Fresh produce experts share top opportunities for 2027
The IFPA Global Produce & Floral Show is underway in Orlando, Fla. this week and it’s brimming with innovation, offering a glimpse of what’s next for the fresh produce industry. So, it only seemed fitting to ask the people at the heart of the business this one question: If you could flag one opportunity in produce for 2027, what would it be?
From emerging trends to growing opportunities, here’s what they had to say.
Responses have been edited for clarity and length.
Amanda Orr
Mastronardi Produce/Sunset
“Consumers are looking for fresh and flavourful products. They are looking to explore interesting things, and I think grocers need to have that variety for them to taste and experience. This really ties back to the social campaign we’re running right now: 'Are You a Certified Tomalier?' We’re doing a play between wine and tomatoes. And the reason for doing this is because there’s so much distinct flavour and texture and aroma difference between all the tomatoes. We want people thinking about that when they’re shopping the category. I think that’s something grocers and retailers can keep in mind—consumers want to explore different flavours. They want to explore things from around the world. Produce sometimes gets forgotten.”
Leona Neill
Red Sun Farms
“I think the biggest opportunity is really finding that value point for consumers and making sure we understand what value to them is—whether it’s nutrient dense [options] or cost value, sustainability value. So, understanding through our retail partners where that value really is and building for that.”
Lori Bigras
Ocean Mist Farms
“Offering value-added items to time-starved consumers is huge and it’s not going away. Whether a single-parent household or two-working parent household, people get home at night, they’re throwing in laundry, they’re feeding the dog and they’ve got like 27 minutes to prepare dinner. Ya, you could get pizza or items that maybe aren’t the most nutritious because it’s quick. Or, you could buy a package of Roastables [pre-washed, ready-to-cook vegetables that come with a packet of seasoning] … and in 20 to 25 minutes you have a nutritious and really yummy dish the whole family would like. They save time for consumers who need time—it’s a precious commodity. Continuing to offer unique value-added items that are nutritious … That’s a game-winning opportunity. That’s really where opportunity lies because, you know, what we do is only good if it benefits consumers.”
Robert Verloop
California Walnut Commission
“We’re fortunate here in North America that in California we’re the only source for walnuts. I would continue the theme that walnuts are produce too because of the flexibly and diversity. It really is continuing the evolution of matching all our health attributes to the fresh department. We’ve got a long way to go. As an industry, we’ve not done a good job of growing ourselves outside of the baking aisle and I would put that focus back on a reinvention and maybe that’s part of a theme—reinventing wellness.”
