More than two-thirds (67%) of consumers responding to The Packer's 2019 Fresh Trends survey said they were buying more fresh fruits and vegetables than last year, and 73% said they were buying a larger variety of fresh produce than 20 years ago. Changing consumer expectations are driving fresh produce demand and sales, with more consumers indicating a preference for buying items with a "fair trade" label (59%) and for locally or regionally grown produce (55%).