Five Ways to Sell More Value-Added Veggies

Fresh-cut and full flavor — convenience is powering sales.

Convenience without compromise is reshaping the produce department’s vegetable offerings. Value-added and fresh-cut vegetable products ranging from shopping list staples, such as salad kits, celery sticks, and snipped green beans, to newer offerings, like kits, sauté- and roastable-ready Brussels sprouts, broccoli, and cauliflower florets with restaurant-quality seasonings, are gaining momentum. That’s because time-pressed consumers are looking for ways to cook at home without sacrificing freshness, nutrition or flavor.

For some retailers, the strategy is hardly new. Morton Williams Supermarkets, a 17-store chain headquartered in the Bronx, NY, and a subsidiary of Wakefern Food Corp, was selling in-house-cut broccoli and cauliflower florets, pepper rings and zucchini noodles years before national brands scaled the category.

“The advantage is the freshness, the ability to put together different combinations like an eye-catching container of layered white, orange, and purple cauliflower florets, and the margin,” says Marc Goldman, produce director. “Even today, in-store prep remains core to the business, but you’ve got to put the labor into it.”

That in-house model now coexists with a rapidly expanded branded landscape.

Retailers increasingly source washed, trimmed and ready-to-use vegetables from grower-shippers and wholesalers with dedicated production facilities. As a result, value-added vegetables accounted for $11.8 billion in market sales, or nearly three-fourths (72.4%) of value-added produce sales for the 42 weeks ending Nov. 2, 2025, based on Circana Integrated Fresh data shared by 210 Analytics in San Antonio, TX.

Yet, during this same time, a 0.3% dollar increase came with 0.7% unit and 0.4% volume declines.
“The value-added vegetable category has been flat, not because of lack of interest, but due to price sensitivity, inflation and tighter household budgets,” says Christine Jackson, director of sales and marketing for Walter P. Rawl and Sons, in Pelion, SC.

“Fresh-cut veggies continue to play a key role in keeping vegetables in the shopping cart — especially for busy households — rather than simply replacing whole vegetables one-for-one.”
— Christine Jackson, Walter P. Rawl and Sons, Pelion, SC

“Shoppers still value convenience, but they’re being more selective about how often they buy it.”

Here are five ways to maximize sales in this category by giving shoppers what they want.

1. FOCUS ON DEMAND

Demand for fresh-cut and value-added vegetables reflects how well products fit modern households, with shoppers adjusting purchasing habits rather than changing what they eat.

“Our goal is to address access to healthy eating by creating a portfolio of products that cater to all consumers’ needs for taste, convenience and price,” says Charis Neves, vice president of product and innovation for Taylor Farms, Salinas, CA.

That shift is evident in potatoes, where shippers are investing in value-added potato programs to bring innovation and choice into a traditional staple.

“Microwave-ready potatoes steamed in bags or trays offer consumers a quick solution that can be seasoned to their own preferences,” says Christine Lindner, marketing manager for Alsum Farms & Produce, Friesland, WI.

When a seasoning component is included, says Jessica Congdon, category marketing manager for potatoes, Grimmway Produce Group, which represents RPE and Tasteful Selections brands, “consumers are willing to pay more for value-added potato products because it turns potatoes from a simple ingredient into a complete side-dish solution.”

Performance data spins a twist on this trend. Fresh-cut organic vegetables posted stronger dollar and unit growth than conventional fresh-cut items, with organic kale, broccoli and potatoes showing gains, according to Nielsen data for the 52 weeks ending Dec. 20, 2025, shared by the Grimmway Produce Group, in Bakersfield, CA.

“Demand centers on Millennials, 29-44, and Gen X, 45-60, in dual-income households, with growing interest from older Gen Z and smaller households seeking portion control, less waste, and weeknight meals.”
— Chris Drew, Ocean Mist Farms, Castroville, CA

Value-added veggie meal kits further reflect shifting demand, says Chris Drew, president and chief executive, Ocean Mist Farms, Castroville, CA. “Demand centers on Millennials, 29-44, and Gen X, 45-60, in dual-income households, with growing interest from older Gen Z and smaller households seeking portion control, less waste and weeknight meals.”

2. STOCK BEST-SELLERS

Best-selling products tend to share a clear formula: familiar commodities, minimal prep, and versatility across meals and eating occasions.

At Duda Farm Fresh Foods, fresh-cut celery continues to lead the pack. “Our value-added fresh-cut celery is our number one,” says Nichole Towell, senior director of marketing and innovation for the Oviedo, FL-headquartered company. “These are followed closely by Ready Radishes, available in pre-washed, pre-cut coins, mini-sticks, and whole formats.”

French beans remain a major volume driver for Born Farms by Unispice, in Houston, TX, supported by strong momentum in sugar snap peas, snow peas, baby carrots and Brussels sprouts. “One of our fastest-growing stars is baby corn,” says Alexia Safieh, head of communications, citing its visual appeal and popularity in global cuisines.

While Fresh Express plays selectively in the segment, its top performers point to the power of simple formats, such as broccoli and cauliflower florets, sugar snap peas, carrot shreds and stir-fry kits. These items succeed, says Fabian Pereira, vice president of marketing and innovation for the Windermere, FL-headquartered company, “because they reduce prep time, while fitting naturally into multiple eating occasions.”

Southern greens anchor sales at WP Rawl, where value-added collards and kale are top sellers, while Taylor Farms continues to see steady demand for chopped and mini chopped salad kits, with flavor-forward options, like Caesar, Sweet Kale, Avocado Ranch, and Mexican Street Corn, leading sales.

Flavor differentiation is also driving growth for Ocean Mist Farms. Within its Roastables Ready-to-Cook Kit line, Lemon Caesar Brussels sprouts, Zesty Herb broccoli florets, and Parmesan & Black Pepper cauliflower florets resonate most. “Rather than a one-size-fits-all approach, each item features a seasoning crafted specifically for that vegetable,” says Lori Bigras, communications manager.

3. TRY WHAT’S NEW

Snackability, speed and flavor define the latest offerings across the value-added and fresh-cut vegetable category.

For example, bite-sized snacking is driving demand for Duda’s Dandy-brand Snacking In A Snap! These 2-inch celery dippers are available in 8-ounce and 1.25-pound resealable bags and are designed for dips, charcuterie boards or bento boxes.

Organic convenience is fueling sales at Grimmway Farms’ Cal-Organic Farms brand, says David Bright, vice president of category marketing for the Grimmway Produce Group. “Our newer Organic Stemless Kale is gaining interest by removing the central vein, which greatly speeds up prep time, while reducing food waste in the kitchen.”

Flavor-forward innovation is front and center, and a good example is Ippolito International’s new Brussels Bites kits, sold under its Queen Victoria brand. Pre-washed, bite-sized Brussels sprouts come in 13- to 14-ounce bags in Barbecue Cheddar, Garlic Bacon, and Ginger and Sweet Chili.

“We have heard from parents who were happy to have a good tasting, vegetable-based solution for dinner time,” says Lara Grossman, marketing director for the Salinas, CA-headquartered company. “The American consumer palate is growing. Unique, more adventurous flavors are being combined with vegetables.”

F&S Fresh Foods seeks to satisfy shoppers’ global tastes with its fresh-cut veggies combined with chef-style compound butters, sold under the Vineland, NY-based company’s Garden Pure label. These include Green Beans with Soy Ginger Butter, Vegetable Medley with Roasted Garlic Parsley Butter, Sweet Potato with Maple Cinnamon Butter, and Sweet Baby Broccoli with Lemon Shallot Butter, all with 3 to 4 servings per package.

In salads, Fresh Express continues to see best-seller momentum from chopped salad kits inspired by global cuisines. New flavors introduced in 2025 include Orange Sesame and Mediterranean Herb.

Value-added artichokes are expanding usage occasions, says Ocean Mist Farms’ Bigras, pointing to ready-to-cook formats that align with roasting, sautéing, and air-frying trends. “Our first-to-market Heartichokes, tender baby artichoke quarters, transform artichokes from special occasion to special everyday. The three items feature a plain variety, plus products with Lemon Butter and Savory Parm seasoning packs.”

Similarly, Bushman’s Inc. sells small potatoes and seasonings in a No. 5 paper bag under its Country Boy Label. The line includes white B-sized potatoes with salt for recipe-ready New York Salt potatoes, red B-sized potatoes for a crawfish boil, and B-sized yellow potatoes with spicy Cajun seasoning.

“We would love to find a retailer willing to partner with us on this product line,” says Mike Carter, chief executive.

4. SELL MORE

Selling more fresh-cut and value-added vegetables comes down to disciplined execution in merchandising, product handling and promotion.

Color and vertical presentation remain powerful traffic drivers at Sunset Foods, a five-store chain based in Highland Park. IL, where, for example, sliced red peppers, diced onions, and celery are vertically merchandised to maximize visual impact, according to Vince Mastromauro, director of produce operations. “When merchandised vertically, the colors really pop. Half of selling fresh produce is it being fresh, but it’s also how it’s merchandised.”

Digital engagement now plays a larger role before shoppers even reach the store, says Bright of Grimmway. “Store apps and digital media help drive traffic to specific SKUs through promotions, recipes and product education. In-store signage and pre-bundled meal solutions then reinforce those choices at the shelf.”

Fresh Express’s Pereira stresses strict cold-chain management, frequent rotation and strong placement near bagged salads to reduce shrink and support repeat purchase. “Clear signage highlighting convenience and meal solutions helps convert interest into sales.”

Cross-merchandising and themed promotions further increase basket size. For example, “clear claims, such as ‘ready-to-cook’ and placement near proteins, help shoppers quickly understand value,” says Ocean Mist Farms’ Bigras.

Pair baby corn with baby carrots, suggests Born Farms by Unispice’s Safieh, “or create themed promotions such as a ‘Wok Week,’ featuring sugar snap peas, baby corn, baby carrots, and snow peas together as a ready-to-cook solution.”

5. KEEP AN EYE ON INNOVATION

Innovation is increasingly defined by tighter execution and smarter systems, rather than dramatic reinvention. The focus is on improving reliability, usability and shelf life, while meeting the needs of how consumers shop and cook.

“Innovation is moving toward simple, smart ideas that add value — products that save time, reduce waste, and feel worth the price,” says Walter P. Rawl and Sons’ Jackson. “We’ll see more versatile, craft flavor options, and packaging that keeps products fresh longer while being more sustainable.”

Packaging remains central to that progress.

“Our proprietary breathable films, like Keep-Crisp packaging, allow the optimal balance of oxygen and carbon dioxide to circulate, helping greens stay fresh and crisp — without the use of preservatives,” says Fresh Express’ Pereira.

Flavor and preparation are also evolving, with new ways of preparing fresh vegetables in fun ways, according to Ippolito International’s Grossman. “Suppliers are energized to create new flavors using core commodities that are familiar and available.”

Looking ahead, Ocean Mist’s Drew says data-driven development will be essential. “Transforming premium commodities into convenient meal solutions, while maintaining balance, will be key.”