Prepare to Profit With Peruvian Asparagus

Focus helps retailers capitalize on the transition from summer asparagus to fall/winter product.

Peruvian asparagus represents significant potential for profit during the fall and winter when production is at its peak.

Highlighting Peruvian asparagus ensures consistent availability, freshness, and customer satisfaction, explains Mark Cotê, produce supervisor at Redner’s Markets in Reading, PA, with 44 stores. “Merchandising it well during these months boosts sales, drives seasonal interest, and positions the store as a reliable source for premium produce year-round,” he says.

According to the Peruvian Asparagus Importers Association’s (PAIA) 2025/2026 Fresh Asparagus Category Management Stats & Key Purchasing Trends Report, Peru accounted for 41% of fresh market asparagus imports to the U.S. in 2024.

“Peru’s reliable, year-round supply of high-quality asparagus ensures consistent availability, especially during fall and winter when domestic and other production wanes,” says Katiana Valdes, marketing director at Crystal Valley Foods in Miami, FL.

Carlos Solf, vice president procurement for Southern Specialties in Pompano Beach, FL, and co-chair of PAIA, notes Peru is a reliable source in the U.S. fall and winter months, providing consistent quality and volume.

“Fall and winter are a peak time of year for Peruvian asparagus since we typically have strong production,” says Solf. “The many holidays and gatherings present great sales opportunities.”

Focusing on a few key areas will help retailers increase shopper interest and drive sales. “Stores should strive for ample asparagus displays and marketing during the fall and winter,” says Craig Rolandelli, president and chief executive at Jacobs, Malcolm & Burtt (JMB) in San Ramon, CA, and PAIA co-chair.

TRANSITIONING SEASONS

The move into fall vegetables should include asparagus. “Asparagus continues to grow in popularity at both retail and foodservice level,” says Priscilla Lleras, executive director of PAIA. “Continued and planned emphasis on asparagus during the fall and winter will yield profitable results.”

At Rubinette Produce Market, an upscale independent in Portland, OR, the store emphasizes the seasonal break to differentiate product for customers. “Typically, we let displays gap before putting up imported asparagus,” says Josh Alsberg, owner/operator.

“This allows our customers the understanding that asparagus is a seasonal item, and that it is in season now from Peru. We also make sure to always check quality before we stock it to make sure it tastes fresh and not bitter.”

Securing a consistent, high-quality supply is essential in preparing for the fall/winter season, according to Cotê. “Planning ahead with reliable growers, monitoring weather impacts, and aligning promotions with peak availability ensures freshness, reduces shrink, and supports strong sales during a season when quality and continuity can vary significantly.”

Asparagus has evolved from a seasonal specialty to a year-round staple, says Valdes. “This is largely due to consistent imports from Peru combined with seasonal sourcing from other areas. The supply chain has helped make asparagus widely available and promotable.”

Peruvian product provides a long window for sales. “Stores should plan to start really promoting in September and go all the way through until spring,” says Rolandelli.

Though year-round asparagus merchandising has grown, the product still sees spikes during key holidays. “The big holidays, such as Thanksgiving, Christmas, Easter, Fourth of July, Memorial Day and Labor Day, are all great holidays to promote asparagus,” says Shani Nir, management at Ayco Farms in Pompano Beach, FL.

Thanksgiving, Christmas, and New Year’s particularly are prime times to “up the ante,” according to Redner’s Cotê. “Stores should build attractive displays, promote easy holiday recipes, and cross-merchandise with seasonal proteins and sauces to boost sales,” he says. “Highlighting freshness, versatility, and premium quality can position asparagus as a must-have side dish during winter celebrations.”

STRATEGIC DISPLAYS

Visible asparagus sells. “Seeing is buying,” says Lleras. “Consumers love asparagus, and having a visible display in the produce department will encourage them to put it in their cart.”

Consumers love asparagus, and having a visible display in the produce department will encourage them to put it in their cart.

— Priscilla Lleras, Peruvian Asparagus Importers Association

Stores can build strategic asparagus displays by placing them in high-traffic areas near complementary items, such as lemons, hollandaise sauce, or fresh proteins, suggests Cotê. “A compact, yet well-stocked, display, around 3 to 4 feet, keeps the product fresh and visually appealing,” he says. “Use vertical stacking and clear signage to highlight quality, origin, and usage tips, encouraging impulse and repeat purchases.”

When promoting asparagus, retailers are urged to highlight asparagus with special displays to entice sales. “Endcap displays, or additional refrigerated display fixtures placed in high-traffic areas, offer best results,” says Nir. “This provides a destination, thereby driving incremental sales and attracting new customers to the item.”

Display size and placement may vary depending on timing and promotion. “Larger, more prominent setups are recommended during peak times, such as holidays when demand and interest are higher,” says Valdes. “These displays should be kept full, fresh, and frequently rotated to maintain visual appeal and quality.”

Endcap displays, or additional refrigerated display fixtures placed in high-traffic areas, offer best results.

— Shani Nir, Ayco Farms, Pompano Beach, FL

MAINTAINING QUALITY

Displaying quality product is essential to increased sales. “Especially in today’s economy, having clean, fresh displays affects sales even more than price,” says PAIA’s Lleras. “Produce staff should check the display regularly because shoppers only want to buy high-quality, fresh-looking product.”

Handling prior to and during display are both crucial. “Of prime importance is keeping the product in the cold chain while being delivered and stored,” says Ayco’s Nir. “The butt-end should be cleanly cut and sufficiently hydrated. In the backroom, keep asparagus cold (34 to 36 degrees F) and moist (damp room) prior to display. To ensure quality, it is very important to display asparagus in water or on ice.”

Crystal Valley’s Valdes recommends keeping asparagus refrigerated whenever possible to extend shelf life. “Some retailers enhance the perception of freshness by using crushed ice displays, especially on endcaps, but these should be limited in size and designed for quick sell-through within a few hours.”

OFFERING CHOICE

Options provide more opportunities to spark consumer interest. “Peru provides a variety of options in fresh asparagus, including color,” says JMB’s Rolandelli. “More and more shoppers are looking for something unique, especially to use at holiday gatherings. Displaying all three colors — green, white and purple — will help stores pick up extra sales.”

Rubinette’s Alsberg finds that promoting all three colors boosts sales in the whole category. “During months when we have access to full color variety, we promote heavily through sale pricing and strong front-and-center merchandising.”

The colors of Peruvian asparagus offer visual appeal and culinary versatility. “Displaying multiple colors together creates a destination in the produce section, especially during holidays when shoppers seek unique ingredients,” Valdes says.

Consumers seek variety in asparagus sizing, as well, she adds. “Standard to large dominate due to cost-effectiveness, but upscale retailers can offer XL or Jumbo sizes for grilling enthusiasts during fall and winter gatherings.”

PROVIDING CONVENIENCE

Retail shelf packaging for asparagus is gaining popularity. “Consumers now see washed, trimmed bunches in resealable bags, microwave-ready trays, seasoned kits and mixed veg bundles,” says Redner’s Cotê. “These convenient, value-added formats appeal to busy shoppers. With demand rising for ready-to-cook produce, this trend is set to grow further in the coming years.”

Value-added packaging is gaining traction for convenience-focused shoppers, agrees Valdes. “These options extend shelf life and appeal to busy consumers,” she says. “Trends indicate continued growth in packaged asparagus for quick meal solutions.”

The Peruvian industry is innovating in value-added, says Solf of Southern Specialties. “Importers and distributors now offer a variety of fresh asparagus value-added options. These products provide convenience for the shopper as well as easier handling for the retail staff.”

EDUCATING SHOPPERS

To boost Peruvian asparagus sales in fall and winter, retailers should feature bold signage. “Highlight origin and freshness, offer bundled promotions, sample recipes, and cross-merchandise with hollandaise sauce, proteins, and roasting vegetables,” suggests Cotê. “Eye-catching displays near the entrance or meal solution areas also help attract attention and encourage impulse purchases.”

Sharing recipes and usage information also drives sales. “Creating and promoting recipes with asparagus increases the opportunity for a customer to try it out,” says Nir.

Starting in mid-November, Rubinette’s staff communicates asparagus usage ideas to shoppers. “We will typically find holiday or holiday-type recipes that one could substitute with asparagus and promote these in-store,” says Alsberg.

Cross-merchandising is another great way to promote asparagus. “For example, post a picture of asparagus next to a steak or add salads, oils and dressings to the display,” says Nir. “Stores can also build small asparagus displays in the deli, meat and seafood departments.”

In-store demos are another great way to boost sales of both white and green asparagus. “This gives shoppers the opportunity to taste the product prepared in creative ways they might not have considered,” says Valdes. “Retailers can inform consumers about the uses and health benefits of asparagus through traditional point-of-sale materials, as well as content on their websites and social media platforms.”