What is foodservice? A complex and fragmented marketplace, but one filled with opportunities for switched-on suppliers.

The foodservice sector is anticipating significant growth over the next three to five years. It’s the fifth-largest consumer market, and the general consensus within the industry is that by 2035, it is set to grow from the current rate of 34 per cent of consumer spend to 50 per cent. However, bear in mind that this figure is based on the American model, and the UK market is driven by different consumer factors; namely, indulgence and convenience.

Owing to the rising popularity in out-of-home eating and growing dependence on convenience foods by a largely cash-rich, time-poor population, the traditional family meal is almost a thing of the past. Snacking and convenience foods are the main method of refuelling for most families.

Major operators are increasingly looking to work with dedicated foodservice suppliers. Healthy-eating concerns and food production scares are forcing operators to think harder about supplier reliability, local sourcing and authenticity. Today’s consumer demands choice, quality, and above all, convenience.

The government’s 5 A DAY campaign and the Jamie Oliver effect in the education sector have had a strong influence, along with the emergence of “Flexitarians”; consumers choosing the vegetarian option, even if they are primarily meat eaters.

As fresh produce suppliers, we are confidently flying the flag. Fresh produce is the most convenient food of all. With more than 300,000 prospects and many different routes to market, foodservice can be a confusing sector to understand. More than 2,500 groups account for 40 per cent of the market, with over 200,000 independents making up the balance. Foodservice can be split into two sectors: the profit sector - restaurants, cafes, hotels and pubs, leisure and pleasure; and the cost sector - catering within education, healthcare, the public sector and industry.

So who is winning and losing? Casual dining offers the biggest growth potential. Pubs remain the number one eating-out destination, where consumers believe that they are enjoying the best value for money. Gastropubs are the fastest-growing sector of the restaurant market, and with the imminent smoking ban, this looks set to increase.

Fresh produce within foodservice still has a long way to go. The public sector, for example schools, hospitals and prisons, will always be up against tight margins, but to win those long-term contracts, we need to educate procurement managers that fresh is best and convince them we can reliably supply produce within budget. The whole school approach to healthy eating should have a positive long-term effect on kids’ health.

Look at MacDonald’s, and other fast food chains who now sell salads and fresh fruit. They may have done this as a canny piece of marketing - however, it is a step in the right direction.