Business updates: Southern California Strawberries - The Packer

Business updates: Southern California Strawberries

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

Ranno said the company’s strawberry acreage will be up about 25% this year in all growing areas.

Colorful Harvest also has opened a cooler in Florida, which should help the firm’s year-round strawberry program continue to grow, Ranno said.

Corona Marketing Co. to build its own facility

Changes are on the horizon at Corona Marketing Co., Santa Maria, Calif.

“We’re working on expanding and building our own facility,” said president Jose Corona.

The new building, which will include precooling facilities, will be about 36,000 square feet, he said. He hopes to have it finished later this season.

Driscoll’s concludes berry photo campaign

Driscoll Strawberry Associates Inc., Watsonville, Calif., conducted a successful holiday campaign called Celebrating the Sweeter Moments that allowed consumers to share their berry moments, said Frances Dillard, director of marketing.

During the campaign, which started in November, consumers submitted berry photos with descriptions of their berry moment.

The campaign made use of the company’s website, social media and public relations efforts. Consumers selected 10 finalists, with winners to be selected by a panel of food and nutrition experts.

Top 10 finalists and their berry moments can be seen at Winners will be announced March 1 on The grand prize is a professional Viking cookware set with finalists winning Driscoll’s berries.

Naturipe Farms plans to engage customers

Naples, Fla.-based Naturipe Farms LLC is going all out this season to help retail and foodservice customers sell more strawberries.

“We are beginning to roll out customer-specific service models that build consumption through engaging customers and consumers in a multidirectional pattern,” said Vinnie Lopes, vice president of sales.

The program still is in its infancy, he said, but it includes “a highly evolved playbook chock full of attainable, creative ideas to build programs.”

Also at Naturipe, Dave Adams, most recently self-employed, has joined the company as director of business development.

Red Blossom Farms adds QR codes

Red Blossom Farms, Santa Ynez, Calif., will print quick-response codes on its clamshell containers of strawberries for the first time this season, said Michelle Deleissegues, director of marketing.

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