Characteristics of Midwest Commercial Market Demand for Fresh Fruits and Vegetables

This report summarizes the results of a commercial market survey conducted in four major midwest cities: Chicago, St. Louis, Kansas City and Minneapolis. The purposes of the survey were to establish the general market requirements for fresh produce, particularly for potential new suppliers, and to estimate the demand for more than a dozen fruits and vegetables which Iowa may be able to produce competitively. The general conclusion reached is that all fresh produce marketed at this level has to be of top quality in appearance and packaging, and be precooled where necessary for extended shelf-life. In addition, major suppliers to retail chains (about 76 percent of the total market for fresh produce) must maintain consistent and reliable supplies at competitive prices. The large produce growing states, especially California, have set the industry's quality standards. For Iowa growers to compete at the retail and wholesale level requires high professional standards in all aspects of fresh fruit and vegetable production and marketing.