(March 28, 2:37 p.m.) Yellow might one day be the new orange.

Perhaps that’s a bit premature, but Cal-Organic Farms plans to capitalize on consumer interest in colored vegetables, introducing its first yellow carrot products to the retail and foodservice markets, said Phil Gruszka, vice president of marketing for Lamont, Calif.-based Cal-Organic, a division of Grimmway Farms, Bakersfield, Calif.

Cal-Organic is now offering organic, peeled yellow baby carrots in a 1-pound bag and organic color shred carrots in a 10-ounce bag, Gruszka said.

“This is relatively uncharted waters,” Gruszka said of the colored carrot business. “But it’s growing in sales and notoriety, and we’d like to see it be a decent part of our carrot package.”

Gruszka said it was too early to speculate on volume numbers for the yellow carrots, but that Cal-Organic’s organic and value-added categories had experienced double-digit growth, so expectations are high for the baby and shredded yellows.

The addition of yellows should enhance the overall carrot category, and Cal-Organic plants to tout the high lutein content prevalent in yellow carrots — a major distinguisher from orange carrots, he said.

“Really, what we’re trying to do, is innovate in the carrot category,” Gruszka said. “People sometimes think carrots are a sleepy category, but there’s no such thing as a dormant category. It is what you make it.”

Cal-Organic debuts yellow baby carrots
Cal-Organic Farms recently introduced two value-added, yellow carrot items to the market. Lamont, Calif.-based Cal-Organic, a division of Grimmway Farms, Bakersfield, Calif., is now offering organic, peeled yellow baby carrots in a 1-pound bag and organic color shred carrots in a 10-ounce bag.