CEO, Wada Farms Marketing Group
Bob Meek, CEO of Wada Farms Marketing Group, believes the future for the produce industry will look bright if we get a better understanding of Millennial consumers. "Millennials are looking for more than a product," said Meek. "They are looking for an experience and want to know the story behind that product. It's our job to introduce them to our story and farmers." Meek explains that it's critical for the produce industry to understand these consumers' motivation to purchase fresh fruits and vegetables. These consumers are often motivated by convenience. They tend to purchase value-added products that take less time to prepare.