Now in its 21st year of operations, family-owned Sun Fresh International is doing its best to survive the craziness that the coronavirus pandemic has inflicted on the world. Before any of this hit, the company was having a good season, especially with its Blanc Seedless variety marketed as Pristine.
“The fruit quality overall has looked good,” said Eric Blaylock, domestic sales manager for the Visalia, CA-based company. “The Pristine crop looks very good. We’re just beginning the distribution of the variety. Typically, we start selling at the end of the March and through the month of April but this was an earlier season, so we started a bit early.”
The crop out of Chile turned out to be a little lighter than expected, but the company expects to have enough supply to continue through the end of April. This year the storage of Green Seedless is going to be at least 30 percent short and that the overall shipments (all the varieties) during March to the U.S. are coming 20 percent short compared with 2019.
“We really try to focus on quality, so it’s not so much on the amount of volume we can product but the amount of quality we can produce,” Blaylock said. “On top of that, in Chile they distribute to customers all over the world. What they sent to the U.S. is the premium stuff, the best they can grow. It helps us provide the best of the best.”
Ignacio Morales, business development manager for the company, noted the lower quality fruit goes to South America and other markets. But Pristine grapes are special even if not perfect.
“It’s very well known for its crunchiness,” he said. “I have never tried any grape that’s been crunchier. The flavor is also great, so when you try it, it’s a whole new experience and that’s why it is such a popular variety.”
Blaylock added that it’s also a very attractive item in the produce aisle, so customers want to pick it up and once they try it, they realize how unique the eating characteristics are.
“Whenever we bring a box into our office, it’s gone by the end of the day, so everyone enjoys them,” he said.
Another benefit for the Pristine variety is that there’s only one other green seedless grape available during this time, and this is the fresher product of the two. Retailers can highlight that fact.
“If you put these out on the shelf, customers are going to be drawn to them and once they take them home, they will enjoy the eating experience and the next time they return to the store, they will buy more,” Blaylock said. “What we’ve seen with the customers we have our program with is the repeat business is what sets it apart.”
The company will also have plenty of good supply of red and black grapes through April, and will start its Mexican grape program in the beginning of May, which will go through the month of June.
“After Mexico ends, we’re anticipating a larger grape program from California, starting in July and going through the fall,” Blaylock said. “We are increasing the varieties we have available and will have a larger program to offer.”
