California Fruit and Vegetable

Category: Non-Video

  • Preventing Alternate Bearing Patterns And Freeze/Frost Protection (Avocado Field Day)

    Preventing Alternate Bearing Patterns And Freeze/Frost Protection (Avocado Field Day)

    The California Avocado Commission will host a grower field day at Pine Tree Ranch in Santa Paula on January 25, 2023 from 9:30 a.m. – 11:30 a.m.

    During the event, California avocado growers will have an opportunity to meet CAC’s new president, Jeff Oberman. In addition, Tim Spann of Spann Ag Research & Consulting and Ben Faber, UC Farm Advisor, will lead a discussion on cultural management practices specific to the winter 2023 season. The topics will include:

    • Preventing severe alternate bearing patterns. Many groves have a very light crop for the 2023 season, which can lead to trees becoming set in a severe alternate bearing pattern. Discussion will center on cultural management practices to alleviate this problem.
    • Post-freeze/frost grove care. Winter brings with it the risks of frosts and freezes. Presenters will focus on best practices for managing groves after frosts and freezes have occurred.

    Attendees are encouraged to ask questions about concerns they are facing within their own groves and are welcome to walk through the various grove plantings at Pine Tree Ranch.

  • Federal Funding for New Citrus Breeding Program in Parlier, California

    Federal Funding for New Citrus Breeding Program in Parlier, California

    California Citrus Mutual (CCM) and the Citrus Research Board (CRB) welcome more than $1 million in new federal funding for critical research programs that support the U.S. and California citrus industries.

    The 2023 Appropriations bill passed by Congress recently includes continued funding to help stop the deadly citrus plant disease Huanglonging (HLB) that has devastated citrus production in Florida and other parts of the country. Additionally, $1 million in new funding was approved to establish a citrus breeding program at the USDA Agriculture Research Service (ARS) field station in Parlier, California. This funding will be re-appropriated annually.

    Championed by California Senator Alex Padilla and Representatives Jim Costa and David Valadao, the new California citrus breeding program will identify new citrus varieties that are best suited for changing climatic pressures such as drought, consumer taste preferences, and resistant to pests and diseases such as HLB.

    The program is an expansion of the existing national USDA ARS citrus breeding program located in Florida, which is focused primarily on varieties that are optimized for Florida growing conditions. The Florida program has resulted in new varieties with higher yields, increased disease resistance, improved color, and a longer shelf life.

    With such promising advances being made in Florida, CCM and the CRB saw the need for a similar program in California to breed fresh citrus varieties that are better adapted to the unique environmental conditions of California’s production regions.

    The CRB, which is a grower-funded organization aimed at furthering the industry’s research priorities, has committed $500,000 toward establishing the new breeding program in Parlier, with the goal of bringing additional representation to California’s industry.

    “The commitment of the citrus industry to delivering quality research and innovation for all farm use has taken a big step forward with the support of congress funding the citrus breeding program in Parlier,” said Justin Brown, CRB Chairman.

    Marcy L. Martin, CRB President, added, “Expanding the current national citrus breeding program into California will have a significant impact on California’s citrus industry as growers aim to mitigate the evolving issues that affect production and increase yield through varietal research.”

    The Florida and California breeding programs along with the continued efforts of the University of California citrus breeding program at UC Riverside will work together to deliver the best results for California citrus growers.

    “The addition of the breeding facility in Parlier will make the ARS Citrus Program a truly national project,” said CCM President and CEO Casey Creamer. “We look forward to watching the growth of this program and its collaboration with the UC breeding program to find solutions to the issues California citrus growers are faced with every day.”

    Additionally, the 2023 Federal budget includes continued funding for the Citrus Health Response Program, which supplements industry and state funding for on-the-ground efforts aimed at preventing the spread of the HLB and continued funding for the Huanglongbing Multi-Agency Coordination group, which funds research programs aimed at identifying short term solutions to HLB.

    About California Citrus Mutual (CCM)

    CCM is a voluntary, non-profit trade association representing CA citrus growers on the economic, regulatory, and political issues that impact them most.

    About the Citrus Research Board (CRB)

    The CRB administers the California Citrus Research Program, the grower-funded and grower-directed program established in 1968 under the California Marketing Act as the mechanism enabling the State’s citrus producers to sponsor and support needed research. More information about the Citrus Research Board may be found at www.citrusresearch.org.

  • CA Avocado Commission Highlights Top Retail Promotions

    CA Avocado Commission Highlights Top Retail Promotions

    On December 15, the California Avocado Commission’s Marketing Committee, which is comprised of California avocado grower and handler members, hosted its first meeting of the 2022-23 fiscal year. The virtual meeting, which was presided over by CAC Marketing Committee Chair Gary Caloroso, provided the Commission with an opportunity to discuss the upcoming California avocado season and share the top retail promotions of the previous season with attendees.

    The meeting began with a discussion of California avocado and import estimates for the 2023 season, as well as other related topics. Carolyn Becker and David Anderson, both CAC retail marketing directors, then highlighted what they considered to be the top 10 corporate, California and Western region California avocado retail promotions of 2022.  The highlights are as follows.

    Kroger hosted an expansive California avocado program that took place in five divisions across Tier 1 Western markets. The promotions included ground-breaking Kroger private label avocado bags with prominent “California Grown” branding on it. More than 90,000 bags were loaded into the Kroger divisions: Ralphs, Fred Meyer, QFC, Smith’s and King Soopers. All but the latter were supported with digital coupons.

    Walmart indicated they wanted to take their marketing game to a whole new level, targeting shoppers through their website. Thus, the retailer opted to use CAC’s engaging consumer marketing creative for advertising on their digital channels and utilized a variety of ad-serving tactics, including a “shop now” call to action. As a result, the program resulted in more than $1.5 million in traceable sales. Of those sales, pick-up and delivery options accounted for one third.

    Sam’s Club also used CAC’s creative for a series of digital ads and “shop now” calls to action. Specifically, the retailer’s product page on the website showcased the California avocado story and paired it with an “add-to-cart” component. This tactic was complemented by a promotional email program as well. In total, the program delivered more than 5 million impressions and reached nearly 1 million households.

    The Commission’s goal for Sprouts was to provide the locally grown retail team with a robust selection of California avocado branding to be implemented in California and Arizona. The retailer produced specific California display boxes and other assets, with impressive sales results.

    Albertsons/Vons has long been a strong supporter of California avocados and this year was no exception. The retailer efficiently paired in-store California avocado bins with digital coupons for large size fruit (which were in distribution at that time). The Commission also ran a sales contest with the retailer that resulted in a 12 – 29% sales lift across various store locations.

    Because Costco prefers offering large size avocados to its shoppers, and some Costco depots go through more avocado volume than can be fulfilled solely by the California avocado crop, the Commission isolated its programs to the Aurora, Colorado depot that services stores in Colorado and New Mexico. In addition, the promotions were limited to a specific time frame in June to be certain the California fruit received the lift benefits of the program. The retail program resulted in dollar and unit sales increases despite high retail prices.

    The Commission developed a Hass and GEM California avocado sales contest for Albertsons/Safeway locations in Arizona with the locations doubling their display sizes during the contest. The retailer also saw strong redemption of digital coupons used for both Hass and GEM varieties of the California fruit.

    Another long-time partner, Save Mart, participated in the CA GROWN April and June integrated programs, including an ad, CA GROWN bins and signage featuring California avocado grower Doug O’Hara on stanchion posters placed at the front of stores. This program, which focused on a locally grown message, resulted in sales lifts of 36 – 53%.

    Nugget Markets fielded a brand-awareness-building program that included ads showcasing California avocado growing regions and promotions on a variety of fruit sizes, as well as conventional and organic fruit. In addition, prominent signage located at the front of stores featured California avocado recipe assets. The total cost of the program was minimal and included a GEM avocado feature in their Field Guide.

    Bristol Farms ran a variety of California avocado programs including a sales and custom signage contest. Throughout the month of August, the retailer featured California avocados of all sizes and their house-made guacamole.

    The CAC marketing team also showcased its direct retail branding efforts, which have become more sophisticated over time with digital and social communications reaching a range of targeted demographics. By providing retailers with California avocado content, the Commission helps ensure the fruit remains top of mind with consumers. CAC’s RMDs also shared examples of the five top direct retail branding programs, many of which featured California avocado growers. For example, Mollie Stone’s posted a video reel of California avocado grower Mike Sanders that was recorded by Zac Benedict, CAC online marketing director. To celebrate California Avocado Month, Gelson’s promoted California avocado grilling recipes and featured the Lyall family on their social channels. Raley’s featured California avocado recipes and signage showcasing grower Jamie Johnson as part of their Cinco de Mayo and California Avocado Month promotions. Albertsons/Vons/Pavilions shared their California avocado grove tour experience by posting picturesque images of the event on their digital channels. And Nugget Markets included a CAC “foodie FAQ” piece and the Mike Sanders’ video reel as part of their social postings.

    Ultimately, the presentation provided attendees with insights into the diverse, targeted, creative and customized retail promotions of the 2022 season that most effectively drove demand for and loyalty to the California Avocados brand and increased sales of the fruit. — By the California Avocado Commission

  • 2023 California Avocado Crop Estimate And Projections

    2023 California Avocado Crop Estimate And Projections

    In December 2022, the California Avocado Commission surveyed industry handlers to develop the following 2023 California Avocado Pre-Season Crop Estimate*:

    • Hass: 243 million pounds
    • Lamb-Hass: 7 million pounds
    • GEM: 6 million pounds
    • Other: 1 million pounds
    • Total: 257 million pounds

    *Please note the California Avocado Commission’s crop year is aligned with the calendar year (January 1st through December 31st) and therefore information provided is for the 2023 calendar year.

    The Commission also has compiled detailed crop projections, including:

    • Industry volume estimates, broken down by month and variety, based on AMRIC Handler Survey responses
    • Weekly harvest projection utilizing AMRIC Handler Survey percentages for Hass variety (4-year historical forecast used for Lamb, GEM and Other)
    • Weekly harvest projection comparison of 4-year historical forecast versus AMRIC Handler Survey

    The Commission will remain in contact with growers, handlers and grove managers throughout the season, via surveys and telephone conversations, to track harvest strategy and will provide updated forecasts to the industry as they become available. As has been done in the past, CAC will follow up with handlers in February to discuss crop volume and harvest plans before the season gets underway.

    In addition to handler surveys and discussions, the annual grower crop survey and acreage inventory survey will be conducted in Spring 2023, with a mid-season crop estimate update available mid-May 2023. — By the California Avocado Commission

  • WSU Soil Researchers Seed long-term Projects

    WSU Soil Researchers Seed long-term Projects

    Washington State University — Professor and Washington State University Extension Agent Chris Benedict is partnering with colleagues at the Center for Sustaining Agriculture and Natural Resources (CSANR) to lead the state forward on soil research, outreach, and best practices.

    Their work improving soil health and productivity helps guide the efforts of agricultural industries, environmental constituents, and non-governmental organizations (NGOs) to protect Washington’s environment while boosting the state’s food supply and economy.

    “Improving soil health is universally accepted,” Benedict said. “There are few issues where so many stakeholders come together and readily agree.”

    In 2018, the Washington State Legislature provided funding to develop long-term agroecological research and Extension (LTARE) sites across Washington state, with the first located at WSU’s Northwestern Washington Research & Extension Center at Mount Vernon.

    WSU, the Washington State Department of Agriculture, and the Washington State Conservation Commission are working closely together to spearhead this tri-agency WaSHI effort.

    Currently, the USDA runs 18 long-term agroecological research sites throughout the U.S. With the addition of six new Washington sites (including Mount Vernon), all managed by WSU, the state is now poised to account for a quarter of all sites nationwide.

    “These sites will drive our knowledge,” Benedict said. “The experimental treatments are based on feedback from various industries. Most agricultural research usually spans 3 to 5 years, but we expect this research to provide the first insights in 5 to 10 at the earliest, depending on the production system and treatments involved.”

    Moreover, these LTARE sites focus on several of the state’s most productive agricultural systems and commodities, including dryland agriculture in eastern Washington, irrigated production in the Columbia Basin, wine grapes, tree fruit, western Washington diversified farming, and northwestern Washington potato.

    Research at the LTARE sites will be guided by the already developed Washington Soil Health Initiative Roadmap.

    “The roadmap identifies where we are currently in our knowledge of soil health and the main problems, then lays out our future goals, objectives, and milestones,” Benedict said.

    That’s important because it’s a first in Washington.

    “Imagine you’d never been to the doctor and suddenly you get your first bill of health — we will essentially be creating the first ever ‘bill of health’ for Washington soils,” Benedict said.

  • Hass Avocado Board Introduces New Board Members from California

    Hass Avocado Board Introduces New Board Members from California

    The U.S. Department of Agriculture on November 1st, 2022 announced the appointment of seven new members to the Hass Avocado Board. Appointed are two producer members, two producer alternates, one importer member and one importer alternate to fill three-year terms expiring on October 31, 2025, and one vacant importer alternate seat to fill the remainder of the term which expires on October 31, 2024.

    Members and alternates newly appointed to serve are:

    • Bob Schaar, Temecula, California (Producer Member)
    • Elaine Veyna Bannatyne, Fillmore, California (Producer Member)
    • Daniel Harte, Santa Paula, California (Producer Alternate)
    • Rocco Fiore II, Pasadena, California (Producer Alternate)
    • Debbie Willmann, Ontario, California (Importer Member)
    • Juan Monsalve, Norwalk, Connecticut (Importer Alternate)
    • Christopher Henry, San Diego, California (Importer Alternate 2-Year Term)

    The Hass Avocado Board has 12 members, including seven producer members, two importer members, and three producer or importer members who serve in swing seats. Each member has an alternate.

    Following the seating of the new HAB Board, on December 6th, 2022, the board announced its newly-elected executive committee board members that will be serving for the 2023 board year.

    The Executive Committee members are:

    “It is an honor and a privilege to be elected as chairperson for 2023,” said newly seated HAB Chairperson, Jorge Hernandez. “I am looking forward to continuing to support HAB and its efforts alongside my fellow industry members, especially in an expanded role. As the only independent avocado organization, HAB is dedicated to the success of the entire industry, and we look forward to continuing our mission of making fresh Hass avocados America’s favorite fruit.”

    HAB also recognizes outgoing board members, Sal Dominguez, Jim Swoboda, Jaqueline Solares, John Cornell. HAB Executive Director, Emiliano Escobedo says, “We want to offer our deepest gratitude to those who are phasing out of their roles on the board. Each has contributed so much to HAB’s success promoting Hass avocados and we wish them the best moving forward.”

    The executive committee will play a pivotal role in implementing HAB’s new 2021-2025 strategic plan, which includes strategies, objectives, and five-year working goals across each of five strategic priority areas:

  • Grimmway Farms’ Jeff Huckaby Announced Grower of the Year

    Grimmway Farms’ Jeff Huckaby Announced Grower of the Year

    The Organic Grower Summit presented by Western Growers and OPN honored long-time organic grower Jeff Huckaby as the recipient of the fifth annual Grower of the Year award. Huckaby, President and CEO of Grimmway Farms, was selected based on his ongoing commitment and dedication to excellence in organic production, organic industry leadership, and innovation.

    The Grower of the Year award was presented to Huckaby as part of the keynote presentation at the Organic Grower Summit on November 30–December 1 in Monterey, CA. The Grower of the Year presentation is part of an extensive educational program designed to inform and engage organic producers and their service providers and supply chain partners.

    “We are honored to present the annual Grower of the Year award to Jeff. His decades-long work exemplifies what hardworking, passionate organic farming is all about. Over the past three decades, Jeff has worked tirelessly to encourage water conservation, natural methods for pest control, and always found ways to share information about those practices with other organic growers,” said Matt Seeley, co-founder and CEO of Organic Produce Network. “His dedication to the environment and community is what makes the organic sector special and makes him so deserving of the title of Grower of the Year.”

    Huckaby is a fourth-generation farmer who has more than 30 years of farming management experience and deep roots in the produce industry. He joined Grimmway Farms in 1998 and managed their organic division. During his tenure, the program has grown from several hundred to 40,000 acres of certified organic ground. Before becoming President and CEO in 2016, he served as Executive Vice President and oversaw sales, production, engineering, and farming for all Grimmway Farms products. Jeff’s leadership has been integral in establishing Grimmway’s global organic business and lead position in the category.

    The Grower of the Year award was presented to Huckaby by recognized organic leader and former President of Whole Foods Walter Robb. The two have known each other for many years, and Robb credits Huckaby’s stewardship work for elevating and enhancing Whole Foods’ commitment to organic fresh produce.

    Previous winners of the award have been Vic Smith, CEO of JV Smith Company (2021); The Lundberg Family (2019); Thaddeus Barsotti of Capay Organic (2018); and Vernon Peterson of Peterson Family Farms (2017).

    About Organic Produce Network:

    OPN is a marketing organization serving as the go-to resource for the organic fresh produce industry. The company’s mission is to inform and educate through a strong digital presence with an emphasis on original content and complemented by engaging live events that bring together various components of the organic food community. OPN’s audience includes organic producers, handlers, distributors, processors, wholesalers, foodservice operators, and retailers.

  • Fresh Innovations California Joins Peterson Farms Family of Companies

    Fresh Innovations California Joins Peterson Farms Family of Companies

    The Peterson family is pleased to announce the addition of Fresh Innovations California, LLC, to the Peterson Farms FAMILY OF COMPANIES. Fresh Innovations California, located in Stockton, California, specializes in organic and conventional fresh-cut apple slices, under the brand Prize Slice, supplying schools and retail throughout the United States.

    The addition of Fresh Innovations California, LLC to the Peterson Farms FAMILY OF COMPANIES allows strategic expansion of fresh-cut processing capabilities to customers on the West Coast. With this addition and the existing fresh-cut apple slices facilities of Peterson Farms Fresh, LLC in Shelby, MI, and Appeeling Fruit Holdings, LLC in Dauberville, PA, this allows Peterson Farms to have a presence in the three main regions for fresh-cut apple slice distribution to schools throughout the United States.

    “Peterson Farms is excited to add Fresh Innovations California, LLC to the Peterson Farms FAMILY OF COMPANIES,” said Aaron Peterson, Chief Executive Officer of Peterson Farms. “Fresh Innovations strongly emphasizes giving their customers the best experience with their products and services, which aligns with the Peterson Farms Mission Statement. In addition, this will allow Peterson Farms to increase distribution capabilities to meet the needs of our K-12 customers throughout the U.S.”

    Fresh Innovations California, LLC will join the current FAMILY OF COMPANIES, which includes Peterson Farms, Inc.; Peterson Farms Fresh, Inc.; Appeeling Fruit Holdings, LLC; Lakewood Organic, LLC; Oceana County Freezer Storage, Inc.; and Oceana Acres, LLC.

    On behalf of Fresh Innovations, LLC, and Peterson Farms, Inc., we want to thank all of our customers. We look forward to continuing our relationships and providing you with the best premium fruit products in the country.

    About Peterson Farms Family of Companies:

    Founded in 1984 by Earl and Linda Peterson, Peterson Farms is dedicated to quality, food safety, and value. Peterson Farms, Inc. is one of North America’s premier fruit processing companies, and we are proud to serve our four core commodities – apples, tart and sweet cherries, and blueberries, to some of the world’s most recognizable brands and demanding industries. Headquartered in Shelby, MI, Peterson Farms operates six SQF-certified facilities encompassing over 2.0 million square feet of processing and storage space, including individual quick frozen (IQF), fresh apple processing, juice, sauce, controlled atmosphere storage as well as the largest freezer storage facility in the Midwest. Peterson Farms continues to grow by sticking to its founding principles of Food Safety and Reliability. Peterson Farms has organized the company around those values, investing in new processing technologies and markets along the way.

  • Fresno Chamber of Commerce Announces Ag Leader Award Winners

    Fresno Chamber of Commerce Announces Ag Leader Award Winners

    The Fresno Chamber of Commerce, in partnership with the Fresno County Farm Bureau, is proud to announce the winners of the 2022 Ag Awards, a long-standing tradition that honors and celebrates our region’s agricultural industry leaders. The honorees were recognized at the Ag Awards Celebration on November 3rd at PR Farms.

    The 2022 Ag Awards Honorees include:

    • Moss Adams Agribusiness of the Year Award – Triple Delight Blueberries

    • Agriculturalist of the Year Award – Russel Efird, Owner & President, Double E Farms Inc.; Vice President, Efird Ag Enterprises Inc.

    • AGvocate of the Year Award – Christine Torosian-Klistoff, Teacher Fairmont Elementary School, Sanger, CA

    • Agricultural Employee of the Year – Jose Erevia, Director of Safety, Workers Compensation & Regulatory Compliance, Prima Wawona

    • Lifetime of Service Award for Significant Contributions to Fresno County Agriculture–

      Margaret Mims, Fresno County Sheriff, and Dr. Dennis Nef, Dean and Professor Emeritus, Jordan College of Agricultural Sciences & Technology and Department of Agricultural Business, California State University, Fresno

      The Moss Adams Agribusiness of the Year Award is presented to Triple Delight Blueberries; a notable leader in the Valley’s ag industry who has established market outlets for valley berries with various wholesale buyers as well as corporate kitchens, specialty grocers and various restaurants. “Triple Delight Blueberries is the absolute perfect business to receive the Moss Adams Agribusiness of the Year Award,” stated Janell Attebery, Partner, Moss Adams. “Moss Adams is proud to partner with the Fresno Chamber of Commerce in awarding Triple Delight Blueberries this year’s award because of their dedication to build their business since 1997, while simultaneously building their industry. They are true examples of pillars of the Central Valley ag community.”

      The recipient of the 2022 Agriculturalist of the Year Award is Russel Efird from Double E Farms Inc. Efird is known amongst his peers to be a mentor and teacher, spending much of his personal time educating members of the community and elected officials about agriculture. Today, Russel and his son, Matthew, farm 1,500 acres of almonds, walnuts, raisins, and wine grapes in the Caruthers, Riverdale and Raisin City areas.

    Returning this year after a 2021 debut is the AGvocate of the Year Award. This year’s AGvocate of the Year is Christine Torosian-Klistoff, teacher to K-8 students at Fairmont Elementary School in Sanger, CA. Torosian-Klistoff has lead the team within Sanger Unified to develop plans on a 2-acre parcel adjacent to the school to build a state of the art, one of a kind Ag/STEM Educational center, which includes a comprehensive K-8 agriculturally based curriculum and adheres to state-mandated NGSS science standards.

    The Agricultural Employee of the Year will be given to Jose Erevia from Prima Wawona. Erevia’s experience working in the various departments and his noticeable work ethic has enabled him to find solutions and improve areas within the department of regulatory compliance & environmental health & safety.

    “Each of the awards presented represent an integral facet of Fresno’s agricultural community,” Fresno County Farm Bureau CEO Ryan Jacobsen said. “With the addition in 2021 of the AGvocate and Agricultural Employee of the Year Awards, the Ag Awards Celebration now recognizes an additional set of people who are key to the success of the local industry and the Central Valley itself. Because of these amazing leaders, Fresno County is the agricultural capital of the nation.”

    The Lifetime of Service Award for Significant Contributions to Fresno County Agriculture went to Sheriff Margaret Mims and Dr. Dennis Nef. Sheriff Mims began her career in 1983 as the first female police officer in Kerman and continued her career to attain the rank of Lieutenant, Captain, Assistant Sheriff, and elected Sheriff in 2006. Showing her dedication to the agriculture industry, she was awarded the Common Threads Award for the California Agricultural Leadership Foundation in 2018.

    For the last 39 years and counting, Dr. Nef has impacted countless students and graduates along with faculty, staff and administrators at Fresno State as well as agriculturalists throughout the Central Valley and beyond. As Dean, the University Agricultural Laboratory became a focus and priority. This 1,000 acre laboratory is home to research, teaching and learning for the nearly 2,000 students studying agriculture at Fresno State. From 2003 to 2019, he served as vice provost, interim provost and associate dean of undergraduate studies, and most recently appointed to lead the Jordan College.

  • NIFA Invests $21.7M in Emergency Citrus Disease Research and Extension

    NIFA Invests $21.7M in Emergency Citrus Disease Research and Extension

    USDA-NIFA’s Emergency Citrus Disease Research & Extension (ECDRE) program brings the nation’s top scientists together with citrus industry representatives to find scientifically sound solutions that combat and prevent citrus greening (HLB)​ at the farm-level. For the first time in the program’s history, NIFA is supporting an HLB-focused Coordination Network (CN) Project led by an interdisciplinary team of scientists representing all three major citrus producing states. This CN project will benefit the US citrus by providing a much-needed synthesis of existing HLB research in an easily accessible online database as well as developing region specific decision support tools for citrus industry stakeholders, the HLB-research community, and research organization administrators.

    Among the funded research includes virus-induced gene silencing at UC Davis using insect specific viruses to manipulate psyllid as a strategy to control HLB in citrus. Read about all the funded research projects HERE.