Industry Deliciousness: Buyers & sellers serve up their signature products

A passion for produce spurs growers, receivers, and distributors to tap into their culinary creativity to create dishes featuring their signature products.  

From tacos made with sweet potatoes to fresh-sliced bananas on an açai bowl, industry participants eat what they sell, and when they’re not enjoying the fruits of their labor, they’re developing new varieties or products to bring to their customers and consumers.

Here’s a rundown of inventive ways to prepare and serve fruits, vegetables, and fungi from those who know them best!  

Sweet Potatoes, Race-West Company

Max Cutler, director of marketing at Race-West Company BB #:156704 in Clarks Summit, PA, which specializes in orange-flesh sweet potatoes, loves making nontraditional dishes from his company’s signature product. He roasts them and turns them into grain substitutes.

Some of his favorite dishes are sweet potato tortillas for protein-filled tacos or quesadillas. He also likes sweet potato pizza crust topped with arugula, feta, and a balsamic drizzle. And then there’s sweet potato brownies—yes, you read that right—made with sweet potatoes, cocoa, nut butter, and maple syrup.

Cutler, who calls himself the Sweet Potato Guy, shares his recipes on LinkedIn. He also monitors the market where new varieties like the purple-skin, purple-flesh Stokes and Purple Majesty are gaining popularity.  Their nutty flavor and high antioxidant content makes them a true nutritional powerhouse,” he says.

“Another standout it is Murasaki sweet potato, which has exploded in demand thanks to retailers like Trader Joe’s turning it from a specialty item into a produce aisle staple.”

Cutler also notes a rise in medley packs with multiple sweet potato varieties in mesh bags. “The colorful mix is visually appealing and cooks up beautifully. Just slice, add a bit of oil, roast, and you’ve got a vibrant, flavorful side dish. It’s a great way to introduce consumers to the diversity of sweet potatoes beyond the classic orange.”

Versatility is what Cutler likes best about sweet potatoes. “They’ve become a go-to for healthy carb lovers—whether it’s fitness enthusiasts meal prepping, dog treat brands using them as single ingredient snacks, or kids enjoying them in chip or puff form,” he enthuses. “They’re filling, subtly sweet and packed with nutrients.”

Okra, Daaks International, Inc.

Daaks International, Inc. BB #:196583, a Los Angeles-based multigenerational grower with deep agricultural roots, has built a specialized supply chain around delivering premium-quality okra to a diverse and evolving customer base.

“Whether it’s a staple in South Asian kitchens, a Southern U.S. classic, or a rising star in health-forward recipes, okra is one of those rare vegetables that crosses borders, cultures, and generations—and we’ve made it our mission to keep it at its best,” says Sam Thakker, senior vice president of sales and operations director.

He favors a dish developed in northern India centuries ago featuring okra. “My go-to is Bhindi Masala, the way it’s made in most Indian homes,” he explains.

“I cook it in a heavy pan with chopped onions, tomatoes, green chilies, and warm spices like turmeric, cumin, and coriander. A dash of amchur (dry mango powder) brings out a perfect tang. The trick is to cook it hot and fast so it stays crisp—okra should never be soggy.”

He also likes Fried Bhindi. “Might be my guilty pleasure,” he admits. “We slice the okra thin, toss it with rice flour, a mix of spices, and flash-fry it until golden. It’s crunchy, addictive, and honestly gives French fries a run for their money.”

Daaks International was among the first to introduce Indian Dark and Burgundy okra to the U.S. market before they became mainstream.

“At the time, most buyers only knew the Clemson variety, which often drew complaints for being overly seedy and slimy,” he notes. “The shift we helped pioneer brought more consistency, better taste, and a better experience for consumers and retailers alike.”

Okra, Thakker says, isn’t just a crop, it’s a connection to culture and tradition. “I love knowing that something we grow might be the highlight of a simple family meal or the hero of a complex, chef-driven dish. And being part of that—from farm to table—is what keeps us going.”

Bananas, Equifruit Inc.

Kim Chackal, co-owner and vice president of sales and marketing at Montreal, QC-based Equifruit Inc. BB #:329901, calls her company’s 100-percent Fairtrade bananas “the MVP of the produce aisle, the Beyonce of the fruit bowl, and the A-lister of Fairtrade fruit.”

“One bite and you’re hooked,” says Chackal, whose favorite way to eat the fruit is simple: she slices bananas and puts them on top of her morning açai bowl.

The bananas are naturally sweet and silky smooth, which also makes them perfect for blending into smoothies or baking them into banana bread.

Equifruit specializes in Fairtrade organic and conventional bananas, which means they support better pay and working conditions for farmers. “Every banana comes with a built-in promise: a stable, Fairtrade Minimum Price paid to growers, so they can plan, grow, and thrive without playing guessing games with their income.”

Determined to disrupt the banana industry, Equifruit uses eye-catching, inch-wide bands around its fruit in vibrant colors of mint, lavender, and blue. “Our look is bold, sassy, and impossible to ignore—we stop shoppers in their tracks and make them banana fans for life.”

The company is also spreading the wealth. For every case of Equifruit bananas sold, it pays a US$1 Fairtrade premium on top of the selling price to growers, which is then invested in their choice of a social, environmental, or economic project to improve their lives and communities. Investments have been made in better schools, housing, and training.

“It’s bananas doing good, and looking good doing it,” Chackal says. “For too long, the banana industry has been on autopilot and we’re here to shake things up. We’re turning the banana aisle into the most exciting corner of the grocery store.”

Mushrooms, Monterey Mushrooms, LLC

Lindsey Occhipinti, marketing manager for Monterey Mushrooms, LLC BB #:116075 in Watsonville, CA, always has mushrooms on hand to add to any of a variety of dishes, which underscores their culinary versatility.  

“My favorite way to prepare our product is sauteed and ready to go in my fridge to quickly add to a wide range of meals for breakfast, lunch, and dinner,” she shares.

She adds them to scrambled eggs on toast for breakfast and to a green salad for lunch. She uses baby bella mushrooms for stroganoff, portabella caps for the crust of a pizza, or throws the Monterey’s specialty mushrooms into a bibimbap rice bowl.

Monterey’s specialty line includes Lion’s Mane, King Trumpet, maitake, shiitake, and oyster mushrooms.

“This line also includes a unique combination item with sliced baby bellas, sliced shiitake, and oyster petals,” she mentions. “It’s designed to cater to the growing demand for gourmet and health-conscious culinary options.”

In a move emphasizing sustainability, Monterey Mushrooms is introducing top-seal packaging crafted entirely from 100-percent post-consumer materials.

“The use of NIR colorant ensures these packages are fully recyclable, aligning with the company’s commitment to environmental responsibility and reducing our carbon footprint.” 

Tomatoes, West Coast Tomato Growers, Inc.

Since 1939, Oceanside Pole tomatoes have lived up to their name: they’re grown the old-fashioned way in the San Luis Rey Valley along the California coast. The brand is part of West Coast Tomato Growers, Inc. in Oceanside, owned and operated by the Singh family, with Oppy BB #:116424 as its sales and marketing agent.

“We’re proud to be the last remaining pole-grown, vine-ripened tomato farm west of the Mississippi,” says James Galindo, senior sales rep. “What sets our tomatoes apart is our firm commitment to quality. Because Oceanside Pole tomatoes are only harvested when ready, they’re always sweet, juicy, and full of flavor.”

Galindo believes the tomatoes are also special because of the family’s longtime devotion to their signature crop. “Since Harry Singh, Sr. began farming this land over 85 years ago, three generations have carried on that same excitement and dedication.”

Oceanside Pole specializes in round tomatoes and Romas, which thrive in the area’s microclimate. “Our season for round tomatoes started on June 20, with Romas the first week of July. Both will run through November. We’re planning for 2.2 million cases of rounds and 750,000 cases of Romas.”   

So what’s his favorite way to eat a pole-grown tomato? “There are so many ways I enjoy Oceanside Pole tomatoes—but if I had to choose one, it would be a simple salad made with tomatoes, onions, and serrano peppers.

“It’s a staple dish prepared daily in our farm’s kitchen. The sweetness of the tomatoes pairs perfectly with the heat of the serrano peppers and the sharpness of the onions—making it a dish that truly pops.”

Strawberries, Wish Farms, Inc.

As director of public relations for Wish Farms, Inc. BB #:111764, founded in 1922 in Plant City, FL, Nick Wishnatzki’s favorite way to eat strawberries is old school—in strawberry shortcake made with a biscuit and freshly whipped cream or even direct from the original source.

“There’s nothing quite like the taste of a strawberry picked straight from the plant—but they’re just as delicious right out of the container,” he points out.

The company offers all the major berries, but strawberries are how the company got its start and Wishnatzki says they remain “the heart of our business, over 103 years later.” 

Nevertheless, the grower continues to invest in breeding programs for the next great berry.

“Our goal is to find berries that are even sweeter, juicier, and more flavorful,” he says. “With that in mind, our company is confident we’ll bring some great tasting new varieties to commercial scale in the coming years.”

A recent innovation was Pink-A-Boo Pineberries, a variety developed by the University of Florida. Pineberries are almost genetically identical to a red strawberry and grown in fields alongside traditional berries at Wish Farms.

Potatoes, RPE, LLC

One of Rachel Atkinson-Leach’s favorite ways to prepare potatoes is on the grill. She takes red and yellow baby potatoes, places them in aluminum foil with onion, bacon, and ranch seasoning then grills them for 30 to 45 minutes. When they’re done, she eats them with ranch dressing.

As vice president of brand and category excellence at Bancroft, WI-based RPE, Inc. BB #:105471, Atkinson-Leach knows all about potatoes and says they continue to be a mainstay commodity for consumers.

“You can attribute it the economy—people are looking for value. It’s still popular to have a big restaurant-style baked potato.”

The company has big plans for the future including introducing a new, premium baby potato variety in 2025, available for a limited time. “We want to see how consumers take to it,” she says.

Potatoes from RPE feature prominently in Tasteful Selections branded products. A recent innovation featured organic potatoes with sea salt and herbs, introduced in 2024, which come on recyclable fiber trays.

“Extensive testing is proving they’re very popular,” notes Atkinson-Leach. “The tray also seems to extend shelf life.”

Sweet Onions, South Texas Onion Committee

Texas grows its own sweet onions and the TX1015, named for variety’s optimal planting date, is superstar to suppliers, retailers, and consumers with their low levels of pyruvic acid or pungency.

Dante Galeazzi, who manages the South Texas Onion Committee BB #:162353 in Mission, calls the TX1015 “the epitome of versality known for making everyday meals extra delicious and nutritious.

“From sandwiches to salsas and dips, the TX1015 is always there when you need it,” he adds. “While yellows are the most popular, other varieties including red, white, or sweets are available.

“Beyond the fascinating flavor profile and delectable attributes, what sets us apart is the product is fresh and not stored—TX1015 onions are the first fresh onions nationwide that can be added into meals as-is—thanks to reduced pungency. You can buy the product, slice it or dice it, and immediately add them into any type of recipe.

“While frying, baking, and sautéing onions is common, go beyond traditional ways of cooking onions,” Galeazzi suggests. “After all, our favorite vegetable is versatile and unique, and a match made in heaven for just about any taste profile, any day!”