Fresh Trends: Knowing growers' stories is important to many consumers

Editor's Note: The following is based on results from The Packer’s Fresh Trends 2023, which provides insight based on survey responses from consumers. Since 1983, The Packer has sponsored 40 major consumer studies to track trends in the purchases and consumption of fresh produce, documenting the fluctuation in purchases of specific fruits and vegetables as well as changing attitudes toward industry issues.

Four out of ten consumers polled by The Packer's 2023 Fresh Trends report say that knowing the stories and background of the produce growers who supply their grocery stores is very "important."

In addition, 41% of consumers rated knowledge of the stories and background of growers as somewhat important. Eighteen percent of consumers polled by Fresh Trends 2023 said that knowing growers' stories is not important at all.

High-income consumers, families with kids, and younger consumers were most likely to rate knowledge of growers' stories as very important. For example, 53% of consumers making more than $100,000 a year said that knowing the stories and background of growers was very important, compared with 42% of consumers earning under $25,000 annually.

Fifty-eight percent of shoppers with kids at home rated knowledge of growers' stories as very important, compared with 29% of consumers with no kids in their household.

Younger consumers are generally more interested in knowing the stories and background of growers, according to Fresh Trends 2023. Fifty-six percent of consumers aged 30-39 years old rated the issue as very important, compared with just 21% of consumers aged 60 and older who rated the issue as very important.

Fresh Trends 2023 survey results

Surveyed consumers responses to the prompt, "Knowing the stories and background of the produce growers who supply my grocery store is:"

All consumers:

• Very important: 41%.
• Somewhat important: 41%.
• Not important at all: 18%.

Annual household income, over $100,000:

• Very important: 53%.
• Somewhat important: 31%.
• Not important at all: 16%.

Dependent children, have kids at home:

• Very important: 58%.
• Somewhat important: 33%.
• Not important at all: 9%.

Age group, 30-39 years old:

• Very important: 56%.
• Somewhat important: 36%.
• Not important at all: 9%.

Ethnicity, Black/African Americans:

• Very important: 51%.
• Somewhat important: 40%.
• Not important at all: 9%.