Duda Farm Fresh Foods' Nichole Towell Talks Yuma 2025 Transition, Demand, and Supply

SALINAS, CA - Transitions are critical to consistent supply, and as we move through this celebratory time of year Duda Farm Fresh Foods is no stranger to keeping shelves stocked. While crops were slow to start for the Yuma season, the grower reported supply is now getting caught up and closer to forecasted schedules.

“The quality in Yuma is tough, due to the amount of rain over the last month. We see this continuing for the next several weeks,” Nichole Towell, Senior Director of Marketing and Innovation, shared. “The transition to Oxnard, California, from Salinas went well, and volumes look to be steady, but tight. Quality in Oxnard is also tough, as that region saw extreme rainfall over the last month. We see that quality will remain tough for the near future.”

Both Yuma and Oxnard received extreme amounts of rain both directly before and during the transition. Despite challenges like saturated soils, mildew, pin rot, bottom rot, even lodging from general wet conditions, Duda’s team is working diligently to meet demand.

“The forecast for demand remains strong, and Duda anticipates continued resilience in consumer behavior for staple vegetables. Despite ongoing economic pressures and heightened price sensitivity, fresh vegetables—including lettuce, celery, and romaine—are among the least likely items to be cut from shopping lists,” Nichole assured.

Citing multiple consumer studies, she confirmed that produce remains a top priority with 38 percent of U.S. consumers saying they will not change their fruit and vegetable purchasing habits regardless of price. Only 5 percent (used with permission from International Fresh Produce Association, Global Intelligence Engine, IFPA Consumer Tracker, Circana, Integrated Fresh, ©) would reportedly consider giving up fresh vegetables. 60–80 percent of consumers globally have made budget-driven adjustments—such as trading down or comparison shopping—essential produce like lettuce, celery, and romaine continues to be protected.

Demand in the U.S. for these items is expected to remain steady, with only minor fluctuations tied to price spikes or promotional activity.

“In short,” Nichole concluded, “while shoppers are adapting to economic conditions, fresh vegetables remain a core part of their diets, and Duda anticipates robust demand with limited downside risk in the near term.”

AndNowUKnow will continue to report on all key categories across the produce sector as we count down to the New Year.