Supplies of cooking herbs are ample—enough so to meet the increased demand retailers have seen recently.
With consumer demand for herbs surging, Milas Russell, general manager with North Shore Greenhouses Inc. in Thermal, CA says the company’s worked to keep retailers in need stocked with product as well as ensuring that its year-round partners are also well supplied.
Right: Milas Russell
The grower produces both clamshells of herbs with the roots attached as well as a culinary grade potted line grown hydroponically and Russell adds that the company’s organic line of product is also seeing strong demand.
No doubt the increased demand can be connected to the increased interest in cooking at home that consumers have had throughout 2020. “We’re excited for the shift in consumer behaviour that prioritizes health and cooking at home,” says Vivianna S. Greene, marketing manager with North Shore. “Research shows that 35 percent of consumers say they’ll continue their new healthy, cooking habits. We’ve noticed a shift in product popularity with a wider variety of herbs increasing in sales.” This includes items such as thyme, an herb that’s normally popular largely in the fall. Greene says the company saw growth of Thyme in the spring and summer seasons as well.
Right: Vivianna S. Greene
Fall herbs are seeing more demand in other seasons too.
Expanding online presence
To meet that increased interest, the grower has added to its marketing efforts by posting more online and social media content as resources for consumers. Not only does the content focus on educating consumers about the company’s sustainability program (most recently via a new animated video), but it also shows consumers how to use their products and unique ways they can get the most out of the herbs. “Pictures are worth a thousand words when it comes to education. We’re excited to share how the freshest herb ingredients are grown and cared for in this first animated video from North Shore,” says Suzette Overgaag, vice-president of North Shore.
Right: Suzette Overgaag
The challenge with increased demand is of course not only keeping up with it but also not overproducing product. “We want to ensure our retail partners are full and can properly supply this substantial increase,” adds Greene.
Looking ahead, Greene notes that the company is expanding its organic Living Herbs & Greens and product updates are coming.