Sun-Maid Growers of California held its 107th Annual membership meeting at the Convention Center’s “New Exhibit Hall” in Downtown Fresno this past weekend. The theme “It’s a Brand New Sun-Maid—And it’s not just Business as Usual” was evident throughout the event with a fresh approach to facing challenges in the industry and continuing company-wide transformation. More than 1,000 raisin growers, families and guests were in attendance.
Sun-Maid President & CEO, Harry Overly laid out the company’s work during the past year to transform Sun-Maid, including an all-encompassing marketing campaign launched at the start of 2019.
“Our marketing efforts appealed to today’s millennial mom in an extremely relevant way and as such, we increased Sun-Maid branded sales, household usage, and household penetration amongst this newly targeted demographic,” Overly said.
In addition to covering marketing wins and highlighting new products, President Overly articulated a change in corporate strategy as well, with the aim to drive brand value and strengthen member returns via a multi-faceted approach.His plans include optimizing the company’s current core raisin business in addition to diversifying Sun-Maid’s product portfolio with exciting innovation and future acquisitions.
Chairman Steve Kister provided a review of the 2019 crop, industry supply and demand, and future for raisin growers. Both Kister and Overly stressed Sun-Maid’s investment in the future and how the new strategy, while different from historical practices, will deliver for Sun-Maid growers.
Founded in 1912, Sun-Maid is the world’s largest marketer of raisins and other premium quality dried fruits. Sun-Maid’s sales are approximately half retail consumer products and half ingredient products for items such as cereals, breads and a variety of other food products. Headquartered in Fresno, California, in the heart of the San Joaquin Valley, Sun-Maid products are distributed throughout the United States and in more than 50 countries around the world.