Sister company of Crunch Pak will focus on premium quality and creating new opportunities for crops
Linda Fruit has been launched as a new grower and shipper of apples and tree fruit out of Washington State in the US.
The business, a sister company of Crunch Pak, is aiming to connect fresh, sliced, and value-added opportunities to “find the best use and highest value for every apple while supporting growers, customers, and the communities it serves”.
Linda Fruit is described as a natural extension of the fruit expertise and capabilities developed through Crunch Pak’s more than two decades in the fresh-cut fruit business. By leveraging an established distribution network, transportation expertise and customer reach, it says, the company is aiming to support efficient movement of fresh fruit to customers while complementing the sourcing, grower relationships and value-added capabilities developed through Crunch Pak.
Linda Fruit is based in Wenatchee, Washington, and has orchards throughout Washington and grower partners in Michigan, New York and Pennsylvania. The business is set up to focus on premium quality, consistent supply and creating additional opportunities across the crop.
‘Greater certainty for growers’
Linda Fruit’s model is designed to provide growers with a clear path to market and a timely return for their crop, by contracting the fruit. This provides greater certainty while allowing Linda Fruit to focus on finding the right use and value opportunity for fruit across fresh and value-added channels, the company explained.
The business noted that while the highest-quality apples are selected for the fresh market, fruit with less colour or cosmetic imperfections may find additional opportunities through Crunch Pak in fresh slices, purée, dried, powder and other value-added products. The whole-crop approach is designed to put more of the fruit to productive use.
“We know firsthand how much work goes into growing a good crop,” said Mike Auvil, general manager of Linda Fruit. “Linda Fruit gives us an opportunity to build on capabilities and relationships that already exist within the Crunch Pak business. Our focus is on being a dependable partner and finding the right opportunities for fruit while creating value for growers, customers and industry partners.”
Catherine Gipe-Stewart, director of sales and marketing for Linda Fruit, added: “We believe premium should mean something. It starts with exceptional fruit, but it also means confidence in quality, consistency and supply, and having a partner who understands your business. We want to build strong, long-term relationships with our customers and growers and continue looking for ways to create value together.”
While Linda Fruit is currently focused on apples, Auvil said there are plans to continue building the company’s tree fruit business and expanding relationships with growers and customers over time.
“Growing fruit is a long-term business. You must take care of the land, take care of the people and build relationships that last,” Auvil added. “That same mindset is behind Linda Fruit. We see it as a thoughtful extension of what Crunch Pak has built over many years, creating additional opportunities while respecting and complementing the relationships that already exist across the industry.”
