Molina Group April grapes: From project to reality

Fresh Farms, a leading supplier of fresh table grapes, announced the transformation of the Molina April grapes project into a resounding success. 

Over the past eight years, Fresh Farms has experienced an extraordinary growth trajectory, with exports soaring from just over 60,000 boxes in 2017 to an anticipated 2.2 million boxes this upcoming season. This remarkable achievement reflects a staggering 3,600 percent increase, underscoring Fresh Farms’ commitment to innovation and to meeting consumer demands.

At the heart of this exponential growth is Fresh Farms’ unwavering dedication to delivering the freshest and most flavorful table grapes to consumers worldwide. Recognizing the burgeoning demand for freshness in the market, Fresh Farms seized the opportunity to revolutionize the grape industry. By prioritizing quality and taste, Fresh Farms embarked on its groundbreaking “Taste to Believe” campaign, designed to provide families with an unparalleled fresh tasting experience within the comfort of their homes.

“The consumer’s desire for fresh table grapes has been the driving force behind our success,” said Juan Pablo Molina, CEO of Fresh Farms, based in Nogales, AZ. “With the launch of our ‘Taste to Believe’ campaign, we’ve not only met but exceeded consumer expectations, setting a new standard for freshness in the industry.”

Moreover, Molina emphasized the pressing issue of climate change, which has significantly impacted production cycles across growing regions. 

“Whether we choose to acknowledge it or not, climate change stands as an undeniable reality,” Molina said. “This shift constantly challenges us, but as a group, turn these obstacles into motivation that push us further. The demand for our grapes is there and this compels us to take decisive action and bring our product to market.”

As Fresh Farms continues its grape harvest season, attention turns to the Sonora region from May through July, where Fresh Farms emerges as the single largest grower from Mexico, capturing a remarkable 30 percent share of U.S. exports. This achievement, coupled with family-owned production in California from July through November, solidifies Fresh Farms’ position as an industry leader in providing premium-quality table grapes year-round. Fresh Farms remains committed to innovation, sustainability and meeting the evolving needs of consumers worldwide.