What if the fresh produce industry isn’t demand-constrained, but decision-constrained?

In this Viva Fresh podcast, Richard Kottmeyer and Sabrina Delay leaders of the FutureBridge Food, Agriculture and Nutrition practice join The Fresh Cred hosts to challenge a deeply embedded assumption. The category is not underperforming because consumers buy less. It is underperforming because the system fails to consistently convert intent into behavior.

Through the Consumomics™ lens, the conversation reframes fresh produce from a supply-led category to a precision-led demand system. It surfaces uncomfortable truths. Promotions create noise but not memory. Assortment expands choice but not action. Trust exists, but rarely in a way that compounds.

What emerges is a sharper question for industry leaders. Not how to sell more produce, but how to engineer repeatable buying behavior across moments, missions, and micro-segments.

• For retailers, this is about unlocking margin through experience design, not price mechanics.
• For suppliers, it is about aligning formats to real consumption triggers, not just supply availability.
• For the ecosystem, it signals a shift from managing volatility to shaping demand.

This is a conversation for leaders who recognize that the next phase of growth will not be driven by scale alone, but by how intelligently demand is created, captured, and sustained.

View the full podcast here There’s $8 Billion Being Left on the Table in Produce