Fruit & Vegetable Magazine

Features Production Research
West Coast Expo: These items are hot


May 25, 2017
By Tom Karst – The Packer

Topics

May 25, 2017, Palm Desert, Calif. – Armed with new data from the 2017 Fresh Trends consumer survey, Greg Johnson and Pamela Riemenschneider kicked off the West Coast Produce Expo with a lively 45-minute interactive produce quiz show that examined consumer trends on avocados, kale, watermelon, berries and organic produce.

Johnson, editor of The Packer and editorial director of Farm Journal Media’s produce group, and Riemenschneider, editor of Produce Retailer, first took up statistics around the emergence of kale as a trendy item at the May 20 event.

Using instant polling technology with radio frequency identification clickers, Riemenschneider asked the West Coast Produce Expo audience if they purchased kale.

Advertisment

With 59% of the audience indicating they buy kale, she said The Packer’s Fresh Trends showed just 17% of about 1,000 consumers surveyed said they bought kale in the last year.

However, kale retail promotions are up more than 350% compared with five years ago and per-capita kale availability has surged 50% since 2000, Riemenschneider said.

The U.S. Department of Agriculture defines availability as production, minus average shrink for specific commodities.

Kale is the No.1 purchased organic fresh produce category, with more than 50% of consumers stating they buy organic exclusively or buy both organic and conventional kale, according to Fresh Trends. READ MORE