California Fruit and Vegetable

Tag: California Fresh Fruit Magazine

  • 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

    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

    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

  • 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:

  • Reinforcing Buy American Food Act in California School Districts

    Finding that California school districts have not been following the Buy American Act regarding food purchases, Ag Council of California sponsored legislation to reinforce the provision with successful results.  Watch this brief interview with Emily Rooney, President of Ag Council, for more details and how this will support California agriculture and the local economy.

    Please thank this video’s sponsor Suterra for their industry support.

  • Tightening CA Soil Fumigation Regulations Require Grower Attention

    Are you considering fumigating your soil soon? California regulations are changing and there are some things growers should know about, and consider getting involved in the conversation. Watch this brief interview with Gabriele Ludwig from the Almond Board of California for more information.

    Please thank this video’s sponsor Suterra for their industry support.

  • READ – January 2023 Issue

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  • 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

    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.

  • Changing Labor Laws & Regulations Ag Employers Need to Know

    As California farmers prepare for the New Year, there are some labor-related changes to laws and regulations that ag employers need to be aware of.  Watch this brief interview with Adam Borchard from the California Fresh Fruit Association as he explains, based on his recent presentation at the Grape, Nut & Tree Fruit Expo.

    Please thank this video’s sponsor Suterra for their industry support.