The Greenery, which supplies a large range of vegetables, fruit and mushrooms to UK supermarkets and wholesalers, is to work with Wageningen University and Research Centre in the Netherlands. Over the next five years the two organisations will examine new ways of responding more effectively to the changing needs of consumers.

The new Fresh Innovation chair at the two institutes will focus on making quality aspects of fresh fruit and vegetables more understandable and more predictable. For example, attention will be focused on better preservation methods and the mechanisms underlying the ripening and ageing of fresh produce.

Martin Brown, managing director of The Greenery UK, said: “Innovation is a top priority for The Greenery. Keeping on top of changing trends and the needs of consumers is vitally important. Customers demand high quality, interesting produce.

“That is why supporting this initiative that focuses on innovation in the fresh produce sector is so essential. With this chair, Wageningen University and Research Centre and The Greenery are bringing science and practice together to help shape the fresh produce market of tomorrow.”

Wageningen University and Research Centre and The Greenery will announce the name of the professor-elect and will also explain the programme and objectives of the chair of Fresh Innovation at a press conference in January 2007.

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