Stellar Distributing exec details short season
Stellar Distributing exec details short season
California's devastating drought plus higher than normal summer temperatures is shrinking the window for profitable produce sales in August and September, according to Kurt Cappelluti, partner in Stellar Distributing in Madera, CA, one of the Central Valley's major distributors of fresh kiwis, figs, pomegranates, persimmons and apricots. But steps can be taken to ensure volume and profitability.
"We knew that nature's timetable had changed when our kiwis began to ripen about two weeks ahead of their usual dates," Cappelluti said in a company press release. "And now we're seeing the same phenomenon in fruit that is next on the schedule."
He said his conversations with growers and shippers of the other tree fruits that Stellar does not handle, such as peaches, plums, nectarines and table grapes are confirming that those commodities are ripening earlier as well. Stellar does offer natural Thompson seedless table grapes, opening earlier this year than Cappelluti can remember, and they are available now.
To keep from missing traditional sales and profit opportunities, and avoid pile-ups of volumes beyond sales capacities he suggested earlier and extended ordering and promotion
For example, to help wholesalers and retailers get a jump on back-to-school promotions Stellar has revived its popular 1990s Kiwi Kids pack. It features either three six or 13 medium-sized kiwis in a handy plastic pouch that displays the fruit well, promotes easy selection by consumers and provides convenient storage when the fruit goes home.
"We think the "kids" designation encourages retail shoppers to think of upcoming school days," Cappelluti said in the release. "And the built-in handle of the pouch might ring a bell for them about carrying school lunches."
The other extremely noticeable area of early ripening has been in fresh figs. Stellar ships from 3,000 acres of drip-irrigated fig trees in the Madera area and another 3,000 acres of the earliest ripening figs from Southern California. Fig varieties include Mission, Kadota, Brown Turkey, Calimyrna, Sierra and the exciting later addition to the team, the Tiger fig.