The Midwest Produce Network

Produce from Michigan, Ohio, Indiana and Wisconsin keeps retail competitive.

Sourcing fresh produce from the Midwest can help keep retail supermarkets competitive. The major Midwestern states, which include Michigan, Ohio, Indiana and Wisconsin, provide retail buyers with fresh products in the late spring and summer when other deals are winding down or ramping up. As a major growing region, the Midwest’s logistical advantages offer a large catalog of staple items. From May through September, a large portion of what retailers across the Midwest offer originates from the region, including cucumbers, all varieties of peppers, sweet corn, and a full lineup of squash — items customers seek weekly.

“Midwestern produce is extremely important to retail operations, especially for businesses like ours that prioritize freshness, value, and strong relationships with growers,” says Sarah Urbani, director of marketing and advertising for Joe Randazzo’s Fruit and Vegetable Market, a Detroit, MI, chain. “During the peak growing season, it becomes the backbone of our produce department.”

“Sourcing from the Midwest — particularly states like Michigan and Indiana — allows us to bring in product that is fresher, travels a shorter distance, and can be offered at a better price point. That combination is critical in retail, where quality and value directly impact customer trust and repeat business.”

The Midwest’s organic muck soil is known for growing tasty and beautiful produce, and its reliable access to fresh water makes the Midwest a uniquely strong production region.

“The Midwest’s climate, topography, and natural resources — such as Great Lakes access and varying soil types — make it possible to grow a wide range of commodities,” says Jordan Grainger, vice president of sales and business development for Ben B. Schwartz & Sons Inc., a Detroit, MI, wholesaler.

“Geographically, it’s centrally located, so it’s an easy place to distribute produce from, given it’s also connected via major highways and waterways, and international borders for easy transport,” adds Grainger. “Lastly, there is a rich agricultural community across the Midwest, so there is a lot of support from local programs all the way up to state and federal governments.”

Midwest produce plays a vital role for retailers of all sizes, including the family-owned Big Apple Finer Foods store in Chicago’s Lincoln Park community.

“Midwest produce is vital in summer profitability because retailers can purchase key produce items locally, instead of sourcing at either of the coasts or even internationally,” says Sean Lodarek, produce. “This, especially nowadays with rising gas prices, saves a ton on transportation costs, along with the produce itself saving on transportation times, which means fresher produce that may even last a few days longer since it saves on being on a truck across the country before ending up on shelves.”

DIVERSE PORTFOLIO

One drawing card for the Midwest is Michigan, one of most agriculturally diverse states, second only to California. The Wolverine State grows more than 300 commodities.

“We are an overnight reach to much of our region and a two-day trip to the farther regular reaches,” says Jordan Vande Guchte, vice president of sales for Superior Sales, Hudsonville, MI, which grows a variety of vegetables, including asparagus, bell peppers, broccoli, green beans, cabbage, carrots, celery and summer and hard squash.

“We are overnight delivery to so many people, population-wise, in the United States,” says Chadd Buurma, president of Buurma Farms Inc., Willard, OH, which grows and ships up to 40 vegetables, including a variety of leafy greens, herbs, radishes, green onions, sweet corn, cucumbers and fall hard squash.

“If consumers are shopping in Ohio or Pennsylvania or wherever it may be and see products grown here somewhat locally, as opposed to Canada, Mexico, California, I certainly think that they’re going to grab that when it’s available.”

Indiana promotes its local bounties. The Indiana State Department of Agriculture’s (ISDA) Indiana Grown program works with Hoosier State farms and food businesses, providing marketing support through farm-to-table dinner events, media opportunities and agritourism development.

“Indiana agriculture is diverse and strong, with more than 53,000 farms,” says Chad Nixon, the Indianapolis, IN-based ISDA’s director of public affairs. “We continue to rank nationally in specialty crops that matter to produce departments — No. 3 in pumpkins and No. 5 in watermelons — aligning with what shoppers look for in summer and fall. We’ve seen growers add acreage, tunnels, and packing capacity to meet seasonal spikes, while institutions increase purchases of specialty crops through farm-to-institution procurement initiatives.”

The other Midwest states also play big roles in growing fresh produce.

“Whether it’s Michigan asparagus, Wisconsin potatoes, or Indiana sweet corn, our retailers and the consumer get excited for these items every year,” says Ryan Dietz, president of Heartland Produce Co., a Kenosha, WI, distributor. “The reputation of the taste and quality of these products is well known throughout the Midwest.”

“Whether it’s Michigan asparagus, Wisconsin potatoes, or Indiana sweet corn, our retailers and the consumer get excited for these items every year. The reputation of the taste and quality of these products is well known throughout the Midwest.”
— Ryan Dietz, Heartland Produce Co., Kenosha, WI

The soil and climate help the region produce a large shopping cart of produce, from apples to zucchini squash.

“The Great Lakes create ideal growing conditions, with fertile soil, unique microclimates that support crop diversity, and long summers that extend into the fall — allowing for optimal harvest timing, consistent rainfall, and exceptional flavor,” explains Trish Taylor, marketing manager of Sparta, MI’s, Riveridge Produce Marketing Inc., which grows and ships apples, cherries, plums and asparagus.

“In times of high fuel costs, the Midwest becomes even more critical for retail, thanks to our central location and efficient access to markets across the country, but primarily the Midwest for our summer offerings.”
— Trish Taylor, Riveridge Produce Marketing Inc., Sparta, MI

“The Midwest has a strong reputation for experienced growers, with many farms now in their sixth and seventh generations. These families have preserved the traditions that make our region uniquely Midwest-grown, while continuing to adapt and invest in new innovations to deliver high-quality produce.”

UNDERRATED REGION

The Midwest is a vital production region due to its favorable location and climate, diversity of crops, access to water, and distance to populous markets, agrees Kathy Michael Sponheim, co-owner of Michael Family Farms, Urbana, OH, which grows a variety of potatoes.

“Midwest produce has a great reputation for quality and freshness. The Midwest is unique in the fact that, in addition to a temperate climate and adequate rainfall, it is also home to the Great Lakes and several major rivers,” she says. “The region is also blessed with rich fertile soil, providing a canvas for a variety of fruits and vegetables that often don’t get recognized in a region known for corn and soybeans.”

The Midwest’s logistical advantages remain a big benefit to keeping retail produce departments efficient.

“During peak seasons, retailers rely heavily on Midwest-grown fruits and vegetables to keep shelves stocked with fresh, high-quality product at competitive prices,” says Joe Randazzo’s Urbani. “This consistent supply not only supports strong sales, but also helps retailers reduce dependence on imports. Shorter transit times mean fresher product, lower transportation costs, and the ability to respond quickly to changes in demand — factors that directly impact retail performance and profitability.”

The large variety of produce grown in the Midwest benefits supermarket produce departments.

“Given the variety of produce grown in the Midwest, retailers can bundle orders across a large product mix, streamline sourcing, and guarantee freshness and minimize costs through shorter transit times,” notes Ben B. Schwartz’s Grainger. “On the sales end, they can do seasonal promotions or create cross-merchandising opportunities, such as grouping items for convenience, like a grilling kit that includes a medley of vegetables.”

The logistical advantages are obvious, says Taylor. “In times of high fuel costs, the Midwest becomes even more critical for retail, thanks to our central location and efficient access to markets across the country, but primarily the Midwest for our summer offerings.”

“While the Midwest may not produce the same volumes as some regions, our focus is on growing for local markets,” she notes. “This provides clear advantages, helping retailers manage freight costs while delivering fresher product to consumers, with less time spent in transit and better flavor as a result.”

STRONG SEASONAL PRESENCE

In some ways, the overall Midwest season can be as filling as other regions.

“The length of a season from late May and June all the way through October or November, depending on the crop, that’s almost six months,” says Buurma. “That’s like Florida. Obviously, when you ramp up, you’re starting with only maybe two, three, four, five commodities, but you get the full season for three, four months, and then as the weather changes in the fall, you might lose some of those more tender items, and you kind of ramp down. But, in general, it’s a five- to six-month shipping season with different commodities coming and going throughout that season, like Wisconsin, Illinois, Missouri.”

Seasonality is key. “Many small, family-owned farms are still offering product throughout the Midwest,” says Heartland Produce’s Dietz. “The seasonality of the product grown here keeps the demand for these items high when they are available.”

The Midwest’s geographic advantages help keep retail produce departments competitive, even with the East Coast and Southeast regions. “Anytime we can reduce miles on product, we can bring a fresher and better tasting product to the consumer while reducing cost and carbon footprint,” says. Dietz.

“Retailers can access several types of produce items in a geographic area to save on logistics costs and keep inventory fresh by bringing in mixer loads,” says Michael Family Farms’ Sponheim. “When a truck can get produce from field to shelf in 24 hours, consumers can taste the difference and fall in love with the flavor, creating greater demand for the local produce item. Beyond saved costs in freight and freshness of produce, retailers can also count on growers to be able to ship on short notice to prevent empty shelves. They can get an additional truck there the next day.”