Speaker:  Jonna Parker, Vice President and Team Lead for Fresh Foods, Circana

While the organic produce category performed well in 2023, with both dollar and volume sales increasing compared to the previous year despite inflationary pressures, organic fruits and vegetables still represent a small segment of the overall market and share has only ticked up marginally in the last 5 years. Jonna Parker, vice president and team lead for Fresh Foods at Circana, explores what makes the organic produce shopper tick, how organic produce is being seen by current base consumers of "affluent" as well as new emerging vital shopper groups such as Gen Z and how retailers and suppliers can best position themselves to drive sales in the category.