The Biggest Opportunity in Fresh Produce: Winning the FIFA World Cup 2026 Consumer

This week's Global Fresh Series takes you to the biggest stage—that could also be fresh produce's biggest opportunity, the FIFA 2026 World Cup to explore how growers, marketers, retailers, commodity boards, and foodservice operators can leverage the world's biggest sporting event.

With 48 nations competing across the United States, Canada, and Mexico, billions of viewers, millions of visitors, and six weeks of celebrations, the World Cup is far more than a sporting event—it's a global food occasion. Every match creates opportunities for family gatherings, watch parties, restaurant visits, retail promotions, and culturally inspired meals and it may represent the largest consumer engagement opportunity in a generation.

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