ANAHEIM, CA - For over six decades, Frieda’s Branded Produce has been at the forefront of produce innovation, introducing more than 200 unique fruits and vegetables to the U.S. market. From staples like kiwifruit and sugar snap peas to spaghetti squash and shallots, the company has consistently inspired culinary exploration and set the standard for what lands on kitchen tables. Now, as we look ahead to 2025, Frieda’s is once again leading the charge by identifying key trends that could shape the future of fresh produce.

Alex Jackson, Vice President of Sales and Marketing at Frieda’s, is continuing her family’s legacy of innovation by pinpointing four major trends the company is betting on for the coming year. These trends, as stated in the press release, reflect Frieda’s overarching goal of increasing produce consumption and meeting consumers where they are.

Food is STILL Medicine

The first trend centers on the growing consumer focus on food as a form of preventive medicine. Younger generations, particularly Millennials and Gen Z, are seeking produce that supports longevity, cognitive health, hydration, and overall well-being. Functional ingredients like fresh turmeric and juicing kits are becoming essential in the produce aisle.

“Suppliers must understand the health benefits of their items deeply as it’s our responsibility to educate the consumer and the retailer. Health is wealth!” Alex Jackson emphasized.

Retailers can engage these health-conscious shoppers by highlighting functional benefits through juicing displays, recipe cards, and in-store education. The produce aisle, brimming with health-promoting options, is uniquely positioned to meet this demand.

Protein

Protein’s resurgence is another trend Frieda’s is watching closely. While not inherently a produce trend, the focus on protein creates opportunities for fresh fruits and vegetables to complement protein-rich diets. Vegetables like Brussels sprouts, green beans, and asparagus are prime candidates for the spotlight, as are pairings with trending protein items like cottage cheese and Greek yogurt.

Freeze- or Soft-Dried Produce

The third trend highlights the growing popularity of freeze-dried and soft-dried produce. From mushroom crisps to shishito peppers, dried produce satisfies consumer curiosity for global flavors, reduces food waste, and offers convenient, healthy snacking options.

The challenge, however, lies in merchandising. Should dried produce be marketed as a healthier alternative to chips and cookies in the snack aisle or displayed alongside fresh counterparts in the produce department? Collaborations between growers and dried produce manufacturers could unlock new opportunities by utilizing surplus or out-of-spec produce, keeping production domestic and sustainable.

Collaborating With Other Industries

The final trend Frieda’s is betting on involves cross-industry innovation. Produce is finding its way into unexpected categories, from beauty products with produce-inspired ingredients to tea companies embracing ube and guava flavors.

“Partnering with other sectors can help our industry cut through the food media clutter and gain a stronger foothold in consumer conversations,” Alex explained.

These collaborations not only expand reach but also create a sense of urgency and excitement around produce, helping to position it front and center in consumer media.

The Path Forward

With only 10 percent of Americans meeting their recommended daily fruit and vegetable intake, Frieda’s is committed to driving a significant leap in fresh produce consumption in 2025. By leaning into these trends, the company aims to inspire new food experiences and continue its legacy of bold introductions.

As Frieda’s Branded Produce continues to lead the way, the future of food looks brighter—and fresher—than ever.