Veg Fresh Farms started a modest fall program focused on traditional carving pumpkins about five years ago. Today, that program has rapidly expanded into a robust and diversified offering, distinguishing itself with unique heirloom varieties and custom-tailored mix-and-match bins designed to meet evolving consumer demand.
The company's approach includes offering creative, specialized mixes—like the popular Autumn Mix Bin—featuring sought-after heirloom pumpkins such as the Blue Doll and Marina di Chioggia, along with other unique varieties.
"Pumpkins and gourds have become more about fall decorating," says Chris Jacoby, sales director at Veg Fresh Farms. "More retailers are selling pumpkins earlier, even around late August or early September, to meet this demand."
© Veg Fresh Farms
A close-up look at the Blue Doll pumpkin.
"The growth of the pumpkin program extends beyond traditional grocery stores, with non-traditional retailers like Lowe's and Home Depot, as well as foodservice customers. This expansion is fueled by consumers' willingness to spend a little more on uniquely shaped, colorful, and decorative pumpkins and gourds. The versatility of items like pie pumpkins continues to grow with their expanding use in cooking and other creations," adds Jacoby.
To support this demand, the company has expanded its growing program in both Southern and Northern California.
© Veg Fresh Farms
A bin of Heirloom pumpkins.
"Continuing to diversify our offerings is critical to our relationships with our customers," says Dino Cancellieri, general partner. "Our customers rely on vendors like us to provide unique and differentiated items that excite consumers and drive traffic to their stores. Chris Jacoby has been instrumental in spearheading this program, working closely with seed companies and growers to curate the perfect mix for each fall season. We only see upwards potential as this program continues to grow."
For more information:
Daniela Juarez
Veg Fresh Farms
Tel: +1 (714) 446-8800
[email protected]
https://vegfresh.com/
