Three major trends that affect the marketing of produce—including the many fruits and vegetables grown in the Valley—are the health aspect, convenience, and the advent of dining and cooking as entertainment.
“The farm-to-table movement over the past 20 years has finally shone a light back on farming regions like Salinas,” said Jill Overdorf, director of business development for the value-added fresh division for Naturipe Farms, LLC.
“As recently as 10 years ago, the Salinas Valley was seen as merely producing ingredients; now the region is a culinary destination much like Napa and Sonoma are viniculture appellations.”
Better yet, according to Overdorf, “Businesses are partnering with chefs to showcase their products in ways that are easily adapted for the home cook.” In addition, these businesses are also “working with regional produce companies to craft flavors and healthy applications to attract consumers.”
So what does the future hold for fresh produce? Going back to its roots and then some.
“Seed companies like Enza Zaden are working with sensory panels to develop memorable flavors,” explains Overdorf. For its part, Naturipe Farms is on board, “using technology to enhance already-vibrant breeding programs to develop the best possible harvests.”
This is an excerpt from the most recent Produce Blueprints quarterly journal. Click here to read the full version.
