European retailers must do more tohelp promote the fresh berry category, particularly when it comes to buildingup the products’ appearance and attractiveness in store, according to the headof one of Europe’s leading soft fruit marketers.
Speaking at the annual GlobalBerry Congress, which took place in London on 24 April, Theo Houwen of leadingberry marketer Driscoll’s of Europe, Middle East & Africa said he wasconfident the category could enjoy similar growth in mainland European markets to that seen in the UK overthe past few years.
However, he also accepted thatmuch needed to be done to foster that growth, including more promotion, moreengagement with consumers and, in particular, a better approach by retailers.
“In Europe, the retailers don’tpresent berries in such a nice way – certainly not like in the UK,” he tolddelegates, “But there are a lot of things we can accomplish to sell moreberries and grow the category.”
He added: “There’s a hugeopportunity to grow this market. In Europe, berries are only the fifth or sixthmost popular fruit in terms of sales, whereas in the UK they are number one.”
More information about the GlobalBerry Congress can be found at www.berrycongress.com
Follow live updates from the eventon twitter at twitter.com/berrycongress
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