Ocean Mist Musings on Agtech: 7 Observations on Spurring Ag Innovation
By Stephanie Metzinger W alking up and down the grocery store aisles, various shades of green start to blend beautifully together as you reach the fresh produce section. In the sea of green, your eyes gravitate toward a flower-shaped vegetable adorned with soft yet crunchy petals that gently protect an earthy-flavored heart: the artichoke.
Joe Pezzini led many of the key initiatives that have propelled the farm to become a leader in agricultural technology. He provides seven candid observations on how producers can spur innovation and further advance technology in their farming operations. 1. Algorithms are Key to Improving Customer Satisfaction. OMF uses a custom appointment loading system that is algorithm-based to calculate the ideal loading time. This algorithm uses real-time commodity-specific data from the operation’s harvest, receiving, cooling and sales disciplines to identify an ideal staging and loading time. This technology has enabled transparency and collaboration of data among disciplines within OMF’s supply chain operation, ultimately improving the farm’s overall ability to service its customers and supply the freshest product. 2. Blockchain Technology = Safer Food Safety Practices. As an early adopter of blockchain, OMF has implemented this transaction-storing technology to provide end-to-end data of a product from the field to the store level. Leveraging the power of blockchain technology, along with the now industry- standard Product Traceability Initiative Label Technology, OMF uses data to further enhance its food safety efforts. 3. Consumer Trends Should Dictate Farm Innovation. Shoppers’ needs and customer requests are two main factors that drive innovation at OMF. For example, to address the consumer trend for more convenience and personalization, OMF is working on a line of unique artichoke products (details to be revealed soon). The company also launched a store locator tool on its website to allow consumers to find specific Ocean Mist products based on their zip code. 4. Innovation Takes Time. Be Patient. The process to develop a new artichoke variety takes a minimum of five years. OMF employs an intensive R&D program that analyzes and replicates hundreds of tissue cultures of desired varieties. The program relies on a meticulous selection process and analyzing extensive varietal data that makes reviewing several hundred varieties each year efficient, with the ultimate goal to develop a superior-eating artichoke. Most recently, it has introduced a new purple artichoke variety, called “Lila.” 5. Leverage Social Media to Become the Go-To Resource. Through a robust content marketing strategy and clever use of existing social media technology, OMF has become the go-to resource for consumers for all things artichoke. The company
According to the California Department of Food & Agriculture’s 2019-2020 Agricultural Statistics Review, the Golden State proudly grows 90 percent of the nation’s artichokes. Ocean Mist Farms produces a sizable majority of that jaw-dropping percentage.
Ocean Mist Farms (OMF) formed its roots nearly 100 years ago when
Daniel Pieri and cousins Amerigo and Angelo Del Chiaros leased land south of Castroville, California, to launch an artichoke
venture. Since then, the farm has grown
into the largest grower of fresh
artichokes in the United States and has added 30 other vegetables to its roster. How has OMF accomplished being crowned the artichoke mogul of the United States? Through forward-thinking leadership, the ability to navigate through fads and trends and always being among the first to identify and implement cutting-edge technological solutions. During his 21-year career at OMF, former President & CEO
44
JULY | AUGUST 2021
Western Grower & Shipper | www.wga.com
Made with FlippingBook - Online catalogs