Marc Oshima was recently named a Top Retail Expert for 2026 by RETHINK Retail, the second consecutive year he has received the accolade. The honor reflects over 15 years of experience in indoor farming and supermarket marketing to bridge the gap between industrial production and the kitchen table.
Oshima has worked across the food system, from leading marketing for supermarket chains and specialty retailers to helping scale AeroFarms into major national accounts. Most recently, he assisted Babylon in placing micro-farms directly inside retail and foodservice locations. Today, through his consulting practice, Oshima Good Food, Oshima advises companies on commercialization strategy, go-to-market planning and retail partnerships.
Breaking Through the Sea of Sameness
When asked what produce departments must rethink for the 2026 shopper, Oshima points to a lack of differentiation.
“There’s kind of a sea of sameness, and there’s a lot of commoditization,” he says.
Oshima believes retailers must lean into storytelling, clearer communication and more intentional merchandising.
“Signage, real estate allocation, communication, merchandising and product presentation is critical to create something that’s going to be visually compelling and inviting,” he says.
For Oshima, differentiation is not about adding complexity. It is about clearly communicating what makes a product unique and why it deserves a place in the shopper’s basket.
Bring the Farm Closer to the Shopper
Oshima’s work in controlled-environment agriculture reinforced his belief in transparency and connection. Through community and in-store farms, he saw firsthand how proximity to production sparks curiosity and conversation.
These installations created hands-on engagement for chefs, produce teams and customers. They also ensured year-round harvest at peak flavor, freshness and nutrition. Sustainability benefits such as reduced water use and shorter supply chains strengthened the value proposition.
At the core, he says, increasing produce consumption comes down to one simple principle: “You have to make it taste good,” adding that flavor is what drives repeat purchases and helps fruits and vegetables become part of everyday eating patterns.
Trust as the Ultimate Value Driver
As price pressure continues across retail, Oshima emphasizes value is not limited to cost per pound. Consumers want to understand the company behind the product, its mission and its growing methods.
“The biggest barometer is trust,” he says.
He encourages suppliers to work collaboratively with retailers to create a shared proposition.
“It’s not a typical buyer, vendor relationship,” Oshima says. “How do you partner closely? How do you collaborate? How do you think about creating a winning proposition?”
From a category management standpoint, he advises brands to identify white space and align with retailers whose positioning and customer base match their strengths. Clarity about target audience and retail fit increases the likelihood of success.
Policy, Sustainability and the Long View
Oshima also sees an opportunity for stronger alignment between retailers, growers and policymakers. Investments in cold chain research and preservation could reduce shrink and food waste across complex supply chains. He also highlights the need to examine water use, infrastructure costs and how externalities factor into the long-term economics of produce production.
Innovation in growing methods and closer-to-market production can improve shelf life and strengthen resilience, particularly as climate variability increases.
For Oshima, retail excellence, sustainability and smart merchandising ultimately serve one purpose. The goal is to help more people eat more fruits and vegetables more often.
Key Insights for Modern Retailers
- Move Beyond Commoditization: Retailers must transition from selling “price per pound” to telling a compelling brand story that highlights unique growing methods, mission-driven founders and peak freshness.
- The Power of Experience: Integrating micro-farms directly into retail environments creates “magic” by allowing customers to see, touch and taste produce harvested at its peak nutrition and flavor.
- Strategic Alignment: Success requires understanding specific consumer personas and aligning brand stories with the right selling partners — whether it is the value-focused model of Aldi or the premium positioning of Whole Foods.
- Sustainability as a Necessity: Industry resilience depends on tackling externalities such as water scarcity and food miles while advocating for USDA research into cold chain preservation to eliminate food waste.
