In my life, I’ve been afforded the incredible opportunity to see many of the world’s most prominent structures. From Seattle, Washington’s Space Needle to New York City’s Empire State Building and all the way to the Eiffel Tower in Paris, France, I am always in awe—and slightly terrified—of these skyscraping constructions.
I am reminded of such wonders when ruminating on Sunview Marketing International’s structure, supported by six formidable pillars: Family, People, Organic, Innovation, Sustainability, and Single Source®. I recently spent an afternoon chatting with the table grape grower’s Mitch Wetzel, Vice President of Sales and Marketing, to learn what exactly the Single Source pillar means to Sunview.
“It starts with family ownership; they provide a personal connection to our customer base. It also allows us to articulate how the family lives and breathes this great business, because they also have a wine business, a raisin business, and a nursery business. It’s really the fabric of their lives, and it’s a deep passion for every family member,” Mitch began telling me.
Under the Single Source pillar, 100 percent of Sunview’s branded grapes are grown on its land by its founding family. The owners oversee every phase of production, from seedling to harvest to delivery, allowing the company to achieve the highest and most reliable product quality possible.
Those currently involved in the business are the patriarch of the family and his three sons. Mitch relayed they are always in the office or on the ranches with the crews, touching base many times each day with the different operational aspects of the business. Not only are they handling strategic initiatives, but they are also keeping their fingers on the details and the attention that’s necessary in farming to execute excellence.
“When we say one family, one grower, one-stop shop, we mean everything starts with the family,” Mitch continued. “They really push all of the entities to be innovative. And when we’re being innovative, it allows us to be agile, to try something new if we feel there’s value.”
Sunview’s identity as a single grower, as Mitch explained, provides commitment and ownership to the customer base as well as continuity. Rather than dealing with a mixed bag of different methods across the organization, the grower has a singular-focused drive. This shows in the product line itself.
“The commitment that comes from an owner holds so much weight with our customers and turns into a much longer relationship. It’s not just a week-to-week or a seasonal commitment. It provides the customer with an avenue of having very frank and real conversations that usually turn into a fantastic collaboration,” Mitch stated. “I think the customer, when they are talking to an owner, knows they’re being heard.”
He brings up an important point: In this business, your word is your bond. And, for retailers who live by this frame of mind, a singular focus is worth its weight in gold.
“When we say one family, one grower, one-stop shop, we mean everything starts with the family.”
Mitch Wetzel, Vice President of Sales and Marketing, Sunview Marketing International
“There are many family businesses in our industry. That’s what makes it so special. But unfortunately, due to generational shifts, estate planning, and, frankly, just the difficulty of doing business in California, there are fewer and fewer of them,” Mitch added. “It’s easier in some ways, and harder in others, for us to stand out.”
Offering an example of how Sunview differentiates itself, he noted that rather than a 5- to 10-year horizon, the company’s ownership looks toward a multi-generational horizon for their business plans.
“They want to keep this business in place for the generations to come,” Mitch went on. “That commitment resonates with the customers. When we’re partnering with buyers, they feel confident that the Owner is going to be there through their career with that particular customer, and that they’re going to hand us off as a vendor to whoever takes over next.”
Aside from operating under the single-grower mindset, Sunview is considered by many to be a one-stop shop for table grapes. As Mitch put it, Sunview has split its portfolio into four segments: conventional grapes, organic grapes, premium proprietary brands like Sparkle® or Stella Bella®, and high-flavor varieties like Sweet Carnival® and Carnival Fruit Punch®. Sunview’s customers can pick up all SKUs in one spot.
“All of those three things—the single-grower mindset, the family aspect, and the one-stop shop capability—are real foundational elements that allow us to take a leadership role in the industry, not only within the grape sector, but also with the customer base,” Mitch concluded. “The more we grow, the greater understanding we have about how we can drive consumption, be innovative on the supermarket shelf, and collaborate to make sure both entities thrive.”
While it might look a bit different than Big Ben or the Taj Mahal, Sunview’s structure has proven decade after decade to be one that is not unchanged, but unmoved. By operating under a single family to provide a Single Source for fresh table grapes, the supplier truly sets itself apart among competitors.
So, next time you think of the world’s most grand structures, I believe Sunview Marketing International should stand among them. 
