REEDLEY, CA - Nestled in the fertile agricultural region of the Central Valley, Valliwide Marketing represents farmers who care about the health, welfare, and environment as well as the fruit they bring to retail community and ultimately the consumer. As we move through the spring months and look toward summer, these stewards of the land are gearing up for one of the most anticipated times of year for fresh produce, California’s stonefruit season.

Valliwide is a marketer for organic fruit and this year the company will be kicking off the season with several varieties, and main volume on the horizon slated for mid-May. Bill Schene, Mason Parkinson, and Owner Tod Parkinson, took a few minutes from their busy day to discuss the upcoming stonefruit  season with me, and what we can expect from Valliwide’s growers.

“We will be harvesting in Reedley, California, beginning with Honey May yellow nectarines and then moving right into Polar Lights white nectarines and Zee Fire yellow nectarines,” Bill tells me as we talk about the varieties that will begin the program.

The company also offers an apricot variety called the Westcot, with a focus on differentiating the early-season categories in produce departments. Valliwide will then move into white and yellow peaches and then into the plum crop, which starts around June 1st. 

“This year it looks like there will be good volume and a good set. Plums will come in at about the same volumes as last year,” Bill says. “At this point we anticipate promotable volumes throughout the summer. We invest in our crops every year in an effort to bring the right sizes and great quality to our retail partners.”  

At Valliwide, the team is constantly looking to enhance and upgrade its ranches so the company can offer the best tasting varieties.

“Flavor is a big thing for us and is a focus throughout all of our programs as well as picking our fruit at the proper maturity levels,” he adds. “We take great care in the product we bring to market.”

Valliwide represents quite a wide range of farm sizes from smaller two-acre operations to 150-acre ranches. Valliwide’s California stonefruit season runs consistently into end of August. 

Owner Tod Parkinson and his wife Traci own the operation that Valliwide is today. Todd has been growing fruit most of his life and began to represent his first organic farmer in 1999. Traci joined the business in 1994 and enhanced the program with office and financial management skills from her years in the banking industry. Both Tod and Traci are deeply invested in the growers they represent and the need for organic farming, flavor, and quality.

“I grew up in Reedley, and all throughout high school I worked in both the fields and the packinghouse,” Tod tells me. You can tell, California growing is in his blood. “Our evolution came about six years ago when we shifted our program 100 percent to organics. A lot of growers were looking for a niche at that time and organics were growing in popularity. It was one category we truly felt would have staying power.”

As the company ramps up for its California stonefruit season, retailers can look forward to promotional opportunities with the growing demand for this popular category of fresh fruit.

Valliwide markets its organic program under its Valley Pride, First Fruits, DE Boldt, and Red Raven labels.

Valliwide Marketing