New Jersey Produce Thrives on Diversity and Location

With several microclimates, the Garden State’s produce industry is extensive.

Known as the Garden State, New Jersey has built one of the nation’s most diverse produce industries. The state grows more than 100 varieties of fruits and vegetables and supplies fresh produce to markets across the East Coast and beyond.

As of 2022 statistics reports, New Jersey ranks eighth nationally in blueberry production, 13th in sweet corn production, and seventh in tomato production, according to Joe Atchison, assistant secretary of the New Jersey Department of Agriculture (NJDA), Trenton, NJ. “However, the Garden State also ranks in the top 10 in production of squashes, eggplants, peppers, cranberries, peaches and more.”

Growers ship throughout the East Coast, into Eastern Canada and west to the Mississippi River and beyond, he adds.

“Because of New Jersey’s location within hours of nearly 50 million people, it was bound to become an integral part of the distribution of goods,” says Atchison. “We have shipping ports in the northeast and southwest parts of the state, some of the busiest highways in the country, as well as rail lines and warehouses — refrigerated, frozen and standard — throughout the state.”

CONSUMERS CONNECT TO LOCAL

At Murphy’s Fresh Markets, which has locations in Medford, Tabernacle and Beach Haven, NJ, consistent volume leaders are bananas, strawberries, apples, tomatoes and bagged salads.

“Those have held the top spots for years, and I don’t expect that to change,” says Ronald Murphy, owner. “What has shifted is the growth we’ve seen in the organic set. Organic baby spinach, organic apples and organic grape tomatoes, in particular, have all moved up in the rankings meaningfully over the past two or three years.”

He adds that Murphy’s stores have adjusted floor space and ordering accordingly.

Murphy emphasizes local and Jersey-grown is a real differentiator for the store. “Customers here have a genuine connection to supporting local business and agriculture, and we lean into that hard during the summer season,” he says.

As a link between growers and markets, FarmLind Produce, River Vale, NJ, works with 75 farms, with three growers for every commodity, running a total of 30 trucks to its customers. Its primary products are tomatoes, sweet corn, blueberries, squash and eggplant.

“Blueberries and tomatoes are our biggest movers, along with fall squash, and Jersey peaches are huge,” says owner Matthew Lind. “We work with 250 different produce items.”

Three years ago, FarmLind entered the foodservice arena and now services 150 restaurants.

“The black dirt region is mineral-rich, with dried-up lakes great for growing greens, like lettuce and onions. We can grow everything in any region in Jersey, but some areas are preferable for certain items.”
— Matthew Lind, FarmLind Produce, River Vale, NJ

“The difference between us and another wholesaler is we’re a middleman, but we don’t hold any inventory,” Lind explains. “We’re selling to stores before we buy it, so we’re picking up corn at 5 a.m. on Monday, and less than 24 hours later, it’s in the store. Our specialty is logistics and connecting growers with retailers.”

Paterson, NJ-based Brothers Produce Inc. imports product from around the world, as well as from U.S. growers. Dates is one of its largest commodities, says Mustafa “Steve” Gaber, president.

“Watermelon also is a monster item, along with eggplant, peppers and corn.”

Founded in 1931 and operated by New Jersey growers, The Vineland Cooperative Produce Auction Association Inc., Vineland, NJ, is open to all New Jersey farmers. Through this organization, the farmers can sell through the daily auction or via direct sales. Growers pick and pack the produce the same day as the auction to ensure freshness.

“We offer our growers and buyers support services such as ice, cooling and packaging supplies,” says Carol DeFoor, manager. “You can purchase via the auction, either on-site or using our remote auction application. We have buyers from various areas in New Jersey, as well as a few from out of the state.”

Auctions are Monday through Saturday and begin at 10:45 a.m. Since it deals with New Jersey produce, the auction starts in late April to the beginning of May, depending on whether conditions are favorable to crop growth.

“The growers have diversified their production to meet the demands of the market, as the markets have changed,” says DeFoor. “At one time, eggplant was one of the largest sellers; now some of the growers have diversified their crops to include napa, bok choy, methi, poblanos, etc. to meet the changing market needs.”

KEY LOCATION AND LOGISTICS

New Jersey’s location is unique, as it is within three hours of major markets, including New York, Philadelphia and the Maryland/D.C. area. However, this doesn’t make the state immune to economic challenges.

“Our customers are navigating elevated grocery bills across the whole store, and produce is no exception, especially on items where supply is limited because of poor spring growing conditions,” says Murphy. “From the retail perspective, between supply chain volatility, fuel and freight cost increases, and weather-related crop impacts, our cost of goods in the produce department has been unpredictable.”

“When we can merchandise product with a Jersey origin, it sells faster and at a better margin.”
— Ronald Murphy, Murphy’s Fresh Markets, Medford, NJ

As a result, Murphy’s Markets has tried to be strategic about pricing and passing on costs to customers.
“We’ve also gotten more disciplined about ordering and shrink management, so we’re not eating margin losses on the back end,” he notes.

Regarding the logistics of shipping crops, NJDA’s Atchison says many larger farms have their own trucking fleets to deliver products to wholesalers and retailers throughout the market region.

“Others belong to cooperatives who serve as one-stop shops for retailers, restaurants and foodservice professionals,” he says. “Some sell to brokers and wholesalers who arrange shipping, while others sell directly to consumers at one of the state’s 140 community farmers markets or on their own farm market or farm stand.”

Bruce Klein, director of marketing at Maurice Auerbach Inc., Secaucus, NJ, a supplier/packer of garlic and specialty produce, says logistics are challenging.

“Ships coming in and getting product off the pier in a timely manner is the toughest thing we’re challenged with,” he says. “Also, trucking has become harder, and gas prices are a part of it, along with fewer workers at the port.”

New Jersey has several microclimates, which allow growers to produce a variety of fruits, vegetables and other agricultural products.

“For example, our sandy, acidic soil provides excellent drainage for tomatoes, resulting in richer flavor and fruit that isn’t waterlogged,” notes Atchison.

MARKETING & PROMOTIONS

In 1984, the New Jersey Department of Agriculture established the Jersey Fresh marketing and quality grading program. This pairs marketing with defined quality standards.

“Over the years, the department’s Division of Marketing and Development has promoted the brand and agricultural products from New Jersey each growing and harvesting season,” Atchison explains. “Tactics have been reviewed each year and modified as needed for the following season.”

Currently, the department runs a digital billboard campaign that rotates products weekly to highlight what’s in season. It also sponsors traffic and weather updates on Jersey Shore radio stations throughout summer weekends.

“Additionally, we have an active social media team, and we host giveaway days featuring blueberries, tomatoes and peaches, as well as Jersey Fresh prizes,” says Atchison. “On the B2B side, we attend regional, national and international trade shows throughout the year, promoting Jersey Fresh produce to retail and wholesale buyers.”

Murphy’s Markets’ “Jersey Fresh” summer produce program has been one of its strongest recurring promotions.

“We partner with local farms and run features on Jersey corn, tomatoes, peaches and blueberries with strong in-store signage and social media support,” says Murphy. “We’re continuing to invest in how we tell the produce story in-store — better merchandising, cleaner signage and more education around what’s in season and why it matters.”

Looking ahead, Lind at FarmLind Produce predicts there will be fewer farms and more large growers. “Farmers can make more money developing their property than growing on it.

“But the closer you are to the farmer and understanding growing practices, the better.”

Labor and input cost increases and climate impacts will continue to put pressure on growers, says Atchison. “But New Jersey’s farmers have always been innovators, and we expect them to continue to adapt and succeed to meet consumer needs while balancing the business end of their operations.”