61.1%
U.S. Census Diversity Index in 2020
Up from 54.9% in 2010. The index is the chance that two randomly selected people are from different race and ethnicity groups.
Source: U.S. Census Bureau, 2020 Census ↗Robben Wholesale Asian Produce Program
Help your produce department stand out.
Bring customers a culturally relevant Asian vegetable assortment filled with familiar favorites and intriguing ingredients—more ways to create new dishes, explore cuisines, and discover something memorable in produce. Robben pairs farm-level experience and a sourcing network with support for assortment planning, current item details, and shelf education.
Why Carry Asian Vegetables?
National Trends Demonstrating the Demand for Asian Produce.
25.2M
Asian-alone-or-in-combination U.S. residents
July 1, 2023 national population estimate. This includes people identifying as Asian alone and in combination with another race.
Source: U.S. Census Bureau, 2023 Population Estimates ↗64%
Very or extremely familiar with Chinese cuisine
Self-reported by U.S. consumers in McCormick’s February 2024 Global Savory survey (n=1,003).
Source: McCormick Flavor Solutions, 2024 ↗U.S. communities are increasingly diverse, the Asian-alone-or-in-combination population has national scale, and familiarity with Chinese cuisine extends across a broad consumer audience.
A growing market
Chinese-cabbage production grew 65%.
USDA's Census of Agriculture records harvested acres grown for the fresh market. This increase in farm acreage dedicated to Chinese cabbages signifies a growth in consumer demand for these products.
20172022
U.S. fresh-market harvested acreage
Chinese cabbage
Fresh-market acreage. USDA’s combined category includes nappa cabbage, bok choy, and other Chinese-cabbage types.
Source: USDA NASS, 2022 Census of Agriculture, Table 36 ↗. Crop definitions and Census reporting apply.
The buyer advantage
Become the store that gets Asian vegetables right.
A strong assortment does more than add variety. It gives shoppers who already cook with these vegetables a dependable place to buy them, makes discovery easier for everyone else, and helps your produce department stand apart from a standard set.
Customer Routine
You already carry familiar staples shoppers are already looking for. Give them another reason to make your store part of their routine.
Stand Out
Offer ethnic vegetables your competitors may overlook, and make your produce department more relevant to the community it serves.
Simple Education
Clear naming and a simple cooking idea can be all it takes to get an unfamiliar vegetable into their cart.
Start small and build
Bring in a focused selection of our top sellers, then expand from there.
Why Robben
More than a supplier. A partner who knows the product.
Robben brings farm-level experience, a deep selection of Asian vegetables, and hands-on support to help you choose, launch, and grow the right assortment. From Shanghai bok choy and gai lan to yu choy, snow pea tips, Thai basil, Chinese celery, bitter melon, and long nappa cabbage, we can help you build around what your customers want.
Catalogue listings are not a guarantee of current inventory, origin, pack, price, or continuity. Ask Robben about the source and availability of each item in scope.
Explore the Produce Catalogue →A deeper selection
Source popular staples and harder-to-find Asian vegetables from one produce partner.
Product knowledge
Get clear product specifications, handling guidance, and quality expectations for the vegetables you carry.
Built around your business
We can help you choose the most popular options to start with, and assist with expanding your offerings as you see success.
Support beyond the order
Give store teams and shoppers simple product information that helps move vegetables from the shelf.
Program development
Retail-ready options are coming
We’re developing retail-ready packaging for selected vegetables. Ask us what’s available and what’s next.
A strong place to start
Five vegetables that make an easy first step.
Shanghai bok choy, gai lan, snow pea tips, white long bean, and yu choy give shoppers familiar ways into Asian vegetables.
The easy entry point
Shanghai Bok Choy
Mild, slightly sweet, and quick to cook, with crisp stems and tender leaves. A simple choice for stir-fries, soups, noodles, or a quick side.
Shelf language“Try it in stir-fry, steam it, or add to soup!”Learn More
The broccoli bridge
Gai Lan
Also called Chinese broccoli, gai lan has crunchy stems, dark leaves, and a lightly bitter-sweet flavor. A natural next step for shoppers who already enjoy broccoli or broccolini.
Shelf language“Steam this for an effortless healthy side dish!”Learn More
The fresh discovery
Snow Pea Tips
Tender pea-plant greens with a sweet, fresh flavor. They cook in seconds, making them an easy way to add something unexpected to stir-fries, soups, and noodles.
Shelf language“Saute this with garlic for a delicious side! Cooks in seconds!”Learn More
The high-heat staple
White Long Bean
Long, pale-green pods with a clean bean flavor and crisp-tender bite. Cut them into short lengths for stir-fries, curries, braises, or savory sides.
Shelf language“White Long Bean — Cut into short lengths and stir-fry until crisp-tender.”Learn More
The tender flowering green
Yu Choy
Slim stems, soft leaves, and delicate flower buds with gentle sweetness and a light mustardy note. A natural fit for quick stir-fries, blanching, and soups.
Shelf language“Yu Choy (Choy Sum) — Tender stems and leaves for stir-fries, blanching, or soups.”Learn More
Buyer FAQ
Questions before you get started.
From choosing a first selection to preparing the shelf, here’s what to expect when you work with Robben.
How can Robben help us get started?
We can help you choose a focused starting selection, confirm current availability, packs, pricing, and handling, and prepare simple information for the shelf and store team.
Which vegetables should we start with?
Start with a focused selection that fits your customers and store. Shanghai bok choy, gai lan, and snow pea tips are three approachable options; we can help you choose the right place to begin based on current availability.
Can you help our team introduce these vegetables?
Yes. We can help with clear product names, familiar references, simple cooking ideas, and item-specific handling guidance so the shelf feels easy to shop.
Are catalogue items always available?
Availability, origin, pack, price, and continuity can change. Ask Robben about the current details for the items you’re considering.
Is retail-ready packaging available?
Retail-ready packaging is planned for selected items. Contact our team to discuss your program needs.
Sources and scope
Read the evidence behind the buyer case.
These sources provide national demographic, survey, and agricultural context. None measures Robben sales or guarantees retail performance.
- U.S. Census Bureau, “2020 Census Statistics Highlight Local Population Changes and Nation’s Racial and Ethnic Diversity” ↗Diversity Index: 2010 and 2020.
- U.S. Census Bureau, Asian American, Native Hawaiian, and Pacific Islander Heritage Month facts ↗2023 Asian-alone-or-in-combination population estimate.
- McCormick Flavor Solutions, “Global Flavor Exploration” (2024) ↗U.S. Global Savory consumer survey, February 2024, n=1,003; supplier-sponsored and self-reported.
- USDA NASS, 2022 Census of Agriculture, Volume 1, Table 36 ↗U.S. harvested acreage for sale in 2022 and 2017; acreage is production data, not retail sales.
Ready to get started?
Start with a focused Asian vegetable selection.
Whether you’re adding familiar staples or trying something new, Robben can help you choose an approachable starting point, get your shelves ready, and build from there.
Start Your Asian Produce Program