Super Bowl of Produce.

Every year around this time, people in the produce world talk about the super bowl of produce, the time when food shopping peaks out in the US. Farmers in Washington, Oregon, California and Mexico have all been busting ass, growing tons and tons of EVERYTHING, getting ready ahead of the food-shopping mega-Holiday. we who work in wholesale see the crazy fluctuating pricing for commodities like cauliflower and leaf lettuce. pricing for these items is double what it was two weeks ago. broccoli is $60 but next week it will go down swiftly. cabbage, carrots, potatoes, onions don't change as much since those crops store well. Produce is alive, in the process of dying. By handling it with care, storing it at the proper temperature and shipping it back out quickly, doing this we can slow that dying process so it can stay alive and pretty long enough to catch the eye of the consumer and be itself consumed. Success! I personally enjoy the frantic pace and sense of urgency that comes from trying to serve these poor bedraggled,hard working produce departments around Washington Oregon Idaho and montana. Enjoy produce responsibly, people and grow your own if you can. Peas!