IPR Fresh bullish on organic produce as category continues to evolve
By
John Groh
IPR Fresh bullish on organic produce as category continues to evolve
As the organic produce category continues to mature, IPR Fresh sees significant opportunities for future growth and plans to bring that message to this year’s Organic Produce Summit.
The Nogales, AZ-based company, a leading supplier of organic greenhouse-grown colored Bell peppers and cucumbers, believes organic produce has successfully transitioned from a niche offering to a core component of the produce department, creating new opportunities for retailers, growers and consumers alike.
“Organic produce has evolved tremendously over the past 25 years, transitioning from a niche category into a mainstream part of the produce department,” said Jose Luis Obregon, president of IPR Fresh. “While category growth has moderated from the rapid expansion seen in earlier years, organic produce continues to outperform many conventional produce categories.”
For IPR Fresh, that evolution reflects changing consumer priorities and a growing desire for products that support health, wellness and sustainability.
“What is particularly encouraging is that organic purchasing is no longer limited to a small group of highly committed consumers,” Obregon said. “Today’s organic shopper is increasingly mainstream and motivated by a variety of factors, including health and wellness, sustainability, clean-label preferences, food transparency and a desire for premium-quality products.”
As a company focused heavily on organic greenhouse-grown vegetables, IPR Fresh has built its business around serving those consumers while providing retailers with dependable supply and consistent quality.
The company has developed strong grower relationships throughout Mexico and continues to invest in programs that support the long-term growth of organic production. “At IPR Fresh, we believe our role is to provide consumers with choices,” Obregon said. “We are committed to delivering products that meet the evolving expectations of today’s shoppers while providing retailers with consistent quality, dependable supply and strong merchandising opportunities.”
Organic colored Bell peppers remain a cornerstone of the company’s organic program. Obregon believes the category is uniquely positioned to capitalize on current consumer trends because it delivers multiple benefits at once.
“Bell peppers are uniquely positioned to meet today’s consumer expectations because they deliver on health, wellness and sustainability all at once,” he said. “They’re nutrient-dense, versatile, visually appealing and increasingly produced using highly efficient greenhouse technologies.”
The company’s Fair Trade-certified production programs also resonate with consumers seeking greater transparency and social responsibility in the foods they purchase.
While inflation and economic uncertainty have influenced purchasing habits across the grocery store, Obregon said organic produce continues to attract shoppers who value quality and nutrition.
“Economic pressures have certainly made consumers more value-conscious, but they have not diminished interest in organic produce,” he said. “Consumers are increasingly prioritizing organic purchases in categories where they perceive the greatest benefits in terms of health, wellness and quality.”
Accelerate growth
IPR Fresh sees an opportunity for retailers to accelerate category growth through strategic merchandising and consumer education.
“Retailers can encourage greater organic consumption by making organic products more accessible, visible and approachable,” Obregon said. “We believe there is a tremendous opportunity to better communicate the nutritional benefits, growing practices and overall value that organic produce provides.”
The company also points to the continued evolution of organic production as a reason for optimism.
Over the past decade, IPR Fresh’s grower-partners have refined production practices and adopted technologies that improve efficiency, consistency and sustainability. Investments in greenhouse production, integrated pest management, food safety and supply-chain management have helped strengthen year-round availability while maintaining high quality standards.
“Strong growers are the foundation of a strong organic program,” Obregon said. “Our goal is simple: deliver an exceptional organic experience for consumers while ensuring our grower-partners remain successful and financially sustainable for the long term.”
Those topics will be central to IPR Fresh’s conversations at OPS, which Obregon views as one of the industry’s most important gatherings.
“The Organic Produce Summit is one of the most important and distinctive events in our industry because it brings together the leading growers, retailers, marketers and innovators who are shaping the future of organic produce,” he said.
For IPR Fresh, the event provides an opportunity to strengthen existing relationships, develop new partnerships and discuss ways the industry can work together to expand organic produce consumption.
Looking ahead, the company remains optimistic about categories that connect health, convenience and sustainability, including organic greenhouse-grown peppers, cucumbers, mini sweet peppers and specialty tomatoes.
“We believe organic produce still has significant room for growth,” Obregon said. “As consumers become more intentional about the foods they purchase, products that combine exceptional eating quality with strong nutritional and sustainability credentials will continue to gain market share.”
