Lamb Weston helps tell a story with its new Grown in Idaho brand of frozen potato products. The bags feature prominent "Grown in Idaho" branding. At Ruiz Food Products, Inc., Dinuba, CA, real, definable ingredients help elevate the brand's frozen offerings. For example, its El Monterey Simply Breakfast Egg, Turkey Sausage, and Cheese Breakfast Burrito is made with real scrambled eggs and fresh-baked whole-grain tortillas, clocking in at 11 grams of protein and just 220 calories. "As we look at today's consumer preferences, I believe it is important to note that one of the reasons for our brand's growth is the desire for options that are healthy and offer energy," says Rachel P. Cullen, president and CEO. Nesha Zalesny, technical sales manager, Fiberstar, Inc., River Falls, WI, has noticed increased demand for plant-based offerings.