Giumarra launches new co-branded kiwifruit with Thx! to support farmworkers

USA – The Giumarra Companies, based in Los Angeles, California, has introduced a new co-branded green kiwifruit in collaboration with Thx! a social impact initiative aimed at improving the lives of farmworkers.

This partnership allows consumers to contribute to meaningful change while enjoying fresh produce.

The kiwifruit, grown in California, is now available in Nature’s Partner-branded clamshell packaging. Each package features a Thx! sticker highlighting a farmworker’s story.

For the initial release, the packaging showcases Nicolás, a farmworker whose goal of buying a computer for his grandchildren’s education is being realized through customer purchases.

By scanning a QR code on the sticker, consumers can learn more about Nicolás’ story and see firsthand how their support makes a difference. This effort brings transparency to the initiative, fostering a stronger connection between farmworkers and the public.

Currently, the kiwifruit is available in select club stores and grocery retailers across the western United States.

Giumarra plans to extend distribution to additional regions while introducing more farmworker stories through the Thx! program.

California plays a key role in kiwifruit production, with over 8,000 acres dedicated to cultivation. For the 2024/25 season, the state’s total kiwifruit production is estimated at 9.5 million tray equivalents (TE).

Of this, 8.4 million TE consists of the Hayward variety, while the remaining 1.1 million TE includes other varieties. The long-term average yield per acre for Hayward kiwifruit is 2,296 TE.

Kiwifruit farming contributes significantly to California’s agricultural economy, with a large share of the produce reaching international markets.

The collaboration between Giumarra and Thx! aligns with growing consumer interest in ethical sourcing and responsible food production.

Giumarra is a leading produce marketing company with a history dating back to 1922. It specializes in distributing a variety of fresh fruits and vegetables to both North American and global markets.

The company’s Nature’s Partner brand is widely recognized for offering high-quality produce, including kiwifruit, grapes, and berries.

Thx! is an award-winning program that works with produce companies to share farmworker stories on packaging.

By scanning a QR code, shoppers can learn about the people behind the produce they purchase, creating a direct link between consumers and the individuals who grow and harvest their food.

This collaboration highlights the growing role of consumer engagement in shaping the food industry.

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