Asian vegetables are Vega Produce’s specialty. The company’s selection includes, but is not limited to Chinese, Indian, and Thai varieties of eggplant, okra, and bitter melon. These and many other ethnic vegetables and fruits are available in North America for most of the year, if not year-round. “Demand for these specialty items is increasing due to continued growth of the Asian demographic,” says Phil Quintana with Vega Produce. “The Southeast in particular has noticed a significant growth spike in its Asian population,” he adds. Fighting for shelf space
Although the Asian population in North America is rapidly growing, it has been a challenge to convince grocery stores to put ethnic vegetable items on the shelf. “Traditional supermarkets often don’t have the footprint to add ethnic produce to their selection,” mentioned Quintana. “We use our primary items such as asparagus, squash, peas, and baby vegetables to piggyback on and create shelf space for the orientals.” Educating the consumer through point of sale information is key in getting people to try Asian vegetables. Cooking shows and health consciousness of consumers also play a big role in demand for these ethnic vegetables.
Photo: Vega Produce selection of oriental vegetables
Vega Produce is trying to carve out a niche in the traditional produce department and notices more and more grocery chains putting specialty items in their stores. “After being in the business for six years, we feel we are getting some recognition,” declared Quintana. In Penn Dutch grocery stores for instance, Asian vegetables have become a mainstay for the produce department. Sedano’s has identified Asian vegetables as one of the fastest growing segments within the produce department. “Volumes are still small, but definitely increasing.”For more information:
Phil Quintana
Vega Produce
Tel: (+1) 305-285-1235
