GUADALUPE, CA - October is well underway, and the buy-side is pushing holiday preparations to the forefront of our industry’s promotional plans. A key holiday staple that comes to this trade news writer’s mind is Brussels sprouts. As I anticipate that this cruciferous veg will be gracing most consumers’ shopping baskets in the months to come, I was keen to get a read on this top-dollar category with Steve Adlesh, Director of Sales and Marketing for Beachside Produce.

“Heading into the holiday season, we are really focusing on our cooking vegetables. Right now, we are putting promotional activity together for our Brussels sprouts, which come in bulk 25 pounds as well as 24-count 1-pound bags and 12-count super stalks,” Steve tells me. “To complement our sprouts, we are also pushing broccoli crowns, bunch broccoli, cauliflower, baby bok choy, and celery as part of our full lineup for our holiday promotional period.”

A one-stop shop for a holiday feast if you ask me! Beachside Produce is currently gearing up for peak production volume on its Brussels sprouts, broccoli, and cauliflower, which is expected to hit between now and December. With Brussels sprouts as a major produce player during the holidays, Steve is happy to report that the quality and sizing on this fan-favorite category have been very promising this season.

“Right now, the market has been stable on Brussels sprouts,” says Steve. “The quality has been good, and our biggest supply period is in front of us for the next month or so. Our promotional programs will be active, and we should have very good supplies.”

During this time, Beachside Produce will continue its Brussels sprouts production on the West Coast before heading to Mexico for harvesting between February and May. When that harvest wraps up, the grower will be heading back to the West coast for the next season’s harvest in the summer to fulfill Beachside Produce’s year-round growing programs.

“We have many mechanical harvesters that also size during the harvesting process, and that speeds up our production quite a bit. The machine is able to size the crop and separate them in small, medium, and jumbo sizes for the different pack varieties customers prefer,” explains Steve. “The smaller Brussels sprouts are great for roasting, slicing, or steaming, and the jumbos are perfect for halving or shredding.”

With the COVID-19 pandemic still present, industry leaders like Beachside Produce are continuing to work around the clock to provide healthy and nutritious fruits and vegetables we all need. For if we all band together, we can only grow stronger.

“I think that the entire ag community has done a fantastic job keeping up with planting, harvesting, cooling, and getting fresh produce to the markets. We have participated in and supported multiple companies involved in the USDA Farmers to Families Food Box Program, and it’s been a great experience,” Steve shares. “We’re very thankful for that and the whole ag community for all the work that goes into all this wonderful produce we get to consume.”

There’s no time to delay, retailers! Stock up on what is sure to be the produce aisle hit of the season, and keep checking back to AndNowUKnow as we bring you the freshest updates in the industry.

Beachside Produce