FreshReport2025

2025 industry leadership supplement

Avocados .................................. 3 Celery .......................................... 5 Cucumbers ............................... 7 Oranges .....................................9 Peppers ...................................13 Raisins ......................................15 Salad Kits ................................ 17 Strawberries .........................19 Tomatoes ................................21

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AVOCADOS AVOCADOS FROM MEXICO: THE WORLD’S FINEST

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iguel Barcenas, head of marketing for Avocados From Mexico international markets, tells us why this versatile fruit just keeps gaining popularity.

What are the latest avocado trends?

In 2025, we see a growing interest in avocados as a staple in healthy diets, especially in vegan and vegetarian recipes and even natural beauty products. Consumers are increasingly looking for high-quality avocados that are nutrient-dense and used in creative ways—from nourishing bowls and smoothies to lactose-free desserts.

Is avocado consumption rising around the world?

Yes, global avocado consumption continues to rise, especially in developed markets such as North America, Europe and parts of Asia.

The United States remains the largest consumer, with Canada being the secondlargest market for Avocados from Mexico worldwide.

What makes Avocados from Mexico so unique?

Grown in the Michoacán region of Mexico, this is the only place in the world where avocados bloom up to four times per year, thanks to a perfect combination of volcanic soil, abundant sunlight and well-timed rainfall. This results in rich, creamy avocados with a smooth, nutty flavor that’s hard to replicate elsewhere. The rich heritage and expertise of avocado farming here also adds to the quality.

Avocados from Mexico are consistently fresh and full of nutrients, making them ideal for a variety of dishes.

CANADIAN GROCER || December 2024/January 2025

What is the best way to wash and store avocados?

We recommend rinsing them under cold water and gently brushing them with a produce brush to remove residue. Ripe avocados can be placed in the refrigerator to extend freshness by a few days. We also advise grocers to store avocados at room temperature in a well-ventilated area, away from direct sunlight, to prevent overripening.

What else can grocers do to promote avocados?

Offer recipe cards, organize tastings, and display nutritional information to help consumers explore the versatility of avocados. Using visual aids that showcase simple, creative recipes can inspire consumers to use avocados in various dishes. Additionally, providing tips on selecting and storing avocados can enhance their shopping experience.

Avocados from Mexico continue to invest in all key retail channels so we meet consumers both in-store and throughout their food journey. Through social media and targeted online ads, we aim to inspire Canadians around the versatility of Avocados from Mexico. Working closely with retailers is our top priority so we are always open to new ideas and innovations.

Collaborating with industry professionals and partners in Canada allows us to keep innovating and offer fresh solutions to meet evolving consumer needs.

For more information, visit our website at https://avocadosfrommexico.ca/.

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Building a Legacy of

Excellence

Learn more at www.dudafresh.com

CELERY

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elery is a yearround bestseller—as a nutritious, portable snack and as an ingredient, adding a crunch to salads in warmer weather, and flavour to comfort dishes and soups during the colder months.

Duda Farm Fresh Foods, which sells celery under the Dandy brand, expects 2025 to be another successful year for the category.

Why are consumers choosing celery more often?

Celery is becoming increasingly popular as a healthy snack and cooking ingredient. Its convenience, portability, high-fibre content and crunchy texture make it a popular on-the-go snack. It also pairs perfectly with peanut butter, cheese, hummus, and other spreads and dips.

Celery can vary in taste, texture, sweetness, and nutrition, making it a versatile addition to dishes. And because celery is a 100-per-cent usable product, there is less food waste.

What trends are you seeing in the category?

Consumers continue to ask for more sizing options, including resealable packaging and snack-sized packs.

They’re looking for pre-washed and pre-cut product in small packs that they can fit in their bag and transport easily.

What should consumers know about the health benefits of celery?

Celery is one of the lowest-calorie veggies, but that doesn’t make it any less nutritious. Celery is extremely hydrating because it is approximately 95 per cent

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water, and contains nutrients such as vitamin K, folate, and vitamin C. It is a great source of phytonutrient antioxidants that offer anti-inflammatory benefits. Celery also contains sodium nitrate, which is converted to nitric oxide by bacteria in our gut, contributing to reduced blood pressure and improved blood flow throughout the body.

What makes Dandy brand celery unique?

Dandy celery has been developed to be sweeter, crispier and have fewer strings than other celery brands. Dandy even has three PhDs on staff whose job is to work with Mother Nature to continue making celery taste this good! We offer a variety of fresh and fresh-cut celery options to meet the needs of retailers and consumers, whether they’re looking for pre-portioned snacks or something larger to feed the whole family.

When do Canadians buy the most celery, and how can grocers encourage more sales?

Thanksgiving and Christmas are the most popular celery eating occasions, and we also see higher sales around the Super Bowl, Easter, Canada Day and back to school season. Celery purchases spike around National Caesar Day, which is celebrated the Thursday before the Victoria Day long weekend in May, when consumers are enjoying a Caesar with celery. In terms of merchandising, cross promoting is a proven way to increase sales of celery.

Try placing celery near the refrigerated dips and spreads section, and add signage that shows different ways to snack on celery.

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CUCUMBERS

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Canadian success story, Windset Farms is a grower of high-quality vegetables founded in 1996 by two brothers, John and Steven Newell, in Delta, B.C. Director of Sales Ryan Cherry shares how recent investments in its greenhouses improve sustainability and enable Windset Farms to grow cucumbers year-round.

Like all their vegetables, Windset Farms cucumbers are grown in greenhouses. How does the company’s agricultural management practices ensure a consistently high-quality product year-round?

We’re proud to grow and market more than 2,500 acres of greenhouse vegetable production, supplying fresh and sustainable produce to retailers and food services across North America and Asia.

Sustainability has always been a core value at Windset Farms. Our greenhouses utilize a high-tech water recirculation system that efficiently reuses 98% of our water. We’ve installed state-of-the-art thermal screens that prevent heat loss, resulting in 40% energy savings. Ventilation fans and humidity sensors monitor and control the greenhouse climate while cooling or heating the greenhouses as needed. These innovative systems and practices allow for an optimal growing environment with high yields and exceptional-tasting produce.

Windset Farms recently expanded its Delta operation to 92 acres. 48 acres are dedicated to LED-lit production, making it the largest LED-lit vegetable facility in Western North America. The LED lights allow us to grow tomatoes and cucumbers year-round in British Columbia.

Centralized operations in British Columbia, California and Mexico mean that Windset has assured year-round supply of high-quality tomatoes, peppers, cucumbers and specialty items for our customers.

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Cucumbers are strong performers in the produce department.

What is fueling demand?

It’s been exciting to see the evolution of cucumbers over the years as new varieties have been introduced to the market. Windset Farms first grew Long English Cucumbers, branded “FRESCO®,” an expression used in music to symbolize a sense of freshness or vitality.

Windset Farms now markets four different-sized cucumbers: Fresco® Long English, Fresco®, Mini Cucumbers, Fresco® Cocktail Cucumbers and the smallest, Fresco® Baby Cucumbers. All these varieties have a thin, wax-free skin with no seeds which makes them easy to prepare and digest.

Nutritional benefits of our greenhouse grown cucumbers, include being free of fat, cholesterol and sodium, low in calories and having a good amount of fibre. The variety of available sizes means consumers can easily incorporate these healthy cucumbers into their meals, from slicing in salads or sandwiches, adding a refreshing twist to cocktails or simply enjoying on their own as a healthy snack!

How can grocers maximize cucumber sales?

We’re looking forward to our first winter growing season from our Delta, B.C. expansion, with 48 acres of LED-lit production growing a variety of tomatoes and cucumbers.

We’re working closely with retailers on in-store merchandising to support this expansion and maximize sales by highlighting our B.C.-grown produce. It’s about educating consumers on the benefits of greenhouse-grown produce, our sustainable growing practices and the positive impact of centrally located greenhouse facilities, which reduce food miles, reduce food waste, and improve product freshness. Sampling and merchandising displays provide an opportunity to promote directly to consumers who are eager to choose locally grown produce that benefit their families and the environment. At Windset Farms we’re proud to supply our communities with fresh, sustainably grown produce 365 days a year!

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As America's oldest farmer-owned citrus cooperative, Sunkist® has become a beloved household name for generations of shoppers. Make Sunkist Navels the centerpiece of your citrus lineup and learn how the power of our 130+ year old legacy can help you capture market share and drive loyalty.

Sunkist is a registered trademark of Sunkist Growers Inc., U.S.A. ©2024.

ORANGES THE CITRUS BOOST THAT’S ALWAYS WELCOME

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assie Howard, Senior Director of Category Management and Marketing at Sunkist Growers, explains why oranges are the ultimate health and flavour boost

What are some current trends in orange consumption?

Healthy eating and skin care remain at the forefront of consumer spending trends. Sunkist citrus offers more than quality and flavour, as the vitamin C in our oranges can help elevate mood, energy levels, skin and gut health.

How can consumers get more orange varieties into their diets?

Infusing water with our Cara oranges adds sweetness and our Blood oranges add a hint of berry flavour to elevate water consumption. Oranges are a great way to stay hydrated and enjoy the benefits of vitamin C. All four of our orange varieties (Navels, Caras, Bloods and Valencia) make a great addition to recipes and are ideal for healthy snacking. Our seedless and easy-to-peel mandarins are sweet and juicy and perfect for lunches, too.

What is the best way for grocers to promote oranges?

Catching consumers’ attention when they walk into a store with primary and secondary displays is ideal.

We recommend carrying various bag sizes in addition to bulk to appeal to a range of shopper preferences.

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Placing bagged oranges near the register helps with impulse purchases, too.

Our new Sunkist merchandising and point-of-sale (POS) pieces are tailored to support retailers’ individual store goals, engage consumers, and drive the category. Our interactive POS materials are available for every Sunkist orange variety, along with data-driven pack sizes, limited-edition cartons, and interchangeable bin header and header cards that illustrate innovative ways for retailers to integrate citrus during promotional periods. Our signage and display bins also feature a QR code that directs the consumer to our website, which contains nutritional information, as well as recipe ideas to help consumers find new inspiration to add oranges to dishes and beverages.

What are other Sunkist initiatives that grocers should be aware of?

Growth and innovation are always at the forefront. The new Sunkist i3™ program reflects our commitment to investing in technology, innovating with process, and implementing with people—a trifecta that guarantees unmatched citrus quality.

Through the Sunkist i3™ program, Sunkist is transforming how it manages, evaluates, and delivers citrus from the grove to shelves. With this initiative, Sunkist is streamlining the supply chain so retailers can expect continued customer support, consistent quality and sizing—along with the same citrus flavour shoppers have come to expect from a brand that has been a beloved part of households for more than 131 years.

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PEPPERS

othing brightens up winter – or grocery aisles – quite like this colourful vegetable, especially when it comes from the sustainable and organic farms of Divine Flavor Michael DuPuis, quality assurance and public relations manager at Divine Flavor, explains why peppers in all their wonderful forms and hues deserve to be a hero in your produce section.

What makes a pepper appealing at shelf and taste so delicious?

As corny as it sounds, coloured bell peppers are like the rainbow of the produce aisle. They’re one of the first things that catch your eye when walking into the section and, while I’m a little biased, we think the flavours of our peppers are as vibrant as the bright colours they reflect.

Each bell pepper, whether red, yellow or orange, offers a unique crispiness with spice or sweet notes, bolstering any dish with deliciousness. Naturally, of course, peppers are a flavourful product. But when you also take into consideration the way Divine Flavor grows them – ethically, organically, sustainably and with the best growing practices followed to the letter – the result is a perfect combination: flavour and quality that consumers have come to expect.

People are eating more peppers these days. What is fueling their rising popularity?

Not many people know this (though I think they’re catching on from all the attention peppers are gaining on social media and in marketing efforts), but bell peppers are one of the most vitamin-rich produces out there, especially when it comes to Vitamin C and Vitamin A. One serving of red bell peppers delivers 152 mg of Vitamin C. Orange bell peppers pack 156 mg of Vitamin C and yellow bells contain 341 mg – over 500% of the recommended daily value.

While we don’t need to go into too much detail about the numerous benefits of these vitamins, bell peppers are extremely healthy when it comes to supporting a strong immune system.

CANADIAN GROCER || December 2024/January 2025

Divine Flavor offers a variety of peppers, from sweet mini peppers to green, red and bell peppers and packaged bell peppers. How should grocers approach merchandising these options and position peppers as a “Product Hero”?

It’s easier than you think – just keep it simple.

We started our Product Heroes campaign for a variety of reasons, including to show consumers and buyers how healthy the produce we grow and sell is to them. The “Hero” element connects our produce to what they do for our bodies. They keep us strong (immune systems, bones and so on), protect us (fighting off viruses and other toxins that enter our bodies) and promote our overall health.

Peppers are the hero we need and deserve, giving balance to our life. My recommendation is for retailers to share that story – or tell their own. Have fun with it and show consumers why they need peppers, or any other produce item for that matter.

As a responsible grower, how is Divine Flavor expanding its pepper-growing in Mexico and ensuring sustainability of resources?

Great question. Our own farms have been expanding from one growing territory to another. It’s not as straightforward as it sounds. A wealth of experience is needed to understand the different growing regions of Mexico – the soils, the weather, the insects, and how to successfully adopt to new environments, all the good growing practices it takes to be a successful agricultural company. It also takes a lot of financial commitment to make these moves. For us, and all our growing community, it’s important to stay true to our values. We have a six-pillar commitment focused on quality, food safety, social responsibility, traceability, organics and sustainability. These are the foundation of our company, and the licence for us to keep operating in this industry. As long as we are growers, we’ll be committed to this six-pillar philosophy in the produce we grow for customers and consumers.

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Whether they're used as an ingredient that delivers a pop of flavour or an energy snack into itself, this is the perfect time to remind your customers of all the reasons to choose California Raisins.

100% fruit

No sugar added

Grown with the highest quality and safety

Naturally sun-dried

Sustainable and reliable Most recognized raisin origin

Beloved by consumers for their taste, nutrition, versatility and affordability

Get inspired at CaliforniaRaisins.ca raisins.ca

RAISINS A NUTRITIOUS AND EVER-VERSATILE FRUIT

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im Kenny, VicePresident of Marketing at the Raisin Administrative Committee, shares why consumers gravitate to California Raisins no matter what time of year.

Are raisins still popular?

Yes, especially in Canada where raisins are the most popular dried fruit. In fact, Canadians are one of the highest consumers of raisins in the world. Our latest survey results show that seven in 10 Canadians either purchase raisins or products with raisins, and raisin sales are up 7% in Canada this current fiscal year.

How are consumers using raisins these days?

Snacking on raisins continues to be the most popular usage in Canada, followed by use in trail mixes, cereals, as well as in bakery goods such as breads, cookies, bagels and tarts. With a much longer shelf life than fresh fruit, raisins are always ready to use and great for taking on the road too.

Are you seeing new trends in the category?

We’re seeing growth in the rum raisin flavour, both in baked goods and in ice-cream. We’re also seeing the rise of raisins in savoury meals to add natural sweetness to sauces, salads and sides, especially as interest in international cuisines continues to grow. Raisins are being used as flavour boosters too because they can be soaked in

CANADIAN GROCER || December 2024/January 2025

other substances (e.g., wines, spirits, juices) and will retain that flavour as they’re added to meals.

What makes California Raisins unique?

In our survey, Canadians cited the quality of California Raisins as higher than other varieties. That’s not surprising given that California Raisins have the highest quality and safety standards in the world.

I think it’s also the flavour profile that draws people in because California Raisins are naturally sun-dried which creates a caramelized flavour that consumers love. From a food processing standpoint, the consistency of California Raisins is appealing because they can be used right out of the box without any processing or waste.

What can grocers do to promote raisins?

Some retail chains have in-store nutritionists and raisins are a healthy option to talk about. A lot of consumers forget that natural raisins are 100% fruit and filled with fibre and potassium, so there is real benefit in getting sweetness from raisins as opposed to snacks made with refined sugars. I also encourage grocers to display raisins outside of the interior of the store, especially during holiday periods of heavy baking or in January when people are looking to reset their eating habits with healthier choices.

Find more raisin inspiration and nutritional information at CaliforniaRaisins.ca.

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Get your salad together.

TAYLORFARMS .COM

SALAD KITS

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alad kits are a staple in consumer’s kitchens around the year, offering healthy convenience, unique flavour, and meal versatility. Amanda Knauff, vice president of Sales – Canada for Taylor Farms, discusses why salad kits continue to be so popular with consumers, and what trends she anticipates for 2025.

What has the market been like for salad kits in the past year, and what do you anticipate for 2025?

Salad kits continue to see strong sales in Canada. According to NIQ (National EX NFLD GB + DR +MM, 52 Weeks Ending 11-22024), the salad kits segment is worth $380 million in sales, up by $3.77 million, or one per cent, versus a year ago. Taylor Farms (TF Branded Kits, not including Eat Smart) is the number-one salad kit brand, worth $142.5 million and growing, representing a 33-per-cent increase, or $35 million, versus a year ago.

What trends are you seeing in the salad kit market?

We are seeing the consumer be price conscious and shopping on promotion or looking for that value offering. Convenience is a key factor in this growth, as consumers increasingly look for ways to save time and prep during mealtime. According to Circana, 48 per cent of meal preparers said they need help with ideas for dinner!

What are consumers looking for when choosing salad kits? What makes salad kits from Taylor Farms unique?

Consumers are looking for innovation through exciting and unique flavours that bring the restaurant experience

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home. Salad kits with flavours inspired by global cuisines, such as Mediterranean and Mexican, are expanding in the market. At Taylor Farms, we are committed to providing the healthy, fresh and quality ingredients that customers have come to expect, with restaurant-inspired recipes that offer maximum convenience. We have over 12 unique salad bases in our system that can include up to six unique vegetables in a blend that best compliments a range of dressings and topping pairings.

Are there any innovations you would like to highlight?

We’re seeing great growth in innovative global flavours such as our Taylor Farms Mexican Street Corn, with green leaf lettuce, shredded broccoli and cabbage, carrots, smoked paprika cornbread crumbles, green onion, crispy corn, parmesan, and a creamy elote dressing. It has quickly resonated with consumers to bring excitement to their plate. We’ve also launched a Mini Chopped segment, which includes products that are the perfect size for lunch, as a side dish or even a light meal. In terms of packaging innovations, we continue to focus on sustainability, and have seen success with our peel and reseal packaging, which is aimed at diverting plastic from landfill.

How can retailers better promote salad kits yearround? Do you offer any merchandising support?

Grocery retailers can boost salad kit sales by creating eye-catching displays, and merchandising them in a way that highlights their versatility and flexibility. We offer 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 ecommerce site.

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Sunshine in every bite!

Trust, Proven, Quality Scan here to buy Fresh From Florida Products

STRAWBERRIES

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trawberries are a beloved fruit that hold a special place in the hearts of shoppers and grocers alike.

In fact, Canada remains the top destination for Florida strawberries, with consumer interest showing no signs of waning. Whitney Lett, Retail Manager with the Division of Marketing and Development at the Florida Department of Agriculture & Consumer Services, discusses why strawberries continue to perform so well in Canada.

How are strawberries performing in Canada?

Florida’s solid reputation as the leading supplier of strawberries, while achieving a production value of $62.8 million, is unmatched. The Florida strawberry marked a remarkable annual growth rate of 32.2 per cent in the past year, continuing a five year upward trend.

Why do strawberries remain so popular with consumers and retailers?

Known for their vibrant colour and delightful sweetness, strawberries are versatile enough to enhance a range of dishes—from wholesome breakfasts to decadent desserts. Strawberries are so popular in Florida that our state dessert is the Florida Strawberry Shortcake.

What should consumers know about the versatility and health benefits of strawberries?

Their nutritional benefits, including high levels of vitamin C and antioxidants, further solidify their status as a favourite fruit. “Fresh From Florida” strawberries are essential

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for Canadian grocers looking to cater to their customers’ desires. Healthconscious consumers also seek out strawberries as part of their resolutions to incorporate more fresh fruits into their diets.

How can grocers encourage more strawberries sales yearround?

The winter and early spring months present prime opportunities for marketing “Fresh From Florida” strawberries to Canadian shoppers. These fruits shine during festive occasions such as New Year’s Eve and Valentine’s Day, where they can be paired with sparkling wine, incorporated into craft cocktails or enjoyed as a chocolate-dipped treat. From December to April, Canadian grocers heavily rely on Florida growers to meet the demand of this decadent and versatile fruit.

To boost strawberry sales, grocers can utilize the “Fresh From Florida” branding in their weekly ads and in-store promotions. Organizing sampling events have proven to be a successful strategy in engaging customers and encouraging purchases. A comprehensive marketing strategy can include display contests, point-of-purchase materials, and social media campaigns that highlight the quality and freshness of “Fresh From Florida” strawberries. Additionally, “Fresh From Florida” marketing specialists are available to curate promotions and provide retail incentives to grocers.

For further details on sourcing Florida products or exploring promotional partnerships, contact the Florida Department of Agriculture and Consumer Services at (850) 617-7333 or via email at RetailMKT@FDACS.gov.

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TOMATOES “

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omatoes are a 365-day item because of their versatility—there’s literally a tomato variety for any occasion or recipe application,” says Harold Paivarinta, vice president of Sales for Red Sun Farms. “Canadian peak consumption has always been late spring through mid summer, but greenhouse product is always in season thanks to lit technology.” Here Paivarinta shares more of his insights on the tomato market, as well as innovations from Red Sun Farms.

What do you anticipate for Canadian market demand in 2025?

Tomatoes remain a staple in Canadian households, so we expect another strong year for Canadian consumption.

The snacking category continues to experience the highest percentage growth. The produce category is all about quality and flavour, so the more flavourful, bite-sized varieties, such as Cherry Tomatoes, Grape Tomatoes, and our very own Sweetpops, are driving this trend. We recently introduced Sweetpops tomatoes to the Canadian market, and this variety is a game changer—get ready for the sweetest snacking tomato you’ve ever tasted!

What makes tomatoes from Red Sun Farms so unique?

We’re an exceptional group of like-minded owners, growers, and service professionals, and are unparalleled in the greenhouse industry today. Our vertical integration closes the gap between grower, retailer, and consumer. We’re one of the largest fully integrated high-tech greenhouse companies in North America to own and operate farms in Canada, Mexico, and the U.S. We have the ability to cover most Canadian retailer needs from our artificially lit greenhouses 12 months per year, and in

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times when our Canadian production is low, we have the ability to backfill with produce from our farms in the U.S. and Mexico using the same varieties, technologies, and stringent standards.

What can you tell us about sustainability at Red Sun Farms?

Recently our sustainability efforts have focused on mini cucumber packaging, recyclable options for TOV and SURP bags, and advancements in BioPET and mono top-seal packaging. Canada is the North American leader in sustainability metrics so we are always searching the globe, working with our supply partners to keep us in the most sustainable options available.

How can grocers encourage more tomato sales during the winter?

January is always a tremendous month for sales, but for the balance of the winter availability is at its lowest so it can get tough to heavily promote. Even though we grow 12 months per year, there is still a seasonality to greenhouse production. By March and April, when the new greenhouse season starts up in Canada with the majority of production acreage, consumers can’t wait to begin purchasing local tomatoes again.

What else is new at Red Sun Farms?

We’ve just completed work on an 18.5 acre project that will come online with first harvests in April. We expect construction to begin on a new, state-of-the-art organic facility consisting of almost 30 acres of organic capacity on a 12-month, uninterrupted production cycle. Our new micro-propagation lab should also come online during the first quarter of 2025.

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