Rio Rico, Ariz.-based Fresh Farms expects to continue its double-digit growth as the company transitions its extensive grape program from South America to Mexico in late April and then to California later this season, said David Watson, senior vice president of sales and marketing.
“Mexico plays a crucial role in the company’s operations, as it provides the highest volume of grapes during the season,” Watson said.
Fresh Farms, which is part of Grupo Molina, a family-owned company based in Hermosillo, Mexico, also offers a wide variety of vegetables, including hard and soft squash, cucumbers, tomatoes, corn, peppers and watermelons.
“This year, the company is placing a particular focus on tomatoes, with a significant increase in production, along with growth in other vegetable varieties, both organic and conventional,” Watson said.
In light of water challenges in Mexico, Fresh Farms has implemented sustainable practices that ensure its grape and vegetable production remains robust, he said.
Fresh Farms will help boost movement of its products by focusing on several key initiatives, Watson said, including strengthening the third year of its “Taste to Believe” campaign.
“In its first year, the campaign concentrated on the candy grapes category, educating and informing consumers about the unique qualities of these grapes,” he said.
“By applying the category management concept, the campaign has increased trials, repeat purchases and sales, while also reducing shrink,” he added.
Retailers who have participated in the program have seen higher unit and dollar sales, he said.
The company also has welcomed a number of new employees, including Josh Acuña, national sales specialist, and Ana Romero, marketing coordinator. Raul Carbajal, process improvement specialist, is now also contributing to the sales department.
“Fresh Farms’ commitment is to always deliver the highest quality products and provide exceptional service to customers, while also continuously supporting and enhancing the well-being of our partners and field producers,” Watson said.
