Fresh Express VP of Marketing Fabian Pereira told Fresh Fruit Portal at the IFPA Global Produce Show that the salad category was down 36% at its worst after the Cyclospora outbreak and has now recovered to down 16% — a 20-point improvement. The company's research identified two key groups that stopped buying: the top 20% of frequent shoppers who account for 57% of category sales but are now buying less, and consumers under 30 who stepped back from the category. Price promotions are not the answer — price didn't rank in the top six reasons consumers say they'd return.
Instead, Fresh Express is leaning into transparency and influencer marketing. The company produced unedited videos covering all seven steps from field to store, and is working with eight influencers who collectively reach 200 million followers. Two new salad kits are launching now, with another planned for March. Pereira was direct: food safety messaging and consumer reassurance matter more than discounts right now.
For retail buyers and category managers, this signals the salad recovery is real but fragile and needs active support — not just promotional pricing. Watch whether the influencer and transparency strategy can push the category back to flat before the end of the year.