“We are changing how we go to shows and even how we market ourselves as a whole, because everybody always views us as onions and potatoes, but we do a lot of other items,” said Joe Esta, vice president of Wada Farms Marketing Group in Idaho Falls, ID.
As Rand Green reports for The Produce News, Wada Farms is one of the largest suppliers in the United States, not only for foodservice onions and potatoes but also for foodservice sweet potatoes and is rapidly becoming a major factor in foodservice watermelons thanks to a year-round program that is greatly expanding.
In addition, Wada Farms has recently diversified into several seasonal vegetable items such as butternut squash, asparagus and sweet corn. Wada will have a little bit of all of these items on display at the PMA Foodservice Expo in Monterey, CA July 22. Wada Farms will also be featuring its chipping potato, a round white potato marketed under the label Big Joe’s Chippers. The potato has good solids content, fries up nicely and stays crisp when used for potato chips.