Executives in all segments of fresh produce continue to grapple with changes in the industry, including more frequent extreme weather events, high prices impacting suppliers and consumers, an evolving labor pool, and the integration of artificial intelligence, among other trends. Here’s what they’re thinking at the start of 2025 and a look at the months ahead.
Encouraging Consumption
One positive development in the quest to drive more consumption of fruits and vegetables is an increase in availability and access to a wider variety of produce.
“Retailers like Kroger have really stepped up their produce assortment and are pretty well supplied,” notes Megan McCarthy, chef and founder of Healthy Eating 101, based in Atlanta, GA, who is an Ambassador in Action for the Foundation for Fresh Produce BB #:157162. “Exotics like dragon fruit are becoming more popular and people are finding ways to utilize them.”
“In 2025, I expect we’ll see a continuation of fresh spins on classic berries,” says Jim Roberts, president of sales for Naturipe Farms, LLC BB #:116078 in Salinas, CA. “Customers know and love traditional berries, but there’s been a definite uptick in people seeking out new products that are bigger than ever or especially sweet.”
These include Naturipe’s Mighty Reds and Mighty Blues as well as its limited-time-only Sweet Selections line of strawberries, blueberries, and blackberries bred for exceptional flavor. The company is exploring ways to speed up varietal development and better predict if new varieties will get the desired results, Roberts says. “I’m very confident in saying this business will look much different in the next 10 years than today.”
Wonderful Citrus is seeing sales of its 2019 introduction, Wonderful Seedless Lemons, continue to grow, with distribution in more than 20,000 stores and sales accounting for 5 percent of all bagged lemons, according to Zak Laffite, president of Wonderful Citrus BB #:115157 in Delano, CA. “Varieties that improve the eating experience are driving us,” he says.
Innovation is ongoing in the value-added sector as well, at both retail and foodservice.
“This fall we debuted a new salad blend, Ready-Set-Serve Bistro Blend, that includes sturdy green leaf, tender red butter leaf, and mildly nutty green oak,” says Deena Ensworth, culinary innovations director at Salinas, CA-based Markon Cooperative, Inc. BB #:123315. “We’re getting great feedback and think it will be a big hit with chefs and operators this year with its combination of textures, flavors, and great shelf-life.”
In grapes, innovation is not only offering new taste sensations, but also addressing water and soil concerns.
Tammy Collum, in sales for Vanguard International Group BB #:338552 in Bakersfield, CA, reports more growers around the world are removing older generic varieties and putting in new varieties with proven results in less susceptibility to disease, easier growing, or economic benefits.
“Older varieties might be popular for the nostalgia, but the yields and ROI aren’t as good,” she points out. “New varieties are bigger, crisper, and easier to grow—and they don’t require as many chemicals.”
Vanguard planted several new varieties last November, for harvest in 2025 and 2026. Examples, all from SunWorld, include early reds like Ruby Rush, early greens like Applause and Epic Crisp, and fall varieties like Autumncrisp.
This is an excerpt from the cover feature of the January/February 2025 issue of Produce Blueprints magazine. To read the whole issue, click here: https://www.producebluebook.com/#january-february-2025-produce-blueprints/1/
