Produce Marketing
Packer 25 honorees Kim St George, Taylor Meadows and Kristina Lorusso are redefining fresh produce marketing, strengthening retail partnerships and championing sustainable grower networks.
The 50/50 farming partnership combines Consalo’s nearly century-long farming heritage with Frutanza’s Peruvian blueberry expertise to grow premium blueberries and strengthen year-round supply.
Third-generation leader Franco Medrano shares how core values, transparent rebranding and tech adoption keep a Texas produce distributor resilient.
From high-margin specialty items like tamale kits and exotic fruit boards to secondary walnut displays and aggressive fall price cuts, produce marketers and grocers are positioning fresh produce at the center of holiday entertaining.
To capitalize on retail berry market growth, the Chicago-based company is launching a modernized visual identity and transparent packaging designed to strengthen brand recognition and consumer trust at retail.
From overcoming consumer awareness barriers to expanding year-round usage, inside the brand’s insights-led strategy set to drive a “2X in 5” growth trajectory.
The recent cyclospora outbreak in fresh lettuce didn’t just hurt produce sales; it crippled overall grocery foot traffic and retail spend across the store. Circana’s Jonna Parker unpacks the road to recovery.
The industry has spent decades perfecting how to grow and ship a commodity and almost no time building a brand around it, says guest columnist Ruth Villalonga of Villa Communications, who offers advice on what produce can do to fix that.
Discover how retailers can reverse declining produce sales among high-value Hispanic shoppers by tuning into The Packer’s new on-demand webinar, “Billions in the Basket,” featuring actionable, year-round engagement strategies from industry experts.
AFP has teamed with the Indianapolis Colts and Meijer for a football-season partnership celebrating avocados as the ultimate superfood and guacamole as football’s No. 1 snack.
Following a strong early harvest, the brand is leveraging new-crop momentum and targeted PR to push medjool dates beyond seasonal holiday peaks into everyday snacking routines.
By leveraging football-themed packaging and displays, Bako Sweet drove a 73% lift in Game Day sales, proving sweet potatoes can rival avocados as a tailgate favorite.
Fresh mushroom growers and importers have unanimously voted to increase their promotional assessment rate to maximum federal limits by July 2027, funding a major digital and retail push aimed at turning younger millennial and Gen Z fans into frequent buyers.
By leveraging complete vertical integration from field-level technical innovation to store shelf, the company aims to transform dates from commodity to iconic health and wellness brand.
Marketers say regional advantages and smart packaging strategies position the Wolverine State for a robust harvest.
As families re-establish hectic autumn routines, leading produce brands and grocers are capturing market share by targeting parents with problem-solving convenience, budget-friendly flexibility, purpose-driven messaging and early habit formation.
For the third year in a row, organic has grown faster than the total market, indicating shoppers are prioritizing health and the planet and are willing to pay a premium for it, says Tom Chapman, co-CEO of the Organic Trade Association.
In part one of this exclusive five-part series designed to offer a blueprint for building an iconic produce brand, Adam Cooper, CEO of Oasis Dates, breaks down the organizational and foundational work required to spark a category revolution.
On track to hit its projected 330-million-pound crop milestone for the third consecutive year, the California Avocado Commission is helping retailers move the remaining 100 million pounds of summer fruit through highly customized, targeted marketing support.
With domestic promotion yielding a 3-to-1 return on investment, the Cherry Industry Administrative Board has launched a standardized mark to defend market share for domestic Montmorency growers.
Driven by surging consumer demand for local produce, retailers and state agricultural branding programs are expanding initiatives to keep homegrown produce front and center for shoppers.
The company has launched a “Cooking with Antoni” sweepstakes, a summer promotion partnering with the Emmy-winning television personality and New York Times bestselling author to drive value-added salad volume through experiential prizes, including a virtual cooking session.
From patriotic packaging to star-spangled sweepstakes, fresh produce brands are rolling out limited-edition summer features to celebrate the nation’s milestone birthday.
The strategic move adds 13 facilities to the distributor’s footprint; CEO Michael Aucoin outlines exclusive insights on integration, grower access and supply consistency.
The West Coast Produce Expo highlights the fresh innovations and consumer favorites set to ignite summer sales and capture shopper attention.
Industry leaders outline how retailers can maximize the 90-day sweet cherry sales window through aggressive early promotions and strategic late-season displays.
Barbara Ruhs, director of nutrition affairs and communications for Pears USA, explains how the produce industry can use her “science sandwich” method to leverage viral TikTok movements and reach younger consumers to share the benefits of a diet rich in fresh produce.