By Jodean Robbins
A select group of 65 consumer media and influencers discussed health trends, produce prescriptions and how to increase produce consumption to affect health during a private luncheon Dec. 11 at the New York Produce Show.
The 15th annual New York Produce Show and Conference (NYPS) opened Dec. 10. The event had more than 5,000 executives attending the one-day trade show and three co-located events. There were 280-plus exhibiting companies and a record of 65 sponsors. The New York Produce Show is organized by Produce Business and the Eastern Produce Council.
Attending the event were top journalists and dietitians from cooking magazines, social media, radio programs, news services and television, as well as retail store dietitians.
Stefanie Katzman of wholesaler S. Katzman Produce welcomed the group, talking about the role of the Bronx-based Hunts Point Produce Market, as well as the importance of increasing produce consumption.
Main speaker Marion Nestle, the Paulette Goddard Professor of Nutrition, Food Studies, and Public Health, Emerita, at New York University, presented a provocative message looking at produce prescriptions and the politics of dietary choice and influencing consumption.
“We must address the politics of produce in America, from production to consumption, and argue for policy changes to make a positive difference in produce intake and population health,” says Nestle. “We need to rebalance the discussion.”
Attendees discussed the practical aspects of how to integrate more produce into diets with Katie Calligaro, director of marketing and communications at The Foundation for Fresh Produce.
“Plant-passionate communicators can help improve health through encouraging readers and shoppers to incorporate more fruits and vegetables,” she says. “We know nine out of 10 Americans are not eating enough fruits and vegetables. We want to help our communicators have access to the best information, so they can deliver consistent, positive, and inspirational content directly to consumers as we work together to improve consumption. This group is imperative to meeting consumers where they are.”
For a hands-on component, Robert Schueller of Melissa’s/World Variety Produce Inc., Los Angeles, CA, showcased unique produce items and discussed Melissa’s top 20 trending specialty items for 2025, including top five: Dutch yellow potatoes, ginger, baby red potatoes, steamed lentils and steamed red beets.
“Reasons driving these trends are color, convenience, cross-cultural, organic and plant-based,” he says. “But, overall, it still comes down to flavor.”
Attendees were treated to a fun, guided tasting of uncommon produce flavors by culinary expert Jill Overdorf of The Produce Ambassador. Additionally, event co-sponsor Thx! Dreams discussed its socially conscious program that partners with produce brands to provide authentic connections between shoppers and farmworkers. The initiative works to help farmworkers achieve their personal dreams.
Food editor Tina Ujlaki appreciated hearing from Thx! Dreams founder Martin Casanova. “I’m afraid too many folks forget there are still many humans who harvest our bounty, not just machines,” she says.
“It’s always a huge treat to hear from Marion Nestle. She’s one of our best policy crusaders and does the most amazing job of bringing clarity to a very muddled issue that is actually so simple at its core,” Ujlaki adds. “And, it’s always great hearing from Robert Schueller at Melissa’s. Through all my years at Food & Wine magazine, he was our produce-procuring genie for recipe testing and food shoots.”
Felicia D. Stoler with Recipe for Health mentions the value of what the speakers brought to the table. “We all loved the interpersonal connection that Thx! brings to the people who harvest our plants so we can eat them,” she says. “Having Marion Nestle the day after the Dietary Guidelines were released was just wonderful. She’s always a breath of reinforcement with the messaging we need to combat misinformation.”
After the lunch, the media and influencers visited the trade show floor to speak individually with exhibitors and develop additional story ideas.
SAVE THE DATE!
Mark your calendar for next year’s New York Produce Show and Conference: Dec. 2-4, 2025.
And exhibitors, book your booth now, as there’s a limited time to maintain the current booth rate. Visit www.nyproduceshow.com/exhibit2025 or talk to your sales representative before Jan. 12, 2025, to lock in the 2024 rate!
