The US produce industry is in fine fettle, according to Lorna Christie, senior vice-president of the Produce Marketing Association.
“The PMA surveys consumers once a month. Produce is a key decider in choosing a supermarket, and fresh-cut fruit and veg in particular has boosted this,” she said, speaking at last week’s Re:fresh conference. “US consumers demand taste above all other factors, and convenience is also very important. Fresh-cut is a dramatic driver in this.”
Dave Corsi, vice-president of produce and floral operations at up-market US retailer Wegmans Food Markets, said: “Wegmans, with its emphasis on natural foods and organics, operates 71 stores in total across five states. We are helping consumers make great food easy. Our number-one category is value-added convenience items.”
Although consumers in certain parts of the US, such as the east and west coast, are aware of social responsibility and ethical retailing, and the consumer trend in certain regions for local food is driving this, the concept is certainly not as embedded in consumer consciences as it is here in the UK. “The Wegmans demographic is a key example of the kind of consumer behind this drive for local produce, organic fruit and veg and responsible sourcing,” said Corsi.
But the US produce industry learned some stark lessons following a fatal outbreak of e.coli in spinach packs last autumn which left three dead and 200 ill. “The FDA issued a consumer advisory not to eat spinach at all, and this really impacted on us,” said Christie. “Of course, food safety has always been paramount in the US, but the consumers weren’t really aware it was there. After this, we had to really become more vigilant.
“Consumers in the US have always had a long connection with their farmers; they want to know who is behind the produce industry. One of our first goals after this crisis broke was to help the industry find its voice. We had to defend and protect fresh produce, and then restore and promote its image.”
Corsi explained that the idea of adopting a baseline food-safety standard throughout the US was being discussed. “We are collaborating with other retailers and foodservice companies to see if this is possible, using the California Marketing Agreement as our model.”
But overall, Christie and Corsi left delegates with positive image of the US produce industry. “Consumers will care about how much we know, when they know how much we care,” concluded Christie.
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