Private label has historically lagged in produce compared to center store, but retailers are increasingly embracing it as a margin and loyalty tool. The shift is being driven by rising commodity costs, consumer price sensitivity, and improving packaging and branding capabilities. For category managers, this represents both an opportunity to differentiate and a pressure point as supplier brand visibility competes with store brands. Watch how major retailers accelerate or restructure their private label produce programs heading into the back half of 2026.