IDAHO FALLS, ID - When I think of Wada Farms, I think of rooted solidity. Underground vegetables are what the supplier has built itself on, but this year has seen it lean further into a range of new offerings.

“We have ventured into new categories that have yielded good success for Wada and our customers,” Eric Beck, Director of Marketing, recently shared with me while promising the company continues to focus on its core items of potatoes, onions, and sweet potatoes.

As Wada Farms continues to solidify itself as a valuable partner to help capitalize in all facets of the supply chain ranging from category management, logistics, and premium quality produce to offer to their customers, the company now markets watermelons, squash, sweet corn, pumpkins, beans, cabbage, green beans, and broccoli.

“We look forward to these new additions to our commodity and services portfolio, and to further benefit our customers with premium quality produce. Wada Farms really strives to think outside of the box and avoid the status quo. We know the world and needs of the consumer are always changing, so we strive to remain dynamic and relevant to adapt to those changes,” Eric said.

Simultaneously ensuring Wada provides what it's known for, Eric reminded me that the 2023 storage potato harvest is underway, with all variables pointing to a decent outlook for potatoes during the 2023 storage season.

“Acreage was up for this past planting season, and we are anticipating fair yields. These two factors should equate to a manageable crop for shippers as we meet the rising demand for potatoes in all industry segments. From a quality perspective, the growing conditions were favorable, and we should see good quality coming out of the fields,” Eric explained. “There should be a good sizing profile ranging across the entire spectrum. Test digs and initial quality inspections are indicating good overall internal and external quality characteristics for the tubers, and we anticipate they should store well for the duration of the 2023–2024 season.”

With steady pressure of inflation still prevalent in the economy, Eric shared how potatoes remain a value-based basket item for all consumer demographics, and demand continues to be favorable.

“All industry segments remain consistent with their consumption projections. The market will remain healthy, but it will probably not be as volatile as the previous two seasons,” Eric clarified. “At the end of the day, we hope to see the market settle at a point that is fiscally equitable throughout the entire supply chain from field to fork.”

As we continue to report on all categories shaking up fresh departments, keep an eye on AndNowUKnow for the latest.

Wada Farms