Asparagus gives restaurants boost

01/27/2012 11:00:00 AM
Jim Offner

Asparagus is ideal for restaurant menus, and foodservice customers are recognizing that, said Cherie Watte Angulo, executive director of the El Centro-based California Asparagus Commission.

“We love foodservice,” she said. “That’s been a very nice program for us, and not just restaurants. We’re also looking at universities and hospitals and institutional foodservice and, again, introducing asparagus at all levels of the food chain, so people are more familiar with it.”

Restaurants introduce the product to consumers who subsequently become regular buyers for home preparation, Watte Angulo said.

“We want the next generation to grow up eating it and being familiar with preparing it with different methods and having it in different ways, and foodservice does help to a great extent in introducing asparagus to a wider variety of people and making them into lifelong consumers,” she said.

Good looks help sales

The vegetable’s aesthetics enhance its value, said Marc Marchini, a partner with Stockton, Calif.-based A.M. Farms and president of the asparagus commission.

“I think more advanced restaurants are getting a big chunk of asparagus because it’s an attractive crop, an attractive part of the plate,” he said. “People perk up, they get a better feeling for that particular menu whenever you include it. There’s a big thing going for asparagus in the foodservice industry.”

The foodservice sector has reported slumping sales at times since the recession started in 2008, but asparagus shippers say they haven’t had any shortages of orders from the sector.

“I don’t see them shying away from it,” said Leo Rolandelli, president of Jacobs, Malcolm & Burtt Inc., San Francisco. “The restaurants put three spears on the dish. As far as food costs, it’s not very much.”

Some restaurants will make concessions to economic realities, but they continue to order asparagus, said Gwen Gulliksen, sales and marketing director for Los Angeles-based Harvest Sensations, which is affiliated with foodservice distributor Pro*Act.

Asparagus adds class

Julia Inestroza, marketing and merchandising manager with Los Angeles-based Gourmet Trading Co., said some diners willingly pay more to get asparagus on their plates.

“Surprisingly, there’s actually been an increase in asparagus taken by foodservice,” she said. “A lot of the restaurants are trying to capture more diners. A lot of them have tried to use asparagus in a way to get more customers in the door and to class up the menu a bit.


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