With citrus season in full swing, there is no shortage of wonderful citrus fruits to enjoy. However, the Ruby grapefruit (AKA Marsh Ruby) stands out as a true treasure this season. Beloved for its incredibly juicy, sweet, and tangy flavor, this variety is one of the most popular grapefruits in the USA.  

Grapefruit originates from the Caribbean island of Barbados, and is a cross of sweet orange & pomelo seeds brought from Asia in the 17th century, some say by a pirate named Captain Shaddock. But it wasn’t until the Ruby was later rediscovered in Texas in 1929, that it became regularly cultivated and popular in the Americas.  

Fun Fact: the island of Barbados was known as the “red land with white teeth” (reefs) in Arawak, the indigenous language. 

Ruby grapefruit is exceptionally healthy and is a powerhouse of vitamin C. It is rich in lycopene, an antioxidant, which gives the flesh its signature pinkish color. Bonus? Ruby grapefruit is easy to peel with very few seeds. We love it added to salads, desserts and cocktails, or used as a garnish for seafood dishes, West Indian Island style. At its best, Ruby grapefruit is enjoyed fresh or juiced.  

We have a tremendous supply of Ruby grapefruit from B&J Ranch, an exclusive VV grower in California’s Coachella Valley. Grapefruit from this grower has a cult following! Make sure to add some to your next order!  

Fun Fact: Grapefruit is not the same as a pomelo! Check out our article to learn the difference. 

Weather Watch 

Unusually cold temperatures in Southern California’s desert regions are causing crop growth to slow down. However, growers are in good supply on most core commodities so there should be little impact in January.  Additionally, growers are starting to see increased pest pressure in the fields, especially with bok choy, baby bok choy and Brussels sprouts. Lettuce will likely be the next target for those pesky aphids. This is a common seasonal occurrence—expect some gaps in supply. 

New & Exciting! 

California-Grown ‘New Crop’ Hass Avocado: Growers are picking  ‘new crop’ fruit as part of an overall tree management strategy. Expect to see local supply for about a month.  The fruit will have relatively low oil content and will take longer to ripen as compared to old crop avocados. Be patient for the regular California season to start up in mid-March! 

Fortune Plum: A little stonefruit surprise in the middle of winter! This Japanese plum variety has bright red fruit and firm yellow flesh. New Zealand grown.

Golden Nugget Tangerine (right): Rich, extremely sweet, full-bodied taste. Considered to be one of the best tasting citrus in the world! Add these to your Lunar New Year citrus displays! 

Kishu Tangerine: Petite in size (but not in flavor), seedless, easy to peel, and beloved for their sweetness.  Click here to learn more about how the Kishu was popularized by Churchill Orchards in Ojai. 

Pixie Tangerine: Ojai tangerines have a strong following, and the Pixie is one of the most popular. Pixie tangerines are seedless, easy to peel, and remarkably sweet. They have low acid, but just enough tang to keep the flavor exciting. Super popular with kids and citrus lovers alike! 

Seville Orange: Coming soon!  This sour, tangy variety is best suited for juicing, zesting and making marmalade, The name comes from Seville, Spain – it was introduced from Asia in the 12th century by Arab agriculturists, and was so beloved by the Spanish that they named it after the city of Seville. 

Tulip Bouquet: Straight pack tulip-only bouquets are coming on soon!  

Promotable 

Broccoli: Great supply on bunched and baby broccoli.

Cara Cara Orange (right): Distinctly rich sweet flavor with beautiful reddish-pink colored flesh. Steady supply makes this perfect for promoting during citrus season and the upcoming Lunar New Year holiday on January 29th!

Grapefruit: Cocktail grapefruit is exceptionally sweet and juicy from B&J Ranch. Much sweeter and less acidic than traditional grapefruit. 

Supply is plentiful for Ruby and Rio Red grapefruit, also from B&J Ranch. Flavor is sweet with healthy tanginess. Fruit from this grower is simply the best! Did you know all fruit from B&J is 100% unwaxed? Waxing is a common practice to preserve and extend shelf life for produce, only non-synthetic and edible wax is permitted on organic fruit.  

Greenskin Avocado: California-grown Bacon and Fuerte (left) are peaking right now in quality, flavor and availability. Ask your Account Manager for the best match in size & variety to suit your needs. 70ct 2-layers are a terrific value. Staff Pick: Old growth Fuerte avocado, very rich, with an incredible nutty flavor. The Fuerte is THE avocado of choice for veteran growers and buyers in-the-know! 

Heirloom Tomato: This mixed medley offers rich tomato flavor during the peak of winter. Grown in Mexico, Ram’s Farm tomatoes are handpicked, cooled, and carefully packed for long lasting quality!  Perfect for salads, sliced for a sandwich or roasted into a cozy tomato soup! 

Sugar Plum Cherry Tomato: We’re seeing volume on grape and cherry tomatoes from Del Cabo. Promotable! 

Limited 

Artichoke: Limited; very little supply on the market. Availability should improve in mid to late February when our grower increases production. 

Celery: Supply is still limited, costs remain high. 

Eggs: The avian flu continues to wreak havoc on the nationwide egg market. We’ll continue to see sporadic shortages and limited supply for at least a few more months. 

Pineapple: Limited until the end of January. 

Raspberry/Strawberry: Not much available right now. The outlook does not look for strawberries for Valentine’s Day Lean into California-grown blueberries which are steady! 

Straightneck Squash: No supply available right now. 

Straus Milk: Due to a limited supply of organic dairy across the industry and a significant increase in demand for milk, Straus Family Creamery is experiencing shortages across their portfolio of fluid milk and anticipates order shorts in the coming weeks. The shortage is expected to last through Q1 2025 only. 

Wild Arugula/Baby Leaf: Frost conditions over the last several weeks and a generally cooler weather pattern in the desert is slowing down growth, impacting quality and will likely limit availability.  

Yellow Dragonfruit: Our grower, Tierra Organica, is reporting supply will be gapping for two weeks on Ecuadorean fruit. 

Yellow Ginger: As the season comes to an end, supply will tighten up. Expect some dryness on the ends or cut ends—this is typical for end of-season product. 

Zucchini: Extremely limited. Prices are ticking up. 

Zutano Avocado: Gapping, but more fruit is still on the trees.  

Done for the Season 

Ettinger Avocado 

Orlando Tangelo 

Page Mandarin from Lagier Ranch 

Peas from Veliz Family Farm 

Merchandising Corner 

Warming up for the Super Bowl 

Roughly 90 million people hosted or attended a Super Bowl party last year, and on the next Super Bowl, (Sunday, February 9) that number will probably be even bigger. More than any televised sporting event, the Super Bowl is food focused, particularly on produce-heavy snacks. Read on to learn how you can help your customers throw the perfect Super Bowl party.  

Avocados: What Super Bowl party would be complete without fresh guacamole? You’ll want to have plenty of breaking avocados for three to four days before the game. Look for rich & flavorful green-skin Bacon avocado or check out our selection of Mexican Hass, including Fair Trade, and New Crop California-grown Hass.  

Cross Merchandise: Build displays that will compliment your avocados, with items like red onions, cilantro, lemons, limes, chili peppers, and garlic. Bring in chips, tortillas, and beer from other departments. Try carrot coins instead of corn chips for scooping! 

Potatoes: Potatoes are a versatile party food, and work well fried, baked, or twice baked! Build a display with all the ingredients to draw attention, including Russet potatoes (check out Ladybug label ‘spuds which come in eco-friendly compostable bags!), green onions, and some cross merchandised products from other departments like fresh chives, cheese, sour cream, salsa, bacon, or chili to bring it all together. 

Jalapenos: Essential for any fresh guac recipe! Jalapeno Poppers are always a crowd pleaser. Try a simple display made with Jalapenos, cream cheese,  and panko crumbs. 

Crudité All The Way: Promote healthy raw snacks as a satisfying alternative to chips and salty foods. Baby carrots, sugar plum cherry tomatoes, raw broccoli & cauliflower, and celery sticks are the way to go!  

Recipe Cards: Customers are always looking for inspiration for their next big party. Help them out by posting recipe cards. Looking for your own inspiration? Check out these recipes for Guacamole, Baked Potato Skins, and Avocado Salsa.