Cherries Continued from Page 6
who want to visit the farm and pick their own cherries. “The response back from the consumer was so positive, it was clear to me that a mar- ket exists to deliver people premium cher- ries,” he said, adding that he thinks buying directly from farms also helps his customers connect with modern agriculture. To pull off the logistics of shipping people farm-fresh cherries that remain fresh when they get them, Chinchiolo looks to Jimmy Williams, the farm’s consulting operations manager. Before lending his expertise to Chinchiolo, Williams worked for years in export sales for a major cherry grower, packer, shipper and marketer in Stockton. Williams said American consumers still get “very good cherries in terms of flavor and eating quality.” But he acknowledged export cherries tend to be larger, with the desired color, sugars and firmness to en- sure they can make the trip and arrive in good condition. Chinchiolo Farming ships cherries to all 48 contiguous states with a minimum order of $60 for a 4-pound box. The fruit is packed and shipped the same day it’s picked, with harvest season typically running from mid- May to mid-June. To ensure freshness, the boxes are insulated and packed with ice gel and sent by next-day or two-day air, de- pending on customer preference, for states east of Utah or Colorado. Shipments to the
A fourth-generation farmer, James Chinchiolo runs Blooms Cherries, a part of Chinchiolo Farming Co. in San Joaquin County that delivers fresh-picked cherries to U.S. customers. He also maintains a U-pick operation in Lodi.
west and within California go by overnight FedEx truck. The farm replaces orders that arrive in suboptimal condition due to shipping de- lays, which has been rare, Williams said, adding, “it’s basically 100% satisfaction guaranteed.” He said Chinchiolo’s di- rect-sales business has opened his eyes to what people are willing to pay for specialty products such as cherries. If people pay a high price at the store for fruit that doesn’t taste very good, Williams said, “they feel like they didn’t get their
money’s worth.” Chinchiolo’s customers have shown that “people are willing to pay a premium as long as you send them fruit that merits the premium,” he said, adding that he hopes the farm sets a new trend. Customer White said she thinks there are more people like her. She pointed to people who learned to cook during the pandemic “and who figured out that the better and fresher the ingredients are, the better your recipe turns out.” She said she thinks selling directly to customers is “a viable way for smaller
farms to get their produce to people with- out having to deal with wholesalers”—and it would allow farmers to get a better price for their crop. “I want to get the best ingredients I can possibly get for my money,” White said, “and if that means buying directly from a family farmer, I don’t mind doing that, especially if the money is going into my local economy.” (Ching Lee is assistant editor of Ag Alert and may be contacted at clee@cfbf.com. This story first appeared in the Spring 2024 issue of California Bountiful ® magazine.)
Reduces Sunburn, Scald & Heat Stress Improves Photosynthetic Activity Improves Osmoregulation Foliar & Chemigation Application No Visual Residue Easy to Mix & Apply
This year start early with a planned approach. Eckosil Shield alleviates abiotic stress in the plant, temperature fluctuations, and stress caused by drought, to reduce sunburn and improve quality and yield. Solar Protectant & Heat Stress Solution Sunburn Hurts... Your Bottom Line
CANOPY MANAGEMENT SIMPLIFIED: OXBO 610 DUAL VINEYARD MECHANIZATION
Operates up to 3 MPH & covers up to 30 acres per day Precise: pristine thinning and suckering, without damaging vines or irrigation lines Versatile: year-round vineyard management with multiple attachments
www.sym-agro.com
OXBO.COM
May 22, 2024 Ag Alert 7
Powered by FlippingBook