Frieda’s Branded Produce Encourages Retailers to Reset Their Relationship with Trends

VP of Sales & Marketing Alex Jackson shares a framework for turning trend overload into strategic clarity

ANAHEIM, CALIF – As the produce industry settles into the new year, retailers are facing a familiar reality: a crowded inbox full of trend reports, forecasts, and predictions released over the past several weeks.

From flavor exploration and global influences to evolving wellness priorities and shifts in consumer behavior, the volume of insight is significant. The challenge now is not access to information, but knowing what to do with it.

Trend Fatigue: It’s a Thing.

From explorations of flavors and textures to reports on consumer psychology, wellness and dietary behaviors, we have a lot of information, but less clarity on what to do with it. Add in the high-level conversations executive teams are having about “disruption” or what we should be anticipating in the next 5-10 years. Soon every trend and prediction is a priority.

So, what should you do about it?

Think Clearly.

The trend reports, forecasts and predictions can be inspiring but also exhausting. Each has potential, but you can’t activate them all. Clear thinking beats fast adoption.

Trends are not about chasing cool. They’re opportunities to express your brand clearly through cultural moments. If you’re chasing a trend, it means you’re already behind it.

So, ask yourself: how can this information serve your business?

Your Point of View Matters.

Everyone sees the same reports; it’s easy to forget these aren’t instructions. They’re data deserving of a closer look through your perspective. What will set you apart is how you think about the trends and apply them to your business. Your interpretation transforms impermanent data into long-term value.

Adopt Fewer Trends with More Purpose.

By using a strategic filter, the noise fades and the right ideas rise to the top. The team at Frieda’s Branded Produce runs the trends through a few simple questions. We do this before we even think about activation.

Does this trend align with our business priorities?

Determine if the trend supports your goals, growth strategy and value proposition. For example, enthusiasm for GLP-1 eating has many retailers and brands asking if they should plan their assortment around smaller portions, more frequent meals and protein prioritization. Does the trend align with the products and services you offer, or is this just another GLP-1 headline?

Will this trend elevate your offerings?

Does the trend support or enhance the long-term direction of your brand or category? Answering this helps you evaluate if a trend is hyper-specific to a moment in time, or if it’s something that can make you even better in the long run.

Think of the buzz around Sichuan flavors and Filipino ingredients. I love these trends because they inspire creativity, but executing authentic flavors requires authentic strategy. Don’t adopt a unique region’s cuisine unless you can deliver it well.

Does the operational effort match the potential return?

Assess the risks. What are the costs, trade-offs and operational implications?

As an example, consider the trend defined by Innova as “layers of delight.” It combines rich, multisensory experiences with comfort and well-being. It brings to mind tiered produce cups and multicolor blends of prepared veggies. These require a higher-touch approach with preparation, different shelf life requirements, packaging and quality assurance. Can your operations support this?

Are we the right people to tell this story?

Will this trend maximize your efforts or stretch them thin?

Function-forward and mood-supportive food is another appealing trend that needs operational and marketing support, such as storytelling and consumer education. It’s great if it fits your brand. It’s risky if you force it. Consumers can see right through it.

Is this a meaningful shift?

Has consumer behavior truly changed or is this a seasonal blip?

Meaningful consumer shifts show up in consistent, repeat behavior and purchases.

Look at the rising interest in gut-health and fiber-rich diets. Are these shoppers actually buying more whole fruits and veggies? Before going all-in, it’s important to see where the money is going.

Choose Well and Rest Easy.

Choose trends that strengthen the consumer experience and grow your business. With the right filter, you can embrace what matters and let everything else go. Slow the pace, trust your judgement, and give yourself permission to be strategic about a new year of forecasts and predictions.

Trends will keep coming. You need clarity to find the right fit.

About Frieda’s LLC.

Frieda’s Branded Produce has inspired new food experiences for friends, families, and food lovers everywhere since 1962. From kiwifruit and dragon fruit to Stokes Purple® sweet potatoes and habanero peppers, Frieda’s has introduced more than two hundred unique fruits and vegetables to the U.S. marketplace.

Founded by produce industry trailblazer Dr. Frieda Rapoport Caplan, the subject of the 2015 documentary “Fear No Fruit,” the female- founded company is a subsidiary of Legacy Farms LLC, based in Anaheim, California. Find Frieda’s on Instagram, Threads, and Tiktok @FriedasProduce and Friedas.com. Inspire. Taste. Love.