op advertised by McDonalds, Pizza-Hut, and Subway Sandwiches,
`
`along with numerous other companies.
`
`El Encanto is one of the largest Hispanic-owned businesses in the United States, and is
`
`one of the largest (perhaps the largest) distributor of Southwestem-style foods in the United
`
`States. Please see the attached Declaration and Exhibits in support of the above facts.
`
`

`
`Trademark Law Office
`
`Ser. No. 75/590,297
`Mark: BUENO
`
`It is submitted that the present application is in condition for publication and registration,
`
`and such action is requested.
`
`Dated: October 8, 1999
`
`\ Deborah A. Peacock
`Reg. No. 31,649
`
`Attorneys for Applicant
`PEACOCK, MYERS & ADAMS, P.C.
`PO. Box 26927
`
`Albuquerque, New Mexico 87 125-6927
`Telephone: (505) 998-1500, Direct Line (505) 998-1501
`Facsimile: (505) 243-2542
`File: 30642-1001
`E‘: \Mike\trademark\Bueno\OA_2 97 . doc
`
`

`
`TRADEMARK APPLICATION
`
`U.S. Express Mail Label No. EL450973107US
`I hereby certify that this correspondence is being deposited with the United
`States Postal Service 8$ fFfiil in an envelope addressed to: Assistant Commissioner
`for Tr
`emarks, 2900 Crystal Drive, Arlington, VA. 22202-3513 on October 8 , 1999.
`71/n,¢,ZK,
`.
`October
`8 , 1999
`Date
`_
`Deborah A. Peacock, Reg. No. 31,649
`Annette M. Turk, Legal Ass1stant
`
`IN THE UNITED STATES PATENT AND TRADEMARK OFFICE
`
`Applicants: El Encanto, Inc.
`
`Trademark Law Office: 011
`
`Serial No.: 75/590,297
`
`Filed: Nov. 17, 1998
`
`Mark: BUENO
`
`Trademark Attorney :
`Jan A. Holland-Chatman
`
`'
`
`Int. Class 029
`
`.\/' DECLARATION
`
`Assistant Commissioner for Trademarks
`
`2900 Crystal Drive
`Arlington, Virginia 22202-3513
`
`I, Jacqueline Baca, declare:
`
`That I am President of El Encanto, Inc. ("El Encanto"), applicant corporation, and I am
`
`authorized to make this declaration on behalf of said corporation;
`
`I verify that:
`
`1) El Encanto has used the Mark BUENO in commerce for over forty—eight (48) years as
`
`an indicator of its food products and services. El Encanto‘s annual sales and distribution of food
`
`products in the United States and internationally total approximately $18,000,000. The annual
`
`marketing budget, including advertising of El Encanto, is approximately 3—6% of gross annual
`
`sales, or approximately $540,000 to $1,080,000. The BUENO Mark is advertised in television
`
`

`
`and radio commercials, on billboards, in El Encanto's Internet website, newspaper inserts, and
`
`coupons. Also, the BUENO Mark is co-op advertised by McDonalds, Pizza—Hut, and Subway
`
`Sandwiches, along with numerous other companies.
`
`2) To my knowledge there has never been a single incident of actual confusion between
`
`the food products marketed by El Encanto and the products marketed by Calavo Growers, Inc.
`
`3) To my knowledge all food products marketed by Calavo Growers, Inc. that compete
`
`with El Encanto do not have the BUENO Mark on the label or packaging.
`
`4) To my knowledge the only food product that Calavo Growers, Inc. markets with the
`
`g term "Bueno" on the label or packaging is No. 2 grade guacamole (see enclosed Internet pages).
`
`E1 Encanto does not make, sell, or distribute a No. 2 grade food product.
`
`I declare further that all statements made herein are true and that these statements were
`
`made with the knowledge that willful false statements and the like are punishable by fine or
`
`imprisonment, or both under Section 1001 of Title 18 of the United States Code and that such
`
`willful false statements may jeopardize the validity of this document and any registration
`
`resulting therefrom.
`
`El Encanto, Inc.
`
`F: \Mi ke\trademark\Bueno\baca_dec]._LC_2 97 . doc
`
`

`
`‘ Calavo Information for Consu
`
`Page 1 of!
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`"The First Name in Avocados."
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`Pwducts
`Ayocado. Recipes
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`the world, §‘/‘t75’t1i‘:'c"an‘a|wa‘ys~count on C-aiat/o
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`31333;‘ for the finest avocados, guacamole and
`papayas. J1:i'st‘a‘sk"your |oica1I>'-g’roce‘r‘;or~‘~
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`restau-ran~t for Calavofi
`
`Be sure to look for pro_q_uct__i,n_fo,rm,ation, recipes, nutrition,
`games and contests in this web site.
`
`H ‘I".Topics of interest ,
`
`.
`
`V’
`
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`
`M 0 th e..r....l}J.a...t.ur.e's . C.o..m.fo.r.t. food
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`Technology That Bl_9w.s....E.e_st$.. Away
`
`Uruapan, Mexico Pac.kin..g._hou.s.e Qpene.d.i..n .1998
`
`Consumers - Retaii_8uyers - Fo_od_s_er_vice - Growers v About__Us v Guestbook o Site__$e_a_rch
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`( Calafo.)uuunu
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`The First Name in A:-'oc:ulus~
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`imp: C'.i]'.1\'0.C0li1 consuzncrs
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`Avocados, Guacamole and Pa
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`as from Calavo
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`VA-V°cad° Recipes
`Fun Stuff
`
`Avocados: e.C{a?la'vo -offersseveral varieties of avocados‘
`year-round. Here you can find information about
`seasonality, ripening, nutrition and more.
`
`04,,
`
`‘ -.. 3-,‘ ,
`
`‘
`
`Guacamole: Want the taste of homemade guacamole,
`but don't have time to make it from scratch? Check out our
`complete line of premium guacamole products.
`
`Ea Qayas: G§:aKlaMo'offerstseveral varieties- of papayasr
`year-round. Here you can find information about
`seasonality, ripening, nutrition and more.
`
`Consumers - Retail Buyers - Foodservice - Growers - About Us - Guestbook - Site Search
`
`( Calaio. )uuuuu
`
`The first Name in AI-'0C.'tdD3"‘
`
`lmp: C‘.llL1\'O.COm consumers protlucts
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`

`
`Calavo Guacamole
`
`I,
`
`Pzlgc l Of‘ 1
`
`Avocados
`
`P393.‘/3S
`Guacamole
`
`History of G_uac._a_mo_l.e_
`Where it all started and how.
`
`Guacamole ._P.ro_d u..c.ts
`Calav_o's -Line_v1of:Premium Guacamole
`
`Nutrition Information
`Delicious and good for you.
`
`Consumers a Retail Buyers - Foodservice v Growers - About Us - Guestbook - Site Search
`
`”C‘§1E%’.’Haunt:
`
`The First .'\'.':me in .11.-uc.'4dus-
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`
`Calavo Guacamole Product L.
`
`T
`
`Page 1 of 2
`
`/
`
`I
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`....................;;;;;:.+- consum
`
`Consumers
`
`Retail Buyers
`
`Foodservice
`
`ADO“! Us
`
`Growers
`
`In This
`sec-non Guacamole Products
`
`Guacamole
`
`Pmducts
`A_y_g_g;_§dq§
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`Guacamole
`
`.
`
`AV°cad° Recipes
`fun stuff
`
`Packinghouse
`Tour
`
`Guestbook
`
`The retail guacamole category grew by over 12% last year in
`supermarkets according to A.C. Nielsen and is projected to
`double by the year 2000. All thanks to consumers like you. In
`the spirit of continuous improvement, we've recently completely
`re-packaged and reformulated our refrigerated and frozen retail
`items. We've improved our guacamole products with better color,
`texture and overall flavor. So when you are at the grocery store
`you know you are_ getting the best guacamole on the shelf. .Sl:a*kes‘
`-a look at the different types of Calavo guacamole available at
`yo‘u.“loca'l grocery store.
`‘ ”
`
`"
`
`8 oz. Refrigerated Mild,
`Medium and Spicy Avocado
`Guacamole
`
`A‘zesty combination of choice
`avocados and delicious
`authentic seasonings. Each one
`a litter spicier. Use as a full-
`flavored dip or as a topping on
`salads, sandwiches and entrees.
`
`Look for these near the dips and cheeses in your local grocery
`store.
`
`6 oz. Frozen Original and
`Mexican-Style Guacamole
`Each of these guacamole
`products are a blend of
`delicious top quality avocados
`with subtle mixture of spices.
`
`Look for these in the freeze"r section at"your’ local grocery store. 3
`
`_
`1 lb. Western Style
`Guacamole —.
`
`http:.¥»'calavo.com/consumers/products/guacamole/1inehtml
`
`4/29/99
`
`

`
`v Calavo Guacamole Product Li
`
`Page 2 of 2
`
`The country's most popular
`guacamole flavor is available in
`an appealing two—pack or as a
`single 1 lb. pack. The western-
`style flavor is perfect for
`sandwiches, omelets, Mexican
`foods and on it's own as a dip.
`
`Check your local warehouse club store.
`
`Coggmers o Retail Buyers o Foodservice - Growers ~ About Us - Guestbook - Site Se_ag;n
`
`/
`
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`159 First Name In Anocndos"
`
`http://calavo.com/consumers/products/guacamole/1ine.html
`
`4/29/99
`
`

`
`Avocado History
`
`,
`
`Page I OH
`
`Armada nl-llistory & iragtts
`
`~
`
`-.
`
`. ~
`.
`.
`Avocados
`papayas
`G.ya9am.ole
`
`-A The name applied to avocado by the Aztecs was "aoacatl," or
`"ahuacatl," later called by the Spanish and Mexicans "ahua_cate"
`or "aguacate." The fruit is first known to English speaking people
`as "midshipmen's butter" and "alligator pear," the word
`"avocado" appearing for the first time in the plant catalog of Sir
`Hans Sloane, secretary and later president of the Royal Society
`in 1696.
`
`The first introduction of the avocado in the United States was
`probably in 1833, when judge Henry Perrine sent trees from
`Mexico to his land grant in Lower Florida. In California, the first
`successful introduction was by Judge R.B. 0rd of Santa Barbara,
`who secured his trees from Mexico in 1871.
`
`In 1926 the best of these fruits were known as Calavos. In
`actuality, "Ca|avos" were not a variety of avocado, but a brand of
`avocado. Calavo was and still is the largest grower and shipper
`of avocados, and back in 1926, two years after Calavo formed,
`the avocado industry was referred to as the "Calavo" industry.
`Galavofssnavmev was formed from Cal ifornia and avo cado -as a"
`“r"'e“sti‘lt ofafnatiionwide contest in 1924. =*
`
`California is by far the leading avocado producing area in the
`United States. The actual growing area is limited to the coastal
`regions between San Luis Obispo and San Diego. Calavo also
`imports avocados from Chile, New Zealand and Mexico.
`
`Consumers ~ Retail Buyers - Foodservice - Growers - About Us - Guestbook - Site Search
`
`5. Calafffllion 1911
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`4 Tour ot‘Ca1avo's Temecula A\"
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`do Packinghouse
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`Fun stuff
`Packinghouse
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`léuestbook
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`Before we begin the tour we must first understand how the fruit
`is harvested and delivered to the packinghouse.
`i
`A Our Field Managers are in contact with our Growers to schedule
`deliveries of fruit to meet market dem_ands. Growers who want
`their fruit picked up in the groves will schedule transportation
`with the Field Manager. Many Growers elect to deliver the fruit to
`the packinghouse themselves.
`
`A
`
`The fruit is gradually pre-cooled before packing. This allows the
`fruit to cool down over a 12 hour period from the ambient
`temperature at delivery time, to 40-45 degrees before packing
`the next morning.
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`1
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`,
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`'
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`Calavo has a built in system that allows full
`bins to be weighed before packing. Empty bins
`_ are then weighed so that the Grower is given
`” credit for every pound of fruit delivered to the
`packinghouse.
`
`Fruit), and Culls. The fruit
`is then placed into tight fill
`cartons by the Durand Wayland Sizer. The
`fruit is labeled with PLU labels (Product Look
`Up numbers) during the process. The sizer
`insures not only that the correct number of
`fruit is packed into the cartons by size, but
`also that the weight of the carton is correct.
`
`All cartons of fruit are checked once
`more by a Quality Control person
`before the carton is sealed and placed
`in a cooler until shipment time. The
`L cartons of fruit are stacked on pallets
`and these pallets are placed in a
`
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`Tour ofCalavo's Teinecula Ax
`
`do Packinghouse
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`Page I or 2
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`shipping cooler, where temperature is
`maintained between 40 and 42
`
`Prior to Shipping
`
`degrees.
`
`Caiavo has the capability to pack
`specialty packs. We pack bags for club stores as well as grocery
`stores, flats for other customers, and also have the ability to
`trigger and ripen fruit.
`
`CaIavo‘s shipping departments are open from 8:00 AM to 7:30
`PM Monday through Friday and from 8:00 AM to Noon on
`Saturdays.
`
`Consumers - Retail Buyers - Foodservice - Growers 0 About Us - Guestbook ~ Site Search
`
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`‘_ CLlld\’0 Retail Buyer lnfornmt'
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`ftomotiog News
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`Global Sourcing
`
`‘f<_s..v?,;'s_'- For 75 years Calavo has been
`"The First Name in Avocados."
`Since 1924 we've been a company run by
`0'
`.‘-'yu'v,’.‘.,s)‘:‘ growers, for growers. With more than
`1,600 growers in prime growing regions
`throughout California and the world,
`y can always count on Calavo for the finest
`
`'
`
`The retail portion of our web site is
`designed to help retail buyers become _a_v.Q;.a_<iQ, g.ua_c_a.mo.le and
`pace»,/,a experts. Not only will you find our entire product line in
`here with storage and ripening tips, but you will also find
`promotion ideas, information on EDI, you can also meet your
`Calavo sales rep, have access to our the weekly market update,
`as well as see what we are doing globally.
`
`Topiesnf Intia}:est.:.l‘i'f’l"
`
`° "
`
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`Guacamole _M,a_r,ket $_,_h__are_ L_e,a,d,ers
`
`Technology That Blows Pe_$.t_s_ Away
`
`Taking the Le_a._d_,in Consumer Knowledge
`
`Market Outlook
`
`Consumers - Retail Buyers - Foodservice - Growers - About Us - Guestbook - Site Search
`
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`T
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`iiificado Leader
`
`,,,a newsletter for our valued customers
`
`Sis.-r;‘.«5”sa
`Calavo FSI Increases Retail Sales
`I n September 1998, Calavo
`
`Calavo dropped another FSI that
`reached more than 20 million
`
`households in markets throughout
`the Western states and in
`
`Vol. 1, No. 3
`
`Changes at
`Calavo Strengthen
`Cooperative
`
`ecent changes at Calavo Growers
`are helping the cooperative
`strengthen its focus on two impor-
`tant objectives — maintaining the high
`quality of its grower relations and
`expanding market opportunities for
`avocados.
`
`Lee Cole, a 30-year avocado
`grower and current Chairman of the
`Board and Chief Executive Officer
`of Calavo Growers of California, has
`replaced Ron Bennett as Calavo’s
`President. Cole will serve as President
`in an interim capacity and has
`assumed all responsibilities handled
`by Bennett. Since the 1970s, Cole has
`championed the needs of his fellow
`growers and Calavo customers with
`his advocacy of market expansion
`and adoption of progressive growing
`practices.
`New roles for other Calavo execu-
`
`tives also support the cooperative’s
`focus on global sourcing as a means
`to meet the dynamic requirements of
`customers in the U.S., Europe and
`Asia. Kathryn Courtney recently was
`promoted to Director of Marketing.
`Calavo Select, overseeing the intema—
`tional sourcing of product. Jedd
`Bennett was transferred into the
`newly-created position of Intema-
`tional Sales Manager, and Dionisio
`Ortiz filled a new post at Calavo as
`the organizations Managing Director,
`Calavo de Mexico. To ensure the
`smooth operation of Calavo's world-
`wide systems, Bruce Clark was hired
`as Director of Logistics.
`
`dropped an FSI (free standing
`insert) in regional newspapers
`in the Southern
`5 California area.
`The FSI (shown
`here) contained a
`coupon that
`offered 40 cents
`:3 off any variety of
`,5 Calavo refrigerated
`guacamole. The
`insert reached
`more than 3.7
`million households
`and sales spiked
`77 percent in the
`weeks following
`distribution.
`Repurchase rates
`also were higher than pre-FSI levels.
`Then just prior to the Superbowl,
`- - - o - u u - o u - - c - o u u o - ¢ n u - - u - - ¢ - - u o ¢ - - u on
`
`E
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`.
`
`the Washington D.C.,
`Chicago, Atlanta. New
`Orleans and Minneapolis
`metro areas. This FSI
`
`promoted sales of Calavo
`refrigerated and frozen
`guacamoles. Another FSI
`will drop April 25 prior
`to Cinco de Mayo. To
`ensure you do not run
`short on Calavo refrigerat-
`ed and frozen guacamoles
`for the widely-celebrated
`Mexican holiday, contact
`your Calavo sales rep at
`l—800—4-Calavo or visit
`our web site at www.calavo.com
`
`for the sales rep nearest you.
`o - u - o u u - - c - - u - u - u - ¢ u u - o u -anon-u-oonuco
`
`-
`CalaVo'5 September FSI reached
`more than 3. 7 million households.
`
`Brrr. . .Fri id Winter Weathe
`Impacts rops
`
`Many avocado and citrus growers
`remember waking up on the morning
`of December 22 with an uneasy
`feeling, wondering how their crops
`faired with the overnight frigid
`temperatures. Fortunately, most
`§ groves were only slightly to
`moderately affected.
`In order to lessen the freeze's
`impact on customers, Calavo imple-
`§ mented a program at the packing-
`houses to cull chill—damaged fruit.
`This program assured customers that
`the internal quality of Calavo fruit
`
`would be maintained at its usual high
`level. However, overall avocado vol-
`
`umes were impacted, with as much as
`a 10 percent reduction in this year's
`crop due to freeze damage.
`Calavo also initiated a program
`to help growers harvest all of the
`good-quality fruit that suffered stem
`damage. Without such a program.
`stem—damaged fruit would drop to
`the ground in the spring, impacting
`crop volumes further.
`
`For more details, please contact
`Calavo at l—800—4-Calavo.
`
`

`
`Challenges of Farming Are N0 Match
`For Santa Paula Avocado Grower
`
`vocado grower Ben Curtis has a
`sense of humor about his job.
`l-le’s been known to joke about
`how growers need gambling blood to
`stay in the farming business. “Every
`year you start out fresh and you can
`make nothing or you can do really
`well," says Curtis. Curtis, who man-
`ages 56 acres of avocado groves in
`the Timber Canyon region East of
`Santa Paula, California, has been
`farming avocados as well as citrus
`for more than 40 years. Since_ the
`1950s, Curtis has known all too well
`
`the challenges that test farmers.
`Consider the test Curtis received
`
`three years ago. He almost lost his
`livelihood when an Edison power line
`shorted near an oil well and started a
`
`fire many growers will remember for
`a lifetime. The fire quickly spread six
`miles along the foothills to Timber
`Canyon. burning everything in its
`path including 350 of Curtis’ avocado
`trees and threatening to take his life.
`“It was so hot, probably 120 — 130
`degrees (F), with lots of smoke. I
`guess it just got the best of me," says
`Curtis, who lost consciousness while
`
`trying to put out one of the many
`fires. With the help of his neighbors,
`whose groves were also damaged. the
`next six hours were spent putting out
`fires with rakes and shovels. Today.
`the effects of this fire are still appar-
`ent for many growers including Cur-
`tis, who is in the process of replacing
`the fire-damaged trees that finally
`died this season.
`
`urtis never shies away from the
`
`C excitement farmingoffers.
`
`Every day he’s found hauling
`most of his fruit and supervising the
`busy workers all around him. He
`loves the outdoors and never with-
`draws from the challenges nature can
`present. Fofexample, 1990 brought a
`freeze that literally halted the growth
`of his avocado business for three
`
`years. Curtis and his employees pre-
`vailed by working steadily to cut the
`
`freeze-damaged trees and start the
`§ growing process again.
`
`§ Q ome might saythat there are
`
`much easier ways to make a
`living, but Curtis believes the
`gratification of watching a grove
`grow and mature makes it all worth-
`while. “lt's great when all your hard
`i work produces a big crop. That doesn't
`§ necessarily mean you get the most
`money for your crop either. It's just a
`feeling you get when every tree is
`loaded with high-quality fruit. It's a
`f feeling you just can't beat,"
`claims Curtis.
`From the early days of the 20th
`§ century, Curtis’ family belonged to
`the Sunkist cooperative. As a result,
`E he was taught to believe that joining
`§ a co-op business was the only way to
`become successful. Curtis joined
`Sunkist in the ‘50s, and wanted to
`§ belong to an avocado co-op that
`could duplicate his family’s successes
`with Sunkist. In 1968, he joined Calavo,
`a cooperative that Curtis believes
`lives up to the standards of Sunkist,
`§
`§ but also has some nice features
`unique to Calavo. For instance, Calavo
`is very attached to its growers and
`g
`§ seeks ways to foster close individual
`E relationships with them.
`A
`‘ he business practices Curtis
`appreciates most from Calavo
`include the organization's high-
`standards. In addition, he respects
`Calavo for understanding that actual
`growing practices should be left in
`the hands of the experts - the growers.
`i For Curtis, not only is this perfect, it
`is equivalent to success.
`Like many growers, Curtis enjoys
`the opportunity to meet and work
`with a wide variety of people. The
`i environment Calavo creates allows
`each grower access to all levels of the
`5 organization. Individuals Curtis
`relies on most include Calavo‘s field
`representative. Paul Romero, and
`Calavo Director of Marketing for
`5 Member Avocados. Rob Wedin.
`;2v
`
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`,
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`
`Ben Curtis, 40-year veteran farmer, cultivates a
`5 56-acre grave in East Santa Paula, California.
`
`g
`5
`
`§
`'
`
`"Paul visits and watches over my
`picking crew and keeps an eye on the
`status of the fruit. He may have
`ideas on how to get my fruit out of
`the grove and in general, he helps
`§ me with pruning and fertilizing,"
`says Curtis.
`ob Wedin also plays a key role
`in the lives of growers. Wedin
`sets the marketing strategy
`each season for the growers and gives
`advice on harvesting plans. “This
`teamwork between Calavo and
`myself. as well as the other member
`§ growers, ensures that we match our
`end products with returns."
`says Curtis.
`Summarizing his years as an
`avocado grower, Curtis says, “I'm
`proud to be a Calavo grower because
`it's a successful organization that
`takes every single avocado and finds
`the best place to sell it. That's all I
`can ask for."
`
`§
`
`_
`
`'
`
`As for his other business partner
`- Mother Nature — well, that's the
`area where gambling blood comes
`in handy.
`
`

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