FRESH Congress, the annual conference and networking event for the European fresh produce business, has underlined its importance to the industry with a highly successful tenth edition in Copenhagen, Denmark on 23-24 May.
Attracting more than 160 of the trade's top-level executives and senior managers from leading companies based in a total of 20 countries, the annual meeting offered delegates valuable information about the possible future development of Europe's fresh produce markets.
It also provided those in attendance with excellent opportunities to meet and network with the industry's major players, including retail and wholesale buyers, importers, marketers, suppliers and service providers.
The conference's keynote talk was delivered by renowned Danish chef, restaurant owner and entrepreneur Claus Meyer, who gave an empassioned speech about the importance of seducing consumers into eating more fruit and vegetables.
Meyer was responsbile for developing and advancing the concept of New Nordic Cuisine, a movement that has created a positive reputation for the region's food and brought Copenhagen more Michelin stars than Rome.
Challenging the old 'discount, fast-food mentality' and an increasingly globalised food culture, Meyer said he had persuaded suppliers and consumers to help create a brand with 'vegetables at its heart and farmers as the new heroes'.
'Any country can make something out of its culinary heriatge, no matter how lousy it may be,' he said. 'Almost 30 years ago, I realised my life would be about trying to change the food destiny of my home country.'
He continued: 'Our fruit and veg used to be generic, mass-produced, unorganic, dispassionate. We have tried to inspire consumers and suppliers in order to make the New Nordic brand a reality.'
Other speakers taking part in this year's FRESH included: Hans Steenbergen and Arjan de Boer of Dutch consultancy Shoot My Food, who analysed the latest trends in the foodservice sector; Magnus Hjelmare, global brand director of Sweden-based vertical farming group Plantagon; and Catrina O'Brien of children's television producer LazyTown Entertainment, which is working increasingly with fresh produce companies to increase consumption of fruit and vegetables among young consumers.
Panelists participating in this year's event, meanwhile, represented some of the industry's leading players, including Univeg, Dole, Total Produce Nordic, Coop Trading, STC Greenfood, Bama Gruppen, Landgard, Driscoll's and Damco.
FRESH Congress is organised by Eurofruit, the international marketing magazine for fresh produce buyers in Europe, and Freshfel Europe, the European fresh produce trade association.
Now in its tenth year, FRESH takes place in a different European city each year. Previous congresses have been held in Paris, Venice, Budapest, Seville, Istanbul, Valencia, Antwerp, St Petersburg and Rotterdam.
All of the presentations from this year's FRESH Congress are now available to download from the official event website: www.freshcongress.com
A full report from all of the sessions at FRESH Congress 2012 will be published in the July issue of Eurofruit.
To reserve your copy, visit www.fruitnet.com/subscribe
