In the field, left to right are: Will Harrison, manager of grower services,
Steve Phelps, National Sales Representative,
Bob Balentine, Farm manager
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Diversification. In this day and age of yearround
fruit and vegetable programs, diversification
has become a key element in maintaining
a successful business model for a number
of produce companies.
For Sunrise Growers, the largest Orange-
County based grower/shipper of strawberries,
diversification into a warm-weather vegetable
program was a natural progression for the company.
According to Doug Circle, president and
CEO of Sunrise Growers, “We have always been
a strawberry and vegetable company (Sunrise
opened for business in 1972). Our strawberry
growth throughout the years has been terrific,
but we also wanted our to see more growth in
vegetables. A few years ago we decided upon
a strategic diversification plan that would create
growth in our vegetable program, and it
has been very successful.”
Circle said this program revolves around
the company’s core warm weather vegetable
crops: cucumbers, squash, green beans and
colored bell peppers. This expansion of Sunrise’s
vegetables meant expanding its growing areas,
too.
“In order for us to offer year-round product,”
Circle said, “we expanded into southern
and northern Baja California.” Growing in Baja
has provided the company a chance to capture
the microclimate in Mexico, which gives
them the opportunity to start early.
Green beans have always been the number
two-volume item at Sunrise behind strawberries
and now they have even greater numbers
of their Sunrise brand Green Beans since
they are also grown and harvested in both
southern and northern Baja.
Bell peppers are the next biggest crop that
Sunrise produces. Circle said that the heavy
majority of bells Sunrise harvests are of the red
variety, with greens comprising about 20 percent
of the bell crop. “We harvest the peppers
in a number of California growing areas,” Circle
added. They should hit the market with big
volumes the first week of July.
Because the vegetable program focuses
on warm-season crops, Circle said they are able
to ship to all 50 states, although the western
United States is where they “have a heavy concentration
of customers. We ship to chains,
wholesalers and foodservice.”
Circle said that expansion into the
foodservice arena will also be an integral part
of the company’s diversification. “Fifty percent
of the food dollar is now spent outside the
home,” Circle said. “To continue our growth,
food service has become an important area for
our company. The Southern California lifestyle
that is so concerned about health benefits and
nutrition is conducive to our plan of expanding
our foodservice operation.”
One part of that foodservice expansion is
promotions and teaming up with foodservice
operators. During May and June, Sunrise will
team with the 1940’s-themed Ruby’s Diner chain
for a fresh strawberry promotion called “Strawberry
Patch.” Ruby’s has added three new menu
items featuring strawberries.
According to Circle, “It’s a natural for our
two companies to team up for this strawberry
promotion.” A press release from Sunrise stated
that both Ruby’s and Sunrise Growers, both
being Southern California born and bred, have
had tremendous success within their market
niches.
Sunrise Growers is featured in the Ruby’s
menu copy. According to Cynthia Kerr, marketing
director at Sunrise, “There are numerous
opportunities at the foodservice level both with
strawberries and our warm-season vegetables.
Our focus is to move forward and develop these
opportunities.”
Circle said the philosophy of the company
has not wavered in its 30 plus years of service.
“We are a market driven company and satisfying
our customers has driven that growth. On
the strawberry side, we have increased as our
customer growth has increased. By growing
our warm-season vegetable program, it has
become the tip and tail of our operation to offer
year-round produce for our customers.
“We plan ahead of our needs to grow and
support our customers. We want to grow as a
company, and that’s just what we have done
over the years.” He said that the company also
has a fall program selling cauliflower and celery
for the holidays.
Of course, strawberries are still numero
uno for Sunrise Growers, and this season has
been and continues to be a good one. Circle
said the bizarre weather has let “each district
have their distinct windows. This has made for
a good season.” He added that Sunrise is active
in the Watsonville area for the third consecutive
year, allowing them the opportunity
to have a year-round capability in berries.
Diversification. It seems like it’s working
like a charm for Sunrise Growers.
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