As vice president of Fresh Foods Group for Circana, Jonna Parker sits at the fascinating intersection of market analytics and consumer psychology. She isn’t just tracking what’s in the basket; she’s decoding the why behind the buy. Parker says the produce era of stacking them high and watching them fly is done. In its place, she is building a new playbook — one where real-time data and insights bridge the gap between what consumers know they should eat and what they actually bring home.
The Packer: As VP of Fresh Foods Group for Circana, you do so much for the fresh produce industry. Beyond data, it’s the future-looking insights, actionable analysis and big-picture perspective you generously share that give the industry a strategic edge and help move fresh forward. What motivates you in your career and this industry?
Parker: I have always been a bit of a nerd when it comes to understanding what people buy and why. I found it so fascinating as I started my market research career that in some product categories and stores, people wouldn’t dream of getting up in the morning without checking their numbers. And I just love that food sparks such joy in people. I’m grateful that I found this strange intersection of being fascinated by numbers and why people do what they do in an industry that people are so passionate about.
There are thousands of people who’ve made their career on analyzing numbers and big brands and big companies, but in fresh we produce the foods that go in almost every American’s fridge and basket, and yet, very few people are looking at the numbers. So, I feel like I found my little niche in the world, and I’m so grateful for it.
You’ve long been a champion of fresh produce consumption as well as its value. Pound-for-pound, produce is nutrient-dense rocket fuel for a healthy life. What will it take for the majority of American consumers to meet the recommended servings of fruits and vegetables?
I think the goalpost has changed, and the reality of daily life is more complex. I feel like we sit here and say, “Why don’t they?” when we really should be fascinated by what consumers are doing. The consumer wants to eat more fresh produce. You’ve got a younger generation who’s been raised on all the nutritional education in a very different way than baby boomers were raised. Young people today absolutely know they should eat their fruits and veggies.
What gets me excited is there is so much data and so much insight, and with technology, you can calculate those things faster than ever. That used to be a 12-week journey. I think we could be developing much smarter strategies in real time if we embraced the moment of now rather than focusing on why it isn’t like it was before.
When you look ahead to what’s next for the fresh produce industry, where do you see the biggest challenge and what is the greatest opportunity?
The biggest challenge is the era of stacking them high and watching them fly is so over, and it’s not over because there isn’t still extremely wide demand for fresh produce, because there is; dollars and volume both continue to grow. But today’s consumer expects personalization. They expect differentiated experiences. Think about any other food, beverage, fashion — people expect a curated experience, and we’re still thinking about how to have the most volume push through the easiest place to distribute it.
I’m not saying we swing the pendulum into hyperpersonalization, but we have to connect the dots between what people want and how to get it to them. And the reality today is that the same consumer might be buying some produce at a farmers market, some at a value grocer, some at a foodservice establishment and then they’re also buying produce from their local grocery store online and in-store. They’re eating fresh produce in all those different ways. Let’s meet them where they’re at, and then we’ll see their total consumption of fruit and veg go up.
What’s one piece of advice you have for retailers looking to boost their produce sales?
I think the biggest piece of advice I have is to ask yourself the most important question: Who do I have today, and who do I want tomorrow? It’s a two-part question, and the answer shouldn’t be, “Moms with kids or everyone who lives in Topeka, Kan.” It should be really interesting.
I’ll use my local market here in Phoenix as an example. If I were talking to the grocer that I shop at most often, which I didn’t stop at this weekend, I would tell them, I shop with you when it’s a special occasion and when I want to brag to my friends. But if I’m just running around trying to get everything else done, I don’t think about you. You don’t have me in those moments. Imagine the fascinating strategy and decisions that would come from that insight. And the next question should be, “Well, how do I get those moments too?”
No one is going to own 100% of someone’s wallet anymore. But my advice would be to embrace the future. That is the No. 1 thing. Embrace the future of who you want tomorrow. Start making decisions today that will shape the produce set at your store 10 years from now.
Learn more about The Packer’s 2026 Women in Produce honorees:
- Beth Atkinson-Keeton — owner, Elephant House PR
- Hilary Craig — director of produce category management, Misfits Market
- Brenda Haught — co-CEO, Creekside Organics
- Danelle Huber — senior marketing manager, CMI Orchards
- Gwen Jackimek — senior director of sales, avocados, Fresh Del Monte; chair, Hass Avocado Board
- Bianca Kaprielian — co-CEO, Creekside Organics
- Erin Mittelstaedt — CEO, The FruitGuys
- Dina Newman — founder, KC Black Urban Growers
