Vineland Produce Auction opens 95th season with strong demand
Vineland Produce Auction opens 95th season with strong demand
The Vineland Cooperative Produce Auction is off to a strong start in 2026, beginning its 95th season with steady demand, expanded product offerings and growers continuing to adapt to changing market conditions.
“This year’s auction began two weeks earlier,” said Carol DeFoor, office manager for the entity. “The start date is always largely dependent on the weather.”
The season opened with a broad assortment of spring vegetables and greens.
“We started with kale, Swiss chard, cilantro, bok choy and parsley, along with asparagus, which is one of our earliest crops,” DeFoor said. “Now several lettuce varieties are in and abundant, and new items are being added to the sale every week.”
Located in Vineland, NJ, the auction remains one of the key hubs for New Jersey produce, connecting growers with buyers throughout the East Coast and Canada.
“The Vineland Cooperative Produce Auction sells millions of packages of produce each year that reach consumers throughout the East Coast and into the Canadian market,” DeFoor said. “The buyers ship the product to their own customers, and we also have direct customers who supply their own outlets in various states.”
As market demands evolve, growers at the auction continue adjusting acreage and crop selections to meet customer preferences while maintaining core New Jersey staples.
“This year we are seeing a decrease in asparagus fields and an increase in lettuce and cabbage production,” DeFoor said. “Our growers are very adept at rotating crops to meet market demand.”
At the same time, demand continues to grow for specialty peppers and ethnic vegetables.
“We’ve seen increases in the sales of shishitos, Anaheims, poblanos and various Spanish herbs,” DeFoor said. “There’s also more demand for products like fenugreek, bok choy and napa.”
Traditional New Jersey favorites remain central to the market as well.
“The growers still maintain the staples New Jersey is known for, such as Bell peppers, zucchini, eggplant and tomatoes,” DeFoor said.
The auction continues to serve as an important outlet for growers of all sizes, particularly smaller and newer farms looking to establish themselves in the marketplace.
“The auction allows any New Jersey farmer to bring product to market,” DeFoor said. “Most of our growers and brokers are generational growers, but it’s also a place where new or small growers have the opportunity to sell their product.”
Strong demand has helped support the market early in the season.
“As of the third week of the season, demand has been very strong,” DeFoor said. “Jersey produce has some of the best tasting and most favorable produce available.”
Supporting that quality is a strong infrastructure system designed to keep products cooled and fresh throughout the summer months.
“The Vineland Produce Auction offers packaging materials, ice and cooling services for growers,” DeFoor said. “During the summer months, the cooling and icehouse are open seven days a week.”
That cold-chain management is especially important for buyers who purchase product one day and load it the following morning.
“Cooling the produce properly ensures consumers get the finest produce possible and helps extend shelf life,” DeFoor said.
To prepare for the 2026 season, the auction invested in operational improvements over the winter.
“We completed upgrades to the ice equipment and cooling equipment to ensure everything was in top working condition,” DeFoor said. “Our accounting software was also upgraded to meet the continued daily demands.”
Looking ahead, the auction is also increasing its marketing efforts to expand awareness and attract new customers.
“The board has initiated a marketing strategy, and we’ve been attending various conventions and trade shows,” DeFoor said. “We want to remind everyone that the Vineland Produce Auction is an excellent source, and that our brokers can supply customers throughout the region.”
