Marketing

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.

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 .

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.”

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.

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 .

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.

'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.

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.

Avocados From Mexico Pledges $30,000 for Cancer Screenings

Fri, 26 Sep 2025 13:31:33 GMT

As a new twist on their usual National Breast Cancer Awareness Month packaging promotion, Avocados From Mexico is putting money toward helping consumers get mammograms.

For the past four years, Avocados From Mexico has partnered with non-profit breast cancer organization Susan G. Komen to turn “produce aisles pink” in October to help drive awareness of the endemic disease. This year, under the co-branded “Don’t Just Check These: Check Yours” campaign, the partnership includes material help to consumers to actually get themselves checked.

“We’re pledging $30,000 on a national level to help women cover their cost of breast cancer screening,” explained Stephanie Bazan, AFM’s senior vice president of commercial strategy and execution, at a promotion preview event held in early September.

“This is something a little bit different that we’re doing this year, but it’s also really living up to the good cause claim that we’re making on our packaging and all of the materials that we’re promoting around our Susan G. Komen program.”

Consumers will be able to scan the QR codes on the promotional pink bags and be taken to AFM’s online mammography grant application . Through a partnership with Radiology Assist, the company is pledging up to $100 per patient, for a maximum of 300 applicants, to help cover the cost of a mammogram.

While most health insurances cover mammograms as a preventative health measure, if someone has to pay out of pocket, cost can be a barrier to access. Health care prices vary wildly based on location, but healthcare price tracker company GoodRx says the national average for the out-of-pocket cost for a basic 2D mammogram is $400. For a 3D mammogram, which can provide better information, the national average cost is $658.

“Everybody knows someone with either breast cancer in their family, friends, colleagues, etc.,” Bazan said. “It is one of the most common cancers among women in the U.S. So we continue to lean in on that given the importance of the female audience.”

Pink partnership packaging details

The QR code that takes consumers to the mammography grant application form is part of its promotional pink bags this year.

“Our pink bags are meant to bring attention to the cause by standing out in the produce aisle. Our ‘Don’t Just Check These: Check Yours’ is all about awareness and encouraging people to take time out of their busy days to learn about such an important issue,” Bazan said.

The partnership bags will be available to all retailers in the U.S. At the preview event, Bazan pointed out the campaign concept will be on the front, and the back will include a pink grapefruit guacamole recipe.

This year’s partnership also involves AFM donating $100,000 to Susan G. Komen.

“We’re incredibly proud to once again be partnering with Susan G. Komen to support the inspirational work they do, as well as help avocado lovers everywhere stay healthy for years to come.”

Sunkist Growers Debuts New Merchandising

Wed, 24 Sep 2025 21:16:18 GMT

Grower cooperative Sunkist Growers says it will debut refreshed merchandising tools to help drive sales ahead of the peak citrus season.

Sunkist says it plans to build on the momentum of its Sunny Days platform and expand the campaign into retail with display bins and point-of-sale materials.

The grower cooperative says grower bins, which serve as the center of the campaign, highlight the stories of its multigenerational family growers to connect shoppers to the people behind its citrus.

Sunkist says these new bins feature bold colors, distinct variety callouts and celebrate the cooperative’s heritage while meeting today’s shopper expectations with a fresh, modern look designed to stop traffic in the produce aisle and convert brand recognition into sales.

The grower cooperative says this expanded merchandising suite includes tools for navels, lemons, mandarins, grapefruits, cara cara and blood oranges to give retailers flexible tools to spotlight in-season favorites and drive incremental citrus purchases in store.

Sunkist in-store promotions and brand familiarity remain powerful motivators for citrus purchases, according to a recently commissioned survey. New merchandising elements, including seasonal graphics, shopper-friendly messaging and flexible display formats, help retailers activate these motivators in produce departments nationwide.

“Merchandising is where brand storytelling meets the purchase decision,” says Cassie Howard, senior director of category management and marketing at Sunkist Growers. “By combining bold creative assets with insights from our category management program, we’re making it easier for shoppers to say yes to citrus, connect with our growers and keep the category top of mind all season long.”

Mastronardi Announces National Tomato Month Promotions

Mon, 22 Sep 2025 16:58:50 GMT

Mastronardi Produce says it plans to go “all out” to honor its Sunset Campari cocktail tomato for National Tomato Month, which starts Oct. 1, with promotions during the month.

“Campari changed what a grocery store tomato could be,” said Paul Mastronardi, president and CEO of Mastronardi Produce. “Thirty years later, we continue to push the envelope with flavor, quality and availability for all our products. We’re looking forward to celebrating this month with our retail partners and consumers alike.”

Throughout the month, the company says retailers and consumers can look forward to various activities and publicity celebrating Campari. The promotion kicks off with the launch of three videos honoring the tomato, each focusing on the connection between flavor and memory. One video tells the story of the discovery, one leans into family and nostalgia and another approaches food and memory with a comedic twist, the company says.

Retailers can expect robust support from the brand through paid digital advertising, a national morning show TV tour, and online campaign. In-store, they can take advantage of custom POS displays to join the celebrations and leverage brand promotions, the company says.

“Campari recently celebrated its 30th birthday, and this campaign allows retailers to tap into our wider marketing efforts for National Tomato Month,” says Geoff Kosar, vice president of marketing. “We also have a big surprise planned for consumers in October, so stay tuned.”

Consumers can look for social media content featuring favorite recipes, influencer partnerships, and nostalgia inspired posts on the Sunset social channels, @sunsetgrown.

BrightFarms Campaign Gives Fans a Chance to Win $5K

Mon, 15 Sep 2025 19:24:59 GMT

BrightFarms says its new campaign, called “Salad Freaks in the Workplace,” celebrates die-hard salad devotees.

To highlight the movement, BrightFarms partnered with “Are You OK Show,” a popular social media series that interviews people for their funny takes on everyday life, and other content-creator “salad freaks” to bring the workplace to life.

“We were inspired by the countless letters, poems and even sonnets from fans writing in to share their love of BrightFarms,” says Jess Soare, vice president of marketing at BrightFarms. “So we thought: Let’s invite more people to join in. Be bold, be proud and be unapologetically obsessed with your salad.”

As part of the campaign, BrightFarms says it will give one winner $5,000 toward a dream PTO getaway. BrightFarms says “salad freaks” can enter by commenting on its pinned Instagram post. For bonus entries, participants can post a video of themselves mid-crunch on a BrightFarms salad, tag @brightfarms, and use the hashtag #SaladFreaksatWork. Ten additional winners will score a Salad Freak prize pack stocked with lunch-ready office gear, according to the company.

Driscoll’s ‘One Family, One Earth‘ Campaign Wins Awards

Wed, 27 Aug 2025 13:02:05 GMT

Driscoll’s says its “One Family, One Earth” campaign continues to earn recognition and accolades from various marketing bodies.

The campaign highlights the company’s community investments and environmental sustainability initiatives. It includes a docuseries involving real stories of the growers, harvesters, employees and grocers who bring Driscoll’s Only the Finest Berries brand to consumers.

Honors include:

2025 AVA Digital Awards, Platinum Winner for categories video production, long form video, and video series.
2025 Telly Awards, Bronze Winner for the Campaign – Corporate Image category.
2025 Digiday Streaming and Video Awards, finalist for the Best Brand Film or Series category.
2024 Marcom Awards, Platinum Winner for the categories of video/audio, video/film, and series.

“Driscoll’s is a family-owned business that started in 1904. For more than a century, we’ve cared deeply about the people who grow our berries and the communities in which we live and work,” Garland Reiter, Jr., Driscoll’s chief commercial officer, said in a news release. “This campaign honors the people who pour their hearts and souls into bringing the most flavorful berries to tables all over the world.”

The latest installments of the “One Family, One Earth” campaign embraces a new creative direction focused on long-form, educational storytelling, the company says. It adds that the campaign continues to grow in scope and impact as Driscoll’s deepens its investment in its berry-growing communities.

Organization Seeks 'Mangoes in Every Shopping Cart by 2030'

Fri, 22 Aug 2025 01:46:32 GMT

On Aug. 21, the National Mango Board hosted a webinar on its efforts to strengthen mango consumption in the U.S.

“The vision is for mangoes to be an integral part of the diet of people in the United States,” said Ramón Ojeda, the board’s executive director, as translated from Spanish. “Consumption per capita has gone from about 2 pounds per person 20 years ago to about 4 pounds per person in 2023, which places it in 11^th place in terms of the most consumed fruit in the United States.”

Ojeda also presented data about mango market penetration into U.S. homes, which he said averaged at about one in four households buying mangoes. This lines up closely with The Packer’s Fresh Trends 2025 survey findings. Among survey respondents, 23% reported buying mangoes in the prior year. It was ranked 15^th in terms of reported purchase frequency.

The National Mango Board would like to see mangoes in the top 10.

“Last year we reviewed [the strategic] plan, and the mission of the marketing program is to inspire and promote the value of fresh mangoes in the daily lives of U.S. consumers,” Ojeda said. “The vision that we have is a simple one: To see mangoes in every shopping cart by 2030 with the help and support of everyone in the mango industry.”

Promotional projects and plans

Ojeda overviewed the National Mango Board’s considerable calendar of recent promotions, both evergreen and seasonal. Seasonal campaign examples included:

The February “Love for Mangoes” for Valentines
Mango Madness for March with basketball tie-ins
Cinco de Mango for the lead up to Cinco de Mayo
A Disney partnership around the Lilo and Stitch movie release in May
The mobile food truck-centered Joyride campaign , now in its second year and running through Aug. 24
A social media campaign partnering with children’s entertainer Blippi
The recently kicked-off Back-To-School campaign

The board also announced a few planned campaigns, including one focused on football tailgating for the fall, the board’s 20^th anniversary, and “holiday joy” for the winter.

“We’re incorporating educational elements to everything that we do,” said Leonardo Ortega, director of research for the board, who noted that a lot of people “still don’t know a lot about mangoes.”

This also fits with Fresh Trends 2025 survey findings; few respondents reported being familiar with picking a ripe mango .

Ortega said providing consumers with information on how to select and how to cut mangoes will encourage them to buy mangoes in the store and take them home. But the National Mango Board is creating educational efforts for more than just consumers. Ortega announced the board will be launching a new video as part of the Mango University Culinary Training Program next week.

“This is for cooking professionals who would like to learn how to incorporate our fruit in their recipes and in their processes.”

He added that foodservice is a key part of driving U.S. demand for fresh mangoes.

“People often discover mangoes through a food service outlet. In most cases, they will be driven to the fresh cut section after they try mangoes in a restaurant or cafeteria.”

Ojeda reminded webinar attendees that every step in the mango supply chain has a role in growing U.S. demand for mangoes.

“Our mission says that we seek to increase mango consumption working as a unified industry, and that is very important because the mangoes must be managed and handled properly,” he said. “Merchandisers who place the fruit and handle the fruit in the supermarket as well as the packers and growers and the shippers — we all have a role in achieving quality for the consumer.”

A Robot on a Sweet Corn Label? How One Farm Showcases Agtech to Consumers

Wed, 13 Aug 2025 21:08:13 GMT

A new label appearing on Sunrise Select sweet corn in select Whole Foods stores shows a Greenfield Robotics’ machine at work in a cornfield. And that little detail carries a much broader message about the robotic weeding technology’s role in regenerative agriculture.

Fifth-generation grower Bill Kercher says adding the label to the produce his family grows on about 600 acres was a no-brainer. His family operates a U-pick farm and grows sweet corn, cabbage, summer squash, winter squash, apples, ornamental pumpkins, jack-o'-lantern pumpkins and painted pumpkins. His family also sells its produce through its Sunrise Produce brand.

Kercher says highlighting robotic weeding to reduce herbicide sprays is just part of a bigger focus on regenerative agriculture practices. He says he hopes using the robotic weeder will help increase his family farm’s soil microbiome with good microbes that will in turn feed the crops they grow.

“We’re doing everything we can to maximize the other kind of pillars of what regenerative ag is and to help improve our soil health on our farm,” he says.

Corn grown by the Kercher family and packaged under Sunrise Produce highlights how robotic weeding is used in farm’s production.

(Photo via Greenfield Robotics LinkedIn page)

Adding the label

Kercher says his family started kicking around the idea of adding a “Robot-Weeded” label to its sweet corn over the winter. He says this is the first produce commodity that has used Greenfield’s technology, so his farm was the first foray into a truly consumer-facing product.

He says the family worked with the Greenfield Robotics team to create the label, which reads “Robot-Weeded — Our farm uses autonomous robots from Greenfield Robotics to remove weeds for a cleaner, smarter way to farm.” The label comes with a QR code leading consumers to a webpage that discusses the benefits of robotic weeding on the Kerchers’ sweet corn, squash and pumpkins — less chemicals, healthier soil and fewer weeds.

Kercher says he notified certain retailers about the ability to add this label and promote the use of robotic weeders in the family’s sweet corn in lieu of herbicide applications, as well as to help promote Greenfield Robotics’ mission. He says he received many positive comments from retailers about the addition.

“They were ecstatic that we would be willing to do that,” he says. “We came up with a label, and the rest is history. We just decided to put it on the tray pack with that label, and it’s gotten a lot of very good reactions from both retailer partners and consumers.”

Kercher says the label’s QR code also allows consumers to submit questions and comments.

“Probably the biggest thing we’ve heard, and I quote from quite a few consumers — we’ve had many just reply with one word, and they’ll say ‘awesome,’” he says.

Kercher has also had consumers reach out who are investors in Greenfield Robotics and were happy to see the company’s logo on the sweet corn tray pack.

“To connect with consumers on the basis that they’ve invested in this company, and they’re seeing their investment come to fruition through the product that we’re putting on the shelf by using what they’ve invested in, is a pretty cool full circle for us and for Greenfield,” he says.

Bill Kercher says he’s seen yield increases and better quality sweet corn through the use of Greenfield Robotics’ robotic weeders.

(Photo courtesy of Bill Kercher)

Regenerative Focus

Kercher says regenerative agriculture started with his father, who wanted to reduce soil erosion and promote the overall health of the soil and the farm. His family plants cover crops on about 90% of its acreage, he adds, and that includes pollinator blends as well as ryegrass, tillage radishes and more.

“We’ve seen a lot of improvement in organic matter in our soils,” he says. “For anyone that’s planting cover crops, it’s a very long process, and it takes many years to improve the organic matter, but we are seeing a lot of improvements in the living soil characteristics.”

This includes a greater presence of earthworms, an increase in soil microbiome and more.

“Our soil is ultimately able to feed the plants better, and we can hopefully begin to reduce fertilizer applications as well,” he says.

Kercher says he’s seen a significant benefit from reducing his inputs this year through using the robotic weeders.

“It’s increased our yields,” he says. “It’s increased the quality of the sweet corn that we’ve gotten. We are learning every day about what we can do to reduce those chemicals, and it’s very encouraging to us that there’s a tool like Greenfield’s robots that will allow us to do that.”

He says adding the robotic weeding will play into his family’s plans to reduce tillage and increase the farm’s healthy soil.

Kercher says he sees a future where more consumers learn about and understand what regenerative ag means.

“When they see a farm engaging in regenerative practices, I think they’ll understand what that means for the soil on the farm,” he says. “They might understand what it means for the rivers, the reduced erosion of topsoil, the health of the surrounding ecological system, just due to the diversity of the plants that are growing in a regenerative system. And then, ultimately, they’ll begin to understand that it might mean more nutrient-dense food for them and their families.”

And he says that will encourage more growers to adopt regenerative practices.

“What we want retailers and consumers both to know is that we have a long-term vision for our farm and how it affects not just our family who lives on the farm, who works on the farm, but the broader community in which we live and those consumers who consume the produce we grow,” he says. “We want them to know that we’re doing everything we can to innovate with an eye toward regenerating the soil we’ve farmed for over 100 years, and this should be seen as our family trying every day to grow the best food that we can for ourselves and for those consumers who put our produce on their table.”

Next steps

Kercher says he plans to add some type of “Robotic Weeded” label to his family’s ornamental pumpkins this fall. While there’s not a lot of space on those labels, he says he’d like to drive consumers to learn more on the website.

His family will continue its partnership with Greenfield Robotics, he says, adding that he also plans to trial some of the company’s new technology next year.

“We are planning to work with Greenfield again, absolutely,” he says.

Back-To-School Campaign Highlights Mango as Versatile Choice for Families

Tue, 12 Aug 2025 18:02:29 GMT

As families across the country prepare for the return to school routines, the National Mango Board says its new “Your Back-to-School Boost” campaign aims to make it easier and more delicious than ever to prioritize health.

The campaign is designed to drive mango consumption during peak seasonality while supporting parents and kids with simple, nutritious and energizing fresh mango recipes.

This year’s campaign leans into four key messaging pillars: nutrition, joy, versatility and mango’s naturally invigorating qualities. These pillars seek to reach families looking for smart, delicious and convenient choices, the National Mango Board says. The initiative leverages a mix of digital activations, retail support and influencer collaborations, connecting with consumers where they already shop and scroll, according to the organization.

Timed with the height of mango season, the campaign meets a growing demand. According to Inmar Intelligence’s 2025 back-to-school report , 50% of consumers say health is a greater concern this back-to-school season, and nearly one-third of parents struggle to find the right nutritious options.

Social media also plays an influential role, with 70% of consumers saying back-to-school purchases are driven by online content. Views of relevant food categories also spike during this period, outpacing summer interest.

To meet this moment, the National Mango Board says it is spotlighting mango’s versatility with content that taps into trending back-to-school recipe searches. Favorites like mango salsa, mango lassi, mango sticky rice and mango smoothies are featured across digital platforms, along with fresh, parent-friendly ideas for breakfasts, lunchboxes, snacks and after-school boosts.

“Mangos are not only delicious, but they’re also a powerhouse of nutrition, and that’s exactly what busy families need heading into the school year,” says Ramón Ojeda, executive director of the National Mango Board. “This campaign is about giving parents easy, inspiring ways to fuel their kids’ day while celebrating the natural joy and energy fresh mangos bring to the table.”

Kevin Hamilton on Driving Desire When Marketing Blueberries

Fri, 08 Aug 2025 13:41:12 GMT

Kevin Hamilton, vice president of global marketing and communications at the U.S. Highbush Blueberry Council, says that while marketing efforts in the industry often reflect the health halo of fresh produce, he equates that message to being the same as a sports car salesman — you can’t just sell a potential buyer on the car’s speed.

“Of course it’s fast. It’s a sports car,” he says. “Well, yeah, of course, it’s healthy. We’re talking about agriculture. So, everything’s healthy.”

Hamilton, who joined the latest episode of “The Packer Podcast” to talk about the future of fresh produce marketing and opportunities for blueberries to showcase its unique value proposition.

“My message and my point to all out there, at least playing in the in agriculture marketing space is just do it,” he says. “Look at what you’re doing, look at what everyone else is doing, and ask yourselves, are we different? Are we giving the consumer a reason to choose us versus other options?”

He says it’s critical for marketers to truly understand what consumers want, along with identifying key differentiators. Drawing on his experience in other commodities, as well as consumer packaged goods (CPGs), Hamilton says there’s more to marketing fresh produce than just its health benefits.

“We’re looking at things in a way that, again, sounds a lot like CPGs would look at it — at least from an above-the-line marketing perspective,” he says. “And the notion here is that we have the should down, meaning consumers know they should eat this product, because, again, the health story, the health halo, is well penetrated.”

He says, from there, the U.S. Highbush Blueberry Council seeks to tap into consumers’ emotional connection to blueberries, which he says is a natural fit given the nature of farming.

“If there’s one thing that makes agriculture, and I should say historical agricultural communications and marketing, different than what certainly we did and what I did in CPG, before I got to agriculture, it’s that,” he says. “It’s this is a salt of the earth, type of space that’s very it’s very tangible. … What the CPG space figured out a long time ago is that’s not enough to generate margin on a product. When you think about all the things out there that are sold, and you think about the ones that are highest priced, it’s usually an emotional connection that’s driving the high price, not anything functional. … There is a lane there for us to own as a food product that doesn’t have to be simply about function and logic related to consumer value.”

Cantaloupe Growers Target Gen Z With New Social Media Campaign

Mon, 04 Aug 2025 18:51:27 GMT

California cantaloupe growers are meeting younger consumers where they gather — on social media. With fresh content and fun messaging, the new campaign puts this juicy fruit in the spotlight for a new generation.

The California Cantaloupe Advisory Board (CCAB) says it has launched a new social media campaign targeting Gen Z consumers with a colorful new logo, a refreshed website, a TikTok channel and a brand ambassador — all focused on positioning cantaloupe in a fresh and fun way that appeals to a younger audience.

“Traditionally, the largest consumer demographic group purchasing cantaloupe has been people 60 years and older,” says Garrett Patricio, president of Westside Produce and CCAB chairman. “That age group is purchasing 43%t of our cantaloupe, while just 15% of our customers are aged 18 to 29. It doesn’t take a marketing expert to know those numbers are not sustainable for increasing cantaloupe sales in the long term.”

To address the issue, this past winter a group of California cantaloupe growers — both younger and older — came together to create a new marketing strategy and direct its marketing agency, Farmers Communication Exchange, to make some changes.

Patricio notes that the kind of cantaloupe grown in California has also experienced some big changes in recent years. The old western-shipper type cantaloupes have been replaced by new long-shelf-life varieties that have a much different flavor and texture profile.

“Interestingly, what we’ve found is that younger consumers, especially children, have taken a liking to these new cantaloupe varieties,” Patricio says. “These younger shoppers aren’t familiar with how cantaloupes used to taste, and they like these new crisper varieties. This presents an opportunity for cantaloupe growers to capitalize on reaching a brand new audience.”

Cantaloupe growers are pushing this message out through their new website, californiacantaloupes.com , which has this to say about modern cantaloupe: “Today’s cantaloupe is not like it once was. The soft, mushy flesh and musky taste of older cantaloupe varieties have been updated to a cleaner, crisper, brighter, more refreshing sweetness with vibes of honey, cucumber and a splash of citrus. California cantaloupe is literally bursting with sunshine!”

“But where we plan to push this message even harder is through social media, where we’re targeting a younger audience with light-hearted content designed to make cantaloupe cool again,” says Marilyn Freeman, owner of Farmers Communications Exchange. “We’ve created a new TikTok channel to specifically target younger consumers along with our existing channels on Instagram, Facebook, X, Pinterest,YouTube and LinkedIn.

“We’re also involving cantaloupe farmers in our social media program,” Freeman adds. “And they are really having some fun with the latest TikTok video trends. It’s not uncommon to find them singing to their cantaloupe, dancing and even suntanning in the field — all with the goal of getting younger consumers to buy more cantaloupe.”

Freeman says the organization has also introduced a brand ambassador to further help build a following of younger shoppers.

“Tara Monreal is a young woman who works as a marketer for the cantaloupe industry,” Freeman says. “She’s a passionate advocate for cantaloupe, so the board is partnering with her to help reach more consumers through her TikTok and Instagram channels where she’s known as ‘GotMelonGirl.’ If you’re on social media, you’ll be seeing more of GotMelonGirl in the coming weeks and much, much more about California cantaloupe.”

“It’s been fun — if not a bit embarrassing — for us growers to give this social media thing a try,” Patricio says. “What’s become clear is this is the way to reach consumers directly with your message. There are so many farmers and farming organizations who are successfully using social media to educate people about farming, all that goes into growing safe, healthy food and, hopefully, bringing more consumers to the store looking for our products.”

NatureSweet Debuts Website Built for Foodservice Professionals

Mon, 04 Aug 2025 18:28:06 GMT

NatureSweet is turning up the heat in professional kitchens with the launch of its new dedicated foodservice website — a faster, easier way for chefs, operators and distributors to access the flavorful greenhouse-grown produce their guests already know and love.

After introducing its foodservice program in 2023, NatureSweet has steadily expanded its presence in commercial kitchens nationwide. The new website marks a major milestone in the brand’s continued effort to support foodservice professionals with premium produce, digital convenience and culinary inspiration, according to a news release.

“Our foodservice partners asked for more tools to help them bring better ingredients to the table, and we delivered,” says Kris Gibson, vice president of food service for NatureSweet. “This new site makes it simple to explore our full product line, discover fresh recipe ideas, download spec sheets and connect with our team.”

The new NatureSweet foodservice website features:

A complete catalog of greenhouse-grown tomatoes, cucumbers and peppers in foodservice-ready formats.
Culinary inspiration, including trend-forward recipes and serving ideas.
Easy access to downloadable product specifications.
Information about NatureSweet’s sustainability efforts, including B Corp, Fair Trade and EFI certifications.
A direct line to sales support for streamlined ordering and inquiries.

With year-round consistency, vibrant flavor and a strong commitment to social and environmental responsibility, NatureSweet says its greenhouse-grown produce helps operators deliver both taste and trust on every plate.

“Whether you’re crafting a signature salad, topping a flatbread or elevating a side dish, NatureSweet gives chefs a premium, consumer-preferred edge, now with a digital experience built just for them,” the company says.

Avocados From Peru Hits Home Run with Detroit Tigers Partnership

Mon, 09 Jun 2025 16:59:48 GMT

Avocados From Peru has officially opened its 2025 U.S. season with a high-profile partnership that blends baseball, culture and community outreach.

The 2025 signature partnership with the Detroit Tigers, in collaboration with Meijer and Chevrolet, includes in-stadium promotions, retail displays, digital content and summer grilling campaigns. The centerpiece is a sweepstakes for an “Avo Tigers” Chevy Silverado pickup truck, with the grand prize winner to be announced Sept. 21 on Fan Appreciation Day at Comerica Park, according to a news release.

“Sports inspire people to stay active and live well — values that Avocados From Peru champions in every campaign,” said Xavier Equihua, president and CEO of the Peruvian Avocado Commission. “No other origin does what we do to integrate avocados with cultural, lifestyle and wellness-driven experiences.”

“Detroit is an iconic American city, and the Tigers are one of the hottest teams in baseball,” Equihua added. “Our partnership with Meijer, a loyal AFP customer, helps us drive consumption and brand engagement in the Midwest, a key growth market.”

During Memorial Day weekend, AFP brought culinary diplomacy to New York City’s Fleet Week by hosting a superfood breakfast aboard the USS New York , a ship built with steel from the World Trade Center. U.S. Navy and Marine Corps personnel were served Peruvian avocado smoothies and dishes prepared by Chef Mario Lanzone of Peruvian Brothers.

“It was an honor to serve the men and women of the U.S. armed forces at this special event,” Equihua said. “This is the kind of authentic, bi-national experience that sets us apart. It reflects our mission to share the nutritional benefits of Peruvian avocados through cultural and community connections. No other origin does anything remotely similar.”

Complementing its event series, AFP is rolling out a range of customized retail programs designed to educate, engage and drive avocado sales. Initiatives include a national e-coupon and rebate program, social media competitions, in-store activations, display and sales contests, recipe-driven digital content and a national mesh bag program.

Signature Guacamole Challenge events will expand to key U.S. regions, including Southern California, the Midwest and the East Coast, to drive avocado awareness and trial in priority markets.

AFP’s 2025 media strategy complements its retail and event initiatives with high-visibility placements across top-tier programming, the release said. These include serving as the local sponsor of this summer’s marquee broadcasts, such as the 2025 MLB All-Star Game airing July 15 on FOX, fan-favorite FOX culinary shows such as MasterChef, Hell’s Kitchen and Next Level Chef as well as MLS and NFL games. The campaign is further amplified by a series of broadcast and digital promotions strategically timed to peak shopping moments.

“Our goal is to meet consumers where they are: in the stadium, at the store, on their screens,” Equihua said. “And to do it in ways that celebrate movement, culture and the joy of eating fresh, delicious food.”

Giving back and fighting hunger with nutrition remains a key pillar of AFP’s mission, the commission said. In addition to its Guacamole Challenge event series, AFP supports food security through community-based donations of avocados from Peru to local food banks, helping increase access to fresh, nutritious food for families nationwide.

Peru is expected to export more than 200 million pounds of avocados to the U.S. between May and September 2025, reinforcing its position as a key driver of category growth, the release said. Even with a 10% tariff in place, Peru continues to expand its U.S. retail programs and deliver reliable, premium-quality fruit to meet growing demand for avocados across the market.

“In a changing market, our goal is to be the constant,” Equihua said. “We deliver quality, reliability and creativity — values that drive results for our retail partners and delight consumers season after season.”

Side Delights positions leftovers as answer to take-out culture

Wed, 28 May 2025 21:38:38 GMT

Side Delights by Fresh Solutions Networked said May 27 that it is providing shoppers with a more cost-effective, time-saving option than the continuing take-out trend.

The company cited recent a recent article in Food & Wine Magazine that claimed takeout is more than a need for convenience, it’s a culture where speed is critical. It also referenced recent Wall Street Journal coverage of Circana consumer analytics study. The study showed that restaurant-purchased lunches fell in 2024 while the amount of food shoppers purchased from grocery and other stores with the intent to eat at home or bring to work for lunch climbed slightly.

“In addition to being expensive, restaurant meals typically contain higher amounts of sodium, fat and calories than home-cooked meals,” Kathleen Triou, president and CEO of Fresh Solutions Network, said in a news release.

Side Delights said its products are well-positioned to meet both consumer’s desire for take-out-like speed and for healthy lunches made at home. The company said the “cook it once, eat it twice” approach is the perfect solution. After cooking a meal at home, leftovers can be used right away or frozen for a later lunch without the work of preparing meals twice or the cost of ordering and/or delivering them.

“Potato dishes from dinner make a great second act for lunch,” Triou continued. “Or get creative and turn leftover russet potatoes into a filling yogurt-based quick and healthy Greek potato salad or yellow potatoes into a comforting warm roasted potato garlic soup with kale and sausage. For students of any age, prepare extra salt and pepper air fryer chips and pack them for a snack to bring to school.”

Side Delights offers recipes for all of the dishes mentioned on its website.

Mushroom Council promotes new ‘Wild Mushroom’ pizza

Tue, 20 May 2025 22:36:40 GMT

What meat lovers’ pizza is to meat lovers, the Wild Mushroom pizza is to mushroom lovers, according to the Mushroom Council. On May 20, the council announced it is celebrating the latest limited-time offering (LTO) from Toppers Pizza.

Now through July 6, Toppers Pizza is serving up its new Wild Mushroom pizza, featuring a garlic sauce base, 100% Wisconsin mozzarella and a roasted blend of portabella, shiitake and white button mushrooms, topped with a sprinkle of Italian herbs. According to the 2024 Slice of the Union report, mushrooms are the second most popular pizza topping in the U.S., behind only pepperoni, the council noted.

“The Wild Mushroom pizza highlights what makes fresh mushrooms so special: rich flavor, hearty texture and a variety of unique types,” Amy Wood, president and CEO of the Mushroom Council, said in a news release. “Toppers Pizza is showing how craveable mushrooms can be when they’re the star of the show. We appreciate their ongoing support of North American mushroom growers and their creativity in bringing this limited-time offering to life.”

To promote the new all-mushroom pie, Toppers — with support from the Mushroom Council — encourages guests to order a Wild Mushroom pizza to celebrate Mushroom Monday, or any day of the week. The pizza is available at participating Toppers Pizza locations nationwide, starting at just $11.99.

To build excitement and drive trial, the Mushroom Council said it is supporting the promotion with social media influencer partnerships and targeted digital advertising in three key markets: Minneapolis, Madison and Milwaukee. Influencers are sharing video visits to their local Toppers Pizza, showcasing the Wild Mushroom pizza and spotlighting the mushrooms featured in every slice.

“We are always looking for bold ways to delight our customers,” said Brian Brindza, director of culinary and menu innovation, Toppers Pizza. “With the Wild Mushroom pizza, we saw an opportunity to give pizza lovers something truly special: an indulgent, savory pie that shows off the craveable flavor of mushrooms in every bite.”