PORTERVILLE, CA - The California stonefruit season is just around the corner and Homegrown Organic Farms is preparing with new elements to its program and continued category growth. With harvesting tentatively slated for a May 5th start date, the company is looking to kick off the season about 5-7 days ahead of “normal.”
“The definition of what is ‘normal’ for many California crops is changing since the past few years have been so unique. The weather plays a key factor in how quickly the fruit progresses on the tree. A warm spring will generally bring the fruit on a bit more quickly,” Stephen Paul, Category Director, tells me as we discuss timing and what the season start looks like for Homegrown.
The company will begin with Tasty Rich, which is an early apricot followed by Zee Fire yellow nectarines and Flavor Rosa pluots through early June. Homegrown ships a steady mix of varieties by commodity to carry the company through late September. As always, Homegrown’s customers can expect a steady supply of premium organic peaches, nectarines, plums, and pluots throughout the season.
In addition, Homegrown has added a new late season yellow peach program, allowing the company to extend its stonefruit season well into September.
“The growth in our program is well planned out and driven by our desire to continue to provide both our retail partners and consumers with the finest quality organic stonefruit throughout the season,” Stephen says. “With off-shore production winding down over the next month, California will come on just in time for the domestic market to get rolling here in a few weeks.”
This season, Homegrown is continuing to offer its EcoPac brand which was created to build up the emerging value-buy market and offer healthy organic fruit at a price everyone can afford. The company offers a full line of resources to help retailers merchandise and promote Homegrown products including display bins that can be coupled with grower photos and bios.
“Consumers love to know where their food is coming from and who their farmer is, so it’s a great opportunity to showcase the source of our fruit!” Cherie France, Marketing Manager adds. “This, along with many of our other resources help to bridge the gap between consumers and their growers and we love to help folks make that connection.”
Homegrown has also entered into a sublicensing agreement with The Giumarra Companies to grow and distribute the recently-announced DulceVida proprietary line of premium stonefruit.
Under the agreement, Homegrown Organic Farms will have specific rights to grow and market certified organic product, and the San Joaquin Valley-based grower will have access to all Nature’s Partner DulceVida stone fruit varieties. This season, Homegrown will be offering organic white nectarines from the proprietary line.
Along with the category growth, Homegrown has also seen and experienced an increased concern of social responsibility, including food safety, sustainability, and labor, across all fresh produce commodities.
“We pride ourselves on the fact that we’ve always been a market leader with regard to these topics and our customers have come to recognize this given that we have been able to spend the time and effort affirming and directing these conversations with an established reputation for valuing these important issues ahead of the curve. For us, this is done on a daily basis through our amazing Field and Farming Operations, Production Team, QC Team, Food Safety Team, and Marketing Department,” she notes.
These practices and attention to detail makes affirming and directing what works and what doesn’t in the marketplace, such an effective opportunity with all of Homegrown’s valued partners and customers.
Last year Homegrown launched its sustainability program called Committed to Caring that the company is using to showcase its efforts in caring for the land, the environment, and its communities.
“The response from our customers so far has been outstanding. Consumers want this type of information as transparency continues to be a significant purchase influencer as we move forward in the 21st century,” Cherie shares.
As the California stonefruit season gets underway, stay tuned to AndNowUKnow for more stories and updates.
