The Midwest: The Center of Everything

Traveling east is the burgeoning capital of Indiana. “Indianapolis is a great hub and spoke location,” states Kirch. “We’re ground zero to the Midwest; we’re 250 miles or less to Chicago, Detroit, Nashville, Columbus, and St. Louis, to name a few.”

Kirch is upbeat about Indy’s economic health. “It’s been relatively good over the past two or three years. We have good opportunities here to grow and develop with retailers and new chains in town.”

Comito is more bullish about Des Moines: “Most people would be shocked at how well Des Moines and the Midwest are doing.” The city, he says, is ranked in a number of national ‘Top Five’ categories, including best tech cities to start a career, best cities for retirement, best place for young professionals, and the one impacting the produce industry—the top ‘up and coming city for foodies’ according to Women’s Health in 2014.

Consumer Trends
Industry experts cite a number of familiar consumer trends within the Midwest region, including the growing health consciousness of shoppers of all ages, convenience, sustainability, locally grown, and organics.

“We’re on the verge of witnessing a lot of really good growth as consumers realize the benefits of fruits and vegetables,” Kirch projects. “Food is medicine. There’s plenty of scientific evidence about this and it’s finding its way to the public.” He cites the upsurge of juice bars as confirmation that consumers are looking to increase their intake of fresh produce in some surprising and satisfying ways. Consumers aren’t just looking for fresh fruit concoctions. “Today’s juice bars turn out unique veggie products, too, like kale shakes,” he says.

Founder of The Produce Mom, Lori Taylor notices a sincere interest in making healthy choices from consumers of all income levels and ethnic groups. Many, she notes are “seeking information and assistance for healthier lifestyles. Community outreach through outlets such as hospitals, schools, and professional sports teams are often focused on wellness,” she observes. Taylor also notes one measurable result of consumers making healthier choices: “For the first time in a very long time, childhood obesity is on the decline in my home state (Indiana).”

Comito observes two different tracks toward health. One group consists of people who have not considered the long-term implications of unhealthy diets and are experiencing complications such as diabetes, heart disease, and cancer that force them to take a closer look at how they eat. The other track is filled with health and fitness gurus who care very much about what they eat, and they “know fruits and vegetables are calories that are nutrient-rich and provide energy for exercise.”