unfrozen cranberries.This commitment to freshness is evident in every aspect of its operation. “We are 100% fresh cranberry growers,” Habelman emphasizes. This means its cranberries are harvested, packaged, and shipped without being frozen, ensuring that consumers receive the freshest product possible.The focus on fresh cranberries has positioned Habelman Bros as a leader in the retail market, with its products available in grocery stores across North America and Europe. The company’s packaging season begins in September, with many of the early shipments heading to Europe and the UK.The season continues through October and November, with the company supplying cranberries for the US Thanksgiving market, and it extends into December for Christmas. One of the company’s largest markets is Europe, where the demand for fresh cranberries has steadily grown.“We distribute between 45 and 55 container loads of fresh cranberries into the UK and the Netherlands every fall,” Habelman notes. European consumers, he explains, have a particular affinity for the tartness of fresh cranberries, often enjoying them without adding sugar. This preference has driven consistent demand throughout the season, with shipments continuing until mid-December. In addition to Europe, Habelman Bros supplies cranberries to Canada and other parts of North America.“Canada is a smaller market for us compared to Europe, but we still ship four to six container loads yearly,” Habelman says. The company’s ability to adapt to the varying demands of different markets has been crucial to its success. INNOVATION IN AGRICULTURE “Our production facilities are where most of the work happens,” Habelman explains. The company has two production facilities, each equipped with large coolers capable of storing up to seven million pounds of cranberries. These coolers are essential for maintaining the freshness of the fruit, allowing the company to fulfill orders throughout the holiday season. However, the advancements in sorting technology 22 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 09
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