The demand for West Coast lettuce is still on the slower side. "There is just no demand. If it wasn't for contracts that growers have, a lot of them would really be screaming about it because it's keeping us afloat. That additional demand is just not there," says Frank Ratto of Ratto Bros Inc., which has green, red, and romaine lettuce supply. He adds that it hasn't affected plantings given plantings are largely contract-oriented.
Product is plentiful and good quality following the growing conditions in Modesto, California where Ratto Bros grows right now. It transitioned growing regions a month ago from Yuma, Arizona.
Looking at lettuce pricing
Meanwhile, pricing is still on the softer side with a $9-$12 market, as it was during the Yuma season. "There was maybe a blip in the beginning which was not great–it was just a break-even price maybe and prices are probably below break-even now," says Ratto.
While contracts are steady, it's hard to say why the demand for lettuce is softer, particularly as the weather warms up across the country though it could be anything from the "Buy Canada" movement to concerns over the economy and more.
Looking ahead, there are no signs at this point of West Coast lettuce pricing strengthening along with demand given supply starts soon out of the East Coast, including New Jersey. Canadian production is often right behind that and Canada sends ample supply more so to the East Coast.
For more information:
Frank Ratto
Ratto Bros. Inc.
Tel: +1(209) 545-7575
[email protected]
www.rattobros.com