Market Minute: Produce items to feature during the transition period
As crops change and trucking rates rise, retailers are facing product shortages and soaring produce prices, making ad planning more challenging than ever. Finding appropriate items for promotion can be overwhelming for produce directors, who must still achieve the sales and profit targets set by management. Unfortunately, most upper management lacks a true understanding of the complexities involved in growing, transporting and delivering fresh produce from the field to the store shelves and ultimately to consumers.
Currently, markets are experiencing limited supplies. Demand for asparagus and broccoli is outpacing what’s available, Iceberg lettuce production is behind with low yields, celery and peppers are scarce, tomatoes are still hard to come by and California’s strawberry crops have been hit with rain. These ongoing challenges continue to impact key items used for ad planning.
Despite these difficulties, there are still numerous produce items available for promotion, ensuring departments can keep displays full and attractive.
- Idaho Russet, red and yellow potatoes are plentiful and the market remains stable.
- Red, white and yellow onions are consistently sourced from California and Washington, while Texas is recovering from recent weather delays. Overall, onion quality is excellent.
- Blueberries, raspberries and blackberries continue to be available in good quantities.
- The cantaloupe and honeydew market from Mexico and Arizona is steady, with some larger sizes available. Watermelon season is also beginning.
- Red grapes are in stock, and the new Mexican crop will be available soon.
- Avocados from Mexico and California are in good supply, and the market is stable.
- California cherries are beginning to ship, and their quality is excellent.
- Early shipments of California apricots and peaches are bringing some fresh fruit to market.
Work closely with your suppliers to identify and promote these and other available produce items in your weekly advertising programs.
What do you think? Email me at ronprocon@gmail.com.
This article originally ran on The Produce News.
