40 • July | August 2026 • abasto.com Summer is Here! Fresh Produce Takes Center Stage at the World Cup S ummer is the season of fresh, and this year the produce in- dustry is celebrating more than a bountiful basket at retail. June kic- ks off a marathon journey of global proportion kicks off for produce pro- motion. Retailers and their vendor partners will reap the reward if they play it right. Exuberant soccer fans from 48 countries around the globe are set to take over stadiums and cities across North America throughout June and July, putting their fandom front and center. Although opportunities for FIFA licensing on packaging has long past, the celebration of cultures and countries is upon us. And it won’t end after the final match on July 19. Following the 2026 FIFA World Cup comes another global sporting event that will bring even more athle- tes and fans to the U.S.: the 2028 Summer Olympics in Los Angeles are expected to feature nearly 200 coun- tries and more than 11,200 compe- ting athletes. Every one of these athletes and their fans will need to eat. And al- though travel generally equates to adventure, the long-haul of an athle- tic performance away from home re- quires some creature comforts. And what provides more comfort than food. Retailers and their produce part- ners should consider several ways to make the most of this cultural mo- ment. Athletics are Eating Events If you’ve experienced the lift of the Super Bowl as a celebratory event surround by food and culture, then you’re in for a treat. An influx of 1.2 to 1.5 million fo- reign fans are expected to travel to the United States specifically for the 2026 World Cup, and roughly 5 mi- llion total international visitors du- ring the tournament. Take advantage of the tourna- ment’s match schedule, teams, and cultural moments, and turn them into sales. Bring a taste of home to the fans and feel the lift. Get off the Bench Your brand may not feel aligned with athletics, but it’s not the sports them- selves that you are aligning with. It’s the fans. Don’t stay on the sidelines, be- cause over the next 24 months, the world will gather in North America. Consider LA28 licensing to lift a product line. Then meet your sho- ppers online where they’re frequent- ly inspired by food and culture. Get in the Game Sometimes it’s the celebration out- side of the stadium that creates cultural moments more than what happens during the match itself. Pro- duce can find a home during public watch parties and tailgates where fans are gathering in droves. Take the sampling out of the store and to the masses where food and fandom collide! The United States imports more fruits and vegetables than it produ- ces. The food on our shelves comes from around the world, and for the next three summers, so will fans from 200 countries. A global cultural moment is upon us as well as an opportunity to show- case the quality products that we produce coast to coast. Revisit your marketing plans to ensure you’ve left time – and budget – to capitalize on the multifaceted moments that kick off this June. • ADVICE POR: MARY HESLEP TEN ACRE MARKETING