Asia vegetable line expanded to include Hispanic and Indian items

“We are expanding and re-launching our Coast Authentic vegetable line,” says Mark Morimoto VP of Sales & Marketing with Coast Produce. This line includes fresh produce from traditional foodways of the world. Launched originally in 2015 as Coast Asia, the line began with 15 of the popular items from South East Asia, Japan and China. “The line is now expanded to include the entire Asian segment as well as Hispanic food items and items popular in India. Our plan is to continue to add items from all the world’s cuisines including: The Middle East, Europe, and the US,” Morimoto added.

The products are available in retail-ready packages that include the product name. “This helps at store level identification,” said Morimoto. The packaging helps produce clerks easily identify product selection in the back-end room and prevents data-entry errors at the check stand with UPC bar code identifiers. Simple recipe cooking instructions support product identification at the consumer level. 

For its packaging, Coast Produce is overwrapping in economical black foam trays and clear, plant based, 100% compostable trays. “We are also researching using soy-based inks on our labels and Sustainable Forestry Initiative certified sourcing for our cardboard boxes as well,” mentioned Victoria Parr with Coast Produce.

“We did a soft launch of the new Coast Authentic line in a few Albertsons and Safeway stores.” shared Morimoto. Early next month, the company aims to change over labels and distribute new in-store support collateral for the official launch.

For this line, Coast Produce partners with growers in California, Baja, MX and in Jamaica, depending on seasonality. Products that are included are roots, Ginger and Turmeric, Shishito peppers, Thai Dragons and a Salsa Verde mix that includes Caribe, Habanero, Jalapeno, Anaheims; several eggplant varieties, as well as Baby Broccoli, Shanghai Broccoli, China Peas, Gai Lan, Long Beans, Bitter Mellon, and Okra. Next in line to be added are Tindora from Indian traditions, and Sunchokes from the USA.

“Initially, we are offering this product line to our west coast and central US retail partners. Ultimately, we plan to offer it all across the country,” finished Morimoto.

For more information:

Victoria Parr

Marketing Manager

Tel: 213-955-4900