Live Oak Farms Furthers Its Commitment to Bell Pepper Category Continuity
- by Jenna Plasterer
LE GRAND, CA - New adventures are always exciting, especially when they’re ventures born from partnerships. Live Oak Farms announced it will assume the marketing of the Coachella Valley Fall Vegetable program of Pasha Marketing. This new venture will expand Live Oak Farm’s fall bell pepper program at a time when consumer demand has exceeded all expectations.
“Adding the bell pepper program of Pasha Marketing to our planned fall expansion in Coachella enables Live Oak to better meet the needs of our customer base, with volume that will approach that associated with our core season, June through October,” Live Oak Farms Chief Operating Officer, Ed Beckman, noted.
Located in the heart of San Joaquin Valley, Live Oak Farms embarked on the strategic repositioning of its bell pepper program earlier this year. According to the press release, the grower added spring production in the Coachella Valley and an early summer program in Bakersfield. It has restructured its retail-focused red bell pepper program as well as introduced a new summer organic bell pepper program.
Live Oak entered Coachella Valley with the goal to mirror the quality that’s associated with its world-class pack line in a field pack. Sizing and quality are the foundation of all that’s packed, the release noted. Anticipating and exceeding customer expectations allows Live Oak to differentiate its product in the marketplace.
“Looking forward, Live Oak has established a new partnership for growing in the Coachella Valley that will solidify Live Oak’s position in what’s a competitive marketing environment,” Beckman added. “It’s another step forward in our strategic move to providing customers with Live Oak quality all through the year.”
The additional fall volume will boost the production of display-ready packaged bells, sized to meet retailer demands. Red bells will begin in mid-November, with all 15-pound retail packs under the newly established Rosso label, first introduced last spring.
With this new venture, the fall program will be sold by Live Oak’s established sales team, Donna and Scott Vaughan. Pasha Marketing’s eggplant program will also be handled by Live Oak Farms this fall with Julie Fargo handling sales. Joining them are Julie Fargo and Michael Bozick from Pasha Marketing. Matthew Hiett, Live Oak’s Business Development associate, completes the sales team.
Exciting times are ahead! For more updates on the latest partnerships, programs, and fresh produce, keep checking back to ANUK.