Last week the Campbell Soup Company announced that its recent investment in soup marketing paid off. This news is somewhat surprising. Nearly all research shows that consumers want fresh food. According to IRI, in 2017, fresh sales accounted for approximately 30.5 percent of all food sales, with produce, bakery, and deli meats accounting for most of the growth. This created a situation where companies like Campbells scrambled to pivot towards the perimeter of the grocery store — where fresh produce reigns supreme.