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Retailers 'holding back berry sales'

More needs to be done to improve the presentation of fresh berries in stores, says leading European soft fruit marketer

Retailers 'holding back berry sales'

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European retailers must do more to help promote the fresh berry category, particularly when it comes to building up the products’ appearance and attractiveness in store, according to the head of one of Europe’s leading soft fruit marketers.

Speaking at the annual Global Berry Congress, which took place in London on 24 April, Theo Houwen of leading berry marketer Driscoll’s of Europe, Middle East & Africa said he was confident the category could enjoy similar growth in mainland European markets to that seen in the UK over the past few years.

However, he also accepted that much needed to be done to foster that growth, including more promotion, more engagement with consumers and, in particular, a better approach by retailers.

“In Europe, the retailers don’t present berries in such a nice way – certainly not like in the UK,” he told delegates, “But there are a lot of things we can accomplish to sell more berries and grow the category.”

He added: “There’s a huge opportunity to grow this market. In Europe, berries are only the fifth or sixth most popular fruit in terms of sales, whereas in the UK they are number one.”

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