A short time ago, relatively speaking, in a supermarket not so far away…
It is a period of great upheaval. Fresh produce marketers, targeting rebel millennials, have won their first victories against the Big Food empire.
During the on-going battle, some brave suppliers have managed to develop secret plans to use the empire’s ultimate weapon, laser-accurate bombardment of social media with enough power to conquer an entire market.
Pursued by those masters of disguise that seek to conceal their true motives behind the fruit and vegetable industry’s own health messages, the guardians of taste and flavour have embarked on a daring mission to save the people and restore quality to the galaxy…
Yes, Eurofruit remains a serious industry title, but our decision to pay a timely galactic tribute to Star Wars, one of the marketing world’s greatest success stories, on the cover of our January 2016 issue shows it is also much more than that.
As a focal point for ideas and imagination, we wanted to show our appetite for greater excitement and daring in a business that, for too long, has apparently been content to make do with mediocrity.
Across the 272 pages of this, our flagship issue, we speak to retailers, marketers, researchers, producers, exporters and a whole star destroyer's worth of other industry players to bring you unrivalled coverage of the European and international fresh produce business.
The issue will be distributed free of charge to thousands of visitors at Fruit Logistica 2016 in Berlin, and its stand-out message is one of confidence in an industry that looks like it may finally be making the jump to better quality and better engagement with consumers.
For many years, it seemed as if those consumers would keep turning to what we might half-jokingly refer to as the dark side, drawn in by the Big Food empire’s sugary tractor beam; but now, a growing number in the trade believe we may be witnessing the start of a great uprising in the market, as if millions of voices suddenly cried out for something tasty, something healthy, and were then presented with fruits and vegetables that actually possessed those qualities.
The industry may indeed be striking back…
Click here to read the January 2016 issue of Eurofruit online, free of charge. Alternatively, you can access the issue via Eurofruit's dedicated iPad app, available from the App Store.
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