Business updates: Citrus Marketing

01/25/2010 12:22:00 PM
Bob Luder

Booth Ranches makes addition to sales staff

Orange Cove, Calif.-based Booth Ranches LLC hired Tracy Jones from Valentine Produce in August to handle the company’s domestic citrus sales.

The company also recently purchased a new packinghouse, taking over the old home of Sunny Cove Citrus, which closed.

“We’re making some modifications,” said Neil Galone, vice president of sales for Booth. “Customers should not be able to tell which house product came from.”

Galone also said the company has broken ground for a new office facility in Orange Cove that should be ready by August.

Diversified increases space for valencias

Lake Hamilton, Fla.-based Diversified Citrus Marketing is increasing its summer storage program for valencia oranges so that the company can continue to sell the variety well into July.

“We’re trying to extend the variety so that we can have citrus available to customers year-round,” said Al Finch, director of marketing.

Florida Department of Citrus makes hire

The Florida marketing and promotions body for fresh citrus recently hired Bradley Ruhmann as the organization’s marketing coordinator.

He joined the organization in November.

Ruhmann, who previously held marketing positions with government and sports marketing companies in the Lakeland area, works closely with Amy Carpenter, the department’s fresh marketing manager, in promoting fresh Florida oranges, grapefruit and specialty citrus items.

“He does a lot of our Web site coordination,” Carpenter said. “He adds a lot of new information onto the site.”

The department also is getting ready to move into a new office building in Bartow.

The commission, which was formed in 1935, held its first commission meeting in the new building Dec. 16 and plans to make the move permanent in February.

Packers of Indian River replants 100 acres

The Packers of Indian River Ltd., Fort Pierce, Fla., intends on going against the prevailing grain among Florida citrus growers this year.

In an age where many growers are reducing acres because of canker and greening eradication for the fear of disease, the company plans to replant about 100 acres during 2010, said Paul Genke, director of sales and marketing.

“We have to replace some of our groves if we’re going to maintain supply to our customer base,” Genke said.

Paramount tries hand at organic oranges

Paramount Citrus Association Inc., Delano, Calif., is in the first year of an organic valencia program.


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