Matt Seeley Discusses Foxy Fresh Produce's Rapid Growth in Organic Vegetables
- by Jordan Okumura
SALINAS, CA - The $11 billion organic fresh fruit and vegetable marketplace is on an upward trajectory, and as consumer demand grows, produce companies are adapting to the changing landscape. Take Foxy Produce, for instance.
“The biggest motivating factor in our growth in organics has been the increasing consumer demand for consistent, high-quality organic produce,” Matt Seeley, Vice President of Marketing, tells me as we discuss the company’s continued expansion into organics. “This program for Foxy is only in its fifth year and we now have more than 30 organic items in our program.”
While Foxy’s biggest sellers are in the romaine hearts, celery, broccoli, and iceberg lettuce categories, the company is also responding to the desire for more specialty produce items. The company recently introduced fennel, red and gold beets, and dandelion greens under its Foxy Organic label and has seeing growing popularity for the company’s BroccoLeaf™ offerings.
BroccoLeaf™ only hit the national grocery market a year and a half ago, but the packaged broccoli leaves can be found across the nation on menus for both restaurants and juicing companies.
“Each year we continue to grow the diversity of our items,” Matt adds. “Our objective is to offer as much of a full line of veg as we can. What differentiates Foxy is that we offer products 24-7, 365 days a year to bring a continuity of supply for our customers.”
Foxy began transitioning its best ground to organic production eight years ago instead of using outlying areas, to ensure that the company could provide a high level of supply and a high quality product.
“In 2016 we are looking to grow our product mix and increase acreage as we ramp up our organic offerings in the retail and foodservice community,” Matt says. “It is going to be an exciting year for Foxy with more to come on the horizon.”
To support its year-round program, Foxy grows in the Salinas Valley, CA; Yuma, AZ, as well as Nevada’s higher desert growing regions. With organic growth on the rise, we will continue to bring you more on Foxy’s expanding portfolio as well as organic growth throughout the industry.