And while shoppers flock to you-pick operations and roadside stands, retailers carry much more local produce than in years past. Caito Foods Service’s Kirch says, “The Midwest is a great region to source organic and conventional fruits and vegetables from late May to early November.”
And with state branding programs leading the way, suppliers are finding a satisfying jump in interest and sales—a win-win for everyone involved, as local product costs less to ship and supports local farmers.
Several Midwestern states are gaining attention through some sort of sponsored branding program, such as the Buckeye State’s program, “Ohio Proud,” the Hoosier state’s “Indiana Grown,” and the Badger State’s “Buy Local, Buy Wisconsin.”
Greenhouse-grown produce is also expected to rise in the region, as it provides the consistency, availability, and quality that buyers demand. This aligns with further investment in sustainable measures as well as technology to meet regulations and the need for environmental awareness.
Increasing Organics
While the number of growers selling directly to consumers has actually decreased by about 6 percent in the last seven years, the dollar value has risen sharply, mostly attributed to a higher concentration of organic farms in the Midwestern region.
“We find sales of organics lagging behind the coasts,” comments Maglio. “With the trend towards local, root vegetables have seen a resurgence since winters here in the Midwest are long and cold. The summer crops like squash and tomatoes are all around in season, with unique varieties being touted as ‘just like grandma had.’ We’re expanding the lineup as the demand grows ever so slowly. We’ve been certified as an organic handler and are moving a fair amount of product.”
Piazza acknowledges the slow but steady growth in organics. “We pull from our sister company, Indianapolis Fruit,” he notes, but adds, “demand for organics is primarily in retail.”
On the retail end, Kirch says, “Organics have increased significantly over the last decade. We went from handling 20 SKUs in organics to 500 SKUs.”
Higher pricing than conventional produce, however, remains a deterrent for both grocers and consumers. Rick Fryman, chief operating officer of T C Marketing, explains the company’s cautious approach to carrying organic produce: “The big chains like Kroger and Meijer may have an organic section, but the mom-and-pop stores just aren’t going to carry organics. It’s a matter of price.”
