Contrary to strawberries and blueberries, blackberries are often less sweet and provide consumers with a different experience. To support a growing category and improve the eating experience, a new label is being introduced, called Sugar Diamond. All blackberry varieties under this label are grown by the Willems family in Reedley, California. 'These blackberries are very sweet and have a sugary taste to the core," says Greg Willems, owner of Farm to Table Berries and California Berry Genetics. "We want to differentiate from other blackberry varieties available in the market and enable the consumer to experience the taste of a sweet, freshly picked, California-grown blackberry," he added.
The Willems Family has been growing blackberries for about 15 years and partners with universities in the U.S. and around the world to grow varieties that stand out. "We grow about 1 million pounds of fresh blackberries annually under shade cloth," Willems shared. Shade cloth allows the fruit to combat the sun but also enables the fruit to stay on the plant longer and develop a higher sugar level. The California blackberry season is just four weeks, starting around June 15 and ending July 10. During that time, blackberries under the Sugar Diamond label will be available at most major retailers, primarily West of the Rockies.
Varieties need to meet certain specs to make it into the Sugar Diamond label. This year, one of California Berry Genetics' own blackberry varieties will be included in the label and harvest of this variety will start June 24. Sugar Diamond blackberries will be available in 6 oz. as well as 12 oz. clamshells.
Willems is positive about the future of the blackberry category. "It is a growing category in our nursery, and I believe the overall category will continue to grow over the years," he said. "As long as we continue to develop varieties that differentiate through a better flavor and higher sugar levels, consumers will come back for repeat purchases." The Willems family considers itself the pioneer of commercial blackberry cultivation in California's Central Valley. "My uncle, James Willems, was the first commercial blackberry grower in the area," Willems concluded.
For more information:
Greg Willems
Farm to Table Berries
[email protected]
Tel: (+1) 559-859-9661