Freshfel Europe has expressed its concerned at the results of its latest Consumption Monitor, which it has said shows an 'alarming downward trend' of consumption patterns across Europe in the last decade.
Between 2000 and 2010, average fresh produce consumption has decreased by 100g, the equivalent to a full portion per day per capita, with the association saying that only a 'multi-dimensional approach, avoiding oversimplification' will aid stakeholders in reversing the situation.
Freshfel pointed to what it describes as a 'misconception' among consumers that fresh fruit and vegetable prices are high, as well as growing competition from ready-to-eat, convenience and out-of-home consumption, while adding that a lack of penetration of fresh produce into the foodservice sector is also of concern.
'The sector is weakened by its fragmentation and limited marketing budget, posing a disadvantage compared to major agrifood businesses,' Freshfel said in a statement. 'Under such circumstances, the lack of a unified and homogenous message to consumers, as is currently the case through e.g. all the different '5-a-day' messages in Europe, is hampering the efficiency of a clear communication to European consumers.
'The sector is also struggling to valorise the image of its products, and highlighting the pleasure and enjoyments of consuming fresh produce, while other agrifood businesses keep (mis)using fresh produce assets for marketing their products, appropriating the positive image of fresh fruit and vegetables despite having none or little actual content (as shown by the 'Where is the fruit?' 2010 study by Freshfel),' the association added. 'Added to this, addressing simplified messages on food safety that sometimes appear in the media, leaves the sector with only limited possibilities to rectify accusations once they reach out.'
However, Freshfel noted that several recent surveys had confirmed that consumers were ready to increase their fresh produce intake, driven by a demand for a healthy, nutritional diet.
'The sector needs to size these opportunities and profile fresh produce’s image to consumers and decision makers,' said Ramon Rey, president of Freshfel Europe. 'A collective communication taking 'fresh produce' as a category is needed. At Freshfel, we certainly support this approach and are making available the “Enjoy Fresh” Platform (www.enjoyfresh.eu) to this end.'
The association said that innovative synergies and cooperation need to be generated to turn around consumption trends, and noted that it was counting on support from the whole fresh produce sector together with the health and scientific sector, as well as public authorities at different levels.
'Freshfel is seeking a broad support to its ambitious project of giving a fresh start to the consumption of fresh fruit and vegetables,' said Philippe Binard, general delegate of Freshfel. 'It therefore urges everyone not yet involved with Freshfel to join forces with the 'Enjoy Fresh' project which aims at bringing to consumers the positive story of fresh produce and to identify with clear and simple messages all the consumption benefits. Unlike other products, consuming fresh fruit and vegetables can and should be made without limitations.'
