Fresh Vegetables Flourish in Restaurants (Restaurants USA, June 2002)

June 2002 issue

Fresh Vegetables Flourish in Restaurants

Restaurants USA magazine's final issue was published in September 2002 but these archived articles remain available for our readers' convenience.

Restaurants USA, June 2002

Fresh vegetables commonly are served at fullservice restaurants, while many quickservice establishments offer salads.
By Staff writer

June 17, 2002

Nine percent of entrees or main-dish salads were primarily comprised of vegetables in 2001, according to CREST* data. Vegetarian entrees accounted for 1.5 percent of entrees or main-dish salads in 2001. Most of the remaining entrees included at least one vegetable or small salad in 2001.

Consumers at fullservice restaurants ordered side or appetizer salads with nearly 14 percent of their meals, while 4 percent of quickservice customers ordered side or appetizer salads in 2001. CREST data revealed that vegetables appeal more to older adults, especially females and consumers with higher incomes.

Vegetable Prices Sprout Up

The U.S. Department of Agriculture (USDA) forecasts that per capita use of fresh vegetables will remain virtually unchanged in 2002. Meanwhile, rising imports will offset reduced domestic production of fresh-market vegetables.

Prices of fresh-market vegetables were generally higher during the first quarter of 2002 because of a decrease in production. Fresh-market shipments, including imports, were slightly below last year’s levels, according to the USDA. As a result, fresh-vegetable-grower prices increased an average of 53 percent.

Head of the Class

Head lettuce was the main driver of price increases for fresh vegetables with first-quarter 2002 prices up more than 200 percent from a year ago. According to the USDA, a 3 percent cut in acreage—coupled with poor growing weather—reduced winter-lettuce supplies. At the same time, demand from processors of bagged salads rose, further reducing the fresh-market supply. Imports offered little relief, since all but about 1 percent of head lettuce comes from domestic sources.

Prices for broccoli and cauliflower were up as well because of reduced acreage. Tomato prices were down from earlier levels.

In the spring season (April to June), the USDA forecasts that U.S. fresh-vegetable growers will harvest 2 percent fewer acres of produce than a year ago. The biggest decline will be in Texas (12 percent), while Florida growers plan to harvest slightly more acreage than a year ago.

Poor weather conditions also could adversely affect fresh-vegetable supplies. This may lead to sporadic shipment and price fluctuations throughout the spring season, according to the USDA. However, it is important to note that short-term price increases usually recede as the summer arrives and fresh supplies become more plentiful.

*CREST, an acronym for Consumer Reports on Eating Share Trends, is an industry-subscriber service that provides consumer-behavior information on the purchase of restaurant-prepared meals and snacks. CREST methodology involves the daily collection of purchase behavior from a balanced online panel, totaling 52,500 individuals per month. Each participant reports information about “yesterday’s” meals or snacks that were prepared outside the home. Data shown are not comparable to previous CREST reports due to changes in methodology.

Back to top

National Restaurant Association Research Department