Freshfel Europe has pledged to address stagnating consumption levels of fruit and vegetables, with the pan-European school fruit scheme and a solid communication strategy to build on the positive image of fresh produce.

At its annual general meeting held last week in Valencia, the European trade association outlined its priorities for the coming months, which include working to implement the School Fruit Scheme and addressing consumer challenges relating to price perception, nutritional labelling and produce safety.

Freshfel president Ramon Rey said: “In times of economic crisis, fresh fruit and vegetables remain affordable compared to other food items and also represent a healthy option for consumers.”

Freshfel will also continue to call for clear rules concerning marketing standards, advocating reference to UN/ECE marketing standards and preventing the new EU system from generating greater costs and uncertainty.

The body outlined further plans for 2009-10 including: updating the sectors’ needs in terms of traceability and labelling requirements; emphasising the role of research and innovation; securing a favourable and workable framework for exports to third countries, in particular to Russia, China, the US and other neighbouring markets to the EU; and extending representation in the member states that joined the EU in 2004 and 2007 to have broader representation across the EU-27.

Topics