Earlier quoted context omitted.
Better quality only helps if customers are willing to pay more. A lot of crops are sold through middlemen as undifferentiated commodities.
If there were a way to differentiate higher quality food in the store it doesn't need to cost more. People will prefer the higher quality produce and the low quality producers will need to adapt or die.
I'm envious of Japan's 'designer produce' tied to their gift culture. America doesn't really have much "This fruit is so much better, people are willing to pay 10x+ for it". I think our food system would be much better if we had $20 versions of all produce to get people to stop treating produce as fungible commodities.