🌱 Good afternoon, and welcome to today's fresh newsletter!

Today’s issue centers on a clear theme, which is that value pressure is reshaping produce buying decisions.

Consumers are still buying produce, but they are becoming more selective, organic premiums are widening, and supply chain resilience is becoming a competitive advantage rather than an operational luxury.

For growers, shippers, retailers, and marketers, the message is simple and clear: affordability, availability, and smarter positioning will matter more this summer.

In today's email:

Before today’s produce briefing, a quick note from HubSpot on bold go-to-market bets. A useful read for produce brands thinking about growth, differentiation, and customer acquisition.

One grew revenue 50x after half his team quit over the strategy. One brought in 50K signups in a single day with no paid budget. One generated 100M+ views from a stunt that took 50 hours to conceive. One asked every prospect to demo the product themselves instead of demoing it for them.

None of them followed the safe playbook. They treated GTM like an experiment, moved before they had proof, and made bets most founders would never get approved.

HubSpot for Startups documented all 6 stories in the free Bold Bets Playbook. The risks they took, why it was risky, and what it returned.

Read the free Bold Bets Playbook

MARKET

Market trends indicate a consumer shift towards value in produce purchasing habits, according to Circana's latest analysis.

While dollar sales continue to grow, volume trends show shoppers are buying less, reflecting a more selective approach to their purchases.

Key contributors to dollar value growth include staple ingredients like tomatoes, lettuce, and peppers, which are popular among budget-conscious consumers.

Circana's data highlights a summer season that demands strategic promotions to attract value-driven shoppers.

Overall, consumers are still engaged with produce but are prioritizing quantity over variety in their baskets.

Why it matters: Shoppers are still engaged with produce, but they are becoming more selective, which means retailers and produce brands need to emphasize affordability, staple items, meal solutions, and clear value messaging to protect basket size.

👉 Read the full version

BY THE NUMBERS

SUPPLY CHAINS

To enhance stability in the face of disruptions, six strategies for building resilient produce supply chains have been outlined.

These include strengthening collaborative networks, embracing technology, and diversifying supply sources to mitigate risks.

Fostering relationships with suppliers and distributors can improve communication and response times during critical moments.

Investing in real-time tracking and advanced analytics can streamline operations, reducing waste and spoilage while optimizing inventory.

The emphasis on continuous improvement will help produce professionals adapt to ever-changing market demands.

Why it matters: Supply chain disruptions can quickly affect freshness, availability, shrink, and margins, so stronger supplier relationships, diversified sourcing, and better tracking technology are becoming essential for produce companies that want to stay reliable and competitive.

👉 Read the full version

ORGANIC

The price gap between organic and conventional produce in the U.S. has reached significant levels, with consumers paying an average 59% premium for organic fresh produce.

The gap has increased from 52.6% in 2025, driven by rising organic prices, including major differences for Roma tomatoes and bell peppers.

Nearly half of the produce items analyzed cost at least 50% more when organic, and some items are at least 75% more expensive.

These higher prices may cause shoppers to buy fewer organic items, choose only select organic products, or switch to canned and frozen alternatives.

Despite the cost pressure, organic produce demand remains strong, with organic food sales growing faster than conventional produce sales.

Why it matters: As organic produce becomes significantly more expensive than conventional options, retailers and growers may need to rethink pricing, promotions, and merchandising strategies to keep organic accessible without weakening consumer demand.

👉 Read the full version

POTATOES

Dave Masser has been elected as Chairman of Potatoes USA, bringing extensive agricultural expertise to the role.

His leadership is expected to enhance demand initiatives and support education for U.S. potato growers, focusing on innovation and traditional farming practices.

Masser's previous experience with Fresh Solutions Network highlighted his commitment to delivering quality produce from family farms.

Industry leaders expressed confidence in his ability to drive growth across all potato sectors during this transitional phase.

His strategic vision aims to strengthen Potatoes USA's position in the market.

Why it matters: New leadership at Potatoes USA could shape future demand-building programs, grower education, and category promotion efforts, making this transition important for potato growers, marketers, retailers, and the broader produce supply chain.

👉 Read the full version

🍄 Organic produce grows in popularity, but sales hurdles remain | Supermarketnews | Organic produce popularity is rising, but sales hurdles remain as consumers navigate higher prices and limited availability, according to market insights from FMI. Industry experts suggest targeted marketing strategies to overcome these challenges.

📈 Report: Table grapes market ready to hit $128.9B by 2033 | FreshFruitPortal | The table grapes market is projected to reach $128.9 billion by 2033, driven by increasing health consciousness and demand for fresh snacks. This growth is also linked to expanding food processing industries.

📄 Produce prices surge; Arizonans cut back as inflation hits grocery aisles | ABC15 | As produce prices surge, Arizona residents are cutting back on purchases, according to a recent economic study. The findings reflect a broader trend of consumers reevaluating their grocery spending amid inflation.

📰 Sprouts Farmers Market Cuts the Ribbon on 3 Stores in 3 States | Progressive Grocer | Sprouts Farmers Market has opened three new stores across Texas, Florida, and California, expanding its footprint in key markets. The new locations aim to enhance access to fresh produce and organic offerings for local communities.

PRODUCE LEADERS INSIGHTS

The common thread across today’s stories is not just margin pressure, but how that pressure is changing decision-making across the produce supply chain.

Consumers are still engaged with fresh produce, but they are becoming more selective about what earns a place in the basket, especially as organic premiums widen and grocery budgets stay tight.

At the same time, growers, shippers, and retailers are being asked to absorb higher costs while maintaining availability, quality, and consistency.

The companies best positioned this summer will be those that can define value beyond price alone, through freshness, reliability, convenience, nutrition, origin, and smarter merchandising.

All this without training shoppers to wait for discounts.

Question for readers: Are your customers trading down, buying fewer produce items, or shifting toward private label?

Reply and tell us what you’re seeing in your market.