CHELAN, WA, USA – It’s not typically that an enterprise-level firm makes the selection to press pause, take a deep breath and mirror on who they are surely and why they do what they do. To actually assess what units them aside and exit on a limb to vary their whole model title with a purpose to talk these values to the buyer.
That’s what top-selling tree fruit grower Chelan Contemporary BB #:170403 simply did, and the outcomes couldn’t be extra inspiring – or extra well timed.
Grower-owned and operated, Chelan Contemporary represents multi-generational household farms, lots of them 5 and even six generations of growers, largely in North Central Washington State.
Final fall, as the corporate took inventory of the place they’d come from, who they have been, and the place they have been going, they launched into a sequence of particular person grower interviews, suggestions classes and core identification “excavation” work. As the method unfolded, a narrative emerged that was distilled down to 2 easy phrases, transformative but easy: Joyfully Grown.
As people shared what the idea of Joyfully Grown meant to them, a multi-layered cloth was woven – the enjoyment of early morning sunrises over the orchards, pleasure in watching new generations work within the household enterprise, pleasure within the care of choosing, packing and delivery. Pleasure, even within the challenges of late frosts, hailstorms, monetary downturns and provide chain woes.
Daniel Gebbers, Home Gross sales Supervisor, explains it fantastically – “Completely happy is a brief feeling. And, quite a lot of instances, you’re joyful if one thing is straightforward. One thing that’s joyful, alternatively, may be actually tough, however you discover pleasure in doing it. You discover pleasure in that course of and within the end result. And, in our case, we discover pleasure within the success we may give to our workers and our companions.”
“I didn’t understand how deeply pleasure resonated with our growers till I heard them give their very own definitions of the phrase,” stated Tom Riggan, CEO. “Though not everybody might be within the room when this resolution was made, it clearly represents who we’re as an organization and the values we maintain so pricey,” Tom says. “We do what we are saying we’re going to do, and we need to be recognized for that. We need to present the buyer that the fruit we’re rising brings us pleasure, and we hope it brings them pleasure too.”
In the present day’s shopper viewers desires to know the place their meals comes from and who’s rising it, and desires to really feel a connection to the place their meals comes from. The brand new Joyfully Grown model makes this attainable whereas additionally sharing pleasure with shoppers, connecting them to the land, the timber and the harvest. Retailers can share in the identical pleasure the growers have whereas promoting the recent fruit – constructing massive, stunning, plentiful shows with the Joyfully Grown model in vibrant, eye-catching colours, telling consumers about the place it was grown, what it is going to style like and enjoyable recipes and tips on how they will use it.
The brand new model will embody the corporate’s whole providing of non-proprietary apple varieties, which incorporates Honeycrisp, Granny Smith, Fuji, Pink Woman, and extra. Joyfully Grown may even embody all types of pears, in addition to Rainier and Candy Purple Cherries.
Joyfully Grown Organics, a cohesive Natural model of the brand new model, might be launched concurrently. Each Standard and Natural packaging will embody colourful pouches, eye-catching merchandisers, and a brand new custom-shaped PLU for simple in-store recognition. The Natural line has a set of colours which are simply recognizable as natural, together with a lavender and kraft brown palette.
The Joyfully Grown model and packaging seize the essence of what evokes and sustains these generations of devoted growers. It speaks to the care and dedication that goes into season after season of cultivating the land, working with Mom Nature, and all of the challenges and rewards that rising fruit entails.
“Joyfully Grown reveals the historical past of the expertise, the eye to element, and the standard that goes into our merchandise,” provides Julie DeJarnatt, Director of Retail Technique. “It bridges the hole for the patron who is available in and thinks that apples simply seem on their cabinets, opening that doorway to the concept these are actual individuals who stand up and select to do that each single day and honoring what they undergo to provide such a constant, recent, high-quality piece of fruit.”
The primary shipments of fruit beneath the Joyfully Grown and Joyfully Grown Organics labels would be the Fall 2022 apple and pear harvest. Cherries beneath the brand new model might be obtainable in late Spring of 2023.
For extra info, please go to www.chelanfresh.com/joyfullygrown/, or come see our sales space on the Natural Produce Summit July 13-14, 2022 on the Monterey Convention Heart in Monterey, California.
About Chelan Contemporary
Chelan Contemporary is a fruit advertising firm representing multi-generational household growers who yearly ship over 20 million containers of premium apples, pears, cherries and a number of other stone fruit varieties, together with their unique SugarBee and Rockit apple varieties, for demanding home and worldwide markets. Their fruit is grown primarily in North Central Washington the place ample sunshine, mild mountain slopes, fertile valleys, and funky crisp air mix with the waters of the mighty Columbia River for very best rising circumstances.
