YUMA, AZ – The Russell family has rebranded its melon program for this year's domestic season by focusing on producing consistently great tasting melons under the brand Savor Fresh Farms.

“Savor Fresh is the new direction for my family’s specialty melon program. We are continuing our focus on the consumer taste experience, and plan to take it to the next level,” explained Milas Russell III, President of Savor Fresh Farms, in a press release. “Our rebranding is the first step in that direction. We are also restructuring to better focus on key areas in order to achieve our plans, involving research and development, line extensions and customer program development, to name a few.”

“I’ve been in the produce industry for over 30 years, and early on in my career a retailer taught me that in order to excel it was necessary to ‘innovate or die’ to survive as a viable company. Savor Fresh takes that credo to heart," said Patrinka Crammond, Retail Program Director for Savor Fresh Farms. "We see the melon category going the way of the apple category via varietal segmentation based on flavor and consumer experience. We consistently trial every year looking to develop that varetial expansion in our unique group of melons, the Kiss Melons. Our customer base takes that to heart in working with us."

This new direction for Savor Fresh Farms includes the growth of its latest melon variety, Kiss Melons. 

Director of Quality Assurance, Diana Russell, stated that her commitment to the company and its flavor research spreads into the very land itself. “We have a deep commitment to provide the best flavor experience. I’m out in the field everyday making sure that our employees harvest our melons with the best flavor profile,” she said. “This commitment allows us to deliver consistent quality to our customers with an eye to developing line extensions from superior quality products.”

Growing, another large component to the company's program, is managed by Milas Russell Jr., who has over 30-years experience. "Our Kiss Melons require customized growing practices to suit the special needs of each variety. I work with Diana, my wife, to pick varieties that provide great flavor and consistency from all the growing areas we produce."

Savor Fresh Farms said that it will continue to customize its growing practices to suit the special needs of each variety. Savor Fresh’s Kiss Melons will begin production in early May and will continue through November, from Yuma, AZ.

Find more information on Savor Fresh Farms’ melon line here, and keep sweet with AndNowUKnow for industry announcements and rebranding.

Savor Fresh Farms