Organic Produce Market Guide 2026

Defying Inflation: Organic Produce Sales Surge Past $12B

Thu, 23 Jul 2026 05:05:41 GMT

Organic produce sales grew during the past year, reflecting an ongoing rise in demand for sustainably grown fruits and vegetables.

A newly released report by the Washington, D.C.-based Organic Trade Association shows fresh produce was the top-selling organic food category in 2025 and a primary entry point for consumers into the organic market.

“For the third year in a row, organic has grown faster than the total market,” Tom Chapman, co-CEO of OTA, says in a news release for the report. “This indicates shoppers are prioritizing their health and the planet and are willing to pay a premium for it.”

Circana OmniMarket Integrated Fresh data for the 52 weeks ending March 22, 2026, confirms the organic produce category’s upward trajectory, marking the third straight year of dollar and volume gains. Retail sales grew 3.5% to more than $12 billion, and volume sales increased 4.3% to 4.2 billion pounds.

Conventional produce sales grew at a slower rate, rising just over 2% in dollar sales to $85.5 billion and growing 1.6% in volume sold to 48 billion pounds.

Affordability was the overarching theme in consumer behavior during the past 12 months, says Jonna Parker, head of the Fresh Foods Client Insights Group at Circana. Yet, she adds, volume sales of organic produce increased.

“For almost every produce product that is organic, there is also an offering that is nonorganic,” says Parker, noting that the organic option typically costs more than its conventional counterpart. “The consumer is feeling cash-strapped about everything, and they’re electing on a faster year-over-year growth rate to buy the more expensive thing.”

When sales by the pound increase for organic, she adds, “I know that it’s demand-driven, not price-driven. The drivers behind this growth are truly consumer-led.”

Jen Jacobs, the director of membership and marketing at the Organic Produce Association in Washington, D.C., also points to the volume growth as a positive sign for the sector, signaling consumption- rather than inflation-driven gains.

But the year was not without challenges for organic farmers.

“Organic growers continued to navigate elevated production costs, labor challenges, weather volatility and broader supply chain uncertainty throughout 2025,” she says. “Trade uncertainty, tariff pressures and import-related concerns also impacted availability and planning across certain categories.”

At the same time, the economic environment compelled consumers to balance their interest in organic produce with the need to tighten their household budgets, according to Jacobs.

“This creates ongoing pricing pressure throughout the supply chain and reinforces the importance of educating consumers on the value and integrity of organic production,” she says.

Overall, Jacobs says, shoppers continue to focus on health, ingredient transparency and wellness in the produce section.

Room for More Growth

While Parker says she applauds the organic fresh produce industry’s success, she thinks the past year’s gains could have been higher.

“We still saw growth, but it’s not nearly as much as one would expect given the health trends and the affordability trends,” she says. “Even though an organic apple or banana is more expensive than the conventional apple or banana or head of lettuce, it’s still infinitely cheaper than other healthy food options in other parts of the store.”

To help move the needle, Parker says, the produce industry needs to do more to entice and educate potential buyers of organic produce.

“The consumer wants to eat more of us. They want more fruit and vegetable variety. They want to be marketed to in new ways,” she says. “I really think, especially when you have to make a price-tier choice, you’ve got to not just ‘stack them high and watch ’em fly’ — which is still what we do.”

When it comes to fresh produce, it’s no longer only about organic versus conventional, Parker adds.

“It’s about variety. It’s about branding,” she says. “There is no industry left, other than produce, that we haven’t recognized that the consumer wants tiers, choices and options. The best signal to find that consumer who is more discerning about produce is the consumer who is choosing organic selectively.”

Parker says one area within organic that has done a good job of category management and promotion is packaged salads and leafy greens. And though the category is “light years ahead” of other organic produce when it comes to marketing, she adds, it’s still far behind other food categories, such as yogurt.

Parker says that if the industry doesn’t find ways to market and differentiate its products, “We’re going to be left behind.”

Younger shoppers are leading the surge in organic produce consumption, prioritizing health, transparency, and environmental sustainability when filling their shopping carts.

(Photo: rohappy, Adobe Stock)

Gen Z and Millennials: Organic Produce Champions

The Packer’s Fresh Trends 2026 survey, which polled consumers throughout the country about their purchasing behaviors over the previous 12 months, shows that the greatest potential for growth in organic produce sales lies with younger demographics. Despite higher prices for organic produce compared to conventional product, Gen Z and millennial consumers consistently report greater engagement with organic than older generations do.

“We as a supplier community have planted more fields and sought more certifications, so one could argue that [gains are happening because] we’ve got more supply,” Parker says. “But I really think what’s happening now is generational.”

Younger consumers view organic as a premium option, she explains, and as they come of age and start their own households, “Organic has become table stakes in many of their minds.”

With the oldest Gen Zers turning 29 this year, they’re starting to replace baby boomers in the shopping populace who generally don’t understand the price-to-value benefits of organic produce.

“None of these numbers surprise me at all,” Parker says. “This is demand-driven, 100%.”

Parker says she is seeing a similar trend with beauty products, spurred by the influence of social media; younger consumers are willing to pay more for premium offerings they view as sustainable.

“For Gen Z and younger millennials, they’ve come of age during a branded era where how and what you wear and what you eat is now part of your overall self-worth and identity,” she says. “So, for a lot of younger consumers, choosing organic is how they’re manifesting this identity of wanting to be healthier.”

Jacobs at OPA has seen a similar trend.

“Younger consumers and families are increasingly prioritizing organic products, fueled by greater access to health and wellness information online and growing interest in clean eating, gut health and anti-inflammatory lifestyles,” she says.

Convenience, flavor and snacking versatility are also part of the appeal for younger generations that are choosing organic produce, particularly in households with children. “Consumers are increasingly looking for produce that fits into on-the-go lifestyles while still delivering freshness, flavor and nutritional benefits,” Jacobs says.

Unbeatable Berries

As in previous years, the fresh fruit category dominated organic produce sales.

Total dollar sales for organic fresh fruit grew 8% to $5.4 billion during the 52-week period ending March 22, 2026, according to Circana, and volume sales increased 7.1% to 2.3 billion pounds.

During the same period, dollar sales for organic vegetables increased just 0.3% to $6.8 billion, and volume sales inched up 1.1% to 1.9 billion pounds.

Among fruit commodities, organic berries once again came out on top. Berries ranked No. 1 in dollar sales, up 10.7% over the prior year to $2.3 billion. Blueberries emerged as the best-selling variety, up 12.3% in dollar sales. Next in the ranking were strawberries (up 9.7%) and raspberries (up 11.5%).

“Berries have been on a juggernaut tear,” driven by their versatility in everything from snacks to bowls to smoothies, Parker says. “We absolutely see more consumers who are doing functional beverages in the morning versus traditional morning foods like savory breakfast or sweet pastry breakfast.”

Those wellness-seeking Americans are more likely to include organic fruits in their daily smoothies and juices, she adds.

Bananas racked up the highest volume sales, according to Circana, gaining 9.7% year-over-year. Apples (down 3.5%) and berries (up 13.7%) ranked second and third, respectively.

Mike Peterson, produce coordinator for the Oliver’s Market chain in Northern California, confirms that bananas were strong performers in the fruit category last year — especially if they carried the fair trade label.

“Fair trade bananas have moved up significantly from the top 20 to the top 10,” Peterson says. “It’s 29 cents more than your Dole banana, but I think the story’s better and they seem to ripen a little better.”

Organic strawberries and blueberries also ranked among the markets’ top-selling fruits.

Melons saw mixed performance during the last year, depending on the variety. Circana figures show watermelon declined 14.5% in year-over-year dollar sales and 8.1% in volume sales. Similarly, cantaloupe dropped more than 24% in both dollar and volume sales. However, dollar sales for orange flesh/cantaline melons surged more than 111% and canary melon sales grew 133%.

Parker says this reflects a growing desire for variety in fresh produce.

“The organic consumer is highly discerning, so of course they’re going to seek out specialty varieties more often,” she says. “If you grow the right thing, put it out in the right stores to the right people, that organic discerning consumer is going to be really interested in it.”

Parker thinks organic shoppers will continue to seek out variety and specialty.

“Consumers shop with their stomachs and with an occasion in mind,” she says.

The best strategy for retailers, she notes, is not one-size-fits-all. Instead, each company should figure out what sells in their region and in individual stores, then stock and display products accordingly.

Organic berries, led by record demand for blueberries, strawberries, and raspberries, remained the top-selling organic fruit commodity, surpassing $2.3 billion in annual sales.

(Photo: Olga Lyubkin, Adobe Stock)

Organic Spinach: Strong to the Finish

In the organic vegetables category, fresh spinach topped the last year’s dollar sales at $655 million (up 1.4% year-over-year), along with carrots at $571 million (up 4.8%) and tomatoes at $343 million (up 2.2%). Carrots, sweetpotatoes/yams and potatoes were the biggest volume sellers.

Fresh corn had an especially good year, gaining nearly 75% in dollar sales and more than 97% in volume sales, according to Circana.

Peterson says organic broccoli crowns performed well at Oliver’s Market locations in 2025, along with broccolini from California’s Central Coast region.

“Broccolini has just done incredibly well,” Peterson says. “Lakeside Organics has a proprietary seed that’s diamonds every time we get it. There are a couple other farms that grow a different variety of broccolini, and they’re still really good.”

In the lettuces and greens realm, Peterson says organic microgreens were trending last year, along with red and green butter lettuces. Chicories from local farms also saw a sales surge last year.

“They’re growing five or six different varieties,” he says. “We’ve been going crazy with it, and it’s still a pretty high price point. They look beautiful on the rack.”

Circana figures show fresh salads and leafy greens experienced slight year-over-year declines in both dollar and volume sales. Retail sales dipped 1.9% year-over-year to $2 billion, and volume sales decreased 1.5%. Fresh spinach led the category, followed by fresh lettuce and salad kits.

Parker says the category’s volume decline may be due to competition from greenhouse-grown options. Many shoppers view both organic and controlled environment agriculture as environmentally sustainable options, she says, and they tend to swap between them.

Average Pricing Dip for Organic

According to Fresh Trends 2026, shoppers are willing to pay higher prices for environmentally friendly products. When asked how much more they are willing to pay for organic fresh fruits and vegetables compared to conventionally grown, 34% of all organic produce buyers indicated they would pay up to 10% extra and another 31% said they are comfortable paying 10% to 24% more.

Circana figures show the average price per volume for organic produce declined 0.7% during the past year following a similar decrease in 2024. During the same period, price per volume for conventional produce increased 0.5%.

“Those statistically wouldn’t even be truly considered price changes in a normal year,” Parker says. “Those would be subtle mixed shifts, typically driven by seasonality and availability.”

What makes the changes noteworthy for this period, she explains, is how they compare to increases in other areas of the store.

“In center-store food and beverages — so, frozen and grocery aisles — we’re still seeing a 3% to 5% year-over-year price increase across the board,” says Parker. “Any of these numbers in a normal year would be a nonevent and we’d be talking about organic demand growing. But colored by affordability, and affordability in other parts of the store, it’s even more remarkable.”

At Oliver’s Market, where organic accounts for 60% of produce sales, pricing remained stable during the past year. Peterson says this likely contributed to overall volume sales growth in the low single digits.

“A lot of our product is protected with contracts and agreements,” he says, citing a longtime relationship with San Francisco-based supplier Earl’s Organic Produce. “That allowed us to keep our retail prices down, so we didn’t see a lot of inflation on some of the key commodities — that would be broccoli and cauliflower and zucchini.”

When it comes to organic produce, Parker says she’d like to see the industry do a better job determining price points rather than retailers relying on their own supply data.

“Dollar sales for center store and frozen are growing at a much faster rate than fresh,” she says. “They’re being very intentional and strategic about promotions, about price points, and they’re understanding at what point the volume will erode.”

If retailers make pricing decisions based only on shipments, she adds, “You are 50 years behind what your cousins and other aisles are doing, and they’re weathering this affordability storm with much more profitable results. The opportunity is even more vast in organic, because you not only have to get the price right of the whole commodity, you have to get the price gap right and the price threshold right.”

With artificial intelligence tools, she notes, it’s faster and easier than ever to calculate price sensitivity for organic produce.

“Demand is there, the data’s there and the technology’s there,” she says.

Driven by health trends and lifestyle choices, consumers continue to prioritize fresh organic fruits and vegetables at retail, pushing annual category sales past $12 billion despite broader economic inflation.

(Photo: be free, Adobe Stock)

Promoting Organic

Though social media has become an important tool in promoting organic produce, Oliver’s Market has found success with tried-and-true methods.

“Our weekly ad program drives our organic produce business,” Peterson says.

Teams from the company’s four stores meet each week to collaborate on ideas, themes and promotions that give shoppers an opportunity to try organic products at affordable price points.

Oliver’s also posts hundreds of informational signs in the produce section describing the flavor profiles of different commodities and offering preparation tips.

Though the company isn’t particularly active on social media, “I think what we’re doing is working,” Peterson says.

Jacobs of OPA says the industry can increase consumer engagement in the coming years by educating consumers about what organic means, how products are grown and the benefits of organic agriculture.

“There is also significant opportunity to make organic produce feel more approachable and accessible through strategic pricing, balanced assortments and merchandising strategies that integrate organic products within everyday shopping experiences, rather than separating them from conventional produce offerings,” she says.

How Organic Helps Drive Garlic Sales

Wed, 22 Jul 2026 09:49:22 GMT

Organic garlic plays a fairly small but significant role in the garlic industry.

Fresh conventional and organic sales totaled $82,373,594 for the 52-week period ending June 14, 2026, a year over year increase of 15.6%; organic garlic accounted for 12.45% dollar share of the category, according to Circana OmniMarket Integrated Fresh (Total US Multi Outlet+ with C Store).

Sales of organic garlic are trending upward, agrees Bruce Klein, director of marketing for Secaucus, N.J.-based Maurice A. Auerbach Inc., which markets its products under the AuerPak label.

He attributes sales of AuerPak brand organic garlic in part to the distinctive packaging of the company’s peeled organic garlic, which can be easily identified as organic and help avoid miss-rings at checkout. The packages also can be displayed in baskets outside the produce department, and they’re priced attractively, he adds.

I Love Produce, West Grove, Pa., offers fresh, peeled and processed organic garlic for retail and foodservice, says Samantha Snyder, director of marketing, sustainability and innovation.

Gilroy, Calif.-based Christopher Ranch has seen a surge in organic sales since the company launched its organic program about 10 years ago, says Ken Christopher, executive vice president.

“We’ve invested heavily over the last few years in making sure we can bring organic garlic to key retailers,” he says.

The company kicked off its organic deal with about 500,000 pounds, he says. Now annual production has risen to 20 million pounds — about 20% of its volume.

The company’s organic lineup includes fresh loose bulbs, peeled cloves and ready-to-use minced or chopped garlic jars. The program came about when Christopher joined the company and started asking himself, “What’s next?” he says.

“I realized that American consumers were valuing health, stability and organic above everything else,” he says. Christopher relayed his thoughts to the company’s field team, “and we built a program that just worked.”

Demand for organics was growing quickly during the 2010s and early 2020s, but it has since started to cool a bit, he says.

“We’re still seeing sustained growth, but on a more moderate scale than we saw previously,” he says.

According to The Packer’s Fresh Trends 2026 consumer survey, Gen Z respondents were the most likely to purchase organic garlic, with 28% saying they only bought organic, and 22% reporting that they purchased both organic and conventional. Only 5% of baby boomers who responded bought only organic garlic, and 10% bought organic and conventional.

It’s “trickier” and more costly to grow organic garlic than conventional product, Christopher says, but Christopher Ranch has taken steps to keep costs down.

The company has introduced “pyrotractors” that shoot fire into the fields to control weeds.

“In that way, we can control [weeds] without using traditional pesticides and herbicides,” Christopher says.

Christopher Ranch also has started using artificial intelligence with some of its tractors.

“They’re able to go in and automatically harvest fields of garlic,” Christopher says. “It’s still a prototype, but it’s exciting to see the next trend for a private, family-run American garlic company.”

There’s only so much that technology and other innovations can do to keep costs down, however.

Christopher says there likely will always be a 30% to 40% difference in the cost of organic versus conventional garlic. Nonetheless, he sees a bright future for organic garlic as Americans “think about the entire story about the food they eat.”

“It’s going to become a bigger and bigger part of our profile going forward,” he says.

Rodale Institute Launches $139M Campaign to Bridge Organic Produce Supply Gap

Tue, 21 Jul 2026 17:22:31 GMT

As consumer demand for organic produce continues to outstrip domestic supply, Rodale Institute is launching a substantial effort to help American farmers close the gap.

The nonprofit organization is launching the “10 Million Acre Solution,” a $139 million comprehensive campaign designed to catalyze the transition of 10 million U.S. farmland acres to organic and regenerative organic practices by 2030. Guided by a new five-year strategic plan, the campaign tackles a critical inflection point in American agriculture: bridging supply shortages while preparing for an estimated 95 million acres of U.S. farmland expected to change hands in the coming decades.

“Rodale Institute has spent nearly eight decades asking what agriculture can do for soil, people and communities,” says Jeff Tkach, CEO of Rodale Institute. “This next chapter is about putting that knowledge to work at a scale that matches the challenges and opportunities ahead.”

At the heart of the campaign is a signature investment: the $24 million Center for Regenerative Organic Innovation, which officially broke ground at the organization’s headquarters in Kutztown, Pa. Supported by $13.1 million in current financial commitments, the project will restore the campus’s historic 1819 Siegfried Barn, transforming it into a modern, national hub for farmer education, technical support and collaboration.

“The Siegfried Barn is part of the history and identity of this farm,” says David Willey, chief operating officer of Rodale Institute. “It dates back to 1819 and has long been connected to the Institute’s work, but it is no longer equipped to support the level of education, collaboration and innovation that farmers need. Restoring the barn allows us to honor that history while preparing it for the future. We are preserving an important place and giving it a new purpose as the engine and hub of the Institute’s next chapter.”

For produce growers and buyers looking to secure robust, domestic organic supply chains, the center aims to turn long-term scientific discovery into actionable field solutions.

“The center will help us connect nearly eight decades of research with the practical support farmers need today,” Tkach says. “This groundbreaking is more than a building; it is about creating the infrastructure to help catalyze the growth of regenerative organic agriculture at scale.”

By 2030, Rodale aims to conduct 10 long-term research trials, educate 100,000 farmers and industry professionals and reach 100 million consumers. Rooted in its flagship Farming Systems Trial — now in its fifth decade of comparing organic and conventional systems — the institute currently manages 33 active research projects alongside 16 Ph.D. scientists working in tandem with global growers, healthcare systems and universities.

“This isn’t a series of separate initiatives. It’s one unified vision for the future of American agriculture,” Tkach says. “Our goal is simple: Give farmers the research, education and support they need to succeed. When they do, the benefits reach far beyond the farm to strengthen our communities and the economy.”

As the organic produce sector continues to expand, Rodale’s leadership views the transition effort as both a duty to the land and a vital solution for future food security.

“My grandfather, J.I. Rodale, and my father, Bob Rodale, believed that caring for the land was one of the most powerful ways to care for people,” says Maria Rodale, co-chair of the institute’s board of directors. “The greatest way we can honor their legacy is by looking ahead and continuing their work.”

Nature Fresh Farms Brings Immersive Greenhouse Education Center to OPS Buyer Tour

Fri, 10 Jul 2026 22:00:48 GMT

Nature Fresh Farms will bring its mobile Greenhouse Education Center to the Organic Produce Summit in Monterey, Calif., as part of the OPS Buyer Field Tour. The company has used its Greenhouse Education Center for school education in the past, but this time it will bring a more immersive experience to OPS.

“What we’re doing with the Greenhouse Education Center this time is really having it be that immersive, experiential kind of event,” says Meaghan O’Brien, senior communications manager with Nature Fresh Farms. “Attendees are not going to expect presentations. It’s really going to be that open dialogue.”

O’Brien says the intention is to create excitement around Nature Fresh Farms and what the company offers buyers and how the company builds relationships with buyers.

“They’ll also learn a little bit from a consumer standpoint, what is the evolving consumer looking like? What are they valuing?” she says. “They’ll learn that health and safety is the top, flavor plays into it, transparency, and a few other things.”

O’Brien says, above all, the experience will be fun with a DJ playing music with rotating stops to different zones.

“We wanted to create something more immersive than a traditional corporate presentation, something that encourages conversation, interaction, and learning,” O’Brien says. “There’s even going to be kind of a passport system where at each zone, they get a trading pin. We want people to leave our space and be decked out in Nature Fresh Farms swag.”

At one stop, a representative from Koppert will talk about pollination and bees and the stop will also highlight Nature Fresh Farms’ integrated pest management system.

“It’s good bugs to take care of the bad bugs,” O’Brien says of integrated pest management. “We use beneficial insects to naturally help protect our crops. In our organic greenhouses, we rely on these natural growing systems as much as possible, with occasional organic-approved products used when needed to manage pests.”

O’Brien says the intention of this Greenhouse Education Center stop is to break down the jargon and language used to describe greenhouse production and “really bring them into what goes into making a quality product.”

She says this goes beyond standard meetings by highlighting the qualities that create the flavor and sweetness and how bees play into the consistency.

There will also be a water tasting, during which O’Brien says attendees will try five different water samples. While this seems trivial, it holds a very distinct purpose for Nature Fresh Farms.

“It’s in the intent of really figuring out what type of a taster are you,” she says. “When we do our tasting panels, we require that people have like average or above ability to taste. The reason why we do this water tasting actually at Nature Fresh Farms is to weed out the 25% of non-tasters, which there are 25% of the population that cannot taste. And there was actually 25% of the population that are considered super tasters. That kind of speaks to that level of quality that we pride ourselves of. We won’t let it go out to our customers unless it’s that quality.”

O’Brien says the goal is to create emotions and tap into the different senses that consumers and buyers experience produce through.

“The buyer takeaways for us are really, we want them to walk away and know that it’s flavor that wins,” she says. “They know that we have quality flavor product, and they know that flavor really makes your customers come back for more. We want them to believe in that consistency and quality that we’re able to offer and retail partnership and food service partnership, it really is about partnership.”

O’Brien says another key point is how Nature Fresh Farms works with retailers and buyers to help better understand their consumers and what kind of solutions best meet the buyer and consumers’ needs.

“We’re really starting to look towards that consumer-first approach as well, because if we are able to know the consumer better, we’re able to help our customers be able to sell and grow the category,” she says.

Another key takeaway O’Brien says she hopes tourgoers get from the Greenhouse Education Center is how Nature Fresh Farms pioneered greenhouse-grown organic strawberries and is also a key leader in organic greenhouse production.

“At Nature Fresh Farms, we believe organic should not be a luxury — it should be accessible,” she says.

Nature Fresh Farms will also have a booth on the trade show floor, No. 400, where it will highlight its organic tomatoes, cucumbers, peppers and strawberries, including the new premium organic Sauci roma tomato.

Fresh Innovation in Monterey: A Preview of the 2026 Organic Produce Summit

Fri, 10 Jul 2026 20:47:37 GMT

The organic produce world is converging at the Monterey Conference Center in Monterey, Calif., July 14-16 for the 10^th annual Organic Produce Summit . This event remains the only industry gathering completely dedicated to connecting organic growers and shippers with retail buyers and distributors.

With consumer demand for sustainable, high-quality organics continuing to evolve, this year’s summit promises to be a showcase for groundbreaking agricultural practices, new packaging solutions and fresh supply chain ideas. From veteran operations to agile tech startups, the trade show floor will be packed with teams ready to solve modern operational challenges.

Before the networking receptions kick off and the exhibit floor opens, here is a preview of some of the vendors you’ll want to keep an eye on at this year’s show.

Ark Foods to Exhibit at OPS for the First Time as its Organic Specialty Program Expands

The Organic Produce Summit comes at an important time for Ark Foods as the company exhibits at the show for the first time and continues investing in organic production, expanding acreage and scaling its organic specialty pepper program. Attendees can visit Ark Foods at Booth No. 1002 to learn more about its organic Poblanos, Jalapeños and Serranos, as well as the company’s broader approach to building flavorful, high-quality specialty vegetable programs.

By adding more organic varieties and growing locations, Ark Foods is positioning the program for greater scale while maintaining the quality and consistency customers expect from the brand.

“Our focus is on building this the right way,” says Noah Robbins, CEO and visionary behind Ark Foods. “We started with a successful trial, and now we’re taking the next step with more items, more acreage and more opportunities to serve customers throughout the year. OPS is the perfect place for us to have those conversations.”

Visit Ark Foods at Booth No. 1002, or arkfoods.com .

At Booth No. 516, Equifruit is inviting attendees to step behind the curtain and have their future read. Visitors can expect a touch of magic and a glimpse of what lies ahead for the banana aisle.

(Photo courtesy of Equifruit)

Fortune Favors the Banana Badass, Equifruit Declares

The North American Fairtrade banana brand, Equifruit, is bringing a little fortune-telling to the Organic Produce Summit 2026 with a bold prediction: The future of the banana category belongs to those willing to invest in it today.

At Booth No. 516, Equifruit is inviting attendees to step behind the curtain and have their future read. Visitors can expect a touch of magic and a glimpse of what lies ahead for the banana aisle.

For decades, the banana business has borrowed from the future to keep prices low today. The consequences are increasingly evident in the form of climate disruption, supply instability and growing competition for fruit. Further disruption isn’t a question of if, but when. This is a conversation the produce industry can no longer afford to put off.

“Security of supply isn’t something you buy. It’s something you build,” says Kim Chackal, co-owner and vice president of sales and marketing for Equifruit. “We don’t need a crystal ball to tell you that the retailers who will win tomorrow will be the ones investing in resilient supply chains and strong grower partnerships today. For two decades, Equifruit has been here helping retailers create the future they want to see for their banana program.”

Visit Equifruit at Booth No. 516, or equifruit.com .

Fresh Solutions Networkwill showcase its complete Side Delights Organic potato and onion portfolio at Booth No. 900.

(Photo courtesy of Fresh Solutions Network)

Fresh Solutions Network Helps Grow Organic Sales at the 10^th Annual OPS

Fresh Solutions Networkwill showcase its complete Side Delights Organic potato and onion portfolio. Fresh Solutions Network partners Basin Gold Cooperative and Masser Family of Companies will represent the grower-owned network at Booth No. 900.

“Organic shoppers continue to seek fresh foods that deliver exceptional quality, transparency and sustainability,” says Kathleen Triou, president and CEO of Fresh Solutions Network. “Our family farming partners are committed to producing premium organic potatoes and onions while providing retailers and foodservice operators with dependable supply, innovative packaging and merchandising programs that help grow organic produce sales.”

Fresh Solutions Network combines family-owned farming operations across North America into a dependable, year-round organic supply program supported by national branding, consumer marketing and category insights. This collaborative approach helps customers simplify sourcing while building stronger organic potato and onion sales.

Visit Fresh Solutions Network at Booth No. 900, or SideDelights.com and FreshSolutionsNet.com .

Visitors to Booth No. 204 will discover a wide range of trending organic products from Melissa’s Produce.

(Photo courtesy of Melissa’s Produce)

Melissa’s Produce Returns to Organic Produce Summit 2026

Melissa’s Produce will return to the Organic Produce Summit, showcasing one of the industry’s broadest assortments of organic produce along with value-added items and retail merchandising solutions designed to help retailers grow organic sales.

“Today’s organic shopper expects more than a handful of core commodities,” says Robert Schueller, director of public relations for Melissa’s Produce. “They’re looking for variety, seasonal discoveries and convenient ways to eat healthier. Melissa’s helps retailers create exciting organic departments while providing merchandising solutions that make the category easier to manage.”

Visitors to Booth No. 204 will discover a wide range of trending organic products, including EZ Open Sweet Young Coconuts, mini watermelons with eye-catching header cards, stone fruit in 2-lb. totes and Melissa’s Organic Snax. Developed as a complementary addition to fresh organic displays, Organic Snax offers a curated assortment of organic dried fruit, nuts and trail mixes that help retailers maximize merchandising space while giving shoppers more organic choices.

Visit Melissa’s at Booth No. 204, or melissas.com .

(Photo courtesy of Pete’s Garden Organics)

Pete’s Garden Organics Showcases Sustainable Produce Solutions

Visit Booth No. 228 during the Organic Produce Summit to learn how Pete’s Garden Organics is advancing sustainability across the supply chain with innovative solutions addressing both packaging and food waste. As retailers seek practical ways to reduce single-use plastics and meet evolving consumer expectations, Pete’s Garden Organics delivers high-quality packaged and bulk organic produce in certified compostable packaging, helping retailers advance their sustainability goals while maintaining product quality.

Supported by its refreshed brand identity and new tagline, “Sow Much Better,” Pete’s Garden Organics’ sustainability efforts include compostable packaging that helps reduce more than 1 million plastic or Styrofoam packages from stores.

Exclusive to Pete Pappas & Sons Inc., a fourth-generation, family-owned fresh produce company, the organic line aligns with the company’s zero-waste commitment, which diverts over 99% of facility waste from landfills through diversion alternatives including donating, composting and anaerobic digestion.

Visit Pete’s at Booth No. 228, or petepappasinc.com

Pure Flavor Highlights Expanding U.S. Organic Program and Greenhouse Innovation

Pure Flavor will be showcasing its latest organic greenhouse innovations and U.S.-grown offerings that are helping shape what’s next in fresh produce. Attendees are invited to visit Booth No. 201 to preview the company’s organic portfolio highlights firsthand and see how its expanding organic program is supporting strong retail performance and year-round availability.

This year, Pure Flavor will spotlight its expanding U.S.-grown organic program, including Georgia-grown organic long English cucumbers. Grown in a protected greenhouse environment, this item reflects continued investment in regional agriculture and a commitment to bringing fresh, high-quality organic produce closer to market. With a clear “Georgia Grown” designation, the cucumbers deliver crisp texture, freshness and year-round availability supported by controlled growing conditions.

“OPS is the perfect stage to showcase our organic greenhouse lineup,” says Matt Mastronardi, executive vice president for Pure Flavor. “Our expanding U.S.-grown organic program is led by Georgia-grown organic long English cucumbers, a key example of how we’re strengthening regional production and expanding supply closer to market. This lineup is focused on delivering strong shelf performance, dependable availability, and the consistency retailers need to support their organic sets year-round.”

Visit Pure Flavor at Booth No. 201, or pure-flavor.com

Visit Zespri Kiwifruit at Booth No. 203 to learn how Organic SunGold Kiwifruit can help grow department sales and meet increasing shopper demand for premium organic produce.

(Photo courtesy of Zespri Kiwifruit)

Zespri’s Organic Kiwifruit Delivers Strong Growth as Brand Returns to OPS

Retailers and produce industry professionals are invited to visit Zespri Kiwifruit at Booth No. 203 to learn how Organic SunGold Kiwifruit can help grow department sales and meet increasing shopper demand for premium organic produce.

“Retail sales for total organic kiwifruit dollar sales are up over 30% in the past year,” says Darren LaMothe, president of Zespri, North America. “Retailers that have added Organic SunGold are seeing incremental category growth, with organic sales largely complementing conventional SunGold Kiwi sales. Together, the two offerings help drive total category growth and attract both new and existing shoppers.”

At Booth No. 203, attendees can sample Organic SunGold Kiwifruit, review category insights, explore merchandising solutions and meet with Zespri account managers to discuss tailored programs designed to maximize organic produce performance.

Visit Zespri at Booth No. 203, or zespri.com .

Earthbound Farm Debuts First Regenerative Organic Certified Salad Greens

Wed, 08 Jul 2026 20:47:21 GMT

Earthbound Farm has launched its first-ever Regenerative Organic Certified spring mix, available for a limited time nationwide through October.

Earthbound Farm says its Regenerative Organic Certified program builds on its existing organic standards with additional farming practices intended to improve soil health, promote carbon sequestration and enhance biodiversity.

“Healthy soil helps grow the most nutritious and delicious food,” says T. Bruce Taylor, senior vice president of Earthbound Farm. “By integrating organic, regenerative and greenhouse farming, Earthbound Farm has developed more tools to strengthen our farming base for the long-term, while providing a wider variety of the freshest and best tasting veggies for consumers.”

The company says these practices include:

Increased year-round vegetative cover to reduce soil disturbance, increase organic matter, naturally return nutrients to the ground and reduce erosion.
Reduced tillage to limit how often soil is turned to protect its structure, reduce carbon loss and support beneficial microbes to improve long-term soil health.
A targeted crop rotation to encourage a wider range of beneficial organisms and create a more balanced ecosystem that supports soil health and natural resilience.
Using targeted irrigation, measurement and soil-building practices to improve water holding capacity, reduce runoff and make the most of every drop of water.

“Earthbound Farm is proud to take the next step with Regenerative Organic Certification at our Costa Ranch on the Central Coast,” says Julio Silva, senior product manager of organic salads. “This milestone reflects our commitment to practices that grow nutrient-dense greens, promote healthy ecosystems, and care for the land over time. We look forward to continuing to expand this program together with our retail partners and consumers.”

Jenny Panziera, director of product and organic salads for Earthbound Farm, says adding a Regenerative Organic Certified salad blend builds upon the company’s heritage of farming and sustainability leadership.

“The result is a vibrant salad blend of red and green oak, red and green chard, lolla rossa, and red and green leaf lettuces,” she says. “This delicious, nutritious salad blend will provide a fantastic new option for consumers’ summer salads.”

Veg Fresh Debuts New Organic Purple Crush Tomato

Mon, 29 Jun 2026 11:07:43 GMT

Veg Fresh Farms says its Organic Purple Crush Tomato boasted a striking deep-purple color, exceptional flavor and a premium eating experience that captured consumers’ and retailers’ attention. It has now debuted what it calls the “next generation” of its Organic Purple Crush, a new variety that builds on what made the original special, with improvements that elevate the experience from first glance to final bite with more firmness, more flavor and better color.

Randy Cancellieri, general partner of Veg Fresh, says the company has been evaluating and trialing new varieties looking for a purple tomato that would exceed its expectations and deliver on “an item that sparks curiosity, inspires new culinary experiences and delivers exceptional eating quality.”

“Finding the next generation of this variety wasn’t easy, but we remained committed to making the investments necessary to bring the best possible purple tomato to market,” he says. “The result is a product that not only stands out but delivers the flavor, texture and quality consumers deserve.”

The State of Organic Produce: Accelerating Demand and Market Resiliency

Wed, 24 Jun 2026 18:34:54 GMT

The U.S. organic sector is experiencing powerful momentum, proving that consumer demand for transparency, health and sustainability has evolved from a niche preference into a primary economic driver.

According to the Organic Trade Association’s 2026 Organic Market Report, U.S. sales of certified organic products accelerated to a record-breaking $76.6 billion in 2025. Boasting an annual growth rate of 6.8%, the organic market expanded at double the pace of the conventional marketplace, which grew at 3.4%. This marks the third consecutive year that organic has outpaced the total market, proving that shoppers remain highly committed to prioritizing their health and the planet.

At the center of this thriving marketplace is organic produce, which firmly holds its position as the industry’s standout leader. Generating $22.7 billion in 2025, produce accounts for nearly 30% of all organic sales and serves as the primary entry point for new organic buyers. Within the produce aisles, specific items are seeing remarkable surges: Organic berries remain a key category hero, reaching $4.4 billion (a 10.5% increase), while organic bananas experienced double-digit growth of 12.6% to cross the $1 billion milestone.

Fueled by a growing consumer desire for cleaner ingredient profiles and a deep-seated trust in USDA Organic seal, the organic produce sector continues to shape the future of how families shop.

“North America has been going bananas for organic Fairtrade bananas certified by Fairtrade International,” says Kim Chackal, co-owner and vice president of sales and marketing for Equifruit.

(Photo courtesy of Equifruit)

Bananas: Riding the Fair Trade and Organic Wave

Reflecting the broader industry trend of surging banana volumes reported by OTA, the demand for ethically and sustainably grown fruit is reaching new heights. Retailers are increasingly upgrading their programs to merge environmental standards with social responsibility.

“North America has been going bananas for organic Fairtrade bananas certified by Fairtrade International,” says Kim Chackal, co-owner and vice president of sales and marketing for Equifruit. “In recent years, we’ve seen consistent growth in organic and Fairtrade banana volumes, with a 15% increase in Fairtrade banana volumes in the U.S. (2022-25) and a 294% increase in Fairtrade organic banana volumes in Canada (2020-25). Major retailers are driving this growth by switching their organic banana program to organic Fairtrade. This growth reflects consumer demand for health-conscious and environmentally sustainable food choices, and Equifruit is here to meet that demand.”

For Equifruit, maintaining strict integrity is foundational to scaling up alongside this rapid market expansion.

“Growth and standards aren’t a trade-off for Equifruit; they’re the same thing,” Chackal says. “We’ve never treated Fairtrade and organic as features we can dial up or down depending on the season or conditions. They’re the standards the company is built on, verified by independent third parties and audited regularly. When people ask how we scale this fast without cutting corners, the honest answer is that there are no corners to cut. We have one model: 100% Fairtrade, with conventional and organic offerings. Our job is to keep delivering on that, coast to coast, without ever asking farmers to settle for less.”

Navigating the Price Gap

As inflation remains a primary concern for retail shoppers, organic producers face the dual challenge of keeping their products accessible while satisfying a consumer base whose motivations are becoming increasingly complex.

“We know price is a real consideration for shoppers right now, and keeping organic accessible is a priority for us,” says Ken Silveira, president and CEO of Grimmway Produce Group. “We’re constantly looking for ways to close that gap and bring more consumers into the organic category — without cutting corners on the quality and supply reliability our customers count on. That balance is what makes our program worth choosing for the long term.”

Silveira notes that the modern organic shopper is no longer just looking at individual health benefits but is linking personal wellness directly to environmental practices.

“I think it’s become a mix of both, and for most organic shoppers, they’re really the same conversation,” Silveira says. “What started as a clean-eating choice has grown into a broader lifestyle rooted in transparency: what’s in their food, and how it was grown. These values tend to run deep, passing from parents to kids in ways that are quietly reshaping how whole families shop over time.”

However, delivering on this promise requires precise execution across a sensitive supply chain, particularly when balancing retail shelf life with rigid organic certifications.

“Organic and long shelf life can work against each other by nature,” Silveira says. “The standards that define organic farming leave a smaller margin for error across the entire supply chain. Bridging that gap without compromising what makes organic worth choosing is where the real work happens. That means precision at every step — growing, harvesting, handling and cold chain management — all have to be dialed in. We’ve invested heavily in getting those fundamentals right, because in organic, shelf life is won or lost long before the product ever hits the store shelf.”

“Everyone buys onions; it’s one of the top tonnage items in a store, so price points, quality and reliability are key,” says Derrell Kelso, manager for JJB Family Farms.

(Photo courtesy of JJB Family Farms)

Consistency and Reliability: The Foundation of Organic Onions

Organic onions represent another high-volume baseline for retail performance where consistency and food safety are nonnegotiable.

“Everyone buys onions; it’s one of the top tonnage items in a store, so price points, quality and reliability are key,” says Derrell Kelso, manager for JJB Family Farms. “All healthy store locations move good tonnages of onions. Onions go with everything but ice cream, so opportunities are everywhere with the onion.”

To capture this year-round demand, JJB Family Farms supplies over 3,200 California retailers.

“Our year-round organic program is supplied by growers that have been growing for us throughout the years, and some just started recently,” Kelso says.

The backbone of its organic success relies heavily on strict operational metrics and an unyielding commitment to corporate culture.

“Standards lie in consistency — sizing and QC, which we do very well — reliability, price point and a culture that lives to work for a customer bringing excellence,” Kelso explains. “Depending on the store’s location and corporate expectations, price points are competitive, reasonable and stable.”

Mission Partners With Anthony Vineyards to Market Organic California Mangoes

Wed, 17 Jun 2026 21:30:49 GMT

Mission Produce Inc. has entered into a marketing and distribution agreement with Anthony Vineyards — a leader in fresh table grapes, dates and mangoes in California’s Coachella Valley — to market organic keitt mangoes, a premium, limited-supply offering known for exceptional quality, flavor and freshness.

“California-grown, organic mangoes deliver clear value to shoppers while creating margin opportunity for retailers,” says Brooke Becker, senior vice president of sales and marketing at Mission Produce. “Organics represent a fast-growing and increasingly important segment of the mango category, while locally grown fruit continues to resonate with shoppers seeking freshness and quality. By bringing those attributes together, this program gives our customers access to a highly differentiated, limited supply offering that supports premium retail positioning.”

“Organics represent a fast-growing and increasingly important segment of the mango category, while locally grown fruit continues to resonate with shoppers seeking freshness and quality,” says Brooke Becker, senior vice president of sales and marketing for Mission Produce.

(Photo courtesy of Mission Produce)

This year’s California keitt mango season is expected to start in July and last through early September, according to the companies. Grown domestically and harvested close to market, the fruit does not require hot-water treatment and is delivered at peak maturity, resulting in strong color, rich flavor and consistent quality.

“For generations, our family has focused on growing exceptional fruit in the Coachella Valley, and these mangos are a point of pride for our team,” says Anthony Bianco, co-owner of Anthony Vineyards. “Partnering with Mission allows us to bring Anthony’s Organic Mangos to a broader market while preserving the quality, care and local heritage that define this program.”

In 2025, retail sales of organic mangoes reached nearly 70 million pounds, with volume increasing 154% compared to 2020, says Mission, pointing to Circana’s total U.S. MULO+ data for the 2025 calendar year. Organic mangoes now account for 16% of total mango volume — double the share organics represent across the total produce department, according to Circana.

Consumer data further underscores the opportunity: Nearly 1 in 5 mango shoppers actively seek local produce, a figure that rises to more than 1 in 4 among organic-focused shoppers, according to the Numerator Advance Shopper Profile for the 2025 calendar year.

Mission says the partnership reinforces its commitment to driving growth in the mango category and builds on the company’s expertise in marketing and distributing premium fresh fruit across key markets.

Mission Produce is scheduled to attend the Organic Produce Summit, July 14-16, in Monterey, Calif., where it will exhibit at booth No. 420.

Wholesum Advances Organic Innovation and Sustainability in 2025 Conscientious Company Report

Tue, 16 Jun 2026 18:29:21 GMT

Wholesum has released its 2025 Conscientious Company Report, showcasing a year of record growth, innovation and measurable progress across its sustainability and values-driven initiatives.

As it approaches its 100-year milestone, the company says the report — now in its 10th year — reflects a defining belief: Growth in organic agriculture can go hand in hand with environmental stewardship, social responsibility and long-term resilience.

“2025 was a year defined not just by growth in volume, but by growth in strength, connection and purpose,” brothers and third-generation co-owners of Wholesum Ricardo and Theojary Crisantes say in a news release. They continue to carry forward their family’s legacy of sustainable agriculture and innovation. “We are expanding our reach while staying firmly rooted in the values that have guided us for decades.”

In 2025, Wholesum brought a record 73.6 million pounds of organic produce to market, a 21% increase from the prior year, supported by new U.S. grower partnerships and expanded greenhouse production in Sonora, Mexico. Despite industrywide challenges including tariffs, climate variability and supply chain disruptions, the company says it maintained a consistent supply of high-quality organic produce while continuing to invest in innovation, environmental responsibility and community impact.

Innovation Rooted in Organic Integrity

Wholesum says it continues advancing organic agriculture through science, natural systems and product innovation. Report highlights include:

100% organic production across all farms.
Deployment of 3.5 million ladybugs and 152,000 beneficial insects for natural pest management.
130,000 earthworms and more than 2,700 bumblebee habitats supporting crop health and pollination.
32% growth in in-house seed production.

A standout innovation from 2025 was Lil’Ones, Wholesum’s novel tiny organic pearl tomato, which gained recognition within the organic produce space.

“Innovations like Lil’Ones keep the category exciting and aligned with evolving consumer preferences,” says Kristina Federico-Luna, sales manager for Wholesum.

Measurable Environmental Progress

Operational improvements and resource efficiency initiatives continued to reduce the company’s environmental footprint. Report highlights include:

More than 48 million gallons of water recirculated.
Ventilation upgrades in specific greenhouses leading to energy use reductions.
More than 1.4 million pounds of produce donated to community food organizations.
Launch of recyclable packaging pilots that eliminated more than 6,700 pounds of plastic in merely five weeks of the program.

Investing in People and Communities

With more than 1,000 employees across the U.S. and Mexico, Wholesum continued investing in employee development, well-being and community impact. Report highlights include:

9.4% workforce growth.
Expanded participation in leadership and development programs.
First U.S.-based Wellness Month initiative.
Expanded shuttle transportation programs that reduced more than 1.34 million pounds of carbon dioxide emissions through fair-trade support.

Fair Trade in Action

Fair trade remains central to Wholesum’s business model, ensuring growth translates into meaningful community investment. Report highlights include:

$831,000 in fair trade premiums generated, a 14% increase from the prior year.
59% of total volume sold under fair trade terms.
More than $12 million in fair trade premiums generated since 2013.
More than 1,000 students supported through fair trade-funded education initiatives.

Worker-led fair trade programs continued to fund scholarships, student and employee transportation, healthcare access, childcare and other community resources across growing regions.

Guided by its purpose to nourish a healthy world, Wholesum says it continues to align its growth with the United Nations Sustainable Development Goals, with an ongoing focus on gender equity, renewable inputs, sustainable packaging and resilient grower partnerships.

The report can be accessed at this link .