Citrus Sizzles

For better health, weight management and great-tasting dishes, consumers are savoring citrus like never before.

Back in the day, when consumers thought citrus, they thought vitamin C. But as more studies reveal the other nutrients and health benefits of fruits such as lemons, oranges and grapefruit, Americans are increasingly turning to citrus for everything from improved digestion to a healthier immune system and better skin health.

“Fresh citrus fruit is nutrient-rich because it gives you substantial amounts of vitamins, minerals and other nutrients per calorie,” says Karen Bennett Mathis, director of public relations for the Bartow-based Florida Department of Citrus. “In fact, the combined contribution of key nutrients such as vitamin C, vitamin A, potassium, calcium and dietary fiber per calorie is higher for oranges, grapefruit and tangerines, compared to many other commonly consumed fresh fruit, including apples, grapes and bananas.”

An added bonus: People actually like citrus. Unlike some vegetables that consumers feel they should eat because they’re good for them, citrus is a category that most people are happy to peel away at.

Citrus Cooks

As the trend toward more health-conscious, fresher fare on restaurant menus continues, chefs around the country are also using citrus in more dishes. Whether it’s orange chicken, lemon-scented salmon or grapefruit tossed in a salad, such culinary creations are helping to place the category top of mind with consumers, not only as a healthful snack, but an ingredient as well.

According to new research from the Chilean Fresh Fruit Association and Datassential Research, the appearance of fruit on menus is on the rise, with penetration across nearly all segments. The new data also found that three-quarters of restaurant menus contain at least one fruit item.

“‘Fresh’ as a term is used on menus with fruit types at over 80 percent of restaurants, which implies quality for all fruit types,” explains Susan Hughes, who works in foodservice marketing for the San Carlos, Calif.-based Chilean Fresh Fruit Association, the marketing organization for fresh Chilean fruit in North America. The terminology also undoubtedly lends a notion of freshness and healthfulness to the dishes themselves.

In terms of fruit type, lemons and oranges were found on more than a quarter of U.S. menus. The highest penetrations for lemons are fine dining (82 percent) and casual dining (50 percent). The same holds true for oranges, with penetration highest in fine dining (35 percent) and casual dining (32 percent).

Lemon is a top-growing fruit by segment in quick-service restaurants (QSR), up by 2.3 percent, according to Chicago-based Datassential.

Within the lemon category, sales of Meyer lemons in particular have benefited from the fruit’s increasing appearance on restaurant menus and cooking programs.

“We have seen the rise in popularity of Meyer lemons grow from a specialty ingredient, or ‘foodie’ item, to become a mainstream staple in kitchens,” says Paul Huckabay, sales manager for California and imported citrus at Duda Farm Fresh Foods, in Oviedo, Fla. “The more widely available they are for purchase, the more popular they have become.”

Huckabay notes that Meyer lemon sales have increased 11.5 percent in dollar sales from 2012 versus the 2011 calendar year. “The total lemon category increased 5.5 percent in dollars for the same time period, so Meyer lemons have definitely helped increase a mature category,” he adds.

Duda Farms recently began offering its Dandy Meyer lemons year-round, thanks to summer New Zealand sourcing. “Our program has been extremely successful,” Huckabay says. “We have successfully established retail and foodservice programs all across the U.S. and Canada.”

Chilean Citrus Adds Spice

The Chilean Citrus Committee recently encouraged home cooks to spice up their citrus servings through a joint promotion with Tajín, a tangy blend of chili peppers, salt and dehydrated lime juice. The Mexican seasoning powder is popular with Hispanic consumers, who sprinkle it on fresh produce.

The committee partnered with Tajín on 35 demos in two major retail chains with a strong Hispanic customer base.

“The U.S. Hispanic market is the fastest-growing segment of the U.S. economy, and a vital component of the Chilean Fresh Fruit Association’s North American growth strategy,” said Karen Brux, the association’s managing director.

Last year, Chile exported more than 100,000 tons of citrus to the United States, double the amount of three years ago.

Supermarkets Season With Citrus

Supermarkets from coast to coast are putting citrus on their catering menus, creating fresh, flavorful dishes that have their customers coming back for more. At Jimbo’s Naturally, a Southern California-based chain of natural food stores, the catering menu sings with dishes such as Lemon Sesame Kale Salad, Sweet Broccoli Salad with Jimbo’s Sweet Lemon Vegenaise Dressing, and Apple Kale Salad with Jimbo’s Meyer Lemon Vinaigrette.

Seattle-based Metropolitan Markets also offers an array of citrus-flavored dishes on its catering menu, including Caesar Salad with fresh lemons, Strawberry and Orange Salad, and Roasted Salmon with Lemon Thyme. Meanwhile, Big Apple-based Fairway Market, with stores in New York, New Jersey, and Connecticut, brightens its catering menu with dishes such as whole Poached Salmon with Olives, Capers and Lemons; Grilled Lemon Chicken Paillard; and Mesclun Mix Salad with Mandarin Orange.

There are numerous resources for supermarket prepared food departments looking for new ways to incorporate citrus in their menus. The Florida Department of Citrus provides the foodservice industry with citrus recipes designed to expand menu offerings and increase profitability. Its new “Tantalizing Tastes” recipe book features citrus recipes that highlight the five culinary senses: sweet, sour, bitter, salty and umami. The free cookbook is available at www.Floridajuice.com.

The Florida Department of Agriculture and Consumer Services features a host of citrus-inspired recipes on its www.FreshfromFlorida.com website as well. Its Division of Marketing and Development has its own executive chef, Justin Timineri, who creates recipes and serves as an international culinary ambassador for the state of Florida.

Florida Citrus Update

Amid recent reports that Florida citrus growers have begun planting peaches to replace acres of oranges, grapefruits and tangerines lost to pests and disease, some retailers may have concerns about supplies coming from the Sunshine State.

“Florida has over a half-million acres of active citrus. Peaches represent 1,200 acres,” clarifies Dan Sleep, senior analyst and supervisor for marketing with the Florida Department of Agriculture, in Tallahassee. “Sure, some people are planting in former citrus acreage, but it’s not significant.”

“While we hope to see the peach industry continue to establish itself, citrus is still king,” he continues.

With the several millions in grant research funds that Florida has received to combat this latest siege of pests and disease, the state is working to overcome the threat of greening in the next few years. Plans are to plant more citrus and expand production moving forward.

“We will be viable for the next 100 years and beyond,” Sleep asserts, noting that Florida isn’t the only region affected. “Greening is attacking citrus around the world.”

Currently, Florida has 130,000 acres that were previously planted to citrus but are now out of production for at least two years. “Those acres will be replanted,” says Sleep. “There’s no doubt in my mind.”

To put things in perspective, Florida citrus is a business of $1.2 billion in cash receipts ($9 billion when including juice). As a result, the state is keen on continuing to promote its oranges, grapefruits, lemons and more.

The popularity of citrus as not only a snack, but also an ingredient in dishes, has helped keep demand for the Florida fruits on course.

“Citrus has been directly related to Florida for as long as anyone can remember,” Sleep says. “We will keep citrus alive and well while we overcome greening.”

“While we hope to see the peach industry continue to establish itself, citrus is still king.”
—Dan Sleep, Florida State Department of Agriculture

“We have seen the rise in popularity of Meyer lemons grow from a specialty ingredient, or ‘foodie’ item, to become a mainstream staple in kitchens.”
—Paul Huckabay, Duda Farm Fresh Foods