OXNARD, CA - Avocados and mangos are charging into 2025 with strong momentum! From record dollar sales to increasing household penetration and shifting shopper behaviors, these categories are full of opportunity. In this month’s edition of AvoIntel, Mission Produce™ breaks down the five key trends driving category growth and what to know as you plan for business growth in 2025.

1) Both Avocados and Mangos Hit Record Dollar Sales in 2024!

Avocados and mangos continue to be dollar drivers at retail. 2024 added an incremental $546 million in sales to the avocado category and $16 million to the mango category!

2) Avocados Are Reaching More Households; Mangos Have Room to Grow.

U.S. Household Penetration for avocados hit the highest rate since COVID. 70 percent of U.S. households purchased avocados, a 1.1 point increase from 2023. That said, significant opportunity still exists to build demand for avocados in under-indexed regions of the U.S., like the Midwest and South.

Mangos are now purchased by 36 percent of U.S. households. However, nearly half of those households only purchased mangos once. This means the category has lots of opportunity to target newcomers to the category and inspire repeat purchases.

3) Consumers are Looking for Value Packs.

In 2024, club and mass stores captured 17 percent of avocado spend and 18 percent of mango spend. As consumers continue to keep an eye on price, value packs are an affordable way to keep healthy, nutrient-dense items, like avocados and mangos, in the basket.

Bags are a great way for traditional grocers to capture heavy avocado and mango consumers. Good thing Mission Produce offers a full portfolio of bagged avocados and Retail Ready Mango Bags! 😉

4) Healthy Eating Means More Produce!

In 2024, total produce volume sold was up 3.8 percent—a significant jump compared to recent years! Making healthy food choices is a key consumer purchase driver for food and beverages. Leaning into health messaging and promotions can be an effective tactic to keep healthy fruits like avocados and mangos top of mind for meal planning.

5) Generation Z is a Rising Audience.

Nearly half of Gen Z households are purchasing avocados—and the new households that purchased avocados this year skewed toward the Gen Z demographic.

Generation Z is a big and influential cohort. Heavy Gen Zer's are already a valuable segment to the avocado category. And as Gen Z grows, they are estimated to be worth $260 million more in annual avocado sales!

With opportunities to drive household penetration, encourage repeat purchases, and capitalize on key sales periods like the Big Game in February, avocados and mangos are primed for success in 2025. Let’s keep the momentum going!

For more category insights, you know where to click.

REEDLEY & BAKERSFIELD, CA - To play on a phrase from Shakespeare, journeys end in partners meeting. But in doing so, a new one also begins. This is the mindset that has brought together Creekside Organics and Fruit World. Joining as one in a 50-50 merge, Brenda Haught and Bianca Kaprielian sit across from me, emanating enthusiasm for the new journey ahead.

“We will be a stronger company together,” Bianca, Chief Executive Officer and Owner of Fruit World, says about the catalyst for the move. “Merging with Creekside is a way to not only sustain our own business approach, but also to broaden resources so our amazing staff, growers, and customers will have a lot more growth opportunities.”

The newly merged company will operate as Creekside Organics, with Fruit World being a label that the leaders are excited to continue to grow and expand.

To those seeing this change less as breaking news and more like the surprise twist you should have seen coming: You are not alone. Bianca and Brenda were each there to witness the other beginning their respective companies and have worked together over the years, opening them up to what a merger could look like.

“If I could think of anyone in this industry to partner with, my choice would be Bianca. I remember when she talked about starting Fruit World, knowing she would do well. I think this next step will be a great one for our teams and for what both companies represent. Family farms are important to our respective companies, our communities, to our food supply, and to the environment. Creekside and Fruit World are and work with multi-generational and first-generation farmers that we want to lift up, bolster, and give access to our network of retail and wholesale customers, whom we’ve built relationships with over decades of working in this industry,” Brenda, President and Owner of Creekside Organics, reflects.

In terms of ownership, both emphasize this is a true, come-together merger. Together the two CEOs will lead the integration of the two companies, forging a new way forward together, leaning on each other’s strengths and complementary styles. Well-matched in size and strategy, the entire ownership group is excited for what is in store. This includes, in addition to Bianca and Brenda:

• Craig Kaprielian, Current Owner, Fruit World
• Angelica Kaprielian, Current Owner, Fruit World
• Noah Barnes, Current Owner, Creekside Organics and Capay Organic
• Thaddeus Barsotti, Current Owner, Creekside Organics and Capay Organic
• Freeman Barsotti, Current Owner, Creekside Organics and Capay Organic

Internally, both teams will remain intact with the same ethos that guided both companies to this natural next step, with Bianca reminding me one of her mottos is that family farms are “the special sauce to our success and our industry.”

“Our ownership group is made up of farmers and a farming history, and we are keeping that in the foreground,” Brenda agrees. “We don’t anticipate any changes to our number of staff, but look forward to possibilities and resources that let everyone’s strengths shine and all the ‘hat-wearing’ to spread out more evenly. Our teams work very hard and have a deep commitment to our growers and customers. This will offer them more support and give them a bigger team to lean on.”

Externally, their high level of service will remain the same—if not better—with both leaders continuing to be accessible and the company able to offer more resources to respond to customer needs.

“We see that a lot of customers want more of a 'one-stop shop' in terms of loading location, which we are excited to offer as part of this merger. Additionally, we are excited to expand on some of our existing initiatives, like our sustainable packaging efforts,” Bianca says. “Our commitment to our core values isn’t changing—it’s deepening. Family farms are our special sauce, and with this merger, we’re not just combining two family operations, we’re also growing our capacity to support even more farms that share our vision and values. It’s an exciting step forward for all of us.”

The two sides will begin to come together over the next month, fully integrating within the year. The result will be increased product lines for the newly merged company, combining Creekside shipments of organic wet and dry vegetables, hard squash, tomatoes, melons, figs, apricots, and citrus with Fruit World’s organic and conventional citrus, organic stonefruit, grapes, tomatoes, persimmons, and pomegranates.

The merged company will, therefore, have increased production of organic citrus and organic stonefruit under one roof to maximize customer service and satisfaction.

“We’ve known each other a long time. I have a deep respect for Brenda and have seen her build an amazing company in Creekside. She’s well-known in the industry for having a high level of integrity and commitment. I’m excited to see how we grow and build success together. Brenda has put together a great team that I see fitting well with our committed team at Fruit World,” she concludes.

With nothing but open road on the horizon, this journey is only just beginning.

KEENE, NH - C&S Wholesale Grocers, (C&S) an industry leader in wholesale grocery supply and supply chain solutions in the United States, has received a score of 100 on the Human Rights Campaign Foundation’s (HRCF) 2025 Corporate Equality Index (CEI).

“At C&S, one of our core values is to make our communities better, and it all starts with the way we Take Care of Each Other and Operate as a Team. Receiving a 100 score in the CEI truly represents that dedication,” said Eric Winn, Chief Executive Officer.

The HRCF Corporate Equality Index is the nation’s foremost benchmarking survey and report measuring corporate policies and practices related to LGBTQ+ workplace equality.

This is the fourth year in a row that C&S has achieved a score of 100, a press release stated.

“C&S is committed to continuing our diversity and inclusion commitment, policies, and practices—from our warehouses to our grocery stores to our offices. Braggingly happy customers can only be achieved by braggingly happy employees. Earning consecutive scores of 100 is a testament to that legacy,” said Miriam Ort, Chief Human Resources Officer.

The CEI rates companies on detailed criteria falling under four central pillars:

• Non-discrimination policies across business entities;
• Equitable benefits for LGBTQ+ workers and their families;
• Supporting an inclusive culture; and,
• Corporate social responsibility.

The full report is available online at www.hrc.org/cei.

Congrats to C&S on this achievement!

SOUTHERN CALIFORNIA - Evacuation warnings recently went into effect as a 200-acre bush fire impacted Los Angeles yesterday amid a major winter wind storm. On Tuesday, a mandatory evacuation order was issued for the area between Piedra Morada Drive and Pacific Coast Highway due to life-threatening conditions.

According to reports from USA Today, Cal Fire has issued a red flag warning for the region, which is at risk of extreme wildfires fueled by daunting Santa Ana winds, low humidity, and critically dry fuels, and Los Angeles city and county firefighting units and resources have been deployed to the scene.

As the source noted, the California Department of Forestry and Fire Protection is urging Southern Californians to be prepared to evacuate if necessary and report any suspicious activity to help prevent arson.

"CAL FIRE has increased staffing and pre-positioned resources to respond, but your vigilance is critical to preventing additional fires," the department wrote.

ANUK will monitor the impact of this fire, if any, on fresh produce businesses. Stay tuned for more updates.

TRAVERSE CITY, MI - The Cherry Industry Administrative Board (CIAB) and Cherry Marketing Institute (CMI) have named Amy Cohn as the new industry president, effective January 6, 2025. In her new role, Cohn will serve all tart cherry industry members by providing oversight and insight on CIAB’s robust national promotion, health research, and education programs, working in collaboration with the USDA.

A seasoned expert in food and nutrition leadership, strategy, and communications, Cohn will also lead CMI in its role as a voice and advocate of the tart cherry industry. This appointment marks a pivotal moment for the industry's future growth and outreach.

Cohn joins the organizations as the U.S. tart cherry industry—made up of 385 producers representing family farms in growing regions across North America—seeks to expand consumer outreach, grow consumption, and increase industry engagement.

A Registered Dietitian Nutritionist for more than 25 years, Cohn joins after 17 years at General Mills, where she most recently was Senior Manager, Portfolio Nutrition and External Affairs, U.S. Cereal. In that role, she was responsible for elevating the $35 billion company’s reputation through strategic communications, public relations, and health professional outreach to protect and grow the reputation of General Mills cereal brands and the ready-to-eat cereal category.

While at General Mills, Cohn increased cereal category market share by creating and executing a comprehensive nutrition strategy while also driving product renovations and innovations to set the company’s cereals apart. She also forged partnerships with esteemed organizations such as the American Heart Association, Got Milk? and Chiquita Bananas to enhance General Mills cereals’ nutritional credibility and align with USDA dietary recommendations.

“Amy brings a distinct blend of strategic vision, nutritional expertise, and a deep understanding of consumer trends. She is the right person at the right moment to lead the U.S. tart cherry industry,” said Melanie LaPerriere, Vice Chairwoman of the Cherry Marketing Institute (CMI) and President/CEO of Cherry Central. “Her passion for innovation and collaboration line up perfectly with our industry’s commitment to ensure tart cherries remain, and grow, as part of a beloved and essential part of nutritious diets nationwide.”

“Tart cherries have an incredible story to tell—from their myriad of health benefits to their trendy applications, to their connection to U.S. family farms,” Cohn said. “I look forward to working with growers, processors, and partners to expand awareness and elevate this iconic superfruit to even greater heights.”

Congratulations to the new leader!

HOUSTON, TX - Brighter Bites, a national nonprofit that delivers fresh fruits and vegetables directly into families’ hands, partners with Act Bar, a pioneering brand in the better-for-you protein bar market, dedicated to redefining snacking through sustainability and social responsibility.

For every Act Bar purchased, the company will donate ten cents to Brighter Bites to further its mission of providing fresh produce to under-resourced families across the country, according to a press release.

The Brighter Bites name will be present on the packaging, and Act Bar plans to continue this donation indefinitely.

“I'm thrilled to join forces with Brighter Bites as we work toward a common goal of nourishing our communities,” said Amelia Allen, Founder of Act Bar. “This partnership represents a unique opportunity to expand access to fresh produce, a resource that is a rarity in underserved communities. I’m eager to see the change we can achieve together."

In addition to the on-pack mention and per-bar donation, Act Bar’s team volunteered with Brighter Bites’ Bakersfield location to kick off the 2024/2025 school season.

“We’re so thankful for Act Bar’s commitment to helping our communities not only through monetary support, but also with their team’s time and a product that aligns perfectly with our values,” said Rich Dachman, Chief Executive Officer of Brighter Bites. “We look forward to seeing what we are able to accomplish through this partnership to continue building communities of health!”

Act Bar is currently being sold online, and will soon be available at Gelson’s Markets and Sprouts Farmers Market stores for purchase. Leave a tab open to ANUK for more industry updates like this.

ELGIN, MN - The Honeymoon stage is in full effect! Unleashing a sweet new variety to capture the hearts of apple lovers, Honeybear Brands® is signaling an opportunity for increased register rings with its enticing Honeymoon apples.

"We are really excited about this beautiful new variety,” Kristi Harris, Honeybear Brands’ Brand Manager, shared with AndNowUKnow. “Not only does it offer a clean color break on the deck, it has a smooth, sweet flavor and nutty finish.”

As the company shared, Honeymoon apples are now hitting produce shelves in limited numbers, welcoming shoppers to “take a bite on the bright side.”

“Honeymoon is a firm apple grown in Washington that has good storage capabilities,” Kristi adds. “Of course, it takes time for volume to grow, but the retailers testing it are indicating a positive response with shoppers.”

This limited supply of the exclusive Honeybear Brands variety offers a refreshing color punch as consumers seek healthy eating options to satisfy their New Year’s resolutions in 2025. Sweet and juicy, this clean, yellow variety is pure gold!

With displays already taking shape featuring the lovable apple offering, shoppers will be booking their trips to the produce department in search of a Honeymoon like no other.

As always, stay in the know regarding the latest category opportunities with updates from ANUK.