Significant opportunities exist for suppliers and marketers of fresh convenience products to increase their sales in Europe.
That was the view of Chiquita Europe president Brian Kocher, who delivered the keynote presentation at the start of the Fresh Convenience Congress 2011 in London.
'On-the-go is not a fad,' he told delegates. 'It has already become an essential part of life for many and it is becoming an essential part of life for many more.'
Big European economies will provide the scale in terms of category expansion, but high-growth economies will also be important in terms of shaping its development in the coming years, Kocher said.
In order to capitalise on such growth, companies will be under pressure to create the right products to suit consumer and client demand.
'Innovation is key. You have to innovate in order to satisfy the consumer,' he commented.
This year's Fresh Convenience Congress, which is organised by Fresh Convenience magazine and United Fresh with support from Freshconex, brings together some of the leading names in the fresh convenience business.
Among this year's delegates are representatives from major fresh produce industry players including Univeg, Dole, Fresh Del Monte, Chiquita, Bakkavör, Turners & Growers, Green Giant Fresh and Fresca.
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