Coast Produce Marketing Manager Victoria Parr Discusses New Coast Authentic Line

Mon. October 17th, 2016 - by Jessica Donnel

LOS ANGELES, CA - Straight from your favorite cooking shows and foodie blogs, those authentic ethnic produce items consumers have been craving just got a whole lot easier to purchase. Under its Coast Authentic line, Coast Produce is now offering a line of popular produce items from Asia, India, as well as several Hispanic products.

Victoria Parr, Marketing Manager, Coast Produce

“The Coast Authentic line is our response to the authentic ethnic trend that has been taking off with restaurants around the country. With cooking channels, nutrition books, and foodie blogs, now more and more people are inspired to add these diverse ingredients to their diets,” explained Coast Produce’s Marketing Manager, Victoria Parr. “Shoppers are seeing benefits like weight loss help from bitter melon, combatting inflammation and aging with turmeric, and fighting digestive problems with ginger, all while either keeping their tables authentic or adding new attention-grabbing flavors and textures.”

Coast Produce's new line has already grabbed the attention of retail partners like Safeway, Albertsons, and DeCa Commissaries, who have begun carrying these traditionally “specialty” items alongside the more common use items.

Thai Dragon Chile, Salsa Verde Pepper Mix, Eggplant Vaqrieties

“When we started Coast Authentic over this past summer, our goal was to make room to add more diversity to our existing Coast Asia brand,” Victoria says. “We were inspired by chefs like Chef Jet Tila, and this line is a way of embracing the multicultural offerings that he and others have made popular.”

In conjunction with grower partners in California, Baja, MX, and Jamaica, the company is currently providing the following produce items:

  • Ginger
  • Turmeric
  • Shishito peppers
  • Thai Dragon Chile
  • Salsa Verde Pepper mix including Caribe, Habanero, Jalapeño, tomatillo, serrano Chile and Anaheim's
  • Several eggplant varieties
  • Baby Broccoli
  • Shanghai Bok Choy
  • China Peas
  • Gai Lan
  • Long Beans
  • Bitter Melon
  • Okra

And Coast Authentic is still growing. Victoria tells me that next on the horizon for the line is to add Mini Persian Cucumbers, Tindora from Indian traditions, and Sunchokes.

Ginger, Tumeric, Shishito Peppers

“Currently, we are overwrapping the line in clear plastic trays that are 100% recyclable. We are researching using soy-based inks on our labels and Sustainable Forestry Initiative certified sourcing for our cardboard boxes as well,” Victoria adds. “These choices are in response to the growing populist trend, and offer clear product identification and extended shelf-life. We feel that this is perfect time to come out with a line of healthy fresh foods with an ethnically inclusive marketing message, in earth-friendly packaging.”

In line with its sustainable packaging initiatives, Victoria tells me that Coast Produce also has Primus GFS food safety certification.

To learn more about Coast Produce and the growing Coast Authentic line, please visit the company's newly-revamped website,

Coast Produce