Lower costs and increased flexibility are "in the bag" with new avocado ripening technology
“Prime Ripe” Delivers Quality Ripe Fruit for Less

Prime Produce International, LLC has introduced a new avocado ripening process that provides retailers and food service operators with a cost-effective, flexible way to offer quality ripe avocados year-round. Prime Ripe utilizes the Xtend “Ripening Bag” to ripen avocados directly in the box, rather than using ethylene gas. The result is quality ripe fruit at nearly 25 percent less cost.

The demand for avocados continues to grow and research shows the greatest sales opportunity is with “ripe” fruit. Retailers and foodservice operators pay extra for pre-conditioned ripe fruit. With Prime Ripe, the ripening process costs less and savings are passed onto trade customers. Unlike other methods, Prime Ripe fruit is ripened by temperature change alone, which activates the Xtend bag technology and triggers the natural ripening process in the avocado. Prime Ripe fruit is delivered ripe and ready-to-eat. Retailers and restaurants simply open the bag to display or serve ripe fruit, or they can “hold” the fruit in the sealed bag for up to 3 days in a controlled temperature setting. 

The Xtend bag technology was developed in 1995 by StePac, a wholly owned subsidiary of DS Smith Plastics (UK). This technology has been utilized successfully in the UK with avocados for over five years. In addition, U.S. companies such as Ocean Mist Farms are using the technology with other produce items such as Iceless Broccoli. Prime Produce International (PPI) has the exclusive rights to the Xtend bag technology for avocados in the U.S.

“Prime Ripe represents an important innovation for the avocado industry,” said Avi Crane, President of Prime Produce International. “Retailers and restaurants view avocados as a profit generator, and they know they can increase sales by carrying ripe fruit. With Prime Ripe, we can meet their needs for significantly less than other industry alternatives, plus the product provides added flexibility and control. We’re offering the trade a simple, cost effective way to have quality ripe fruit available for their customers every day of the year.” 

Additional Prime Ripe benefits include:

• Uniform Ripening: Xtend® bag technology produces the correct balance between O2 and CO2, allowing for uniform fruit ripening (no checker-boarding)
• Preservation of Flavor and Nutritional Value: Storage and ripening process preserves “farm fresh” flavor and nutritional value
• Reduced Shrink and Waste: Modified atmosphere/humidity reduces dehydration and weight loss, which in turn preserves firmness and prevents shrink
• Food Safety Assurance: Fruit is protected in a controlled atmosphere from the packing house to the customer’s dock. Condensation is controlled, which inhibits the growth of pathogens. For quality assurance, the bags are ISO 9001 Certified, FDA registered and CE marked.

Prime Ripe will be introduced at the Produce Marketing Association show, October 22-24 in San Diego, CA, at the StePac Booth #5119. Prime Ripe will begin shipping this month with Chilean avocados packaged in the Xtend bag. Distribution will expand in November with fruit from the Dominican Republic. Prime Produce International customers purchasing avocados from California and Mexico will also have the option of ordering Prime Ripe with all facilities ramped up by January 2007. 

Additional Prime Ripe product offerings are under development. In 2007, Prime Produce International plans to launch Prime Ripe Xtend®, which will enable retailers, distributors and restaurants to increase shelf life and ripen fresh avocados by using the Xtend bag technology directly at their distribution centers.

Prime Produce International is a year-round supplier of avocados. Avocados from California, the Dominican Republic and Mexico are marketed under PRIME PRODUCE and MexHass. Avocados from Chile are marketed under the Cabilfrut label. Prime Produce International has been in operation since 2004 and has doubled in size since last year. Avocados are loaded at its Packing Houses and Cold Storage facilities in Orange, CA, McAllen, TX, Pompano Beach, FL and in Vineland, NJ. For more information, visit www.primeripe.com.

Contact:
Lee Goldston
Phone: +1 949-833-3822