“The California apple grown for California.”
This refers to a new California-grown club apple variety now available, the Modi. And while the apple was originally developed in the Po Valley in Italy, JJB Family Farms based in Stockton, CA holds the North American rights to this early club varietal.
Inspecting the Modi apple for color, size and shape. Photo: BGG West LLC
Derrell Kelso of JJB says the apple’s parentage is a Liberty and a Gala apple. “With the flavor it offers, it’s unique--it’s refreshing and has a huge crunch, meaning it’s a very loud apple when you eat it,” says Kelso. “It eats very well and it’s well liked by consumers in Australia and Europe where it’s being commercially grown.”
JJB has approximately 600 acres growing in Stockton--450 acres of which are high density trellised shade clothed growing environment--and harvest began in mid-September for product available in stores the last week of September or the first week of October. In all, 30,000 40 lb. cartons of apples are projected for the season and to date, JJB is about 75-80 percent through the cartons. (The Modi apple market in California wraps up around January 1st.)
State-wide distribution
In distributing this product, JJB is keeping its cards--or rather, its apples--close to home for the next five to seven years. Distribution is limited to California in both Safeway stores in Northern California and Sprouts stores and smaller fruit is distributed via lunch programs in more than 300 schools throughout the state. “We want to be sustainable but we’re also saturating one market so the whole market gets to know us rather than sending a bit here and a bit there. That doesn’t do us a whole lot of good. This way we can focus our marketing endeavors and get a market to know about the apple and get feedback from consumers,” says Kelso.
Accorrding to JJB, 30,000 40 lb. cartons of apples are projected for the season. Photo: BGG West LLC
Notably, Kelso adds that given the seasonal timing of the apple, the Modi is usually one of the first club varieties available on the market. “When it comes on the market, there’s generally a lot of old crop that are a bit softer and the Modi starts off the new crop club variety season.”
As for pricing, JJB’s approach is different than those of other club apple marketers. “We think price and value is earned and we have a fair price back to the ranch and also to retailers and consumers,” says Kelso. “We’re retailing it at the same price as a high-toned Fuji, around $1.99, because the apple needs to have trial.”
For more information:
Derrell Kelso
JJB Family Farms
Tel: +1 (209) 943-3600 ext. 1
[email protected]
https://www.jjbfamilyfarms.com/