Top Trends in Fresh: Retaining the Base While Attracting the Shopper of the Future | May 16, 2024


Did you know only 10% of U.S. shoppers drive an outsized sales share in each fresh foods department? These base customers are entering their empty nester and downsizing years. Fresh foods have a huge opportunity to keep their base happy while turning toward younger shoppers and smaller, more diverse households to fuel future growth.

Experts from Circana and FMI will share their latest perspectives on the total food and beverage space for the first five months of 2024. Discover opportunities to connect with the shoppers of today and tomorrow across an increasingly fragmented populace.


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Jonna Parker

Principal II Fresh Foods


Jonna has been an innovator in the fresh foods space for nearly two decades driving the evolution of consumer-centric decision making and big data analytics throughout the perimeter. She has worked extensively in each perimeter department: Meat, Bakery, Deli, Produce, Seafood, Dairy and Floral with both suppliers and retailers. Jonna joined IRI in 2016 and leads IRI’s Fresh COE focusing on solution enhancement, thought leadership and client consultation across both suppliers and retailers. Jonna graduated with highest honors from Bradley University with a degree in public relations and marketing and lives in Phoenix, Arizona.

Kelly Krumholz

Consultant, Perimeter


Rick Stein

Vice President, Fresh Foods FMI

FMI - The Food Industry Association

Rick Stein joined FMI in 2014, and is responsible for developing a portfolio of services and activities to assist members in formulating and executing their fresh food strategies.  These categories include everything from  – dairy, frozen, meat, poultry, seafood, and produce to service departments – deli, bakery and fresh prepared meals and related solutions for take-out or in-store dining.

Prior to joining FMI, Rick spent 35 + years in a wide range of retail grocery merchandising and marketing responsibilities.  Most recently Stein was the Vice President of retail marketing & merchandising execution for Safeway Stores, Inc.  Previously he held both divisional and corporate responsibilities in his tenure at Safeway in retail/store operations, category management, sales, marketing/merchandising, and strategy development. He has experience in virtually every facet of the retail food business and helped lead Safeway to achieve operational excellence and increased market share and revenues.Stein graduated from the University of Maryland with a bachelor of Arts in Behavioral and Social Sciences.  He has earned continuing educations credits in marketing, merchandising and management, most recently with the Disney Institute. Rick serves on numerous nonprofit boards such as the MDA, Children’s Cancer Foundation and Easter Seals of DC/VA/MD. 


Top Trends in Fresh: Retaining the Base While Attracting the Shopper of the Future
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