Americans & Sustainable Produce: Key Findings & Full Report

The challenge: Sustainability is on consumers’ minds, but mixed signals on terminology, safety perceptions and packaging trade offs keep eco friendly produce from fully taking root.

The International Fresh Produce Association surveyed 754 U.S. consumers to explore how sustainability considerations shape produce purchases and to identify actionable strategies that drive both sustainable choices and sales. This section explores local sourcing, packaging impact and eco friendly claims, highlighting opportunities for clear labeling, traceable origin stories and packaging innovation to meet expectations and expand market share.

Sustainability in Mind, But Selectively

Just over half of shoppers consider growing methods and packaging materials when buying produce.

A hand holding a packaged set of apples in front of an open refrigerator.

The Opportunity: Elevate clear, certified sustainability claims (organic, recyclable, low pesticide) on front of pack and in store signage.

Local Commands a Premium

Nearly three quarters of consumers are willing to pay more for locally grown produce.

The Opportunity: Spotlight local sourcing through “Farm to Table” labels, regional branding and dedicated shelf sections.

Baskets of red tomatoes with a chalkboard sign reading "FRESH FROM THE FARM."

Packaging: Premium vs. Perceived Waste

Almost half of consumers would pay extra for sustainable packaging, yet many still view packaging itself as unnecessary.

Geometric pattern with green and yellow shapes, featuring the words "organic," "Eco," and "Bio."

The Opportunity: Introduce minimal waste packs that balance protection, and clearly articulate the value of each packaging feature.

Terminology Confusion

Only 20% of Americans understand advanced sustainability terms like carbon farming or climate smart ag—though these buzzwords influence purchase decisions

The Opportunity: Simplify sustainability language with easy scan QR codes, in store info cards and straightforward icons that explain practices in plain English.

Three eco-friendly logos with nature-themed designs and text. Top logo: "ECO SAFE EARTH FRIENDLY NATURAL PRODUCT" Middle logo: "SUSTAINABLE AGRICULTURE" Bottom logo: "EARTH FRIENDLY CERTIFIED"

Perceived Quality Up

Perceived quality of sustainably produced items has increased in 2024 compared to 2023.

Logo with stylized leaves, a red house shape, a blue gear, and the text "Sustainably Fresh."

The Opportunity: Spotlight quality, taste, and freshness on packaging of sustainable produced items to further increase consumer preferences for these products.

Quick Wins for Produce Marketers

Number 1

Launch a “Locally Grown” campaign with premium shelf tags.

Number 2

Roll out eco minimal packaging piloted in high traffic stores.

Number 3

Deploy QR codes to educate on sustainability terms.

Number 4

Feature sustainability “storyboards” in digital ads and social channels.

Download the report

Americans & Sustainable Practices

Sustainability in Produce: Insights from a U.S. Consumer Survey