What is sweet and healthy with the raddest name and mythical appearance? There can only be one Queen of Tropical Fruits–the majestic dragon fruit.  

Dragon fruit aka ‘pitaya’ are actually cacti, and like almost all cacti, they’re native to the Americas – specifically southern Mexico and Central America; they have been an important food source for indigenous people for centuries. Today, Vietnam is the leading producer and exporter of dragon fruit, and locals call it thanh long, which translates to “dragon’s eyes.” This is believed to be a possible origin for its common English name. 

While dragon fruit looks like it’s from another world, the mild taste is actually familiar. Soft and refreshing, it is often described as a mix of kiwi and pear, with low acidity and a sweet, floral flavor. Popular with mixologists, dragon fruit juice makes any cocktail or mocktail a totally new experience. Kids will go crazy for the amazing color. Nutritious enough for dragons, dragon fruit is a good source of fiber, iron, and magnesium, chock full of anti-oxidants, with no complex carbs. 

Commonly a teardrop shape, dragon fruits range in size from ‘globe eggplant’ size to ‘small pear’, but size is not an indicator of sweetness. The internal flesh and edible part of dragon fruit comes in a variety of colors—white, pink, magenta or red, with skin that is a striking combination of  green, pink, yellow or red. The flavors are all similar, but vary in sugar levels. Undoubtedly the magenta fleshed fruit is the most visually impressive and eye-catching of them all! A true conversation starter, cut samples will stop people in their tracks! 

Fun Fact: The natural pigments of dragon fruit flesh can be used as dye or an ingredient in cosmetics. 

New & Exciting!

Chestnut: A true marker of fall, this seasonal favorite is now available from Heath Ranch. Boiled or roasted (over an open-fire or in an oven!)  are the recommended methods to bring out the sweet, rich flavor of chestnuts! Not only for turkey stuffing, chestnuts are a great addition to any savory vegetable preparation. Europeans love them in deserts and soups! 

Cranberry: You know it’s fall when cranberries show up! Retail packs of deliciously tart and Biodynamic certified berries from Wisconsin-based grower, Green Belle are available now. Ask your Account Manager for holiday deals. 

Dragon Fruit: AKA Pitaya. Beautiful tropical fruit with sweet deep magenta flesh and fantastical pink scaly exterior. California-grown and available in small (select) and larger (premium) sizes. 

Kiwano: AKA Horned Melon. This unique-looking fruit is part of the melon family. It has bright orange-yellow spiky skin with jelly-like green flesh inside. The flavor is described as a cross between cucumber, zucchini and kiwifruit. Pair this with dragon fruit and rambutans for a spooky fall display! 

Kiwi Berry: This delicious little fruit is making a brief and dramatic appearance right now. Unlike kiwis, the kiwi berry is hairless with thin, edible skin. But it has the same bright, tropical flavor we’ve come to love from kiwis. Supply won’t last, as this season is short – get them while you can!  

Passionfruit: A staff favorite! Delicious sour & sweet flavor with citrussy floral finish. Eat fresh or add to smoothies, yogurt or desserts. The season is just starting up with our exclusive from Foothill Organics, other farms are coming on. 

Pomegranate: Early Wonder variety kicks off this superfood’s fall season! Its jewel-colored arils are perfect for eating fresh or scattering over salads and Middle-eastern inspired dishes.  

Quince: Produces a tantalizing aroma reminiscent of pineapple, guava,  pear and vanilla. In its raw form, quince is hard,  astringent and inedible. But when cooked, the flesh softens is delicious: though often paired with other fruit, it can be made into quince paste, put on oatmeal, added to tarts/pies and more! High natural pectin content firms up berry pies and any type of  jelly or jam as well.   

Rambutan: This tropical fruit is a close cousin to Lychee and Longan, with a sweet, very floral, tropical flavor. The texture is hard to describe, similar to a snappy grape. To enjoy, split the skin and peel it back to get to the juicy white fruit inside. Don’t worry, the spines look intimidating, but are rubbery, soft and bend back easily. The large black seed inside is inedible, but easy to slide off the delightful flesh.  

Promotable

Asian Pear: Great local supply and assortment during the peak of the season. Check out the Niitaka, known as the ‘King of Pears’ in Japan and prized for its size and crisp juicy flavor. Shinsekis are sweet and crisp with a hint of spice. 

Bartlett Pear: Plentiful with sharp pricing; perfect for fall promotions. Extremely aromatic variety with the ‘quintessential’ pear flavor. 

Granny Smith Apple: This classic pie apple is crisp and juicy with bright green skin. Check out the locally grown fruit from Ferrari Farm. 

Grape: our growers are looking to finish off the season with a bang, so keep going on green seedless, red seedless flames and black Autumn Royal for a few more weeks. The last of the superb purple Concord are in the house! 

Hass Avocado: 60 and 48 count good supply from Las Palmalitas Ranch for a couple more weeks. 

Heirloom Tomato: Steady volume and sharp pricing from VV exclusive grower, Veliz Organic Farm   

Melon: California melon season is not yet over! Galia, Cantaloupe, Honeydew and Mini Seedless Watermelon are still plentiful. Specialty varieties are less abundant but still available. 

Sweetie Apple: Red and yellow skin apple with firm and crisp texture. Low on tartness this apple is rich in sweet and juicy flavor—hence the name! 

Limited

Berry: Blackberry & Raspberry are very limited. Strawberry pricing is picking up due to limited supply.Broccoli Crowns & Baby Broccoli: Limited, prices are high. 

Corn: Limited supply, season is ending in October. 

English Hothouse Cucumber 

Goldenberry: gapping while the fruit ripens. 

Mango: Mexican-grown Keitts are winding down. There will be a gap until October when the Ecuador season starts up with Ataulfo and Tommy Atkins mangoes.  

Persian Cucumber 

Reed Avocado: Very large round green-skin with an incredible rich & nutty flavor, this fruit is very limited due to a poor crop yield this season. Get them while you can! 

Roots: Parsnip, Celery Root, and Rutabaga are still limited. Availability may improve in October. 

Zucchini: Local California-grown zucchini is still extremely limited. 

Done for the Season

California-Grown Cucumber 

Hamburg Muscat Grape 

Okra 

Sensation Melon 

Scallopini Squash 

Sunburst Squash 

Thomcord Grape from Fruitworld 

USA-Grown Blueberry: The domestic season is done. Import fruit is expected to come on soon. 

Produce Resources

Apple Variety Guide 

Winter Squash Variety Guide 

Check out the Customer Toolbox on our website (login required) for more produce resources!

Merchandising Corner

Hard Squash Merchandising

Hard squash is an autumn must-have! Here are a few suggestions to get your customers excited about hard squash and keep them coming back to try all the varieties. 

• Introduce new varieties in an endcap with ingredients used to prepare the squash. For instance, make a display with the Black Futsu squash and stuffing ingredients, such as walnuts, cranberries, onions, bagged quinoa, and olive oil to generate interest and provide inspiration. Include recipes as well. 
• Use shelf talkers to discuss flavor notes, storage tips, and the best ways to prepare. 
• Mixed bins are a fantastic way to lower your price point and draw attention, but may be confusing for the novice squash customers. It’s always useful to provide small displays with individual varieties separated to educate shoppers about different types. 
• Rotate the varieties you bring in. Keep one or two of the staples in stock and change out the others. This is also a great way to keep your customers happy by providing  standard Acorn or Butternut, while also introducing them to less familiar varieties, such as Delicata, Black Futsu, Honeynut or Kabocha. 
• Build displays with complimentary seasonal items like herbs, greens, mushrooms, leeks, apples, persimmons, pears, and pomegranates.