BAKERSFIELD, CA - There are many ways to measure costs in the fresh produce business: the price of materials, the expense of labor, and investments in infrastructure. But one cost is often overlooked—until it becomes too great to ignore. Phil Gruszka, Founder of Gruszka Consulting, has helped countless companies recover from it: the cost of silence in produce marketing.

In our last article with Phil, we explored how persistence and consistency are the cornerstones of lasting impact in fresh produce marketing.

“Recognition isn’t built overnight; it comes from showing up season after season, across every touchpoint, with a steady message and quality to match,” Phil begins. “Think about this: A retailer once told me it took three full seasons of steady promotion before a new apple variety became a ‘must-have’ on their shelves. Buyers began to expect it, and consumers started to ask for it by name. Yet within a single season of reduced marketing support or simply relying on marketing from the previous season to ‘carry over,’ that same variety slipped in visibility and was quickly replaced in the conversation by other fruit. The build was slow, but the silence was fast.”

And here’s the even bigger picture, Phil tells me, explaining how growers invest years developing a new brand or variety.

“Time, research, resources, and passion go into every acre planted. Doesn’t that kind of effort on the growing side warrant an equal investment on the marketing side?” he asks. “Without consistent storytelling and visibility, that multi-year commitment risks being overlooked or forgotten in the noise of a crowded marketplace. Today’s markets are likely very different from the market when work on the brand or variety began. That’s the reality of produce marketing today. If consistency is the pathway to building trust and value, then silence is the fast track to losing both. Saying nothing is never neutral.”

Here are more insights straight from Phil himself, and they make the silence louder yet:

Awareness Builds Slowly—But Silence Works Fast

One of the truths of modern marketing is that building awareness takes time. Each impression, each post, each in-store promotion is like a seed—only through repeated exposure does it grow into recognition and trust.

Silence, however, has the opposite effect. And it works much faster. Consumers are bombarded with thousands of messages every day. They need to be constantly reminded, or they quickly forget. What takes months or seasons to build can be undone in weeks when your brand or commodity goes quiet.

Silence Turns Products into Commodities

When a company doesn’t invest in telling its story—through packaging, trade communication, digital campaigns, or retailer-facing materials—the buyer is left with only one thing to compare: price.

That’s the trap. Apples become “just apples,” carrots become “just carrots,” and the legacy, care, and quality that growers pour into every acre are invisible. The cost of silence isn’t just a missed opportunity; it’s the gradual erosion of value.

Buyers and Consumers Want More

Persistence is about multiple touchpoints. Silence removes those touchpoints entirely. Retailers, under constant pressure to differentiate themselves, are eager for stories they can share with shoppers. Consumers, surrounded by packaged goods that spend billions on marketing, expect to recognize and connect with what they see in the produce aisle.

If we don’t provide that story, someone else—or nothing at all—will fill the gap. And in that void, produce categories risk being judged on the lowest common denominator: what’s cheapest that week.

Silence Undermines Trust

Consistency builds trust because it shows reliability. Silence, on the other hand, introduces doubt. If packaging looks generic, if sales materials don’t reflect product quality, if digital presence is nonexistent—what conclusion does a buyer draw?

Trust in produce is fragile and cumulative. Just as persistence in marketing builds brand equity slowly over time, silence chips it away with alarming speed. It signals to buyers and consumers that your product is interchangeable.

Breaking the Silence

The cost of silence is measured in lost margin, missed loyalty, and invisibility in a crowded marketplace. Breaking that silence doesn’t mean one loud campaign or a single clever ad. It’s about showing up consistently—season after season, impression after impression.

The Final Word

Awareness builds slowly, requiring persistence and patience. Silence, by contrast, erases progress quickly. In produce marketing, the absence of a voice doesn’t preserve your market position—it accelerates commoditization.

The companies that commit to telling their story, even when results aren’t immediate, are the ones that build recognition, trust, and long-term value. Those who stay silent pay the price.

CHARLOTTE, NC - Making connections, new and old, at trade shows, is the lifeblood of this industry. Before Southern Innovations, taking place September 10–13, I connected with several folks across buy and supply to hear why this event is important to them.

Kim Andreason, Director of Produce, Jason’s Deli

"I’m excited to see everyone in the Queen City! This show is bittersweet as it’s my last SEPC as a board member. Produce is Like Family couldn’t be more true—I’ll miss working with my SEPC family, who always raise the bar to make each show better than the last. Don’t miss one of the best networking events in our industry!"

Jeff Cady, Vice President of Produce and Floral, Northeast Shared Services

"I look forward to Southern Innovations every year because it’s where the conversations about what’s next in fresh produce really happen. As we work to grow share and strengthen the produce category in our marketing areas, the partnerships and ideas that come out of this event are priceless. It’s a place where innovation meets execution, which benefits the suppliers, the retailers, and of course, the shoppers."

Matt Mastronardi, Executive Vice President, Pure Flavor®

“We’re excited to meet with retailers face-to-face to showcase our latest innovation for the upcoming holiday season. These shows give us the opportunity to share what’s new, get real-time feedback, and discuss how our solutions can help elevate their seasonal programs. This year’s product lineup is truly something special, and it’s built to deliver both flavor and value at shelf.”

AndNowUKnow will continue covering the show, so stay tuned!

ORLANDO, FL - The path to becoming a mango expert has become even smoother as a result of the National Mango Board’s (NMB) efforts to support category growth. Through its unique, dual-track education program, Mango University, the organization supports industry members and chefs in their pursuit of category expertise.

“The Mango University program is about more than just education—it’s about supporting chefs in their culinary journey and ultimately providing a competitive advantage for anyone in the industry looking to capitalize on the growing demand for mangos,” shared Ramon Ojeda, NMB Executive Director. “Mangos are a remarkably versatile and nutritious superfruit, and the new program will offer in-depth, accessible, and mango-specific learning resources to help established and up-and-coming foodservice chefs maximize their delicious flavor.”

The National Mango Board recently elevated its Mango University program with the new Fresh Mango Culinary Education course, which provides valuable insights to culinary students, professionals, and curious minds alike. The free, self-paced, online program will educate participants in several key areas, including:

• Learning how to cut, select, store, and prep fresh mango
• Discovering how mango adds color, flavor, and superfruit nutrition to a wide variety of global dishes
• Exploring the naturally invigorating benefits of fresh mango, including its 20 vitamins, minerals, and antioxidants
• Completing six interactive modules, chapter quizzes, and earning a certificate of completion

With more than 2,000 active users, Mango University continues to attract curious minds and culinary professionals alike. The program is ACF-approved for 8.5 continuing education hours, and culinary participants can simply add their ACF number during registration to receive credit upon completion.

From chefs to retailers to food aficionados, Mango University is an engaging and flexible way to bring global flavor to the next generation.

For more industry news and opportunities, keep reading AndNowUKnow!

WASHINGTON, DC & IRVINE, CA - The International Fresh Produce Association (IFPA) issued the following statement in response to the second report released by the White House’s Make America Healthy Again (MAHA) Commission:

“IFPA welcomes the publication of the Make America Healthy Again (MAHA) Commission’s second report, which marks an important step in elevating nutrition as a national public health priority. We applaud the Commission’s recognition of the vital role ‘whole, healthy’ foods like fresh produce play in improving health outcomes and reducing healthcare costs. Simply put, you cannot make America healthy again without fruits and vegetables.

“Building on this momentum, IFPA urges policymakers to take bold, practical action. Our evidence-based policy recommendations call for the Department of Health and Human Services to embed produce prescriptions as a covered benefit within federal health programs such as Medicare, Medicaid, and the Department of Veterans Affairs; urge Congress and USDA to expand the Fresh Fruit and Vegetable Program (FFVP) to all schools and improve fresh produce procurement options in feeding programs; ask FDA to prioritize clear and transparent front-of-pack labeling to help consumers make informed choices; and support all production systems including voluntary, incentive-based regenerative agriculture policies that focus on strengthening soil health, biodiversity and water efficiency while ensuring a sustainable produce supply.

“In the months ahead, IFPA will focus its efforts on both administrative and congressional pathways to make our recommendations a reality. The fresh produce industry stands ready to partner with the Trump administration, lawmakers, and nutrition and agricultural leaders to ensure every American has access to the fruits and vegetables they need for a healthier life.”

In response to the MAHA Commission report released, Western Growers also issued the following statement:

“The Trump Administration’s MAHA Commission finally places a long-overdue emphasis on realigning our national food and nutrition policies to greatly enhance the role of fresh produce,” said Western Growers President and CEO Dave Puglia, in the recent release. “At the same time, the Commission has created a roadmap that cuts regulatory red tape and fosters innovation in much-needed research necessary to protect and strengthen the ability of American growers to provide these fresh fruits, vegetables, and tree nuts. We thank the Administration for this needed disruption to our national food policies and look forward to collaborating with the Administration and the MAHA Commission on making America’s farmers the foundational strength of a healthier population.”

WASHINGTON, DC - Following a near-record peak this summer, import cargo volume at the nation’s major container ports is expected to steadily decline for the remainder of the year amid rising tariffs, according to the Global Port Tracker report released by the National Retail Federation and Hackett Associates.

“We have seen the implementation of reciprocal tariffs across the globe, with a number of key trading partners being subjected to tariffs higher than the earlier 10% tariffs,” NRF Vice President for Supply Chain and Customs Policy Jonathan Gold said in the release. “We also continue to see more and more sectoral tariffs impacting a wider scope of products. Retailers have stocked up as much as they can ahead of tariff increases, but the uncertainty of U.S. trade policy is making it impossible to make the long-term plans that are critical to future business success. These tariffs and disruptions to the supply chain are adding costs that will ultimately lead to higher prices for American consumers.”

While “reciprocal” tariffs on a number of countries took effect in early August, a federal appeals court later ruled against President Donald Trump’s use of the International Emergency Economic Powers Act to impose the tariffs, but left them in place while the ruling is under appeal to the Supreme Court. Meanwhile, Trump delayed an increase in tariffs on China by 90 days to Nov. 10 so trade negotiations could continue. Trump also announced an additional 25% tariff on India that took effect near the end of August, bringing the additional tariff rate to 50%.

“Tariffs have had a significant impact on trade,” Hackett Associates Founder Ben Hackett said. “The trade outlook for the final months of the year is not optimistic.”

U.S. ports covered by Global Port Tracker handled 2.36 million Twenty-Foot Equivalent Units — one 20-foot container or its equivalent — in July, although numbers for New York/New Jersey, Port Everglades, and Miami were estimated because they have not yet reported their data. That was up 20.1% from June as retailers brought in merchandise ahead of tariffs set to take effect in August, and up 1.8% year over year. It would be the second-busiest month on record, topped only by 2.4 million TEU in May 2022.

Ports have not yet reported numbers for August, but Global Port Tracker projected the month at 2.28 million TEU, down 1.7% year over year but higher than that 2.2 million TEU expected before the postponement of China tariffs and the new tariff on India.

September is forecast at 2.12 million TEU, down 6.8% year over year; October at 1.95 million TEU, down 13.2%, and November at 1.74 million TEU, down 19.7%. December is forecast at 1.7 million TEU, down 20.1% year over year for the slowest month since 1.62 million TEU in March 2023.

While the falling monthly totals are related to tariffs, the year-over-year percentage declines are both because of this year’s early peak season and because imports in late 2024 were elevated by concerns about port strikes.

The first half of 2025 totaled 12.53 million TEU, up 3.6% year over year. The full year is forecast at 24.7 million TEU, down 3.4% from 25.5 million TEU in 2024.

January 2026 is forecast at 1.8 million TEU, down 19.1% year over year.

Global Port Tracker, which is produced for NRF by Hackett Associates, provides historical data and forecasts for the U.S. ports of Los Angeles/Long Beach, Oakland, Seattle and Tacoma on the West Coast; New York/New Jersey, Port of Virginia, Charleston, Savannah, Port Everglades, Miami and Jacksonville on the East Coast, and Houston on the Gulf Coast. The report is free to NRF retail members, and subscription information is available at NRF.com/PortTracker or by calling (202) 783-7971. Subscription information for non-members can be found at www.globalporttracker.com.

As the leading authority and voice for the retail industry, NRF analyzes economic conditions affecting the industry through reports such as Global Port Tracker.