Next week at the Asia Fruit Logistica (AFL) conference, I will deliver a keynote on Asia’s evolving consumer landscape, exploring the forces shaping the future of food consumption across the region.
One of the panel topics that follows is how produce brands can “take on FMCG brands”.
It’s a fascinating question.
For decades, FMCG companies have been considered the gold standard of marketing. They built iconic brands, mastered communication, invested heavily in consumer insights, and created powerful emotional connections with shoppers.
The produce industry has often looked at FMCG and thought: “How do we catch up?”
But after spending years researching consumers around the world, I’m increasingly convinced we’re asking the wrong question.
Consumers are moving toward what produce naturally represents.
Across Asia, consumers tell us they are actively managing their wellbeing. They are eating more fruits and vegetables, paying closer attention to nutrition, reducing processed foods, and becoming increasingly sophisticated in their thinking about health. Health is no longer a niche trend. It is becoming a central organizing principle of food choice.
At the same time, digitalization is transforming discovery, shopping, and advocacy. Consumers are researching fresh produce online, using AI tools, comparing options, looking for health benefits, and sharing recommendations with others. Produce is increasingly part of the same digital ecosystem that FMCG brands have dominated for years.
This creates an interesting reality.
Many FMCG brands are investing enormous resources trying to appear:
- More natural
- Healthier
- Less processed
- More transparent
- More authentic
- More connected to wellbeing
Produce already starts there.
Fresh fruit and vegetables don’t need to invent a health story. They own one!
They don’t need to create authenticity through advertising. They can demonstrate it through origin, quality, freshness, and real-world experiences.
And increasingly, consumers are looking for exactly these things when they shop. Quality, freshness, health benefits, safety, trust and transparency sit at the heart of decision-making.
Of course, this doesn’t mean produce automatically wins.
The produce industry still needs to think more like great brands.
At FORWARD, we often say that winning brands, whether in FMCG or produce, tend to do four things well:
- Understand their users deeply
- Communicate meaningfully
- Execute consistently
- Monitor progress and learn continuously
The opportunity is not for produce to become FMCG.
The opportunity is for produce to combine its inherent consumer relevance with the discipline and execution excellence that FMCG companies have spent decades perfecting.
If that happens, the conversation shifts dramatically.
The future question may no longer be:
“Can produce compete with FMCG?”
Instead, it might become:
“Can FMCG compete with produce in a world increasingly defined by health, wellness, authenticity, and trust?”
That is a debate worth having. Food for thoughts!
See you in Hong Kong!
~ Carlo
