Fruit

Two Produce Powerhouses Seek to Reinvent the Mango Category

Wed, 08 Apr 2026 22:04:20 GMT

In a move aimed at reshaping the global mango landscape, fruit genetics company Sun World International and avocado supplier Mission Produce have joined forces to tackle the category’s long-standing consistency issues through a major new variety development collaboration.

Sun World International, a global leader in fruit genetics and variety licensing, and Mission Produce, a world leader in sourcing, producing and distributing fresh hass avocados, have announced a collaboration to explore opportunities in the mango category, with a shared focus on identifying innovative, commercially viable varieties that benefit growers, retailers and consumers.

Despite strong and growing global demand, the mango category has long been defined by inconsistent eating quality and limited variety differentiation, according to a news release. This limited variety differentiation is a gap that Sun World and Mission Produce have been independently working to close.

The companies say their collaboration unites Sun World’s decades of experience in plant breeding, global evaluation and variety commercialization with Mission Produce’s supply chain expertise, grower relationships and market reach across key production regions, including Mexico, Brazil, Peru and beyond.

“Mangoes are a category full of potential, and most people in the industry know there’s a real opportunity to innovate to bring a great eating experience every time,” says Bernardo Calvo, president and CEO of Sun World International. “As we continue to build our mango portfolio — from our earliest commercial introductions through late-season selections — we see real value in working alongside partners like Mission. What drew us to them is that they get it — they aren’t afraid to innovate boldly. Both of our organizations care about quality, think long-term and are willing to explore what’s next to lift the entire category. That’s the kind of partner we want to be building with.”

Sun World says its mango program represents one of the most significant investments in mango variety development in the industry today. Following its acquisition of the world’s largest mango breeding program through the Biogold transaction, Sun World has rapidly expanded its pipeline and commercial offerings.

The company now has three commercial mango varieties available for licensing, including Kankun, acquired in 2023 as an early-season variety. Kankun has nine advanced selections currently undergoing evaluation across international growing regions, and nearly 600 new potential varieties in early-stage assessment, targeting an extended window harvest.

Officially launched at Fruit Logistica earlier this year, Sun World’s mango program is designed to give growers access to differentiated, proprietary genetics with the agronomic performance and market demand needed to delight consumers and build a sustainable, profitable business.

Mission Produce brings expertise in mango sourcing, ripening and distribution — leveraging the same vertically integrated infrastructure that has made the company a category leader in avocados to elevate the mango category, the release says. Mission Produce has invested significantly in mango category development in recent years, including targeted retail programs designed to grow household penetration and consumer trust.

“We see a significant opportunity to grow the mango category by delivering a more consistent, premium eating experience to consumers around the world,” says John Pawlowski, president and chief operating officer of Mission Produce. “This collaboration builds on the strong foundation we’ve established in mangos and brings together Sun World’s leadership in variety innovation with Mission’s global sourcing, vertical integration and ripening expertise. Together, we can accelerate progress toward a more reliable, high-quality experience for consumers.”

The companies say the collaboration represents a shared intent to explore which varieties, production regions and market opportunities may offer the greatest commercial potential for growers and retailers alike.

“From our vertically integrated farms in Peru to our broader year-round sourcing network, and through to our advanced ripening capabilities at retail, every step plays a role in delivering the World’s Finest Mangoes,” says Keith Barnard, senior vice president of global sourcing at Mission Produce. “That commitment to quality and consistency starts at the source and carries through the entire supply chain. When we deliver on that promise, it drives stronger retail performance, builds consumer trust, and ultimately fuels long-term growth for the category.”

For growers, the collaboration signals an opportunity to access and trial a new generation of proprietary mango varieties designed to deliver superior eating quality, broader market appeal and stronger returns, say the companies.

Both Sun World and Mission Produce see production regions across Latin America as central to that vision, with opportunities for expanded collaboration as new varieties move through the commercial pipeline.

Growers interested in learning more about trialing, evaluating or producing Sun World mango varieties can visit the company’s website .

North Bay Produce Rebrands to Focus on Farmers, Global Cooperative

Thu, 29 Jan 2026 22:47:23 GMT

Traverse City, Mich.-based North Bay Produce , a cooperative of 30 grower-owners around the world that produces fresh fruits and vegetables year-round from apples to asparagus and berries to snow peas, has rebranded to underscore the importance of its farmers.

In what the company calls “transformative move” to help better tell their story, North Bay has integrated an innovative augmented reality (AR) experience into the new packaging, which it will reveal at Fruit Logistica in Berlin, Feb. 4-6.

The rebrand also includes a new farmer-focused logo created in partnership with Veritiv’s internal specialized branding and design agency.

At the core of the rebrand is the farmer, a symbol North Bay says represents its commitment to connection, cooperation and global reach. The farmers are not just the foundation of North Bay’s business; they are the business, the company says.

North Bay says the farmer in its new logo is a timeless, universal figure, representing its diverse men and women farmers from every era and corner of the globe. This icon stands for the values the company holds dear: being relatable, local, timeless, trustworthy, sustainable and committed to farm-to-table excellence, it says.

As a global cooperative, owned by the farmers who cultivate its produce, North Bay says it aims to create meaningful connections between consumers and the people who feed their families and the world.

“Our farmers’ dedication and work ethic are the driving forces behind North Bay’s sustained success since 1984,” says Brian Klumpp, director of marketing at North Bay Produce. “By focusing on varietal development and expanding our global farmer-owner portfolio, we continue to elevate our performance and share the compelling stories of our farmer-owners.”

Augmented Reality Experience

North Bay says its new branding takes storytelling to the next level with AR labels designed to bring the North Bay farmer to life, guiding viewers through a 3D farm diorama and sharing the stories behind the farms. This innovative approach highlights North Bay’s global cooperative network, emphasizing how collaboration maximizes technology and resources for consumer benefit, the company says.

“This AR technology gives us an avenue to tell a story and connect the consumer to where their fruits and vegetables are being grown, how they’re being grown and new and exciting varieties being grown,” says Nick Osmulski, president of North Bay Produce. “This is something that retailers have been asking for, and we’re excited to bring this new storytelling opportunity to our customers’ produce departments for the consumers.”

Osmulski says the rebrand also gives North Baby an opportunity to focus on its own story and that of its people.

“The essence of North Bay is its people,” he says. “Between the great group of farmers that make up North Bay and the team of employees around the world, it’s truly an amazing group of people working together every day that drives the success of the company.”

It’s a story worth telling, Klumpp says.

“North Bay is thriving, and this moment gives us the opportunity to emphasize what’s behind that success — our people,” he adds. “While we’ve long been a quiet and humble company, we now embrace the chance to modestly yet clearly share why our story is worth knowing.”

For more information on North Bay Produce and the rebrand, visit Hall A, stand A09 at Fruit Logistica or visit the company website .

What’s the Future of the Produce Department? A Fresh Del Monte Exec Talks Vision, Strategy, New Acquisition

Mon, 26 Jan 2026 01:15:43 GMT

It’s been a promising start to the year for the Coral Gables, Fla.-based Fresh Del Monte, with the newly released Dietary Guidelines for Americans placing a strong emphasis on fruits and vegetables, and the company’s recently won bid to acquire assets from the California-based Del Monte Foods Corporation.

To learn how Fresh Del Monte sees the new food pyramid influencing the fresh produce department at retail and what its pending acquisition of Del Monte assets could mean for the fresh produce company, The Packer connected with Danny Dumas, senior vice president of sales, marketing and product management for Fresh Del Monte.

The new guidelines place produce and proteins at the widest part of the inverted pyramid, signaling they should be the foundation of every meal. How does Fresh Del Monte plan to adjust its marketing or product mix to address this shift? Are you planning on new products or packaging as a result?

Dumas: The updated guidelines reinforce a direction we’re already moving toward. At Fresh Del Monte, we see this less as a pivot and more as an acceleration.

From a marketing standpoint, we expect to place greater emphasis on how fresh produce anchors everyday meals by highlighting vegetables and fruits as meal builders, not just ingredients.

On the product side, we’re continually evaluating how packaging, formats and assortments can make it easier for consumers to meet these expectations. That includes portion-appropriate packaging and formats that support convenience without compromising freshness or quality.

Danny Dumas is senior vice president of sales, marketing and product management for Fresh Del Monte.

(Photo courtesy of Fresh Del Monte)

With the 2026 guidelines recommending three servings of vegetables and two servings of fruit daily for a 2,000-calorie diet, do you anticipate this influencing how produce departments are merchandised or the product mix in-store?

Yes, we expect this to influence how produce departments are merchandised. Clear, numerical guidance gives retailers a stronger foundation to rethink layout, signage and cross-merchandising. We anticipate seeing produce departments organized more intentionally around daily eating patterns, for example, vegetables grouped by meal occasion or usage rather than just by category.

Over time, this may also influence the mix on-shelf, with more space dedicated to everyday staples, versatile vegetables and high-rotation fruits that support repeat consumption rather than occasional purchase.

The MAHA initiative also emphasizes food as medicine and nutrient density. Some in the produce industry are concerned the “food as medicine” messaging takes away from the flavor, joy and vibrancy of fresh fruits and vegetables. Where does Fresh Del Monte stand?

We support the idea that food plays a critical role in long-term health, but we don’t believe that it has to come at the expense of joy, flavor or experience. Fresh fruits and vegetables are powerful precisely because they are both nourishing and enjoyable. This is clear from our mission statement: to inspire healthy lifestyles by providing wholesome and convenient products to everyone, everywhere.

We focus on growing and delivering produce at peak quality because when food tastes better, people eat more of it.

How can the fresh produce industry use the new guidelines to drive increased consumption of fresh fruits and vegetables?

Increased consumption won’t come from telling people to eat more produce but by making produce easier to choose, easier to use and easier to enjoy every single day.

As an industry, we must reduce friction at every step of the journey — from discovery to preparation to consumption. Shoppers should feel confident selecting produce, inspired by how to use it and rewarded by how it tastes. When fruits and vegetables feel approachable, intuitive and consistently satisfying, they become diet staples.

The industry’s role, then, is to simplify decision-making, spark inspiration and remove barriers — not through more messaging alone, but through better experiences in-store, at home and at the table.

SNAP benefits don’t currently include value-added produce such as precut items or salads that come with a fork. What is Fresh Del Monte’s position, and do you think this will remain the case moving forward?

If fresh produce is truly the foundation of the diet, then formats that make it easier to consume, including certain value-added options, should be available for all.

While policy decisions sit outside our control, we have made progress but believe there’s room for thoughtful evolution here. The long-term goal should be to remove barriers to fresh produce consumption, especially for households balancing time, cost and nutrition.

Earlier this month, Fresh Del Monte Produce won a bid to acquire select assets of the California-based Del Monte Foods Corporation for $285 million. If the sale hearing, scheduled for Jan. 28 closes, the transaction will bring the Del Monte brand under a single owner for the first time in nearly four decades. How would the acquisition further support Fresh Del Monte’s abilities to reach consumers with new food pyramid-friendly foods?

The potential purchase of Del Monte Foods’ assets allows us even more ways to offer consumers quality fruits and vegetables in a convenient way. It expands our portfolio of produce, adding prepared and packed vegetables and refrigerated fruit.

Ultimately, it helps us deliver high-quality fruits and vegetables, consistently and at scale, in ways that align with how people are being encouraged to eat now and in the future.

Specialty Crops Suffered Staggering Economic Losses in 2025, Will Relief Come in Time?

Wed, 21 Jan 2026 22:27:23 GMT

Economic losses to specialty crops last year were on a level that can put farming operations out of business.

The American Farm Bureau Federation estimates $3.6 billion in economic losses for almonds, $1.4 billion for apples, $763 million for lettuce, and $717 million for potatoes alone.

Specialty crop leaders this week renewed their calls for urgent economic support for U.S. growers and shared their disappointment after the U.S. House released final spending bills Jan. 20 that did not include aid for American specialty crop producers.

While the Specialty Crops Farm Bill Alliance (SCFBA) says specialty crops, including fruits, vegetables, tree nuts, nursery, greenhouse and floriculture products, generate more than $75 billion annually in U.S. agricultural cash receipts, account for more than one-third of all U.S. crop sales and support rural economies nationwide, under the current USDA Farmer Bridge Assistance program, $11 billion is allocated to row crops, and only $1 billion is reserved for specialty crops and other commodities, with key details on eligibility, payment and timing still unresolved.

“It’s a challenge with specialty crops to come up with aggregated data across all the more than 300 different commodities, but the American Farm Bureau Federation has done good analysis related to specialty crops,” says Kam Quarles, CEO of the National Potato Council and SCFBA co-chair.

“Effectively Farm Bureau is saying that if you’re going to have a relief plan rollout, specialty crops should be about a third of whatever Congress spits out,” he says.

Word on Capitol Hill is Congress is contemplating a total of $15 billion in assistance, SCFBA says.

“We agree with the one-third of whatever Congress comes up with, but also the package has to be large enough to make a material impact,” Quarles says. “The specialty crop industry has told Congress that we need no less than $5 billion in economic relief for specialty crops in order to positively move the needle for growers.

With food affordability still a top focus for many consumers, what happens to the cost of fruits, vegetables and other grocery staples if specialty crops don’t receive the aid they desperately need?

“We’re facing an unprecedented economic crisis in the U.S. right now for agriculture, and it’s not just specialty crops, it’s broader than that,” Quarles says. “If you have growers that are going out of business due to this economic crisis, that’s going to further impact supplies of commodities. It’s going to impact prices, and it will add to the affordability issue.”

Last week SCFBA joined American Farm Bureau Federation and ag organizations across the U.S. in penning a letter to Congress highlighting record-high input costs, labor shortages, weather challenges and historically low market prices that have caused farmers to face negative margins and nearly $100 billion in losses nationwide.

Reasons for Optimism

Quarles says feedback from both the House and Senate appropriations committees on the specialty crop crisis has been encouraging.

“They absolutely understand where we’re coming from,” he says. “The other thing to remember is that there have been fundamental changes in tax policy that were put into law last summer, and they’ve already started to come online. And when some of the trade agreements that have been discussed are finalized, they also could create a more competitive environment, along with the tax policy.”

But could this be a case of too little, too late?

“These policy recommendations could create a much better environment in the future, but if you’re out of business before you ever get to that better environment, it just doesn’t matter,” Quarles says. “So that’s the imperative of this economic relief; we need a short-term safety net or a bridge, whatever you want to call it, to get producers from this crisis into an area where they can start to take advantage of some of these changes.”

Another bright spot, he says, is how effectively the industry, along with he and his SCFBA co-chairs, including Cathy Burns, CEO of the International Fresh Produce Association; Mike Joyner, president of the Florida Fruit and Vegetable Association; and Dave Puglia, president and CEO of Western Growers, are working together.

“The industry has really rallied together under the umbrella of the Specialty Crop Farm Bill Alliance,” Quarles says. “Twenty years ago, this was not the way the industry worked, but the alliance has created a kind of muscle memory, where we know how to all get around the table. We know how to look at a particular situation, develop a strategy, and then everybody disperses out to where they have strengths across the United States.”

“It has really been the best of the fresh produce industry rallying together to try to get some relief for our grower members,” he continues. “I’m very hopeful that we’re going to get something positive done here.”

7 Opportunities to Boost Produce Sales in 2026

Fri, 16 Jan 2026 23:41:56 GMT

From the surprising new power shopper to engaging Gen Z and millennials to redefining value in the produce department, here’s a look at what’s driving fresh produce consumption in the year ahead. Fresh Trends 2026 , The Packer’s annual report on purchasing behavior and consumption habits across 50 fresh fruits and vegetables, offers data and insights designed to increase produce sales and position the industry for success.

1. Men Are the New Produce Power Players

One of the most significant shifts in the 2026 data is the rise of the male shopper. Men reported higher purchase rates for “differentiated” produce — think organics, super-premium strawberries, lion’s mane mushrooms, value-added produce and purple sweet potatoes — than women. And not only are they buying more specialty items, but they are also willing to pay a premium to get what they want.

2. Gen Z and Millennials Remain the Drivers of Different

If it’s new, local or organic, younger shoppers are likely the ones buying it. Gen Z and millennial consumers continue to lead the charge in purchasing specialty items like jumbo blueberries, sweet snacking peppers and specialty mushrooms. For these generations, produce isn’t just a side dish or snack; it’s an experience.

3. The Banana Renaissance is Real

Bananas are officially back in a big way. Fresh Trends 2026 found that alongside potatoes, bananas were the most purchased produce item, with 92% of respondents buying them in the past 12 months. Experts attribute the uptick to their status as a “habit-forming” food — a routine, nutrient-dense snack that fits perfectly alongside protein shakes and supplements for active lifestyles.

4. Organic Produce Growth Driven by Younger Shoppers, Men

While the majority of consumers still predominantly purchase conventionally grown produce, the organic market remains resilient, driven by men and younger shoppers.

Among organic buyers, nearly one-third (30%) of respondents said 26% to 50% of their fruit and vegetable purchases are organic, a trend led by millennials.
About 8% of men surveyed said they were willing to pay a staggering 50% more for organic fruits and vegetables — twice the rate of women. While most organic buyers are comfortable with a 10% to 24% markup, this “super-loyal” segment is one to watch.

5. Big Box Stores Are the Go-To for Organics

Fresh Trends 2026 finds that chain superstores such as Walmart and Target have become the primary destination for organic produce, with 48% of all organic buyers shopping those stores. Among younger shoppers, that percentage is even higher. Fifty-nine percent of Gen Z organic produce shoppers and 55% of millennials indicate they shop chain superstores for organic produce, compared with 48% of Gen X and 30% of baby boomers.

6. Value Is About More Than Just Cheap

While inflation is a concern, the 2026 value proposition for produce isn’t just about the lowest price. Consumers are looking for functional fuel, flavor, versatility and culinary experiences. They want produce that delivers the whole package: health benefits, deliciousness, fiber, protein, convenience and more.

7. Think Meal Solutions Versus Commodities

Circana estimates that 78% to 80% of America’s calories are consumed at home. This is a huge opportunity for produce to market fruits and vegetables as meal solutions. The industry can do more to demonstrate how a bag of potatoes or a clamshell of tomatoes can be used across multiple eating occasions from snacks to salads to main courses, for example.

This meal solutions mindset also fits with the male-dominated trend of produce-, fiber- and protein-rich meal prepping — cooking all the meals for the week(s) ahead in one day.

6 Ways to Maximize These Trends

Target the male power shopper: Curate displays featuring high-end items like purple sweetpotatoes, specialty mushrooms and value-added produce in high-visibility areas; tweak your marketing to include images of men enjoying produce with kids and without; cross-merchandise meat and veggies and dairy with fruit to offer a destination for meal prepping.
Market produce as an experience for Gen Z and millennials: Call attention to new and trending items; highlight origin stories through in-store signage and online; create social media-worthy displays of unique and exotic fruits and veggies to encourage younger shoppers to share their finds.
Reposition routine items as functional fuel: Market everyday items like bananas as functional performance food. Place them in the same category as protein shakes and powders, nutrition bars and supplements to drive volume among fitness-focused shoppers.
Promote organics to key segments: As organic growth is now being fueled by men and younger generations, use loyalty program data to send organic-specific promotions to male shoppers and Gen Z and millennial customers.
Lean into functional health benefits: Use signage and digital marketing to highlight specific functional benefits beyond health. Call out fiber content, protein and gut health benefits that align with dietary trends expected to dominate 2026.
Prioritize emotional equity over a commodity mindset: Build emotional equity around produce brands through storytelling, sustainable packaging and transparent sourcing to create a connection with the shopper that justifies a higher price point even during inflationary times.

New Dietary Guidelines Move Food Pyramid Closer to the Farm

Wed, 07 Jan 2026 20:43:25 GMT

The White House delivered a simple but clear message to Americans today: Eat real food.

“We are finally putting real food back at the center of the American diet. Real food that nourishes the body, restores health, fuels energy and builds strength,” says Secretary of Agriculture Brooke Rollins. “This pivot also leans into the abundant, affordable and healthy food supply already available from America’s incredible farmers and ranchers. By making milk, raising cattle and growing wholesome fruits, vegetables and grains, they hold the key to solving our national health crisis.”

In the “most significant reset of federal nutrition policy in decades,” the White House released the Dietary Guidelines for Americans, 2025–2030 . The updated pyramid inverts the 1992 USDA version by prioritizing:

Protein (1.2 to 1.6 grams of protein per kilogram of body weight per day, an increase from 0.8 grams)
Dairy and healthy fats as the foundation
Vegetables (3 servings per day)
Fruits (2 servings per day)

Unlike the old pyramid’s grain-heavy base and processed carbs, new recommendations limit whole grains to 2 to 4 servings per day and added sugars and highly processed oils should be avoided entirely.

Eat More Protein

Rollins says the previous dietary guidelines demonized protein in favor of carbohydrates.

“These guidelines reflect gold standard science by prioritizing high-quality, nutrient-dense protein foods in every meal,” Rollins says. “This includes a variety of animal sources, including eggs, poultry, seafood, and red meat, in addition to plant-sourced protein foods such as beans, peas, lentils, legumes, nuts, seeds and soy.”

To put the new protein recommendations into perspective, Sigrid Johannes, executive director of government affairs for the National Cattlemen’s Beef Association, says for folks who should be consuming 1.6 grams of protein per kilogram of body weight that’s a 100% increase in recommended daily protein intake.

Dairy’s Seat at the Table

Dairy emerged in a strong position under the new dietary guidelines, with federal nutrition guidance supporting dairy at all fat levels for the first time.

“One of the key messages they’re telling consumers is eat dairy and eat dairy at all fat levels — that’s whole milk, cheese and butter,” says Matt Herrick of the International Dairy Foods Association. He calls it “a significant watershed moment,” reflecting how many families currently eat and shop today.

Echoing Herrick’s perspective, National Milk Producers Federation President and CEO Gregg Doud adds by better recognizing both fat and protein, the guidelines give a fuller picture of dairy’s nutritional value.

“Not all fats are created equal, and because the guidelines acknowledge this, dairy’s benefits are better reflected in this iteration of the guidelines,” Doud says.

When it comes to protein, consumer demand is reshaping the category, with cottage cheese at its highest level since the 1980s because of the high-protein trend, Herrick notes.

“Consumers are looking at labels more than ever and trying to find cleaner, less processed foods. Dairy fits that bill. Most products have just a handful of ingredients, and they’re all high in protein. People are turning to protein for growth, energy and overall health, and we’re going to continue to see consumers look to dairy to fulfill their protein and healthy fats needs,” Herrick says.

The processing sector has grown alongside the rising demand for dairy, reflecting both increased production and changing consumer preferences. Roughly $8 billion has been invested in new processing facilities from 2022 to 2025, with another $11 billion expected through 2028.

“We’re going to continue to see investments in processing facilities — new plants, updated lines and more capacity — to meet growing consumer demand for dairy protein and healthy fats,” Herrick notes.

Eat More Meat and Poultry

When it comes to meat and poultry, Julie Anna Potts, Meat Institute President and CEO, says Secretary Rollins and Secretary Kennedy’s leadership have simplified the dietary guidelines making it clear meat is a protein powerhouse.

“Robust scientific evidence demonstrates that meat is a rich source of high-quality protein, essential vitamins and highly bioavailable minerals that support human health throughout the lifespan,” Potts says.

Kansas beef producer Marisa Kleysteuber describes the new “commonsense” dietary guidelines as “exciting and refreshing.”

“As beef producers we are blessed to work with a ruminant animal that can utilize Mother Nature’s production of cellulose from rain and sunshine and then convert it to one of the most nutrient rich proteins there is,” she says. “Whether the consumer is desiring an organic, grass fed or corn fed beef product, there are cattlemen and women all over the U.S. who put their heart into raising these cattle to produce a nutritious and delicious product that we have always believed in and now our leaders are standing behind the ranchers and farmers of America.”

Quintessentially American foods such as burgers, steaks, pork chops and Easter hams can remain a staple of American households, and the guidelines go so far as to recommend parents introduce nutrient-dense foods, including meat, early and continue focusing on “nutrient-dense foods such as protein foods” throughout childhood.

“America’s pork producers appreciate the 2025 dietary guidelines putting pork front and center on the plate. They took note of producer concerns and rightly gave pork and other high-protein, nutrient-dense and delicious meats their due when it comes to Americans’ health and dietary habits,” says Rob Brenneman , National Pork Producers Council president-elect and pork producer from Washington, Iowa.

Maddie Hokanson , a Minnesota pork producer and mother of two, says the new dietary guidelines’ strong emphasis on protein is a positive for the pork industry. She believes the new guidelines, paired with pork’s quality nutrition and versatility, bring together the perfect opportunity to increase pork consumption and demand in the U.S.

“As pig farmers, we are proud to produce a meat product that is packed with high-quality protein, while also being nutrient-dense with many essential vitamins and minerals,” Hokanson says. “As a parent to young children, I see both the physical and cognitive benefits of prioritizing protein in the diet at all ages, and I’m excited to see what the short- and long-term effects of this recommendation will be.”

Three Servings of Veggies and Two Servings of Fruit

Dairy and meat weren’t the only items at the top of the new dietary pyramid. Fresh fruits and vegetables were also given top billing.

“Diets rich in vegetables and fruits reduce disease risk more effectively than many drugs,” says Robert F Kennedy Jr., Secretary of Health.

The new dietary guidelines recommend three servings of vegetables and two servings of fruit per day. Like past editions of the dietary guidelines , the new guidelines recommend Americans eat “a variety of colorful, nutrient-dense vegetables and fruits” and advises whole produce items be eaten “in their original form.” Though not explicitly stated, the updated guidelines also call out “frozen, dried, or canned vegetables or fruits with no or very limited added sugars” as good options.

“Today’s dietary guidelines reinforce the critical role fruits and vegetables play in overall health,” says Mollie Van Lieu, International Fresh Produce Association vice president of nutrition and health, in the group’s response. “Scientific evidence consistently shows that fruits and vegetables should make up the majority of what people eat. The Administration’s focus on whole foods is an opportunity to increase fruit and vegetable intake, as they are the most nutrient-dense foods available.”

Rollins Teases Plan to Expand Real Food Retail Accessibility

There was more than the new dietary guidelines announced at the press event. Rollins mentioned upcoming changes at retail she says would increase the accessibility of whole, healthy foods to those in food deserts.

“Soon, USDA will finalize our stocking standards,” she says, explaining retailers that take SNAP benefits are bound by the stocking standards. “Very soon we will be finalizing that rule that will mandate all 250,000 retailers in America to double the type of staple foods they provide for America’s SNAP households. This means healthier options will be in reach for all American families, regardless of circumstance, at levels never seen before in our country.”

Grains and Oilseed Industry Focuses on Positives

In terms of grains, in its guidance USDA recommends Americans “focus on whole grains, while sharply reducing refined carbohydrates.” The National Association of Wheat Growers (NAWG) shared mixed reactions to the changes.

“We appreciate the continued recognition of whole grains as an essential part of Americans’ diets,” said a spokesperson with NAWG in a statement to Farm Journal. “However, we are concerned that some portions of the new guidelines around grains and wheat are unintentionally confusing. Wheat, wheat flour, and foods made from wheat have been nutrient-rich, life-sustaining staples for tens of thousands of years and deserve clear, continued support as a central part of our nation’s diet.”

The American Soybean Association (ASA) focuses on the positives saying it highlights the importance of increased protein consumption, including plant-based proteins, such as soy-based foods. They also emphasize prioritizing healthy fats, including oils rich in essential fatty acids like soybean oil.

ASA says an addendum continues to call into question the process of soybean oil extraction, which it says is scientifically proven to be safe for human health.

“Soybean oil and soy protein play a critical role in the health and nutrition of Americans,” says Scott Metzger, ASA president and Ohio farmer, in a press release. “We remain deeply concerned by the rhetoric and selectively cited studies regarding the health and safety of soybean oil in DGA supporting material.”

Metzger says soybean growers will continue to work with the administration and educate MAHA commission leadership on the health benefits of soy-based foods and soybean oil.

The National Oilseed Processors Association (NOPA) echoed those concern: “Vegetable oils, or “seed oils” as they’re sometimes referred to, are a significant provider of essential fatty acids and remain a safe and cost-effective source of dietary fats in the American diet, as they are globally,” said a NOPA press release. “However, some appendices rely on a narrow evidence base with limited citations, which is concerning given the administration’s rhetoric questioning the safety of certain vegetable oils despite an established scientific consensus.”

NOPA also argues oilseeds support the production of affordable meat, dairy and eggs as meal produced from oilseeds are a key component of livestock diets.

Georgia Watermelon Heist Explodes Into Epic Night of Pandemonium

Tue, 16 Dec 2025 13:53:29 GMT

“Son, you roll one more melon down that board and I’m gonna to shoot you.”

The bare-bones warning, delivered over a midnight hum of katydids and crickets, froze young Terry Nunn in mid theft, silhouetted against the glow of a fat Georgia moon. Staring at the double-barrel bores of a shotgun nestled capably in the arms of an old farmer, Nunn, 16, felt his mouth go to cotton.

Still as a statue behind a truck bed half-loaded with giant watermelons, Nunn had been minutes from a flawless, five-fingered heist. Instead, he was cold-busted and on the verge of frontier justice, alongside two confederates. Beyond surrender, the teen had one option: Run like hell.

With the turn of a heel in red dirt, Nunn bolted like a blind man escaping flames, and scrambled into the melon field, leaving behind a hail of blasts, buckshot, burning rubber, and buck-wild bedlam. The scheme descended into epic pandemonium.

“I’m sure not proud of what we did, but I still scratch my head at how crazy it was,” Nunn recalls. “No doubt, the whole deal still sticks close to my heart.”

Welcome to the night the lights almost went out in Georgia.

Black Diamonds
Pocked with a roadmap of dents and scratches, testament to horse hauling and cow wrangling, a 1969 F-100 bounced the backroads of Jackson County, roughly 60 miles northeast of Atlanta, on a sticky August morning with mercury bound for 100 degrees.

Windows rolled down in the green, two-tone truck, the price of a breeze was worth the taste of dust to three teenage boys sweltering in the cab, as Nunn rode passenger window, with his good buddy, Gene, behind the wheel, and lifetime friend, Rocky, wedged in the middle.

“It didn’t take long and we could see exactly where we were going and what we were doing,” Nunn remembers. “Big ole melons laying everywhere.”

(Photo public domain)

Elbow cocked over belt molding, Nunn watched the blur of pastures and woods. It was 1977 in rural Georgia: Young men riding the backroads could easily stray.

“It was almost natural for three teenagers to drift toward trouble in summertime,” explains Nunn, in a voice soaked in Southern honey. “It’s easy to stir up a mess out in the country, especially if you’re bored and ain’t got any money.”

Recounting the past comes natural to the 64-year-old—a master storyteller who paints in color, hangs on detail, and delivers tales on a loop with remarkable recall. Raised hardscrabble, Nunn never lacked for necessity, but he could see poverty from the bottom rung of working class. By 12, he worked full-time; by 14, he drove a tractor-trailer. By 16, “Big T” Nunn was stacked at 6’1”, 220 lb., and could blaze down the gridiron.

And on an otherwise ordinary dog day in 1977, Nunn’s young life almost doglegged as the Ford crossed north into Banks County. Beyond endless stretches of grain fields, the pickup slowed and eased to the shoulder, alongside a 50-acre patch dotted with massive chunks of oblong fruit.

Black Diamond watermelons. Deep, dark green in color, each easily exceeding 50 lb., the picture-book specimens were prime for picking.

Gene swept his finger across the field of dragon eggs, and turned to Rocky and Nunn: Y’all wanna make some money?

Lock, Stock, and Barrel
The plan was straightforward: Return to the field in the witching hour, fill the bed with booty, and sell the haul roadside on the edge of Atlanta the following day. Easy money, honey.

However, the property in the trio’s crosshairs was not easy pickings. By no means.

Months earlier, Nunn had snuck onto the same farm and rustled catfish a stone’s throw from the watermelon patch. He was caught red-handed by the shotgun-toting farmer-owner.

Apparently, the old man never slept.

“He nabbed me and another buddy holding a full 6’-string of fish that didn’t have room to slide another 2-pound channel cat on,” Nunn recollects. “He carried us back to his house and made us clean the fish right in front of him. We put them in gallon jugs, filled the jugs with water, stuck it all in the freezer, and then cleaned up everything. I thought he would call the law, but then he let us go.”

“Out of breath, alone in the dark, I was wishing I’d never have done something this crazy. But most of all, I was scared to death … I knew the old man was coming.”

(Photo courtesy of Cindy Nunn)

Only a few short months after the catfish fiasco, Nunn again was ready to roll the dice. Brimming with confidence, Nunn, Gene, and Rocky drove to a barn owned by Gene’s papaw, and prepared to execute. They padded the truck bed with a thick layer of hay and grabbed a scrap piece of plywood cut lengthways in half to deploy as a loading ramp.

At approximately 11:30 p.m., with temps still clinging tight to the low 80s, the teens rumbled back to Banks County. Gene drove just past the field entrance, turned off his headlights, cut the wheel, and backed down to an 8’ embankment below the melon field. Nunn and Rocky spilled out of the cab’s right side and moved toward the field, decked in standard summer fare: t-shirts, close-cropped jean shorts, and work boots. Gene, strapped in blue jeans and cowboy boots, crawled into the bed, and extended the plywood ramp to the embankment.

A snapshot in time, left to right, proprietor Charlie Brown; Terry Nunn’s father, W.T.; Terry Nunn; Ricky Hill; and Rocky Brown. Photo courtesy of Cindy Nunn

(Photo courtesy of Cindy Nunn)

Nunn and Rocky would cut vines, pick, haul the produce from field to truck, and roll melons down the ramp to Gene for stacking and packing. Lock, stock, and barrel.

Under a moon that wasn’t quite full, but plenty fat, the boys walked into the rows. “Our eyes got adjusted pretty fast. It didn’t take long and we could see exactly where we were going and what we were doing,” Nunn remembers. “Big ole melons laying everywhere.”

“Only problem was, the old man’s house was just a mile from that field.”

Every Man for Himself
Nunn and Rocky knelt and began harvesting. A flick of a Barlow knife, an upward hoist, and the deed was done. Operating in total silence and total darkness, with no risk of flashlight exposure, they carried the hefty melons to the descending ramp for release to Gene.

“You snipped the vine and toted off the melon, keeping the knife between your fingers,” Nunn describes. “We wasn’t playing around. I mean, these were Black Diamonds and we were both good-sized boys, so we toted them in pairs. We’d put’em on the ramp, one at a time, and roll’em down. Gene was stacking them in the bed.”

“I’m sure not proud of what we did, but I still scratch my head at how crazy it was,” Nunn recalls.

(Photo courtesy of Facebook, Miller Farms)

“I’m not sure how much time passed, but we were hard at it and covered an area about a quarter of a football field. By this time, maybe we had 40 or so melons loaded in the bed. It was getting about time to call it a night, but that ain’t what happened. We went back in for a few melons more.”

Cradling two more Black Diamonds under his arms, Nunn marched to the embankment and rolled the first down the plywood plank. He bent over, grabbed the second, and stopped cold. A voice with Old Testament wrath cut the night air.

Son, you roll one more melon down that board and I’m going to shoot you. If you don’t believe me, you just go ahead and roll another one.

Roughly 40’ to Nunn’s left stood the old man, wearing overalls and a crumpled ball hat that looked to have been run over by a tractor several times. Time stopped.

“He had a double-barrel shotgun in the crook of his arm and it looked like it was a part of him. You know how old men lay it in the bend of their arm and it looks natural? It looked like he’d been carrying his gun in that position his whole life,” Nunn exclaims.

“I didn’t have no idea where he’d come from or how he knew we were there. I ain’t got a clue. All I knew was he meant every word about shooting me. Evidently, somebody had been in that melon field before and he was keeping an eye on it because there was no reason for him to come down there at all.”

“The only thing in my favor was that in the dark, the old man didn’t recognize me as being the kid who stole his catfish. That might have saved me from getting shot on the spot.”

Still as a stone, casting his eyes toward the field, Nunn caught a snapshot of Rocky, a sprinter on the high school track team, motoring toward liberty 40 yards into the field, fading into black. He gone.

Shifting his gaze back to the old man, Nunn mustered up a reply: “Yessir. I’m not going to roll another watermelon, and I’m sorry that I did.”

The gun remained level: “We fixin’ to call the law.”

Despite getting the drop on Nunn, the old man made one miscalculation. He assumed Nunn was the driver, i.e., he didn’t realize Gene was squatting in the bed.

“All of a sudden, Gene slipped or shifted in the truck, and the sound kinda startled the old man. He turned to the noise, and when he did, I took my chance.”

Sincerely. Every man for himself.

Melons at Midnight
Bat outta hell, Big T Nunn burst into the field, work boots cutting Georgia dirt. Behind him, complete chaos and 12-gauge thunder.

“I stretched out, hit full speed, and about right then I heard shots. At the same time, I heard Gene crank the truck and spin off with melons flying everywhere. I clearly heard the plywood hit the tailgate. And I’m running as fast as my legs will go.”

Pellets exploded all around Nunn. “The old man was reloading and firing steady. Birdshot popped all around, some of them hitting my arms and legs and head, and it stung. I don’t know if he was trying to kill me or just shooting overtop to scare me, but it worked either way. He shot about eight times or so.”

“It’s easy to stir up a mess out in the country, especially if you’re bored and ain’t got any money,” Nunn says.

(Photo courtesy of Cindy Nunn)

With no plan beyond immediate escape, Nunn kept running, aiming for a tree line on the far side of the field. But suddenly—thump, crash, and somersault. Nunn forgot he was running in a field full of melons at midnight.

“My right foot planted dead center of one and went right in, and down I went. Got up, ran a few yards, and hit another. It was like that the whole way across the field, but finally I dove into the tree line and found cover.”

“Out of breath, alone in the dark, I was wishing I’d never have done something this crazy. But most of all, I was scared to death, looking back out at the field. I knew the old man was coming.”

Bury the Body
Splattered in watermelon flesh, streaked in dirt, and skinned on elbows and knees, Nunn appeared to have wrestled a bear and lost.

Crouching in tree cover, unsure of what to do next, he was startled by the sound of leaves rustling to his rear. Rocky looked equally worse for wear.

“Terry, what do you think Gene is doing?”

“I know exactly what he’s doing,” Nunn replied. “He’s headed down the road wide open, and melons are tumbling all outta that bed. I promise you, if that old man thinks about it, he’ll be able to track Gene just by following the watermelons.”

Nunn and Rocky, unsure of how to get back to Jackson County, began moving down the tree line, stopping where the timber brushed the road. “We waited in the shadows, hoping maybe, just maybe, Gene would come back for us.”

An eternity later, Nunn saw headlights approaching. However, the lights didn’t belong to a 1969 F-100. “I knew who it was,” Nunn details. “Gene had gone home and switched out vehicles to his papaw’s truck. I hollered out and Gene slowed down, and we hopped in the bed while he was still moving.”

Forty miles south, the trio pulled up beside the barn, where Gene’s papaw was waiting: I know y’all have been up to no good. Don’t know what y’all been doing. Don’t want to know. Don’t tell me about it. Don’t wake me up no more. Put my truck back in the barn, and y’all behave.

Translated: Papaw knew how to bury a body.

Never Going Back
A heist turned debacle, the watermelon job mercifully ended with a whimper, rather than a bang. The take? Seven watermelons, all gashed and bruised, remained in the F-100’s bed.

The man of a thousand tales, Terry “Big T” Nunn, one of the finest raconteurs in the South.

(Photo courtesy of Cindy Nunn)

“We gave them away to family,” Nunn says. “Looking back, we were just kids in a rural county looking for a little bit of fun that stopped short of trouble.”

“The watermelon raid didn’t cure us from trouble, but it sure fixed us from bothering that old man,” Nunn concludes. “I didn’t ever wanna see him or his shotgun again. I reckon that’s why we never went back.”

(Almost 50 years later, Nunn is a walking library of a thousand stories, all pulled from rural life, agriculture, hunting, fishing, and all points in between. To hear Nunn’s tales and superb delivery, visit his TikTok channel: @terrynunn74 .)

For more from Chris Bennett (@ChrisBennettMS or cbennett@farmjournal.com or 662-592-1106), see:

Corn and Cocaine: Roger Reaves and the Most Incredible Farm Story Never Told

How the Deep State Tried, and Failed, to Crush an American Farmer

Game of Horns: Iowa Poacher’s Antler Addiction Leads to Historic Bust

Ghost Cattle: $650M Ponzi Rocks Livestock Industry, Money Still Missing

Farmer Unearths Lost Treasure, Solves WW2 Mystery

AgZen, Corteva Team up on AI-Powered, Retrofit Sprayer Tech

Fri, 24 Oct 2025 16:10:42 GMT

AgZen announces an agreement with Corteva to further “explore the commercial potential” of AgZen’s AI-powered crop spraying optimization technology, RealCoverage.

The news comes on the heels of Corteva’s big announcement on Oct. 1 , detailing the crop protection multinational’s plan to split its crop protection and seeds businesses.

AgZen, a tech startup spun out of MIT, is making a name for itself by pioneering feedback optimization for spray applications — a new approach the company thinks has potential to improve farmer outcomes and reduce crop input costs.

(AgZen)

AgZen’s first product, RealCoverage, is a retrofit kit that can be bolted onto any sprayer to measure and optimize the number of drops of agrochemicals applied to crops. The system features a boom-mounted sensor that analyzes the coverage and quality of spray applications in real-time, displaying actionable data to a tablet mounted in the cab. Farmers can use the data to optimize the physical settings on spray rigs, both self-propelled and pull-behind, to increase coverage.

The startup says its system works by leveraging AI and cutting-edge computer vision, and customers have used RealCoverage to save 30% to 50% on input costs.

Farmer Feedback

(AgZen)

Northwest Indiana farmer Bryan Brost slapped a RealCoverage system onto his Hagie STS 16 high-clearance sprayer to use on his waxy corn and soybean crops. He says it has helped boost his spray program efficiency overall by reducing application rates while maintaining optimal coverage throughout his 12,000-acre operation.

“The payback came in the first year,” he tells Farm Journal via text message. “We have increased our acres [covered] per day with less hours on the machine, the operator and the nurse tanks supplying product [to the sprayer].”

Corey McIntosh set the technology loose across his 4,000 acre spread in Missouri Valley, Iowa. He is looking forward to using the data to improve his application efficiency across the board. He’s also letting his neighbors and local retailer in on the secret.

“I was getting a chem shuttle refilled at [the] co-op, these guys have always been complimentary of our weed control, I asked them: ‘What percentage of leaf surface area do you think you are covering with your sprayers?’ One of their best operators said he thought 50% coverage. The salesman next to him said it would definitely be more than 60%,” McIntosh says.

“They were shocked when I told them we were at 9% to 10%, but nobody has had ever had a way to quantify this before,” he adds. “We are really looking forward to making improvements.”

Since launching on the market in 2024, AgZen says it covered more than 970,000 commercial acres of application across the U.S. on row crops and specialty crops.

Your Next Read: Breakthrough Fungicide Delivers White Mold Disease Control in Key Crops

Bloom Fresh Awarded 750,000 Euros in Italian Infringement Case

Tue, 30 Sep 2025 17:05:48 GMT

Bloom Fresh International Limited, a premium fruit-breeding company, says it has achieved another decisive victory in Italy in the fight against intellectual property infringement. Following years of litigation, the court has issued final judgments in favor of Bloom Fresh, awarding over €750,000 in damages, costs and penalties against serial infringers already the subject of a court order to remove illegal Bloom Fresh vines last year, according to a news release.

The case began in 2020 with a search order that led to a court-ordered seizure and injunction in 2022, but the defendants repeatedly breached the order by selling unauthorized grapes, triggering criminal referrals, the release says.

In a September 2025 judgment, the court has declared the defendants infringed Bloom Fresh’s plant variety rights and issued a new mandate to destroy any remaining infringing plants and varietal materials. The defendants were also ordered to pay damages.

Bloom Fresh says the total financial impact for the infringers exceeds €750,000 and is comprised of damages, the reimbursement of Bloom Fresh legal and court fees, and any profits the infringers earned from the illegal activity.

This ruling follows other significant actions against the same grower, the release says. In 2024, Bloom Fresh announced the enforced uprooting of thousands of illegal vines in Bari, which it says was one of the largest such removals in Italian agricultural history.

“This landmark judgment sends a crystal-clear signal: Infringement does not pay,” says Josep Estiarte, Bloom Fresh CEO. “With payments awarded now exceeding three quarters of a million euros, coupled with the destruction of illegal vines and publication orders, the Italian courts have shown that intellectual property rights in agriculture are real, enforceable and carry serious consequences. We will not hesitate to pursue infringers with the full weight of the law, to protect our varieties and our legitimate growers worldwide.”

Bloom Fresh says this outcome also follows failed attempts by associates of the defendants to undermine breeders’ rights through unsuccessful antitrust proceedings. Courts have consistently rejected such tactics, affirming the fundamental role of intellectual property in safeguarding innovation, investment and fair competition in agriculture, the release says.

“The integrity of our brands, and the trust placed in us by legitimate growers, are paramount,” Estiarte says. “Upholding IP rights is vital not only for Bloom Fresh, but for the entire agricultural community. This decision strengthens the framework that ensures fairness, quality and innovation across the fruit industry.”

Bloom Fresh continues to lead global enforcement efforts and as a founding member of The Breeders’ Alliance is working with retailers, distributors and law enforcement to combat infringement.

The company says it employs extensive market surveillance, DNA testing and legal expertise to ensure compliance and to defend the interests of growers who invest honestly in licensed plantings.

Sun World, Pairwise Partner to Develop the Pitless Cherry

Fri, 19 Sep 2025 16:25:10 GMT

Seeking to offer consumers a superior eating experience with optimal convenience, Sun World International and Pairwise have formed a joint venture to collaborate in specialty fruit, beginning with the development of a pitless cherry. Sun World will have exclusive commercial rights to the genetics as it seeks a first-to-market position in high-quality pitless cherries, according to a news release.

The companies say the partnership leverages the La Quinta, Calif.-based Sun World’s fruit breeding and licensing expertise with Pairwise’s Fulcrum platform. As part of the agreement, Sun World says it will make strategic investments to fund development.

“Our focus has long been on offering truly differentiated genetics to our growers with exceptional new traits, flavors, texture and convenience,” says Bernardo Calvo, Sun World CEO. “Developing a high-quality pitless cherry is a natural innovation evolution for us and in Pairwise, we’ve found an extraordinary partner already well down this quite complex path.”

Tasty Track Record

The global fruit variety development and licensing company has an established track record of investing in convenience traits in produce, first introducing a smaller and seedless watermelon, driving further enhancements in the seedless grape category and more recently acquiring the variety rights management business responsible for introducing seedless lemons and mandarin varieties promoted at retail under the Cuties, Halos, Peelz and Clemengold brands.

It’s this track record that makes Sun World confident there’s a market for a pitless cherry.

“Through learning from our relationships with supermarket produce buyers, fruit marketers and growers, we take a crop category that’s on an upward consumption trajectory, and then see how it can be enhanced to boost volume,” Calvo told The Packer. “As an example, seedless watermelon and table grapes have eclipsed their seeded counterparts. Cherries are gaining in popularity globally, and we did some consumer research last year with 67% of respondents saying the presence of pits prevents them from purchasing more cherries. Both Pairwise and Sun World believe strongly that a pitless cherry is a need to be met.”

Meaningful Innovation

Durham, N.C.-based Pairwise, which has developed the world’s first seedless blackberry, brings its platform that accelerates the development of in-demand crop traits, the release says. Pairwise says that while traditional breeding involves a lengthy process, this approach creates a faster path to fruits that consumers will enjoy while providing growers with crops that offer greater sustainability, improved disease resistance and higher yields.

“This is a segment of agriculture where there’s tremendous opportunity to bring meaningful innovation,” says Tom Adams, CEO of Pairwise. “Sun World has built one of the most successful commercial pipelines in fruit genetics. Combining that expertise with the precision and efficiency of Pairwise’s Fulcrum platform allows us to address unmet consumer and grower needs in a way that hasn’t been possible before.”

Pairwise will lead the R&D effort, while Sun World contributes its germplasm, breeding infrastructure and commercial market access.

When will consumers get their first taste of the pitless cherry?

“There’s an art as well as a science to varietal development work, but the application of new technologies and advances in science are accelerating this process in a powerful way. It’s a very exciting time to be in this sector,” Adams told The Packer. “We’re estimating five to six years for development, and commercialization within 10 years.”

Co-founded by the inventors of CRISPR, Pairwise’s Fulcrum Platform aims to accelerate the development of climate-resilient, nutritious and sustainable crops. The company says it’s committed to delivering innovation that makes food easier to grow and better to eat.

What was the inspiration for the partnership and the pitless cherry?

“From Sun World’s perspective, collaborations tend to be triggered by our drive to innovate and to offer specialty products that are, well, actually special,” Calvo says. “Our involvement with seedless watermelons, table grapes, mandarins and, most recently, lemons are past proofs of that. We believe consumer eating convenience is highly desirable, and we’re prioritizing that through our association with Pairwise. My colleagues and I at Sun World feel very fortunate to now be aligned with the smart people at Pairwise, who have a proven track record in optimizing convenience, as well as quality. “

The companies say the joint venture is already advancing development work and may explore additional strategic partnerships. In addition to its focus on consumer traits, the collaboration aligns with broader industry efforts to use advanced plant breeding to support sustainable agriculture, reduce waste and create higher-value outcomes for both consumers and producers.

America's Farm Labor Crisis: Can Immigration Reform Save Agriculture?

Tue, 02 Sep 2025 19:24:01 GMT

Walking orchards in the Central Valley, is something Scott Peters’ family has done for four generations. With his great grandfather settling in the fertile valley in 1933, the family has been immersed with changes. From regulations and battles over water, to the fight for labor and immigration, Peters Fruit Farms is not only working to preserve the past, but also fighting for their future.

“Today, we primarily grow stone fruit. We’ve gone a little bit into the citrus just to diversify. We have the packing house, so we want to keep it running year round. Citrus is the winter commodity, and stone fruit is the summer commodity,” Peters says.

The Peters are unique. They don’t just grow and pick the fruit. They’re also packers and shippers — an operation that relies on hundreds of employees throughout the year.

“Labor prices are really difficult for us,” says the California peach grower. “As an example, our minimum wage is $16.50. When we compete against Georgia (known as the ‘Peach State’), their minimum wage $7.25. It’s just under half of what we have to pay people, which means we just don’t have a margin of error. If there’s something wrong with the crop — if we have a weather event — it stings us a lot harder.”

California’s Farm Labor is Skilled and Difficult to Replace

That’s the reality for farmers across California. Not only are regulations and water becoming expensive for growers across the state, but labor costs are also on the rise. And considering labor is the highest cost for fruit growers, it’s putting a severe strain on producers.

And while it’s expensive, labor is one of Peters’ most critical resources.

“They’re a very talented labor force. We can’t just go and get somebody off the street,” he says. “We can’t get an H-2A worker from another country who doesn’t know the industry. They can’t do the same job.”

From Arizona to California, to meat processing plants that span across the U.S. Peters says that’s one of the biggest misconceptions about migrant labor. People may think they aren’t talented or skilled, but Peters argues they’re both.

“The supervisors have these rings, and we’ll open them up to the size of fruit we want picked. They will pick a few samples off the tree, show them what sits on the ring and what goes through the ring. And the labor we have picking in the orchard, they will know — just by looking at the rings — which fruit to pick,” Peters explains. “They’ll just go from limb to limb, tree to tree, and they’ll pick the size that we’re requesting by the rings.”

Scott Peters shows U.S. Farm Report host Tyne Morgan rings they use to show individuals who are picking the fruit just what size of fruit they need to pick that day. With barely any difference in the size, it shows just how skilled the labor that works in Peters’ orchards are today.

(Matt Mormann, Farm Journal )

Peters says, to the untrained eye, the difference in the size of the rings is unnoticeable — making the labor this orchard employs irreplaceable.

“That’s how skilled they are,” he says. “So when people say they’re replaceable and you can get H-2A people or other people off the street, no, it doesn’t work that way. Those people will have no idea that small of a difference when we’re asking them to pick a certain size.”

The Broken U.S. Immigration System

The individuals Peters employs aren’t part of the H-2A system. Instead, his workers have been in California for generations, doing manual labor many Americans either don’t want to do, or physically can’t do, at a speed that’s needed today.

“The immigration system in the U.S. is absolutely broken today,” Peters tells U.S. Farm Report. “Why? Because they don’t have a simple, easy way to make immigrants legal. It’s complicated. It’s not very easily accessible for the people. If they find a way to do it, it takes them a long time. We have employees that have gone through the process and are legal. At the time, we did not know they were not. We had no idea. When they come to us, they show us a valid ID, and they show a valid social security card. As far as we’re concerned, we are hiring legal people. And then they come back to us down the road and they show other cards and say, ‘Well, now i need to change.’ Then we have to abide by the new name because of the standards.”

Results from Farm Journal’s Ag Economists’ Monthly Monitor

(Lindsey Pound )

Agricultural economists from across the U.S. agree. In the latest Farm Journal Ag Economists’ Monthly Monitor , 87% of economists said the U.S. immigration system is broken for agriculture. But on the flip side, 87% of economists also said there will be no movement on immigration reform in 2025.

Manuel Cunha, president of the Nisei Farmers Leagu e, has been fighting for a fix to the current immigration system for decades. He says the current 40-year-old immigration system doesn’t work for agriculture. He argues it’s dramatically impacting California’s agricultural landscape.

“It’s horribly broken, and you can’t band-aid it together anymore,” Cunha tells U.S. Farm Report.

H-2A Program Doesn’t Work for California Agriculture

The H-2A guest worker program may work for some sectors of agriculture, but it’s not a comprehensive “fix” for agriculture — especially industries that rely on a large number of seasonal labor.

While the program is vital for addressing domestic labor shortages, for labor-intensive specialty crops like fruits and vegetables, the H-2A program is designed to provide a cortical legal source of labor where domestic workers are often unwilling or unavailable.

However, Cunha says what the H-2A guest worker program is designed to do, and how it actually works, are two different things.

“The cost is prohibitive. It’s a broken program. A guest worker program should be what it is. You go to the border, get a card and come into California or Arizona or wherever, work for 10 months and then leave,” Cunha says. “The system today requires people to through a process in the countries where you have recruiters that control the workers. They, in turn, kind of manipulate those workers where to go and how much you’re going to pay me, then the person comes here. On top of that, to provide required housing, transportation and meals is very costly. In this state, at $23 an hour, no farmer can afford that.”

Cunha says these are all reasons why the H-2A program must be reformed.

“We also must have a guest worker program for hotels, restaurants and construction to where those workers can come in here, they work for 10 months in a rotation, they go back and then they come back again,” Cunha says. “But it’s a guest worker program and not allowing the country to select and choose who you want. There has to be a great working relationship on a guest worker program that works for my industry and agriculture and the other industries as well.”

40-Year-Old Program

The last major immigration reform in the United States was the Immigration Reform and Control Act of 1986 (IRCA), which granted legal status to millions of undocumented immigrants and increased penalties for employers hiring them.

The legislation, now 40 years old, is something Cunha argues is out of date.

Efforts to pass new immigration legislation have frequently failed due to partisan disagreements and an inability to find common ground between parties and administrations.

“They use it so they can get re-elected every time. And it’s so sad that our legislators have that type of mentality. Let’s not fix it, because if we say we’re going fix it, that’s how we’ll get elected. That’s how we’ll get re-elected,” Cunha says. “It’s been broken, and it’s been a facade.”

Dignity Act of 2025

Cunha says the only solution on the table that would work today is the Dignity Act of 2025. The bill was introduced on July 15 by Representatives Maria Elvira Salazar (R-FL) and Veronica Escobar (D-TX).

The bill not only focuses on securing the border, but it provides legal status to qualifying undocumented immigrants. It also imposes higher penalties for illegal border crossings and human and child sex trafficking. Not only would it address America’s farm labor crisis, but Cunha says it could help save agricultural industries that rely heavily on migrant labor across the U.S.

“This is the first real immigration bill that has addressed industries. The Farm Worker Modernization Act was just ag, and it really didn’t do all of ag. It only did the field and not the packing houses or the processing,” Cunha explains. “But being that we’re in the year 2025, many industries like agriculture have the same problem. Those workers have been there for years. And so somehow, we need to give them that opportunity to have a legal means to work here and to travel home.

Cunha says the U.S. has to do something new when it comes to immigration reform, and the Dignity Act of 2025 gives that life.

“The president continually gives off positive vibes: ‘I want the workers to stay here. They are important for the industries, agriculture, the restaurants, the hotels, the construction.’ So, those people need to be here. The bill absolutely deals with that. It makes them have dignity, respect and the fear of not being apprehended any part of the day, going to church or going to the hospital or whatever. They would have a legal card, and the bill’s doing that,” Cunha says.

For now, there’s a nervousness among workers in California — essential labor that supports California’s multi-billion-dollar farming community.

“The workers that are here are more than any H-2A worker that could ever come into the unit. We have 1.6 million. The Department of Labor couldn’t even handle that number if they wanted to bring in H-2A people. The system would blow up,” Cunha says.

California Farmers Are Hopeful

In June, President Donald Trump said he would issue an order soon to address the effects of his immigration crackdown on the country’s farm and hotel industries, which rely heavily on migrant labor.

Trump continues to send mixed signals on immigration policies — even with his hints of a fix for agriculture. According to preliminary Census Bureau data, analyzed by the Pew Research Center , the number of immigrant workers in the U.S. has declined by 1.2 million from January through the end of July. That figure includes people who are in the country illegally, as well as legal residents.

Peters says, considering the Trump administration continues to focus on agriculture, he is hanging onto hope. The hope is that Washington will finally find a long-term fix that helps farmers and protects the precious labor they can’t do without.

“They’re very talented workers,” Peters says. “They have skills, and they’re very hard to replace. You have to train the new person, and it’s how fast they pick up on the training. We’ve looked at robots that do pick fruit. The technology is coming, but it’s not there yet. It’s got a ways to go.”

Americans’ View on Immigration

Americans seem to be growing more positive toward immigration over the past year. According to a Gallup poll released in June, a record-high 79% of U.S. adults say immigration is a good thing for the country.

According to Gallup, these shifts reverse a four-year trend of rising concern about immigration that began in 2021. And with illegal border crossings down sharply this year, the Gallup poll found fewer Americans back hard-line border enforcement measures, while more favor offering pathways to citizenship for undocumented immigrants already in the U.S.

Sun World Gives Growers, Retailers a Preview of What’s Next for Table Grapes

Sun, 24 Aug 2025 18:35:49 GMT

Sun World International, a global fruit breeder, licensor and marketer known for grape brands like Autumncrisp, Ruby Rush and Midnight Beauty, recently welcomed more than 200 licensed growers and partners to its Center for Innovation in Wasco, Calif., for two field days — one in July focused on early-season grape varieties and second on Aug. 21, focused on late-season grape varieties.

“We had a combination of licensed growers, marketers, importers and nurseries, and with that, we’re really capturing the majority of the supply chain from breeding all the way to the folks that are getting that last mile to retail,” Jen Sanchez, vice president of marketing at Sun World International, told The Packer.

Sun World says the field days offer an in-field look at the company’s latest developments, providing partners with updates on planting trends, performance insights, and shared goals around flavor, sustainability, and market leadership.

Currently, Sun World has growers and marketers in 17 countries, with additional countries to come, notes Sanchez, who says the company’s field days attract licensees from almost all of those countries.

“It’s an amazing opportunity, not just for them to come out and see what’s commercial right now, but also to see what’s next for them. What are we bringing to the table? What’s going to be available in a year, two years, five years,” says Sanchez.

This look at what’s next is crucial, as the breeding process from the first natural seedling crossing to a commercial grape variety on store shelves can take eight to 10 years, says Sanchez.

“Because it is such a long process, we have to be looking ahead and determining what do we think that it’s going to look like five years from now? What are consumer trends that are emerging right now? How can we stay ahead of that?” says Sanchez. “Because it’s not, ‘Hey, let’s just put a new formulation together, drop it in a can, and we’re good to go.’

“That’s not how this works. It is a long, long process, and we do a lot to ensure that the final product getting to our growers, our marketers, distributors, etc., is going to work for them — not only in the field, but in the market,” she says.

Testing Cultivars With an Edge

The July event spotlighted five early-season pipeline varieties — including Sugrafiftythree, Sugra60 and advanced, yet-to-be-released selections. Bred for early maturity, high yield and post-harvest performance, Sun World says these cultivars give growers an edge in delivering fruit that meets both consumer expectations and production needs.

Sanchez says the testing process for each new variety is rigorous because failure is not an option.

“We do a lot of testing…so that by the time it gets to the grower, and they put that vine in the ground, we know it’s going to succeed because…we know what goes into it for the grower. We know that it’s a massive financial and labor investment,” says Sanchez. “So, we’re not going to gamble our reputation; we’re not going to gamble our growers’ money; and we’re not going to gamble our marketers’ credibility.”

Sanchez says once grape varieties are planted, Sun World’s global technical team offers support and evaluation, helping to troubleshoot any issues its growers may have.

At its Center for Innovation, Sun World has a 140-acre test block, where it can monitor different test stages. Once the fruit gets to the midway point between initial testing and commercialization, that’s when Sun World seeks feedback from retailers, growers and marketers on the characteristics in the field.

Sanchez says Sun World has welcomed nearly two-dozen retailers to its field days in the last two years.

“We’ve really ramped that up, especially with the addition of Elena Hernandez, who’s our director of global marketing insights. She works closely with our marketers as well as our retailers to help connect them and then try and build demand in the market for our brands and support retail to help build that business for them as well,” says Sanchez.

Size and Texture Trends

When it comes to top trends in the grape category, Sanchez says size matters.

“People are really interested in larger berries. There’s still a market, obviously, for the smaller ones, but we are seeing people’s preferences change towards that larger berry,” she says. “It’s that idea of the buzzworthy, Instagram-worthy, ‘holy-cow-these-grapes- are-massive trend.

“But they also have to have good texture and flavor,” she continued. “And while I think there’s something to be said for unique flavors, when you really get down to it, and you talk to consumers, they’re like, ‘I just want a really good grape.’”

Sanchez also says the pace of change in the grape category has accelerated and the excitement level around brands has grown significantly, even in the last several years. She attributes the buzz to brands like Autumncrisp, which she says, “has changed how consumers look at grapes.”

“Consumers are realizing that they can have something better,” she says. “Gone are the days of the squishy, dry looking grapes that don’t really have any flavor. Today, there’s crispness. There’s something unique. The crunch, the juiciness — it’s like, oh my gosh, this is amazing. That’s what we are seeing from consumers.”

Consistency is also key says Sanchez. Consumers need to be able to go the store and find Autumncrisp grapes again and again, she says. Because as consumers repeatedly have a good experience with the brand, they become a repeat purchaser for that retailer.

What Growers Want

On the grower side, trends support the importance of yield.

“We want to make sure that that ground is used most effectively. We want to make sure that growers are getting the bang for their buck, if they’re going to put that vine in the ground,” she says. “They want to have something that’s going to help keep them, their business or their family sustained.”

Sustainability is another driver of Sun World’s grape variety cultivation and the company looks at where growers are being hit hardest when it comes to costs, says Sanchez.

“Everything we can do in terms of [developing varieties that require] less mechanical intervention, a reduced carbon impact, a need for less pesticides, less water — we look at those things that we as a breeding organization can help impact,” says Sanchez.

The company also looks at how grape varieties perform in different climates and recommends varieties that maximize the grower’s resources.

“We also look at varieties that are strong in post-harvest, because we do see a lot of product moving around the world,” says Sanchez. “There are now grapes available pretty much every day of the year. And the way that Sun World approaches this is to look for varieties that can help us achieve that year-round availability.”

During the field tours, Sun World received great feedback on some of its new varieties, says Sanchez. “I think looking at the horizon, there’s a lot of opportunity. I think there’s a lot of excitement, and I think that’s the best part of weeks like this, we’re able to bring people in where they can see what’s coming, and then we can help build — obviously excitement, but I think also confidence. I think it’s about building grower confidence that they’re making the right choice about what they’re putting in the ground.”

Sun World says its field day events are more than a look at what’s next in grapes, they’re a celebration of the growers, marketers and visionaries driving the future of fresh produce across the globe.

Volumes Look Steady for California Fresh Fig Season

Fri, 15 Aug 2025 10:55:45 GMT

While California’s fresh fig season has officially started, the crop was about a week behind due to the moderate spring and summer weather.

“This enabled the trees to have exceptional size and flavor, as they have not been exposed to extreme heat,” says Karla Stockli, CEO of the California Fresh Fig Growers Association. “Extreme heat isn’t ideal for fig orchards. The industry is hoping these moderate summer temperatures continue for optimal production.”

Figs were first introduced to the U.S. by Spanish and Portuguese missionaries in the 1790s, first grown in the state in San Diego, Santa Clara, Ventura and Sonoma.

The California Fresh Fig Growers Association represents more than 100 growers, marketers and processors of figs on about 9,300 acres in Madera, Fresno and Merced counties, with the area’s well-draining soil, warm temperatures and full sun.

The state produces 98% of the fresh figs grown commercially in the U.S.

Variety Mix

Stockli says mission, with its purple and black skin and deep earthy flavor, and brown turkey, with its light purple to black skin with robust flavor, continue to dominate the fresh fig market.

She says she also expects to see steady volumes of sierra and tiger. Sierra features a light-colored skin and a fresh, sweet flavor. Tiger offers a light yellow color with dark green stripes and a bright red-purple interior fruit with a fruity, raspberry, citrus flavor.

California fig growers also have a new variety available: emerald. Stockli says it is similar to calimyrna, which is no longer grown in the state. Emerald, which features green skin with a pale pink interior, is self-pollinating and features a similar shape, color and flavor to calimyrna.

“It has more of a creamy flavor, rather like crème brûlée, and less fruity,” she says. “Pairings would be things with a more fruity or sweeter flavor profile.”

Stockli says emerald volumes will continue to build in the coming years as trees mature. She also says retailers have had a great response to the variety’s introduction.

“Enthusiasm for the emerald from the retail community is very high,” she says.

This Year’s Figures

Following the breba crop of mission figs that ran from May to June, California fig growers are gearing up for the main crop, which will be available through November.

Stockli says she expects this year’s harvest will be about the same as in 2024 due to older orchards as well as growers pulling out older orchards because of water restrictions in the state.

“While the industry continues to plant new orchards due to demand, we do not expect production to be up significantly,” she says. “This is due to a number of older orchards that are reaching the end of their useful life along with water restrictions in California.”

She says she expects this year’s harvest to hit around 10 million pounds, and she continues to see growth in demand for fresh figs.

“The California fig industry does not anticipate an oversupply,” she says. “If anything, fig production will fall short of demand as figs continue to grow in popularity.”

Another trend that is worth noting, Stockli says, is that growers continue to produce more organic figs in response to consumers’ increasing interest in organic produce.

“The industry continues to convert more acres over to organic,” she says. “You should expect to see a larger supply of organic in the future at retail, as they have sometimes been hard to find in the past.”

Disilva Fruit To Unveil New International Brand

Mon, 04 Aug 2025 16:17:38 GMT

DiSilva Fruit says its new brand, Bright Bounty, will officially debut at the New England Produce Council’s Produce, Floral & Foodservice Expo on Aug. 18-19, where attendees will get a first look at its colorful packaging, taste select items and learn more about its mission.

“Bright Bounty isn’t just a brand — it’s a reflection of our commitment to delivering exceptional produce with integrity,” says Alden Guptill, sales manager at DiSilva Fruit. “Consumers today want freshness they can see, taste, and trust. Bright Bounty delivers all that in every box, bag and bite.”

Bright Bounty will feature both organic and conventional offerings, the company says, adding that it will feature a curated selection of produce sourced globally, including apples, citrus and “seasonal specialties.”

DiSilva Fruit announced the brand on Aug. 1.

What’s Driving the Boom in Berries

Thu, 24 Jul 2025 03:10:21 GMT

GUADALAJARA, Mexico — The Aneberries international conference and expo held July 23-24, welcomed a record 3,000 attendees to its 15^th annual event focused on the global berry market. Aneberries kicked off with a look at berry consumer shopping trends from The Packer’s 2025 Fresh Trends report.

Based on a survey of more than 1,100 consumers across the U.S., Fresh Trends 2025 surveyed shoppers about their fresh fruit and vegetable purchasing habits in 50 commodities — including berries — over the prior 12 months. Fielded in February, Fresh Trends 2025 also surveyed five generations (Gen Z, millennials, Gen X, baby boomers and traditionalists) about what and why they buy in the produce department.

The Packer’s Editorial Director Jennifer Strailey presented Fresh Trends 2025 at the Aneberries conference and expo.

(Photo courtesy of Aneberries)

Berries by the Numbers

The total berry category continues to dominate. Dollar sales for the berry category were over $12.5 billion, according to Circana OmniMarket Integrated Fresh retail data for the 52-week period ending June 15, 2025, up 7.5% over a year ago. That’s dollar sales more than twice what the next leading produce category — grapes — posted for that same time period.

When it comes to berry types most purchased, Fresh Trends 2025 finds that strawberries and blueberries lead the category with 54% of consumers reporting purchasing the berries in the last 12 months. Blackberries came in next at 34%, and raspberries were the least-purchased berry in the category at 30%.

(Prostock-studio, Adobe Stock)

Blackberries Resonate With Older Shoppers

Fresh Trends 2025 found that higher-earning consumers with an annual household income greater than $100,000 were the most frequent purchaser of blackberries at 46%.

Older consumers were also among the most frequent purchasers of conventional blackberries with 71% of those aged 50 to 59 and 73% of those aged 60 or older reporting they purchased them in the last 12 months.

A look at conventional compared to organic blackberry sales shows a decided consumer preference for conventional. Of those who purchased blackberries in the last 12 months, 52% said they prefer conventional blackberries compared with 20% of those who only purchased organic. Twenty-five percent of consumers reported buying both conventional and organic blackberries.

But a key takeaway from Fresh Trends 2025 was that younger consumers are buying more organic produce, and despite being most sensitive to food inflation, they are also more willing to pay more for organic. This is evident in the berry category as well with 36% of Gen Z and 24% of millennials reporting purchasing organic blackberries compared with just 15% of Gen X and 5% of baby boomers.

Blueberries are tied with strawberries for the most-purchased berry.

(Cozine, Adobe Stock)

Something Blue, Something New

Fresh Trends 2025 found that 54% of consumers purchased blueberries in the last 12 months — the same percentage as last year’s survey but higher than the 37% reporting so in Fresh Trends 2023.

As with blackberries, higher-income consumers were most likely to report a blueberry purchase, with 64% of shoppers earning more than $100,000 in annual household income indicating purchases. Older consumers were also more likely to purchase blueberries, with 60% of those aged 50 to 59 and 59% of those aged 60 or older putting blueberries in their shopping baskets.

Among blueberry consumers, the majority, or 52%, prefer to buy conventionally grown blueberries, compared to just 20% who purchased organic exclusively and 24% who said they purchased both conventional and organic.

Once again, younger consumers showed more love for organic, with 32% of Gen Z and 24% of millennials reporting organic blueberry purchases in the past 12 months. This is compared to just 9% of baby boomers, 13% of traditionalists and 16% of Gen Xers.

And the blueberry category is benefiting from differentiation, as brands have introduced extra-large blueberries in recent years. Nearly half of consumers, or 45%, reported having purchased jumbo blueberries in the past 12 months.

A look at purchase of jumbo blueberries by generation, reveals that younger consumers were more apt to purchase the fruit. At 54%, millennials were far and away the leading purchasers of extra-large blueberries.

Reported purchase of jumbo blueberries in past 12 months by generation:

43% of Gen Z
54% of millennials
44% of Gen Xers
34% of baby boomers
38% of traditionalists

The jumbo blueberry purchasing habits of men versus women reveals another interesting trend. Throughout the Fresh Trends 2025 survey, men and women were closely aligned in their buying behavior, with relatively few exceptions. But when it comes to blueberries, 50% of men reported having purchased extra-large blueberries in the last 12 months compared with 40% of women.

The Packer has spoken with suppliers of extra-large blueberries who’ve said they see their product resonating with men, who perhaps view jumbo blueberries as a more substantial or satisfying snack. Cracking into the snacking trend with bigger blueberries could be a game changer for the subcategory.

At 38%, Gen Z shoppers lead in the purchase of organic raspberries.

(Africa Studio, Adobe Stock)

Raspberries Cross Generations

Thirty percent of consumers surveyed in Fresh Trends 2025 reported purchasing raspberries in the last 12 months. Generationally speaking, the consumers who most frequently reported purchasing raspberries in the past 12 months were baby boomers at 38%, Gen X at 32% and Gen Z at 30%.

When it comes to conventional versus organic raspberries, consumers purchased far more conventional raspberries than organic, with the majority, or 59%, of consumers saying they purchased conventional raspberries, compared with just 15% who said they only purchased organic raspberries.

On the organic front, the trend of the youngest berry shoppers gravitating to organics is apparent again with 38% of Gen Z indicating they had purchased organic raspberries in the last 12 months.

Twenty-three percent of all consumers surveyed said they bought organic strawberries in the last 12 months.

(knelson20, Adobe Stock)

Strawberries Top the Most-Purchased List

Strawberries not only made Fresh Trends 2025’s list of the top 10 most purchased fruits and vegetables — coming in at No. 8 with 54% of consumers saying they purchased strawberries in the last 12 months — but strawberries are also the No. 1 item in the berry category that consumers most frequently reported purchasing as organic. Twenty-three percent of all consumers surveyed said they bought organic strawberries in the last 12 months.

The big red berry also continues to gain new customers. Nine percent of consumers surveyed in Fresh Trends 2025 said they were new purchasers of strawberries, buying them for the first time in the past several years.

What drives consumers to buy?

When consumers were asked what factors make them likely to purchase fruits and vegetables they haven’t purchased before or more of a certain kind of produce, “on sale” was the most popular response at 41%, followed by word of mouth at 38%, sampling at 33% and social media at 27%.

And strawberries were another case where men and women indicated different purchasing habits, with 59% of women saying they had purchased strawberries in the past 12 months, compared with 49% of men.

U.S. Relies Heavily on Berry Imports From Mexico

The Packer’s presentation at Aneberries also took a look at the U.S.-Mexico berry trade, with input from international banking and financial services company Rabobank.

More than 90% of the raspberry supply in the U.S. is imported, with the vast majority coming from Mexico, says Rabobank.

With blueberries, over 60% of the supply is imported, with more heavy imports from Mexico during March, April and May when it’s the offseason for California.

Rabobank says almost all U.S. strawberry imports come from Mexico and about 25% of the fresh strawberries consumed in the U.S. are imported.

Mexico supplies a little over 62% of blackberries for the U.S. market. The vast majority of the U.S. blackberry supply is imported from Mexico from February through April.

Opportunities for Growth

The fresh produce industry now has five generations of produce shoppers, and one of the most compelling insights that came out of the Fresh Trends 2025 report with regard to berries specifically is that few other fresh produce categories have the penetration across all five generations that berries do.

From the youngest to the oldest and in between, consumers are engaging with berries. That’s great news for berry suppliers, retailers, foodservice and more, but the berry category also has the challenge of continuing to appeal to and delight that critically important younger shopper who craves something new and different, whether that’s organic berries, extra-large berries or innovations in value-added and snack offerings.

And younger shoppers, who despite being most sensitive to higher food prices, are also more willing to spend more for these items. They see items like organic berries as an affordable luxury, and they’re willing to pay the price to get what they want.

Download a free copy of the Fresh Trends 2025 report here .

Your next read: Fresh Trends 2025 — Driving Demand in an Age of Uncertainty

Next-Gen Cherry Grower on the Making of ‘World Famous’ Fruit

Tue, 24 Jun 2025 11:22:22 GMT

Fifth-generation Washington farmer Tate Mathison and his father, Kyle Mathison, are bringing new meaning to the term “cherry picking.”

For over a decade, the Mathisons have grown and sourced ultra-premium cherries for Stemilt Growers under the Kyle’s Pick brand. But what began as a “pet project” has evolved into something much more, says the younger Mathison of his father’s namesake cherries. Now backed by science and empirical data, the family says it’s bringing consistently “world famous” cherries to market each season.

For Tate Mathison, who grew up working alongside his father on his family’s Wenatchee, Wash.-based Stemilt Hill cherry orchards, knowing where to find the best fruit has long been second nature, but how best to communicate that knowledge to his retail customers was a question that needed an answer.

“I remember thinking, ‘these cherries are so amazing, but how do I really communicate to my customer that these are super-duper?’ You can do it by size, but that doesn’t ensure that the cherries are the best, because you can get big cherries that just taste OK — but some taste amazing,” he says. “So, we wanted to ensure that … and to communicate to the end consumer that Kyle’s Pick are the cherries we’d be looking for if we were shopping for cherries.”

What began as cherry picking the best of the best by instinct is now a data-driven and highly selective quality control process that aims to deliver fruit that meets ultra-premium standards for size, firmness, color and flavor.

“The essence of Kyle’s Pick was that, as a fifth-generation cherry grower, I can go on any orchard and tell you if there’s going to be good cherries, and then if there is, I’ll know exactly where to get them on every single tree,” says Mathison. “That was the spirit of the program and we’ve gotten better and better at it over the years to where now we feel we have coupled the passion of what my dad’s been doing as a fourth-generation cherry grower with the science and the empirical data of the fruit.

“Today, it’s now a huge, multidepartment process,” he continues. “Dozens of people are involved in the selection process itself, and there’s a huge amount of effort to ensure that Kyle’s Pick delivers that same eating experience every time.”

Premium Picking

Mathison says varieties are the foundation of a premium cherry program.

“With cherries you’re going to pick that tree one time and when it’s picked, it’s done,” he says. “And specific cherry varieties are grown in locations to extend the season from the first week of May to the first week of September. You have all these varieties staggered throughout the season and some varieties can be excellent and some can be pretty good at their best.

“What Kyle’s Pick does is take only certain varieties that can be ultra-premium — [bing, sweetheart, skeena and Staccato] — that’s the first thing, and that baseline is based off our generations of cherry growing and scouring the globe for varieties,” says Mathison. “We set the bar at these varieties for Kyle’s Pick, and then once the varieties are chosen, we map out when those varieties will pick and where.”

From here, Mathison says the field staff team comes in to identify the growers “doing the right stuff” to cultivate ultra-premium varieties.

“The top level narrows down by the grower and how good they are,” he says. “Because it takes no skill to pick a cherry early, but it takes all the skill in the world — and all of the hutzpah — to pick it when it’s ripe, because all the risk now belongs to the grower.

“You pick a cherry five or six days early, sure it’s red. It tastes OK. It’s going to make it through the packing process, but it’s not going to delight consumers with excellence,” he says. “It’s just going to be a cherry.”

The field team then passes the baton to the R&D team, who collect data from the orchards that show premium potential. Each lot undergoes a rigorous quantitative analysis and is given a score based on Kyle’s Pick proprietary scoring system. Only cherries that earn a 90 or higher make the grade.

“They’re out there scouting ahead and pulling samples as harvest is starting to come along, and then it gets passed off to our QA (quality assurance) team,” says Mathison. “As the grower goes into harvest the fruit, we take multiple field samples throughout the day. One grower lot might get six to 10 field samples done by our team and they run the full gamut — size, color, firmness, sugar, defect, stem quality, etc. — throughout the day. So, we have a very good understanding of the fruit as it’s getting picked.”

Once the data on each grower lot is uploaded to the system, the team ranks them.

“It’s just like March Madness,” says Mathison. “All those growers get ranked, and we’re looking at the qualities and the varieties, and then we have notes from the R&D team, and we have this cherry meeting that we love. Then we start to qualify the grower lots of what will be Kyle’s Pick.”

Kyle’s Pick cherries are a family affair for the Mathisons.

(Photo courtesy of Stemilt)

Limited-Time Offer

Mathison says while Kyle’s Pick aims to deliver on a promise to the consumer with every bite, time is of the essence with a seasonal fruit like cherries.

“You have May, June, July and August — four months,” says Mathison. “And in those four months, how many times are they going to the store? How many times are we going to be on promotion with a lot of volume? How many times are we going to be able to delight someone with something they’ve never experienced before?

“Because cherries have that ability,” he continues. “There’s only a handful of fruit that really can do it, and that’s really what we’re trying to do with Kyle’s Pick — to give someone a taste of something that’s just like, ‘Wow.’”

Because of these rigorous standards, there may be pauses in supply of Kyle’s Pick to its retail customers, says Brianna Shales, Stemilt’s marketing director, who adds “it’s all part of keeping the bar high.”

But having cultivated and selected cherries for the Kyle’s Pick program since 2013, Mathison says his family continues to build on volume and quality.

“You have to have a large block of premium fruit to start with before you can even attempt something like Kyle’s Pick,” he says. “That’s why it’s taken 10 years to really get to the point where we feel like, hey, we’ve got the world’s best cherries; we’ve got to tell the universe.”

But the volume is limited, says Mathison, who on June 20 when he spoke with The Packer, was packing only a couple hundred boxes of Kyle’s Pick a day out of about 70,000 boxes packed a day.

“It’s a pretty small amount now, however, my dad starts to pick next week and my brother is picking now, so in about seven or eight days, we’ll be harvesting two or three varieties that are really superior.”

And the market demand for a premium fruit experience is strong, he says.

“We found that the marketplace desires something like Kyle’s Pick. Retailers want to have something special to give to their guests. And the end consumer is super hungry for it as well,” he says. “If you have a customer that actually puts cherries on the list, it’s a pretty well-informed customer already and they’re probably willing to pay a little bit more for an experience that is mind blowing.”

A 1-pound clamshell of Kyle’s Pick cherries retail for between $3.99 and $5.99, depending on the market, says Shales.

Mathison expects they’ll ship around 200,000 boxes of Kyle’s Pick this season out of a total of 3.5 million to 4 million boxes of Washington cherries.

Generations in the Making

What does it mean to bring a cherry named for your father to market and how do you plan to carry the legacy forward as a fifth-generation cherry grower?

“It’s very humbling, because what we’re doing is not built in one lifetime,” says Mathison. “You can look within Stemilt the company and in the farms we have and you can see that the fingerprints of generations past.”

From his great-great-grandfather, who first homesteaded on the property, to his grandfather, who applied for and received the last point of diversion off the Columbia River in 1978, allowing his ancestors to irrigate the orchards, Mathison says he and his brother have been set up for success.

“It’s like they put us on the 10-yard line to score and to be successful,” he says. “They did most of the work, and now it’s just up to me to give my best effort to the next point of the legacy, to hopefully improve it — to hopefully grow it in a way that’s helpful to our community and to the folks who are part of our company.”

Mathison says the sixth generation — his and his brother’s children — are already involved in the family business and excited to be a part of it.

“My kids see what my dad is doing, and they’re like, ‘I want to be like that. I want to do that. That looks fun.’ You know what? It looks fun to me too,” he says.

Senate Ag Committee Pens Windfall Funding to Specialty Crops

Fri, 13 Jun 2025 13:33:25 GMT

On June 11, the Senate Committee on Agriculture, Nutrition, and Forestry released its legislative text for the budget reconciliation bill . The expansive text covers numerous topics, including funding changes to crop insurance, livestock programs and several ag-focused grants, as well as extensive changes to the Supplemental Nutrition Assistance Program.

“This legislation delivers the risk management tools and updated farm bill safety net they need to keep producing the safest, most abundant and affordable food, fuel and fiber in the world,” says Committee Chairman John Boozman, R-Ark., in a news release. “It’s an investment in rural America and the future of agriculture

For the fresh produce industry, there were some considerable investments in the draft text.

“The specialty crop research initiative funding was up from its current $80 million a year to $175 million a year,” Kam Quarles, National Potato Council CEO, tells The Packer. “That is very significant for the fruit and vegetable industry widely.”

Quarles also cites the increases in the Pest and Disease Program funding — $90 million annually starting in 2026, up from $75 million currently — and to the Specialty Block Grant program — $100 million annually in 2026, up from $85 million currently — as being essential to the specialty crop industry. Additionally, the limitation on adjusted gross income was eliminated if 75% or more income is derived from farming

“We are grateful to Chairman Boozman and his staff for advancing these vital investments in specialty crops,” the Specialty Crop Farm Bill Alliance said in a news release.

“Our message today is simple: Any Congressional investment in American agriculture must include specialty crops,” the release continues. “America’s specialty crop growers confront a host of unprecedented challenges. Rising input costs, limited access to labor, unfair trade practices, disruptions to foreign markets and natural disasters ranging from flood to drought all impede the competitiveness of these family farms. Nothing short of the survival of our domestic industry is at stake.”

Reconciliation vs Farm Bill

While the U.S. is waiting on a new farm bill, many elements that might have gone into a farm bill are making their way into the reconciliation bill.

“Chairman Thompson was playing the hand that he was dealt in terms of reconciliation versus the traditional farm bill process,” says Quarles about Rep. Glenn Thompson, R-Pa., chairman of the House Committee on Agriculture. “Chairman Bozeman is doing the exact same thing, and we are very happy that both sides of Congress have included these important investments for specialty crops.”

There is still work to be done, however, according to the Specialty Crop Farm Bill Alliance.

“Senate rules prohibit the inclusion of some innovative policy initiatives we proposed, such as investments in mechanization and automation, and reforms to crop insurance to provide many of our growers with an affordable and effective safety net for the first time,” according to the alliance.

Quarles explains that the reconciliation bill process only allows for funding changes, not the creation of new funding programs; that requires a full farm bill. But both the Specialty Crop Farm Bill Alliance and the National Potato Council, which is a member of the alliance, thanked both ag committee chairmen for their efforts.

“No subsection of agriculture has gone through more change and volatility since the last farm bill was signed than specialty crops,” Quarles says. “Waiting around for a new farm bill has been very challenging for producers, and we are very happy to see both chairmen taking that seriously and investing in this part of the U.S. ag industry.”

Research is American produce’s path forward

Investing in research is extremely important to the future of the produce industry, Quarles stresses.

“The innovation that goes on through public private partnerships in research in the United States is what is going to keep us competitive into the future,” he says. “In terms of our global competitiveness, it’s going to be those type of research investments that keep us in the game and hopefully winning that game.”

He acknowledges research is often time-consuming, complicated, expensive and often so technical as to be out of mind for a lot of people, but the benefits are key. He cites novel potato varieties that are more durable, heartier and consume fewer resources developed with public-private partnerships as an example of the value of research.

“I don’t think there’s any doubt that we are going to be one of the highest-cost production areas on the globe for a very long time,” Quarles says. “But we are going to remain competitive through these types of high-risk, high-reward research innovations that are able to prepare our producers forward even when others have the tailwind of low-cost labor or lower environmental regulations.”

“It’s our innovation that’s going to keep us front and center,” he adds.

Consumers Bought More Produce During the Pandemic

Thu, 12 Jun 2025 18:20:16 GMT

The COVID-19 pandemic forced a lot of change on Americans when it came to food. Restaurants were closed. We had to wonder if we needed to disinfect our groceries for a while. That obsession with making sourdough started up.

But apparently people started eating more fresh fruit and vegetables too.

The USDA Economic Research Service released a report on the impacts of COVID-19 on food spending and diet on May 20. The report found that — as is common with negative economic events — the pandemic shifted American’s food purchasing behavior.

The report — U.S. Household Food Spending Post COVID-19 and the Implications for Diet Quality by ERS research agricultural economists Abigail Okrent and Eliana Zeballos — compared changes in household food spending in different groups before, during and after the pandemic (2016 to 2022).

“Economic recessions and slowdowns have profoundly influenced spending patterns on food as consumers navigate tighter budgets and uncertainty,” according to the report. “These changes in food consumption behaviors can have enduring effects on health, persisting long after a recession ends.”

Pandemic food purchasing

The economic shocks of the pandemic were unique compared to previous economic shocks in a few ways, according to the report. The main one was the closure of restaurants and stay-at-home orders around the country.

“This prompted significant shifts in the ways people purchased and acquired food, such as increased online shopping and home cooking,” the report said. More consumers bought food at grocery stores — referred to as food at home (FAH) in the report — during the pandemic compared to the pre-pandemic years of 2016 to 2019.

Buying more food at grocery stores compared to restaurants and other “food away from home” venues changed how consumers spent money on different food categories.

“On the one hand, 2020 had little to no association with spending on dairy, fats and oils, poultry, eggs, fish and seafood, beverages, and desserts,” the report summarized. “On the other hand, spending during 2020 was higher than 2016 to 2019 levels for vegetables (7%), other FAH not elsewhere classified (7%), grains (6%), and prepared meals (6%).”

Some of these shifts continued into the pandemic in 2021, with vegetable spending up 8% and fruit spending up 7% compared to the 2016 to 2019 levels. In 2022, which the report used as a post-pandemic benchmark, spending behavior began to trend back toward pre-pandemic levels with some exceptions. This included spending on vegetables, which was still up 5% in 2022 compared to 2016 to 2019 levels.

The report authors highlighted this trend as potentially beneficial.

“Given that vegetable and fruit consumption has largely been flat over the past few decades and well below [Dietary Guidelines for Americans] recommendations overall, such a shift in spending could lead to better adherence to DGA recommendations.”

Fruit and vegetable buying trends overall

The report also found some key differences in food spending across different demographic groups regardless of year. For example, the report found that urban households spend more on fruit and vegetables compared to their rural counterparts. Similarly, West Coast households spend the most on fruit and vegetables overall out of the U.S. geographic regions.

Racial and ethnic demographic details also played a role in food spending behaviors, regardless of the year.

“Independent of income and other covariates, non-Hispanic Asian households spent more on fruits, vegetables, poultry, fish and seafood, and eggs, and less on processed red meats and beverages than non-Hispanic White, Black, and Native American/Pacific Islander/multiracial households,” the report found.

The report also noted that there were some seasonality trends in food purchasing at grocery stores — but not at restaurants — that was seen across all years in review.

“In particular, spending on fruits tended to be higher in the spring ($20 more per capita) and summer months ($20) compared to fall (-$6) and winter months (base), whereas vegetable consumption was unaffected by the seasons.”

The report authors speculated that the seasonality in fruit consumption, even in the face of expanded trade that means fresh fruit is reliably available year round, “may indicate consumers prefer to eat seasonal fruit produced within the United States.”

What Makes Michigan So Great for Ag?

Mon, 11 Aug 2025 17:52:29 GMT

A study conducted by Michigan State University highlights the unique role that specialty crops play in the state’s economy, contributing about $6.3 billion and creating about 41,000 full-time jobs.

Many of these Michigan farms grow a diverse range of crops, from apples to asparagus to vegetables. It is the diversity that sets Michigan specialty crops apart, coupled with the state’s unique climate.

Juliette McAvoy, a second-generation grower, shares a little bit about what sets Michigan produce apart. Her family’s orchard, on the northwest coast of the state’s lower peninsula is about 3 miles inland from Lake Michigan and about 45 minutes north of Traverse City.

“We grow a lot of different stuff on our farm starting with asparagus which we’re harvesting right now strawberries, sweet cherries, tart cherries, pears, plums, apricots, nectarines, apples and a whole bunch of veggies and random stuff in between,” she says. “We really have a lot going on all the way from May to October and our focus on our farm is to bring people here. We do a lot of agritourism, where people can come pick something for almost three months or four months out of the year.”

Diversification, McAvoy says, is the key to her family’s business.

“We are very diversified and that has been intentional not only does it reduce risk but my father who started the the business over 45 years ago he learned quickly that in order to get labor that you’ve trained and you like you needed to be able to you wanted to keep them in for as long as possible,” she says. “We’ve intentionally tried to expand our growing season beyond just sweet cherries which is you know maybe three or four weeks in July.”

McAvoy says this diversification has helped drive people to visit her family’s farm markets for fresh produce, baked goods and more.

And as for what makes Michigan such a great state to grow a variety of different fresh produce offerings? The lake, of course.

“Lake Michigan plays a really big role into why this is such a good fruit growing region and because it tempers the fluctuations in temperature,” she says. “The lake keeps our winters a little milder than if you were inland more and then we our springs are a little cooler than if you’re inland more. That’s one of the reasons why we can still grow fruit this far north.”

McAvoy says the drumlins, which are the ridges left after the glaciers receded thousands of years ago helped creat sloping hill and the moderate temperatures which also helps growers.

“These sloping hills paired with the lake as a moderator of temperature really make this one of the there’s special fruit growing regions here in Michigan,” she says. “We also think it’s quite beautiful and we’re very lucky to be able to live here and work here.”

Zespri expects kiwifruit returns at record levels for 2023-24 season

Tue, 28 Nov 2023 21:08:44 GMT

Zespri has released its November forecast for the 2023-24 season, with Green, Organic Green and RubyRed per tray returns forecast at record levels, according to a news release, which added that Zespri SunGold varieties also are well up on last season.

Green is a particular standout, with the latest forecast Green per tray returns at a record level of $9, the release said. This compares to last season’s final orchard gate return, or OGR, of $5.78 per tray.

For Zespri Organic Green, the forecast per tray is at $12, up from last season’s final OGR of $8.68, the release said.

For Zespri RubyRed, the OGR per tray is forecast at $26.10, above last season’s final OGR of $22.27. Forecast SunGold Kiwifruit returns are at $12.35, well above last season’s final OGR of $9.97, and forecast returns for Organic SunGold are also up at $14.15, according to the release. The November forecast returns are up across all categories on the August forecast mainly due to improved fruit quality this season, the release said.

Zespri CEO Dan Mathieson said in the release that the results reflect the strong and growing demand for Zespri Kiwifruit, as well as the huge effort the industry has put into improving fruit quality this year.

“It’s really pleasing to be able to deliver this positive news and to show growers that their hard work and focus on quality is being rewarded in market,” Mathieson said. “It’s particularly great following such a tough couple of years when growers have been under so much pressure while dealing with the likes of ongoing cost increases, the labor shortage, regulatory changes and the changing climate.

“We’ve received positive feedback from our customers throughout the season on the improvement in fruit quality — our efforts have been really appreciated by them – and they also keep telling us how they want even more of our Zespri Kiwifruit next season,” he continued. “It’s great to have this confidence in our product and see this demand. Our job on quality isn’t done yet though and we now have a huge focus on next season — we need to maintain this focus as we look to 2024 when we are expecting to have a much larger crop and likely our biggest year on year growth in volume.”

According to the company, Zespri works with 2,800 growers in New Zealand and 1,500 growers offshore to provide Zespri Green, RubyRed and SunGold Kiwifruit. In 2022-23, Zespri supplied 183.5 million trays of kiwifruit to consumers in more than 50 markets, and recorded global operating revenue of $2.6 billion, according to the company.

College graduate gives back to scholarship foundation

Fri, 23 Sep 2022 18:48:46 GMT

Neftali Garcia, representing the first generation in his family to attend college, was also a benefactor of the Washington Apple Education Foundation.

Garcia, who recently graduated from Washington State University, returned the favor recently, donating the first check of his career to the foundation.

The WAEF helps children of tree fruit industry workers attend college and get career training, according to a news release.

With two parents who worked in the tree fruit industry, Garcia was eligible for a scholarship.

“They were like, worst case scenario you get only maybe $1,000, so I went and applied and got a scholarship,” Garcia said in the release.

He received a scholarship for his junior and senior years, allowing him to be available for internship opportunities.

“This is more than money. You know, we’re their partners,” Jennifer Witherbee, executive director of the foundation, said in the release. “We want to be able to see them all the way through to graduation, and we want to make sure that when they graduate, they’re ready to land that first career job,”

Garcia decided to give back to the organization so he could help other college students the same way WAEF helped him.

“Just being able to help somebody else really makes me have that feel good feeling, just giving back to something that was there for me this whole time,” Garcia said in the release.

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Research finds positive health effects of strawberries

Fri, 23 Sep 2022 18:41:51 GMT

Six studies from U.S. universities found positive effects of strawberry consumption.

The studies, presented June 1-4 at Nutrition 2020, the annual American Society for Nutrition meeting that was online due to the COVID-19 pandemic.

They cover gut microbiota, cardiovascular, metabolic and cognitive domains research and highlighted the potential outcomes strawberry consumption may have on human health, according to a news release from the California Strawberry Commission.

Strawberries contain vitamin C, fiber, potassium and folate, but they are not always talked about for being rich in flavonoids, according to the release.

“Because of these flavonoids, strawberries have been identified to have antioxidant and anti-inflammatory properties that improve gut bacteria, cardiovascular, metabolic and brain function,” according to the release.

Results from gut microbiome studies indicate that increased consumption of strawberries changes the composition of gut bacteria.

Heart health studies suggest that strawberry consumption improves cholesterol in high-risk adults and vascular function.

“Individuals at risk for diabetes may benefit from consuming two and half servings of whole strawberries and experience improved insulin function within four weeks,” Arpita Basu, metabolic health researcher with the University of Nevada-Las Vegas, said in the release.

Research in brain health and strawberries unveiled an association between those who ate the most strawberries and a decrease in one of the characteristics of Alzheimer’s disease.

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New Jersey peach growers prepare for harvest

Tue, 15 Nov 2022 07:37:36 GMT

New Jersey peach farmers are preparing for a harvest season with pandemic protocols protecting farm workers.

“Growing peaches is a labor-intensive process,” Santo John Maccherone, owner of Circle M Farms near Salem, N.J., said in a news release. “We strive to grow the very best peaches without cutting corners on the process of food safety and a safe environment for our workers.”

Maccherone expects a good peach crop with a few gaps in harvest due to low temperatures during flower bloom. Circle M will offer white- and yellow-fleshed peaches and nectarines, plums, flat “donut” peaches, peach cider and salsa.

Duffield Farms anticipates a normal harvest season, beginning harvesting its peaches in early July.

“We have enough fruit in some blocks to warrant heavy thinning to not only reduce crop load but to also improve size and quality,” Matt Duffield, of Duffield Farms, said in the release.

Duffield Farms will carry white- and yellow-fleshed peaches and nectarines.

Sunny Valley International , Glassboro, expects to have respectable volumes of peach and nectarine crop to market this season.

“We foresee growers working very closely with state and local officials following protocols and protecting all workers,” Bonnie Lundblad, of Sunny Valley, said in the release.

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Audra Rose cherry season start

Tue, 15 Nov 2022 07:37:39 GMT

Conrad & Adams Fruit Co. LLC is excited for the Audra Rose cherry season.

The variety, grown exclusively by Leitz Farms, will be harvested in early June and available in 1-pound clamshell packs.

Leitz Farms expects to harvest about 100,000 pounds of the Audra Rose variety this season, according to a news release.

Conrad & Adams Fruit, a packer and shipper of conventional and organic cherries, apples and pears in Grandview, WA, is the exclusive marketer of the Audra Rose.

The variety was discovered 15 years ago when Audra Leitz was walking through her family orchard.

“She stumbled upon a delicious cherry. The family had initially thought it was a Rainier variety, but upon tasting it they found it was already sweeter than other Rainiers they had,” according to the release.

As the fruit ripened, the skin turned a purplish or mahogany hue, and the flesh was a yellow or white, with some blush like a Rainier.

“The brand Audra Rose is trademarked after they worked with the state to assure it was a variety with a unique physiology, and it was. They are now looking forward to having more people get to enjoy the great taste of their Audra Rose,” according to the release.

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Northwest blueberry season around the corner

Tue, 15 Nov 2022 07:37:39 GMT

Domex Superfresh Growers and Norris Farms are preparing for Northwest blueberry season.

“Harvest is expected to start the week of June 9, with great quality and size projected,” according to a news release.

Grown in Oregon’s Umpqua Valley, Norris Farms’ blueberries are in an ideal climate, according to the release.

“Weather this crop year has been in our favor,” Catherine Gipe-Stewart, Superfresh Growers’ communications manager, said in the release.

The combination of warm, sunny days and cool nights has helped increase fruit size with a more uniform size, increase the brix of the blueberries and extend the harvest season.

Superfresh blueberry season will go into September, which is the start of kiwiberry season.

“We are expecting families to forego their traditional vacations this summer and look for fun and exciting new foods to elevate their backyard adventures,” Gipe-Stewart said in the release.

Superfresh expects blueberries and kiwiberries to be one way consumers will “add excitement” to backyard adventures.

In addition to the domestic market, the international market looks optimistic for exports.

“We are looking to be well positioned this season with the continued growth of Southeast Asia including the Vietnam market which recently opened last year,” according to the release.

The Philippines and China have been added for future market development, and European and United Kingdom markets are active.

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Pretty Lady Vineyards releases Virtual Grape Guide

Tue, 15 Nov 2022 07:37:03 GMT

Pretty Lady Vineyards released a Virtual Grape Guide to help retailers.

“The goal of the Virtual Grape Guide is to provide tools across several channels for the produce department,” according to a news release.

Retailers can see merchandising, storing and packaging information, grape varieties and availability, pairing suggestions and recipes. The intent is to help retailers profit from online promotions.

“We are absolutely thrilled that we can provide this to our retailers,” Nick Dulcich, co-owner and president of Pretty Lady Vineyards, said in the release. “We believe we have the best grapes in the market, and we want to be able to help our retailers display that in their online and offline promotional efforts.”

The Virtual Grape Guide was released with the start of the new season and is available for retailers to download.

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Wonderful Pistachios No Shells flavors voted for Best Bite Awards

Tue, 15 Nov 2022 07:37:05 GMT

Wonderful Pistachios won Delicious Living magazine’s 2020 Best Bite Awards for its No Shells Honey Roasted and Chili Roasted.

The awards received votes by retailers through the Retailer Choice Awards and shoppers, through the Consumer Choice Awards.

“It’s an honor to receive the Delicious Living Best Bite Awards for our two newest products,” Adam Cooper, senior vice president of marketing, said in a news release. “We’re thrilled that our commitment to taste and quality has been received so well by consumers and retailers.”

No Shells Honey Roasted won a gold rank from retailers and a silver rank from consumers in the Best Sweet Snack category.

The Chili Roasted received a gold rank from consumers and a silver rank from retailers in the Best Savory Snack category.

“Congrats to the winners — the competition was tough this year,” Kristina Hall, editor-in-chief of Delicious Living, said in the release. “Every company that participated contributes healthy and tasty foods to our industry, and we thank them for that.”

Wonderful Pistachios released the two No Shells flavors in July 2017. Since then, they have received recognition as Amazon’s Hot New Releases, SnackNation’s Insight Award for Best Nut or Trail Mix, and Rising Stars by Information Resources Inc.

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