So fresh produce dominates the superfoods list. Tell us something we don’t know. All we need now is for that fact to filter its way through consumer circles and show through in some superprofits.
OK, stop laughing. It certainly doesn’t appear that producers around the world have lost their faith in the marketability of their products. A new Rabobank report - see page 12 - details how the expansion in production is outpacing the growth of the global population.
But if per capita consumption of fruit and vegetables increases in line with expectations, fuelled by dietary trends and a newfound focus on healthy living, there is every chance that the vast majority of producers will shift their wares to willing customers.
The UK market is often held up as a decent barometer for the western world - albeit at the top end of the mercury scale - and is gearing itself up for record Christmas sales for the umpteenth year in a row. Fresh produce plays a huge role in that.
The naysayers who have jumped on the bandwagon of negativity chasing 5 A DAY will be proved wrong. Not necessarily because it is the 5 A DAY message that is convincing consumers to charge the fresh produce aisles. And perhaps not even because UK consumers will ever actually eat an average of five portions of fresh produce every day.
They will be proved wrong because the over-riding message being sent out is more positive than for some time, the industry is better equipped than ever to satisfy demand, and - most importantly - consumers want more fruit and veg.
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