Morada Produce says California late start still primed for promotion

Morada Produce is primed for the start of its California Cherry season, brimming with confidence at the prospects of a plentiful harvest. Mike Jameson, director of sales and marketing at the Linden, CA based operation, said “the California season is shaping up to have a very nice crop spread out throughout the San Joaquin Valley.” Preliminary projections suggest a crop that is above average, with sufficient volume to support extended promotional activities. 

“This year is exciting one for Morada,” said Jameson. “We’re pleased to report that our crop is looking good in every major growing district in California – from Patterson and Bakersfield to Stockton, Lodi and Linden, finishing in Hollister and Gilroy.” Morada’s cherry portfolio offers something for everyone with varieties like: Brooks, Tulare, Coral, Garnet, Chelan, Bing and Rainier.

Like many central valley farms, Morada Produce carries on a legacy of farming premium fresh produce. Skip Foppiano has taken Morada Produce to a whole new level, following in the footsteps of his father and grandfather before him. Under Skip’s leadership, the Central Valley farm has become one of California’s largest packer/shippers of California cherries, onions and bell peppers. During peak season, Skip can still be seen in the field, ensuring the Morada legacy of fresh produce continues to be shared. 

As for the season, California is getting a bit of a late start, with Morada Produce Company’s 1.8 to 2 million carton season kicking off at the start of May. Jameson estimates this year’s crop is 12 days behind last year, even still the sunny state should have a bountiful harvest with good supplies throughout the end of May and a full three and a half weeks of June.

The California season will offer plenty of promotional opportunity, with high quality out of the Golden state and in conjuncture with the Northwest crop delay allowing for promotional programs throughout most of the month. Jameson said, “We will have good supplies for Memorial Day promotion and solid supply through June.”

In closing, Jameson highlighted Morada’s on-going commitment to stewardship and sustainability. “Morada Produce strives to reduce their environmental impact and invest in their local community.” The company has taken many measures to do this, including reusing their cherry processing water, installing a solar array, and supporting agricultural education initiatives. “Our goal is to create a sustainably beneficial relationship with our customers, employees and Mother Nature,” said Jameson.