As the Vice President of Fresh at Rouses Supermarkets, James Breuhl of Tibodaux, Louisiana, has a wealth of experience within the grocery industry. Over the years, James Breuhl of Thibodaux, Louisiana, has witnessed different shifts in consumer priorities. The last decade has seen a vast increase in demand for fresh food.
James Breuhl of Tibodaux, Louisiana, notes that your average grocery store consumer is willing to pay a higher price to ensure that the foods they purchase are sustainable, organic, and full of essential nutrients. Grocers and marketing teams behind popular food brands are pushing to prioritize educating consumers on their specific health benefits. As consumers have grown more aware of the dangers of antibiotics in their foods, sales of no-antibiotic meats have risen, despite coming with a steeper price tag. The same logic can also be applied to fruits and vegetables.
Food marketers have also increased the effort to educate the public on the cognitive benefits of eating fresh food. Clean eating can improve cognitive function and give people the energy they need to navigate their day. During the days of the pandemic, people were looking to eat cleaner as awareness grew of just how beneficial fresh food is for the immune system. Farmers will tell you that the nutrients in a fruit or vegetable are at its peak when it is first picked from the garden or fields. Nutrients deplete when food is forced to travel, so consumers can always trust local produce to pack more nutrients.
It’s also helpful that fresh ingredients taste much better than their genetically altered counterparts. James Breuhl notes that he can tell when food isn’t fresh because it is usually filled with preservatives and copious amounts of sodium or sugar. This masks the natural flavor of some of our favorite foods. To extend the life of many popular foods, preservatives are added. Consumers should know that the longer a food needs to travel to its destination, the more likely it is filled with preservatives. This is why grocery stores and restaurants alike will highlight when they feature produce or meats from their local farms.
James Breuhl notes that freshness can be kept through freezing, but it is a delicate balance as the forming of ice crystals can impact the shape and texture of different food products.
Younger generations are driving the demand for fresh. A study from the Organic Trade Association noted that millennials eat 52% more vegetables than the previous generation. James Breuhl points to environmental concerns and the emergence of the vegan lifestyle as two of the biggest reasons vegetable consumption is rising. In addition to eating more veggies, younger consumers are more willing to try new brands or sources for their food when they can market themselves as fresh, organic, or more ethical than some of their more popular counterparts.
Those who want to attempt to buy fresher fruits and vegetables would be wise to consider what foods are in season. For instance, when bananas are not in season in your local region, they will often be flown in from Brazil or other climates where they are in season. Taking advantage of local produce can ensure maximum freshness. The same logic can be applied to seafood. James Breuhl notes that in-season fish will provide more flavor than fish flash-frozen and shipped to your local grocer or restaurant.
In order to capitalize on this rise in demand, more grocery stores are making an effort to build displays for food products that offer features younger shoppers care about. Local farms are often highlighted as food sources at retailers as shoppers are willing to spend a little extra to support businesses near their community. Grocery stores that make strategic moves selling relatively higher-priced clean foods and then market them smartly are most likely to reach today’s shoppers.
