My younger editor self would be thrilled to live in these times—especially when it comes to writing about vegetables. Twenty-five years ago when I was filling pages for Produce Concepts magazine, vegetables weren’t exactly celebrated. They were more of a checkbox on the menu. My job was to inspire chefs with ways to sneak more of them onto the plate. Turns out, it was a magazine before its time.
For years, consumer surveys told us diners wanted more veggie options. But chefs and operators knew the truth: what people say they want and what they actually order are often two very different things.
But this is certainly a new day. Here’s how:
- We’ve cycled through several waves of “eat local, eat seasonal”—and they’ve stuck.
- Younger generations are making healthier food choices and raising their kids to do the same.
- Plant-based lifestyles—vegan, vegetarian, flexitarian—are more mainstream than ever.
- A wave of “Better For You” (BFY) fast casual spots has reshaped expectations of limited-service dining.
- Global cuisines with naturally veggie-forward traditions are more accessible—and popular—than ever.
So, when I read menus today, I’m genuinely amazed and a little nostalgic, wishing that magazine were still around so I could spotlight the real produce concepts finally coming to life.
For example, in mid-May, Burgerville (that emphasizes fresh, local and sustainable ingredients), launched Fried Asparagus for a limited time. They described it as fried Yakima Valley asparagus in gluten-free batter. Back in the day, giving the growing region wouldn’t have crossed anyone’s mind, and gluten-free batter? Today, it works.
In April, Starbird, a BFY chicken fast casual concept, ran a Crispy Thai Brussels Sprouts special. I’d have to say, Brussels Sprouts have certainly had their unexpected moment on menus. For this special, the sprouts are tossed in a sweet Thai glaze and topped with crispy shallots and cilantro, served with choice of dipping sauce.
So, there’s that cruciferous vegetable. Now let’s talk cauliflower. It never would have shown up on a menu two decades ago. But how about this? In April, Wing It On! Ran a Cauli-Wings special, which was crispy air-fried cauliflower bites with choice of dipping sauce. That’s mind-blowing to my younger self. You could make a promotable special out of cauliflower florets? Then there’s casual dining chain Lazy Dog with its Cauliflower Ceviche special running through September. That is citrus-marinated cauliflower, bell peppers, red onions, jalapeno peppers and cilantro, served with tortilla chips and guacamole. If Produce Concepts was around now, I could picture doing an entire article on cauliflower from several angles. Just one more. The New York fast casual chain Dig, which focuses on seasonal, fresh and healthy food, ran a spring Cheesy Cauliflower special where they roasted the vegetable with garlic, Parmesan cheese, lemon and chili flakes, then topped with scallions.
I could go on and on with things I’ve seen on menus just in the past few months that should inspire others to take a new look at vegetables on the menu. But one more. Bad Daddy’s Burger Bar currently is running a globally inspired “street-food” themed special, Elote Street Corn Dip. It’s a corn-based dip topped with cotija cheese crema, Tajin and fresh cilantro, served with seasoned tortilla chips. That is the way to keep corn interesting.
All of these are proof that vegetables have moved beyond the obligatory side dish. They’re getting the creative treatment they’ve always deserved, and diners are ordering them.
So now it’s your turn. What produce-driven ideas are sitting on the back burner, waiting for the right moment? What vegetables could star in your next special, snack or shareable? Because these days, vegetables aren’t just part of the plate—they’re leading it.
Jody Shee
