ANAHEIM, CA - When speaking to Frieda’s Branded Produce, it became clear the role the produce department has to play during the holiday season. With consumers excited to elevate their meals, retailers can cultivate this mindset by curating displays emphasizing premium and unique offerings. And who better to speak to on this front than the company’s Alex Jackson?

“This holiday season, we're highlighting a seasonal favorite, Stokes® Purple Sweet Potatoes, to elevate our merchandising efforts,” the Vice President of Sales and Procurement shared with me. “Our multi-channel platforms will feature tailored content for both retail and consumer audiences, highlighting crowd-favorite recipes like the popular Stokes Purple Sweet Potato Pie. This approach, driven by shopper insights and data, aims to inspire consumers to incorporate this vibrant superfood into their holiday meals.”

According to Prodege research, 83 percent of shoppers have expressed interest in upgrading to purple sweet potatoes, particularly for holiday cooking.

“We’re seeing a shift toward intentionality in holiday shopping. Consumers are thinking about how their food choices enhance their holiday tables and align with their values and lifestyles. Retailers who tap into these emotional connections while delivering convenience and quality will be well-positioned to meet the moment,” Alex explained. “Holidays also provide an opportunity for indulgence and creativity in the kitchen. Consumers are exploring new and unique ingredients, such as exotic fruits and visually striking vegetables, to make their gatherings stand out. This curiosity has expanded the role of the produce department as a place for culinary inspiration.”

Prodege research backs up how eager shoppers are to elevate their purchases—50 percent report they’re willing to pay more for unique produce when shopping for the holidays.

“Even as shoppers seek higher-quality ingredients, they continue to value convenience. Convenient packaging options will be key, along with items with smart packaging, like QR codes for recipes, which appeal to busy hosts who want to save time without compromising on the quality of their holiday meals,” Alex noted. “This year, more than ever, platforms like Pinterest, TikTok, and Instagram are shaping shopping lists. Trending recipes or creative ways to incorporate unique produce into traditional dishes can heavily influence buying decisions. Retailers can tap into this by ensuring their marketing speaks to what’s buzzing online.”

Additional best practices include highlighting premium produce and leveraging storytelling to ensure shoppers feel connected to their food.

“Stock your shelves with ample quantities of trending items, and ensure your produce department is ready to meet this demand,” Alex added. “Retailers can turn the holiday rush into an opportunity to delight customers and boost sales by focusing on premium quality, unique offerings, and engaging shopper education.”

AndNowUKnow will be reporting on the latest strategies driving produce consumption this holiday season, so stay tuned!