In the US, the United Fresh Produce Association has announced the publication of the Image of Fresh-Cut Toolkit, which contains 'valuable marketing strategies and resources' to help processors streamline their efforts to emphasise the value of fresh-cut and value-added fruits and vegetables.
The toolkit was a multi-year endeavour lead by United Fresh's Fresh-Cut Processor Board, in response to market challenges within the segment.
'There are a number of fresh-cut processors in the marketplace, both domestic and international, that vary in size from multi-national to single-facility smaller operations and may specialise in certain commodities or products,' said fresh-cut board vice-chairman Tony Freytag. 'We wanted to provide a resource where these processors could see how certain marketing programs or other ideas have or haven’t worked.'
According to United Fresh, consumer data in the US has indicated hesitancy towards fresh-cut produce over the last several years, so toolkit materials were crafted to deliver messages that would best showcase the positive attributes of fresh-cut produce. By considering data on how political, social and environmental issues affect produce consumers’ opinions and purchasing behavior, the toolkit provides the resources to build confidence among retail and foodservice customers and consumers, and ultimately increase market growth.
'The fresh-cut industry was surprised and greatly concerned about the data that conveyed negative consumer perceptions about our products,' said Jan Berk, vice-president, San Miguel Produce, and chairman of United’s Fresh-Cut processor board. 'In creating a unified effort and voice on the benefits of fresh-cut produce, the industry reinforces consumer confidence and promotes increased consumption of healthy, fresh produce.'
