The second of a two-part session on the Fresh Produce Forum stage looked at what must be done to match the expectations of retailers, consumers and policymakers
A special two-part session took place on the Fresh Produce Forum state at Fruit Logistica, exploring groundbreaking innovations in fresh produce and explaining how advanced technologies and breeding techniques might shape the category in future.
Hosted by Fruitnet’s Chris White, it looked at how new types of fruit and vegetable could meet all of the challenges and needs of what is a rapidly changing world.
The second part of the session took the form of a panel discussion, involving Bauke van Lenteren of Rijk Zwaan, Luc Vanoirbeek from VBT/Copa-Cogeca, and Maria Wieloch of retailer Ica.
Central to the talk was the question of what must be done to ensure fresh products and supply chains matched the expectations of retailers, consumers and policymakers.
White noted that, based on previous discussions about improvements in genetics, the technology to develop new and improved products at a faster rate was now available – a sentiment van Lenteren agreed with.
”For us it’s really important that the fundamental research to build our toolbox of techniques that we can use, is done as an industry, together,” she said, pointing to Rijk Zwaan’s partnership with Keygene. “Everybody needs to learn about how these pathways work and how we can use the technology, and it’s better to do that together.
“Some of these techniques we use already, the ones that are allowed here in Europe we have used for some time,” she continued. ”The most important thing is you can only use that technology if you know where that’s happening on the genome, and what’s happening inside that plant at a certain time. Then you can improve on the plant by design.”
Vanoirbeek expressed optimism for the future when it came to the development of technology, and called on the industry to embrace new opportunities.
“To be honest, I am excited,” he told visitors. ”What we have to do is leave the field behind. It’s crystal clear we have to do something. What is the challenge at this moment for a grower? We have to do more all the time, we have to produce more, higher quality, sustainable, and with less tools.
”So please, everyone who is here, let’s embrace this new technology, it is clear we need these things,” he continued. ”The risk is that we are falling behind in the world, and that is the fear I have. The toolbox for producers is getting smaller. We have to invest in innovation, not be afraid of it.”
Wieloch spoke about the relationship retailers had with consumers, and how Ica delivered a positive message on fresh produce.
There are two ways to look at this,” she commented. ”Normally we say ‘from farm to fork’, and it’s a very beautiful and romantic narrative that has a time and a place. But as an industry we need to flip this and talk about ‘from fork to farm’.
“We get approached by many companies with the best, most innovative products, the most resistant seeds and more, and then we have to choose and sell to the consumer. But I would like to turn that around – what does the consuner want? How does that fit into the supply chain?
”Collaboration is going to be so important, because we cannot go easily from the traditional push mentality, which is very normal in this industry, to a pull mentality,” Wieloch noted.
Cost was also a key consideration, she said, with consumers looking for value as well as taste and sustainably-grown products.
