The California Valencia orange forecast for the 2024-25 season is projected to be down approximately 20 percent from last season. The forecast is the result of the 2024-25 Valencia Orange Objective Measurement Survey conducted from mid-January to early February in cooperation with the California Department of Food and Agriculture and the USDA. Three hundred thirty Valencia orange groves were randomly selected proportional to acreage, county, year planted and variety representation in the state, with 301 of these groves being utilized in this survey. The sampled groves were primarily in the top

Ocean Mist Farms has hired Jeff Fulton as senior director of commodity vegetable sales. With over 30 years of experience in sales, strategy and team leadership, Fulton brings extensive product and market expertise to his new role. His deep industry knowledge and proven track record in business development and product management have him well-poised to make an immediate impact at Ocean Mist Farms. “Jeff’s skillset will be instrumental to the continued growth of our commodity sales program,” said Rick Bravo, vice president of sales and marketing. “His experience in team leadership, strategic

Marketing Plus, a trusted partner in food and agriculture marketing for more than 40 years, announced today it will merge with HYPHEN (formerly JP Marketing), a Central Valley-based agency known for providing creative strategy and behavioral science-backed brand solutions for 30 years. Beginning July 1, the combined agency will operate under the HYPHEN name. This merger brings together two respected firms with deep history in the food and agriculture sectors, shared values, and a common goal: to offer bold, effective, and deeply informed marketing under one banner. “For over 40 years

ProduceX came on the scene just more than a year ago with the lofty goal of helping produce distributors dramatically reduce losses and improve business efficiency with the use of cutting-edge AI technology. Founded in Austin, TX, in early 2024 by three supply-chain and technology executives, ProduceX endeavors to deliver an all-in-one AI-powered platform that helps produce wholesalers and distributors in a number of ways. “We are called ProduceX, which is short for Produce Excellence, because we focus on the very heart of the food supply chain: fresh produce,” said Shivam Sheel, co-founder

So far, so good. That is what officials at D’Ottavio Farms see thus far for the spring growing and selling seasons. “This season is shaping up very nicely,” noted Michael D’Ottavio, president of the Vineland, N.J.-based company. “We could not ask for better weather this spring, cool temperatures early in the season for lettuce then warm weather to help with pollination for the blueberries.” D’Ottavio, who oversees a fifth-generation family business founded more than 120 years ago, said that D’Ottavio Farms continues to increase its acreage organically and conventionally at its blueberry farm

HilverdaFlorist and DIEM Breeding, the Italian breeder of Hibiscus Rosa Sinensis, have announced a strategic partnership for the worldwide sales of Hibiscus series D-Tahiti. In this partnership, HilverdaFlorist will take on the cutting production and commercial activities, while DIEM Breeding will focus on the further breeding of this high-quality Hibiscus line. Conducting sales through HilverdaFlorist's established, international network gives DIEM Breeding the space to fully focus on breeding and selection. HilverdaFlorist also takes care of the cuttings production of Hibiscus D-Tahiti at