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Wakefern to launch longer-lasting produce brand across retail banners

Apeel limes to debut in stores this month, with more items upcoming

Russell Redman

July 7, 2020

2 Min Read
Apeel limes-Wakefern.jpg
Apeel fresh produce has a plant-derived edible coating that the company said can double to triple shelf life.Apeel

Retail grocery cooperative Wakefern Food Corp. is adding Apeel longer-shelf-life fruit and vegetables at its member supermarkets.

Plans call for Apeel limes to debut this month at ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market stores, Wakefern said. The Keasbey, N.J.-based co-op’s supermarkets will carry Apeel limes loose and in two-pound bags as well as organic Apeel limes in one-pound bags.

Wakefern said it expects to roll out more Apeel produce, including avocados, in the coming months. Santa Barbara, Calif.-based Apeel reports that its produce stays fresher up to three times longer than other fruit and vegetables and cuts down on food waste.

Apeel limes-ShopRite sign.jpgIn-store signs at ShopRite supermarkets explain the benefits of Apeel limes. (Photo courtesy of Apeel)

“We’ve always been committed to providing our shoppers with the freshest produce available and are excited to work with Apeel to offer a better, longer lasting lime at a great value,” Wakefern Chief Merchandising Officer Bryant Harris said in a statement. “At the same time, we’re continually exploring new ways to improve the sustainability of the foods we source, so that our shoppers can feel good knowing that the fruits and vegetables they enjoy also help reduce waste and are better for the environment.”

Related:Fighting food waste in the produce aisle

Apeel fresh produce has a plant-derived edible coating that the company said can double to triple shelf life by slowing the rate of water loss and oxidation, the chief causes of spoilage. Made of materials in the peels, seeds, and pulp of fruits and vegetables, the coating also helps maintain nutrient density as well as produce quality and flavor, Apeel added. The company estimated that its work with Wakefern can prevent up to 1.4 million limes from going to waste each year.

Shoppers will be able to find out more information about Apeel limes in-store and at ShopRite.com, Wakefern said. ShopRite’s registered dietitians will be available in stores to provide additional information about Apeel and host a Facebook Live cooking event on July 15 to demonstrate a recipe for grilled foil-packet tomato mussels using Apeel limes.

“We’re excited to work with Wakefern to bring Apeel limes to their stores,” commented Jason De Turris, vice president of brand and marketing at Apeel. “Apeel limes mean less wasted food, which is more sustainable for everyone, and more time to enjoy them at home when they’re freshest.”

Overall, Wakefern’s 50 members independently own and operate 362 supermarkets in New Jersey, New York, Connecticut, Pennsylvania, Maryland, Delaware, Massachusetts, New Hampshire and Rhode Island.

Related:Kroger plans national rollout of Apeel avocados

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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