International Fresh Produce Association survey reveals how consumers feel about the industry

Produce purchases are driven not only by individual need, but by perception of the industry. Top values consumers look for include affordability and trustworthiness.

By Anthony Elder, Assistant Editor

Published November 21, 2025 | Updated November 24, 2025

Editor's Note: This article originally appeared in the November/December 2025 print edition of Produce Grower under the headline “Do consumers trust produce growers?.”

November/December 2025

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