Markets

2026 Guac Off Challenge Hypes Avocados Ahead of Cinco de Mayo

Tue, 05 May 2026 19:10:46 GMT

Avocados from Peru marked the soft launch of its 2026 U.S. season with its third annual San Diego Guac Off Challenge, held at SeaWorld San Diego during Viva La Música and the SoCal Taco Festival, part of Southern California’s largest Latino music celebration.

The high-energy event at the Taco Fest Village Stage featured a live competition among local radio personalities Danielle (91X), Kristi (Magic 92.5) and Pandar (Z90), each presenting their own guacamole creation using fresh Avocados from Peru. After a spirited competition, Kristi Jagger from Magic 92.5 San Diego was crowned champion, taking home the Avocados from Peru Silver Avocado Trophy.

Now in its third year, the Guac Off Challenge continues to grow as a signature experiential platform. The San Diego event is one of three Guac Off activations planned across the U.S. in 2026, each designed to engage consumers in key markets during peak season, according to the organization.

The event aligns with Avocados from Peru’s broader omnichannel approach, integrating retail partnerships, digital media and experiential activations to drive awareness, increase consumption and support retail movement.

“Cinco de Mayo represents one of the most important consumption moments for avocados in the United States,” says Xavier Equihua, president and CEO of Avocados from Peru. “Our Guac Off Challenge allows us to connect directly with consumers in an authentic way while reinforcing our broader retail and media strategy across key markets.”

As part of its “Eat Healthy, Live Green” philosophy, Avocados from Peru continues to promote the nutritional benefits of avocados, which naturally contain good fats and nearly 20 vitamins and minerals.

Golden State Crops Show Promise

Tue, 21 Apr 2026 18:57:32 GMT

Summer’s just around the corner. That means consumers soon will be treating themselves to mouthwatering summer fruits like strawberries, grapes and a full lineup of stone fruit from California.

Early Start for Strawberries

Actually, strawberry season is already underway, says Chris Christian, vice president of market insights for the Watsonville-based California Strawberry Commission.

“There has been an early start to the season this year, driven by warm and dry winter weather,” she says.

April through September is peak season for California strawberries with ample supplies to support promotions, she adds.

The commission projects weekly volume to be 7 million to 8 million trays through August.

“Retailers can maintain sales velocity best by promoting or offering price reductions for multiple consecutive weeks around spring and summer holidays,” Christian says.

Though warm, dry weather is conducive to pest pressure, farmers have been managing any issues and continue to harvest top-quality fruit, she says.

“We project an increase in overall fresh production compared to 2025, based on a slight increase in acreage and the new varieties now in production,” Christian says.

Fresh production was more than 236 million trays in 2025, which was 4.4% higher than the five-year average. California produces about 90% of U.S.-grown strawberries.

To celebrate the International Year of Women in Farming, California Strawberries is spotlighting women shaping the future of the industry, Christian says.

“This year we are focused on elevating these voices and stories, highlighting the vital role women play in producing one of the most vibrant, nutritious fruits enjoyed around the world,” she says.

Nearly all of the U.S. commercially grown table grapes come from California, says Ian LeMay, president of the Fresno-based California Table Grape Commission. In 2025, California shipped approximately 92.5 million 19-pound boxes of table grapes.

(Photo courtesy of California Table Grape Commission)

Table Grape Expectations

California’s table grape season should kick off in May in the Coachella Valley, says Ian LeMay, president of the Fresno-based California Table Grape Commission.

By the end of July, the harvest moves north to the San Joaquin Valley, where California grapes can be harvested into December with promotable volume available through January.

Any time is a good time for retailers to promote California grapes, LeMay says.

“In the early part of the season, it is important for retailers to stock and promote California grapes to let their shoppers know that California grapes are available,” he says. “Through the summer and fall, California grapes fit into any promotion, whether it’s summer celebrations, back-to-school grocery shopping or festive fall gatherings.”

LeMay says 99% of the U.S. commercially grown table grapes come from the Golden State.

In 2025, California shipped approximately 92.5 million 19-pound boxes of table grapes, which is above the five-year average, LeMay says.

The commission plans to launch an extensive global marketing plan for 2026 that will target the U.S. and 23 export markets around the world, LeMay says.

“The campaign motivates the trade — including retailers, wholesalers and importers — to stock and promote California grapes with a variety of incentives such as contests, digital promotions, merchandising, point-of-purchase materials, sampling and a retail registered dietitian program to motivate the sale of California grapes,” he says.

Up to 85% of U.S.-grown stone fruit comes from California, says Courtney Razor, director of member services and communications for the Fresno-based California Fresh Fruit Association. California apricots, nectarines, peaches and plums are available from mid-April to November.

(Photo courtesy of California Fresh Fruit Association)

The State of Stone Fruit

California stone fruit — including apricots, nectarines, peaches and plums — is available from mid-April to November, says Courtney Razor, director of member services and communications for the Fresno-based California Fresh Fruit Association.

Up to 85% of U.S.-grown stone fruit comes from California, she says.

“California’s combination of climate patterns, fertile soils, water supply and availability and unique growing regions creates ideal conditions for producing high-quality stone fruit over an extended season,” she says. “Each season, consumers have come to expect California-grown stone fruit to deliver exceptional quality, consistently offering outstanding flavor, vibrant color and peak freshness.”

This year should be no exception.

Though there’s a lighter snowpack in the mountains, most growing regions received adequate rainfall and chill hours through the winter, Razor says.

“Our growers will continue to play an important role in helping Americans reach their necessary vitamin, mineral and fiber intakes, especially as new federal dietary guidelines encourage us all to consume more fresh produce,” she says.

In addition to supplying their U.S. customers, CFFA growers use USDA market development grants to promote stone fruit exports to Japan, Mexico and Vietnam, Razor adds.

California Walnuts Launches Summer Promotions

Mon, 20 Apr 2026 19:27:36 GMT

California Walnuts’ summer campaign positions walnuts as a fresh, whole food that can be enjoyed as part of seasonal snacking and eating.

In-store displays, shopper marketing and retailer-tagged commercials on streaming TV and digital media are included in the campaign and aimed at motivating shoppers to add walnuts to their carts. These efforts are complemented by direct-to-consumer outreach rooted in social and digital media, including a cadre of influencers engaged to modernize how shoppers think about walnuts, media articles and sampling at wellness-inspired events.

The seasonal campaign is an extension of the “Feel Good” effort designed to modernize the image of California walnuts and reposition them as a must-have ingredient and snack for younger shoppers, while also appealing to those who already know, love and purchase walnuts.

“During summer is a great time to highlight walnuts’ nutrition and versatility and showcase how they can be part of produce-forward snacks and meals every day,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “It leverages a range of influencer partners to modernize how shoppers use walnuts and strong retail support to help shoppers discover the feel-good benefits of California walnuts while giving retailers new opportunities to drive year-round purchases.”

“During summer is a great time to highlight walnuts’ nutrition and versatility and showcase how they can be part of produce-forward snacks and meals every day,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission.

(Photo courtesy of the California Walnut Board and Commission)

The campaign also encourages retailers to merchandise walnuts in the produce department, where shoppers are already looking for fresh, whole foods. This repositioning alongside fruits and vegetables helps shoppers make the connection between walnuts and daily snacking and eating routines, increasing visibility, trial and repeat purchases, according to the organization, which adds that research shows that 76% of shoppers are more likely to purchase walnuts when displayed alongside fresh produce.

“Walnuts naturally belong with produce,” Verloop says. “When shoppers see walnuts merchandised with fresh ingredients when they’re planning snacks and meals, it inspires new usage ideas and reinforces walnuts as an everyday staple in their refrigerator.”

Support for retailers is designed to maximize sales potential and capitalize on the consumer momentum generated since the launch of the “Feel Good” effort last year. To learn more about how California Walnuts can help support retailers, contact retail@walnuts.org .

Sweetness Under Pressure: The Resilience of the 2026 Vidalia Onion Season

Thu, 12 Mar 2026 20:09:06 GMT

The 2026 Vidalia onion season is shaping up to be a story of resilience, as Georgia’s world-famous sweet onions overcome a volatile winter to meet their highly anticipated spring debut. Despite facing record-breaking weather swings, industry experts and growers report that the crop is not only surviving but thriving as it nears maturity.

Weathering the Storm: A Gauntlet in the Field

The journey of the 2026 crop began with significant anxiety. In mid-to-late January, temperatures across the 20-county production region plummeted into the high teens. For a crop that typically thrives in the mild Georgia winter, the triple threat of three hard freezes followed by 5 to 6 inches of snow was a shock to the system.

“Our 2026 Vidalia onion crop looks extremely good right now,” says Shane Curry, executive director of the Vidalia Onion Business Council. “We experienced some winter temperatures that dipped down into the high teens in some fields, but it didn’t cause significant damage. Once the days started getting longer and temperatures warmed up, the crop really started to change. Customers can get ready to see their favorite sweet onion on the store shelves by mid-April.”

The onion’s resilience lies in its biology and the proactive measures taken by growers. When the freezes hit, many farmers utilized their irrigation systems, keeping soil temperatures just enough above the danger zone to protect the developing bulbs.

“Overall, the Vidalia crop looks very good,” says Chris Tyson, area onion agent and coordinator for the Vidalia Onion and Vegetable Research Center. “We had some concerns about cold temperatures in January and February, but weather conditions since then have been favorable. The crop is progressing well and appears very promising. We have continued to monitor it closely and anticipate that any impact from the earlier cold weather will be minimal, if any.”

At G&R Farms, weather challenges were met with rigorous field management. Cliff Riner, vice president of agriculture production and grower relations for G&R Farms, explains the high-stakes chess match played against Mother Nature: “This season certainly brought some unusual weather challenges with the freeze and drought cycle. Thanks to expert preparation and meticulous follow-through throughout the growing season, we were able to maintain the quality of our crop. While some growers across the region didn’t fare quite as well with the weather swings, G&R Farms was well-positioned to manage through the conditions, and inventories are expected to be strong with the same sweet, mild flavor consumers expect from Vidalia onions.”

The Art of Patience: Official Pack Date

Despite the visible recovery in the fields, the Vidalia name is a federally protected trademark. Farmers cannot simply harvest when they feel ready; they must wait for the official pack date, a day determined by the Georgia Department of Agriculture and the Vidalia Onion Committee based on crop maturity and sugar testing. That date is typically in April.

“Vidalia onions are protected under a federal marketing order, which means they can only be harvested and sold from a specific region and after an official pack date determined by the Vidalia Onion Committee and USDA,” says Steven Shuman, general manager and vice president of sales for G&R Farms. “Even if fields look ready, we still have to wait for that date to ensure quality and consistency across the industry.”

For farmers, Shuman says, that can be challenging because the weather doesn’t follow regulations.

“Timing harvest perfectly while protecting bulb quality and meeting the official standards requires tight coordination between growers, inspectors and packers,” Shuman says.

This regulation is what separates a true Vidalia from any other sweet onion. The Yellow Granex variety must be grown in 20 specific south Georgia counties where the soil is uniquely low in sulfur. This low-sulfur environment prevents the onion from developing the heat or pungency associated with standard onions, resulting in a vegetable so mild it can be eaten raw like an apple.

Farming With a Mission: Shuman Farms and the Healthy Family Project

Beyond the technical side of farming, the 2026 season highlights how the Vidalia onion industry uses its platform for broader social impact. Shuman Farms is one example of this through its giving back pillar and its work with the Healthy Family Project.

The Healthy Family Project, founded by John Shuman, serves as a cause-marketing organization that brings the produce industry together to give back to those in need while promoting healthy eating for families. Since its inception in 2002, the initiative has raised $8 million for charities, including Feeding America, which works to combat food insecurity across the country. During the Vidalia onion season, these efforts are often visible through specially marked packaging that allows a portion of the proceeds to support hunger relief, ensuring that Georgia’s official state vegetable provides nourishment far beyond the dining table.

The impact of this work was celebrated just last month. In February, at the annual Healthy Family Project Thank You Reception, industry professionals gathered to celebrate raising over $348,000 in 2025 alone. These funds support Feeding America food banks, the Foundation for Fresh Produce and organizations like Our Military Kids and the Boys & Girls Clubs of America.

Empowering the Next Generation: Shuman Farms University Returns

As Shuman Farms approaches the 2026 harvest, its commitment to industrywide growth is spearheaded by the return of the Shuman Farms University platform. This spring, the program features a revamped curriculum tailored to provide produce teams with deep-dive insights into Vidalia farming, innovative merchandising strategies and essential consumer data.

A highlight of the expanded 2026 program is a new economics course that educates retail partners on the unique value proposition of the Vidalia onion; by emphasizing its versatility for both raw and cooked applications, Shuman Farms demonstrates how consumers can simplify their shopping — and maximize their kitchen’s efficiency — with a single, high-quality variety.

“People love to talk about what they know and love, and the ultimate goal of the Shuman Farms University initiative is to empower produce teams to confidently share with shoppers what makes a Vidalia onion so special,” says John Shuman, president and CEO for Shuman Farms.

Tradition Meets Technology: The Modern Harvest

The 2026 season also highlights how technology has transformed a blink-and-you-miss-it spring treat into a year-round staple. Historically, the Vidalia onion window ended by June. Today, controlled-atmosphere storage allows farmers to put the onions to “sleep” in high-nitrogen, low-oxygen environments.

“Our grandparents’ generation had a much shorter selling window — basically the fresh harvest season,” Riner says. “Today, CA technology ... lets Vidalia onions stay fresh and flavorful from mid-April to around Labor Day.”

Furthermore, innovation in seed varieties is helping farmers combat the increasingly volatile climate. New disease-tolerant varieties like Athens and Augusta have been instrumental this year in resisting Stemphylium leaf blight, which often attacks plants weakened by freeze damage.

“It doesn’t eliminate the need for crop protection entirely, but it can reduce spray pressure and help us farm more sustainably,” Riner says.

Those new varieties are an exciting development for the industry, he adds, noting that disease-tolerant onions can help improve resilience against common field challenges like leaf diseases.

“For growers, that means we can move even further toward integrated pest management practices — using genetics, crop rotation, monitoring and targeted treatments — instead of relying solely on chemical controls,” Riner says.

Celebrating the Pillars of the Industry

The culture of the Vidalia region is one of tight-knit competition and shared excellence. At the Vidalia Onion Committee’s annual celebration on Feb. 7, the industry recognized its top performers.

Bland Farms was named the 2025-26 Grower of the Year. CEO Troy Bland highlighted the deep roots of the award: “Vidalia onions will always be our No. 1 priority; it’s what we built this farm on, and what keeps us rooted in the community.”

The committee also introduced a new honor, Producer of the Year, awarded to L.G. Herndon Jr. Farms. This award recognizes the farm with the highest per-acre paid assessments, funds that are directly reinvested into the research and promotion that keep the Vidalia brand globally recognized.

“I think to be recognized as the Vidalia onion Producer of the Year further validates our commitment to excellence in producing everyone’s favorite onions year in and year out,” says Jason Herndon, CEO of L.G. Herndon Jr. Farms.

2026 Outlook: A Product of Place

As harvest crews, many of whom arrive via the H-2A visa program, begin the labor-intensive process of hand-clipping every single onion, the mood in south Georgia is one of cautious triumph. Despite the administrative red tape associated with labor and the atmospheric curveballs of the winter, the crop is ready.

“Labor has become one of the biggest challenges facing specialty crop growers. The H-2A program is essential for bringing in seasonal agricultural workers, but the paperwork, compliance requirements and timelines have grown more complex every year,” Riner says. “For farmers, harvest timing is critical. When paperwork delays or regulatory hurdles slow the process, it can create uncertainty about having enough hands in the field exactly when the onions are ready.”

The 2026 season is a reminder that the Vidalia onion is more than just a culinary ingredient; it is a symbol of Georgia’s agricultural heritage, a testament to technological advancement and, thanks to initiatives like the Healthy Family Project, a vital tool in the fight against hunger.

As Steven Shuman says, “Every Vidalia season tells a different story ... [they] are a product of place — the soil of southeast Georgia creates that unmistakable sweetness that can’t be replicated anywhere else.”

This spring, consumers will get to taste that story for themselves.

Yes! Apples Borrows from the CPG Playbook to Spark Category Growth

Mon, 09 Mar 2026 11:32:35 GMT

Tenley Fitzgerald, vice president of marketing and brand strategy at Yes! Apples, says she’s watched the CPG world closely over the last couple of years and has seen an explosion of energy and momentum within the snacking, beverage and other center-store categories.

“And the same thing is not happening as much in produce,” she says. “It is happening a little bit. And it’s definitely, in my opinion, not happening in the same way in apples.”

So, when Fitzgerald and the team at Yes! Apples decided to create a new design for the brand, she leaned heavily into the CPG space for ideas.

“If we’re all sort of thinking about how we’re being competitive and vying for share of stomach — apples, if we want them to have a true seat at the table, they need to be at the level that all of these other players in the CPG space are raising the bar,” she says.

Tenley Fitzgerald, vice president of marketing and brand strategy at Yes! Apples.

(Photo courtesy of Yes! Apples)

Why Produce Needs a CPG Makeover

CPG brands, Fitzgerald says, do a good job of educating consumers on added benefits and the values of the brands and how they resonate with consumers. Fresh produce and apples have a great opportunity to not only capitalize on the growing interest younger generations have in eating healthy but also how a company’s values speak to them.

“There’s been such a shift in how they’re perceiving the things that they’re bringing to their homes,” she says. “They really care. They care in a monumental way that we haven’t seen in generations before. And so, [we’re] really trying to apply those values, those tactics, those strategies, to a category that has not seen a lot of change in the last several decades.”

She says a big “aha” moment was thinking about how shoppers engage with the category and rethinking how apples should be sold.

“Maybe this confusion itself at shelf, maybe this lack of leveling up and trying new varieties — maybe it’s because we’re not selling apples the right way,” she says. “This brand reveal is sort of the intersection of those two elements. ... Let’s think about how we’re educating our consumers. What are we giving them to feel empowered in the aisle at the point of sale? And then, how do we modernize ourselves without losing the nostalgia the apples hold? But how do we modernize ourselves so that we actually have a competitive seat at the table against everything that’s happening in this CPG category?”

Even bulk apples help establish the brand’s identity and its New York roots.

(Photo courtey of Yes! Apples)

Digital Success as a Retail Blueprint

Fitzgerald says a lot of the inspiration for this new design came from Yes! Apples’ direct-to-consumer online sales. She says, with 41% returning customers and triple-digit year-over-year growth, Yes! Apples’ online business provides customer feedback and data. She says the website offers recipes, highlights fruit quality and helps consumers understand exactly what they’re buying and how to best use the varieties.

“Not only is it working, but we’re getting people to spend more money than they would in-store to buy something that’s resonating with them,” she says.

And she sees these learnings as being applicable to retailers thanks to the new branding efforts.

“All we’re trying to do here is open distribution, get people thinking differently about apples, making customers feel like, ‘I know what to choose, and I know what to do with it, and I know I’m going to like it,’” she says. “And if retailers see that potential and see the opportunity for us to take a gala buyer and transition them up to a SweeTango buyer, then the proof is in the pudding.”

Heritage Meets High-Design

In the creation of this branding, Fitzgerald says the idea was to pull typography from handwritten farm stand signs, noting the apple category is steeped in culture and history; she says that’s exactly what Blurr Bureau, the branding partner, achieved.

“They figured out this intersection of vintage and modern and how to bridge these two worlds, and they did it exceptionally well,” she says. “Not only did you make this brand a real brand — it feels like we could sit on the shelf next to the Chobanis and the Grazas of the world — but also you did it honoring everything that makes apples so special.”

Fitzgerald says she wants retailers to know and understand that Yes! Apples wants to be a strategic partner in helping drive sales, offering curated variety mixes and point-of-sale tools to help manage the category.

“We can be a strategic partner for the retailer in a way that nobody else can, because we have all these marketing elements at our disposal,” she says.

Fitzgerald points to Yes! Apples’ strong presence on social media, work with influencers, partnerships and more that really resonate with younger consumers. She says she’s in conversations with a retailer about cross-merchandising apples outside of the produce department because of Yes! Apples’ partnerships. She says this opens up a world of opportunities beyond just the department.

Yes! Apples new package design feature colors that help the totes and bags stand out but also help the consumer understand which variety they’re buying and how best to use them. “It’s really creating a systemic packaging format that’s teaching consumers exactly how to buy your product,” Fitzgerald says.

(Photo courtesy of Yes! Apples)

Engineering a Frictionless Shopping Experience

The new design features nutrition education and varietal guidance in the back-of-pack copy, use-case suggestions to help choose the right variety for eating or cooking, a color palette that stands out in a category known for its reds and greens, nutrition labeling with key attention to fiber and naturally occurring antioxidants and more. Fitzgerald points to Yes! Apples packaging to help create a system to help the produce buyer.

“One thing that we hear from retailers a lot and why they choose private label is because it creates a uniform display on their shelves,” she says. “And I understand the value in that, but I also think that they’re doing it in a way that is not honoring the fruit or making it easier for the customer.”

She says with Yes! Apples’ packaging, whether it be pouch poly or tote or even bulk, all the elements work together.

“We have to be really creative to think about ways that we can still educate our consumers and get the messaging out there,” she says.

With the new packaging of its bags and totes, Fitzgerald says she took inspiration from Goodles mac and cheese, where the key elements and typography were the same but each flavor featured a different color. Fitzgerald says the color palette came from the different colors found naturally in the orchard, but amplified.

“It’s really creating a systemic packaging format that’s teaching consumers exactly how to buy your product,” she says.

Partnership ROI for the Retailer

The idea was to make this as frictionless a shopping experience for consumers and as frictionless as possible for retailers.

“How do we make it so that ... they don’t look at us thinking that we are asking them to do one more thing,” Fitzgerald says of retailers. “We’re asking them to do something, yes, ... but something that’s ultimately going to save them time and energy and sell them more apples.”

Yes! Apples comes with the core knowledge of the category, pun intentional, of New York Apple Sales, which has been in business for more than a century.

“We want to be your strategic partner,” she says. “We want to make selling apples easier for you and your consumer. We want to help you trade consumers up from a gala to SweeTango buyer. We want to get more people putting it in their carts. We want to go against the berries and the Cotton Candy grapes of the world. We want to show the apples are just as exciting as other categories that are showing innovation as well.”

Ojai Pixies Build on 25% Growth as Late-Season Citrus Window Opens

Thu, 05 Mar 2026 21:03:23 GMT

As retailers transition into the late-season citrus window, Melissa’s Produce begins shipping 2026 Ojai Pixie tangerines in early March, positioning the program to extend category momentum into spring.

According to Melissa’s, Pixie tangerines delivered more than 25% sales growth in 2025 versus the prior year, outperforming the broader citrus category, which is up 17% year over year in the first quarter. The March through May availability window allows retailers to sustain citrus performance as early-season mandarins taper.

“Ojai Pixies aren’t just another tangerine,” says Robert Schueller, director of public relations for Melissa’s. “They’re seasonal, they’re grown in California by a small co-op of family farms, and the flavor is second to none. Retailers who highlight that story through our program assets tend to capture the strongest performance during the spring window.”

Grown by a small cooperative of family farms in California’s Ojai Valley, one of the few east-west-facing valleys in the world, Pixies benefit from extended daily sun exposure that supports sugar development and balanced flavor, Schueller says. The fruit is naturally seedless, low in acid, unwaxed and easy to peel, offering an exceptional eating experience.

The 2026 crop is forecast to be lighter due to the variety’s natural alternate bearing cycle, with strength in larger sizes early in the season. Due to warmer winter conditions, some early shipments may show more external green coloration. Melissa’s notes that peel color is cosmetic and not indicative of internal maturity. Eating quality remains strong, and the company says it is working closely with grower partners to manage grading and supply.

Ojai Pixies are available March through May, offering retailers a defined seasonal citrus program during spring resets and holiday promotions. Recommended merchandising strategies include bulk displays supported by high-graphic grower bins and 1-pound grab-and-go totes that support e-commerce and convenience shoppers.

Mushroom Council Debuts Mushroom Marketer’s Toolkit

Fri, 27 Feb 2026 18:53:10 GMT

The Mushroom Council has introduced the Mushroom Marketer’s Toolkit , a turnkey resource designed to help grocery retail personnel from headquarters to in-store teams drive mushroom sales and shopper engagement. The kit consolidates merchandising guidance, creative assets and in-store tools retailers need to help increase sales and repeat purchases, especially among millennial and Gen Z mushroom shoppers, according to the council.

What’s Inside the Mushroom Marketer’s Toolkit

The Mushroom Council says features include:

Shopper insights — Learn the strategy driving the Mushroom Council’s bold consumer marketing approach.
Point-of-sale signage — Access ready-to-print artwork, including shelf-talkers for each mushroom variety.
Merchandising best practices — Print backroom posters with education on handling and merchandising for the optimal at-shelf experience.
Shopper-facing creative assets — Download “It’s Not Magic. It’s Mushrooms.” campaign artwork, recipe videos, social media posts and other content and customizable templates to drive engagement both in-store and online.
Campaign calendar — Learn the details of the “It’s Not Magic. It’s Mushrooms.” campaign; follow links to influencer content to make it easy to share the Mushroom Council’s star-powered campaign on channels including Instagram, TikTok and YouTube.

The Mushroom Marketer’s Toolkit is designed to extend the reach of the Mushroom Council’s “It’s Not Magic. It’s Mushrooms.” star-powered campaign platform, which includes celebrity spokespersons and influential content creators promoting mushrooms across a range of platforms, including streaming TV, streaming music, podcasts and digital and social media.

Targeting millennial and Gen Z shoppers specifically, the campaign positions mushrooms as a delicious, convenient meal solution with impressive functional benefits and drives them into stores with mushrooms on their shopping lists. The toolkit provides retailers with the in-store assets and execution guidance needed to translate campaign-driven interest into the final point-of-purchase conversion, connecting shopper intent to product on shelf.

“We created the Mushroom Marketer’s Toolkit to give retailers practical, turnkey resources that make it easier to help grow mushroom sales at the store level,” says Cristie Mather, vice president of marketing for the Mushroom Council. “By aligning with the ‘It’s Not Magic. It’s Mushrooms.’ platform, this toolkit assists produce teams in converting millennial and Gen Z shopper interest into real purchase behavior through compelling merchandising, ready-to-use creative assets and frontline training.”

The Mushroom Marketer’s Toolkit is available now to produce teams and merchandising partners. Hosted online and available 24/7, it will be regularly updated with new information and assets as the “It’s Not Magic. It’s Mushrooms.” campaign continues to roll out over time, according to the Mushroom Council.

In addition, the Mushroom Council is attending the Southeast Produce Council’s Southern Exposure conference, Feb. 26 to March 1, and will be available to provide a face-to-face walk-through of the toolkit on-site.

Shopper Search Trends Reveal Fresh Opportunities for Retailers

Wed, 25 Feb 2026 16:58:49 GMT

Consumers’ online search behavior around potatoes is revealing new opportunities for retailers in-store, from cross-purchase and merchandising to meal solutions and at-home snacking. New analysis from Potatoes USA shows how sustained search interest in potato recipes, preparation ideas and entertaining formats is translating into clear opportunities retailers can activate now.

Potatoes are already America’s favorite vegetable, with shoppers purchasing more than 15.3 billion pounds annually, according to the organization. By examining where consumer interest about potatoes leads online, Potatoes USA identified several emerging search trends that point to how shoppers are planning meals, entertaining and preparing snacks at home, as well as how retailers can meet that demand.

Starbucks-Inspired Dish Creates Cross-Purchase Opportunities

Retailer insight: Google search data shows shoppers are looking to recreate an iconic Starbucks snack bite at home, creating opportunities for retailers to drive cross-purchase and inspire meal solutions.

According to Google Trends, searches for “Starbucks Potato Chive Bake recipe” are up 1,100% over the past two years, following the item’s introduction to Starbucks’ menu.

Retailers can lean into this interest with in-store recipe cards ( see Potatoes USA’s version here ), online click-to-cart bundles or cross-merchandising potatoes with complementary items such as eggs, cottage cheese, herbs and greens. The concept can also be adapted for prepared foods or grab-and-go sections with a house-made take on the popular dish.

Capitalizing on ChatGPT’s Preferred Chips Recipe

Retailer insight: Understanding how ChatGPT responds to common potato chip queries can help retailers anticipate the products and tools shoppers may seek when making chips at home.

ChatGPT has become a destination not only for recipe inspiration but also for conversational guidance around cooking techniques that shoppers may not find in a traditional recipe. According to SEMrush data, “how to make potato chips recipe” is among the most likely trending queries.

When prompted, ChatGPT’s most common response outlines a consistent preparation method: thinly sliced russet potatoes fried in vegetable oil in a deep pot or Dutch oven, seasoned kosher salt and aided with a deep-fry thermometer.

For retailers, ChatGPT’s preferred recipe flow reveals a clear opportunity to merchandise a complete chips-at-home solution. Pairing russet potatoes with cooking oil, kosher salt, peelers and thermometers — supported by shoppable recipes, click-to-cart bundles or in-store signage — can help retailers capture incremental sales, particularly around snack-forward moments like game day.

Baked Potato Bars Emerge as a Value-Forward Dining Occasion

Retailer insight: Growing search interest in baked potato bars presents retailers with a customizable, budget-friendly hosting solution that can be merchandised as a complete meal kit for gatherings and celebrations.

Google Trends also points to baked potato bars as an emerging trend, signaling shopper interest in meals that are affordable, easy to prepare, visually appealing and adaptable to different tastes and dietary preferences.

With spring holiday get-togethers approaching, retailers can take advantage of this growing interest by merchandising baked potato bar kits that bring together potatoes with toppings, proteins and sides into one cohesive in-store or online display.

“When shoppers purchase potatoes, they open the door to countless ways to prepare and enjoy them at home,” says Nick Bartelme, global retail development manager for Potatoes USA. “By examining where potato curiosity leads online, we identified clear opportunities for retailers to tap into that interest and, in some cases, turn one potato purchase into two.”

For additional data and insights into shoppers’ interest in potatoes, visit PotatoRetailer.com .

How the Mushroom Industry is Demystifying Fungi for the Next Generation

Mon, 16 Feb 2026 21:12:57 GMT

The mushroom category is undergoing a strategic rebrand, shifting from its status as a niche ingredient to a vital, everyday staple for the wellness-focused consumer.

Industry leaders like Highline Mushrooms, Monterey Mushrooms, J-M Farms and the Mushroom Council are spearheading this evolution by prioritizing culinary utility and approachable education over mystery. By aligning the dependable, high-velocity white button with exotic specialties through sensory-led marketing and functional callouts, such as vitamin D and brain-boosting ergothioneine, suppliers are successfully meeting millennials and Gen Z where they live: online, in the kitchen and at the intersection of flavor and cognitive health.

Educating the Consumer

Highline Mushrooms thinks the fastest way to grow the mushroom category is by making standard mushrooms more fun, more approachable and more usable every day, says Kelsey Coon, sales and marketing manager.

“While specialty mushrooms play an important role in variety and trade-up, the foundation of the category is still driven by classic staples like white and mini bella mushrooms, and our focus is helping shoppers use them more often, in more meals,” Coon says.

Rather than positioning mushrooms as complicated or niche, Coon says Highline Mushrooms leads with simple education rooted in flavor cues, easy cooking methods and everyday meal inspiration. She says the goal is to help shoppers immediately understand what to buy and how to use it, whether that’s adding mushrooms to pasta, tacos, breakfast, sheet-pan dinners or quick weeknight meals.

“For specialty mushrooms, we support retailers with clear, benefit-led education that highlights how each variety delivers a different eating experience, while still keeping the messaging simple and approachable,” Coon says.

Lindsey Occhipinti, marketing manager for Monterey Mushrooms Inc., says education is handled through a “culinary utility” approach:

Standard (white, baby bella, portabella) — These are positioned as the reliable, everyday workhorses for familiar dishes like pizza, salads and burgers.
Specialty (shiitake, oyster, king trumpet, lion’s mane) — These are marketed through sensory differentiation, highlighting unique textures, shapes and umami flavor profiles. Monterey Mushrooms uses recipes and how-to guides to lower the barrier for entry, showing consumers that while they look “magical” and exotic, they are simple to incorporate into ramen, stir-fries and pasta, Occhipinti says.

Cristie Mather, vice president of marketing for Mushroom Council, says it defines standard mushrooms as the most commonly available varieties: white button, crimini and portabella. Specialty varieties would include shiitake, oyster, king trumpet, lion’s mane, beech and maitake. Each has its own unique flavor, texture, color and shape, Mather says, creating many opportunities to pique consumer curiosity.

“As the Mushroom Council is focused on cultivating the next generation of mushroom shoppers, millennials and Gen Z, this year we launched our ‘It’s Not Magic. It’s Mushrooms.’ campaign,” she says. “Its messaging centers on the flavor, everyday convenience and functional benefits of mushrooms delivered via influential celebrities in platform-native content that highlights simple cooking methods and mushrooms’ role in making meals even better.”

To meet younger consumers where they already spend time online, Mather says the Mushroom Council is partnering with A-listers such as chef Matty Matheson and Peloton’s Robin Arzón to demonstrate fun and simple mushroom recipes on YouTube and social media using a range of mushroom varieties.

“We’re also engaging podcast hosts like Alex Cooper from ‘Call Her Daddy’ and Rob Gronkowski and Julian Edelman (former New England Patriots players) of ‘Dudes on Dudes with Gronk and Jules’ to talk about the flavor, convenience and nutrition benefits of mushrooms,” Mather says. “The goal is to offer practical yet entertaining inspiration that makes trying new mushroom recipes approachable and memorable for non-foodie consumers.”

Mushrooms at Retail

To maximize category performance, suppliers are increasingly positioning mushrooms as a simple side dish to a high-value meat alternative that appeals to both health-conscious and budget-driven shoppers.

“We position mushrooms as a naturally functional, everyday ingredient that aligns with modern eating habits, because they deliver meaningful nutrition, versatility and flavor without requiring shoppers to change how they cook,” Coon says. “At Highline, we reinforce that message through clear nutritional callouts, variety education and consistent consumer-friendly storytelling across our packaging and social channels, helping make mushrooms easier to understand and easier to use.

“We also believe the category wins when the messaging is aligned: Mushrooms are the OG superfood, and we’re focused on making that benefit clear and memorable for shoppers,” she continues. “Through our brand platform, ‘Eat A Mushroom. Be Super,’ we encourage consumers to make ‘super’ smarter choices that help them feel better, eat better and bring more wellness into everyday meals.”

Coon adds that when it comes to meat-alternative trends, Highline never positions mushrooms against meat.

“Instead, we position them as a meal upgrade and flavor partner, bringing umami depth, texture and satisfaction that enhances both plant-forward and protein-based dishes,” she explains. “From a usage standpoint, mushrooms work seamlessly with a wide range of proteins and flavor pairings, helping shoppers build meals that feel indulgent, balanced and better-for-you — without sacrificing taste.”

J-M Farms works to portray mushrooms as a natural fit for today’s functional food and plant-based eating trends, says McKinzie Koons, marketing and public relations manager.

“Working closely to align with the Mushroom Council’s education and research efforts, we highlight mushrooms as a nutrient-rich food that adds flavor, texture and satisfaction to everyday meals,” Koons says. “Rather than claiming mushrooms as a strict meat replacement, we encourage their use alongside meat in blended dishes or as a hearty, center-of-the-plate option.

“Our goal is to shift consumer perception, encouraging mushrooms as an everyday staple, not just a special-occasion or ‘fancy’ ingredient,” she adds. “We bring this message to life through social media engagement, direct customer exposure and hands-on retail-level efforts in stores. We want to help consumers enjoy meals that feel indulgent while supporting wellness, sustainability and balanced eating without sacrificing taste or valuable food dollars.”

Justin McLean, sales manager for Farmers Fresh/Premier Mushrooms, says the company is trying to speak with foodservice on how they can expand the plate size and reduce costs by substituting mushrooms into a part of the main dish, not just as an optional topping.

“For example, not just sliced onto a steak or burger, but built into the main dish. With rising food costs, it is a great way for restaurants and people cooking at home to help spread out the meal,” he says. “Additionally, with the rise in GLP-1 medication, there is a need for protein-focused diets, but with increased protein, you need increased fiber, and mushrooms are a great source of that.”

Monterey Mushrooms positions mushrooms as a nutritionally powerful superfood, Occhipinti says, such as:

MIND diet and brain health — Focused on the high levels of ergothioneine (especially in specialties like lion’s mane and shiitake) to support cognitive health.
Vitamin D — Highlighting its unique UV-light treatment process that allows mushrooms to provide 50% of the daily value of vitamin D2 in a single serving, just three medium mushrooms.
Meat alternative — Rather than just a substitute, Occhipinti says the company promotes The Blend — mixing finely chopped mushrooms with ground meat to improve juice, flavor and nutrition while reducing calories and environmental impact.

When it comes to functional benefits, Mather says it’s known that Gen Z and millennials prioritize wellness, brain health and cognition, citing Tastewise’s Functional Nutrition in 2025 Survey.

“That’s why our ‘It’s Not Magic. It’s Mushrooms.’ campaign shines a spotlight on the role mushrooms play in the MIND diet, a plant-forward eating pattern that focuses specifically on promoting brain health,” she says. “The MIND diet encourages at least one serving a day of non-starchy vegetables like mushrooms along with green leafy vegetables, such as spinach and kale, plus berries, nuts, beans, fish, poultry and olive oil.”

Mushrooms provide several nutrients and bioactive compounds that may play a role in supporting brain health, with ergothioneine being the standout, Mather says.

“Ergothioneine, or ERGO, is an amino acid that is being examined for its role in brain health ,” she says. “Mushrooms are one of the top food sources of ERGO.”

The Mushroom Council is working closely with nutrition experts like registered dietitian Maggie Moon, author of “The MIND Diet: A Scientific Approach to Enhancing Brain Function and Helping Prevent Alzheimer’s and Dementia,” to help raise awareness among nutrition professionals and consumers about the functional nutrition benefits that mushrooms bring to the table.

Ultimately, by moving beyond the meat replacement narrative to embrace The Blend and functional wellness, the industry is proving that mushrooms are not just a culinary addition but also a nutritional necessity for the modern grocery basket.

The Evolution of the Table Grape: How Breeding Innovations Continue to Transform the Category

Wed, 11 Feb 2026 22:50:45 GMT

BERLIN — In the last 10 years, table grapes have undergone one of the most impressive transformations of any category in fresh produce, so much so that it’s hard to imagine there was ever a time that supermarkets offered only two or three choices in the category.

At last week’s Fruit Logistica 2026, fruit breeding companies brought next-level innovation, including Bloom Fresh, which showcased its new Boombites Red Berry Grapes, a Fruit Logistica Innovation Award finalist .

To learn more about the black-skinned grape with a red flesh interior, The Packer sat down with Fiachra Moloney, chief marketing officer for Bloom Fresh.

“Boombites are the product of over a decade of natural breeding, crossing some of the world’s best table grapes with traditional red-flesh winegrapes to give us something that not only eats and tastes like one of the world’s best table grapes but also has this incredible red flesh inside,” says Moloney, who adds, “The quality of grapes keeps getting better and better.”

Not only do Boombites deliver an exceptional eating experience, but they also have an enviable nutritional profile.

“The levels of antioxidants like anthocyanins in Boombites are comparable to those in other superfruit categories, like blueberries, and they’re high in resveratrol, which is associated with red wine,” he says.

Moloney says the benefits of grape skins were recently touted in Vogue magazine in an article that linked the outer skins of red grapes, which are high in the polyphenol resveratrol, to “ageless skin.” When it comes to skin, says Vogue, resveratrol’s ability to protect against free radicals also comes into play, helping to reduce inflammation and improve skin elasticity.

“So, we’re hugely excited about the potential for this new brand — almost a new category — to drive the fresh produce and healthy snacking categories,” says Moloney, who sees Boombites hitting a “sweet spot between grapes and berries.”

Flavor-Forward Grapes Drive Category Growth

New flavor-forward branded grape varieties like Cotton Candy and others are undoubtedly driving consumption, sales and volume growth in the category.

The Packer’s Fresh Trends 2026 report, based on a survey of more than 1,000 consumers nationwide about their produce buying habits, finds that grapes are the No. 3 most purchased fruit in the last 12 months, behind bananas and apples.

Dollar sales of grapes were $5.6 billion in 2025, up 3% over a year ago, and volume sales were up 4%, according to retail sales data from Circana OmniMarket Integrated Fresh for the 52-week period ending Nov. 2, 2025.

But there’s still plenty of room to grow the branded grape category and increase consumer awareness, says Moloney, who explains that the company is putting a huge emphasis on the Cotton Candy brand in the U.S. through social media and in-store campaigns.

“Surveys show that while only 40% of consumers know about Cotton Candy grapes in the U.S., 80% say, when they try it, that they would buy it again,” he says. “We still see a huge opportunity in flavor grapes in the U.S. They’re an incremental product that doesn’t replace consumption in standard table grapes.”

Bloom Fresh is also eyeing expansion for its Mojito Fresh, another premium grape 10 years in the making that offers herbal, sweet and refreshing notes.

“It’s really important to match up a great eating experience and flavor with branding a consumer can immediately see and understand,” Moloney says. “We see that as one of our key strengths.”

When are Boombites Coming to America?

While at present the only commercial production of Boombites is in Murcia, Spain, Bloom Fresh is encouraged by its trials in other countries including Mexico, the U.S., Peru and Chile.

“Darker fruits are good for you and fit with eating the rainbow,” Moloney says. “We see the U.S. market as a high opportunity for Boombites.”

Moloney says Boombites are expected to hit U.S. shelves nationwide within five years.

Your next read: Allergy-Friendly Apple, Ag Spraying Drone Nab Fruit Logistica 2026 Innovation Awards

How Frieda’s Winter Citrus is Winning the Produce Aisle

Fri, 06 Feb 2026 17:30:19 GMT

With the winter citrus season in full swing, MarthaStewart.com is keeping the category in the spotlight. Frieda’s Branded Produce says it is empowering retailers to seize this momentum, offering a curated selection of snackable, high-flavor varieties that align perfectly with today’s consumer wellness and budgeting priorities.

Whether it’s the availability brought on by the winter season, a desire for immune-boosting foods rich in vitamin C or healthier eating brought on by a “new year, new me” resolution, winter is when consumer appetite for citrus is at its peak, says Frieda’s, adding that its winter citrus program delivers everything that shoppers want most right now, including easy snacking, everyday wellness and real value.

In a recent seasonal produce roundup for MarthaStewart.com, Frieda’s Vice President of Sales and Marketing Alex Jackson notes that “January is prime California citrus season,” with the best-tasting varieties showing up as winter settles in. Frieda’s says its program is proof, touting a lineup of specialty citrus, including mandarinquats, limequats, calamondins, Tahitian pummelos, meyer lemons and pink lemons that are available now. Most recently back in season in the lineup are Lemonade Lemons and Popjoys kumquats.

Circana’s Fresh Produce Category report for 2026 indicates that the brands positioned to lead will innovate around convenience, health and affordability. Fresh fruit is expected to outpace overall produce growth, with high demand for snack-sized options and unique varieties.

Frieda’s says its winter citrus program enables retailers to design a practical set that’s tailored to how people are shopping this year:

Grab-and-go snacking — With sweet, edible rinds and tart, juicy flesh, Popjoys kumquats, mandarinquats, limequats and calamondins give shoppers a refreshing, portion-friendly citrus option for lunchboxes, desk snacks and quick cravings.
Extra zest for everyday eating — Meyer, pink and soon-to-arrive Lemonade lemons fit into cooking, baking and beverages. They also support post-New Year’s wellness routines with vitamin C, antioxidants and heart-healthy flavonoids.
Nature’s answer to the sour-tart-sweet trend — Consumers can’t get enough sour-tart-sweet candies, drinks and fruits like Frieda’s line of poppable quats. Consumer favorites like mandarinquats, limequats and Popjoys kumquats demonstrate that nature’s candy will not be outdone.
Must-try cart stoppers that keep produce departments interesting — Tahitian pummelos bring size, a lemon-lime flavor with hints of melon plus trial-driving novelty to winter citrus displays.

Seasonal buzz is key, but Frieda’s says its winter citrus program is also backed by measurable brand performance.

Frieda’s meyer lemons are outpacing growth in the total lemon category and leading branded meyer-lemon growth.
Frieda’s citrus growth is ahead of category growth, year over year, with 9.4% unit growth compared to 6.2% for the category.
Frieda’s Popjoys are more than 15% less expensive than the next leading competitor based on price per unit, delivering strong value and keeping specialty citrus in reach to more customers.

Frieda’s says with its winter citrus lineup, retailers can build a set that is right for the season and right for the shopper.

Marketing the Big Game: How the Produce Industry is Winning Over Fans in 2026

Fri, 30 Jan 2026 20:11:59 GMT

The Super Bowl remains the ultimate arena for high-stakes marketing, and for Super Bowl LX, the produce and grocery sectors are moving beyond simple brand awareness to embrace high-production storytelling and interactive technology. Recent campaign reveals from Instacart and Avocados From Mexico demonstrate a strategic shift toward blending celebrity-driven entertainment with functional digital tools designed to enhance the consumer experience.

Instacart’s commercial features an unexpected pairing of actor Ben Stiller and musician Benson Boone, who engage in a theatrical, retro-inspired musical showdown on a 60-foot LED stage.

(Photo courtesy of Instacart)

Instacart: Precision Meets Performance

Instacart is returning to the Super Bowl with a 30-second spot titled “Bananas,” directed by acclaimed filmmaker Spike Jonze. The commercial features an unexpected pairing of actor Ben Stiller and musician Benson Boone, who engage in a theatrical, retro-inspired musical showdown on a 60-foot LED stage.

While the ad leans into a whimsical, “disco-pop” aesthetic, its core purpose is to introduce a technical innovation: the Preference Picker. This new addition to Instacart’s “Grocery Quality Controls” allows customers to specify their exact ripeness preference for bananas — the platform’s top-selling item with over 1.8 billion delivered to date. By focusing on bananas, which also receive the highest volume of custom “shopper notes,” Instacart is using the game’s massive reach to show that its technology can handle the high level of detail required for fresh produce.

“We’re thrilled to be back in the lineup for this year’s big game. Last year’s results exceeded our expectations and propelled our business forward, so this year we wanted to show, in the boldest way possible, that Instacart is the grocery technology leader that truly cares about getting your groceries right,” says Laura Jones, chief marketing officer for Instacart. “We intentionally cast an unexpected duo who each bring something distinct: sharp comedic timing and emotional, musical lift — creating a spot with both precision and playfulness. Ben and Benson delivered the perfect mix of humor and heart, while Spike’s incredible direction brought this rich world to life. The ad is bold and funny but grounded in something very real: Instacart’s commitment to helping people get groceries just how they like.”

“Spike Jonze is one of our great directors, so working with him was a dream,” Stiller says. “Benson is insanely talented, both as a dancer, singer, athlete and now actor. The whole thing was so much fun.”

“Working on a Super Bowl commercial for Instacart blew my mind,” Boone says. “However, adding Ben Stiller to the equation — diabolical.”

Avocados From Mexico is centering its campaign on the party experience with the return of the “Guac Guru,” played by comedian Rob Riggle.

(Photo courtesy of Avocados From Mexico)

Avocados From Mexico: The “Guac Guru” and AI Engagement

While Instacart focuses on the delivery process, Avocados From Mexico is centering its campaign on the party experience itself through the return of the “Guac Guru,” played by comedian Rob Riggle. AFM’s strategy for 2026 is rooted in interactive engagement and gamified rewards.

The Guacamoney Sweepstakes: AFM is offering one fan the chance to win $60,000, honoring the Super Bowl’s 60^th anniversary, alongside free avocados for a year. The prize is tied to three specific in-game “bold predictions” by Riggle: a team scoring exactly 20 points (representing the 20+ vitamins in avocados), a player performing an “eating gesture” celebration and announcers using the word “guacamole” during the broadcast.
The Prediction Pit: To capture “second-screen” viewers, the brand launched an immersive AI experience where fans can interact with Riggle’s AI avatar to predict plays and receive real-time recipe inspiration.

AFM is also leaning into consumer behavior trends with its “Golden Double Dip Chip” campaign. Backed by survey data showing that 80% of Americans admit to double-dipping because guacamole is “too good to resist,” the brand created a wearable, 14K gold “snackcessory.” This limited-edition item, which comes in its own protective display case, is designed to celebrate the “magic” of game-day snacking by playfully breaking traditional social rules.

“We wanted to bring the health, flavor and fun of avocados to football fans in a way that’s as exciting as the game itself,” says Alvaro Luque, president and CEO of Avocados From Mexico. “Especially since avocados are one of the top-selling foods leading up to the big game, we’re tying guac into those intense in-game moments to create a truly unique experience. Guacamoney adds a heightened sense of excitement to the live game, letting fans look forward to more than just football. I trust in Rob Riggle — I’ll be cheering on his predictions all game long!”

“I’ve watched a lot of football — like, a lot — and one thing that needs no prediction: Guac is as much a part of game day as the game itself,” Riggle says. “And as the Guac Guru, I made sure to make my three in-game predictions as tasty as Avocados From Mexico themselves. I mean, helping someone walk away with $60,000 and free avocados for a whole year? Let’s guac-and-roll, baby!”

Both companies are using the 2026 Super Bowl to bridge the gap between digital convenience and physical consumption. Whether through Instacart’s drive for shopping precision or AFM’s focus on the fun of the watch party, the produce industry is proving that even the most basic grocery staples can be marketed with the same level of spectacle and technological sophistication as the world’s biggest tech brands.

Matty Matheson Brings Big Flavor to Mushroom Council’s Campaign

Tue, 03 Feb 2026 20:11:20 GMT

Chef, entrepreneur, Emmy Award-winning executive producer and television personality Matty Matheson will be the lead spokesperson for the Mushroom Council’s 2026 consumer campaign, “It’s Not Magic. It’s Mushrooms.”

Known for his boisterous style and refreshingly practical approach to cooking, Matheson brings credibility with Gen Z and millennial audiences that want food that’s easy to make, tastes great and delivers more in every bite, according to the Mushroom Council.

Launching this month, the campaign serves up high-impact ads, craveworthy recipes and influencer storytelling to inspire more frequent mushroom cooking, from quick breakfasts and snacks to comforting, flavor-packed dinners that elevate everyday staples, the organization says. Anchored by Matheson’s bold, approachable style, the effort meets younger consumers where they discover food today. According to FMI’s Power of Produce 2025, more than one-third of shoppers discover new produce online, which underscores how mushrooms and Matheson are a natural fit for millennials and Gen Z consumers seeking big flavor, convenience and functional food that does more.

“Mushrooms are one of those ingredients that add magic to every dish they’re in,” Matheson says. “They have a simple way of taking meals to the next level without asking you to learn fancy techniques. You throw them in, the dish gets better and you keep moving. There are no tricks and no fuss, just great flavor. What’s not to love?”

As part of the collaboration, Matheson has created three recipes designed to inspire everyday mushroom cooking, including:

Matty’s Crunchy Popcorn Mushrooms — Bite-sized, golden and packed with flavor, these crispy mushrooms are a snack that’s perfectly seasoned, seriously crunchy and totally addictive, according to the Mushroom Council. This launched Jan. 25.
Matty’s Spicy Mushroom Noodles — This dish is loaded with spicy, umami-rich mushrooms for heat, depth and bold flavor in every bite. It’s set to launch Feb. 22.
Matty’s Cheesy Mushroom Breakfast Burrito — Chili-spiked mushrooms bring big, savory flavor alongside cheesy beans, runny eggs and zippy green salsa. It’s set to launch March 8.

Each recipe is featured on an episode of Matheson’s YouTube show “Cookin’ Somethin’,” showing how easy it is to incorporate mushrooms into everyday cooking and elevating dishes to become more flavorful and satisfying.

“Matty doesn’t overcomplicate food, and neither do mushrooms,” says Amy Wood, president of the Mushroom Council. “His no-nonsense style mirrors the way people actually cook at home. Together, we’re showing that mushrooms aren’t a trend, but an easy, everyday ingredient that brings big flavor, fits seamlessly into real life and offers functional benefits about which people care. It’s about making meals feel satisfying, approachable and worth repeating.”

While flavor leads the way, the campaign also highlights mushrooms’ functional benefits, including their role in supporting cognitive health, helping connect flavor with feel-good nutrition in a way that resonates with the next generation of cooks.

Looking ahead, the Mushroom Council says the campaign sets the tone for how it will continue engaging the next generation of shoppers: through craveable food content, authentic voices and simple inspiration that makes mushrooms an easy, flavorful habit worth repeating.

For more information about the campaign, visit mushroomcouncil.com/itsnotmagic .

Feeling Blue? Blueberries Might Aid Depression and Anxiety, New Research Suggests

Thu, 29 Jan 2026 19:26:45 GMT

A new study published in the journal Nutrients adds to growing evidence that what we eat can influence how we feel. Researchers at Louisiana State University found that daily blueberry supplementation might help reduce symptoms of depression and anxiety in adults living in rural communities, where access to specialized mental health care is often limited.

The 12-week, double-blind, randomized clinical trial followed 23 participants diagnosed with major depressive disorder, generalized anxiety disorder, or both, all of whom were receiving standard care. Participants consumed either a freeze-dried whole blueberry powder equivalent to one cup of fresh blueberries, or a placebo powder matched for taste, color and calories.

At multiple points during the study, participants completed standardized depression and anxiety assessments, including the Major Depression Inventory and the GAD-7 questionnaire. Clinicians also conducted diagnostic interviews using the Hamilton Depression Rating Scale. By the end of the study, those who consumed the blueberry powder showed a greater reduction in symptoms of depression and anxiety compared with those in the placebo group.

“This study suggests that something as simple as adding blueberries to the diet may have meaningful benefits for mental health, highlighting the powerful connection between nutrition and emotional well-being,” says Joseph Francis, Ph.D., the study’s lead author.

While the results are promising, the biological mechanisms behind the mood improvements are still being explored. According to Leslie Wada, senior director of nutrition and health research for the U.S. Highbush Blueberry Council /North American Blueberry Council, the findings raise important questions about how blueberries might be working in the body, even when traditional markers don’t change.

“It’s all speculation,” Wada says, noting that the researchers were not able to directly measure mechanisms in this study. “Previous research has suggested anthocyanins have an effect, but there was nothing that they were able to show from a mechanism. So based on that study, we can’t say.”

One intriguing aspect of the research is that common systemic inflammatory markers, such as C-reactive protein, did not change in the blueberry group, even though participants experienced improvements in mood. That doesn’t necessarily mean inflammation isn’t involved, Wada says.

“When you take a blood sample, it’s going all over your body, and maybe you don’t see a change,” she says. “But if you’re looking at the level of the tissue, you would be able to see it.”

Wada points to emerging research showing localized inflammation can change even when blood markers remain the same, suggesting diet-related benefits might be happening in specific tissues rather than system-wide.

Other hypotheses include the role of the gut-brain axis or the ability of blueberry compounds to directly influence brain function. In animal studies, anthocyanins — the pigments that give blueberries their deep blue color — have been shown to cross the blood-brain barrier.

“They did some studies to show that the anthocyanins cross the blood-brain barrier,” Wada says. “So is it that? Is it a combination? Usually it’s a combination.”

The study used a freeze-dried whole blueberry powder rather than fresh berries, a choice that often raises questions among consumers. Wada explains the powder is used in research to ensure consistency and accuracy, not because it is superior to fresh fruit.

“We provide the powder because we want some standardization, and it’s whole blueberries,” she says. “It’s everything, because we don’t know if it’s the anthocyanins, we don’t know if it’s the fiber. We kind of feel like it’s a combination of the two doing something synergistically.”

Freeze-drying, she added, is the gentlest processing method and helps preserve nutrients while allowing researchers to precisely measure a daily dose equivalent to one cup of fresh berries. It also makes it possible to create a true placebo, which is essential for a double-blind study.

Still, Wada says consumers don’t need supplements to see potential benefits.

“I tell the consumers, don’t go and buy freeze-dried powder off Amazon — just go to the store and buy fresh blueberries,” she says.

The study also found that the daily dose used of about one cup of blueberries is realistic for most people. “It’s a reasonable amount,” Wada says. “Some scientists have given a half-cup equivalent. If people think, ‘Oh, I can’t eat a whole cup at one time,’ have half [a cup] in the morning and half in a smoothie or something later.”

Researchers caution blueberry supplementation is not a replacement for medication or psychiatric care. However, the results suggest that dietary strategies could play a supportive role in managing mental health, particularly in underserved populations.

With its small sample size, the study is considered a pilot, but it demonstrates that rigorous nutrition research can be successfully conducted in rural clinical settings. The authors call for larger, more diverse studies to better understand how blueberries, and diet more broadly, can influence mental health outcomes.

For retailers and growers, the findings also add to the growing body of research supporting blueberries as a functional food with benefits that extend beyond physical wellness, reinforcing their role in everyday diets and long-term health.

Your Next Read: Why I’m Eating 30 Different Plants a Week and What It Means for Produce Retail

Banana Exports From Ecuador Remain Positive

Mon, 29 Dec 2025 16:11:39 GMT

Ecuadorian banana exports recorded cumulative growth of 3.38% through November 2025, equivalent to 344.9 million boxes shipped, according to the Association of Banana Exporters of Ecuador.

The group notes that, while the year-to-date performance remains positive and close to 3%, November showed a slight slowdown compared with October, adding that expansion depends on a handful of key markets and only a partial improvement in weather conditions.

Over the year, export performance has shown two clearly differentiated phases. In the first half, the sector was most active between April and June, when cumulative growth exceeded 5%, driven by a strong monthly rebound. From July through September, the pace slowed, reflecting reduced seasonal demand and less favorable conditions.

Growth in Ecuadorian banana exports is highly concentrated, the association highlighted. Russia and the European Union account for more than half of the year’s total expansion. Russia has consolidated its position as the main growth driver, with annual growth close to 17% and a contribution of more than 3 percentage points, while the European Union contributes around 2.2 percentage points with annual growth of 7.6%.

The Middle East and the U.S. also support the positive result, though with more moderate contributions. In contrast, exports to regions such as Africa, Central Asia, the United Kingdom, Oceania and the Southern Cone continue to contract. The association says this shows Ecuador’s positive performance in banana exports is driven by the selective recovery of a few markets rather than a generalized improvement in global demand.

On the production side, improved weather conditions in November helped stabilize export supply. On average, temperatures increased slightly year-on-year, while bagging activity rose by about 0.8%. Both conditions are consistent with a more favorable environment for productivity and harvest scheduling. Although week-to-week variability persists, these averages suggest some relief compared with the cooler conditions seen in previous months, supporting the export rebound in November.

This performance is also in line with developments in the European market, where by late November a slight improvement in demand and a gradual reduction in inventories were observed. After several weeks of downward pressure on prices, consumption stabilization helped slow stock accumulation and halt price erosion, creating a slightly more favorable environment for Latin American exports, the association says.

Side Delights Taps New Year’s ‘Selective Splurge’ Trend with Champagne Pairings

Thu, 18 Dec 2025 20:20:52 GMT

As consumers selectively splurge on premium items like Champagne for New Year’s celebrations, Side Delights says it is helping retailers build bigger baskets by pairing those purchases with high-value, versatile potatoes.

Potatoes are increasingly featured as an elegant foundation for New Year’s menus, from homemade potato chips and smashed potatoes to shareable roasted appetizers designed to complement sparkling or still wines, like the “Today” show ’s potato filling with crème fraîche, parsley and trout caviar in a crispy potato skin. Potatoes’ accessibility and versatility make them a natural companion to Champagne, allowing retailers to balance premium purchases with everyday staples.

“New Year’s is a prime opportunity to merchandise potatoes beyond the produce aisle,” says Kathleen Triou, president and CEO of Fresh Solutions Network. “When paired with Champagne, for example, potatoes help retailers inspire celebration, expand the basket and drive incremental sales across departments.”

Side Delights encourages cross-merchandising potatoes near Champagne or sparkling wine displays, creating holiday endcaps, and using simple pairing messaging to turn New Year’s entertaining into a profitable, multi-department retail moment.

The Side Delights recipe site provides elevated recipes and new ways to enjoy the full portfolio of potato products during this celebratory season and the rest of the year, the company says.

Dole Fresh Vegetables/Bud Antle Extends Salad Kit Savings Through the Holidays

Mon, 15 Dec 2025 18:48:44 GMT

Dole Fresh Vegetables/Bud Antle says it is giving holiday revelers compelling new reasons to add a salad kit to their holiday dinner and entertaining plans.

Reflecting the trend of more Americans eating salad for Christmas, Hanukkah, Kwanzaa and New Year’s, the produce company says it is teaming with Instacart to offer special savings on its bestselling Dole Chopped Caesar and Chopped Bacon Caesar kits.

Starting Dec. 15, Instacart shoppers can save $1 for every $8 they spend on the Dole Chopped Caesar, Dole Chopped Bacon Caesar and almost 70 other Dole salad offerings, including 31 separate salad kits.

One of the most popular Dole-branded salad offerings, the Chopped Caesar kit salad combines shredded Parmesan cheese and crumbled garlic croutons with crisp romaine lettuce and Dole’s Caesar Dressing. The Chopped Bacon Caesar kit offers a twist and includes garlic pepper seasoning, bacon crumbles and crumbled garlic croutons, the company says.

According to David Austin, vice president of marketing and innovation for Dole Fresh Vegetables/Bud Antle, the offer is consistent with trends showing that more Americans are embracing salad for the holidays. He adds that surveys suggest close to one-third of U.S. families serve a green salad for December holidays and almost one in 10 serve a Caesar salad, with West Coast residents the most likely to add fresh greens to their holiday menus.

“Whether balancing out the ham or turkey at Christmas, the latkes and Sufganiyot at Hanukkah or the hearty stews of Kwanzaa, salads offer a refreshing, lighter side dish option for any holiday meal,” Austin says.

Dole Fresh Vegetables introduced its first packaged salad in 1993. The company’s salad business, now part of Bud Antle LLC, was instrumental in the launch and growth of new salad varieties, such as its Dole Chopped Salad Kits line, and the overall salad segment.

“With December calendars packed with entertaining, travel and last-minute meal planning, Dole’s salad kits deliver a ready-to-serve option that requires virtually no prep,” Austin says. “Our latest promotion helps consumers keep fresh greens on the table even during the season’s busiest weeks.”

Sun Pacific Launches New ‘Irresistibly Cute’ Marketing Campaign for Cuties

Fri, 12 Dec 2025 19:34:13 GMT

Sun Pacific , a California grower, packer and shipper of fresh citrus, kiwifruit and table grapes, has launched a new marketing campaign for its Cuties-brand mandarins. Sun Pacific says Cuties, first launched in 2002, helped define the mandarin category and introduced millions of shoppers to the seedless citrus. The company says its new marketing campaign celebrates Cuties’ role in fueling demand for the mandarin category.

This “Irresistibly Cute” marketing campaign will celebrate what makes Cuties a trusted staple for families.

“This season we’re launching a campaign that is unapologetically and irresistibly cute,” says Sarah Deaton, director of marketing at Sun Pacific. “No other brand owns cuteness like Cuties does. We’re serving up smiles with a side of vitamin C, and we’re not toning the cuteness down for anyone.”

Sun Pacific says its new “wow” displays will help retailers prominently showcase Cuties in stores.

“It was a record year for mandarins with nearly $1.8 billion in sales for the domestic season, and we look to continue the momentum this year,” Deaton says.

Sun Pacific notes that according to Circana data, Cuties is the fastest growing and largest mandarin brand in dollar sales by almost 10% over competitor brands. Additionally, Sun World says the Circana data shows Cuties is the best performing brand with higher average weekly dollars per stores selling, and it has the highest repeat purchases at 61% with more new consumers purchasing Cuties than all other brands combined.

Sun World has also refreshed the Cuties website to better support retailers. This website will align with the “Irresistably Cute” campaign and offer consumers wellness information, Cuties crafts, activities and content along with snacking ideas and recipes to keep shoppers engaged and to encourage new and repeat purchases at retail. Shoppers can join the Cuties Club for coupons and more to continue driving traffic to stores.

Sun World says this new campaign was inspired by the belief that even in stressful times, joy can be found in life’s sweet little pleasures.

“We’re on a mission to ‘cutify’ the world by inviting people to embrace positivity and playfulness every day. The brand naturally brings joy, comfort and even a bit of nostalgia for simpler, sweeter times,” Deaton says.

Sun World will roll out this new marketing campaign across digital advertising, social media, influencer marketing and in-store activations. This “Irresistibly Cute” campaign, Sun World says, encourages consumers to spread joy, share sweetness and see the world through a brighter, more playful lens.

Wish Farms Accelerates Berry Innovation with Breakthrough Raspberry and Blackberry Breeding

Wed, 03 Dec 2025 17:11:01 GMT

Wish Farms’ proprietary breeding company, Berry Sweet Research, is advancing quickly toward the commercialization of new varieties.

Entering its fourth year of rigorous seedling evaluation, BSR is setting new benchmarks in innovation, flavor and performance in its mission of developing premium raspberry and blackberry varieties, according to a news release.

At the helm is Carlos Fear, a renowned plant breeder and horticulturalist with 35 years of industry experience, the grower says. Fear spent much of his career at Driscoll’s, where he played a pivotal role developing industry leading berry varieties. He is the inventor or co-inventor on 35 patents spanning raspberries, blackberries and strawberries.

“We are well on our way to breed and license superior proprietary genetics,” Fear says. “All of our efforts are driven by developing exceptional flavor through the understanding of chemistry, molecular genetics, germplasm, sensory analysis and optimization of production practices.”

Each year, BSR assesses 10,000 seedlings and advances approximately 100 elite selections for further evaluation across three strategic trial locations in California and Mexico. Selections are chosen based on exceptional yield, superior postharvest performance and standout flavor criteria that reflect the evolving demands of growers, retailers and consumers.

“Carlos and his team bring unique skill sets, expertise and vision to our genetic initiatives,” says James Peterson, chief operating officer for Wish Farms. “The program’s momentum continues to build as results from our 2025 raspberry test plots show outstanding promise.”

BSR is preparing to launch full tunnel pre-commercial trials by 2026, featuring two standout raspberry selections. BSR anticipates expanding pre-commercial trials to include two to four selections with growers, paving the way for the release of up to two top-performing varieties for commercial production in 2027.

BSR says it is committed to delivering varieties that not only meet the highest standards of quality and consistency but also empower growers with genetics that thrive in diverse environments.

Bananas the No. 1 Fruit in Europe

Thu, 20 Nov 2025 21:53:00 GMT

Global banana and fruit producers and distributor, Fyffes, has released its recent European consumer research, which confirms the popularity of bananas as the consumer’s No. 1 favorite fruit.

The research, undertaken by NielsenIQ with more than 7,000 consumers across Europe, shows bananas continue to be the public’s favorite fruit with 89% of consumers confirming they have eaten bananas within the previous four weeks.

Conducted in March 2025, this survey is part of Fyffes’ ongoing market research, the company says.

Fyffes says the research shows consumers’ second favorite fruit at 75% are apples, followed in third place by oranges at 56% and grapes in fourth place at 44%.

“We are thrilled that bananas are the favorite fruit of consumers with the highest household penetration across Europe,” says Adriano Di Dia, chief marketing officer for Fyffes. “It is a testament to a fruit that is tasty, nutritious, convenient and sustainable. The research not only confirms banana popularity but also gives us very valuable insights that guide us in the development of marketing strategies and market expansion plans. We’re delighted to share it with the sector and our retail partners.”

Fyffes says bananas also topped European consumers’ consumption frequency, out-placing all others under every heading with an at least weekly (72%), monthly (95%) and quarterly (98%) consumption figure.

The survey also showed 59% of consumers admitted to not remembering the price they had paid for their most recent banana purchase, reducing to 27% who roughly remembered and 14% who recalled the exact price they had paid.

In all, 13 fruits were surveyed ranked in descending order of consumer choice for consumption in the past six months as follows: banana (95%), apple (89%), oranges (74%), grapes (74%), berries (71%), pear (64%), melon (60%), lemon (60%), avocado (58%), pineapple (57%), peach (45%), mango (43%) and papaya (10%).

When asked why consumers purchase bananas, most consumers ranked “to satisfy my appetite” highest at 34%, followed by “to have a convenient and quick snack” at 27% and “to support my healthy diet” in third place at 24%.

Fyffes says other points of interest revealed in the survey show that, for the majority of consumers, bananas are a “planned in advance” purchase for upward of 65%. While a majority of those surveyed prefer to eat their banana when fully ripe and yellow skinned, a significant number (22%) preferred bananas that are more green than yellow at the time of purchase.

More Acres in Riverside County Added to California’s HLB Quarantine

Mon, 17 Nov 2025 18:50:43 GMT

USDA’s Animal and Plant Health Inspection Service and the California Department of Food and Agriculture have expanded the huanglongbing (HLB) and citrus greening quarantine in the state.

The expanded area adds 3 sq. miles in the Riverside area of Riverside County.

APHIS says this expansion is due to positive detections of HLB and greening in plant tissue samples collected from a residential property in Riverside. The agency says this expansion does not impact commercial citrus acres.

This expansion follows additional acres in the last few months of the Capistrano Beach area of Orange County and the Murrieta area of Riverside County , acres in Riverside County , the San Clemente area of Orange and San Diego counties , the Perris area of Riverside County and the area of Coto de Caza in Orange County, the Rancho San Margarita area of Orange County, the Perris area of Riverside County and the Rancho Cucamonga and San Bernadino areas of San Bernadino County .

For specific changes to the quarantined areas in California, visit the APHIS Citrus Greening web page .

Sun World Welcomes New Licensees in Chile, Egypt

Thu, 30 Oct 2025 17:58:07 GMT

Sun World International LLC announced Oct. 30 that it has added six new licensees to its worldwide network. The new partners — spanning key production regions in Egypt and Chile — represent diverse business models, from vertically integrated exporters to long-standing family-owned farms.

“These partnerships reflect the kind of thoughtful growth that defines Sun World,” says Pablo Ramirez, vice president of global licensing. “We work intentionally to identify partners who share our values and uphold the integrity of our brands. Together, they strengthen our ability to deliver exceptional fruit to retailers and consumers across every region.”

Sun World says the new licensees are:

Delipack Spa (Chile) — A family-owned company with more than 60 years in the fresh fruit industry, Delipack manages 1,000-plus hectares of production and is recognized for its quality, innovation and sustainable practices serving global markets.
Cairo 3A for Agricultural and Animal Production (Egypt) — A vertically integrated supplier of produce through advanced farming, postharvest and distribution systems across Egypt and the Middle East and North Africa region.
ITAMCO for Agricultural Development (Egypt) — Established in 1991, ITAMCO (GB Farms) cultivates more than 2,000 acres of grapes and mangoes and is known for its focus on traceability, environmental stewardship and export quality.
Al-Bustania Agricultural Development Company (Egypt) — A leading grower and exporter serving major European retailers, Al-Bustania operates extensive acreage and multiple certified packing facilities across Egypt.
Nivex for Agricultural Investment and Export (Egypt) — A second-generation family enterprise specializing in fruit production and export to retailers across the European Union and the United Kingdom.
Geofrut (Chile) — Founded in 1991, Geofrut manages more than 1,500 hectares of owned farmland and collaborates with 180-plus producers, supplying fruit to markets worldwide through a strong commitment to sustainability and traceability.

Each new partner will market Sun World’s signature grape brands tailored to their regions’ growing conditions and retail markets. As part of the Sun World licensee network, they’ll receive agronomic support as well as access to proprietary breeding insights and marketing tools to help drive long-term success, the company says.

“By expanding across both hemispheres, we’re not just growing our footprint — we’re strengthening the reliability and reach of Sun World fruit for retailers and consumers everywhere,” says Petri van der Merwe, vice president of global licensing. “This balance allows us to deliver premium quality 12 months a year, from our vines to the global marketplace.”

California Table Grapes Give Back to Central California Food Bank

Thu, 30 Oct 2025 16:49:39 GMT

The California Table Grape Commission says its growers will double the impact of each donation made to the Central California Food Bank through Oct. 31.

Since October is California Farmer and Farmworker Month, growers have pledged to match up to $15,000 to support food distributions in the San Joaquin Valley. The commission says these funds raised will help strengthen the Central California Food Bank’s Farmworker Community Partnership Program across Fresno, Kern and Tulare counties.

The Central California Food Bank is the largest hunger-relief organization in Central California and serves Fresno, Kern, Kings, Madera and Tulare counties. The Central California Food Bank distributes food to more than 320,000 people and more than 100,000 children.

“The commission is a service-based organization, and this initiative is a reflection of the commitment of California table grape growers to the communities they live and work in,” says Ian LeMay, commission president.

To learn more about the campaign and to donate, visit give.ccfoodbank.org/calgrapes .

'The Astronaut' Commercial Stresses Importance of Idaho Potatoes

Mon, 27 Oct 2025 21:23:15 GMT

The Idaho Potato Commission launched the national run of its new television commercial, “The Astronaut,” on Oct. 27. The Commission described the commercial as designed to reinforce the value of the ‘Grown in Idaho’ seal. It also said the commercial illustrates IPC’s values in a lighthearted way.

In the 30-second spot, a man confesses to his date that he hasn’t been entirely genuine about being an astronaut or having a full head of hair. She easily shrugs it all off until he admits the potatoes he’s served aren’t really from Idaho either. That’s the final deal-breaker, and she storms off, delivering a crystal-clear message: Make sure you’re getting genuine Idaho potatoes, always look for the famous ‘Grown in Idaho’ seal.

“The commercial isn’t just entertaining, it carries an important message,” says Jamey Higham, president and CEO of the Idaho Potato Commission. “It reinforces the power of the Grown in Idaho seal, a symbol of authenticity, consistency and quality that our industry and growers deliver year after year through unmatched care, skill and dedication.”

The Astronaut first aired during the Boise State University vs. Air Force football game on Sept. 20 and began its national run on Oct. 27 across networks including TBS, TNT, Food Network, Discovery, HGTV, ID, Hallmark and TLC. The commercial is also available on streaming platforms such as HBO Max, Discovery+, Hulu/Disney+ and Tubi, and can be viewed anytime on the Idaho Potato Videos YouTube channel.

Study Finds AeroFarms Micro Broccoli Has Up to 35X More Nutrients Than Regular Broccoli

Fri, 17 Oct 2025 21:16:26 GMT

AeroFarms, an indoor vertical farming company and supplier of microgreens to the U.S. retail market, revealed new third-party research validating the extraordinary nutritional value of the company’s micro broccoli.

The study, which examined the nutritional composition of both AeroFarms Micro Broccoli and mature broccoli florets, confirmed that AeroFarms Micro Broccoli offers up to 35 times more nutrient density per ounce than mature broccoli florets for specific vitamins, minerals and phytonutrients, according to a news release.

AeroFarms says the research underscores its leadership in creating a new retail category for these tiny greens that provides consumers with easier access to the nutrients and flavors they crave. AeroFarms’ microgreens are ready to eat out of the package and do not require washing because they are sustainably grown indoors without the use of pesticides, the company says.

The study found that 1 ounce of AeroFarms Micro Broccoli delivers the same levels of Vitamin A and Sulforaphanes as nearly 36 ounces (three 12-ounce bags) of broccoli florets. Compared to mature broccoli florets, AeroFarms Micro Broccoli contains higher levels per ounce of the following nutrients:

Thirty-five times more sulforaphanes and two times more flavonoids, phytonutrients that provide antioxidant, anti-inflammatory, anticancer and cardiovascular-protective properties.
Thirty-four times more vitamin A, which supports vision, immune system, skin and cellular health.
Six times more calcium, essential for bone and tooth health, muscle and heart function.
Four times more vitamin K, supporting bone, heart and blood vessel health and blood sugar regulation.
Four times more magnesium, which supports hundreds of important bodily processes each day.
Three times more iron, which is essential for oxygen transport and hormone regulation.

“The data confirms why AeroFarms’ Micro Broccoli is an incredible superfood —microgreens are not only delicious and versatile, but they are among the most nutrient-dense foods available,” says LeAnn James, vice president of food safety and quality assurance for AeroFarms. “At AeroFarms, we are proud to pioneer innovation in both food safety and nutrition, delivering fresh and flavorful microgreens that meet the highest standards of quality.”

AeroFarms grows their microgreens indoors using the company’s patented aeroponics vertical farming technology, 100% renewable energy, 90% less water and 230 times less land than traditional farming, the company says. No pesticides are used on the plants, which also eliminates the need to wash before eating. This allows consumers to easily achieve their nutrition goals and supercharge every meal with AeroFarms’ package-to-plate microgreens, whether as a garnish, primary recipe ingredient or as a replacement for lettuce in center-of-the-plate salads, the company says.

AeroFarms says it commands 70% of the U.S. retail market share for microgreens, with availability of the nutrient-dense greens in nearly 2,500 stores nationwide, including four new retail partners and 750 new stores added this year.

“Microgreens are driving growth in the packaged salads category with flavorful, nutrient-dense options for consumers,” James says. “AeroFarms is not only expanding consumer choice, but we are redefining how fresh greens can be grown and distributed to consumers throughout the United States.”

Avocados From Mexico Reveals Rob Riggle as the Guac Guru

Wed, 15 Oct 2025 12:38:25 GMT

Forget reading tea leaves. Avocados From Mexico hopes football fans will look to a bowl of guac for some lighthearted visions of football future — and the Guac Guru will guide them.

On Oct. 15, AFM revealed comedian Rob Riggle as the Guac Guru. This playful push is part of the group’s 2026 Big Game shopper campaign that will run Jan. 19 to Feb. 8. The company calls the Guac Guru “the all-knowing expert ready to prove how guac and football are so predictably good” as well as a way to inject some humor into the 2026 Big Game campaign.

AFM has partnered with various celebrities in past years for its Super Bowl-focused marketing campaigns . This year, however, the company wanted to take “a little different spin” on its usual celebrity partnership, said Stephanie Bazan, AFM’s senior vice president of commercial strategy and execution, at a promotion preview event held in early September.

“We’re going to have a big focus around using guac to make predictions on football,” she said. “We’re trying to use different celebrities to help us amplify the fun factor and really bring something a little bit different to the football time period.”

Riggle is an actor and comedian with past roles including being an early correspondent on “The Daily Show,” a cast member on “Saturday Night Live,” as well as a comedic football prognosticator on “Fox NFL Sunday.” Bazan said “he was destined to be on our guac crew” at the September event.

“It’s simple — there’s no game day without guac,” said Riggle in a prepared statement. “That’s why I’m so pumped to team up with Avocados From Mexico as The Guac Guru. If you find yourself like me every year, trying to predict just how much to make for your crew before your Big Game party, remember this: There’s no such thing as too much guac.”

In addition to the Guac Guru, AFM is offering a couple other promotions as part of its Big Game campaign. These include on-bag incentive offers for shoppers as well as a sweepstakes.

According to AFM, themed bags of avocados during the promotion will include QR codes that will link shoppers to a $1.50 cash-back offer through Venmo or PayPal. Additionally, 10 consumers who engage with on-display QR codes in participating stores will win a year’s worth of avocados.

Bazan, in a prepared statement, calls guacamole “a Big Game essential.”

“Pair Rob Riggle’s larger-than-life energy with our fresh avocados, and you’ve got a game-winning combo that guarantees avocados will be the real champs at every watch party this season,” she says.

Dole Integration Means More Fruit From Oppy

Wed, 08 Oct 2025 20:52:45 GMT

Oppy strategically integrated Dole Diversified North America sales operations into its business, effective Oct. 1. The company says this move is a significant step in its expansion of established capabilities across North America, particularly in a larger berry, grape, citrus and cherry portfolio.

“By integrating DDNA USA’s expertise and proven sourcing capabilities, Oppy can offer new options and opportunities for growers and customers alike,” says John Anderson, Oppy chairman and managing partner. “It’s a purposeful milestone in our journey to grow with intention and impact while continuing to deliver on our ‘expect the world from us’ promise.”

Both companies belong to Dole plc’s Diversified Fresh Produce Americas and ROW business unit. The combination brings Dole-branded products that align with Oppy’s current model into its portfolio. Bananas, pineapples and other tropical and exotics marketed by Dole Fresh Fruit, are not involved in this transaction, the companies say.

“The integration of these two subsidiary companies enables us to expand the visibility and strength of the Dole brand, ensuring that more consumers across North America experience its premium quality, while new growers will have the opportunity to leverage the value it represents,” says Enda Walsh, president of Dole Diversified Americas.

Both companies say the transition will be seamless for customers and growers, with continuity in service and sales support remaining a top priority.

“Our alignment represents the start of a meaningful new chapter,” Anderson says. “We’re excited about the opportunities ahead and confident in the long-term benefits this will bring to our global partners.”