Pomegranates: business updates

09/19/2013 11:59:00 AM
Melissa Shipman

Courtesy Getty images by Denise TruscelloPOM Wonderful launches three new 100% juice blends. Crown Jewels featured on Discovery Channel

Fresno, Calif.-based Crown Jewels and its pomegranate grower, Steve Barsoom, were spotlighted on the Discovery Channel‘s “American Farmer” program in December.

The program has since aired multiple times and exposed the company’s pomegranate business to the world.

“It really opened people’s eyes and we’ve gotten a lot of e-mails wanting more information on the pomegranate program,” said Atomic Torosian, managing partner.

The program also featured Crown Jewels’ grape, melon, apple and pear growers.

DJ Forry rebrands, revamps aril product

Starting this year, DJ Forry changed the packaging on its aril product to consist of two sealed servings inside each package.

“It’s a 4.4-ounce punnet with a divider so there are two separate servings,” said Ray England, vice president of marketing for the Reedley, Calif.-based company.

England said the new packaging was a rebranding effort.

“We’ve been selling arils under the Sweet Diamond brand for three years, but this year in May we went through a rebranding effort with DJ Forry and we changed the packaging from Sweet Diamond to Sweet Bursts,” England said.

The company has seen an increase in demand for the aril products.

“We saw a lift of about 30% with our existing customers on the offshore side,” said John Forry, vice president.

Dream Foods rolls out organic grenadine

Dream Foods International LLC, Santa Monica, Calif., released its Volcano Grenadine Burst product in August as a healthy, organic alternative to existing grenadine products.

The 3.4-ounce squeeze bottle contains no high fructose corn syrup and uses elderberry for color and citric acid as a preservative.

It is also U.S. Department of Agriculture-certified organic.

“A lot of grenadine products have that high fructose sweetness but this product is rich without being too sweet so you really experience that elderberry and pomegranate flavor,” said Harry Merzian, marketing and sales manager.

Sold in the produce department, the product is shelf-stable.

Merzian said the product will increase produce department profitability because it’s difficult to find organic grenadine products.

“If they already have a conventional grenadine, this will grow the category, but if not, they’ll be one of the first to carry that organic grenadine product,” he said.


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