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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.
The report brings together emerging global insights, highlighting where international movements are already being established locally and where new opportunities are beginning to emerge.
Produced as part of United Fresh's six-monthly trend tracking, the report is designed to support growers, marketers, retailers, industry leaders and consumers to anticipate change, connect more meaningfully with food choices, and position fresh produce at the heart of modern living in 2026 and beyond.
Fresh Produce as Everyday Decor
As the cost of living continues to squeeze household budgets, fresh fruit and vegetables are bringing the "Kitchen Couture" trend to life.
The colours, textures, and seasonal variety make them ideal for display on counters and in bowls, turning kitchens into vibrant, emotionally uplifting spaces.
Women Leading in Horticulture
With global commentary increasingly celebrating the role of women in farming, horticulture, technology, and sustainability, New Zealand’s fresh produce sector is well placed to highlight the women growers, innovators, and leaders who shape our industry.
Consumers want transparency and increasingly connect with food through the people and values behind it.
Showcasing diverse women in horticulture — from science to sustainability to commercial leadership — strengthens trust, increases connection, and reflects the sector’s commitment to representation.
AI Makes It Easier to Get Your 5+ A Day
As digital tools and AI become part of everyday life, fresh fruit and vegetables are emerging as a frequently recommended “hero ingredients” in personalised meal planning.
From apps that scan fridges and generate recipe ideas, to platforms that track nutrition and automate shopping lists, AI supports simple, healthy cooking — making it easier for households to include 5+ A Day.
Younger consumers are especially enthusiastic about these tools, positioning produce at the centre of digitally guided healthy eating habits.
Fresh Produce at the Heart of Creative Value Eating
The “budget bougie” movement — led strongly by Gen Z — reframes thriftiness as a form of creativity and self-expression. Fresh produce fits perfectly into this trend, offering affordability, nutrition, and high visual appeal.
From colourful affordable meals to produce-led luxury hacks, consumers are celebrating cleverness over cost.
Fresh fruit and vegetables offer versatility and aesthetic value, making them the go-to ingredients for meals that feel indulgent without breaking the bank.
Produce as Story, Culture and Memory
Dining is increasingly about immersion — flavour, atmosphere, identity, culture, and the story behind ingredients. Fresh produce plays a central role in this shift, carrying seasonality, provenance, and emotional resonance.
A strong New Zealand example is the Bay of Plenty businessKitchen Takeover, whose multi-course pop-up experiences weave together produce, storytelling, childhood memories, and fine-dining artistry.
Their collaboration with Kārena and Kasey Bird inMaumahara showed how ingredients can evoke whakapapa, places, and personal histories — something diners are increasingly seeking.
New Zealanders ate over $1 billion of potatoes last year, Taiwan is consuming more than $44m worth of New Zealand cherries, and Royal Gala apples are our most popular apple export variety, comprising almost 22% of apple exports.
An initiative that supports networking and career progression of women in horticulture has received state funding.
Could blemish-free fruit and vegetables be a thing of the past?
United Fresh is receiving international acclaim for its efforts to promote sustainability within the fresh produce sector, with New Zealand being hailed as a “pioneer” in a leading US publication.
United Fresh has been invited to speak at the 2024 International Sustainability Summit in Vancouver this week.
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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