Westside Produce/Classic Fruit Celebrate Successful JA17 Allen Family Farms Melon Launch, Raising $50K for Oishei Children’s Hospital and Delivering Impact to Consumers

Firebaugh, CA/Buffalo, NY – Westside Produce/Classic Fruit are celebrating the overwhelming success of the limited-edition JA17 Allen Family Farms Melon label, a collaborative project honoring the professional quarterback’s agricultural roots while raising meaningful support for Oishei Children’s Hospital in Buffalo, NY. The program paired high-quality melons from the Allen family’s Firebaugh fields with a charitable mission, equaling a $50K donation, that resonated strongly with retailers, consumers, and the broader produce community.

When it comes to the outcome, Joel Allen of Allen Family Farms said the project exceeded every expectation, both in its performance and its purpose. “I feel like this project was a huge success, not only did it raise some much-needed funds for the children’s hospital,” Allen said, “but it allowed all of the people who follow Josh and his dreams a chance to enjoy something that actually came from his hometown of Firebaugh.”

Westside Produce President, Garrett Patricio, echoed the enthusiasm, noting that seamless collaboration and strong retailer engagement played a major role in the campaign’s momentum. “Overall, the campaign and label project was a rousing success,” said Patricio. “Working with our packaging partner, International Paper, was easy as they streamlined the process, and the Allen’s, who have been our growers for over 30 years, are always great to work with. Most importantly, we had the support from our retail partners so with the added benefit of $50k to Oishei Children’s Hospital, this was something everyone was excited about.”

One of the most notable achievements of the JA17 label was its exceptional performance in Western New York, where melon sales surged by over 120% during the promotional period. The campaign energized local shoppers, particularly within Bills Country, where support for their quarterback and enthusiasm for locally connected initiatives created a wave of demand. “Bills Mafia is rabid, and they love fresh produce. Their support in stores and the positive comments we received were overwhelming,” comments Patricio.

Joel adds, “the product was well received, and everyone thought the quality was through the roof. As a grower you always want your product to be top notch, and I truly believe that was accomplished, so we were able to deliver the JA17 melon and leave a favorable impression at the same time.”

This unprecedented growth underscores the power of community connection, retail collaboration, and the growing demand for high-quality melons tied to authentic farm stories.

Beyond product success, the charitable component remains a driving force behind the label’s continued purpose. As they finalize the $50K donation to the hospital, opportunities to keep this moving forward are top of mind. “I think the door needs to stay open when it comes to helping the hospital,” Allen states. “If we can continue to support these children through this avenue I say full steam ahead – we’re locked and loaded to do this again, and we have an amazing marketing team to make sure that happens.”

Westside Produce/Classic Fruit extend their sincere appreciation to the retail and distribution partners who helped make this project possible: Wegmans, Tops, Save Mart, Desiderio, Fresh Point Central California, Ridley’s Family Markets, and International Paper.