The Vineland Cooperative Produce Auction continues to evolve
The Vineland Cooperative Produce Auction continues to evolve
The Vineland Cooperative Produce Auction Association was founded in 1931 by a group of farmers with the aim to sell its produce. Today it is one of the premier produce auctions in the Eastern United States.
The cooperative is made up of an elected board of directors and hundreds of member farmers, who grow a large selection of crops, including arugula, basil, cilantro, dill, mint, parsley (curly and plain), and a variety of lettuces from bibb, Boston, endive, escarole, green leaf, iceberg, red leaf and romaine. Fruits grown by members include blueberries, melons, strawberries and peaches.
“The Vineland Cooperative Produce Auction is one of the few remaining auctions of its kind,” said Carol DeFoor, office manager for the Vineland, NJ-based company. “We hold an auction six days a week. The produce is not there when the grower sells, as some are still out in the field picking and packing the product to ensure the freshest quality arrives to the buyer.”
The cooperative sells produce in large quantities and some of the current members and buyers can trace back to the original founders and buyers.
“The mission has always been to sell the freshest and highest quality produce for a fair price,” DeFoor said. “The auction has grown with the needs of the members and offers various products for the success of the growers. We currently have an icehouse, cooling and storage facilities as well as a fully stock warehouse with various supplies for growing and packing produce.”
The cooperative sells using an auction clock which enables it to allow for remote buyers, so items can be sold to those in North Carolina as easily as Northern New Jersey.
“We only sell the freshest New Jersey produce,” DeFoor said. “Our auction starts in mid- to late-April depending on the weather; and lasts until the end of November. We normally start with asparagus, radish, parsley and other greens. As the season progresses there are the lettuces, cabbage, zucchini, a variety of peppers, pickles, and cucumbers. Of course, there are some of the best tasting tomatoes and corn available in July and August.”
As the temperature changes, the Vineland Cooperative Produce Auction starts with the greens and lettuces again.
“The members grow a wide variety of produce and adapt to meet the demands of the market,” DeFoor said. “Our growers adapt to the demand of the consumers. For instance, lately we’ve seen an increase in sales of bok choy, shanghai, cilantro and poblano peppers.”
Since the auction is owned and operated by the farmers, everything is done to support the growers and increase their ability to sell their produce.
“This year we expanded our marketing to remind buyers that we are a strong asset to provide fresh produce,” DeFoor said. “With the major metropolitan areas within three hours of the produce auction, we can provide the consumers with produce that has not traveled for days in a truck, train, or ship.”
This year the auction just put a new vacuum hydrocooler in service, replacing a unit that was 32 years old. It is intended to reduce the amount of time needed to cool produce. Also recently, the auction upgraded its auction system so that it could keep up with the upgrades in the computer world.
“It will allow for remote buyers to buy produce easier than before,” DeFoor said. “We had some adjustment pains, but things are now working well.”
Additionally, the warehouse now carries a larger selection of unwaxed and plastic recyclable packaging containers.
“We also carry biodegradable mulch,” DeFoor said. “When used with drip tape, it contains the flow of water leading to less waste, and a reduced need for weed killer.”
Management wants to ensure that the Vineland Produce Auction can continue to be a viable source for future growers and buyers.
