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Antonia Masceri of Applewood Fresh Growers
fruits and vegetables available throughout the growing seasons, but those are all of the items that we grow, pack and ship on our farm,” says Fletcher.
And those delicious fruits and vegetables are finding their way to homes during the summer months.
“Michigan produce season is a special time of year in the produce industry because our state produces so many incred- ible quality fruits and vegetables,” says Fletcher. “For the most part, our area only gets to enjoy ‘locally grown’ fresh produce for about half of the year, so it’s a real treat to consumers when our harvest seasons roll back around each year.”
Most of those grown in state are enjoyed in Michigan itself, though some of them make their way to other regions of the country.
“A lot of our produce stays right here in the Midwest, but we do ship a significant amount of Michigan-grown produce all over the country,” says Fletcher, adding that most of that distribution is in the Central and Eastern time zones, and occasionally out West.
Hodges says Superior Sales also distributes nationally.
“We’re set up to ship nationwide with a well-established network of growers and carriers that make this all happen,” he says.
PROMOTING MICHIGAN PRODUCE
With so many delicious fruits and vege- tables offering a variety of flavors and uses, it’s only smart to spread the word about these goodies and how they can be used during the summer months.
“Retailers can promote Michigan produce with signs and special displays,” says Deblouw. “Michigan consumers are very proud of their
state. Awareness alone of local produce in their grocery store will help drive sales.”
Specifically, he cited an item that he says is growing in popularity.
“Rhubarb is back!” says Deblouw. “And we are trying to keep up with the demand with our indoor and outdoor growing windows. We also see consumers purchasing items that were popular in the previous decades and being more adventurous in the kitchen, which we see reflected in the rising popularity of vari- etal squash like Delicata, and sweet dumpling.”
Another perfect promotion comes with barbecue season.
“I think summer months are a great time to promote items you can grill,” says Hodges. One key Michigan grilled vegetable
retailers should promote is asparagus, which pairs excellently with grilled steaks, chickens, burgers and more.
“Michigan is now the largest-producing domestic region of asparagus, with a season shipping through the month of June,” says Hodges. “It can pair well with holidays such as Father’s Day and utilizing that grill.”
ALL ABOUT APPLES
Perhaps the fruit most associated with Michigan is the classic apple, which offers lots of options and varieties. Antonia Mascari, director of marketing for sales and marketing firm Applewood Fresh Growers, headquar- tered in Sparta, MI, says the popularity of varieties depends on crops for each season, but in general the most in-demand apples are Gala, Fuji, and Kiku.
During the summer, apples may not be at the forefront of shoppers’ minds. So, creating eye-catching and suggestive displays can help sell apples.
64 / JUNE 2019 / PRODUCE BUSINESS