A Curious Look at the Future of Produce
We have seen the future of produce, and it’s packed with convenience, snack-sized solutions, global flavors, bold and bright branding and exciting sustainable options that retailers and shoppers are eager to embrace.
In October, the Curious Plot team spent an inspiring three days at the International Fresh Produce Association’s Global Produce & Floral Show in Atlanta. The nation’s largest gathering of produce brands, associations and distributors, the show gave our team an excellent opportunity to take part in immersive marketing workshops, reconnect with industry peers and get a taste for what’s next in the produce industry.
We were particularly excited to see many brands’ product developments reflect the findings in our Consumer Curiosity Report, our annual analysis of consumers most likely to set the next food trends. Here are a few we found on display:
Quick and Easy Serving Solutions Make Fast Progress.
With 76% of shoppers surveyed being most curious about 30-minute-or-less meal solutions, we were thrilled to see a proliferation of products optimized for shopper convenience. We were impressed by products that featured speed and ease as key benefits for time-strapped shoppers. Some innovative products also cleverly leaned into time-saving kitchen tools and techniques like air fryers and simple sheet pan meals to support speedy meal prep.
Small Bites are Making Big Moves.
In our Consumer Curiosity Report, we discovered 69% of those surveyed are very or extremely curious about new snack ideas and products, and 63% are very or extremely curious for inspiration for preparing smaller meals. It’s game on in the produce industry as the floor was filled with your favorite fruits and veggies condensed into more snackable sizes. We enjoyed Chiquita’s dried no-sugar-added banana bites, Bolthouse Fresh Carrot Shakers with innovative flavors, and fell back in love with the Little Potato Company’s flavored, ready-to-heat mini-potatoes.
Global Flavors Star on the Plate.
According to our report, 65% of shoppers are curious about discovering new global/cultural flavors. Produce brands mirrored this trend with broad spice-driven offerings and packaged meals, like Fresh Express’ “Hot or Cold” globally inspired salads and noodle kits.
Bright and Bold Branding Stands Out.
We have been delighted to witness first-hand the advances the produce industry has made over the past decade in branding, packaging, positioning and messaging. Bright colors, captivating imagery and compelling stories wowed in the exhibit hall. Eye-catching on-pack callouts for functional benefits also were in abundance. We’re putting the center store goods to shame. The industry is ripe (pun intended) for even further elevation. The brands and their marketers and communicators who join in writing this exciting chapter will be true winners.
Sustainable Solutions Continue to Evolve.
In our report, 65% of respondents are very or extremely curious about reducing food waste. In the beverage space, Trinity Fruit Company’s Squeezed Juice products and LOOP Mission’s Sparkling Sodas save produce by the tons from landfills. We saw many brands living their sustainable values with innovations through packaging, like Monterey Mushrooms’ new containers aimed at easier sorting in recycling facilities and Mucci Farms’ Linerless Plastic-Free Packaging. We also loved seeing CMI Orchards’ innovative and informative display on the theme “The Future is Regenerative.” With consumer curiosity for regenerative farming now at 37%, it’s encouraging to see companies promoting this important topic!
Also, kudos to Sunkist, who made their booth more sustainable by constructing it entirely from corrugated cardboard, which they planned to recycle (rather than ship back to storage) following the trade show. Impressive.
Want a full taste of what’s next in food trends? Download our Consumer Curiosity Report.