Traveling to Orlando for something other than Disney is unusual enough. To be on a plane and not see a single mouse ears hat? Quite unique. We may have been offseason, but I assume there’s always someone schlepping their kids, nine bags, and the family savings to the Magic Kingdom.
First, a little background: FoodMix Marketing Communications has a longstanding history in food + beverage and we visit the International Fresh Produce Association (IFPA) Global Produce & Floral Show every year. We’ve spent 25+ years creating Brand Love for everything from iced tea to cream pies to smoked meats. Recently however, we’ve spent a lot more time with that part of the store perimeter that’s becoming more branded than ever — and a very exciting place to play — the produce section. Fresh produce is interesting beyond the perspective of “fresh,” “farm to table,” and “no sampling please” (forgive me…I’ve been known to nab that rogue green bean that’s fallen away from the group and is hiding in the celery). One of the things that’s now more prevalent in produce is brand visibility. Sure — we’ve always had Chiquita® and Dole®, and more recently Fresh Express™ salads. Now? Stickers, tags and signage are everywhere, all touting brands and stories designed to intrigue and incent purchase…and hopefully, loyalty.
That notion applies to foodservice. Chefs, buyers and back-of-house staff care about brands too — and they talk to each other. What they see on social media often dictates new menu directions and culinary innovation. So if they know and love a brand of Roma tomatoes, it stands to reason they’ll want to use the same quality brands when they’re prepping the Bolognese for tonight’s special. A smart, strategic brand is relevant wherever your wares are used.
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Orlando in October? Still hot, and wow…rainforest humid. Thankfully, the AC was working wonderfully in the sprawling Orlando Convention Center. The Global Produce and Floral Show is a bright, bustling and decidedly international gathering. Sampling is definitely encouraged, and one of the sweet perks of walking the floor.
There were more companies with “farms” in their names than I could mention, but no booth looked the same. People from all over the world selling everything from avocados to zingy salsas were there. Lots of berries. Juices of every imaginable flavor. And mushrooms were…popping up everywhere. The most noticeable trend in my opinion? Value-added innovation. Products that make produce work harder — and more conveniently — for home and back-of-house. Combinations of pre-packed veggies with seasonings and sauces, ready to be heated and served as new, unique menu items.
Also, unconventional and unexpected combos were around every turn. Arugula/mint ice cream? Creamy, crisp, and delicious. Never thought I’d say that about frozen salad in a cone. Watermelon/pear margarita mixes with tajin rims. Savory sweetness with a wonderful kick. People are making fruits and vegetables work harder than ever— and the culinary world is better for it.
It was great to visit with friends and current partners and see branding we’ve had a creative hand in, and lovely to meet new friends (and hopefully future partners). We look forward to creating Brand Love for both in the coming year. See you in ’27!
