Fresh Report 2024 by ensembleiq

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2024 industry leadership supplement

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SPECIAL PROMOTIONAL FEATURE

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Apples Avocados Bananas Celery Healthy Snacks Oranges Peppers Pineapples Potatoes Raisins Salad Kits Strawberries Tomatoes

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The force behind fresh Delivering fresh and healthy fruit to your table all year long

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APPLES A

pples are the number-one selling fruit in terms of dollars, according to Nielsen scan data, and continue to be a favourite with Canadians of all ages. Catherine Gipe-Stewart, director of marketing for Superfresh Growers, discusses trends in the category, and highlights some of the company’s recent innovations. Why are apples so popular with consumers? Apples are storable, portable, and can be eaten fresh without prep. Kids love apples too! These are some of the biggest driving forces for why apples have stayed at the top of shoppers’ lists for years. Consumer data shows the top apple-purchase drivers are quality, flavour, and price. What trends are you are seeing in the apple category? There are a few trends we have seen across North America. Granny Smith sales are strong with rising paleo and keto trends that favour the perception of a tart apple. The Cosmic Crisp apple has grown in popularity and is now available across Canada. Consumers love the taste and that it naturally doesn’t brown, making it ideal for fresh cut entertaining and kids’ lunchboxes. The Honeycrisp apple continues to be consumers’ number-one favourite apple due to its unique texture and fabulous taste, and now represents 30 per cent of the category in dollars. What recent innovations have you introduced? In October Superfresh Growers released the industry’s first apple and pear bag made from post-consumer recycled plastic (originating in the U.S.). Superfresh Grow-

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ers PCR bag is SGS Global Services certified and FDA food-contact approved. The cost of these bags is similar to a bag made from 100-per-cent virgin plastic, which is truly a win for the consumer, environment, grower, and retailer. This initiative represents one of many efforts by Superfresh Growers to reduce its ecological footprint and conserve resources. How can grocers boost apple sales in their stores? Consumer data shows that the top barriers to purchasing are price and quality. Demos that raise awareness of new and diverse flavours can greatly boost apple sales, as consumer education and demo sampling has shown increased intent to purchase. Data from a recent Autumn Glory apple demo showed that 96 per cent of shoppers expressed purchase intent. POS with varietal descriptions and eating/usage suggestions can greatly reduce friction in the shopping experience, and will help guide consumers to the right apple choice. Cross merchandising with seasonal products can also help boost apple sales. For example, focusing on pie making ingredients in November and December, and healthy smoothie and paleo ingredients in the New Year, can inspire sales. In addition, 80 per cent of consumers have indicated that they eat apples as a snack rather than as part of another dish, meaning there is significant opportunity to create incremental sales by expanding usage beyond snacking to increase household penetration and user frequency. Providing recipes for desserts, appetizers, or sides can also help encourage new uses, and Superfresh Growers has a wealth of recipes to share.

THE FRESH REPORT 2024

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AVOCADOS Anytime Is Avotime!

iguel Barcenas, head of marketing for Avocados From Mexico, international markets, speaks to the multifaceted appeal of avocados as a nutritious and fun meal or snack, anytime of the day! How many avocados are consumed in Canada? From 2014 to 2022, Avocados From Mexico have more than doubled avocado imports to Canada, from around 45,000 tonnes to an extraordinary 104,000 tonnes! As of 2022, per capita avocado consumption in Canada has reached 2.5 kg! Thanks to high standards of quality and taste, our avocados hold an impressive 95% market share in Canada. How can consumers be assured of optimal quality? Avocados From Mexico remains committed to upholding world-class industry standards, ensuring the production of avocados that excel in taste, food safety, and overall quality. Our producers actively implement sound farming practices in their orchards, participating in Good Agricultural Practices to mitigate potential fruit contamination and address microbiological and chemical residue concerns. What trends can we expect in 2023/2024? Some trends which started a few years back will still be true, including healthy eating habits and protein replacements. Avocados are a superfruit bursting with nutrients. This green gem is literally the only fruit containing monounsaturated and polyunsaturated fats, otherwise known as "good fats," as well as being an excellent source of fibre, vitamins and minerals. Avocados help in maintaining balanced cholesterol levels, reduce the risk of cardiovascular disease, and enhance the nutrient absorption of other foods. Aside from the health benefits, avocados are extremely versatile. They’re a perfect match for global cuisine and fusion dishes, plus their creamy texture pairs perfectly in salty and sweet recipes. What makes Avocados From Mexico so unique? They originate in the lush land of Mexico, the only place in the world where avocado trees naturally bloom four times a year! This ensures their year-round availability, supported

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by an ideal climate, nutrient-rich volcanic soil, and generations of expert cultivation. This results in consistently superior quality, flavor, size, and texture. To drive more demand, and leverage on our recognizable brand, we launched co-branded price look-up (PLU) stickers, which serve as a stamp of quality for shoppers. How can grocers better promote avocados? Encourage the use of PLU stickers to enhance the recognition of high-quality Avocados From Mexico in-store and online. Also, here are tips for effective displays and merchandising: • Implement daily product rotation, placing hard fruit at the bottom and ripe ones on top. • Arrange avocado displays according to current produce merchandising standards, ideally next to tomatoes for natural colour breaks. • Share helpful tips and tricks on avocado selection, ripening, and preparation. • Highlight the health benefits, focusing on good fats and heart-healthy attributes. • Emphasize the fruit's versatility, promoting the fact avocados are available year-round. Avocados From Mexico is eager to collaborate with retailers to introduce innovative merchandising elements. Let's work together! Visit our website at https://avocadosfrommexico.ca/

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BANANAS With full control of the supply chain and a commitment to sustainability, Dole is a brand grocers and consumers can count on

hile one of the most affordable fruits out there, for many grocers bananas are a big revenue generator in the fruit and vegetable aisle – and for good reason. Bil Goldfield at Dole peels back the consumer appetite for bananas and how grocers can maximize sales of the tropical fruit. What makes bananas such a popular fruit with consumers, especially in today's current economic environment? The universal appeal and versatility of bananas make them a known comfort food shoppers turn to during times of uncertainty. Whether purchased as a grab-andgo, an ingredient in a smoothie or for baking, bananas appeal to nearly 90% of shoppers and continue to offer the greatest bang for the buck. Under current inflationary conditions, we understand the concerns of consumers and focus on the value of our bananas while emphasizing nutritional benefits of produce in general compared to other foods in the supermarket. Does Dole offer Fairtrade bananas in Canada? What are the benefits? Dole offers Fairtrade-certified bananas in various parts of the world, including Canada. This certification indicates bananas produced under specific standards that promote fair labour practices, environmental sustainability and social responsibility. These standards are designed to ensure that banana farmers and workers are paid fair wages, work in safe conditions and have access to various benefits, and Dole is proud to be able to provide these bananas to retail, wholesalers and consumers. What steps can grocers take to boost banana sales? First impressions are everything. Retailers can maximize their banana sales by ensuring consistent and attractive full displays, broad varietal offers and two-colour programs. Presenting inspiration to shoppers is another tactic to maximize basket size. It’s also good practice CANADIAN GROCER || December 2023/January 2024

to promote and remind shoppers through signage of the health benefits of bananas and the fact that they are sustainably grown. Offering unexpected ways for shoppers to incorporate bananas into their diet or recipe suggestions at display creates additional incentive to buy a few more fingers. Cross-merchandising and secondary displays like near the cereal aisle or checkout also position bananas for impulse purchases and remind shoppers they’re a great snack option. What makes Dole’s organic bananas unique? DOLE® Certified Organic Bananas are produced, shipped and available year-round, with no gaps in supply as Dole controls the entire supply chain. Retailers can be confident knowing that this always-on consistency contributes to the wide appeal and affinity for Dole organic bananas. Shoppers continue to demand transparency and a commitment to environmental and social responsibility from their favourite brands – and many show willingness and excitement to support organizations that make these values a priority. We’re proud to say that Dole’s credentials as a worldclass organic grower are already firmly established. Dole started its organic banana program 25 years ago, and the learnings derived from our organic production have positively impacted production techniques and contribute to industry best practices, allowing us to continue to deliver consistent top-quality organic fruit. THE FRESH REPORT 2024

Celebrating Generations of Innovation FRESH

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Duda Farm Fresh Foods 407-365-2111 DudaFresh.com

Dandy Fresh Fruits & Vegetables

@Dandy_Fresh

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DandyFreshProduce

DandyFresh

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CELERY

onsumers are increasingly choosing celery as an easy on-the-go snack, a nutritious side dish or as a versatile cooking ingredient in a main dish. Duda Farm Fresh Foods, which sells celery under the Dandy brand, looks at trends in the category, as well as some of the benefits of celery consumers should know about. How has the market for celery performed in the past year, and what do you anticipate for demand in 2024? Overall celery prices were higher in early 2023 due to challenges with product availability out of the U.S., although by mid-year we were seeing normal supplies and typical pricing. With regards to 2024, we see that celery is becoming increasingly popular as a healthy snack and cooking ingredient. When is the most popular time of year for celery with Canadians? The most popular celery eating occasion is the holiday season, including Thanksgiving and Christmas, while Easter, Canada Day and back to school season are also important. Celery purchases spike around National Caesar Day, which is celebrated the Thursday before the Victoria Day long weekend in May. Folks are often looking to enjoy a Caesar around this holiday, in which celery is a main ingredient. What benefits does celery offer consumers? Celery offers convenience and portability, and its lowcalorie content and crunchy texture make it an ideal snack choice. And because celery is a 100-per-cent usable product, there is less food waste. Celery is approxiCANADIAN GROCER || December 2023/January 2024

mately 95 per cent water, making it extremely hydrating, and is rich in vitamin K, folate, and vitamin C. It also contains sodium nitrate. When we eat celery, bacteria in our mouth convert the sodium nitrate to sodium nitrite, which is then converted to nitric oxide by bacteria in our gut. Nitric oxide is a vasodilator that reduces blood pressure and improves blood flow throughout the body by relaxing the lining of our arteries. Celery also offers great flavour versatility, and can vary in taste, texture, sweetness, and nutrition. Dandy celery has been developed to be sweeter, crispier and have fewer strings than other celery brands. In fact, Dandy even has three PhDs on staff whose job is to work with Mother Nature to continue making celery taste this good. Are consumers asking for different packaging choices? We have seen consumer interest in resealable packaging increase over the past few years. Portable, on-the-go, snack-sized packs are another important part of purchasing for consumers. With everyone seemingly constantly on-the-move, having pre-washed and pre-cut product in small packs that fit in a purse or backpack is key. What merchandising ideas can help grocers sell more celery? Cross promotion within retail stores is a great way to increase sales! Placing celery near the refrigerated dips and spreads section, coupled with signage for different ways to snack on celery, has been proven to work. Coupons that entice consumers to purchase celery along with another items is another way to help grocers sell more celery. THE FRESH REPORT 2024

S WE E T C H A R E N TA I S M E L O N S

AFRESH TAST E O F P A R A D I S E™

PURE-FLAVOR.COM/ORONAI

Tastefully Tropical™ Prized for its sweet, succulent taste, the intensely fragrant Oronai™ Charentais Melon is personal in size with an orange flesh as vibrant as the summer sun.

Live Deliciously®

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HEALTHY SNACKS Delight in Every Bite: The Oronai™ Sweet Charentais Melon

anadian produce aisles are about to become a tastefully tropical™ destination with the introduction of Pure Flavor®’s Oronai™ Sweet Charentais Melon. Rich in French heritage, this beloved heirloom variety from the Charente region of France is a testament to the brand's dedication to growing unique, high-quality produce in greenhouses. Already earning praise for its sweet, succulent taste and intensely fragrant aroma, the Oronai™ Sweet Charentais Melon is a small, personal-sized health snack that will mesmerize your senses. Its vibrant orange flesh, as radiant as the summer sun, offers delight in every bite. What sets Oronai™ Sweet Charentais Melons apart as a must-have for health-conscious snackers? In a world where snacking can often lead to unhealthy choices, Oronai™ Sweet Charentais Melons offer a delightful alternative packed with great flavor and numerous health benefits. With approximately 25 calories per 100 grams, they are an excellent option for calorie-conscious snackers. Each melon is a personal-sized treasure trove of nutrients — a guilt-free indulgence that’s low in calories but rich in essential vitamins and minerals like Vitamin A and potassium. This makes them an ideal option for snackers of all ages seeking a healthy yet flavorful option to enjoy morning, noon and night. How can families enjoy the unique flavor and convenience of Oronai™ Sweet Charentais Melons in their busy lifestyles? With their convenient personal size and floral-infused sweetness, these greenhouse grown melons are a CANADIAN GROCER || December 2023/January 2024

versatile choice for modern families on the go. Whether it's adding a refreshing twist to breakfast, serving as a nutritious snack for children on their way to school, or elevating a gourmet recipe with sophisticated flavor, they fit seamlessly into various eating occasions. The Oronai™ Sweet Charentais Melon boasts a distinctive flavor profile that inspires culinary creativity. Its unique blend of exotic flavor and succulent juiciness makes it an adaptable ingredient for a wide range of dishes, from refreshing fruit salads to innovative, savory meals. How Does Pure Flavor® Combine Gourmet Taste with Sustainability? Sustainability is at the heart of Pure Flavor®’s mission, and the Oronai™ Sweet Charentais Melon is a prime example of this commitment. These melons, originally grown in the Charente region of France, benefit from the region's oceanic climate, which is naturally conducive to growing sweet, fragrant fruits. Mirroring this, Pure Flavor® cultivates each melon in climate-controlled greenhouses where conditions are optimized year-round to replicate the region's mild winters and hot, humid summers. This method ensures not only a consistent, high-quality yield, but also minimizes environmental impact. The indoor growing environment allows for precise control over light, nutrition, and water, ensuring that the melons maintain their sweet flavor throughout the year. This approach embodies Pure Flavor®’s dedication to combining exceptional taste with environmentally responsible practices, offering consumers a slice of paradise that respects the planet. THE FRESH REPORT 2024

Super Sweet. Unique ly Pink .

The Pink Orange Welcome to your Cara Cara era. They’re pink on the inside and packed with nutrients, like 100% of your daily recommended vitamin C. Say thank you to Mother Nature for their seedless sweetness. LEARN MORE AT SUNKIST.COM

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ORANGES The citrus staple that’s never out of favour—or flavour

ith winter, aka ‘citrus season,’ upon us, Cassie Howard, Senior Director of Category Management and Marketing at Sunkist Growers, tells us why Canadians continue to gravitate to the always refreshing oranges from California.

with specialty orange varieties—including Cara oranges and Blood oranges—coming onto the scene in January. All three orange options are available in grocery stores through til June.

Can you provide information on orange consumption and what Sunkist is doing to keep oranges top of mind? According to findings from the Goodfood Change of Taste survey, conducted in December 2022 by Angus Reid, 86% of Canadians are willing to spend more on healthier food options. In total, citrus volume in the U.S. was up 2% compared to last year as we finish out the season, and it remains an important part of the consumers’ basket, with volume up more than 5% since 2019. At Sunkist, we aim for consumers to continuously look to our brand for innovative ways to bring citrus to the table and, more importantly, get our fresh citrus on their grocery lists. Right now, recipe needs are the number one contributing factor to an effective grocery list, so we continue to prioritize in-store education, especially around the unlimited versatility of California oranges and the various ways they can enhance dishes, drinks and even décor during the holiday season and other important occasions.

What orange trends can we expect to see in 2024? Cara sales have increased in both dollars and volume this year versus last season, with the three-pound bag, the #1 selling pack size, increasing by almost 20% year-over-year.

How many orange types are available to Canadian consumers? While shoppers are privy to consuming produce yearround, many don’t realize that winter is truly labeled citrus season; it's when California citrus is at its peak and available at their local grocers. Canada is one of Sunkist’s biggest export markets, and consumers can expect to see beloved California Navel oranges arrive in late November and early December, CANADIAN GROCER || December 2023/January 2024

What can grocers be doing to better promote oranges and their many benefits? According to a recent survey from Fusion Marketing, 70% of fruit shoppers prefer selecting their own fruit from a display bin. However, not all fruit categories are the same, and we know two-thirds of specialty orange shoppers prefer to buy Blood and Cara oranges in a bag. Additional information from the Fusion study showed that 64% of shoppers indicated that utilizing eyecatching designs and engaging displays is necessary to educate consumers to influence purchases and to stand out in the produce aisle. Any specific marketing initiatives you’re working on at Sunkist? Sunkist’s display bins feature scannable QR codes driving shoppers directly to the recipe portal on Sunkist.com to provide real-time shopping list inspiration. New bin headers and header cards can serve as another educational touchpoint to help retailers promote key varietal information, nutritional benefits, and trending recipes. They can be interchangeable throughout the entire citrus season and support key holidays or milestones in Canadian culture.

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PEPPERS A marketer, distributor and grower, Divine Flavor produces peppers the way nature intended – fresh and flavourful

ith Divine Flavor, you can turn your pepper offering into a year-round product hero. Michael DuPuis, quality assurance and public relations manager, talks the advantages of the producer's bell peppers and mini peppers, from its year-round production in Mexico to product innovation.

high-quality product, flavour will always be an essential differentiator of our company, but Divine Flavor has also made a commitment to sustainability. Reducing our carbon footprint is the key to longevity and directly aligns with our vision to produce fruits and vegetables the way nature intended – fresh, free of harmful pesticides and always full of flavour.

Bell peppers and mini peppers are popular year-round, brightening kitchens in colder months. How is Divine Flavor meeting consumer demand? Both bell peppers and mini peppers have become a produce focal point for grocers. They’re highly versatile for consumers to prepare – as part of a meal or a snack with a favourite dip – and have lots of health benefits. Mexico is critical in meeting Canadian demand for peppers, as this is pinnacle production time, though Mexico now produces the colourful vegetables year-round owing to newer growing regions. Divine Flavor has the ability and infrastructure to tap into these regions, applying our expertise from one growing location to the next to realize successful yearround production for customers.

How can grocers help position peppers as “product hero” at shelf and encourage sales? A main reason Divine Flavor introduced our “Product Heroes” campaign is to help grocers better market our products to consumers. And the best way to do that is by putting a spotlight on straight-to-the-point health facts. It can be hard to position veggies as exciting. However, think of the impact of a simple yet comprehensive call-out at shelf like, “A bell pepper delivers more than two times the vitamin C of an orange.” That puts one of the many health benefits of peppers in memorable context, creating a better connection between consumers and their purchase. What better way to market foods that help and protect our immune systems as product heroes?

How is Divine Flavor able to innovate around quality control and sustainability? Divine Flavor is not only a marketer and distributor – we’re a grower, as well. This vertically integrated approach allows us to have boots on the ground at farm level and get toplevel information quickly, helping us make the right decisions before the season, during the season and after. This approach to agriculture gives us the advantage of knowing exactly what type of quality we’re producing, have better measurements when it comes to strategic planning and production forecasting, and gives us 100% control of our supply chain. Given we specialize in unique-tasting,

How are peppers evolving as a produce? The pepper category is constantly evolving. Agricultural companies that have achieved more consistent production on a yearly basis have turned to perfecting certain varieties – those with more flavour, sizes, more vibrant colours, seedless, and so on. Divine Flavor is also constantly looking at growing peppers more organically and in a way that extends their shelf life. This aligns with our brand promise of growing consistent, flavourful quality products that meet the needs of our customers and their consumers year-round. Having a producer they can rely on is important to them as it is us.

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PINEAPPLES As the international symbol of hospitality, the exotic and delicious pineapple continues to represent a gesture of generosity and warmth. Bil Goldfield at Dole explains why pineapples are not just an indulgence anymore.

Why is pineapple known as the most regal of fruits? Pineapple is often referred to as the “most regal” due to its historical rarity, exoticism and symbolism of luxury fruit. Their distinctive appearance, with a crown of spiky leaves and sweet, juicy interior, contributes to their mystique. Today, pineapples are no longer scarce nor as difficult to grow. Their historical association with affluence has endured but fortunately their price has not. With multiple servings per fruit, pineapples are a great value for cost-conscious families. Does Dole offer Fair Trade pineapples in Canada? What are the benefits? Dole is known for its commitment to sustainability and ethical sourcing, and it's important to note we also offer Fair Trade-certified pineapples across Canada. By choosing Fair Trade pineapples, customers support sustainable farming practices. This commitment to Fair Trade not only ensures the high quality of Dole's products but also promotes environmental responsibility, social equity, fair wages for workers, and community development in pineapple-producing regions. This offers a conscious and tasty choice for Canadian consumers. Pineapple is sometimes thought of as a summer fruit. What makes it great for Canadians year-round? Pineapple's reputation as a summer fruit is well-deserved, thanks to its refreshing, tropical flavour. However, pineapples are harvested every day, so Canadians can enjoy them year-round. First, pineapple is a nutritional powerhouse, rich in vitamin C, helping to boost the immune system during colder months. It also contains bromelain, an enzyme with anti-inflammatory properties, making it a great

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choice to combat winter ailments and soothe sore throats. Pineapple is also incredibly versatile in the kitchen. It can be enjoyed fresh, added to fruit salads or blended into smoothies, providing a burst of tropical flavour and vibrance even deep into winter. A star ingredient in a wide range of summer and cold-weather recipes, it gives a sweetness and tanginess to savory dishes. Think skewers with shrimp and pineapple, meat with a pineapple glaze, or grilled chicken or fish served with pineapple salsa. As for desserts, Dole pineapple brightens up cakes, pies and crumbles. Its sweet and slightly tart flavour contrasts beautifully with rich, warm flavours like cinnamon and nutmeg, adding a fun tropical twist to classic winter treats. Autumn is also an excellent time for sales promotions. Pineapples are traditionally used frequently in family cooking, and Dole encourages retailers to promote their product during the holidays. How can grocers maximize the appeal of pineapples year-round at shelf? The best way to catch the eye of shoppers is with large, full displays in high-traffic lanes of the produce department. Promoting the immunity boosting and natural digestive attributes of pineapples with signage and POS greatly improves likelihood of purchase. One of the biggest challenges in marketing pineapples is educating consumers on how to select and enjoy the tropical fruit. Simple in-store cutting demos and sampling events that educate consumers on the correct way to cut a pineapple can help dispel the myth that pineapples are difficult to prepare and enjoy. When sampling is combined with sharing delicious and unique recipes – hundreds can be found on Dole.com, including for appetizers, salads, entrées and desserts – the result can be an impressive spike in pineapple purchases. We often see sales for retailers double or triple as a result.

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POTATOES One potato, two potato, three potato more!

here’s good reason that potatoes are a grocery staple, no matter the season. Shilo Sammy, Director of Consumer Insights at EarthFresh, shares her insights on potato trends and how to increase grocery basket size. How many potatoes are consumed in Canada? Approximately 315,000,000 kilos (694 million pounds) of potatoes have been consumed through the retail channel in Canada year to date.1 This number is down -1.3% vs. the same period last year, which can be attributed to conservative spending in the current inflationary market. Which potatoes are most popular? With 78% of consumers2 concerned about the rising prices of essential goods and services, value is top of mind when purchasing potatoes. Ten-pound bags of russets, yellows, reds, and white potatoes offer consumers a budget-friendly option without sacrificing quality. The growth of baby potatoes indicates that consumers wanting quick meals are turning to this segment for help.

1 Source: Nielsen Canada, YTD November 11th, 2023 2 Source: Numerator OPMA Quarterly Report Q3, 2023

How can consumers be assured of optimal potato quality year-round? Delivering premium potatoes is at the forefront of EarthFresh’s mission. From the moment seed potatoes are planted to when a consumer cooks their favourite dish, key processes and strategies are deployed to maintain optimal quality: • Planning/Planting: EarthFresh uses proprietary seed varietals that yield well, are less susceptible to typical defects, have delicious flavour and store optimally. • Growing: We tap into a diverse network of growing

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regions across nine provinces and 38 US states to ensure the best quality product is sourced. • Transportation/Storage: After harvest, potatoes are stored in high-tech potato storage facilities to extend longevity. The cold chain is carefully monitored along the supply chain to ensure the best shelf life. • At Store Level: Consumers can look to ensure that retailers are storing potatoes in a cool location with minimal light exposure. What potato trends can we expect in 2024? Value & Versatility: Yellow potatoes have experienced significant growth across North America. Value-conscious consumers will continue to turn to this item in either the 10-lb or 5-lb format. Convenience & Flavor: Convenience and flavour will be the differentiator. EarthFresh’s Fast. Fresh. Gourmet. line of microwavable potatoes and sauce offers consumers a healthy, mess-free, steam-right-in-the-bag option to serve in just six minutes. Organic: Organic offerings are table stakes to capture the health-conscious consumer. EarthFresh offers retailers a full year-round organic program. What can grocers do to promote potatoes? In-store opportunities: • Having the right assortment is key to driving sales. Offer staple items such as russets, reds, yellows, and white potatoes, along with baby and organic potatoes—and value-added items. • Signage in-store will help consumers find the section easily. Additionally, using signage to highlight usage (e.g., russet potatoes are best for baking, red potatoes for roasting, yellow potatoes for mashing, white for boiling) can increase basket size. • Secondary displays, particularly on value-added incremental items, can attract new consumers to the potato category or increase the basket size of an existing shopper's. Digital opportunities: • Online recipe engagement is a significant way to attract consumers at the meal-planning stage (81% of consumers indicated that they use a recipe when cooking potatoes.

THE FRESH REPORT 2024

The California Raisin Academy Guide to Springtime Snacks WHETHER FOR SCHOOL, WORK OR SPARE TIME, THERE ARE REASONS CALIFORNIA RAISINS ADD SPRING TO ONE’S STEPS – NO MATTER WHAT THE SEASON! California Raisins can be added to trail mixes, salads, smoothies, yogurt and more, so consumers get more for their money (and you get cross-promotional opportunities)

California Raisins are dried naturally in the sun, with no added sugar, but full of fiber, potassium and iron to sustain you

California Raisins represent a sustainable, reliable fruit grown close to Canada (and available year round)

Whether it’s used as an ingredient that delivers a pop of flavour or an energy snack unto itself, springtime is a perfect time to remind your customers of all the reasons to choose California Raisins.

Get inspired at Californiaraisins.ca raisins.ca

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RAISINS A nutritious and high-value pantry staple

im Kenny, Vice-President of Marketing, Raisin Administrative Committee, explains why California raisins should be on every grocers’ radar these days. How popular are raisins in Canada? Canadians love raisins! According to the latest consumer survey from California Raisin Academy, raisins are the most popular dried fruit purchase with 67% of Canadians buying raisins last year. Two-thirds of Canadians feel that raisins are “one of the most healthy and nutritious foods” or “very healthy/nutritious.” When fresh fruit isn’t available, raisins are a reliable pantry staple that’s both nutritious and delicious. Why are raisins such a versatile fruit? It’s primarily due to the transformation they go through during the drying process and their unique combination of taste, texture and nutrition. As California raisins go through the natural sun-drying process, their natural sugars and flavours are intensified, resulting in a high concentration of flavour. The dehydration process also intensifies the sweetness of the fruit, which make them a great way to add natural, healthy sweetness. As a bonus, they’re packed with nutrients like fiber, vitamins and minerals. Plus, they’re a great alternative to refined sugar in cereals, baked goods and desserts for individuals who are mindful of their sugar consumption. California raisins are also a great option in savoury cooking, and CaliforniaRaisins.ca offers many sweet and savoury recipes for inspiration. Because of their low moisture content, California raisins also have a long shelf life. Not only is this convenient for storage, it means they can be used in various culinary applications without the need for refrigeration. On their own, they offer a sweet, healthy—and portable—snack option, perfect for kids and adults alike. What trends can we expect in the coming year? Health and wellness: As we increasingly prioritize health and wellness while staying mindful of costs, there is a growing demand for natural and nutritious snacks that offer long shelf-life. CANADIAN GROCER || December 2023/January 2024

Plant-based/clean label: With the rise of plant-based diets and the demand for clean-label products, California raisins are an ideal fit. Snacking/convenience: Raisins have long been popular as a convenient and portable snack. The trend of on-thego snacking is likely to continue, and California raisins being non-perishable and easy-to-carry remain a staple in this category. Reduced sugar/ natural sweeteners: Health-conscious Canadians continue to find ways to reduce added sugars in their diets, and raisins are a perfect way to do so. Flavor bursts: Raisins absorb flavors well. Chefs soak raisins in a variety of liquids (e.g., rum, wine, vinegar, hot sauce) to add bursts of flavor to their dishes. What makes California raisins unique? Our recent study revealed that 58% of Canadians feel California raisins are higher quality than raisins from other countries/regions. As they are processed, they are washed numerous times, which ensures a very clean product. They’re also completely sun-dried (no use of drying ovens) which is a far more sustainable method. The sun-drying process gives them a unique caramelized taste that is delicious and distinct. California is also the most reliable supplier in dried fruit and has complete traceability. What could grocers be doing to better promote raisins in their stores and online? Grocers can remind consumers that raisins are a healthy, naturally sweet and versatile ingredient that offers great value in a time when we are more conscious of our grocery bills. Grocers can incorporate California raisins in their own in-store baked goods, as well as showcase interesting ways for consumers to incorporate more raisins into their diet with in-store displays, online, and in flyers. The Raisin Administrative Committee of California is always interested in connecting with grocers and retailers on ways to showcase and promote California raisins. CaliforniaRaisins.ca

THE FRESH REPORT 2024

Flavours too good to share.

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SALAD KITS S

alad kits continue to be extremely popular with consumers for their convenience, versatility and variety. Amanda Knauff, Vice President of Sales – Canada and Northeast United States for Taylor Farms, discusses the ongoing appeal of salad kits, as well as what’s new in the category. How is the salad kit category performing in Canada, and what products are growing the fastest? Salad kits continue to be the largest contributor to dollar growth in the Canadian value-added salad category, with $381 million in sales as of spring 2023, representing an $18 million-increase compared to 2022. Taylor Farms is the number-one salad kit brand in Canada, and has experienced a 38% jump in sales over the past year. Taylor Farms Dill Pickle Chopped Salad Kit is the fastest-growing chopped salad kit in Canada and is ranked number two in overall dollar sales. What makes salad kits so popular with consumers? We are on a mission to create healthy lives, and salads kits bring a delicious flavour and convenient way to make a healthier choice. Our salad kits are prepped, cleaned and ready-to-eat either on their own, or with the addition of a protein, vegetables, or toppings. Consumers are also prioritizing flavour, and our salad kits offer a wide range of bold flavours and varieties, with unique toppings and dressings. People are always looking for something new and Taylor Farms creates products that shoppers are so excited about that they “hunt” for them at different retailers.

What innovations has Taylor Farms recently introduced? We are dedicated to new innovation, and this year we introduced our first plantbased Green Goddess dressing in Taylor Farms Green Goddess Chopped Kit. The kit is vegan, and features green leaf lettuce, red and savoy cabbage, broccoli, carrot, green onion, and vegan butter crouton crumbles. We also launched a Mini Chopped segment this past summer, which are the perfect size for lunch, as a side dish or even a light meal. There are currently five varieties of single-serving Mini Chopped products available in Canada. In terms of packaging innovations, we continue to focus on sustainability, and have seen success this year with our peel and reseal packaging, which is aimed at diverting plastic from landfills. Keep an eye out for new products in the healthy snacking segment next year. How can retailers encourage more salad kit sales? Grocery retailers can boost salad kit sales by creating eye-catching displays, and merchandising them in a way that highlights their versatility and flexibility. In addition, we have a Canadian website and email newsletter to inspire shoppers with dishes they can create, as well as helping them locate a retailer that has their favourite salads in stock. Taylor Farms also supports Canadian sales through our social media, with geo-targeted ads, and by working with each retailer’s e-commerce site. CANADIAN GROCER || December 2023/January 2024

THE FRESH REPORT 2024

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Trust, Proven, Quality Scan Here to buy Fresh From Florida Products RetailMKT@FDACS.gov

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STRAWBERRIES W

ho doesn’t love strawberries? This luscious fruit is a top selling fruit for grocers for many reasons. From a healthy breakfast staple to pair with oatmeal, or blended in smoothies, to a classic fruit featured in desserts and savoury dishes, strawberries’ bright colour and sweet flavour have mass appeal. Delicious and nutritious, packed with vitamin C and antioxidants, strawberries continue to be a favourite fruit among consumers. “Fresh From Florida” shares why strawberries are a must-have fruit for Canadian grocers. What has the market for strawberries been like over the past year, and what do you anticipate in terms of consumer demand for 2024? Once again, strawberries were Florida’s leading fruit export in 2022 with a production value of $63 million. Increasing three straight years in a row, Florida strawberry exports experienced an annual growth rate of 16 percent. Canada continues to be the leading destination for Florida’s fresh strawberries, and consumer demand for strawberries remains strong. When is the most popular time of year for strawberries for Canadian consumers? Winter and early spring months present several opportunities to market Florida strawberries to Canadian consumers. An indulgent treat for special celebrations such as New Year’s Eve and Valentine’s Day, strawberries can be enjoyed with sparkling wine, muddled in craft cocktails or dipped in chocolate. Strawberries can also be marketed to healthconscious consumers looking to incorporate more fresh fruit in their diet and maintain New Year’s resolutions. When sourcing strawberries December through April, grocers depend on Florida growers. What merchandising ideas can you suggest that will help grocers sell more strawberries? Featuring the “Fresh From Florida” logo alongside Florida-sourced strawberries in weekly circulars and in-store signage is key to driving sales. Strawberry sampling events have also been very effective at engaging shoppers. The best results come from a multi-faceted approach. This can include a range of promotions from display contests to “Fresh From Florida” point-of-purchase materials and social media campaigns. In addition, “Fresh From Florida” marketing specialists are available to collaborate with grocers on customized promotions and offer retail incentive dollars to partners. For more information on sourcing Florida products or promotional partnership opportunities, contact the Florida Department of Agriculture and Consumer Services at (850) 617-7333 or RetailMKT@FDACS.gov CANADIAN GROCER || December 2023/January 2024

THE FRESH REPORT 2024

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TOMATOES N

utrition, value and flavour are just some of the many reasons consumers choose tomatoes. Leona Neill, Director of Marketing and Packaging for Red Sun Farms, discusses performance and demand in the tomato category, innovation and the ongoing appeal of tomatoes. What changes have you seen in the tomato category, and what sort of demand do you expect in 2024? In 2023, we have seen a shift from specialty categories to commodities as consumers adjust their budgets due to inflation and cost-of-living expenses. We anticipate that costs will continue to be an area of focus into 2024. Our team has used this opportunity to identify efficiencies through technology and automation, as well as innovation in better yielding varieties. These changes are big steps, and take time to implement, but they are long-term improvements that will ensure our operations continue to survive in future markets. What are your most popular tomatoes? One of our most popular varieties of tomato is our Artisan Series Cherry on the vine. This variety delivers an experience that is unmatched in freshness, while the vibrant flavour and colour are perfect for snacking or enhancing culinary creations. What should consumers know about tomatoes in terms of nutrition and versatility? Tomatoes are packed with essential vitamins and minerals, providing a rich source of nutrients for a healthy diet. One notable component found in tomatoes is

lycopene, an antioxidant known for its potent health benefits. Lycopene, among other antioxidants present in tomatoes, contributes to their nutritional value, making them not only a tasty snack but also a valuable source of health-promoting compounds. Snacking varieties like Scarlet Pearls, Cherry Tomatoes on the Vine, and Organic grape tomatoes are a convenient and tasty way to meet consumers “on the go” needs. What packaging innovations have you introduced? Sustainability in the packaging area is a key focus for Red Sun Farms. We are working with retailers to identify new technologies that will deliver recyclability and material reductions, all while maintaining product quality and shelf life. Some of our key initiatives include the removal of pigments in all our PET packaging, increasing our PCR and recyclable contents, a reduction of plastic materials in our redesigns, washable labels, and recyclable bags. There is still more work to be done on our materials, but we are excited to be working towards a greener solution for future generations. Any tips to help retailers grow their tomato sales? We believe that the fruit should speak for itself. Transparency and clarity to the produce is the key to communicating freshness and quality to the consumer. While crafting customized in-store merchandising for our retail partners is a possibility, the constrained space in the produce aisle often poses a challenge. Rest assured, our dedicated marketing team is readily available to cater to the unique needs of our customers and offer support whenever necessary.

CANADIAN GROCER || December 2023/January 2024

THE FRESH REPORT 2024