PureFresh Sales Kicks Off California Pomegranate Season: Bill Purewal Discusses
SELMA, CA - California pomegranates have arrived in size and flavor, and Bill Purewal of PureFresh Sales tells me it will be a season for the books.
“The season is off to a bit of late start kicking off this week, but thanks to exceptional weather the product is sizing and coloring beautifully,” Bill tells me. He explains that while this first variety will run eight weeks, the season overall will last through the first of the year. This is good news as increasing demand has consumers pushing for year-round availability.
“Demand is actually exceptional on both the domestic and export sides right now,” Bill said. “Pomegranates are getting increasing traction on the consumer level, with shoppers saying they want to see year-round product more and more.”
And the quality should meet its expectations in full, PureFresh reports. Sizing is exceptionally large for the first yield with a very sweet flavor.
“Our grower, Slayman, is consistently the first California pomegranate provider of the season. They have been growing since 1926 and have it down to a science–people are familiar with and favor their brand,” Bill explained.
PureFresh is currently serving domestic markets as well as exporting to markets like Japan and Korea. With the season kicking off at about a seven to ten day-late start, quantity will likely be on the lighter side when it comes to the most popular variety, Wonderful. Bill explained it will likely be about 18 to 20 percent less than average.
Promotions begin in September and will go beyond the New Year, and PureFresh recommends retailers slate an extra push around late October and Thanksgiving. To learn more, click here.