Tips for Bouncing Back After an Outbreak

One year after a horrendous listeria outbreak that killed 33 people and threatened to destroy their good name, a group of Colorado melon growers are on the comeback trail. This past summer, Rocky Ford cantaloupe growers shipped their first trademarked fruit. Nearly 125 years after the first melons were grown in this area 180 miles southeast of Denver, the Rocky Ford Growers Association has been formed.

“It’s a whole group of farmers coming together,” says Michael Hirakata of Hirakata Farms, the group’s chairman, who adds it was no mean feat. “You know farmers; it can be hard to get two of them to come together.”

It’s more impressive when you consider that the Rocky Ford growers were never at fault in the first place. The tainted cantaloupe was linked to Jensen Farms, which is 90 miles from Rocky Ford. But it’s no surprise why a grower would want his melons to have the Rocky Ford name. Whether it’s the huge temperature swings, from 105°F during the day to 65°F at night, or the fact that they’re grown at an altitude of about 4,300 feet, Rocky Ford cantaloupes regularly hit a Brix of 15, says Hirakata. “They’re sweeter than any other cantaloupes in the U.S.,” he says. “They sell themselves.”

That certainly proved to be true of the first shipments made under the new trademark in July, says Hirakata, who credits retailers for standing behind the association 100%. The first shipments this year were sold to in-state retailers only. “That was our first step to rebuild,” he says. “Coloradans stand behind Coloradans.”

Small Growers Buy In

Another reason they limited sales to Colorado, says Hirakata, is they don’t have that much fruit to sell. Growers only planted about 30% of the ground that they did in 2011, he says. A couple of the sheds didn’t even grow any fruit, and Hirakata says he understands the apprehension. “There was a lot of uncertainty, a lot of sleepless nights,” says Hirakata, who wondered during the dark days last year if he was going to stay in the melon business. “Yes, it crossed my mind a few times.”

But the growers felt the pull of their heritage. “I’m fourth generation, and some of these farmers are sixth generation,” he says. “It’s in our blood to grow melons here.”

It wasn’t just the larger growers, either, who decided to join together in a necessary food safety  effort that they knew wouldn’t come cheap. “Guys who grow only 2 to 3 acres — they’re committed to food safety,” he says. “That says a lot about the Rocky Ford area.”

Shed Is Critical

Because the melons tainted with listeria were likely contaminated in the packing shed at Jensen Farms, obviously the packing shed is a critical element to the association’s food safety strategy. (All their food safety protocols are available at their website, www.rockyfordgrowersassociation.com.) But as the other sheds got out of the business for now, all trademarked Rocky Melon cantaloupe being sold in retail stores or for food service must go through Hirakata’s shed. After doing some research, Hirakata Farms spent $800,000 on a new packing shed with a LeafTrack traceability system. Growers who sell at farmers’ markets or who roadside don’t have to use Hirakata’s shed.

Hirakata believes the other sheds will come back into the deal, and when they do, they will not be required to use the LeafTrack system. “That’s just what we chose to use,” he says.

Not only does Hirakata believe those sheds will come back in next year, he thinks that planting will be back up to 100% of 2011 levels. But first things first. “We’ve got to get through this year,” says Hirakata, who clearly takes nothing for granted. “We’re not done with harvest yet.”

For more information on implementing a food safety plan, go to page two.

Lessons Learned

Asked if he had any advice for fellow growers implementing a food safety plan, Michael Hirakata of Colorado’s Hirakata Farms shares the following.

Don’t take short-cuts — ever.

Do everything you can to ensure a safe product.

Everyone says not to micro-manage, but go ahead and micro-manage.

Be involved in every step.

Be prepared for the worst, but hope for the best.