There’s slight applause starting in foodservice. Can you hear it? Vegetables are emerging from backstage to take more of a lead role on the plate, and no one is pushing them back. In fact, they are almost like a curious new genre of food that the world is ready to listen to. “Let’s see what you have,” is the emerging attitude.
Last week Jamba Juice debuted its new line of three fruit and vegetable smoothies. Guess what the vegetables are in Berry UpBeet, Apple ‘n Greens and Orange Carrot Karma. It’s vegetables’ grand entrance in that chain, and it follows what’s happening all over the foodservice industry.
The reasons are varied. In some cases, it’s to healthy up menus. Denny’s has revamped its kids’ menu, including a side of High Diving Veggies (celery, cucumbers and carrots with ranch dressing). On its kids menu, The Loop Pizza Grill offers sides of steamed vegetables.
For other restaurants, especially in fine-dining circles, vegetables fit in the local, seasonal trend, and chefs are always up for a culinary challenge—making previously shunned vegetables a star. On 60 Minutes, famed chef José Andrés called meat “slightly boring” and vegetables “unbelievably sexy.”
Look at the press that restaurant roof-top gardens have received lately. Consider that the number of farmers markets in the U.S. increased 6.8% from 2006-08, and then jumped 30.9% from 2008-10, according to Mintel's Vegetables—U.S., March 2011 report. Some 41% of the report’s survey respondents purchase some vegetables from farmers markets. Perhaps consumers really are ready for more than token vegetables on the restaurant plate.
The National Restaurant Association, Produce Marketing Association and International Foodservice Distributors Association have joined forces on a multi-phase project to identify opportunities to double fresh produce use in foodservice by 2020. In a press release, they revealed results of a survey they conducted of restaurant operators:
- 41% of operators said they expect to serve more fresh produce in the next two years.
- 72% said emphasizing fresh produce in their marketing efforts drives more customers to their restaurants.
- 46% said they look for fresh produce items that their customers can’t buy at the supermarket.
- 67% said they wish there was more information on how to incorporate fresh produce on their menus.
- 56% serve locally sourced produce in their restaurants.
Given all this, I expect that we will be hearing more from vegetables—the newly discovered food group.
Applause?
Tell me what you think.
Jody
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