Call for generic promotion of fresh produce

Fresh Produce Consortium chief executive Nigel Jenney made an impassioned plea during the Stockbridge Technology /Horticultural Development Company conference for the industry to work together to increase consumption of fresh produce and promote healthy eating.

Jenney said during the past ten years the total market for fruit and vegetables had grown from seven million to eight million tonnes, but this growth failed to match the growth in the UK population during the same period and masked a decline in self sufficiency.

"I'm looking for a clear message for consumers - surely the simple message is that fresh produce is good for you. While we argue about the detail, food manufacturers are taking our space," said Jenney.

Calling on everyone in the sector to back generic promotion of fruit and vegetables, he said this would achieve longer-term changes in consumer behaviour, increase overall sales and avoid the "cannibal effect" of short-term switching from one product to another.


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