Market Minute: Volatile veggie markets still promotable
Market Minute: Volatile veggie markets still promotable
Wow, it’s hot outside. Temperatures are measured in three ways: air, ground and by satellite observation. Air measurements are the standard. The highest air temperature ever recorded on Earth is 134.1 °F in 1913 registered in Eastern California’s Death Valley.
Summer heat, especially in mid-July, can be quite uncomfortable for humans. The farm crops can feel the heat as well. Hot sunrays and heat stress can cause sunburn and sunscald damage to lettuce, broccoli, tomatoes, peppers, grapes and other crops.
High temperatures can be a challenge to some crops. Insects tend to rise up during the heat and cause some leaf damage from infestation. In spite of the heat and bug challenges, there will still be good quality product available for promotions.
Asparagus: Market is soft and running steady barring any heat threats. Supplies out of Peru and Baja California Mexico are steady.
Celery: There is a good supply and excellent quality out of California — promotable.
Sweet Corn: Transitioning to other areas. Some Eastern product is tightening up a bit on a strong demand and increasing markets. Newer production in the West is increasing. The quality is good, but the market is rising. Check with local farm suppliers for product and advertise nearby freshness.
Broccoli: Supplies are down slightly due to weather, but suppliers are still filling orders. Demand has increased and so is insect activity brought on from the heat. The market is firm and the quality is good. Ad promotions are still good to plan.
The Iceberg lettuce yields are low but starting to improve. Higher demand is causing an elevated market. The quality is good. The leaf lettuce market is elevated with good quality. Romaine lettuce is steady out of California and Quebec, Canada. Romaine is good to promote.
Peppers: The Eastern market supplies are very tight on green, red and yellow peppers with strong demand. Western peppers are seeing demand exceed supply and a higher market. Check local farms.
Tomatoes: Some late start conditions in the Eastern areas have caused lighter supplies. Product is available in the West from California and Mexico. Local tomatoes are starting to enter the market.
Get more information on these and other vegetables from your suppliers. Just be positive and continue those ad promotions to boost sales.
Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].
