Why Consumer Demand Must Shape What Growers Plant | Ep. 146

What makes one fruit variety a commercial success while another struggles to find a market?In Episode 146 of the Lucentlands Podcast, Dewald Kirsten and Louise Brodie speak with Tom Barnes, President and CEO of Category Partners, about how consumer behaviour, retail strategy and market intelligence should inform production decisions.Recorded at the Hortgro Technical Symposium 2026, the conversation explores the connection between what growers plant, what retailers stock and what consumers ultimately choose to buy.Tom explains that growers must make long-term decisions before knowing whether sufficient demand will exist when a crop reaches commercial production. This is particularly challenging in the apple industry, where establishing an orchard requires significant investment and trees may take several years to produce commercially viable volumes.In the United States, consumers may encounter 14 or 15 apple cultivars in a single retail store. Within this competitive category, a good apple does not automatically become a commercial success. Branding, consistent quality, category management, retail support and consumer-focused marketing all influence whether a cultivar earns and retains shelf space.Cosmic Crisp® offers a valuable case study. Tom discusses the marketing investment and industry collaboration that supported its rapid rise in the United States. He also explains how increasing production has moved it from a highly differentiated premium product towards a more widely available staple.The conversation also considers the premium positioning of SugarBee®, the brand recognition achieved by Pink Lady® and the role of controlled supply in maintaining consumer interest and value.Tom examines how economic pressure affects fresh produce purchases. Consumers may reduce spending on organic products when confidence is low, yet they remain interested in distinctive flavours and memorable eating experiences. Social media and online influencers are also encouraging people to try unfamiliar products.However, producers may only get one opportunity to create a positive impression. If the eating experience disappoints, the consumer may not purchase that product again. Flavour, texture, freshness, consistency and correct handling are therefore essential.Food waste is also influencing shopping behaviour. Consumers are buying smaller quantities, shopping more frequently and showing greater interest in pack sizes that help them use the product before it deteriorates.Key insights•Why consumer demand should inform planting decisions•How category management connects growers, suppliers and retailers•Why growing performance does not guarantee market success•What drove the rapid growth of Cosmic Crisp®•How supply growth can affect premium positioning and grower returns•Why fresh produce marketing must reach consumers•How economic pressure affects organic and premium purchases•Why the first eating experience determines repeat demand•How food-waste concerns are influencing pack sizes•What blueberry growth reveals about health-led demand•What South African and American producers can learn from each otherThe central message is clear: growers must consider not only what performs well in the orchard, but also what consumers want to buy, eat and purchase again.Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/Podcast LinkedIn: https://www.linkedin.com/showcase/lucentlandspodcastSupport this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1This podcast is proudly sponsored by Agrarius. Find out more: ⁠https://www.agrarius.co.za/?ref=recR9vP8u5CYfEOek&utm_source=lucentlands&utm_medium=referral&utm_campaign=LucentLandsPromo⁠Visit our agricultural stock site: https://lucentlands.smugmug.com/