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Rochester: New York region’s red beets being put to good use

Quality of red beets FOB at the end of October is being reported as generally good on imports coming in from California and Mexico, with organic prices lower, others somewhat higher. Local beets sourced from Rochester, New York are going into Love Beets to be turned into snack foods, side dishes and juices. “We do try to source most of our beets from the U.S, focusing very heavily in the Rochester area,” said Natasha Shapiro with Love Beets. “We’re working with a lot of farmers there. The region is very good for growing beets.” 

Vacuum packed cooked beets
A new production facility was opened earlier this year where Love Beets produces vacuum packed cooked beets, marinated baby beets and shredded beets. “We’re working on a lot of new product development – the goal is to have the production facility do as much of it in house as possible.” 

Shapiro says there’s lots of attention been given to beets recently with their health benefits being touted. “A lot of people are more informed about the health benefits and they’re more eager to eat them, but it’s still a challenge because some people have preconceived notions about them. We’re working hard to educate people.”

Creating a new category
Social media is a big outlet for consumer access to the company's recipe development, also in-store demos and working with the retailer. “What we do with our (beet) products is pretty unique and we’ve kind of created a new category – filling that gap between convenience and ready to eat, but still fresh and healthy, no preservatives,” Shapiro said. 

Through recipe development Love Beets shows people all the ways to use and eat them so the vegetable isn’t such an intimidating item. “We have some merchandisers in various parts of the country that we try to foster the relationships with the produce managers and the people who are stocking the product and talking to the consumer. "I think our focus on that is definitely an added value for the retailer." 

For more information:
Natasha Shapiro
Love Beets
Tel: 856.457.8712