FLAVOR TREE WALMART CHERRY FEB 19 2019 FLAVOR TREE WALMART 2019 | Page 2

Background on The Flavor Tree
The Flavor Tree Fruit Company, LLC was founded in September of 2009 as the marketing arm of
Warmerdam Packing, LLC. The Warmerdam family had been farming and packing in the Hanford area
since the mid 1920’s, and the current company dates back to 1965 when Bill and Audrey Warmerdam
started their sole proprietorship farming operation.
Current ownership of The Flavor Tree consists of Maurice Cameron and Warmerdam Packing.
Mr. Cameron has been involved in cherries since 1986, and in marketing cherries for Warmerdam since
1999.
The Flavor Tree has had a unique position in the California cherry deal. For many years (2010-
2017) over half of its production was in proprietary varieties. Since almost all of its production was
located in Kings, Tulare and Kern counties, The Flavor Tree was a significant player in the early deal. It is
not uncommon for the company to have over 33% of the daily offerings of cherries in the early deal.
2018 marked the first year for the company where proprietary offerings were less than 50% due to the
retirement of some older orchards and the planting of new proprietary orchards not yet in production.
The company had been most well known for its proprietary variety Sequoia, its very large
offering in California organic cherries, as well as its high-quality rainier cherries.
The Sequoia trademark GlenRed was from the first generation of varieties from the private
breeding program of Bradford Genetics. Warmerdam has exclusivity with Bradford in all cherry
production in California. Currently, no new GlenRed are being planted and older orchards are being
phased out. The second generation of proprietary cultivars are now being planted, with increased
production expected in two years. The standout variety seems to be the ArvinGlen, which produces
earlier and larger fruit than the GlenRed. ArvinGlen will be marketed under the Sequoia trademark. We
are constantly evaluating new varieties and have other Bradford varieties planted which will be in
production in the 2019 crop year.
The Flavor Tree continues to have the largest offering of California organic cherries. In the past
few years we have had between half to over three-quarters of the entire state’s organic offering. Due to
the complex nature of organic cherry cultivation in California, our market share continues to grow. We
have recently added a large block of additional dark red organic cherries that will mature after our
Sequoia organic cherries. We also offer over 90% of the organic rainier cherries in the state.