Phil Tybor, PhD and David Creeley
Fresh Pack, LLC
Atlanta, GA

The traditional vegetable farm is and will be a continuing resource for the hundreds of million pounds of vegetables that end up on a consumer’s table. However, the traditional vegetable farm is and will be the foundation for an evolving technology, greenhouse production of fruits and vegetables. Greenhouse production is not new. However, greenhouse production coupled with worldwide distribution, and aggressive marketing, merchandising and sales are the wave that is surging forward in the marketplace.

Greenhouse production of vegetables involves varied production systems, either soil, bag culture and/or hydroponics. A strategic advantage of greenhouse production is the ability to more precisely control fertilization, irrigation, and temperature. The simple ability to have greater control during production allows production agriculture to better meet the wants, desires, and needs of today’s consumer.

According to data published by the Produce Marketing Association, the total supply of fresh vegetables accounted for by trade was 24,953 million pounds in 1975, growing to 38,774 million pounds in 1990, and still growing to 44,658 million pounds in 1996. During the decade of the 90's, the total annual consumption of vegetables (excluding potatoes) has grown from 138 pounds per person to greater than 150 pounds per person. In 1998, an estimated 39% of consumers reported eating more produce than the year before. The key reasons for the increase were diet/health, changes in lifestyle, more availability, personal preference, quality, and economic factors. The consumer has recognized the importance of imported produce, such as availability, variety, and price. Of the top 10 vegetable purchases by the consumer, three are of significance to greenhouse production. The three vegetables are: #4 ranked tomatoes, #7 ranked bell peppers, and #10 ranked cucumbers.

According to a publication from the University of California, annualized U.S. farm sales from greenhouse production was $32 million dollars. The farm value is far greater than this since the statistic does not include imports from Canada, Holland, Spain, Israel etc.

The current line of greenhouse vegetable is limited in relation to the total market. Vegetables included in this category are: tomatoes, bell peppers, European cucumbers, lettuce, cilantro, curly parsley, endive, ginger, malanga, chayote, and eggplant. Tomatoes and bell peppers currently dominate the market.

Tomatoes are available to the consumer in different forms and sized, the large/extra large tomato, the cluster of tomatoes, and the cherry cluster. The standard pack size to the retailer is a 11-pound single layer box. The greenhouse tomato exhibits and obvious difference from the norm. The greenhouse tomato is presented to the consumer with "vine" still attached to the fruit. The "vine" is more appropriately termed the truss or cluster for the bunch tomatoes and the calyx or stem top for individual tomatoes. Greenhouse tomatoes are available as red, orange, yellow color varieties.

The bell peppers are all sweet peppers. The peppers are consistent in size with red, orange, and yellow color variations dominated the market. White and purple peppers are sometimes found on the retail shelf. The peppers are also marketed with the calyx still attached to the fruiting body and in 11-pound boxes.

The basic quality is outstanding. For both tomatoes and bell peppers, the product is firm, exhibits full color without streaks or variations and has a well-rounded flavor typical to a vine ripened item. The produce is free of bruises, soft spots, insect damage, catfacing, cracking, and other pathological defects. In simple terms, the produce item is expected to be picture perfect.

The surge of greenhouse vegetables is not localized but rather a national trend. Greenhouse grown vegetables are in a multitude of retailers nationwide. The listing of supermarket retailers includes:

The "surge of greenhouse vegetables’ is occurring because the industry has climbed several mountains to degrees of success. A level of success has been achieved in agriculture with expanding capabilities for volume production with high quality and consistency. Secondly, distribution systems are in place to assure the maintenance of quality through national or international shipping. Third, the consumer is expressing a desire or need for greenhouse produce. Merchandising will be the key to maintaining the surge. The consumer’s response to merchandising will be in relation to what their eyes have communicated at the point of purchase.

Proceedings - Table of Contents