Gold Coast Packing's Crystal Chavez Shares Insights on Broccoli and Cauliflower Market
- by Peggy Packer
SANTA MARIA, CA - As cliché as it may sound, change is truly one of the only constants in life. As someone who spends every week day wrapped up in the evolving strategies and offerings that fresh produce purveyors bring to the table, I am constantly taken aback by our industry’s chameleon-like ability to adapt to unforeseen circumstances and redefine the word “normal.” Gold Coast Packing has done just that, and the grower is ready to help retailers bring in the bucks as demand for the broccoli and cauliflower categories begins to climb.
“Last year, the pandemic brought a lot of changes to how people, shop, cook, and eat,” explains Marketing Coordinator Crystal Chavez. “Prior to 2020, smaller value-added packages were what was common in the produce department. But, we are seeing many people shopping less and cooking more at home, and now the larger pack sizes are what customers are asking for. Gold Coast has 2 lb value-added items available now, and we are here to help as we all adapt to the new post-COVID lifestyle.”
The supplier recently debuted these 2 lb retail items, which include broccoli, cauliflower, broccoli slaw, Brussels sprouts, Broccoli & Cauliflower Blend, and Garden Blend, which is a delicate and delicious mix of broccoli, cauliflower, and carrots.
“These value-added offerings are the perfect addition to any produce department, as consumers are planning to keep making more meals at home—our 2 lb line has something for every home cook,” Crystal adds.
Gold Coast’s tempting new offerings provide its retail partners with unique tools in maximizing sales as demand for these categories continues to grow, and as consumer shopping habits begin to make yet another shift.
“Demand is starting to pick up as COVID-19 restrictions are lifted across the country. As more restaurants open their dining rooms and more children go back to school in person, we expect demand to increase even more,” Crystal notes.
Recently wrapping up its broccoli transition from the desert growing regions at the end of March, the grower is currently reporting a good supply of broccoli and cauliflower, as well as spinach, cilantro, and Brussels sprouts. Despite challenges posed by dry weather, quality across the categories has remained good.
Crystal also noted a change in pricing in comparison to last year, adding that, “Prices are a bit better than this time a year ago. But this time last year was right after all of the shutdowns across the country due to COVID-19, so this was expected.”
As companies and consumers alike continue to pivot and adapt to change, one thing I am positive will remain the same is shoppers’ love for these alluring offerings.
AndNowUKnow will continue to bring you the latest market updates from across the fresh produce industry, so keep your eyes peeled for more.