BAKERSFIELD, CA - This industry is one of experience—experiences had and experience gained. I was reminded of this when I had the opportunity to be a part of Divine Flavor’s sixth annual Grower Summit, a rotating event which had its first California visit August 18–19.
“The goal is to solidify and form personal relationships with our stores and growers to continue producing the best grapes possible,” Alán Aguirre Camou, Chief Marketing Officer, Divine Flavor, summed up as he greeted everyone after a morning walking through vineyards and experiencing firsthand varieties both in development and already making a splash in the category.
Following the success of the 2024 Grower Summit in Paracas, Peru, Divine Flavor continued what has become a tradition of uniting its global network of growers with another impactful annual event focused on the world of table grapes.
Bringing together producers from across the company’s network for a dynamic experience centered on learning, networking, and celebrating the industry, the pride Divine Flavor has in hosting these events was palpable.
In addition to walking ARRA grape varieties Monday morning, the group visited Bloom Fresh on Tuesday to review the new Cotton Candy branding, as well as Sun World to learn more about later-season varieties such as Autumncrisp®, Applause™ (Sugrafiftyfour), Epic Crisp® (Sugrafiftysix), among other exciting varietals in the pipeline. Attendees heard from the experts on the importance of proper standards in quality and packing, getting a peek at new and promising varieties in development.
“For Divine Flavor and our growers, it’s very important to understand these different varietals, the timing of them, where they best grow, and how to properly market them to our customers,” Michael DuPuis, Quality Assurance and Public Relations Manager, reflected. “Having an alliance with Bloom Fresh, Grapa, and Sun World is essential to both us and our growers moving into the next decade of grape growing.”
Not only was it a reminder of the necessary tangibility of our industry—the only department in the store consumers need to feel before purchase—but it was an amazing opportunity to hear from some of the experts raising the bar for the grape category.
“If you’re the best grower in your area today, and in five years you’re doing exactly what you do now, you won’t be the best grower in your area,” Carlos Bon, Jr., Vice President of Sales, Divine Flavor, observed, pointing out that Divine Flavor, and grapes at large, cannot be aiming simply to make specs. “It’s about being better.”
A unique and towering figure our group was also able to hear from was the father of modern-day Grapa and of the ARRA grape program, Shachar Karniel. Among many gems of wisdom and stories he shared, an observation stood out that echoed not just the importance of flavorful varieties, but also committed growers as individuals.
“One thing is mutual from all grapes—all are built for the farmer,” he explained, bringing every grape under an umbrella before then highlighting their unique importance. “But each has an individual attribute.”
Crisp, thin-skinned, easy color, brix, yield…each variety we popped into our mouths right off the vine had something they brought to the table. This is the message of experience.
Amid a pendulum of innovation that has made for a paradox of choice for consumers, how do we ensure each has an opportunity to meet the needs it was carefully crafted for?
That was the question left burning in me after the gift of experiencing two days with the growers and innovators bringing these products to life. As I look forward to working out the answers, I am filled with gratitude for Divine Flavor and its community.
In addition to table grapes, Divine Flavor also organizes summits for its vegetable growers. The next event is scheduled for early September in Querétaro, Mexico, and will focus on greenhouse-grown peppers, tomatoes, and cucumbers.
Thank you to the organization and those it encompasses for highlighting the power of experience and the work still to come.
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Divine Flavor
Divine Flavor is a fresh produce distribution company, owned by the growers, with the sole purpose of bringing the fruit…
