For the specialty, restaurant, or market grower, it can be a bit stressful to try to forecast what will be in demand and sell in the upcoming season.  Even for those who continually grow under glass, it can be difficult to find that perfect 'crystal ball' and know where the markets are headed.  However, there are some observable trends that can be useful, and with a little recognizance, a grower should be able to increase their odds at having their production meet emerging demands.

Recently, there has been more emphasis placed on the quality, safety, and overall wholesomeness of our food.  Also, the success of gourmet food and cooking shows on TV reflect a greater desire for flavor and variety in our meals.  Logic dictates that this should push sales of packeted seed for the home gardener up as consumers rush to grow more of their own produce, yet in recent years this category of sales has seen an overall decline.

A closer look, however, will reveal that many small specialty seed companies are doing quite well. In particular, sales of heirloom, rare, unusual, and ethnic varieties of vegetable and herb seeds and plants are flourishing.  Organic, non-GMO, and untreated seed are all seeing increased demand.  So there is a shift in the home grower's selection that reflects these very trends, but still, there are fewer home gardeners every year.

The rest of this story is that consumers want this wholesome, tasty produce, but increasingly don't want to grow it on their own.  Large chain markets and grocers have picked up on this demand and are trying to match these changes in the consumer’s tastes. Where just a few years ago most mainline grocers were content to offer only the most basic and bland vegetables and herbs, they are now scrambling to hang on to an ever more sophisticated consumer, one that now wants it all: healthy, safe, flavorful produce. However, they are hindered by the very size of their companies and the volumes they work in. Recent news has destroyed the confidence of many consumers in the ability of large-scale growers and grocers to be able to supply safe produce. A number of large growers have been criticized or even punished for not following strict organic practices.  And many varieties of produce simply have yet to be bred for large-scale production, shipping, and storage, and yet still provide the level of flavor now expected.

This leaves the specialty and market growers with some terrific opportunities by tapping into these shifts in the consumers wants and needs.

First is safety. Whether a grower is organic, certified organic, or not, it is important to stress their produce is locally grown, and to present a clean, fresh image, and with a bit of professionalism. Consumers want to feel they can trust the source of their food. The produce should be presented as wholesome and fresh, and quite frankly so should your staff and facility.

Second is variety. Folks now want to rediscover many of the old heirloom vegetables and herbs, and they certainly want to try new foods, including many 'ethnic' varieties.  One way to follow these trends is to keep on top of what the media and celebrity chefs are talking about and using. Watch for new vegetables and herbs that seem to be featured repeatedly in magazine articles, recipes, and on TV shows. Not that many years ago, hardly anyone had heard of Arugula, but after some media exposure, it now is a top seller for many specialty seed companies and growers.  Over this last year, Broccoli Rabe (also known as Rapini, or Broccoli Raab) has been getting increased exposure, so it is a fair bet this wonderful vegetable will  also be seeing increased demand at the markets.  A recent magazine article about Mache (also known as Lamb's Lettuce, or French Corn Salad) created an instant jump in demand for this terrific green that is still relatively unknown in the US.  Should you expand your offerings, you can help your marketing efforts by doing a bit of research on their use; perhaps experimenting with recipes and usage tips you can provide to overcome any objections from an interested yet still wary consumer.

Third, pick the brains of those who buy from you.  Whether they are a consumer, restaurants, or a local grocer, don’t wait on them to ask for what they want.  In many cases, once they discover you are willing to add to your selections, they'll be quite open about their needs and desires.  Also, don't be afraid to try a small run of a new item you think might do well for your market.  Provide samples to generate interest and feedback.  Keep seed catalogs and other reference material handy when dealing with your customers.  This is important for anyone, but for those serving restaurants or specialty markets this is critical.  This will expand what you can offer to your clients beyond simply what you have grown, and will increase their confidence in your ability to meet their evolving needs.

Fourth, think through how these changing needs in produce is being played out in actual consumer behavior.  Don't assume that what worked in the past will always continue to do so.  One trend that many seed companies and producers alike are seeing is towards 'mini' fruits and vegetables.  Families are smaller, and with today's busy lifestyles, many folks don't want to fool with storing leftover produce.  Also, the quality and flavor for many types of produce decline rapidly once cut into.  As a result, the demand for single-serving produce is jumping rapidly.  For example, items like the mini-squash 'Sweet Lightning' are becoming quite popular: it's attractive for display use, stores well, tastes great, is sized right, and it's microwavable preparation makes it perfect for today's hectic pace.  The mini-eggplants 'Ophelia' and 'Orlando' are also good examples: what are normally very large plants and fruit are now sized down for both the grower and the consumer.   This demand for smaller produce is great news for those growing under glass, as in most cases the plant size is also smaller.

Fifth, see what your seed suppliers are offering that's new.  In many cases, they may also be picking up on the latest trends, and may be shifting their product line accordingly.  Try a small sample of a few new items every season to discover their suitability to your market and your growing conditions. The continuing shifts in the consumers buying habits most likely won't slow down any time soon, and may perhaps speed up.  But with a little bit of observation and research, and willingness to experiment and change, these trends could present some great opportunities for specialty, restaurant, and market growers.

Philip Winteregg

Phil resides in Tatum, New Mexico.  Originally from Dayton, Ohio, Phil has worked in the horticulture industry for a number of years, including retail and wholesale plant nurseries, is now in the seed and tool business as General Manager of Gourmet Seed International, LLC, and is an avid gardener and home gourmet cook. You can visit their website at www.gourmetseed.com.