Italian fresh produce consumption falls

High prices of fresh produce are altering the diets of Italian consumers, according to the latest figures from Italian Farmers' Association CIA.

The organisation has revealed that fruit consumption fell by 2.6 per cent during the first six months of 2008, with vegetable consumption falling by 0.8 per cent.

Fresh produce accounts for 16.8 per cent of all sales at Italian supermarkets, the CIA said.

To combat soaring prices, an initiative was set up earlier in the year by Rome Wholesale Market enabling thecity's local markets to order fresh fruit and vegetables from thecentre online, and save as much as 20 per cent on the cost of productsthey buy.

So far, the scheme has been a success with over 600 consignments recorded between 29 April and 9 May, according to fruttaonline.