Organic items continue to be a growth driver in fresh produce, and Mission Produce is seeing that reflected in its key offerings — avocados and mangos.

Market research firm Circana has charted a 32 percent increase in organic avocado sales and a 154 percent boost in mango sales in calendar year 2025 compared with 2020 in multi-outlet reporting, according to Mission Produce in Oxnard, CA.

“By investing in organics, retailers can attract more engaged, intentional shoppers who are ultimately driving greater spend within the category,” said Jennifer Anazawa, senior director of trade and category development at Mission Produce.

Organic shoppers are “highly valuable” to fresh produce departments, she said, with organic produce category sales in 2025 up 17 percent compared with 2020. According to consumer research firm Numerator’s Insights Shopper Metric Report for calendar year 2025, organic avocado shoppers spent $81 on the fruit throughout the year, more than double the spending of shoppers who buy only conventionally grown produce.

The same trend holds for mangos, where organic shoppers spend more than three times as much, Anazawa said.

“The organic shopper tends to skew toward millennial families with higher household incomes, and we also see strong engagement among Hispanic and Asian consumers in urban markets,” she said. “They’re typically very health-conscious, environmentally aware and more likely to research and shop online.”

When it comes to promoting the organic category in fresh produce departments, Anazawa said clear signage, strong merchandising and digital engagement can all play a role “in helping organic shoppers feel confident in their purchase,” ultimately driving repeat purchases.

“Success in organic comes down to execution,” she said. “Retailers that integrate organic into their broader category strategy, rather than treating it as a separate set, tend to see stronger results.”

Mission Produce is seeing strong momentum in bagged organic avocados, which are up 41 percent over the past five years — and account for more than 80 percent of organic avocado volume, according to Circana’s report.

“For shoppers, bags offer convenience and value when buying for the week ahead, while for retailers, they can drive higher rings and help minimize shrink at the register,” Anazawa said.

Mission Produce offers a comprehensive mango program year-round, she said, with a full range of sizes and pack styles. That includes bulk fruit and value-added bags like its World’s Finest Organic Avocados and Mission Minis Organic Avocados, she said.

The company’s organic mango program ships seasonally throughout the year, importing from Mexico, Ecuador and Peru.

“As availability continues to expand, retailers have an opportunity to integrate organic options more consistently into their sets and merchandising strategies,” Anazawa said.

Mission Produce plans to display its entire avocado and mango product portfolio at the Viva Fresh Expo, including the newly rebranded World’s Finest and Mission Minis organic avocado bags. The annual convention and trade show is April 16-18 at the JW Marriott San Antonio Hill Country Resort & Spa.