Beyond the vine: Breeding better grapes
August 19, 2021 | By Andy Higgins, CEO of IFG
Last year, Mintel released its robust market research report on how today's consumers approach nutrition. Among various diet assessments, eating habits and affordability, the findings revealed that even the most discerning consumers valued taste above all. Providing consumers with an incredible eating experience is IFG's mission statement, which proves that we as innovative breeders are on the right path, based on Mintel's report.
With so many options in supermarkets today, most consumers have multiple brands to choose from that meet their nutritional and budgetary requirements. What Mintel's report does for us, however, is give consumer insight that supports why many fruit-breeding companies focus more on innovating new and diverse flavors to appeal to consumers' preferences. Buying fresh produce is high on the demand for consumers. Most importantly, the produce section provides consumers with more choices and inspiration to be creative by trying new textures, flavors, or recipes to feed themselves or their families. As a breeding company, we are focused on taking our consumers on that creative culinary journey, so they return to the store for more.
