Value-added produce is the big growth area when it comes to selling brands in the produce department, according to retailers and suppliers interviewed by SN. a New York-based market research firm. That number easily doubled or tripled in 1993, according to industry observers, with the majority being marketed at retail in packages emblazoned with brand names. "Value-added produce will be 25% of our business by the year 2000," said Jim Richter, director of produce at Marsh Supermarkets, ...

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