US Produce Industry: Consumer Survey & Full Report Download

The Challenge:

While consumer sentiment toward the produce industry remains broadly positive, there are gaps between what Americans value and what they believe the industry delivers.

The International Fresh Produce Association surveyed 754 U.S. consumers to understand public perceptions of the produce industry’s image, values, and responsibilities. This section explores the perceived personality of the industry, alignment with consumer priorities, and areas where trust and transparency can be deepened.

Industry Reputation & Momentum

70% of Americans have a favorable impression of the produce industry.

Rows of various crops in a large agricultural field under a blue sky with white clouds.

Opportunity: Reinforce this trust with campaigns that celebrate produce’s role in everyday health.

Industry Personality

The top traits associated with the industry are trustworthy and consistent.

Opportunity: Infuse branding with modern, confident visuals and messaging to elevate perceptions of innovation.

eautiful young women in stylish clothes standing gains abstract background with fruits and vegetables. Creative colorful design.

Value Alignment: What Consumers Expect

76% say offering affordable options is the most important industry responsibility.

Woman pushing a shopping cart full of fresh vegetables and fruits, she is holding a delicious apple, top view

Opportunity: Showcase affordability through bundled value offerings and cost-per-serving comparisons.

Delivering on Consumer Expectations

71% of Americans agree the industry pays fair prices to growers.

Opportunity: Expand transparency efforts by spotlighting supply chain stories and ethical sourcing practices.

Focused African American worker arranging freshly harvested green celery in crates on farm.

Implications for Fresh Produce

Number 1

Highlighting both health benefits and affordability in messaging to align with what shoppers value most.

Number 2

Providing clear, accessible information about how produce is grown, sourced, and priced can strengthen transparency and trust.

Number 3

Promoting the industry’s contributions to fairness, local communities, and environmental responsibility can reinforce alignment with consumer values.

Download the report

Americans & the Produce Industry