Conventional limes from Mexico are what makes up 95% of that particular fruit that gets imported into the United States each year for 52 weeks a year. There aren’t many players in the organic lime game, but Vision Imports will be. “We recently started an organic lime project and looking to develop that side of the business,” said Ronnie Cohen of Vision Imports. Peru produces some organic limes too, he added.
Commercial lime growing hope to return to the US
Commercial growing of limes in the US is essentially non-existent for the most part. Cohen said there were crops in Florida, significant ones even, but they were decimated by hurricanes and canker. “If there’s anything they’re small private trees or small areas. California had a crop years ago and Vision Produce’s partner Bill Vogel has planted about 6,000 trees. “We’re looking forward to bringing the lime category back within the United States.” The plantings began in stages a few years ago and will come on the same way with full production in the next 3-5 years. This production will also be organic and branding to the new label “Lime Time”.
Cohen says the company’s goal is to take its core items (lemon, lime and mango) and sell them in any value added or custom packs form they can and create new sales within. “We want to sell our customers all our items in any form or fashion, conventional or organic that we have.” Focus will be on a small group of produce that they have expertise in rather than over-diversifying.
Mexico’s lime acreage keeps growing
There’s a dynamic (limes are no longer a garnish for a drink or in a beer its used in many cuisines and no longer a specialty item in a basket on the retail stores shelf hence consumption has increased with more acreage being planted) going on in the lime industry in general that Cohen says has been happening over the past several years – and he’s been selling limes for more than 25 years. The US gets 95 per cent of its limes from Mexico and as a trading partner and logistically he says it makes the most sense. “Our country’s ethnicities have changed and our palettes have changed.” Judging by the sheer numbers for the consumption of limes in the US everyone wants them. The crop area in Mexico has grown. Historically Veracruz was and still is the capital of limes, but Cohen says there are other states in the country, which now have a significant commercial crop, changing the dynamics. Today he says about 60 per cent of the country’s limes come out of Veracruz and the rest are from other states and other growing areas with their own microclimates. Each provides alternative growing cycles. This can also impact crop estimates when factoring in the newer growers, plus when Mother Nature decides to intervene. Cohen refers to it as the “lime rollercoaster” or “yoyo market”. “It’s a larger challenge now than it’s ever been really because of the wider areas where limes are grown and being exported instead of being centrally controlled from Veracruz.
Consumers conditioned to only accept perfect fruit
Quality has been improving over the years. “I think the challenge is always consumer education. American consumers in general have been spoiled.” Even fruit that receives leaf blanching simply because it was hiding under a leaf doesn’t mean that it’s still going to make a fantastic cocktail or bowl of guacamole. “The lime industry unfortunately doesn’t have the support system to educate the consumer,” he said, but hopefully there will be a mechanism in the future.
Volumes increasing
Supplies will start increasing as per tradition going into the spring and into summer. “I think there will be plenty of promotional volume,” Cohen said. Increases will start coming on in about two to three weeks. “Heading into Cinco de Mayo, that will be a good time to promote.”
Branding
Currently Vision packs conventional 40lb, conventional 10lb loose boxes, 10lb place packed PLU stickered, 10 X 1lb sleeve bags and 17 X 2lb MAP Type handle zip lock bags master boxes and will customize to customers’ requests. Limes are sold under three brands: Mojito, Mr. Squeeze and Havana. “The two we sell most are Mojito and Mr. Squeeze. Our quality is the same no matter what brand we put it under.” Vision Import Group has a sister company, Vision Produce Company based in Los Angeles, California. They also market the Mojito, Mr. Squeeze and Havana brands, but also sells Tropic Star and Logger Limes.
Viva Fresh Expo
Visit Vision Imports at the Viva Fresh Expo at Booth 512. “We’ll have our booth that we travel with to all of the tradeshows with their key produce out for everyone to see. Stop by and meet the, team leave your business card with a chance to win a prize of a go pro or tablet.
Cohen isn’t going anywhere anytime soon that doesn’t involve sales even after 25 plus years selling limes. “Produce guys don’t retire, they just keep on going.”
For more information:
Ronnie Cohen
Vision Import Group
Tel: 201-968-1190