Retailers are unlikely to change their attitudes to the cosmetic appearance of fruit and vegetables, according to Steve Ridge, Somerfield’s technical solutions director.
Ridge told Re:fresh Conference delegates that consumers shop with their eyes.
“We all start the shopping experience by looking at the produce, and that first impression is vitally important. People are looking for colour and appearance and if it’s not right, they throw it to one side,” he said.
“Consumers pick over the produce, looking for what looks best. Customers know what they want, and anyone who doesn’t give it to them will lose market share.”
However, John Foley, former director of fruit, vegetables and horticulture at Waitrose, disagreed, saying taste was the key factor.
“There just isn’t enough focus on eating quality, get that right and then every other piece slots into place.”
He said in the future, he expects all fruit to be grown to organoleptic standards, although he admitted the concept would be a challenge for the sector. “But the market will adjust, and it’s that good eating experience for the youngsters that we want. Like the Jesuits, get them while they’re young and you’ve got them for life.”
Another solution to meet all of consumers’ needs was put forward in a rallying call for GM produce.
Dick Brighten, former president of the Fresh Produce Consortium, said: “If you want fewer chemicals, healthy and tasty products that are cosmetically perfect, then we should be promoting to consumers what the benefits of GM foods are.”
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