Live Oak Farms, Le Grand, Calif., will be marketing Pasha Marketing LLC’s fall vegetables from California’s Coachella Valley.
The new partnership expands Live Oak’s fall bell pepper program as consumer demand keeps strong for vegetables at retail.
Live Oak Farms completed a strategic repositioning of its bell pepper program this year, adding spring production in the Coachella Valley, as well as an early summer program in Bakersfield, Calif. The company restructured a retail-focused red bell pepper program and introduced a summer organic bell pepper program, according to a news release.
Live Oak Farms will expand production of display-ready packaged bell peppers with the additional fall production. Red bell peppers begin in mid-November, with 15-pound retail packs under the Rosso label, introduced in the spring.
“Adding the bell pepper program of Pasha Marketing to our planned fall expansion in Coachella enables Live Oak to better meet the needs of our customer base, with volume that will approach that associated with our core season, June through October,” Ed Beckman, chief operating officer, said in the release.
The company’s goal is to offer the same quality of product from its packing line to the Coachella Valley field-packed peppers, according to the release, with an eye on quality and sizing.
The Pasha Marketing partnership is another step toward offering year-round sales, Beckman said in the release.
The fall program will be sold by Live Oak’s Donna and Scott Vaughan (sales) and Matthew Hiett, business development associate, and Julie Fargo and Michael Bozick of Pasha Marketing. Fargo will be handling Pasha Marketing’s eggplant sales for Live Oak, according to the release.
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