Crystal Valley Foods' Katiana Valdes Discusses French Bean and White Asparagus Programs

MIAMI, FL - Consumers want to differentiate their seasonal tablescapes, and what better way to do so than with fresh produce? Both French beans and white asparagus are a natural fit for holiday entertaining and elevated meals, and Crystal Valley Foods has the supplies to meet demand.

“French beans are already a holiday staple and work especially well for Thanksgiving, Christmas, and other seasonal gatherings. They offer convenience, versatility, and an upscale presentation while still being very familiar to consumers,” Katiana Valdes, Marketing Director, told me. “White asparagus brings something different to the holiday table. Its delicate flavor, tender texture, and distinctive appearance make it a great option for special occasions. We see an opportunity for retailers to use white asparagus to add variety to their asparagus assortment and give shoppers a premium vegetable option during a time of year when they are looking for something a little more special.”

Katiana relayed that Crystal Valley is in a good position with its French bean program this season. The supplier has continued to strengthen its grower network and has additional volume available to support both existing programs and new opportunities. Quality has reportedly been very good as well.

“One of our strengths is our experience with specialty produce and the relationships we have built with our growers over many years. With French beans, we have developed a strong program that allows us to offer consistent quality and volume while working closely with customers on their individual needs. We have also diversified our sourcing to help ensure consistent volume throughout the year,” Katiana explained.

White asparagus, on the other hand, is a much more specialized program, and Crystal Valley is excited about continuing to build awareness and demand for the item. Katiana pointed out that it is much less known in the United States than in Europe, where it is well loved. Supply is more limited by nature than green asparagus, and there can be small gaps throughout the year, but Crystal Valley works closely with its growers to secure quality product and maintain continuity for customers. It is a unique item that offers retailers an opportunity to bring something different and premium to the asparagus category.

“White asparagus is particularly exciting because, although it has been available in the U.S. for decades in both fresh and jarred forms, it is still relatively unique in the market. Crystal Valley has extensive experience in the asparagus category, and we see an opportunity to help educate retailers and consumers about white asparagus, how to prepare it, and how versatile it can be,” Katiana relayed. “We want to make the item more approachable while still maintaining the premium qualities that make it special. As part of that effort, we are now adding special tags to our white asparagus that give consumers a quick rundown on how to prepare it, helping take some of the mystery out of an item they may not have cooked with before.”

On a final note, Katiana told me how Crystal Valley is continuing to invest in the future of the business. The company is currently working on integrating AI into its systems and upgrading technology across different areas of the company. The focus is on building a stronger technology foundation that enhances both the customer and employee experience, improves operational efficiency and helps Crystal Valley stay ahead of rising costs and an increasingly complex produce industry.

“For us, technology is not about replacing the relationships and experience that have always driven our business,” Katiana stated. “It is about strengthening them. With these upgrades, we are improving visibility, efficiency, and access to information so our teams can make faster, better-informed decisions. Ultimately, those investments should translate into better communication and an even higher level of service for our customers.”

Katiana concluded, “At the same time, we continue to focus on what has always been important to us: strong grower partnerships, quality products, reliable service, and finding new opportunities within the specialty produce category. French beans and white asparagus are great examples of categories where we believe our experience and relationships can bring added value to our customers.”

Advantageous grower partnerships and investments in long-term growth will carry Crystal Valley far into the future. Stick with ANUK as we observe the journey.