Fresh & Plentiful

Consumer Trends
There is always curiosity about the demand for organic produce. Tim Wetherbee, sales manager for Diamond Blueberry, Inc. and a board member of the New Jersey Blueberry Industry Advisory Council, recognizes organic products play a role in product offerings, “…but it’s a niche market in my opinion. It will not be overhauling the industry anytime soon.”

What has overhauled the industry is the “Jersey Fresh” program. The marketing brainchild of the NJDA continues to create pull for fresh fruits and vegetables grown in its home soil. Budd, whose company specializes in packing bulk, Jersey-grown potatoes, says the promotional program has certainly helped his business. He’s looking forward to July 20—the start of locally-grown spuds.

Locally-grown produce is increasingly tied to a healthful lifestyle. “We have noticed that the locally-grown trends impact our farm,” shares Ryan Flaim, managing member for R&R Flaim Next Generation Produce, LLC. “With an educated, health-conscious consumer, our demand for Asian vegetables, such as baby bok choy, herbs, and assorted varieties and colors of kale, swiss chard, and beets are gaining popularity.”

Wetherbee observes, “Locally grown is a big thing. It’s being touted now in many areas where it was not before.” He lauds the NJDA’s “Jersey Fresh” campaign, saying “customers want locally-grown because it is fresher and more accessible.”

The Vineland Produce Auction
Wetherbee’s reference to accessibility goes beyond capacity issues and traffic congestion. New Jersey’s flourishing produce industry does face challenges related to its dense population base of nea million residents. A recent report from the USDA Economic Research Service (ERS) cites an increased number of households falling into food insecurity, characterized by disrupted eating patterns and an overall lack of food, especially fresh fruit and vegetables. Getting the produce where it is needed the most is not an easy task—but New Jersey does have an ace up its sleeve—the Vineland Produce Auction.

One of the key benefits of the Vineland Produce Auction is the availability of less than truckload (LTL) or mixed loads, which can help get fresh produce to smaller markets. Many larger companies like Diamond Blueberries and Gloucester County Packing are unable to service the venues that need smaller loads.

“It’s not economical for me to run a whole tractor trailer with only two or three pallets loaded,” commented Budd, “but Vineland can fill a truck with a variety of goods, including a few pallets of my potatoes.”

The Vineland Produce Auction is regarded as a beneficial complement to New Jersey’s produce industry. “For example, if they’re short on veggies, then they fill with blueberries,” explains Wetherbee. “One hand really washes the other.”