California Fruit and Vegetable

Category: Industry News

  • California Potato Harvest Off to a Solid Start

    California is far from being the top producer of potatoes; however the Golden State is unique in its ability to cultivate potatoes year-round with four major (and diverse) growing regions.  Potato harvest is well-underway in California for some growers, while it’s still a little ways off for process potato grower Jason Selvidge of Buttonwillow Land & Cattle. California Fruit & Vegetable Editor Matthew Malcolm met with this member of the California Potato Research Advisory Board at UCANR’s recent Potato Variety Trial Field Day in Kern County. Watch his brief interview as he shares his outlook for California’s potato crop this year and read more in California Fruit & Vegetable Magazine.

  • Hass Avocado Board Trains 50 New Leaders Through BOLD

    The Hass Avocado Board is pleased to congratulate 14 members of the Board Leadership Development Program (BOLD) Class 4 who completed their BOLD experience in Oxnard, California, on March 11th and 12th, with a celebratory dinner the evening of the eleventh and a graduation ceremony on the 12th. This group, like all of the BOLD Classes before them, presented their special project work to the group and offered valuable insights into the industry’s burgeoning interest and complex job of tackling and communicating our Sustainability story.

    This group’s presentations showed that the industry is making some commendable strides in its sustainability efforts, and the Class was impressed by some of the insightful work that is being done at companies large and small in the face of questioning from industry outsiders. It was apparent from the presentations that many in the avocado space are looking at ways to measure, improve, and communicate what we are doing in our production areas to be transparent with our supply chain.

    After the special projects were completed, it was time for the official presentation of the BOLD Certificates. After the graduation ceremony was complete – it was now official – the program had reached the half-century mark, with FIFTY BOLD Graduates having progressed through the program in the first four years of operation.

    Then, it was time for some field learning over at Brokaw’s Nursery in Ventura, CA. After a quick lunch and group discussion at the Nursery, despite the slight rain and drizzle, we ventured out and made our way up the hill to visit Brokaw Ranch and learned about some high-density avocado planting happening in their groves. Matias Purcell gave a detailed explanation about how high-density planting needs much more aggressive and high-level care than traditional planting, but the results are paying off handsomely for the effort. We then made our way back to the nursery, and the class got the thrill of listening to the story of how grafting had changed the industry, from the man himself, Rob Brokaw, whose father, before him, had done extensive work in making the grafting of avocados into an art form. This, in turn, created the tools that were necessary to have the Mother Hass tree in La Habra, CA, turned into a production powerhouse of Hass avocado trees all over the world.

    It was a day filled with fun, learning, and laughter, networking with new friends and colleagues, who will now enjoy a special bond as the BOLD Class 4 team of future industry leaders – well done, one and all!

    Also, a BIG thank you to all of the avocado associations & commissions for their continued support of the BOLD program – because of you, this program is helping the entire industry’s future success.

  • Strong Endorsement from Growers and Processors Results in Continuation of California Prune Board

    Following a successful public hearing and comment period, the California Prune Board (CPB) has been authorized by the California Department of Food and Agriculture (CDFA) to continue for another five years through July 31, 2030, reaffirming the industry’s collective commitment to market leadership, innovation, and long-term success. The decision follows a review conducted by CDFA to evaluate whether the Marketing Order should remain in effect. Testimony and evidence from prune growers and handlers overwhelmingly supported the continuation, highlighting CPB’s critical role in delivering impact to the industry.

    The Marketing Order guides strategic promotion, research, and issue management initiatives designed to strengthen the position of California Prunes in an increasingly competitive global marketplace. The program is funded by mandatory assessments from California prune growers and handlers, with activities directed by an industry-elected board under CDFA oversight.

    “This outcome is a reflection of our industry’s shared belief in the future of California Prunes,” said George Sousa, Jr., Chairman of the California Prune Board. “We remain united in our pursuit to promote, protect and grow the value of California Prunes by supporting a stable industry to drive long-term success.”

    The continuation — without requiring a referendum — reflects not only confidence in the board and staff but also trust in the strategic direction it provides. It reinforces the industry’s ability to invest exponentially more in market development, brand value, and consumer demand than any other prune-producing region of the world, setting California Prunes apart through quality, innovation, and sustained consumer demand.

    This renewal ensures that:

    • Promotional programs will continue to be tailored to consumer preferences in key markets around the world, helping to drive consideration and purchase intent for California-origin prunes.
    • California Prunes remains a premium offering to retailers, importers, and food professionals, with a clear value proposition: unmatched quality, consistency, and brand support.
    • Marketing efforts will continue to strengthen the category, by highlighting health, taste, and versatility—inviting new audiences while deepening engagement with loyal consumers.
    • Trade partners benefit from the strength of a fully aligned industry, with growers, handlers, and a dedicated Board actively investing in innovation, nutrition research, and marketing to ensure long-term supply, quality, and market relevance.

    California’s Difference, Backed by Action

    This continuation affirms California’s unique position: no other origin matches its combination of scientific investment, consumer-driven promotion, and strategic trade support. It also underscores the industry’s resolve to lead, not just compete, in an evolving global food landscape.

    “We stand with our trade partners in delivering a product and a program that adds value to their business,” said Donn Zea, Executive Director for the California Prune Board. “This renewal reinforces our commitment to growing the category, protecting premium positioning, and staying responsive to consumer trends—now and into the future.”

    ABOUT THE CALIFORNIA PRUNE BOARD

    The California Prune Board was established in 1980 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of premium prunes with orchards across the Sacramento and San Joaquin valleys. Promoting a lifetime of wellness through the enjoyment of California Prunes, the organization leads the premium prune category with generations of craftsmanship supported by California’s leading food safety and sustainability standards. California Prunes. Prunes. For life.

  • Why California is the Coldest State in the Nation

    At the annual Conference of the California Fresh Fruit Association, keynote speaker Nicola Twilley visited with Matthew Malcolm on California Ag Network to share insights the fresh produce industry in California can learn from a recent book she authored “Frostbite: How Refrigeration Changed Our Food, Our Planet, and Ourselves”. From the history of refrigeration and food preservation to the evolving consumer perception of what is considered fresh, watch this brief interview on an unexpectedly compelling topic.

  • Funding Available for California Citrus Growers to Fight Asian Citrus Psyllid, Prevent Citrus Disease

    Huanglongbing (HLB), the deadly citrus disease that decimated the Florida citrus industry has shown up in Southern California and is now threatening the nation’s number one citrus state.  HLB is primarily spread by the invasive Asian Citrus Psyllid, so managing this insect is key to preventing the spread of the disease. Pest mitigation practices may be costly, the California Citrus Research Board (CRB) introduced the California Citrus Research and Field Trials program (CA-CRaFT) to help fund commercial growers (both conventional and organic) to implement these practices. CRB representative Ivan Milosavljevic met with Matthew Malcolm on California Ag Network to share details. Watch this brief interview and read more in California Fruit & Vegetable Magazine.

  • Remarkable Market Growth Trajectory for U.S. Beef, Fresh Fruit & Tree Nuts in Taiwan

    In 2024, Taiwan was the eighth-largest market for U.S. agricultural exports, valued at $3.8 billion, 16 percent greater than 5 years ago. The top five U.S. agricultural exports to Taiwan are beef and beef products, soybeans, corn, wheat, fresh fruits and nuts. In December 2024, an agreement as part of the U.S.-Taiwan Initiative for 21st Century Trade entered into force. The agreement covers trade facilitation, customs, anticorruption, and support for small- and medium-sized businesses. The agreement has yet to conclude other topics undergoing negotiation, including agriculture. The United States was the largest supplier of agricultural products to Taiwan in 2024, accounting for 25 percent of Taiwan’s import market, followed by Brazil (10 percent) and China (6 percent).

    Macroeconomic Perspective

    Taiwan is a high-income East Asian economy with a real gross domestic product growth of 4.3 percent in 2024, driven by increased investments and a rebound in exports. Retail sales and spending on food services have continued to expand. Easing inflationary pressures, a healthy labor market, high wages, and rising household income will continue to support consumer sentiment and spending in the coming years, including imported foodstuffs.

    Demographics and Market Trends

    Taiwan has a population of 24 million people and a growth rate of 0.03 percent in 2024, with the largest population on the north and west coasts. Taiwan’s urban population is 80 percent of the total, and the major urban areas are New Taipei City, Taipei (the capital), Taoyuan, Kaohsiung, Taichung, and Tainan. As a wealthy economy, consumers in Taiwan have strong purchasing power and frequently prioritize products with health benefits. E-commerce is growing in popularity as a platform for agricultural and food products. Taiwan is highly advanced in technology and social media, making digital marketing essential for businesses entering the market. Importers in Taiwan value the United States as a trustworthy trade partner.

    Key Opportunities for Expanding U.S. Exports to Taiwan

    Beef and Beef Products
    Beef and beef products are the largest U.S. agricultural export to Taiwan, valued at $709 million in 2024, increasing 29 percent during the past 5 years. Taiwan ranked sixth among U.S. markets for beef and beef product exports in 2024. The United States ships frozen and chilled beef to Taiwan in a variety of cuts, including rib fingers, short plate, chuck roll, shank, and top blade. Additionally, the United States dominates grain-fed beef supplies in Taiwan, a segment of the market that continues to expand. The United States is the largest supplier of beef and beef products to Taiwan, accounting for 52 percent of the total market share, followed by Australia (19 percent) and Paraguay (13 percent). Taiwan continues to significantly rely on beef imports to fuel growing domestic demand due to limited beef production.

    Soybeans
    Soybeans are the second-largest U.S. agricultural export to Taiwan, at $601 million in 2024. Taiwan was the seventh-largest market for U.S. soybean exports in 2024.The largest soybean supplier to Taiwan is Brazil, accounting for $748 million, followed by the United States and Canada. Taiwan is expected to increase its soybean imports, as it currently relies on imports to meet 98 percent of its demand.

    Corn
    Corn is the third-largest U.S. agricultural export to Taiwan, at $384 million in 2024. U.S. corn volume increased by 92 percent since 2020, becoming more price competitive against other suppliers of corn, leading to a recovery in market share. Brazil is the largest corn supplier to Taiwan at $544 million, followed by the United States and Argentina ($136 million). Brazil’s corn exports to Taiwan declined by 24 percent in 2024, whereas U.S. corn exports to Taiwan increased 52 percent. In 2024, the United States gained market share as it harvested the largest U.S. crop in the fall of 2023.

    Taiwan’s pork industry has recovered from various non-African swine fever diseases that reduced its feed demand. A recovery in feed demand drove recent import growth.

    Wheat
    Wheat is the fourth-largest U.S. agricultural export to Taiwan, at $325 million in 2024. Taiwan’s top suppliers are the United States, followed by Australia ($73 million) and Canada ($7 million). The United States has historically been the major wheat supplier to Taiwan, with market share fluctuating between 70 and 90 percent in the last 10 years. Taiwan imports 99 percent of its wheat demand.

    In recent years, per capita wheat consumption increased as Taiwan’s high-income and sophisticated consumers demanded more diverse offerings. Taiwan has a vibrant baking industry, including some high-profile award-winning bakers. In addition to western-style wheat products, Taiwan’s consumers also have access to a diverse range of traditional wheat products, including noodles, buns, and dumplings.

    Fresh Fruits
    In 2024, fresh fruit was the fifth-largest U.S. agricultural export to Taiwan at $262 million, a 34-percent increase compared to the 2020 figure. The United States is the largest supplier to Taiwan, followed by New Zealand ($255 million) and Japan ($222 million). The top fresh fruits that the United States exported to Taiwan were fresh apples, cherries, grapes, peaches, plums, and oranges, including both conventional and organic fruits.

    Apples are the top imported fruit in Taiwan, with an import volume of 156,419 metric tons (MT) globally in 2024. The United States regained market share from South Africa and Japan, with U.S. apple exports reaching 63,637 MT, accounting for 41 percent of the market share by volume. This shift is due to moth detections on South African apples in May 2023, which led to an export suspension to Taiwan. South African apple exports were only 7,021 MT in 2024, with the United States filling this supply gap. Although people in Taiwan consume a wide variety of fruits, apples remain an important fruit in daily life.

    Dairy Products
    In 2024, U.S. exports of dairy products to Taiwan were $108 million, declining 11 percent during the past 5 years. This decline was in value. Volume remained steady between 2020 and 2023 but declined from 21,000 MT to 19,000 MT in 2024 due to New Zealand’s competitiveness and lower prices. The top suppliers for dairy products in Taiwan for 2024 were New Zealand (40 percent of imports), the United States (10 percent), and France (9 percent). Due to the westernization of diets and the popularization of healthy eating concepts, the overall dairy market continues to expand. The popularity of drinks like lattes and milk tea in recent years has led to an increase in the demand for liquid milk in many convenience stores and beverage shops on the streets.

    The butter market in Taiwan will continue to show stable import demand, as local production of butter is only a few tons and cannot significantly meet the overall market demand. New Zealand, France, and Australia were the top butter suppliers to Taiwan in 2024, at $93 million, $28 million, and $9 million, respectively. The United States is the seventh-largest supplier at $4.9 million in 2024.

    Tree Nuts
    U.S. tree nut exports to Taiwan reached $85 million, up 27 percent from 2020. The United States is the largest supplier to Taiwan, with a market share of 39 percent, followed by Vietnam (31 percent) and China (14 percent). Almonds and walnuts are the most prevalent tree nuts in Taiwan, together accounting for more than half of total global imports. U.S. almond exports to Taiwan were $30 million, and U.S. walnut exports were $21 million in 2024. In addition, pistachios are a fast-growing category, and the United States is the prominent supplier of pistachios to Taiwan at $21 million in 2024. The United States is the only supplier of pecans, with exports of $5 million in 2024. Food manufacturers have successfully promoted and positioned tree nuts as a healthy snack, in which 60 percent of the imported tree nuts are mostly used for snack processing, while 40 percent are utilized in bakeries to enhance texture, flavor, and decoration.

    Trade Policy

    In December 2024, the first agreement from the U.S.-Taiwan Initiative for 21st Century Trade entered into force, but additional negotiations from the initiative on other topics, including agriculture, have not concluded. This agreement was signed on June 1, 2023, by representatives of the American Institute in Taiwan and the Taipei Economic and Cultural Representative Office in the United States and includes commitments on anticorruption, good regulatory practices, services domestic regulation, customs administration and trade facilitation, and small- and medium-sized enterprises. The first agreement from the U.S.-Taiwan Initiative on 21st Century Trade is available on the Office of the U.S. Trade Representative’s website.

    Conclusion

    Taiwan is a high-income economy with a large population and a major market for U.S. agricultural exports. U.S. agricultural and related products such as beef, soybeans, corn, wheat, fresh fruits, seafood, dairy products, tree nuts, and pork have a good opportunity to expand exports to Taiwan. Importers in Taiwan see the United States as a reliable business partner, with quality products, competitive prices, and transparent business practices.

  • Interesting Insect Find Close to Strawberry Determined Not to Be a Pest

    Mark Bolda, coastal UCCE Strawberry and Caneberry Farm Advisor, was easing into some Sunday morning reading recently at a small park in Watsonville that is very close to a strawberry field when the unusual insect depicted below paid him a visit. Given that he had never seen this insect (and doubts that many of you have either), he felt a surge of unease that this could be a new one, in other words an invasive.

    A quick check to Dylan Beale, our new UCCE Entomologist serving all three counties of the Central Coast, put all of this to rest.  After some research into the identification, Dylan determined that this very likely Megaloceroea recticornis, of the insect family Miridae. The species originated in Eurasia and North Africa but has become established in North America and New Zealand.  Nymphs and adults prefer to feed on grasses, which makes a lot of sense since this is exactly the environment it was found.

    All is well then, and we can continue on to other things.

  • First-Ever Blueberry Boost Accelerator Seeks Next Generation of Food and Consumer Product Innovation

    The U.S. Highbush Blueberry Council(USHBC), in partnership with VentureFuel, today announced the launch of the Blueberry Boost Accelerator — a new program designed to discover and support emerging startups that are redefining the future of blueberries. Applications are now open and will be reviewed on a rolling basis through July 11, 2025, at 11:59 pm PT.

    The nine-week hybrid accelerator program will connect early-stage, revenue-generating companies of products using blueberries as a prominent ingredient with top blueberry, food and Consumer Packaged Goods (CPG) industry leaders to fast-track growth through expert mentorship, tailored commercialization support and strategic guidance. Participants will receive professional brand assets like video commercials and sales materials; gain media exposure; and connect with buyers, investors and innovation leaders. Startups will refine their pitch with 1:1 support and showcase their product at The Blueberry Convention, Oct. 8-10 in Seattle, where the grand prize winner will receive $20,000 and the runner-up will win $10,000. To be eligible, companies must have a safe, working product prototype that has been reviewed under USDA oversight.

    “USHBC’s vision is to make blueberries the world’s favorite fruit by fueling demand through innovation, partnerships and research,” said Kasey Cronquist, president of USHBC. “Blueberries are packed with possibilities — from health and nutrition to snacking, culinary creativity, functional ingredients and beyond. This program is about uncovering the next generation of ideas that will help blueberries earn a larger role in consumers’ everyday lives.”

    The Blueberry Boost Accelerator is seeking startups of CPG products across a wide range of categories, including but not limited to:

    • Snacks
    • Frozen
    • Beverages (including alcoholic options)
    • Confectionery
    • Personal care items (e.g., skincare, cosmetics)
    • Wellness/performance
    • Ready-to-eat meals
    • Sauces and dressings
    • Pet products

    Interested entrepreneurs are invited to RSVP for a virtual information session on June 25 at 12 p.m. ET to learn more about the program, areas of interest and the application process.

    “Blueberries are beloved by consumers for their taste and health benefits, yet there is so much untapped potential when it comes to new formats, uses, and applications,” said Fred Schonenberg, founder and CEO of VentureFuel. “Our accelerator connects the best startups working with blueberries with industry leaders and commercial opportunities to fast-track their innovations and unlock new growth opportunities for the category.”

    The Blueberry Boost Accelerator underscores USHBC’s commitment to leadership in the food system through innovation. By investing in new ideas, technology and entrepreneurs, USHBC continues to unite stakeholders to strengthen the industry’s global competitiveness.

    For more information or to apply, visit blueberryboostaccelerator.com. For more resources on using blueberries as an ingredient or to find supplier, visit foodprofessionals.blueberry.org.

    About the U.S. Highbush Blueberry Council
    Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). USHBC represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. USHBC was established by blueberry growers and currently has 2,500 growers, packers, exporters and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.blueberry.org and blueberry.org.

    About VentureFuel
    VentureFuel is an independent innovation advisory firm that helps the world’s best organizations commercialize innovation to ignite change by working with startups. Its innovation programs help enterprise organizations learn, test, build and invest in emerging technology to solve their biggest problems today and unlock new sources of growth. VentureFuel provides organizations like Hershey’s, Comcast, Dick’s Sporting Goods, AARP Foundation and the State of California the tools to drive transformative change with less risk, more speed, and greater proximity to the consumer than traditional innovation models. Learn more at venturefuel.net, LinkedIn, X, and Instagram, and listen to The VentureFuel Visionaries podcast wherever you get your podcasts.

  • 2025 California Processing Tomato Forecast Down from Last Year

    As of May 15, California’s tomato processors reported they have or will have contracts for 10.3 million tons of processing tomatoes for 2025. This production estimate is 1 percent above the January intentions forecast of 10.2 million tons and 7 percent below the final 2024 contracted production.

    The May contracted acreage of 205,000 is 3 percent above the January intentions forecast of 200,000 acres and 23,000 acres less than last year’s final planted acreage.

    Fresno County remains the top California county in contracted planted acreage for 2025 with 53,400 acres. Yolo, Merced, Kings and San Joaquin make up the remaining top five counties, accounting for 68 percent of the 2025 total contracted planted acreage for California.

    This year’s transplanting season began in late February without delay. The developing crop has experienced mostly mild spring temperatures and a few storms, lessening the need for irrigation. There are sufficient water allocations to support the crop through the summer heat. Neither pest nor disease threats have been reported at this point in the season. Processors anticipate harvest to begin and end on schedule, similar to 2024.

    Tomato supplies continued to be adequate enough to meet global demand and tomato processors have significantly decreased contracted acreage and tonnage in order to rebalance inventories on hand.

    This early processing tomato estimate is funded by the California League of Food Producers.

  • Artichoke Festival Closes Its Doors After 65 Years

    With deep gratitude and heavy hearts, the board of directors of the Artichoke Festival announces the official closure of the beloved annual event. After 65 unforgettable years celebrating the region’s agricultural heritage, artichoke royalty, and community spirit, the Artichoke Festival will not return in 2025.

    This decision, made after months of thoughtful consideration, stems from the growing financial strain caused by increasing event production costs, insurance premiums, permitting requirements, and operational challenges that have made it no longer feasible to continue.

    What began in 1959 as a local celebration of the Central Coast’s most iconic vegetable blossomed into a treasured tradition, bringing together families, farmers, chefs, volunteers, artists, and visitors from around the world. Through changing times and locations, the festival has remained true to its mission: to honor and promote local agriculture, educate the public about the unique qualities of artichokes, and support community nonprofits through proceeds raised.

    “Ending the festival is one of the most difficult decisions we’ve ever had to make,” said the Festival Board. “But the financial realities we now face are insurmountable. We want to extend our deepest thanks to the sponsors, volunteers, vendors, growers, and loyal guests who made every festival possible. Your support sustained us for more than six decades.”

    Linda Scherer, Executive Director of the Artichoke Festival, added:” This festival has been a labor of love for so many of us. Watching it grow from a hometown celebration to a regional highlight has been one of the greatest honors of my life. The memories we’ve made, the people we’ve touched, and the good we’ve done together will live on far beyond this decision. Thank you for letting us be part of your family traditions.”

    Over the years, the Artichoke Festival has generated hundreds of thousands of dollars in charitable support, and countless memories—crowning artichoke queens, hosting celebrity chefs, showcasing local youth talent, and feeding generations of families fresh, fried, and stuffed artichokes.

    As the organization winds down, the board will take time to reflect on the best way to preserve the festival’s legacy and continue supporting the agricultural community that inspired it.

    “To the community of Castroville and the entire Monterey County region: thank you. You’ve helped make the Artichoke Festival more than an event—you made it a home.”

    For more information and final updates, please visit www.artichokefestival.org.

    About the Artichoke Festival
    Founded in 1959, the Artichoke Festival has been a cornerstone celebration of Monterey County’s agricultural bounty and community spirit, dedicated to promoting artichoke education and supporting nonprofit partners throughout the region.