Not long ago, exotic foods were unfamiliar and strange to the
everyday food shopper. But with such a diverse population, the
market for exotic and ethnic foods is growing.
Nowadays, taking a trip down the produce aisle at your local
grocery store can be like a geography lesson.
Not long ago, exotic foods were unfamiliar and strange to the everyday food shopper. But with such a diverse population, the market for exotic and ethnic foods is growing.
Nowadays, taking a trip down the produce aisle at your local grocery store can be like a geography lesson.
The shiitake mushroom comes from Japan while the yucca root is found in the Caribbean, and the passion fruit grows well in the rain forest.
Kiwi is the common name for a Southeast Asian vine, also called the Chinese gooseberry. Originating from China, the kiwi is now grown around the world in warmer regions.
But introducing new foods to the public sometimes can be a hit or miss affair.
“The produce buyers will just send us new products to try to see if there is an interest,” said Frank Soto, produce manager for Nob Hill Foods in Hollister. “Sometimes they stick around and sometimes they don’t.”
After being introduced to the market about 25 years ago, the kiwi has not only gained in popularity, but has maintained its appeal.
“We still have the kiwi people,” Soto said. “It is still very popular because of its flavor.”
The most preferred exotic edible is the star fruit, which seems to catch everybody’s attention because of its shape.
“When you cut it up it looks like little stars,” Soto said.
Shoppers are attracted to exotic fruits and vegetables because of their strange shapes, like the horn melon, which has the outside appearance of a porcupine.
“This is a summer fruit with a flavor of its own – very unique,” said Soto.
And consumers are now reaching for the uncommon vegetables like the unattractive celery root, a hard, bulbous vegetable with tentacle roots that can be diced and added to soups for a rich celery flavor or served as a side dish like mashed potatoes.
For almost a year, Nob Hill has been carrying “Mache,” a salad mix of herbs with its own tangy flavor.
“We haven’t had it around all that long for people to catch on,” Soto said. “All you need is a little pepper and a vinegar dressing.”
Enoki mushrooms stem from Japan. They are crisp white mushrooms with long thin stems and tiny white caps and offer a very delicate flavor, Soto said.
As new products are introduce into the market, many old-time favorites are taking to the back shelf. Ten years ago golden apples, along with red delicious and granny smiths were the top choices. Today they are out done by the Fuji apple.
“The Fuji is the number one choice because of its taste. It is sweet and crunchy real flavorful,” Soto said.
To entice buyers to try new products, stores will offer free samples and demonstrations.
“When we have something new we like to have samples for people to try out so they can decide for themselves if the flavor is what they expect it to be,” said Mario Garcia, assistant produce manager for Albertson’s in Hollister.
Each new product comes with an information booklet and often suggested recipes.
“When something new is introduced, we actually try it ourselves so we can give the customer better information about the taste and texture,” Garcia said.
Because of health reasons many people are more willing to try new products like the Kiwano, a bitter melon from Hawaii.
“It’s a small melon and it’s very expensive,” Garcia said. “But it is suppose to have medical advantages and be good for diabetics.”
Reintroducing products is also just as important, Soto said because it can take up to three years before a new food is noticed by the public.
“The newest exotic food that we introduced is the broccolini, which is a vegetable combination of broccoli and asparagus,” he said. “It has taken about three years (to catch on).”
And, when it comes to trying anything new, it is easier to target the younger crowd.
“Some of the older people will try something new, but the younger people are more acclimated to trying other products and learning about where they come from,” Soto said.
Garcia said lettuce and broccoli may not be exotic, but they are certainly all-time favorites.
“We try to have as big a selection as possible and whenever we find a new item in the order book will try to get it to see if it sells,” he said. “We also will do special requests for our customers.”
What will sell is difficult to predict. Last year Nob Hill tried a mini watermelon variety, called melon drops.
“They were like baby watermelons. They did better than we expected so we are getting them again this year,” Soto said.
