The fresh produce trade needs to take a holistic approach to increase consumption, pan-European trade body Freshfel Europe has warned.
It believes consumers are “taking for granted” fresh fruit and vegetables and the health benefits they bring and other sectors are stealing a march on the fresh produce industry by “abusing” the positive image of fresh produce for their own marketing purposes.
Ramon Rey, Freshfel’s president, said: “Food products that try to increase their sales through taking over our image prove that fresh fruit and vegetables possess assets others want to have. It is important for our sector to emphasise these further, but as consumers take them more and more for granted, our sector needs even more to stress taste, texture, quality and the pleasure to eat fresh produce.
"Freshfel will therefore embrace a truly holistic approach through the build-up of a strong and effective pan-european platform; Enjoy Fresh. It is time for some fresh impetus, which will come together with Freshfel’s 10th anniversary and be launched officially at the next AGM in June.
"Such a platform requires the support of all in the chain, but also the specialised media for the fruit and vegetables business and public authorities.
“Enjoy Fresh will ultimately aim to bring all stakeholders together and cover and promote the many reasons why one should enjoy fresh.”
Freshfel will also be carrying out some new activities and initiatives to generate an additional boost for the fresh produce trade this year as well as continuing talks with the European Commission, looking for public policies that could influence consumers towards healthier eating habits.
