The berry industry has been praised for its relationship with its retail customers by economist Dr Andrew Fearne of the Kent Business School.
Fearne, who spoke at a seminar at Fruit Focus earlier this week which explored how growers could maintain a sustainable competitive advantage in a market where “the days of buying and selling are almost gone”, believes the relationship of the berry industry to retail is far closer than the that of the majority of other food producers.
“Soft-fruit industry players must continue to integrate and rely on each other, and should know more about consumer requirements than the retailers themselves do,” he told the audience. “And in return, retailers should have an understanding of the industry.”
Fearne then posed what has perhaps always been a key question in many producers’ minds: if the public wants regular, good-quality soft fruit ad volumes do not match demand so there is a shortage, why do supermarkets cut the price?
He gave the example of a blueberry promotion, during which while volume rose by 48 per cent, the actual value only increased by one per cent and repeat purchases eveb dropped off.
One solution, he suggested, was for growers and retailers to have a far better understanding of the differences in demand by region and social perameters, and respond accordingly.
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