(Antigo, WI) The Wisconsin Potato and Vegetable Growers Association (WPVGA) has announced today three new strategic alliances to expand the distribution of Healthy Grown potatoes throughout the east coast. J&J Sales (Marstown, NJ), R&R Fresh Fruits &Vegetables (Boca Raton, FL), and Green Team Produce Performers (Atlanta, GA), will represent Healthy Grown potatoes, the first crop to be certified by Protected Harvest.

“Early in the process of interviewing brokers, we knew we were looking for partners with experience, a good reputation, and insight into the growing demand for environmentally-friendly foods,” said Randy Duckworth, WPVGA executive director and Protected Harvest board member. “We could not be more pleased with the outcome.”

Healthy Grown potatoes are produced under stringent, verifiable, environmentally-sound growing standards with chain of custody maintained from field to retailer. In order to qualify for the Protected Harvest seal, specific crop management practices must be employed that reduce use of toxic pesticides, improve soil and water quality, and protect wildlife habitat. Growers cannot exceed established toxicity levels on their certified fields, and must eliminate the use of 12 pesticides that are highly toxic. Protected Harvest standards are verified through independent third-party certification.

Linda Blyer, account manager for J&J Sales produce division, observes, “We have all grown up with the knowledge of the wholesome nutrition of Wisconsin potatoes and vegetables. The introduction of this new label just enhances the aggressiveness of the WPVGA. I am proud to represent such a fine group.”

Blyer also notes that, “Initially, Healthy Grown may be misunderstood within the industry as a transitional (organic) product. Really, though, it represents a whole new category of environmental standards. A category that is more oriented to the mainstream consumer – representing an enormous opportunity. Fortunately, the WPVGA has partnered with the World Wildlife Fund, which has endorsed the process of growing these potatoes in an environmentally friendly way. We hope to launch an aggressive education campaign around this new category. I’m extremely optimistic.”

When Rick Reusch first heard about Healthy Grown potatoes, he thought it was a great concept. “Anything that has to do with using less pesticides and promoting the environment is going in the right direction.” Reusch is the chief operating officer for R&R Fresh Fruits and Vegetables.

Reusch sees the Healthy Grown brand and Protected Harvest label as long-term initiatives. “We don’t look for deals that are short term – we have to look forward, into the future. Kids, today, want to recycle and save the rainforest. Tomorrow they’ll be asking for fruits and vegetables certified by Protected Harvest – and their parents will be able to buy them. With the right kind of education and outreach, Healthy Grown potatoes will reach a mainstream market, not just a niche audience.”

Randy Duckworth agrees. “Not only do more and more shoppers want produce like Healthy Grown potatoes, but those shoppers are willing to pay a little more for foods that are responsive to their health and environmental concerns. Healthy Grown offers an environmentally friendly alternative that everybody can afford,” said Duckworth.

Protected Harvest is looking to expand its program to certify other fruits and vegetables, as well as wine grapes and other products. More information on the Protected Harvest program can be found at the website: www.protectedharvest.org. To learn more about Healthy Grown potatoes, visit www.healthygrown.com.

ADDITIONAL CONTACTS:

Linda Y. Blyer
J&J Sales (New Jersey)
(732) 887-0643

Rick Reusch
R&R Fresh Fruits and Vegetables (Florida)
(800) 364-1190

George Borzillieri
Green Team Produce Performers (Georgia)
(404) 467-4588

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