Bolthouse Farms Innovates the Carrot Category After Its Latest Acquisition
BAKERSFIELD, CA - Though green is the traditional color symbol of growth, it’s all about orange this spring—especially if Bolthouse Farms has anything to do with it. After acquiring Rousseau Farming Company’s carrot operations in March, the grower is setting its sights on positioning the category for further innovation.
I chatted with Jeff Dunn, Chief Executive Officer, to find out how Bolthouse Farms’ latest acquisition is bolstering the company, and carrot category, as a whole.
“Our acquisition of Rousseau Farming Company’s carrot operations helps us expand our platform and operations. By adding Arizona to our broad geographic footprint, we’re diversifying our growing regions, which helps us to service more customers,” Jeff shared with me. “We’ve known the Rousseau family for a long time and their brand is really strong. Selling us their carrot business allows them to become more focused since this operation is better suited to what Bolthouse is doing. It really is the perfect marriage.”
Because the acquisition increases Bolthouse Farms’ network, it also helps bolster the company’s sustainability efforts. “Local” is trending amongst shoppers these days, and Jeff emphasized that an extra growing region in its midst only amplifies Bolthouse Farms’ ability to provide consumers with the local produce they crave.
“When we add new growing regions and processing facilities to our network, the miles our crop has to travel become less, helping us deliver fresh, local produce to the consumer,” Jeff explained. “In addition, diversity is really critical in sustainable agriculture. Through our partnership with Rousseau, who grows additional rotational crops, we’re adding more diversity to our crop rotations, which is really important with carrots. Overall, we’re striving to build a better approach to sustainability.”
Not to mention, with extra operations on its side, Bolthouse Farms can wield its scale to its advantage.
“Most importantly, this acquisition is good for the industry because it offers a stronger grower network. It’s also good for our customers because it offers them the best of both worlds, alongside the scale of services Bolthouse Farms provides,” added Jeff. “And the acquisition is good for the consumer because we’re introducing more innovation to the carrot category.”
As to what this innovation will entail, Jeff wasn’t quite ready to disclose the details. He did, however, tease what could be launched as soon as the summer.
“We think carrots can follow in a similar path as cauliflower, which became a staple carb replacement. Carrots can lend themselves to similar innovations, so we’re really excited to drive more diversity in the plant-based category with carrots at the wheel,” Jeff revealed.
As Bolthouse Farms continues to do what it does best, AndNowUKnow will continue to report on what fresh produce trailblazers are up to, so stay tuned.