Westlake increases 'Always Fresh' strawberry brand by 40 percent
Westlake increases 'Always Fresh' strawberry brand by 40 percent
Based on last year's success, Westlake Produce Co.s "Always Fresh" brand strawberries from Florida will increase in volume from the 500,000 flats the company packed and sold in 2005 to 700,000 in the coming year.
The Los Angeles-based Westlake, a distributor of 14 fresh produce items, has a fully staffed sales office in Winter Haven, FL, where its strawberry and blueberry deals are managed by Brandon Mullin. Its customers are chains along the Eastern Seaboard, while the home office handles sales from west of the Mississippi.
We started about 10 days late this year, Mr. Mullin said of the late November harvesting that is expected to produce approximately 18 million flats statewide this season. So well have product through Easter when the California deal takes over.
Prices for the Festival and Treasure varieties packed under the Always Fresh label will be favorable for buyer and seller, according to Mr. Mullin. For two years running, the supply and demand from the states crop have been ideal for the market, the stable prices enabling promotions to be planned well in advance.
Helping on the demand side is the states Fresh From Florida promotion that appears nationwide.
Steve Giddings of Westlakes Winter Haven office said that the product is available in the popular one- and two-pound clamshell packaging. He added that improved weather conditions have allowed the company to transition from pallet-level to load-volume shipping quantities.
Three varieties are available in a harvest that runs from late November through March. They are Festivals, Treasure and Camino Real.
The Los Angeles-based Westlake, a distributor of 14 fresh produce items, has a fully staffed sales office in Winter Haven, FL, where its strawberry and blueberry deals are managed by Brandon Mullin. Its customers are chains along the Eastern Seaboard, while the home office handles sales from west of the Mississippi.
We started about 10 days late this year, Mr. Mullin said of the late November harvesting that is expected to produce approximately 18 million flats statewide this season. So well have product through Easter when the California deal takes over.
Prices for the Festival and Treasure varieties packed under the Always Fresh label will be favorable for buyer and seller, according to Mr. Mullin. For two years running, the supply and demand from the states crop have been ideal for the market, the stable prices enabling promotions to be planned well in advance.
Helping on the demand side is the states Fresh From Florida promotion that appears nationwide.
Steve Giddings of Westlakes Winter Haven office said that the product is available in the popular one- and two-pound clamshell packaging. He added that improved weather conditions have allowed the company to transition from pallet-level to load-volume shipping quantities.
Three varieties are available in a harvest that runs from late November through March. They are Festivals, Treasure and Camino Real.