Leaning on Broccoli’s Benefits, Versatility Can Lift Sales
July 21, 2025 | 7 min to read
Despite declining production, vegetable remains steady go-to for shoppers.
Broccoli has been cultivated commercially in the U.S. for just over 100 years, although its presence in North America can apparently be traced back to Thomas Jefferson in 1787. California — where that first commercial crop was planted in 1924 — still dominates supply, accounting for around 92% of volumes, according to U.S. Department of Agriculture (USDA) figures.
However, broccoli producers haven’t had an easy time of late, and the overall picture points to a gradual decline. A 2024 USDA Vegetable Market report revealed that production in 2024 totaled 13.5 million cwt, down 3% from the previous year. The overall planted area also fell by 3% to 99,500 acres. In fact, total U.S. broccoli production dropped by 32.3% in the five years between 2017 and 2021, according to ProducePay.
But while the overall picture signals declining volumes, producers themselves remain upbeat about the product’s appeal.
Ashley Kaslin, director of marketing at Salinas, CA-based Tanimura & Antle, says broccoli remains a category mainstay with health-conscious consumers helping drive more positive sales growth. “Consumers increasingly seek clean-label, nutrient-dense vegetables that deliver versatility,” she says. “We’ve seen strong performance across pack types.”
Consumers increasingly seek clean-label, nutrient-dense vegetables that deliver versatility. We’ve seen strong performance across pack types.
— Ashley Kaslin, Tanimura & Antle, Salinas, CA
In fact, Kaslin says the company has enjoyed a strong 12 months, maintaining “reliable production and consistent quality despite shifting weather patterns and stagnant markets.”
Growing primarily in California’s Salinas Valley and the Yuma, AZ, region in the winter months has allowed Tanimura & Antle to optimize seasonality and climate advantages to achieve 12-month supplies, she adds.
Another Salinas, CA, grower that has experienced a positive 12 months is Ippolito International, which sells its products under the Queen Victoria (QV) Produce brand. Jacob Abramson, the company’s sales and commodity manager for broccoli, says Ippolito has sustained steady, consistent business and growth, especially on the value-added side, while its foodservice business has also seen good growth.
Ippolito grows broccoli from April through October in Salinas, and November through March in Yuma, AZ, and Mexico through grower partners. “We are set up in diverse growing regions to make sure we are fully supplied to keep our customers with consistent quality and coverage,” adds Abramson.
According to Joe Angelo, director of sales at Castroville, CA-headquartered Ocean Mist, broccoli has become a staple food item among U.S. consumers, particularly in recent years, and regularly ranks high in surveys in popularity, consumption, nutrition and versatility.
“While retail broccoli sales over the past several years may not have experienced a significant increase, our sales have generally remained steady with our core customer base,” says Angelo. “When there have been supply chain disruptions due to adverse growing conditions, we have generally been able to meet customer demand.”
Ocean Mist grows broccoli in Castroville and the Salinas Valley in the spring and summer months, before moving production further south to Coachella for the fall and winter.
Looking toward the summer season, for which Ocean Mist has ample supply and promotable volumes, Angelo expects the company to benefit from excellent quality and steady demand, adding that he doesn’t anticipate any inclement weather that could adversely affect quality.
CATEGORY TRENDS
As well as a growing interest in value-added products, Abramson says Ippolito has benefited from an increased interest in mini florets from the foodservice sector. The item, he says, is suitable for a range of different applications, fitting naturally with fresh preparations, such as salads, while larger florets tend to be stir-fried or roasted.
Organic is another area of the category that is gaining traction. According to Kaslin, consumers are continuing to show willingness to pay a premium for organic when the quality meets their expectations.
Abramson agrees, revealing demand has increased for pre-washed, pre-cut, and packaged organic broccoli.
Similarly, based in Salinas, The Nunes Company sources broccoli year-round from California, Arizona, Nevada, and Mexico, which is marketed under its Foxy and Foxy Organic brands.
According to sales manager John Amaral, Nunes’ broccoli program has increased over the past decade, with small increases year-over-year. “Our sales and distribution have been increasing in broccoli crowns every year,” he says. “The last 12 months continue to show this growth.”
Already increasing in acreage, Amaral says Nunes hopes to increase organic sales further with a move to The Walker River Cooler in Yerington, NV, where he says the company will benefit from superior quality products that are closer to its customers.
“The location easily saves a day and a half in transportation time with carriers not having to come in and out of California, saving 600 miles,” he says. “This gives our customers fresher product with less shrink.”
IN-STORE BROCCOLI TIPS
When it comes to merchandising, Kaslin recommends maintaining two to four facings depending on the store format, with added display locations during peak seasons. Best practices that she also recommends include maintaining cold chain integrity, rotating stock frequently, and using secondary displays during promotions.
Kaslin believes broccoli can be effectively paired with complementary items, such as stir-fry kits, cheese sauces, dips and grilling vegetables. Cross-merchandising with health and wellness displays, especially during peak resolution season, also drives interest and purchases, she says.
According to Abramson, shelf space varies among retailers, with some preferring regular stalks in bulk, while others include crowns in bulk displays. “The bulk section of the store is complemented by the options in the packaged, value-added section,” he says. “I would suggest that this is where you would define best practices: having fresh, unpackaged options along with the washed and pre-cut packaged options.”
Abramson adds that Ippolito is seeing growth in smaller, 10-ounce and 12-ounce value-added packs, as well as larger family pack sizes.
To keep a broccoli display looking fresh, Angelo at Ocean Mist recommends storing and merchandising in refrigeration at temperatures between 32 to 36 degrees, as well as removing any items that look damaged, shriveled or dry to maintain visual appeal. Raw broccoli, in particular, should be merchandised under misters to help maintain freshness and prevent moisture loss, he suggests.
Angelo also recommends adding variety by incorporating different broccoli options, including pre-cut florets, and naked and wrapped crown options to make displays more interesting, while he suggests using color blocking to add visual excitement. Signage, recipe cards or QRCs, he adds, which allow consumers to gain selection tips, nutrition ideas, and usage ideas, also help make the display more interactive for consumers.
While retail broccoli sales over the past several years may not have experienced a significant increase, our sales have generally remained steady with our core customer base.
— Mike Smith, Spice World, Inc., Orlando, FL
Retailers, Angelo continues, can further take advantage of broccoli’s considerable versatility by cross-merchandising broccoli bunches, crowns or florets with items like dips, dressings, sauces and hummus. Cheeses, including cheddar, mozzarella and feta, also pair well with broccoli, according to Angelo, while florets should be cross-merchandised with other vegetable mixes and noodles for stir-fry options.
According to Kaslin at Tanimura & Antle, broccoli sees seasonal lifts during the holidays, health-focused January resets, and summer seasons. At the same time, she says promotions are becoming more integrated with in-store signage, and cross-category pairings that support cart building.
Likewise, Abramson says promotions typically take place in the summer and fall to coincide with greater availability, as well as the tendency for consumers to roast vegetables as the weather cools down.
But is broccoli suffering shrinkage due to tightening consumer budgets? Although Kaslin agrees shoppers are price aware, she believes quality and brand values are more central to driving purchasing choices.
“They seek out fresh produce that looks premium and aligns with their personal standards,” she says. “Visual freshness, optimal head size, and minimal yellowing are critical, but so are the values behind the brand. Shoppers are increasingly loyal to companies that are sustainability conscious, care for their people, and uphold high standards across the board.”
16 of 22 article in Produce Business July 2025
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