As California grape harvest unfolds, Fresh Farms BB #:194140 faces a season marked by both challenge and opportunity.
Temperatures were reaching unprecedented highs of 110-115 degrees in San Joaquin Valley, steering away the vines from typical conditions putting them on significant stress and causing a delay in maturation as the plants struggled to adapt.
According to Shaun Ricks, Sales Representative at Fresh Farms, this year’s heatwave has influenced the harvest: “The intense heat has had a pronounced effect, especially on colored grapes like Flames and Summer Royals, were very slow to gain color and have only begun to color up in the past week. The green grapes were delayed only slightly but resumed maturation when the heat broke and are now about two weeks ahead of last year. Colored grapes are running about the same as last year.”
This season, Fresh Farms is concentrating on a select range of varieties, including Sweet Globe, Great Green, Allison, Krissy, and Candy Hearts estimating a total pack out of 94 million (industry-wide). The final figures are expected to be confirmed in December.
Fresh Farms has been able to overcome the challenges that face it at present and positions themselves for future success as consumer preferences shifts. Adjusting its strategies to ensure that its grapes are covering all aspects such as flavor, appearance and attractive packaging.
“Staying aligned to these preferences allows us to deliver the best possible grapes to the market,” Ricks notes.
Logistics have been another area of focus. The company is implementing prompt delivery practices by using refrigerated trucks for transporting grapes from the field to properly storage them, rather than flatbed bobtails. This change ensures that the grapes are kept in good conditions maintaining their quality throughout the supply chain.
When grapes arrive at the store, the company ensures that retailers know exactly how to preserve their quality. They provide a full-service support in grape category management, emphasizing that selling grapes involves more than simply storing them in refrigerated cases.
Fresh Farms remains dedicated to delivering top-quality grapes and innovating in the face of challenges. As they navigate this unusual season, their commitment to excellence continues to drive their success in the industry.
