Grocery stores taking stock in local produce

Oct 12, 2008 (The Times-Tribune - McClatchy-Tribune Information Services via COMTEX) -- WMK | Quote | Chart | News | PowerRating -- When corn from Allan Kettell's farm in Lake Winola arrives at area grocery stores, the husks are often still warm to the touch, emanating heat absorbed from the sun while still in the field.

"When it comes in, I know it's just been picked," said Marty Sevensky, produce manager for Weis Markets in South Abington Township.

Mr. Sevensky is a man who can wax poetic about generous-sized ears, kernels in tight rows and the sticky feel of the corn's natural sugars when he smashes a kernel between his fingers. He appreciates fresh produce, and his customers do too.

When cool temperatures delayed the corn's seasonal debut, people noticed. "They were asking for Kettell's sweet corn," he said.

Consumers are increasingly preoccupied with finding locally grown produce for reasons ranging from concerns over freshness to food safety, sustainability and the local economy. For those who don't have the time or inclination to go to farmers' markets, area grocery stores are readily accommodating this demand.

For instance, Price Chopper supermarkets saw sales of Pennsylvania-grown produce double in 2007 from the year prior to 20% of total produce sales, and the chain aims to increase that percentage in 2008, said spokeswoman Mona Golub.

While October marks the beginning of the end for many locally grown fruits and vegetables, the harvest season isn't over. Locally-grown white potatoes, pumpkins, a cornucopia of winter squashes, hydroponic basil, mushrooms and apple cider are all available and in particular are on sale at Gerrity's Supermarket Meadow Avenue store In Scranton.

"It's a huge advantage to us to buy local products," said the chain's co-owner Joe Fasula, citing lower transportation costs, freshness and taste.

But some products that grow around here, like apples, are still coming from out-of-state, because finding farmers who can deliver enough produce on a regular basis is difficult, Mr. Fasula said.

"You need to be able to produce a huge amount to sell to the supermarket," he said.

In this regard, smaller independent stores like Everything Natural and Caravia Fresh Foods, both in Clarks Summit may have an easier time keeping the shelves stocked.

While most area retailers say they've been selling local produce for decades, the marketing has changed. Labels advertising "local" are more obvious, as are special events, like Wegmans in-store farmer meet-and-greets. The Wegmans Web site also features calendars showing what's available throughout the year.

Another regional chain, Giant Food Stores, has made such an effort to grow the ranks of its local produce suppliers that in August it received an award from the state's agriculture secretary, honoring the company for partnering with the state's "Pennsylvania Preferred" program, which spotlights foods grown or processed in the state.

In addition to its efforts to launch new local products, it also hosts annual trade shows to introduce local venders to the store's merchandisers, spokeswoman Tracy Paweleski said.

"This is all about building relationships," she said.

Contact the writer:

ssolie@timesshamrock.com

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