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Apeel announces Retail Advisory Board

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SANTA BARBARA, Calif. — Apeel, BB #:345580 a food system innovation company recognized as a 2021 CNBC Disruptor 50 and one of Fortune’s 2021 Impact 20 companies, today announced a newly created retail advisory board – bringing together industry experts from the grocery industry.

Led by Apeel’s Vice President of Retail Advisory Jim Smits, the council will work with Apeel retailer partners to ensure that Apeel’s category management programs improve the ever-changing landscape of the retail industry in the areas of fresh innovation, consumer engagement, and supply chain optimization.

As a result, retailers carrying Apeel protected produce see higher unit sales, minimal waste, and provide more value to customers especially during times of high price inflation.

The council comes together at a time when Apeel’s supplier and retailer partnerships are rapidly expanding – most recently landing on grocery shelves throughout the United Kingdom.

With 40 retail partners across North America and Europe carrying Apeel produce from more than 40 supplier partners across tens of thousands of stores around the world, more consumers will be able to access longer-lasting fresh produce including avocados, limes, lemons, oranges, mandarins, mangoes and organic apples.

With competitive demand for fresh, sustainable food on the rise, the newly appointed Retail Advisory Council will further strengthen Apeel’s retail alliances and help ensure retailer partners are able to offer a differentiated and quality experience to their shoppers. With today’s announcement, Apeel introduces its first three members of the eight member council.

Steve Mayer, SVP of Merchandising at Raley’s of Arizona, brings a retail background of almost 40 years during which he has held key leadership positions in grocery chains across the country including Smitty’s, Meijer, Ahold, Schnucks and Bashas’. Having been on both the retail and the grower side of the business – produce specifically – Mayer has seen the level of food waste both in the stores and in the field and is inspired to lend his expertise to a company that is successfully working to reduce waste at every step of the supply chain.

Andy Adcock brings almost 30 years of retail experience leading commercial operations and holding senior positions at Sainsbury’s, Asda and multinational retailer Marks & Spencer. Innovation and commercial delivery has been his business priorities, with an increasing dedication to product quality and sustainability. He is joining Apeel’s Retail Advisory Board to support the company’s commitment in driving consumer satisfaction and lends broad knowledge of the food sector, both in the US and the UK providing valuable insight as Apeel grows across the globe.

Tony Mitchell, Vice President Corporate Produce and Floral at Associated Wholesale Grocer and a IFPA retail council member, Tony is an industry veteran with over thirty years experience in the grocery industry. Having seen how one of the biggest challenges in the wholesale and retail arena has always been around food waste in the overall supply chain, he is lending support to Apeel – a company that has the same drive to prevent food waste while building consumer confidence in the food they buy.
Industry experts – like Apeel’s new advisors – see a lot of promise in what could become a dynamic new food economy, where traditional retailers are prioritizing fresh produce to drive engagement.

“Retailers throughout Europe and North America are working hard to react to the rapidly changing buying behaviors and preferences of consumers as they look for more convenience, better value, and innovative products, especially in fresh,” said Smits. “As such, grocers have new opportunities to provide a differentiating credential of sustainability, as well as a guarantee for longer-lasting quality which is why we’re excited to pull together a team of experts to help us work with our retail partners to deliver the best fresh produce experience online and in-stores.”


Apeel is on a mission to create a more sustainable global food system by working with nature to use the power of materials and data sciences. Apeel’s plant-based protection allows for longer-lasting produce by using materials already found in the skins, peels, and seeds of all fruits and vegetables. This protective extra “peel” slows the water loss and oxidation that causes produce to spoil, and it’s the only proven solution for maintaining freshness from farm to kitchen. Apeel’s plant-based protection is available for an ever-growing number of categories and markets, including organic and conventionally grown produce. Additionally, Apeel is integrating new tools that will allow the food system to do more with the extra time created by Apeel’s plant-based protection. Farmers can sell more of what they grow, retailers can sell more of what they source, and people can enjoy more of what they buy, creating a healthier planet and greater abundance for all. Apeel is Food Gone Good.

Apeel and Food Gone Good are trademarks/registered trademarks of Apeel Technology, Inc. in the United States, the European Union, and other jurisdictions. To learn more, visit