January 31st marks the beginning of the Chinese New Year, ushering in the Year of the Horse and with the growing popularity of the holiday, demand for popular Chinese New Year items is increasing year over year… and so are sales.

Terri Mouton, Director of Marketing, Frieda's Specialty Produce Company, tells AndNowUKnow, “The big takeaway this year is that Chinese New Year has become mainstream. Holiday celebrations are not just limited to a single demographic or specific regions anymore, the popularity is gaining momentum."

Produce companies, that include Frieda's, are seeing a high demand for items that include Bok Choy, Daikon, Ginger, Buddha’s Hand Citron, Star fruit, Kumquats, Oroblanco, and Asian Pears. Garlic is also growing in popularity as well as those complementary items like Tofu, Soba Noodles and Won Ton and Egg Roll Wrappers.

Citrus, overall and as a Chinese New Year favorite, is also seeing tremendous growth as the holiday touches more households and more demographics.