(Photo courtesy Prime Time International)
With their firm, glossy skin and eye-catching colors, sweet bell peppers continue to grow in popularity. With seed companies developing new varieties and flavors and marketers creating attractive, eco-friendly packaging, the future – much like the peppers – looks bright.
“Colored peppers are now a staple in the consumer's arsenal of fresh vegetable purchases,” said Chris Veillon, chief marketing officer for Leamington, Ontario-based Pure Hothouse Foods, which grows and sells greenhouse peppers throughout North America. “Consumers are becoming savvier on how to use them beyond just a sliced snack or stir fry.”
Devon Kennedy, director of marketing for Saskatoon, Saskatchewan-based The Star Group, said larger pack sizes have helped grow the category for peppers of all sizes.
The Star Group is excited about its new sweet, seedless Taste Buddies mini pepper.
“Seedless is the future of the pepper,” Kennedy said. “We've selected ideal growing regions and partnered with experienced Mexican growers. The plants are in the ground, quality looks great, and we will be harvesting in early December.”
Taste Buddies will be offered in one-pound recyclable bags to select North American retailers.
Franz DeKlotz, vice president of marketing for Mecca, Calif.-based Pasha Marketing, said his fall harvest in the Coachella Valley should be completed by mid-December to avoid the “avalanche” of winter peppers expected from Mexico.
“We continue to pack all our extra-large and large peppers in the field to reduce shrink and guarantee our retail partners a count that equates to a consistent ring at the register,” DeKlotz said.
Between 2014 and 2018, bell peppers grew on average 5%, outpacing general produce growth of 4%, said Aaron Quon, executive category director of greenhouse and vegetables for the Vancouver, British Columbia-based Oppenheimer Group.
Oppy markets fair trade certified greenhouse peppers from Divemex, based in Guadalajara, Mexico, and organic peppers from Mexico and British Columbia greenhouses.
“According to a recent Fresh Trends survey, 6 in 10 shoppers said they would be more likely to buy fresh produce with a fair trade certified label,” Quon said.
Joanna Jaramillo, marketing specialist for Nogales, Ariz. - based Wholesum, said she's proud of her company's consistent supply of organic and fair trade certified peppers, “which emphasize social and environmental responsibility in every aspect of our operations.” Wholesum's packs include a two-count tray and mixed pack of green and red peppers plus a six-count club pack.
Katy Johnson, marketing assistant for Coachella, Calif.-based Prime Time International, said red and green bell peppers remain top sellers, with demand for yellow and orange peppers increasing steadily.
“While there is a market for almost every size, color and quality pepper, there has been a recent upward trend in ugly produce as consumers discover that beauty is only skin deep,” Johnson said.
Mini sweets, meanwhile, are growing at 4% annually, Quon said. Oppy grows mini peppers in Mexico, with plans to expand into British Columbia next season.
Over in the Pure Flavor brand lineup, demand for Aurora Bites mini sweet peppers, with few seeds and a super sweet taste, continues to grow, and an organic version is coming soon, Veillon said.
In addition, Pure Hothouse recently launched its sweet, crisp, hand-picked Craft House Collection of long sweet peppers, which the company describes as perfect whether grilled, stuffed, diced, roasted or raw.
John Burton, general manager of sales and cooler for Peter Rabbit Farms, which packs peppers from the Coachella Valley until mid-December, sees demand for his field-grown long red bells growing every year.
To promote pepper sales, merchandise them in full, colorful displays on end caps, Veillon said, and stock an assortment of bulk and multi-format packages, plus organic options, to satisfy different customers.
While digital continues to grow, Quon said merchandising is still the best way to reach the consumer, through artistic and attractive displays, point-of-sale materials and more.
“According to Food Marketing Institute's 2019 Power of Produce report, 63% of shoppers indicate in-store triggers affect their purchase decision,” Quon said.