Pacific Trellis Fruit General Manager Josh Leichter Discusses Dulcinea PureHeart® Mini-Seedless Watermelons
- by Jordan Okumura
LADERA RANCH, CA – Growth across the melon category is ramping up, and with the consumer’s desire for more flavor-forward fruit, Dulcinea is showcasing one of its many fruit offerings, the PureHeart® mini-seedless watermelons.
Josh Leichter, General Manager at Pacific Trellis Fruit, Parent Company of Dulcinea, joined me to discuss this popular variety in produce departments, and how PureHeart® can help retailers increase the ring at the register.
“PureHeart® mini watermelons are a positive sales contributor to the melon category,” Josh tells me. “We address the demand of both the organic and conventional shopper with this program, who seek variety on their shopping lists as well as great flavor and quality.”
Josh also recommends that retailers promote the company’s Tuscan-Style™ Cantaloupes as well as SunnyGold® yellow flesh mini melons to provide incremental sales in the melon category.
On nearly a year-round supply schedule, PureHeart® watermelons are currently being grown in Huron, California, and are in the middle of summer harvest. Volumes tend to subside for the winter months of December, January, and February, so now is the time to get on board with the program.
PureHeart® melons are known for their sweet, consistent flavor and aroma, Josh adds, and are conveniently sized and packed full of vitamins A and C. The variety also presents a gorgeous bright red color, and are hand-picked fresh off the vine.
“Quality has been good, as has demand,” he says. “We are currently transitioning field areas which is providing for lower harvest volumes last week and this week, but in general we have good promotable weekly volumes through the summer.”
Pacific Trellis Fruit is a top year-round grower, packer and marketer of premium fresh fruits that include apples, apricots, Asian pears, kiwi, nectarines, peaches, pears, table grapes, and tropical fruits like avocados and mangoes. In 2014, Pacific Trellis grew to include the Dulcinea Farms division which now allows Pacific Trellis to offer cantaloupes, honeydew melons, tomatoes, and watermelons.