Top fruit and vegetable trends every farmer should be aware of

The way people eat is evolving. As knowledge increases and diets change, consumers are weighing different things in their decision-making.
Here are some of the top trends shaping consumption and what this means for farmers.

Increased consumer awareness

Consumer awareness has undergone a profound evolution over the past half-century due to technological advancements, changes in societal norms, a growing emphasis on sustainability and social responsibility, and an increase in average education.
In the 1960s, consumers tended to purchase whatever was offered to them at the stores. They bought what they needed and wanted to consume without questioning the health content. To meet demand, many producers used significant amounts of chemicals to produce high quantities of beautiful produce. This ensured that there was enough supply to meet consumer demand and helped farmers maximize the value of their crops.
Today’s consumers are now interested in where their produce came from before it hit the grocery store shelves. They may want to know about growing methods and nutritional content.

The growing appetite for vegetables

Vegetables used to have a bad rap when it came to taste, but in recent years there has been a notable increase in vegetable consumption worldwide. As plant-based diets become more popular and consumers become more health conscious, vegetables are no longer just considered a side to a main dish. Today many diets focus on vegetable consumption because of their health benefits. Unlike protein or carbs, which can cause health problems if consumed in excess, vegetables can never be overconsumed.

Today there are many movements and culinary trends that showcase vegetables and prove that healthy foods can be as delicious or even more delicious than their more gluttonous counterparts.

More opting for organics

Organic used to be considered a luxury for consumers with extra disposable income. They were expensive because traditional organic growing methods were difficult and volatile.
However, the average consumer’s disposable income has increased. In the 1960s, the average American family spent 17.5% of household income on food, according to the US Department of Agriculture. Today, families spend less than 10% and they are more likely to spend it on foods that are healthy and nutritious.
In the meantime, modern growing methods have made it easier and less expensive to produce organic crops. In the past, organic crops needed to be grown in specific soil, which was great for roots, but also difficult for farmers to monitor and avoid diseases. Today, farmers can use substrates and have better control over their organic produce. It still may be more difficult to produce organic products, but profit margins are bigger for organics, making this important for business operations.
As prices for organics go down and the average disposable income goes up, the market for organic produce is rapidly growing.

Going with your gut: the importance of the microbiome

There has been significant research lately on microbiomes and how they affect health. Every person has a collection of bacteria in their body that plays an essential role in digestion, immunity, and metabolism.
Recent studies show that consuming organic produce can have a positive effect on the development of a person’s microbiome. This, in turn, can lead to increased nutrient absorption and improved immunity and metabolism.
Research on this topic is still ongoing, but the more that is discovered, the more scientists learn about the effects of food on human’s overall health.

What do these trends mean for farmers?

Some farmers might benefit from producing organically. It can lead to new opportunities in the market and improve profitability. Switching to organic growing methods can be a difficult transition for farmers, especially when conventional methods including pesticides and chemicals have proven successful.
Farmers who want to join these trends should start small. Create pilots in greenhouses or fields to test organic growing methods and ensure they will work at the farm. As organic growing becomes more familiar, farmers can decide whether this method works for them and their businesses.
Today there is still a huge market for conventionally produced crops. The world’s population is increasing and there is a huge industrial food chain relying on low-cost crops.
Whichever way farmers produce, ensuring food safety is a top priority. This means using food safe materials and equipment. Paskal, for example, uses raw materials that comply with FDA regulations 21 CFR 177.1520 for Substances for Use as Basic Components of Single and Repeated Use Food Contact Surfaces, or 21 CFR 178.3297 for Indirect food additives.

Take charge of your marketing, communication, and education

Farmers know their business better than anyone else and they are responsible for making the best decisions to ensure the sustainability of their business and production. Sometimes improving business sustainability requires taking initiative and trendsetting and sometimes it means doing what they do best.
Farmers can always experiment with new growing methods, involving universities and students in advanced research, and cooperating with other farmers, organizations, and even other disciplines. For example, farmers can cooperate with life science or medical experts to advance research in both areas.
The more we learn about health and sustainability, the better equipped everyone will be to ensure a more fruitful future.