Freshfel Europe has called on Europe's fresh produce industry to put a 'complicated and challenging' year behind it, and has said that it will take the lead in stimulating consumption and remedying the negative impact seen in 2011 through a series of initiatives over the next 12 months.
The organisation highlighted an accumulation of factors that contributed to a tough 12 months, such as economic and financial uncertainties, the E coli crisis, the production overlap in the market and a lack of consumer confidence.
'In this context of troubled waters, Freshfel Europe has played a crucial role in defending the interests of the sector and serving the industry to the best of its interest,' said Ramon Rey, president of Freshfel. 'Freshfel Europe acted as a unique platform to join forces and foster renewed confidence, doing the utmost to find adequate responses to the 2011 challenges.'
Regaining consumer confidence and market share are imperative this year, and Freshfel will continue its efforts to build the most favourable environment to stimulate consumption by implementing a number of activities, starting with a continued press campaign to highlight that it is time to 'Enjoy Fresh!'.
'After the very positive outcome of our media campaign last year, we will continue our enhanced press activities in the first half of 2012,' noted Freshfel's head of communication and industry policy Sebastian Kruse. 'Freshfel will demonstrate and underline that fresh fruit and vegetables not only have a wealth of great assets when it comes to issues such as nutrition and health or climate change, but are most importantly offering a great variety of different tastes and textures at an affordable price and are a pleasure to eat!'
Rey highlighted the importance of raising the profile of the sector, and said that Freshfel was aiming to consolidate its 'Enjoy Fresh' concept into an effective pan-European platform of cooperation for public and private stakeholders.
Meanwhile, Freshfel has earmarked several events this year, such as the 50th anniversary of the Common Agricultural Policy (CAP), the debate on CAP post-2013, or new legislation on the promotion of agricultural products, as occasions for refocusing EU policy towards market actions that could influence consumers towards healthier eating habits.
'The year 2012 will bring multiple opportunities to influence a change and rectify public policies, hopefully leading to a positive market environment for the fresh produce industry,' said Luc Clerx, chairman of the Freshfel promotion, communication and image committee. 'Freshfel will work closely together with public authorities to ensure that the needs and specific characteristics of the sector are taken into account in any policy developments. Joint efforts in a strong public-private partnership are needed to ensure European citizens are again enjoying fresh.'
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