Babé Farms sparks imagination of home cooks and professional chefs
Babé Farms sparks imagination of home cooks and professional chefs
Changing consumer demands are driving strong growth for specialty products in both retail and foodservice — but for slightly different reasons.
Matt Hiltner, marketing manager for Santa Maria, CA-based Babé Farms, said shoppers are increasingly seeking variety, visual appeal and premium experiences at home. That benefits specialty produce like colorful root vegetables, kohlrabi, Romanesco and more.
At the same time, health-conscious consumers value nutrient density and freshness, while social media-driven food trends encourage them to try new, visually striking items.
“This demand gives retailers an opportunity to differentiate their produce departments and build loyalty through unique offerings not found at mass-market competitors,” Hiltner said.
Chefs and foodservice operators, however, see specialty produce as a way to meet diners’ expectations for memorable, Instagram-worthy dishes. Seasonal, distinctive, and locally or regionally grown specialty items help them stand out in a competitive dining landscape.
“These products also allow for greater menu creativity, support premium pricing and help tell a story on the plate — which today’s diners value as much as flavor,” Hiltner said.
In both channels, the shift toward freshness, variety and culinary storytelling is making specialty produce a key growth driver rather than a niche category, he said.
Babé Farms grows and/or ships more than 70 varieties of specialty vegetables. Santa Maria’s mild Mediterranean climate allows the company to grow many items year-round there. For more climate-sensitive crops, Babé Farms has partnerships with growers in South Baja, Mexico, to maintain a consistent supply. For example, baby squash is currently grown in California but will transition to Baja in late October or early November, depending on when the area sees its first frost.
Hiltner said the colorful, hand-harvested and bunched root vegetables that are hot at retail include rainbow carrots, baby beets, specialty radishes and Tokyo turnips. Each bunch is labeled with a UPC for ease at checkout.
Babé Farms will be showcasing its Luxe Roots Collection at the International Fresh Produce Association’s Global Produce & Floral Show, Oct.16-18, in Anaheim, CA. Babé Farms representatives will be at booth No. 834.
With most of Babé Farms’ items falling into the specialty category, foodservice is its largest customer segment, and many packs are designed with chefs in mind. Items that are popular with foodservice operators include Platinum Blonde Frisée Salad and hand-peeled carrots.
The Blonde Frisée is a best-seller and now comes as a convenient pre-washed and ready-to-eat bagged salad, saving valuable time and labor for chefs, Hiltner said. The hand-peeled carrots are washed and ready for chefs in five-pound zip bags, a labor-saving solution that’s brought the colorful carrots to a wider range of menus, he said. Orange carrots are also offered as a French peeled option.
Social media has been invaluable for engaging buyers and end-users at Babé Farms, he said. The company shares everything from product photos to how-to prep videos and behind-the-scenes farm content.
“These platforms have opened doors to collaborations with chefs and creators, many of which have happened organically and generated high engagement,” Hiltner said. “For us, it’s not just about showing our products — it’s about telling their story and inspiring the people who use them.”
A recent social media trend that’s generated interest in Babé Farms products focuses on radish butter terrine. In traditional French cuisine, terrine is usually a meat-based loaf, but non-meat variations are currently popular.
“Radishes and butter have long been a classic pairing, and this trend takes it the next level,” Hiltner said. “We’ve loved seeing our radishes featured in these creations online. It’s amazing to see them used in such a unique way.”
