Tricia Greyshock is President and CEO of the National Frozen & Refrigerated Foods Association (NFRA), where she leads efforts to strengthen the frozen and refrigerated food industries. She is focused on industry collaboration, consumer engagement, emerging brand development and preparing the next generation of food industry leaders.
The National Frozen & Refrigerated Foods Association is a Harrisburg, Pennsylvania-based trade association representing manufacturers, retailers, wholesalers, distributors, suppliers and logistics providers. With more than 80 years of history and approximately 450–475 member companies, NFRA works to grow the frozen and refrigerated categories through industry connections, consumer insights, education and national promotions.
NFRA reaches consumers through its Easy Home Meals platform, sharing recipes, meal solutions, nutritional information and shopping inspiration. The association generates approximately 2.7 billion annual consumer impressions through its digital, social and promotional efforts.
Under Tricia’s leadership, NFRA developed Penguin Pitch, a competition that gives emerging frozen and refrigerated food brands access to industry experts, product evaluations and feedback from major retailers. The grand prize includes an opportunity to showcase products at NFRA’s annual convention.
Tricia also launched the First Penguin Next Generation Leadership Program, which brings together rising industry professionals for leadership development, networking and collaborative problem-solving. Participants work on real industry challenges and present actionable recommendations at NFRA’s annual convention.
Consumer expectations of value have changed dramatically. Shoppers increasingly consider convenience, nutrition, portion size, versatility, shelf life and waste reduction alongside price. Frozen and refrigerated foods are well positioned to meet these demands, particularly as consumers balance financial pressures with the need for easy, satisfying meals.
The frozen aisle has evolved far beyond traditional TV dinners. Today’s products increasingly feature restaurant-quality meals, globally inspired flavors, chef-driven recipes and premium ingredients. Consumers can explore international cuisines and create elevated dining experiences at home without the expense of restaurant meals or delivery.
Convenience has become a basic expectation rather than a competitive differentiator. Consumers want foods that are easy to prepare but still deliver on taste, quality and experience. Innovations such as air fryer-friendly products, resealable packaging, individual portions and meal components that eliminate preparation steps are helping redefine convenience.
Health and wellness trends are creating new opportunities across frozen and refrigerated foods. Protein, fiber, gut health, functional beverages and portion control are influencing product innovation. GLP-1 medications are also changing shopping behaviors, with consumers seeking smaller portions, nutrient-dense foods and products that support specific dietary goals.
Traditional shopping patterns are becoming less relevant as consumers build meals using products from multiple grocery departments. Retailers and brands have opportunities to merchandise around eating occasions, such as quick breakfasts, family dinners and grab-and-go meals, rather than relying exclusively on traditional aisle categories.
The refrigerated aisle is experiencing significant innovation beyond traditional dairy staples. Protein-rich yogurts, kefir, functional beverages, adult snack packs and dairy alternatives are gaining attention. Cottage cheese is enjoying a resurgence as consumers discover new ways to incorporate it into recipes and increase protein intake.
Emerging brands face unique challenges entering the frozen and refrigerated categories, including distribution, cold-chain logistics and retailer access. Programs such as Penguin Pitch help smaller companies gain visibility, receive meaningful feedback and build relationships that can accelerate their growth.
Technology and AI are poised to transform grocery shopping and the cold supply chain. Tricia sees opportunities for smarter inventory management, personalized shopping recommendations, improved forecasting and more efficient logistics. As technology evolves, brands and retailers will need to experiment, adapt and use consumer data to deliver more seamless shopping experiences.
QUOTES
“Consumers absolutely still want value, but value no longer simply means finding the lowest price point or the largest pack size.” (Tricia)
“In the aisles, you’re not just competing against another brand. You’re competing against all those other forces out there too.” (Tricia)
“Convenience, it’s been redefined. It’s not just ready in five minutes anymore.” (Tricia)
“There’s no longer fine lines defined between the aisles. It’s more of a whole shopping experience.” (Tricia)
“There is no single definition of healthy anymore, right? It means something different to every single person.” (Tricia)
“The freezer has become a place of genuine culinary discovery. It’s almost like you get a food global passport if you go down the frozen aisle nowadays because you are seeing chef-inspired entrees, globally authentic flavors.” (Tricia)
“Convenience is now table stakes. It has to be, but it can’t come at the expense of experience.” (Tricia)
“Premium doesn’t have to mean expensive or elaborate. It can mean authentic flavors. It can mean a better texture. It can mean a thoughtful portion size or just an experience that feels worth it.” (Tricia)
“The broader expectation, I think, is that convenience should no longer feel like settling.” (Tricia)
“Seven out of 10 adults would rather have a smaller portion of a treat that they really truly enjoy and will spend the money to have rather than a larger portion of something they don’t want.” (Tricia)
“You have to try something, I think, to know if it’s the right path. You can’t be afraid to put your toe in the water and test some things, because otherwise you might get left behind.” (Tricia)
“At the end of the day, technology is just going to improve how we deliver the things that consumers want. It’s not going to replace them. I think that’s important to remember.” (Tricia)
