Netherlands-based fresh produce export association Frugi Venta has said it intends to play a more prominent role in boosting consumption of fruit and vegetables after the Dutch government confirmed plans to wind up national horticultural promotion groups including Productschap Tuinbow and The Dutch Agricultural Wholesale Board (HBAG) at the start of 2014.
The new agreement, which has been hammered out by the country's two governing coalition partners, the left-wing Labour Party and the conservative-liberal VVD party, will see the withdrawal of funding for such groups, meaning government and private industry will have to collaborate more closely in order to increase sales.
'In future it will be of crucial importance that we collaborate in the marketing chain and develop our strength through a shared vision,' a spokesperson for Frugi Venta commented.
'As a sector, we need to harness the government's ambition when it comes to promoting a healthy lifestyle with a focus on sustainability.'
Ahead of the proposed change, onion traders have opted to join with Frugi Venta and are already working on new plans to co-finance promotion and research.
'Frugi Venta is ready to develop the marketing importance of fruit and vegetables and to work together with the government to strengthen the chain as a whole,' the spokesperson added.
Eurofruit understands that Frugi Venta will also lead and coordinate efforts to build up investment in the Dutch fruit and vegetable sector, with support from business association Greenport Holland.
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