Family Tree Farms, one of the largest apricot growers in California, is the driving force behind naming May as Apricot Appreciation Month. It’s a promotion designed to highlight the flavor, versatility and abundance of apricots in May. Family Tree Farms actually begins their apricot harvest in late April but May is definitely the peak production time period.
Family Tree Farms is able to get this early jump on the season due to a unique growing location. “Our West Hills ranches are on the western edge of the San Joaquin valley, just slightly above the notorious winter fog that we get here on the valley floor,” commented Don Goforth, Family Tree Farms’ Marketing Director. “We get the chill hours we need for these varieties but because it’s just a little bit warmer all winter, we get bloom and fruit production about two weeks earlier than the valley.”
Apricot Appreciation Month was conceived as vehicle to help retailers create a celebratory event to showcase apricots. As Marketing Coordinator Dovey Plain puts it, “It’s the perfect opportunity for consumers to discover what we call ‘the new apricots.’ The varieties we have now as well as what is coming in the future are really going to change things and make apricots more of a mainstream summer commodity. The flavor in these early varieties is delightful; it’s something that consumers really can appreciate.” To help spread consumer awareness about Apricot Appreciation Month, Family Tree Farms will be including special point of sale material inside apricot cartons and sending out press releases to internet and newspaper food writers. Their 2 lb tote cartons will include a recipe for an easy and delicious apricot cobbler which provides a built-in cross promotion opportunity for retailers. A 22”x28” poster is also available for in-store use.
The Earlicot and Apache varieties make up the early summer apricot program at Family Tree Farms; they also ship the Honey Gold, Summercot and Late Brittany varieties later in the summer. As many of their trees are reaching maturity, they are looking at a substantial increase in apricot availability this year.
Source: Family Tree Farms
