Frank Donio Inc. delivers quality, consistency and care
Frank Donio Inc. delivers quality, consistency and care
While the end of August may be a bit early for predictions, leadership at Frank Donio Inc., a trusted Jersey Fresh grower, packer and wholesaler, feels it will be a normal fall season ahead, following some weather challenges that impacted the summer crops.
“We had a ton of heat this summer,” said Annie Pape, special projects and brand manager for the Hammonton, NJ-based company. “It was a couple days of high 90s followed by rain followed by more days in a row of hot, hot heat. It was really tough on blueberries but great for cucumbers and summer squash. Farming is standardly unpredictable, and you go into every season with high hopes that Mother Nature works with you as much as possible.”
Heading into fall on the East Coast, one of the biggest things the company keeps an eye on is hurricanes as a storm hitting at the wrong time can really do some damage.
“That’s one of the reasons we’ve invested in high tunnel systems,” Pape said. “They give us more protection from winds and rain and help us control temperature and irrigation. They don’t take all the risk out of farming, but they help keep it more consistent.”
Among the autumn favorites for the company, which is backed by nine decades of family-owned experience, are sweet potatoes and cranberries — two iconic fall items grown in New Jersey.
“We’re always trying to balance tradition and innovation,” Pape said. “Growing Jersey Fresh will always be part of our identity, but we’ve also built ourselves into a year-round supplier. We’ve invested in infrastructure, technology and partnerships that allow us to deliver for our customers 52 weeks a year.”
Blueberries are a perfect example of that. As the local domestic season is winding down, Donio will switch to its import deal.
“We’ve built a really strong partnership with our growers in Peru,” Pape said. “We put a priority on diversity of varieties but also the newest and up and coming varieties. The focus is always quality and continuity of supply so our customers and consumers know they can rely on us year-round.”
The company is also looking for ways to bring something fresh and different to the table. That’s where its Small Batch Harvest line comes in.
“We’ve introduced items like organic patty pan squash and fairytale eggplant in pouch poly bags,” Pape said. “These aren’t new things, but they are to most consumers, so we made a point to put information on the packaging about them so that when a consumer picks them up, they get a short easy-to-read blurb about what the item is, what it tastes like and how they could cook it.”
Pape emphasized that value-added should go beyond convenience to include knowledge for consumers. She highlighted the importance of offering something exciting yet approachable, with small pouch sizes that reduce risk for trying new foods.
“For example, this fall, we’re introducing Autumn Frost Squash in our Small Batch Harvest line, which features a frosty appearance from natural dusting and offers a manageable, flavorful alternative to butternut, blending ornamental and edible qualities,” she said.
Donio also is focusing more on its social media approach, which is casual and authentic, sharing a “window into what’s happening on the farm” rather than polished marketing.
“The voice is speaking to consumers of our Top Crop brand rather than our retail or foodservice customers,” Pape said. “Our strategy is casual and approachable, maybe one video or post a week. Just like a very stripped-down window into what’s happening on the farm. Nothing that’s trying to hard or feels too forced. We want people to feel like they’re seeing something from a friend, not being marketed to by a brand.”
At the end of the day, whether it’s protecting crops with high tunnels, expanding organics, investing in imports or keeping it real on social media, Donio’s focus is the same: quality, consistency and care.
“We’re proud to keep raising the bar while staying true to who we are as a fourth-generation family business,” Pape said. “That’s what has carried us through the past 90 years, and it’s what keeps us excited about the future.”
