The French fresh produce industry has been seriously shaken in the last year by fierce fights between the different professional families. As such, the Interfel annual meeting last week was definitely seen by observers as an important turning point. Would confrontations again ensue between producers, distributors and wholesalers?

Those waiting for another battle would actually have been fairly disappointed since the discussions were smooth. But there is still a lot of work to be done. The strategic committee set up in the very heart of the crisis last year is about to give its conclusions and recommendations. The agenda for Interfel is clear as president Gilles Vignaud has underlined. The objectives are to develop a specific French offer to maintain the country’s production potential, to stimulate innovation, and to strengthen product identification systems. Beyond this, the principal aim is make produce more widely available to all sectors of society - to offer consumers fruit and vegetables at a decent price from all the different retail formats.

Underlying these intentions, the industry body has recognised a need to develop consumption levels, which are still weakening in the country in spite of major promotion and communications campaigns.

The government could play its part in the fight. It regularly updates and publishes the national plan for nutrition and health full of proposals to be followed by the industry in order to offer customers better food. Every so often a scientist is asked to report on the matter and the Ministry of Health produces a short list of recommendations. The latest report actually pays considerable attention to fresh produce while making some bold propositions: lower VAT on fruit and veg, lend support to combat global price cuts, encourage unit pricing in stores, impose free advertisements on TV and radio.

Some suggestions seem weightless and repetitive. We hardly see big retailers massively bringing down prices as fresh produce is instrumental for their margins. But on the issue of increasing the availability of fresh produce, any sensible suggestions will be welcomed.