Beyond the Beltway

Another facet of local is also springing up in the region: greenhouse-grown produce. Red Sun Farms, part of Jem-D International Partners LP based in Ontario, built a massive greenhouse in Dublin, VA, which opened last year. The facility, located in the southwestern portion of the state about 20 miles west of Blacksburg, is one of North America’s largest high-tech greenhouses. Nearly one million square feet of hydroponic growing space is already in use, with plans for two more building phases during 2015 and 2016.

Retail Scene
The retail scene in the Maryland and Washington DC metro area, like most of the country, continues to reflect increasing customer demand for local, fresh, and organic produce with convenient packaging options. Existing and new supermarkets, both full-service and express marts, are reconfiguring layout and placing fresh produce for maximum exposure.

Due in part to the marketing of the “Maryland’s Best” campaign and its website (launched in 2006), Old Line State grocers have “stepped up their locally grown programs,” with many incorporating the brand into their packaging according to Joe Bartenfelder, secretary of the Maryland Department of Agriculture. Recent statistics show more than three-quarters of state residents “would like to buy produce grown in Maryland rather than out of state,” he notes.

“The consumer section is all about convenience,” adds Jerry Chadwick, vice president of sales, marketing, and business development at Lancaster Foods, LLC. He explains that stores are driving volume with fresh-cut items as it’s easier to have peppers sliced and diced and yellow or green squash cut into little coins because it saves time to throw them into whatever recipe.” He’s also observed major retailers transitioning from farm to store-level processing, allowing them to promote under a ‘cut in-store daily’ banner.

Area retailers have also been doing their part to provide options to residents in designated ‘food deserts’ without a nearby supermarket. Whole Foods promoted a monthly open-air market in Washington DC with lower-priced fresh items, while Giant Food Stores and Martin’s Food Markets responded to the dearth of fresh foods by sponsoring food drives and hunger-awareness initiatives. ShopRite, which operates nearly a dozen stores in Maryland, partnered with Baltimore’s Virtual Supermarket Program to provide online ordering and delivery to food deserts.

Another greenhouse project is located in Washington DC, operated by BrightFarms. In an interesting twist to urban renewal, BrightFarms has been constructing rooftop greenhouses within city limits for direct delivery of produce to retailers and restaurants. Facilities are able to slash shipping costs and energy usage, decreasing the food supply chain’s environmental footprint.

BrightFarms’ urban agriculture venture produces spring mix, Asian greens, baby arugula, baby kale, and basil, while Red Sun Farms specializes in several varieties of hydroponically-grown tomatoes, as well as peppers and cucumbers. Both operations use technology to monitor irrigation, heating, and ventilation for consistent, high-quality fruit, vegetables, or herbs.

Taste vs. Price
In the tradition of the old chicken-and- egg conundrum, we asked those who deal in produce in Maryland, DC, and Virginia which was more important to consumers: better tasting produce or commodities at the right price.