A new line of greenhouse organics from Westmoreland Sales in Leamington capitalizes on both the organics and greenhouse craze. “We started with organic tomatoes-on-the-vine and sweet grape tomatoes,” notes Jimmy Coppola, which will expand to include both seedless cucumbers and mini-cucumbers as well as bell peppers.
Specialties
Other trends include more specialty vegetables, the ever-versatile kale, and hybrids. “Ethnic vegetables have been a steadily growing category for us,” comments Dan Carnevale, vice president of operations at Veg-Pak Produce, Ltd.
“I have noticed a lot more Asian vegetables,” notes Roberto Franzone, director at Arizona Sky Produce, which distributes to Ontario through its Nogales hub. He sourced few Asian specialty items from Mexico a decade ago, but now breadfruit, Jackfruit, and other Asian commodities are available. “We’re also seeing more Hispanic varieties,” he continues. “Historically, I would never send chilies to Toronto—today, they’re asking for seven or eight different varieties regularly.”
Carnevale says kale is still hot, too. “I’m surprised at how long the kale trend has been going,” he admits, but says the popularity of kale blends and different varieties of kale continue to do well.
Hybrids are also in vogue. “We’re offering ‘kalettes,’ a cross between Brussels sprouts and kale,” describes Quinton Woods of Gwillimdale Farms, Ltd. in Bradfor. “These are small like a Brussels Sprout but with frilly leaves and not as dense. They’re popular with foodies and high-end restaurants.”
Marketing and Promotions
Many trends—like locally grown, pack-aging, organics, etc.—can be traced to rising consumer awareness and education efforts spearheaded by commodity groups, produce associations, retailers, and restaurants. Consumers can find an unlimited supply of information online, on their smartphones, from the news, and in the stores themselves.
Buying Local
Sarah Marshall, manager of both the Ontario Tender Fruit Growers Board and the Ontario Fresh Grape Growers Board, says the organizations monitor important market factors including price, new varieties, quality standards, and government issues, then make recommendations to growers and stimulate consumer awareness. “Last year, with funding from Ontario’s Local Food Fund [a government fund to support the agri-food industry], we supplied display bins to our major retail partners as part of a campaign to increase awareness and sales for our members.”
The promotion and creativity didn’t stop there. “We also provided recipe cards,” Marshall adds, as well as “posters on how to care for fruit, and in-store sampling with the retailers, in addition to advertising in the Toronto Transit System and on the back of buses. We are always trying to create consumer awareness and encourage more buying of our local produce.”
