For most of us, yams and sweet potatoes are easily confused. They are both root vegetables, but not botanical relatives. Yams are in the lily family, and sweet potatoes are in the morning glory family.

A yam is a starchy root that is native to Africa and Asia. They are cylindrical in shape with rough, brownish bark-like skin. The flesh can be white, purple, or reddish. Compared to sweet potatoes, yams are drier, lower in beta carotene, starchier, and taste less sweet. An exception is Ube, a sweet Filipino purple-fleshed yam with shaggy-brown inedible skin and a distinctive nutty flavor. True yams can be difficult to find in the USA and are more likely to be sold in international or ethnic food stores.

Fun Fact: True yams can grow to 7 feet long and weigh over 100 pounds!

Native to the Americas, sweet potatoes have over 7,000 varieties around the world. Skin color does NOT indicate the color of the flesh; both flesh and skin can range in color from tan to yellow to copper to dark purple. Each sweet potato variety has distinct characteristics regarding flavor, moistness, sweetness, density, and color.

There are many theories for the naming confusion of calling sweet potatoes yams, including marketing strategies to promote soft vs firm texture in commercial production. The most likely theory is that enslaved people in the Southeastern colonies recognized similarities between the tubers and used the West African word for yam, ‘nyami’, which was widely adopted for both types and eventually Anglicized to “yam”.

Well known in Hawaii and growing in popularity on the Mainland, the Okinawan (magenta flesh) and Japanese (chestnut-textured) are standout sweet potato varieties. And don’t forget the stunning neon-fuchsia Purple Stokes, with berry overtones!

Be sure to stock several types of sweet potatoes this time of year, as they are satisfyingly delicious, nutritious and featured in many holiday recipes. Give your customers several choices, no matter what you call them!

New & Exciting! 

Apple:

• Evercrisp (right): Combines the best traits of Honeycrisp and Fuji into one remarkably juicy, flavorful apple. Incredible crunch in every bite–lives up to its name!
• Northern Spy: This heirloom variety has exceptional flavor—bright, tangy, and aromatic with hints of honey and spice. Firm, juicy texture that holds up beautifully in pies and cider.  

Chicory Mix: A staff favorite from Comanche Creek! This vibrant mix of frisée, chicory, dandelion, and radicchio comes in a 3-pound bulk case—perfect for foodservice and retail displays alike. It’s the best time of year to enjoy chicories—cooler weather mellows their bitterness and concentrates their natural sweetness, giving them a more balanced, complex taste. 

Eggnog: Straus Family Creamery and Alexandre Family Farm are offering organic eggnog through December only! Rich, creamy, and not too sweet—this seasonal favorite is downright addicting! Place your preorders now!   

Green Bean: Almost a necessity during the holiday season! Rundle Family Farm green beans have started. His beans are plentiful and of superb quality. Get your Thanksgiving orders in now! 

Holiday & Poultry Herb: What are the holidays without herbs?  Holiday Mix (Rosemary, Sage, Savory, Thyme)  and Poultry Mix (Rosemary, Sage, Thyme) herbs are now available in 6-count bunches, ¾ oz. clamshells and 12-count clamshell shipper boxes (which include an attractive retail display box). 

Satsuma Tangerine: Juicy, sweet, seedless, and easy to peel. It’s no wonder it’s one of the most popular tangerine varieties!   

Specialty Citrus: Discover the vibrant world of specialty citrus. Buddha’s Hand (left) offers fragrant, finger-like segments prized for zest and aroma. Fingerlimes burst with caviar-like pearls of tart juice. Limequats combine the sweetness of kumquat with a bright lime tang. Pink Variegated Lemons stand out with their striking striped skin and rosy flesh—perfect for adding color and flavor to any dish or drink. 

Specialty Winter Squash: Check out some unique varieties available now! 

• Black Futsu: Small, dark-skinned squash with dense, sweet, and nutty flesh that roasts beautifully and holds up well in soups, purees, and hearty autumn dishes. 
• Blue Ballet: Delights with its vibrant blue skin color, naturally sweet, nutty flavor, and creamy texture.  
• Turban (right): Known for its dramatic, multi-colored “turban” shape, this squash has firm, creamy flesh with rich, slightly sweet, nutty flavor. Tip: The squash shell can be used as a serving vessel for soup made from pureed flesh! 
• White Acorn: AKA “Mashed Potato Squash” has a naturally sweet and creamy texture when roasted, reminiscent of potato. 

Sugarloaf Chicory: Long and slender variety with crisp green leaves that resemble romaine hearts. Mild but pleasantly bitter with subtle sweetness. This is a wonderful and versatile variety—great in salads and cooked dishes alike! 

Walnut in Shell: Ferrari Farms has come on with in-shell walnuts! They are the Hartley variety, an old French variety considered one of the best walnuts for eating fresh.  

Promotable 

Blueberry: The Peruvian season is in full swing and volume is strong– especially on 12 count pints! 

Brussels Sprouts: Readily available with great quality. Roasted, steamed, or chopped finely for a winter slaw, there’s no wrong way to enjoy this cruciferous powerhouse.

Chestnut: Fresh chestnuts are equally delicious roasted in the oven, steamed or boiled!  The sweet, nutty, buttery flavor of cooked chestnuts takes any dish to the next level! Readily available in a variety of sizes: Jumbo, Colossal, and Super Colossal from Heath Ranch, a small farm VV exclusive. Packed in convenient 8-lb mesh bags. 

Cranberry: Time for cranberries to shine! 8-ounce and 12-ounce bags readily available from Wisconsin, now through December. 

Fuyu Persimmon: We’re seeing steady supply and sharp pricing on this fall favorite. Nothing says autumn like a display full of bright golden Fuyus. Offer samples in-store to entice new palates! 

Garnet Sweet Potato: Supply is strong with sharp pricing through the holidays.    

Hard Squash: ‘Tis the season for soup, stew, and roasting delectable winter squashes. Acorn, Butternut, Delicata, Kabocha, Orangetti, Spaghetti and Sugar Pie Pumpkin are all in strong supply.   

Keitt Mango: Enjoy California-grown mangoes for just a bit longer! Next up in the season are Ecuadorian Tommy Atkin mangoes.  

Kiwi: Green, Gold, and Red are readily available from Wild River; supply is expected to be steady. Red Kiwi has golden flesh with a vibrant red starburst pattern and a unique berry-sweet flavor.  Ask your Account Manager about bulk kiwi bins! 

Passionfruit: Tart, sweet, and readily available. Enjoy a taste of the tropics while you can! 

Potato: Deals to be had on Russet and Yellow ‘A’ potatoes. Which makes a better mashed potato? Either option works but Russets have a higher starch content, resulting in a fluffier mash, while yellow potatoes have a naturally buttery flavor and absorb less water (less mushiness).   

Quince: Discover the unique flavor of quince— a fragrant, golden fruit with a floral aroma and tart flesh that transforms into a rich, rosy delicacy when cooked. Quince is inedible in its raw form. 

Red Seedless Grape Tote: The Allison variety is a late-season variety with large, crisp, dark red sweet berries.   

Limited 

• Broccoli: Limited production; prices remain high for the remainder of the Salinas Valley season. 
• Burdock 
• Celery 
• Green & Red Leaf Lettuce 
• Raspberry 
• Romaine Lettuce: Supply is tight; prices are going up. 
• Rutabaga 
• Strawberry: Local strawberries are winding down. Extremely limited supply until the Mexican season starts up. 

Done for the Season 

• Asian pear from Earthseed Farm 
• California-grown Valencia Orange 
• California-grown Zucchini 
• Corn 
• Oya Organic  

Merchandising Corner 

Tips for a Successful Thanksgiving 

For many retailers, Thanksgiving is one of the busiest and highest revenue producing times of the year. Here are some essential holiday planning tips: 

Early Promotions: Don’t wait to promote! Shoppers are planning early to avoid peak shopping days.  Communicate your promotions through all marketing channels:  flyers, emails, and social media. Make it easy for customers to find this information.  

Pre-Packaged Products: Customers will be looking for pre-packaged and pre-bagged products. Offer pre-cut packaged items of holiday staples like celery, butternut squash, and yellow onions.  

Signage: Bright, eye-catching signage is a great way to get customers’ attention and improve their shopping experience. Highlight a farm or label, post product information, provide storage recommendations, or share recipes.  

Storage: Assess your storage needs during the holidays. Will you need more dry space? More cold storage? Some retailers source a temporary refrigerated unit that will be placed outside to store turkeys and holiday overflow. Bonus: Customers will be able to pick up pre-orders outside, reducing the traffic inside the store.  

Future Orders: The week following Thanksgiving tends to be quieter. Review your future produce orders with your Account Manager to forecast what you may need.  Tip: Bananas are typically not high on shopping lists post-holiday and pre-orders may need to be reduced. 

Need more planning tips? Download the Retailer’s Guide to a Successful Thanksgiving 

Farm Buzz 

Organic Matters Ranch 

Organic Matters Ranch is a 102-acre ranch founded by Johnny Gary and Heather Plaza in 2002. The mixed crop and livestock operation is located between Humboldt Bay and the coastal redwoods. Johnny and Heather purchased the ranch as vegetable growers, but  wanted to combine crop and animal systems in an integral way on any extra land. Today, approximately 75% of their land is dedicated to growing plants; they also raise chickens and sheep. They have an on-site farmstand selling their neighbors produce, as well their own.  Other community programs include a CSA, school tours and petting zoo   a Fall corn maze and month-long U-Pick Pumpkin Patch.

Produce Resources 

Retailer’s Guide to a Successful Thanksgiving

Pear Variety Guide 

Apple Variety Guide 

Winter Squash Variety Guide