New collaboration to supply berries to North America all year round
Always Fresh Farms, a Florida-based producer and marketer, and Giddings Fruit SA, one of the leading producers and exporters of berries and cherries from Latin America, have announced a new long-term alliance to create an integrated offer the 52 weeks of the year for the market of berries from North America The newly created company, built on the agricultural heritage and the values of the family business of both companies, represents a significant advance. Both partners share an unwavering commitment to provide outstanding products, unparalleled customer service and a new varietal innovation that will provide interesting development opportunities in the category of berries
“We are delighted to welcome Julio and the extraordinary Giddings Fruit company to the Always Fresh family of growers,” said Wayne Giddings, president of Always Fresh. “Because we shared values from our own farming communities, we realized we had a lot in common and soon discovered a mutual ambition to create this agreement. We shared the same last name. It had to be! We are also excited to be able to access the Giddings breeding program for our growers, and the fruit from their new genetics has really impressed us. We have no doubt that it will be very well received and in demand among our clients and associated producers.
Julio Giddings, founder and CEO of Giddings Fruit, adds: “In partnership with Always Fresh Farms, we foresee significant expansion opportunities in the North American market. We greatly admire Always Fresh's commitment to its producers and customer service. Now, through a trusted collaboration with Always Fresh, we look forward to working on a more direct relationship with the market and being part of their annual program. The advantage of being part of an integrated relationship is that the chain of communication is shortened on all the important issues of our business, such as quality, food safety and innovation.
Keith Mixon has been appointed CEO of the new alliance. His love for the sector of berries He is well documented with his more than 20 years of experience, spread between Sunnyridge Farm and Dole Berry Co, and has known the two Giddings families for many years. Keith works with Always Fresh since September of 2018 as a special advisor and has been instrumental in the development of equipment and infrastructure in the last period of significant growth. Matthew Giddings continues in his position as commercial director and directs the sales and marketing team.
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