Always Fresh Farms and Giddings Fruit partner for new berry venture

August 09 , 2019

Always Fresh Farms, a Florida-based grower and marketing company, has teamed up with Giddings Fruit S.A., one of Latin America’s leading berry and cherry producers and exporters, for an exciting new venture. They've committed to creating an integrated 52-week supply proposition for the North American berry market.

The long-term venture captures the grower heritage and family business values of both companies, says Always Fresh Farms.

Both partners share an uncompromising commitment to providing outstanding products, it says. They also both focus on providing unrivaled customer service and a new variety of innovation. The company adds that this will bring exciting development opportunities to the berry category.

Partnership to create "significant expansion opportunities"

“We are delighted to welcome Julio and the outstanding Giddings Fruit business into the Always Fresh family of growers,” comments Wayne Giddings, president of Always Fresh.

"We are also really excited to gain access to the Giddings' breeding program for our existing grower base. And the fruit from their new genetics has really impressed us."

In fact, Wayne explains that he thinks the fruit will see great demand with the companies' customers and partner growers.

Julio Giddings, founder and CEO of Giddings Fruit adds: “In partnering with Always Fresh Farms, we anticipate significant expansion opportunities in the North American market ... we are looking forward to working in a more direct relationship with the market and being part of their year-round program.

"The benefit of being part of an integrated relationship is that it shortens the communication chain on all the important issues of our business including quality, food safety, innovation.”

Keith Mixon is the CEO of the new partnership. He has worked in the berry industry for 20+ years and has known both Giddings families for many years.

Keith has been working with Always Fresh since September 2018 as a special advisor.

He has been instrumental in developing the team and infrastructure during the latest period of significant growth, says the company.

Matthew Giddings continues as the Chief Commercial Officer and leads the sales and marketing team.

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