Despite obesity being almost pandemic globally, the health message alone is not enough to increase uptake of fruit and vegetables.

Produce Marketing Association vice-president Nancy Tucker was armed with this message when addressing delegates at this week’s Barcelona symposium on global produce trends. Taste and convenience are going to prove crucial in raising consumption, she said.

“We must create a new image for our products,” said Tucker. “It is important to tell the story of their health benefits, but we need to combine that with the taste experience and lifestyle.”

Products need to be made more fun and in the US this is already starting to happen with retailers linking in with children’s TV channels and family shows and running sports competitions.

Tucker warned that the PMA’s own research has found that a quarter of shoppers find shopping disagreeable. “We must change that fact and retailers can by listening to what shoppers told us,” she said.

The PMA research found that consumers want products to appeal to their senses and that sampling is therefore hugely effective. Consistency is important and price matters a lot less if the product tastes good.