Wada Farms continues to strengthen its position in the foodservice sector by focusing on staple produce items, customized solutions and strong customer partnerships that help operators navigate an increasingly competitive marketplace.

The Idaho Falls, ID-based grower-shipper, one of the nation’s largest suppliers of potatoes, onions and sweet potatoes, said feedback from foodservice operators, distributors and industry partners has reinforced the importance of providing core items while continuing to innovate.

“We are trying to focus on staple items that all of our foodservice distributors need to be competitive in this very diverse produce day and age, while still staying on the leading edge,” said Joe Esta, vice president at Wada Farms.

Among the newest additions to the company’s foodservice lineup is an expansion of its Smalls program, which offers year-round mini, bite-sized potatoes designed for rapid preparation, simple portioning and culinary versatility. 

Wada Farms has also introduced Big Joe’s Chippers, a specialized round white potato developed specifically for back-of-house chip and fry applications.

“It features an optimized high solids content, ensuring it fries up beautifully and retains a crisp texture on the plate,” Esta said.

Beyond new products, Wada Farms continues to differentiate itself through a highly customized approach to serving foodservice customers. The company works closely with operators to match specific potato counts and product specifications to individual restaurant concepts and menu applications.

“Our team matches specific restaurant concept needs with tight count sizes,” Esta said. “A steakhouse chain can secure consistent 50-count russets for uniform plate presentation, or secure uniform fingerlings or mini-reds to ensure consistency.”

That same attention to specification and consistency has been extended across Wada Farms’ organic, red, yellow, sweet potato, watermelon and onion programs.

As consumer preferences continue to evolve, Wada Farms sees potatoes, sweet potatoes and onions as well-positioned ingredients for health-conscious and plant-forward menu development.

“Potatoes, sweet potatoes and onions naturally function as highly affordable, nutrient-dense staples for plant-forward menus,” Esta said.

The company credits much of its success in foodservice to long-standing relationships throughout the supply chain. Those partnerships provide valuable insights and open communication that help Wada Farms deliver products tailored to the needs of end users.

“What Wada Farms has accomplished is true partnership within the foodservice industry over many years,” Esta said. “These partnerships create open lines of communication where both sides can talk freely to ensure the end user receives exactly what their operation requires.”

While many companies are focused on expanding into new markets and customer segments, Wada Farms views supporting existing customers as its most significant growth opportunity.

“The biggest growth opportunity in foodservice for Wada Farms is the continued support of our current customers, whom we believe are the best customers in the industry,” Esta said. “Helping our customers grow will provide the growth that Wada Farms needs.”

Looking ahead to the upcoming storage season, Wada Farms remains focused on delivering reliable supply despite ongoing weather concerns in growing regions.

While drought conditions and lower snowpack levels during the winter have created uncertainty regarding crop development, the company believes its operational capabilities position it to support customers through potential supply challenges.

“While it is still too early to know for sure, this upcoming season could be affected by stunted sizing, crop yields and a more balanced sizing profile,” Esta said. “However, Wada Farms actively works to insulate its foodservice partners from these supply chain disruptions through targeted operational strengths.”

As foodservice operators continue to seek consistency, efficiency and dependable supply partners, Wada Farms expects its customer-focused approach and expanding product portfolio to remain key drivers of growth in the years ahead.