Family Tree Farms joins Summeripe effort - The Packer

Family Tree Farms joins Summeripe effort

04/09/2004 12:00:00 AM
Gabrielle Kirkland

(April 9) DINUBA, Calif. — Summeripe Worldwide Inc. has added a sixth member with a unique product line to its marketing partnership.

This will expand its program that has offered conditioned yellow flesh peaches, plums and nectarines.

Family Tree Farms Inc., Reedley, is the newest Summeripe alliance member but also jointly shares a marketing agreement with the company.

Family Tree Farms with its well-known white-flesh and pluot programs, and Summeripe, distinguished for its preconditioning stone fruit program, have made an agreement to promote and market their tree fruit brands, said Pat Steider, president of Summeripe.

The combined programs allow product to flow between the two businesses and includes Family Tree’s Great White brand for white-flesh peaches and nectarines, Flavor Safari label for pluots and Summeripe’s conditioned fruit program for yellow-flesh peaches, nectarines and plums.

“Family Tree, being a leader with Great Whites and Flavor Safari, rounds out our program,” Steider said. “That is why this agreement is so important because it completes (our) category management program.”

This is also the first time Summeripe will endorse labels other than its own brand.

INDEPENDENCE MAINTAINED

The marketing agreement maintains the organizational independence of Family Tree and Summeripe Worldwide and is limited to mutual action in support of the Great White, Flavor Safari and Summeripe programs, stated the news release.

“We’re excited about the relationship we have with Summeripe. Both are separate programs that can have growth,” said Duncan Marriott, salesman with Family Tree. “It is the best of both worlds and we are not trying to cannibalize each other.”

Family Tree Farms bought Apio Inc.’s domestic fruit sales and marketing business in January 2002.

Family Tree officials, at the time, said the company planned to ship about 5 million cases of fresh fruit annually with the new acquisition.



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