WEST COLUMBIA, SC — You won’t catch Martin Eubanks making blanket predictions, not until the day he controls the weather. But with a nod to Mother Nature and her ability to wreak havoc on predictions, the 29-year veteran with the South Carolina Department of Agriculture foresees a banner year in produce for the state. Eubanks, the South Carolina Assistant Commissioner of Agriculture, was interviewed April 28 at the South Carolina Farmers Market here, between a hurricane seminar and a meeting with federal and state food inspectors.

“The outlook is good,” he said, “we had a cold winter, received good rainfall, and peach orchards received all the chill hours they need. Cucumbers, squash, sweet corn, tomatoes, and watermelon were planted on schedule,” he added.

“Our growers are at the top of their game, using technology fully, and producing a wide range of fruit and vegetables that our wonderful climate allows,” Eubanks observed. “We believe in our product,” he concluded. Technology is a way to maximize yields while conserving resources, he said. He cited trickle irrigation to conserve water resources and GPS systems that allow tractors to plow with a one-inch tolerance, omitting human error.

South Carolina, a small state (41st in size among the 50 states), ranks high in produce. It is the nation’s second-largest grower of fresh-market peaches and the crop is in very good condition. South Carolina is among the top 10 states for leafy greens, cantaloupe, peanuts, watermelons, tomatoes, mixed vegetables and sweet potatoes, Eubanks noted, and its Southeast location allows overnight shipments to reach much of the U.S. population.

“We are planting something here every week of the year,” he observed, “and we have year-round growers.” Other advantages include 842 miles of interstate highways and 9,500 miles of state primary roads, he said. Water is “abundant,” he commented, “and warm, humid growing conditions on slightly acidic, sandy loam soils provide outstanding quality and flavor in our products.” Research has led to better varieties with higher yields while maintaining taste and quality, he said. Growth areas, he said, include blueberries, white and sweet potatoes, sweet corn and value-added processing.

Over his nearly three decades at the department, Eubanks said the number of produce Stock Keeping Units has grown from about 60 to more than 500 — some SKUs reflecting new processing for existing products, others due to new varieties. And niche markets exist. He gave an example of a businessman who grows organic blueberries on the side for one client, Whole Foods Market. “Population demographics have made our products lines more diverse, and have presented growth opportunities” he added.

Challenges to the state’s produce industry include immigration reform to ensure a reliable supply of seasonal workers. “This is a federal issue, but affects us because we harvest with migrants,” he said. Other challenges are changing food safety requirements and a supply of new farmers. “The average age of a farmer in South Carolina is 59; the cost of starting a new farm is high. We partner with Clemson University in a program to help new farmers get started.”

The department’s merchandising efforts, which Eubanks oversees, reach retailers throughout the Southeast, Mid-Atlantic, and Northeast regions. Consumer-based messaging allows the South Carolina Department of Agriculture to enhance a retailers’ locally grown programs. The key program is Certified SC Grown (see story, page SC1).

How can supermarkets sell more produce? “They’ve got a pretty good handle on that right now,” Eubanks observed. “They can promote local produce through displays, let consumers know who the farmers are that grow their produce, promote heavily when crops are in season and always be on the lookout for consumer trends.”