Produce!

with Joe Reyes, AFC Produce Manager

Can you tell us about the sourcing process for the produce sold at the Co-op?

The Produce Department has purchasing guidelines in place to ensure our commitment to local produce. Unlike many of our competitors, when we tag something local we mean Local! That’s a 100 mile radius as the crow flies. If it is not grown within 100 miles of our store we do not call it local.

We source produce on a product-by-product basis. Let's use kale as an example:

First, we source local AND organic kale. We love to support local! Our preference is certified organic, but we also try to support our farmers who grow organically, and have chosen to not be certified. Next, we source regional organic. Then we source domestic organic. And finally, we source non domestic organic (mostly from Mexico and Canada.) Once we have exhausted all organic availability options we then move to conventional options if the demand from our shoppers is there.

Can you speak to initiatives or programs the Co-op has in place to support sustainable and ethical farming practices?

Many of our local farmers are certified organic, ensuring adherence to organic criteria and practices such as crop rotation, soil maintenance, and environmental stewardship. Whether certified or not, the local farms we collaborate with share a deep commitment to organic and regenerative farming, prioritizing the long-term health of the land, food, people, and the entire ecosystem that encompasses our home.

What's the most unusual or exotic fruit or vegetable you've ever stocked at the Co-op?

In terms of uniqueness, our long standing partnership with Dave Belzberg at Rolling Hills Peaches provides us with a highly sought after one of a kind mid to late summer Local Organic Peach Experience. Dave's dedication to his crops year after year is unmatched, earning him a reputation for producing the best organic peaches in the Rogue Valley. His genuine love, care, and happiness permeate every aspect of his work, making it a truly exceptional product and experience.

We hear you go way back with Terra at Fry Family Farms. How do you know each other and what's it like to work together?

I have known Terra Fry since we were in grade school at Talent Elementary School. We attended Talent Middle School and Phoenix High School together - we ourselves are local products!! Now that she has taken on more oversight and responsibility on the Farms, it has allowed us to reconnect and it feels like old friends picking up right where we left o , without missing a beet (ha! see what I did there?).Our longstanding friendship and deep connection with Fry Family Farms have significantly enhanced our relationship with the Co-op and strengthened our partnerships with local growers. Terra, in particular, goes beyond the typical buyer-grower dynamic by openly sharing challenges, needs, and perspectives, fostering a genuine friendship and sense of comfort. This bond continues to grow and benefit us all.

What do you think is the most underappreciated fruit or vegetable, and why?

The most underappreciated aspect of the fruits and vegetables we carry is their story. Each local grower we support has a mission and a story, driven by their dreams and their families, which shape their beliefs and actions. I value the strong connection we share with them. Most of our local growers have my personal cell phone number, enabling them to reach out anytime. This is the kind of relationship I strive for with our local growing partners. We also extend our support to Farms in the region through our northwest distributor OGC. Many of these farms are family-started, family-grown, and family-owned. As the Co-op's Produce Manager, I've had the pleasure of going on farm tours along the west coast. Meeting first, second, and third-generation farmers whose products we carry has been a unique and rewarding experience. Standing in their orchards, amidst their row crops, or even on their front porch, hearing their stories about family, fruit, vegetables, dreams, and hard work—it's truly incomparable. These are the stories that make up the essence of THE FARM!