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Understanding the Market and Opportunities for Fresh Produce and Floral

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Jonna Parker

Principal II, Fresh Foods Client Insights Group

Many forces affect the U.S. fresh produce and floral industries, from inflation and demographic shifts to climate change and the rise of...

  • Writer: Jonna Parker
    Jonna Parker
  • Mar 12
  • 1 min read

Updated: Apr 2

Many forces affect the U.S. fresh produce and floral industries, from inflation and demographic shifts to climate change and the rise of health and wellness. With all this change, how do you identify opportunities for success?

In this webinar, industry experts from Circana and IFPA examine shopper behavior and retail performance within fresh produce and floral sales to reveal growth opportunities.


This webinar explores:

  • The latest consumer trends impacting fresh fruits, veggies, and floral in 2025

  • What to watch out for and consider in 2025

  • A live look at the insights available via the IFPA/Circana Unify™ for Association portal, such as:

    • Retail sales performance

    • Shopper retail behavior

    • How to read, learn, and act on the insights


Speakers:

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

Carlos Salazar, Senior Analyst, Fresh Foods Group, Circana

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






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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