The results from Freshfel Europe’s latest Consumption Monitor show an alarming downward trend of consumption patterns across nearly all of Europe in the last decade. Suffice to say, from 2000 to 2010 we have lost around 100g per capita per day - the equivalent to a full portion. Therefore we need to tackle current consumption barriers, and it is only through a multi-dimensional approach and avoiding oversimplification that all relevant stakeholders will be able to reverse the current situation.
The recurring issue of high price is, on the one hand, a clear misperception of the reality, as the fresh fruit and vegetable category is one of the cheapest available, with a specialised supply chain that is often overlooked or unvalued by consumers. Prices for the recommended 5 A DAY actually range between €1 and €2, depending on the sub-categories chosen. On the other hand, fresh produce is itself also under pressure due to various factors. There is an increasing competition for the consumer’s “stomach share” (i.e. the popularity of ready-to-eat/convenience products, as well as fewer cooking at home and more out-of-home consumption), while there is an apparent lack of penetration of fresh produce in the foodservice sector.
In addition, the sector is weakened by its fragmentation and limited marketing budget, posing a disadvantage to major agri-food businesses. Under such circumstances, the lack of a unified and homogenous message to consumers - as is currently the case via all the different 5 A DAY messages in Europe - is even more obstructive for fresh produce consumption. Finally, the sector seems to be struggling to valorise the image of its products by highlighting the pleasure and enjoyments of consuming fresh produce, while other agri-food businesses keep using (or misusing) it for marketing products with no or little actual fresh produce content. Added to this, simplified messages by NGOs on food safety place the whole sector in the media spotlight, with limited possibilities to rectify these accusations.
On the bright side, several surveys confirm that consumers are ready to increase their fresh produce intake. As scientists, public authorities and health professionals have been claiming for a long time now, a diet rich in fruits and vegetables has multiple benefits with regard to nutrition and health, the environment, social costs and even cultural assets. Health institutions such as the World Health Organisation (WHO) offer support and there is new policy making by the EU institutions - a clear example of this being the EU School Fruit Scheme. The sector needs to seize these opportunities and profile the fresh produce image to consumers and decision makers. A collective communication taking “fresh produce” as a category is needed. -
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