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The vegetable market in 2025

Professor Cor Molenaar will look into what consumers are demanding when they purchase vegetables at European Vegetable Strategies

The vegetable market in 2025

Professor Cor Molenaar

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What do consumers really want when they buy fresh produce? That is one of the questions Dr Cor Molenaar, associate professor at the Rotterdam School of Management/Erasmus University, will be looking into at the forthcoming European Vegetable Strategies (EVS) conference on 6-7 May 2015 in Brussels.

Professor Molemaar is a successful author and also director of the strategic consultancy firm eXQuo.

He specialises in the retail sector and helps leading seed companies analyse key consumer trends on the European market – a resource he will tap into when addressing delegates at the conference.

Following last year’s successful premiere, this year's event will be held at the Hotel Le Plaza in Brussels. The organisers’ concept is to provide a tailor-made one-day congress for key decision makers in the European vegetable sector, with an optional programme of additional networking activities on the previous day. The conference offers a unique opportunity for vegetable specialists to work together with the rest of the international supply chain to develop new ideas and strategies for marketing fresh vegetables.

The informal get together on the Wednesday evening is a highlight, with VLAM, Flanders’ Agricultural Marketing Board, again sponsoring the event in the congress hotel.

An optional excursion on the Wednesday afternoon to two innovative retail outlets marks the opening of this year’s conference. The first store in Villeneuve d'Ascq is run by the French group Réseau O’tera, the second in Tourcoing by the Grand Frais chain. Both are considered to be fascinating test beds for new ideas and marketing concepts for the fresh fruit and vegetable categories.

The tour leaves by coach at 12.30pm on 6 May and returns for the informal delegate get together in the evening.

European Vegetable Strategies is jointly organised by Europe’s leading trade publications, Eurofruit Magazine, Fruchthandel Magazine and the Fresh Produce Journal. For further details or to register, please click here.

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