IRI FreshLook data from the week ending July 10 show that dollar sales for rainbow carrots grew 87% year-to-date in the U.S., on track to see triple-digit growth in sales by the end of the year.

Bakersfield, Calif.-based Wm. Bolthouse Farms Inc. is enjoying 100% growth year-over-year on rainbow carrots as 63% of consumers look for ways to incorporate colorful produce into their diets, according to a recent survey conducted by Princeton, N.J.-based ORC International, says Diego Norris, vice president of marketing for farms, innovation and business at Bolthouse Farms.

“Rainbow baby carrots and other value-added products are the newest options on the market, and so far they’re capturing attention from chefs and consumers alike as they combine the convenience of a ready-to-eat product with beautiful, colorful presentation,” says Valorie Sherman, communications and engagement manager for Bakersfield-based Grimmway Farms.

Colored carrots are a top-selling item at Babé Farms Inc., Santa Maria, Calif., with steady year-round sales, says Matt Hiltner, social media/marketing assistant.

“We offer six varieties of carrots available in both baby and large size,” he says.

rainbow carrot sales trendsVarieties include yellow, pink, purple, white and round (Thumbelina) carrots.

Grimmway Farms markets a mixture of colored carrots as a “rainbow” variety, typically containing purple, red, orange, white and yellow carrots, Sherman says. “We offer rainbow carrots in a variety of cuts and pack sizes,” she adds.

The company also markets several options under the Cal-Organic Farms label.

Bolthouse Farms began distributing rainbow carrots in February, Norris says.

The company offers full-size organic rainbow cello carrots, organic rainbow baby carrots and organic rainbow matchstick carrots to fit a variety of use occasions.

“They help enhance the most common of dishes with color, variety and sophistication and add a global touch to culinary creations,” he says.

Los Angeles-based World Variety Produce Inc. is beginning to see an upswing in retail colored carrot business with a 12% increase over year-ago numbers, says Robert Schueller, director of public relations.

The company, which markets Melissa’s brand products, features rainbow, baby rainbow, baby red, baby yellow and baby maroon colored carrots, he says.

Los Alamitos, Calif.-based Frieda’s Inc. offers multi-colored bunches of “true baby carrots” with tops in white, yellow and purple combinations, says Oakley Boren, trade show and communications manager.

“They are small, slender and tender with delicate, sweet carrot flavor,” she says.

Want more?  Take an interactive look at the history of "rainbow" carrots in North America. 

Leave your comment