When writers of The Snack’s future interview Gem-Pack Berries, its leaders will point toward a recent three-year period of growth in which the supplier focused its efforts on strategic mergers and acquisitions.
Now, my friends, is the closing of that chapter, making way for the company’s next phase of development alongside two formidable partners: Red Blossom Sales and Well-Pict Berries.
“The past three years have been a journey,” Michelle Deleissegues, Senior Vice President of Marketing, began telling me in a recent discussion. “We had to cover a lot of ground, both literally and figuratively, to stay operational during the growth spurts. Throughout the process, our goal was to take the time to honor and respect all the decades of berry knowledge and history each partner brought to Gem-Pack.”
Internally, Gem-Pack spent a considerable amount of time listening, watching, and learning from one another. The grower’s teams have been in the furrows for the past couple of years, diligently reorganizing the operational and administrative processes to accommodate the company’s growth.
“We are confident we have a strong grasp on the assimilation and restructuring, and can lift our gaze beyond the daily and seasonal work at hand to look forward. Our focus is now on Gem-Pack’s future and cultivating a path for the company we intend to become. We are on the brink of a new era for Gem-Pack, and it’s inspiring,” Michelle continued.
In terms of branding, Paul Kawamura, Chief Revenue Officer, explained that Gem-Pack is currently working to integrate all three companies. Well-Pict, especially, he said, has a very loyal base. Gem-Pack is now in the middle of a large branding project that will help retain its roots and legacy while also looking toward the future.
“With the assimilation of three great companies and almost total vertical integration, we have the unique opportunity to challenge ourselves and create the best practices throughout the entire chain,” Paul stated. “Everything we do has to have purpose and only the highest expectations. Whether it’s new varieties from breeders, plants from our nursery, growing practices, cold chain, selling, etc., we need to be first-in-class on everything we do.”
Gem-Pack has a clear path of evolution and growth, Michelle pointed out. This past year, she, Paul, and the sales and marketing team have been actively researching Gem-Pack’s brands and overall company strengths and weaknesses.
“It was a good point in time to review our progress, from both an internal and external perspective, and we have been listening and noting our strengths and weaknesses. We clearly have a strong foundation, and our goal with the Gem-Pack brands is to cultivate a clear vision of a position based on our greatest assets,” Michelle expressed. “We want our brand to tell a story—our story.”
Throughout the growth and restructuring, she added, Gem-Pack’s genuine and strong connection with its customers has been inspiring, and her team wants to build on that connection and make sure it’s carried through to the consumer as well.
“Our goal at retail will be to unify our brands and messaging. We are working on packaging that will communicate not only the joy of berries, but also our story of connection: our connection with farming, our connection with customers, our connection with a fresh, healthy lifestyle,” Michelle explained. “There is a lot of investment in our brands, and we will always respect where we came from, but we also want to honor the role the newly formed Gem-Pack has in the future of berries.”
Paul shared a similar sentiment in looking toward the next phase of Gem-Pack’s growth.
“...our goal was to take the time to honor and respect all the decades of berry knowledge and history each partner brought to Gem -Pack [Berries].”
Michelle Deleissegues, Senior Vice President of Marketing, Gem-Pack Berries
“We will continue to improve and innovate every year,” he said. “Whether that’s new varieties and better-tasting fruit, technology-driven farming practices, or a stronger surety of supply, retailers and consumers can trust Gem-Pack to keep getting better and challenging the industry. It’s easy to maintain the status quo, but difficult to be changemakers, and we decided years ago to buck the system. We hope our partners and customers come on the ride with us to build a better category.”
Gem-Pack has always been farmer- and family-focused, Michelle noted. That perspective continues to inspire the team, and they want to maintain authenticity without letting it hold the Gem-Pack brand back.
“What we’ve consistently heard is Gem-Pack bridges the gap between the single-family farm and large corporate entity. We’re a unique presence in the berry category, with executives who farm with thorough expertise in berry science. Yet, our depth and vertical integration position us to be a large-scale supplier with the attitude and agility of a family-run enterprise. Our goal is to make the most of this unique position by continuing our vertical integration and asset development,” Michelle elaborated.
In that vein, Paul made the important distinction that there is a lot of status quo in our business—a lot of accepting, “This is how it is.”
“We have learned to challenge these notions and set extremely high goals and standards for the future and make the impossible possible,” he stated firmly.
On a final note, Paul reiterated that Gem-Pack will continue to innovate on varietals. For example, the grower is increasing its footprint in mixed berries in a bid to become everyone’s favorite one-stop shop.
“We intentionally partner with progressive, forward-thinking vendors, growers, and customers that inspire us and push us to be innovative,” Michelle concluded. “We continue to grow our product line with new varieties and more organic products. We also have some amazing sustainable packaging initiatives in development, as well as innovative farming technologies. As we’ve been building new teams internally and externally, we encourage learning, innovation, and experimentation to nurture a culture of continuous evolution. We build connection through our roots, but our vision is always forward-thinking.”
"“...we have the unique opportunity to challenge ourselves and create the best practices throughout the entire chain...”
Paul Kawamura, Chief Revenue Officer, Gem-Pack Berries
I can picture it: Five years from now, there will be a colorful Snack spread adorned with Gem-Pack’s newest berry offerings and an article that highlights operations steeped in tradition, yet going far beyond the boundaries of what was previously thought possible.
With any luck, I will be able to tell the remarkable story once again. 
