CALIFORNIA - Mapping out fresh category growth means looking ahead to the future demands set to command produce purchases. As we round out this first month of 2025, I took a moment to speak with Faith Garrard, Raley’s Executive Director of Fresh and Alcohol, to see what February through December has in store for fresh produce at the retail level.

“As with the beginning of any new year, health is on the mind of many consumers. But what’s different this year is the expected growth of GLP-1 (Glucagon-like peptide-1),” Faith tells me. “What may have seemed like a trend that would only impact a small number of people is now anticipated to grow with increased accessibility. As more consumers gain access to GLP-1, Raley’s wants to be a source and partner in offering supplemental products. This a great opportunity for fresh departments, like produce, whose value proposition to the customer is nutrient-dense, whole foods.”

Another prominent trend, as Faith points out, is the evolution of what value means to a customer.

“Market pressure for price has influenced customer behaviors on where they shop for groceries. However, value does not always mean price point only,” Faith adds. “We have found that it’s a combination of price for the quality of the product satisfying a customer’s need. Our Raley’s Private label line offers a great alternative to national brands—with exceptional quality and value.”

Raley’s caters to this central demand for lower prices while upholding its commitment to offering high quality across its produce department.

“Our customers are looking for high-quality, right-priced produce, whether it’s a steady staple like bananas or avocados or a unique item like Melissa’s Butterscotch™ Pears,” shares Faith. “We depend on our partners to bring us the best product at a value that we can pass along to our customers so they can shop with us for their everyday needs and special moments.”

Outside of traditional price and promotion to boost produce sales, Raley’s is launching the Easy Eats campaign across its Fresh departments. This captivating campaign highlights areas of the retailer’s stores where shoppers can find convenient options that are either ready-to-eat or are shortcuts to a fresh, healthy meal, such as fresh-cut fruits and vegetables. This strategy also includes cross-promotion displays in the meat department with ready-to-cook produce sides to create a convenient shopping trip for Raley’s customers.

“When a customer walks into a Raley’s, they are immediately greeted with a display of fresh produce that is a mix of what’s on sale, in season, or exciting and new,” Faith answers when asked about the appeal of the Raley’s produce department. “We offer a wide variety of conventional and organic produce and continue to challenge ourselves with upgrading our offering to meet our customers’ needs. Raley’s is also a community market in which we’ve built a robust business by partnering with local growers, which becomes evident when you walk into our stores. We will continue to find ways to partner with current and future local growers to keep our communities supported.”

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