• How large is the market for fresh produce in Germany, and what are the prospects for growth and development?
• What are the current patterns of distribution and how are they expected to change in the future?
• What other external factors influence the German market?
• What unexplored potential is there in the German market as a whole?
• What are the best marketing strategies and operational policies to make the most of the available opportunities?
These and other questions will form the focus of the 24th Fresh Produce Forum to be held at Fruit Logistica, in Berlin, on February 9, 2005. Ulrich Eggert and Dr Susanne Eichholz-Klein of leading marketing and management consultants, BBE Unternehmensberatung in Cologne, will present delegates with the results of a special new study of the German fresh produce market. The study has been commissioned and published jointly by Fruchthandel Magazin and BBE Unternehmensberatung.
In the context of a fairly stagnant food retail sector, fresh produce has for some years now been one of the product areas to show continuing potential. One of the main reasons for this is increased awareness among consumers for matters relating to their health. Nevertheless, actual consumption levels do not seem to reflect apparent consumer demand.
The fresh produce sector is therefore faced with a difficult challenge. How can it market its products more effectively to the consumer, in terms of customer acceptance, product range, quality, and price?
After the presentation, an international panel of trade experts will consider future trends and strategies in an open discussion with forum delegates. The panel will include Dieter Brandes, former managing director and management board member of the major discount chain Aldi Nord, as well as leading figures from major suppliers to the German market and the international distribution sector.
Simultaneous translation will be provided in English, French, German, Italian and Spanish.
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