COMMERCIALIZATION OF SUNWORLD PRODUCTS

Sun World represents a unique mix of farming, packing and marketing interests encompassing a broad product line ranging from avocados to watermelon; these include citrus, grapes, stone fruit, dates, tomatoes and peppers. Through the 1980's the Company's product line and merchandising focus has evolved away from traditional staple crops and toward unique fruit and vegetable varieties that offer the consumer added value or the Company a competitive seasonal edge.

A privately-owned California-based firm founded in 1976, Sun World is the leading U.S. grower and marketer of colored peppers, seedless watermelon and vine-ripened tomatoes; additionally, the Company is a significant marketer of fresh fruit items, growing more fresh plums, tangerines, table grapes and dates than any other entity in the country. Its critical point of distribution has been in the development, introduction and distribution of special fruits and vegetables such as Superior Seedless brand table grapes; red fleshed black plums; fresh peaches, apricots and nectarines with improved flavor, color and size; California grown fall mangoes; and its popular Le Rouge Royale^R peppers, DiVine Ripe^R tomatoes and Sun World Seedless watermelons.

Throughout the 1980's, these new product introductions were accomplished utilizing an assortment of customized marketing programs including specialized packaging, brand labeling, aggressive promotional activities and intensive public relations efforts. This presentation will cover Sun World's approach to developing and launching these new specialty vegetables from their birth in the early and mid-1980's to the present.