Produce Merchandising
Fresh From Florida
March 2001
Brooks Tropicals Inc., Florida’s largest tropical fruit and vegetable supplier, is expecting an excellent year. Brooks will have consistent supplies of star fruit, papayas, avocados, and an array of tropical vegetables to ship. Brooks is also increasing efforts to offer the health-conscious consumer a light alternative when choosing avocados.
The Brooks Lite avocado, and the newly introduced LessFat variety, are two nutritional programs, which Brooks Tropicals will feature under the new SlimCado brand at this year’s PMA in Philadelphia. SlimCado avocados are projected to quickly surpass prior Brooks Lite sales volumes, and lengthen the season far into March. These smooth, green skinned varieties are rich in flavor without cholesterol. Both varieties are lower in fat and calories than the California Hass.
Since 1996, Brooks Lite avocados have captivated consumers nationwide, and have created increased demand for the Florida avocados. " Now, the Brooks LessFat avocado, will extend the season from October to March," says Neal Brooks, director of sales and marketing. Brooks will consistently deliver premium quality avocados through hydrocooling, testing different varieties weekly in order to meet FDA labeling requirements, and enforcing strict quality control procedures.
Brooks Lite and LessFat avocados will be promoted under the SlimCado brand. Each box will have its own placard listing its nutritional content. These placards, which can be set up as part of the customers’ avocado display, should increase product recognition and sales once the consumer sees the healthy alternatives offered. Each piece of fruit will have an attractive label that contains the appropriate PLU number and UPC code. Clerks will surely have a hard time missing it.
Another stellar item is Brooks’ large Caribbean Redpapayas. Grown on Brooks’ Belize plantation, these beauties have become very popular in markets. These yellow-skinned, red-fleshed papayas are projected to arrive from Belize year-round.
Brooks also grows Solo Sunrise papayas, a fruit with a deep-red flesh and a tantalizing appeal that has taken consumers by storm. Smaller than the Caribbean Reds, Solo Sunrise papayas come in sizes from 6-count through 14-count, weighing 10-pounds per box. "Papayas have been an excellent commodity for us to handle. Our papayas offer produce departments a product diverse in color and shape, and consumers love that," says Brooks.
Among the 40 different products Brooks will offer this year, Brooks’ star fruit are sure to shine with consumers this season. "Star fruit will be available in 16-, 20-, 25- and 30-count, 7 pound boxes from now through March with heavy supplies expected mostly around February," Brooks says.
Other year-round specialties to look for include mangoes, Uniq fruit, key limes, coconuts and Latin vegetables such as calabaza, malanga, boniato and many more.
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