Executive Corner

Despite increases we’ve seen in specific categories, fresh produce is continually consumed at a relatively flat rate. However, based on this flat consumption rate—in addition to the current health crisis—it is clearthat fresh produce is far from meeting its potential—that’s where marketing comes in.
CPG invests in marketing, and they align their marketing budgets to sales performance. CPG brands' marketing spend ranges anywhere from 6-14% of revenue! While we're not suggesting that percentage is necessary for fresh produce, we advocate correlating marketing spend to sales.