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Magic Sun Farms expands product line and trade presence

Over the past two years, the produce sector has had its share of challenges that have also created significant operating changes for retailers. This prompted partners to think creatively and push beyond the traditional operating environment that had driven the business through previous economic cycles.

Magic Sun, a leading greenhouse grower of conventional and organic tomatoes, seized the opportunity to take a comprehensive look at its growing operations, sales and marketing as well as its overall presence in the broader fresh produce space.

Tony Otto, Magic Sun sales manager, indicated the strength of the organization starts with the group of growers who operate the seven greenhouses in central Mexico.  “Our growers have over 30 years of experience and a passion to grow the finest produce. Equally important, they are committed to leveraging their expertise to maximize our controlled growing environment and give retail partners a broad base of fresh produce to bring to their customers,” said Otto.

Expanded product line and mix

Otto indicated that by working closely with their account teams, Magic Sun adjusted its product mix of conventional and organic tomatoes based on strategic discussions with retailer partners. As a result, Magic Sun expanded its organic tomato offering by more than 40 percent due to increased demand from consumers. Conventional tomatoes still provide the bulk of the comprehensive program that offers year-round production and sustainable volume for seasonal plans and promotions.

The same review process revealed opportunities to expand the Magic Sun program to offer blueberries in October 2020. The addition of blueberries, which holds the No. 2 share position in the berry category and are enjoying increasing popularity, has enabled the Magic Sun sales team to expand relationships with buyers.

A similar approach broadened the product line to include Bell peppers in June 2021. Market data showed that peppers are increasing in popularity and moving into the top five of most popular vegetable items. Magic Sun now offers production on three varieties — orange, red and yellow peppers — to give consumers options for great flavor and a spectrum of colors for their recipes.

Otto indicated the new commodities expose the brand to other buyers in the organization and help retailers leverage the Magic Sun relationship for efficiencies in transportation and the supply chain.

Additional staff and market presence

Magic Sun’s expanded product line prompted a need to bring on additional sales talent. David Kyzer was tapped last year as the new regional sales manager to expand calling efforts on the East Coast. Over the last year Kyzer has leveraged the company’s additional offerings of blueberries and Bell peppers, as well as new packaging capabilities on grape tomatoes, to create lasting business relationships in retail, foodservice and home delivery.

“David brings extensive experience in building programs with top retailers in North America across perishables, grocery and organic categories,“ said Otto.

“I’m excited to be representing Magic Sun with its expanding fresh produce line. It is a great opportunity to reach out to top retailers and bring a mix of tomatoes, peppers and blueberries. Our brand and expanded line of produce helps buyers in sourcing product that offers high quality, variety and flexibility from a trusted partner,” said Kyzer.

Magic Sun also made significant investments in enhancing its trade presence. A new trade show exhibit was developed to heighten brand awareness and uses multiple displays to showcase Magic Sun’s full product line. The modular design offers exhibit flexibility and adaptability for regional shows as well as larger international expositions.

Otto mentioned the Magic Sun team is excited about returning to full trade shows after several seasons of virtual events. “At the end of the day, this business is about relationships. We look forward to conducting business again by reaching out and greeting our customers and new prospects on the show floor,” he said.

Magic Sun will be exhibiting at the Viva Fresh show April 21-23 at booth No. 108    

To learn about the full scope of Magic Sun’s fresh produce programs, visit the website: Magicsunfarms.com or contact Tony Otto at anthony@magicsunfarms.com or David Kyzer at dkyzer@magicsunfarms.com.

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