Wegmans Organic Farm & Orchard in Canandaigua, NY, serves as the heart of the grocer's local produce strategy. Since 2007, the 50-acre farm has operated as a research hub, testing over 100 varieties of organic fruits and vegetables to identify those with superior taste and texture. The farm also partners with Cornell University to refine organic growing methods and extend the Northeast growing season. Successful crops are then distributed to regional partner farms, ensuring that customers receive produce that is both flavorful and locally grown.

The 2025 New York Produce Show showcased innovations targeting younger produce shoppers, with companies such as Baldor and Fresh Express presenting labor-saving solutions and creative products. Highlights included Baldor's customizable fresh-cut program, Fresh Express' salad kits and Mariani Nut's walnut snacks. The event also featured campaigns from the National Watermelon Promotion Board and the New York Apple Association. 

The fresh food ecommerce market is projected to reach $300 billion this year and double by 2033, driven by expanding online grocery penetration and digital infrastructure development, according to Market Research Intellect. The Asia-Pacific region is leading in growth, followed by North America, with consumers favoring convenience and high-quality products. The market's growth is supported by advanced logistics, including cold-chain logistics and eco-friendly packaging, as well as innovative fulfillment solutions.

The Cornell University Foundational Excellence Program, described as an "MBA in a day" for the fresh produce industry, addressed key industry challenges including rising costs, labor shortages, and the need for better communication of value, during the New York Produce Show last week. The program featured sessions on international trade, marketing strategies, and cuisine trends, emphasizing the importance of attracting younger talent and leveraging AI. A panel of young professionals highlighted the importance of relationship building and networking for future leaders.

Melissa's Produce has partnered with Herb's House Coffee Roasters to introduce single-origin, whole-bean coffee to the produce department, starting with a limited-run Huila, Colombia coffee at Gelson's Markets. The strategy seeks to position coffee as a craft, agriculture-forward product, leveraging the trend of premium, story-driven items in the produce section. "Coffee, by definition, is a plant," says Robert Schueller, PR director for Melissa's Produce. "It has always been sold in the grocery department, but why can't we sell it in the produce department?"

Consumers are increasingly willing to pay more for value-added produce, such as pre-cut fruits and vegetables, to ease food preparation, according to FMI -- The Food Industry Association, which reports a 4.7% increase in pound sales for value-added fruit and a 1.1% rise for vegetables in 2024. These convenient offerings cater to both older consumers seeking to simplify cooking and younger shoppers with limited time or experience in the kitchen. As a result, convenience remains a core driver of value-added produce purchases across demographic groups.

Peru remains the leading source of imported onions for the US, with Mexico and Chile also contributing to year-round availability. Peruvian onions, especially sweet varieties, are prized for their quality and consistency, and production has increased to meet growing demand. Mexico is a significant supplier of white onions, particularly between February and May, while Chile supplements supply as needed. The selection of import partners is influenced by quality, supply stability, and strict US import standards.

Panelists at the New York Produce Show's Global Trade Symposium emphasized that successful export market strategies require a careful balance of resource investment, relationship-building and targeted market selection. Speakers highlighted the importance of deeply understanding both consumer and business partner needs in export destinations. Selecting markets where there is real profit potentia, rather than simply possible demand, was underscored, as was the need to continuously evaluate and adjust strategies in response to changing international dynamics. Maintaining ongoing relationships, even in markets not currently being serviced, was cited as critical for future opportunities. Want more on produce and trade? Read on to the bottom of the newsletter. 

Consistent cleanliness and efficiency in every bottle help protect your brand and deliver quality. Ecolab's end-to-end food safety and water management solutions make that consistency possible, safeguarding your bottom line and your reputation. Discover More