Palm Trees and Perishables

Kevin Swords, Florida sales manager at Ft. Pierce-based DNE World Fruit Sales, says one of the company’s toughest challenges has been “diminished volume due to citrus greening.”

Compounding the situation were recent “studies about the interaction of grapefruit with certain medications,” affecting sales from older citizens, “the largest segment of grapefruit buyers” in the state. Fortunately, he notes, “the industry has done a good job educating consumers about the specific medications involved to reduce concerns.”

Pompano Farmers’ Market
Due east from Immokalee, and south of Ft. Pierce is Pompano Beach, part of Broward County in southeastern Florida. Pompano Beach is nearly equidistant from Deerfield Beach to the north and Ft. Lauderdale to the south along U.S. Route 1, with Interstate 95 to the east.

The Pompano Farmers’ Market, founded in 1939, sits on a bit more than 12 acres and moved more than $70 million worth of product in 2013. The market has approximately 30 tenants—primarily produce grower-distributors, importers, and brokers. Although Pompano Farmers’ Market and its tenants employ only 114 people, the market indirectly supports nearly 2,000 jobs throughout Florida’s growing season from November to June.

Florida City Farmers’ Market
Just 35 miles south of downtown Miami, Florida City is in Miami-Dade County and considered by most as a suburb of Miami. It is conveniently located at the intersection of U.S. Route 1 and State Road 821 (the southern end of the Ronald Reagan Turnpike) and surrounded by the agriculturally-rich Homestead region, which boasts a population of about 60,000—though Florida City itself has under 10,000 residents.

The Florida City Farmers’ Market was founded in 1940. Though the market and city suffered horrific damage from Hurricane Andrew back in 1992, the area has since recovered. Today’s market encompasses over 20 acres and moved more than $50 million in fresh product during 2013.

Five Brothers Produce, Inc., a distributor, shipper, and broker, has been operating out of the Florida City Farmers’ market for nearly 30 years. “There are many advantages to working on this market,” says CEO Charlie Porter. “We’ve got a nice building, and the market is easy to find because we’re right off the interstate. We also have a box company on the market and a restaurant where our customers can grab lunch.”

Market Trends & Branding
As demand for locally grown produce continues to grow, an increasing number of produce businesses are using the state’s branding program for their local items. “We believe consumers relate to the ‘Fresh from Florida’ label because it lets them know where the product was grown and that it has a sweeter taste,” says DNE World’s Swords.