The NFU horticulture board chair Ali Capper said the fresh produce industry needs to improve the marketing of its products in the wake of Brexit.
Speaking at the NFU annual conference in Birmingham yesterday, she told an audience that growers need to “tune in” to what consumers want.
On a day in which labour shortages, trade agreements and food standards featured heavily, Capper reminded growers that there were things British suppliers could do regardless of Brexit’s anticipated challenges.
“When the changes come, we have got to be ready to adapt. One thing on our side is that more consumers do want to buy British, and retailers want to buy British to enhance their brands,” she said.
“We need to look more closely as to how we can sell fresh produce to the consumers. We need to tune in to what consumers want.
“Whether it's marketing or packaging solutions, we need to communicate much more clearly the benefits of eating fruit and vegetables.”
Earlier, Defra secretary of state Michael Gove revealed a consultation paper would be released “shortly” outlining possible agricultural policy direction going forward.
At a later discussion, the chair of the environmental, food and rural affairs select committee Neil Parish MP, admitted that Defra does not “give enough say to horticulture”, promising to include it more going forward.
