PALM BEACH GARDENS, Fla.— From the moment shoppers at The Fresh Market walk into the store, they know what season it is for the freshest produce. Whether that’s citrus, stone fruit, asparagus and more, the season’s bounty is on full display under the meticulous eye of Director of Produce and Floral Merchandising Dennis Payne and the entire team at The Fresh Market.
“Our teams excel at highlighting seasonality, ensuring our customers enjoy the freshest produce when it’s at its peak,” Payne told The Packer on a recent tour of one of the Greensboro, N.C.-based grocer’s new concept stores in South Florida.
“When seasonal items like Sumo citrus, domestic cherries, apples, stone fruits and locally grown peaches are available, our stores actively promote them,” Payne said. “Our team members share their knowledge and insights about these items to help guests make the most of their seasonal choices.”
Payne is hands-on as he walks through the produce department, stopping to make sure the Sumo oranges are all pointing in the right direction and chatting with shoppers as they place produce from the expertly merchandised aisle in their baskets.
“Our Palm Beach Gardens location was the first to feature our enhanced future amenities, designed to provide guests with the best possible shopping experience,” said Payne. “This store highlights exceptional selections and top-notch quality, making it the perfect destination whether you’re shopping for everyday meals or planning to entertain.
“We’re committed to offering everything you need to find exactly what you’re looking for, all in one place,” he added.
And when Payne says, “everything you need,” he means it — right down to avocados at various stages of ripeness. Clearly marked signage lets shoppers know which avocados are ripe and ready to eat and which are one to two days away from the optimal eating experience.
While The Fresh Market’s customers are spoiled for choice when it comes to the freshest produce, The Packer asked Payne to name a few of the items his shoppers can’t live without.
“Our stores offer a wide variety of customer favorites all year round,” said Payne. “Some of our most popular items include Driscoll’s berries, Family Tree Jumbo Blueberries, our premium selection of bagged and clamshell salads, and our fresh squeezed juice.”
The Fresh Market also engages shoppers with sampling. On the day The Packer visited the Palm Beach Gardens store, the grocer sampled citrus fruit alongside fresh squeezed tangerine and orange juices.
Top trends for 2025
What produce items does Payne see gaining traction in the year ahead?
“We anticipate significant growth across several categories in 2025 as more guests seek out food that support health and wellness,” he said. “Organically grown and locally sourced products will continue to thrive across all categories.”
In addition to organic and local offerings, Payne sees berries and value-added produce continuing to resonate with shoppers.
“With their incredible health benefits, the berry category is expected to see a notable rise in demand,” said Payne. “And to offer greater convenience, we are expanding our in-house value-added section, featuring high-quality pre-cut fruits and expertly prepared vegetables for easy, fresh options.
“Our goal is to provide our guests with the best options for both health and convenience,” he added.
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