Mission Produce spotlights avocados' role in the protein boom at IFPA Foodservice

Mission Produce announced it will bring new category insight to the International Fresh Produce Association (IFPA) Foodservice Conference in Monterey, Calif., July 23–24, 2026, spotlighting the growing opportunity avocados hold as protein reshapes how consumers shop and eat.

"Protein is no longer just a trend—it's the lens a huge share of shoppers and diners are using to drive their food decisions," said Galen Johnson, the company's Senior Director of Sales. "While avocados aren't a high-protein food themselves, the data shows avocados go hand-in-hand with protein-forward baskets and menus. That puts avocados right where the growth is, and Mission is ready to help our partners turn that momentum into sales."

Protein and healthy eating have become defining forces in how consumers shop and eat. Sales across protein categories climbed roughly 10 percent in 2025 versus 2024, and about 70 percent of Americans now say they're actively trying to eat more protein.

The rise of GLP-1 medications is only accelerating the shift, with a majority of users seeking high-protein meals made from fresh, simple ingredients. That behavior is creating clear opportunity at retail: avocado-buying households overlap heavily with protein-buying households—and avocados rank in the top three percent of baskets for protein-focused shoppers.

The same momentum is reshaping the menu. GLP-1 users report ordering more fresh produce when they dine out, and the firm anticipates this shift will open ongoing opportunities for operators to build more balanced, protein-forward menus—where avocados add the creamy texture, healthy fats, and craveable appeal diners are looking for.

Mission meets protein

To bring the "protein-meets-produce" story to life, the company will unveil a new protein-forward recipe featuring avocados and mangos, developed by Executive Chef Amalia Scatena, offering operators a flavorful, balanced concept they can carry back to their own kitchens.

Mission Produce will be at the IFPA Foodservice Conference at booth #520, Calavo Growers at booth #518, and Calavo Foods at booth #218.

*All images courtesy of Mission Produce. 

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