“Rather than getting stronger, the demand for locally grown produce is more mainstream today,” Tony Vitrano, president of Tony Vitrano Co., located at the Maryland Wholesale Produce Market in Jessup, MD, told The Produce News.

“But for the most case, customers just want the best-quality produce at the best possible price,” he said.

The company has always handled western fruits and vegetables, and while that part of its business remains strong, today it also sources from local growers as well as other growing regions around the country.

“The local demand is driving this change somewhat, but also behind it are the regional growers who are producing more commodities today,” said Vitrano.

“The term ‘local’ is sometimes construed as being within a specific distance from where it’s distributed. But because growing seasons are regional the term ‘locally grown’ can be construed to mean many different things,” he added.

He added that customer demand is helping to drive the changes that the produce industry now faces. High fuel prices, sustainability issues, carbon footprint, food safety, freshness and supporting local economies all play into the growing demand for locally grown. People are becoming more educated, and they want to know where their food is coming from.    

Tony Vitrano Co. handles a full line of fruits and vegetables, with the exception of bananas.

August is a little quiet in the produce business with ongoing vacations and parents getting their kids ready for the upcoming school year, but Vitrano said the company stays steadily busy.

“It’s just a typically quiet period in the industry, but as soon as school starts, things flip around quickly and we’re back to moving product fast and steady,” he said.

“We had pretty busy summer this year, but local product was not as strong due to some weather issues, so we were sourcing from across the country. There was no let-up in demand, so we were pretty much forced to get what we needed from other areas at times.”

In early September, Vitrano said he was already feeling a smooth transition from summer into fall product.

Tony Vitrano Co. is constantly upgrading its technologies and other aspects to its numerous units in building B at the terminal market, and the company adds new trucks to its fleet as needed.

Vitrano noted that the makeup of the MWPM has changed over the years, but it is still leased to capacity.

Ongoing physical improvements on the market property, such as utility and security upgrades, help to keep it updated at manageable costs. He also said that the terminal market management does a good job of keeping up with things.

“Some businesses have closed because people have retired or because of financial problems, and others have moved off of the market to their own facilities,” said Vitrano. “They have consolidated or don’t feel they need the walking traffic that the terminal market draws. But any space on the market that becomes vacant is quickly leased.

“The demand for ethnic products such as Asian and Hispanic continues to increase at a strong clip,” he continued. “On the retail side, many Asians and Hispanics are opening independent stores, while mainstream grocery stores tend to offer more ethnic items.”

Vitrano’s grandfather, also named Tony Vitrano, founded the company in 1932. In 1975, it relocated to the then newly opened MWPM.

Vitrano’s father, Justin Vitrano, and his uncle, Norman Vitrano, continue to be involved in the business operations.

“They both come regularly to help out,” said Vitrano. “Several other family members are involved in the business, including my brother, Joe, and numerous cousins.”

Vitrano added that, “knock on wood,” they haven’t had any weather related issues that have disrupted product flows this season.

“We are working hard to stay on top of the new rules that are coming down from the U.S. Department of Agriculture, so our focus on these initiatives is ongoing,” he said.

“Overall, things are running pretty smooth currently. But we don’t take a moment of smooth sailing for granted because we know that things could change down the road.