The data released by Plimsoll this week revealing that a large proportion of companies in the fresh produce sector are in rude health and returning to rapid growth post-recession is hard to equate with some of the stories we hear from you, our readers, on a daily basis.

While the latest figures from the industry analyst may imply that a sustainable recovery is well underway, anecdotal evidence suggests that it is far from easy to make a living in fresh produce at the moment. Climatic issues and exchange rates are really taking their toll on UK trade, making life extra hard after the recession.

We can expect greater levels of consolidation over the next few months and beyond, with more than one industry pundit recently predicting an imminent wave of merger and acquisition activity.

It’s easy to read the Plimsoll figures and think we are beyond the worst, but in fact it would be disingenuous to dismiss what we hear from traders working on the ground every day on the basis of a collection of data. The produce industry is not out of the woods yet and the challenges we face in moving forward are not to be underestimated.

However, this is a vibrant, dynamic sector with plenty of opportunities for growth. It’s simply a question of nurturing those opportunities.

Oh, and if any of you are still wondering... yes, the Katie Price puts melons up front story published on freshinfo last week was, indeed, an April Fool’s gag. I am sure most of you shrewd dudes spotted it. If not, gotcha...

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