—story and photograph by Matt Milkovich—photograph by TJ Mullinax
Chris Eckert, president of Illinois farm market and peach producer Eckert’s, discusses Midwest peach advertising and marketing in the course of the Michigan Spring Peach Assembly in Benton Harbor, Michigan, in March. (Matt Milkovich/Good Fruit Grower)
Midwestern peach growers face loads of gross sales competitors from different areas, however giant markets and demand for native produce nonetheless give them a aggressive edge.
“A contemporary peach is the very best peach,” mentioned Illinois farm marketer Chris Eckert. “The nearer you get to the tree, the higher it tastes. That’s why it’s nonetheless a product that drives client demand.”
Advertising and gross sales had been among the many subjects mentioned in the course of the Michigan Spring Peach Assembly in March, held at Michigan State College’s Southwest Michigan Analysis and Extension Heart in Benton Harbor.
Direct-market gross sales anchor the enterprise mannequin of Eckert’s, a retail and farm market operation primarily based in southern Illinois, simply outdoors St. Louis, Missouri. Recent peaches are one in all their huge gross sales drivers.
“Folks will get of their automotive and drive to Eckert’s simply to get homegrown peaches,” Eckert mentioned.
They’ll pay a premium for them, too, particularly U-pick peaches.
“Nothing beats the pick-your-own value,” he mentioned. “It’s by far one of the simplest ways to promote peaches.”
However with 300 acres of peaches, they will’t promote all of them out the entrance door. About 80 p.c of Eckert’s peaches are bought on the contemporary wholesale market, which isn’t as predictable as direct gross sales.
Peach producers in Illinois, Michigan and different Midwest states grapple with growers from competing areas all through the season. California stone fruit is ubiquitous within the nation’s produce departments, however California yellow-flesh peaches don’t actually excite shoppers and battle to promote, Eckert mentioned. A much bigger downside is Southeast peaches, largely from South Carolina and Georgia, which usually hit the market in early July. Colorado peaches have turn into an even bigger participant, too, filling markets west of Missouri in late July.
Altering climate patterns and hotter winters have made Southeast peach yields much less predictable up to now few years.
Spring freezes in 2023 led to important peach losses within the Southeast, mentioned Ross Williams, chief working officer of Titan Farms, a peach grower, packer and shipper primarily based in South Carolina. Williams gave his presentation remotely.
To regulate to “one of many worst yields we’ve had,” he mentioned, Titan Farms targeted on supplying solely its prime 10 retailers.
Michigan contemporary peaches, like these seen right here in a Conklin orchard in June 2022, are thought of “native” by two huge markets: Detroit and Chicago. (TJ Mullinax/Good Fruit Grower)
Regardless of the crop struggles final season, Williams mentioned he nonetheless sees a “optimistic alternative for peaches.”
“We have to give attention to correct harvest maturity and postharvest high quality so we will drive repeat shoppers,” he mentioned.
Eckert mentioned the contemporary peach gross sales window is pretty brief, and any disruption can disrupt costs for everyone. If South Carolina and Georgia miss their Fourth of July advertising and marketing window, truckloads of peaches flood the market later within the month, miserable costs.
Southern Illinois growers usually begin harvesting peaches proper after the Fourth of July, which provides them a little bit of leeway earlier than Colorado and Michigan peaches enter the market just a few weeks later. By mid-August, “buyer fatigue” has set in, and demand for stone fruit wanes as prospects begin occupied with fall and apples, Eckert mentioned.
Eckert’s is a crucial provider of native produce for regional grocery chain Schnucks, which sells an “huge quantity” of the farm market’s peaches, he mentioned.
“After we don’t have a peach crop, their whole produce gross sales go down,” Eckert mentioned. “We’re driving visitors into their shops. That’s the facility you have got as an area grower for these retail chains.”
Grocery shops need extra than simply produce from their native suppliers. They need branding, packaging and different methods to inform their story. In addition they wish to lock in costs earlier than harvest. Eckert’s makes value commitments for about 75 p.c of its wholesale peaches weeks earlier than the season begins, they usually let the remainder “float, so we’re not overcommitted,” Eckert mentioned.
To eradicate fruit waste and lengthen the peach season, Eckert’s sells peach cider, a mix of peach juice and apple cider. Schnucks shops show the peach cider subsequent to Eckert’s contemporary peaches.
“We’re capable of market virtually all of our waste product by means of cider,” he mentioned. “You’re not going to get wealthy off peach cider, as a result of it’s a number of work to make and it’s not a super-high-value product, but it surely’s one other technique to differentiate your model, broaden your presence out there and turn into extra essential to your retail associate.”
Eckert mentioned Michigan peach growers have a foot within the door in two giant markets: Detroit and Chicago. Though his farm market and the Windy Metropolis are in the identical state, Chicago is usually outdoors Eckert’s gross sales radius.
Kevin Lenhart, a produce purchaser at Invoice’s Produce in Griffith, Indiana, mentioned the produce provider promotes Michigan peaches as “homegrown” in its northwest Indiana and suburban Chicago markets.
“Chicago doesn’t consider Illinois as their homegrown peach provide,” Eckert mentioned. “They consider Michigan.” •
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