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Celebrating Stone Fruit with Prima Wawona

by Shawna Rodgers |

Stone fruit is a sought-after treat this time of year, especially as more families prepare meals together at home. Stone fruits can be enjoyed on their own as a snack, or even tossed into a summer salad alongside dark leafy greens, goat cheese, and a touch of fig balsamic vinaigrette. California is the premier producer of stone fruit nationwide, with Imperfect Foods reporting that California produces 95 percent of U.S. nectarines, plums, and apricots. It’s no secret that people all over the world wish to partake in delicious California-grown stone fruit. 

Stone fruit provider and CCOF Foundation Champion-level supporter Prima Wawona is using modern technology to customize the stone fruit provided to its retail partners. In a recent interview with The Packer, Retail Sales Manager Ben Vived commented on the technology: “Our category management program allows us to monitor national trends and analyze category data on a per-retailer basis to provide recommendations and keenly tailored retail programs.” This information will be incredibly helpful to retailers, not only when it comes to stone fruit sales, but also when it comes to food waste. If a retailer has better information about projected purchasing patterns—data all the more valuable after the coronavirus pandemic sent consumer purchasing awry—the retailer could then meet goals to curb food waste, which is one of the largest contributors to carbon emissions in the world. 

Wawona CEO Dan Gerawan shed more light on the benefits of retailers looking at purchasing data with a fine-toothed comb: “We’re giving our retail partners insight on factors that drive success in this category, including how other leading retailers are performing, and that’s giving them a competitive edge in their market.” That data will likely indicate an increase in organic purchasing, as more consumers look for organic, whole foods to stay healthy and well. 


Nickle, Ashley. (2020, May 1). The Packer, Prima Wawona bringing stone fruit category data to retailers.