A panel discussion at the Re:fresh Conference involving high profile players from the fresh produce industry looked at how the sector can build upon its strengths and make the most of its opportunities, while outlining the challenges and weaknesses faced.

Moderated by ColeACP’s Mark Rogerson, representatives from, Bayer CropScience, Redbridge, Bristol Fruit Sales, Sodexho and Tesco took to the stage.

Plant protection products (PPPs) save around 40 per cent of the world’s products according to Bayer’s head of food industry management Patrick Mitton. He said: “These help to deliver safer foods to consumers. The PPPs help to deliver year-round produce and satisfy today’s consumer expectations. A further strength is the growth and development of assurance schemes, these are helping to deliver best practice.”

Mitton feels that the industry faces many challenges in order to change the opinions of the general public. “The general perception is that chemicals are bad and natural is good. Consumer awareness of farming methods is limited in an urban society,” he said. “It is also important to remember that much of the organic food travels many miles to get to the UK - how is the environment being saved in such instances?”

Mitton, though, is confident that there are plenty of opportunities due to society’s expectations of convenience, novelty and further exotic experiences. He said: “PPPs help realise these demands. With demand for exotics continuing to expand, this will present an opportunity to find PPP solutions. Locally produced food represents opportunity for UK food suppliers.

“In order for the industry to prosper in the future the PPP industry needs to be seen more as the provider of solutions and less the provider of problems,” said Mitton. “World trade is under threat if Europe creates barriers. The challenge is to create an opportunity without creating fortress Europe.”

Denis Punter, chief executive of Redbridge Holdings, believes that one man’s strength is another’s weakness in the produce sector. Punter said: “One of the industry’s greatest qualities is the people. They have a vast knowledge whether growers, retailers or wholesalers. Another strength is that fresh produce forms a core part of the UK diet matched with the focus of healthy eating.”

However, Punter does harbour concerns. He said: “The industry is a little fragmented, which can be seen within the supply chain. We need to communicate as an industry what we can offer in a more detailed way. There is a lack of brand marketing spend compared to the confectionery industry, with the only spending coming from the retailer itself. We also need to look to boost consumption in certain demographic groupings as we would all like to sell more UK produce.”

The industry does still have a host of opportunities according to Punter. “We have a growing affluent UK population and there is a rise in the interest of healthy eating, while the government has invested heavily in the fruit for schools scheme. We are presented with an opportunity to stop teenagers going to McDonald’s and to opt for a salad.”

Punter feels that some of the problems the industry faces are beyond its control. “The events of September 11 hit the industry hard, there is also the factor that produce does not offer the retailer large financial returns. Retailers are making larger profits on DVDs and confectionery. However, we do feel that we need to make more of an effort to challenge the nation’s eating habits.”

Bristol Fruit Sales managing director David Matthews agreed with Punter that National School Fruit Scheme presents an ideal opportunity for the wholesale sector. He said. “The geographical spread of the UK’s wholesale markets means there are opportunities to supply many people. Also, with the rise in number of people opting to eat out this presents another opportunity to our business.”

The wholesale sector does face the challenge of a reduction in its customer base. Matthews said: “Fewer people are visiting markets and multiple retailers are snapping up independent stores. Also there are problems in recruiting people to the wholesale industry due to the unsociable hours. However, we have begun working with students from the University of the West of England Business School and moves like this can help this industry in the future.”

Sodexho’s Catherine Roe feels that the catering company is ideally placed due to its high standards. She said: “Our standards are high in terms of systems, procedures and delivering quality food. The marketplace is transparent with improved levels of traceability.” However, improvements can be made. “Communication must be improved across the board,” she added.

Tesco’s category technical manager David May feels there is room for improvement within the industry. He said: “We need to attract quality people to the industry so we can move forward. We want to work with great growers and we need to look to attract good quality graduates into the industry.”

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