California is seeing more supply this season on Fuyu persimmons. “There appears to be a significant increase statewide in production over last year as a result of both higher yields on existing acreage and new plantings coming into production,” says Travis Noland of Wild River Fruit Inc, a vertically integrated grower, packer and distributor of certified organic and conventional persimmons, kiwi, citrus and exotic fruit. “For us specifically, we’ve increased our persimmon production by nearly 50 percent just over the past two years with more fruit on the way over the coming years.”

© Wild River Fruit Inc.

Regarding the other persimmon variety, Hachiya, he says it’s treated as more of a niche variety. While the category is experiencing strong growth overall, the majority of the attention remains focused on the Fuyu for its versatility in both fresh consumption and baking, value-add, and more.

As for harvest on the company’s orchards based in the northern Sacramento Valley– some sections of which were planted by Noland’s grandfather more than 50 years ago along the bank of the Yuba River which has a unique microclimate–it was anticipated that it would start early this season. However, a heat wave swept over the valley in late September that slowed maturity and harvest got underway with normal timing.

Promotions ahead of Thanksgiving
What about demand this season? “After a noticeable surge forward in category growth last season, demand appears to be steady this season,” says Noland. “We’re finding that our retail partners are making a more concerted effort to promote persimmons as a seasonal item leading into the Thanksgiving season.”

© Wild River Fruit Inc.

Also helping movement for the company are some new formats for shipping fruit. In addition to packing standard bulk and tray packs, it has launched new 1lb zipper pouch bags which present well on shelves and are attracting a lot of attention as a grab-and-go alternative. The company is also investing in solutions to extend its shipping season on the back-end and are seeing success carrying fruit later than ever before.

Meanwhile, on pricing, it started strong in early October but has corrected quite dramatically in recent weeks as the crops have reached full maturity. “We expect pricing to remain somewhat stable over the next few weeks as producers rush to complete harvest before the cooler weather and defoliation,” says Noland. “While the effects of El Niño have been somewhat tempered early this harvest season, we are bracing for the potential of abnormally heavy rains as we get deeper into the fall season. We believe that the industry overall is feeling a greater sense of urgency to harvest on the earlier side this season.”

For more information:
Travis Noland
Wild River Fruit
Tel: +1 (530) 749-9453
https://www.wildriverfruit.com/