CAMPAIGNS

DES MOINES
MARKET PROFILE
Des Moines Bounces Back
iowa’s capital city and
its thriving produce
industry benefit from
a growing population
seeking to eat
healthier.
By Lisa White
Those who haven’t been to Des Moines
— which is Iowa’s most populated
city, according to the 2010 U.S.
Census Bureau — are missing the
resurgence of a gem in the Midwest.
Its population of 569,633, which experienced
growth in four out of five counties
between 2002 and 2015, gives it an urban feel
with a small town atmosphere.
Although the city is known for insurance,
government, manufacturing, trade, and health
care services in terms of its businesses, the
major agricultural crop here is corn.
“Des Moines does not have a terminal
market, which is common in the larger cities
on the coasts,” says Brendan Comito, chief
operations officer at Capital City Fruit. “All of
the produce companies in the Des Moines area
operate out of their own, stand-alone facilities.”
Produce is a key component in this city, as
is evident by its popular Des Moines Downtown
Farmers Market. Opened in 1976, the
market spans nine city blocks in Des Moines’
downtown and includes approximately 300
vendors that rotate in and out throughout the
season, according to Kelly Foss, director of the
farmer’s market.
Open Saturdays from the beginning of
May until the end of October, Foss says the
market is attended by 25,000 visitors each
week. Fifty-eight of the state’s 59 counties
are represented here. There also is a small
percentage of resellers who are marketing
locally grown fruits and vegetables, as well
as fruit and vegetables that are not grown
in the state.
“Any Saturday will find more than 200
farmers, cheesemakers, flower growers, vineyards
and other food producers from around
the state displaying their goods at the market,”
says Foss. It’s not just consumers that are buying
these fruits and vegetables. “We have area chefs
who shop at the market, connect with specific
vendors and come early to fill wagons and carts
with produce for their restaurants.”
“Our residents value a good farm-to-table
experience, like most people today, who like
to know where their food is coming from,”
says Foss. “People value farm fresh food, and
more questions are being asked about origin
and growing areas.”
The city has benefitted from its rising status
in the financial world, as well. The economy of
Des Moines is consistently rated in the Top 5 in
the U.S. and has been No. 1 on many rankings
out of every U.S. city. This is due to a highly
educated population with disposable income.
“This demographic wants the freshest
produce possible and is open to trying new
things thanks to a thriving independent
restaurant scene with creative chefs pushing
PHOTO COURTESY OF THE GREATER DES MOINES PARTNERSHIP
the boundaries,” says Comito. “It is no longer
a meat and potatoes community.”
Another major change in the past 30 years
has been the arrival of immigrants and refugees
from other countries.
“This diversity is reflected in the food
choices, as immigrants seek fresh fruits and
vegetables they were accustomed to eating
in their hometowns overseas,” says Comito.
“Many started their own restaurants and others
are natural entrepreneurs, as they are not afraid
of risk. Some of those entrepreneurs are now
customers of ours, buying a diverse array of
fresh produce.”
A WHOLESALE PERSPECTIVE
Produce wholesalers have a long history of
doing business in Des Moines, and in more
recent years, like in the rest of the country, they
benefitted from consumers’ increasing interest
in eating fresh fruits and vegetables.
88 / AUGUST 2016 / PRODUCE BUSINESS