News

How Digital Tools and Authentic Stories Drive Spring Marketing Efforts

Wed, 06 May 2026 15:44:00 GMT

Spring marketing for K-VA-T and Food City stores revolves around the introduction of local produce and focusing on what’s soon to arrive, says Joe Greene, vice president of produce and floral operations.

This year the stores are focusing on a Farm to Food City theme that’s proved successful in previous years. Favorite produce items for the spring are strawberries and local Grainger County, Tenn., tomatoes.

“Spring is a great time to market produce because of all the wonderful fresh fruits and vegetables that are coming into season,” says Chris Harris, category director of produce and floral for New Seasons Market, which has 22 stores in and around Portland, Ore. “We do a big push on asparagus since it is so fresh and high quality and combines with items like lemons and garlic to make impressive displays. Strawberries are another big push item as they are especially sweet and delicious in the spring.”

It’s also a good time, says Matt Hiltner, marketing manager for Babé Farms in Santa Maria, Calif., because in many places the local growers don’t yet have any produce and the company sends its fruits and vegetables across North America.

Babé Farms focuses on specialty produce, which is often colorful and resonates well at this time of year, he says. The company primarily sells to distributors and a few select retailers.

Spring is a critical time for Crystal Valley Foods in Miami, “as it historically aligns with peak availability and strong quality across many of our core items,” says Katiana Valdes, marketing director. “It’s a natural moment to re-engage with both retailers and consumers as demand shifts toward fresh, lighter and more seasonal eating. Spring also sets the tone for the rest of the year, making it an important window to highlight our programs and reinforce consistency and supply.”

“We do a big push on asparagus since it is so fresh and high quality and combines with items like lemons and garlic to make impressive displays,” says Chris Harris, category director of produce and floral for New Seasons Market.

(Photo courtesy of New Seasons Market)

The company likes to center its messaging around freshness, versatility and premium quality across key items and to emphasize how its products fit seamlessly into everyday meals.

Brighter Bites is a nonprofit in Houston that provides produce to families in under-resourced areas. It has 16 weeks of programming (deliveries and education) — eight in the fall and eight in the spring.

This season is the perfect time to market fresh fruit and vegetables because they’re easier to prepare and more exciting than fall and winter produce, says Christina Maynor, senior manager of branding and program support.

“There’s an ease to chopping up something fresh and just biting into it, which you don’t get with fall and winter produce,” she says. The food’s more exciting for kids, too, with berries, cherry tomatoes and baby carrots.

Spring is a key moment for Fresh Innovations/Yo Quiero Brands, a Rhome, Texas-based company whose dips are merchandised in the produce aisle.

“It sets the tone for the entire year,” says Tara Murray, vice president of marketing. “It’s when consumers shift into more social occasions … and the start of outdoor entertaining. Dips naturally play a role in all of those moments.”

The season “is an opportunity to re-engage shoppers with fresh, vibrant flavors and remind them that dips aren’t just for one occasion — they’re part of everyday meals, snacks and gatherings,” she adds.

Yo Quiero has changed its marketing this year. In previous years it focused on specific events like Cinco de Mayo, but this year it’s taking a full-season approach.

“It’s less about one holiday and more about owning the entire spring entertaining and snacking season,” Murray explains. The messaging is centered around fresh flavor, effortless entertaining and versatility.

The California Avocado Commission, Irvine, Calif., focuses its marketing on when product is available, which historically aligns with the spring. It runs a season-long spring and summer campaign “to maintain consistent consumer engagement and retail support,” says Ken Melban, president.

Spring “is a powerhouse,” says Taylor Meadows, marketing manager of Happy Dirt, an organic produce wholesale distributor in Durham, N.C. Strawberries, broccoli and lettuce are a few of the organic items the company gets excited about, and 37% of the company’s produce volume is grown in this season.

Social Media Focus

Food City stores like to use social media as a spring marketing method and this year are working with a local farm, Mann Farm, which is creating social media videos. An employee from the farm has been creating weekly social media updates about how the crops are coming along to create additional excitement before they’re delivered to the stores, says Greene.

Food City stores like to use social media as a spring marketing method, and this year are working with a local farm that is creating social media video updates on crops shortly before they’re delivered to the stores.

Babé Farms has been leaning into social media this spring. To ensure posts are professional, the company has invested in camera quality and is ramping up its Instagram Reels, offering content such as a demo of a spring crudité plate with beet hummus. Ideally the videos are less than a minute.

“Attention spans are shorter than ever, so it’s important to capture viewers’ attention early,” Hiltner explains.

Videos are the company’s focus going forward, he says, because Instagram prioritizes them and they tend to be viewed more by nonfollowers than photos. He posts one to three times a week but says the challenge is most of the posts can’t be scheduled because he likes to show which produce is available that week. The videos featuring recipes and anything with people in it, like an employee spotlight or a behind-the-scenes harvesting video, are the most popular.

Crystal Valley Foods likes to use in-store signage, demos and packaging to reach consumers at the point of purchase, “especially for driving impulse and trial,” says Valdes. It also uses social media to extend the message, but it’s important to create a consistent story across all touchpoints, she emphasizes.

The 2026 California Avocado Commission marketing campaign, “The Voice of the Grower,” builds on last year’s campaign, which aimed to communicate key differentiators — locally grown, sustainably farmed — through a blend of grove imagery and lifestyle moments with families enjoying California avocados.

“This year, we’ve taken that storytelling a step further by putting our growers front and center,” Melban says.

“Consumers are hearing directly from the people behind the product — multigenerational farming families who bring care, pride and sustainable practices to their crops,” he adds. “Every grower featured in this year’s campaign helped craft the messaging that went into the advertisement. That authenticity is incredibly important to today’s shoppers and reinforces the premium positioning of California avocados.”

The commission doesn’t try to reach everyone but instead tries to resonate with its target customer.

“The most effective content is authentic, relevant and aligned with our brand messaging,” Melban says. This ranges from recipe inspiration to in-grove storytelling with growers to timely, seasonal content.

“What matters most is that the influencer’s voice feels genuine and that their audience trusts their recommendations,” he explains. “We’re also using social media to help guide consumers directly to retailers carrying California avocados by partnering with those retailers and bringing influencers in-store to capture ‘shop with me’ content.”

Videos are still king on social media, says Happy Dirt’s Meadows, and they need to be short — ideally 20 seconds or less.

“You have to hook people in the first three seconds,” she says.

Happy Dirt’s social media posts aim to be educational and those featuring farmers get the most engagement, she says. Other videos show recipe demos or talk about the nutrition of the produce.

Social media is key for inspiration and discovery, says Murray. And Yo Quiero likes to work with influencers, “to tell a more credible, third-party story that builds trust and introduces our products in a real-life context,” she explains. “Whether it’s a recipe feature, seasonal roundup or influencer-created content, it helps bring our brand to life in an authentic way.”

Vital Education

In stores, New Seasons likes to tell the story of the arrival of spring produce through merchandising.

“Fresh spring products move to the front of our produce departments and into promotional displays in our stores,” Harris says. Plus, he adds, many producers are able to provide bins and shippers to help make displays pop.

New Seasons’ customers want to know where their food comes from and about local farmers.

“Recipes are a great way to engage with customers and provide them with inspiration for how to bring spring produce into their homes,” Harris says.

Berry deals are a big deal in the spring for New Seasons Market shoppers.

(Photo courtesy of New Seasons Market)

The education and informational side of marketing is really important, says Maynor, and Brighter Bites focuses on two categories: “Eat in Season” and “Healthy on a Budget.”

“Providing produce is not enough to help get it on the table, so we provide the education around why it’s healthy and why it’s good to cook,” she says.

The organization provides recipes, tip sheets and a healthy newsletter through texts, emails, printed pages and signage. Brighter Bites also posts cooking demos on its website.

The most valuable information is the nutrition education piece, says Maynor.

“We want to demystify produce. So, when families pick it up, the coordinators talk about these items; these are in-season, these are items that will be cheaper at the grocery store,” she says. “We find human interaction is helpful in creating that change and where a lot of families resonate.”

The second most popular information is the recipes, she says, adding that “everyone is always looking for new ideas and inspiration.”

In stores, Happy Dirt uses shelf-talkers with QR codes and aims to work more closely with retailers to build eye-catching displays of many-colored fruits and vegetables. This year the company plans to do a bigger push to get its recipe cards into stores, which really helps encourage sales, says Meadows.

“Consumers want to know what to do with produce,” she says.

Yo Quiero’s Murray says retailers appreciate education through insights, such as how to merchandise dips more effectively, where to place them for incremental sales and how to connect them to seasonal occasions.

Reaching Families

Spring also provides an opportunity to focus on getting families, especially children, to eat more produce.

It’s “a great time to target items that are easy to put in lunch boxes, like grapes and berries,” says New Season’s Harris. “We also feature our pre-cut fruit options which are ready to eat, include pineapple, melons and fruit salad.”

For families, “the focus is on convenience, nutrition and versatility,” says Crystal Valley Foods’ Valdes. “Items like blueberries, blackberries, sugar snap peas and baby carrots are naturally appealing as healthy, ready-to-eat snacks.”

But on top of that, she says, “it’s important to emphasize simple meal solutions and easy ways to incorporate fresh produce into everyday routine. Spring is also a time when families are looking for lighter, fresher options, so we position our products as both nutritious and easy to prepare.”

Consumers, she says, respond well to simple recipe ideas, usage inspiration and nutritional benefits. They want quick, approachable ways to serve fresh produce.

Babé Farms doesn’t market specifically to families, but its sales department is part of school programs. The company works with them directly or through distributors to encourage them to serve specialty produce in their schools and put them on menus.

“It gives kids something fun to encourage them to eat healthier and eat their vegetables,” Hiltner says. “We have so many unique vegetables that kids are interested in just because of how they look.”

Programs like these mean the kids then educate their parents about the produce, he adds.

“It’s not directly marketing, but that’s how we’re getting the specialty vegetables to kids and instilling at a young age that produce can be fun and not boring,” Hiltner says.

Families are an important part of the California Avocado Commission’s target audience. This year’s campaign features multigenerational California avocado grower families, as well as family-focused lifestyle content that shows how California avocados fit into everyday meals.

“By pairing those scenes with real grower stories, we’re connecting the family at the table with the family in the grove in a way that feels genuine and relatable,” says Melban.

Happy Dirt provides activity books for retailers to hand out in produce departments, and these are popular with children, says Meadows.

However, the company reaches children even more so through its career fairs, which it holds every fall and spring in elementary and middle schools.

“We take our fun, bright merchandise, which kids love, then they take it home and their parents look at it,” Meadows says. “It makes organic produce, and produce in general, fun.” After a recent fair, one kid even called the company to learn about how to grow tomatoes at home.

Happy Dirt provides activity books for retailers to hand out in produce departments, and these are popular with children, says Taylor Meadows.

(Photo courtesy of Happy Dirt)

“It’s really cool to educate kids that you can have a career in produce and you can be a farmer, and here’s how you can prepare and eat produce,” Meadows points out. “It’s sweet to see these kids get so excited about it.”

Happy Dirt also works with a local high school’s creative marketing design program every spring. Students can create advertisements, general marketing collateral or redesign packaging based on what appeals to them.

“Through these small ways we can market to families,” says Meadows.

Yo Quiero’s messaging on convenience and versatility and the ability of its dips to work for multiple dayparts and occasions plays into busy families, says Murray.

“We also emphasize products that are easy to serve and share, like our Grab & Go sizes and family-friendly flavors, making it simple for parents to have something on hand that everyone will enjoy,” she says.

Parents also appreciate that Yo Quiero’s products are made with fresh, recognizable ingredients, and they appreciate quick recipe ideas, Murray adds.

“They also value versatility — knowing one product can be used in multiple ways,” she says.

The company supports that with recipes, digital content and influencer partnerships that highlight easy, nutritious meal ideas, “something that resonates strongly with busy households,” she adds.

At the end of the day, education through marketing can boost sales of spring produce and make it more appealing.

“A lot of our success is just demystifying produce and taking away the intimidating factors,” says Maynor. “A cauliflower shouldn’t be scary.”

Women in Produce 2026: Hilary Craig

Thu, 30 Apr 2026 15:04:19 GMT

For Hilary Craig, director of produce category management for Misfits Market, a 20-year career in the produce industry began with a sudden, unexpected nudge into the unknown. From managing a grocery fridge to becoming a passionate advocate for sustainable sourcing, Craig’s journey has been defined by a deep curiosity for where our food comes from and a commitment to reducing waste.

She credits her longevity in the field to a willingness to learn — a process she views as never-ending. After two decades of navigating the complexities of sourcing and supply chains, she has fully embraced her identity within the industry.

“I remember early on someone had said that in a year I would know ‘a little bit about produce.’ And I feel like that’s how it’s gone for the past 20 years … every year I learn a little bit more … until one day I realized, ‘I’m a produce person.’ It’s just so exciting, because it’s always changing. There’s so much to know and so many different varietals and weather pattern changes. No two days are the same.”

At Misfits Market, she leverages this expertise to bridge the gap between growers and consumers, finding creative ways to salvage perfectly good, cosmetically blemished food and sharing the “cool things” she learns with a wider audience.

The Packer: What do you think sets you apart from others in the field, and how do you continuously work to elevate your contributions to the produce industry?

Craig: I think I’m really comfortable with being wrong, and I think that that has really served me well and helped me grow a little bit faster and with less pain over time. Because when you’re not afraid to be wrong, it just opens you up to be a little bit more creative or bold with some of the choices that you make.

Just knowing that, if you’re going to make a mistake, at least make one big enough so that you get a clean read on, “Oh, it was a mistake. And here’s what I’ll do differently next time.” I really encourage my team to do that as well, because I think you just never know unless you try. We’ve done a lot of things that are like a big swing; sometimes we knock it out of the park, and sometimes we miss, and we just figure out what we’re going to do differently.

In terms of contributions to the industry, my entire team of category managers at Misfits is female. I love that, because produce can be very male-dominated. I’ve had amazing mentors all over the place in produce, but I love seeing more women get really invested in and interested in the field. I would love to just encourage them to ask more questions, raise their hand, take up space and really engage and get involved. There are so many amazing things to learn, and I really see that passion in my team as well.

If you could magically make one misfit vegetable the most popular snack in the world, which one would it be?

I struggle with this because I love all the different types. The cool thing about the misfit idea is discovery; it’s always something new. We did a program called Mystery Item so growers could send mixed lots. For example, instead of selling a specific Pluot, we sold a Season’s Best Mystery Pluot Mix. Growers packed whatever was best and most exciting that week. We tried so many new produce, and customers were really engaged. They liked the surprise of opening their box and figuring out, “Which one is this?”

Learn more about The Packer’s 2026 Women in Produce honorees:

Fresh Produce Industry Reflects on Larry Brown’s Death

Wed, 06 May 2026 21:12:49 GMT

Larry Brown, a 30-year veteran of the fresh produce industry and a key leader at FreshEdge , passed away on April 30, in Orlando, Fla. Known for his strategic leadership at major distribution firms, including FreshPoint and Coastal Sunbelt , Brown most recently served as a driving force behind FreshEdge’s national sales and strategy initiatives.

“Larry’s humanity was obvious from a first meeting and his countless contributions to our industry have made him one of the greats,” says Andrew Iacobucci, CEO of FreshEdge. “The industry has lost a titan and we at FreshEdge have lost a cherished colleague and friend. Our thoughts are with Larry’s family and his many friends as we all cope with his passing.”

Fresh Edge says Brown, vice president of sales at FreshEdge, was instrumental in guiding the company’s national efforts. In the produce industry, Brown was known as the connective tissue between the Midwest and Southeastern supply chains. His move to FreshEdge helped the company expand its footprint.

“Larry was a genuinely great person in all respects, and everyone who had the privilege of encountering him is better off because of it,” says Greg Corsaro, president of FreshEdge. “We are saddened that he is no longer with us, but we are even more happy and grateful that he touched our lives.”

Brown joined the company in 2023 as chief strategy officer before leading the company’s national sales efforts.

“Larry’s commitment to the industry and his peers always inspired me to give just a little bit more to everything I did,” says Daniel Corsaro, chief commercial officer of FreshEdge. “He invested time and energy into making sure I was successful personally and professionally regardless of the impact it had on him. I am truly grateful to have had the opportunity to work side by side with Larry at FreshEdge.”

Brown also worked at Coastal Sunbelt, where he served as senior vice president of sales, and also at FreshPoint, where he held various leadership roles.

“We all have many people pass through our life journey,” says Steve Grinstead, chairman of FreshEdge. “Every once in a while, a special person comes along and makes a forever impact on your life. Larry had that impact on me and literally hundreds of others in our great industry. Please join me in celebrating an amazing career and a life well lived.”

Hy-Vee Chooses Relex to Further Strengthen Product Availability and Freshness Across Its Stores

Wed, 06 May 2026 21:00:10 GMT

Hy-Vee Inc., the employee-owned grocery retailer serving the Midwest, has selected Relex Solutions to improve forecasting, replenishment and fresh-store ordering across its stores and distribution network. The grocer says the initiative supports Hy-Vee’s commitment to keeping shelves fully stocked, fresh products available and store teams focused on delivering the helpful, reliable service customers expect in every store and community it serves.

Hy-Vee operates more than 560 business units across nine states. As customer expectations evolve and demand patterns become more dynamic, the company says it is strengthening the tools behind its operations to ensure the right products are in the right place at the right time across both fresh and center-store categories.

With Relex, Hy-Vee will deploy AI-driven unified planning capabilities that improve demand forecasting and help automate replenishment decisions. The new platform will provide greater visibility across stores and distribution centers, helping make processes more efficient while improving accuracy and supporting daily ordering decisions, particularly in fresh departments where precision is critical.

Fresh is central to Hy-Vee’s brand promise. By improving its forecasting and ordering processes, the retailer is giving its teams better tools to serve customers, reduce food waste and stay focused on delivering quality and value in every aisle.

“Hy-Vee has built its reputation on freshness and service,” says Doug Iverson, Relex Solutions’ senior vice president, North America. “By bringing forecasting, replenishment and fresh-store ordering together in one platform, Relex will help Hy-Vee simplify planning and improve coordination from its distribution centers to its store shelves.”

Ahold Delhaize USA Appoints Abby Cook as Senior Vice President, Own Brands

Wed, 06 May 2026 19:38:48 GMT

Ahold Delhaize USA has appointed Abby Cook as senior vice president of Own Brands. In this role, Cook will lead the company’s Own Brands portfolio, overseeing strategy, innovation and execution to drive growth and differentiation across U.S. businesses. She will report to chief commercial and digital officer Keith Nicks.

Own Brands are a critical component of Ahold Delhaize USA’s Growing Together strategy, enabling the company to strengthen customer loyalty and differentiate its offering across its omnichannel ecosystem. As part of this evolution, the company is aligning its approach under the Own Brands designation to reflect the full scope and strategic importance of the portfolio.

“Own Brands are a key driver of our commercial strategy and an important lever for growth across our U.S. businesses,” says Keith Nicks, chief commercial and digital officer for Ahold Delhaize USA. “Abby brings a powerful combination of strategic leadership, deep knowledge of our business and a proven ability to translate insights into action. Her leadership will be instrumental as we continue to evolve our portfolio and unlock the next phase of growth.”

Cook most recently served as vice president of U.S. strategy and portfolio for Ahold Delhaize USA, where she led the development and execution of key strategic priorities, including the advancement of the company’s Own Brands portfolio. In this role, she partnered across the organization to align long-term growth initiatives with business performance and customer needs.

“I’m honored to step into this role at such an exciting time for our business,” Cook says. “Own Brands represent a unique opportunity to bring together quality, innovation and value in ways that truly resonate with customers. I look forward to building on our strong foundation and working with teams across the organization to accelerate growth and deliver meaningful impact as we deliver on our Growing Together commitments.”

Prior to joining Ahold Delhaize USA, Cook held leadership roles focused on strategy and growth within the retail and consumer sectors, including serving as a project leader at Boston Consulting Group. She also previously served as director of commercial strategy at Peapod Digital Labs, where she helped shape the company’s omnichannel commercial strategy and growth initiatives.

Divert Opens Washington Facility to Expand Circular Infrastructure for Unsold Food in Pacific Northwest

Wed, 06 May 2026 19:37:59 GMT

Divert Inc., a circular economy company on a mission to prevent food from being wasted, has opened its Integrated Diversion & Energy Facility in Longview, Wash., the first of its kind in the state. The 66,000 sq. ft. facility leverages Divert’s high-recovery depackaging technology and anaerobic digestion to process unsold food and organic materials into renewable energy and nutrient-rich fertilizers that support further food growth in the region. At full capacity, the facility will be capable of processing up to 100,000 tons of unsold, nondonatable food annually.

The facility expands clean energy and organics diversion infrastructure in the Pacific Northwest, creating a circular system that captures the value from uneaten food and keeps it in the regional economy. At capacity, the facility will transform the material it receives into over 235,000 MMBtu of renewable energy and 450,000 lb. of nutrient-rich fertilizer annually — enough to power over 3,200 homes and support the growth of 225 million lb. of apples. Divert’s facility helps bring Washington and Oregon closer to their goals to reduce wasted food and greenhouse gas emissions by offsetting up to 23,000 metric tons of CO₂e each year through its operations. This advanced, purpose-built infrastructure will have impacts across the food value chain, from sending data upstream to facilitate source reduction and edible food recovery, to setting a new standard for downstream purity in land-applied soil amendments derived from food materials.

“The Longview facility will help build a more resilient, circular food system in the Pacific Northwest with energy, agriculture and economic impacts well beyond our operations,” says Ryan Begin, CEO and co-founder of Divert. “Across the country, waste systems are becoming more complex, and disposal is moving farther from where material is generated. We need solutions that keep value local. Our model is proven to increase food donation, recover energy and return nutrients back into the regional economy in an efficient, scalable way. That supports compliance, strengthens agricultural communities and advances greater energy independence.”

Divert Inc. has opened its Integrated Diversion & Energy Facility in Longview, Wash., the first of its kind in the state.

(Photo courtesy of Divert Inc.)

Through the new facility, Divert provides its integrated services to some of the largest food retailers and manufacturers in the Pacific Northwest, including Albertsons, Fred Meyer, Kroger, Reser’s Fine Foods, Safeway and more, while a partnership with Feeding America helps to optimize donation opportunities to people facing hunger in the local community.

“Our partnership with Divert and the new Longview facility give us an integrated organics diversion solution in the region we can rely on,” says Danelle Macias, senior director of sales and support for Albertsons, Portland Division. “Service reliability is essential to our business, and this is the kind of partnership where the operational details are taken care of, so we can focus on servicing our customers and communities.”

The facility also supports businesses navigating an expanding landscape of organics regulations, including Washington’s Organics Management Law and Portland’s business food scraps requirement, which require companies to divert organic waste from landfills.

“People often forget about the enormous climate impact of food production — and, by extension, food waste,” says Oregon metro councilor Christine Lewis. “By giving food scraps a circular-economy market option, Divert’s work elegantly addresses both halves of the equation. This is what innovation looks like.”

State leaders also emphasize the project’s impact on the regional workforce and long-term economic opportunity.

“For more than a decade, the Longview region has seen promising projects come and go, but Divert is different. It has followed through on its commitment to invest in this community,” says Heather Kurtenbach, executive secretary, Washington State Building and Construction Trades Council. “From the earliest stages, they partnered locally, prioritized our skilled workforce and ensured that good-paying construction jobs stayed right here in Longview. This project demonstrates that our region’s deep industrial roots and talented workforce can once again support major manufacturing investments and help lead Washington’s climate technology future.”

Longview, a major industrial region for the Pacific Northwest, offers close proximity to utilities capable of receiving renewable natural gas. Through an interconnection agreement with Cascade Natural Gas, RNG from the facility is fed directly into the existing distribution pipeline to power homes, businesses and hard-to-electrify industries in the area.

Divert is a portfolio company of Ara Partners, a global private equity, infrastructure and energy firm focused on decarbonizing the industrial economy. To learn more about Divert, click here.

Breez AI Appoints Former AWG CEO David Smith as Chairman of the Board

Wed, 06 May 2026 19:36:58 GMT

Breez AI Corporation, a white-label AI platform powering personalized grocery experiences for regional and independent retailers, has appointed David Smith, former president and CEO of Associated Wholesale Grocers, as chairman of its board of directors.

The appointment comes as Breez AI has moved from pilot into commercial scale with the company’s consumer-facing assistant, now live at over 100 AWG member stores and rolling out to Harps Food Stores and other leading independents in the coming months.

Smith brings nearly five decades of leadership across grocery retail and wholesale distribution, including more than eight years as president and CEO of AWG, the largest retailer-owned grocery cooperative in the U.S. During his tenure, AWG grew from roughly 1,200 stores and $3.2 billion in wholesale sales to serving more than 3,400 retail locations across 31 states, with wholesale sales exceeding $12 billion and member retail sales above $24 billion. Smith was inducted into Shelby Publishing’s Food Industry Hall of Fame in 2023 and is among the most widely respected figures in the independent grocery industry.

“Independent grocers are facing the most consequential technology shift of my career,” Smith says. “AI is going to redefine how shoppers plan meals, build baskets and choose where to shop. What drew me to Breez AI is that it puts that capability in the hands of the independent retailer, branded as theirs, while keeping the data and loyalty relationship where they belong. That is exactly the kind of infrastructure independents need to compete, and I want to help build it.”

“David has operated at every level of this industry and earned the trust of thousands of independent operators over a career most of us can only aspire to,” says Tal Zlotnitsky, founder and CEO of Breez AI. “Having him as chairman is a signal to the market, to our customers and to our team about where we are headed. He has been investing his time and counsel in Breez AI for some time, and formalizing his leadership role reflects how serious this moment is for the company.”

Smith’s appointment caps a period of accelerating momentum. Breez AI is now deployed at over 100 AWG member stores and was selected in March by Harps Food Stores, the 160-store employee-owned chain based in Springdale, Ark., to deploy its solution, which will be branded as Harps across its entire footprint. Harps is one of the most widely respected independent grocers in the country, led by Chairman and CEO Kim Eskew.

“David understands what independents need better than almost anyone, and I agree with him that this moment is different,” Eskew says. “As independents, we need to do a better job of attracting younger shoppers and helping all shoppers save time, meet family dietary goals and save money. We believe Breez AI will help Harps achieve these goals by delivering a highly personalized experience under our own brand, connected to our loyalty program and our shelves. We’re thrilled to work closely with David and Breez AI team to make that happen.”

As chairman, Smith will work with the executive team on strategic growth, industry relationships and governance as Breez AI scales. The company’s retail media network product, GroceryAIsle, extends the platform into monetization, allowing independent grocers to capture retail media revenue that has historically flowed to the largest chains. Breez AI Version 2.0, scheduled for release in the second quarter of 2026, expands the platform beyond meal planning into a broader generative AI assistant that helps shoppers throughout the full grocery journey.

How Soil Mapping Tech Can Save Water in Orchards

Wed, 06 May 2026 14:22:23 GMT

An all-terrain robot decked out with industry-changing technology autonomously navigates through an orchard using sensors to collect data tree by tree. Once in the hands of the grower, the information elevates water management based on need and timing.

“The goal is to improve the way [growers] use water so they don’t have to abandon agriculture in some areas,” says Elia Scudiero , associate professor of precision agriculture and the director of University of California, Riverside’s Center for Agriculture, Food and the Environment .

How The Robotic System Predicts Moisture Tree-by-Tree

The robot travels through an orchard measuring the soil electrical conductivity, which shows how easily electricity flows through the soil based on moisture, salt, clay and other factors. The technology then pairs this data with fixed moisture sensors to predict the water content across an entire orchard.

“Using this method, growers will finally know how much water they have, and how much they need, and can water specific trees if they’re dry,” Scudiero says.

Currently, some growers determine when to irrigate by relying on soil moisture sensors in the ground. However, these sensors are only installed in a few locations, leaving farmers to guess the conditions of hundreds or thousands of trees.

“The information those sensors provide is very limited,” Scudiero says. “It really only tells you what’s happening in the immediate areas where they’re placed.”

Protect Tree Health Through Precise Moisture Management

California’s strict regulations for water use in agriculture call for precise and efficient management. The Sustainable Groundwater Management Act, passed in 2014, requires local agencies to reduce groundwater overdraft and achieve sustainable use by 2040.

“If water becomes limited, farmers have two choices,” Scudiero says. “They can retire orchards, or they can find ways to produce the same crops using less water.”

The right moisture level is vital for the plant’s health to avoid stress and vulnerabilities to pests and diseases. It’s a balance because having too much water can deprive the tree’s roots of oxygen.

Nutrient Efficiency Comes Into Play

Targeting water use and timing is also beneficial for nutrient management.

“If you apply only the amount of water the plants actually need, you reduce the risk of washing those nutrients away from the roots of the crops and into the environment,” Scudiero says.

The robot is currently being tested at UC Riverside’s research farm. The next step is to work with local farmers to expand testing before making it commercially available.

Diesel Prices Are Breaking Records Across Multiple States, And Relief May Not Come in 2026

Wed, 06 May 2026 12:53:38 GMT

On Tuesday, President Trump stated that high gasoline prices are a “very small price to pay” for the ongoing war with Iran, arguing they are necessary to prevent Iran from obtaining a nuclear weapon. He predicted prices will “come crashing down” once the war ends. But for farmers and ranchers, diesel prices have risen more than gas, putting a further strain on already high input costs for 2026.

Trump on Oil Prices:

I looked today, it's like at 102 and that's a very small price to pay pic.twitter.com/2V8LC93wFj
— Acyn (@Acyn) May 5, 2026

To start the week, diesel prices went on another run with the national average diesel price is just 20 cents away from reaching a new all-time high. And across the country, a growing number of states aren’t waiting to get there. About six states are already seeing the national average price of diesel reach record highs.

From the Great Lakes to the West Coast, roughly a half dozen states have already smashed previous records, as a late-April dip in prices quickly faded and a fresh surge took hold.

“Diesel now averaging about $5.65 a gallon nationally. That is only about 20 cents away from a new all-time record high,” says Patrick De Haan, head of petroleum analysis at GasBuddy . “So even though we had that short-lived break, we’re right back knocking on the door of records again.”

That “break” didn’t last long. De Haan says even though diesel prices saw a bit of a respite for April, with even prices starting to trend down in mid-April, those prices re-accelerated in the last week.

New records for diesel in:
Michigan, $6.01
Illinois, $6.01
Wisconsin $5.67
(Indiana 0.2c/gal away), $6.03
(Ohio ~19c/gal away), $5.93 https://t.co/DV0387vvMR
— Patrick De Haan (@GasBuddyGuy) May 5, 2026

Now, the rally is showing up in state-by-state records, especially in the Midwest.

“Looking at it state by state, Great Lakes states have seen some tremendous refining issues that have really caused prices to rise dramatically,” he says. “Michigan has now set a new all-time record high for diesel over $6. Indiana is just a few tenths of a penny away from setting a new all-time record. Illinois has set a new all-time record. Wisconsin has set a new all-time record.”

And it’s not just a regional story. States in the West were some of the first to not just see the highest prices, but now also hit record levels.

“Out on the West Coast, Arizona set a record a couple of weeks ago, and Washington state is at an all-time record,” he adds. “So there are probably about a half dozen or so states that have set new all-time records, and again, the national average itself is just 20 cents away.”

Perhaps the most telling shift, though, is there’s no longer a low-price refuge.

“No states any longer have diesel averaging below $5 a gallon,” De Haan says. “Texas was the last holdout, and it now is above $5 per gallon. So across the board, $5 diesel is now essentially the floor, and in some areas, that’s actually the cheaper end of the spectrum.”

At the high end, prices are reaching extremes with California’s average diesel price now surpassing $8 per gallon.

Global Tensions Cloud Relief Outlook

With prices continuing to climb, farmers are looking for relief. What would it take to reverse course? That answer remains tied to global uncertainty.

“Relief may be a little bit elusive,” De Haan admits. “It really just depends on the daily developments in the situation between the U.S. and Iran—whether the Strait is open or not, or whether we’re in phases of escalation.”

The Strait of Hormuz remains a critical chokepoint for global energy supply, moving roughly 20 million barrels of oil per day.

“Nothing else matters to the oil market more than this waterway,” he emphasizes. “We’ve seen attacks that have pushed oil prices higher, which in turn pushes diesel wholesale prices up. You may get a little bit of day-to-day relief, but there really is no ‘coast is clear’ until there’s some sort of definitive resolution.”

And even then, he says a turnaround won’t happen overnight.

“If there is a definitive signal to the market, if the Strait reopens and both sides are aligned, prices could start falling within 48 hours,” De Haan explained. “But the rate of decline is likely to slow after that initial drop.”

Prices Likely to Remain Elevated Through 2026

Not only is the rate of decline projected to be slow, but De Haan says diesel prices aren’t likely to drop back to pre-war levels by the end of the year.

“Roughly half of the increase we’ve seen over the last couple of months could come down within the first few months of positive news,” he said. “But the other half could take many more months. We may not get back to pre-conflict diesel prices until late this year—or even into 2027.”

For agriculture, that prolonged stretch of elevated prices carries real consequences.

“When you look at what comes out of a barrel of oil, diesel only makes up about 25%,” De Haan explained. “Gasoline is a larger portion, so it’s been less impacted. Jet fuel, which is an even smaller share, has been hit the hardest. So it’s almost inverse to how much is produced.”

Why Diesel Is Climbing Faster Than Gasoline

If it feels like diesel prices are rising faster and hitting harder than gasoline, there’s a reason rooted in how a barrel of oil gets used.

“Diesel has seen more of the sticker shock compared to gasoline,” says De Haan. “And a lot of that comes down to what comes out of a barrel of oil.”

Not all fuels are created equally in supply. Gasoline makes up the largest share of a refined barrel, while diesel represents a smaller slice, making it more vulnerable when supply is disrupted.

“Gasoline is the top product flowing out of a barrel of oil, so it’s been the least impacted,” De Haan explains. “Diesel, on the other hand, only accounts for about 25% of a barrel, so it’s been more impacted when there are supply issues.”

That imbalance becomes even clearer when looking across the full spectrum of refined fuels.

“The most significant impact has actually been to jet fuel, which is only about 9% of a barrel,” he adds. “So if you look at it inversely—the smaller the share of the barrel, the bigger the impact we’re seeing right now.”

For agriculture, that dynamic matters more than most sectors.

Diesel isn’t optional on the farm. It’s essential. From planting to harvest, it powers tractors, trucks and the supply chain that moves commodities across the country.

“Diesel is the fuel that drives agriculture,” De Haan say. “And that’s why these price increases are so impactful, not just at the pump, but all the way through the economy.”

And while prices are already elevated, the full effect is still working its way downstream.

“Consumers really haven’t even seen the full onset of some of these higher prices yet,” he adds. “That’s going to continue to trickle through in the weeks ahead.”

Demand Holding...for Now

Even with these high prices, so far, demand hasn’t shown many signs of slowing.

“We have not seen much meaningful decrease in demand yet,” De Haan says. “We’ve seen very little, if any, diesel demand destruction so far, which tells you the economy is essentially preparing to pay these prices because it still needs the fuel.”

But there are warning signs ahead.

“If diesel nationally hits $6 a gallon, that’s likely when we start to see consumption slow,” he says. “For gasoline, that number is about $5 a gallon. We’re getting very close to those thresholds.”

Until then, the pressure continues to mount. And for farmers heading deeper into the growing season, that pressure is becoming harder to ignore.

Women in Produce 2026: Beth Atkinson-Keeton

Thu, 30 Apr 2026 14:55:45 GMT

In an industry rooted in tradition and long defined by commodities, Beth Atkinson-Keeton is proving that the secret to growth isn’t just in the soil; it’s in the story. As the founder and owner of Elephant House PR, Atkinson-Keeton is leading a high-stakes shift from focusing on “what we grow” to “why it matters,” helping legacy brands find their voice in a digital-first world.

The Packer: The produce industry has historically been defined in terms of commodities rather than brands. As the head of Elephant House PR, how do you help grower-packer-shippers find their unique voice in a highly competitive marketplace?

Atkinson-Keeton: The biggest shift we focus on is moving clients from “what we grow” to “why it matters.” Commodities don’t create loyalty; brands and stories do. We dig into what makes a brand distinct — whether that’s generational farming heritage, innovation, flavor or purpose — and translate that into messaging that resonates with both retailers and consumers. When you connect those stories to real shopper behavior and category insights, you stop competing on price and start building preference — and that’s where brands win.

Agriculture is an industry deeply rooted in tradition. What has been your biggest challenge in convincing legacy produce companies to adopt modern PR strategies, and is that mindset beginning to change? Are produce companies increasingly embracing the power of influencers/brand ambassadors, social media, etc.?

The biggest challenge has been shifting the mindset from “this is how we’ve always done it” to “this is how shoppers are discovering and making food choices.” For a long time, PR in produce was very trade-focused, and while that’s still critical, it’s no longer enough on its own. The good news is that mindset is absolutely changing. We’re seeing more companies embrace influencers, registered dietitians and consumer media — not as a nice-to-have but as essential to driving demand. The brands that are winning are the ones showing up where consumers already are and telling their story in ways that feel relevant and human.

How important is authentic storytelling and finding the “right” brand ambassadors? How does Elephant House PR make these connections to get produce brands in front of a receptive audience?

Authenticity is everything. People can spot a forced partnership instantly, and when that happens, the message gets lost. The goal isn’t just reach; it’s resonance. We’re incredibly intentional about pairing brands with voices who genuinely align with their product, whether that’s a dietitian who can speak to health benefits or a creator who naturally uses the product in their everyday life. Because we manage hundreds of influencer and RD partnerships each year, we’ve built a network that allows us to match brands with the right storytellers — people who don’t just promote a product but actually make others want to try it.

As we look toward the rest of 2026 and beyond, what do you see as the “next big thing” in produce PR and marketing?

The next big shift is the integration of storytelling with measurable retail impact. It’s no longer enough to generate buzz; you have to connect that buzz to sales, merchandising strategies and shopper behavior. We’re also seeing a major opportunity in positioning produce as part of broader lifestyle conversations with health, convenience, culture and even entertainment. The brands that win will be the ones that stop thinking of themselves as ingredients and start acting like lifestyle brands, showing up across multiple touchpoints with consistent, compelling narratives.

Tell us about the name Elephant House PR. What does it mean to you?

The name comes from a few different places that all tie back to how we approach PR. I’ve always had an affinity for elephants — the way they move in connected, supportive tribes — and that’s very reminiscent of how great PR works. It’s relationship-driven, collaborative and built on trust over time. Elephants also never forget, and that’s exactly how we think about storytelling: The goal isn’t a fleeting moment; it’s creating something that sticks.

We also like to say we help brands become “the elephant in the room” — the ones everyone is talking about, in the best way possible. And House represents how we show up for our clients. We’re not an outside vendor. We’re an extension of their team, building something together. At its core, Elephant House PR is about creating brands that break through the noise and stay top of mind.

Learn more about The Packer’s 2026 Women in Produce honorees:

Meet The Packer's 2026 Women in Produce

Wed, 06 May 2026 14:28:43 GMT

This year, The Packer honors nine extraordinary women who are far more than players in the fresh produce industry; they are architecting its future.

The produce world is undergoing a seismic shift. From the integration of complex retail algorithms to the critical preservation of independent family farms, the challenges are as diverse as the crops themselves. Yet in the hands of this year’s honorees, these challenges are being met with transformative solutions.

Join us as we celebrate the 2026 Women in Produce — nine women representing a cross section of the entire ecosystem — from sales and marketing to executive leadership and boots-on-the-ground farming. They are mentors for the next generation and the steady hands guiding the supply chain to a bright future.

Learn more about each honoree:

Classic Fruit, Westside Produce to Merge

Tue, 05 May 2026 20:41:57 GMT

Classic Fruit and Westside Produce have reached an agreement to officially unite the two melon companies under the Classic Fruit label. The companies have worked together as a melon alliance for the past four years, combining offshore and domestic operations.

Westside Produce, with its TRI label, began in the 1950s and has been a prominent grower-packer-shipper of cantaloupe and honeydew in California and Arizona. Classic Fruit, which celebrates its 20th anniversary, is one of the largest offshore melon shippers out of Guatemala and has since expanded its footprint to include domestic partnerships starting in 2017.

“By bringing together two organizations with shared values and a commitment to quality, we are strengthening our ability to deliver consistent supply, drive innovation and create long-term value for our customers and partners,” says Westside Produce CEO Steve Patricio. “The Westside Produce family of employees and growers is incredibly optimistic about the future of the melon category as our merger with Classic Fruit will allow us to continue to evolve.”

The companies say this merger brings together decades of expertise in farming operations, customer partnerships, food safety programs, commitment to quality and sustainability and more.

“This move isn’t just symbolic; it turns a cooperative relationship into a fully integrated business, which usually means faster decisions, lower costs and a stronger competitive edge,” says Garrett Patricio, president of Westside Produce. “This union is important to our customers, growers and employees as it creates year-round opportunities and continuity in the supply chain.”

The companies say there will be more updates in the future with their integration plans.

“We couldn’t be more aligned in merging the TRI/Patricio melon legacy into Classic Fruit. We have a shared vision, so it makes this announcement an incredible opportunity for the commodity,” says Paul Raggio, president of Classic Fruit. “Together, we are building a stronger future, and we are excited to bring everyone along for the journey.”

Boosting Mushroom Sales Through Gen Z Marketing and Strategic Retail Pricing

Tue, 05 May 2026 21:41:52 GMT

Windmill Farms CEO Greg Ogiba says a recent trip to Mushroom Days 2026 in the Netherlands highlighted a growing global challenge: As geopolitical instability and inflation squeeze household budgets, the mushroom category is feeling the pressure of shifting consumer priorities.

While mushrooms have long been a produce aisle favorite, Ogiba notes that current market conditions have transformed them into a nice-to-have item rather than a must-have one for many shoppers. This shift, coupled with a significant generational handoff, has created a challenging environment for growers.

Bridging the Generational Gap

“The older generations that kind of grew up on mushrooms are leaving the category for various reasons, and the next generations — millennials and Gen Z — aren’t stepping in to fill the gap,” Ogiba says.

With this change and with inflation reducing consumers’ disposable income, some shoppers have begun to see mushrooms as a “staple that’s nice to have,” instead of something they need to have, he adds.

“Disposable income is lower, so they’re making cutbacks, and then you have the demographic shift,” he says. “Those two things are sort of merging and, unfortunately, creating a difficult environment for certain fresh produce categories.”

Ogiba says mushrooms’ very nature also makes it hard to find a spot in consumers’ snacking habits.

“I think mushrooms have sort of something of a natural disadvantage,” he says. “They’re super perishable. They’re not easy to throw in ... a lunch box.”

Unlocking the Breakfast Opportunity

Ogiba says the mushroom industry has a huge opportunity to win those younger generations with education and focus. He points to Australia as a success story, noting that country’s mushroom industry has stabilized consumption and added programs to bring mushrooms to the plate at breakfast.

The Mushroom Council has partnered with chef and actor Matty Matheson to help bring new energy to mushrooms; Ogiba points out that Matheson makes a mushroom breakfast burrito in a recent video.

“I’ll make the argument that it’s better for breakfast, because it just makes you so full and it has great nutrition and energy that gets you through the day,” he says. “Breakfast is the key, but how do you unlock that in North America? I think it’s an area worth investing in.”

While vegetables at breakfast might be a bit of a foreign concept for Canadian and American consumers, “it’s a brilliant life hack to that leads to a healthier physical and mental life,” he says.

And the mushroom, Ogiba says, has a serious opportunity to tap into its superfood powers to grow consumption.

“I am biased, but it’s just an incredible superfood, and that’s the main message I can get across — for people focus on it. If they’re really serious about being health-conscious, [mushrooms] should be part of the diet,” he says.

Ogiba says the Mushroom Council’s videos help highlight mushrooms’ ability to fit within different flavors — whether that’s Asian, Mexican or other cuisines — as a nutritious ingredient.

“That’s the messaging that we’re trying to get out there as an industry,” he says.

Exotic and specialty mushrooms have drawn favor at restaurants, Ogiba says, adding that the industry also needs to help the consumer understand how to better utilize these emerging mushrooms. Again, the Mushroom Council’s videos with Matheson have helped shine a light on these new trendy mushrooms.

“I think it does create a lot of buzz around the category, and there are like really wildly healthy attributes of all these specialty mushrooms and a lot of restaurateurs love it,” he says. “The harder part is, how do you educate the consumer at the retail and supermarkets? How do you educate them in terms of what it is and what you can do with it?”

Windmill Farms has hired chef Jeff Crump to promote mushrooms’ versatility.

“Even for me, being in the mushroom business, I’ve seen things that I just never would have imagined you could create with mushrooms,” he says.

Windmill Farms packing technology helps the company be more efficient and process mushrooms based on retailers specs.

(Photo: Christina Herrick)

Maximizing Visibility and Value

And then, Ogiba says, the challenge comes from taking the buzz that younger generations might have seen mushrooms on social media and carrying that process from retailer to the consumer. He explains that one way is to make sure mushrooms have a prominent and visible place in the produce department with signage touting mushrooms’ benefits.

“We’ve seen some retailers have success with point of sale,” he says. “It doesn’t have to be overly complicated, but just a simple message of how healthy and versatile mushrooms are at a fair price is enough to move the needle on consumption.”

Ogiba says the price of protein and the opportunity for vegetables and mushrooms to pair with protein for added fiber might also take a hit as prices for meats and other proteins rise.

“We’ve spoken to a lot of retailers about how to do more summer promotions with grilling season, add mushrooms to your burger,” he says. “If you want to go all in, eat a portobello burger, which has, you know, a decent amount of protein and a ton of nutrition, potassium and vitamin D.”

Ogiba sees strong opportunity to increase consumption in a crowded produce department.

“For a complete meal at the dinner table, mushrooms should really start to come back toward the center of plate, so to speak, rather than being a staple nice to have.”

The Case for the Family Pack

Ogiba says value packs offer a unique opportunity and have experienced positive growth. Traditional retailers have introduced a 24-ounce mushroom pack.

“If you have a household of three or four, you get better value. And if the household’s only purchasing mushrooms once every three or four visits to the supermarket, it makes a lot of sense to sell a family-size pack or a club pack rather than the 8-ounce, which is kind of the standard size,” he says. “You just don’t get that much for a whole family once you cook it down.”

Ogiba says consumers can also freeze half to better extend mushrooms’ life cycle.

“You throw them right into a hot pan, and once they’re out, they retain their original texture,” he says. “It doesn’t get rubbery or anything like that. So, that’s something my wife will do is buy the big pack size, because you get a better value, and she’ll freeze half.”

Windmill Farms’ mushroom harvest system tilts the beds toward a harvester on a platform to more ergonomically harvest mushrooms. The mushrooms are placed on a conveyor belt to be processed for packing.

(Photo: Greg Ogiba)

Efficiency as a Pricing Tool

But a lot of shopper behavior comes down to price, Ogiba says, which is why Windmill Farms and other mushroom growers have adopted technology to improve operations and the company’s bottom line.

“That’s why we’ve invested so much in technology to make sure we can produce the most efficient mushrooms anywhere in this region of the world,” he says. “I think that’s so important that the retailers appreciate that, and they could then be more aggressive on their retail price to make it more attractive to the consumer.”

Ogiba says it’s also important for the mushroom industry to work with retailers to find that sweet spot for pricing that is attractive to the consumer.

“I’ve seen it with other categories; there’s almost like this invisible threshold where consumers just don’t see the value, and we’re always trying to play with that price point and find out where it is,” he says. “I think a lot of the retailers are doing a really good job trying to find that optimal price point.”

He says Canadian mushroom farms are primed for efficiency. Windmill Farms has an operation in Washington state, and he says when he compares the data, the farms in Ontario outperform.

“Many Canadian farms are Dutch-style and have invested heavily in technology, which improves operational efficiency and consistency of quality,” he says. “There are some modern farms in the USA, including our Washington farm, but in general Canadian is ahead of the curve.”

How the Hass Avocado Board Aligns With 2026 AHA Guidance for the Ultimate Healthy Fat Swap

Tue, 05 May 2026 16:42:18 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

In the ever-changing landscape of wellness, the “30 Plants Per Week” challenge has shifted from a niche dietary habit to a mainstream movement. As consumers look for tangible ways to hit this variety goal, heart health remains the primary driver of their purchasing decisions. The timing couldn’t be better: The American Heart Association’s newly released 2026 Dietary Guidance to Improve Cardiovascular Health has provided a clear roadmap for the modern shopper.

The directive is about a strategic “smart fat swap,” with AHA urging a prioritized shift toward unsaturated fats as part of a plant-rich dietary pattern. For retailers, this represents an opportunity to market fresh avocados not just as a produce staple but rather as a clinically backed tool for cardiovascular vitality.

Bridging the Gap Between Science and the Shopping Cart

AHA’s updated guidance emphasizes replacing saturated fats such as butter and processed spreads with nutrient-dense unsaturated fats. This is where the avocado shines as an intersection of science and everyday behavior. By positioning avocados as an easy, accessible swap, retailers can help consumers improve vascular function and resilience without the fatigue of a restrictive diet. It is a small, realistic shift that yields measurable results, making it the perfect focal point for displays centered on heart health and longevity.

The logic behind this smart fat swap is anchored in rigorous data. The American Journal of Clinical Nutrition recently published a 2026 peer-reviewed randomized, double-blind, controlled feeding trial that examined the effects of replacing solid fats and added sugars with one avocado per day in adults with elevated cardiometabolic risk. The results were definitive: Participants saw significant reductions in non-HDL cholesterol and triglycerides — two critical markers of cardiovascular risk. By highlighting this peer-reviewed research, retailers can build trust with an increasingly health-literate consumer base that demands evidence-backed wellness solutions.

Expert Insights: Q&A With the Hass Avocado Board

To further explore how the latest AHA guidance and recent clinical research impact the consumer journey, The Packer sat down with Amanda Izquierdo, public relations and advertising manager for the Hass Avocado Board.

The Packer: 2026 AHA Guidance emphasizes a dietary pattern rich in fruits, vegetables and whole grains. For those of us taking the “30 Plants Per Week Challenge,” how does prioritizing a nutrient-dense fruit like the avocado help us meet both AHA’s heart-health goals and our weekly plant-count targets?

Izquierdo: All fresh fruits and vegetables, including fresh avocados, are heart-healthy. The American Heart Association recommends eating a variety of nutritious foods from all food groups. Eating a variety of fruits and vegetables may help people control their weight, cholesterol and blood pressure. Avocados are a healthy, nutrient-dense fruit that can help boost fruit intake. In addition, the American Heart Association recommends replacing saturated fats with unsaturated fats for heart health. Avocados are low in saturated fat and provide 6 grams of unsaturated fat per serving (one-third of a medium avocado). And since avocados are virtually the only fruit with good fats, they make for a great pairing with other plants to help increase the absorption of fat-soluble vitamins A, D, E and K. Here are some tasty combos to help boost nutrient intake:

Avocado Turkey Chili Stuffed Sweetpotatoes — Avocados can help absorb the vitamin A in sweetpotatoes.
Potassium Power Smoothie — Avocados can help absorb the vitamin D in soy milk.
Chocolate Almond Avocado Oat Bites — Avocados can help absorb the vitamin E in almonds.
Heart-Healthy Kale Avocado Salad with Roasted Carrots — Avocados can help absorb vitamins A and K in the leafy greens.

One of your key focus areas is the smart fat swap. Can you explain the physiological benefit of swapping saturated fats (like butter) for the unsaturated fats found in avocados? Specifically, how does this swap support vascular vitality and blood vessel function as we age? And please include suggestions for ways to swap the fat.

Avocado is effectively the only fruit that contains monounsaturated fat, which can help reduce LDL (bad) cholesterol levels in your blood that can lower your risk of heart disease and stroke. In fact, in a randomized, double-blind, crossover feeding trial published earlier this year, 42 adults with elevated triglycerides followed two three-week diets: one where a daily hass avocado replaced solid fats and added sugars and another that was a matched control diet. The avocado diet lowered non-HDL (bad) cholesterol, triglycerides and the total-cholesterol-to-HDL ratio. The Avocado Nutrition Center funded the study, and it cannot be generalized to larger, more diverse populations, but the study supports avocados as a heart-healthy choice in everyday meals.

Avocados can be used as a replacement for ingredients high in saturated fat, such as butter or higher-fat cheese, in tacos and burritos. For example:

Avocado replaces heavy cream in this rich and hearty Heart-Healthy Creamy Avocado Tomato Soup .
This Avocados Eggs Benedict with Avocado “Butter” Sauce is a better-for-you twist on eggs Benedict using fresh avocado instead of butter to make a rich and creamy hollandaise sauce.
You can even bake with avocados. These Soft Bakery-Style Avocado Chocolate Chip Cookies are made with creamy avocado instead of butter. Because of their neutral flavor and soft texture, avocados are the perfect fat replacement in many baking recipes.

While avocados are famous for their healthy fats, the “30 Plants” challenge is often about fiber (of which avocados are notorious) and micronutrient variety. What other specific nutrients do avocados bring to the table that support the AHA’s new recommendations for limiting sodium and ultra-processed foods?

As a whole food, fresh avocados are unprocessed and naturally nutritious, making them a great option for those wanting to prioritize whole, minimally processed foods. Avocados also are cholesterol-, sugar- and sodium-free.

How can retailers feature this trend in the produce aisle?

Pairing produce together and highlighting ways to use produce — like placing avocados, lime, garlic and tomatoes together for a quick guacamole or group avocados, mango, papaya and bell peppers nearby for a Mango, Papaya and Avocado Salsa . Retailers can also bring this trend to life by providing a simple recipe inspiration and health messaging on bags or signage. Messages such as “good source of fiber,” “heart-healthy,” “cholesterol-free” and “sodium-free” can help reinforce the health and nutrition benefits that drive avocado purchases. They can also use the mark, Avocados — Love One Today, on bags or other point-of-sale materials, which is a complimentary licensing program to promote fresh avocados. In addition, our website is a leading source for nutrition information and usage ideas for fresh avocados, giving retailers helpful resources to support these displays.

Your Next Read:

Fresh Express Taps Antoni Porowski of ‘Queer Eye’ to Elevate Salads to Center Stage

Mon, 04 May 2026 22:42:32 GMT

TORONTO — When it comes to salad, Antoni Porowski wants consumers to stop thinking solely about the side dish and start focusing on the main event. The “Queer Eye” star and bestselling author brought his culinary expertise to the Canadian Produce Marketing Association Convention and Trade Show as Fresh Express’ newest “Fresh Expressionist.” By partnering with the brand, Porowski aims to prove that a bag of greens is more than just a convenience; it’s the foundation for a restaurant-quality, craveable meal that fits perfectly into the fast-paced lives of modern home cooks.

The Packer sat down with Porowski last week to learn more about his brand ambassador role, his favorite way to prepare a Fresh Express salad, what he learned from “Queer Eye” about people’s relationship with meal prep and more.

“I think what initially got me excited about this partnership is the fact that two things can exist at the same time. You have people who want to feel empowered, but don’t necessarily have the time, creativity or the knowledge or skill set to execute something from start to finish,” Porowski says. “With Fresh Express, it’s like it’s all kind of been figured out for you.

“But then there’s the side of people who want to tweak it and add that little 5% that makes it their own, that makes it feel like something either from their childhood, or ingredients that their kids like, or they’re throwing in protein,” he adds.

Salad kits have effectively transformed the labor-intensive chore of chopping, washing and sourcing multiple ingredients, into healthy meal-making in just minutes. This convenience, freshness, versatility and variety of flavor profiles have made salad kits a multibillion-dollar business. Sales of salad kits reached $4.4 billion for the 52 weeks ending March 22, 2026, according to Circana OmniMarket Integrated Fresh, a Chicago-based market research firm, up 0.1% from the previous 52 weeks.

When asked about his pro tips for spicing up a Fresh Express salad kit, Porowski says adding grated egg to a Fresh Express Italian salad is a favorite, but the “possibilities are endless with how far you can go, and I think that’s what I like about it so much.”

“What I learned from ’Queer Eye‘ is … you have to meet people where they’re at, and if you go hyper-specific, you’re going to alienate people,” he says. “If you keep things nice and broad, it makes it a lot easier to bring people in. And there’s an inclusivity aspect there that I inherently just gravitate towards.”

On “Queer Eye” and as a chef and author, Porowski is expert at giving consumers the tips and tricks to make healthy, flavorful meals in a way that’s simple and approachable. He says he has found Fresh Express salad kits helpful in his own meal prep.

“I was raised a city boy, and as soon as I left the coop and was left to my own devices, it was options like Fresh Express that were realistic when I was a student, working three jobs, trying to save up and figure out my way in the world,” he says.

Post-“Queer Eye,” Porowski now has a life in New York City and a country home where he goes to slow down the pace. He sees salad kits playing a role in both venues.

Antoni Porowski says his favorite place to be is in the kitchen.

(Photo courtesy of Fresh Express)

“My happy place is in a kitchen, having a conversation with someone cooking,” he says. “I don’t get to do that all the time with work, but I want to feel good about the choices that I’m making, and I think with Fresh Express, I still get to be me and insert my personality and my viewpoint on food, which is exciting, and they’ve been letting me run with it.”

Porowski says it’s particularly meaningful when he gets to bring his personality and background to the table.

“Sometimes it’s ingredients. Sometimes it’s technique. Sometimes it’s presentation,” he says. “It’s all those things.”

When it comes to Porowski’s favorite way to doctor up a Fresh Express salad, it depends on how he’s feeling in the moment.

“It depends on whether it’s sunny or whether it’s cloudy, or my mood, but I kind of look at the elements, and then I just think about what I feel like doing,” he says. “If I’m feeling a little lazy, I’ll probably just take the croutons and crush them up so that it’s a nice little breadcrumb situation, put them on as is, or maybe I’ll hit them in a pan with a little bit of butter, a little bit of shallots and fresh herbs that I have that are going to be going bad soon, because I hate food waste. It drives me crazy.”

Porowski also says the addition of protein is always on the menu because he eats a very high-protein diet.

“And if I’m feeling ambitious, I can really switch it up and I can turn it into a wrap,” he says. “It’s really like the sky’s the limit. The irony is that it’s all been figured out for you, but you still have the freedom to either use it as is or add wherever you like.”

Why Porowski is the Perfect Fresh Expressionist

“For Fresh Expressionists, we are looking for people who actually connect with the audience, who can inspire because the goal is to help people eat salad more often, and salad is good for you,” says Fabian Pereira, vice president of marketing, innovation and international for Fresh Express. “Antoni loves salads. He also understands consumers. He understands their needs state.”

Pereira says Porowski also excels at making food in a simple way that’s simply delicious.

“All of us are looking for inspiration, because food should not be boring. Food should not be something you just chow down and move on,” he says. “You’ve got to enjoy those few moments that you take away from your day and spend time and enjoy. And I think what Antoni does is to bring a very unique talent in terms of inspiring people.”

A big part of the inspiration, says Pereira, is Porowski’s ability to elevate a simple salad preparation to a restaurant-caliber meal — a knack that has contributed to his scores of followers on social.

“He makes it so simple for you, but [also helps you in] making a moment that you can actually savor and enjoy,” he says. “That’s where we were blown away.”

GrubMarket Named to Time100 Companies List of Industry Leaders

Mon, 04 May 2026 21:39:15 GMT

GrubMarket says it has been named to the inaugural Time100 Companies: Industry Leaders list, which recognizes companies making an extraordinary impact.

To compile the list, Time solicited nominations across sectors and surveyed its global network of contributors, correspondents and external experts. Editors evaluated each company based on key factors, including impact, innovation, ambition and success.

“GrubMarket makes software that helps food wholesalers track the price of mangoes and issue PTO requests,” Time writes. “It also happens to be the largest private food company in the United States, valued at $4.5 billion. Since the pandemic, the San Francisco-based company, founded by Mike Xu, has been on a dizzying acquisitions spree, gobbling up dozens of food wholesalers and distributors — companies that supply tropical fruits to Walmart and tomatoes to In-N-Out Burger — and converting them into modern e-commerce operations running on its AI-powered WholesaleWare platform, which automates everything from ordering and pricing to demand forecasting for perishable goods. The strategy has given GrubMarket a growing stake in the food supply chain itself, not just the technology running it.”

GrubMarket says this recognition follows a year of significant growth and innovation for the company, which has accelerated its pace of AI innovation, introducing a new generation of agentic AI solutions, including the Inventory Management AI Agent, Reporting AI Agent and Monitoring AI Agent.

GrubMarket also acquired Delta Fresh Produce in April 2025, and in June 2025 it acquired Coast Citrus. In November 2025, GrubMarket added over 850 software customers with the acquisition of Procurant.

The company says it has also made strides with its Sustainable California initiative, which has sponsored the planting of over 230,000 trees in at-risk regions throughout the state. GrubMarket also continues to support underserved farmers in achieving organic certification through grants, mentorship and technical assistance.

The company says it plans to further scale its presence across the U.S. and internationally.

“We are honored to be recognized by Time as one of the Time100 Companies: Industry Leaders,” says Mike Xu, founder and CEO of GrubMarket. “This recognition reflects our team’s relentless pursuit of operational excellence and sustainable growth, as well as our progress against our mission to transform the food supply chain through AI, eCommerce, vertical software-as-a-service and other technological innovations. We are honored to advance solutions that drive better efficiency and performance, and we remain committed to fostering a healthier, more sustainable future for our industry.”

AFM Plans the Ultimate Cinco de Mayo Guac Fiesta

Mon, 04 May 2026 20:56:00 GMT

Move over, margaritas — Avocados From Mexico says the true centerpiece of Cinco de Mayo has arrived. As the sober-curious movement gains momentum, the focus of the holiday is shifting from the cocktail shaker to the snack table, and the numbers prove it: In the four weeks leading up to Cinco de Mayo, the U.S. is expected to import a staggering 238 million pounds of Mexican avocados — a record high.

That’s why this Cinco de Mayo, Avocados From Mexico and Mexican actor, producer and guac aficionado Diego Boneta are aiming to prove that the undeniable centerpiece of the fiesta isn’t the drink in hand but rather the flavor-packed bowl of guac on the table.

“We’re heading into our largest Cinco de Mayo yet, with more than 238 million pounds of Mexican avocados imported in the four weeks leading up to the holiday,” says Alvaro Luque, president and CEO of Avocados From Mexico. “What’s notable is not just the record volume but the consistency of demand we’re seeing at retail, driven by consumers increasingly centering food in how they celebrate. That sustained demand continues to build confidence across the supply chain and reinforces the category’s strength during key consumption moments like Cinco.

“The Mexican avocado industry plays a critical role as a reliable, year-round supply partner for the U.S. market,” Luque adds. “Our binational supply chain allows us to scale efficiently to meet demand during peak moments like Cinco de Mayo, ensuring retailers have consistent access to high-quality fruit when consumers are most engaged with the category.”

To commemorate this milestone, Avocados From Mexico has teamed up with Boneta to unveil a first-of-its-kind recipe collection. From nostalgic family classics to inventive twists like Spicy Dill Pickle and Hot Honey, the brand is highlighting how a great fiesta starts with a bowl of guac. Whether catching the Guaco Truck in New York City for a free flavor upgrade or whipping up Boneta’s specialty recipes at home, this year’s celebration is all about bold flavor and record-breaking fun.

Shown from left are Mama Boneta’s Guac, Hot Honey Guac, Fiesta Guac, Roasted Corn Guac and Spicy Dill Pickle Guac.

(Photo courtesy of Avocados From Mexico)

A Guac for Every Taste

Avocados From Mexico says fans are expected to devour more than 235 million pounds of Mexican avocados in the four weeks leading up to the holiday, making one thing clear: Cinco starts with guac. After all, guac is the vibrant, flavorful soul of an authentic fiesta and a tradition made for sharing.

The organization partnered with Boneta to curate five specialty recipes to be the star of holiday spreads. These fresh takes are designed to bring bold, exciting new flavors to favorite Mexican dishes, from tacos and nachos to quesadillas and carne asada and more:

Mama Boneta’s Guac — Get a taste of tradition with Boneta’s family recipe straight from his mother’s kitchen. Loaded with a smoky chipotle kick, cumin and fresh lime, this is the authentic, party-starting flavor that fuels a true fiesta.
Fiesta Guacamole — A vibrant mix of tequila reduction, fresh tomato, crisp red onion and a bold kick from serrano peppers creates a classic, can’t-stop-eating-it guac that brings the celebration to every bite.
Roasted Corn Guacamole — Looking for a smoky and sweet superstar for the table? This recipe features roasted corn, complemented by fresh tomato, red onion and a touch of sour cream for an extra-creamy texture.
Spicy Dill Pickle Guacamole — This combines the zesty, tangy crunch of dill pickles with a fiery blast of serrano peppers for a wildly addictive and outrageously fun flavor combination, says Avocados From Mexico.
Hot Honey Guacamole — This harmony of sweet and heat features a generous drizzle of spicy-sweet honey that adds a warm, lingering kick to every bite. Mix in a variety of peppers for extra spice and cotija for creaminess.

“For me, authentic flavor comes from the heart, and so many of my favorite memories are tied to family meals,” Boneta says. “My mom’s guac has always been the start of our celebrations, and I’m so excited to be sharing that same, beloved recipe with fans — along with four other incredible new twists for every taste. I had the best time bringing the flavors from my home to life with Avocados From Mexico. I can’t wait to see all the reactions as people hopefully start making these recipes part of their own Cinco memories.”

‘Guac’ the Party Started

To kick off Cinco de Mayo right, Avocados From Mexico and Boneta are hitting the streets of New York City with all five recipes in the Guaco Truck, a party on wheels that flips the script: You bring the food, and they’ll bring the free epic guac topping. Bring any dish, from pizza and donuts to that sad desk salad or street hot dog, and Avocados From Mexico will transform the plate into a full-on fiesta. Crash the party on May 5 at Hudson Yards from 1-4 p.m., where Boneta himself will be serving up tastes of guac to flavor-loving fans who arrive early.

“We’re seeing a real cultural shift in how people, especially new generations, are choosing to celebrate; they’re drinking less and connecting more through shared experiences like food,” Luque says. “That trend is why we’re prepping for our biggest Cinco ever, anticipating more than 235 million pounds of Mexican avocado imports in the four weeks leading up to the holiday. We’re reminding everyone that a real fiesta starts with guac, not a margarita. Avocados have a special way of bringing people together, and our goal is to put that experience at the heart of the holiday, proving that every great celebration starts with Avocados From Mexico.”

Access all five specialty recipes at avocadosfrommexico.com/cincodemayo.

The Hidden Risk: Why Water Quality Is the Next Big Challenge for Specialty Crops

Mon, 04 May 2026 20:12:48 GMT

In the world of specialty crops, the conversation around water has long been dominated by the urgent need for volume, with many farmers wondering if they will have enough supply to simply get through the season. However, Kilimo CEO Jairo Trad points to a more insidious threat mounting in the global supply chain. While drought remains a visible crisis, water quality — specifically the degradation caused by overfertilization and runoff — is emerging as a significant risk that many producers have yet to fully quantify.

Founded in Córdoba, Argentina, in 2014, Kilimo was born from Trad’s observations of how weather volatility could decide the fate of a family farm. Today, the climate-tech company uses artificial intelligence and machine learning to analyze satellite imagery and meteorological data, helping farmers across seven countries, including U.S. and Chile, reduce water use by up to 30%. As the company expands its footprint in high-stakes regions like California’s San Joaquin Valley, the focus is shifting toward a more holistic view of water stewardship.

The Quality Blind Spot

For high-value crops like almonds, berries and citrus, the chemistry of the water is just as vital as the volume. Poor water quality doesn’t just impact immediate yields; it creates a compounding cycle of soil degradation and increased costs. Trad notes that this is particularly dangerous in specialty crop regions where production is concentrated. When water courses become polluted, the farming activity itself begins to worsen the very conditions required for future harvests.

“Water pollution and overfertilization lead to significant problems for farmers down the line,” Trad says. “In specialty crops, there is not enough data and not enough conversation around the water quality that farmers are using and how the same farming activity keeps worsening those water conditions.”

This creates a feedback loop that threatens the sustainability of the land in the most literal sense: the ability to sustain production over the long term. If the water quality isn’t high enough for the crops, the entire economic model of the farm begins to crumble, Trad says.

Data as the New Inheritance

Kilimo is tackling this vulnerability by moving beyond simple irrigation schedules. Its platform acts as a bridge between traditional agricultural wisdom and modern climate demands. By layering water balance modeling and local climate data, it can show growers in real time the exact difference between what a crop demands and what is actually being applied.

This data-first approach does more than just save acre-feet; it reduces the need for excess pumping and helps mitigate the overapplication of fertilizers that leads to water pollution. For Trad, this technology is a way to protect the “grandfather’s wisdom” that has guided farms for decades.

“Data can become a new kind of inheritance — a tool that doesn’t replace wisdom but helps it weather a changing climate,” Trad says. “Agriculture isn’t merely the sector most exposed to water risk; it’s our strongest partner for rebuilding the commons.”

Rewarding Stewardship Through Water Credits

To bridge the financial gap, Kilimo has pioneered a first-of-its-kind water-credit marketplace. In this model, verified water savings are treated similarly to carbon credits. Global companies like Microsoft, Google and Coca-Cola — seeking to meet water-positive pledges — invest in these credits, effectively paying farmers for the water they conserve.

This mechanism ensures that the cost of protecting water quality and quantity isn’t shouldered by the farmer alone. It transforms water conservation from a regulatory burden into a verifiable asset. As Trad puts it: “Water for agriculture is essentially free … so [farmers] have very little reason to be mindful of water beyond their own ideas that they should conserve it. The challenge is to give value to water.”

A Shared Future

As climate pressures mount, the industry must recognize that specialty crops are essentially “solar panels that function on water.” If the water fueling them is compromised, either by scarcity or by pollution, the entire system fails. By prioritizing water data today, specialty crop growers can transform a hidden risk into a verified competitive advantage.

The goal is to build a system where the health of the resources is as measurable as the harvest itself. In Trad’s view, this is the only way forward.

“Technology helps, but it doesn’t lead,” Trad says. “Farmers lead. We bring the tools; they bring the wisdom. That’s the only way this works.”

EPA Opens Public Comment Period On Draft Fungicide Strategy

Mon, 04 May 2026 22:17:01 GMT

The U.S. Environmental Protection Agency (EPA) is offering the U.S. public an opportunity to help shape the future of agricultural safety, unveiling a draft Fungicide Strategy designed to balance the needs of American farmers with the protection of the nation’s most vulnerable wildlife.

The proposal marks a significant step in the agency’s effort to meet its dual mandates under the Endangered Species Act (ESA) and the Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA). By creating a more efficient and transparent framework for pesticide registration, the EPA says it aims to “safeguard more than 1,000 federally endangered and threatened species” while ensuring growers maintain the tools necessary to protect the nation’s food supply.

A New Framework for Modern Farming

The draft strategy focuses on conventional agricultural fungicides across the lower 48 states — an area covering approximately 41 million treated acres annually. Rather than a one-size-fits-all mandate, the proposal introduces a three-step framework:

Identify Impacts: Assessing potential population-level effects on listed species.
Mitigation Planning: Pinpointing specific measures to reduce those risks.
Targeted Application: Determining exactly where these protections are most needed based on where endangered and threatened species live and how fungicides move through the environment.

The agency emphasizes that while this strategy guides future regulatory actions, it does not impose immediate requirements. Instead, the strategy serves as a roadmap for upcoming registration reviews, with the EPA promising public input on every specific action before it is finalized.

Balancing Innovation and Conservation

Saying that it recognizes farmers are the backbone of the U.S. economy, the EPA’s draft includes several updates to provide greater flexibility. Notably, the plan expands options for reducing spray drift buffer distances and introduces new mitigation tools, such as the use of “guar gum” as a spray adjuvant.

"[American farmers] need a diverse toolbox of innovative agricultural technologies to manage crop disease, prevent resistance, and produce the affordable, nutritious food that feeds our country,” the EPA says, in a press release. “The draft Fungicide Strategy is designed to ensure those innovative tools remain available and that they are used in ways that protect the environment and endangered species.

How to Get Involved

In a push for transparency, the EPA has opened a 60-day public comment period to gather feedback from scientists, conservationists, Tribal partners and the agricultural community.

Public Comment: Stakeholders can review the strategy and submit formal feedback via (Docket: EPA-HQ-OPP-2026-2973) through June 29, 2026.
Informational Webinar: The agency will host a public webinar on May 20, 2026, at 2 p.m. ET to walk through the proposal and answer questions. Register here .

The EPA expects to review all public input and finalize the Fungicide Strategy by November 2026.

Farmland Value Check: Midwest Class A Ground Sees Pullback, Water Security Redefines California’s Market

Mon, 04 May 2026 03:08:16 GMT

New data assembled by Realtors Land Institute (RLI), the National Association of Realtors Research Group and Acres, highlights fundamental trends driving the land market today. But this year’s Land Market Survey, which was augmented by research conducted by Acres, unveils two trends in farmland regarding quality and productivity ratings as well as other trends important in the business management of farmland.

First, Overall Land Trends

In addressing widespread concerns about a potential U.S. recession, Dr. Lawrence Yun Chief Economist and SVP of Research, National Association of Realtors emphasized that, despite recent oil price shocks and persistently low consumer sentiment, the U.S. economy is not on the brink of recession.

The survey details multiple industries and sectors in land use and values, and for 2025, In terms of price growth, the ranch category led with a 2.2% increase in dollars per acre, outperforming other land types. Industrial and recreational land also saw solid gains of 1.9% each, while other categories experienced moderate increases. Notably, Commercial Real Estate Data Analyst, Oleh Sorokin anticipates that while land sales will strengthen in 2026, the pace of price growth is expected to slow, with projected increases in the ranch category dropping to 0.9% per acre.

How Are Farmland Values Performing Differently?

The presenters highlight the energy price correlation as Farmland values and operational balance sheets are heavily tied to energy prices, as oil and gas drive both fuel costs and fertilizer prices.

“Tariffs are one that it’s kind of dwarfed now by the energy situation, but tariffs were a pretty big impact last year,” says Aaron Shew, chief technology officer at Acres.

With fuel input prices and fertilizer input prices highly driven by energy prices, those effects are being monitored closely both in terms of price hikes but also duration of elevated prices.

He continues, “Some of the energy challenges that we’re undergoing with the war in Iran and the blockade, Straits of Hormuz, I think that has the potential, maybe less in the broader real estate market, but for farmland specifically, that could have a pretty large impact, depending on how it resolves, how quickly that happens.”

What Are The High Interest Trends?

Shew’s research reveals two eye-catching farmland value takeaways.

1. Midwest Market “Pullback": Class A farmland in the Midwest is seeing a “mature” pullback of about 10% from the 2021–2022 peaks, while Class B ground remains slightly more resilient.

(Acres.com)

First Shew notes, 2021 and 2022 saw 1.5x to 2x the average number of land transactions. The highest value per acres sales during that time earned a lot of attention. What he refers to as “hype.”

“Particularly in Iowa and Illinois, where farmers were buying farms for $25,000 or $30,000 per acre. you have these outlier transactions. It’s very, very few, but they catch a lot of attention and that kind of pushes some land values up.”

He says that raised expectations that Class A—or the highest rated productivity ground—had reached a new plateau in values and wouldn’t go down.

But Shew notes, as of 2025, there’s been a 10% pullback from those ’21 and ’22 peaks. And that’s on the highest rated ground in terms of productivity.

Class B ground values have been more resilient.

2. In California, Water is Half Your Land’s Value

Looking at the data, Shew says in California, water security drives the value, particularly for permanent crops. Tier 1 districts with multiple water sources maintain high values, while “white space” (areas without district water) is seeing significant distress and land fallowing.

“A lot of people are already talking about water regulations, how water security plays a role, and, permanent crops have been under duress for close to three years now,” Shew says. “So that’s not new, but we’ve quantified the impacts regionally, and across ag districts, and by permanent crop type.”

The crops showing this trend in spades: almonds and pistachios.

“For Tier 1 districts, for almonds, you’re looking at $30,000 plus an acre. And then you go to Tier 2 districts, and you’ll see it around a little over $20,000 an acre. Outside of districts, it’s called white space and you’re actually at $13,000 per acre, which is almond ground being sold as bare ground—rip and replace.”

(Acres.com)

He says Sustainable Groundwater Management Act (SGMA) will mean that 500,000 to 750,000 acres of irrigated farmland will have to be fallowed or pulled out by 2040.

“So that’s about 10% of the farmland in California’s Central Valley, most of it in San Joaquin,” so we’re seeing some initial phases of that as we’ve seen tens of thousands of permanent crops come out in the past few years,” Shew says.

He adds, “Water regulatory bodies have put more pressure on farming in California. It’s just going to create a harsher environment for how water gets distributed and allocated.”

Resilience via Government Assistance

Programs such as the Farmers Bridge Assistance are preventing forced land sales by supporting farm operations, which keeps land values stable despite two years of challenging economics. He says we are reaching the tipping point in year three.

“Farm operations can be poor for a year or two and you’re not really going to see it show up in land values,” he says. “But we’re on a third year of this, and we’ve got other challenges that are fairly unprecedent at the same time, so there’s a lot to watch.”

“If you have to declare bankruptcy on your farm, 80% of most farm balance sheets is land, so that’s the large asset that’s going to get sold by the bank,” Shew says. “Government policies to provide support, The Farmers Bridge Assistance is the most recent one that probably plays the largest role, and it just helps farmers get to the end of ‘26, where hopefully balance sheets are in a good place.”

He’s also watching how the provisions in the One Big Beautiful Bill come to bear this fall and at year end.

“Reference prices for, rice, in particular, is one that comes to mind. Those will take place and hopefully create some stability, but you have got to get to the end of the year.”

Transaction Volume Stabilization

Nationwide transaction volumes have returned to pre-pandemic (2018–2020) levels, though California is seeing an uptick in volume due to “distress sales” from owners who can no longer float the costs.

“The low interest rates ‘21 to 23, roughly created a great time for folks to invest in land. They wanted to deploy capital, and land is the definition of a real asset,” he says. “You had that boom, and then, of course, as rates went up in ’23 and ’24 and values stabilized at much higher levels, it turned off that capital allocation.”

(Acres.com)

National farmland transaction volumes in 2024 and 2025—transaction count, acreage turnover, and overall volume of dollars—is approximately the same as 2018 and 2020.

“Q4 of ‘21 and Q1 of ‘22, we saw three times the typical amount that would turn over,” he says. “So in Q4 of 2021, we saw 10 billion in farmland in one quarter—high volume and high values.”

While 2021 was the big, from a year-over-year standpoint, that began to fall back, by 20%, then 30%. He says the flattening from 2024 to 2025 is a bright spot to show overall stability.

“We’re not going to continue to see less transactions or lower sales volumes. We’re seeing that stabilize at a more consistent level alongside where interest rates are,” he says. “And presumably, if we see interest rates decrease, we will see that pick back up, and start what may be another cycle.”

You can download the full Market Values Report here.

Canadian Retailers Lean Into Domestic Produce Amid Lingering Trade Tensions

Sun, 03 May 2026 23:18:34 GMT

TORONTO — As part of the 2026 Canadian Produce Marketing Association Conference and Trade Show, attendees had the opportunity to tour some of Ontario’s leading grocery retailers April 28, where anti-American sentiment continues to linger across the produce aisle and store.

Spurred by the Trump administration’s 2025 implementation of sweeping tariffs and ongoing threats of making Canada the 51^st state, many Canadians have pivoted toward a “buy domestic” movement, replacing American goods with Canadian alternatives as both a personal form of economic retaliation and a statement of national sovereignty.

The CPMA city retail tour first took attendees to a Longo’s grocery store at the Leaside Village shopping complex. Formerly a locomotive maintenance shop for Toronto’s railway system, the site is now a stunning grocery store with soaring ceilings, some of the highest sales among the company’s network of 43 stores and a destination produce department that sells 6,000 to 7,000 fresh-squeezed orange juices from the produce department each week alone.

A Longo’s store in Toronto sells 6,000 to 7,000 fresh-squeezed orange juices from the produce department each week alone.

(Photo: Jennifer Strailey)

“I like to think we’re the best produce department in Toronto,” says Edward Vandergriend, assistant department manager.

On the day of the CPMA tour, Longo’s featured a prominent Foodland Ontario’s “Good Things Grow in Ontario” display of greenhouse-grown produce. The campaign, launched in 1977, is a long-standing initiative by the Ontario Ministry of Agriculture to promote local food consumption. Retail stores with the best display of local goods can win a prize.

Vandergriend says while shopper sentiment has softened slightly on U.S.-grown produce, his customers’ first choice is Canadian-grown.

“We have a big push on greenhouse-grown produce and a huge push on Canadian-grown and local produce,” says Vandergriend.

But the realities are that Longo’s also needs to supplement its shelves with U.S.-grown produce that’s more competitively priced than domestically grown.

“My motivation is to sell more product,” says Vandergriend. “The customer shift to ‘Do you have anything other than American’ is ongoing, and we still have customers asking for Canadian product, but we want to offer savings as well. The U.S. is a huge producer. We want to offer good pricing to our customers, and sometimes that means American partnerships.”

The U.S. also grows certain produce items, like citrus, that don’t grow in Canada.

“We need to balance local product with savings and supply that come from U.S. produce,” explains Vandergriend, who says he’s hearing about some U.S. businesses — not just in produce, but across food and beverage — now struggling because they no longer sell to Canada.

Vandergriend breaks down how this plays out in the salad category, for example. He says Longo’s Leaside Village location used to sell Canada’s GoodLeaf Farms vertically grown lettuce in a 4-foot space. As demand has intensified for Canadian-grown greens, the retailer has bumped up the display to 8 feet. However, price and availability can be compelling selling points, and Longo’s store brand of lettuce is a U.S.-grown product.

During the CPMA retail tour, the Longo’s greens were on sale, which “still moves the product,” says Vandergriend.

“Arugula from the U.S. is selling well because there’s only an American option,” he adds. “Shoppers will buy American if there’s no other choice.”

It’s a similar story at Loblaws’ Maple Leaf Gardens 85,000-square-foot flagship store, which uses Canadian maple leaves on store signage to draw attention to domestic produce.

As Loblaws’ shoppers are keen to buy Canadian produce, the retailer uses the maple leaf symbol on signage to indicate domestically grown products.

(Photo: Jennifer Strailey)

“Our shoppers still don’t like to see American products, and while price point and affordability come into play, our customers are not shy about telling us what they want and what they don’t,” says Deneth Kahadawala, store manager. “The anti-American sentiment is still going strong.”

And at Sobeys’ Queensway Flagship store, Dionne McCready, manager of retail operations for Ontario, says there’s a big focus on local.

“In Ontario, and the GTA [Greater Toronto area] especially, shoppers are very vocal about wanting local with the things going on in the world,” she says.

As a result, Sobeys emphasizes locally grown and Ontario greenhouse-grown in POS throughout the produce aisle.

The theme continued on the show floor, where a Produce Trends business session April 29 featured intelligence from Francis Parisien, senior vice president for NielsenIQ Canada, who says 54% of Canadians report trying to eat more domestic products and visit local businesses. Additionally, NIQ finds that 42% of Canadians, while aiming to avoid U.S. products, will buy American-grown if there’s no Canadian alternative.

Can a USMCA Renewal Repair North American Produce Trade, Consumer Sentiment?

Another education session at the 2026 CPMA show explored the Canada-United States-Mexico Agreement (CUSMA), or United States-Mexico-Canada Agreement (USMCA), as it approaches its high-stakes, six-year review on July 1.

The panel, moderated by Jim DiMenna of Red Sun Farms, presented compelling perspectives on the subject. Featured speakers included Richard Lee of Ontario Greenhouse Vegetable Growers; Dave Puglia of Western Growers Association; Richard Schouten of The Netherlands’ Fresh Produce Centre; and Fernando Cruz of Grupo Comercial Terroir del Valle.

During the discussion, Puglia, WGA president and CEO and a co-chair of the Specialty Crop Farm Bill Alliance, said Canadian consumer backlash on U.S. produce items has impacted U.S. specialty crop growers’ bottom line.

In a follow-up interview with The Packer after the session, Puglia said the extent to which U.S. produce companies are impacted by anti-American sentiment in Canada depends on which commodities you grow.

From left, Jim DiMenna of Red Sun Farms; Dave Puglia of Western Growers Association; Richard Schouten of The Netherlands’ Fresh Produce Centre; Richard Lee of Ontario Greenhouse Vegetable Growers; and Fernando Cruz of Grupo Comercial Terroir del Valle discuss USMCA at the CPMA Show.

(Photo: Jennifer Strailey)

“Canada has well-developed production of certain things that are also produced in California. For Canadian retailers with consumer sentiment running in the direction it is, there is at least an opening to buy more Canadian produce over California-grown produce,” says Puglia. “If it’s the same item and the quality is roughly the same, but there may be a price premium, because California operates at a high level of efficiency. It all depends on which category we’re talking about.”

But Puglia is also quick to point out that a number of fruits, vegetables and tree nuts are not produced commercially at scale in Canada as they are in California and Arizona.

“As Canadian retailers look to source and feel the pressure from their customers to not have American produce on the shelves, it still might be hard to find alternatives — just given the sheer volume that comes out of the Western U.S. at a very high level of consistency and quality.”

Puglia says growers in the West are feeling the pushback on American products.

“I think it’s dangerous to paint with too broad a brush, but certainly we’ve heard the [anti-American] sentiment reflected back to our members from Canadian retailers,” he says. “So, it’s there. I haven’t any doubt about that.

“The commercial tethers between the two countries, all depending on what crop we’re talking about, are stronger in some cases, and in other cases, not as strong. And maybe there are tethers that can be created somewhere else,” he continues. “Some of the OVGA members have an opportunity to jump into an opening. But as Richard [Lee] said, they also export a very large amount [85%] of what they grow in Ontario to the U.S. So, this is really complicated stuff.”

Puglia says USMCA has created commercial networks that have evolved over decades “for all the right reasons.”

“We have a situation that is uncomfortable and unfortunate and unwanted in terms of tone and rhetoric, but that alone doesn’t dismantle a decadeslong constructed commercial network,” he says. “It can break some of the linkages, but they may be re-linked in a different way. I think the salve to this wound is perpetuation of USMCA as it relates to the fresh produce industry, and again, possibly with some changes.”

Puglia advocates for the continuation of the USMCA as the primary framework for the produce industry, though he suggests specific enhancements to strengthen the agreement. His primary concern lies in the disparity between food safety inspection rates for domestic products versus Mexican imports. To protect the industry from categorywide market collapses following illness outbreaks, he proposes that the USMCA mandate greater diligence from the FDA and stricter adherence to the Foreign Supplier Verification Program.

In addition to safety standards, Puglia calls for “more cement” around labor provisions, specifically demanding that Mexico improve its diligence in enforcing agreed-upon labor standards. By tightening these rules, WGA aims to ensure a more level playing field for American growers who operate under different regulatory costs.

Finally, Puglia distinguishes his position from more protectionist groups, such as the Florida Fruit and Vegetable Association, which has called for tariff-rate quotas. While acknowledging the Trump administration’s protectionist leanings, he remains optimistic that the core merits of the USMCA’s produce provisions are strong enough to stand on their own without resorting to extreme trade barriers.

“I don’t know where all of this is going to land, but I do think at the end of the day — and this could be silly optimism — but I really do think at the end of the day, the success of the fresh produce aspects of USMCA stand on their own,” says Puglia. “I think that is an entirely defensible construct that will be renewed — possibly with some changes — but a tariff-free movement of fresh produce between the three countries fundamentally renewed.”

How Artificial Intelligence Is Transforming the Fresh Produce Supply Chain

Mon, 04 May 2026 11:32:34 GMT

TORONTO — A panel at the Canadian Produce Marketing Association Convention and Trade Show discussed both the opportunities and the challenges of using artificial intelligence in the fresh produce industry. While moderator Steve Roosdahl, CEO and president of BC Fresh, warned that AI can hallucinate and create false information if not fed good data, the benefit to closed data sets was discussed by panelists Stewart Lapage, vice president of supply chain and logistics for The Oppenheimer Group; Mike Meinhardt, North American business development executive for Clarifresh; Tim Raiswell, CEO of Oxrow.ai; and Alex Carvalho, chief technology officer of Bloom IQ.

“AI is kind of like your smartest friend that does hallucinogenic drugs. If AI doesn’t know, it makes it up,” Roosdahl says. “But as it learns, it needs feedback, and it needs good data to make good decisions.”

Meinhardt says these closed data sets, which use only the collected information the company supplies, ensure analytics are accurate.

“That’s a very healthy place to be,” Meinhardt says. “You don’t have to worry about garbage data because it’s your data — your data only that you’ve collected.”

Carvalho says that grounding models using specific searches and algorithms ensure information users act upon is consistent and accurate.

Scaling Operational Accuracy From Packinghouse Sorters to Global Logistics

When asked about the potential benefits AI can present, Raiswell says it falls in two categories. The first is acceleration of work, which includes automating repetitive, standardized tasks like scheduling, processing invoices and compliance. The second includes the ability for organizations to perform tasks previously impossible without specific skills.

Meinhardt says that AI can help scan fruit much faster within packing operations and screen for specific defects.

“We use AI to measure size, color, color coverage, stem color and external defects,” he says. “[We use] machine learning to identify cracks versus scars versus sunburns and so forth.”

Roosdahl says AI can offer consistency that might not be possible with even the best sorter.

“You get consistency because you get a machine that — when people get tired, they miss things, but machines tend not to,” he says.

Lapage says he sees a huge potential for AI’s use in farming to boost long-term sustainability.

“I see the real benefit being actually on the farming and growing side,” he says. “There are so many farmers and growers around the world on a knife’s edge, as we like to call it, whether their businesses and their farming operations are going to be sustainable from year to year. They can use this technology to find efficiencies, save costs, improve forecasting, yield — all the different things to make the farming side of the business sustainable.”

Roosdahl points out that drones could scout for pests and water issues and machines could automatically weed.

Lapage says, though, that data security is a huge focus for Oppy as it integrates new technology. Roosdahl cautioned the audience to ensure that data protection is a huge component of the integration as new technology is brought into an operation.

While it might seem tempting to use a public AI model that’s available — such as ChatGPT, Microsoft Copilot, etc. — Roosdahl cautions against that, as that data will be shared as common knowledge.

“If you just go with public AI and you take all your policies in your company and throw them out there, now everybody has your policies,” he says.

Evolution Toward Specialized Language Models and Proprietary Data Security

Raiswell says that the future of AI is less about the technology and more about how companies will integrate it.

“If you’re wondering how AI is going to impact my workforce, that’s more to do with you and how you structure roles than it is to do with AI,” he says.

Raiswell says industry leaders will be willing to test AI against the best human experts.

“The companies that are willing to ask that question of our gala guy, our Honeycrisp guy who knows the market better than anyone — are they willing to put them up against AI and really test that hypothesis?” he says.

Lapage also says he expects the conversation around AI at CPMA’s 2027 event in Vancouver, British Columbia, will be markedly different, but he warns that produce industry businesses that are reluctant to enact AI might not recover as technology continues to evolve at a rapid pace.

“If we don’t get on board, we’re probably going to get left behind to some degree,” he says.

Meinhardt says he sees opportunities with warehouse and operations, noting that there’s a strong potential for food safety.

“Food safety documentation [is] all rolled up into AI, giving you a food safety scorecard and telling you what your risks and analysis [are] and then, you know, trying to send the alarm light before the alarm light needs to be sounded,” he says.

Carvalho says that AI will shift within the next five years from general large language models designed for broad tasks — such as ChatGPT, Claude and Microsoft Copilot — to smaller language models designed for very specific tasks.

“Each model knows one specific part of the process to help you optimize your systems, your day-to-day and how you work,” he says.

And he expects this small language model will also help improve the work-life balance of its users.

“In five years, I believe we will have a better work-life balance and also a more improved work with all this decision making,” he says.

Retail Giants Reveal How Shifting Consumer Habits Are Reshaping Fresh Produce Trends

Mon, 04 May 2026 11:21:40 GMT

TORONTO — Changing consumer habits in light of economic pressure was a key theme of a retailer panel at the Canadian Produce Marketing Association Convention and Trade Show. The panel featured Maggie Chu, head of trading at Top Weal; Michelle Loucks, senior director of global perishable logistics, supply chain order management and produce purchasing at Whole Foods Market; and Scott Dray, senior director of global produce sourcing at Walmart.

Panelists discussed how shoppers have responded to economic pressures, often trading down instead of buying less. Dray says units are up, but it’s important to understand the context of where and why that is so.

The Value Gap: Why Shoppers are Trading Down

“The consumer out there is definitely challenged, nervous, afraid and budget constrained,” Dray says. “Units are up in produce, but they are trading down, looking for value.”

Loucks says Whole Foods Market is seeing its segment share growing in people looking for value as well as people who are willing to pay for premium products.

Chu, who represents a major Hong Kong-based produce distributor, says that what’s interesting about Hong Kong is that residents spend less on essential items to save money for travel and festivals, though they often travel to China by train or bus for those everyday items.

“In China, the cost is quite low, rather than in Hong Kong, where it is really pricey,” she says. “People would rather go to China for same-day traveling for groceries, shopping or dining and then back to Hong Kong on the same day. They spend less on essential items because there are way more choices in China.”

Social Media and the Hunt for the Next Big Trend

To manage and plan accordingly for the shifting consumer behavior, Dray says Walmart assesses data to better understand where the consumer is heading. He cites the growing popularity of sweetpotatoes as a key example of units being up and adjusting supply to serve that demand.

“As units start to go up on a particular item, we try to dig in and understand why and then make sure we’ve got supply to match that coming demand or that existing demand,” he says.

In terms of social media shaping trends and demands, Dray points to TikTok’s help in fueling this sweetpotato demand — but he says he looks to his children and grandchildren to ground trends to reality.

“They’re the ones that get to consume it,” he says. “They won’t lie. If I bring home something that’s kind of a good value, but they don’t eat it, the value really wasn’t anything.”

Loucks says she also relies on the supplier and grower relationships, as well as travel, restaurants and farmers markets, for inspiration about the next big thing to better inform her teams.

“You’re always looking to be inspired,” she says. “Every time you engage with anybody in this industry, you’re always looking for an opportunity.”

What Major Retailers Want: Innovation and Local Quality

Chu says, as a distributor, Top Weal uses Instagram marketing to create trends and share information about products.

“We provide promotions in-store to educate the customer about the benefits or advantages of the products,” she says. “So, somehow we can create the trend.”

When asked about what Canadian products that Loucks and Dray would like to carry more of, Loucks quickly points out Canadian mushrooms.

“I love it that I was a mushroom buyer when I worked at Loblaws, and I just have a passion for mushrooms,” she says. “I believe our quality in Canada is superior in so many ways, and so I’ve constantly promoted mushrooms since my first day with Whole Foods.”

Dray says he really thinks about the customer first in terms of products, and he’ll source the product from wherever it makes sense.

“There’s lots of great things grown in Canada that make sense for Walmart anywhere, whether it’s the U.S., Mexico, Central America, China, it’s got to be great quality, great flavor,” he says. “That’s really what I care about the most — not necessarily any particular item, but the item that fills that customer need is what I’m looking for.”

In terms of what they’re looking for on the trade show floor, Dray says it’s quite simple: He’s seeking something that meets a need.

“I’m looking for something new, something different, something that will fill a niche, make something better that already exists,” he explains. “Just innovation.”

Loucks says she gets excited about sustainable packaging options, especially in the grab-and-go space.

And for suppliers hoping to catch retailers’ attention, Dray says he wants the conversation to stem from meeting a need and how the supplier can work with Walmart to meet that need.

“I need you to understand what my needs are, how my business operates. What’s a problem that you’re solving that’s customer-facing focused?” he says. “What’s the need of a customer, and how can we work together to fill that need?”

Dray also says it’s important not to lose sight of produce’s role in the global food industry.

“We drive a lot of health in the world, and we should take that responsibility seriously and continuously strive to be better at it,” he says.

Loucks says quality is an important part of the conversation.

“You definitely need to be able to ensure that you’re getting the best that the supplier has to offer,” she says. “I’ve always felt that with Whole Foods, everybody wants to be on the shelf. And for you to be on the shelf with us as a retailer, definitely quality is the key.”

Loucks says it’s also important for suppliers to understand Whole Foods’ values, like its Source for Good program , which includes all certifications and focuses on ethical labor.

“I’ve seen the fruits of that part of the industry when we’re applying those certifications and thinking consciously about how we treat people in this industry,” she says.

Building Resilience Through Sustainable Partnership

Chu also says that when working with suppliers, it’s important to look at the relationship as a partnership, not a quick transaction.

“We keep a long partnership with our suppliers,” she says. “We need that, because we don’t want to keep finding new suppliers and don’t want to spend time to keep sourcing new ones, because we build trust together.”

And Chu says it is key for produce industry businesses to be agile in the face of volatility but also understand that working together is an important way to weather the storm.

“We are facing different difficulties or challenges every day,” she says. “You can work together with others in the industry.”

DoorDash Expands SNAP/EBT Grocery Delivery to 2,700 Kroger Stores

Mon, 04 May 2026 11:27:45 GMT

DoorDash says it has expanded its Supplemental Nutrition Assistance Program and Electronic Benefit Transfer payment capabilities on the DoorDash Marketplace to nearly 2,700 Kroger stores, including banners such as Mariano’s, Fred Meyer and Ralphs.

DoorDash says with this launch, millions of SNAP-eligible consumers can now shop online for fresh groceries and more from Kroger stores and have them delivered through DoorDash, which helps expand access to affordable food.

SNAP consumers can use their benefits to purchase eligible items, including produce, meat, dairy, frozen foods and other essentials, via the DoorDash Marketplace. DoorDash says it will also offer $0 delivery fees for a limited time on the first order from the Kroger family of brands when consumers pay with an EBT card.

The company says that with the addition of Kroger, now more than 4.5 million consumers have added their SNAP card to DoorDash, and the platform includes more than 57,000 stores that accept SNAP and EBT payments.

“Access to affordable food is fundamental,” says Mike Goldblatt, vice president of enterprise partnerships at DoorDash. “This collaboration with Kroger marks an important step forward for SNAP access nationwide. Together, we’re helping millions of consumers shop more conveniently for the groceries their households rely on every day.”

Titan Farms Shares Summer Season Retail Plans

Fri, 01 May 2026 03:30:36 GMT

Titan Farms, a grower-packer-shipper of fresh peaches and vegetables, says that as the peach season gets underway, it plans to work closely with its retail partners to address summer program needs and ensure a strong, consistent and high-quality supply during peak demand.

The company says it’s seeing increased urgency from retailers to secure partners that can offer visibility, flexibility and execution throughout the season, as many continue to evaluate sourcing options for the weeks ahead.

Titan Farms says it has strong volume availability to help drive summer programs as demand builds.

“Retailers are looking to align with partners who can support their programs and help ensure they have the coverage they need as the season unfolds,” says Ross Williams, president of Titan Farms. “We take pride in working closely with our customers, and our experienced sales team is ready to step in and support.”

Titan Farms says it collaborates with retailers to structure programs based on retailer need, timing and promotional strategies to ensure alignment. The company says it prioritizes disciplined planning and measured program commitments to maintain consistency and execution.

“Our focus is on building strong partnerships and supporting them well,” says Chalmers Carr, Titan Farms CEO. “We’ve built our operation to align volume with customer needs and deliver consistent execution throughout the season, backed by a team committed to a high level of service.”

Specialty Crop Growers Secure Pivotal House Victory as Pressure Mounts on Senate

Fri, 01 May 2026 09:30:06 GMT

With the clock ticking on economic stability for American growers, the Specialty Crop Farm Bill Alliance and other industry organizations are calling on the Senate to capitalize on yesterday’s House passage of H.R. 7567, arguing that family farms cannot survive another year of legislative gridlock.

SCFBA issued a statement following the House passage that applauded the move and singled out congressman Glenn “GT” Thompson for his push to get a farm bill passed.

“The Specialty Crop Farm Bill Alliance commends House Agriculture Committee Chairman Thompson for his leadership and perseverance, and we thank the House for advancing H.R. 7567, marking a pivotal step forward for American agriculture,” the statement reads. “This bill includes key bipartisan provisions that would strengthen the competitiveness of family farms producing specialty crops across the nation.

“As specialty crop producers face urgent and unprecedented economic pressures, enacting a comprehensive five-year farm bill is vital to their sustainability and to the communities they serve,” the statement continues. “We strongly urge the Senate to act swiftly so that a bipartisan farm bill can get through conference and to the president’s desk this year. American specialty crop growers cannot afford further delay.”

The SCFBA is co-chaired by Cathy Burns, CEO of the International Fresh Produce Association; Mike Joyner, president of the Florida Fruit & Vegetable Association; Dave Puglia, president and CEO of Western Growers; and Kam Quarles, CEO of the National Potato Council.

USApple Urges Senate to Take Swift Action

USApple President and CEO Jim Bair says the House passage of the farm bill includes meaningful investments in specialty crops. He too is encouraged by the bill’s “more responsive framework for specialty crop assistance.”

“America’s apple growers thank Chairman GT Thompson for his leadership in advancing a new farm bill through the U.S. House of Representatives,” he says. “This is a critical step toward long-term certainty for growers.”

USApple is urging the Senate to act quickly so that a bipartisan farm bill can get to the president’s desk as soon as possible.

FFVA Applauds Legislation Advancement

The Florida Fruit & Vegetable Association was also among the organizations issuing a statement after the House passed the farm bill.

“The passage of HR 7567 marks a significant step forward for specialty crop growers and American agriculture,” says Mike Joyner, FFVA president. “We commend Chairman GT Thompson for his leadership in championing this farm bill and are grateful the House today advanced this legislation.

“Importantly, the bill works to address the unique needs of our growers, including provisions to establish a robust emergency assistance framework, strengthen crop insurance and drive advancements in research, mechanization and automation,” he continues. “These measures, and others, will collectively enhance Florida’s fruit and vegetable industry and help ensure growers remain viable despite the economic challenges they currently face.”

FFVA, too, calls for “swift action by the Senate” to ensure the legislation becomes law this year.

CFFA Commends House Passage of Farm Bill

The California Fresh Fruit Association has also officially lauded the House for passing H.R. 7567. CFFA President Casey Creamer highlighted that the legislation provides essential federal support for research, trade promotion and pest prevention, which are critical for growers facing rising production costs and global competition. Furthermore, the bill aligns with the Trump administration’s Make America Healthy Again initiatives to expand American access to nutritious food.

The CFFA is now focused on collaborating with Senate leadership to ensure the bill’s timely passage into law.

“California’s fresh fruit growers and shippers rely on strong federal support to remain competitive and sustainable,” says Creamer. “The passage of the farm bill ensures continued investment in programs that protect our commodities, expand market opportunities and strengthen the future of American agriculture. CFFA is proud to be a member of the Specialty Crop Farm Bill Alliance, which has played a vital role in advancing key priorities for our industry. We look forward to continuing our work with Senate leadership and remain hopeful that a final farm bill will be signed into law this year.”

CFFA says it remains committed to working with industry partners on behalf of its membership to ensure timely consideration and passage of the House’s farm bill in the Senate.

American Farmers Facing ‘Toughest Stretch in a Generation’

Following the House passage of the farm bill, Invest In Our Land Executive Director Rebecca Bartels is calling on the Senate to protect historic conservation investments and reject proposed cuts to essential programs like the Environmental Quality Incentives Program, or EQIP.

While advocating for expanded initiatives like the Conservation Reserve Program, Bartels emphasizes that policy gains are hollow without addressing the 22% workforce loss at the Natural Resources Conservation Service. The statement underscores that adequate funding for field staff and engineers is critical to ensuring conservation contracts actually reach the farmers and ranchers navigating today’s volatile markets.

“From high input costs and volatile markets to increasingly destructive weather, American farmers and ranchers are navigating the toughest stretch in a generation,” she says. “Federal conservation programs are among the most effective tools they have to manage that pressure, which is why the historic, long-term conservation investment Congress made in 2022 must be protected and built upon. With today’s House action, the work shifts to the Senate, which has the opportunity to reject near-term EQIP cuts, expand the Conservation Reserve Program and codify the Regenerative Agriculture Pilot Program.”

Daniel Terrault Named 2026 Canadian Produce Person of the Year

Fri, 01 May 2026 09:53:25 GMT

TORONTO — Daniel Terrault, vice president of business development at Gen V, has been recognized by The Packer and the Canadian Produce Marketing Association as the 2026 Canadian Produce Person of the Year for his advocacy on critical issues.

Terrault was presented the award at the CPMA Convention and Trade Show on April 30.

A Connector Across the Supply Chain

Terrault’s peers describe him as ambitious and charismatic, passionate about his work and someone who truly wants the best for the industry and always seeks to understand the realities of every link of the supply chain.

Peers laud Terrault for his leadership and service to his community and the Canadian and Quebec produce sectors. He is currently the president of the Quebec Produce Marketing Association, and he has also served for many years on the CPMA board of directors.

As a part of his role at QPMA, Terrault has been instrumental in bridging the gap between Quebec growers and the North American market. Peers describe him as a connector who brings different parts of the supply chain together.

“We all benefit as an industry from his input, and [it’s] a big reason why he’s well deserving, as well as his involvement in the CPMA,” says George Pitsikoulis, president and CEO of Canadawide Fruit Wholesalers Inc. and the 2025 Canadian Produce Person of the Year. “As a director, as a member of different committees, he’s done amazing work.”

As a long-standing member of the CPMA board, Terrault has helped shape national policies on food safety, plastic packaging reduction and labor standards.

“This dual leadership, provincial and national, is a defining feature of Daniel’s impact and underscores why his influence extends well beyond his own company,” says Jennifer Strailey, editorial director of The Packer, who presented the award to Terrault.

Pioneering Canadian Self-Sufficiency

Before the buy-local movement, Terrault, who farms with his brother Sylvain and sister-in-law Chantal Desjardins, was a pioneer in showing that Canada could be self-sufficient in greenhouse-grown leafy greens. He helped transition Gen V into a multisite operation to ensure Canadian retailers could provide fresh, high-quality lettuce to consumers 365 days a year, even in the middle of a Quebec winter.

He is also credited with providing the strategic financial vision to save one of Canada’s largest producers and help keep the company family-owned and locally managed.

Terrault has also been a key advocate of the living lettuce category, which has helped extend the shelf life of leafy greens and reduce food waste. He has also promoted the sustainability efforts of hydroponic growing, reducing water usage compared to field production. He has also pushed for the move toward high-tech indoor growing systems.

Building the Gen V Legacy

Terrault played a key role in the transition from the brand Hydroserre Mirabel to the unified Cultures Gen V, which consolidated the brands Mirabel, VÔG, Diva and Serres Royales and created a powerhouse for year-round, Quebec-grown organic vegetables and lettuce.

He has also focused on the next generation of Gen V and has helped integrate nephew Simon, niece Valérie and son Francis into leadership roles in the company.

On accepting the award, Terrault told the audience: “Just keep up the good work. It’s all healthy what we’re doing.”