Government backs start-up of new eco-label stone fruit venture
Government backs start-up of new eco-label stone fruit venture
FreshSense, a newly formed tree fruit marketing entity based in Parlier, CA, announced that it has received nearly $300,000 in federal grant funds to help fund start-up of the firm's new eco-labeled stone fruit product to be marketed under the brand name "Zeal."
The grant money awarded to FreshSense and its producer-members comes from the U.S. Department of Agriculture's Value Added Producer Grant program, which funded over $19 million in grants during 2007 to encourage independent producers of agricultural commodities to process their raw commodities into marketable goods as a means of increasing farm income.
"The value-added product involved here is fresh stone fruit produced under strict third-party sustainable agriculture standards," Blair Richardson, chief executive officer of FreshSense, said in an Oct. 10 press release.
Mr. Richardson said that all "Zeal" brand products will be certified by Protected Harvest, a non-profit organization that independently verifies farmers' use of stringent environmental growing standards. He noted that Protected Harvest certification has the highest Consumers Union ranking for eco-labels.
FreshSense, formed earlier this year, also manages the "Ripe 'n Ready" brand on behalf of a coalition of fresh fruit marketing firms. Current FreshSense members are Ballantine Produce Co., Fowler Packing Co., George Bros., Kingsburg Orchards and Sunwest Packing Co. Together these firms represent almost a third of California's stone fruit production for peaches, plums, nectarines, Pluots, apricots and apriums.
Mr. Richardson noted that fruit included in the "Ripe 'n Ready" brand program will also be certified in 2008.
"The fact that we received this grant is exciting for a host of reasons -- most notably that it will allow us to proceed with a comprehensive brand launch for 'Zeal' on a much faster timeline than we could have done on our own," Dean Thonesen, vice president and general manager of Sunwest Packing Co. and a FreshSense board member, said in the press release. "In addition, the government's recognition of this venture lends credibility to our efforts and supports the concept that consumers are interested in and see value in products grown using verified sustainable farming methods."
Mr. Thonesen added that FreshSense members are investing over $2 million in modifying agricultural practices to comply with the Protected Harvest certification program.
"Market research overwhelmingly shows that consumer demand is increasing for foods grown in an environmentally proactive way," said Mr. Richardson. "Our goal is to provide a product for our customers which meets taste, quality, availability and price standards -- and which is good for the environment. Further, the Protected Harvest certification will verify and measure that certain standards have been met. In addition, the Protected Harvest label makes it easier for consumers to identify and support farms and food companies that are trying to make a difference."
Mr. Richardson noted the product is not labeled as organic because that term relates to use of chemicals only. "Protected Harvest measures not just chemical inputs but the farming operations' total impact on the environment," he said.
Mr. Richardson explained the process by which Protected Harvest will certify farming activities, noting that inspections are divided into three different aspects with each being audited and measured.
"Behind the 'Zeal' label is a three-pronged audit program beginning with production, which looks at field, pest and disease-management decisions in addition to measuring the impact on soil, water and air quality," said Mr. Richardson. "The second prong involves overall farm inputs, and requires that growers stay below an established number of farm chemical inputs per acre. Potentially dangerous pesticides are prohibited and other pesticides may be used with restrictions. The overall number of allowable inputs is low and growers must use their chemical choices wisely in order to pass the audit.
"Finally, we have what is called a chain of custody audit that follows the crop from field to retail including storage, packing, pallet loading and transportation," concluded Mr. Richardson.
It is anticipated that the "Zeal" brand will be launched and sold as a premium product beginning with the 2008 summer tree fruit season. Educational materials and other marketing assistance will be provided and product lines are expected to expand into table grapes and citrus.
The grant money awarded to FreshSense and its producer-members comes from the U.S. Department of Agriculture's Value Added Producer Grant program, which funded over $19 million in grants during 2007 to encourage independent producers of agricultural commodities to process their raw commodities into marketable goods as a means of increasing farm income.
"The value-added product involved here is fresh stone fruit produced under strict third-party sustainable agriculture standards," Blair Richardson, chief executive officer of FreshSense, said in an Oct. 10 press release.
Mr. Richardson said that all "Zeal" brand products will be certified by Protected Harvest, a non-profit organization that independently verifies farmers' use of stringent environmental growing standards. He noted that Protected Harvest certification has the highest Consumers Union ranking for eco-labels.
FreshSense, formed earlier this year, also manages the "Ripe 'n Ready" brand on behalf of a coalition of fresh fruit marketing firms. Current FreshSense members are Ballantine Produce Co., Fowler Packing Co., George Bros., Kingsburg Orchards and Sunwest Packing Co. Together these firms represent almost a third of California's stone fruit production for peaches, plums, nectarines, Pluots, apricots and apriums.
Mr. Richardson noted that fruit included in the "Ripe 'n Ready" brand program will also be certified in 2008.
"The fact that we received this grant is exciting for a host of reasons -- most notably that it will allow us to proceed with a comprehensive brand launch for 'Zeal' on a much faster timeline than we could have done on our own," Dean Thonesen, vice president and general manager of Sunwest Packing Co. and a FreshSense board member, said in the press release. "In addition, the government's recognition of this venture lends credibility to our efforts and supports the concept that consumers are interested in and see value in products grown using verified sustainable farming methods."
Mr. Thonesen added that FreshSense members are investing over $2 million in modifying agricultural practices to comply with the Protected Harvest certification program.
"Market research overwhelmingly shows that consumer demand is increasing for foods grown in an environmentally proactive way," said Mr. Richardson. "Our goal is to provide a product for our customers which meets taste, quality, availability and price standards -- and which is good for the environment. Further, the Protected Harvest certification will verify and measure that certain standards have been met. In addition, the Protected Harvest label makes it easier for consumers to identify and support farms and food companies that are trying to make a difference."
Mr. Richardson noted the product is not labeled as organic because that term relates to use of chemicals only. "Protected Harvest measures not just chemical inputs but the farming operations' total impact on the environment," he said.
Mr. Richardson explained the process by which Protected Harvest will certify farming activities, noting that inspections are divided into three different aspects with each being audited and measured.
"Behind the 'Zeal' label is a three-pronged audit program beginning with production, which looks at field, pest and disease-management decisions in addition to measuring the impact on soil, water and air quality," said Mr. Richardson. "The second prong involves overall farm inputs, and requires that growers stay below an established number of farm chemical inputs per acre. Potentially dangerous pesticides are prohibited and other pesticides may be used with restrictions. The overall number of allowable inputs is low and growers must use their chemical choices wisely in order to pass the audit.
"Finally, we have what is called a chain of custody audit that follows the crop from field to retail including storage, packing, pallet loading and transportation," concluded Mr. Richardson.
It is anticipated that the "Zeal" brand will be launched and sold as a premium product beginning with the 2008 summer tree fruit season. Educational materials and other marketing assistance will be provided and product lines are expected to expand into table grapes and citrus.
