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 with the National Mango Board. The organization debuted some new point-of-sale displays that really highlight the health benefits that mangos offer.
She says this goes beyond just nutrients and macros to micros.
And many retailers that visited the National Mango Board's SEPC Southern Exposure booth wanted to talk about availability and what the season will look like.
“Retailers are trying to get ahead,” Setia says.
She says, too, 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,” she says. “So, they can market them appropriately.”
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,” CarrieAnn Arias, president and CEO of Pears USA, says of the fiber wave that is hitting social media.
Arias says she's seen more and 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 dietician 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 provides a flexible option, Arias says.
Monterey Mushrooms debuted a new teal with a top seal, which will protect mushrooms in transit. Mike Stephan, vice president of sales and business development with 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 Monterrey has focused a lot on the 18-42-year-old consumers as an emerging segment of shoppers. Mushrooms offer distinct flavors through various varieties, and the numerous health benefits of a diet rich in mushrooms.
“They have the potential to become the next generation of mushroom consumers,” Stephan says of the 18-42-year-old shopper.
Amanda Keefer, senior director of marketing and communications with the Happy 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 Happy Family Project helps companies flourish while doing good.
Keefer says that while there are many influencers that popped up in the fresh produce industry, the Happy Family Project has leaned into dietitians.
“Dieticians are our trusted resources,” Keefer says. “They have firsthand knowledge.”
Happy Family Project has launched a “5 Minutes with a Dietitian” to help promote healthy produce and promote produce as a mood booster.
