Look to Dried Figs for Stable Year-Round Sales

The versatility of dried figs attracts shoppers.

Dried figs can be enjoyed in the creamy icing of a holiday cake, in a lush salad, or on their own as a delicious snack. Fresh figs, while delicious and popular, are typically obtainable only for a few months, with a shelf life even more limited to a few weeks, but dried figs are available year-round — and produce departments should spotlight their unique taste and versatility.

Melissa’s World Variety Produce, Vernon, CA, produces both, but for the leading distributor of specialties, “dried figs are more popular for us,” reports Director of Public Relations Robert Schueller.

Of their two dried fig offerings, Schueller says the Organic California Mission Figs ranks first. “It’s much sweeter overall, but the Organic California Golden Figs have a more visual appearance on a plate.”

Some describe Mission figs’ flavor as a strawberry, melon and banana mix. Pale yellow golden figs have buttery, caramel flavor notes. The chewy texture of both gives a pleasant crunch due to the tender seeds in the fruit’s center.

“As a signature variety only available from California, the Mission fig is the dominant variety — 60% versus 40% for California golden figs,” says Karla Stockli, chief executive of the California Fig Advisory Board, Madera, CA. “Preference ranges by individual. Some people love Mission, some love Golden, but most love both.”

Stockli says the California fig industry has seen an increase in demand for California dried figs in product manufacturing, specifically the baking segment. “The California fig industry produces further processed fig ingredient products, such as diced, extruded-diced, paste, and juice concentrate, that have become very popular for quicker, flavorful and clean ingredient solutions.”

NUTRITION AIDS SALES

“Overall, consumer interest in health and wellness continues to increase, so fig nutrition remains a priority message,” adds Stockli.

She says dried figs are a good choice for adding fiber naturally to the diet. “One serving (3-5 figs) is a good source of dietary fiber, including both soluble and insoluble fiber, providing 5 grams total dietary fiber per serving, which is equivalent to 18% of daily value. The California dried fig industry absolutely encourages retailers to promote fig nutrition to increase sales.”

RETAILERS AND DRIED FIGS

At the Food City store on Memorial Parkway, Huntsville, AL, produce manager Kenneth Besley says they stock the dried figs “where they are easily seen so people can find them quickly.”

Food City, Abingdon, VA, has stores in five Southeastern states.

Sun-Maid Dried Mission Figs, noted in Food City’s weekly flyer as California, are displayed among dried strawberries, dates, cranberries, and store-brand Food Club sundried raisins. Sunny Fruit Organic Dried Figs, in 5-count bags, are nearby.

Jeremy Dill, produce manager at the Meridian Street, Haggen store in Bellingham, WA, reports, “We sell out in a day or two when we can get fresh figs.” He orders black mission, brown and green figs. When obtained, they are kept in the cold case.

Their stock of Sun-Maid Mission Figs, Dalmatia Fig Spread, and Organic Turkish Figs is displayed with raisins. Holidays and specials result in more sales, he adds. “The peak sales for snacks are the little packs.”

The regional chain, Haggen Food and Pharmacy, operates 15 stores in Washington.

Stockli says when fresh figs are in season, a successful idea is to feature dried figs nearby. “It’s a great reminder to consumers they can get their fig fix with dried figs available year-round.”

INDUSTRY ADDS PRODUCTS

Stockli notes the rising trend for figs in product manufacturing. “Fig breads, fig bars, fig dressings, fig jams, fig barbecue sauces, and fig crackers are a few examples of new products in the market.”

She also says the trend in packaging is to feature the fresh fig, but it is dried fig ingredients that are being used to make these products. Retailers could ride that wave by providing more ideas for their use. “Consumers love the unique flavor of the fig, and the demand for these new products proves it. When whole figs are purchased at retail, they are typically consumed as a snack or in baking.”

Consumers love the unique flavor of the fig.

— Karla Stockli, California Fig Advisory Board, Madera, CA

Stockli says the California fig industry has partnered with several bakers over the past year to educate and to showcase how easy and fun figs are in baked goods. Kyra Johnson of Kyra’s Bake Shop in Lake Oswego, OR, and winner of Food Network’s Cupcake Wars created fig brownies, fig rice crispy treats and fig crackers.

Melissa’s Schueller reminds cooks, “Dried figs can be rehydrated in warm water for recipes calling for fresh figs.”

Schueller notes that Melissa’s biggest dried fruit sales come in the fourth quarter of the year. The Thanksgiving, Hanukkah, Christmas, New Year’s, and Ramadan holidays create dried fig demands.