The Fruits of Thought

A column offering insightful analyses and commentary on current trends, challenges, and opportunities within the produce industry, authored by the late industry expert Jim Prevor.

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Getting Hypocritical Consumers to Eat More Produce

By Jim Prevor, originally published in October 2018 Consumer behavior … it is as Winston Churchill said of the actions of Russia: “A riddle, wrapped in a mystery,... Read more

November 19, 2024 | 4 min to read

The Fruits of Thought

Marketing Push Needed

September 6, 2024 | 4 min to read

The Fruits of Thought

Marketing Push Needed

September 6, 2024 | 4 min to read

The Fruits of Thought

Increasing Overall Consumption Should be the Goal

August 12, 2024 | 4 min to read

The Fruits of Thought

Why Relationships Matter

July 16, 2024 | 4 min to read

The Fruits of Thought

The New Kings of Sustainability

June 17, 2024 | 4 min to read

The Fruits of Thought

Independent Retailers Step in Where Some Chains Falter

May 28, 2024 | 4 min to read

The Fruits of Thought

Begging for More

April 29, 2024 | 5 min to read

The Fruits of Thought

Developing Demand

March 12, 2024 | 5 min to read

The Fruits of Thought

Helmet Laws, the Dirty Dozen, FSMA and the Disincentives to Sell Produce

February 12, 2024 | 5 min to read