Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

You are using software which is blocking our advertisements (adblocker).

As we provide the news for free, we are relying on revenues from our banners. So please disable your adblocker and reload the page to continue using this site.
Thanks!

Click here for a guide on disabling your adblocker.

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

Pricing picking up on Coachella leafy greens

Despite some colder temperatures recently in Coachella, California, the supply of leafy greens still is ample out of the region. The supply of leafy greens, including Romaine, green and red leaf, Boston, and iceberg lettuce, has been relatively plentiful for the past six to eight weeks. "There were almost perfect growing conditions to the point where there was too much supply and not enough demand, especially with the freezing temperatures back East," says Peter Rabbit Farms' Garret Powell.

This past week, some colder weather did hit the Coachella region with a few days of frost. "We had also heard that Yuma, Arizona, which has a similar climate but is still a hundred miles away, had about a week of frosts which delayed the starts to the mornings," says Powell.

Back in Coachella, the company is growing on its warmest ground, the same ground it's used to grow items such as peppers (which Peter Rabbit Farms is in the midst of planting for its April harvest) and table grapes so ultimately, its days with frost were few.

As for demand, Powell is hoping it strengthens following the freeze that much of the country was under recently. "Then there were the California wildfires and that's when we noticed that demand in Los Angeles really plummeted," he says, adding that it has since rebounded. "I'm hoping that the East will also start pulling a bit more to help everybody with all of the supply."

Life on pricing
All of this has left pricing for the past six weeks fairly flat and stable. "Now we're finally seeing a bit of life on pricing and we're optimistic that in the timeframe that we still have product, that it will still turn around," says Powell.

In the meantime, 2025 is also a notable year for Peter Rabbit Farms as it celebrates 75 years as a 4th-generation family company. "We're proud of where we've been and we're excited about what's ahead," says Powell, adding that the year of its inception is when water from the Colorado River was brought down to Coachella and that's what prompted Palmer Powell, its founder, to start the business. "We've been doing this for a long time and the reason we've stuck around is because we're able to produce quality product consistently and our customers trust us to do that. It's definitely a sense of pride for us to be here after 75 years."

For more information:
Garret Powell
Peter Rabbit Farms
Tel: +1 (760) 398-0136
[email protected]
https://www.peterrabbitfarms.com/