Oxnard, Calif. – July 20, 2026 – Mission Produce, Inc. (NASDAQ: AVO) (“Mission” or “the Company”) a world leader in sourcing, producing, and distributing fresh Hass avocados, today announced it will bring new category insight to the International Fresh Produce Association (IFPA) Foodservice Conference in Monterey, Calif., July 23–24, 2026, spotlighting the growing opportunity avocados hold as protein reshapes how consumers shop and eat.
“Protein is no longer just a trend—it’s the lens a huge share of shoppers and diners are using to drive their food decisions,” said Galen Johnson, Senior Director of Sales at Mission Produce. “While avocados aren’t a high-protein food themselves, the data shows avocados go hand-in-hand with protein-forward baskets and menus.¹ That puts avocados right where the growth is, and Mission is ready to help our partners turn that momentum into sales.”
Protein and healthy eating have become defining forces in how consumers shop and eat. Sales across protein categories climbed roughly 10% in 2025 versus 2024, and about 70% of Americans now say they’re actively trying to eat more protein.²,³ The rise of GLP-1 medications is only accelerating the shift, with a majority of users seeking high-protein meals made from fresh, simple ingredients.⁴ That behavior is creating clear opportunity at retail: avocado-buying households overlap heavily with protein-buying households—and avocados rank in the top 3% of baskets for protein-focused shoppers.¹
The same momentum is reshaping the menu. GLP-1 users report ordering more fresh produce when they dine out,⁵ and Mission anticipates this shift will open ongoing opportunities for operators to build more balanced, protein-forward menus—where avocados add the creamy texture, healthy fats, and craveable appeal diners are looking for.
To bring the “protein-meets-produce” story to life, Mission will unveil a new protein-forward recipe featuring avocados and mangos, developed by Executive Chef Amalia Scatena, offering operators a flavorful, balanced concept they can carry back to their own kitchens.
Mission Produce will be at the IFPA Foodservice Conference at booth #520, Calavo Growers at booth #518, and Calavo Foods at booth #218. For more information or to schedule a meeting, contact SalesReps@missionproduce.com.
End Notes:
- Numerator Insights, Basket Affinity Report, L12me 5.31.2026. Protein Shopper = shoppers who bought Meat, Eggs, & Protein-marketed categories in the L12m.
- Numerator Insights, Shopper Metrics Report, L12me April 2024 vs. years ago.
- Morgan Stanley Research, Protein Consumption: More Room to Boom (Global Insight, January 28, 2026); 2025 IFIC Food & Health Survey; Euromonitor; USDA Dietary Guidelines for Americans 2025–2030.
- Rethinking Consumer Appetite for Restaurants: How GLP-1 Medications Impact Guest Behavior; Numerator Instant Survey, 750 GLP-1 Users fielded on 5/27/2025.
- GLP-1 & Restaurants: Shifting Habits, Not Shrinking Demand; National Restaurant Association, May 20, 2026.
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