Rabobank report urges industry effort to boost appeal

07/09/2013 11:38:00 AM
Tom Karst

With government agencies stressing the health benefits of fruits and vegetables Van Rijswick said produce marketers should focus advertising on the versatility, the attractiveness and the good taste of fruits and vegetables.

“That would help more than just stressing always the health benefits of fruits and vegetables,” she said.

Van Rijswick said good publicity about the health benefits of berries have fueled that category’s success, but she said berries are also very convenient to eat and also taste good.

Looking ahead for the next decade, van Rijswick said she expects the tide will slowly turn for rising fruit and vegetable consumption.

“I think the decrease will come to an end and then maybe will see a rise again,” she said. With new fresh cut products and better packaging - combined with greater health consciousness by consumers - van Rijswick said consumer habits will begin to change. “The more they are informed and educated, there ought to be more fruits and vegetables consumed,” he said. “The decline will not go on for the next decade.”

For more information about the research contact van Rijswijk at cindy.van.rijswijk@rabobank.com.

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