Dulcinea’s VP of Sales, Steve Dabich, Talks New 2015 Strategy

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Tue. December 16th, 2014 - by Andrew McDaniel

LADERA RANCH, CA – Dulcinea Farms is developing new strategies for future growth by looking back at what has made this company a success. Steve Dabich, Vice President of Sales, spoke with AndNowUKnow about where the melon grower is currently and where it hopes to go into the future.

Steve Dabich, VP of Sales, Dulcinea Farms“Moving into 2015, we are planning on going back to our roots with core products and innovative new varieties of mini watermelons that we think are going to liven up the mini category,” Steve said.

In preparation, the company has filled a position specifically to do the trialing of new genetics and varieties. Steve added, “Our years of trials are coming to fruition. Moving forward we are planning a big push of more varieties and bigger supply.”

Currently, Dulcinea is winding down the 2014 season in Hermasillo, Mexico while getting ready to kick off its 2015 season in the south of Mexico.

“Quality right now is great. We’ve been using the same growers for the last seven years now,” Steve tells me. “They know our expectations and do a great job meeting them. We are reaching the same volumes over last year. The market is steady and prices are consistent with what we saw last year.”

Though Dulcinea’s new varieties aren’t available just yet, the company is excited about getting back to the basics.