Telling fresh-cut’s story

As we consider the state of the fresh-cut industry entering 2013, there’s so much to talk about.

I have been bragging about fresh-cut for years for one simple reason: I’m a very slow prep cook. Chopping, slicing, dicing, shredding and all the other cuts that our grandparents and parents did manually with knives are all duties I would rather avoid. I will gladly pay extra for that 16-oz. container of pre-cut onions in order to save precious time and avoid the lachrymose experience of cutting them myself.

The growth of the fresh-cut sector tells me I’m far from alone. Consumers, strapped for time and yet still demanding high quality, are increasingly choosing this option for using ingredients.

There’s another growth area and a corresponding great story: salad kits. Our household is starting to favor these as meal solutions. Open the bag, toss, add elements or eat as is, and we have a quick and healthy meal for a price comparable or lower than ordering a salad in a restaurant.

These factors and others are why the state of the fresh-cut industry is strong, despite challenges. In this issue, the Fresh-Cut Advisory Board of United Fresh weighs in with their views on where the industry is today and where it may be headed in the years to come.

David Masser, president and COO of Sterman Masser Potato Farms in Sacramento, Pa., summed it up nicely. He believes the fresh-cut sector has rebounded from the recession with more strength than other categories, “due to people willing to pay for convenience and healthy alternatives despite higher retail prices. This trend indicates our industry is stronger than ever and growing to meet the needs of the consumer and the changing demographic.”

There’s a lot of competition for fresh-cut out there, for stomach space and for attention. The degree to which the industry proactively tells its story — whether it be about safety, convenience, flavor or onions without tears — will govern the heights to which it can rise.

Lee Dean, editorial director



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