Consistent growth hallmark of Crystal Valley
Consistent growth hallmark of Crystal Valley
Since Crystal Valley Foods was founded in 1994 by President and CEO Jay Rodriguez as one of the early importers of Peruvian asparagus, steady growth has been its strategy.
“Our volume continues to increase compared to last year,” said Katiana Valdez, marketing director for the Miami grower, importer and distributor. “Since we opened our doors, Peru has been an important part of our asparagus program. We were among the first companies to import from the country, which remains a dependable source for asparagus 52 weeks a year.”
She added that this year-round consistency allows Crystal Valley to rely on Peruvian asparagus to complement its other sourcing regions in Mexico and the United States, which also continue to grow. “Having diverse sourcing options ensures we can meet our customers’ needs,” Valdez said.
The 2024-25 crop year was impacted by weather issues that reduced volume but no such issues are prevalent this year. “We expect volume to improve compared to the 2024-25 season due to better weather conditions,” she said. “The increase in costs due to the tariff on Peruvian asparagus may negatively affect consumption, however its strong demand and Peru’s position as a key year-round supplier may help mitigate some of the impact.”
Valdez is expecting peak supplies in the October/November time frame, which will allow for promotion. “We aim to offer a balanced mix of green, white and purple asparagus,” she said. “Our white asparagus program remains strong, allowing us to market it nearly year-round with a small gap in the summer months. There is also growing interest in different asparagus colors, sizes and pack formats, and we’re adapting accordingly.”
She revealed that Crystal Valley has refreshed its brand with a new logo and a redesigned website. “We’re also in the process of developing a new packaging design, which we anticipate launching before the end of the year,” said the company’s marketing executive.
While organic asparagus has always been a part of Crystal Valley’s offerings, the fumigation requirement on Peruvian asparagus entering the U.S. market still does not allow that country’s growers and exporters to participate in that ever-increasing sector of the market. “We currently have an organic program in the spring Mexican asparagus season, and we are always looking at new areas that can help us expand our offering and availability,” Valdez said.
