phone survey to see if people would want a fresh cut option, a value-added option on greens that were traditionally very hard to clean. That’s when he launched the first fresh-cut cooking greens in a bag, called Cut N Clean Greens. That’s been our cornerstone brand for almost 30 years. I think Roy and I had a very similar career path. He went to UCLA and became an accountant and think when he was around the same age me me – mid-30s – he decided he wanted to get back into farming. I don’t know why we did that! (Laughs.) Must have been in our blood. His father, my grandfather, he had been farming with his brother here in the Oxnard area since the 1950s. Roy started learning about farming and then started his own business, and he’s been doing that for almost 50 years. We’re being acquired by Grimmway, effective in July. That is very exciting – they grow a lot of the same crops that we source, so we’re excited about helping them increase yield in the field. It’s exciting for Roy too, because he’s finally going to be able to retire at the young age of 79. Hopefully he gets a nice retirement and gets to do some of the stuff he wants to enjoy. AD : Given your experience on both sides of the equation, what do you think of the “Farm to Fork” movement? Is there something to it? It is just a buzzy marketing term? GN : What sparked my interest in it was really working in the kitchen. We did things that were probably not normal for home cooks – finding new ways to use different parts of the
plant. One of my favorite things to eat is chard stems, and unless you’re buying a bunch, you’re probably not eating that. If you braise them down, they’re super tender, sweet and delicious. For consumers, I think the people that cook more often are probably a bit more open to try new things, try new flavors, utilize the whole plant or animal or whatever they’re cooking. But for the most part, consumers are kind of disconnected to the food supply system and how things are grown and processed and the challenges that come along with that. AD : What can we do to fix that? GN : I think it’s a very complicated answer because our food system is very dynamic and changing. I think the best thing consumers can do is to start asking questions. If you buy a product ask the company who packed it, where it came from. Build a relationship with farmers! If you’re lucky enough to know a farmer – ask us. We’ll tell you. The Voices of the Valley podcast is available on all major podcast platforms and YouTube. Like, subscribe and comment to be entered to win a free branded Western Growers Stanley mug.
28 Western Grower & Shipper | www.wga.com July | August 2024
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