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LETTUCE - ICEBERG 
Higher FOB prices have corrected to more promotable levels this past week. Industry volume will be closer to mid-summer norms, compared to the light supplies of the past few weeks that drove the market up. Expect adequate supply of 24-sized heads and 30's will be limited. Weights will continue in the mid 40's.
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
The immediate post-World War II era in the
United States was characterized by accelerating population growth, rising affluence, and a relatively homogeneous population.
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BROCCOLI 
The broccoli market continues to be depressed with low prices and a lot of supply coming from most shippers in Salinas and Santa Maria. Expect the market to continue to remain unchanged for the next 10-15 days, with the wild card being Canadian broccoli which is beginning to show signs of stress from heat related issues. If demand increases and trucking loosens up a little, the broccoli market could see an uptick sooner than later. For now, Coastline has plenty of broccoli in all packs, at promotable prices. Consider our Extend Pack, and ask your Coastline sales representative for information on this great, iceless freight and shrink saver.
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
Under these conditions, mass-marketing strategies for food became the norm, and emphasis was put on products that could be marketed
nationwide and in large volumes.
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ROMAINE 
Condition: GOOD. Color: GOOD. Appearance: GOOD. Last week's high marks on romaine will continue with slightly lower volume. Our romaine has been moving well is spite of the home grown areas, you can't beat COASTLINE California romaine for appearance & shelf life!
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
Much less variety was available than today in terms of the number, form, and quality of food products, and exporting was not a priority since there was a large and growing market right at home. |
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CAULIFLOWER 
Cauliflower was 30 lbs this week and looked absolutely beautiful. White and tightly packed, made our cauliflower really stand out this week. Demand was steady and so was the market. No big jumps in pricing expected next week. We are harvesting cauliflower under the Coastline and now the American Classic label as well. RPC and custom label packing available upon request.
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
Since the 1970s, demographic and lifestyle trends have segmented the U.S. market, causing a marked increase in the diversity of consumers and the products they demand.
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Again, our COASTLINE green & red leaf cannot be matched by homegrown product. Promotable volume will continue thru next week, so give us a call and let us help put promos in place to show off our excellent product!
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
Targeted marketing began to replace mass marketing in the 1980s and 90s, and even more finely tuned segmentation strategies can be expected in the future as information technology assists marketers.
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CELERY 
Markets and demand remained flat for the most of the week on celery. Our competitors in Canada and Michigan reported very limited supplies of 24's which we hope translates to better prices for us. We will be heavier to small sizes the beginning of next week. Supplies on size 24's will improve beginning Wednesday/Thursday. Celery continues to be beautiful with good green color, and mostly 56 - 58 lbs. Plenty of celery hearts will be available throughout the week!
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
In conclusion, per capita consumption of fresh produce expanded over the last 25 years, even as the U.S. food market matured. |
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GREEN ONIONS
The green onion market continues to climb and climb. The market has maintained double digits for the last two weeks. Customers are willing to pay extra for the quality they find here in California. The homegrown product is still feeling the effects of the extreme heat and rain which those areas have seen. Call Coastline now for all your green onion needs.
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
Still, fresh produce firms face numerous challenges as they attempt to stimulate greater fresh produce consumption, given the array of food alternatives available to increasingly time-pressed consumers.
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MIXED BUNCHING ITEMS  Cilantro continues to be the tightest of the bunching items. The market is still solid but has leveled off this week. It seems to be primarily a supply driven market so it should start to decline as product becomes more readily available. Parsley is fairly strong but that product is everywhere. Flat parsley is a dog, that market is so low it is hardly able to cover packing cost. Spinach is also down and dirty with a surplus of product available.
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
However, the emergence of the fresh-cut industry, the still-rising consumer awareness of the health benefits of fresh produce,
and continued improvements in postharvest handling and transportation technologies should further improve the distribution
system for highly perishable fruit and vegetable commodities, potentially stimulating demand. |
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GREEN BEANS 
There were no big changes on green beans this week. Market prices depending on quality, color and condition were $17.00 - $20.00 FOB. Steady supplies on 30# beans will be available all next week. Bags in a 9x12, 6x12 and 3# packaging are available on a daily basis. Bulk 30# green beans are packed to order.
The U.S. Fresh Produce Industry - An Industry in Transition:
Fruit and Vegetable Demand
Certainly, demand for even better performance will increase as product diversity grows, postharvest fungicides become less available, and world trade expands. Successful produce marketing firms will become more market-driven, identifying and meeting the specific needs of each market segment for quality, packaging, product form, merchandising, and information.
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JOKE OF THE WEEK
The Old Professor poses the following problem to one of
his classes:
"A wealthy man dies and leaves ten million dollars. One-fifth is to go
to his daughter, one-fifth is to go to his son, one-sixth to his
brother, and the rest to his wife. Now, what does each get?"
After a very long silence in the classroom, Little Pauly raises his
hand and says, "A lawyer?"
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Sincerely,
Vivian Sotelo
Coastline
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Weather forecast for Salinas, CA for the week of 7/26/2010: partly cloudy all week with sunshine coming through around Friday. Temperature highs will be in the mid 60's with lows in the mid 50's. |
Featured Product
BROCCOLI
Little Known Facts About Broccoli
1. Broccoli sprouts are even higher in nutrients and cancer preventative chemicals than the mature vegetable. 2. One serving of broccoli gives you 2 times your daily requirement, more than the amount in an your average orange! It's also a rich source of calcium (equal to a glass of milk), fiber, and calcium.
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PMA Foodservice Show in Monterey on
Sunday, Aug. 1 2010
The PMA Foodservice Conference & Exposition is the only event focused exclusively on fresh produce in foodservice and is widely rated by attendees as one of the industry's best values for learning and networking.
Visit us at booth 233!
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