Gold Coast Packing embraces innovation, change
Change is a certainty. It’s true in a broad sense, but specifically true of companies that embrace it. In the business world, that looks like innovation.
Santa Maria, Calif.-based Gold Coast Packing Co. Inc. has focused on pursuing innovation and value-added produce for over 40 years.
“We are a predominately foodservice company, but over the last few years have begun offering more retail items,” said Crystal Chavez, marketing coordinator at Gold Coast. “Our core items are broccoli, cauliflower, cilantro, spinach and Brussels sprouts. We are able to work with our customers to create the items they need.”
The company hopes that volumes in foodservice will be higher than the last two years. As restrictions are reduced around the country, consumers are expected to return to restaurant dining.
Despite primarily being a foodservice company, Gold Coast has begun to grow its retail items.
Chavez said the company introduced a new retail line last year, offering both 2-pound and 12-ounce pack sizes. Items offered in this packaging include broccoli florets, cauliflower florets, a blend of broccoli and cauliflower florets, garden blend, Brussels sprouts and broccoli slaw.
“Last year, we also released our vegetable ceviche,” Chavez said. “It is a plant-based fish alternative. It is our veggie-forward take on the Latin-American dish. It was a hit with consumers when it was in Costco stores. We are working to get the item back in for the spring and summer months.”
The company is primarily a conventional grower. Currently though, it offers organic cauliflower and spinach. It plans to introduce more organic items this year.
“More organic produce is one of our focuses for this year,” Chavez said. “We have been working with our growing partners and customers to see what value-added organic products they are interested in.”
More value-added organics is the fruit of past marketing. The new marketing strategy looks completely different than the last few years.
“The focus of our marketing plan this year is to attend shows and travel to visit customers again,” Chavez said. “Meeting customers in person is crucial for growing our business. Not being able to meet face to face over the last two years has been a challenge.”
Over the next five years, the company expects to expand its business and processing and production facility. With the expansion of the facility, it will be able to offer more unique and innovative items. The goal is to expand retail offerings and continue to create foodservice items that can help foodservice operators reduce labor and simplify their operations.
