Always Fresh Farms Teams up With Giddings Fruit
- by Lilian Diep
WINTER HAVEN, FL and SANTIAGO, CHILE - In an effort to provide year-round berry supply for consumers, two companies are uniting in a new business venture. Florida’s Always Fresh Farms announced a new partnership with Chile’s Giddings Fruit S.A. to create an integrated 52-week supply proposition for the North American berry market.
“We are delighted to welcome Julio and the outstanding Giddings Fruit business into the Always Fresh family of growers,” commented Wayne Giddings, President of Always Fresh. “Sharing values from our individual farming communities, we identified we had much in common and quickly discovered mutual ambition to put this deal together. The fact we share the same family name...well, it had to be! We are also really excited to gain access to the Giddings breeding program for our existing grower base and the fruit from their new genetics has really impressed us. We are sure it’s going to be really appreciated and in demand with our customers and partner growers.”
Both companies value grower heritage, share family business ideals (and names it seems!), and have an uncompromising commitment to provide outstanding products, unrivalled customer service, and new variety innovation to the berry category.
According to the press release, Keith Mixon will be the CEO of the new partnership. His love for the berry industry is well documented with his 20-plus years with Sunnyridge Farm and Dole Berry Co, and has known both Giddings families for many years. Keith has been working with Always Fresh since September 2018 as Special Advisor and has been instrumental in developing the team and infrastructure during the latest period of significant growth. Matthew Giddings continues in his role as Chief Commercial Officer, and leads the sales and marketing team.
“In partnering with Always Fresh Farms, we anticipate significant expansion opportunities in the North American market," Julio Giddings, Founder and CEO of Giddings Fruit added. "We very much admire the Always Fresh commitment to their growers and to customer service. Now, with a trusted, collaborative partnership with Always Fresh, we are looking forward to working in a more direct relationship with the market and being part of their year-round program. The benefit of being part of an integrated relationship is that it shortens the communication chain on all the important issues of our business including quality, food safety, innovation.”
How will the two family businesses fare in the berry world now that they’ve joined forces? AndNowUKnow will continue to report.