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US: Potential in pomegranates
When a variety of fruit is named "Wonderful," chances are it's going to be something sensational. That's the driving force behind the agribusiness venture John Ferreira and John Cotta set out on in October 2008: pomegranates. Specifically, Portupame' pomegranate juice.
Ferreira has dedicated 30 acres of land to the super food at the Cotta & Ferreira Custom Farming ranch. Eventually, the fields will be weaned off water-guzzling hay and alfalfa. His alfalfa crop accounts for a quarter of his water consumption, Ferreira said. Having once been a director for the North San Joaquin Water Conservation District, he said he wants no part of the state's future water woes.
The plant is able to withstand long droughts and abusive heat. Although it won't produce significant yields during a prolonged drought, the plant itself will survive and produce once again when water returns.
Furthermore, the crop isn't commonly grown in the area. Vineyards, as well as cherry and almond orchards, dominate San Joaquin County farmlands by comparison. Only 135 acres in the county are devoted to pomegranate orchards, said Scott Hudson, agricultural commissioner for San Joaquin County.
Custom crushing pomegranate juices will ensure quality control for Ferreira. He wants Portupame' to be less acidic than other pomegranate juices on the market. By having control of his operation, he will ensure the juice isn't made from concentrate, which can make it taste bitter.
Ferreira isn't worried about pests. He plans to grow the pomegranates organically in a matter of years, when the plants are more mature. His biggest concern is a frost that could destroy the ruby buds forming on the delicate limbs of his 30-acre investment.
But Hudson and Grant both acknowledge that the crop should have no trouble surviving and even thriving in the region.
Hudson said pomegranates should be a reliable crop since San Joaquin Valley's climate is similar to the Mediterranean, where the fruit is also grown.
Ferreira believes he's seen the future of farming in the region and that Portupame's slogan reflects the wholesomeness of the fruit and the business model itself as well.
"Reach for a healthy lifestyle," he said.
Source: lodinews.com
When a variety of fruit is named "Wonderful," chances are it's going to be something sensational. That's the driving force behind the agribusiness venture John Ferreira and John Cotta set out on in October 2008: pomegranates. Specifically, Portupame' pomegranate juice.
Ferreira has dedicated 30 acres of land to the super food at the Cotta & Ferreira Custom Farming ranch. Eventually, the fields will be weaned off water-guzzling hay and alfalfa. His alfalfa crop accounts for a quarter of his water consumption, Ferreira said. Having once been a director for the North San Joaquin Water Conservation District, he said he wants no part of the state's future water woes.
The plant is able to withstand long droughts and abusive heat. Although it won't produce significant yields during a prolonged drought, the plant itself will survive and produce once again when water returns.
Furthermore, the crop isn't commonly grown in the area. Vineyards, as well as cherry and almond orchards, dominate San Joaquin County farmlands by comparison. Only 135 acres in the county are devoted to pomegranate orchards, said Scott Hudson, agricultural commissioner for San Joaquin County.
Custom crushing pomegranate juices will ensure quality control for Ferreira. He wants Portupame' to be less acidic than other pomegranate juices on the market. By having control of his operation, he will ensure the juice isn't made from concentrate, which can make it taste bitter.
Ferreira isn't worried about pests. He plans to grow the pomegranates organically in a matter of years, when the plants are more mature. His biggest concern is a frost that could destroy the ruby buds forming on the delicate limbs of his 30-acre investment.
But Hudson and Grant both acknowledge that the crop should have no trouble surviving and even thriving in the region.
Hudson said pomegranates should be a reliable crop since San Joaquin Valley's climate is similar to the Mediterranean, where the fruit is also grown.
Ferreira believes he's seen the future of farming in the region and that Portupame's slogan reflects the wholesomeness of the fruit and the business model itself as well.
"Reach for a healthy lifestyle," he said.
Source: lodinews.com
Publication date: 3/19/2010
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