The UK fresh produce market is becoming increasingly dominated by taste according to exporters at Moroccan agricultural trade fair, SIFEL.

While it is well known that UK retailers demand high quality for their customers, many exporters said that developing varieties of fresh produce with improved flavour is fast becoming the top priority.

Azura, which predominantly supplies the UK with tomatoes, is dedicating a lot of time and money to this area, and is certain it is the way to expand business in the UK, said marketing and communications officer, Florence Philip: “We are trying to improve the quality and find some new varieties that have better flavours. The main research we are doing is taste at the moment - we have seen that in the UK market taste is starting to be really important, for example, the small cocktail and cherry tomatoes - that’s why they are so successful,” she said.

A spokesman from French seed producer Gautier also thinks the UK is waking up to taste. Belin Fransoise says Gautier will be supplying seeds for three colours of round courgette to UK seed supplier, Elsom, for the first time, and thinks a new emphasis on good tasting food will help propel sales: “Supermarkets in the UK are very demanding for quality, but also now for taste. It’s something new I think. That’s why we have got our chance because Southern France we have big expectations, we have good food there, and we are looking to do more in the UK.”

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