In 2025, the produce industry is poised for exciting advancements and transformations that address consumer demands, sustainability goals, and technological innovation, said Daniel Blumb, senior category growth manager-sales for Nature Sweet.
Among the specific trends NatureSweet is keeping a close eye on include:
- A focus on sustainability through zero waste and carbon neutrality;
- Increased demand for specialty and niche crops such as Adora and Spanish Heirloom tomatoes;
- Health-driven consumer trends around immune-boosting, fresh, and minimally processed foods; and
- Collaboration in produce to improve logistical challenges which will help minimize food waste.
Greenhouse production plays a role in most if not all of them.
“Consumers continue to buy less field grown products while greenhouse continues to be the buzzword as dollars and buyers improve year over year,” Blumb said. “Consumers are trading up to more premium items. They’re willing to spend more for superior flavor.”
Consumers love the taste of greenhouse-grown produce, and it’s one of the reasons why products from NatureSweet and other shippers are in such high demand, added Jenny Halpin, NatureSweet’s senior manager of external communications.
The growth of greenhouse
Many factors are driving increased demand for greenhouse-grown vegetables, Blumb said.
Among them:
- Increased awareness of sustainability.
- Demand for year-round availability.
- Focus on food safety and quality.
- Preference for locally grown products which greenhouse can be located closer to urban centers.
- A shift toward organic and non-GMO options.
- The rising popularity of specialty crops.
“Changes in weather patterns often lead to increased pest and disease outbreaks, and the protection greenhouses provide allows us to manage this better and reduce crop loss. And greenhouse production methods use 80% less water compared to open-field agriculture.”
