Homegrown Organic Farms sees resurgence in foundational citrus
While the weather has slowed California’s organic citrus harvest, promotion opportunities will be plentiful in the weeks and months ahead, says Elise Smith, marketing manager for Homegrown Organic Farms, Porterville, Calif.
“The weather this winter has affected our ability to sustain a consistent harvest; we’d normally be in peak production now, but we are thankful for the rain,” Smith said. “Unique to citrus, we have the ability to store the fruit on the trees until conditions improve for harvesting. The weather looks to be clearing in the coming weeks, and retailers can expect incredible opportunities to promote all varieties over the next few months.”
Homegrown Organic Farms has grown, packed and shipped organic citrus since 1998.
“Our year-round offerings include more than 12 organic citrus varieties, one of the largest programs of its kind,” Smith said. “All our internally owned and managed acreage is 100% Equitable Food Initiative certified. Caring for the land and people has always been a foundational value for our family of companies, and programs like EFI help verify and increase the effectiveness of the work we’ve always done. In addition, we represent almost 100 organic citrus growers throughout California."
The company also offers other commodities, including blueberries and stone fruit beginning in the spring.
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New to the marketer’s program this year is the development of a conventional program to support growers in their transition to organic, Smith said.
“This program will expand upon our one-stop-shop model and offers a logistic solution to supply chain concerns,” Smith said. “Our goals in the creation of a conventional program are to support growers in their transition to organic, create opportunities for farm workers, and continue the restoration of soil health.”
Homegrown Organic Farms has seen an increase in demand this season that can be attributed to the flavor profiles of each varietal starting from week one of the season, Smith said.
“We’ve noticed this season that the foundational citrus varieties are making their way into the spotlight again,” Smith said. “It’s exciting to see our varieties with the most history gaining popularity again and being enjoyed for their classic flavors.”
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This season, Homegrown Organic Farms is marketing minneolas for the first time, with a 3-pound bag offering. “Minneolas are both sweet and tangy, juicy, and unique in shape with a long neck,” Smith said.
“New this season, we will debut a 3-pound heirloom navel bag that displays the legacy and story of the variety," she said. "Our heirloom navel oranges are grown on old-line Washington navel trees that are often more than 50 years old. They are picked at optimal maturity and maintain a flavor profile with a lot of depth. Heirloom navels have a medium-sizing structure that makes for great bag offerings.”
Homegrown Organic Farms also markets to several online retailers and supports private-label options.
Smith said the marketer has been surprised to see some of the foundational citrus varietals, like the navel orange, outperform newer consumer favorites like the easy-peel mandarin. “We’ve seen a trend this season of going 'back to the basics' with consumers trending toward their old-school favorites," she said.
While the weather has slowed harvest, Smith said fruit can store well on the tree.
“There are dryer conditions ahead, and it will be critical to take advantage of the promotions in place and some good fruit,” Smith said. “Navel oranges, heirloom navels, cara caras, mandarins, lemons, grapefruit, minneolas, and gold nugget mandarins will be promotable, and the rains have improved the size structure. Retailers will need to be consistent in their margins to maintain their value.”
