How are preparations for FL 2011 going? What are your expectations in terms of exhibitor numbers for the coming event?

The preparations by our team of 65 representatives around the world, who cover 140 countries together with our core team here in Berlin, are progressing very well. We expect a slight increase in the number of exhibitors for the coming event. In a general environment of consolidation, this is an excellent prospect. More important than this, however, is the fact that what really matters at the end of the day is the quality of the individual trade buyers and exhibiting companies who attend and the contacts and business they make.

What events are running alongside the show that visitors should look out for?

As ever, we have a full programme of events, but if I had to pick two events, I would pick the Fresh Produce Forum, which takes place on Tuesday 8 February 2011 and this year will focus on the subject of “the true value of food in the discount era”. Prominent speakers from the food sector and the political sphere will be discussing the importance and value of our food today and how this can be communicated more effectively to the consumer. The other is the Hall Forum event: “Water - making the most of a limited resource”, which takes place on Thursday 10 February 2011. We all know there are big issues such as this on the long-term agenda, but when it is going to hit us, what effects it will have, and how can we prepare, are just some of the questions that will be tackled.

Have you noticed any changes to the type of individual visiting the show in recent years? Are retailers more involved now?

Retailers, wholesalers and importers have always been closely involved as trade visitors, and I am pleased to say that this is still very much the case with the range of countries and continents that they come from having increased. Disintermediation, which has increasingly been a factor not only in the general business environment, but also in the fresh produce sector, has meant that we have also seen a growth in the number of producers and exporters who visit as they want to see where the market is heading so that they are better geared up to be able to supply it.

What’s your opinion on the state of the fresh produce industry at the moment? How well do you feel the industry has survived the recession?

The general business environment remains tough. Beyond this, however, it seems to be a bit of a mixed bag. What products, what varieties at which time of the year in which markets define the size of the opportunity as well as the challenge. My feeling is that the industry has proved to be very resilient as a whole, but at the same time there have been some clear shifts and realignments which have benefited some at the expense of others.

In 2010, the FL Innovation Award entries very much had a focus on practicality and added value. What sort of themes can we expect to see among the 2011 finalists?

Added to the two elements you mentioned, I think consumer appeal and increased efficiency will be overriding elements. Needless to say, that all depends on who decides to throw their hat into the ring. There certainly is no shortage of high impact products and services that have been brought to market over the past year.

How do you see the fresh produce trade evolving over the next few years from a global perspective?

I see the established markets (North America and Europe) as remaining relatively stable, while new markets in Asia and the so-called emerging world show good growth. This is likely to have an impact on the fact that supplier groups and nations may start to have real options and alternatives as regards to which market they deliver to, which in turn may start making things slightly trickier for buyers sourcing for the established markets.

What’s your biggest organisational challenge at Fruit Logistica?

The challenge of ferrying 25,000-plus people from our exhibition grounds to the city centre within a 120-minute time frame at the end of each day of the event.

And your favourite aspect to Fruit Logistica?

The sheer diversity of people and companies at the event, coupled with the knowledge that the encounters and meetings they have at the event have a real impact on their businesses, and what the consumers all around the world see and buy in their food retail stores.

FPJ readers wishing to visit Fruit Logistica 2011 can take advantage of a special rate from early November. For more details email info@fruitnet.com.

REVEALING THE NEXT BIG INDUSTRY BREAKTHROUGHS

Fruit Logistica’s Innovation Award has become seen as one of the most coveted prizes in the international fresh produce category. For the sixth time next year, entrants will try to follow in the footsteps of last year’s winner (above), the Arils Removal Tool for pomegranates, and former winners such as Enza Zaden’s sweet green pepper, Nunhems Netherlands’ intense beef tomato, the Vitamini’s vegetable snack by FresQ/Rainbow Growers and Rijk Zwaan’s Salanova lettuce.

Experts will select the 10 finalists, which will then be voted upon by visitors to the show and the winner announced at a ceremony on 11 February 2011. To qualify for entry, products have to have been released to market between 1 November 2009 and 31 October 2010.