Produce Marketing

From Palm Desert to the Produce Aisle, Predicting the Season's Top Performers

Wed, 20 May 2026 19:37:00 GMT

California’s Coachella Valley is known for launching trends that ripple across the country, and the West Coast Produce Expo is no different. Amid the “Magic of Coachella” networking events, The Packer asked attendees to share the breakout star of the produce aisle this summer and what shoppers will be craving.

Cassie Howard, senior director of category management and marketing at Sunkist Growers, says valencia oranges are a natural summer star.

“As the only U.S.-grown orange variety available during this window, they offer a fresh, domestic option in a sea of imports — while also delivering on versatility as the perfect juicing orange for the season,” she says.

Diego Morales, sales manager with D Produce Co., agrees, noting lemons and limes are really set to stand out.

“Consumers are increasingly looking for consistency, freshness and versatility, and these items remain essential across both retail and foodservice during the summer season,” he says.

Kristi Harris, brand manager with Honeybear Brands, says much like Taylor Swift songs, cherries never go out of style.

“Cherry season is ‘swift’ but an economic driver for the production department,” she says. “Don’t miss the cherry era.”

Rochelle Bohm, vice president of marketing for CMI Orchards, notes premium cherries are particularly primed for center stage.

“Premium cherries, like Skylar Rae, are totally set to steal the spotlight with their standout flavor and crisp texture,” she says. “On top of that, programs like CMI Orchards’ American Dream with our bold and beautiful USA 250th Anniversary packaging can turn the produce aisle into a destination for celebrating Independence Day. They both check every box for today’s consumer: indulgent, healthy and highly shareable.”

It’s about flavor, flavor, flavor, says Angela Hernandez, vice president of marketing for Trinity Fruit Co.

“Flavor-driven fruit that delivers a great eating experience, especially early-season stone fruit with strong sugar and consistency,” she says. “When fruit eats right early in the season, it builds consumer confidence and sets the tone for the rest of the summer, driving repeat business and stronger overall movement.”

Sarah Burns, Stemilt Growers’ merchandising manager for the West Coast, says to expect to see more focus this year on fiber, a trend that sets the stage for apples and pears in the fall.

(Photo courtesy of Stemilt Growers)

Sarah Burns, Stemilt Growers’ merchandising manager for the West Coast, says that while protein was the breakout star of 2025, expect to see more focus this year on fiber.

“Berries, avocados and kiwis are all great sources and continue to stand out in the produce department because of their nutritional benefits,” she says. “We’re excited about this trend because it sets the stage for apples and pears in the fall, which are loaded with fiber and hydrating electrolytes.”

Bryan Shelton, vice president of sales and marketing at Giorgio Fresh and Foods, says value-added and ready-to-eat products will shine this season.

“Products that deliver convenience, strong shelf appeal, and great eating experience are going to lead the way,” he says.

Ross Johnson, vice president of retail for the Idaho Potato Commission, says versatility and value will be a main focus of the season.

“Idaho potatoes are such a great way to get consumers’ minds wandering with recipe ideas and creations,” he says. “We can’t wait to see the momentum build as consumers love the versatility of Idaho potatoes.”

Northwest Cherry Growers Forecast High Quality and Early Volumes

Fri, 15 May 2026 21:37:47 GMT

Washington State Fruit Commission President Eric Patrick says that there’s no clearer sign to the start of summer than when it’s Northwest cherry season. Being that cherries are such a limited-run item in stores, he says consumers say, “Wow! Summer’s here, I need to get these cherries.”

While California’s cherry season looks to wrap up early, it’s going to be a good handoff to the Northwest cherry season, which looks to be starting a little ahead of schedule, but not by too much.

While it’s early and marketers say things could change, the season currently appears to have set up good promotable volume for the entire season.

“Recent rain events in California have continued to reduce the crop, and we’re now expecting their season to wrap earlier than originally projected,” says Catherine Gipe-Stewart, director of marketing for Superfresh Growers. “We stay closely aligned with our retail partners and monitor movement out of California in real time, which allows us to adjust timing and promotions as needed to ensure a smooth transition.”

Gipe-Stewart says the season wrapping up early in the state should help create a seamless transition and start to the Northwest season.

“That timing is lining up well with the earlier finish in California, which should help minimize overlap and create a clean handoff at retail,” she says.

Northwest Cherry Crop Estimate and Season Outlook

Jon Bailey, who leads the cherry category for Oppy, says early frosts impacted early orchards and late frost impacted later orchards, but “the midseason districts look very strong, so we expect our best continuity and overall quality through the center of the season and project to match last year’s volume.”

Gipe-Stewart says while early projections could evolve as the crop develops, she says retailers can expect “an early, high-quality Northwest cherry crop, with timing, volume and sizing still taking shape.”

“We’re continuing to monitor weather and growing conditions closely, as those will ultimately influence final yield and packouts,” she adds.

Chuck Sinks, president of sales and marketing for Honeybear Brands, says while this spring has created some variability, fruit quality is trending in the right direction for firmness, sugar and overall eating experience.

“We expect volume to build in waves rather than all at once,” he says.

Patrick says harvest could come between three and seven days early, adding that he expects some growers will begin harvest around Memorial Day with good volumes picking up around June 10. Patrick says that 30% of this year’s crop is destined for the export market.

“We’re putting that crop estimate somewhere in the 18 [million] to 20 million boxes,” he says. “A nice average size crop for us.”

Mac Riggan, vice president of sales and business development for Chelan Fresh, says while there’s a bit of growing to go until harvest, things are aligning well.

“If things are fairly normal, I’m expecting a lot of really good-sized fruit for export and domestic markets,” Riggan says. “I think the eating quality is going to be really good out of Washington.”

While volume comes off at one time in some seasons, Riggan says this season will be more in line with weekly demand, which is perfect for retailers and consumers alike. Barring any major changes, he says, the season will begin in late May and run through the end of August.

“That’s a 90-plus-day sales window, which is really nice. I think that the pipeline will be full of fresh cherries all the time, just picked, packed and shipped,” he says. “I’m expecting a very orderly sales season out of the Washington cherry industry this year, which is good for everybody — the shippers, the retailers, the consumers. It’s just a win-win all around.”

Having the cherry season wrap up early in California should help create a seamless transition and start to the Northwest season, says Catherine Gipe-Stewart, director of marketing for Superfresh Growers.

(Photo courtesy of Superfresh Growers)

Retail Merchandising Strategies and Consumer Value

If some of the crop tends to skew on the larger size, that’s a strong storytelling advantage for retailers, Sinks says.

“Size equals value in the shopper’s mind; it’s visible, experiential and justifies the price,” he explains. “Position cherries as a seasonal indulgence: a limited-time, peak-summer treat that delivers quality enjoyment at home. Messaging like ‘big, bold and worth it’ or ‘summer’s premium bite’ resonates well.”

Retailers can also deploy strong visuals and callouts to help consumers understand the value of those larger cherries, in that they’re trading up in experience, not just paying more, Sinks says.

“Ultimately, the retail community wants to win the price point, and that can be achieved with a smaller size at high value too,” he says. “With Washington supply potentially tighter, smaller cherries might signal good value to a consumer.”

Though the season will likely start a little early, Riggan says it’s important that retailers have good communication with a sales desk.

“Make sure you’re getting accurate information. Good news or bad news, just make sure it’s accurate so that you can plan,” he says. “I’m anticipating good volume for promotable volumes for Fourth of July ads this year. It should be good for retailers.”

Patrick says with the crop expected this year, it’s critical that retailers think promotions and even look to back-to-back ads and promotions during the heart of the season to drive sales. He also says studies show larger displays for cherries help drive sales.

“Cherries obviously have a longer shelf life when you put them in the cooler, but then they’re a little more hidden,” he says. “When you put them front and center and allow consumers to see them, those sales usually go up.”

(Photo courtesy of Stemilt Growers)

Driving Sales Through Health Benefits and Impulse Purchases

Gipe-Stewart says the team at Superfresh Growers looked to prune for sizing, which she says means retailers can expect a strong Super Cherry premium program.

“From a retail perspective, this creates an opportunity to segment and merchandise strategically,” she says. “Larger fruit can be positioned as a true premium, an ‘affordable luxury’ moment for consumers, through strong display, clear sizing communication and elevated presentation. At the same time, smaller sizes still deliver on flavor and eating experience and can be leveraged for value-driven promotions to keep cherries accessible and drive volume.”

Brianna Shales, marketing director for Stemilt Growers, says the impulse factor isn’t limited to the physical aisle.

“Shoppers need to know they are in season through visibility, whether they are shopping in-store through a front-of-department display or online via featured items,” she says. “Ultimately, quality and the eating experience drive repeat purchases.”

Bailey, too, says those larger cherries help drive the “wow” factor at the store and can help retailers “position cherries as a special, treat-yourself item that still feels justified, even when budgets are tight.”

While smaller pack sizes might help consumers manage out-of-pocket costs, “they’re also more expensive to pack and typically require significantly higher unit movement to drive meaningful volume,” he says.

With shoppers making fewer trips, Bailey says it’s a good opportunity for retailers to lean into larger purchases per trip with bigger packs and “strong displays that encourage shoppers to stock up when they do visit.”

And with the expected steady volume throughout the season, Riggan says it’s important that retailers use displays to help drive sales.

“You want to have a good display where customers are hit with it, because cherries are a very impulse item,” he says. “They’re not year-round like so many other items. Give cherries the space and the respect that I think they command because of the dollars that they can generate for retailers.”

While consumers might be a little more budget-conscious going into this year’s cherry season, Gipe-Stewart says retailers should work with growers and shippers on promotional fob opportunities.

“That helps maintain category momentum, supports movement across all size profiles and ultimately benefits the full supply chain, including growers who are often operating at or below cost in challenging seasons,” she says. “When retailers strike the balance between positioning the top end while still creating value entry points, it keeps cherries relevant, exciting and attainable for a broad range of shoppers.”

Gipe-Stewart also says health messaging can help drive sales as consumers look to better-for-you options.

“Cherries deliver about 3 grams of fiber per 1-cup serving, including both insoluble fiber, which supports digestion and gut movement, and soluble fiber, which can help with cholesterol and blood sugar regulation,” she says. “Cherries are also one of the few foods that naturally contain melatonin, which supports sleep. Those are powerful, easy-to-understand benefits that give retailers a strong foundation for messaging in-store and digitally.”

Patrick also points to a recent study out of Texas A&M University that shows anthocyanins and other natural compounds in dark sweet cherries could reduce tumor growth, metastasis and therapy resistance in triple-negative breast cancer.

“We’re just seeing more and more consumers trying to step away from processed foods, and of course, fresh produce is one of the first places they go to, and we want everyone to focus on cherries as much as much as they can,” he says.

This blend of wellness and convenient pack sizes provides a unique opening for stores to market cherries as a multifunctional staple rather than just a seasonal treat, Gipe-Stewart says.

“When retailers combine clear health messaging with thoughtful pack size strategy, it allows cherries to function as both an everyday wellness item and an affordable indulgence, driving both accessibility and overall category growth.”

Sinks also suggests retailers approach displays with select items to drive sales.

“Retailers should pair cherries with complementary, high-frequency items — berries, yogurt, bagged salads, grilling items — to build a full summer meal or snacking occasion,” he says.

Sinks encourages retailers to use urgency as a strength, as cherries are one of the most time-sensitive produce categories.

“Retailers should start building awareness just ahead of first promotable volume, then go all-in as soon as supply and sizing align — likely shortly after Memorial Day this year,” he says. “A strong start to the Northwest season is critical to establish momentum and drive destination trips. Lean into ‘now is the moment’ messaging early and often, because once peak passes, the opportunity narrows quickly.”

And Gipe-Stewart says retailers should tap into the fear of missing out in digital marketing.

“From a strategy standpoint, digital marketing should shift into high gear in early to mid June as volume builds, then stay consistent through the full season,” she says. “Positioning cherries as a limited-time, peak-summer item — while reinforcing quality, freshness and health benefits — helps create that sense of urgency and drives destination trips throughout the entire June to August window.”

But, Sinks says, it all comes down to the fruit consumers take home.

“None of this works without delivering on quality and eating experience,” he says. “In a value-conscious environment, cherries have to look great and eat even better. When shoppers feel confident they’re getting a consistently high-quality product, it drives repeat purchases. If the eating experience misses, those repeat trips become fewer and further between — something retailers can’t afford in today’s environment.”

Promotions, Promotions, Promotions

And don’t neglect promotions, Riggan says. Retailers should be confident in the quality and sizing of this year’s crop to be able to promote cherries in a way that will bring new customers to the category who will come back again and again in the season, he adds, noting that cherries are a basket-driver that justifies the floor space.

“Cherries are a powerful enough item that people will come to a store for them, and they’ll usually fill the rest of their basket with stuff,” he says. “Maybe [retailers] lean in a little bit and have some aggressive ads and then drive some new customers to the category; maybe make up your money next week, get your sales velocity up and try to drive as much volume through as you can because cherries are limited.”

Patrick says Northwest cherries will partner with Washington State University on a national consumer contest to guess the number of cherries on a tree in professor Matt Whiting’s research orchards. He says this is a promotion Northwest cherries used to do in the past, and he’s excited to bring it back.

“The winner will receive a box of cherries and there’s going to be a whole bunch of different prizes as well,” he says.

Sinks says Honeybear Brands will help celebrate America’s milestone with its own unique packaging.

“We are also packing in a patriotic-themed pack that celebrates the 250th birthday of the USA for a limited time,” he says. “That will provide a nice complement for July 4 celebrations.”

Gipe-Stewart says eye-catching packaging is a great way to catch the shopper’s eye in the produce department and build on those impulse buys. She says Superfresh Growers recently refreshed its cherry pouch bags with revamped Superfresh-branded bags and its Super Cherry program that features bold colors, graphics and visual cues to grab shoppers’ attention.

“For the Superfresh line, the new bags bring a more modern, approachable feel, while helping clearly differentiate between dark sweet and rainier cherries at the shelf,” she says. “For the premium Super Cherry line, the refreshed packaging leans heavily into the program’s core differentiators: jumbo sizing, flavor and a more elevated consumer experience. The bold ‘Jumbo Size & Flavor!’ messaging was designed to quickly communicate value and reinforce the premium nature of the fruit.”

Shales points to Stemilt’s ultrapremium cherry program, Kyle’s Pick, as a way to position cherries to highlight not only flavor but also quality.

“This is not just a fruit-size program, but [it also] looks at data from multiple points to select the very best cherries for this pack,” she says. “There is even an R&D signoff via taste test to ensure the flavor matches our Ultra Premium promise. We’ve seen success selling this alongside other cherry packages and encourage retailers to bring it in as a premium SKU like they would in berries or grapes to drive sales with specific shopper groups.”

(Photo courtesy of Oppy)

Maximizing the 90-Day Window Beyond the Holiday

Shales says it’s important to remember that “every week of cherry sales matters” and echoes Riggan’s advice for retailers to remain in constant communication with cherry suppliers to adjust as the market changes.

“The Fourth of July holiday is critical for building momentum in cherry sales as the industry reaches its peak post-holiday, yet June is a volatile time for cherry volume and pricing, and that can cause trade-offs in retail pricing that will get that momentum started,” she says. “Make the most of the holiday so that cherry sales are in ‘repeat’ mode as the peak arrives. Quality drives consumer purchases and should be a focus all season long.”

Riggan points to National Rainier Cherry Day on June 28 as a way to help promote the red-blushed cherry variety, as well as the Fourth of July, though retailers should also think about the post-July 4 window.

“We’re about midway [on July 4], so there’s a whole month and a half, almost two months of cherry sales opportunity after July 4,” he says. “There is a good volume of cherries generally through the 20th of August for sure. Again, communicate with your sales desk that they’re buying from and make sure they get all the opportunities.”

Gipe-Stewart says one of Superfresh Growers’ largest cherry orchards doesn’t begin to harvest until mid-July and continues picking into mid-August or later.

“When retailers step off promotions too early, it can slow category momentum right when the crop is hitting its stride,” she says. “The opportunity is to stay committed, maintaining strong displays, consistent ad support and digital presence throughout July and into August. Retailers who do this not only drive better movement but also maximize the full value of the Northwest season for both themselves and their grower partners.”

Sinks says a mistake retailers can make is waiting till close to the July 4 holiday to promote cherries.

“There’s often a tendency to wait for ‘perfect’ volume or cost, but in an early, dynamic season, that hesitation can mean missing the most impactful selling window,” he says.

Peak isn’t just the biggest volume, Sinks says, but it’s when quality, size and consumer excitement align.

“Retailers who lean in early, adjust pricing aggressively and promote consistently throughout the peak window will capture more dollars, drive velocity and build stronger category momentum,” he says.

Fibermaxxing and Why Pears Are the Perfect Superfood for Modern Nutrition Trends

Wed, 13 May 2026 22:35:21 GMT

Fresh produce has a huge opportunity, says Barbara Ruhs, director of nutrition affairs and communications with USA Pears. Within the last year, the term “fibermaxxing” has exploded on social media, turning the latest viral trend into a shift in focus from protein to gut health.

Ruhs, who joined “The Packer Podcast” to highlight this trend, says the truth is most Americans don’t eat enough fiber.

“It’s estimated that for every 1,000 calories, people consume about 8 grams of fiber,” she says. “Daily recommendations are upwards of 25 per day. So, if you’re a general typical American consuming a 2,000-calorie-a-day diet, that means that you’re getting about 16 grams of fiber, which is about half.”

And fibermaxxing calls for consuming 30 grams or more of dietary fiber. While those interested in adding fiber can choose whole grains, beans, lentils, supplements and more, fresh produce is perfectly positioned to lead the fibermaxxing conversation.

“Fiber is just related to so many positive health benefits from obviously gut health,” she says. “Consuming fiber also feeds the microbiome, so these beneficial bacteria in the gut ... have all these beneficial properties for your health and well-being.”

Ruhs says the fresh produce industry can learn from the protein craze and apply that appeal to fiber.

“One of the key things with protein is that it’s cool and that it’s associated with performance and more energy,” she says. “Knowing that protein is associated with performance and energy, I think is something very appealing to consumers. It’s same thing for fiber. Fiber can also help you feel better and perform better and give you energy and all these other things that help manage your blood sugar.”

Naturally, Ruhs says, pears are a good option for those seeking to add more fiber into their diets, as a medium fruit contains about 6 grams of fiber, which she says is higher than other fresh fruit.

“It is really a natural way to consume more dietary fiber,” she says. “When I’m talking about eating more pears, of course, we do tell people to add them to meals and combine them with other foods like proteins — but to think of them as something that helps you to feel better and live better and perform better overall.”

With a viral trend like fibermaxxing, there’s a lot of information out there. So, how does Ruhs recommend breaking through the noise? She uses what she calls a “science sandwich” in her messaging: Lead with the attention-grabbing component, add scientific information in the middle and end with food messaging.

For example, she says a science sandwich tackling fibermaxxing might go something like this: “Fibermaxxing is a is a popular trend. Why should you care personally about it? It’s going to help you feel better, perform better with better digestion, manage your blood sugar, help with neurological health, help you reduce your risk for like chronic diseases. And then, wow, wouldn’t it be great to add some sliced pears on a grilled pizza with some gorgonzola cheese or putting pears on a charcuterie board with some really nice cheese?”

She says this makes the nutrition information approachable and doable and doesn’t overwhelm consumers, and it also helps to promote fresh produce as a way to achieve fiber goals.

Retailers also have a huge opportunity to capitalize on the fibermaxxing trend. Ruhs says it’s important for retailers to engage consumers all along the path to purchase, from digital outreach to circulars and then also at POS displays. She says retailers can help boost the health halo of fresh produce by communicating the real benefits of a fiber-rich diet while offering real-life solutions.

Ruhs says this could be touting fiber’s ability to offer sustained energy throughout the day, managr blood sugar and more.

“Communicating messages along the path to purchase and after purchase so that it’s easy for consumers to connect,” she says.

Retailers can also help consumers find fiber-rich produce in stores with shelf tags and color-coded icons and endcaps and recipe ideas, such as fiber-filled snacks and side dishes with a gut-health focus.

And Ruhs says as younger generations continue to see a spike in colon cancer, fresh produce can play a huge role, too. She says emerging research shows the benefit of eating more fiber in colon cancer prevention.

“If we can get people to actually consume the five recommended fruits and vegetables per day, which [with] 30 years as a dietitian, I’ve been saying the same message: Eat more fruits and vegetables,” she says. “The fact that less than 10% of Americans consume even close to that is sad, but look at what’s happened with protein. So, if we can put some of that same magic to fiber and fresh produce, I do think we’re going to see the needle move.”

How Digital Tools and Authentic Stories Drive Spring Marketing Efforts

Wed, 06 May 2026 15:44:00 GMT

Spring marketing for K-VA-T and Food City stores revolves around the introduction of local produce and focusing on what’s soon to arrive, says Joe Greene, vice president of produce and floral operations.

This year the stores are focusing on a Farm to Food City theme that’s proved successful in previous years. Favorite produce items for the spring are strawberries and local Grainger County, Tenn., tomatoes.

“Spring is a great time to market produce because of all the wonderful fresh fruits and vegetables that are coming into season,” says Chris Harris, category director of produce and floral for New Seasons Market, which has 22 stores in and around Portland, Ore. “We do a big push on asparagus since it is so fresh and high quality and combines with items like lemons and garlic to make impressive displays. Strawberries are another big push item as they are especially sweet and delicious in the spring.”

It’s also a good time, says Matt Hiltner, marketing manager for Babé Farms in Santa Maria, Calif., because in many places the local growers don’t yet have any produce and the company sends its fruits and vegetables across North America.

Babé Farms focuses on specialty produce, which is often colorful and resonates well at this time of year, he says. The company primarily sells to distributors and a few select retailers.

Spring is a critical time for Crystal Valley Foods in Miami, “as it historically aligns with peak availability and strong quality across many of our core items,” says Katiana Valdes, marketing director. “It’s a natural moment to re-engage with both retailers and consumers as demand shifts toward fresh, lighter and more seasonal eating. Spring also sets the tone for the rest of the year, making it an important window to highlight our programs and reinforce consistency and supply.”

“We do a big push on asparagus since it is so fresh and high quality and combines with items like lemons and garlic to make impressive displays,” says Chris Harris, category director of produce and floral for New Seasons Market.

(Photo courtesy of New Seasons Market)

The company likes to center its messaging around freshness, versatility and premium quality across key items and to emphasize how its products fit seamlessly into everyday meals.

Brighter Bites is a nonprofit in Houston that provides produce to families in under-resourced areas. It has 16 weeks of programming (deliveries and education) — eight in the fall and eight in the spring.

This season is the perfect time to market fresh fruit and vegetables because they’re easier to prepare and more exciting than fall and winter produce, says Christina Maynor, senior manager of branding and program support.

“There’s an ease to chopping up something fresh and just biting into it, which you don’t get with fall and winter produce,” she says. The food’s more exciting for kids, too, with berries, cherry tomatoes and baby carrots.

Spring is a key moment for Fresh Innovations/Yo Quiero Brands, a Rhome, Texas-based company whose dips are merchandised in the produce aisle.

“It sets the tone for the entire year,” says Tara Murray, vice president of marketing. “It’s when consumers shift into more social occasions … and the start of outdoor entertaining. Dips naturally play a role in all of those moments.”

The season “is an opportunity to re-engage shoppers with fresh, vibrant flavors and remind them that dips aren’t just for one occasion — they’re part of everyday meals, snacks and gatherings,” she adds.

Yo Quiero has changed its marketing this year. In previous years it focused on specific events like Cinco de Mayo, but this year it’s taking a full-season approach.

“It’s less about one holiday and more about owning the entire spring entertaining and snacking season,” Murray explains. The messaging is centered around fresh flavor, effortless entertaining and versatility.

The California Avocado Commission, Irvine, Calif., focuses its marketing on when product is available, which historically aligns with the spring. It runs a season-long spring and summer campaign “to maintain consistent consumer engagement and retail support,” says Ken Melban, president.

Spring “is a powerhouse,” says Taylor Meadows, marketing manager of Happy Dirt, an organic produce wholesale distributor in Durham, N.C. Strawberries, broccoli and lettuce are a few of the organic items the company gets excited about, and 37% of the company’s produce volume is grown in this season.

Social Media Focus

Food City stores like to use social media as a spring marketing method and this year are working with a local farm, Mann Farm, which is creating social media videos. An employee from the farm has been creating weekly social media updates about how the crops are coming along to create additional excitement before they’re delivered to the stores, says Greene.

Food City stores like to use social media as a spring marketing method, and this year are working with a local farm that is creating social media video updates on crops shortly before they’re delivered to the stores.

Babé Farms has been leaning into social media this spring. To ensure posts are professional, the company has invested in camera quality and is ramping up its Instagram Reels, offering content such as a demo of a spring crudité plate with beet hummus. Ideally the videos are less than a minute.

“Attention spans are shorter than ever, so it’s important to capture viewers’ attention early,” Hiltner explains.

Videos are the company’s focus going forward, he says, because Instagram prioritizes them and they tend to be viewed more by nonfollowers than photos. He posts one to three times a week but says the challenge is most of the posts can’t be scheduled because he likes to show which produce is available that week. The videos featuring recipes and anything with people in it, like an employee spotlight or a behind-the-scenes harvesting video, are the most popular.

Crystal Valley Foods likes to use in-store signage, demos and packaging to reach consumers at the point of purchase, “especially for driving impulse and trial,” says Valdes. It also uses social media to extend the message, but it’s important to create a consistent story across all touchpoints, she emphasizes.

The 2026 California Avocado Commission marketing campaign, “The Voice of the Grower,” builds on last year’s campaign, which aimed to communicate key differentiators — locally grown, sustainably farmed — through a blend of grove imagery and lifestyle moments with families enjoying California avocados.

“This year, we’ve taken that storytelling a step further by putting our growers front and center,” Melban says.

“Consumers are hearing directly from the people behind the product — multigenerational farming families who bring care, pride and sustainable practices to their crops,” he adds. “Every grower featured in this year’s campaign helped craft the messaging that went into the advertisement. That authenticity is incredibly important to today’s shoppers and reinforces the premium positioning of California avocados.”

The commission doesn’t try to reach everyone but instead tries to resonate with its target customer.

“The most effective content is authentic, relevant and aligned with our brand messaging,” Melban says. This ranges from recipe inspiration to in-grove storytelling with growers to timely, seasonal content.

“What matters most is that the influencer’s voice feels genuine and that their audience trusts their recommendations,” he explains. “We’re also using social media to help guide consumers directly to retailers carrying California avocados by partnering with those retailers and bringing influencers in-store to capture ‘shop with me’ content.”

Videos are still king on social media, says Happy Dirt’s Meadows, and they need to be short — ideally 20 seconds or less.

“You have to hook people in the first three seconds,” she says.

Happy Dirt’s social media posts aim to be educational and those featuring farmers get the most engagement, she says. Other videos show recipe demos or talk about the nutrition of the produce.

Social media is key for inspiration and discovery, says Murray. And Yo Quiero likes to work with influencers, “to tell a more credible, third-party story that builds trust and introduces our products in a real-life context,” she explains. “Whether it’s a recipe feature, seasonal roundup or influencer-created content, it helps bring our brand to life in an authentic way.”

Vital Education

In stores, New Seasons likes to tell the story of the arrival of spring produce through merchandising.

“Fresh spring products move to the front of our produce departments and into promotional displays in our stores,” Harris says. Plus, he adds, many producers are able to provide bins and shippers to help make displays pop.

New Seasons’ customers want to know where their food comes from and about local farmers.

“Recipes are a great way to engage with customers and provide them with inspiration for how to bring spring produce into their homes,” Harris says.

Berry deals are a big deal in the spring for New Seasons Market shoppers.

(Photo courtesy of New Seasons Market)

The education and informational side of marketing is really important, says Maynor, and Brighter Bites focuses on two categories: “Eat in Season” and “Healthy on a Budget.”

“Providing produce is not enough to help get it on the table, so we provide the education around why it’s healthy and why it’s good to cook,” she says.

The organization provides recipes, tip sheets and a healthy newsletter through texts, emails, printed pages and signage. Brighter Bites also posts cooking demos on its website.

The most valuable information is the nutrition education piece, says Maynor.

“We want to demystify produce. So, when families pick it up, the coordinators talk about these items; these are in-season, these are items that will be cheaper at the grocery store,” she says. “We find human interaction is helpful in creating that change and where a lot of families resonate.”

The second most popular information is the recipes, she says, adding that “everyone is always looking for new ideas and inspiration.”

In stores, Happy Dirt uses shelf-talkers with QR codes and aims to work more closely with retailers to build eye-catching displays of many-colored fruits and vegetables. This year the company plans to do a bigger push to get its recipe cards into stores, which really helps encourage sales, says Meadows.

“Consumers want to know what to do with produce,” she says.

Yo Quiero’s Murray says retailers appreciate education through insights, such as how to merchandise dips more effectively, where to place them for incremental sales and how to connect them to seasonal occasions.

Reaching Families

Spring also provides an opportunity to focus on getting families, especially children, to eat more produce.

It’s “a great time to target items that are easy to put in lunch boxes, like grapes and berries,” says New Season’s Harris. “We also feature our pre-cut fruit options which are ready to eat, include pineapple, melons and fruit salad.”

For families, “the focus is on convenience, nutrition and versatility,” says Crystal Valley Foods’ Valdes. “Items like blueberries, blackberries, sugar snap peas and baby carrots are naturally appealing as healthy, ready-to-eat snacks.”

But on top of that, she says, “it’s important to emphasize simple meal solutions and easy ways to incorporate fresh produce into everyday routine. Spring is also a time when families are looking for lighter, fresher options, so we position our products as both nutritious and easy to prepare.”

Consumers, she says, respond well to simple recipe ideas, usage inspiration and nutritional benefits. They want quick, approachable ways to serve fresh produce.

Babé Farms doesn’t market specifically to families, but its sales department is part of school programs. The company works with them directly or through distributors to encourage them to serve specialty produce in their schools and put them on menus.

“It gives kids something fun to encourage them to eat healthier and eat their vegetables,” Hiltner says. “We have so many unique vegetables that kids are interested in just because of how they look.”

Programs like these mean the kids then educate their parents about the produce, he adds.

“It’s not directly marketing, but that’s how we’re getting the specialty vegetables to kids and instilling at a young age that produce can be fun and not boring,” Hiltner says.

Families are an important part of the California Avocado Commission’s target audience. This year’s campaign features multigenerational California avocado grower families, as well as family-focused lifestyle content that shows how California avocados fit into everyday meals.

“By pairing those scenes with real grower stories, we’re connecting the family at the table with the family in the grove in a way that feels genuine and relatable,” says Melban.

Happy Dirt provides activity books for retailers to hand out in produce departments, and these are popular with children, says Meadows.

However, the company reaches children even more so through its career fairs, which it holds every fall and spring in elementary and middle schools.

“We take our fun, bright merchandise, which kids love, then they take it home and their parents look at it,” Meadows says. “It makes organic produce, and produce in general, fun.” After a recent fair, one kid even called the company to learn about how to grow tomatoes at home.

Happy Dirt provides activity books for retailers to hand out in produce departments, and these are popular with children, says Taylor Meadows.

(Photo courtesy of Happy Dirt)

“It’s really cool to educate kids that you can have a career in produce and you can be a farmer, and here’s how you can prepare and eat produce,” Meadows points out. “It’s sweet to see these kids get so excited about it.”

Happy Dirt also works with a local high school’s creative marketing design program every spring. Students can create advertisements, general marketing collateral or redesign packaging based on what appeals to them.

“Through these small ways we can market to families,” says Meadows.

Yo Quiero’s messaging on convenience and versatility and the ability of its dips to work for multiple dayparts and occasions plays into busy families, says Murray.

“We also emphasize products that are easy to serve and share, like our Grab & Go sizes and family-friendly flavors, making it simple for parents to have something on hand that everyone will enjoy,” she says.

Parents also appreciate that Yo Quiero’s products are made with fresh, recognizable ingredients, and they appreciate quick recipe ideas, Murray adds.

“They also value versatility — knowing one product can be used in multiple ways,” she says.

The company supports that with recipes, digital content and influencer partnerships that highlight easy, nutritious meal ideas, “something that resonates strongly with busy households,” she adds.

At the end of the day, education through marketing can boost sales of spring produce and make it more appealing.

“A lot of our success is just demystifying produce and taking away the intimidating factors,” says Maynor. “A cauliflower shouldn’t be scary.”

Boosting Mushroom Sales Through Gen Z Marketing and Strategic Retail Pricing

Tue, 05 May 2026 21:41:52 GMT

Windmill Farms CEO Greg Ogiba says a recent trip to Mushroom Days 2026 in the Netherlands highlighted a growing global challenge: As geopolitical instability and inflation squeeze household budgets, the mushroom category is feeling the pressure of shifting consumer priorities.

While mushrooms have long been a produce aisle favorite, Ogiba notes that current market conditions have transformed them into a nice-to-have item rather than a must-have one for many shoppers. This shift, coupled with a significant generational handoff, has created a challenging environment for growers.

Bridging the Generational Gap

“The older generations that kind of grew up on mushrooms are leaving the category for various reasons, and the next generations — millennials and Gen Z — aren’t stepping in to fill the gap,” Ogiba says.

With this change and with inflation reducing consumers’ disposable income, some shoppers have begun to see mushrooms as a “staple that’s nice to have,” instead of something they need to have, he adds.

“Disposable income is lower, so they’re making cutbacks, and then you have the demographic shift,” he says. “Those two things are sort of merging and, unfortunately, creating a difficult environment for certain fresh produce categories.”

Ogiba says mushrooms’ very nature also makes it hard to find a spot in consumers’ snacking habits.

“I think mushrooms have sort of something of a natural disadvantage,” he says. “They’re super perishable. They’re not easy to throw in ... a lunch box.”

Unlocking the Breakfast Opportunity

Ogiba says the mushroom industry has a huge opportunity to win those younger generations with education and focus. He points to Australia as a success story, noting that country’s mushroom industry has stabilized consumption and added programs to bring mushrooms to the plate at breakfast.

The Mushroom Council has partnered with chef and actor Matty Matheson to help bring new energy to mushrooms; Ogiba points out that Matheson makes a mushroom breakfast burrito in a recent video.

“I’ll make the argument that it’s better for breakfast, because it just makes you so full and it has great nutrition and energy that gets you through the day,” he says. “Breakfast is the key, but how do you unlock that in North America? I think it’s an area worth investing in.”

While vegetables at breakfast might be a bit of a foreign concept for Canadian and American consumers, “it’s a brilliant life hack to that leads to a healthier physical and mental life,” he says.

And the mushroom, Ogiba says, has a serious opportunity to tap into its superfood powers to grow consumption.

“I am biased, but it’s just an incredible superfood, and that’s the main message I can get across — for people focus on it. If they’re really serious about being health-conscious, [mushrooms] should be part of the diet,” he says.

Ogiba says the Mushroom Council’s videos help highlight mushrooms’ ability to fit within different flavors — whether that’s Asian, Mexican or other cuisines — as a nutritious ingredient.

“That’s the messaging that we’re trying to get out there as an industry,” he says.

Exotic and specialty mushrooms have drawn favor at restaurants, Ogiba says, adding that the industry also needs to help the consumer understand how to better utilize these emerging mushrooms. Again, the Mushroom Council’s videos with Matheson have helped shine a light on these new trendy mushrooms.

“I think it does create a lot of buzz around the category, and there are like really wildly healthy attributes of all these specialty mushrooms and a lot of restaurateurs love it,” he says. “The harder part is, how do you educate the consumer at the retail and supermarkets? How do you educate them in terms of what it is and what you can do with it?”

Windmill Farms has hired chef Jeff Crump to promote mushrooms’ versatility.

“Even for me, being in the mushroom business, I’ve seen things that I just never would have imagined you could create with mushrooms,” he says.

Windmill Farms packing technology helps the company be more efficient and process mushrooms based on retailers specs.

(Photo: Christina Herrick)

Maximizing Visibility and Value

And then, Ogiba says, the challenge comes from taking the buzz that younger generations might have seen mushrooms on social media and carrying that process from retailer to the consumer. He explains that one way is to make sure mushrooms have a prominent and visible place in the produce department with signage touting mushrooms’ benefits.

“We’ve seen some retailers have success with point of sale,” he says. “It doesn’t have to be overly complicated, but just a simple message of how healthy and versatile mushrooms are at a fair price is enough to move the needle on consumption.”

Ogiba says the price of protein and the opportunity for vegetables and mushrooms to pair with protein for added fiber might also take a hit as prices for meats and other proteins rise.

“We’ve spoken to a lot of retailers about how to do more summer promotions with grilling season, add mushrooms to your burger,” he says. “If you want to go all in, eat a portobello burger, which has, you know, a decent amount of protein and a ton of nutrition, potassium and vitamin D.”

Ogiba sees strong opportunity to increase consumption in a crowded produce department.

“For a complete meal at the dinner table, mushrooms should really start to come back toward the center of plate, so to speak, rather than being a staple nice to have.”

The Case for the Family Pack

Ogiba says value packs offer a unique opportunity and have experienced positive growth. Traditional retailers have introduced a 24-ounce mushroom pack.

“If you have a household of three or four, you get better value. And if the household’s only purchasing mushrooms once every three or four visits to the supermarket, it makes a lot of sense to sell a family-size pack or a club pack rather than the 8-ounce, which is kind of the standard size,” he says. “You just don’t get that much for a whole family once you cook it down.”

Ogiba says consumers can also freeze half to better extend mushrooms’ life cycle.

“You throw them right into a hot pan, and once they’re out, they retain their original texture,” he says. “It doesn’t get rubbery or anything like that. So, that’s something my wife will do is buy the big pack size, because you get a better value, and she’ll freeze half.”

Windmill Farms’ mushroom harvest system tilts the beds toward a harvester on a platform to more ergonomically harvest mushrooms. The mushrooms are placed on a conveyor belt to be processed for packing.

(Photo: Greg Ogiba)

Efficiency as a Pricing Tool

But a lot of shopper behavior comes down to price, Ogiba says, which is why Windmill Farms and other mushroom growers have adopted technology to improve operations and the company’s bottom line.

“That’s why we’ve invested so much in technology to make sure we can produce the most efficient mushrooms anywhere in this region of the world,” he says. “I think that’s so important that the retailers appreciate that, and they could then be more aggressive on their retail price to make it more attractive to the consumer.”

Ogiba says it’s also important for the mushroom industry to work with retailers to find that sweet spot for pricing that is attractive to the consumer.

“I’ve seen it with other categories; there’s almost like this invisible threshold where consumers just don’t see the value, and we’re always trying to play with that price point and find out where it is,” he says. “I think a lot of the retailers are doing a really good job trying to find that optimal price point.”

He says Canadian mushroom farms are primed for efficiency. Windmill Farms has an operation in Washington state, and he says when he compares the data, the farms in Ontario outperform.

“Many Canadian farms are Dutch-style and have invested heavily in technology, which improves operational efficiency and consistency of quality,” he says. “There are some modern farms in the USA, including our Washington farm, but in general Canadian is ahead of the curve.”

2026 Guac Off Challenge Hypes Avocados Ahead of Cinco de Mayo

Tue, 05 May 2026 19:10:46 GMT

Avocados from Peru marked the soft launch of its 2026 U.S. season with its third annual San Diego Guac Off Challenge, held at SeaWorld San Diego during Viva La Música and the SoCal Taco Festival, part of Southern California’s largest Latino music celebration.

The high-energy event at the Taco Fest Village Stage featured a live competition among local radio personalities Danielle (91X), Kristi (Magic 92.5) and Pandar (Z90), each presenting their own guacamole creation using fresh Avocados from Peru. After a spirited competition, Kristi Jagger from Magic 92.5 San Diego was crowned champion, taking home the Avocados from Peru Silver Avocado Trophy.

Now in its third year, the Guac Off Challenge continues to grow as a signature experiential platform. The San Diego event is one of three Guac Off activations planned across the U.S. in 2026, each designed to engage consumers in key markets during peak season, according to the organization.

The event aligns with Avocados from Peru’s broader omnichannel approach, integrating retail partnerships, digital media and experiential activations to drive awareness, increase consumption and support retail movement.

“Cinco de Mayo represents one of the most important consumption moments for avocados in the United States,” says Xavier Equihua, president and CEO of Avocados from Peru. “Our Guac Off Challenge allows us to connect directly with consumers in an authentic way while reinforcing our broader retail and media strategy across key markets.”

As part of its “Eat Healthy, Live Green” philosophy, Avocados from Peru continues to promote the nutritional benefits of avocados, which naturally contain good fats and nearly 20 vitamins and minerals.

Moonlight Companies Shares its ‘7 Months of Summer’ Strategy

Fri, 01 May 2026 03:27:48 GMT

Moonlight Cos., the California-based grower, packer and shipper of stone fruit, says its focus on geographic diversity is a core strategy to deliver consistent, high-quality fruit in a changing environment.

The company, which is the largest stone fruit grower in the U.S., says consistency, flavor and availability remain critical for both retailers and consumers as demand for fresh fruit continues to grow.

Moonlight’s portfolio includes a wide range of fruit, with peaches, nectarines, plums and Pluots, across conventional and its Regenerative Organic Certified programs, grown in multiple microclimates to extend seasonal availability and deliver fruit at peak ripeness, flavor and freshness.

The company says it has built a vertically integrated supply network across key growing regions, from the Coachella Valley through California’s Central Valley and extending into Washington, creating what it describes as “7 Months of Summer.” Moonlight says this multiregion approach helps balance supply across shifting conditions, reducing exposure to localized weather disruptions while supporting steady, reliable shipments.

“Historically, permanent crops like stone fruit have been tied to very tight geographies, often within just a few miles,” said Jim Jones, vice president of ag ops. “What we’ve built is a multiregion growing system that’s common in categories like berries and vegetables but not practiced at scale in modern stone fruit production. That shift allows us to deliver more consistent quality and supply across the season.”

Moonlight says the strategy is designed to align each variety with the growing conditions best suited to deliver optimal flavor, texture and freshness, ensuring each region contributes fruit at its peak throughout the season while supporting regenerative farming practices that improve soil health, resource efficiency and long-term sustainability.

Moonlight says its diversified growing regions and production practices position it to respond to both environmental challenges and evolving consumer expectations.

“This isn’t just about managing variability,” Jones says. “It’s about putting each piece of fruit in the right environment to perform. By matching varieties to the to the regions where they thrive, we’re able to deliver better flavor, freshness and consistency week after week.”

Five Crowns Marketing Updates Sales Leadership Team

Wed, 29 Apr 2026 22:54:55 GMT

Five Crowns Marketing, a grower, packer and shipper of fresh fruits and vegetables, has promoted Daren Van Dyke to vice president of sales and marketing. The company also hired David Dudley as director of merchandising and marketing.

The company, which markets a range of fresh produce items, including sweet corn, watermelon, cantaloupe, honeydew, Picasso melons, mixed melons and asparagus sold under the Majesty brand name, says these updates help align its sales, merchandising and marketing functions as the company continues serving retail partners across its produce categories.

Van Dyke began his career with the company in 1996 in sales and most recently served as director of marketing. In his new role, he will oversee company-wide sales efforts and support Five Crown’s continued focus on customer relationships and business development.

“Daren has been part of our family and company for 30 years, and he has played an important role in our growth and success,” says Bill Colace. “His experience across the business and long-standing commitment to our organization make him well-suited for this position.”

Dudley joins the company after serving as senior category manager for Sprouts Farmers Market for six years. Before that, Dudley held produce leadership roles at Save Mart Supermarkets, including director of produce and senior category manager.

“David’s appointment reflects a long-standing professional connection and a shared understanding of the retail produce landscape,” says Tyler Colace, CEO northern division of Five Crowns Marketing. “We have had a strong relationship with him for many years, and we are pleased to welcome him to the company.”

Van Dyke says Dudley’s background will complement the company’s customer-focused approach and strengthen its retail support efforts.

“His experience brings added perspective to our team and will enhance our ability to develop creative programs that support our customers and help drive sales,” he says.

Ten Acre Marketing Takes First-Place Awards at Best of NAMA 2026

Mon, 27 Apr 2026 13:08:14 GMT

Ten Acre Marketing earned two first-place honors at 2026 Best of NAMA Awards, held April 15 at the Marriott St. Louis Grand. The National Agri-Marketing Association presents the annual program to honor the best work in agricultural marketing communications, selected by a committee of peers.

Entries compete regionally before advancing to nationals. Ten Acre received honors for 13 projects at the regional level this year.

National top honors in corporate identity went to Ten Acre for its rebrand of the Southwest International Produce Expo for the Fresh Produce Association of the Americas. The new identity introduced a bold, Southwest-influenced visual system, rolled out in promotion of the 2026 event. It positioned SWIPE as a growing regional event, boasting record attendance this year.

The agency’s second first-place win was awarded for point-of-purchase materials for Bright Bounty, a consumer produce brand that Ten Acre developed for DiSilva Fruit. Ten Acre named the brand, designed the identity and website and built a scalable packaging system across more than 52 SKUs. Within a week of its launch, supermarket operators were asking DiSilva to begin packing produce under the new Bright Bounty label.

“Agriculture deserves and needs marketing that can win anywhere,” says Leah Halverson, founder of Ten Acre Marketing. “It’s a thrill to win awards, but it’s even more meaningful to know that our work has impact and is meeting our mission to amplify the power of agriculture. These first-place honors are validation that our work is delivering for our clients.”

Ten Acre Marketing says it positions brands to advance agriculture, and by bringing its mission to like-minded clients, the agency helps brands are compete in the marketplace while standing out in their industry.

Huckleberry Signals Shifts the Produce Industry From Analog Spreadsheets to AI Answers

Fri, 24 Apr 2026 10:55:30 GMT

As Joe Vargas worked on the marketing desk of a major tree fruit grower, he noticed a problem: Sales associates relied on printouts of spreadsheets and their “gut” instead of forecasting. He knew there had to be a better way.

Now, as the CEO of Huckleberry Signals, he says he and his CTO — artificial intelligence veteran and data architect Amanda Kuelker — hope to help grower-packer-shippers not only forecast but also improve outcomes in their produce businesses.

While Vargas says he helped his company build a modern data stack incorporating data from the Washington State Tree Fruit Association, Nielsen data and more to better understand the business, he says many companies are still analog.

“People don’t want to build dashboards,” Vargas says. “They don’t want to build out Excel workbooks.”

Beyond the Spreadsheet

What produce desks need is an analyst, but what Vargas says happens to companies that do employ an analyst is that they get bogged down with requests for information when the entire company — from CEO to marketing — could benefit from having access to that data.

He says this is where AI and large language models can truly help find, process and contextualize data coming from all sorts of sources, including enterprise resource planning systems, warehouse systems, business intelligence tools and even “institutional knowledge.”

“We’re a full infrastructure,” Vargas says. “This is where we can come into any organization that has any sort of POS system or QC (quality control) system or any part and bring all that data in and model it in a way that makes sense to the person that’s consuming the information.”

As a produce business onboards Huckleberry Signals, it deploys an agent called Huck to learn more from the key stakeholders using the platform. Huck will learn what questions the stakeholders need answers to, organizational questions about how pieces of data are referred to (i.e., liquidation vs. grow or profits vs. returns) so that Huck better understands how people will interact with it and respond with better information.

Vargas says a good example of what Huck can bring to the table is if a salesperson is on a call with a major retailer that asks about last year’s sales figures. Instead of that salesperson having to hang up, ask an analyst who will have to look up the information and then get back to the retailer, Huck can provide that information quickly and then offer some other information that might be of interest to the retailer.

Leveling the Playing Field

“It flips the script,” Vargas says. “I’ve watched growers, packers, shippers be just so outmatched by retailers … because they have the data. … If you can come back with answers that are backed by facts, now you’re in a whole new game. What I’m passionate about is really trying to get the grower returns. If there’s a fifth-generation grower and wants to be a sixth-generation grower, we want to give them that opportunity.”

Vargas says his goal is to help organizations take in any kind of data — whether that be QC data, inventory, sales, Nielsen panel or weather — and make it accessible and helpful. Vargas emphasizes that because produce is a timing-sensitive business, the goal of Huckleberry is to bridge the gap between a company’s disconnected data silos before the clock runs out on a perishable shipment.

“That’s really what Huck is about: getting down, giving each person on your team the ability to ask questions, get answers,” he says. “You’re really working with Huck like he’s your analyst.”

Vargas also says that Huck will continue to improve over time, as with all large language models. He says Huck will be able to provide descriptive analytics, which he calls “the mean, the median, what happened last year versus this year,” to predictive analytics, where Huck can determine what is going to happen based on historical data to prescriptive analytics, where Huck will be able to offer recommendations.

“And that takes some time, because you have to understand there’s a feedback loop with our program, but it’ll get there,” he says. “That’s six months to a year working with an organization. We start building out machine learning models. We start doing some of these other data science methodologies. We can get there and really work with these companies, and Huck becomes less of an analyst and more of a colleague. This is somebody who knows your business, and they can iterate on the data so much faster on such a bigger data set than people can do in an Excel workbook.”

Vargas says that while spreadsheets might have a place on a sales desk, it’s the lack of information available at an organization’s fingertips that is most costly.

“I think that a lot of companies are just drowning in data but starving for answers,” he says. “There’s data everywhere. They just don’t know how to use it, and they don’t have the tools, and they don’t have the know-how.”

He says this is exactly what Huckleberry Signals hopes to accomplish.

“We meet you where you are,” he says. “You bring your data. We go and investigate. We have architects on the team. We can set all these things up for you at a fraction of the cost.”

Built for Security

Vargas says the data in Huckleberry from each organization has protections and silos so, for example, a competitor also using Huckleberry Signals doesn’t have access to it. He says his team has also built significant guardrails to prevent hallucinations that many publicly available large language models are known for.

“All the data and analytics get brought into a structured data warehouse for us,” he says. “So, anytime that Huck is going to get information, he’s going and grabbing from a structured data set to report back on actual numbers, and we can go through and validate that very quickly.”

Huckleberry Signals is also undergoing SOC 2 certification to ensure the data is protected and secure and, of course, accurate.

“When it comes to analytics, you have to be very careful, because that decision you’re making could be a million-dollar decision, and you’re basing it off of data,” Vargas says. “So, that’s where our focus is, really. We have a lot of fail-safes, a lot of stuff in place.”

Vargas says Huckleberry Signals will be sold as a subscription model to ensure all companies using the system will be running on the most up-to-date version. While many in the fresh produce industry are reluctant to incorporate AI, those who take a wait-and-see approach will be left behind, he adds.

“A year from now, you’re going to have to start at the same location,” he says. “It’s not going to be the benefit that maybe we’ve seen with other SaaS (software-as-a-service) products, like the quicker you get in, the quicker you can get started, the quicker you’re going to have an edge on that competition.”

Why Huckleberry?

And as for why the name Huckleberry Signals?

“Huckleberry hasn’t been propagated, so it’s a very unique commodity,” Vargas says. “It’s close to home for me. I’m in Montana. I go huckleberry picking every year. It’s really a staple in my world.”

He says Kuelker also thought about the movie “Tombstone” and Doc Holliday’s popular line referencing huckleberry, which meant the name got her vote.

“Huckleberry and Signals is really a nod to getting answers faster,” he says. “Understanding the signals, understanding the market changes, trends — and so, putting those together is very unique, and it’s going to be something that gives you a competitive advantage.”

Why Hispanic Consumers Are the Future Engine of Produce Growth

Wed, 22 Apr 2026 21:47:23 GMT

Ruth Villalonga, president and CEO of Villa Communications, says it’s common for marketers across industries to see Hispanic shoppers as a niche — and it’s time to forget this misconception.

“This is a multitrillion-dollar market,” she says. “It is the engine of the economic future of this country. The Hispanic segment of our American consumer is younger. It‘s actually larger. It’s growing faster than any other group. It has a longer spending horizon than the general market.”

Villalonga joined “The Packer Podcast” to offer viewers a sneak peek of a session on the Hispanic shopper, “Billions in the Basket: Engaging the Hispanic Shopper With Fresh,” to be featured Friday, May 29, during the West Coast Produce Expo.

She says what this means for fresh produce is that the Hispanic shopper overindexes not only on grocery spending but also particularly on fresh fruits. Villalonga says Hispanic shoppers also see value and quality as key standards.

“If your strategy does not include them, you have a huge hole in your growth strategy,” she says.

Villalonga says Hispanic shoppers are high-spend decision-makers and heavy food users. Many Latino households cook at home, buy produce multiple times a week and gather with extended family around the table.

“The incremental dollar of growth that you see in that group and that you will see over the next decade is disproportionate when it comes to their habits and their culture and how they spend,” she says.

Villalonga notes that bicultural Latinos show an openness to discovery, trying new brands and identifying equally as 100% Hispanic and 100% American, which she says likely contributes to that experimentation seen in the store perimeter.

“We need to retire this idea that [Hispanic people] are just the hands in the field,” she says. “The data show they are trading up in natural, organic, better-for-you produce, and they’re extremely intentional about quality and flavor.”

And this, Villalonga says, provides retailers an opportunity to understand what Hispanic shoppers truly value and see them as co-creators in storytelling.

“They are heavily moved by a cultural connection and by heritage,” she says. “They have a strong preference for products from their country. For example, they also like the storytelling that connects their food to the roots.”

Villalonga says, for retailers, focusing on storytelling with bilingual experiences and authentic cultural clues is a great way to connect with those shoppers.

“They’re also very heavy digital users, so they overindex on WhatsApp, TikTok, Snapchat and Instagram,” she says. “So, using those platforms and those channels to connect authentically will be an important part of how you start thinking about embracing this consumer.”

She says Hispanic shoppers prefer family-run businesses and will reward brands that speak authentically to their values through storytelling.

Villalonga says she’s excited to take the stage at the West Coast Produce Expo and hopes panel attendees understand the significant opportunity the Hispanic shopper provides.

“My hope is that retailers and suppliers walk away seeing the Latino consumer opportunity, not as a specialty add-on campaign, but as part of their default growth plan,” she says.

National Mango Board Launches Campaign and Shares Research

Mon, 20 Apr 2026 00:24:19 GMT

The Orlando, Fla.-based National Mango Board introduced its Cinco de Mango campaign in late March, “a popular time for mangoes,” says Lavanya Setia, marketing director, and has posted results of some recent board-sponsored research on its website, mango.org/research .

For retailers, the Cinco de Mango campaign means special bins and other point-of-sale materials, Setia says. For consumers, the board is focusing on recipes.

Early this year, the board posted results of a number of studies, including a look at the impact of mangoes on prediabetic adults and overweight adults.

A randomized controlled study from Florida State University that included 23 adults with prediabetes showed that daily mango intake improves glycemic and body composition outcomes in adults with prediabetes. One group ate 300 grams of fresh mango daily for 24 weeks, while the other group ate a calorie-matched granola bar and avoided eating mangoes for 24 weeks.

At the end of the 24-week period, mango eaters had:

Significantly lower fasting blood glucose.
Significantly improved insulin sensitivity.
Stable average blood glucose, while the control group showed a significant increase in average blood glucose.

A study from the Illinois Institute of Technology included 46 overweight or obese adults and showed that mango consumption is associated with increased insulin sensitivity in participants with overweight or obesity and chronic low-grade inflammation.

One group ate 2 cups of mangoes daily for four weeks and another avoided mango consumption and other high-polyphenol foods. All participants completed an Oral Glucose Tolerance Test at the beginning and end of the four-week study.

Compared to the baseline, the group eating mangoes for four weeks had significantly lower insulin concentrations following the test and significantly lower fasting insulin concentrations than the other group, the study showed.

How Chiquita is Transforming Bananas Into Pop Culture Icons

Wed, 15 Apr 2026 21:53:30 GMT

April 15 is National Banana Day and, for the third time, Chiquita is seizing the opportunity to bring its bold and colorful “Pop by Nature” campaign to Times Square — this year through an AI-powered social video experience that it says transforms the iconic New York City landmark into a larger-than-life Chiquita takeover.

As part of this year’s celebration, Chiquita is building on its long-standing use of music and storytelling, introducing a new limited-time, tropical-inspired jingle and dance challenge, inviting fans everywhere to join in. Designed to be simple, catchy and instantly recognizable, the dance features a signature Chiquita move creators and consumers alike can learn, share and remix across social platforms.

Chiquita says campaign content, including the video activation and dance challenge, will be shared on its official Instagram channel, inviting fans worldwide to view, participate and share.

To extend the celebration, Chiquita is hosting an Instagram-only promotional giveaway through April 19, offering fans ages 18 and older in the U.S. and Canada (excluding Quebec) the chance to win ceramic bowl and plate sets inspired by the Pop by Nature campaign.

The campaign speaks to the company’s aim to be about more than bananas and all about “bringing joy to everyday moments,” says Marco Volpi, chief marketing officer at Chiquita.

To learn more about Chiquita’s vision and strategy behind the Pop by Nature campaign and what it hopes to achieve, The Packer recently connected with Volpi.

Pop by Nature is now in its third year. What is the vision for the evolution of this campaign, and how do you sustain brand recognition in each campaign while ensuring each new artist collaboration — like this year’s with Jiaqi Wang — delivers a distinct freshness to the brand?

Volpi: Pop by Nature was built as a multiyear global platform designed to claim Chiquita’s place in pop culture. From Romero Britto to Sebastian Curi and now Jiaqi Wang, each collaboration transforms the banana into a bold artistic statement while maintaining the brand’s unmistakable identity.

To make the brand message even stronger, this year we decided, together with the artist, to put our brand ambassador at the center of the main campaign’s artwork. Miss Chiquita thus becomes the heart of the narrative about the brand’s origins and heritage, represented by a powerful, emotional pose in which she holds a Chiquita banana close to her chest with pride.

With the second campaign creative, we took a step further, transforming her into a true contemporary icon. Through Wang’s interpretation, she embodies the confidence, style and individuality of a modern woman. Portrayed for the first time in expressive, everyday life settings, and sometimes wearing a fashionable foulard instead of her historic fruit hat, she reflects both progression and heritage. That balance ensures freshness without losing recognizability.

Pop by Nature was built as a multi-year global platform designed to claim Chiquita’s place in pop culture, says Marco Volpi, chief marketing officer.

(Photo courtesy of Chiquita)

Chiquita says Pop by Nature has moved beyond a campaign to become a “creative journey.” How do you measure the success of the creative journey, and how does it translate to retail sales?

We call it a creative journey because it has become a distinctive and recognizable space for Chiquita globally, in pop art and culture. Success is measured by how strongly the campaign reinforces Chiquita as an icon, not just in the produce aisle, but in broader cultural conversations across markets all around the world.

From a retail perspective, that sustained brand storytelling supports premium perception and differentiation at shelf. When consumers see Chiquita as an established cultural brand with heritage and personality, that translates into loyalty and repeat purchase.

The campaign reimagines Miss Chiquita with Costa Rican heritage flair. What sentiments is the campaign seeking to evoke with consumers?

This year’s artwork highlights authenticity, heritage and pride. Miss Chiquita is portrayed holding the banana close to her chest, a gesture that symbolizes the heart of the brand. The lush, tropical landscapes draw directly from our Costa Rican roots, layering the visuals with color, movement and identity.

Miss Chiquita is portrayed with greater depth and personality, reflecting her evolution into a contemporary icon. No longer static, she appears expressive and engaged in everyday life, with the confidence and relatability of a modern woman.

The blue sticker is one of the most recognized brand assets in the world. How does the Pop by Nature edition influence the consumer’s path to purchase at the grocery shelf compared to the standard sticker?

The blue sticker has long been a seal of approval and a globally recognized brand asset. In the Pop by Nature edition, it becomes part of a broader artistic narrative. The limited-edition design signals seasonality, creativity and cultural relevance.

That visual distinction draws attention at shelf while reinforcing that Chiquita is actively investing in its brand. It strengthens both trust and differentiation within a competitive set.

Chiquita is returning to Milan Design Week. What is the strategic goal of bringing a produce brand into a high-end design space, and do you see that helping to move Chiquita from the produce aisle into the lifestyle category?

Milan Design Week reinforces Chiquita’s position as a global cultural icon. Bananas have inspired artists and designers for decades, and with Pop by Nature, Chiquita proudly claims that space in contemporary creative culture. Showing up in a global design environment signals that we are not just participating in the produce category, but in broader artistic dialogue.

The introduction of Miss Chiquita House brings the campaign to life through immersive creative experiences, transforming the artwork into a physical world that consumers and creators can step into and where art, contemporary design and pop spirit come together in a world of vibrant colors and tropical vibes. The space reflects Miss Chiquita’s transformation into a modern icon, someone who exists beyond packaging and shelf. By portraying her in dynamic, everyday contexts within a design-forward environment, we expand her presence into lifestyle and cultural space.

From its start, a key theme of the Pop by Nature campaign has been “everyday joy.” How does this creative direction align with Chiquita’s broader goal of positioning bananas as the original grab-and-go healthy snack?

Bananas are already one of the most convenient and accessible foods, enjoyed by consumer around the world. Pop by Nature builds on that familiarity by elevating the banana from everyday staple to cultural symbol. By pairing nourishment with creativity and heritage, we reinforce both the functional and emotional strength of the brand as the ideal grab-and-go healthy snack.

The campaign includes social and digital media. How are you leveraging social media platforms to engage the coveted Gen Z and Millennial shoppers?

The campaign unfolds globally across social and digital channels with artwork reveals, storytelling content and immersive moments tied to Milan Design Week. The bold, expressive visuals are designed to be highly shareable and culturally relevant, helping younger audiences across all markets see Chiquita as a brand that participates in art, design and contemporary conversation.

In the second half of March, Chiquita launched a fun and creative collection of Instagram stickers featuring Miss Chiquita in a series of animated scenes from Jiaqi Wang’s artworks. Designed to add a touch of playfulness to everyday interactions, these digital stickers will be available for all users on Instagram, encouraging fans to share Miss Chiquita’s daily moments and bring her personality and values into their own social conversations, turning her charm and lively spirit into a new way of expression on the platform.

Sweetpotato Organizations Dig in With Promotional Efforts

Mon, 13 Apr 2026 23:01:34 GMT

Organizations promoting sweetpotatoes are turning to recipes, social media and retail resources to boost the category.

California Has How-To Series

Over the past year, Livingston-based California Sweetpotato Growers has incorporated a how-to series of social media recipe and cooking tip videos into its promotional mix, says Sarah Alvernaz, general manager.

Recent examples include “How to Make Great Gluten-Free Lasagna,” “How to Make Baked Goods Better” and “How to Grill Sweetpotatoes.”

“We maintain a robust program on social media, including Facebook, Instagram, Pinterest, TikTok, YouTube and LinkedIn,” she says.

The organization also has a digital advertising program and a sweetpotato newsletter.

“It is always exciting to see our product go viral in a way that is unexpected,” Alvernaz says.

For example, TikTok influencer @CourtneyCooks has created a viral surge of likes, views and recreations of her video, even making its way to daytime television, Alvernaz says.

“What is especially great about her videos is she is incorporating multiple varieties of sweetpotatoes including white and purple flesh,” she adds.

California sweetpotatoes have been designated a superfood and contain more than 80 nutrients, she says.

“We’ve created recipes that add them to salads, soups, chili and skillet dinners and comfort food favorites like mac and cheese and meatloaf,” Alvernaz says. “In shredded or pureed form, sweetpotatoes are a great way to add extra nutrition and fiber to baked goods like cookies, cakes and biscuits.”

California sweetpotatoes are special because they’re “grown in unique California sandy soils, drip irrigated to provide the perfect amount of water and are cured in the ground to produce the beautiful skin set that consumers are used to seeing from California sweetpotatoes,” she says.

“We select, plant, sort, size and pack by hand to ensure each sweetpotato meets our high standards,” she adds.

For information, visit calsweetpotatogrowers.com .

Louisiana sweetpotatoes are available year-round, but they’re in high demand, so supplies can be tight toward the end of the marketing year, says Rene Simone, director of the Baton Rouge-based Louisiana Sweet Potato Commission.

(Photo courtesy of Louisiana Sweet Potato Commission)

Louisiana Goes Social

The Baton Rouge-based Louisiana Sweet Potato Commission’s work this year is focused on reaching consumers via social media, says Rene Simon, director.

“The campaign is being met with great success with the number of followers and likes reaching new highs for the commission,” he says.

Louisiana sweetpotatoes are available year-round, but supplies usually are tight toward the end of the marketing year in the summer months, Simon says, adding that they’re in high demand because of their quality.

Louisiana farmers have been planting sweet potatoes for commercial sale since at least 1910, he says, and the commission has been helping promote those sales since 1952, when it was formed by the Louisiana Legislature.

“The experience of both, which is longer than any other state, gives Louisiana a leg up on the competition,” he adds.

Recipes and other information are available on the commission’s website — sweetpotato.org — or by following the Louisiana Sweet Potato Commission on Facebook and Instagram.

North Carolina provides ideal growing conditions for sweetpotatoes, with 90 to 120 frost-free days, fertile sandy soil and a warm, consistent climate, says CoCo Daughtry, communications specialist.

(Photo courtesy of North Carolina Sweetpotato Commission)

North Carolina Launches Initiatives

The Benson-based North Carolina Sweetpotato Commission is implementing several initiatives to strengthen consumer engagement and support retail sales, says CoCo Daughtry, communications specialist.

“In partnership with a retail consultant, we recently launched a new retail resource page on our website featuring ready-to-use merchandising solutions designed to increase shopper engagement, encourage repeat purchases and simplify in-store execution for retailers,” she says.

These tools are complemented by consumer marketing efforts and an extensive collection of recipes, she adds.

To further support retailers, the commission produced a series of training videos designed to help in-store produce teams better understand and communicate the benefits of North Carolina sweet-potatoes, equipping them with practical knowledge to better assist shoppers at the point of purchase, Daughtry says.

“Additionally, we offer retail-ready point-of-sale materials created to capture shopper attention, quickly communicate value and inspire usage beyond traditional preparations,” she says. “Each piece highlights key purchase drivers such as nutrition, versatility and ease of preparation, helping convert shopper interest into sales.”

North Carolina provides ideal growing conditions for sweetpotatoes, with 90 to 120 frost-free days, fertile sandy soil and a warm, consistent climate, Daughtry says.

“These advantages enable the state to supply 65% of the nation’s sweetpotato crop, ensuring retailers have access to reliable, high-quality product throughout the year,” she says.

More than 300 farming families support the industry, contributing to a strong, vertically integrated supply chain that includes production, packing, transportation and distribution. This network helps maintain consistent availability and dependable supply for retail partners around the world, she adds.

For information visit ncsweetpotatoes.com .

Sunkist Aims to Deepen Consumer Engagement with ‘Peel Talk’ Digital Series

Wed, 08 Apr 2026 17:34:28 GMT

Sunkist Growers has launched “Peel Talk,” a new digital content series the cooperative says is designed to deepen consumer engagement and reinforce citrus’s role in everyday wellness, snacking and shared moments.

Sunkist says this campaign launches at a key time for the citrus category, when a wide range of in-season citrus is available to consumers, including navel oranges, lemons, California mandarins, grapefruit, organics and specialty favorites such as cara cara oranges, blood oranges and minneolas.

Sunkist says “Peel Talk” introduces original storytelling, culinary inspiration and interactive content that connects consumers more directly to citrus and the farmers behind it.

“Peel Talk” centers on the idea that small rituals can create meaningful connections, Sunkist says. In each episode, pairs ranging from couples and siblings to roommates and friends sit down together to peel a Sunkist orange and connect. As the peel comes off, conversations open up and candid moments unfold.

The series includes four episodes, all available across Sunkist’s digital platforms, including Instagram and TikTok.

“‘Peel Talk’ is designed to meet consumers where they are — seeking connection, wellness and simple rituals in their everyday lives,” said Cassie Howard, senior director of category management and marketing at Sunkist Growers. “By combining storytelling, recipe inspiration and interactive experiences, we’re bringing citrus into moments that feel personal, shareable and relevant to how people connect today.”

Sunkist says “Peel Talk” also features recipes designed for shared living households, along with interactive elements such as a citrus personality quiz that invites consumers to discover their unique citrus persona.

The cooperative says this initiative reflects its broader brand and category strategy as a grower-owned cooperative connecting more than 1,000 multigenerational family farmers in California and Arizona with retailers and consumers. By linking the stories behind the fruit to the moments happening at home, “Peel Talk” reinforces the connection between growers, retailers and consumers.

“Peel Talk” content will roll out throughout April across its digital platforms, Sunkist says.

Melissa’s Produce Easter Program Supports Basket Building at Retail

Thu, 02 Apr 2026 19:12:52 GMT

Melissa’s Produce is rolling out its Easter program with a focus on helping retailers merchandise complete holiday solutions through a mix of convenient, recipe-ready items and seasonal favorites.

At the center of this year’s program is Melissa’s Easter Cooking Essentials, a line of baby and specialty vegetables and roots that transforms the produce department into a one-stop destination for holiday meal planning, according to the company. Featuring limited-time, Easter-themed packaging, the line is designed to stand out at shelf, encourage cross-merchandising and drive multi-unit purchases.

The assortment includes high-velocity items such as rainbow carrots, French beans, sugar snap peas and baby zucchini, giving shoppers the flexibility to mix and match components for complete Easter meals. From an operational standpoint, the overwrapped tray format reduces handling, maintains freshness and supports clean, consistent merchandising across displays, according to the company. Melissa’s says the packaging creates a “packed in-store” appearance while minimizing shrink and labor, allowing retailers to execute high-impact sets with minimal maintenance.

“Easter is a key spring selling window, and shoppers are looking for both convenience and inspiration,” says Robert Schueller, director of public relations for Melissa’s. “Our Cooking Essentials program delivers on both. It makes it easy for retailers to create strong displays while giving consumers the tools to build a full holiday meal.”

To build incremental sales beyond core vegetables, Melissa’s Easter program also incorporates premium and seasonal items that elevate the set. Ojai Pixie tangerines, Melissa’s signature late-season citrus, help extend category momentum, while Pinkglow pineapples introduce a high-visibility, giftable item that drives impulse and premium ring. Additional supporting items, including French-style crepes and gourmet dessert sauces, allow retailers to expand beyond ingredients and merchandise Easter brunch ideas within the department.

Melissa’s says the program is backed by comprehensive merchandising support, including seasonal signage, and digital content designed to help retailers create destination displays and maximize Easter performance.

Little Potato Co. Launches Spring Campaign

Wed, 01 Apr 2026 20:14:11 GMT

The Little Potato Co. has launched its new seasonal campaign and consumer sweepstakes. Designed to inspire quick, easy meals as the days get longer and busier, the integrated campaign includes digital activations, in-store point-of-sale materials and an online sweepstakes offering prizes for families across the U.S. and Canada.

As part of the promotion, one family in the U.S. and one in Canada will each win a $10,000 travel voucher to use toward a family trip. In addition, 10 winners in each country will receive a $1,000 grocery retailer gift card.

Consumers can enter the sweepstakes by visiting the campaign landing page on thelittlespringtimesweepstakes.com or by scanning the QR code featured on campaign creative and in-store displays.

The company’s spring promotions include its line of bagged Little Potatoes, including Little Yellows and Little Reds, and convenient microwave-ready and oven- or grill-ready kits, such as A Little Hot Honey or A Little Garlic & Parmesan, to help families save time on weeknight dinners with a family-friendly side dish for busy weeknights.

“We know spring is a busy time for families, with longer days and packed schedules,” says Heather Jeffares, vice president of marketing at The Little Potato Co. “Our goal is to make mealtime easier while creating little moments of happiness around the table. With quick-to-prepare Little Potatoes and the chance to win an unforgettable family getaway, this campaign is all about helping families enjoy the season together.”

Viva Fresh Keynote to Look at ‘Consumomics’ of Fresh Produce

Thu, 12 Mar 2026 21:57:30 GMT

Richard Kottmeyer, chief strategy officer and global practice lead for food, agriculture and nutrition at advisory firm FutureBridge, will kick off the education sessions at Viva Fresh 2026 with a dynamic 90-minute session designed to challenge and equip produce industry leaders to think about not just opportunities for today but also for the decade ahead.

Viva Fresh organizers say this session will explore the “consumomics” of fresh produce, examining how shifts in public policy, economic forces, health care priorities and consumer behavior directly impact how fresh produce is sold and merchandised. Rather than reacting to short-term policy swings, attendees will gain a roadmap to future-proof businesses for the next ﬁve to 10 years.

Sabrina DeLay, chief of staff to the chief strategy officer and global head of food and agriculture at FutureBridge, will join Kottmeyer at Viva Fresh in San Antonio. Their session will begin at 8:30 a.m. Friday, April 17.

“Viva Fresh has always been about delivering meaningful education that moves our industry forward,” says Dante Galeazzi, president and CEO of the Texas International Produce Association. “Richard will challenge us to think beyond immediate disruption and focus on strategies that position companies for the next decade. This is about staying ahead, not catching up.”

Kottmeyer, an internationally recognized futurist economist, advises CEOs, boards, investors and governments on structural shifts shaping the global food system. With leadership experience spanning investment banking, consulting and high-level advisory roles intersecting food, health care and security, Viva Fresh organizers say he brings a powerful macroeconomic perspective to the produce industry.

DeLay is a seasoned strategic leader with experience spanning global program management and public-sector service, including as a Presidential Management Fellow. Together, Viva Fresh says Kottmeyer and DeLay will chart a forward-thinking roadmap and ignite a conversation that disrupts traditional sales and merchandising practices to uncover innovative economic possibilities.

“The produce industry sits at the intersection of policy, economics and human behavior,” Galeazzi says. “Richard and Sabrina will help leaders connect strategy to execution, translating big-picture shifts into practical decisions that strengthen resilience, competitiveness and long-term growth.”

Yes! Apples Borrows from the CPG Playbook to Spark Category Growth

Mon, 09 Mar 2026 11:32:35 GMT

Tenley Fitzgerald, vice president of marketing and brand strategy at Yes! Apples, says she’s watched the CPG world closely over the last couple of years and has seen an explosion of energy and momentum within the snacking, beverage and other center-store categories.

“And the same thing is not happening as much in produce,” she says. “It is happening a little bit. And it’s definitely, in my opinion, not happening in the same way in apples.”

So, when Fitzgerald and the team at Yes! Apples decided to create a new design for the brand, she leaned heavily into the CPG space for ideas.

“If we’re all sort of thinking about how we’re being competitive and vying for share of stomach — apples, if we want them to have a true seat at the table, they need to be at the level that all of these other players in the CPG space are raising the bar,” she says.

Tenley Fitzgerald, vice president of marketing and brand strategy at Yes! Apples.

(Photo courtesy of Yes! Apples)

Why Produce Needs a CPG Makeover

CPG brands, Fitzgerald says, do a good job of educating consumers on added benefits and the values of the brands and how they resonate with consumers. Fresh produce and apples have a great opportunity to not only capitalize on the growing interest younger generations have in eating healthy but also how a company’s values speak to them.

“There’s been such a shift in how they’re perceiving the things that they’re bringing to their homes,” she says. “They really care. They care in a monumental way that we haven’t seen in generations before. And so, [we’re] really trying to apply those values, those tactics, those strategies, to a category that has not seen a lot of change in the last several decades.”

She says a big “aha” moment was thinking about how shoppers engage with the category and rethinking how apples should be sold.

“Maybe this confusion itself at shelf, maybe this lack of leveling up and trying new varieties — maybe it’s because we’re not selling apples the right way,” she says. “This brand reveal is sort of the intersection of those two elements. ... Let’s think about how we’re educating our consumers. What are we giving them to feel empowered in the aisle at the point of sale? And then, how do we modernize ourselves without losing the nostalgia the apples hold? But how do we modernize ourselves so that we actually have a competitive seat at the table against everything that’s happening in this CPG category?”

Even bulk apples help establish the brand’s identity and its New York roots.

(Photo courtey of Yes! Apples)

Digital Success as a Retail Blueprint

Fitzgerald says a lot of the inspiration for this new design came from Yes! Apples’ direct-to-consumer online sales. She says, with 41% returning customers and triple-digit year-over-year growth, Yes! Apples’ online business provides customer feedback and data. She says the website offers recipes, highlights fruit quality and helps consumers understand exactly what they’re buying and how to best use the varieties.

“Not only is it working, but we’re getting people to spend more money than they would in-store to buy something that’s resonating with them,” she says.

And she sees these learnings as being applicable to retailers thanks to the new branding efforts.

“All we’re trying to do here is open distribution, get people thinking differently about apples, making customers feel like, ‘I know what to choose, and I know what to do with it, and I know I’m going to like it,’” she says. “And if retailers see that potential and see the opportunity for us to take a gala buyer and transition them up to a SweeTango buyer, then the proof is in the pudding.”

Heritage Meets High-Design

In the creation of this branding, Fitzgerald says the idea was to pull typography from handwritten farm stand signs, noting the apple category is steeped in culture and history; she says that’s exactly what Blurr Bureau, the branding partner, achieved.

“They figured out this intersection of vintage and modern and how to bridge these two worlds, and they did it exceptionally well,” she says. “Not only did you make this brand a real brand — it feels like we could sit on the shelf next to the Chobanis and the Grazas of the world — but also you did it honoring everything that makes apples so special.”

Fitzgerald says she wants retailers to know and understand that Yes! Apples wants to be a strategic partner in helping drive sales, offering curated variety mixes and point-of-sale tools to help manage the category.

“We can be a strategic partner for the retailer in a way that nobody else can, because we have all these marketing elements at our disposal,” she says.

Fitzgerald points to Yes! Apples’ strong presence on social media, work with influencers, partnerships and more that really resonate with younger consumers. She says she’s in conversations with a retailer about cross-merchandising apples outside of the produce department because of Yes! Apples’ partnerships. She says this opens up a world of opportunities beyond just the department.

Yes! Apples new package design feature colors that help the totes and bags stand out but also help the consumer understand which variety they’re buying and how best to use them. “It’s really creating a systemic packaging format that’s teaching consumers exactly how to buy your product,” Fitzgerald says.

(Photo courtesy of Yes! Apples)

Engineering a Frictionless Shopping Experience

The new design features nutrition education and varietal guidance in the back-of-pack copy, use-case suggestions to help choose the right variety for eating or cooking, a color palette that stands out in a category known for its reds and greens, nutrition labeling with key attention to fiber and naturally occurring antioxidants and more. Fitzgerald points to Yes! Apples packaging to help create a system to help the produce buyer.

“One thing that we hear from retailers a lot and why they choose private label is because it creates a uniform display on their shelves,” she says. “And I understand the value in that, but I also think that they’re doing it in a way that is not honoring the fruit or making it easier for the customer.”

She says with Yes! Apples’ packaging, whether it be pouch poly or tote or even bulk, all the elements work together.

“We have to be really creative to think about ways that we can still educate our consumers and get the messaging out there,” she says.

With the new packaging of its bags and totes, Fitzgerald says she took inspiration from Goodles mac and cheese, where the key elements and typography were the same but each flavor featured a different color. Fitzgerald says the color palette came from the different colors found naturally in the orchard, but amplified.

“It’s really creating a systemic packaging format that’s teaching consumers exactly how to buy your product,” she says.

Partnership ROI for the Retailer

The idea was to make this as frictionless a shopping experience for consumers and as frictionless as possible for retailers.

“How do we make it so that ... they don’t look at us thinking that we are asking them to do one more thing,” Fitzgerald says of retailers. “We’re asking them to do something, yes, ... but something that’s ultimately going to save them time and energy and sell them more apples.”

Yes! Apples comes with the core knowledge of the category, pun intentional, of New York Apple Sales, which has been in business for more than a century.

“We want to be your strategic partner,” she says. “We want to make selling apples easier for you and your consumer. We want to help you trade consumers up from a gala to SweeTango buyer. We want to get more people putting it in their carts. We want to go against the berries and the Cotton Candy grapes of the world. We want to show the apples are just as exciting as other categories that are showing innovation as well.”

Strategic Shelf Placement: A No-Tech Key to Less Produce Waste

Mon, 02 Mar 2026 21:01:21 GMT

For produce managers staring down the barrel of daily shrink, the solution to better margins might not be a shiny new artificial intelligence platform or a shift in consumer behavior. According to a new study in the journal Management Science, published by the Institute for Operations Research and the Management Sciences, or INFORMS, the secret lies in two variables already under a retailer’s thumb: shelf placement and discount timing.

The research, “Displaying and Discounting Perishables: Impact on Retail Profits and Waste,” suggests that by optimizing how items are displayed and when they are marked down, grocery retailers can slash food waste by an average of 21.24% while simultaneously boosting profits by 6.01%.

The new study takes a close look at perishables with declining quality over time, such as fresh produce, dairy and meat. Using advanced analytical modeling and thousands of simulated retail scenarios, the researchers examined how three factors interact: product display, discount timing and discount depth.

Complexity of the Produce Department

The findings arrive at a critical time for the industry, as retailers face increasing pressure to balance sustainability with a tightening bottom line.

“Fresh produce and other perishables are among the toughest categories for grocers to manage because quality declines every day,” says Zumbul Atan, co-author of the study. “Our research shows that retailers don’t have to invest in new technology or wait for consumers to change their behavior; simple changes to where items sit on the shelf and when discounts are offered can reduce food waste by more than 20% while still boosting profits.”

Power of the ‘First Touch’

The study used advanced analytical modeling to simulate thousands of retail scenarios, testing how product display, discount timing and discount depth interact to move inventory. The researchers found that “first-touch” visibility — making older, soon-to-expire items the easiest for a shopper to grab — is a major driver of sell-through.

“When older products are made easier to reach and paired with appropriately timed discounts, customers are much more likely to buy them before they spoil,” says Dorothee Honhon, a co-author of the study. “This isn’t about fancy technology or gimmicks. It’s about using placement and pricing together to move inventory more efficiently and cut down on unsold waste.”

Win-Win for the Bottom Line

The research challenges a traditional freshness-at-all-costs mantra, which often assumes that hiding older stock is the only way to protect a brand. Instead, the data suggests that a more transparent, strategic approach to the shelf can satisfy both the chief financial officer and the sustainability officer.

“What makes these results exciting for produce departments is that profit and sustainability goals don’t have to be in conflict,” says Amy Pan, another of the study’s co-authors. “By redesigning shelf strategies with consumer purchasing behavior and product characteristics in mind, stores can reduce spoilage and disposal costs while giving customers better prices and helping the environment.”

Scalable Solutions for Every Store Size

Perhaps most surprising is what the research says about “everyday low price” retailers, such as Walmart, that avoid discounting altogether. Even without changing prices, simply adjusting how products are displayed can reduce waste and improve profitability when customer traffic is unpredictable, which is the reality for most stores.

“One of the big surprises from our research is how much impact small operational decisions — things retailers already control — can have on both waste and revenue,” Pan says. “Whether you’re a small independent or a large chain, adjusting your shelf and discount strategy can deliver measurable gains in terms of profit and waste reduction.”

The Mushroom Paradox: Scaling Growth Through Logistical Precision

Mon, 02 Mar 2026 08:12:01 GMT

In the produce industry, mushrooms are a paradox. They are one of the most delicate items to manage, yet they are currently positioned for massive category growth.

To bridge this gap, industry leaders are moving away from traditional commodity selling and toward a marketing strategy rooted in logistical precision. For Highline Mushrooms, J-M Farms and Monterey Mushrooms Inc., the narrative is no longer just about the vegetable itself but also about the invisible infrastructure that guarantees its quality.

Spotlight on Logistics

The foundation of this brand promise is shelf-life management. In a category where freshness defines trust, “picking, packing and shipping daily” is a requirement, not a luxury, says McKinzie Koons, marketing and public relations manager for J-M Farms.

Koons notes that Miami, Okla.-based J-M Farms’ central location allows it to deliver products that “travel only hours, not days, from harvest to customer.” This speed allows the company to “consistently provide a fresher, higher-quality product than competitors shipping from several states away,” Koons says.

At Monterey Mushrooms, this is echoed in its Fresh, Local, Daily Harvest promise, says Lindsey Occhipinti, marketing manager for the company, which uses a vast network of farms to ensure same-day or next-day delivery, effectively “reducing retail shrink and ensuring a better consumer experience.”

Becoming More Predictable

However, scaling these operations from local farms to national retail sets requires more than just speed; it requires a shift toward radical predictability. Kelsey Coon, sales and marketing manager for Highline Mushrooms, points out that while farmers markets reward uniqueness, “retail and wholesale depend on predictability [that includes] consistent quality specs, reliable weekly volume and food safety systems.”

To address this, Highline is investing in its Farm of the Future vision, where automation and modernized systems “strengthen consistency, efficiency and quality control,” Coon says.

This technological control is mirrored at Monterey Mushrooms through genetic vertical integration, Occhipinti says. By owning the genetics and spawn production, it ensures “consistent yields and quality across all seasons,” removing the guesswork for the buyer.

Connecting With Consumers

This reliability extends into how these brands communicate sustainability. No longer a marketing add-on, sustainability is now framed as operational efficiency. Koons says J-M Farms’ local narrative allows it to “better control costs while delivering a noticeably fresher product,” which reduces price sensitivity among loyal customers. Highline reinforces this transparency through packaging evolution, specifically clear packaging formats that allow consumers, produce managers and quality-assurance teams to easily see product quality at a glance, Coon says.

The final frontier of mushroom marketing is education. The Mushroom Council’s “It’s Not Magic. It’s Mushrooms.” campaign works alongside brands to make the category feel fun, approachable and easy to use, says Cristie Mather, vice president of marketing.

Whether through Monterey’s “Upgrade Your Meal” messaging or J-M Farms’ suggestion for secondary displays near meat and pasta, the goal is to position mushrooms as an everyday staple. By combining digital storytelling with disciplined forecasting and proactive communication with retail partners, these companies are ensuring that mushrooms are not just a seasonal trend but are instead a steady, year-round performer on the retail shelf.

Mushroom Council Debuts Mushroom Marketer’s Toolkit

Fri, 27 Feb 2026 18:53:10 GMT

The Mushroom Council has introduced the Mushroom Marketer’s Toolkit , a turnkey resource designed to help grocery retail personnel from headquarters to in-store teams drive mushroom sales and shopper engagement. The kit consolidates merchandising guidance, creative assets and in-store tools retailers need to help increase sales and repeat purchases, especially among millennial and Gen Z mushroom shoppers, according to the council.

What’s Inside the Mushroom Marketer’s Toolkit

The Mushroom Council says features include:

Shopper insights — Learn the strategy driving the Mushroom Council’s bold consumer marketing approach.
Point-of-sale signage — Access ready-to-print artwork, including shelf-talkers for each mushroom variety.
Merchandising best practices — Print backroom posters with education on handling and merchandising for the optimal at-shelf experience.
Shopper-facing creative assets — Download “It’s Not Magic. It’s Mushrooms.” campaign artwork, recipe videos, social media posts and other content and customizable templates to drive engagement both in-store and online.
Campaign calendar — Learn the details of the “It’s Not Magic. It’s Mushrooms.” campaign; follow links to influencer content to make it easy to share the Mushroom Council’s star-powered campaign on channels including Instagram, TikTok and YouTube.

The Mushroom Marketer’s Toolkit is designed to extend the reach of the Mushroom Council’s “It’s Not Magic. It’s Mushrooms.” star-powered campaign platform, which includes celebrity spokespersons and influential content creators promoting mushrooms across a range of platforms, including streaming TV, streaming music, podcasts and digital and social media.

Targeting millennial and Gen Z shoppers specifically, the campaign positions mushrooms as a delicious, convenient meal solution with impressive functional benefits and drives them into stores with mushrooms on their shopping lists. The toolkit provides retailers with the in-store assets and execution guidance needed to translate campaign-driven interest into the final point-of-purchase conversion, connecting shopper intent to product on shelf.

“We created the Mushroom Marketer’s Toolkit to give retailers practical, turnkey resources that make it easier to help grow mushroom sales at the store level,” says Cristie Mather, vice president of marketing for the Mushroom Council. “By aligning with the ‘It’s Not Magic. It’s Mushrooms.’ platform, this toolkit assists produce teams in converting millennial and Gen Z shopper interest into real purchase behavior through compelling merchandising, ready-to-use creative assets and frontline training.”

The Mushroom Marketer’s Toolkit is available now to produce teams and merchandising partners. Hosted online and available 24/7, it will be regularly updated with new information and assets as the “It’s Not Magic. It’s Mushrooms.” campaign continues to roll out over time, according to the Mushroom Council.

In addition, the Mushroom Council is attending the Southeast Produce Council’s Southern Exposure conference, Feb. 26 to March 1, and will be available to provide a face-to-face walk-through of the toolkit on-site.

How U.S. Blueberries Will Use $500K in Funding to Expand Global Export Markets

Fri, 20 Feb 2026 22:10:47 GMT

The U.S. Highbush Blueberry Council was recently awarded $513,948 from USDA’s Market Access Program to expand export opportunities for U.S. blueberries.

The MAP and Foreign Market Development programs are long-standing cost-share partnerships that help producers build and maintain a competitive presence in the global marketplace, says USHBC, adding that MAP funding is invaluable to the blueberry industry.

The USHBC’s international market development program seeks to expand global demand for U.S. blueberries through targeted trade and consumer initiatives. Its priority markets for expansion include South Korea, Japan, India, Mexico, Vietnam, Malaysia and the Philippines.

To learn more about the impact of federal funding on driving consumption of U.S. blueberries around the world, as well as the USHBC’s vision for global success, The Packer connected with Haiying Zhang, USHBC director of global business development.

The Packer: How will the USHBC prioritize allocation of the $513,948 in funds across its seven priority markets of South Korea, Japan, India, Mexico, Vietnam, Malaysia and the Philippines?

Zhang: The blueberry industry created the USHBC 25 years ago to grow the entire category. We exist to give consumers worldwide more reasons to buy more blueberries, and this MAP funding is a critical tool to equip our industry to expand global demand.

We use a data-driven approach to guide our allocations, ensuring we capitalize on the specific maturity and growth potential of each market. These funds will be surgically deployed across Asia and Mexico to drive preference for U.S. blueberries through several key channels. This includes conducting targeted retail promotions and shopper marketing to ensure U.S. blueberries are front of mind at the point of purchase and inspiring food manufacturers and chefs to use blueberries as a hero ingredient in new applications. We’re also strengthening our presence and connection with key trade partners through trade missions and shows.

It’s important to note that the USHBC made an intentional, strategic pivot to secure more government funding on behalf of the industry. MAP is just one piece of our broader success. Last year alone, we successfully executed more than $963,000 in USDA grants. By intentionally pursuing these resources, we’re amplifying our impact and creating new windows of opportunity for U.S. growers to remain profitable and successful in a competitive global landscape.

Haiying Zhang is director of global business development for the U.S. Highbush Blueberry Council.

(Photo courtesy of the U.S. Highbush Blueberry Council)

How will USHBC measure the success of this round of funding?

We exist to give consumers more reasons to buy more blueberries, and we ensure every dollar is deployed efficiently by measuring results against a consistent global marketing strategy. Because our marketing efforts are multifaceted, our measurement systems need to be equally robust to ensure we’re equipping the industry for success.

This includes:

Retail promotions — We track sales results and ROI to ensure we’re effectively moving volume in our priority markets.
PR and advertising — We monitor our public relations and advertising campaigns by tracking impressions, reach, engagements, the value of both paid and earned media placements, and consumer surveys.
Trade engagement — At trade shows, we track and qualify specific leads to ensure they convert into long-term opportunities for U.S. exporters.
Industry and foodservice — We survey training and seminar participants from the foodservice and manufacturing sectors to measure their direct intent to use U.S. blueberries.

We don’t just collect this data; we analyze the results and adjust our approach to maximize effectiveness and efficacy. This allows us to prove the value of our programs as we work to expand global demand and create a measurable path to success for the entire industry.

The USHBC’s priority markets include those that are established and others that are emerging. How does the marketing strategy differ for a mature market versus a developing one?

We exist to expand global demand and create long-term opportunities for the U.S. blueberry industry. While our goal of driving top-of-mind preference is consistent, we use data to customize our execution based on the specific stage and needs of each market.

In established regions like Japan and South Korea, our strategy focuses on innovation and reinforcement. We give consumers and trade partners more reasons to buy by introducing new usage occasions, highlighting the superior quality of the U.S. product, and reinforcing the premium health and nutritional benefits that set our berries apart.

In emerging regions like India and Southeast Asia, we emphasize education regarding the value, versatility and health benefits of U.S. blueberries, along with market development, by forging strategic connections with the trade.

Ultimately, by adjusting our tactics to meet the unique requirements of each market stage, we effectively empower the industry for success and ensure the U.S. origin remains the global preference.

How will the MAP funding be used to differentiate U.S. blueberries from blueberries grown in other countries? Will the “Go Big” campaign translate to foreign markets, or will you develop campaigns specifically targeted to each of your priority markets?

We’re using this MAP funding to differentiate U.S. blueberries by elevating the “U.S. origin” from a commodity to a premium brand. As global competition increases, these resources allow us to highlight our competitive advantages: rigorous food safety standards, superior fruit quality and a health profile backed by world-class U.S. research.

By leveraging this support, we’re driving consumer awareness and stimulating demand through targeted marketing campaigns, such as the Blueberries Go Big campaign.

In our export markets, the Go Big campaign is translated in spirit as “Better Snack, Better Health, Better Life.” Our execution features a two-stage process to ensure the message resonates authentically with every consumer:

Stage 1 — We use high-quality voice-overs, subtitles and direct translations of our core creative content. This allows us to establish a consistent global brand presence across all touchpoints immediately and efficiently.
Stage 2 — Our next phase involves using MAP funds to generate entirely new, culturally relevant creative content in key markets. This includes developing custom visuals and lifestyle content that reflect the specific cultural nuances and local consumption habits of our priority markets, such as Tokyo, Seoul and Southeast Asia.

Ultimately, while Go Big is our global mindset, our local execution is designed to meet consumers exactly where they are.

How the Mushroom Industry is Demystifying Fungi for the Next Generation

Mon, 16 Feb 2026 21:12:57 GMT

The mushroom category is undergoing a strategic rebrand, shifting from its status as a niche ingredient to a vital, everyday staple for the wellness-focused consumer.

Industry leaders like Highline Mushrooms, Monterey Mushrooms, J-M Farms and the Mushroom Council are spearheading this evolution by prioritizing culinary utility and approachable education over mystery. By aligning the dependable, high-velocity white button with exotic specialties through sensory-led marketing and functional callouts, such as vitamin D and brain-boosting ergothioneine, suppliers are successfully meeting millennials and Gen Z where they live: online, in the kitchen and at the intersection of flavor and cognitive health.

Educating the Consumer

Highline Mushrooms thinks the fastest way to grow the mushroom category is by making standard mushrooms more fun, more approachable and more usable every day, says Kelsey Coon, sales and marketing manager.

“While specialty mushrooms play an important role in variety and trade-up, the foundation of the category is still driven by classic staples like white and mini bella mushrooms, and our focus is helping shoppers use them more often, in more meals,” Coon says.

Rather than positioning mushrooms as complicated or niche, Coon says Highline Mushrooms leads with simple education rooted in flavor cues, easy cooking methods and everyday meal inspiration. She says the goal is to help shoppers immediately understand what to buy and how to use it, whether that’s adding mushrooms to pasta, tacos, breakfast, sheet-pan dinners or quick weeknight meals.

“For specialty mushrooms, we support retailers with clear, benefit-led education that highlights how each variety delivers a different eating experience, while still keeping the messaging simple and approachable,” Coon says.

Lindsey Occhipinti, marketing manager for Monterey Mushrooms Inc., says education is handled through a “culinary utility” approach:

Standard (white, baby bella, portabella) — These are positioned as the reliable, everyday workhorses for familiar dishes like pizza, salads and burgers.
Specialty (shiitake, oyster, king trumpet, lion’s mane) — These are marketed through sensory differentiation, highlighting unique textures, shapes and umami flavor profiles. Monterey Mushrooms uses recipes and how-to guides to lower the barrier for entry, showing consumers that while they look “magical” and exotic, they are simple to incorporate into ramen, stir-fries and pasta, Occhipinti says.

Cristie Mather, vice president of marketing for Mushroom Council, says it defines standard mushrooms as the most commonly available varieties: white button, crimini and portabella. Specialty varieties would include shiitake, oyster, king trumpet, lion’s mane, beech and maitake. Each has its own unique flavor, texture, color and shape, Mather says, creating many opportunities to pique consumer curiosity.

“As the Mushroom Council is focused on cultivating the next generation of mushroom shoppers, millennials and Gen Z, this year we launched our ‘It’s Not Magic. It’s Mushrooms.’ campaign,” she says. “Its messaging centers on the flavor, everyday convenience and functional benefits of mushrooms delivered via influential celebrities in platform-native content that highlights simple cooking methods and mushrooms’ role in making meals even better.”

To meet younger consumers where they already spend time online, Mather says the Mushroom Council is partnering with A-listers such as chef Matty Matheson and Peloton’s Robin Arzón to demonstrate fun and simple mushroom recipes on YouTube and social media using a range of mushroom varieties.

“We’re also engaging podcast hosts like Alex Cooper from ‘Call Her Daddy’ and Rob Gronkowski and Julian Edelman (former New England Patriots players) of ‘Dudes on Dudes with Gronk and Jules’ to talk about the flavor, convenience and nutrition benefits of mushrooms,” Mather says. “The goal is to offer practical yet entertaining inspiration that makes trying new mushroom recipes approachable and memorable for non-foodie consumers.”

Mushrooms at Retail

To maximize category performance, suppliers are increasingly positioning mushrooms as a simple side dish to a high-value meat alternative that appeals to both health-conscious and budget-driven shoppers.

“We position mushrooms as a naturally functional, everyday ingredient that aligns with modern eating habits, because they deliver meaningful nutrition, versatility and flavor without requiring shoppers to change how they cook,” Coon says. “At Highline, we reinforce that message through clear nutritional callouts, variety education and consistent consumer-friendly storytelling across our packaging and social channels, helping make mushrooms easier to understand and easier to use.

“We also believe the category wins when the messaging is aligned: Mushrooms are the OG superfood, and we’re focused on making that benefit clear and memorable for shoppers,” she continues. “Through our brand platform, ‘Eat A Mushroom. Be Super,’ we encourage consumers to make ‘super’ smarter choices that help them feel better, eat better and bring more wellness into everyday meals.”

Coon adds that when it comes to meat-alternative trends, Highline never positions mushrooms against meat.

“Instead, we position them as a meal upgrade and flavor partner, bringing umami depth, texture and satisfaction that enhances both plant-forward and protein-based dishes,” she explains. “From a usage standpoint, mushrooms work seamlessly with a wide range of proteins and flavor pairings, helping shoppers build meals that feel indulgent, balanced and better-for-you — without sacrificing taste.”

J-M Farms works to portray mushrooms as a natural fit for today’s functional food and plant-based eating trends, says McKinzie Koons, marketing and public relations manager.

“Working closely to align with the Mushroom Council’s education and research efforts, we highlight mushrooms as a nutrient-rich food that adds flavor, texture and satisfaction to everyday meals,” Koons says. “Rather than claiming mushrooms as a strict meat replacement, we encourage their use alongside meat in blended dishes or as a hearty, center-of-the-plate option.

“Our goal is to shift consumer perception, encouraging mushrooms as an everyday staple, not just a special-occasion or ‘fancy’ ingredient,” she adds. “We bring this message to life through social media engagement, direct customer exposure and hands-on retail-level efforts in stores. We want to help consumers enjoy meals that feel indulgent while supporting wellness, sustainability and balanced eating without sacrificing taste or valuable food dollars.”

Justin McLean, sales manager for Farmers Fresh/Premier Mushrooms, says the company is trying to speak with foodservice on how they can expand the plate size and reduce costs by substituting mushrooms into a part of the main dish, not just as an optional topping.

“For example, not just sliced onto a steak or burger, but built into the main dish. With rising food costs, it is a great way for restaurants and people cooking at home to help spread out the meal,” he says. “Additionally, with the rise in GLP-1 medication, there is a need for protein-focused diets, but with increased protein, you need increased fiber, and mushrooms are a great source of that.”

Monterey Mushrooms positions mushrooms as a nutritionally powerful superfood, Occhipinti says, such as:

MIND diet and brain health — Focused on the high levels of ergothioneine (especially in specialties like lion’s mane and shiitake) to support cognitive health.
Vitamin D — Highlighting its unique UV-light treatment process that allows mushrooms to provide 50% of the daily value of vitamin D2 in a single serving, just three medium mushrooms.
Meat alternative — Rather than just a substitute, Occhipinti says the company promotes The Blend — mixing finely chopped mushrooms with ground meat to improve juice, flavor and nutrition while reducing calories and environmental impact.

When it comes to functional benefits, Mather says it’s known that Gen Z and millennials prioritize wellness, brain health and cognition, citing Tastewise’s Functional Nutrition in 2025 Survey.

“That’s why our ‘It’s Not Magic. It’s Mushrooms.’ campaign shines a spotlight on the role mushrooms play in the MIND diet, a plant-forward eating pattern that focuses specifically on promoting brain health,” she says. “The MIND diet encourages at least one serving a day of non-starchy vegetables like mushrooms along with green leafy vegetables, such as spinach and kale, plus berries, nuts, beans, fish, poultry and olive oil.”

Mushrooms provide several nutrients and bioactive compounds that may play a role in supporting brain health, with ergothioneine being the standout, Mather says.

“Ergothioneine, or ERGO, is an amino acid that is being examined for its role in brain health ,” she says. “Mushrooms are one of the top food sources of ERGO.”

The Mushroom Council is working closely with nutrition experts like registered dietitian Maggie Moon, author of “The MIND Diet: A Scientific Approach to Enhancing Brain Function and Helping Prevent Alzheimer’s and Dementia,” to help raise awareness among nutrition professionals and consumers about the functional nutrition benefits that mushrooms bring to the table.

Ultimately, by moving beyond the meat replacement narrative to embrace The Blend and functional wellness, the industry is proving that mushrooms are not just a culinary addition but also a nutritional necessity for the modern grocery basket.

How Molly Pop Harnesses Nostalgia for Modern Marketing

Thu, 05 Feb 2026 21:06:49 GMT

Molly Pop Grape and Citrus Co. isn’t a traditional produce marketer. John Cymbal, the company’s co-founder and chief marketing officer , says the company doesn’t even look at produce as competition but instead at snacks in general.

“From Day 1, the goal was never to compete with the grapes next to us or other produce for that matter,” he says. “It was to compete with the things in your cart that weren’t grapes.”

Cymbal joins “The Packer Podcast” to talk about how Molly Pop approaches produce marketing from a different perspective. He says it’s drawing on the nostalgia of childhood sweets. People don’t eat produce because it’s healthy, he adds; people flock to produce because it tastes good and it brings joy.

“We leaned hard with Molly Pop with the flavor and the crunch and that nostalgia of candy,” he says. “Because our produce tastes like candy, it just echoes all that joy. And we’re not trying to leave the produce aisle with any of this. We’re trying to take a share back from the snack aisle.”

Cymbal says building brand awareness and loyalty in the produce department can be a bit of a challenge, but he says it begins with an experience.

“Those emotional connections are so key, and they’re very hard to get,” he says. “But building emotions with connections through consistency and delight in everything that we offer. You have to have that consistency, always be giving them some delight, to engage them, to excite them. ... What we’re striving to do is when you grab that pink bag, you’re picking up a promise that that’s what’s going to be in there.”

Cymbal says that the seasonality of fresh produce offers marketers an opportunity to create buzz and excitement, much like clothing and shoe companies that offer limited-time drops.

“Produce is inherently limited-edition,” he says. “Which is awesome. Every harvest is a moment. How do we capitalize on that? Every variety has a window, and we just decided to market it honestly, like culture does. When we have our availability calendar, those are all moments to engage, to get people excited. And those moments start with a moment by creating stories that back them up.”

Cymbal says these “curated picks” of fresh produce offer consumers quality and a flavor experience they can expect in every bag.

“That’s the edge of produce,” he says. “Because we are inherently limited-edition. ... Our grapes or produce becomes emotional when it stops being a commodity and it really starts to be a moment.”

And as for how Cymbal and his team work with retailers to bring Molly Pop into stores in a produce department that already offers grapes, he says the conversation is around repeat behavior.

“I try to tell them in one way or another that we’re not selling grapes, we’re not selling citrus, we’re not selling juice — we’re selling repeat behavior,” he says. “We’re giving your store a destination that guarantees what’s in this particular slot is going to be bright, bold, fresh and beautiful.”

And while many consumers might come to a produce department to buy a standard red, green or black grape, that’s not the ideal Molly Pop customer.

“We’re looking for a consumer who wants something new, fresh, innovative; it makes you want to come back for more,” Cymbal says. “That’s what we’re pushing for every single time. We want consistently people to come in. We want people to crave it. We want people to think about it and to have, you know, Molly Pop as that destination for all of that.”

Marketing the Big Game: How the Produce Industry is Winning Over Fans in 2026

Fri, 30 Jan 2026 20:11:59 GMT

The Super Bowl remains the ultimate arena for high-stakes marketing, and for Super Bowl LX, the produce and grocery sectors are moving beyond simple brand awareness to embrace high-production storytelling and interactive technology. Recent campaign reveals from Instacart and Avocados From Mexico demonstrate a strategic shift toward blending celebrity-driven entertainment with functional digital tools designed to enhance the consumer experience.

Instacart’s commercial features an unexpected pairing of actor Ben Stiller and musician Benson Boone, who engage in a theatrical, retro-inspired musical showdown on a 60-foot LED stage.

(Photo courtesy of Instacart)

Instacart: Precision Meets Performance

Instacart is returning to the Super Bowl with a 30-second spot titled “Bananas,” directed by acclaimed filmmaker Spike Jonze. The commercial features an unexpected pairing of actor Ben Stiller and musician Benson Boone, who engage in a theatrical, retro-inspired musical showdown on a 60-foot LED stage.

While the ad leans into a whimsical, “disco-pop” aesthetic, its core purpose is to introduce a technical innovation: the Preference Picker. This new addition to Instacart’s “Grocery Quality Controls” allows customers to specify their exact ripeness preference for bananas — the platform’s top-selling item with over 1.8 billion delivered to date. By focusing on bananas, which also receive the highest volume of custom “shopper notes,” Instacart is using the game’s massive reach to show that its technology can handle the high level of detail required for fresh produce.

“We’re thrilled to be back in the lineup for this year’s big game. Last year’s results exceeded our expectations and propelled our business forward, so this year we wanted to show, in the boldest way possible, that Instacart is the grocery technology leader that truly cares about getting your groceries right,” says Laura Jones, chief marketing officer for Instacart. “We intentionally cast an unexpected duo who each bring something distinct: sharp comedic timing and emotional, musical lift — creating a spot with both precision and playfulness. Ben and Benson delivered the perfect mix of humor and heart, while Spike’s incredible direction brought this rich world to life. The ad is bold and funny but grounded in something very real: Instacart’s commitment to helping people get groceries just how they like.”

“Spike Jonze is one of our great directors, so working with him was a dream,” Stiller says. “Benson is insanely talented, both as a dancer, singer, athlete and now actor. The whole thing was so much fun.”

“Working on a Super Bowl commercial for Instacart blew my mind,” Boone says. “However, adding Ben Stiller to the equation — diabolical.”

Avocados From Mexico is centering its campaign on the party experience with the return of the “Guac Guru,” played by comedian Rob Riggle.

(Photo courtesy of Avocados From Mexico)

Avocados From Mexico: The “Guac Guru” and AI Engagement

While Instacart focuses on the delivery process, Avocados From Mexico is centering its campaign on the party experience itself through the return of the “Guac Guru,” played by comedian Rob Riggle. AFM’s strategy for 2026 is rooted in interactive engagement and gamified rewards.

The Guacamoney Sweepstakes: AFM is offering one fan the chance to win $60,000, honoring the Super Bowl’s 60^th anniversary, alongside free avocados for a year. The prize is tied to three specific in-game “bold predictions” by Riggle: a team scoring exactly 20 points (representing the 20+ vitamins in avocados), a player performing an “eating gesture” celebration and announcers using the word “guacamole” during the broadcast.
The Prediction Pit: To capture “second-screen” viewers, the brand launched an immersive AI experience where fans can interact with Riggle’s AI avatar to predict plays and receive real-time recipe inspiration.

AFM is also leaning into consumer behavior trends with its “Golden Double Dip Chip” campaign. Backed by survey data showing that 80% of Americans admit to double-dipping because guacamole is “too good to resist,” the brand created a wearable, 14K gold “snackcessory.” This limited-edition item, which comes in its own protective display case, is designed to celebrate the “magic” of game-day snacking by playfully breaking traditional social rules.

“We wanted to bring the health, flavor and fun of avocados to football fans in a way that’s as exciting as the game itself,” says Alvaro Luque, president and CEO of Avocados From Mexico. “Especially since avocados are one of the top-selling foods leading up to the big game, we’re tying guac into those intense in-game moments to create a truly unique experience. Guacamoney adds a heightened sense of excitement to the live game, letting fans look forward to more than just football. I trust in Rob Riggle — I’ll be cheering on his predictions all game long!”

“I’ve watched a lot of football — like, a lot — and one thing that needs no prediction: Guac is as much a part of game day as the game itself,” Riggle says. “And as the Guac Guru, I made sure to make my three in-game predictions as tasty as Avocados From Mexico themselves. I mean, helping someone walk away with $60,000 and free avocados for a whole year? Let’s guac-and-roll, baby!”

Both companies are using the 2026 Super Bowl to bridge the gap between digital convenience and physical consumption. Whether through Instacart’s drive for shopping precision or AFM’s focus on the fun of the watch party, the produce industry is proving that even the most basic grocery staples can be marketed with the same level of spectacle and technological sophistication as the world’s biggest tech brands.

Tops Markets Kicks Off the 2026 Produce Winter Olympic Games

Tue, 03 Feb 2026 20:31:38 GMT

Winter is heating up at Tops Markets as the 2026 Produce Winter Olympic Games officially take flight. Over the next four weeks, stores across the region will go head-to-head in a companywide spectacle of creativity, turning everyday fruits and vegetables into gold-medal-worthy displays.

It’s an all-out celebration of freshness and departmental pride designed to bring a dash of Olympic spirit to every shopper’s cart, according to the grocer.

“The Tops Markets Produce Winter Olympic Games are all about celebrating our people and the incredible work they do every day,” says Jeff Cady, produce director for Tops Markets. “It creates a fun, competitive environment that recognizes great execution while reminding us that fresh, high-quality produce and strong in-store experiences don’t happen by accident; they happen because of passionate store teams who care about what they put on the sales floor. This contest gives our associates a chance to shine and bring energy and excitement to our stores during the cold winter months.”

Running Feb. 1-28, the Produce Winter Olympic Games build on the momentum of last year’s summer competition, challenging store teams to showcase standout produce displays, innovative merchandising and strong sales performance. The program celebrates excellence while energizing stores and enhancing the shopping experience for customers throughout the month, the company says.

Throughout the competition, stores participate in weekly themed events designed to highlight freshness, presentation and promotional creativity within the produce department. Teams compete for thousands of dollars in prizes, along with district honors and yearlong bragging rights.

The four events include:

Peelz Mandarin Moguls
Bob Sledding with Berries
Speed Skating with Seedless Grapes
Potato Lovers Luge

“Our Produce Winter Olympic Games are all about celebrating our people and the incredible work they do every day,” Cady says. “This program brings friendly competition to life while reinforcing our commitment to fresh, high-quality produce and engaging in-store experiences for our customers.”

Weekly winners earn medals and prizes, while districts accumulate points toward overall Olympic team awards announced during the closing ceremonies. Additional recognition is given for creativity and standout visual presentation, emphasizing innovation and pride in execution.

Tops Markets says the Produce Winter Olympic Games are part of its ongoing efforts to motivate teams, recognize excellence and create vibrant, customer-focused store environments.