Fruit, Organics, Value-Added Drive Q3 Produce Sales

Fresh produce maintained sales figures from the previous year in Q3 of 2012, driven by fruits and other produce. Decreases in average retail price boosted volume sales, especially for fruit categories. Organic and value-added fruits and vegetables continued with a strong sales performance, according to the latest edition of FreshFacts on Retail, the quarterly retail research report of the United Fresh Foundation.

Though vegetables declined in overall dollar and volume sales, total produce sales and volume grew. Other produce, a category defined by products such as grains, nuts, seeds, dried fruit, dressings and beverages, increased significantly compared to the same period last year.

The FreshFacts on Retail report, produced in partnership with the Nielsen Perishables Group, measures retail price and sales trends for the top 10 fruit and vegetable commodities, as well as value-added, organic and other produce categories.

Highlights of this quarter’s report include:

• Nine of the top 10 fruits posted volume increases that exceeded the same period last year.
• Avocados, specialty fruits and grapes were the primary drivers of volume growth in fruits.
• Cucumbers, packaged salads, and mushrooms led the way in vegetables.
• Value-added fruits increased dollar and volume sales by 8.8% and 1.3%, respectively. Growth was driven primarily by the fresh cut fruit segment, which accounted for roughly three-quarters of value-added fruit dollar share.
• Value-added vegetables’ growth outperformed their fruit counterparts, with a 10.2% increase in dollar sales and a 10.6% volume increase.
• Organic vegetables increased dollar sales 12.1% and organic fruit increased dollar sales 23%

Each FreshFacts report also features a Quarterly Spotlight on an industry segment or notable trend. This quarter, special attention is given to produce department innovations. Certain dominant consumer trends have emerged over the past few years, including demand for convenience, organic, and value-added produce. The section details how certain products have successfully and profitably adapted to these trends, including value-added fruit, packaged salad, and produce beverages.

The complete FreshFacts on Retail report can be downloaded free of charge for all United Fresh members ($50 for non-members) by clicking here.

For more information about how to obtain the report, please contact Shannon Young, United Fresh education manager, at 202-303-3400 ext. 405 or [email protected]. For questions about specific data contained in the report, please contact Kelli Beckel at the Perishables Group at 773-929-7013.