Challenges and Opportunities in the U.S. Fresh Produce Industry

Fresh produce consumption in the United States expanded by 16 percent between 1978 and 1988. Grocery store produce sales reached 26.5 billion dollars in 1988 (Supermarket Business, Oct. 1989). Demand has been stimulated by numerous demographic and lifestyle trends, including: changing income distribution; an increase in ethnic expression; concerns over health and fitness; changing household size; and the overall aging of the population. On the other hand, growing consumer concern for the safety of produce could adversely affect consumption. In this dynamic environment, the U.S. fresh produce industry is faced with many challenges, or some might say opportunities, in the decade of the 1990s. This paper identifies key demand trends affecting fruit and vegetable marketers and discusses some of the challenges/opportunities they pose.