Private Label Value‐Added Produce Outpaces National Brand Growth

In the last six months, total private label value?added produce grew 10 percent in unit sales, reaching 30 percent share of the category. By contrast, branded value?added produce sales declined 3 percent for the Irwindale, Calif.-based maker of both branded and private label produce. Value?added salads and fruit private label unit sales grew 16 and 18 percent, respectively, and now make up about one quarter of the sales in their segments.