Business updates: Southern California Strawberries

02/10/2012 11:44:00 AM
Tom Burfield

Tom BurfieldDon Hobson (from left), vice president of sales and marketing; salesmen Dewayne Harrell, Tom Hassenbein and Santiago Pena; new sales manager Russ Widerburg; and saleswoman Alexia Butterworth (front center) of Boskovich Farms Inc., Oxnard, Calif., are set for a strong Southern California strawberry season, despite a slightly late start.Andrew & Williamson to adopt social media

San Diego-based Andrew & Williamson Fresh Produce is about to launch a more consumer-centric version of its website and make its first foray into social media with Facebook and possibly Google+, said Mark Munger, vice president of marketing.

“We’re not experienced in it yet, but we think there’s a lot of value (in social media), and I think consumers are interested in understanding where their food comes from,” he said. “A lot of the social media outlets give us a good opportunity to tell a story.”

Boskovich Farms hires experienced salesman

Boskovich Farms Inc., Oxnard, Calif., has hired a salesman, said Russ Widerburg, sales manager.

Dewayne Harrell, most recently with L&M Cos. in Raleigh, N.C., is selling all f.o.b. commodities for Boskovich Farms.

The company also has boosted its acreage by 10% and now grows on 250 acres, Widerburg said.

California Giant unveils revamped website

California Giant Inc., Watsonville, has revamped its website to appeal specifically to berry lovers and health enthusiasts, said Cindy Jewell, director of marketing.

The new site includes custom-tailored, high-graphic content designed to increase consumer enjoyment, knowledge and engagement, she said.

A highlight of the new site is the berry recipe categorization and search function.

The site also tells about current promotions, featured products and philanthropic causes. There’s also a site for trade partners, information about the company-sponsored cycling team and an updated blog called “The Buzz,” which features news, recipes, videos and more, she said.

CBS Farms expands acreage, organics

Watsonville, Calif.-based CBS Farms has added acreage this season in both the Southern California and Watsonville strawberry growing regions, said Charlie Staka, director of sales.

The company has increased its acreage by up to 20%, equally divided between the northern and southern parts of the state, Staka said.

CBS Farms also has expanded its organic acreage, which so far is limited to the Watsonville area, but he said the company is looking into adding organic acreage in Southern California. CBS Farms was formed last year to handle sales for Beach Street Farms and Colleen Strawberries Inc., both based in Watsonville.

Colorful Harvest adds sales staff

Colorful Harvest LLC, Salinas, Calif., has hired Steve Johnston, most recently with Blazer Wilkinson LP, Salinas, as business development manager specializing in strawberry and blueberry sales, said Doug Ranno, chief operating officer and managing partner.


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