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Rabobank sees opportunity for fresh fruit

A market analyst with Rabobank says consumer demand for some fresh fruits year-round has persisted despite rising costs.

Senior Fresh Produce Analyst David Magaña tells Brownfield retail sales have remained steady this year.

“This is an industry that plays a significant role to offer a healthful option for consumers,” he says.  “I’m optimistic about the future of the fruit industry.”

He says consistently available fresh produce, like blueberries and avocados in grocery stores, is a relatively new trend.

“That was not the case just 10 to 15 years ago when we basically had blueberries only during the U.S. season,” he says.

Magaña says that increased availability has led to lower farmgate prices and growers are searching for more efficient varieties that require less labor.

“And adopting more cultivars that are more input efficient, that have higher yields, and that also offer better quality fruit,” he explains.

Next year, he’ll be watching how rising inflation might impact purchasing decisions and if consumers trade down to less expensive options.