Wonderful Branding

Wonderful Branding: The Wonderful Company’s Branding Success and Newest Citrus Discovery

By Charmayne Hefley, Associate Editor

A catchy brand can make or break a product, and the agriculture industry has begun to take note. David Krause, president of Wonderful Citrus, said their own successful branding—especially their Halos mandarins—is attributable to a variety of factors.

“We have an internal creative team that handles all of the design work and advertising,” Krause said. “Couple that with some very good consumer-based activities, significant funding in telling that message, and a good product that is satisfying to the consumer, and you have a complete, effective program.”

Aside from branding, Krause said Wonderful Citrus continuously looks for new crop varieties that will excite consumers in the future. Introducing new products is part of the company’s strategy to stay ahead of competition as well as increase their consumer base.

Wonderful’s newest discovery, seedless lemons, were found in another country,” Krause explained. “We have the exclusive rights to a few varieties, and at this point, we are growing trees in our nurseries,” said Krause. “ We’ll start marketing the product in the U.S. market within the next five to six years.”

Overall, Krause reports increased profits for many products. “I would argue demand and supply for many California crops seem to be in balance; that is, they are driving good returns for growers in spite of all the challenges that we face.”

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The Wonderful Company is the parent company of:

Wonderful Pistachios & Almonds (formerly Paramount Farms)
Wonderful Citrus (formerly Paramount Citrus)
Wonderful Orchards (formerly Paramount Farming)

Well-known brands from The Wonderful Company are:

Wonderful Pistachios #1 tree nut brand and one of the top-selling salty snacks in America
Wonderful Halos #1 mandarin orange in America
POM Wonderful #1 100% pomegranate brand in America
FIJI Water #1 premium bottled water brand in America
Teleflora #1 floral delivery service through local florists
JUSTIN Wine #1 Cabernet Sauvignon in California

The company announced its name change to The Wonderful Company from Roll Global on June 1, 2015. This strategic move aligns the company’s long-standing passion for harvesting healthy and nutritious foods with its domestic and global consumers, as well as integrates its farming and distribution methods. The company grows, harvests, packages and delivers its produce to retail stores in a vertical structure to maintain high quality standards.

Patrick Cavanaugh2016-05-31T19:27:02-07:00December 2nd, 2015|

Thanks to California Ag!

Thanks to California Ag for Thanksgiving!

By Patrick Cavanaugh, Deputy Editor

As Americans enjoy Thanksgiving dinner, let us recognize that farmers, especially California farmers, have made our bounty possible.

California is a big turkey producing state, always ranking in the top six nationally.

In 1948, Sophie Cubbison, who was born in San Carlos, California and who graduated from California Polytechnical University in 1912, invented the Mrs. Cubbinson’s melba toast or cornbread stuffing most of us serve. (She even paid her way through college with the money she earned feeding farmworkers. Source: www.mrscubbisons.com)

What would Thanksgiving be without wonderful California wines and Martinelli’s (another great California company) great sparkling apple and grape beverages to celebrate our good fortune?

And all those amazing side dishes . . . the russet and red potatoes from Kern County; the sweet potatoes from Merced County; the many wonderful squash varieties including zucchini, yellow, acorn squash . . . are all produced by farmers and farmworkers in California.

Green beans, lettuce, tomatoes, olives, cucumbers, radishes, and carrots will grace the tables across America, thanks to California producers in ped and other areas of the state.

Don’t forget garlic, onions and mushrooms are all produced primarily in California!

California farmers produce it all, with the exception of cranberries!

Thanks Wisconsin!

(And New Jersey, Massachusetts, Oregon, Washington, and parts of Canada)

You can thank California egg producers for those tasty hardboiled deviled eggs on Grandma’s favorite serving dish.

Plus raisins, a great addition to dressings and other dishes, thanks to the raisin producers in Fresno, Madera and Merced Counties.

And of course walnuts, almonds and pistachios are big part of our savory stuffing recipes and our snacks.

Apple cider and apple pie? California, among the top five states, produces a wide variety of apples.

Wait! What about pumpkin pie? California farmers.

And the wonderful whipped cream? Thanks to the California dairy industry.

Did you know the turkey pop-up timer was invented in California? Yes, indeed. Back in the 1950s, the California Turkey Producers Advisory Board brainstormed to figure out how to prevent over-cooked turkeys, according to Leo Pearlstein, a Los Angeles pubic relations pro in the food industry, who was among the five original board members. One board member—a California turkey producer, as Pearlstein tells it—looked up at the ceiling, noticed the sprinklers and had a Eureka moment! He suddenly realized the ceiling sprinklers were triggered when heat melted a material inside the gizmo. For a complete explanation, see How Pop-Up Turkey Timers Work at home.howstuffworks.com/pop-up-timer1.htm.

From all of us here at California Ag Today,

Thanks to California Ag for serving us a delectable nutritious Thanksgiving!

California Ag Today2016-05-31T19:27:03-07:00November 24th, 2015|

“The Other Drought”

“The Other Drought” in America’s #1 Agricultural State

By Charmayne Hefley, Associate Editor

California’s agriculture industry is experiencing a severe drought in terms of water shortage; however, this is not the only devastating drought in the state. Harold McClarty, owner of HMC Farms, told California Ag Today a secondary drought—“The Other Drought”—is plaguing California: the loss of the family farmer.

McClarty explained, “I’ve taken a very liberal definition of the word ‘drought’ and tried to talk about the loss of the small farmer and the culture and values that are instilled in you when you grow up on a small farm. We’re going to lose the next generation [of family farmers] because of the consolidation of these farms.”

HMC Farms,1887 (Source: HMC Farms)

McClarty, whose company, HMC Farms, a grower, packer, and shipper of tree fruit and table grapes in the San Joaquin Valley, began in 1887 as a small 40-acre family farm, said his farm’s growth is representative of the progressive loss of the family farmer. When HMC Farms officially became an established company in 1987, 100 years after its establishment, he cofounder Mike Jensen began to purchase the property of family farmers who chose to leave the business when their children rejected farming to pursue careers in law, medicine and other fields.

McClarty admitted, “I’m obviously part of the problem, but this is the environment that I live and work in—that enables me to exist.” McClarty said in agriculture you’ve got to be able to do and keep up with all of the factors that go into farming. Unfortunately, the increasing work, pressures and regulations facing small family farms are overwhelming.

McClarty concluded, “the risks are so great, small farmers can’t do it anymore. They can’t keep up, and it’s just not worth it with today’s farm values.”

Of note, HMC Farms was named by the National Restaurant Association (NRA) as one of 18 Food and Beverage Product Innovation Award winners in 2012 for Grape Escape, the company’s washed and ready-to-eat de-stemmed grapes packed in single-serve two-ounce or three-ounce bags. Featuring an 18-day shelf life with no preservatives or additives, Grape Escape “meets the challenge of profitably serving healthy fresh fruit snacks year round,” according to a 2012 NRA news release.

Patrick Cavanaugh2016-05-31T19:27:03-07:00November 19th, 2015|

Winegrape Rootstock Trials

Winegrape Rootstock Trials for Pest Resistance and Vine Productivity

By Patrick Cavanaugh, Deputy Editor

Larry Bettiga, a viticulture farm advisor with UC Cooperative Extension, Monterey County, is working with county growers on winegrape rootstock trials to increase vine productivity.

“Several things have happened,” noted Bettiga,“we are replanting vineyards on former vineyard lands, where a build-up of soil pests already exists. Farmers used to grow a lot of beans and tomatoes in the Valley, so we’ve had a lot of root-knot nematode populations from past cropping patterns.”

“We’ve recently seen ring nematode populations developing at multiple vineyard sites,” Bettiga continued. “With the loss of more effective fumigants, and then the loss of post-plant-type nematicides, the use of nematode-resistant roots is becoming more critical to the success of replanting these vineyards. We have hopes that Andy Walker, a UC Davis viticulture professor and grape breeder, is going to supply us with some better options than we currently have.”

“We have a site where we are comparing five new rootstocks that were released from UC Davis with a number of our standard rootstocks. We are just starting that work, so obviously we have to look at them for several years to get a good feel for how those stalks will fit in comparison to what we are now using,” he noted.

California Ag Today2016-05-31T19:27:05-07:00October 30th, 2015|

Winegrape Grower Earns SIP Certification

Dana Merrill, Winegrape Grower Earns SIP Certification

By Patrick Cavanaugh, Deputy Editor

Dana Merrill is a seventh-generation farmer of an eighth-generation Californian farming family and president of Mesa Vineyard Management, a premium vineyard management service on the Central Coast. A graduate from Cal Poly with an Agriculture Business degree, He is a member of the Merrill Family Estates, an estate that produces premium winegrapes for its Pomar Junction Winery, and he’s extremely involved with the Paso Robles Wine Community.

Recently, his winegrape growing operation earned the Sustainability In Practice (SIP) certification.

“We worked very hard to attain this certification,” Merrill said. “Most of the changes were positive moves. It’s not meant to be a penalizing certification, but there are specific restrictions. For example, we don’t use any Class I restricted materials. If the US Environmental Protection Agency has commented about a substance, ‘Hey, that is Class I. It may be legal, but as an herbicide, it has a tendency to leach into the groundwater,’ then the SIP system won’t allow it. There are times when I’ve said, ‘Boy, I wish I could use a certain material,’ but there are some I simply cannot use in order to qualify for the certification.”

Merrill continues, “The SIP also takes into account how you treat your labor. For example, more ‘points’ are awarded if you offer a benefit program, continuing education support, a retirement program, or health insurance. These days, everybody has to offer health insurance, but points are awarded for that, even though some of us have offered it for over 20 years. Points are also earned for best-practice management whether it is fertility management, soil probes, or having water meters on all your wells and using the information to manage how you irrigate. The idea is to encourage folks to do more and raise the bar.”

“Being SIP-certified helps with marketing too,” noted Merrill. “If you get the SIP seal on a bottle of wine, a consumer can go be assured of the excellent quality of that product.”

“It is marketing in the sense that we are always selling ourselves to the consumer,” Merrill explained. “You know, the consumer may ask, ‘Why should I buy a bottle of SIP wine? Why should I buy California wine?’ I think that branding or labeling conveys a message to customers about what is important to them. Some consumers are very environment-oriented; others are looking primarily for quality. Your label conveys that message. There are customers to whom it is less important, but I see its significance growing. I would say 50% of the people who visit our tasting room find that label on an SIP-certified bottle of wine quite meaningful,” Merrill said.

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Links

Mesa Vineyard Management

Home

Sustainability In Practice (SIP)

US Environmental Protection Agency

California Ag Today2016-05-31T19:27:07-07:00October 14th, 2015|

Table Grape Ads Feature Growers

California Table Grape Ads Feature Growers

By Charmayne Hefley, Associate Editor

Kathleen Nave, California Table Grape Commission president

In an effort to shed a more positive light on agriculture and the growers who cultivate the food we eat, some advertising campaigns are focusing on bringing growers to the forefront. Kathleen Nave, president of the California Table Grape Commission, said this is exactly what the Commission’s campaign has been doing, and it has been receiving positive feedback. “The heart of the global campaign the Commission is fielding,” Nave said, “is very much about California table grapes and the heritage that growers bring to the table—the years of understanding the art and the science that go into growing table grapes.”

The California Table Grape Commission has generated commercials that focus on the family aspect of California’s grape growers and can be seen on Food Network television. “The heart of the campaign of table grape ads,” said Nave, “is basically branding California and the growers of California table grapes. We’ve portrayed our brand this way, in this particular campaign, for about eight years, and it really resonates. A National Consumer research study of the four advertising commercials we are currently fielding on the Food Network revealed very high marks.”

Nave explained the commercials help to create trust between consumers and growers by showing consumers the faces behind their food. “The two commercials that feature growers’ families interacting with one another, one set in a vineyard and another at home, resonated the highest with consumers,” Nave said. “Consumers have a huge amount of trust for growers. There is a hunger among consumers—not only in the U.S., but in other parts of the world as well—to understand who is growing the food they bring home to their own families. So showing consumers a California table grape ad that features the grower, the grower’s family, and their vineyard, really resonates. So the campaign is working well. I think it’s a campaign that we will be continuing.”

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Links:

California Table Grape Commission

Grapes from California “Family Dinner” tv commercial

Grapes from California “Generations” tv commercial

Patrick Cavanaugh2016-05-31T19:27:07-07:00October 13th, 2015|

California Table Grape Commission

Kathleen Nave on the Table Grape Commission

By Charmayne Hefley, Associate Editor

Before the California Table Grape Commission was established in 1968, only 1.7 pounds of grapes were consumed per person annually, according to Kathleen Nave, president of the organization. She said the Table Grape Commission began at the request of growers working with California’s legislature to better promote grapes. Today’s annual consumption rate is 8 pounds of grapes per capita.

“I had talked to some of the founding fathers back in the late 50s, early 60s,” Nave said. “They told me there were so many changes happening in the world and in the retail environment at that time, they were afraid of losing the land their families had immigrated to from around the world. So they wanted to come together and pool a little bit of money from every box of grapes they sold to be overseen by the state of California and a board of table grape grower directors to increase demand for their product. “To this day, the Table Grape Commission is still governed by growers who are nominated by their peers in each district in which grapes are grown in the state,” Nave said, “and it is all overseen by the California Department of Food and Agriculture.”

While the Table Grape Commission continues to promote table grapes and to create a domestic demand for them, Nave said the Commission is reaching beyond this basic consumer base, to foreign consumers. “Everything we do is designed to create demand,” Nave said, “to get that retailer to put more California grapes on the shelves, to promote and advertise them more often, to encourage that importer to bring grapes in, and to get consumers to go into their grocery stores and ask, ‘Where are the California grapes?’”

Patrick Cavanaugh2016-05-31T19:27:07-07:00October 12th, 2015|

Bayer CropScience Horticulture Symposium Builds Relationships

Bayer CropScience Horticulture Symposium Builds Global Relationships for Collaborative Problem-Solving

By Patrick Cavanaugh, Deputy Editor

Nearly 200 professionals in the horticultural industry from across the food chain and the value chain, and from Europe and North, Central and South America, gathered this week at the Bayer CropScience Horticulture Symposium in Puerto Vallarta, Mexico. Attendees were treated to an inspirational mix of lectures, panel discussions, as well as an interactive poster session, all incorporating forward-thinking sustainable practices into contemporary agriculture. Among the crops discussed were tomatoes, citrus, grapes, potatoes, bananas.

Rob Schrick, strategic management lead, Bayer CropScience Horticulture, based in Research Triangle Park, North Carolina, said the event was the company’s second in a series of horticulture symposiums focused on international collaboration and problem-solving. “This is about bringing the best and brightest from across our industry,” said Schrick, “from influencers and universities to industry members like ourselves and the media. It’s about getting these creative minds together and discussing solutions. The solutions may not come from the symposium itself, but the connections that are made—you don’t know what will yield from those relationships.”

Jim Chambers, director of marketing, Bayer CropScience Food Production, said the Horticulture Symposium was all about sharing information on best management practices. “Bayer is a leader in the crop protection business within the horticultural space around the world, and this is a real opportunity to bring all of us within horticulture across the food chain and the value chain to talk, from the grower, to the processor, and to the consumer. It is a wonderful opportunity to work together to solve some very difficult challenges.”

“And, vivid to all attendees, was that members of the fruit and vegetable industry throughout the Americas have similar challenges to overcome,” noted Chambers. “It was very interesting; the issues that we talk and hear about in the specialty crop states such as California, Florida and Texas, are very much the same issues that people, for example in Mexico, Brazil, Argentina, or Central America, are facing. These issues do not go across just states or counties; they reach across the globe in solving these problems,” Chambers said.

Among the speakers were growers, commodity specialists from the industry and academia, and experts on sustainability practices, professionals on Maximum Residue Levels (MRLs), Bayer CropScience specialists and major agricultural association leaders such as Tom Nassif, ceo, Western Growers Association (WGA) and Dana Merrill, president, Mesa Vineyard Management Inc.

Bayer is a global enterprise with core competencies in the Life Science fields of health care and agriculture. Bayer CropScience, the subgroup of Bayer AG responsible for the agricultural business, is one of the world’s leading innovative crop science companies in the areas of seeds, crop protection and non-agricultural pest control. The company offers an outstanding range of products including high value seeds, innovative crop protection solutions based on chemical and biological modes of action as well as an extensive service backup for modern, sustainable agriculture.

(Photo features Rob Schrick, Bayer CropScience – Horticulture strategic management lead)

California Ag Today2016-05-31T19:27:08-07:00October 2nd, 2015|

Table Grape Nutrition

Kathleen Nave on Table Grape Nutrition

By Charmayne Hefley, Associate Editor

As consumers have demonstrated a consistent desire to eat more healthfully, food marketing campaigns are increasingly focused on the nutritional benefits of their products. Kathleen Nave, president of the California Table Grape Commission, said the Commission has launched a global campaign to remind consumers about the versatility of grapes, table grape nutrition and why we love them.

“The campaign we are fielding in the U.S. is the same campaign we are running in 25 markets around the world,” Nave said. “And if you watch the campaign on the television, you will see it portrays the familiar beauty, simplicity, versatility and healthfulness of eating grapes. Everything we do is designed to remind consumers around the world why they love grapes and how easily grapes fit in a healthy diet.”

“Grapes have significant antioxidants and nutrients,” she continued. “And most importantly, families love them. It’s easy to serve grapes either as a snack or as an addition to favorite dishes like salads, pizza, sauces and yogurt. There are lots of ways you can have grapes in addition to eating them fresh out of hand,” Nave said.

Patrick Cavanaugh2016-05-31T19:27:09-07:00September 25th, 2015|

CALIFORNIA WINE is a Brand

Amy Hoopes on How California Wine is a Brand

By Laurie Greene, Editor

The creation of Californian wines led to the realization of a new flavor profile; California Wine is a brand.

Amy Hoopes, chief marketing officer and executive vice president of global sales for Wente Family Estates in Livermore, Calif., said when Californian winemakers developed a new flavor style for wines, they hit home with the youthful American consumer palate. “I think the taste profile for California wines for a long time has been a product that offered more,” Hoopes said.

“It was more fruit forward,” Hoopes explained. “It was bigger. It was bolder. It appealed to the young American palate which had previously had access only to high-end European wines and a confusing French classification, which at that point caused a lot of anxiety,” she noted.

Hoopes said the California brand was able to build upon a flavor profile that matched the grapes grown in the state, “to make styles of wines that just clicked. Consumers say, ‘Wow I feel confident now. This is comfortable. I know what it is; I understand where this is going.’”

“I believe having that kind of focus again is the renewal we’re looking for in the California brand—to reconnect with what more means and to make sure that we’re consistently delivering that taste experience to increase the value behind the brand.”

Founded 130 years ago, Wente Vineyards is the country’s oldest, continuously operated family-owned winery.

California Ag Today2016-05-31T19:27:10-07:00September 19th, 2015|