Specialties small but significant

Specialty vegetables are increasing in popularity, but they are still a tiny fish in the overall produce pond.

They make up just 0.05% of total produce and 0.1% of total vegetables, according to Sarah Schmansky, director, Nielsen Fresh.

Specialty fruits make up a larger portion of the overall department, making up 1.2% of total produce and 2.5% of total fruits.

Still, both specialty fruit and vegetable categories are growing.

“Specialty fruit is up 6.7% in dollars and 5.2% in volume versus last year, and specialty veg is up 3.1% in dollars and 4.4% in volume versus last year,” Schmansky said.

Specialty shippers have noticed the increases, despite small changes in percentage points.

“Our customers, and even ourselves, want to add more produce to our diet. But do you eat more of what you already eat? Or do you branch out and try new things with exotic tastes that match up with their unusual names? The growth of specialty produce provides the answer,” said Mary Ostlund, marketing director for Homestead, Fla.-based Brooks Tropicals.

Robert Schueller, director of public relations for Los Angeles-based World Variety Produce, which markets under the Melissa’s brand, said many consumers are driven to make specialty purchases around holidays, especially when retailers devote large end cap displays to specific holiday produce suggestions.

Karen Caplan, president and CEO of Los Alamitos, Calif.-based Frieda’s Specialty Produce, agrees.

She suggests that a grilling display, for example, could include baby and fingerling potatoes with pearl onions and jicama, or a salsa station could include tomatoes, garlic and onions along with specialty  peppers.