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The $8 Billion Opportunity Hiding in Produce | FutureBridge on Consumer Behavior & Demand
There’s between $4.5 and $8.6 billion in untapped demand sitting in produce right now—and most of it comes down to execution.
Live from Viva Fresh 2026, we sit down with Richard Kottmeyer and Sabrina DeLay of FutureBridge to break down what’s actually driving consumer behavior—and where the industry is missing.
This conversation dives into the Consumomics framework (PECA-V), a behavioral model that maps how consumers make decisions and how demand can be engineered more effectively.
We cover:
Where latent demand in produce is being lost
Why traditional promotions fall short
The role of convenience, trust, and habit in driving purchases
How retailers and suppliers can rethink merchandising to unlock growth
The full white paper referenced in this episode is available through FutureBridge and Viva Fresh.
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By The Fresh CrEdThere’s between $4.5 and $8.6 billion in untapped demand sitting in produce right now—and most of it comes down to execution.
Live from Viva Fresh 2026, we sit down with Richard Kottmeyer and Sabrina DeLay of FutureBridge to break down what’s actually driving consumer behavior—and where the industry is missing.
This conversation dives into the Consumomics framework (PECA-V), a behavioral model that maps how consumers make decisions and how demand can be engineered more effectively.
We cover:
Where latent demand in produce is being lost
Why traditional promotions fall short
The role of convenience, trust, and habit in driving purchases
How retailers and suppliers can rethink merchandising to unlock growth
The full white paper referenced in this episode is available through FutureBridge and Viva Fresh.