The allure of pre-cut and ready-to-eat produce is hard for consumers to resist. No more peeling, slicing and storing that cumbersome pineapple — then deciding what to do with the waste. It's cut, visually appealing and ready to eat, saving the shopper time while providing ripe, flavorful pineapple at its peak ripeness.
Watermelon is another favorite fruit that can deter shoppers due to its size and messiness. And leafy greens and salad kits, which have become kitchen staples, eliminate the need for washing, chopping and mixing ingredients.
With so many value-added and prepackaged options, a healthy dinner can be on the table in minutes.
The Packer spoke with companies for their insights into sustainable packaging solutions, convenience and other topics driving the demand for value-added produce — and what retailers can do to capitalize on the trend.
Consumer trends
“Historically, the pre-cut section has been focused on fruits and veggies, which we know are selling like crazy," said Jay Alley, co-owner and vice president of sales for Fresh Innovations LLC/Yo Quiero Brands. "In today's busy world, convenience is king, and consumers will pay a little more to save time in the kitchen.“Knowing how popular and trendy this pre-cut section is, we've created a complementary Dip Destination set of items in these same pre-cut containers that look and feel like they are part of the pre-cut set," he added. "Our Dip Destination is full of items like guacamole, salsa, bean dip, onion dip, etc., so consumers can just pick up a container or two and go."
And because of these trends in convenience, the company is launching a line of 10 Grab & Go items, Alley said. Made with fresh, premium ingredients, the 4-ounce cups include the flavors Original Guacamole, Chunky Guacamole, Hatch Chile Guacamole, Red Salsa, Corn Salsa, Avocado Salsa Verde, Black Bean Dip, Original Bean Dip and the company's two newest dips, Creamy Jalapeno and Smokehouse Onion.
“They are 4 ounces of product that satisfies hunger and can be a small meal replacement," Alley said.
At Fresh Inset/Vidre+, Jacquie Maggio, head of marketing, says the following pre-cut produce items are growing in popularity:
- Leafy greens and salad mixes are taking preference over heads of lettuce.
- Cut melon and berries.
- Convenience options like riced cauliflower and cut vegetables to round out a meal.
- Snacking tomatoes such as grape and cherry.
“These groups love convenience, and they are constantly looking for products that do more: provide more flavor, provide more nutrients, provide more satiety, etc.," Alley said.
Maggio agrees, saying millennials, especially those with young children, and Gen Z are health-conscious, budget-conscious (cooking at home) and time-strapped, so they seek convenient ways to provide healthy options for themselves and their families.
“They are also eco-conscious and lean toward fresh-cut options to limit waste," Maggio said. "They are conditioned to paying a premium for convenience, so inflation is not a deterrent."
Meeting market demand
As shoppers prioritize ease, produce suppliers are developing solutions that meet the increased demand.Alley says Fresh Innovations developed its 4-ounce Grab & Go items to meet the needs of consumers.
“They are the perfect size and go beyond snacking with a hardy portion that when paired with cut veggies, chips or maybe just a spoon — we don't judge; they curb even the hungriest appetites," he said.
Maggio says Fresh Inset's focus is on extending produce fresh life via simple-to-use packaging solutions like Vidre+ stickers and Vidre+ complex that is printed directly on packaging.
“Our solutions transform commodity packaging into active, smart packaging with a specialty freshness function. So, less produce is wasted and more nutritious, quality produce is consumed,” Maggio said.
One challenge that suppliers see is ensuring that the produce looks and tastes its freshest.
“Consumers buy produce based on how it looks,” Maggio said. “The first moment of truth: Does it look fresh? The second moment of truth is at the consumer's home: Does it last and does it taste fresh? The challenge is to meet those two moments of truth, and Vidre+ helps achieve success with both.”
Technology
Technology, combined with handling by hand, make the difference when it comes to ensuring freshness and shelf life, says Tara Murray, vice president of marketing for Fresh Innovations LLC/Yo Quiero Brands.“For our products, we hand-scoop/cut the produce, mix in the spices, put it into containers, vacuum seal then put through high pressure," she said. "High-pressure technology is an amazing process that uses high water pressure to pasteurize products without using heat or chemicals."
Fresh Inset uses Vidre+ technology to ensure freshness, Maggio says.
“Vidre+ is a technology that is delivered in the form of a sticker or printable complex to be printed directly on any type of packaging, including bags, clamshells and cardboard boxes," she said. "It extends freshness by protecting produce from the negative effects of ethylene which accelerates ripening. The dose rate of the active ingredient is adjustable so any type of produce can be protected, including berries and leafy greens, which have not been able to benefit from ethylene protection in the past.”
Maggio adds that Vidre+ is efficient to use because it does not require any reorganization or major capital investment.
“It can be incorporated into existing production processes seamlessly," she said. "It is extremely versatile and works with any base material — including polypropylene, polyethylene, paperboard and cardboard.
“Vidre+ protects produce quality, nutrition and water retention and slows degradation, extending freshness for days to weeks, depending on the produce variety,” she added.
Sustainability
All of Fresh Innovations LLC/Yo Quiero Brands product containers are recyclable, Murray says.“We've also chosen to use only necessary packaging and labels for our items," she said. "And if we do use any type of cardboard, we require our suppliers be part of the Sustainable Forestry Initiative, which ensures that forests are managed sustainably and conserved for future generations.”
Vidre+ reduces food waste and benefits the environment by preventing produce loss throughout the supply chain and reducing carbon dioxide and greenhouse gas emissions, Maggio says.
“Additionally, since Vidre+ works with existing packaging, there is nothing extra to dispose of that would contribute to landfill,” she said.
Ways retailers can maximize sales
“Our sales team works well with our retail partners,” Murray said. “We help maximize their sales with our Dip Destination. We offer a wide variety of dips to increase their footprint on shelf and provide fun flavors to go along with other cut fruits and veggies. Besides our product offerings, we provide trade programs during high-traffic times to drive sales and create excitement on shelf. Our retailers do an amazing job promoting our items.”At Fresh Inset, Maggio says its solutions help retailers reduce shrink and improve inventory flexibility.
“They provide retailers with fresh, high-quality produce with longer shelf life, delighting consumers and enhancing satisfaction, loyalty and repeat purchase," she said. "We help them leverage consumers' desire for healthy eating and showcase appealing produce. All of this delivers increased profitability.”