As the Georgia produce season gets underway, Producers Marketing LLC is taking a measured and strategic approach in 2026, focusing on consistent production, strong specialty pepper demand and maintaining quality across its core commodities.

Rick McCranie, marketing manager for the Moultrie, GA-based company, noted Producers Marketing is entering the season with a familiar game plan, emphasizing stability over expansion while still making targeted adjustments to meet market demand.

“By the time the story comes out, we’ll be in cabbage,” McCranie said. “That’s usually our first item, and we’ll have that running through the first part of June.” 

While acreage for cabbage remains largely consistent, Producers Marketing has made some strategic shifts within its overall crop mix. Bell pepper acreage is holding steady, but the company has increased its investment in specialty peppers, a category that has shown strong and consistent demand.

“We didn’t increase on bell pepper, but we did increase the specialty peppers,” McCranie said. “We’ve had a good demand for those, especially jalapeños, serranos and poblanos. Those markets tend to stay pretty steady and on the higher end.” 

The company’s focus on specialty items has helped offset volatility in more traditional categories. McCranie noted that last fall’s bell pepper market was particularly challenging, with an oversupply driving prices down significantly.

“That was probably the cheapest bell pepper I’ve seen in quite a few years,” he said. “But the specialty peppers held their own and helped balance things out.” 

Beyond peppers, the company is maintaining consistent acreage in squash and eggplant, while also experimenting with new items to meet evolving customer needs. This year, Producers Marketing has added bok choy to its lineup.

“We had a few customers asking if we grew it, so we decided to try it and see how it does,” McCranie said. 

Timing is another area where the company has made adjustments. Rather than focusing heavily on early-season squash, Producers Marketing has aligned its planting schedule to better coincide with its core items, improving efficiency and logistics.

“We got away from planting a lot of early squash,” McCranie said. “It’s always a challenge to move a few pallets early in the season, so we’ve coordinated things to come off together with our other items.” 

The Georgia season is expected to begin in earnest around mid-May, with peppers, squash and eggplant ramping up around Mother’s Day. While a cooler-than-normal spring may delay the timeline slightly, overall crop conditions appear favorable.

“It’s been a cooler spring, so the season may be a little late,” McCranie said. “But the crop looks good, and we’re hoping everything stays on track.” 

Weather remains a key variable, though the company’s investment in irrigation systems helps mitigate risk.

“It’s been fairly dry lately, but we have irrigation and pivots on all our farms, so we don’t have to rely entirely on Mother Nature,” McCranie said. 

Like many in the industry, Producers Marketing is also keeping a close eye on rising costs, particularly when it comes to freight and fuel.

“Freight is definitely going to be higher, and trucks tend to get tight around Mother’s Day because they move over to hauling flowers,” McCranie said.