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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Team Spotlight: Kari Rickenbach, Permanent Crop Associate Kari brings more than 20 years of experience in the permanent crop industry to Root Ag Advisory. With a background in farm operations, financial management, and horticulture, she understands the decisions producers face from both the field and business side of an operation. Her experience helps support Root… Employee Spotlight: Kari Richenbach
🌾Farm succession is not just about who gets the land. It is about protecting the operation, preserving family relationships, planning for taxes, assets, water, leases, and long-term goals… And making sure the next generation has a clear path forward. Consider the following when creating your farm’s succession plan: – The earlier the conversation starts, the… Farmland Succession Planning
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