NASHVILLE, TN — At this time, the Southeast Produce Council (SEPC) BB #:191194 What’s New? From the Client View 2022 in one among two academic classes at its fall present, Southern Improvements.

“Solely 12% of customers meet the day by day really useful quantity of contemporary produce,” stated David Sherrod, President and CEO of the SEPC. “Meaning there may be loads of room for development. We checked out how expertise and innovation on the farm, within the retailer, on the menu, and for the planet could be the serving to hand for customers to spice up their contemporary produce consumption. Exhibitors have been inspired to spotlight improvements in every part and What’s New? Silent Theater displays befell all through the exhibit hours by pioneering organizations.

High findings for every of the 4 sections of the analysis are as follows.

On the Farm

A majority of customers (74%) are unaware of how growers use expertise, however 4 in 10 are excited by digital discipline, farm or greenhouse visits. Moreover, half of customers like the concept of mini greenhouses in-store or within the restaurant. That is pushed by 55% of customers eager to know extra about how the contemporary produce they purchase is grown. High methods to speak, in response to customers, are the package deal label (57%), data on the model’s web site or app (47%) and in-store signage (42%).

“Importantly, the examine discovered that innovation may help drive gross sales development,” Sherrod defined. “Greater than half of customers are excited by new varieties.”

New combined varieties and new sizes, resembling one-portion cauliflowers or mini avocados draw the best curiosity. Moreover, 46% of customers are intrigued with the concept of enhanced useful advantages for contemporary vegatables and fruits, resembling further Vitamin C, longer shelf life or tear-free onions. “Boomers are more likely to assume this can be a little to sci-fi however 54% of Gen Z who grew up in a world of package deal claims and callouts like the concept,” Sherrod famous.

Within the Retailer

“The examine discovered that the competitors for contemporary produce is far, a lot wider than frozen and canned,” Sherrod famous. “Dietary supplements, smoothies, squeeze pouches, pictures and center-store gadgets touting plant-based are all taking a chunk out of contemporary produce gross sales.” Sherrod refers back to the 81% of customers who imagine that these kind of gadgets may help them attain the suggest quantity of fruit and greens.

Serving dimension training attracts common curiosity, amongst 50% of customers and 42% like the concept of their grocery retailer providing customized diet packages. Along with portion dimension steerage, customers need to see diet data, particular well being advantages, origin and preparation/storage directions.

Customers additionally strongly imagine within the hyperlink between contemporary produce and their very own well being. Whereas consciousness of prescription produce is low, at 20%, 53% imagine contemporary produce may help handle well being points.

Promotions stay crucial, with in-store signage, apps and the digital round having changed the paper advert as the highest analysis space. Routine meals are out and customers look to all kinds of sources for recipe and meal concepts, together with excessive curiosity for shoppable recipes (46%).

On the Menu

The excessive stage of inflation is pressuring restaurant journeys and prompting 52% of customers to vary their orders when shopping for from eating places, whether or not takeout, supply or consuming on premise. Sixty % search for cheaper gadgets on the menu, 54% skip desserts, 44% skip appetizers and 44% go to a less expensive restaurant altogether.

Customers additionally expressed excessive curiosity in quite a lot of methods to spice up contemporary produce consumption at eating places: 71% is excited by a visit to the salad bar complementary to a major entrée; 65% want to see drinks/smoothies made with contemporary fruit/greens on the menu; 63% are excited by contemporary fruit as an choice for dessert or an appetizer; and 60% like the concept of having the ability to swap conventional carbs resembling pasta or rice with greens.

“The examine additionally discovered shopper curiosity in crossing over tendencies seen in retail onto restaurant menus,” Sherrod famous. “Seasonal and native fruit and greens are the highest areas of curiosity in retail and likewise lead the checklist of desired menu attributes for foodservice.” But, in right now’s inflationary surroundings, 49% of customers really feel the most effective value and high quality must be a restaurant’s precedence — overriding the origin, together with world sourcing. Client settlement on eating places utilizing contemporary produce versus frozen or canned is far larger, at 72%. And 54% wish to see extra distinctive contemporary produce on the menu.

Using expertise for ordering and paying for meals in eating places is changing into way more accepted, however the thought of robots bringing out the meals as a substitute of a server is all however a slam dunk with customers: 31% merely can not think about the idea and 26% say they couldn’t stand the concept.

For the Planet

4 in 10 People wrestle with fruit and greens going unhealthy earlier than they might eat them and 91% find yourself throwing some contemporary produce away. Moreover, 37% wrestle with contemporary produce being bought in packages which can be too massive for his or her households.

“With meals waste at dwelling a transparent problem, 46% of People love the concept of assorted shelf-life applied sciences,” Sherrod stated. “Customers need to know in regards to the affect on meals security, diet and style, however are excited to see options.”

Customers say commitments concerning limiting meals and package deal waste, giving again to the group and supporting particular causes are vital and might affect purchases amongst a bit greater than half. Whereas high quality and freshness are the overriding buy driver amongst Boomers, sustainability is the overriding driver for 35% of Gen Z. But, at most 16% of customers recall produce manufacturers having made commitments in these areas.

“In actuality, nearly each produce model and each retailer has sustainability commitments in place,” Sherrod stated. “Nevertheless, customers aren’t conscious. Now we have a possibility to do good and construct constructive sentiment amongst customers on the similar time.”

The net examine amongst 1,500 customers was performed and offered by 210 Analytics. The examine fielded in July, 2022.

SEPC LogoAbout Southeast Produce Council

The Southeast Produce Council (SEPC) is a member-driven, non-profit affiliation of greater than 3,000 leaders from all sides of the produce business. It was fashioned greater than 20 years in the past to advertise the worth of contemporary vegatables and fruits in Florida, Georgia, Alabama, Mississippi, Louisiana, Tennessee, North Carolina, South Carolina, Kentucky, and Virginia by way of networking, innovation, group, and training. At this time, SEPC is a thriving group that continues to share and pursue its imaginative and prescient, mission, values, and objectives. Study extra by visiting

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