Desert Fresh plans for ‘fast and furious’ season
Desert Fresh plans for ‘fast and furious’ season
They plan for it for a year and then the season is over almost before it starts. But for Tony Bianco and Blaine Carian, two third-generation Coachella Valley grape growers and marketers, that’s how they planned it when they started Desert Fresh in 1993.
Bianco, who serves as the company’s president and handles the marketing of the crop grown mostly by his partner, said it is a “fast and furious” season. “We try to get in and out in about six weeks,” he said.
At a time when being a year-round supplier of any fresh commodity is what most shippers strive for, Bianco said the Coachella Valley is still made up of a significant number of local growers and shippers. “Down here (Coachella Valley) more than half of the grape deal is sold by the locals who don’t have acreage anywhere else. It works because we are the first with grapes each year. It probably wouldn’t work if we weren’t first.”
He reasoned that by the time Coachella Valley gets underway each year, the buyers are looking to switch from their off-shore suppliers to California. Buyers are looking for sellers and Desert Fresh and the other locals are quick to accommodate.
Like everyone else, Bianco said his grape crop is two weeks early this year. In mid-April, he said the firm expected to harvest its first grapes during the last week of April. He said the early start is good for the whole deal because it will enlarge the marketing window for Coachella Valley grapes this year. He predicted that most shippers will be out of the deal between the last week of June and the Fourth of July. That still creates about a 10-week window, which is longer than if growers get a late start.
Most of the firm’s production is in Flame Seedless, Sugraones and Scarlett Royals, with both the Sugraone and Scarlett Royal acreage on the upswing. The Sugraone has become the green grape of choice in Coachella and Bianco believes that destiny may await Scarlett Royal on the red side. He said it is a very good variety that grows an excellent grape and gets good yields. Desert Fresh also grows a variety called Sweet Scarlet.