Al Gosiak takes the helm of Diamond Fruit Growers
Al Gosiak takes the helm of Diamond Fruit Growers
Diamond Fruit Growers Inc., based in Odell, OR, has named Al Gosiak as its new chief executive. Mr. Gosiak, who is now on board full time in the position, was initially hired May 22. During a transitional period, he phased out his responsibilities as president of Pendleton Grain Growers in Umatilla County.
PGG is a 2,400-member grower cooperative with extensive experience in seed growing and cleaning. Under his 12 years of leadership, the cooperative made significant strides to produce and market biodiesel made from waste grease and oilseed crops.
"Diamond is one of the largest pear packers in the world," Mr. Gosiak said. When asked about his vision for the company, he replied, "How can we service our customer base? How can we be a solutions provider?"
A significant consideration, Mr. Gosiak noted, is the company's ability to provide added value to its grower base, retailers and consumers. Grower orchards are dedicated to pear production year-round, but actual production times are shorter. Similarly, "our product is designed to last a long time by Mother Nature, but not 365 days a year." Mr. Gosiak said.
One step to create added value, Mr. Gosiak said, is to ensure that retailers receive a consistently high-quality product throughout the year. To this end, he said that Diamond Fruit is looking into the feasibility of a sliced pear program. "We have an interest in seeing fresh pears get into foodservice," he said. "We are looking at strategic partnerships. There's a huge opportunity here."
Foodservice sets the trend in high-end dining experiences, and Mr. Gosiak said that consumers may try something when they dine out that is tasty and want to replicate it at home.
"We have some regional cuisine that is based on local food," he noted. As consumers become more aware of issues such as food miles and sustainability, he said they will become increasingly interested in seeking out local options.
Mr. Gosiak noted that pears are softer fruits and must be handled differently than apples. As a result, he said a sliced fresh pear program may take up to two years to commercialize because technical issues must be addressed prior to product marketing.
Food miles and sustainability raise other issues. "If these ideas become national, how then do we create the idea that fruit grown in the Pacific Northwest is local?" he asked.
Mr. Gosiak said that part of the solution may be to create brand identity that incorporates consumers' value systems as opposed to product value alone. "It's really what it's all about," he continued. "You're meeting someone's needs and desires. We can consistently deliver a product to a consumer and tell them where it came from."
In the final analysis, Mr. Gosiak said that this kind of approach veers away from traditional marketing and enters a deeper and more personal realm. "It has really colored my thinking," he stated.
Diamond Fruit also will be looking at underutilized export markets for future pear movement. Mr. Gosiak expects Asia to figure prominently in future efforts. "That's where the big action will be played out," he said. Growing affluence and consumer demand in the region is translating to increased marketing opportunities.
Mr. Gosiak grew up in the Columbia River Gorge, and he said it has been nice to return to the area. Now that the transition from Pendleton Grain Grower is finished, he plans to take advantage of the numerous outdoor recreational opportunities available to him during his down time.
"I can go windsurfing, skiing or steelhead fishing," he laughed. At his former health club, "It was all in my imagination."
PGG is a 2,400-member grower cooperative with extensive experience in seed growing and cleaning. Under his 12 years of leadership, the cooperative made significant strides to produce and market biodiesel made from waste grease and oilseed crops.
"Diamond is one of the largest pear packers in the world," Mr. Gosiak said. When asked about his vision for the company, he replied, "How can we service our customer base? How can we be a solutions provider?"
A significant consideration, Mr. Gosiak noted, is the company's ability to provide added value to its grower base, retailers and consumers. Grower orchards are dedicated to pear production year-round, but actual production times are shorter. Similarly, "our product is designed to last a long time by Mother Nature, but not 365 days a year." Mr. Gosiak said.
One step to create added value, Mr. Gosiak said, is to ensure that retailers receive a consistently high-quality product throughout the year. To this end, he said that Diamond Fruit is looking into the feasibility of a sliced pear program. "We have an interest in seeing fresh pears get into foodservice," he said. "We are looking at strategic partnerships. There's a huge opportunity here."
Foodservice sets the trend in high-end dining experiences, and Mr. Gosiak said that consumers may try something when they dine out that is tasty and want to replicate it at home.
"We have some regional cuisine that is based on local food," he noted. As consumers become more aware of issues such as food miles and sustainability, he said they will become increasingly interested in seeking out local options.
Mr. Gosiak noted that pears are softer fruits and must be handled differently than apples. As a result, he said a sliced fresh pear program may take up to two years to commercialize because technical issues must be addressed prior to product marketing.
Food miles and sustainability raise other issues. "If these ideas become national, how then do we create the idea that fruit grown in the Pacific Northwest is local?" he asked.
Mr. Gosiak said that part of the solution may be to create brand identity that incorporates consumers' value systems as opposed to product value alone. "It's really what it's all about," he continued. "You're meeting someone's needs and desires. We can consistently deliver a product to a consumer and tell them where it came from."
In the final analysis, Mr. Gosiak said that this kind of approach veers away from traditional marketing and enters a deeper and more personal realm. "It has really colored my thinking," he stated.
Diamond Fruit also will be looking at underutilized export markets for future pear movement. Mr. Gosiak expects Asia to figure prominently in future efforts. "That's where the big action will be played out," he said. Growing affluence and consumer demand in the region is translating to increased marketing opportunities.
Mr. Gosiak grew up in the Columbia River Gorge, and he said it has been nice to return to the area. Now that the transition from Pendleton Grain Grower is finished, he plans to take advantage of the numerous outdoor recreational opportunities available to him during his down time.
"I can go windsurfing, skiing or steelhead fishing," he laughed. At his former health club, "It was all in my imagination."
