Linden, CA-based Primavera Marketing has been representing growers up and down the state of California — from the earliest districts all the way up to the San Joaquin Valley — since 1990. The company handles cherries, apples and walnuts, according to president and owner Rich Sambado, who noted that this year’s California cherry crop is off to a late start.

“If I had this call three weeks ago, I’d probably be more optimistic about timing,” Sambado said to The Produce News on Tuesday, March 28.

Morada Produce is primed for the start of its California Cherry season, brimming with confidence at the prospects of a plentiful harvest. Mike Jameson, director of sales and marketing at the Linden, CA based operation, said “the California season is shaping up to have a very nice crop spread out throughout the San Joaquin Valley.” Preliminary projections suggest a crop that is above average, with sufficient volume to support extended promotional activities. 

The California cherry crop is still a few weeks away from its expected seasonal start date and promotional window. Jim Hanson, managing member at Grower Direct, cautioned that early California promotions may not be ideal due to the lack of volume out of the early districts, but the quality and volume will be there as the season progresses.

California cherry season is peaking around the corner, headlined by size and quality, albeit lacking a bit of urgency.  The season is delayed, some estimating 12 days behind schedule, with more questions surrounding the early districts. Volume will ramp up steadily throughout May with promotion peaking as the calendar turns to June. 

The CPMA announced Sam Silvestro as the recipient of the 2023 CPMA Lifetime Achievement Award which recognizes individuals who make significant contributions to the fresh produce industry.

Silvestro has been working in the industry for 40 years. Silvestro is currently an executive consultant for national brands and has previously held senior roles at Sobeys and Walmart Canada, including special projects manager, director of produce and director of merchandising.

A decade into its thriving collaboration, Oppy, the global grower, marketer and distributor of fresh produce celebrates its partnership with British Columbia-based greenhouse pepper and cucumber grower Randhawa Farms, owners of the Perpetual Vegetable Co. brand.