Are influencers changing produce trends?

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Produce Leaders
November 04, 2024

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

👉 In today's email:

  • Mastronardi Produce Expands Canadian Greenhouse Capacity

  • How Potatoes Are Powering Billion-Dollar Sales and Retail Growth?

  • Fresh Picks: Our Handpicked Produce Content from the Web

  • Are Influencers Changing How We Buy Produce?

  • Fresh Del Monte Sells Fresh Leaf Farms to First Leaf Farms

  • Nature Fresh Farms: Cultivating the Future of Greenhouse Farming

  • Tip Of The Day: Use QR Codes on Packaging For an Interactive Experience

GREENHOUSE AGRICULTURE

Mastronardi Produce Expands Canadian Greenhouse Capacity with 91 New Acres

Mastronardi Produce® has expanded its Canadian greenhouse operations with 91 additional acres across three Ontario facilities, enhancing its capacity to produce SUNSET® brand fruits and vegetables year-round.

This expansion includes a new 27-acre high-tech greenhouse in Kingsville, equipped with advanced lighting and technology to optimize winter growing conditions, completed in 2020.

In addition to this Kingsville site, Mastronardi has secured long-term marketing agreements for two other greenhouses in Ontario: a 32-acre facility with J.C. Fresh Farms Ltd. in Kingsville and another 32-acre site with Orangeline Farms Limited in Leamington.

The expanded acreage strengthens Mastronardi’s portfolio, supporting the company’s Canadian growth strategy and dedication to providing high-quality, flavorful produce.

President and CEO Paul Mastronardi highlighted the importance of this increased capacity, stating that it aligns with the company’s mission of delivering exceptional flavor experiences.

These new facilities emphasize Mastronardi’s focus on innovation, ensuring a reliable supply of fresh produce while meeting rising consumer demand for locally-grown fruits and vegetables.

INDUSTRY INSIGHTS

America’s Favorite Veggie? How Potatoes Are Powering Billion-Dollar Sales and Retail Growth

Fresh potatoes remain a dietary staple in the U.S., with 85.2% of households purchasing them around 11 times annually, underscoring their importance in the produce sector.

Potatoes dominate the fresh vegetable category, making up 9.7% of all produce sold by weight and 21.1% of vegetable volume. 

According to Potatoes USA, potatoes also hold the highest household penetration among all vegetables, contributing to strong sales for retailers nationwide.

Potato sales generated $4.4 billion over the past year, consistently ranking in the top five fresh produce categories by dollar sales.

Between June 2023 and July 2024, potatoes saw a $1.3 billion revenue increase compared to pre-pandemic levels, achieving the second-highest volume sales in six years, with 322 million pounds sold beyond 2019 figures.

Nick Bartelme, Potatoes USA’s global marketing manager, highlighted that an additional annual purchase by half of potato-buying households could add $218 million in sales and 231 million pounds to the market.

Potatoes continue to provide year-round value and steady growth for retailers, reinforcing their role as a resilient and profitable category within produce departments.

OPINION

Are Influencers Changing How We Buy Produce?

In recent years, social media influencers have transformed the way we buy produce, reshaping our preferences and creating new trends in the produce aisle.

Platforms like Instagram and TikTok are packed with vibrant images of exotic fruits and beautifully arranged vegetable dishes, encouraging viewers to embrace more colorful, health-conscious diets.

Influencers advocating for trendy foods like avocado toast or smoothie bowls can make certain produce items seem essential, sparking a sudden increase in interest and even influencing what farmers choose to grow.

This power to spotlight specific fruits and vegetables has made once-overlooked items mainstream, turning pink pineapples or dragon fruit into highly sought-after additions to shopping carts everywhere.

Some critics argue, however, that this visually driven demand can encourage consumers to prioritize appearance over practicality or taste, leading to unnecessary waste when people buy produce that doesn’t fit into their regular routines.

Additionally, as influencers tend to promote exotic or unusual options, this can overshadow local, seasonal produce, shifting attention away from options that might be fresher and more sustainable.

Despite these concerns, the influence of social media continues to grow, shaping what consumers see as "must-have" items and even changing the landscape of agriculture as producers respond to demand.

The produce industry is evolving to keep up, with retailers, suppliers, and even farmers adapting their offerings to meet the ever-shifting trends sparked by influencers.

It’s clear that influencers are more than trendsetters, they’re transforming the very way we connect with and consume fresh foods.

For produce companies, the power of social media presents a golden opportunity to elevate their brands and drive demand.

By collaborating directly with influencers and highlighting unique qualities, such as sustainable sourcing, local origins, or health benefits, companies can reach new audiences more effectively.

PRODUCE INDUSTRY

Fresh Del Monte Announces Sale of Fresh Leaf Farms to First Leaf Farms

Fresh Del Monte Produce Inc., through its vegetable division Mann Packing, has sold Fresh Leaf Farms to First Leaf Farms, marking a strategic shift to streamline operations and focus on core products.

The acquisition brings together the Costa and Nunes families, Salinas Valley produce leaders, aiming to enhance offerings and drive innovation in leafy greens.

The Costa family will manage First Leaf Farms' operations, leveraging their 65+ years of farming expertise, while The Nunes Company will handle sales and marketing.

The longstanding relationship between these families strengthens the transition, with Mann Packing’s logistics network ensuring continuity during the Yuma season.

This sale aligns with Fresh Del Monte's strategy for growth, efficiency, and operational focus.

Chairman and CEO Mohammad Abu-Ghazaleh expressed confidence in Fresh Leaf Farms' future under new leadership.

Fresh Del Monte, known globally for quality and sustainability, continues to evolve, fostering growth in the fresh produce sector while maintaining its commitment to excellence.

INDUSTRY SPOTLIGHT

Nature Fresh Farms: Cultivating the Future of Greenhouse Farming

Nature Fresh Farms, established in 1999 in Leamington, Ontario, is a leader in greenhouse agriculture, focusing on sustainable practices and advanced technology to produce fresh, high-quality tomatoes, peppers, cucumbers, and strawberries year-round.

The company prioritizes environmental responsibility, using innovations like closed-loop water recirculation, which conserves up to 90% of water compared to traditional farming.

This system recycles water and nutrients, minimizing waste and ensuring each plant receives optimal hydration.

Their innovative pest management system, Integrated Pest Management (IPM), employs natural predators like ladybugs and lacewings instead of chemical pesticides, creating a healthier environment for plants and consumers.

Bio Scouts, a team dedicated to monitoring plant health, work to maintain this eco-friendly balance in the greenhouses.

Image: Courtesy of Nature Fresh Farms

Additionally, Nature Fresh Farms maximizes space efficiency through vertical farming, which allows them to grow the equivalent of 15 acres of crops in just one acre of greenhouse space, enhancing productivity while reducing their ecological footprint.

The company’s integration of artificial intelligence (AI) and data-driven technology further optimizes operations. In collaboration with Intel, Nature Fresh Farms has installed advanced technology to monitor plant health in real-time.

This data enables predictive adjustments in temperature, humidity, and irrigation to maintain ideal growing conditions, thus improving plant health and yield.

AI also accelerates the sorting and packing process, cutting down pre-sort and packing times, and allowing the company to deliver fresh produce to retailers within 24 to 48 hours after harvest, much faster than the industry standard.

The company’s commitment to continuous innovation is evident in its Discovery Center, a 2.5-acre research facility in Leamington, Ontario. Here, scientists and farmers experiment with new varieties, focusing on flavor, resilience, and shelf life.

This research has led to the development of exclusive products like the first-ever organic greenhouse strawberry.

The company's efforts have been recognized in industry competitions, where it recently received awards for its English cucumbers and organic red bell peppers, celebrated for taste and quality.

Senior Vice President Matt Quiring attributes these accolades to the company's research initiatives and consumer-focused flavor programs.

The company values community and employee involvement, fostering a collaborative culture that encourages innovation and growth among its team members.

Founder Peter Quiring emphasizes a dual focus on technological advancement and human connection, which has shaped Nature Fresh Farms as a trusted leader in sustainable agriculture.

TIP OF THE DAY

Use QR Codes on Packaging to Create an Interactive Customer Experience

Adding QR codes to your produce packaging allows customers to access valuable content instantly, such as recipes, storage tips, and farm stories.

Scanning the code can also link them to videos showcasing the harvesting process, interviews with farmers, recipe videos, and more.

However, it’s not only important to include QR codes but to promote their use as well.

In your newsletters and on social media, encourage customers to engage with the QR codes for a richer product experience.

Consider offering exclusive discounts or rewards for those who scan the codes to incentivize participation.

Lastly, have a clear call to action. Many produce brands simply stick a QR code on their packaging, leaving customers unsure of its purpose.

This interactive approach not only enhances the customer experience but also strengthens transparency and builds a deeper connection between your brand and your audience.

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