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Ocean Mist Farms launches ready-to-roast Roastables kits

By
Keith Loria

Ocean Mist Farms has long been a trusted source for premium, fresh produce, and recently introduced its latest innovation: ready-to-cook meal kits designed for consumers seeking quick, healthy and delicious family meals. 

“Innovation is one of Ocean Mist Farms’ core pillars and a driving force in our strategy to diversify our product portfolio, transforming the company from a primarily commodity-based business to one offering a range of value-added products,” said Mark Munger, senior director of marketing for the company. “While the fresh produce category has seen some innovation, especially within salads, there has been limited advancement in consumer meal solutions beyond this. Our goal was to develop a complete line of products that make it easy and quick for consumers to prepare healthy, flavorful fresh vegetables at home.”

With that in mind, Ocean Mist Farms launched Roastables at the IFPA Show in October. Featuring three chef-crafted flavor options — Sweet Sesame, Lemon Caesar and Sun-Dried Tomato — these ready-to-roast kits feature premium Brussels sprouts that are trimmed, washed and ready to cook.

Each kit includes an all-natural seasoning packet and a crispy garnish, providing everything needed to create a nutritious and delicious dish in just minutes.

“We understand that today’s consumers are busier than ever, with many households balancing two working parents,” said Chris Drew, president and CEO of the company. “Our goal with these roasting kits is to help families reclaim valuable time without compromising on nutrition or taste.” 

The company chose Brussels sprouts as the first item in its Roastables line because it grows them year-round, and they’re a popular choice on restaurant menus.

“Our research also revealed that consumers are interested in simple ways to recreate that indulgent restaurant experience in their own kitchens, and we wanted to help make that possible with a product that brings convenience and exceptional flavor together,” Munger said.

After extensive research on commercial food innovation companies in the region, the company selected a San Francisco-based culinary group to partner with on this project.

“Together, we examined current market offerings, explored various flavor and texture profiles, and evaluated cooking methods and packaging styles,” Munger said. “We established specific criteria for our new product line: it had to include all natural ingredients, require no more than two steps to prepare and keep Brussels sprouts as the star ingredient, complemented by — not overpowered by — the flavors. Our goal was to deliver a restaurant-quality experience with distinctive flavors that are low in both calories and sodium.”

Developing the three unique Roastables flavors took about four months. A significant challenge was adapting its internal systems to support this new, ready-to-cook product line.

“This involved creating a comprehensive allergen control plan, developing in-house capabilities for master packing, modifying equipment to accommodate flavor and garnish packs, and designing visually engaging packaging,” Munger said. “From concept to first commercial shipment, the entire process spanned 15 months.”

Before launching Roastables, Ocean Mist Farms conducted extensive consumer research and invited participants to taste and rate the flavors and also gave them kits to prepare at home.

“Feedback was overwhelmingly positive, with all three flavors performing exceptionally well in taste tests, and the at-home cooking experience received high marks for ease and satisfaction,” Munger said.

Looking ahead, Ocean Mist Farms is excited to be working on our next rounds of product launches with its culinary team, as it continues innovating in this space. 

“We are already in development of the next items in our Roastables line featuring other premium vegetable products grown exclusively by us,” Munger said. “The new flavor profiling will undergo similar rounds and testing to determine the best flavors that work with the next vegetables or medleys. We expect to launch our next round of Roastables in the spring of 2025.”

Keith Loria

Keith Loria

About Keith Loria  |  email

A graduate of the University of Miami, Keith Loria is a D.C.-based award-winning journalist who has been writing for major publications for close to 20 years on topics as diverse as real estate, food and sports. He started his career with the Associated Press and has held high editorial positions at magazines aimed at healthcare, sports and technology. When not busy writing, he can be found enjoying time with his wife, Patricia, and two daughters, Jordan and Cassidy.

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February 4, 2025
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