The spring season is here and for Divine Flavor, the grower-shipper is in full swing with its melon program for the next 50 days. With offerings of watermelon (regular seedless and mini seedless), cantaloupe and honeydew, grown both organic and conventional, the company anticipates a strong May in volume and promotion for its expanded program in Mexico.
The program, based in Sonora on the outskirts of Hermosillo, normally starts around the first weeks of April but the season was delayed this year by a few weeks due to cooler weather in the late winter. Although the programs were pushed slightly, the company anticipates rebounding quickly setting up a strong May for volume and promotion.
Left to right: Alejo Bay, Elizabeth Smart
“The season started now and quality looks good and promising,” said Elizabeth Smart, melon category manager. “We’ve added to all sides of our melon deal expanding our organic and conventional melon commodities which will be essential for breaking new ground with customers and their needs. Each season we continue to grow with this commodity.”
The company, whose melon program originated with its principal grower, Grupo Alta, has shifted to another strategic partner, Grupo Bay, a Sonoran farmer who’s been producing for more than 30 years. Led by Alejo Bay, the melon veteran said the season will get back on track starting this week and will have a positive outlook until production concludes mid-June.
“Sonora is a prime location for growing melons because of the weather and the soils we have here,” Bay said. “This season, we’ve increased acreage with each melon commodity including our organic and conventional mini seedless watermelons, our regular seedless and cantaloupes and honeydews. We’ve also built a new packing facility which will help with all aspects of the supply chain.”
Left to right: Smart, Luis Rodriguez and Alan Morfin.
Bay’s company and Divine Flavor have been partners the past few seasons since it took over Grupo Alta’s melon production. However, the two companies have history which dates to when he and Carlos Bon, Divine Flavor’s VP of sales, were kids.
“We grew up together as children in Hermosillo,” said Bay. “We’ve known the Grupo Alta and the Divine Flavor family for quite some time. We are very excited to see the growth on our side and the distribution side with Divine Flavor’s client base.”
“Alejo is awesome to work with and his grower team does a fantastic job. He sees the bigger picture when it comes to innovation and helping grow our melon program,” said Smart.
Divine Flavor started its program earlier last week and expects peak production to start this week. While Smart is overseeing the category, she is also adding two sales veterans, Alan Morfin and Luis Rodriguez, to assist with the expanded volume.
For more information:
Michael DuPuis
Divine Flavor
Tel: +1 (520) 281-8328
mdupuis@divineflavor.com
www.divineflavor.com