PRODUCE
Tenth Annual
Peach Party
Once again we are offering these very special
peaches from California’s fertile San Joaquin
Valley.
Prima Brand Peaches are hand selected and
picked only when they are ready, and not before.
The workers pick when the color is perfect; they
will pass through the same orchard eight to ten
times, harvesting fruit that is in peak condition.
The longer a peach remains on the tree, the
higher the sugar content and the better the flavor. Once each Prima peach is hand selected, it is
placed into a small, round-bottomed bucket that
protects the fruit from bruising. These peaches
are then slowly cooled while still in the small
bucket. Next, they are gently placed on a slowly
moving belt. The belt passes under a device that
measures the brix (sugar content) of each fruit.
Those with the higher brix of 11 to 13 are separated and given further special treatment. Only
these higher brix, that is, sweeter peaches, get
the “Prima Sweet” label. Finally, the peaches
are hand packed, one by one, into secure boxes
that protect each individual peach. These are the
peaches we feature for the DLM Peach Party.
At DLM, each Produce manager has a refractometer, a sweetness device to measure the brix
level of the fruit daily. Remember, higher brix
means more sugar, which means more flavor.
Whereas the brix of peaches sold in most places
comes in around the 8 to 10 range, our extraordinary Prima Peaches register at 11 to 13, and
sometimes higher.
Look for our DLM Peach Party in mid-July when
these peaches will be at their peak. We guarantee you will love them. You are invited, so come
to the party — and sink your teeth into an
Honestly Better® Juicy Prima Sweet Peach.
VP of Produce
2
DLM Market Report July 2013