Wilson Produce Announces Strategic Plan and New Commodities
NOGALES, AZ - I always like to say that you can’t look to the future without a strong foundation from which to build. Fourth generation family farm and industry powerhouse Wilson Produce has announced its next steps, including increased production on its renowned mini sweet peppers, cucumbers, and squash. The company will also introduce new commodities to the mix, such as colored bell peppers, mini cucumbers, green beans, and shishito peppers.
To build excitement around the company’s expanding and incoming commodities, it is launching a brand refresh, updates to company resources, and a new strategy for its retail programs.
“We are returning to our roots and taking advantage of the fundamentals our company was built on—the family name, the land, growing healthy products and investing in the people who are the backbone of our company,” General Manager Guillermo Martinez shared. “Each of these things is important, especially as we expand our growing program to increase acreage, add new commodities and additional organic volume, as well as continue our emphasis on the regenerative agricultural model.”
As the industry continues to evolve, the company decided to make changes to stay ahead of the curve, bringing its traditions and strong reputation for quality to its new approach. To do this, the company will offer new packaging and an updated website to the table, as well as buyer resources like new retail tools. This includes category management and seasonal promotions that showcase the increase in commodity offerings.
One very unique way that the company is stepping into new territory, though, is its approach to consumers, as it creates a dialogue between them and the company by sharing information through the Truth be Grown storytelling initiative, according to a press release.
“Organics and regenerative agriculture are now part of our story—a story that is my past and my future, where I was brought up to respect and care for the land and to work with nature,” CEO Alicia Bon Martin explained. “We’re seeing that consumers care about the way that their food is grown and we’re taking that seriously. We have placed a priority on our organic program, and we’re going to expand and take it even further using regenerative agricultural practices that are especially important in protected agriculture where we have a limited amount of space and crops available for rotation.”
Wilson Produce will be making the rounds, visiting customers to explore its changes and new programs with them. It will showcase its approach at PMA, before January’s season commences.