California’s Coachella Valley is known for launching trends that ripple across the country, and the West Coast Produce Expo is no different. Amid the “Magic of Coachella” networking events, The Packer asked attendees to share the breakout star of the produce aisle this summer and what shoppers will be craving.
Cassie Howard, senior director of category management and marketing at Sunkist Growers, says valencia oranges are a natural summer star.
“As the only U.S.-grown orange variety available during this window, they offer a fresh, domestic option in a sea of imports — while also delivering on versatility as the perfect juicing orange for the season,” she says.
Diego Morales, sales manager with D Produce Co., agrees, noting lemons and limes are really set to stand out.
“Consumers are increasingly looking for consistency, freshness and versatility, and these items remain essential across both retail and foodservice during the summer season,” he says.
Kristi Harris, brand manager with Honeybear Brands, says much like Taylor Swift songs, cherries never go out of style.
“Cherry season is ‘swift’ but an economic driver for the production department,” she says. “Don’t miss the cherry era.”
Rochelle Bohm, vice president of marketing for CMI Orchards, notes premium cherries are particularly primed for center stage.
“Premium cherries, like Skylar Rae, are totally set to steal the spotlight with their standout flavor and crisp texture,” she says. “On top of that, programs like CMI Orchards’ American Dream with our bold and beautiful USA 250th Anniversary packaging can turn the produce aisle into a destination for celebrating Independence Day. They both check every box for today’s consumer: indulgent, healthy and highly shareable.”
It’s about flavor, flavor, flavor, says Angela Hernandez, vice president of marketing for Trinity Fruit Co.
“Flavor-driven fruit that delivers a great eating experience, especially early-season stone fruit with strong sugar and consistency,” she says. “When fruit eats right early in the season, it builds consumer confidence and sets the tone for the rest of the summer, driving repeat business and stronger overall movement.”
Sarah Burns, Stemilt Growers’ merchandising manager for the West Coast, says that while protein was the breakout star of 2025, expect to see more focus this year on fiber.
“Berries, avocados and kiwis are all great sources and continue to stand out in the produce department because of their nutritional benefits,” she says. “We’re excited about this trend because it sets the stage for apples and pears in the fall, which are loaded with fiber and hydrating electrolytes.”
Bryan Shelton, vice president of sales and marketing at Giorgio Fresh and Foods, says value-added and ready-to-eat products will shine this season.
“Products that deliver convenience, strong shelf appeal, and great eating experience are going to lead the way,” he says.
Ross Johnson, vice president of retail for the Idaho Potato Commission, says versatility and value will be a main focus of the season.
“Idaho potatoes are such a great way to get consumers’ minds wandering with recipe ideas and creations,” he says. “We can’t wait to see the momentum build as consumers love the versatility of Idaho potatoes.”
