Greater expectations for retail and foodservice sales in 2022

For Santa Maria, Calif.-based Babe Farms Inc., which grows, packs and ships a diverse assortment of baby and specialty vegetables, colorful displays and in-store demos that make consumers want to get back in the kitchen are the key to successful produce sales at retail.  

The company is family-owned and operated in a Mediterranean growing climate, allowing owners Jeff Lundberg and Judy Lundberg-Wafer to cultivate the farm’s over 1,000 acres year-round.

The company expects increases in volume across the board for the rest of this year as it begins to navigate post-COVID life. Things appear to be trending toward normalcy.

“The worst of the pandemic appears to be behind us, and the foodservice industry is booming,” Matt Hiltner, marketing coordinator at Babe Farms said. “We are cautiously optimistic that these trends will continue as travel restrictions lift across the nation. We look to be in a good place as 2022 progresses.”

The company offers organic products under its Coastal Valley Farms label and plans to grow its volume. The label includes bunched green and lacinato kale, spring mix and baby spinach.

“With two active California Certified Organic Farmers officers on staff, we are always looking for opportunities to add more organic items to our program,” Hiltner said.

Spring being a colorful time of year, Hiltner said it’s a great time of year to show off the colors of root vegetables in store aisles.

“For the spring season, we like to highlight our colorful root vegetables and baby head lettuces,” Hiltner said. “Easter is an excellent time to promote vibrant vegetables such as rainbow carrots, baby beets and Easter egg radishes.”

Appealing to consumers’ sight plays a big role in their decision to buy. Holding in-store cooking demos, providing samples and offering recipe cards can play to the shopper’s other senses, according to Hiltner.

He said the goal is to foster a sense of confidence in the consumer, to help them recognize what these specialty vegetables are and how they can be prepared at home.

“As consumers continue to become more comfortable in the kitchen, we are hopeful for significant growth in the specialty category,” Hiltner said. “From a production standpoint, Babe Farms is constantly testing new varieties to keep growing our product line.”