Have a 'light bulb moment' with garlic

I’m not going to mince words here: Garlic as an ethnic food is long gone.

And anyway, “ethnic” just means anything different from you because all of us have an ethnicity.

Garlic’s popularity spans Italian cuisines, as well as Indian, Chinese, Mexican and ... basically more places than not. But for me, garlic’s ubiquity was solidified when I realized how deeply Mayflower-pilgrim my family’s heritage is, yet garlic is now a staple in my Boomer mom’s kitchen, a distinct change from her Greatest Generation mother’s home. And it’s an everyday must-have in this Gen Xers kitchen too.

Garlic gained even more traction when its health benefits were highlighted during peak COVID-19 pandemic. After climbing in 2019, garlic sales rose another 30% in 2020, according to PMG commodity research.

Most of us treat garlic like an aromatic spice to flavor our dishes. And yes, that pleasing, pungent scent can signal savory, succulence to come.

But botanically, garlic (allium sativum) is a vegetable. It’s part of the onion family, counting chives, leeks and shallots as its cousins.

Learn more: Garlic, the commodity

So where does that leave produce retailers or those trying to sell to retailers?

You must focus on the finer features of fresh.

True, gathering all types of garlic in one section of your produce department can be a profitable strategy.

After all, there are so many ways to buy garlic: Individual loose bulbs in bulk, a bunch in a netted bag; minced in jars of olive oil; jars or resealable bags of peeled cloves; braided whole garlic bulbs; or even pureed garlic in a squeezable tube.

Don’t forget organic too. Nearly one-third of buyers (31%) said they opted for organic garlic at least some of the time, according to The Packer’s Fresh Trends 2022 report.

So, even though Americans consume more than 2 pounds of garlic per person annually, according to the U.S. Department of Agriculture, slapping down a basket of bulk garlic in your produce department isn’t going to break any records at the store level.

Shoppers want convenience, yes, but they also want — and especially these inflationary days, they need — lower prices. And flavor. Flavor always comes first.

What’s the most garlicky of all types of garlic? Fresh, whole garlic.

Fresh wins in flavor. Every. Single. Time.

On that tasting note, a Mashed article by Angela Gervasi made me laugh, when she stated that minced, jarred garlic is like “garlic in purgatory. This garlic is expensive, oily and seriously doesn't know what it wants to be. As human beings, we all have identity issues, but garlic should not: Raw garlic should be sharp, bitter and aromatic, and frankly, the jarred stuff doesn't deliver.”

Read it: The Jan.-Feb. digital issue of PMG magazine

Well, sorry-not-sorry, Angela, I may or may not have jarred, minced garlic in my fridge right now (and I learned at the International Fresh Produce Global Produce and Floral Show that some U.S. garlic companies even offer fresh, preservative-free minced garlic in a jar). But I also always have a bulb of fresh garlic in a basket on my kitchen counter. My energy level can swap my priorities of convenience and flavor.

We are all consumers as well as members of the produce industry, so we can examine our own shopping, cooking and eating habits for clues when making business decisions.

What my kitchen says is that I’m a foodie who wants it all, yet I also make sacrifices sometimes because life happens, and I’m tired.

The bottom line is to offer choices to shoppers but highlight fresh most of all. Signage could say: No preservatives! Grown in the USA! The flavor-first choice!

Obviously, I’m getting excited. Garlic is so good.

Merchandise it everywhere. Use this allium’s white shade for color-blocking with tomatoes and avocados, suggesting Italian sauces, Mexican salsa and guacamole. Potatoes need garlic love too. Place some of your garlic in the meat and seafood departments. Suggest it for marinades. Add garlic mincers and garlic presses to your displays.

This vegetable may be puny and pale, but inside, there’s a powerhouse of flavor loved the world over.

Give garlic the love it deserves.