This spring, we are turning up the dial on fresh produce purchases.
Enticing consumers to enjoy more produce boils down to two simple factors: motivation and inspiration. Luckily for our industry, motivation is inherent to the fresh produce arena, as the nutritional benefits of fruits and vegetables have long been touted and harnessed as a crucial vehicle for promoting consumption. While motivating consumers to enjoy fresh produce through a nutritional lens is a proven success story in terms of driving sales, retailers and foodservice operators alike should embrace inspiration as another channel for driving demand—as seen in the influx of fresh-forward recipes that have gained steam on social media platforms like Instagram, YouTube, and TikTok.
So where does the heat come into play, you ask? In its annual food trend predictions for 2025, Fresh Thyme Market noted a surge in consumers seeking spicy foods, stating they are more often gravitating toward complex flavors and heat from fresh chilis and a variety of hot sauces.
At the retail level, I envision dynamic displays with engaging point-of-sale (POS) materials showcasing recipes that bring the heat. After all, the journey to enjoying a spice-enhanced meal can often lead right to the fresh produce department. How can shoppers elevate an already enjoyable dish with the deliciously spicy addition of a Jalapeño or Serrano pepper? How can they take an indulgently sweet fruit like mango, watermelon, apples, or berries and add a uniquely savory twist that packs a punch? The success of Tajin® seasoning in the produce department is another prime example of what can be achieved when we embrace heat and its ability to elevate fruits and veggies.
You can even cross-merchandise spicy seasonings or ingredients for recipes of varying heat levels, thus appealing to a wider range of spice enthusiasts.
These opportunities don’t stop at retail. Foodservice operators can also tap into this rising trend while centering fresh produce as the vehicle for optimum heat. In the National Restaurant Association’s 2025 “What’s Hot Culinary Forecast,” the organization pointed to the rise of hot honey, a delicious condiment that brings the perfect balance of sweetness and heat. In my search for at-home dinner recipes, I’ve already seen hot honey enhance the flavor of a variety of items, from carrots to potatoes, broccoli, cauliflower, and squash.
With consumers in search of more dynamic flavor profiles and a rush of heat to satisfy their spicy cravings, produce is one category primed to take advantage of this continuously growing consumer demand. So bring on the heat! 
