Florida dragon fruit: small size, big ambitions

If you hear cheering off the coast of Florida, don't be surprised—it's probably local dragon fruit executives celebrating this year's particularly good season. A significant portion of the credit goes to the benevolent weather of 2025, which has helped support good yields and overall quality. 

“Dragon fruit quality in Florida can be very compromised by rainfall," Jose M. Roggiero, President & CEO at Freshway Produce Inc., told FreshFruitPortal.com. "And this year, the rains have been a little more peaceful. It has allowed for less accumulation of fungi and avoided other problems in the fruit.”

Jose M. Roggiero, President & CEO at Freshway Produce Inc.

Production volumes have also seen a significant boost, particularly from one of the company’s Southern Florida farms. There, Freshway Produce dedicates approximately 44 acres to the cultivation of red and white dragon fruit.

The company has been working with Florida-grown dragon fruit since 2018, and to ensure year-round availability, it also sources from four different countries, including Ecuador and Nicaragua. The firm’s red and white locally-produced varieties are typically available from June through November. According to Roggiero, the company is seeing a consistent growth trajectory in production capacity.

Appealing to local snackers 

Native to tropical South and Central America, dragon fruit cultivation was first introduced in Florida in the early 2000s. While the Sunshine State’s warm climate provides an ideal growing environment, Florida dragon fruit is traditionally smaller than those imported from countries such as Ecuador. 

However, Roggiero does not see this as a flaw. Smaller sizes offer a more practical, on-the-go alternative for snacking. “The market usually demands larger sizes, so it's always a challenge," he says. "For us, the way to promote this crop is to say that it is farm fresh, just in time, and locally grown.”

The company’s retail pricing generally ranges between $15 and $20 per box, depending on customer and market factors.

Packing at Freshway Produce.

The executive shares that Freshway continuously promotes local agriculture through partnerships with programs like Fresh From Florida and supports retailers focusing on locally grown produce. 

Regarding innovation, Roggiero noted that current practices primarily involve good agricultural and post-harvest handling, with refrigeration being key to maintaining fruit quality amid Florida’s hot climate.

“We pack all the dragon fruit under refrigeration. So that helps us a lot to lower the temperature of the pulp of the product, as well as extending shelf-life,” he said.

*All photos courtesy of Freshway Produce Inc.

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