Figs might appear as a motif throughout ancient mythology, but their old-world flavor doesn’t stop them from having new-world appeal. Extremely versatile, naturally sweet, and rich in fiber, figs could very well be the next superfood to take consumers by storm.
For three decades, Catania Worldwide has shown the category the deference it deserves. Putting its operational excellence and grower network to the test, the company created a fig program with year-round availability supplying varieties such as Brown Turkeys, Black Mission, and Sierra.
With Catania’s California fig program starting this month, I knew there was no better time to learn all I could. And after speaking with William Cappelluti, Sales/Account Manager, Catania West, I believe we’re ready to usher in the era of the fig. But I’ll let him convince you of that.
William Cappelluti, Sales/Account Manager, Catania West: There is a first crop and a second crop. The first crop, the breva crop, starts in the first week of June and runs to the last week of June. The second, the main crop, starts in the second week of July and runs through the last week of November. Seasonality can change depending on Mother Nature.
WC: We grow figs all around the Central Valley; these areas have the perfect climate for figs to grow. The weather is ideal. There is a lot of dry heat mixed with minimal to no rain. You might not know this, but figs are a desert fruit. They love the heat!
We distribute our figs out of Madera, California, and a lot of our customers load Free On Board (FOB). Catania delivers locally around the Central Valley region, along with Los Angeles and San Francisco, California. Our customers along the East Coast and Canada are serviced through the figs we transfer from our West Coast distribution center to our East Coast distribution center.
"With 30 years of experience in growing, packing, and selling figs, Catania [Worldwide] has developed a deep understanding of what consumers want, always prioritizing the best taste and quality."
William Cappelluti, Sales/Account Manager, Catania West
WC: California figs are a specialty item, which sparks a lot of interest in them with retail and foodservice customers. As always, new varieties, good quality, and the best taste attract consumers.
WC: With 30 years of experience in growing, packing, and selling figs, Catania has developed a deep understanding of what consumers want, always prioritizing the best taste and quality. We’ve gained knowledge of the best way to grow and prune California figs, which has allowed us to be both the first and the last ones to harvest—a huge strength for us and our customers.
Not only do we offer many different varieties, each with their own unique harvesting nuances, Catania has created many different pack styles, reflecting our commitment to quality and customer satisfaction.
Last but not least, over the last few years, we’ve planted new varieties of figs, such as Conadria, Emerald, and Standard.
"Not only do we offer many different varieties, each with their own unique harvesting nuances, Catania [Worldwide] has created many different pack styles, reflecting our commitment to quality and customer satisfaction."
WC: Our marketing team does an amazing job showcasing what Catania Worldwide has to offer. They do this through our social media and our website. Over the past couple of years, we have had digital and print ads run through various publications to promote our products.
We pride ourselves on being able to customize any type of packaging for our customers’ needs while staying true to our Catania brand. Another tool we utilize is that we do not hesitate to send samples of California figs to our customers so they can see and taste our delicious figs for themselves.
For shoppers, tasting is the key to believing in a product. For Catania’s partners along the supply chain, it’s a foregone conclusion, a known fact: the company will provide them with what they need to satisfy their customers.
With the promise of tantalizingly sweet figs on the horizon, there’s no better time to unleash the era of the fig in retail sets this summer. 
