Wilson Produce's Guillermo “Willy” Martinez Discusses Strategy and Season Ahead of Viva Fresh
NOGALES, AZ - At Wilson Produce, an abundance of new and exciting initiatives is in the works. The company has earned an organic certification through PrimusLabs for its farms out of Sinaloa, Mexico, and, to top it off, Wilson has also decided to introduce new items to its portfolio including Shishito peppers and Roma tomatoes.
I spoke with General Manager Guillermo “Willy” Martinez about the new organic offerings, the company’s marketing strategies, and an update on growing conditions.
“We are in the process of brewing a new marketing strategy with an agency, but cannot discuss much yet until we fine tune the details,” Willy says. “The changes in the works will help us grow and generate excitement with our customers.”
But, while the company’s marketing strategies may be under wraps, Willy is happy to discuss market conditions.
“We are midway into our winter season with all of our products and are showcasing sweet mini peppers, summer squash, Roma tomatoes, and Shishito peppers,” Willy explains. We should be riding this winter season until late May or early June; by then we should be transitioning into our summer deal in Baja and Central Mexico.”
Wilson Produce has grown its program in Central Mexico, doubling the company’s acreage after having a successful trial last year in that region and knowing that its customers demand a year-round supply of excellent quality sweet mini peppers.
Stop by Viva Fresh booth #126 to visit with Wilson Produce, and to stay in the know about market conditions and crop conditions across the produce industry, keep reading AndNowUKnow.