California Fruit and Vegetable

Category: Industry News

  • California Avocado Commission Utilizes State Market Analysis Report to Optimize Marketing Strategies

    California Avocado Commission — In April, the California Avocado Commission reviewed data from the California Avocado Market AnalysisReport that provides a comprehensive overview of the 2024 season and broader category insights. The report, which utilizes Circana retail sales and household panel data pulled from the National Consumer Panel, offers critical information concerning short- and long-term analyses of shipment volumes, FOB prices, retail pricing and sales trends. Ultimately, the report demonstrates how California avocados compare to imports and highlights the effectiveness of CAC’s promotional efforts in a competitive market. Key findings of the report are summarized below.

    According to the report, the 2024 California avocado crop — which reached 363.6 million pounds — was the largest of the last four years, up 56% from 2023.  The 2024 season had a staggering impact on retail category incremental growth in the California region versus the previous season — with 2024 avocado sales driving 77% of incremental dollars and 54% of incremental units.

    Further, data indicates California avocados have maintained a premium price over imports across the last four years. During the 2024 California season, within the California region, California avocados averaged a +10% price advantage over imports with a 26% advantage near the close of the season. Likewise, outside of California FOB prices were +10% over imports and reached a high of 33% at the end of the 2024 season.

    During the 2024 season FOB price growth also outpaced retail and import prices — increasing at a faster rate — within the California region. This is part of a long-term trend with the compound annual growth rate of California avocado FOB prices in California at +6% since 2013, versus just 3% for retail pricing and 4% for imports.

    The report was shared with CAC staff in April to provide data-backed evidence showing how marketing programs are working and support the Commission’s efforts to build demand and preference for the California Avocados brand. Further, the report will be shared with agency, industry and retail partners to provide them with a deeper understanding of category trends that will allow them to refine marketing strategies and optimize promotions that build sales of California avocados. These insights can be used to develop trade communications, marketing strategies and retail materials.  Notes Terry Splane, CAC Vice President of Marketing, “Sales data and research create the foundation for effective marketing. The California Avocado Market Analysis Report is packed with actionable insights that demonstrate the strength of the California season, help us enhance our marketing programs, and ultimately show the value of California avocados to our retail partners.”

  • California Avocado Society Innovations & Insights Field Day, June 3

    On June 3, the California Avocado Society will host an Innovations and Insights field day from 9:00 a.m. – 1:00 p.m. at Limoneira Ranch located in Santa Paula, CA. Presentations will take place in the field and be followed by a catered lunch.

    The day’s topics include:

    • Pests and Diseases — Ben Faber, UCANR
    • Anatomy and Nutrition ‚ Danny Klittich, Mission Produce
    • Integrating IPM, Pesticide Resistance and Cover Crops for Beneficial Insect Support — Bodil Cass and Hamutal Cohen, UCANR
    • Drone Use for IPM — Briana Layfield, Ag-Bee

    See the attached flyer and register to attend by May 29th HERE.

  • California Apple Commission Grows Staff

    The California Apple Commission has been strengthened by three recent hires: Michelle Borges, Mary McDonnell, and Ethan Cranmer.  Led by Executive Director Todd Sanders, the Commission is responsible for expanding export markets and the implementing marketing campaigns for international markets. The Commission also serves as a liaison between industry and research scientists, responding to pest and disease issues, and providing a unified industry voice to foreign dignitaries. This same dynamic team is also charged with similar responsibilities in leading the California Blueberry Commission, Olive Oil Commission of California, California Olive Committee, and the California Wild Rice Advisory Board, overseeing research, marketing, education, policy, and export markets. Read about the new team members below:

    Michelle Borges, Director of Technical Affairs and Operations

    Since she was a young child, agriculture has been an important part of Michelle Borges’ life. Originally from Oakdale, California where both of her parents have careers in education instilled a passion in her for the love for learning. She graduated in May of 2023 from California State University, Chico with a Bachelor of Science in Agricultural Science with an option in Communication and Leadership. Throughout her time at Chico State, she was actively involved in her sorority of Sigma Kappa, the Panhellenic Council, Ag Ambassadors, and various other clubs and organizations. After Chico State, Borges completed her Master of Science in Agricultural Education, specializing in Natural Resource and Agricultural Communications at Oregon State University. Now back in the heart of California’s Central Valley, Borges is excited to start her career as the Director of Technical Affairs and Operations for the California Apple Commission. She hopes to advocate for the agricultural industry in a dynamic, forward-thinking way while being an active member of her community supporting local 4-H clubs and FFA programs. In addition, Borges plans to be involved in professional development organizations such as California Women for Ag and Farm Bureau Young Farmers and Ranchers. Borges strives to be a leader between consumers and producers to bridge the gap of farm to fork and to serve as a role model for young women in agriculture. In her free time, she enjoys any activity outdoors, spending quality time with her family and friends, and is always on the hunt for a new adventure.

    Mary McDonnell; Program Supervisor

    Mary’s journey from Jacksonville, FL to Los Angeles, CA, was fueled by her passion for both academics and athletics. At Biola University, Mary pursued a degree in Public Health while excelling as a collegiate volleyball player. The balance between academic challenges, athletic commitment, and part-time work shaped her discipline, leadership, and teamwork skills, which she is now excited to apply in her role as Program Supervisor at the Commission.

    Throughout her academic journey, Mary developed a deep understanding of health systems, community wellness, and the vital intersection of public health and agriculture. She believes in the importance of advancing agricultural practices that not only support the industry but also prioritize the well-being of all individuals involved. As she settles in Clovis, Mary is determined to leverage her experience to research and promote sustainable, health-driven agricultural initiatives that adhere to established health and safety standards.

    In addition to her academic and professional pursuits, Mary is passionate about contributing to the community that has welcomed her. She is dedicated to ensuring that agricultural practices benefit both the local community and the broader public, and she is excited to help shape the future of agriculture through a health-focused lens.

    Ethan Cranmer, Program Coordinator

    As a dedicated student of Agriculture Business at Fresno State, Ethan Cranmer brings a profound connection to the agricultural landscape, having been raised in the heart of it. With roots deeply intertwined with the rich soil and the rhythm of farm life, he embodies the spirit of innovation and stewardship that defines the agricultural community.

    Growing up surrounded by the vibrant orchards and fields of the Central Valley, Ethan developed an unwavering passion for the citrus and apple industry. This passion has been the driving force behind his academic pursuits, propelling him to delve into the intricacies of agricultural economics, supply chain management, and sustainable practices.

    At Fresno State, Ethan actively engages in coursework that intersects with his passion, seeking to gain insights and expertise that will shape his future contributions to the industry. He eagerly participates in extracurricular activities, such as agricultural clubs and industry events, where he can network with fellow enthusiasts and professionals.

    Beyond his academic endeavors, Ethan is committed to giving back to the agricultural community that has nurtured him. He actively seeks opportunities to contribute his time and skills to local farms and organizations, eager to make a meaningful impact and uphold the legacy of agricultural excellence.

    Looking ahead, Ethan is driven by a vision of a thriving citrus and apple industry that embraces innovation, sustainability, and inclusivity. He aspires to leverage his education and experiences to play a pivotal role in shaping the future of agriculture, ensuring its vitality for generations to come.

  • Economist Shares How California Farmers Should Respond to Economic Uncertainty

    Economic uncertainty can be quite unsettling and can make important business and investment decisions difficult to navigate. Inflating costs, threatening tariffs and a volatile stock market are very concerning, especially in a state like California. World-renowned economist and financial expert Marci Rossell met with Matthew Malcolm on California Ag Network following a presentation she delivered to a group of American Pistachio Growers to address these concerns as they relate specifically to California farmers, whose success rely quite heavily on a healthy export market. Watch this brief interview to learn more.

    Please thank this video’s sponsor SQM Specialty Plant Nutrition for their industry support.

  • Untimely, New Law in California that Farm Employers Need to be Aware of

    California laws and regulations continue changing, often causing unnecessary hardships on businesses in the state. A new law has passed in California, effective January 1, 2025 (often referred to as the “Captive Audience Meetings” law) that farm employers need to be aware of. Ron Barsamian, legal advisor to the California Fresh Fruit Association, shared the details of this new law, The California Worker Freedom from Employer Intimidation Act, with Matthew Malcolm on California Ag Network and how to safely navigate the changes. Watch this brief interview to learn more.

    Please thank this video’s sponsor SQM Specialty Plant Nutrition for their industry support.

  • Safe Food California Conference Returning After Six Year Hiatus

    Food safety professionals in the dried fruit, nut and fresh fruit industries will be gathering in Monterey this June for DFA of California’s Safe Food Conference.  This annual event finally returns after a six-year hiatus.  Watch this video as Hillari Bynum from DFA of California shares more details about the conference with Matthew Malcolm on California Ag Network and what food safety professionals have long awaited.

    Please thank this video’s sponsor  SQM Specialty Plant Nutrition for their industry support.

  • New Video Series to Sharpen Skills of California Vegetable Growers

    To train new people to work with California specialty crops and update the skills of current workers, educators from University of California, Davis and UC Agriculture and Natural Resources, Fresno State, Cal Poly San Luis Obispo, Chico State and five California community colleges are producing educational videos. The training video series is available to the public for free on YouTube at https://www.youtube.com/@jeffreymitchell759/playlists.

    “As California’s farmers age, shortages of suitably trained agricultural workers increase, and workers increasingly come from non-farming backgrounds, the role of agricultural colleges in teaching both the theory and practice of agriculture is key today,” said Jeff Mitchell, UC Cooperative Extension specialist in the Department of Plant Sciences at UC Davis.

    “The average age of agricultural producers in California is currently about 59.2 years,” said Mitchell, who is based at the UC Kearney Agricultural Research and Extension Center in Parlier in Fresno County. “Therefore, there is an urgent need to encourage and recruit young people into agriculture to sustain current and future production.”

    It is also vitally important that those entering the workforce receive adequate training in current production practices of the state’s particularly dynamic specialty crop industries.

    “In response to the growing demand for online education following COVID-19, I have strategically incorporated YouTube video clips – particularly those produced by UC Agriculture and Natural Resources – into my course material to enhance student engagement and learning outcomes,” said Sophia Marin, Bakersfield College adjunct professor. “One of the greatest challenges in teaching agriculture in a virtual setting is the inherently hands-on nature of the industry.”

    Marin has been using videos produced a few years ago. The video curriculum series currently being developed includes integrated weed management, postharvest technology, crop breeding, microgreen production, soil management, labor and specialized farm machinery.

    Many key concepts, especially those related to plant pathology and crop management, are difficult to fully convey through traditional textbooks or static images alone, Marin noted.

    “To address this gap, I began supplementing my lectures with real-time video recordings captured during farm visits, with the consent of local growers,” she said. “These video clips provide students with invaluable exposure to real-world agricultural practices and allow them to observe phenomena such as plant diseases – including Southern Blight – in a way that is far more dynamic and informative than text-based descriptions.”

    “Through visual media, students can see subtle distinctions in plant symptoms, understand how and why spores develop, and gain deeper insight into diagnostic and treatment processes,” Marin noted.

    In addition to addressing current practices, the training video series also anticipates the challenges that producers will face.

    Vegetable farmers – who tend to have greater labor needs than many in other agricultural sectors – face mounting worker shortages and need to modernize their farm workforce.

    “Vegetable production systems need to be dynamic to keep pace with unpredictable economic, social, environmental and regulatory changes,” Mitchell said. “These systems must continually adapt to innovations and must have a workforce that understands and can implement ever-changing technologies.”

    Visiting farms and viewing videos give Bakersfield College students a clearer idea of the kinds of jobs they would like to pursue, according to Marin.

    “These professionally produced clips complement textbook topics such as urban agriculture, propagation, transplanting and field packing, offering students a visual context that supports their understanding of the material,” Marin said. “What I have noticed is these resources promote active learning: students tend to engage more deeply in discussion boards via Canvas, conduct independent research to supplement course content, and demonstrate increased confidence in both their academic progress and career aspirations.”

    Development of the teaching modules to train workers for California’s vegetable crops industry is funded by the California Department of Food and Agriculture’s Specialty Crop Block Grant Program. The videos will be used and rigorously evaluated by the four universities and five community colleges that serve as key conduits for agricultural workers to the state’s vegetable production regions.

    The first training video of the new series, “Contemporary and future approaches to plant breeding,” is available. New videos will be added at https://www.youtube.com/@jeffreymitchell759/playlists weekly until the 25-part series is complete.

    Other project partners include Madera College, Merced College, Santa Rosa Community College, Hartnell College and Agriculture and Land-Based Training Association in Salinas.

    UC Agriculture and Natural Resources brings UC information and practices to all 58 California counties. Through research and Cooperative Extension in agriculture, natural resources, economic growth, nutrition and youth development, our mission is to improve the lives of all Californians. Learn more at ucanr.edu and support our work at donate.ucanr.edu.

  • Mission Produce® Appoints Michael Sims to Board of Directors

    Mission Produce, Inc. (“Mission” or “the Company”), a world leader in sourcing, producing, and distributing fresh Hass avocados with additional offerings in mangos and blueberries, today announced the appointment of Michael Bryan Sims to its board of directors, effective May 5, 2025. Sims is appointed as an independent Class I director, serving on the audit committee, with a term expiring at the Company’s 2028 Annual Meeting of Stockholders. In connection with this appointment, Mission Produce’s board of directors has increased the size of the board from eight to nine directors.

    Sims is a seasoned financial executive with more than four decades of experience leading global organizations across the food, agriculture, and consumer industries. He brings deep operational, strategic, and financial expertise, with a proven track record of driving growth, improving margins, and leading transformative initiatives for both public and private companies.

    Sims most recently served as Executive Vice President and CFO of TruGreen, where he led the company through critical financial restructurings, operational improvements, and strategic capital deployment. He previously held senior leadership roles at AdvancePierre Foods, where he helped take the company public and later facilitated its acquisition by Tyson Foods, and at Chiquita Brands International, where he led global finance and business development initiatives for over 20 years.

    In addition to his executive experience, Sims currently serves on the boards of The Hain Celestial Group and Winland Foods, where he provides strategic and financial oversight as a board member and audit committee chair. He holds a Bachelor of Science in Business from Indiana University.

    “We are pleased to welcome Michael to our board of directors,” said Steve Barnard, CEO of Mission Produce. “Michael’s extensive financial background combined with his board-level experience in the food and consumer sectors make him an ideal addition to our team. We expect that his proven ability to align financial strategy with long-term business objectives will enhance our growth strategies and create sustainable value moving forward.”

    “I’m honored to join the board of Mission Produce,” said Mr. Sims. “Mission’s industry-leading position in the avocado and mango industries, commitment to diversification, operational excellence, and supply chain transparency aligns closely with my professional philosophies, and I look forward to supporting the Company’s continued growth and success.”

    About Mission Produce, Inc.:

    Mission Produce is a global leader in the worldwide avocado business with additional offerings in mangos and blueberries. Since 1983, Mission Produce has been sourcing, producing and distributing fresh Hass avocados, and currently services retail, wholesale and foodservice customers in over 25 countries. The vertically integrated Company owns and operates four state-of-the-art packing facilities in key growing locations globally, including California, Mexico, Peru, Guatemala and has additional sourcing capabilities in Chile, Colombia, the Dominican Republic, Brazil, Ecuador, South Africa and more, which allow the company to provide a year-round supply of premium fruit. Mission’s global distribution network includes strategically positioned forward distribution centers across key markets throughout North America, China, Europe, and the UK, offering value-added services such as ripening, bagging, custom packing and logistical management. For more information, please visit www.missionproduce.com.

  • Student Efforts are at the Heart of Cal Poly Olive Oil Production

    The buttery texture and grassy, fruity profile of Cal Poly’s new olive oil is generating intrigue in the local community as the ideal product for marinades, spreads, drizzling and more.

    Students of the Plant Sciences Department produced their second batch of Arbequina extra virgin olive oil from the 230 olive trees at the Crops Unit in the fall — which is available for purchase on campus and in a number of retail stores across San Luis Obispo. The first batch, made from fruit harvested in 2023, flew off the shelves.

    The delectable golden liquid is the final step in a process that has come full circle since the orchard was planted in 2020 as a senior project envisioned by Joni Shaffery (Agricultural and Environmental Plant Sciences, ’20).

    Students and a contracted crew harvested the olives and Kiler Ridge Mill in Paso Robles pressed them into oil. Pomace, remnants from the milling, was then used by the Cal Poly compost program.

    Students are involved in every facet of olive production, said plant sciences Professor Lauren Garner, providing numerous Learn by Doing orchard management opportunities that are unique to the crop. This includes pruning the trees to “ease the task of harvesting the olives by hand and balance the crop load to reduce alternate bearing,” Garner said. In doing so, the orchard will produce a more consistent crop each year. Other tasks done by students include pest management, irrigation and monitoring the fruit’s ripeness.

    Pest management is a critical aspect of maintaining the orchard. Fourth-year plant sciences major Chrisann Perivoliotis explained that she was “involved in the biological control release of a small wasp that parasitizes the olive psyllid. It’s definitely the most unique, and one of the most memorable experiences I’ll take with me.” Students enrolled in the course, Biological Control for Pest Management, determined that the release, which was done in coordination with the California Department of Food and Agriculture resulted in parasitism of all of the orchard’s olive psyllids. Additionally, students in several classes participated in the deployment, monitoring and maintenance of traps that were part of the Integrated Pest Management program that helped control a key pest of olives, the olive fruit fly.

    Perivoliotis works with the orchard crew to maintain the various orchards at the Crops Unit, doing everything from pruning, harvesting, fertilizer injections and irrigation management for all of the campus orchards, she said.

    Perivoliotis even acquired professional experience from Kiler Ridge Mill, the same company that pressed Cal Poly’s olives into oil, through her connections with Cal Poly’s olive orchard. “I was able to work at the mill for a few weeks last season and it was a great experience,” she said. “The environment was really high paced, but it was awesome to be able to gain the knowledge of pressing olives and making oil firsthand.” — By Lauren McEwen, Cal Poly College of Agriculture, Food & Environmental Sciences (from Cultivate – Spring 2025 Issue)

    Cal Poly Olive Oil can be purchased at the downtown farmers market on Thursdays, the Cal Poly bookstore, Cal Poly Meats, Village Market on campus, at the Cal Poly U-Pick events on Saturdays, at the Poly Plant Shop, SLO Ranch Market and through Talley Farms’ Farm Box program.

     

  • UC Davis Doctoral Candidate Wins International Award for Root-Knot Nematode Work in Tomato

    Doctoral candidate Alison Blundell of the laboratory of associate professor Shahid Siddique, UC Davis Department of Entomology and Nematology, is the recipient of the 2025 John M. Webster Outstanding Student Award from the Society of Nematologists.

    She is the first UC Davis student to win the award, launched in 2007 to recognize “a graduate student who has demonstrated outstanding accomplishments in his/her thesis research in nematology as well as other skills necessary to be a well-rounded scholar.”

    As the recipient of the $1500 prize, Blundell will deliver a 30-minute oral presentation of her research at SON’s 64th annual meeting, to be held July 13-17 in Victoria, British Columbia.

    “The evaluation committee was very impressed by your personal qualities and accomplishments,” the committee wrote, in praising her scientific accomplishments, leadership and commitment to the field of nematology.

    Blundell, who joined the UC Davis doctoral program in 2020, is completing her dissertation on “Trade-Offs Between Virulence and Evading Resistance in Root-Knot Nematodes.” She investigates how root-knot nematodes overcome Mi-1 in tomatoes and is testing for susceptibility associated with resistance breaking. Mi-1 is a crucial gene in tomato plants that confers resistance against root-knot nematodes, which are parasitic nematodes that can and do severely damage crops.

    Blundell has collected root-knot nematodes (RKN) isolates from affected fields across the state, developed single egg mass cultures, and is now applying whole-genome sequencing to identify genetic signatures associated with resistance and its breakdown. Simultaneously, she is investigating whether resistance-breaking RKNs suffer fitness costs when rotated with non-host crops—an approach that could directly inform nematode management strategies for growers.

    In addition to her scientific contributions, Blundell is involved in professional services with SON, including oral and poster presentations and as vice chair of the SON Graduate Student Committee. She engages in teaching, mentoring, and public outreach on the UC Davis campus. She promotes science education and agricultural awareness by volunteering at the annual UC Davis Picnic Day and the UC Davis Biodiversity Museum Day.

    Active in SON, Blundell won first place in the Three-Minute Thesis Competition at the 2022 SON meeting. At the 2024 SON meeting, judges awarded her second place in the 12-Minute Best Student Paper Award Competition.

    Blundell, formerly Alison Coomer, holds a  bachelor of science degree in biology and a bachelor of arts in chemistry (2020) from Concordia University, Seward, Neb., where she received the Outstanding Graduate Student in Biology Award.

    In the Webster Award application form, Blundell explained that “California’s processing tomato industry is responsible for one-third of all processing tomato production worldwide. The success of this industry depends on the growers’ abilities to implement management strategies such as integrated host resistance, effective pesticides, and non-host rotation crops to eliminate or control pathogens. Despite these efforts, root-knot nematodes (RKNs), Meloidogyne spp., cause an estimated 5% yield loss in processing tomatoes by suppressing the plant immune system, damaging root tissues, and creating entry points for secondary pathogens such as Fusarium species. These pathogen complexes result in a severe yield loss seen by growers each year.”

    “For decades, the resistance gene Mi-1 has retained its ability to detect and inhibit RKNs in tomatoes, but the underlying mechanisms by which it recognizes these pathogens remains largely unknown. However, resistance-breaking RKN populations have been increasingly found in both greenhouse and field settings, threatening the effectiveness of the Mi-1 gene and consequently the tomato industry.”

    “With this research we aim to improve our understanding of how RKNs evade Mi-1 resistance, increase grower and public awareness about plant parasitic nematodes, and develop management strategies to combat resistance-breaking populations, ultimately supporting California’s tomato growers.”