America is 'Discovering Endive' thanks to increased promotional efforts
America is 'Discovering Endive' thanks to increased promotional efforts
As the American palate matures and continues to look for new flavors and healthier foods, endive is well positioned to continue its growth in retail and foodservice markets.
California Vegetable Specialties, based in Rio Vista, CA, which said that it is the only endive producer in the United States, is entering its 30th season growing the product and is a leading worldwide producer of red endive. Current production is about 4 million pounds annually.