Arrivals delayed for L.A. distributors

The summer season should be a productive one for Los Angeles-area produce distributors despite delayed harvests for most California-grown commodities.

Inflation and skyrocketing prices have had an impact on the region, as they have on other markets, but Southern California grocery retailers and foodservice operators are going all-out to keep fruit and vegetable movement strong, even as consumers adopt more cautious spending habits.

“Many households are adhering to predetermined shopping lists, resulting in a decline in impulse buying at stores,” said Gary Caloroso, regional business development director for Los Angeles-based The Giumarra Cos. “As a result, it is important for retailers and foodservice providers to understand consumer preferences and provide value-driven options to meet their needs and maintain customer satisfaction.”

Giumarra offers a selection of summer fruits, including avocados, blueberries, grapes, peaches and nectarines. Adverse weather conditions have caused delays in the harvests of many California and Mexican growers, but Giumarra expects its fruit to be of excellent quality, Caloroso said.

Lemonade apples, which are a “distinctive and vibrant yellow variety” from New Zealand, also are available from the company during summer.

Business on the Los Angeles Wholesale Produce Market has been good so far this year for Produce International LLC despite the late start on many items, said Steve Cantor, a partner and director of sales.

“We’re humming right along,” he said.

Most of the firm’s business consists of Well-Pict berries, but the company’s product line also includes lettuces, round and roma tomatoes, bell peppers, cucumbers, Italian squash and mixed greens.

Most California-grown commodities have been delayed because of a rainy winter and early spring season, with cool weather continuing into June.

“We haven’t had any sunshine,” Cantor said. “This weather doesn’t promote strawberry sales.”

Cherries, peaches, plums and nectarines were just some of the commodities that were getting off to a late start.

In the sweet potato category, Livingston, Calif.-based A.V. Thomas Produce, a grower-shipper-packer that serves customers in Los Angeles and nationwide, merged in February with Yagi Bros. Produce Inc. and was finalizing a merger in June with Dallas Distributing Co., said Jason VanDusen, marketing director for A.V. Thomas Produce.

Both companies are Livingston based and grow and ship sweet potatoes.

VanDusen said the goal of the mergers is twofold: “To provide a quality product [and] to keep legacies alive of family businesses that have been around for ages.”

“It’s a merger, not an acquisition,” he continued. “We are definitely trying to bring the sales department and staff and everybody over.”

A.V. Thomas Produce also has added two sweet potato varieties — Ben Yagi and Okinawa.

Ben Yagi is a proprietary sweet potato with a purple skin and lavender flesh that “offers a different taste when cooked compared to any other purple sweet potato,” VanDusen said. Okinawa is not a proprietary variety, but it is new to A.V. Thomas Produce, he said.

The company also is evaluating eco-friendly packaging because the topic has become top of mind among retailers and consumers, he said.

The firm ships sweet potatoes year-round, but they’re a summertime favorite associated with barbecues, Father’s Day, graduations and families “grilling and chilling” in the backyard, VanDusen said.

A.V. Thomas Produce aims for year-round availability of seven kinds of sweet potatoes.

Even as inflation has consumers scrutinizing their food budgets, it’s still possible for retailers to persuade shoppers to select pricier specialty products if they use effective merchandising and marketing strategies, said Caloroso of Giumarra.

“By showcasing the unique qualities and benefits of specialty produce, retailers can inspire and engage consumers, increasing their willingness to try new and distinctive offerings,” he said. “Creative and visually appealing displays, informative signage and engaging marketing campaigns can effectively capture the attention and interest of consumers, leading to increased sales of specialty produce items.”

As in-store consumers increasingly rely on their cell phones while shopping, produce marketers must continue to engage with them, Caloroso said.

“To enhance the sale of produce in stores, we aim to provide more point-of-sale materials, including QR codes, to effectively communicate customized stories about our growers and products,” he said.

Cantor believes some modern innovations have changed the face of the L.A. market, but not in a good way. He still loves his job and the produce industry, but he said things are not the same on the market as they once were.

“It’s not as colorful and exciting as it was years ago, with the chain store buyer walking the market with a pad in his hand and marking up his pallets,” he said. “I used to love meeting guys for lunch and working out deals.”

Today, the personal connection has all but disappeared, with business conducted via computer programs or other electronic means, he said.

“It’s a whole different world out there,” Cantor said. “The personality is gone. The fun is gone.”