Specialty produce items spark interest with flavor, culinary appeal

From a vast array of plumcots and apriums, to a menagerie of melons, to a brigade of roots and radishes, there is no shortage of options in the world of specialty produce, and consumers are intrigued.

The apple category is well known for an explosion of varieties in recent years – Envy, Jazz, Rave, SweeTango, Opal, Autumn Glory, Pazzazz, Lucy Rose and Lucy Glo among them – but it’s not alone.

“What we saw with the apple category in the last five years, we’re now seeing that with the grape category,” said Robert Schueller, director of marketing for Los Angeles-based World Variety Produce, listing Cotton Candy, Champagne, Candy Dreams and red, green and black Muscatos as a few examples. “We have all these different varieties that are sweeter.”

Melons

Flavor has been the principal driver in reinvigorating the melon category as well, said Daren Van Dyke, director of marketing for Brawley, Calif.-based Five Crowns Marketing.

Yield and durability through the supply chain are still important, but flavor is a non-negotiable now, and the eating experience that results allows the specialty melon category to be a feature of spring, Van Dyke said. One specialty, the hami, has become so popular in recent years that it’s now mainstream.

Josh Leichter, CEO of Los Angeles-based Pacific Trellis Fruit, also noted the high demand for high-flavor melon varieties, both among consumers and retailers.

“We have experienced a surge in consumer ‘where to buy’ inquiries and have significantly more specialty melon volume this year to meet this demand,” Leichter said. “Consumers are increasingly seeking out ‘treasure hunt’ type foods with unique flavor experiences, which is a growth trend we are seeing across produce categories including specialty melons.”

Stone fruit

The stone fruit category is another that is benefitting from more items that are designed to taste phenomenal. The specialty varieties drive excitement and conversation – and ultimately sales. It is a category with some complexity given the number of options and the relatively short window for each.

“It’s not an easy category, but it’s worth it because I think we’re dealing with a whole different type of a consumer these days,” said Don Goforth, director of sales and marketing for Reedley, Calif.-based FamilyTree Farms. “I really think that consumers today are about discovery and about kind of making it their own, if you will … a ‘look what I found’ kind of mentality.

“The stone fruit category in general is actually declining in popularity and in purchases, so traditional peaches, traditional nectarines … The thing that is showing growth is specialty stone fruit,” Goforth said. “It’s the white peaches, the white nectarines, the plumcots, the apriums, the donuts. They’re being discovered, and even though they’ve been around for a while, a lot of people are discovering them for the first time.”

Michael Thurlow, sales and marketing representative for Kingsburg, Calif.-based Mountain View Sales, also noted the number of options in the category, with hundreds of varieties to maintain availability from spring to fall. He said picking the most unique would be akin to choosing a favorite child, but he did mention plumcots as a collection that is particularly exciting for consumers.

“Those are delicious and have a sort of cult following,” Thurlow said.

The number of options in the specialty stone fruit category continues to grow. Maurice Cameron, sales director for Fresno, Calif.-based The Flavor Tree Co., said his company now has an organic option for its Very Cherry Plum, which he describes as a juicy, sweet variety with a great crunch.

Berries

The berry category has long been one without much consumer-facing differentiation between varieties, but Watsonville, Calif.-based Driscoll’s has started to change that with its Sweetest Batch strawberries and raspberries and its blush-colored Rosé Berries.

"Our brand promise is centered on flavor innovation,” Frances Dillard, vice president of brand and product marketing, said in a news release. “These proprietary berry varieties give consumers an immersive eating experience that delivers on the superior taste and texture, which helped them to earn such massive popularity and a cult-like following.”

Culinary trends

Tropical items like lychee, rambutan, dragon fruit and jackfruit are also seeing high demand, said Alex Berkley, director of sales for Los Alamitos, Calif.-based Frieda’s Specialty Produce. She noted that radishes are also gaining status as consumers seek colorful options for the latest culinary trend: boards.

“What was once reserved for charcuterie is exploding,” Berkley said.

Matt Hiltner, marketing coordinator for Santa Maria, Calif.-based Babé Farms, also brought up boards, describing them as a craze evident on social media. Baby root vegetables like carrots, beets, turnips and radishes are ideal fits for this trend, as are watermelon radishes and kohlrabi.

“The best part about crudité boards is that they are quick and easy to prepare and require no cooking,” Hiltner said.

He suggested that air fryer cooking is another preparation method that could spark more usage of specialty vegetables.

“More frequently, you’re starting to see packaged and frozen foods come with air fryer instructions,” Hiltner said. “With roasted veggies already on trend, there is no reason to think air-fried veggies won’t be the next big thing. Whether you’re cooking brussels sprouts, cauliflower, or carrots, air frying adds that extra layer of speed and convenience to your preparation.”