Time for the fruit and veg business to convince the world that its products are worth a lot more than they are led to believe
Trendy is one word my friends would never use to describe the produce trade. But when they ask “How’s the world of fruit and veg?”, I know they appreciate just how goddamn sexy it is.
In the back of their minds, behind all the sniggering about prize pumpkins and straight bananas, they understand fruit and vegetables are sure-fire winners when it comes to making them healthier and happier.
The trouble is, nature’s pharmacy struggles to compete with mankind’s sweet shop. For every Pink Lady sold there’s a hundred Snickers bars flying off the shelves.
But here’s the thing: our industry is finally fighting back with the kind of innovation that could just level the playing field.
You can see this in the pages of our latest edition of Eurofruit Magazine.
AI is revolutionising how we manage supply chains, slashing waste and boosting shelf-life.
An EU decision to embrace new techniques like gene editing means we’re on the cusp of developing varieties that taste better and pack more nutritional punch.
And we’re selling smarter. The days of treating apples, bananas, citrus and so on as commodities are over – today’s produce marketers are building brands, telling stories, and giving fruit and veg the premium billing they deserve.
