The supply of endive is back up again out of California. This follows a challenging early 2023 for the vegetable in which major storms affected agriculture production in Northern California.
"In that time, about one-third of our harvest of rootstock was destroyed and we ran out of roots for the first time," says David Moen of California Endive Farms. (Endive is a product that's grown twice and the second growth is what consumers eat. The first is in the field where roots are developed and then harvested and put into cold storage for future use. The roots take two to three days of defrosting, then three to four days of planting, and then another three weeks of growing them to develop the edible shoots.) "So the supply at that point was not very good."
However subsequent plantings were done and harvested in October of 2023 and the supply has since resumed to normal levels. "Now our yields on our last season's roots are really good and we're harvesting new rootstock right now too. We have good healthy roots and nice sizing and we'll have no gaps from our last season rootstock to now," says Moen, adding that it's packing organic white and conventional red and white endive. "We're putting out more product now than we have in the last five years."
As for demand, given supply had been down last year, efforts are underway to rebuild demand for endive. "If you're looking at the numbers, demand for our product has been really high because our production has been really high too," he says.
Boosting overall consumption
That said, California Endive Farms is continually working towards increasing endive consumption and getting past the perception that it's just a product for the winter season–a time when it's more commonly used. Instead, the focus continues to be on fresh ways to use endive–whether it's grilling the product, using it as a vehicle to deliver an appetizer, braising it, and more. This year, the focus is also on reassuring customers that supply is back to year-round and gaining that shelf space back at retail too. "That is just taking a bit more time because until people realize it's available again, they will fall back into their old consumption habits," adds Moen.
The company is continually working towards increasing endive consumption and getting the vegetable past the perception that it's just a product for the winter season–a time when it's more commonly used.
Stable supply in turn has led to fairly stable pricing that is a little softer than this time last year–no surprise given the tight supply in 2023.
Raising endive's profile will be something the company will aim to do at this year's Global Produce & Floral show on October 17-19 in Atlanta, Georgia. There, at the company's booth, attendees will be able to sample the product and see its five-count shelf-ready package, one that may appeal to retailers looking to stock the product for the holidays. "We'll also be talking about how we grow it, recipes to use, and more," says Moen.
The company will exhibit in booth #B2269.
For more information:
David Moen
California Endive Farms
Tel: +1 707-374-2111
[email protected]
http://www.endive.com/