The Challenge:
While consumer sentiment toward the produce industry remains broadly positive, there are gaps between what Americans value and what they believe the industry delivers.
The International Fresh Produce Association surveyed 754 U.S. consumers to understand public perceptions of the produce industry’s image, values, and responsibilities. This section explores the perceived personality of the industry, alignment with consumer priorities, and areas where trust and transparency can be deepened.
Industry Reputation & Momentum
70% of Americans have a favorable impression of the produce industry.
Opportunity: Reinforce this trust with campaigns that celebrate produce’s role in everyday health.
Industry Personality
The top traits associated with the industry are trustworthy and consistent.
Opportunity: Infuse branding with modern, confident visuals and messaging to elevate perceptions of innovation.
Value Alignment: What Consumers Expect
76% say offering affordable options is the most important industry responsibility.
Opportunity: Showcase affordability through bundled value offerings and cost-per-serving comparisons.
Delivering on Consumer Expectations
71% of Americans agree the industry pays fair prices to growers.
Opportunity: Expand transparency efforts by spotlighting supply chain stories and ethical sourcing practices.
Implications for Fresh Produce
Highlighting both health benefits and affordability in messaging to align with what shoppers value most.
Providing clear, accessible information about how produce is grown, sourced, and priced can strengthen transparency and trust.
