Ocean Mist Farms Adds Baby Broccoli

Ocean Mist Farms welcomes a new commodity to its family of more than 30 fresh vegetables: Baby Broccoli. The company is offering a year-round program for the commodity in an 18-count pack, either iced or iceless. A cross between broccoli and Chinese kale, baby broccoli is described as having a sweeter flavor than ordinary broccoli. It features long, thin stalks and small floret clusters that often contain edible yellow flowers. The Ocean Mist Farms hang tag includes “quick cook” recipes to educate shoppers on how easy and versatile it is to cook with baby broccoli. Ocean Mist Farms added baby broccoli to its product line in order to meet growing consumer demand for the vegetable, says Joe Feldman, vice president sales and marketing. Company officials say that according to Nielsen Perishables Group sales data, the baby broccoli category grew 12.7% in dollar sales and 12.6% in volume sales year-over-year, with dollar sales topping $9.5 million (latest 52 weeks ending 2/22/14, total U.S.). The top-selling item was the unbranded bulk baby broccoli, where dollar sales were up 9.4% and volume sales were up 9.2% year-over-year, with dollar sales more than $3.8 million, they add. “This is a logical addition to our product line,” adds Feldman.