Z

They want to know the "who, what, and where" of their food. From farm-to-table, Gen Z supports brands that share stories about farming practices and supply chain transparency.

Technology is key. They expect seamless digital experiences—high-quality photos and recipe videos—when shopping online for groceries. They want to know the "who, what, and where" of their food

To engage this demographic, the produce industry must move fast, foster authenticity, and embrace digital engagement. They aren’t just customers; they are conscious consumers reshaping the market. They are driving demand for new, varied produce

They are driving demand for new, varied produce items, shaking up traditional purchasing habits. they are reshaping expectations for fresh

How are you adapting your strategy to meet the expectations of younger shoppers?

The produce aisle is getting a makeover, and Gen Z is driving the change. As this generation steps into their prime purchasing years, they are reshaping expectations for fresh, sustainable, and transparent agriculture.

Quality and price matter, but shared values (sustainability, eco-friendly packaging) often dictate their loyalty to a produce brand.