潜水简介：
- 大约61％的消费者表示，他们希望他们的杂货店库存更多的本地农产品，但是购买当地农产品的主要原因已从想要新鲜度转变为支持当地经济和农民，这是食品营销学院的一份新产品报告（FMI（FMI））。
- Value-added produce continues to grow. However, dollar sales are increasing faster than volume, and consumers still tend to only buy certain items.
- 新鲜产品继续占电子商务销售的一小部分，但消费者表示，他们从信任的公司购买新鲜产品的可能性高25％。
Dive Insight:
The shift in what consumers want, from freshness to supporting the local economy and farmers, could have marketing implications for manufacturers that want to使用和促进当地农产品in their products. Instead of focusing on the freshness and environmental benefits, manufacturers can highlight the personal stories of local farmers and businesses in online campaigns, TV ads or even directly on the packaging. Kashi did something similar with its new社论式包装，其中包括对品牌重要的个人。
增值农产品为希望带来的制造商提供了机会方便加工食品到新鲜农产品部分。增值农产品的销售正在增长，尤其是在有机的蔬菜，如切碎的羽衣甘蓝，剥皮的胡萝卜和现成的南瓜等物品，去年的销售额增长了54％。
作为像公司这样的公司坎贝尔，，，，wheewaveand麦考密克find new ways to build a brand presence on the produce aisle, value-added produce may be a way for processed foods manufacturers to play to their strengths by offering products that create a faster, more convenient meal at home. At the same time, manufacturers would be taking consumers' demand for fresher foods into account.
农产品区域还继续保持“健康的光晕效应”，尤其是与冷冻和罐装农产品相比。凯洛格（Kellogg将Kellogg谷物品牌放在农产品部分of stores.
电子商务仍然是一个挑战对于食品和饮料生产商，尤其是生产新鲜和冷藏产品的食品和饮料。大约3％的消费者说他们通过在线零售商购买了一些生产在过去的一年中，根据尼尔森最近的一项调查。Though that hasn't stopped manufacturers like Tyson, which has雇用了其第一副电子商务副总裁并且已经有与亚马逊和阿里巴巴建立伙伴关系。Partnerships with major retailers and othertrusted brands可以缓解消费者对在线购买新鲜食品的担忧。
