The Midwest: The Center of Everything

Des Moines, Iowa is a good example of the newer ethnic melting pot. “Most people don’t know this, but we have a very diverse population here,” divulges Brendan Comito, COO of Capital City Fruit Company, Inc. in Des Moines, IA. “We have refugees and immigrants with diverse food backgrounds that they bring with them.” Due to this eclectic mix, Comito sees the emergence of a range of specialty peppers that were uncommon a few years ago. Avocados have become mainstream, plus, “We have a Southeastern Asian population here who grew up eating mangos, so we sell a lot more mangos now too.”

St. Louis is similarly diverse. For example, “The Hill” area is home to Italians; other neighborhoods are populated by Eastern Europeans, Bosnians, and Hispanics. Patrick Woodling, regional sales manager for Fruit Royale, Inc., notes, “In mid-city, there’s a large Asian population with folks from Thailand, Laos, Vietnam, and China. Downtown is German.”

Fruit Royale, a grower-shipper and importer-exporter based in Delano, CA scouted the Midwest and settled on St. Louis for its recently-opened sales office. Part of the attraction was the city’s thriving wholesale and retail community. “We have excellent retailers and wholesalers in St. Louis,” Woodling says, adding, “It’s a great market with established retail.” The city and its suburbs are sprinkled with a variety of independents, regional chains, national grocers, and big box stores. One supermarket chain in particular, however, was a major draw. “We have a great relationship with Schnucks Market; they’re one of the main reasons we came to St. Louis.”

Age and Purchasing Power
While some buying behaviors are driven by ethnicity, others are defined by age group. Kirch has his eyes fixed on millennials. “This new generation of consumers controls more and more of the dollar. They want healthier, fresher, and more convenient—that’s the definition of produce.” In addition, he observes, “I feel we’re on the verge of a really good thing. As more people become aware of and choose what they put in their bodies, produce is in a sweet spot.”

Woodling highlights the historic Soulard district of St. Louis. “It is a revived area with beautiful architecture, an open air farmers’ market, and bistros. Saturday visits have become a tradition for families, where they can buy poultry, meats, homemade cheeses, spices, and of course, produce.” He explains the revival of this neighborhood attracts a thirty-something age group who enjoy city living.

Local produce is abundant in St. Louis, whether it’s at the Soulard open-air market or inside the established retail chain stores. Sweet corn is one of the major local commodities, observes Woodling, as well as tomatoes and watermelon. “The Amish communities in central Illinois supply organic berries, too,” Woodling states, noting, “it’s only a 35-minute drive.”