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.
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.
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.
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 programmes.
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. n 2012, Chile exported more than 100,000 tons of citrus to the United States, double the amount of three years ago.
Supermarkets from coast to coast are putting citrus on their catering menus, creating fresh, flavourful 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-flavoured 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 Florida Department of Agriculture and Consumer Services features a host of citrus-inspired recipes on its 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.
Currently, Florida has 130,000 acres that were previously planted to citrus but are now out of production for at least two years.
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.
