8 things U.S. retailers and their consumers are looking for from growers

Added on 26 May 2025

1.“Nutrient density” and the nutrition policy wildcard

With a blizzard of change blowing from Washington D.C., including a new health and nutrition agenda, it’s not easy to predict whether greenhouse growers will see regulatory easing or new and unpredictable policies in 2025. Nevertheless, attitudes may well change among a broader demographic, says CEA consultant and host of the CropTalk Podcast, Kyle Barnett. Barnett sees a possible trend emerging which he calls “Nutrition Density”.

“Since the election we have this new nutrition-focused movement and there's a lot of rippling effects,” he says. “My gut feeling is that you’ll hear arguments like “eat my tomato and you’ll get double the vitamin C than with a standard tomato”. He calls this nutrient density.

“My gut feeling is that you’ll hear arguments like “eat my tomato and you’ll get double the vitamin C than with a standard tomato”.

He thinks it could mean new food label claims, even more health-based demands from millennials and Gen Zs, and quite possibly a re-examination of food safety from the top. Barnett believes we could see dozens of commonly used food additives and agrochemicals back on the policy radar—this time with a serious push toward restriction or outright bans as consumer pressure and scientific scrutiny mount.

More broadly, the attitudes of younger generations towards food and health seem to be shifting. A survey commissioned by Finder.com in late 2024 found that an estimated 10% of baby boomers and 50% of gen Z “plan to follow a meat-free diet by the end of 2025”.

Shoppers are increasingly engaging with produce as an experience, seeking out unique fruits like the sumo citrus for the fun of discovery and sharing.

2. A premium quality experience

When Logan Moffit, “the Cucumber Guy” noticed his TikTok posts going viral in summer 2024, little did he know he was about to cause a demand spike in cucumbers from Australian supermarkets (up 30%) to US online grocer, Fresh Direct, which saw a 172% year on year increase in cucumber sales.