Broadway Road distribution center to bring organic veggies to a store near you.
By: Josh Appelbaum
The East Coast distribution center for Earthbound Farm is growing into its new space in Cranbury, as the organic food grower expands its market presence in central New Jersey.
A brand built on its variety of greens and salads, Earthbound Farm is also bringing fruits and vegetables, including grape tomatoes, potatoes, citrus fruits, apples, carrots, broccoli and pears to supermarket chains in the area.
Eric Mitchnik, who manages the 33,000-square-foot distribution center on Broadway Road, said the company is building on what it has become known for over the past 19 years.
"We have a pretty full line of produce fruits and vegetables," Mr. Mitchnik said. "But salads are what we’re known for."
The producer was the first to sell pre-washed, bagged salads, in 1986, and now serves 74 percent of all supermarkets. According to company estimates, seven out of 10 bagged salads sold in North America are Earthbound Farm brand.
Now, the company is using the ready-packed concept for other organic products.
On a March 18 visit to the distribution center, Mr. Mitchnik showed off some of the company’s new products, which were destined for supermarket shelves around the state.
Resembling a container of Hand-Snacks, Mr. Mitchnik pulled a container of Carrot Dippers with Organic Ranch Dressing, designed to be sent with children’s lunches. In addition to carrots and pre-sliced apples, the company is introducing a five-pack of medium-sized apples and bananas, part of an attempt to promote more healthful eating habits among school students and adults on-the-go.
"With things like the five-pack sleeve of apples, we’re trying to make it easier to eat five fruits and vegetables a day," Mr. Mitchnik said. "These products are good for kids."
Mr. Mitchnik, who has worked for Earthbound Farm for two years and has been working as a buyer in the organic foods industry for 12 years, said the new facility is better suited to serve its various wholesalers and distributors. The distribution center moved to its location from a leased, 12,000-square-foot facility in West Caldwell earlier this month.
"You have more of an opportunity to conform to the company’s philosophy with a building you own," Mr. Mitchnik said. "The most important thing is to get produce in and out as quickly as possible."
To accomplish that goal, the distribution center employs a quality control team, led by Ben Wyant, who pulls a container of each product from every pallet to check the color, freshness and consistency of every load.
At the heart of the facility is a 12,000-square-foot walk-in refrigeration unit with about half a dozen rooms set to the optimum temperatures for each type of produce.
The unit was only about half full last week, a sign of the unpredictable nature of the produce business.
"We’re a little light today," Mr. Mitchnik said. "Some of our growing regions had a lot of rain in the past couple of weeks."
However, he said, the company is able to meet customer demand because it takes inbound shipments from various agricultural regions in the United States.
Earthbound Farm is looking to move into new markets, including food service establishments and the hotel industry, and Mr. Mitchnik said the facility is ready to accommodate new business.
"Right now we have two salespeople, and we have room for one more we’re always looking for new accounts," he said.