There’s just something a little different and better about biting into a piece of fruit when it’s at the height of its season. 
But with the ability to buy produce year-round at local grocery stores, many consumers may not know when different fruits and vegetables are at their maximum deliciousness.
Hoping to educate consumers, markets like Publix and Winn-Dixie are doing more to advocate and bolster products they have that are in season.
Publix Super Markets has ramped up promotion of its “At Season’s Peak” program, which offers customers email and text message alerts of when their favorite produce is at its peak.
This week, the grocer sent a message to cherry lovers who’d signed up for the updates advising them that “Publix Cherries are now available at their absolute sweetest and juiciest of the season” for a limited time.
The website for the promotion, AtSeasonsPeak.publix.com, offers information about what time of year different fruits and veggies are at their peak. It has recipes and recipe contests designed to utilize the fresh produce.
“Seasonal and local produce is very important to our customers,” said Kim Jaeger, a Publix spokeswoman. She added that there are prominent signs in Publix stores denoting local produce and items that are at the height of their season.
She added that, separately from the “At Season’s Peak” campaign, the grocer has been making an effort to highlight seafood when it’s at its freshest. For instance, Publix ran a recent campaign in The Palm Beach Post and other newspapers telling people to take advantage of the limited availability of its fresh sockeye salmon.
Publix isn’t alone in touting seasonal items.
On its website, Winn-Dixie has a big ad for “Summer-sweet Cantaloupe” with the words “Right now!” in big red letters.
“There’s more awareness among consumers about the flavor component to eating seasonally,” said Lorrie Griffith, editor of the Shelby Report, a grocery trade publication. “It’s better food.”
She pointed out that modern shipping and farming has allowed consumers to find produce year-round, and that many consumers don’t know whether it’s better to buy Florida watermelons in late May, or early October, or any other time of year (late May and early June is the best time of year for watermelons).
Griffith said she’s seen more promotion of seasonal items in recent years, as well as an emphasis on local produce “as consumer become more enlightened about environmental issues, like how much fuel it takes to truck products across the country.”
Jaeger said Publix tries to train its associates to help customers with any questions they may have about fresh produce.
“If you want help, we’d be happy to pick out the ripest, best fruit for you,” she said.
