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Homegrown Organic Farms launches new specialty citrus micro-brand

Homegrown Organic Farms unveiled its Buck Brand organic specialty citrus micro-brand. The new brand will add to the growing list of specialty micro-brands, like the recently announced Mammoth Kiwi program, and will further differentiate it in the organic marketplace.  

The Buck Brand program includes 40-plus specialty citrus items and offers everything from kumquats and finger limes to buddha’s hands and mango oranges. The plantings are focused on high flavor fruit to create an exceptional eating experience. The ranch’s most notable variety is their Heirloom Navel with some groves dating back 100-plus years and boast first generation, old stock navel orange trees. Only a handful of original trees have survived into the 2020s, either due to weather events like drought, age, or succumbing to market trends that favor breeding for larger, though less flavorful fruit. This makes the amazing flavor and taste experience of the Buck Brand heirloom navel an especially rare treat.

These items are all grown on a 250-acre hillside farm just outside of Porterville, CA. The region maintains a specific microclimate that better serves the unique growing needs of the specialty citrus varieties. Historically, the farm has been on the cutting edge of varietal development and expects a continued 10 percent increase in new variety expansion over the next five years. The program also boasts a self-sustaining labor model on the farm and packing facility; the same labor force grows, harvests and packs all the fruit from that farm.     

The new Homegrown Organic Farms Buck Brand program is expected to begin shipping in late November. The launch will be accompanied by social media, content/POS and in-store demo support for retail partners.   

“We are very excited to be offering this unique program," said Craig Morris, citrus category director for Homegrown. "It’s the only program of its kind in the organic market and is a fun addition to our Homegrown organic citrus program.”

“The Buck Brand program is so unique and has such a great story to tell," said Cherie France, marketing manager. "We want to bring a bold and fun experience to our customer’s produce departments with this program and get consumers excited for winter citrus items.”

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