The rise of discount stores presents a great threat to the fresh produce industry, according to one European market manger.

Wolf Rhode, manager of Hamburg´s wholesale market said consumers were being brainwashed by the calibre of produce on offer at these stores.

He said: “Discounters are really destroying the ability on the part of the consumer to perceive what quality is.”

Discount stores typically offer produce at prices 15-30 per cent below the average supermarket.

Rhode said 38 per cent of all German consumers purchased produce in discount stores last year. The figure for the UK remains at five per cent but numbers are expected to grow exponentially throughout Europe in the coming years, he claimed.

Elizabeth Pivonka, campaigner for the Produce for Better Health Foundation, agrees that taste is fundamental in trying to increase global consumption of produce.

She said: “As someone recently pointed out to me, fruit and vegetables are not expensive until you have to throw them away. And one retailer told me that if a consumer has a bad taste experience it is six weeks before they purchase that product again.”

Market mangers should be seeking to combat this scenario by inviting the public to experience the natural taste of fruit and vegetables on their markets. He said markets had a vital role to play, not only in providing produce of the highest quality and freshness but also in educating the consumer and taking action to ensure tomorrow´s consumers start eating it today.

Jordi Maymo, manager of Barcelona´s wholesale market agreed that markets should be promoting their services as well as their produce.

As well as installing restaurants and shops for traders and market users, Maymo offers low-interest loans of up to E3.5 million for tenants wishing to invest in their business.

In addition the market runs training courses in topics, such as how to get into restaurant catering.

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