Understanding price fluctuations of fresh fruit and vegetables helps consumers in making qualified purchasing decisions, so it is crucial that shoppers understand the factors contributing to these produce price changes.
That is the verdict of Freshfel Europe, the European Fresh Produce Association, which has outlined the importance of knowledge, education and experience in enabling consumers to understand these price drivers and value fresh produce accordingly.
According to surveys carried out by Freshfel, consumers used to having a large, diverse range of produce on offer year-round at retail may be surprised by price variations resulting from the different factors impacting the supply chain, and could struggle to put them into perspective.
'This is indeed not a simple undertaking for consumers and education and knowledge are needed in this respect, as prices reflect a huge variety of different elements,' said Freshfel general delegate Philippe Binard. 'There exists a natural lack of homogeneity of the price with fluctuations throughout the year, countries, final outlets etc.
'It is not only the market or the consumer demand, but aspects such as weather, seasonality, and purchase location, the cost of energy as well as the quality, origin, packaging, brands and many other factors that all influence the final price,' Mr Binard noted.
Freshfel highlighted the elements that impact price, starting at the production level with climate contingencies such as frost, heat, rain and drought, as well as potential pests or plagues. Price is also influenced by the time of purchase, market elements such as differences in supply between regions and countries, shortages, abundant supplies and interdependencies among product categories.
At the demand level, meanwhile, influences include variety, size, packaging, brand, product maturity, demand for practices such as Fairtrade or organic, and promotional activities, Freshfel noted, with price also impacted by logistical constraints place of purchase and, crucially, the overall economic environment.
'Consumers tend to point their fingers at the disadvantages of price fluctuations,' Mr Binard explained. 'However, these variations reflect a basic reality for a product that stays fresh and perishable.
'Fresh fruits and vegetables remain 'cheap' compared to other competing products and consumers will always be able to find on the market fruits and vegetables at all prices, enabling them to adapt their purchases according to their means to consume at least 400g of fruit and vegetables a day,' he concluded.
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