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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Better yields build long-term value. The decisions made during the growing season become part of the farm’s performance story. Over time, consistent production records can support operational planning, inform investment decisions, and help demonstrate the value of the land. Important metrics to watch for crop yields are crop moisture content and overall crop health, including… Crop Yield Improvement
The wrong starting price can shape every decision that follows. Without the right information, landowners may enter the market with expectations that do not reflect the property’s performance, position, or current buyer demand. Our five-day Step-by-Step Guide to Unlocking Farmland Value helps you understand what informs farmland pricing before a sale begins. Start the guide… Cost of Information Gaps
Root Agricultural Advisory
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