Opinion: Supporting The Tour de Fresh Puts Fresh Produce In The Spotlight
March 4, 2014 
Rosemary Gordon
The winter Olympics began just days before we went to press with the March issue. My family looks forward to watching the various sporting events, and I have always been in awe of what the athletes for both the summer and winter games have accomplished before they even set foot inside the Olympic Village.
It is a given that the road to the Olympics is paved with dedication and hard work. Some endure additional hardships along the way, but all remain focused on the ultimate prize: a gold medal.
When you think about the years of long hours devoted to practicing to become an Olympic contender and the sacrifices made by the athletes and their families, it is rather mind boggling. The event itself not only brings together the athletes and their families, it also brings people together, united in a common cause for team and for country.
So, it was the Olympics that came to mind when I heard about the inaugural Tour de Fresh cycling event, slated for Oct. 13-16. This collaborative industry event is about bringing fresh produce companies together for several days of cycling to benefit United Fresh’s Let’s Move Salad Bars to Midwest Schools Campaign.
Take A Cycling Trip
In the days just prior to the Produce Marketing Association Fresh Summit Convention and Expo, which is slated to be held in Anaheim, CA, on Oct. 17-19, those involved in the fresh produce industry — with any skill level — can participate in the cycling event and travel the more than 275 miles along the coast of California, starting in Carmel on Oct. 13 and finishing in Anaheim on Oct. 16.
Where did this idea to cycle along the coast come from? The concept for the event came from California Giant Berry Farms’ Cindy Jewell, director of marketing, and Anthony Gallino, vice president of sales. In addition to bringing people together for the good of the industry, the underlying goal of this not-for-profit event is to raise more than $84,000 for 30 school salad bars.
“This is a way for our industry to organize an event that focuses on the very type of healthy activity and lifestyle choice that our products promote,” said Jewell in a press release. “Fresh produce growers, shippers, packers, and vendors can all come together and show that we aren’t just talking about ways to live healthier, we are working to make it a reality.”
The Tour de Fresh is a vehicle that will shine a light on the fresh produce industry. The event also will provide you with an opportunity to get the word out about the health benefits of your products and contribute to a worthy cause at the same time.
It is time to “go for the gold” and be a champion for specialty agriculture. To find out more about the Tour de Fresh go to www.tourdefresh.com.
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