PALM DESERT, Calif. — From a marked resurgence in 10-pound bag potato sales driven by inflation-weary shoppers to a booming culinary demand for greenhouse-grown microgreens and edible flowers to value-added vegetables that break the mold, exhibitors at The Packer’s West Coast Produce Expo share how they are adapting to shifting consumer habits and a changing foodservice landscape.
The event, held May 27-29 at the JW Marriott Palm Desert Resort and Spa, brought together industry leaders from across the fresh produce supply chain to showcase innovation and discuss market strategies.
BrightFresh Leans Into Culinary Innovation and Edible Flowers
Greg Cyr, CEO of the San Marcos, Calif.-based BrightFresh, is leveraging the company’s greenhouse footprint to meet a high-margin demand in foodservice. Boasting 120 acres and some 300 varieties of microgreens and edible flowers, BrightFresh operates in an ideal, year-round growing climate.
The company has tailored its portfolio to the culinary arts, with 90% of its business dedicated to foodservice.
“We offer the chef’s toolbox,” Cyr says, noting that 25% of its production is dedicated to edible flowers.
According to Cyr, mixology has become a critical growth driver as restaurants look to increase margins via visually stunning, premium drinks. This trend spans across both alcoholic and non-alcoholic beverage programs, he says.
Following a recent strategic session with his executive team, Cyr shared the company’s unified vision, mission and values: “Elevating Every Culinary Experience.” And BrightFresh’s microgreens and edible flowers are not only pretty to look at, they also pack a nutritional punch, he says.
While BrightFresh is helping to bring that high-end culinary experience to foodservice, over the last three years it has successfully broken into retail under its “For the Chef Within” branding.
Idaho Potato Commission Capitalizes on Value and the Return of the 10-Pound Bag
On the other end of the consumer spectrum, macroeconomic pressures are heavily dictating purchasing behavior in the potato category. According to the Idaho Potato Commission’s Ross Johnson, data shows a major resurgence in larger pack sizes — specifically the 10-pound bag — as consumers search for value in the face of high gas prices and inflation.
For retailers, maintaining category dollar sales means capitalizing on this trade-up. Johnson emphasizes that merchandising the category the right way is critical; when retailers have potatoes prominently featured, the overall shopping basket tends to be fuller.
To keep consumers engaged with these larger volumes, the Idaho Potato Commission is focusing heavily on culinary inspiration. They are providing creative yet highly approachable, “doable” recipes that shoppers feel comfortable using. Johnson says some retailers are opting to integrate the commission’s database of recipes via QR codes directly in their advertisements.
This month through July, the commission is partnering with a grocery chain to dive into the data and evaluate exactly how much 10-pound bags drive additional incremental sales. To do this, they are partnering with a retail chain to run a controlled test, placing 10-pound bags in select locations while keeping them out of others to directly compare the market impact.
Avocado Queen Drives Vertical Integration and Cross-Department Placement
Expanding beyond raw commodities into value-added items was a key theme for Avocado Queen. The company’s Natalia Merienne detailed the brand’s push toward becoming a more vertically integrated operation with the showcase of its Avocado Oil and Avocado Ghee lines.
To maximize visibility and capture health-conscious shoppers, Avocado Queen is focusing on strategic cross-merchandising. The brand announced that its avocado oil line will be placed directly within the produce department at Northgate Markets later this month, bridging the gap between fresh avocados and premium, health-centric cooking essentials.
Trinity Fruit Co. Merges Cause Marketing with Kid-Friendly Innovation
Trinity Fruit Co. representatives Kristyn Lawson and Angela Hernandez showcased the company’s “Peaches for Pink” campaign, a partnership with the Breast Cancer Research Foundation (BCRF) — the largest breast cancer foundation in the world.
Through a collaboration between stone fruit grower Sun Valley Farming and Trinity Fruit, the “Farm to You” brand will launch the campaign in June, running through early October, with late-season peach varieties anchoring the program in August. The initiative features a 2-pound pouch bag, dedicated point-of-sale (POS) displays and a display bin equipped with a QR code that allows consumers to donate individually.
Trinity Fruit has committed to a $100,000 donation to BCRF, joining the ranks of major corporate partners like Ulta and Delta.
“With 1 in 8 women impacted by breast cancer, and data showing that consumers are 89% more prone to purchase cause marketing, this is the sweet side of a healthy campaign,” Hernandez notes, stressing that the goal is to drive 365 days a year of awareness, rather than limiting the conversation to October’s Breast Cancer Awareness Month.
In addition to stone fruit, Trinity Fruit highlighted its Squeezed Juice Kidz line, a parent-friendly beverage option designed for youth sports and on-the-go lifestyles. Sold in four-packs of 7-ounce bottles, the 100% juice line contains no added sugar and is not from concentrate. It features three flavors: Classic Lemonade, Mandarin Orange and a Pink Lemonade that naturally derives its color from pomegranates.
Ocean Mist Farms Breaks ‘Sea of Sameness’ with Roastables Line
Addressing the persistent retail demand for convenient, ready-to-cook meal solutions, Ocean Mist Farms’ Lori Bigras and Jeff Hutterer showcased the company’s newly rebranded Roastables line. Featuring seven distinct SKUs, the line aims to revolutionize the value-added veg section.
The chopped, ready-to-cook kits feature chef-crafted seasoning packets and crispy garnishes that allow consumers to prepare a premium side dish in just 20 minutes. The diverse flavor lineup includes:
- Brussels sprouts — available in Lemon Caesar, Sun-Dried Tomato and Sweet Sesame.
- Broccoli florets — offered in Sweet Teriyaki and Zesty Herb.
- Cauliflower florets — available in Parmesan and Black Pepper and Spicy Buffalo.
Each of the seven SKUs features a distinct seasoning profile and an elevated textural finish, using either a crispy panko topping or “tuxedo” combo of white and black sesame seeds.
According to Bigras, the line’s recent rebrand was intentionally designed to “break out of the sea of sameness in the produce department.” The new packaging features a vertical window rather than a traditional horizontal one, accented by a striking blue stripe. When lined up on retail shelves, the continuous blue line creates a powerful visual block that instantly commands consumer attention, she says.
Bay Baby Produce Brings Floral Inspiration to Ornamental Pumpkins
Bay Baby Produce’s Sarah Diamond and Tyann Schlimmer showed off the company’s soon-to-be-released line of floral pumpkins.
Schlimmer says the Washington state-based company worked with a seed breeder to develop the line, including Poppy Squash, which will all have floral names.
In addition to the floral pumpkins, Bay Baby Produce touted its red, white and blue ornamental offerings in time for the country’s 250th birthday celebrations next month.
Prime Time Touts Year-Round Mini Peppers
Prime Time Produce’s Josh Thorne discussed year-round availability of mini sweet peppers in both conventional and organic.
“They’re great for snacking, kids’ lunches and more,” says Thorne, who adds that the company is also starting to see growth in seedless peppers.
Giumarra Cos. on Celebrating Differentiation
Giumarra Cos. featured the fresh fruits it says are its point of differentiation, including SugarWild premium, jumbo blackberries; Lemonade Apples; and Dulce Vida nectarines.
“Retailers and consumers want something different,” says Mike Crookshanks. “What separates us from other suppliers is having something unique. SugarWild large, sweet blackberries are a game changer, and with the Lemonade Apples, you don’t see a lot of yellow apples, so it really breaks up the color in the apple aisle.”
