The Midwest: The Center of Everything

In addition to produce, customers are consuming more and more information. “Social media and the digital age have changed everything,” states Taylor, “consumers are seeking more knowledge because the world is literally at our fingertips. Unfortunately, so much of the content out there regarding food is propaganda and/or opinion based. There is a real need for more fact-based food marketing.”

Comito sees the rise of produce not just with consumers, but in foodservice, too. “I remember in the 1990s when the United Fresh Produce Show was all meat and potatoes. Now, chefs are being more creative and using a lot more fruit and vegetables.”

This trend is coupled with the uptick of convenience, the many fresh-cut and grab-and-go products available. “We’re seeing labor shortages in foodservice and time-crunched consumers, leading to an upswing of value-added opportunities,” Maglio says. “While the end-user is still the ‘chef,’ the prep work is being shifted offsite. This does, however, come with consumer demand for food safety throughout the supply side.”

On the retail front, the demand for convenience is nothing new, but the products are maturing. “The trend is more and more variety,” asserts Corsaro at Indianapolis Fruit. “It used to be just melon chunks and diced onions; now, there are mango slices and jicama sticks, for example.”

Protecting the Planet
Sustainability and environmental issues are still on the minds of consumers, too, and produce suppliers are paying attention. “Of course there is a heightened concern amongst customers for the environment and sustainability. Consumers want to know how the brands and products they’re buying are treating the planet and treating their people,” states Taylor.

“We all know the real key to sustainability is profit, so that’s where the popular term ‘triple bottom-line’ comes from: people, planet, profit.” Taylor adds it is difficult to make a positive impact, however, without financial resources. “Make sure you’re a profitable brand so you can do things like community goodwill and environmental advocacy,” she recommends.

As to how the produce industry is responding to these concerns, Taylor says, “Perfectly; no one loves the planet like farmers. Examples are plentiful and include evolutions in product packaging, logistical efficiencies, and farm efficiencies.”

Organics
For many, environmental stewardship and organics go hand in hand. Demand for organics is growing, though not among all customer groups. Mike Bowe, buyer for B&B Imports, Inc., located in Cincinnati, says his company is investing in farming operations both abroad and domestically due to the strength of this trend. “Our berry category is diversifying and expanding in organics.” Berries, both conventional and organic, continue to surge in popularity across the country.