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Pre-cut, pre-washed and packaged fruits and vegetables are the produce category showing the fastest growth, according to a new study from (not surprisingly) the International Fresh-cut Produce Association (IFPA). The category as a whole currently accounts for $12 billion in annual sales, with packaged salads generating $2.6 billion and fresh-cut vegetables $1.4 billion.

In addition, according to the report, while fresh-cut fruit currently generates $300 million in annual sales, the category is expected to more than tripe to $1 billion in sales within the next four years.

Driving the growth, the study suggests, are convenience and changes almost certain to be recommended in the nation’s Food Pyramid.
KC's View:
Actually, we think there’s something more important than just convenience. It’s no-compromise convenience – a category that requires both high quality and ease of use. And the fresh-cut category is one that we believe exemplifies this.

One part of the trend not addressed by the IFPA study – and one that we believe will help drive much of the growth – is the emergence of national brands that will add significant credibility, quality and marketing muscle to the segment.