ORLANDO, Fla. — Fresh produce leaders are moving beyond basic displays to meet the growing consumer demand for functional health and culinary versatility. By focusing on “fibermaxxing” trends, mushroom micros and dietitian-backed insights, the industry is strategically positioning itself to capture the attention and the carts of younger, health-conscious shoppers.
John Shuman, president and CEO of Shuman Farms, says lifting the vegetable category is front of mind for the company.
“We're treading water in the vegetable category,” he says. “We need to highlight the value of fresh vegetables.”
Shuman points to the revamped Shuman Farms University as a way to highlight the versatility and value of Vidalia onions. Shuman Farms University offers merchandising tips and consumer insights to drive sales and inspire consumption.
“It's a discovery process for the younger generation,” he says. “We want to show how easy it is to add vegetables to meals.”
Nutrition is a major trend, says Lavanya Setia, director of marketing for the National Mango Board. The organization debuted some new point-of-sale displays that really highlight the health benefits that mangoes offer.
She says this goes beyond just nutrients and macros to micros.
Many retailers who visited the National Mango Board's booth wanted to talk about availability and what the season will look like.
“Retailers are trying to get ahead,” Setia says.
She also says the conversation is going beyond just mangoes and has started to delve into the different varieties available.
“Retailers are getting curious about the varieties and learn what different mangoes are good for so they can market them appropriately,” she says.
Fiber is a big focus for Pears USA as talk of “fibermaxxing” continues to build. Pears USA showcases new bins at Southern Exposure that talk to the health benefits of a diet rich in pears.
“It's just begun,” Pears USA President and CEO CarrieAnn Arias says of the fiber wave that is hitting social media.
Arias says she's seen more interest in pears as being a part of a fiber-rich diet, and she says it's been a good move for the organization to bring on a registered dietitian to help keep the conversation up about pears and fiber.
“As consumers looking for pears a part of a healthy diet, we're poised to capitalize,” she says.
There's also a greater discussion of how fiber is a good partner to protein, which supports whole-body health. Pears provide a flexible option, Arias says.
Monterey Mushrooms debuted a new till with a top seal, which will protect mushrooms in transit. Mike Stephan, vice president of sales and business development for Monterey Mushrooms, says the visually appealing packaging also offers a visible best-by date and country of origin. Highlighting the nutritional value of mushrooms is important.
Stephan says Monterey has focused a lot on 18- to 42-year-old consumers as an emerging segment of shoppers. Mushrooms offer distinct flavors through various varieties, and there are numerous health benefits from a diet rich in mushrooms.
“They have the potential to become the next generation of mushroom consumers,” Stephan says of the shopper in that age range.
Amanda Keefer, senior director of marketing and communications with the Healthy Family Project, says the organization's annual reception, which had to be relocated indoors, went well. She says she's seen how the organization, launched in 2002, has shown growth and highlighted its mission of “do well by doing good” at Southern Exposure. Keefer says the Healthy Family Project helps companies flourish while doing good.
Keefer says that while there are many influencers who popped up in the fresh produce industry, the Healthy Family Project has leaned into dietitians.
“Dietitians are our trusted resources,” Keefer says. “They have firsthand knowledge.”
Healthy Family Project has launched a “5 Minutes with a Dietitian” initiative to help promote healthy produce and promote produce as a mood booster.
