New generation of growers learns art of promotion
ByBob Johnson A f t e r de c ade s o f doub l e - d i g i t growth, the next generation of organ-
micro-irrigation, and they are planting their trees closer together. Meanwhile, she said, many consumers are now interested in greenhouse-grown produce, which takes water efficiency to a new level and can slash the miles from field to fork. “We triedgrowingcitrus ingreenhouses, and itwas successful,”Kaprieliansaid. “It is amatter of using resources like water and trucking. We’re going to have to innovate to survive.” Another issue that figures to keep coming up, especially for organic grow- ers, is packaging. “We’re getting a lot of input from retail- erswhowantmoresustainablepackaging,” saidMike Valpredo, president of Country Sweet Produce in Kern County. The com- pany ships organic and conventional sweet potatoes. The pandemic led to a packaging di- lemma: More consumers appreciate food safety, but theyarealsoskeptical of theuse of petroleum-based plastics that protect produce fromcontamination. There has already been a significant recent shift in table-grape packaging, ac- cording toKaprielian. “Wemovedfrom100%plasticpackaging in grapes to around 10% in the last three years,” she said. Growersareclosely followingpackaging trends inEurope,whichsetsthestandardin demandingsustainability fromits farmers. “We operate in so many countries. We have to have the European market, be- cause we can’t ship all of our avocados to theU.S. market,” Barnard said. Proposals in the California Legislature could dramatically limit single-use pack- aging for fresh produce, Puglia ofWestern Growers said. “You can make a case that regulatory mandates thatanticipatewhere themarket is going are a good thing,” he said. With demands for sustainability on the rise, especiallyamongorganicconsumers, the next generation leaders are learning how to tell their stories. “We have amarketing teamthat follows our growers around and documents what they do,” Barnard said. Growers are also going the extra mile by inviting customers to come to their farms to see for themselves how the pro- duce is grown. “We went to Whole Foods and said, ‘Bring your people and your cameras,’” Valpredo of Country Sweet Produce said. Thepandemic restrictedon-farmvisits, but some growers found that virtual tours let evenmorepeopleseehowtheyoperate. Whether it is in person or virtually, the next generation of organic growers will have to connect with consumers who, more than ever, want to know how their food is produced, Kaprielian said. “It helps telling our story,” she said. “People want stories. They want to feel good about what they’re buying.” (Bob Johnson is a reporter in Monterey Coun t y . He may b e c on t a c t ed a t bjohn11135@gmail.com.)
Fruit World co-own- er Bianca Kaprielian said the Reedley citrus, grapes and stone-fruit producer emphasizes flavor- ful varieties to satis- fy the increasingly discerning tastes of organic customers.
i c g r o w - er-shippers i s p r epa r- i ng t o t e l l consumers even more
about their products. Organic produce customers want to knowhow growers are preserving natural resources, including water and soil, and providing a unique eating experience. Certificationthatsyntheticpesticidesand fertilizers are not usedmay not be enough tosatisfy thesediscriminatingconsumers. “Consumers are asking to see more; I thinkwe’ll start to see additional certifica- tions,” said Bianca Kaprielian, co-owner of Reedley-based Fruit World. “What I’m seeing is not either or, it’s an and.” Fruit World ships organic citrus, grapes and stone fruit, emphasing va- rieties that offer flavor. Kaprielian says that approach is in line with the expand- ing interests andmore discerning tastes of organic consumers.
The annual summit, held inDecember, is sponsored by the Organic Produce Network. The groupwas formed five years ago tobring together largemainstreamre- tailerswith grower-shippers large enough to serve themwith high-volume organic produce selections for their customers. With consumerswanting to knowmore about their food, the next generation of leaders is already focusedon learninghow to tell their stories. “I think talking to consumers is some- thing each generation will get better at,” saidDavePuglia, president andCEOof the WesternGrowersAssociation,whichmod- erated theMonterey discussion. Perhaps themosturgent topicdiscussed at theevent involvedhowtomaximizewa- terefficiency, especiallyduringCalifornia’s current drought. “IntheSanJoaquinValley,weareseeing people pull trees, close andwalk away. It’s prettydire,” saidKeithBarnard, senior vice president of sales andsourcingatOxnard- basedMission Produce. Mission grows avocados and mangos inCalifornia, Mexico and Peru, relying on Mediterrean climates with varying wa- ter supplies. Barnard noted a river flows through the company’s ranch inPeru. But with supplies drying up for farm- ers in the Central Valley, Kaprielian said citrus growers are investing heavily in
Fruit World is experimenting with heir- loomcitrus. That follows its successwitha proprietary thomcordgrapevariety,which now draws regular calls from customers inquiring on its availability. “We’re seeing a return to consumers wanting to know about citrus varieties,” Kaprielian said. She recently shared her observations duringakeynotepanel of leadingyounger shippers at the Organic Growers Summit inMonterey: AConversationwith theNext Generation of Organic Leaders.
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12 Ag Alert February 16, 2022
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