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IFPA and Circana’s Q2 Deep Dive on Produce and Floral

Jonna Parker

Principal II, Fresh Foods Client Insights Group

This webinar explores the top-line trends shaping the produce industry, one of the most frequently visited departments, and examines its impact on the broader food and beverage landscape.

  • Writer: Jonna Parker
    Jonna Parker
  • Jun 3
  • 1 min read

As uncertainty intensifies, this year’s spotlight is on fresh produce. Fruits, vegetables, and floral products are at the forefront, with U.S. shoppers anticipating price increases in this sector before any other, our March survey shows.

This webinar explores the top-line trends shaping the produce industry, one of the most frequently visited departments, and examines its impact on the broader food and beverage landscape.


In this session, industry experts from IFPA and Circana cover:


  • The current economic state’s impact on consumer behavior

  • Year-to-date performance of fruits, vegetables, and floral products

  • Essential categories for retailers to focus on and strategies for success 

  • Strategies to boost sales, increase basket size, and enhance shopper loyalty


This is the second of Circana and IFPA’s webinar series in 2025. The session is ideal for brands and retailers competing in the fresh produce and floral space.


Speakers:

Jonna Parker, Principal II, Team Lead, Fresh Foods Group, Circana

Rachel Blake, Manager, Global Insights, International Fresh Produce Association



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About the author

Jonna Parker has been an innovator in the fresh foods space for nearly two decades, driving the evolution of consumer-centric decision making and big-data analytics throughout the perimeter. Since joining Circana in 2016, Parker has led the development of fresh foods with a focus on bringing the big-data power enjoyed by CPG departments and manufacturers to the fresh perimeter departments. She also spearheaded the development of the Integrated Fresh solution, which  harmonized all food and beverage code types across Circana’s Liquid Data platform. Integrated Fresh modernized food and beverage sales data into a single easy-to-use tool, becoming the industry’s system of record and a 2020 SIIA CODiE Award finalist for business technology.


A top industry thought leader, Parker regularly contributes content to and is quoted in trade publications such as Produce Business, The National Provisioner, Winsight Grocery Business, and CSP Magazine. She has also been a speaker on fresh food industry trends and strategies at several top industry events and has partnered with FMI as a cohost of Top Trends in Fresh webinar series for more than 5 years. Progressive Grocer named her a Top Woman in Grocery in 2021 and 2023.

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