European fresh fruit and vegetable association Freshfel has said it is “extremely concerned” by the results of its latest consumption survey.
The association’s latest Consumption Monitor shows an alarming downward trend of consumption patterns across nearly all of Europe in the last decade.
It found that between 2000 and 2010 fresh produce consumption decreased by 100g, which is equivalent to a portion per day.
In a statement, Freshfel said the recurring issue of high fresh produce prices is a misperception of the reality, as fresh fruit and vegetables are some of the cheapest foods available.
“Prices for the recommended 5 A DAY are actually ranging between €1 and €2, depending on the categories chosen,” Freshfel said.
It also criticised the “lack of a homogenous message to consumers” brought about by all the different 5 A DAY messages in Europe that it says hampers the efficiency of clear communication.
The sector is also struggling to highlight the pleasure and benefits of consuming fresh produce.
It said: “Other agrifood businesses keep (mis)using fresh produce assets for marketing their products, appropriating the positive image of fresh fruit and vegetables despite having none or little actual content (as shown by the “Where is the fruit?” 2010 study by Freshfel).
“Added to this, addressing simplified messages on food safety that sometimes appear in the media, leaves the sector with only limited possibilities to rectify accusations once they reach out.”
Freshfel is seeking a broaden support for its Enjoy Fresh project, which aims at bringing to consumers the positive story of fresh produce and to identify with clear and simple messages all the consumption benefits.
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