“Consumers today want to know about their food—how it’s grown, where it comes from,” explains Lisa Lochridge, director of public affairs for the Florida Fruit & Vegetable Association (FFVA) in Maitland.
With this interest continuing to spread nationwide, she adds, “Fresh from Florida is a great avenue for producers to brand their products and increase visibility on the produce aisle. When consumers in Florida and elsewhere in the country see that logo, they know they’re getting fresh, quality produce grown here in the United States.”
Jon Browder, sales manager with Pioneer Growers Cooperative, Inc. in Belle Glade, also sings the praises of the popular label. “Fresh from Florida is a huge part of our marketing campaign,” he says. “At certain times of year, it means a lot to consumers to see this label on our product, so they can actually see what they’re purchasing is locally grown.”
Peninsula State Markets
Each year, more than 25 million units of fresh fruits and vegetables valued at more than $225 million are sold through Florida’s 12 official State Farmers Markets, all operated by the Florida Department of Agriculture and Consumer Services.
Since the first Florida State Farmers Market opened its doors in Jacksonville in 1935, the Sunshine State’s markets have sold nearly a billion units of fresh fruits and vegetables valued at more than $5.5 billion. Wholesalers say it’s been business as usual on the various markets over the past year—though a few have noticed growth in particular categories.
“In the last few years, we’ve seen a trend with retailers merchandising conventional and organic berries on the same shelf,” says Maloney with Wish Farms. “This has really helped with awareness to organic availability and increased sales.” Giving shoppers a choice is key. “For those consumers who have never tried organic berries before, they’re inclined to try something new because it’s convenient,” she adds.
Florida wholesalers say they’ve also seen a surge in demand for ethnic vegetables. “Based off of market demands, the ethnic line is certainly the one that has been trending upwards,” comments Joel S. Figueroa, president of Joco Produce, Inc., an importer and shipper in Miami. The company’s top commodities include turmeric, Chinese eggplant, French beans, okra, snow peas, and Thai chilies.
“We’ve always kept an eye out for further growth and additions to our catalogue of items,” Figueroa says. This year, Joco Produce finalized its first USDA certified organic product: turmeric root out of Jamaica.
“In today’s age, where information is so easily accessible and available, consumers are gaining knowledge and a general understanding of all the health benefits ethnic vegetables provide,” he notes.
