Berry industry targets younger shoppers, Mexico remains top supplier

During the 15th Annual International Anaberries Congress held in the city of Guadalajara, Mexico, Jennifer Strailey, editorial director for produce at Farm Journal, discussed key berry industry trends and insights from the publication’s latest Fresh Trends 2025 survey.

“One of the most compelling insights that came out of this report with regards to berries is that few other fresh categories have this across-all-five-generations penetration that the berries do,” she said.

Strailey emphasized the significant role of Mexico in U.S. produce imports, particularly in berries. She indicated that more than 90% of the U.S. raspberry supply is imported, primarily from Mexico, with the country also supplying over 60% of U.S. blueberries. 

Additionally, Mexico also provides a little over 62% of blackberries consumed domestically, with the majority imported from February through April.

However, she pointed out that the berry segment faces ongoing challenges to maintain its appeal, especially among younger consumers. 

“[Younger shoppers] crave something new and different, whether that’s organic berries, extra-large berries, or innovative, value-added snack packs,” Strailey explained. 

She further noted that younger shoppers, who are often more sensitive to higher food prices, tend to perceive organic berries as an affordable luxury and are willing to pay more for such products. 

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