The Texas Produce Advantage: Location, Climate, Logistics

Future looks bright for fresh produce from the Lone Star State.

The second-largest state in the U.S., Texas has a long-established history as an agricultural powerhouse, leading the country in livestock and livestock products. But while cattle may account for the largest share of agricultural revenue, the state is nonetheless a major producer of a range of fruits and vegetables, from onions and winter vegetables to watermelons, citrus and herbs.

The Texas Department of Agriculture says the state produces more than 60 commercial fruit and vegetable products and over 600 specialty crops, with Texas growers selling almost $850 million worth of produce in 2022.

Texas produces more than 60 commercial fruit and vegetable products and over 600 specialty crops, with Texas growers selling almost $850 million worth of produce in 2022.

Harvested from late spring to early summer, watermelons account for the largest crop in Texas, with another major fruit crop — grapefruit, and especially the Rio Red variety — available from late fall through spring, according to Jed Murray, director of government relations at the Texas International Produce Association (TIPA) in Mission, TX.

On the vegetable side, kale, beets, collard greens, cabbage and broccoli are all plentiful during the cooler months, Murray adds, while cilantro and parsley are key crops for winter production. Bringing things full-circle, Texas 1015 sweet onions are the highlight of the spring-to-summer season, among a production cycle that also includes yellow, red and white onions.

CHALLENGES AND OPPORTUNITIES

But while the Lone Star state continues to produce a wide range of products, Murray says the past 12 months have been marked by “a mix of challenges and successes” for Texas growers.

Although water scarcity remains a significant concern, he says growers have adapted by investing in water-saving technologies, shifting crop allocations, and working with organizations like TIPA and the Texas Vegetable Association (TVA) to advocate for sustainable solutions.

More positively, Murray says Texas produce is reaching more markets than ever, thanks to major marketing campaigns for Texas 1015 sweet onions yielding strong consumer engagement, and Texas grapefruit gaining access to the South Korean market.

Based in Mission, TX, in the epicenter of the South Texas citrus industry, Lone Star Citrus Growers is — in its own words — “the last independent, family-owned and operated Texas citrus packing house.”

Lone Star ships nationwide, primarily north and west, with some reach to the east. The company also recently began exporting Rio Red grapefruit — some 90% of Lone Star’s grapefruit crop is Rio Red — to South Korea following the opening of the market to the Texas citrus. Lone Star also produces oranges, such as early maturing Marrs, midseason Pineapple and Valencia.

According to marketing director April Flowers, the company experienced a good growing season in 2024, despite some challenging times over recent years.

“Recovery from the 2021 freeze continues to be stymied by the ongoing drought and a light freeze in January 2024 followed by another light freeze this year,” Flowers explains. “That said, we have an incredible team that has done a fantastic job of maximizing our available resources. Despite all challenges, we are on track to produce about 75% of a typical crop year.”

“While as a company, we continue to grow and acquire acreage, the industry as a whole is not,” she adds.

FAVORABLE LOCATION

Shipped nationwide and into Canada, Texas produce reaches consumers in the West Coast, Midwest, East Coast and Eastern Canada, benefiting from what Murray describes as its “strategic location, unique climate, and strong logistical advantages.”

“Texas can ship fresh produce quickly to the East Coast, Midwest and West Coast — making it a key hub for the U.S. fresh produce supply chain,” he says. “The state’s central location allows for faster, more efficient distribution compared to other winter production regions (California, Arizona and the Southeast).”

“Texas can ship fresh produce quickly to the East Coast, Midwest and West Coast — making it a key hub for the U.S. fresh produce supply chain.”
— Jed Murray, Texas International Produce Association, Mission, TX

Texas, Murray claims, also has a seasonality advantage, arguing the region’s optimal winter production climate allows for peak harvests when other states may struggle with cold weather.

The state also has what Murray calls a “commodity leadership.”

“Texas is the birthplace of all red grapefruit varieties, and its Rio Red grapefruit is known for being sweeter and less tart than competitors. The Texas 1015 sweet onion is also one of the most renowned onions in North America,” he says.

Flowers at Lone Star Citrus has a different take when it comes to the domestic competition. Texas citrus growers, she says, don’t really compete with California producers, given their non-overlapping seasons (California in the winter, Texas in the summer).

Although Flowers concedes that Florida technically competes with Texas in grapefruit, she says the two serve different markets. “Florida has the freight advantage along the Eastern Seaboard, while we have the freight advantage in the central U.S. and West Coast. All things being equal, time and distance determine the customers we share,” she says.

NEW DEVELOPMENTS

One organization working to expand seasonality in the Lone Star State is Texas A&M AgriLife, which is focused on agriculture and life sciences within The Texas A&M University System. According to Murray at TIPA, Texas growers, in partnership with A&M AgriLife, are continuously researching new crop opportunities that could extend growing seasons and improve sustainability. This includes new citrus varieties, improved onion strains, and potential winter vegetable adaptations as part of ongoing research efforts.

Even more than varieties, packaging is one of the biggest developments to the Texas produce trade.

Shortly before the onset of the COVID-19 pandemic in 2020, the prevailing industry trend was away from bags and toward bulk fruit, according to Flowers at Lone Star Citrus. However, as the virus spread, consumers began to strongly favor bagged over bulk because of the perceived added layer of protection.

But recent economic challenges and rising inflation appear to be reversing this trend. “We have seen a rebalancing of the ratio between bags and bulk, as customers look to save where possible by shopping bulk fruit,” says Flowers.

Consumer trends are continuing to signal a strong interest in sustainability and convenience, according to Murray, and growers in Texas have been responding with new developments in packaging designs and materials. This includes offering new options for pre-packaged produce, particularly in onions, citrus and herbs, while still meeting demand for bulk supplies for foodservice and wholesale buyers.

One significant packaging development, Murray says, is the increasing use of corrugated plastic boxes for transporting produce: white, lightweight, durable boxes made from polypropylene, which he says offer several advantages over traditional wax-coated cardboard.

Unlike traditional cardboard, corrugated plastic is impervious to moisture, ensuring packaging remains intact, even in humid or wet conditions, Murray continues. The durability of the boxes means they can also withstand the rigors of transportation, protecting delicate products in the process.

A further advantage is their reusability and sustainability. “Corrugated plastic boxes are reusable and fully recyclable, making them an eco-friendly packaging solution that aligns with industry sustainability goals,” says Murray.

PROMOTING TEXAS PRODUCE

As might be expected of an industry association, TIPA is heavily invested in promoting Texan produce. One of the state’s best-known symbols for local products, Go Texan, has become a trusted symbol for consumers who want to support growers, Murray says.

“Our members proudly highlight Texas agriculture by prominently featuring the Go Texan logo on products, packaging and marketing materials,” he says. “This not only strengthens consumer confidence, but also helps retailers easily showcase Texas-grown options in their stores, whether it’s Texas 1015 Sweet Onions, Rio Red Grapefruit, watermelons or winter greens.”

Beyond the Go Texan program, TIPA, TVA, and the South Texas Onion Committee (STOC) actively promote Texas produce through targeted marketing campaigns, research partnerships, and advocacy efforts that boost consumer awareness and drive market demand.

Recent campaigns have included the “Sizzlin’ Flavor” sweepstakes for Texas 1015 onions and the TX1015 Eat Sweet Restaurant Week — also for sweet onions — and the “Heroes of Summer” promotion for Texas watermelons.

Murray adds the expansion of Texas grapefruit into South Korea has been a major milestone, signaling the opening of international markets to the products, and cementing Rio Red as a sought-after citrus variety.

NOT JUST A PRODUCER

Beyond Texas-grown produce, Texas — and particularly the Rio Grande Valley — represents a major hub for fresh produce imports year-round, playing a crucial logistical role in the North American food supply chain.

“More than 55% of all U.S. fresh produce imports from Mexico enter through Texas land ports, totaling 325,467 truckloads valued at $11.6 billion in 2022,” says Murray. “The volume of fresh produce crossing through Texas is projected to grow by 32.4% by 2030, further solidifying the state’s status as a key distribution center for North American retailers.”

Although based in San Antonio, TX, tomato grower, packer and marketer NatureSweet produces outside the state through 12 production sites located in Arizona and Mexico (principally Jalisco, Nayarit and Colima).

According to the company’s vice president for external communications, Lori Castillo, NatureSweet produces approximately 170 million pounds of grape tomatoes every year, most of which are marketed under the “Cherubs” brand. The company also produces medium and large tomatoes, tomatoes on-the-vine, cucumbers, and sweet peppers and has an organic line.

“While Texas is renowned for its rich soil and favorable climate, which supports a wide range of commodities, NatureSweet’s vertically integrated process allows us to bring the best-tasting fresh produce from greenhouses in Mexico and Arizona,” says Castillo.

Over the past 12 months, she says NatureSweet has seen significant momentum across key areas of its business, with the snacking tomato and greenhouse vegetable segments delivering strong sales growth. This success, Castillo continues, reflects both increased consumer demand and the strength of the NatureSweet brand in the market.

At the same time though, she says the company has successfully improved its operational efficiencies, lowering costs while increasing production volume.

“Most importantly, after years of decline, we are winning in the market once again, demonstrating that our strategic focus on quality, innovation, and sustainability is paying off,” Castillo adds.

NatureSweet also appears to be well-positioned to take advantage of the current consumer preference for packaged produce.

“Packaged produce is experiencing significantly higher growth compared to bulk produce, with the packaged produce market projected to expand at a faster rate due to increasing demand for convenience and ready-to-eat options (like NatureSweet’s Cherubs To Go, our NatureSweet Constellation seedless mini sweet peppers, and snack-size cucumbers),” says Castillo. “Bulk produce sales are generally growing at a slower pace, but are still holding a larger share of overall produce sales in some categories.”

However, with Texas already well-established as a Top 10 domestic producer of more than 40 major commodities (including peanuts, pecans, and citrus, according to the Texas Department of Agriculture), it’s clear that the state will always be much more than an importer.

In fact, with Europe, Asia, and the Middle East all now opening to Texas produce exports, the future looks bright for growers and exporters in the Lone Star State.