California Fruit and Vegetable

Tag: California Fresh Fruit Magazine

  • UCR Seeking CA Avocado Grower Cooperators

    The University of California Riverside Avocado Rootstock Program is seeking for grower cooperators interested on participating and testing the new soon to be released UCR avocado rootstocks selections in Spring 2022!

    UCR Rootstocks selections have been chosen by their performance under Phytophthora root rot high incidence, alkalinity, heat, and salinity tolerance. We are seeking growers in California to stablish two rootstock x scion field trials: i) 576 trees corresponding to Dusa, Toro Canyon, Stedoom, PP35, PP40, and PP80 UCR rootstocks grafted with Hass, Gem, Lamb_Hass, and Reed (24 trees/rootstock x scion combination); and ii) 600 trees corresponding to Dusa, PP35, PP40, and PP80 UCR rootstocks grafted with Hass, Gem, and Lamb_Hass (50 trees/ rootstock x scion combination). PP35, PP40, and PP80 are rootstocks with Phytophthora root rot resistance and exhibited good performance (tree health and yield) under high salinity and heat conditions.

    Selection Criteria

    In order to test our rootstocks under the best conditions, we would like that our cooperators meet the followings:

    • Willing to have a long-time commitment for the research trial (10 years) in order to acquire the data required for release.
    • Sites will be selected based on the diverse challenges your orchard has: Phytophthora root rot (PRR), salinity, and high alkalinity. Soil structure will be also considered especially for soils with low drainage and high saturation.
    • Harvesting will be done in coordination with our research team and we would need that the grower provide assistance during the harvesting process. We also would prefer single stripping harvest.
    • It is required that the field sites for the new experimental trials need them to be established in single growth areas and not between growers already existing avocado trees (not inter raw planting).
    • Finally, we will require to have open access to the gates of the field where our material will be evaluated for our quarterly visits

    If you are interested in being part of our rootstock evaluation, please contact Patricia Manosalva at patricia.manosalva@ucr.edu.

  • New Digital Campaign Kick-starts Pomegranate Season, Showcasing POM Wonderful Pomegranate Fresh Arils as “Insta-Antioxidants”

    POM Wonderful, the largest grower and producer of fresh pomegranates and pomegranate juice in the U.S., is kicking off the 2021 California pomegranate season with its largest digital marketing campaign ever to raise brand awareness and continue to drive category growth. Unveiled in the campaign is new branding for POM Wonderful Pomegranate Fresh Arils, the No. 1 aril brand in total sales, brand awareness, and velocity in the U.S.

    Previously known as POM POMS, the new branding and packaging coupled with the digital campaign helps to reinforce the connection for consumers that POM Wonderful Pomegranate Fresh Arils are sourced straight from POM Wonderful pomegranates, making it easy to enjoy pomegranate arils as a snack or to elevate a variety of dishes, especially during the holidays.

    The digital campaign, part of a multi-million-dollar marketing investment, includes >$1MM in new digital marketing. The efforts consist of two brand-new epicurean and antioxidant campaigns, highlighting POM Wonderful Pomegranate Fresh Arils as the easy way to enjoy pomegranates. With just a snap of a finger, getting antioxidants is easier than ever with POM Wonderful Pomegranate Fresh Arils. Through the “Insta-Antioxidants” digital campaign, a whole POM Wonderful pomegranate is harvested at peak freshness and quickly transformed into a POM Pomegranate Arils cup, then directly into a kitchen creation, showing the ease with which consumers can enjoy POM Pomegranate Arils.

    “We are thrilled to kick off our 2021 season with new branding supported by our biggest digital marketing campaign, showcasing the ease of enjoying antioxidants with POM Wonderful Pomegranate Fresh Arils,” said Stacey Anker, director of marketing, POM Wonderful. “With the holidays approaching, we hope to inspire consumers to use POM Arils in their holiday spreads to add the perfect pop of ruby-red color and antioxidant goodness.”

    The POM Wonderful Pomegranate Fresh Arils epicurean campaign will focus on delicious recipes that include strong pomegranate flavors. From appetizers to desserts and cocktails, consumers will be inspired to use POM Wonderful Pomegranate Fresh Arils in their favorite dishes this holiday season. New recipes will be posted on the POM Wonderful social media accounts, as well as the POM Wonderful website.

    “As the No 1. arils brand sold nationwide, we are excited to see POM drive category growth and raise consumer awareness for snacking and epicurean uses of fresh pomegranates,” said Adam Cooper, senior vice president of marketing, The Wonderful Company. “With the “Insta-Antioxidant” campaign, we hope to showcase how quickly and easily consumers can enjoy pomegranate arils, while also benefiting from the antioxidant power of POM.”

    The campaign was created by The Wonderful Company’s in-house creative team, Wonderful Agency, and includes digital advertisements on Facebook, Instagram, Pinterest and Snapchat,”as well as shopper marketing, consumer public relations, new POS materials, and a November FSI.

    About POM Wonderful

    POM Wonderful is the largest grower and producer of fresh pomegranates and pomegranate juice in the United States as well as the worldwide leader in fresh California pomegranates and pomegranate-based products including our 100% pomegranate juices, healthy juice blends, and teas. We grow, handpick, and juice our own pomegranates to ensure the highest quality. POM Wonderful is part of The Wonderful Company, a privately held $5 billion company, which also has other No. 1 brands such as Wonderful® Pistachios, FIJI® Water, Wonderful® Halos®, JUSTIN® Wine, and Teleflora®. To learn more about The Wonderful Company, visit www.wonderful.com, or follow us on Facebook, Twitter, and Instagram. To view the current Corporate Social Responsibility report, visit www.wonderful.com/csr.

  • CDFA Seeking New Grower Representative and Public Member for the Citrus Pest & Disease Prevention Committee

    The California Department of Food and Agriculture (CDFA) is announcing two vacancies on the Citrus Pest and Disease Prevention Committee. The committee advises the CDFA Secretary on activities associated with the statewide citrus specific pest and disease work plan that includes, but is not limited to, outreach and education programs and programs for surveying, detecting, analyzing, and treating pests and diseases specific to citrus.

    Committee member vacancies exists for one grower representative from Fresno County, the member term expires on September 30, 2022, and one public member, the member term expires on September 30, 2025. Individuals interested in being considered for a committee appointment should send a resume by November 15, 2021.

    The members receive no compensation but are entitled to payment of necessary travel expenses in accordance with the rules of the Department of Personnel Administration.

    Applicants should have an interest in agriculture and citrus pest and disease prevention. Individuals interested in being considered for a committee appointment should send a brief resume by November 15, 2021 to the California Department of Food and Agriculture, Citrus Pest and Disease Prevention Division, 1220 N Street, Sacramento, California 95814, Attention: David Gutierrez.

    For additional information, contact: David Gutierrez, Branch Chief, Citrus Pest and Disease Prevention Division at (916) 274-6300, or e-mail David.Gutierrez@cdfa.ca.gov. — Citrus Pest & Disease Prevention Program

  • Evie Smith, New UCCE Staff Research Associate in Orchard Crop Systems

    Have you had a chance to meet Evie Smith, one of our new Staff Research Associates with the UC Cooperative Extension? Watch her brief introduction here to learn about her and the almond, walnut and prune projects she is working on with Sacramento Valley farm advisors.
    Please thank this video’s sponsor Suterra for their industry support.

  • New Resource for Small Olive Oil Farmers in California

    A new resource for small olive oil farmers and producers who want to know more about voluntary Olive Oil Commission of California (OOCC) membership is now available on the OOCC website. While OOCC membership is not required for producers of less than 5,000 gallons of olive oil per year, they may choose to participate in the OOCC’s mandatory sampling and testing program on a voluntary basis.

    A few years ago, the OOCC Board created a voluntary version of the OOCC’s mandatory sampling and testing program to make it more accessible and affordable for smaller producers. The program is available to any California olive oil producer committed to high quality standards for their product and who wishes to have this quality verified by the California Department of Food and Agriculture (CDFA). 

    This OOCC program is only for 100 percent California olive oil. The benefits to members include: 

    ● OOCC member olive oil is analyzed by a credible, independent laboratory to ensure it meets stringent standards for quality and purity;

    ● Samples are collected and verified by the California Department of Food and Agriculture;

    ● Members who meet the stringent CDFA standards are allowed to use the OOCC logo on their packaging and marketing materials;

    ● A list of OOCC Members in Good Standing, which includes voluntary members, is maintained and published each year; 

    The information packet is available HERE and includes more details about the OOCC program Members in Good Standing and other useful resources to help you make an informed decision. Should you have questions or need additional information, please contact OOCC Executive Director Chris Zanobini by email at chris@agamisi.com or phone at (916) 441-1581.

  • Blueberry Council Details Plan Empowering Industry to ‘Make Blueberries the World’s Favorite Fruit’

    The U.S. Highbush Blueberry Council (USHBC) today announced details around its recently approved 2021-2025 strategic plan, which charts an ambitious course to exponentially grow the volume and value of blueberries domestically and across the globe. The comprehensive plan explains how USHBC will lead demand-driving programs based on shared resources, research and insights that inspire possibilities and sustain the profitable growth of the blueberry industry – ultimately uniting industry stakeholders to work together toward making blueberries the world’s favorite fruit.

    USHBC collects approximately $10 million in assessment dollars from growers and importers of record annually, and the strategic plan addresses how the council will invest that funding to fuel increased blueberry demand and consumption. The plan includes expanded, measurable programmatic goals and tactics for five strategic pillars: integrated marketing communications, health and nutrition, industry services, global business development, and innovation and technology. The health and nutrition pillar will be driven by USHBC’s newly hired first-ever senior director of nutrition and health research, Leslie Wada, Ph.D., RD.

    “Our 2021-2025 strategic plan is the culmination of more input from blueberry industry leaders and strategic partners than ever before, discussed and distilled for over the better part of a year, to create a bold blueprint to boost blueberries worldwide,” said Kasey Cronquist, president of USHBC. “Our intent is that this plan and its guiding vision will positively impact the future beyond the next five years to hopefully the next decade or two of the blueberry industry.”

    USHBC embarked on the strategic plan development in partnership with Rockland Dutton Research & Consulting, drawing on highly relevant experience working with the National Mango Board, World Bank, Beef Checkoff, Hass Avocado Board and more. The work was the most robust planning process in the USHBC’s history, with significant internal and external input from approximately 50 interviews of board members and industry leaders, a survey of 193 industry stakeholders, and discussions with the entire USHBC staff and all partner agencies.

    “We’ve come a long way as a blueberry industry since the USHBC was established 20 years ago, and our exciting, forward-looking vision sets the stage for the next era of growth,” said Shelly Hartmann, chair of USHBC. “I’m proud to have a leading role as we begin to execute our new, unifying strategy to increase demand for blueberries, while strengthening and supporting our growers and stakeholders.”

    As the premier organization completely focused on growing the volume of blueberries sold in the U.S. and around the world, USHBC has driven demand for blueberries through comprehensive consumer promotional efforts and programming in retail, foodservice, export and food manufacturing. In 2019, 49% of U.S. households purchased blueberries — a 25% increase in annual household penetration over the previous six years. Blueberries are now on one in four menus, with 93% more restaurants offering blueberries than in 2005. And, 76% of food manufacturer respondents reported using blueberries in their company’s manufactured products — higher than any other berry.

    USHBC was established in 2000 as an official research and promotion program overseen by USDA’s Agricultural Marketing Services (AMS) division. It’s governed by a 20-member board that periodically adopts strategic plans to guide short- and long-term budget and program decisions.

    To view the 2021-2025 Strategic Plan, visit ushbc.org/about-ushbc.

    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 and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.org.

  • Glassy-Winged Sharpshooter Infestation Detected in Solano County

    A local infestation of the glassy-winged sharpshooter (GWSS) has been detected in a residential area of Vacaville in Solano County. The pest is primarily a threat to grapevines because it can spread a fatal bacterium that causes Pierce’s disease (PD); however, the pest and disease can also impact susceptible types of citrus crops. Five adult GWSS were found Oct. 1 in traps set as part of a broad array designed specifically to detect this pest throughout areas of the state that are not infested. Additional traps have since been deployed at a higher density near those two initial detection sites, detecting approximately 35 additional GWSS. Visual surveys of plant material in the area have also detected egg masses in the same neighborhood. No GWSS or egg masses have been detected outside this immediate area.

    Working with the Solano County Agricultural Commissioner’s office and others in the region, the California Department of Food and Agriculture (CDFA) is continuing to survey the area, inform local growers and the broader community, and develop appropriate next steps to eradicate this infestation.

    If agricultural officials determine that pesticide treatments are necessary to eradicate this infestation, treatments would be made by ground equipment only and would consist of applications to the root zone and leaves/branches of the host plants to target adult GWSS and provide long-term, systemic protection against re-infestation. In previous eradication projects for this pest, properties with host plants within a 150-meter radius around each detection site were treated.

    Residents of affected properties will be invited to a public meeting with officials from CDFA, the county agricultural commissioner’s office, the Department of Pesticide Regulation and the Office of Environmental Health Hazard Assessment to address residents’ questions and concerns. Residents would be notified in writing at least 48 hours in advance of any treatment.

    GWSS is an invasive and aggressive vector of PD, which is considered one of the most devastating diseases of grapevines in the world. It currently infests 12 California counties, with established populations across Southern California. While grapevines are the pest’s most famous target, other crops and ornamental plants such as almonds, citrus, stone fruit and various shade trees are also at risk from the PD’s strain of the bacterium.

    For additional information and details on the infestation, please visit CDFA’s website here. — Citrus Pest & Disease Prevention Program

  • Bountiful Crop of Organic CA Citrus Now Shipping From Fruit World

    Fruit World, a family-owned, flavor-focused grower-shipper of organic and conventional fruit, has announced they expect a robust citrus season, particularly for this year’s organic lemon crop. Promotable volumes of organic lemons from California’s desert region are anticipated through early March. Fruit World will also offer a diverse citrus program throughout the season, including organic and conventional mandarins, organic oranges, and organic specialty citrus such as sweet limes and Minneola tangelos.

    “This year’s organic lemon crop is looking very strong—both in terms of volume and quality—and we’re seeing exceptional taste, appearance, and juiciness,” shared Bianca Kaprielian, Fruit World co-founder and CEO. “This year’s desert volume makes for great ad opportunities through March, with our Central Valley ranches filling out availability through May.”

    Fruit World also expects a strong organic specialty citrus program this year. “This is our second year offering organic sweet limes, and we are already delivering promotable volumes which should last into December,” Kaprielian added. “This variety pairs the classic fresh lime flavor with exceptional sweetness, making them perfect for juicing, as a salad topping, or even cut into wedges as a snack because they are so sweet.”

    Fruit World’s flagship mandarin program will kick off in early November, starting with stem & leaf Satsumas and their proprietary Early Dulce mandarin variety. Organic Satsumas and Clementines will start in November, with additional varieties available into April.

    A lighter than typical season is expected for mandarins this year, a concern seen industry-wide due to excessive heat in May and June paired with last year’s large crop set affecting this year’s bloom. “To establish high flavor and exceptional color right from the start of the season, we plan to start shipping mandarins and navels about two weeks later than usual and have a slightly earlier end to the season,” noted CJ Buxman, co-founder of Fruit World and organic citrus grower. “This shift also allows us to ensure uninterrupted supply of high-quality fruit throughout the season.”

    In addition, the company has already started shipping the popular organic Rio Red grapefruit variety. “Our California-grown Rio Reds are top-notch quality and have beautiful interior color. We’ve seen strong demand, partly due to last season’s freeze in Mexico and Texas which affected the overall grapefruit supply,” said Buxman.

    Navel oranges will start shipping at the end of October, followed by Minneola tangelos in early December, with the season rounding out with Cara Caras and blood oranges starting in January.

    As they plan for the future, Fruit World is expanding their specialty citrus program by planting organic mandarinquats, kumquats, lemonade lemons and more that will be available in upcoming seasons. The company also has a significant amount of mandarin and navel acreage in transition from conventional to organic, including heirloom navels in their second year of transition, so coming years should see increased organic volume.

    For more information or to place an order, call (559) 650-0334 or visit fruitworldco.com.

  • Assembly Bill 535 Supporting California Olive Oil Becomes Law

    Assembly Bill 535 was signed into law by Governor Gavin Newsom last week. The bill, introduced by Assemblymember Ceclia Aguiar-Curry, establishes guidelines for how companies can use the word “California” on olive oil labels and other marketing materials.

    While the OOCC does not have authority to lobby and did not take a position on this bill, the new ruling is critically important to the goals of our organization: ensuring California olive oil is accurately labeled so that customers can have confidence in the quality of California olive oil and all California olive oil is trusted and valued.

    The bill was supported by a group of California olive oil producers who launched a Truth in Labeling informational campaign.

    According to a press release from Assemblymember Aguiar-Curry, consumers associate California produced olive oils with quality and demand has steadily increased over time. This increase in demand has led to companies using the word “California” on labels, even if the product only contains a small percentage of oil from olives actually produced in the state.

    Aguiar-Curry carried the bill because she believes misleading labeling causes confusion among consumers. It also places 100 percent California olive oil farmers and producers at a competitive disadvantage because of the greater regulatory burden and higher costs, and hurts the reputation of California olive oil as a trusted product.

    The guideline for olive oil labeling that Assembly Bill 535 provides consumers with clear and transparent information about the oil they are purchasing. The bill will require companies to disclose the minimum percentage of California olive oil present in their product and in the same size as the word “California” on their product label, packaging and marketing materials.

    The bill does not prohibit or restrict blending oils from different sources and destinations, it only requires the term “California” be used in a way that truthfully and clearly represents the actual amount of California-grown olives used in the product.

    With this bill, supporters hope to strengthen the integrity of California olive oils as a premium and trusted product. — Olive Oil Commission of California

  • California Avocado Acreage Drops (Acreage And Condition Analysis Report)

    The California Avocado Commission gathers critical yield forecasting data to make informed budgeting and marketing decisions by partnering with Land IQ to conduct an annual acreage survey. Data from this survey is then compiled in a database for use by the Commission. In addition, Land IQ releases a yearly report for public consumption. The 2021 Statewide Avocado Acreage and Condition report is now available on the California avocado growers website.

    Highlights from the report are as follows:

    • Total planted acreage in 2021 was 51,988 acres, a reduction of about 2,000 acres from 2020
      • 46,727 producing acres
      • 2,668 new/young acres
      • 2,592 topped/stumped acres
    • The five major avocado growing counties — Ventura, San Diego, Santa Barbara, Riverside and San Luis Obispo — accounted for 96% of planted acreage
      • Ventura — 38%
      • San Diego — 29%
      • Santa Barbara — 13%
      • Riverside — 9%
      • San Luis Obispo — 7%
    • Updated tree age analysis
      • 9% of groves were newly planted to 4 years old
      • 14% were 5 – 8 years old
      • 17% were 9 – 15 years old
      • 16% were 16 – 20 years old
      • 44% of groves were 21 or more years old
    • Planting density analysis
      • 19% of acreage is planted at high density (15×15 or closer and 20×10)
      • 81% of acreage is planted at standard density (15×20 or greater

    The report also includes:

    • Tables and graphs illustrating avocado acreage by condition and county
    • Tables of statewide avocado acreage by county and zip code
    • Tables listing planted avocado acreage by year planted or stumped
    • A table noting the age of groves as a percentage of planted acreage, as well as a table summarizing planted avocado acreage by year planted or stumped
    • Tables comparing the condition (producing, stumped, young, abandoned) of high density and standard groves by acreage and county
    • Maps depicting planted avocado polygons in each of the Commission’s five districts
    • Table of net change in acreage from 2020 to 2021, by county
    • Table noting the change in avocado acreage classifications from 2020 to 2021

    A copy of the report is available HERE.