California in season: A look at in-demand vegetables and market trends

California's spring vegetable season is underway, providing a fresh selection of produce to retailers.

The Packer spoke with representatives of Babé Farms and Tanimura & Antle about season and insights into trends shaping this year's market, shifting consumer preferences and industry innovations.

With new data on production and sales performance, these industry insiders reveal what retailers need to know to maximize sales this season.

Spring vegetables to watch

As the temperatures warm, California farms rise to the season's offerings.

At Babé Farms, some of its top-selling spring produce includes rainbow root vegetables (baby beets, carrots, specialty radishes), baby head lettuces and its signature Blonde Frisée, said Matt Hiltner, marketing manager.

“Spring is consistently a high-demand season for us, as chefs and retailers look to highlight fresh, colorful produce for Easter and Mother's Day," he said. "These holidays drive strong demand for visually striking, high-quality vegetables, and Babé Farms provides the perfect color palette to meet that need.”

Babé Farms is entering spring with increased plantings of its all-new Pink Rhône Little Gem lettuce.

“Since its launch in the summer, interest exceeded all expectations, initially outpacing supply. Our summer marketing efforts struck a chord with customers immediately, and with additional plantings now online, we're better positioned to meet demand,” Hiltner said.

“As expected, Pink Rhône was a Valentine's Day favorite, and we anticipate similar enthusiasm for Easter and Mother's Day," he added. "We love pairing it with our chef-ready Platinum Blonde Frisée for a striking contrast on the plate. As chefs seek alternatives to traditional romaine, kale, and cabbage blends, premium greens like these offer an easy way to elevate their menus.”

Pink Rhône exhibits several desirable qualities of Little Gem, including a sweet crunch, mild buttery flavor and glossy texture, Hiltner said.

“Its appearance, however, resembles more of a European-style lettuce — petite in size with loose outer leaves and a tightly enveloped core," he said. "What truly sets the Rhône apart is its intense pink color, which extends all the way to the core, ranging from wine-red to light-magenta. Like Little Gem, Pink Rhône is highly versatile and great for salads in any format: chopped, wedge or whole leaf. Its pink hue can elevate any dish while adding pops of color to boot. Available year-round, the Pink Rhône can find a home on any seasonal menu.”

“California is a major producer of spring vegetables,” said Ashley Kaslin, director of marketing for Tanimura & Antle, “And we grow and ship a wide variety of premium fresh produce, including iceberg, romaine and romaine hearts, other leafy items, cauliflower, broccoli, celery and of course, our Artisan family of products, which are one of our key differentiators.”

Each spring, Tanimura & Antle transitions from the desert growing regions surrounding Yuma, Ariz., to California's Salinas Valley, one of the most fertile agricultural areas in the world, Kaslin said. However, the company strategically transitions to Huron, Calif., to bridge the gap between seasons, said Kaslin, adding that this approach helps mitigate the impact of unpredictable spring weather in Salinas, ensuring a consistent supply of high-quality produce.

Consumer trends

Consumers are increasingly seeking fresh, nutritious and versatile produce, driving demand for specialty vegetables with unique flavors, Kaslin said.

“The Tanimura & Antle Artisan line continues to grow in popularity, offering premium alternatives with increased sustainability, extended shelf life and reduced waste at home," Kaslin said. "As social media fuels interest in food sourcing, transparency and storytelling have become essential in connecting with shoppers. Committed to innovation, Tanimura & Antle remains dedicated to providing premium quality, sustainable produce that meets evolving consumer preferences.”

Consumer preferences have changed significantly, with strong demand for specialty produce, Hiltner said. Here are a few key trends Babé Farms is seeing:

• Premium products — Consumers are more knowledgeable and adventurous than ever. Social media has played a major role in propelling niche vegetables — previously exclusive to fine dining — into mainstream markets. For example, watermelon radish, once a rarity, is now widely available at retailers and restaurants across the country.
• Ethnic specialties — The growth of ethnic grocery retailers (e.g., Vallarta, H-Mart) reflects an increasing appetite for culturally significant produce. One standout example is black radish, a staple in traditional Jewish cuisine. Demand for black radish peaks around Purim and Passover, highlighting its cultural importance.
• Meal kits and home cooking — The rise of meal kit delivery services has introduced home cooks to Babé Farms specialty vegetables like romanesco cauliflower, kohlrabi and watermelon radish. By incorporating these unique items, meal kits not only expose consumers to new veggies but also provide easy-to-follow recipes, fostering greater familiarity and confidence in using them.

Hiltner said one successful strategy for promoting spring vegetables has been direct engagement with retailers through product showcase events.

“We recently participated in a retailer-led showcase where vendors educated store leaders and executives on product attributes and best merchandising practices," he said. "These events create opportunities for meaningful collaboration, helping retailers optimize their displays and better communicate the value of specialty produce to customers. We believe more retailers should host these types of events; they strengthen partnerships, improve product visibility and ultimately drive sales during peak seasons.”

Agricultural innovation

Kaslin said Tanimura & Antle remains focused agricultural innovation, consistently enhancing operations from seed selection to packaging.

“Our custom-built harvest machines improve efficiency, reduce handling and improve our cut-to-cool time, which helps preserve product quality and extend shelf life," Kaslin said. "On the farm, we continue to invest in automation to increase efficiency, yield and sustainability — some of our key advancements include utilizing the Stout Smart Cultivator and the PlantTape Automated Transplanter on our farms."