Organics

California Eyes Ample Supplies for Summer Fruit Promotions

Mon, 27 Apr 2026 00:34:52 GMT

With favorable crop conditions reported for California fruits like berries, citrus and melons, some major grower-shippers in the state are gearing up for promotions to help boost summer sales. Here’s a crop outlook from a few of those companies and a look at the best time to promote.

California Giant Berry Farms

California blueberries will be available from early May until late June, says Brad Peterson, director of business development for California Giant Berry Farms, Watsonville, Calif.

They’ll peak during the last two weeks of May and the first week of June, which will make an ideal promotion window, he says.

Organic blueberry production will experience a large jump with the addition of a San Diego growing region, Peterson says.

Supplies of California raspberries and blackberries should be stable “outside of the tips and tails of the season,” he says, with the highest volumes available in August, September and October.

“Data from the International Fresh Produce Association and retail analytics firm Circana confirm that the Fourth of July generates massive sales spikes for fresh berries,” he adds.

The company’s conventional volume will be similar to past years with a slight increase thanks to continued trade-ups in raspberry varieties, Peterson says.

“Quality has been good so far for California blueberries,” he said in early April. “Caneberries are shaping up nicely and are anticipated to produce high-quality fruit.”

Growing weather in California has been unique so far “with minor subpar conditions,” he adds.

California mandarin season for Wonderful Halos will run through May before transitioning to a summer import program to ensure year-round availability, says Zak Laffite, president of Wonderful Citrus, part of Los Angeles-based The Wonderful Company. The company also offers navel and valencia oranges, minneolas, lemons and grapefruit during the summer.

(Photo courtesy of The Wonderful Company
)

The Wonderful Company

Summer is an important sales period for Los Angeles-based The Wonderful Company, which has operating divisions that market POM Wonderful beverages and Wonderful Citrus items.

“For POM Wonderful, we prioritize social and retail promotion of our pomegranate beverages during the summertime,” says Jennifer Hirano, vice president of marketing.

“Our lineup of POM Wonderful juices, which includes POM Wonderful 100% Pomegranate Juice, POM Wonderful Blueberry 100% Juice and POM Wonderful Cherry 100% Juice, offers a deep ruby red color and refreshing pomegranate flavor,” she says.

The company’s lineup of POM Antioxidant Super Teas is featured throughout the season as well. They offer the antioxidant quality of pomegranates with a blend of gently brewed teas and come in five flavors, she says.

On the citrus side, California mandarin season for Wonderful Halos will run through May before transitioning to a summer import program to ensure year-round availability, says Zak Laffite, president of Wonderful Citrus.

The supply of Wonderful Seedless Lemons continues to be strong, he adds. The company also offers navel and valencia oranges, minneolas, lemons and grapefruit during the summer.

Legend Produce

Well over half the cantaloupes and honeydew melons grown in the U.S. come from California, and Scottsdale, Ariz.-based Legend Produce LLC, one of the nation’s leading year-round melon producers, sources nearly 100% of its melons from the Golden State during the summer season, says Justin Bootz, sales manager.

Most of the state’s melons are grown in central California, where the agricultural community of Mendota is known as the “Cantaloupe Center of the World.”

Legend Produce LLC, Scottsdale, Ariz., one of the nation’s leading year-round melon producers, sources nearly 100% of its melons from California during the summer season, says Justin Bootz, sales manager. The company introduced its Kiss brand melons last year and plans to increase acreage this year.

(Photo courtesy of Legend Produce LLC
)

Most growers and retailers plan watermelon promotions for the Fourth of July, and melon availability typically remains high well into summer, Bootz says.

Legend Produce, which offers popular Origami melons, is a year-round melon shipper and offers California-grown cantaloupes, honeydew melons and seedless and mini watermelons from July through mid-October.

The company introduced its Kiss brand melons last year and plans to increase acreage this year.

The Kiss line includes Sugar Kiss, similar to a cantaloupe; Honey Kiss, similar to a hami melon; and Summer Kiss, similar to a galia melon, Bootz says.

Porterville, Calif.-based Homegrown Organic Farms offers peaches and a wide range of other organic fruit during the late spring and summer months, says Stephen Paul, deciduous category director.

(Photo courtesy of Homegrown Organic Farms
)

Organics Thrive in Summer

The organic category is a crucial part of California’s summer fruit program, and Porterville, Calif.-based Homegrown Organic Farms has a strong seasonal program lined up, says Stephen Paul, deciduous category director.

“During the late spring and summer months, we offer a wide range of organic fruit, including berries and stone fruit such as blueberries, blackberries, peaches, nectarines, plums, pluots and apricots,” he says.

The firm’s summer lineup also includes citrus like grapefruit, lemons and valencia oranges along with organic grapes. Fresh figs will come on later in the season.

Blueberries and stone fruit are the company’s most popular items at this time of year and drive strong demand throughout the summer, he says.

“We’re also seeing growing momentum around products tied to regenerative organic practices as consumer awareness continues to build,” Paul says. “Fresh figs are another exciting category as we enter our second season, and we’re seeing strong enthusiasm from customers.”

The company expects strong quality across its summer fruit programs despite some early-season weather variability.

The summer season runs from May through September and is highlighted by strong promotable volumes of stone fruit from late June through early August, along with domestic berries at key points throughout the California and Oregon seasons, Paul says.

“Beyond those core drivers, the season is supported by a steady mix of citrus, grapes and fresh figs, giving retailers the flexibility to build a dynamic, evolving summer fruit set from start to finish,” he adds.

New at Homegrown Organic Farms is a fully redesigned website that better reflects the company’s product offerings and sustainability commitments, Paul says.

And this summer, the company will expand its Regenerative Organic Certified program to include Oregon-grown blueberries, building on its already-certified ROC stone fruit program, he says.

Winning Gold for Specialty Crops: Corteva’s Award-Winning Microbial and Fungicide Breakthroughs

Tue, 21 Apr 2026 19:42:33 GMT

The Edison Awards, often referred to as the “Oscars of Innovation,” recognize products that solve real-world problems through cutting-edge science and social impact. This year, Corteva Agriscience secured a double victory, taking home the gold Edison Award for its microbial nutrient enhancer Utrisha N and the bronze Edison Award for its next-generation fungicide Adavelt active.

According to Tim Davies, bioprocess science and technology leader for Corteva Agriscience, these accolades validate a natural solution that benefits everyone from the field to the dinner table.

“I think one of the things that resonates … is that this is a natural solution that helps farmers increase yields, which reduces the cost of products for consumers and has an impact both for the farmer but also environmentally as well,” Davies says.

Utrisha N: Gold-Standard Microbial

Winning the gold award, Utrisha N is a biological product that allows plants to capture nitrogen from the air and convert it into a usable form. While initially widely adopted in row crops like corn and soy, Davies notes that the product is quickly becoming a powerhouse for specialty growers, particularly in high-stakes markets like California.

One of the standout features of Utrisha N is its Organic Materials Review Institute registration, making it a vital tool for both organic and conventional growers.

“It is OMRI registered, so it can be used by conventional farmers and organic farmers alike,” Davies says. “One of the areas where we’ve had very good results is in potatoes, where farmers are seeing significantly improved yields by adding [Utrisha N].”

With global fertilizer prices remaining volatile, Utrisha N acts as a nutrient enhancer that works alongside traditional nitrogen practices. Davies notes that in more than 1,000 internal and farmer-partner trials, the product successfully increased yields in more than 80% of cases.

Adavelt Active: Bronze-Level Crop Protection

In the highly competitive crop protection category, Adavelt active secured the Bronze. While Utrisha N represents the biological side of the portfolio, Adavelt showcases Corteva’s technical prowess in traditional chemistry.

The goal, according to Davies, is not to choose one method over the other but rather to provide specialty growers with a balanced toolkit.

“What we’re working on, really, at Corteva, is to use all of our technical abilities to provide the best outcomes for farmers,” Davies says. “Whether it’s a traditional chemical or a biological, both have their place in the market, and both can provide great benefits for farmers in the right place when they deploy them in the right way.”

Bringing Award-Winning Tech to the Specialty Market

With Utrisha N already registered in over 50 countries, Corteva is now focused on expanding its reach into more specialty acres. By generating rigorous agronomic data, the company aims to give specialty growers the peace of mind they need to invest in new technology.

“Farmers need confidence that when they spend money on a product, it’s going to work,” Davies says. “We’re working hard to increase those confidence levels.”

As Corteva continues to roll out these award-winning solutions, the company says it will continue providing the right technology at the right time to ensure a more resilient and productive future for specialty agriculture.

Why Patagonia Is Investing $1.55M in This California County’s Soil

Wed, 15 Apr 2026 18:43:22 GMT

In the sun-drenched landscape of Ventura County, Calif., the geography of agriculture and daily life is inextricably linked. Citrus groves and strawberry fields sit just steps away from suburban porches, schools and parks. While this proximity defines the local landscape, it also presents an opportunity for a new model of land stewardship.

Ventura County remains a focal point for agricultural innovation, and today, that innovation is centered on transitioning toward regenerative organic practices.

To support this evolution, Patagonia’s Holdfast Collective has approved a $1.55 million, three-year grant renewal to support the Rodale Institute’s Regenerate Ventura project. This funding aims to accelerate the transition of farmland toward regenerative organic agriculture, a mission directly aligned with Patagonia’s vision for the future of food. For Patagonia, the investment is deeply local because its headquarters sits at the base of the Ventura River delta, where the mountain water meets the Pacific Ocean.

“This renewal reflects what we’ve proven in Year 1: That hyperlocal, farmer-first support works,” says Rodale Institute CEO Jeff Tkach. “With Holdfast’s partnership, we’re not just funding transition; we’re funding a systems shift. The full vision for countywide transformation requires $10 million in total investment. We’re calling on others who are committed to this work to join us in making Ventura County a regenerative organic model for the nation.”

Paul Lightfoot, general manager of Patagonia Provisions, notes that the company’s employees are neighbors to these farms, living in Oxnard, Ojai and Ventura. Because the groves and neighborhoods are so intertwined, the health of the soil and the methods of application are a significant point of interest for the local community.

“It’s a nice thing to think about, because the meaning is, like, really important and personal,” Lightfoot says. He points to Ojai as a specific example where groves run through neighborhoods, making the success of the farming operations a shared community priority. “Our employees live in Ventura County. ... It’s just a huge point of concern for all of our people who live there and whose dogs run on the streets and their kids go to the parks and go to the schools there.”

While many might assume Patagonia Provisions is funding this to secure its own supply chain, the primary goal is to support farm viability. The division currently does not carry fresh produce like the lemons or strawberries grown in Ventura. Instead, the company is using the Holdfast Collective to act as a partner and funder to help local growers explore alternatives to what Lightfoot describes as the chemical agricultural treadmill.

Conventional farmers often face intense pressure from pest diseases and may find themselves caught in a cycle of increasing inputs.

“And that maybe works for a while, but it doesn’t work forever, right? Resistance is bred,” Lightfoot says. He notes that Rodale Institute’s role is to offer a different path for those interested in change. “What Rodale is doing is saying, ‘We’re going to go in and see if any farmers want to learn about their options for getting off the [chemical] agricultural treadmill,’ and a lot of them are saying yes.”

Rodale Institute steps into this space by offering technical assistance, business planning and equipment stipends. This farmer-first approach ensures that growers have the data and support they need to maintain a productive, profitable operation while moving away from synthetic applications. The project has already seen significant success since its 2024 launch, with more than 10,000 acres currently in transition and nearly 39% engagement among farmers who are Black, Indigenous and people of color (BIPOC).

For Lightfoot and the team at Patagonia, seeing these funds put to work is a direct reflection of the company’s unique ownership structure. Because profits are paid to the Holdfast Collective to protect the planet, the success of the business is redirected back into the health of the local soil. Lightfoot says he views the grant as a way to use the “fruits of our labor” to help build a more resilient agricultural model right in their own backyard.

“Rodale Institute is filling a void,” says Greg Curtis, executive director of the Holdfast Collective. “They’ve shown up with rigor, trust and results. Their model proves that organic and regenerative organic agriculture is essential to climate resilience and farm viability in our own backyard and beyond.”

How One Houston Influencer is Turning Public Land into Productive Soil

Wed, 15 Apr 2026 11:24:25 GMT

Editor’s note: This story is part of an ongoing Sowing Change series about urban farming.

In the sprawl of Houston, a city defined by its concrete and vulnerability to the Gulf’s rising waters, Scott Sheridan sees a missed opportunity. Sheridan, the founder of Scotty’s Fermented Foods, is moving beyond the crock and the jar to tackle a much larger fermentation project: the soil itself.

Through his upcoming 1-acre community farm project, Sheridan is attempting to prove that Houston’s underutilized floodplains can be transformed from “dead land” into a vital defense against an impending food crisis.

Before he was a land regeneration advocate, Sheridan established himself as a prominent voice in the fermentation community. He has since translated that expertise into a massive digital presence, producing over 400 videos across social media. His content is designed to be a bridge for the curious — offering short, accessible tutorials that provide both the how and the why of soil health, microbial life and food preservation.

By sharing his own journey from a COVID gardener to a market-scale producer, Sheridan uses his platform to demystify the complexities of regenerative agriculture for a modern, urban audience.

Repairing the Broken Water Cycle

The inspiration for the project stems from Sheridan’s deep dive into regenerative agriculture, sparked by the challenges he faced in his own backyard during the pandemic. He points to the “broken water cycles” popularized by regenerative pioneers like Gabe Brown as the root of modern agricultural instability.

“The soil doesn’t absorb the water,” Sheridan says. “We’ve exhausted the river systems and the aquifers. In Houston, we had three so-called 100-year floods in a period of about five years. A lot of new floodplains were established. ... Irrigation has broken down because the soil simply can’t hold what falls.”

Vision From the Back Porch

The shift from theoretical concern to local action happened right in Sheridan’s own backyard. Living in a floodplain himself, he watched as a neighboring 5-acre block was transformed by the Harris County Flood Control program. Following those devastating floods, the county moved in, cleared out the existing homes and stripped away the driveways and curbs.

What remained was a vast, silent stretch of dead land — cleared for safety but left without a purpose. Rather than seeing a vacant lot, he saw a canvas for the regenerative principles he had been studying.

This observation led him to petition the county with a radical proposal: allow him to manage a 1-acre portion of that land as a community garden and land regeneration pilot. To his surprise, he found a champion within the county government: a representative in the vegetation management department who shared his dream of turning underutilized public infrastructure into a sponge of edible urban greenery.

This partnership has moved the project through the complex bureaucratic hurdles that often stall urban farming initiatives.

The Sponge Strategy: Soil Over Plants

For Sheridan, urban farming isn’t just about feeding plants; it’s about feeding microbes. His strategy for the 1-acre plot focuses on sheet composting at scale to repair soil structure, which in turn fixes the water cycle on a microlevel.

“I’m a no-till, no-fertilizer, no-pesticide guy,” Sheridan says. “I just add humus to the soil. I’m going to spend the first six months sheet composting ... creating a pile every 10 feet and spreading it across. When you compost on-site, you start that biological cycle with thermophilic bacteria inoculating the land. It’s the first step to making the soil absorb and retain water.”

By utilizing chip drop services for carbon and collecting vegetable waste from supermarkets and his own fermentation business, Sheridan is turning urban waste into the very engine of his farm’s productivity.

Model for Economic Resilience

While many community gardens rely on volunteerism, Sheridan is a staunch advocate for monetizing the mission. He thinks that for urban farming to truly take root in the culture, it must be a viable career path for young people.

“If we are just going to be volunteers ... it really won’t get legs,” Sheridan says. “We need to turn to young people and say, ‘Hey, there is an income we can create from this.’”

His vision includes a value-added model:

Market produce — Selling high-demand crops like tomatoes, cucumbers, peppers and eggplant.
Waste mitigation — Taking unsold produce and turning it into fermented products like sauerkraut, salsa and baba ghanoush.
Scaling up — Using public land to grow space-heavy crops, like cabbage and melons, that aren’t feasible in small backyard plots.

Beyond Policy: Creating a Culture

Sheridan’s project is currently moving through the final stages of approval. Unlike the bureaucratic speed bumps often associated with city-level projects, he found the county surprisingly receptive to the idea of edible parks.

“Houston is not the type of place you want to be in during a food crisis,” Sheridan says. “I have a dream that maybe we can create a culture where people are taking public land and starting to farm it ... doing this outside of policy.”

As Sheridan prepares to take his pitchfork to the floodplain, his goal remains clear: to turn Houston’s flood-prone dead zones into a blueprint for urban food security, an acre at a time.

Follow Sheridan on social media platforms: @scottysfermentedfoods.

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Report Shows U.S. Food Waste at Historic Low, Driven by Households

Fri, 10 Apr 2026 17:59:52 GMT

Progress on the Plate: 2026 ReFED U.S. Food Waste Report marks a turning point in the movement to reduce food waste, revealing the first year-to-year reduction in surplus food since COVID-19 pandemic. In 2024, total surplus food in the United States decreased to 70 million tons, a 2.2% reduction from the previous year, or a 3.7% decrease per capita. While this represents a significant milestone, nearly one-third of U.S. food supply (29%) still goes unsold or uneaten.

The new report from ReFED includes key statistics, insights, barriers and points of progress on the issue, to help professionals and communities alike understand the current state of the food waste challenge and how to meaningfully address it.

“This is an opportune moment to focus on wasting less food,” says Dana Gunders, president of ReFED. “With higher food prices, Americans are looking for ways to extend their grocery dollars. Using up more of what they’re already purchasing and wasting less is proving to be one of the most accessible ways to do it. At the same time, food waste reduction is recognized as a business decision with material impact on the bottom line for food businesses, which are elevating the issue to the C-suite and boardroom. The wind is at our backs, and it’s time to step on the gas.”

The amount of surplus food according to ReFED’s Progress on the Plate: 2026 U.S. Food Waste Report.

(Image courtesy of ReFED)

Fresh Produce Waste: A Persistent Challenge

Fresh produce remains the most wasted food type in the United States, accounting for 45.4% of all surplus food. Despite overall reductions in food waste, fresh fruit has been particularly difficult to manage and did not see the same waste reductions as more “visible” everyday items like milk.

To bridge the national results with specific industry trends, the following sections examine how fresh produce waste is currently being addressed across the farm, retail and consumer sectors:

1. At the Farm Level (24.2% of Surplus)
Farms are the second largest source of surplus food, contributing 24.2% of the total. Much of this waste is driven by systemic factors:

Harvesting: Approximately 19.9% of total surplus food across the supply chain is never harvested.
Buyer rejections: Strict aesthetic standards lead to “buyer rejections,” which account for 2.2% of surplus food.
Emerging solutions: Make America Healthy Again (MAHA) movement is increasing the appeal of imperfect produce, which can be diverted from landfills and sold at a discount to improve both nutrition and affordability.

2. In the Retail Sector (5.7% of Surplus)
While retail accounts for a smaller percentage of total surplus (5.7%), it represents a significant financial opportunity.

Efficiency gains: Grocery retailers saw a 1.1% decrease in their “Unsold Food Rate” between 2023 and 2024.
Financial impact: Surplus food in the retail sector was valued at $26.9 billion in 2024.
Policy and AI: Standardizing date labels through the proposed federal Food Date Labeling Act could save retailers $253 million annually through better inventory management. Additionally, AI-enhanced demand-planning tools are helping retailers right-size orders and improve yield.

3. Consumer Waste (33.5% of Surplus)
Residential waste is the leading driver of surplus food, but it also showed the most progress in 2024 with a 950,000-ton reduction.

Economic drivers: High food prices have forced consumers to adopt better food management practices, such as meal planning (72%), checking inventory before shopping (87%) and eating leftovers (76%).
The produce gap: Consumers are more effective at managing prepared foods, but struggle with fresh produce, which often goes to waste because it is “harder to manage.”
Financial burden: On average, individual consumers spend $762 per year on food that eventually goes to waste.

Looking Forward: The Path to 2030

The report identifies 47 solutions — including centralized composting, upcycling and portion size customization — that could reduce food waste by 20 million tons annually if fully implemented. By focusing on inventory visibility and behavioral change, U.S. aims to maintain this momentum to meet the goal of halving food waste by 2030.

To read the full report, click here .

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Equifruit Hires Owain Hoefle as Sales Manager for Western North America

Thu, 02 Apr 2026 20:32:23 GMT

Equifruit, a Montreal-based importer of Fairtrade International-certified bananas, has named Owain Hoefle sales manager for western North America. Based in British Columbia, Hoefle will be responsible for developing key retail relationships across Canada and the U.S.

Hoefle brings extensive experience in produce, floral and grocery to the role. During his 17 years at Pattison Food Group, he rose through the ranks from store-level operations to director of produce, floral and bulk, a role in which he developed deep expertise in category management and retail produce programs, according to a news release.

He most recently served as key account manager at Rainbow Greenhouses. Having worked on both the operational and commercial sides of grocery retail, Equifruit says Hoefle has a firsthand understanding of what it takes to build and sustain successful produce programs at scale.

“After two decades building relationships across retail, you develop a clear sense of what a great brand looks like, and Equifruit has built something genuinely worth representing,” says Hoefle. “I look forward to bringing that story to more retailers across western North America and growing a program that delivers real impact for farmers and communities.”

Hoefle joins Equifruit as the company continues its rapid growth across North America. Recently named to The Globe and Mail’s Top Growing Women-Led Companies list for the second consecutive year, Equifruit has expanded its Canadian footprint through a partnership with Pattison Food Group .

“Owain brings deep roots in western Canadian produce and experience building retail relationships in the markets we’re growing in,” says Kim Chackal, vice president of sales and marketing and co-owner of Equifruit. “We’ve long believed that the right people make all the difference in bringing Equifruit fair trade bananas to more shelves, and Owain is exactly the kind of seasoned, values-aligned team member who can do that.”

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A Haven for Hope: How a Training Farm Empowers North Carolina's Veterans

Tue, 31 Mar 2026 16:58:31 GMT

Midmorning on a 53-acre farm just outside the gates of Fort Bragg, N.C., a small group of veterans moves between greenhouses, specialty crops and animal pens, pausing to check water lines in the greenhouse before heading toward the livestock.

For many of them, this is unfamiliar work. A year ago, some had never set foot on a farm. What does feel familiar is something less visible to these veterans: the sense of being a unit, the understanding that the person beside you matters and the expectation that everyone has a role.

At Veteran’s Farm of North Carolina , that feeling is not accidental. It is built into the day-to-day work, shaped by Robert Elliott, a former Marine who understands what happens when that sense of belonging disappears.

Elliott grew up with farming in his blood. His family’s land in North Carolina traced back generations to a time when land grants defined ownership and identity. Over the years, that land diminished, reduced piece by piece until little remained. After his mother died, the final ties to that property slipped away. What had once been a defining part of his life was gone.

Elliott left for the Marine Corps, building a life far removed from the fields of his childhood. He spent 15 years in military service, both active duty and as a contractor, immersed in a world where structure, purpose and dependence on others were constant. When that ended, the transition back to civilian life was abrupt and disorienting.

“Nobody prepares us, really, at the level it needs to be done for transition back into the civilian world,” Elliott says.

That transition from military service to civilian life can be one of the most vulnerable periods for veterans, Elliott says, with its marked sudden loss of structure, identity and close-knit support systems. Research shows that this adjustment period often brings heightened risk for mental health challenges, including depression and isolation.

According to the U.S. Department of Veterans Affairs, 6,398 veterans died by suicide in 2023 — an average of about 17.5 per day — and suicide rates remain significantly elevated compared to the general population. Studies also indicate that the risk is especially high in the first year after leaving the military, when many veterans are navigating major life changes without the built-in community they once relied on.

Elliott describes this transition in stark terms. He compares it to being shipwrecked on a deserted island, saying that a group of people survives together in an intense environment, relying on each other for everything. Then, without warning, they are placed back into a world that no longer feels familiar. The support system disappears overnight. The expectations shift. The sense of purpose becomes unclear.

“You wind up crashing on an island … and your survival depends on the people that are there with you … then one day you get picked up and dropped back into the civilian world … and you’ve lost that entire network overnight,” he says.

The Veteran’s Farm sits on 53 acres and operates as a working, small-scale agricultural system.

(Photo courtesy of Veteran’s Farm of North Carolina)

Joining the Journey

Back home, he struggled to find his footing until an unexpected moment with a chicken changed everything.

It belonged to his girlfriend at the time, one of several in the yard, he says, but this one refused to leave him alone. One day, it hopped into his lap and stayed there. It was a simple act, but it broke through the fog he had been living in.

“This chicken just hopped in my lap one day … and it was basically like God Almighty telling me: You need to get back to the farm and find a purpose.”

He started small. As he rebuilt his connection to the land, he also began talking about his experience. At a roundtable event in North Carolina focused on agriculture, he shared his story publicly for the first time. He used an analogy that resonated with civilians and veterans alike, describing the disorientation of leaving a tightly bonded group and trying to function alone.

The response was immediate, and people asked for copies of his remarks. Invitations to speak followed, taking him across the country and into conversations with agricultural leaders and policymakers. Media outlets picked up his story, drawn to the idea that farming had helped pull a veteran out of a dangerous place.

More importantly, other veterans began reaching out.

“In the beginning, it was just, ‘Come on over. I’ll show you what I’m doing,’ … and all of a sudden that turned into this little network of veterans,” he says.

They wanted to know how to do what he was doing. They were searching for a way to rebuild their own sense of purpose. At first, Elliott simply invited them over. He shared with them what he was learning and helped them think through their own next steps. A network formed, made up of veterans trying to find stability through agriculture.

The Veteran’s Farm becomes a place where people can decompress while still being part of a team.

(Photo courtesy of Veteran’s Farm of North Carolina)

That momentum eventually led to the creation of Veteran’s Farm of North Carolina.

The farm sits on 53 acres and operates as a working, small-scale agricultural system. It includes beef cattle, sheep and pigs, along with poultry production. Greenhouses support hydroponic lettuce and basil, while other areas are dedicated to mushrooms, ornamental plants, fruit trees and vegetable gardens. The diversity is intentional. It allows participants to experience a wide range of agricultural practices and decide what might fit their own goals.

Each year, about 70 veterans and active-duty service members come through the program. Some arrive with a clear interest in farming. Others are simply looking for direction.

Not all of them stay in agriculture. Elliott estimates that around 30% go on to start or contribute to farming operations. The rest take what they have learned and apply it elsewhere. That outcome is by design, as the program emphasizes the realities of farming, ensuring participants understand both the opportunities and the challenges before making major financial or life commitments.

The structure of the farm reflects a familiar system for many of its participants, Elliott says. New students enter the program while those further along take on leadership roles, helping guide and train the newcomers. It mirrors the hierarchy and mentorship found in military units, creating a sense of continuity that many veterans find reassuring.

A Safety Net After Service

The impact of the farm goes beyond skills training. Elliott says he has lost six fellow Marines to suicide since leaving the military. Those losses have shaped how the program operates. He has developed a model of suicide prevention that is integrated into the training, focusing on rebuilding connection, purpose and routine. A licensed family therapist visits regularly, working with participants on stress management and coping strategies.

The farm becomes a place where people can decompress while still being part of a team.

“It’s a safety net … a new unit for them to check into,” he says.

Elliott often refers to it as a new unit, and the language is deliberate. Veterans understand units. They understand what it means to rely on others and to be relied upon. At the farm, they find a version of that structure without the pressures of military service.

The results are deeply personal, he says. Over the years, 13 veterans have told Elliott that the program played a direct role in saving their lives.

“We have had 13 veterans who have told us … ‘If it weren’t for where I’m at right here, right now, I wouldn’t be here,’” he says.

The work continues to evolve. The organization relies on a mix of farm revenue, grants and community support. Produce and products are sold through local partners and markets, with some items donated to food banks. As funding sources shift, the farm is exploring tuition models and expanding access through programs that support veterans’ education and training.

For many participants, it is the first time since leaving the military that they feel grounded.

Elliott did not set out to build a national model or a widely recognized program. He was trying to find his own way back to stability. What grew from that effort is something larger, shaped by shared experiences and a common need for connection.

The land provides the setting. The work provides the structure. The people provide the meaning.

And in that combination, something takes root that goes far beyond farming.

Healing the Soil, Healing Ourselves: Rodale Institute CEO Bridges the Gap Between the Furrow and the Pharmacy

Mon, 30 Mar 2026 18:29:12 GMT

For Rodale Institute CEO Jeff Tkach, the crisis facing American agriculture is personal. Years ago, facing a debilitating health crisis, he found that the path to his own recovery led not to a medicine cabinet but rather back to the earth. In his debut book, “The Farm Is Here,” released March 24, Tkach weaves his own story of transformation into a broader manifesto for a nation at a crossroads.

The book brings critical attention to the direct link between soil health and public health, leveraging both scientific research and Tkach’s own health journey to highlight agriculture’s role in addressing national health challenges.

Tkach argues that the fractures in the modern food system, from chronic illness to economic instability, share a common root: the degradation of our soil. He posits that we can no longer afford to view the environment and the economy as competing interests.

“Sustainability requires economic viability,” Tkach says. “In my new book ‘The Farm Is Here,’ I make the case that regenerative organic agriculture achieves both. By building soil health and reducing input dependency, farmers simultaneously strengthen their environmental impact and financial future.

“When farmers adopt these practices, input costs decline, soil fertility increases, and resilience grows,” he continues. “With regenerative organic agriculture, environmental stewardship and farmer prosperity go hand in hand.”

“The Farm Is Here” is available now at all major book retailers.

(Photo courtesy of the Rodale Institute)

The book arrives at a time when the American public is increasingly wary of the industrial food complex. Leveraging decades of rigorous scientific research from the Rodale Institute, Tkach illustrates that the biological health of a farm is the primary driver of the nutritional value of our food. He asserts that the disconnect between what we grow and how we feel is a dangerous illusion that must be shattered.

“We can no longer separate farming from health outcomes, and the conversation about agriculture has to shift,” he says. “In ‘The Farm Is Here,’ I share my own health journey to illustrate what Rodale Institute research has proven for decades. The quality of our soil directly impacts the quality of our food and the health of our communities.”

“Every farming decision is a health decision, and that reality is reshaping how we think about agriculture’s role in America.”

Jeff Tkach, Rodale Institute CEO

Beyond the individual, Tkach addresses the systemic vulnerabilities exposed by recent global disruptions. From supply chain collapses to the increasing frequency of climate-related disasters, he presents regenerative organic agriculture not as a niche lifestyle choice but rather as a critical infrastructure requirement for a stable society.

“The food system is only as resilient as the farming practices that feed it. Right now, we’re seeing supply chain disruptions, volatile input costs and climate unpredictability hitting farms hard. In ‘The Farm Is Here,’ I make the case that regenerative farming practices are the answer to those challenges,” Tkach says. “When farmers shift to diverse crop rotations, cover crops and soil-building practices, they’re building a food system that’s less dependent on volatile markets, more adaptable to climate extremes and more capable of delivering the nutrient-dense food consumers are demanding.”

Tkach emphasizes how the fates of public health, climate and community well-being are intertwined, and everyone has a role to play, presenting evidence-based guidance and actionable steps for individuals, institutions and policymakers to foster regeneration in daily life that can yield measurable, long-term benefits.

As former Patagonia CEO Rose Marcario puts it, “‘The Farm Is Here’ is an important book rooted in hope for our planet.”

“The Farm Is Here” is available now at all major book retailers. Learn more about the movement toward soil health at rodaleinstitute.org .

The Vertical Farms Changing the Face of Rehabilitation in South Carolina and California Prisons

Thu, 26 Mar 2026 20:26:34 GMT

Editor’s note: This story is part of an ongoing Sowing Change series about urban farming.

In the volatile landscapes of Afghanistan’s Kandahar province, David Flynn learned that a road is a lifeline for a struggling economy. Years later, as the CEO of AmplifiedAg, he is applying that same mission-driven mindset to a different kind of isolated environment: the U.S. correctional system.

By deploying high-tech vertical farms inside prison walls, AmplifiedAg is creating a new path for incarcerated individuals, one that leads away from recidivism and toward specialized careers in the growing ag-tech sector. Flynn says agriculture reentry programs have the lowest recidivism rate — at 19% —among any other programming.

AmplifiedAg has spent years honing the modular approach to indoor farming, using upcycled refrigerated containers to grow produce in environments where nature has largely bowed out. While the technology is sophisticated — involving proprietary internet-connected sensors and climate control — the most significant impact of this work is currently being felt behind the barbed wire of the Camille Griffin Graham Correctional Institution in Columbia, S.C., and the Central California Women’s Facility in Chowchilla, Calif.

The path to these prison yards began years ago in Afghanistan. During his military service, Flynn observed how the local economy in the Arghandab district relied on a fragile irrigation system to sustain its world-famous pomegranate orchards.

“My view of combat was about 30% violence and 70% everything else that you do,” Flynn says. “Part of that ‘everything else’ was trying to help the local economy.”

He saw firsthand that food security was the cornerstone of a stable society, a lesson that now drives AmplifiedAg’s mission to provide for underserved and isolated populations.

“Our system isn’t just focused on labor,” says AmplifiedAg CEO David Flynn. “It’s designed to create skill sets that make somebody attractive for employment on the other side.”

(Photo courtesy of AmplifiedAg)

In South Carolina, that mission took the form of a partnership with the state’s corrections department. Director of Agriculture Rick Doran was looking for a way to modernize the state’s prison farms, moving beyond traditional row crops into the future of agribusiness. However, placing a high-tech, internet-connected farm inside a maximum-security prison presented a unique set of logistical headaches.

“The one that caught us off guard the most was just the software access,” Flynn says.

In an environment where internet use is strictly controlled to prevent illicit communication, AmplifiedAg had to work closely with prison IT professionals to create a “restricted pipe.” This ensures the farm’s sensors can communicate with the cloud, but the participants cannot wander elsewhere on the web.

“We have to provide them with a URL that is specifically for the farm’s control,” Flynn says, noting that the security of the facility always remains the top priority.

The program, known as Cultivating Futures, is designed to be more than a source of labor. By the time the women at the correctional facilities complete the program, they have been immersed in a curriculum that covers everything from horticulture and food safety to the business of entrepreneurship. Flynn is adamant that the goal is to create a professional bridge to the outside world.

“Our system isn’t just focused on labor,” he says. “It’s designed to create skill sets that make somebody attractive for employment on the other side.”

A classroom inside the Camille Griffin Graham Correctional Institution.

(Photo courtesy of AmplifiedAg)

To ensure that attractiveness translates into a paycheck, the program has secured letters of intent from the Palmetto Agribusiness Council, ensuring that graduates get a fair shot at interviews upon release.

The benefits are as much psychological as they are economic. A study published by the National Institutes of Health found that prison gardening and farming programs function as a “restorative sanctuary,” significantly reducing symptoms of depression and anxiety among participants. And the National Library of Medicine shows exposure to plants , green space and gardening is beneficial to mental and physical health, reducing symptoms of anxiety and depression, thus improving daily life behind bars and overall well-being.

The production capacity of the corrections container farm model is as impressive as its mission, yielding approximately 48,000 pounds of fresh, nutrient-dense greens annually. This harvest directly enhances the diet of the incarcerated population by being served in the prison cafeteria, and it extends its reach into the surrounding community.

Solving for the Impossible

While the work in South Carolina and California is a primary focus, AmplifiedAg continues to test the limits of modular farming in other underserved and extreme spaces.

Saltwater solutions — The company helped enable Heron Farms, the first saltwater vertical farm, which successfully grows sea beans using seawater.
Scientific research — Working with USDA, AmplifiedAg’s systems are used to study cultivars like cucumbers, peppers and rice to help traditional field growers combat pathogens.
Hyperlocal resilience — Unlike massive warehouse farms, Flynn argues the container model is more resilient because it provides a hyperlocal solution that complements traditional agriculture rather than trying to compete with it.

“Indoor agriculture is not designed to compete with traditional agriculture, but more so to complement it and provide an off-season and year-round type of solution,” Flynn says.

For the women in South Carolina and California, that solution isn’t just about the lettuce; it’s about the growth that happens when a person is given the tools to harvest a new life.

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The Secret History of the Edible City: How Tiny Gardens Once Fed the World

Tue, 17 Mar 2026 21:27:30 GMT

Editor’s note: This story is part of an ongoing Sowing Change series about urban farming.

We have been taught to view the city as a mouth, a concrete consumer that breathes in resources from the countryside and exhales waste. In this modern narrative, the urban garden is a charming hobby, a lifestyle choice of expensive heirloom tomatoes and aesthetic raised beds. But according to environmental historian Kate Brown , this version of history is a convenient fiction.

In research for her fifth book, “Tiny Gardens Everywhere: The Past, Present and Future of the Self-Provisioning City,” Brown unearths a forgotten reality that cities were once the most productive agricultural hubs on the planet. To move forward, she argues, we must shift our mindset by distinguishing between self-provisioning and leisure gardening to create a resilient food source.

There are many ways to do so, both historically and now.

“I spoke with a woman recently in a town outside of Atlanta. She’s growing on a 12-acre urban organic farm that’s owned by the town’s parks and recreation department,” Brown says. “They have 1,200 volunteers and five farmers, two full-time. She told me they give away 95% of their food to people who need it, and the farm runs like a dream.”

By looking back at how we used to feed ourselves in urban landscapes, Brown proves that urban farming was a sophisticated, radical infrastructure of autonomy.

Paris: Making ‘Black Gold’ From Sand and Scraps

Brown points to 1900s Paris as the gold standard of urban efficiency. On plots that began as little more than sterile sand, 5,000 gardeners used the city’s abundance of horse manure to manufacture soil so rich it was treated like a movable asset. These farmers fed their neighbors as well as produced enough surplus to export vegetables across the English Channel.

Brown highlights this as the ultimate rebuttal to the idea that cities are naturally barren.

The Parisian model proves that with the right waste inputs, a city can be a net producer of life.

According to Brown, around 1900, Paris was home to approximately 5,000 urban farmers featuring:

Self-sufficiency — These farmers produced enough fruits and vegetables to feed 2 million residents, with enough surplus to export produce to London.
Innovative heating — They utilized the city’s waste, specifically a superabundance of horse manure, to create hotbeds. By covering these manure-heated beds with glass frames, they essentially created early greenhouses that allowed them to grow summer crops in the spring and spring crops in the winter.
High yields — Using these methods, they could harvest three to six crops a year from a single plot, achieving what Brown calls some of the highest agricultural yields in recorded history.
The legacy of soil — This process was so successful that when these farmers moved to different plots, they would often shovel up their topsoil and take it with them, as it was considered their most valuable physical asset.

By the turn of the century, this manufactured soil was so productive that a single acre could produce several times the yield of a traditional rural farm.

Berlin: Gardens as a Radical Safety Net

The Arbor Colonies of Berlin functioned as essential hubs for social resilience. These radically egalitarian garden subsistence settlements provided housing and cultivation space for over 150,000 Berliners between 1870 and 1970. Factory workers used these plots as primary residences to find relief from the city’s dense urban housing. Throughout the 20th century, the colonies also served as active sites of political resistance, offering both literal and figurative sanctuary for those seeking cover from the Gestapo.

Brown says that as people were pushed off land in the countryside and moved to the cities, they brought with them knowledge about how to garden.

“The people who come to cities know how to farm, and they know how to garden. They’ve all had big fields and small garden plots, and they have a notion of what to do with wastes and how to reclaim wasted land and regenerate it,” Brown says. “And so they go to Berlin, and during the 1860s, 1870s, all around Berlin is sand dunes. There are sand dunes there because there used to be wetlands. The wetlands were dried up ... so farmers built anthrosols, human-engineered soils. I have these photos I got out of the archives, and you can almost time-lapse the progress.”

Brown says the archival photos show this transformation: It begins with tiny houses struggling in the sand with withered plants. Over time, the gardens flourish. By 1890, these green shanty towns were buried under lush, towering vegetation. This was possible because cities act like a nutrient delta; by capturing the constant stream of organic waste instead of discarding it, residents built rich soil that allowed them to grow massive amounts of food right in the heart of the city.

In Berlin, the movement was as much about social safety nets as it was about food:

The Arbor Colonies — Starting in the 1870s, factory workers moved into wild gardens on the city’s periphery to escape disease-ridden tenements. By 1900, roughly 50,000 households were part of these Arbor Colonies.
Political sanctuary — During the Nazi era, these working-class garden plots served a radical purpose as they were used to harbor dissidents and Jewish residents.

Washington, D.C.: Community and Homeownership

Closer to home, Brown highlights how Black migrants from the American South transformed the landscape of Washington, D.C. By raising livestock and orchards on small urban plots, these families didn’t just achieve food security; the income generated from selling surplus produce often provided the funds necessary for homeownership. This was a system of financial autonomy that built generational wealth before mid-century urban renewal projects disrupted these thriving community-based systems, Brown says.

In the early 20th century, Black residents in D.C. turned systemic neglect into a source of wealth. Because their neighborhoods lacked city services like garbage collection, residents treated waste as a resource.

“They used all their organic garbage to compost ... they used what was in the privies to compost,” Brown says, adding that garbage was so valuable the city eventually had to pass laws restricting where people could collect it.

By the 1940s, this neighborhood had the highest rates of homeowner occupancy in the city. As Brown puts it: “They do it not with subsidies or federal help ... they do it with vegetable-powered wealth.”

In early 20th-century D.C., gardening was a tool for overcoming systemic inequality:

Black Southern migrants — African American migrants moving to D.C. brought Southern traditions of self-provisioning with them.
Financial autonomy — In neighborhoods east of the Anacostia River, residents built small farms with orchards, berry bushes and livestock like pigs and chickens. The income generated from selling this surplus produce often provided the funds necessary for homeownership.
Disruption — Brown notes that these thriving community-based systems were later largely disrupted by mid-century urban renewal projects.

The ‘Dirty’ Truth About Urban Soil

Addressing the modern fear of lead and pollutants, Brown draws on her extensive work in post-disaster environments, including Chernobyl, to offer a pragmatic path forward. She recognizes that “one of the biggest hurdles for urban farmers is the fear of soil contamination and urban pollutants.”

However, her global research, from the USSR to the U.S., suggests that we can safely navigate the reality of growing food in disturbed environments. By understanding the history of how we have handled contamination, we can move past anxiety and back into the dirt, transforming waste spaces into the permanent infrastructure of the 21st century.

Ultimately, Brown’s work asks us to consider a final philosophical shift. When asked what a tiny, 10-square-foot urban plot can teach us that a 1,000-acre industrial farm cannot, the answer lies in the connection to the system itself.

“One thing it can teach us is about the metabolism of our cities. Our cities are rich in organic materials. All we need to do is just make a compost pile and build soil. So, that’s one thing,” Brown says. “Once you have good soils, you have turned the hard work of farming, which is often about killing things, right? Kill the microbes, you kill the weeds, you kill the insects, kill, kill, kill. And that’s waging war on the environment. The farmers are the soldiers out in the field, and they do it with the tools of war. You repurpose bulldozers and turn tanks into tractors, and you repurpose nitrites into chemical fertilizers, and you repurpose chemical agents of chemical warfare into insecticides and pesticides. War is a lot of work, and it’s not pleasant. People don’t like it.

“Gardening, though, we consider recreation, and the reason we consider [it] recreation is because a good gardener works with the environment, not against it,” Brown adds.

Brown’s insights are validation of the small-scale grower as a vital part of a global solution: a tiny garden that holds the key to the future of the self-provisioning city.

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Loblaw and Flashfood Helped Canadians Save $58M on Groceries in 2025

Fri, 13 Mar 2026 20:43:17 GMT

Loblaw and Flashfood are marking another year of delivering savings to customers while advancing efforts to reduce food waste across Canada. Through the Flashfood program, quality food nearing its best-before date ends up on tables instead of going to waste, creating value for customers and reducing environmental impact across hundreds of Loblaw banner stores nationwide.

In 2025, this partnership saw more than 21 million pounds of food diverted from landfill and saved customers more than $58 million on groceries, and it continued to expand its reach, welcoming more than 92,000 new Flashfood shoppers nationwide, according to the companies.

Through Flashfood , customers can save up to 50% on everyday essentials. Deals span a range of categories, including meat, dairy, seafood, fresh produce, prepared foods and more. Purchases are completed directly in the app, with orders picked up from the designated Flashfood Zone inside participating Loblaw stores.

Since launching in 2019, the Loblaw and Flashfood partnership has diverted more than 105 million pounds of potential food waste from landfill, supporting the goal of Loblaw to send zero food to landfill by 2030.

“Reducing food waste takes practical solutions at scale — and it works best when it’s easy for our customers to take part in,” says Jonathan Carroll, senior vice president, superstore operations and enterprise champion of food waste reduction initiatives for Loblaw. “Through our partnership with Flashfood, shoppers can purchase good food at a discounted price before it goes to waste, helping keep it out of landfill while getting great value on everyday groceries.”

“Loblaw has been an exceptional collaborator from the beginning of our partnership together,” says Flashfood CEO Jordan Schenck. “They have consistently demonstrated industry leadership by embracing innovation that improves the lives of their shoppers. Their commitment to our shared mission has brought Flashfood to every province across the country and helped thousands of Canadians put fresh, affordable food on the table.”

First launched at Maxi grocery stores in 2019, Flashfood is available in over 900 Loblaw grocery stores and franchise locations across Canada, including select No Frills, Maxi, Real Canadian Superstore, Real Atlantic Superstore, Loblaws, Real Canadian Wholesale Club, Zehrs, Your Independent Grocer, Provigo and Dominion stores in Newfoundland and Labrador.

Growing 200K Salads: How Milwaukee Schools Are Redefining Urban Food Access

Wed, 11 Mar 2026 21:48:39 GMT

Editor’s note: This story is part of an ongoing Sowing Change series about urban farming.

Fork Farms is redefining what it means to be a food access technology company. While traditional agriculture relies on long, complex supply chains stretching from places like Yuma, Ariz., to California’s Salinas Valley, Fork Farms focuses on a decentralized model of growing fresh food exactly where people live, work and learn.

By providing highly efficient, plug-and-play hydroponic systems, the company is solving the common challenge of fresh food scarcity across diverse sectors, including hospitals, food pantries and large-scale commercial environments, such as Fortune 500 company Rockwell Automation.

“No matter what the application is, we’re always trying to build systems and programs and products just to allow people to grow fresh food, whether it’s where they live or work or it’s a community center,” says Josh Mahlik, vice president of sales for Fork Farms.

The reach of this Wisconsin-based company now extends to approximately 5,000 partners across U.S. and internationally. In the Caribbean, for example, their technology is used to build food resiliency in the Cayman Islands and Barbados, providing a local alternative to vulnerable international supply chains. Whether in a hospital wing or a community center, the goal remains consistent: to create a positive perception of fresh food and ensure that it is economically viable to produce, with most growers operating at a cost of less than $1 per pound.

Forest Home Avenue School students learn about fresh produce.

(Photo courtesy of Fork Farms)

The Milwaukee Public Schools Partnership

While Fork Farms spans multiple industries, its eight-year partnership with Milwaukee Public Schools serves as an example of how this technology can be integrated into the fabric of a community. What began as a science experiment has evolved into a legitimate, districtwide food supply chain that provides students with significant agency over what they grow.

The engine behind this success is the Flex Farm, a unit roughly the size of a standard refrigerator that uses a patented utility design. By placing a light tower in the center and closing the hydroponic unit around it, the system achieves remarkable density:

High yield — Each system features 288 grow spots, producing approximately 25 pounds of fresh produce every month.
Efficiency — The design makes local food practical at scale within existing buildings and real estate.
Ancillary benefits — Beyond nutrition, these units improve the learning environment by lowering carbon dioxide levels in classrooms by about 200 parts per million, which can lead to better student attention and behavior.

The impact in Milwaukee extends far beyond the cafeteria. At Vincent High School, a grow room with 12 units fosters an entrepreneurial spirit, with students sprouting and selling tomato seedlings at annual plant sales. The program also uses a formative platform offering 44 NGS-aligned curriculum items and a micro-credentialing badging program to prepare students for the future workforce.

Perhaps most importantly, the program creates a bridge to the home. Mahlik notes that when students take home the kale or marigolds they have grown, it has a resonance that traditional grocery store produce lacks. This intergenerational impact often shifts household habits, as parents report being more likely to purchase fresh vegetables after seeing their children’s excitement and pride in their harvest, according to the company.

As the partnership enters its eighth year, what was once a novelty has become the norm, with some graduates even moving on to pursue agricultural degrees through land-grant scholarships.

“My dream for [the schools] is that every student, at least, gets the opportunity to grow their own food at some point while they’re in school,” Mahlik says.

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OTA reports $76B in Sales of Organic Products

Wed, 11 Mar 2026 00:09:25 GMT

The Organic Trade Association reports U.S. sales of certified organic products accelerated in 2025, reaching $76.6 billion with an annual growth rate of 6.8%. The organization, citing these figures from its 2026 Organic Market Report, says organics grew at double the rate of the comparable marketplace in 2025, which was 3.4%.

“For the third year in a row, organic has grown faster than the total market, which indicates shoppers are prioritizing their health and the planet and are willing to pay a premium for it,” says OTA co-CEO Tom Chapman. “In a crowded marketplace, the USDA Organic seal stands as a clear mark of trust for consumers of all ages who are focused on their health and the well-being of their families.”

OTA says organic sales were led by organic produce, which the organization says serves as the key entry point for organic consumers. Organic produce accounts for nearly 30% of the total organic sales with a growth rate of 5.3% and $22.7 billion in total sales.

Berries remain on top of the organic produce category with sales rising to $4.4 billion, an increase of 10.5%. Citrus sales climbed 18.1%, while bananas also experienced double-digit growth at 12.6% to reach the $1 billion mark.

OTA says the survey shows the USDA Organic seal remained a constant source of trust and confidence with consumers. The research reveals younger generations consider the impact of production on people, planet and animals when making their purchase decisions, with an increased interest in transparency and sustainability. However, OTA says its research consistently shows that while consumers value all the attributes in organic, more education and visibility on organic attributes would help new consumers make the connection to what USDA organic certification stands for.

“Organic has unique assets for growth, notably that the USDA Organic seal has strong consumer recognition and the highest level of trust in a certification,” says OTA co-CEO Matthew Dillon. “With that in mind, we launched the ‘Seal Makes It Simple’ integrated marketing campaign in September 2025 to deliver relatable, scientifically proven information about the benefits of organic and the power of the seal. The fact that the campaign has already exceeded our expectations tells us that consumers are hungry for credible information and that organic is capturing their attention and driving purchase, which is a win for everyone.”

OTA says long-term outlook for organic forecasts a compound annual growth rate of 5.6%, which has remained consistent since 2016, and annual organic sales are projected to increase by another $24 billion over the next five years. OTA says organic sales are projected to cross the $100 billion in sales threshold in 2030.

The Magic Behind Produce: Helping Kids Discover Plants One Bite at a Time

Mon, 09 Mar 2026 19:00:04 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

If you’ve ever tried to convince a child to eat broccoli or spinach, you’ve likely seen the resistance.

Even so, research and experience say that it’s best to keep trying; the more often children are exposed to different plant foods, the more likely they are to accept and eventually enjoy them.

That’s one reason the idea behind the 30 Different Plants Per Week Challenge resonates beyond adults trying to improve gut health. The concept can also help reshape how kids experience food.

Kevin Hoban, founder of the YouTube Kids channel “ Captain & Cat ,” has discovered that curiosity can be a powerful gateway to healthy eating. The channel recently launched a series highlighting fruits and vegetables, beginning with an episode about SugarBee apples that has already drawn more than 500,000 views.

Hoban says the goal isn’t to lecture kids about nutrition: It’s to spark excitement.

“We like to lead with awe and wonder,” Hoban says. “Whether that’s how many apples get picked from one orchard (millions) or the incredible speed at which a factory can sort and package apples, the more we can point to the ‘magic’ behind the fruit, the better.”

That sense of enthusiasm is contagious, he says. When farmers talk about their crops with passion, kids pick up on it.

“We find that if we’re excited, and the farmer is excited, that’s a great way to get kids excited about eating something healthy too,” Hoban explains.

The project goes beyond videos. The team has partnered with hundreds of preschools, sending classrooms a package that includes the video, an activity worksheet and a bag of SugarBee apples.

Kevin Hoban, founder of the YouTube Kids channel Captain & Cat, has discovered that curiosity can be a powerful gateway to healthy eating.

(Photo courtesy of Captain & Cat)

For Hoban, the real goal is long-term.

“At home, kids can be set in their ways in terms of what they like and don’t like to eat,” he says. “But at school, a child is much more open to trying something new because it’s an unexpected and fun detour from the typical school day.”

Programs that connect food with discovery show up in other places, too.

For example, Tomatosphere is an education program that recently sent 1.2 million tomato seeds into orbit aboard a SpaceX mission to the International Space Station. When the seeds return to Earth, they’ll be distributed to classrooms where students will grow them and study how space conditions affect plant growth.

The project uses space exploration to introduce students to scientific inquiry and agriculture at the same time.

Rick Falconer, president of the First the Seed Foundation, says the goal is to spark curiosity about how food is grown.

“Educating students about the seed industry is vital to building inspiration and interest in agricultural careers,” Falconer says.

When kids grow a plant, study it or even hear the story behind how it was produced, they begin to see food differently. It stops being an unfamiliar object on a plate and becomes something they understand.

And that’s where the 30-plant-per-week idea can become powerful for families. The key is exposure; whether it’s a new fruit at snack time, lettuce on a sandwich, a handful of berries or a taste of roasted vegetables, each encounter builds familiarity.

For adults pursuing gut health, those extra plants feed the microbiome. For kids, they do that and more. They build curiosity, confidence and a lifelong relationship with food that begins one plant at a time.

Why Early Exposure to Plants Matters

A large-scale analysis published in 2023 in The Lancet Child & Adolescent Health tracked minimum dietary diversity across global populations and found a direct, linear correlation between plant food variety (legumes, nuts, orange/yellow vegetables and leafy greens) and the prevention of stunting and wasting.

When it comes to cardiovascular health, research published in 2021 in the Journal of the American Heart Association followed children into adulthood and found that those with high plant-centered diets in childhood had a 52% lower risk of developing cardiovascular disease decades later.

As stated in “ The Lasting Influences of Early Food-Related Variety Experience ,” this longitudinal study tracked children from 5 months to 6 years of age, proving that high vegetable variety at the start of weaning leads to significantly higher acceptance of new foods later in childhood.

Retailer Insights

Retailers can play a key role in helping families expand kids’ exposure to fruits and vegetables, turning curiosity into healthier habits.

Lean into storytelling — Kids respond to the magic behind food. Signage or QR codes linking to short videos about how apples are grown or how tomatoes travel from seed to store can make produce more engaging for families.
Create kid-friendly discovery zones — A small “Try Something New” display featuring two or three seasonal fruits or vegetables each week can encourage families to add an unfamiliar plant to their cart.
Partner with schools and community groups — Programs that introduce produce in classrooms — through tastings, seed kits or educational materials — can extend into retail with in-store promotions or take-home recipe cards.
Make it interactive — Coloring sheets, stickers, scavenger hunts in the produce department or simple “30 plants tracker” cards can turn a shopping trip into a game for children.
Bundle for convenience — Retailers can assemble small plant variety packs that combine several fruits or vegetables, helping parents easily add diversity to meals without extra planning.

The more often children see, touch and taste different plants, the more likely those foods become part of their everyday diet. Homes, schools, the internet and retailers can all help make those first introductions happen.

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Innovation and Convenience Drive Growth at SEPC Southern Exposure

Sat, 07 Mar 2026 01:00:41 GMT

ORLANDO, Fla. — This year’s Southeast Produce Council’s Southern Exposure event highlighted a strategic industry shift toward value-added items, such as stuffed mushrooms and snack-ready cucumbers, as brands leverage specific consumer data to boost consumption and efficiency at the retail level.

Paul Williamson, Kelsey Coon and Amy Wood are shown at the Highline Mushrooms booth at Southern Exposure.

(Photo: Christina Herrick)

Highline Mushrooms is launching a line of stuffed mushrooms with fresh, gourmet flavors without the prep for the younger generation.

“We want to keep those dollars in fresh,” says Kelsey Coon, Highline Mushrooms’ sales and marketing manager.

Coon says Highline plans to expand its value-added line, as the company has had great feedback from retailers on the products available currently.

Highline has also launched its Grillmate line to pair with grilled meats. Coon says retailers also have responded well to this line and have asked for more pairings with produce.

Rochelle Bohm and Rich Mendosa are shown at CMI Orchards’ Southern Exposure booth.

(Photo: Christina Herrick)

Rochelle Bohm, vice president of CMI Orchards, says the company is learning ways to drive consumption and using its Apple Crush tool to connect consumers to new apple varieties.

This broader campaign aims to build consumer interest in these new varieties and boost sales. With more than 78% of consumers purchasing apples, the industry just needs to drive slight upticks in consumption to reap rewards.

“All we really need to do is get consumers to pick up another extra pouch bag,” she says.

Amy Wood, Larissa Rice and Sean Steller are shown at the Phillips Mushroom Farms booth at Southern Exposure.

(Photo: Christina Herrick)

Spicing up recipes with new mushroom varieties is one of the talking points at the Phillips Mushroom Farms’ Southern Exposure booth — varieties such as chestnut, pioppino and wood ear.

Organics are also of interest with specialty mushrooms, says Sean Steller, director of business development for Phillips Mushroom Farms. He says the company plans to roll out value-added packs, including vegan Buffalo-stuffed oyster mushrooms.

Steller says he’s seeing demand for larger packs, as consumers are looking for value. They are also seeking sliced mushrooms for convenience.

Chris Jones, Mike Faul, Justin Wright, Jeff Richardson and Brigita Dimenna are shown at the Great Lakes Greenhouses’ booth at Southern Exposure.

(Photo: Christina Herrick)

Snacking is a major trend, says Jeff Richardson, vice president of sales with Great Lakes Greenhouses.

“We’re seeing explosive growth in that category,” he says.

Richardson points to Great Lakes Greenhouses’ Persian cucumbers, which continue to grow in popularity. He says this is likely due not only to consumers’ interest in eating healthy but also snacking healthy.

“It’s gotten to a place where convenience is key,” he says.

Great Lakes Greenhouses has also offered unique pack sizes to add value at retail. Foodservice has taken a keen interest in mini cucumbers, too, he says.

Organic peppers are also popular.

“There’s that segment of the population that just wants to eat healthy,” Richardson says of the growth in the organics category.

Tony Losito, Tony D’Amico, Amy Wood, Joe D’Amico and Johnny Kampes IV are shown at the To-Jo Mushrooms booth at Southern Exposure.

(Photo: Christina Herrick)

Organics was a major talking point at the To-Jo booth, says Johnny Kampes IV, director of sales.

Kampes says another thing retailers have been asking about is smaller pack sizes, which To-Jo offers in a 6-ounce pack.

To-Jo plans to tap into more value-added stuffed specialty mushrooms to appeal to the younger generation’s interest in convenience. Kampes also says To-Jo is looking at its presence on retailers’ e-commerce sites.

Tyler Schneider, Peppe Bonfiglio, Dan Natelborg and Wesley Emerson are shown at Mastronardi Produce’s Southern Exposure booth.

(Photo: Christina Herrick)

A major trend with retailer visits to Mastronardi Produce’s booth was snacking and high-flavor items, says Wesley Emerson, account manager.

Mastronardi showed off its new packaging for Pop-Its, which offer consumers a quick and healthy snack with good flavor.

“We want the consumer to be happy with what they buy,” Emerson says.

Mastronardi also showcased its berry line with blueberries and its Wow Berries Dreamberry.

David Santucci, Bryan Shelton, Mark Currie and Amy Wood are shown at the Giorgio Fresh Co. booth at Southern Exposure.

(Photo: Christina Herrick)

Health and convenience are themes that are top of mind for the Giorgio Fresh team, says Bryan Shelton, vice president of sales and marketing. He says Giorgio is looking at adding new products that can help bring consumers into the mushroom category.

Shelton says Giorgio is also looking to optimize exotics.

“We’re looking at engaging the young consumer,” he says.

Shelton says Giorgio has started to deploy data to help refresh stores’ inventories, which he says will increase efficiencies for retailers.

LocalDutch Merges High-Tech Greenhouses With Urban Retail to Create the Future of Fresh

Tue, 03 Mar 2026 20:44:32 GMT

In an era where global supply chains are increasingly fragile and food deserts persist across the U.S., a Dutch agri-tech firm is proposing a radical shift in how we grow and buy our groceries. LocalDutch , headquartered in The Hague, Netherlands, has unveiled its plan to roll out Urban Farm Shops — a standardized, scalable model that merges high-tech greenhouse production with neighborhood retail under one roof.

The concept is a direct response to a growing paradox in modern agriculture. While the demand for fresh, local produce is at an all-time high, the specialized expertise required to run high-performance greenhouses is becoming increasingly scarce.

LocalDutch’s solution is a proprietary “climate autopilot.” This artificial intelligence-driven system manages the internal environment of its shops by integrating external weather data, internal sensors and validated growth models. By automating the complex biology of farming, the company says it can neutralize regional extremes, from the humid Southeast to the arid Southwest, without needing a master grower on-site at every location.

“What we are bringing to the United States is truly Dutch technology, applied in a way that is both effective and easy to scale,” says Arne Spliet, co-founder of LocalDutch. “In a sector where skilled specialists are rare, our system automates that work to ensure consistent production. That is exactly what many communities urgently need.”

Rather than targeting a specific demographic, the U.S. rollout is prioritizing intersection points where fresh food access is low but demand and municipal support are high. This includes both dense urban centers like Chicago and New York, as well as peri-urban areas where land may be available but supply chains remain inefficient.

By positioning these shops as neighborhood food infrastructure, LocalDutch has been able to navigate notoriously difficult U.S. zoning laws, pitching its sites as a mix of community-serving retail and local job creators.

Rather than targeting a specific demographic, the U.S. rollout is prioritizing intersection points where fresh food access is low but demand and municipal support are high.

(Digital rendering courtesy of LocalDutch)

“Our format is compact and standardized, so we select sites based on demand and real estate fundamentals, not just a label,” says Catherine Wilsbach, local impactor for LocalDutch.

While the growing process is handled by algorithms, the storefront remains intentionally human. LocalDutch isn’t looking to replace the weekly supermarket trip. Instead, it aims to enhance it.

The shops are designed to function as social meeting points, capturing the transparency and trust of a traditional farmers market but with the year-round consistency of a daily market. Because the AI handles the farming, local teams can be recruited for their retail and community engagement skills rather than agricultural degrees.

“We’re building on something that already resonates strongly in the U.S.: the desire to know where your food comes from. Farmers markets have shown that Americans value transparency, local growers and a direct connection to their food,” Wilsbach says. “LocalDutch brings that same trust and visibility into a year-round, neighborhood setting. Customers can see their produce growing just steps from the shelf, combining the authenticity of a farmers market with the convenience of a daily market.”

Economically, the model is built for resilience. Revenue is generated through a hybrid of direct retail sales, community supported agriculture memberships and last-mile delivery partnerships. This flexibility allows each shop to adapt to its specific local market while maintaining a consistent operational backbone.

As LocalDutch establishes its U.S. offices, the goal remains clear: to prove that the future of food isn’t just about growing more; it’s about growing closer to the people who eat it. By shrinking the distance between the vine and the shelf to just a few steps, LocalDutch is betting that the next great American grocery staple will be a Dutch-grown model with a local heart.

With plans to launch in the U.S. this year, the initial locations are planned to be in Pennsylvania, “capitalizing on the strong local food production and historical strength in agriculture,” Wilsbach says.

LocalDutch highlights the following about its approach:

Fresh and affordable vegetables — Quality matters; locally produced deliciousness that’s cheaper than supermarkets.
Farm-to-fork — Locally produced food gives zero food miles and no food waste.
Standardized build — The build of the LocalDutch Shop is prefabricated and just has to be assembled on site.
Expertise — LocalDutch says it arose from long-lasting controlled environment agriculture knowledge.

Read more about the LocalDutch story, background in the greenhouse sector and ideas on how to bring affordable fresh food to many different places on Stories of Purpose , a storytelling initiative by The Hague.

Tackling Produce Waste: Retail Strategies and the Path to 2030

Wed, 25 Feb 2026 19:06:37 GMT

Food waste remains one of the most significant challenges in the retail sector, particularly within the produce department.

According to ReFED’s Food Waste Monitor , 70.7 million tons of surplus food were generated in all sectors across all states in 2024. Of this, produce represented 32.1 million tons, or 45.3%. To combat this, retailers are increasingly turning to innovative technology and collaborative pacts to recover value and reduce environmental impact.

Too Good To Go: Turning Surplus into Opportunity

Too Good To Go has emerged as a solution for retailers looking to mitigate the loss of surplus food. By using its Surprise Bag model, the platform allows retailers to sell items that are nearing their best-before date — especially highly perishable produce — at a discounted price to consumers.

Too Good To Go’s new white paper, “ Retail’s $348B Problem, ” examines the scale of surplus-driven revenue loss in U.S. grocery and why food waste is shifting from an operational concern to a material profitability question.

The company says the environmental and operational impact of this model is measurable:

Emissions and resources — Across the U.S., unsold or uneaten food is responsible for 24% of landfill inputs and 3.5% of greenhouse gas emissions.
Retail reach — In 2024 alone, the Too Good To Go community saved over 135 million meals. Major retailers, including Whole Foods Market, have integrated this system to manage daily inventory fluctuations that would otherwise result in shrink.
Financial recovery — Beyond sustainability, the platform enables retailers to recover the wholesale cost of goods that would otherwise represent a total loss, creating a “win-win-win” for the business, the consumer and the planet, according to the company.
Since its launch in the U.S. in 2020, Too Good To Go says it has helped its network of partners recover an extra $139.8 million in added revenue.

The practical application of these surplus-reduction strategies is best illustrated through the direct insights and data provided by Whole Foods Market and Pemberton Farms, the company says, showcasing how both national and local retailers are navigating the operational challenges of produce waste.

Pemberton Farms , Boston
By the numbers:

Pemberton Farms has earned $47,659 in recovered revenue since partnering with Too Good To Go.
That revenue is a direct result of the 12,280-plus meals it has saved from going to waste through the Too Good To Go app; this can include everything from prepared foods and bakery items to bags stocked with produce that might not be as pretty but is still perfectly good.
The store has had an 87% return rate among new shoppers who have visited the store for the first time through Too Good To Go.

“Too Good To Go has done so many other things for our business that we never could have put a metric on in the beginning,” says Greg Saidnawey, store manager for Pemberton Farms. “One of the biggest things is just how much foot traffic gets pushed into the store. And once people are in here, we pride ourselves on being the kind of place where the whole store becomes an impulse buy.”

Whole Foods Market , multiple locations
By the numbers:

Whole Foods Market initially piloted its collaboration with Too Good To Go in 2023, launching two Too Good To Go Surprise Bag product categories across seven store locations.
Following a successful pilot, the program expanded in 2024 to more than 430 stores, and within six months, it scaled nationwide to all 530-plus locations.
After demonstrating consistent operational success at the national level, Whole Foods Market further deepened the collaboration by introducing seven additional product categories across more than 530 stores. The expansion significantly increased its food surplus recovery, aided its goals of cutting food waste in half by 2030 and further embedded waste reduction into everyday store operations.

“We believe every effort to reduce food waste is an opportunity to make a difference as part of our purpose to nourish people and the planet,” says Caitlin Leibert, vice president of sustainability for Whole Foods Market. “Expanding our collaboration with Too Good To Go into even more departments is a simple yet powerful way to bring value to our customers and communities while helping build a more sustainable food future, one meal at a time.”

The U.S. Food Waste Pact: Industrywide Progress

While individual platforms like Too Good To Go address immediate surplus, the U.S. Food Waste Pact focuses on systemic change through data transparency and collective action. The 2025 Impact Report highlights a pivotal shift in how the retail industry manages its supply chain.

Key findings from the Pact’s retail signatories include:

Reduction in unsold food — Retailers participating in the pact reported a 1.1% decrease in unsold food rates from 2023 to 2024. This improvement is particularly notable as it occurred despite an overall increase in the total volume of food handled by these businesses.
Economic gains — This reduction in waste translated to a $15.9 million decrease in the wholesale cost of surplus food, proving that efficiency in the produce aisle directly bolsters the bottom line.
Collaborative scale — The pact has nearly doubled its signatory base, now including major players such as Aldi US, Amazon Fresh and Whole Foods Market.
Pilot success — Targeted pilot projects within the pact have demonstrated that focused interventions can lead to waste reductions of over 50% in specific categories, providing a roadmap for broader implementation across the retail landscape.

Through the combination of consumer-facing apps and rigorous industrywide reporting, the retail sector is moving closer to the national goal of cutting food waste in half by 2030.

Olivia’s Organics Launches New Greenhouse-Grown Line

Wed, 25 Feb 2026 18:41:03 GMT

Olivia’s Organics has launched its Olivia’s Organics Greenhouse Grown product line. The company, which is a part of the fourth-generation, family-owned State Garden, is also celebrating its 20th anniversary.

State Garden President and CEO Mark DeMichaelis says Olivia’s Organics’ new organic greenhouse line marks a breakthrough moment for regional agriculture.

“Our new organic greenhouse varieties represent a milestone once thought impossible: locally grown, certified-organic greens in the Northeast, available 12 months a year,” he says. “This 20-year pursuit has been powered by persistence, innovation and an unwavering commitment to our customers and communities.”

The new greenhouse-grown blends include organic green leaf and organic red and green leaf products, which the company says complement Olivia’s Organics’ full line of organic tender leaf salads and blends, butternut squash, celery and more.

“One of my long-standing career goals has been to deliver what our customers have consistently asked for: truly local, certified-organic greens grown year-round in the Northeast,” DeMichaelis says. “This strengthens our commitment to the region — supporting local grower networks, their families and the communities and charities that have been part of the Olivia’s story for two decades. This milestone represents both a promise kept and a dream realized.”

Olivia’s Organics Greenhouse Grown varieties unite rigorous food safety standards with trusted organic integrity, including the use of no natural or synthetic pesticides, according to the company, which highlights the two varieties currently available:

Organic green leaf offers a natural buttery bite and gentle crunch with a mild, clean flavor and is suited for salads, wraps, fresh dishes and more.
Organic red and green leaf offers a light, refreshing crunch with a mild flavor mix of red and green leaves and is suited for building vibrant salads and everyday meals.

“Olivia’s Organics Greenhouse Grown varieties are crafted for those with a more discerning palate, offering a bolder, more robust flavor profile that tastes closer to the earth, not engineered away from it,” says Tom Thompson, chief revenue officer for State Garden. “The result is a consistently fresh, crisp product with a satisfying crunch and versatile flavor that pairs well with everything from a light balsamic to a classic, hearty Caesar.”

The new greenhouse-grown blends are now available in all of Market Basket’s 90 stores throughout Massachusetts, New Hampshire, Maine and Rhode Island; on FreshDirect serving Pennsylvania, New Jersey, New York and Connecticut; and in all 20 Roche Bros. locations throughout Massachusetts. They will be available in Shaw’s markets throughout Maine, Massachusetts, New Hampshire, Rhode Island and Vermont beginning in early March.

Rewriting the Food Story: KC Black Urban Growers and the Fight for Food Sovereignty

Fri, 20 Feb 2026 21:00:03 GMT

Editor’s note: This story is part of an ongoing “ Sowing Change ” series about urban farming.

On the corner of 31^st and Prospect in Kansas City, Mo., a Sunfresh grocery store, the last full-service grocer in this food desert, closed and left a void that made national news. For many residents in the surrounding neighborhoods, it had been the primary source of fresh food. Within weeks, a small network of Black farmers stepped in to help feed people living within a 1-mile radius.

“We partnered with The [Kansas City] Defender , which is the Black newspaper, and five of our farmers, and said, ‘How can we do food boxes for people who live one mile within this grocery store?’” says Dina Newman, founder of KC Black Urban Growers . “One thing, we’re going to get locally grown, affordable fresh produce in the hands of folks within 1 mile of that grocery store. And the other thing, it was an opportunity for those folks around there to meet a Black farmer.”

They called it the Hamer Free Food Box, named after civil rights activist Fannie Lou Hamer. The pilot ran in late summer and early fall.

“Amazing. People were, first of all, so grateful. Secondly, again, it was an opportunity of, ‘Wow, I didn’t realize that this was even a possibility,’” Newman says.

That moment captures her larger vision, one rooted in what she calls “afri/agri-culture,” a reconnection to land, heritage and power.

Reclaiming an Agrarian Identity

“We are agrarian people,” Newman says. “Coming from Africa, coming to this land and bringing with us certain plants, certain seeds, certain knowledge. In some cases, [they] have been forgotten, but it’s there.”

For Newman, reconnecting Black growers to that legacy requires intention. KC Black Urban Growers creates what she describes as “a brave and safe space” where Black farmers and gardeners can gather every other month to share stories, techniques and hard truths.

“There are certain things that we are dealing with as Black farmers and growers,” she says. “Finances, for one. Historically, you know the stories. Land, acquiring land, even at an urban level, there are still challenges.”

In those gatherings, history becomes practical knowledge.

“Oftentimes, somebody is like, ‘My grandmother or my grandfather, my great grandfather used to do it this way. Have you tried that?’ So we’re able to have that deep connection,” Newman says.

Part of that reconnection includes economic self-determination. The group prioritizes sourcing “food that has been traditionally labeled as African American or Black foods,” Newman says, and ensuring they are “getting them from Black seed companies. We are supporting those farms and those who are doing that work.”

It is a direct response to generations of discrimination that stripped Black farmers of land and capital. Small-scale support can make an immediate difference.

Hands-on experiential learning at Sankara Farm.

(Photo courtesy of KC Black Urban Growers)

Bridging Gaps With Microgrants

Through a Just-in-Time microgrant program, KC Black Urban Growers offers grants ranging from $500 to $2,000.

“For some people, $500 will buy you some seeds,” Newman says. “It’s going to help you get some soil amendments. It may also help pay that water bill.”

Water, especially for growers on city systems, is a significant expense. “Water is so expensive,” she says. “They may be able to offset.”

In some cases, that modest grant becomes leverage.

“It’s not a lot, but they can leverage that to try to get more funds from someone else,” Newman says. “It’s like, ‘KCBUGs believe in this project. Here’s my kind of seed money. Can you leverage that?’”

Recipients have used funds for raised beds, lumber, training opportunities and conference travel.

“I had one grower who needed raised beds,” Newman says. “We’ve also had people who’ve been like, ‘I need to go to this training, and I can’t afford to go.’ So, we’ve been able to support folks to go to different trainings and events as well.”

Reframing Farming for the Next Generation

Convincing young Black people to see farming as opportunity rather than oppression requires careful reframing.

“It’s not easy,” Newman says. “I remember the resistance from folks saying, ‘I’ve been freed from that kind of life. I’m not a sharecropper. I’m not a slave. I don’t want to do that kind of work.’”

The shift has come through storytelling and meeting young people where they are. During the pandemic, the message centered on health. “With COVID, it was like food is medicine; there was a surge of interest. It was, ‘I need to know where my food is coming from.’”

Newman recalls a young person telling her: “‘I want to be able to play pro basketball, but I have to be healthy, right? I’ve got to be healthy.‘ Well, let’s look at your food situation.”

Today, the conversation also includes green careers.

“We’re having conversations about green jobs right now, which is a primarily white field,” she says. “But we know there are really good green jobs out there outside of farming. There’s forestry.”

Urban agriculture becomes an entry point into a broader ecosystem of environmental work and green infrastructure.

Dina Newman has a vision rooted in what she calls “afri/agri-culture,” a reconnection to land, heritage and power.

(Photo courtesy of KC Black Urban Growers)

Building Toward Food Sovereignty

The food box pilot did more than fill empty refrigerators. It sparked a larger idea: a Black-led, community-supported agriculture program.

“We are looking at doing the very first Black CSA [Community Supported Agriculture],” Newman says. The model would include five to 10 Black farmers, with a sliding-scale structure. “Those who can pay would help offset the cost for those who couldn’t. So, we still want to make sure that those who need fresh, affordable food would be able to get it at a really reduced rate or no cost at all.”

That vision aligns with Newman’s long-term goal of food sovereignty, a system where communities control how their food is grown, distributed and consumed.

She also envisions a physical hub dedicated to education and processing.

“People are looking for a place where they could go and do some of that experiential learning, that hands-on [learning],” she says.

Newman says she imagines a space where food and fiber intersect, referencing a farmer who grows cotton alongside vegetables.

“That is so emotionally historic and an opportunity to learn and teach,” she says.

A dedicated site could host trainings, youth programs and workshops on harvesting, seed saving and even textiles connected to Black agricultural history.

“It’s a pipe dream,” she says with a laugh. “But yeah, I would love to see our own space where people could come in, where we could also have trainings, offer trainings into the community, particularly with young people. That would be a dream.”

Expanding the Circle

KC Black Urban Growers’ mission has focused on supporting farmers and growers within 100 miles of Kansas City. Now, rural communities are showing interest.

“Our rural brothers and sisters are reaching out,” Newman says.

The group is building connections as far west as the historic Black township of Nicodemus, where farmers are installing high tunnels on more than 50 acres.

“They’re out there, and they need our support as well,” she says.

For Newman, the work is both practical and profound. It is about fresh produce within a mile of a closed grocery store. It is about microgrants that pay water bills. It is also about restoring memory.

“We are agrarian people,” she says, returning to the core of her message.

The seeds, she believes, were always there.

Your Next Read:

Beyond Organic: Why the Future of Urban Farming is ‘Soil Gut Health’

Thu, 19 Feb 2026 21:09:42 GMT

Editor’s note: This story is part of an ongoing “ Sowing Change ” series about urban farming.

For decades, the gold standard of responsible gardening was defined by the organic label with its list of prohibited synthetic chemicals and pesticides. But according to Chris Cerveny, who holds a Ph.D. in horticulture from Cornell University, simply avoiding the “bad stuff” is only half the battle.

Cerveny brings nearly 30 years of experience in the horticulture industry to this new frontier. A self-described “plant geek” and expert in controlled environment agriculture and hydroponics, he has spent much of his career focusing on the plants themselves. However, his transition back into gardening sparked a major “aha moment” and a paradigm shift: the realization that to truly nurture a plant, one must first nurture the soil as its own distinct crop. As co-founder and chief innovation and product officer of Just Good Soil , he is focused on bridging advanced soil science with everyday gardening — empowering people to regenerate their soil, grow healthier plants and become confident gardeners.

The next era of cultivation is regenerative, he says; a paradigm shift that treats the soil and its ecosystem as its own primary crop.

Chris Cerveny, Ph.D., is the co-founder and chief innovation and product officer of Just Good Soil, the first tech-enabled, science-backed regenerative gardening company focused on improving soil health to help Americans grow more nutrient-dense food in their home gardens.

(Photo courtesy of Just Good Soil)

The Sugar High Versus True Nutrition

Traditional gardening often relies on synthetic fertilizers like urea, which Cerveny describes as a sugar high for plants. While these high-nitrogen inputs produce rapid, lush green growth, they often have a nutrient dilution effect, he says. Because the plants grow so quickly, the resulting fruits and vegetables can actually contain lower concentrations of vital vitamins and minerals than those grown in slower, biologically active systems.

In a regenerative system, nutrients aren’t delivered via a chemical “fast food” fix. Instead, soil microbes digest organic matter — like manure, leaves and compost — converting it into a bioavailable form for plants.

“I think of it like complex carbohydrates versus sugary carbs,” Cerveny says. “That slow metabolism is also really good for the soil life and then the crops that are supported by it.”

Resilience in the Concrete Jungle

For urban farmers working in small plots or raised beds, regenerative practices offer a distinct advantage in building climate resilience. While large-scale industrial farms struggle to amend vast acreage, urban growers can rapidly build a microbial engine in their soil.

Cerveny highlights three essential protocols for the regenerative urban grower:

Stop Tilling: Tilling grinds up the delicate fungal networks that hold soil together, leading to compaction and erosion. Instead, use sheet composting — layering cardboard and compost to let earthworms do the aeration for you.
No Bare Soil: Always keep the ground covered with mulch, straw or cover crops. This retains moisture and protects the microbiome from the elements.
Rethink Weeds: Rather than pulling weeds by the root, Cerveny suggests cutting them at the surface. The remaining roots exude “plant juices” that feed specific microbe populations, eventually decaying into future organic matter and pore space.

The Path Forward

Transitioning to a regenerative model doesn’t happen overnight, Cerveny says. Field studies show it can take one to five years to reach comparable yields to chemical systems. But for the home gardener, the results are often immediate. By starting with a simple soil test to understand background nutrition, urban farmers can stop stripping away from the earth and start building a self-sustaining ecosystem that produces better-tasting, more nutrient-dense food.

Pattison Food Group Adds Equifruit As Organic Supplier

Tue, 17 Feb 2026 20:09:22 GMT

Western Canada retailer Pattison Food Group has transitioned its organic banana program supplier to Equifruit, a North American importer of Fairtrade International-certified bananas.

Equifruit says its fair trade organic bananas are now available at the following Pattison Food Group stores: Save-On-Foods, PriceSmart Foods, Urban Fare, Buy-Low Foods, Quality Foods and Nesters Market.

Through this partnership, the companies say Pattison Food Group and Equifruit will help support sustainable incomes and improved working conditions for banana growers in Latin America.

“Switching to Equifruit organic bananas is a natural fit for Pattison Food Group,” says Justin McGregor, general manager for produce and bulk at Pattison Food Group. “They share our values of fairness, transparency and collaboration that benefits everyone, from growers to shoppers.”

Equifruit says in addition to promoting fairer wages and safer working conditions, the Fairtrade standards prohibit child labor and support farmers to help reduce their environmental impact. Equifruit pays a Fairtrade premium directly to growers, which provides community funding for projects such as education programs, clean water facilities and housing improvements.

“In a highly volatile global banana market, fair trade provides a level of stability for banana farmers,” says Jennie Coleman, president and co-owner of Equifruit. “That stability allows them to invest in a better future for themselves and their communities and a more sustainable future for the banana industry.”

Your next read: How Tariffs Grounded Fair Trade Produce in 2025, Just as it Was Poised for Takeoff

The High-Stakes Gamble on Healthy Soil: How Rodale Institute is Rewriting the Farm Economy

Mon, 09 Feb 2026 23:16:42 GMT

In the world of commercial produce, “regenerative” has become the industry’s newest North Star, but for the farmers on the ground, the path to that star often looks like a financial cliff. On Jan. 22, the Rodale Institute signaled a major shift in how it plans to bridge this gap by appointing Matthew Grand as its chief strategy officer.

Grand isn’t a traditional agronomist; he is a veteran of the high-finance world with 17 years at Goldman Sachs and a background as a certified public accountant. His mission is to turn a radical scientific ideal into a global economic reality.

As chief strategy officer, Grand will advise the CEO and chief financial officer on best practices in budgeting and financial processes; develop long-term business and financial models to support decision-making; lead business and financial planning across programs; support development strategies, including capital campaigns; and help cultivate partnerships and innovative funding models.

“I am honored to return to Rodale Institute at a critical moment for regenerative organic agriculture,” Grand says. “The institute’s legacy demonstrates what’s possible when science, soil and society work together, and I look forward to supporting its continued growth, influence and impact.”

“We are thrilled to welcome Matt to the team, whose deep expertise at the intersection of finance and sustainability will help propel Rodale Institute’s vision for a healthier planet and more resilient food systems,” says Rodale Institute CEO Jeff Tkach. “His passion, coupled with expertise in aligning capital with mission and innovation, will be instrumental as the Institute expands our reach and amplifies our impact in the years ahead.”

The Packer connected with Tkach and Grand to discuss how Rodale Institute is bridging the gap between soil science and global finance to scale the regenerative organic movement.

The Packer: With the USDA recently launching a $1 billion pilot program for regenerative practices, the term “regenerative” is entering the federal lexicon without a legal definition. How is Rodale working to ensure that federal policy rewards outcomes (like carbon sequestration and soil health) rather than just a checklist of practices that might not actually restore the land?

Jeff Tkach: This moment reflects a growing federal recognition that healthy soil is foundational to a secure food system, climate resilience and human health. Rodale Institute, along with our partners at the Regenerative Organic Alliance, believes that changing practices on farms is more important than outcomes-based measurement. Outcomes-based standards can easily be manipulated.

Regenerative Organic Certified is a practice-based certification, because it levels the playing field for farmers and creates the greatest level of trust and transparency for consumers. The ROA standard rewards farmers economically based on their farming practices, which is ultimately what matters most to the viability of a healthier food system. If a farmer can’t make a living from what they produce and has to rely on carbon credits, what does that say about agriculture as an industry?

Rodale Institute has tapped former Goldman Sachs executive Matthew Grand as its chief strategy officer.

(Photo courtesy of Rodale Institute)

Coming from a Wall Street background, you understand risk better than most. Currently, the three-year transition period to regenerative organic is a “financial valley of death” for many farmers. What specific market mechanisms — be it new insurance models, supply chain premiums or private equity — are you building to ensure the financial burden of this transition doesn’t rest solely on the farmer’s shoulders?

Matt Grand: I’ve learned over the course of my career that the term “risk” has several different meanings and applications unique to each individual. And as you alluded to in your question, there’s certainly a liquidity gap for farmers who invest their time, energy and resources to go through the three-year transition process. We at Rodale Institute actually view the transition not as a cost but as a de-risking mechanism for the entire food system. An organic certification is an asset for farmers, and the data proves that out in terms of accretive economics. You’re replacing business models that are historically dependent on volatile pricing, that rely on expensive and synthetic inputs, which result in degraded soil and ultimately lower land values.

To move our mission further, we do need to shift the financial burden of transition away from the growers and more toward institutional lenders who can properly underwrite the risks of regenerative organic agriculture. Fortunately, we have seen the emergence of many platforms who are providing farmers with more access to capital across the lending spectrum. And yet the demand for capital still significantly outweighs the available supply.

At Rodale Institute, we work with many of these platforms in various capacities, including on-farm technical assistance, proving that regenerative organic models make economic sense for all stakeholders, including farmers, consumers and the planet. We know it works; regenerative practices lower default risk over time. And we will continue to help support this broadening ecosystem through our pioneering work.

Jeff Tkach, CEO of Rodale Institute, is shown at the institute’s Organic Field Day at its headquarters in Kutztown, Pa.

(Photo courtesy of Rodale Institute )

As “regenerative” becomes the new “sustainability” for major CPG brands, there is a fear among the legacy organic community that rigor will be sacrificed for scale. How does Rodale’s strategy balance the need for mass-market adoption with the uncompromising standards of the Regenerative Organic Certified seal?

Tkach: Approximately 68 of the world’s top 100 food companies now purport to have a regenerative strategy within their supply chain. There’s a lot of disparity about what that means. Robert Rodale defined regeneration this way: “A method of producing ideas and products that systematically makes more efficient use of all available inputs and resources and that continually improves both the resource base and the people involved in that process.”

The way Rodale Institute sees regeneration is that it cannot be extractive; it has to make systems better. That’s why we believe in standards like Regenerative Organic Certified. It’s a standard that actually defines what regenerative means. It’s about moving away from extraction and getting toxic chemicals out of our food system altogether. We want to caution the food industry not to greenwash this word. Standards are really important so that we are all singing from the same song sheet about what regeneration really means. Standards help to eliminate greenwashing and create higher levels of integrity and trust with consumers.

As Women Farmers Rise, Organic Agriculture Leads the Way

Fri, 06 Feb 2026 19:58:39 GMT

With the United Nations’ designation of 2026 as the International Year of the Woman Farmer shining a global spotlight on women in agriculture, census data underscores just how central women have become to the future of U.S. farming, particularly in organic production.

According to the most recent Census of Agriculture, more than half of U.S. farms report having at least one female decision-maker, with women accounting for 36% of all producers and 41% of beginning farmers. Their presence is even stronger in organic agriculture, where women are primary operators on 18% of organic farms compared to 14% of conventional operations, a gap that highlights organic’s appeal as an entry point and long-term career path for women.

Those numbers reflect a steady increase over the past few decades, a trend Kate Mendenhall, executive director of the Organic Farmers Association and owner-operator of Okoboji Organics in northwest Iowa, sees firsthand. She attributes part of the growth to changes in how the ag census asks who actually makes decisions on farms, whereas earlier surveys often listed only one operator, newer approaches better capture farm operations as team efforts, bringing women’s roles into clearer view.

At the same time, Mendenhall says women are increasingly drawn to organic and sustainable agriculture as consumer demand grows for food produced without synthetic chemicals. As a mother and livestock farmer, she says those values are deeply personal. Farming organically allows her to raise food for her community while also creating a safe environment for her children to be part of daily farm life, an experience she says resonates with many women entering the field.

Kate Mendenhall is executive director of the Organic Farmers Association and owner-operator of Okoboji Organics in northwest Iowa.

(Photo courtesy of Kate Mendenhall)

“The organic community was incredibly welcoming to me,” Mendenhall says, adding that seeing other successful women farmers helped her envision agriculture as a viable career after being discouraged from farming during the Midwest farm crisis of her youth. That sense of inclusion, she says, continues to draw women into organic production and helps explain why their representation is higher than in conventional farming.

Despite the progress reflected in census data, Mendenhall says visibility remains a challenge.

She recalls registering her farm with the local Farm Service Agency and being asked repeatedly who would actually be doing the work. Her answer each time: “Me.” Experiences like that, she says, underscore why recognition of women as primary operators remains a key issue during the International Year of the Woman Farmer.

From her dual role as a working farmer and national advocate, Mendenhall brings that lived experience to her leadership at OFA.

Managing organic certification paperwork, working with USDA agencies, hosting farm tours and marketing directly to customers all inform the policy priorities she advances in Washington, D.C. Being rooted in the day-to-day realities of farming, she says, gives her credibility as well as urgency when advocating for programs that truly meet farmers’ needs.

As the International Year of the Woman Farmer unfolds, Mendenhall hopes the focus will inspire more women and girls to see themselves in agriculture. Representation matters, she says, not only to close long-standing recognition gaps but also to ensure the next generation of farmers reflects the diversity, resilience and values shaping the future of food.

How General Produce and Divert are Powering California With Food Waste

Thu, 29 Jan 2026 22:43:25 GMT

In a step toward building a circular economy in northern California, Divert Inc. and General Produce have partnered to transform unsalable food waste into renewable energy and soil amendments.

This collaboration focuses on General Produce’s Sacramento-area distribution center, where the company aggregates harvested commodities from local growers for warehousing and distribution throughout the region.

The partnership targets organic materials that cannot be sold or donated , such as finished goods that are fully packaged and palletized but have reached expiration and bulk binned materials such as damaged pumpkins or bruised produce. By redirecting this material to Divert’s Integrated Diversion abd Energy Facility in Turlock, Calif., General Produce ensures even damaged or recalled goods are repurposed rather than sent to a landfill.

The Science of Transformation

The process at the Turlock facility follows a specialized multistep system designed for maximum efficiency. Andrew Johnston, vice president and general manager of industrials for Divert, says that the facility operates along these process steps:

Collection and transport: Divert loads pallets of finished goods and bulk bins of produce such as damaged pumpkins or bruised fruit, onto trailers at the General Produce facility
Identification and weighing: Upon arrival at the Turlock facility, every pallet and bin is inspected to identify the specific commodity (e.g., cabbage, berries or leafy greens) and weighed to record its packaging level and mass
Mechanical depackaging: The materials run through a specialized system that gently separates any plastic, cardboard or branded packaging from the organic food matter
Anaerobic digestion: The clean organics flow into a closed “stomach” where helpful bacteria break down the material to create biogas
Refining and extraction: The biogas is cleaned to become renewable natural gas, while a centrifuge separates the remaining solids to be repurposed as soil amendment

Beyond the physical processing of waste, a critical component of the partnership is the “visibility into the data,” Johnston says. Divert tracks the type, packaging level and weight of every pallet and bin received. This granular reporting allows General Produce to monitor CO₂ reductions and identify specific inefficiencies within their supply chain.

“The visibility into the data is a huge piece of this,” Johnston says, adding that this information supports internal sustainability initiatives and mandatory reporting. This data-centric approach is vital for meeting the requirements of California’s Senate Bill 1383 (SB 1383), which mandates the diversion of organic waste from landfills to reduce greenhouse gas emissions.

“Together with Divert, we’re keeping organic waste out of landfills, transforming what can’t be donated into renewable energy and continuing to drive meaningful change across our industry,” says Brian Hamilton, director of operations for General Produce.

As Divert continues to expand its Industrials Group, Johnston says their mandate now spans the entire food value chain, “which starts at the farm.” This includes everything from domestic logistics and marine terminals to food processing and distribution.

“Our partnership with General Produce builds on the work we are doing across California to eliminate wasted food in the state and reduce greenhouse gas emissions across the food value chain,” Johnston says. By securing the destruction of recalled or unsalable goods while generating carbon-negative energy, the collaboration exemplifies a “smarter, cleaner and more responsible supply chain.”

Feeling Blue? Blueberries Might Aid Depression and Anxiety, New Research Suggests

Thu, 29 Jan 2026 19:26:45 GMT

A new study published in the journal Nutrients adds to growing evidence that what we eat can influence how we feel. Researchers at Louisiana State University found that daily blueberry supplementation might help reduce symptoms of depression and anxiety in adults living in rural communities, where access to specialized mental health care is often limited.

The 12-week, double-blind, randomized clinical trial followed 23 participants diagnosed with major depressive disorder, generalized anxiety disorder, or both, all of whom were receiving standard care. Participants consumed either a freeze-dried whole blueberry powder equivalent to one cup of fresh blueberries, or a placebo powder matched for taste, color and calories.

At multiple points during the study, participants completed standardized depression and anxiety assessments, including the Major Depression Inventory and the GAD-7 questionnaire. Clinicians also conducted diagnostic interviews using the Hamilton Depression Rating Scale. By the end of the study, those who consumed the blueberry powder showed a greater reduction in symptoms of depression and anxiety compared with those in the placebo group.

“This study suggests that something as simple as adding blueberries to the diet may have meaningful benefits for mental health, highlighting the powerful connection between nutrition and emotional well-being,” says Joseph Francis, Ph.D., the study’s lead author.

While the results are promising, the biological mechanisms behind the mood improvements are still being explored. According to Leslie Wada, senior director of nutrition and health research for the U.S. Highbush Blueberry Council /North American Blueberry Council, the findings raise important questions about how blueberries might be working in the body, even when traditional markers don’t change.

“It’s all speculation,” Wada says, noting that the researchers were not able to directly measure mechanisms in this study. “Previous research has suggested anthocyanins have an effect, but there was nothing that they were able to show from a mechanism. So based on that study, we can’t say.”

One intriguing aspect of the research is that common systemic inflammatory markers, such as C-reactive protein, did not change in the blueberry group, even though participants experienced improvements in mood. That doesn’t necessarily mean inflammation isn’t involved, Wada says.

“When you take a blood sample, it’s going all over your body, and maybe you don’t see a change,” she says. “But if you’re looking at the level of the tissue, you would be able to see it.”

Wada points to emerging research showing localized inflammation can change even when blood markers remain the same, suggesting diet-related benefits might be happening in specific tissues rather than system-wide.

Other hypotheses include the role of the gut-brain axis or the ability of blueberry compounds to directly influence brain function. In animal studies, anthocyanins — the pigments that give blueberries their deep blue color — have been shown to cross the blood-brain barrier.

“They did some studies to show that the anthocyanins cross the blood-brain barrier,” Wada says. “So is it that? Is it a combination? Usually it’s a combination.”

The study used a freeze-dried whole blueberry powder rather than fresh berries, a choice that often raises questions among consumers. Wada explains the powder is used in research to ensure consistency and accuracy, not because it is superior to fresh fruit.

“We provide the powder because we want some standardization, and it’s whole blueberries,” she says. “It’s everything, because we don’t know if it’s the anthocyanins, we don’t know if it’s the fiber. We kind of feel like it’s a combination of the two doing something synergistically.”

Freeze-drying, she added, is the gentlest processing method and helps preserve nutrients while allowing researchers to precisely measure a daily dose equivalent to one cup of fresh berries. It also makes it possible to create a true placebo, which is essential for a double-blind study.

Still, Wada says consumers don’t need supplements to see potential benefits.

“I tell the consumers, don’t go and buy freeze-dried powder off Amazon — just go to the store and buy fresh blueberries,” she says.

The study also found that the daily dose used of about one cup of blueberries is realistic for most people. “It’s a reasonable amount,” Wada says. “Some scientists have given a half-cup equivalent. If people think, ‘Oh, I can’t eat a whole cup at one time,’ have half [a cup] in the morning and half in a smoothie or something later.”

Researchers caution blueberry supplementation is not a replacement for medication or psychiatric care. However, the results suggest that dietary strategies could play a supportive role in managing mental health, particularly in underserved populations.

With its small sample size, the study is considered a pilot, but it demonstrates that rigorous nutrition research can be successfully conducted in rural clinical settings. The authors call for larger, more diverse studies to better understand how blueberries, and diet more broadly, can influence mental health outcomes.

For retailers and growers, the findings also add to the growing body of research supporting blueberries as a functional food with benefits that extend beyond physical wellness, reinforcing their role in everyday diets and long-term health.

Your Next Read: Why I’m Eating 30 Different Plants a Week and What It Means for Produce Retail

Why I’m Eating 30 Different Plants a Week and What It Means for Produce Retail

Thu, 29 Jan 2026 15:24:27 GMT

Editor’s note: This story is part of an ongoing column , “The 30 Different Plants Per Week Challenge, Retail Edition.”

As the retail editor for The Packer, I have the opportunity to view the produce department through the lens of a consumer as well as an editor. While I spend my days analyzing industry shifts and supply chain logistics, I also spend my evenings navigating the same aisles as the shoppers we serve.

I decided to merge these two perspectives by creating the 30 Different Plants Per Week Challenge, Retail Edition. This series is designed as a real-time experiment in how plant-forward shoppers interact with the produce aisle. By documenting this journey, I intend to offer retailers a front-row seat to the shopper’s decision-making process, uncovering the merchandising cues and educational gaps that determine what ultimately makes it into the cart.

Why 30 Different Plants

A trend that doesn’t look like it’s slowing down, the “ 30 Different Plants Per Week Challenge, Retail Edition ,” originated from a landmark 2018 study conducted by the American Gut Project, one of the largest citizen-science microbiome research initiatives in the world. Led by researchers at the University of California, San Diego, the study analyzed stool samples from over 10,000 volunteers across the U.S., U.K. and Australia. The core finding was that participants who consumed more than 30 different types of plants weekly had significantly more diverse gut microbiomes than those who ate 10 or fewer. This diversity is linked to better immune function, reduced inflammation and improved mental health.

As of 2026, the 30-plants-per-week movement has evolved from a niche social media challenge into a structural shift in how consumers approach the produce department. For retailers, understanding these search and consumer trends is the key to capturing what is now sometimes called the “Diversity Diet.”

While the traditional “five-a-day” message focused on volume, 2026 search data shows a surge in interest regarding microbiome diversity and plant points. Consumers are no longer just looking for more food; they are looking for different food. This trend is driven by:

The rise of personalized nutrition: Companies like Zoe have mainstreamed the idea that a healthy gut requires a wide variety of fiber types. Search queries for “prebiotic diversity” and “polyphenols” have moved out of clinical labs and into the produce aisle.
The “GLP-1" effect: As weight-loss medications (such as Ozempic and Wegovy) continue to dominate health conversations in 2026, a massive subset of “fiber-forward” shoppers is emerging. These consumers are searching for high-fiber plants such as jicama, artichokes and legumes, to manage digestive health while on these medications.
The “plant point” economy: Shoppers are gamifying their grocery trips. Search interest in “what counts as a plant” shows that consumers are delighted to discover that coffee, dark chocolate and even popcorn count toward their weekly goal.

Why Me?

Eating more plants has been part of my lifestyle for a while. Not as a diet, not as a reset and not as a temporary challenge, but as a way to bring more variety, flavor and intention into everyday eating, including more fiber, improved gut health and more nutrients. Rather than eating less of any one food group, I aimed to incorporate more fresh fruit, vegetables and other plant foods. Like many shoppers, I already considered myself a “produce person.” I cook often, I shop the perimeter and fruits and vegetables regularly land in my cart. I seek out what fruits and vegetables are celebrated seasonally in different regions when I travel, I’m an avid home cook and I’m a preservation enthusiast who cans, freezes and dehydrates produce to enjoy year-round.

Since I also happen to be the retail editor for a produce industry magazine, it means my interest in eating more plants goes well beyond personal experience. I spend my days talking with growers, shippers, retailers and marketers about how and why consumers shop the produce department.

But when I started paying closer attention to variety and not just volume, I realized how often I rely on the same familiar items week after week. Spinach, broccoli, apples, tomatoes. Healthy, yes; diverse, not always.

That’s what drew me to the idea of eating 30 different plants per week, and why I’m turning it into an ongoing column that can benefit consumers as well as the retail grocers where they shop.

The idea of 30 different plants itself isn’t arbitrary. To better understand the science behind plant variety, I spoke with Janel Ohletz, director of agriculture for Plantd and a classically trained chef who holds a doctorate in soil science. She explains that the 30-plants goal is rooted in the unique nutritional profiles found across different plant species — even those within the same family, like kale and cabbage.

“Every single different type of species has different nutrients in them that hit different parts,” Ohletz says. A diverse intake allows different plants to “fill in the gaps” of others, creating what she describes as a “really great balance across that spectrum.”

By hitting these various nutritional markers, Ohletz says, consumers can worry less about tracking individual vitamins day by day. Beyond the microscopic benefits, she also emphasizes the practical reality: Variety makes healthy eating more sustainable.

“I would say variety is the spice of life,” she says. “I eat with my eyes first and then with my mouth, and it helps fill me up better when it’s more interesting than just some bland brown thing on my plate.”

Bridging the Gap: From Consumer to Retailer

The goal of this weekly column is to bridge personal experience and professional observation.

For consumers: It offers a realistic, non-prescriptive way to think about variety focused on curiosity rather than restriction.
For retailers: It provides an unfiltered look at how a plant-forward mindset changes shopping behavior in real time.

Each week, I’ll share what helped me buy more produce and what small details made a difference. Each month, I’ll synthesize these observations into a video roundup highlighting what worked, where shoppers get stuck and what retailers can replicate.

Stay tuned for the first installment, “ Surviving a Storm and Finding Strategy in the Aisles .” If you want to learn more about the 30-plants challenge, I wrote about it last year in this article: What retailers should know about the gut-healthy 30 plants a week challenge.

Your Next Read:

Beyond the Backyard: Agriburbia’s Patented Path to Urban Food Security

Mon, 26 Jan 2026 20:37:35 GMT

Editor’s note: This story is part of an ongoing “Sowing Change” series about urban farming.

Colorado-based Agriburbia is pioneering a model that treats food production as essential infrastructure, believing that agriculture and sustainable real estate development can be synergistic. Its goal is to create and integrate 30 million high-quality, highly successful farmers in urban, suburban and rural environments, improving both human and planetary health.

Co-founder of Agriburbia, Matthew (Quint) Redmond has more than 35 years of professional experience in design, planning, natural resources, agriculture and spatial technologies.

The concept of Agriburbia is the result of decades of professional evolution. The founders transitioned from the geospatial GIS and sustainable development world to focus exclusively on food systems around 2008. An early 600-acre project in Colorado served as proof of concept, Redmond says, proving that large-scale agricultural integration could be entitled and approved by local governments, even if the 2008 financial crisis delayed its construction.

Since then, the company has consulted on over 80 projects ranging from half-acre plots to 5-acre intensive farms. The COVID-19 pandemic served as a major catalyst for this growth, he says, as consumers became increasingly concerned with food transparency and freshness. Today, the company’s expertise has expanded to include health-centric farming, such as testing soil and septic conditions to determine if specific crops, such as potassium-rich goji berries, should be grown to meet the nutritional needs of the local community.

Agriculture as Infrastructure

At the heart of this movement is the concept of “agriculture as infrastructure,” integrating farming directly into the community fabric.

“Agriculture as infrastructure changes it a lot for the farmer, because it’s more about their experience, their expertise ... and then they get paid, because you’re not competing against Mexico or trying to [deal with] other things that are problematic in the sort of traditional supply chain,” Redmond says.

This approach aims to professionalize urban and peri-urban farming, creating high-quality ag jobs that focus on soil health and plant quality rather than just volume and logistics. By removing the uncertainty of the open market, these roles can offer professional salaries for farmers who manage these systems, Redmond says.

Tech-Driven, Networked Production

To solve the profitability issues that often plague small-scale farming, Agriburbia has developed a patented, networked food production system called E.A.T. Systems, which stands for Environmentally Augmented Trellis. The system uses vertically dense trellises equipped with a full sensor suite, including soil moisture and temperature monitors.

Remote Monitoring: Farmers can manage sections of the trellis via their phones, receiving alerts if a section is too hot or requires attention.
The “Etsy” for Farming: The platform acts as a marketplace where consumers or restaurants can search for specific crops and find local growers.
De-Risking the Farm: To ensure financial stability, Agriburbia envisions a contract model where institutions like schools or restaurants reserve specific trellis sections before the crop is even planted.
Weather Protection: The trellis systems are designed with plastic coverings to protect specialty crops from hail damage, significantly reducing the risk of total crop loss.

“[The produce] is sold while it’s grown, and becomes like a marketplace,” Redmond says.

Eden Ranch site rendering, 330 acres in Flower Mound, Texas.

(Image courtesy of Agriburbia)

Institutional and Residential Integration

The Agriburbia model targets four primary sectors for these food systems:

School Districts: Several districts are already exploring how much acreage is required to feed their entire student populations.
Hospitals: Facilities are using land for patient therapy and to bring fresh produce directly into the cafeteria.
Churches: Many religious institutions own extra acreage that can be transformed into intensive, commercial-grade gardens to serve their congregations.
Residential Developments: Integrating orchards, vineyards and trellised food production into open spaces.

In projects like the Lakehouse in Denver, Agriburbia has successfully grown a diverse palette of crops including basil, arugula, kale, okra and several varieties of squash and peppers.

A flagship 350-acre project in Fire Mountain, Texas, recently received approval to include 160 lots where the open space is dedicated to food production. Residents will receive text messages when produce is ready for harvest in their specific section of the neighborhood. This model encourages an intergenerational lifestyle, where retirees and young families alike participate in the harvest, supported by professional management.

Scaling to Rural Landscapes and Water Efficiency

While the “urban” in urban farming is a primary focus, the technology is also finding a home in traditional rural settings. Redmond says farmers in “sugar beet and hay country” are looking at the trellis system to make their pivot corners more profitable.

By using drip irrigation on these corners, farmers can produce high-value specialty crops, potentially generating more value per acre-foot of water than the primary crop under the pivot. This is particularly relevant in regions like Colorado and Kansas, where water rights and conservation are central to the agricultural conversation, he says. As Agriburbia continues to expand, its mission remains clear: to create a resilient, networked food system that benefits the land, the farmer and the community simultaneously.