How Groceries Affect the Election

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Produce Leaders
October 28, 2024

đŸŒ± Good morning, and welcome to today's fresh newsletter! 

👉 In today's email:

  • The Top Five Food Trends That Will Shape 2025 (by Kroger Co.)

  • Survey Reveals 70% of Americans Struggling with Grocery Costs

  • Fresh Picks: Our Handpicked Produce Content from the Web

  • How Grocery Prices Became a Political Battleground

  • CPMA 2025 Trade Show Sells Out

  • Driscoll’s: Harvesting Innovation, Sustainability, and the Finest Berries

  • Tip Of The Day: Implement a “Produce of the Month” Subscription Club

FOOD TRENDS

Kroger Reveals the Top Five Food Trends That Will Shape 2025

Kroger Co. has unveiled its top five food trends for 2025, highlighting evolving consumer preferences shaped by budget-conscious choices, bold flavors, and wellness-driven ingredients.

The forecast, developed by Kroger’s culinary experts and data team 84.51Âș, reflects a focus on affordability and taste.

One key trend, “Food Dupes,” highlights the growing popularity of private-label products that rival national brands by offering affordable alternatives.

Another trend, “Bold & Briny,” reflects a surge in demand for acidic and fermented foods like kimchi and olives, with products like Breaded Dill Pickle Chips becoming favorites.

The “Protein Renaissance” emphasizes an expanded view of protein, focusing on sustained energy and health, with rising interest in plant-based options like lentils and hemp seeds.

Meanwhile, the “Pepper Palette” trend reveals a preference for nuanced heat, with global spices like Calabrian chiles and guajillo peppers enhancing diverse dishes.

Finally, the revival of the Caesar salad under the trend “Hail, Caesar” offers creative reinterpretations of this classic dish, incorporating unique ingredients like miso and black garlic.

These trends will be featured across Kroger’s in-store and online services, supported by the Boost by Kroger Plus membership, offering savings and convenience.

CONSUMER INSIGHTS

Swiftly Survey Reveals 70% of Americans Struggling with Grocery Costs

Swiftly’s 2024 True Cost of a Grocery Shop survey reveals the persistent financial strain U.S. consumers face, with 70% struggling to afford groceries for the third year in a row.

Despite reductions in interest rates, food prices remain a top concern, leading many shoppers to adopt digital tools like coupons (76%), loyalty programs (64%), and retail apps (38%) to save money.

While most consumers (72%) still prefer in-store shopping, economic pressures are influencing political decisions, with 75% of respondents believing the presidential election will affect their expenses and 68% citing inflation and grocery costs as key voting concerns.

Swiftly’s CEO, Henry Kim, highlighted the survey’s findings, noting that retailers must provide effective savings tools to retain loyalty amid these challenges.

As the holiday season approaches, 58% of Thanksgiving shoppers expect higher grocery bills, and 56% are considering dining out, creating opportunities for retailers to offer promotions.

Programs like Swiftly’s Alcohol Cashback and Audience Optimizer aim to attract both online and in-store shoppers.

The survey also shows shifting consumer behavior, with 62% cutting back on snacks due to rising prices and 55% basing their purchases on discounts, up 5% from last year.

These trends underscore the importance of loyalty programs and personalized offers in helping consumers manage their budgets effectively.

OPINION

How Grocery Prices Became a Political Battleground

Grocery prices have unexpectedly become a focal point in this year’s election, and the produce industry is feeling the impact.

With the costs of fruits and vegetables steadily rising due to supply chain issues, labor shortages, and extreme weather events, politicians are seizing the opportunity to make food costs a key campaign issue.

For those working in the industry, this newfound political attention brings both opportunities and challenges.

Candidates are proposing various solutions, all aimed at stabilizing grocery prices.

However, industry experts know that these promises often oversimplify the complexities involved in bringing fresh produce to market.

While these proposals may sound appealing to voters, they could create new challenges, such as unrealistic expectations for producers and distributors or added regulatory burdens that affect profitability.

As the election unfolds, professionals in the produce sector find themselves at the crossroads of consumer demands and political promises.

The industry must adapt quickly, advocating for policies that support long-term sustainability while balancing affordability and accessibility for consumers.

Leaders must also remain vigilant, engaging policymakers and the public to highlight the true costs and complexities of maintaining a stable, reliable produce supply chain.

This election season has transformed grocery stores into more than just places of commerce, they have become political stages.

We’ve even seen presidential nominees visiting grocery stores to emphasize their commitment to addressing food costs, highlighting just how central this issue has become.

For the produce industry, maintaining consumer trust means ensuring that shelves remain stocked and prices stay manageable, even as external factors like climate change and trade policies create uncertainty.

Navigating this fine line between political and consumer expectations is crucial for industry leaders to sustain credibility and business stability.

Looking ahead, it’s vital for professionals in the produce industry to not only monitor political developments but also actively participate in shaping them.

Remember, your vote matters, make sure to have your say in shaping the policies that will impact our industry for years to come.

CPMA 2025

CPMA 2025 Trade Show Sells Out

The Canadian Produce Marketing Association (CPMA) has announced that exhibit space for its 2025 Annual Convention and Trade Show, taking place from April 8-10 at the Palais des CongrĂšs in Montreal, is officially sold out. 

Over 300 companies will participate, showcasing more than 650 exhibits.

The event will feature a range of activities, including a keynote speech at the Delegate and Companion Breakfast on April 9, business sessions, networking events, and educational opportunities.

A highlight of the convention is the New Product Showcase, offering insights into the latest innovations and trends in the produce industry.

Though exhibit space is fully booked, companies can join the waiting list by contacting CPMA at [email protected].

Delegate registration opens in January 2025, with more details available on the CPMA website.

The CPMA, based in Ottawa, represents nearly 900 member companies responsible for 90% of Canada’s fresh produce sales.

The industry contributes nearly $15 billion to the national GDP and supports over 185,000 jobs, playing a vital role in the country's economy and public health efforts.

INDUSTRY SPOTLIGHT

Driscoll’s: Harvesting Innovation, Sustainability, and the Finest Berries Year-Round

Driscoll’s, a company synonymous with producing fresh berries, has established itself as a leader in both the agricultural and business worlds.

With roots in the Pajaro Valley of California dating back to the early 1900s, the brand has cultivated a reputation that reflects dedication to quality, sustainable practices, and community engagement.

Today, Driscoll’s operates as a global company that offers a variety of premium strawberries, raspberries, blackberries, and blueberries, providing consumers with a year-round supply of fruit.

The story of Driscoll’s begins with two friends, Joseph “Ed” Reiter and Richard “Dick” Driscoll, who began growing strawberries in the early 20th century. Over the following decades, the company expanded from a small-scale berry operation into an agricultural powerhouse.

By the 1950s, Driscoll’s was pioneering innovations, introducing patented strawberry varieties that allowed for extended growing seasons and long-distance shipping.

Driscoll’s cultivates berries since the early 20th century. | Image: Courtesy of Driscoll’s

Throughout its history, the brand’s evolution has reflected a commitment to improvement, exemplified by its groundbreaking introduction of the clear clamshell packaging in the 1990s. This innovation revolutionized how berries were packaged and sold, setting a new industry standard.

A defining feature of Driscoll’s is its reliance on independent farmers, many of whom are part of family-owned businesses.

This model reflects the company’s core value of partnership, with approximately 85% of its revenue reinvested in independent farms.

The collaboration allows Driscoll’s to cultivate berries in diverse growing regions across the United States and beyond, from California to Mexico and Europe. 

By selecting regions with optimal environmental conditions, the company ensures the production of flavorful berries, no matter the season. This emphasis on agricultural diversity exemplifies the company’s philosophy of working with nature rather than controlling it.

Driscoll’s success can also be attributed to its commitment to research and development. At the heart of its operations is a team known as the “Berry Innovators,” comprised of agronomists, sensory analysts, and plant scientists.

These experts engage in natural breeding methods, using traditional cross-pollination techniques to develop berries that are not only delicious but also disease-resistant.

The brand’s focus on taste, texture, and aroma is highlighted by the creation of tools like the Driscoll’s Sensory Wheel, which captures the intricate qualities that define an exceptional berry.

In addition to flavor innovation, Driscoll’s demonstrates a strong commitment to environmental responsibility. The company has implemented several sustainability initiatives aimed at reducing its environmental footprint, particularly in the area of packaging.

As a signatory of the New Plastics Economy Global Commitment, Driscoll’s has pledged to minimize plastic waste by making all packaging reusable, recyclable, or compostable by 2025.

The company is making efforts to increasingly introduce eco-friendly packaging; a recent example is the launch of its paper berry packs in Asda and Booths stores in the UK.

Image: Courtesy of Driscoll’s

Driscoll’s also leads by example through its adoption of renewable energy solutions.

A recent installation of solar panels at its cooling facility in Santa Maria, California, is expected to offset 92% of the facility’s energy usage, significantly reducing greenhouse gas emissions. This initiative reflects Driscoll’s broader strategy of integrating clean energy into its operations to promote sustainability across its supply chain.

Beyond the fields and factories, Driscoll’s places a strong emphasis on social responsibility. Recognizing that the well-being of farmworkers is essential to its mission, the company has developed a labor program focused on creating fair working conditions.

Independent farmers who partner with Driscoll’s are required to adhere to strict labor standards, ensuring that all workers are treated with dignity and respect.

The company actively collaborates with governments and non-governmental organizations to raise labor standards across the agricultural industry, particularly in regions like Mexico and Morocco.

Water stewardship is another priority for Driscoll’s. Understanding the vital role that water plays in agriculture, the company has invested in sustainable water management practices.

In collaboration with institutions like the University of California, Driscoll’s has piloted projects to collect stormwater and replenish aquifers, ensuring that water resources remain available for future generations. These efforts underscore the company’s commitment to balancing agricultural productivity with environmental conservation.

Berries of Driscoll’s are only touched by two people, the one who handpicked it and the one who eats it| Image: Courtesy of Driscoll’s

Despite its focus on sustainability, Driscoll’s remains dedicated to providing consumers with the highest quality berries. Each berry is handpicked, inspected, and carefully transported to ensure it arrives fresh at the store.

The company’s meticulous attention to food safety is evidenced by its Global Food Safety Program, which includes over 2,500 audits annually across its farms and facilities.

Driscoll’s commitment to transparency extends to product traceability, with barcodes that allow the company to track the origin of each batch of berries, ensuring accountability at every step of the supply chain.

Through thoughtful innovation and a dedication to ethical practices, Driscoll’s has cultivated more than just berries, it has cultivated trust.

TIP OF THE DAY

Implement a “Produce of the Month” Subscription Club

Have you considered implementing a “Produce of the Month” subscription club to create a sense of exclusivity and build customer loyalty?

By offering a special subscription where members receive a unique, limited-availability produce item each month, you can tap into the appeal of exclusivity and novelty.

Each box could include premium or rare seasonal produce that isn’t available to regular shoppers, creating a “VIP” experience for subscribers.

To enhance the value of the subscription, consider adding insider content like tips on how to best store and use the produce, curated recipes from local chefs, and engaging stories about the product’s origins, farmers, and sustainable practices.

Promote this offering through your newsletters and social media channels as an exclusive opportunity for customers who want early access to high-quality, seasonal items.

Market it as a premium, members-only club where subscribers receive additional perks like exclusive discounts, invitations to virtual events such as farm tours, cooking classes, or tastings, and even the chance to vote on future produce selections.

This approach not only adds value to your products but also fosters a sense of community and belonging among subscribers.

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