New fruit varieties are continuously being developed to meet the ever-evolving needs of consumers. However, how does a new variety make its way into the market and become successful? Washington state-based Proprietary Variety Management (PVM) is a full-service commercialization company.
“We take tree fruit all the way through the commercialization process to marketing,” says Kathryn Grandy, Chief Marketing Officer with the company. “We are very focused on the end game, the consumer. We need to grow what they want. As a result, we start the commer-cialization process by working with consumer focus groups. This way, we learn what consumers think of a new variety. If the results are positive, we trademark and brand the variety and find growers for it who would like to be part of the project.”
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🌾 A successful harvest ends with everyone home safe. National Farm Safety and Health Week is September 21–25, 2026. This year’s theme, “Safety Today, Success Tomorrow,” is a reminder that protecting an operation begins with protecting the people behind it. In February 2026, the U.S. Bureau of Labor Statistics released its latest national data, reporting… National Farm Safety & Health Week
RAA Employee Spotlight ➡️ Becca Root, Founder Becca is the Founder of Root Agricultural Advisory where she assists with the day-to-day operations of the various business units. Prior to starting the company with her husband Skye, she worked as a Product Owner for Clearwater Analytics. Prior to Clearwater, she was a public accountant in audit… Employee Spotlight: Becca Root
Root Agricultural Advisory
2670 S. Eagle Rd. Meridian ID 83642
(208) 753-2333 info@rootagadvisory.com
