Veggie Side Kits to feature at New York Produce Show

Baldor Specialty Foods will be featuring an addition to their Urban Roots brand at the New York Produce Show, with the Urban Roots Veggie Side Kits. The kits consist of a blend of vegetables, spices and herbs and are designed to be quickly and easily prepared at home in minutes.

Ben Walker, of Baldor Specialty Foods, said the kits were introduced in October, with the aim of providing customers with fresh, high quality food that is easy to prepare. "Urban Roots has had a retail presence for years now, supplying retailers value added produce items," he said. "With our ability to deliver fresh produce from knife to shelf in less than 24 hours, we saw an opportunity to take our product to the next level by providing customers with even more choices in fast prep, quick cooking, restaurant-quality side dishes without the hassles that come with mail-order subscription services. Our cauliflower rice kits debuted in October and we’re planning to expand the selection of offering with our Roasting Kits in January."

Baldor have come up with 6 combinations of fresh produce for their Roasting Kits. Each kit includes all ingredients required which the company says is ideal for busy families and health-conscious people.

"Our new Roasting Kits will include Spanish Style Potatoes, Caramelized Cauliflower (pictured, right), Broccoli Cheddar Bites, Sugar & Spice Butternut, Spiced Sweet Potatoes and Hot Honey Carrot Fries," Walker said. "All the ingredients are included in the kits, so there’s no need to browse through grocery aisle after grocery aisle – just make one quick stop to your produce section for a gourmet side dish for two."

"Our target market spans from quality seekers to minimalists and of course, busy families who still want to enjoy a delicious home-cooked meal," he added. "Our Urban Roots Veggie Side Kits come ready-to-use, so you can cook like a chef without the prep or mess."

With the emphasis on quality and simplicity, Baldor have also chosen to place simple graphics on the packs, representing the extent of knife preparation, how many pots to use, as well as cooking times. 

"We’ve come up with a number of simple graphics on our packaging that let the consumer know that there’s little to no chopping necessary, how many pans are needed for prep (generally just one) and how long the prep and cooking times are," Walker explained. "The goal is to take all of the heavy lifting out of dinner preparation and our packaging is successful in showing that."

Shoppers in the northeastern United States are already able to purchase the cauliflower rice kits. The roasting kits, which will be available from next month, will also be available in the northeast.

"Our Urban Roots Veggie Side Kits are available in select stores across the northeast," Walker said. "Consumers can find them in the produce aisle of grocery stores like ShopRite and DeCicco’s. Our kits are also available for delivery through e-commerce partners, Fresh Direct, FoodKick and Jet.com. Each kit can be enjoyed as sides for two."

Baldor are also considering seasonal and additional flavors in the future and are encouraging interested customers to follow them on social media to keep up with the latest news. "We provide the freshest, seasonal produce every day and our kits will reflect this," said Walker. "We will absolutely curate additional seasonal selections. Customers can keep up with all our new product offerings on www.eaturbanroots.com, or our Instagram @meeturbanroots."

Baldor Specialty Foods will be exhibiting at the New York Produce Show this week. They will be demonstrating and offering samples of some of their cauliflower rice kits, in addition to displaying the soon-to-be-released Roasting Kits, with all 6 flavors at the booth.

"At the New York Produce Show, attendees can swing by our booth (#401) and taste our cauliflower rice kits where we’ll have Baldor chefs on-site cooking and offering samples of Chili Cilantro Cauliflower Rice, Tabouli Style Cauliflower Rice, and Moroccan Spiced Cauliflower Rice," Walker continued. "We’ll also be displaying our soon to launch Roasting Kits which will debut in January."

"Urban Roots Veggie Side Kits come ready-to-use, so you can cook like a chef without the prep time or mess," he concluded. "Our kits are plant based, highlighting peak season produce for simple, delicious home-cooking with no compromises. There’s no membership or subscription needed, they’re available right on the produce shelf! For new product updates, follow us on Instagram at @meeturbanroots."

For more information:

Ben Walker

Tel: +1 (718) 860-9100