Hughes was one of the global fresh produce industry’s most respected commentators, known for his provocative and entertaining analysis of consumer behaviour, marketing and supply chains
Figures from across the fruit and vegetable sector have paid tribute to Professor David Hughes as a “great thinker and superb speaker” following the death of the renowned food marketing expert and fresh produce industry adviser.
Known widely as ‘Dr Food’, Hughes was one of the international food and fresh produce industry’s best-known commentators and speakers.
He was Emeritus Professor of Food Marketing at Imperial College London and spent decades advising, challenging, and entertaining audiences across the global food business.
Hughes was particularly respected for his analysis of trends in consumer behaviour, marketing, retail, and supply chains, and was a regular speaker at conferences around the world.
‘Enthusiasm for life’
“I always enjoyed meeting David – indeed, I remember the thrill of hearing him talk at a conference for the first time, so much so that I signed him up immediately for one of ours – and loved his enthusiasm for work and for life in general,” said Fruitnet managing director Chris White.
“There are people from the four corners of the earth who will be mourning David’s loss. And, like me, they will remember him with gladness in their hearts. May his memory be a blessing to all of us.”
Hughes built strong connections with the fresh produce sector. For 20 years, he served as non-executive director of UK berry business Berry Gardens, and for a time he also co-owned a branded fresh herb business based in Florida.
“David was a great thinker and a superb speaker, drawing from a huge well of global food industry knowledge provided by his globe-trotting role and inquisitive nature,” said Nick Marston, who was managing director of Berry Gardens when Hughes sat on its board.
“We will all miss his ability to sit outside our UK industry bubble and feed in trenchant observations and suggestions.”
‘Unfailing good humour’
Hughes’ career combined academia with hands-on commercial experience and consultancy. In 1991, he became the inaugural Sainsbury Professor of Food Marketing at Wye College – later part of Imperial College London – where he established and directed the Food Industry Management Group.
He was also a visiting professor at the Royal Agricultural University and an Honorary Nuffield Scholar, as well as a dedicated member of the Worshipful Company of Fruiterers for 29 years.
“David will be fondly remembered for his generosity of spirit, unfailing good humour and commitment to fellowship,” said Chris Newenham, the current Master Fruiterer and managing director of renowned jam maker Wilkin & Sons.
“He was held in the very highest regard by the Company and industry alike. Dr Food was also a long-standing champion of the City Food and Drink Lecture, where he served on the panel and was always ready to ask the most challenging of questions.”
Citizen of the world
Over the course of his career, Hughes lived and worked in Europe, North America, the Caribbean, Africa and Southeast Asia, while his speaking and advisory work took him around the world.
His talks often focused on what changing consumer habits, retail strategies, and wider economic and social trends meant in practical terms for growers, suppliers and fresh produce companies.
That combination of insight, combined with an accessible, often humorous presentation style, made Hughes a familiar figure at international fresh produce events.
Born in Wales, Hughes later returned to live there after spending much of his career overseas.
Hughes leaves behind his wife Susan and three children Blake, Garth and Mabel.
