Ramadan, an annual month-long period of spiritual reflection, started on March 10th this year and ends April 9th. During the entire period of Ramadan, Muslims fast from dawn to sunset, taking neither food nor water. Traditionally, a date is the first food eaten after the sun goes down. Dates, a symbol of prosperity, are also traditional gifts during this lunar holiday and are prominently featured in Eid al-Fitr, the feast that ends Ramadan. 

Fossil records indicate the date palm has existed for at least 50 million years.  Humans have been cultivating dates for at least 8,000 years, tracing their origin to North Africa and the Middle East. It’s said that Prophet Muhammad broke his fast each night with three fresh dates; this tradition has been passed on for thirteen centuries.  

In addition to religious and cultural significance, dates are packed with a myriad of health benefits, balancing blood sugar and also reducing blood pressure. The sweetness in dates is the most easily digestible fructose for humans. They also contain choline—which is associated with better memory and learning!  

Fun Fact: Because birds & bees do not use date pollen, farmers must climb each tree to hand pollinate every flower, spreading pollen grains from the male flower into the female cluster. Such dangerous and labor-intensive work contributes to the relatively high value of dates worldwide.   

Dates can be eaten fresh or dried, are commonly stuffed with cheese or nuts, and can be grilled, baked or sauteed in savory or desert preparations. An ancient and versatile superfood! 

There are hundreds of distinct varieties worldwide, ranging in color (from yellow to red to black) and varying in size, shape, flavor and moisture content, Medjool and Deglet Noor are most familiar to folks in the USA. Medjool dates are a fat, maple-hued chewy fruit, prized for its size, succulent caramel flavor and very moist texture. Deglet Noor dates are a smaller, drier date often found in baked goods. Both these delicious varieties are found piled in bowls and baskets during the Ramadan holiday and given as gifts to neighbors and family.    

Ramadan Mubarak! (Happy Ramadan!) 

New & Exciting! 

Fuerte Avocado (left): We have a small shot of Fuerte avocado in an unexpected spring surprise! The fruit comes from 100+ year old Fuerte trees. The older the tree, the more delicious the fruit! 

Green Garlic:Young garlic that has a milder, fresher, and sweeter taste than fully grown garlic. Delicious cooked or raw, the flavor becomes milder when cooked and can be used the same as onions, scallions, or leeks.

Mandarinquat (right): Cross between a mandarin and a kumquat. This unique hybrid offers sweet flavor with a crunchy bite that transforms into a tangy, tart flavor with a juicy, soft texture. Like other kumquats, the entire fruit can be eaten. May contain some seeds. The small size fits perfectly inside re-usable plastic Easter eggs for a healthy egg-hunt treat!

Red Seedless Grape: Just in! The Peruvian grown fruit has large attractive berries with a  crisp snappy crunch! 

Valencia Orange: California-grown Valencia oranges from B&J Ranch are in good supply. The sweet-tart flavor and high sugar content make this variety perfect for juicing. 

Promotable 

Artichoke (left): It’s time for us to have a heart to heart. Don’t sleep on these California grown ‘chokes with sharp pricing. Supply is steady, making these meaty thistles perfect for displays and promotions. Whether steamed, grilled, baked, or fried, artichokes are a versatile and delicious vegetable that can be enjoyed in a wide variety of dishes. 

Asparagus: Mexican Asparagus is expected to be in strong supply through April, with promotable pricing.   

Green Bean: Prices are coming down and volume is available. Let your Account Manager know if you’re interested! 

Maple Candy: Great healthy addition to Easter Baskets! (coming March 31st) 

Mango: It’s March Mango Mania! Ataulfo and Tommy Atkins are readily available and ready for promotion! The Ataulfo (aka Honey mango) has a creamy texture and is less fibrous than most mangoes, but still deliver classic  mango flavor. Tommy Atkins is round with a beautiful red blush – also sweet and very juicy. Build up a large attractive mango display with both varieties to reel customers in. 

Medjool Date: Stock up on retail packs of dates for shoppers looking to celebrate the month-long Ramadan holiday or use as a healthy Easter basket stuffer. Medjool dates are one of the most popular varieties—known for sweet, caramel taste and moist texture.

Mixed Heirloom Tomato (right): For winter heirlooms, Ram’s Farm tomatoes are unmatched in flavor. The mixed pack has good sized tomatoes with an excellent mix of heirloom varieties containing Pink Brandywine, Black from Tula, Kellogg’s Breakfast and Ananas. These varieties are specifically selected for quality and taste. This is a great item for early spring promotions!

Persian Cucumber: Back in good supply with sharp pricing. Take advantage while the going is good! 

Rio Red Grapefruit: Supply remains steady with promotable pricing. Beautiful red flesh with sweet flavor that is less acidic than other grapefruits. Enjoy the great grapefruit deals while citrus is still in season! Add a splash of grapefruit juice to sparkling cider for a ‘mock mimosa’ to celebrate the Spring Equinox! 

Seville Orange: This sour, tangy variety is best suited for candying, zesting and making marmalade. Introduced to Europe from Asia in the 12th century, this citrus was so beloved by the Spanish that they named it after the city of Seville. 

Tomato-on-the-Vine: Mexican grown fruit is readily available at promotable prices. Add some color to your displays today! 

Limited 

Bok Choy: New crop is expected soon.  

Baby Broccoli 

Coconut 

Delicata Squash: Gapping until April. 

Horseradish: Limited for the next few weeks until the grower is able to harvest.  

Green Onions: Mexican product is limited. California new crop is expected to come on in the next week. 

Lettuce: Desert production is beginning to wind down and most larger growers are transitioning back up to northern growing regions. New crop lettuces should be more steady in supply starting in April. Smaller local growers did not have a good planting season due to a wet winter so be prepared for a tight market through May. 

Napa Cabbage: Limited/gapping.  Plenty of green for St. Patrick’s Day celebrations! 

Pineapple: Gapping. Fingers cross we’ll see some Costa Rican fruit in about a week. 

Serrano Chili: Gapping. 

Yellow Squash: Extremely limited. 

Done for the Season 

Brussels Sprouts from Mclendon’s 

Burdock Root aka Gobo 

Celery Root aka Celeriac 

Zutano Avocado 

B Corp Month 

Celebrate B Corp Month With Us!

As a B Corp, we consider the impact of our decisions on our staff, growers, customers, community and the environment. We demonstrate this commitment to building a sustainable food system in all aspects of our business. Here are a few ways we do this every day: 

• Our award-winning green fleet uses renewable diesel to run at near zero emissions. 
• We donate over a million pounds of food annually to the San Francisco-Marin Food Bank. 
• Our pay scale from the highest to most entry level workers is only 4:1. 
• We divert 99% of our waste from the landfill. 

Learn more about B Corp on our blog! 

Women’s History Month 

We want to take this opportunity to celebrate and acknowledge the women in our industry who are changing how people think about farming and food distribution. To the women farmers, the women truck drivers, the women pulling and packing our orders, and the women supporting how food is grown and brought to communities, we thank you for all that you do! 

As a women-owned and led company, VV is proud to honor and stand with these women! 

Food Mover & Shaker 

Courtesy: Women in Trucking

Ellen Voie 

Ellen Voie is an inspiring author, prominent speaker, and advocate for gender diversity and inclusion of women in the trucking industry. She founded the Women in Trucking Association (WIT), a nonprofit encouraging the employment of women in non-traditional trucking careers, and addressing the barriers they face. For over 16 years, she served as the WIT President & CEO, working tirelessly to create safer, more inclusive regulations for women in the industry.  

Under Voie’s leadership, WIT made significant progress bringing change to the trucking industry and promoting women’s accomplishments. With a vigorous mentoring program, women can learn how to be successful professional drivers, but also explore other opportunities in the transportation industry, such as engineering, marketing and logistics services. The association has authored research whitepapers on gender bias and harassment, same-gender training policies, and the lack of truck parking—all major obstacles for women in the industry. Over 16% of WIT members are men who support more inclusion in their field. The WIT Index, the first of its kind, was established to measure the percentage of women holding driver and technician roles, as well as executive and leadership positions. The Women in Trucking Award was created to recognize outstanding female professional drivers.   

Voie has written extensively about trucking and family issues, creating a workbook for all professional drivers (not just women) and their families; a trucker’s family needs support in coping with the time and distance apart. She published two books, Marriage in the Long Run, and Crushing Cones.  

Ellen Voie received the Nettie Fowler Champion of Change award by Navistar for her development of innovative ways to help grow and expand the whole transportation industry. Learn more about her influential work in this 4 minute video.