“Current volumes are slightly lower than the norm,” said Rich Collins of California Endive Farms, the largest American producer of endives. “That's just due to production quirks.” Prices have remained steady, as supplies have kept up with good demand. On May 22, prices for a carton of 24s were between $13.75 and $19.00 out of California's Central Coast.
While California Endive Farms is the largest grower of endives in the United States, Collins believes there is still much room to expand the market. While productivity and cost issues are challenges on the supply side, the biggest obstacle to getting more customers is Americans' ignorance of endives. But positive signs are present.
“Demand has increased, albeit slowly,” said Collins. “With the web and social media, good information is much more accessible. Happily, American consumers are looking to improve the diversity and quality of their diets, and endives fit perfectly into that scenario.”
