YAKIMA, WA - As economic pressure continues to shape consumer choices, a clear trend is emerging: people are finding small, health-forward ways to treat themselves, and blueberries are leading the way. Demand is growing for high-quality, premium blueberries that deliver flavor and freshness, particularly among two distinct groups of shoppers.

First, older consumers with higher incomes ($150k +) or fixed retirement budgets prioritize quality and nutrition in their food purchases and worry less about convenience. For them, produce – especially blueberries – serves as a trusted source of wellness, offering antioxidants, natural sweetness, and versatility without compromise.

At the same time, a second group – middle-income households, especially those with busy, working-age adults – are making strategic choices about what to splurge on. While price remains a consideration, these shoppers are increasingly opting for produce that feels worth the investment, especially when it supports long-term health goals and everyday convenience.

“We’re seeing shoppers become more intentional,” says Trisha Casper, Customer Insights Manager at Superfresh Growers, in a recent press release. “Blueberries strike that perfect balance – healthy, satisfying, and just indulgent enough to feel like a treat without guilt.”

“This season’s Superfresh Growers blueberry crop fits this growing demand for high-quality, premium blueberries,” Trisha notes. “The Superfresh blueberry season is expected to start the third week of June with an abundant and promotable crop. Our Pacific Northwest farms have experienced optimal spring weather, which has provided ideal pollination conditions. We plan to have top-quality berries through September.”

The rise in premium blueberry demand reflects a broader shift in how consumers define value. It’s no longer just about the lowest price – it’s about getting the most from each purchase, especially when it comes to foods that support well-being and lifestyle choices.

As blueberry consumption continues to grow across generations and income levels, this nutrient-dense fruit is proving itself to be more than just a snack – it’s a smart, feel-good staple for modern shoppers and retailers have the opportunity to lean into this momentum by positioning blueberries as a dual-purpose fruit – one that supports health while offering a touch of indulgence. From in-store signage to digital promotions, the message is clear: blueberries are a high-value item that meets wellness goals and everyday enjoyment.

SAN FRANCISCO, CA - Instacart, the leading grocery technology company in North America, announced that it has appointed Chris Rogers as Chief Executive Officer, effective August 15, reporting to Instacart's Board of Directors. He'll also join Instacart's Board of Directors upon assuming the role of CEO. Fidji Simo, Instacart's current CEO, will remain Chair of the Board, helping to ensure a smooth transition.

Rogers is a seasoned leader with more than 20 years of experience spanning consumer goods, technology, retail, and media. He joined Instacart in 2019 and currently serves as Instacart's Chief Business Officer, where he oversees all aspects of the company's commercial operations — including retailer relationships and expansions, Ad Sales and R&D, Partnerships, Mergers & Acquisitions, Instacart Business, and Instacart Health — with a focus on driving growth at the intersection of brands, retailers, and technology.

"Over the last four years, we've transformed Instacart into a growing, profitable, leading technology platform that's helping reshape the grocery industry. We're building a generational company at the intersection of technology and food, and Chris is the right leader for our next chapter. He brings the kind of vision, operational excellence, and customer obsession that will help Instacart play an even bigger role in people's lives — and I couldn't be more excited to see how Chris scales the company's impact from here," said Simo in a recent press release.

"Instacart sits at the center of how people shop, eat, and care for their families — and that's always been what inspires me most about our mission. Together with our partners, we're transforming the future of grocery shopping, but more importantly, we're helping people solve real, everyday needs," said Rogers. "We have a world-class team, deep partnerships, leading technology, and a bold vision for the future, and I'm honored to step in and lead Instacart's next chapter."

"Having been part of Instacart's journey for many years, I've seen firsthand how this company has grown through every chapter — with resilience, clarity, and an incredible team that will continue to thrive under Chris' leadership," said Ravi Gupta, Partner at Sequoia Capital and Instacart Board Member. "This is one of the strongest and most mission-driven teams I've worked with, and their continued dedication to partners, customers, and shoppers, as well as their long-term vision, gives me deep confidence in where Instacart is headed next."

"On behalf of the Board, I want to sincerely thank Fidji for her immense contributions to Instacart over the past four years. Fidji brought a bold vision and exceptional focus on execution, taking Instacart from a single-purpose app to the leading grocery technology platform," said Lily Sarafan, Lead Independent Director of the Instacart Board. "We appreciate her dedication to Instacart and ongoing commitment to the company as Chair of the Board, and look forward to supporting Chris as CEO."

Rogers joined Instacart following nearly 11 years at Apple, where he served as the Managing Director for Apple Canada. In this role, he built and executed a Canada-specific strategy that drove world-leading iPhone adoption in the market. Prior to his role as Managing Director, Rogers led Apple's Carrier Channel business and the Consumer Retail business in Canada. Rogers started his career at Procter and Gamble, where he led relationships with Canada's largest national grocery retailers.

Rogers currently sits on the Board of Spins, a data, analytics, and insights provider for the natural, organic, and wellness-focused CPG and retail industries. He's also a Board member of the Ad Council, a leading nonprofit that leverages media, marketing, and partnerships to drive public service campaigns addressing critical social issues. Rogers is a graduate of Wilfrid Laurier University with a Bachelor of Business Administration.

SCOTTSDALE, AZ - Legend Produce, a trusted leader in premium fresh melons, is proud to announce the addition of mini watermelons to its renowned melon program. This expansion complements their successful full-size seedless offerings.

“We are always looking for ways to exceed our customer expectations,” said Barry Zwillinger, Founder at Legend Produce, in a recent press release. “Adding mini watermelons to our melon program is the natural step forward, building on the successful full-size program. Now we are a one-stop shop for everything from Cantaloupe and Honeydew to our specialty Origami and Kiss Melons, and finally our Full Size and Mini Watermelon Programs.”

Starting in the spring, the mini watermelons will be available through November. Growing regions will include Mexico, Imperial Valley, California, Central Arizona, and Central California.

“Working with the right growers during their best harvest windows has been our primary goal,” said Mr. Zwillinger. “This sourcing strategy allows Legend to continually offer the quality that we are known for in the industry.”

Legend’s stated goal is to provide watermelons on a year-round basis and is currently working to expand production in the winter months. “Legend is a relationship-first company when working with growers”, said Marco Ochoa, CFO of Legend Produce. “Most of our growers have been working with us for 20-plus years. As we expand our watermelon offerings, we are working with our existing partners as well as forging new relationships to make the program successful.”

Legend added that they have more exciting news coming in the next few months as they continue to revolutionize and energize the melon category.

For more information on Legend Produce, visit their website at www.legendproduce.com.