1. Current strengths
Having a brand name that is well recognize by the industry “Sweet Apple Bits” trademark.
20 years' experience in processing sliced apples products at a very high quality level to
the foodservice industry.
We fully understand apple varieties and how to grow apple’s efficiently that meet USDA
requirements.
Having 88 acres of green apples to support our current demands and future plans.
The current management team has the experience and the capability of growing the
company to achieve 100 million in revenue over the next five years while building a
strong company environment.
Having the facility and property capable for future growth.
Having strong distributors in the California market that respects and supports our
products at the highest level.
Our partnership with CH Robinson allows Farmington Fresh the ability to provide a low
cost delivery service to our distributors in 8 states.
Goals and project plan: strengths
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Strengths
SWOT ANALYSIS

2. Weaknesses
Current weaknesses
Having the cash needed for future growth plan.
Being complacent over the last 20 years at growing our apple slicing business unit.
Not enough company-owned apple acres to support the next 5 years growth plan.
Not having a clear marketing or strategy plan in place over the last 20 years that focused
on growing our overall business.
Not having the financials system in place for on time accurate financial accounting that
would allow us to make financial decision-making in a timely manner.
Not having the correct staff in place capable to manage the current growth business
plan.
Our current website does not represent our products or allow existing end-users and
potential new customers to learn about our products or service.
Goals and project plan:
weaknesses
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3. Opportunities
Current opportunities
Growing revenue by distributing our products in eight states through distributors
with direct sales support in those states.
Installed newer apple slicing production lines that have the update technology in the
industry which will allow us to lower our overall staffing and increase packaging
efficiency through improved yields at a savings of over $1 million.
Increased partnerships with another fresh produce SHEDS in our industry to help
support marketing and supply of apples and pears for the Cuts business unit.
To increase our company-owned Apple acres to support our new business growth
and revitalize the apple industry in California.
Successfully creating a way to process sliced pears efficiently year-round could lead
to over 100 million in new revenue within five years.
The capability to increase revenue in retail through CH Robinson with the Mott’s
product line by adding additional equipment to meet Mott’s product expectations.
To turn our website into a tool for revenue growth by providing users with an
interactive learning experience.
Goals and project plan:
Opportunities
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4. Threats
Current threats
Fresh Innovation in Oxnard California is currently working directly with
schools in Southern California to get their products in the in the schools
without distributors. Definitely an advantage to the schools to receive a
lower cost product.
Not being able to complete the change of ownership and timely manner
so not to hurt the new business direction.
Not able to complete agreements with Apple sheds in the Northwest at a
pricing that will allow us to support the short term growth of the
company.
Our competitors will take the same approach in marketing their products
to schools versus retail outlets due to the higher cost of doing business
in retail.
Goals and project plan: threats
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5. Summary
SWOT summary
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SWOT ANALYSIS