In a bid to boost consumption of fresh fruit and vegetables, the industry must now decide whether to spend its scarce resources on tried and tested methods of consumer promotion or on supporting new science-based schemes that have already shown remarkable results.
That is the stark choice that faces the fresh produce business today, according to Freshfel Europe's vice president Douglas Henderson in his concluding remarks to FRESH2003 delegates. Europe's new annual event for the international fresh produce business was organised by Eurofruit Magazine, and Freshfel Europe, the European fresh produce trade association.
"It's the choice that faces us today," said Mr Henderson. "Consumer promotions offer some short-term gains in demand while the alternative is the opportunity to change dietary habits that secure permanent increases in consumption of our products."
Some 390 delegates from 28 countries attended FRESH2003 in Paris from 1-3 October 2003 where the focus of discussion and debate was on the European
consumer. Conference sessions, which included a mix of keynote presentations, case studies and expert discussion panels, allowed delegates to investigate the issue from the perspective of the entire supply chain, with contributions from food retailers, service providers, as well as leading producers and exporters.
This launch edition of Europe's new annual conference event for the international fresh produce business involved speakers from leading European food retailers
such as Edeka, Kesko and Monoprix, large international produce marketers such as Del Monte, Anecoop, Prince de Bretagne, Fyffes, LAVA, Sun World and Apofruit as well as key service providers such as Atlanta and The Greenery. FRESH2003 also featured keynote presentations from food industry academics
and marketing consultants.
FRESH2004 takes place on 2-4 June 2004 in Venice, Italy. The conference programme will be available shortly.
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