Potatoes NZ chief executive Kate Trufitt.

This March, the potato industry is proudly celebrating International Women’s Day on 8 March alongside the International Year of the Woman Farmer, recognising the vital role women play across every part of the sector — from paddocks and packhouses to research, leadership, and innovation.

According to the latest Fresh Produce Trend Report from United Fresh, 2026 will be a year where fruit and vegetables are shaped by cost pressures, rapid digital adoption, and a renewed focus on wellbeing at home.

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