Specialty crops offer opportunities

Greenhouse growers looking for ways to grow profits are growing specialty crops. While the “big three” greenhouse-grown vegetables remain tomatoes, cucumbers, and peppers, there is ample room for diversity within, as well as outside, this group.

The case for exploring niche crops has been made in the growing locavore movement (consumers who are interested in locally sourced food), a growing awareness of sustainable agriculture, and in the demand for variety in the produce aisle. Greenhouse grown crops allow for the freshest product and best flavor even in the offseason. Growers can (and are) capitalizing on this more as they tinker with different varieties and crops. Examples of growers doing just that are highlighted in this article.
 

Cahaba Clubs Herbal Outpost

Cahaba Clubs Herbal Outpost in Odessa, Fla., is a good example of how to grow and sell in the niche crop arena. Owner Marvin Wilhite grows and sells an array of hydroponic produce and sells to 5-star restaurants and resorts. They specialize in micro-greens, herbs, and vegetables, along with exotic tiny greens, tiny lettuces, and a colorful variety of pea shoots.

Recently, Cahaba began producing edible flowers such as violas and nasturtiums, catering to their customers’ (chefs) growing demand for more unique produce. Their top two sellers are their rainbow micro-greens and their pea shoots and tendrils. Cahaba uses three different hydroponic systems for growing: ebb and flow; the nutrient film technique; and perlite growth medium. Then they harvest daily, on a cut to order basis, and ship nationwide.

One factor contributing to Wilhite’s success within the specialty crop market is his ingenuity. He has implemented an irrigation system that stores his water in underground tanks. By harnessing natural underground temperatures he keeps his irrigation water around a cool 80°F, even through the blistering summer months.

“Everyone calls Florida greenhouses hothouses,” says Wilhite “but I challenge them to come visit my greenhouse in the summer.” This gives him the ability to grow crops in the summer that other growers in the area shy away from. His business savvy and drive to satisfy his customer allows him to propel this technical success forward and come out on top. “Chefs come first” and “You can be only as good as your last delivery” are two mottos that guide him and his team in their production of fine quality and specialty grown greenhouse crops.

Cahaba’s niche herbs and greens allow for multiple harvests before the plants need to be replaced, and the hydroponic growing system allows for quick turnaround from propagation to product. The combination of this rapid turnaround with Wilhite’s quest to keep at the cutting edge of the chef’s knife keeps him ahead of the game.

But what is the next move for Cahaba? Now that micro-greens are mainstream, chefs are looking for something even more exotic. Wilhite is always looking for the next level to take it to and right now, for him, that is growing in the dark. “With one plant I can grow three different products based on light.” He has been toying around with LED growing light systems and manipulating the crop so that in 2014 when a customer sits down for a fine dining experience their plate is punctuated with a brand new, unique, or perhaps fresh garnish.

As growers consider their options, crops attracting attention include mini vegetables, herbs, edible flowers, squash flowers and baby squash, and specialty varieties of crops you may already be growing. Or growers can go “retro” and grow some heirloom varieties, says Wilhite. “Heirloom is the new organic,” he says, adding that greenhouse-grown heirloom tomatoes almost marries the two fads. There is great opportunity in heirloom production in the greenhouse because it is a controlled environment and you can have greater yield than field grown with less or no need for pesticides.”
 

Village Farms

At Village Farms, headquartered in Heathrow, Fla., Debi Streen, director of variety development and innovation, works closely with Village Farms growers in developing new varieties and crops. “Demand from consumers is the driver,” Street says of crop diversification. “It’s just been within the past five years that we’ve developed retail direct partnerships, have become more consumer-centric, and have expanded into specialties.” Village Farm’s most recent success in the specialty crop market has been a variation of one of the big 3 crops: tomatoes. In this case, it’s their San Marzano (oval-shaped) tomato that is intended for salads or to be stuffed and served as an appetizer. Village Farms also grows specialty varieties of the remaining big 3: cucumbers and peppers.

“I like to describe our Greenhouses as a state-of-the-art garden,” says Streen. The “garden” to which she refers consists of 220 acres of crops growing under glass. Village Farms’ operations are almost divided in half between British Columbia and Texas. Some of their culture methods include growing hydroponically in coconut fiber and following an intensive integrated pest management program.

They pride themselves in sustainable agriculture and layout their model concisely in what they call their Barefoot Plan. They also devote a lot of resources to agricultural research to “improve quality and yields without sacrificing environmental stewardship.”

Being consumer-centric means that Village Farms is always working on new varieties and new commodities that focus on flavor. Their marketing approach is akin to the highly successful branding of big names like Proven Winners in the ornamental world. And an interesting factoid from their website that gives them some growing credence states that, “Village Farms has achieved and documented the world record for highest yield.”
 

Bright Farms

When considering new crops, also consider target markets or how to reach new markets. An innovative approach to sales can be seen in the example of Bright Farms in New York City. While not a grower, Bright Farms builds greenhouses at or near partner supermarkets, and then grows produce for them year-round. They sign long-term purchase agreements with the markets and then build and operate the greenhouse at no cost to the retailer. This is an excellent way to secure sales, lower costs for all involved, and increase freshness for the consumer.
 

It’s all about innovating

From large-scale growing operations such as Village Farms to the smaller growers such as Cahaba Clubs Herbal Outpost, specialty crops are fueling growers’ passion for keeping things “fresh” and consumers’ taste buds satisfied. Innovation is the name of the game.

Think inside the (greenhouse) box.