December 2023 Update
2023 has been a year of building up: Finalizing the foundations in our facility, getting the internal food-grade walls up, adding key employees to the team, installing and connecting equipment, gearing up for the commissioning of our state-of-the art facility in Fowler by May 2024.
Looking back, we take pride in our diverse and talented team, comprising experts in marketing, operations, food safety, and beyond, and the spirited drive we have gotten into to achieve our common goal: A better use for unwanted produce!
On the road
Early in the year we made a splash at AFFI-Con, generating considerable buzz and attracting interest from numerous companies eager to stay informed about our progress and production timelines.
At the end of summer and in fall we continued reaching out with representation at ICBC, the Juice Summit and the Anuga Food Fair.
Building upon the existing network of our 2 key sales people – both industry veterans – the in-person conversations at these events brought both affirmations and opportunities.
With a market in motion, our position and products align well with the trends in consumer behavior and the challenges in sourcing for the ingredients industry.
Takeaways
Everybody is in dire need of citrus and the industry fears an uptick even higher than the current ultra high prices for NFC (Not From Concentrate) and Concentrate.
Brands and supermarkets are asking for proof of sustainability of all ingredients.
Story-telling is getting more weight, especially when product claims can be linked to social and environmental impact.
Origins do matter. Geo-political tensions have a ripple effect on supply chains. Made in the USA has a cachet that resonates.
Venture funds of various big players in the market focus more on ethically and sustainably sourced ingredients for the companies they back.
What's Next?
As we are preparing for 2024, a year we anticipate to be defining for Sierra Agra USA, we're also aware of the responsibility we have: towards the industry, but especially towards the surrounding community of stakeholders in California's Central Valley.
The good thing is that there is enough. There is an abundance of fruits and vegetables for which a valued destination is non-existent.
It is our challenge and objective to change that. One bin of fruit and one bin of vegetables at a time.
Get to it!