“We chose the name DulceVida because it translates to ‘Sweet Life’ and emphasizes the fruit’s combination of superb flavor and European origin, expressing a one-of-a-kind eating experience worth sharing,” says John Corsaro, CEO of the Giumarra Cos. “Consumers will immediately connect to this fruit and savor the DulceVida flavor as something truly special.”
Accordingly, DulceVida’s tagline is “The Sweet Life.” The new sub-brand of Nature’s Partner is the result of an exclusive license with a fourth-generation breeder consortium based in France. Over the last decade, the varieties have been extensively tested in France as well as at test orchards in California.
The flavor profile of the resulting varieties is fragrant, rich and intensely sweet, with a unique dense flesh, according to Giumarra.
“This proprietary line of exceptionally sweet fruit is licensed solely to the Giumarra Cos. for both North America and Chile,” says John Thiesen, division manager of Giumarra Reedley. “It provides an international solution for the continued sustainability of the stone fruit industry, while giving the consumer a memorable eating experience.”
Giumarra will first offer DulceVida apricots and nectarines grown in California for the 2015 stone fruit season, with plans to expand.
“When combined with our long established tree-ripe growing practices, we believe the introduction of DulceVida will set the bar very high for flavor,” says Jeannine Martin, director of sales for Giumarra Reedley. “We continue to focus on our long-standing goal of servicing the market by consistently delivering delicious produce. This fruit is extraordinary and unlike anything I have personally tasted in my lifetime involvement with the California stone fruit industry.”
Harvest dates for Nature’s Partner DulceVida stone fruit are April-July.