Fresh Produce: in need of a relaunch

Fresh Produce: in need of a relaunch? - Fruit Logistica

Berlin, 7 January 2010 – "Top image but low returns. Does fresh produce need a relaunch?" is the title of the 29th Fresh Produce Forum taking place on Tuesday, 2nd February 2010 from 2.00 to 5.30 pm in Saal 15.2 at the ICC Berlin, one day prior to FRUIT LOGISTICA 2010 (3-5 Feb.). Fruit and vegetables play an important role in healthy nutrition and are high on the list of consumer priorities. Food retailers value the fresh produce department as a calling card and a means of attracting customers. Nevertheless, retailers continuously try to sharpen their image by lowering fresh produce prices. In the long run, this makes it difficult to maintain a high-quality range of products.

What strategies are needed to offer consumers a healthy range of fresh produce at prices that are also satisfactory to growers and suppliers? How can the expectations of today's consumers – sustainability in terms of economic, ecological, social and ethical aspects – be brought in line with fair prices? What can suppliers and retailers do to remedy the problem? How can downward price trends be stopped?

Keynote speaker at the 29th Fresh Produce Forum is Prof. David Hughes from Imperial College London. Prof. Hughes has long been recognised as an international expert in fresh produce marketing, thanks to his widespread activities for commercial enterprises, and familiarity with all aspects of the fruit and vegetable business.

The results of a nationwide consumer survey conducted by the GfK market research group and commissioned in late autumn 2009 by Fruchthandel Magazine, Dusseldorf, will be presented by Rudolf Deitert, GfK Nürnberg. This representative survey asks consumers to name their favourite fresh produce department in the German retail sector. Following this presentation, the winner will receive the Fruchthandel Magazine Retail Award. Germany's Number 1 Retailer for Fresh Produce. Fruchthandel Magazine will also present the Grüne Merkur award to recognise outstanding achievements in the fresh produce trade by individuals, organisations and commercial enterprises.

A panel discussion focusing on different approaches and exploring innovative solutions will include the following experts: Andreas Allenspach Fresh Produce Marketing Manager, Migros AG, Switzerland, Matthias Geuder, Managing Director, Univeg Germany, and Henning Schmidt, CEO, Landgard eG, Germany. Dr. Michael Loschelder, Sozietät Loschelder Köln, will address antitrust issues related to supply-side pricing: Who can do what? What are the consequences?

Visitor information

FRUIT LOGISTICA 2010 and FRESHCONEX 2010, the international trade fair for fresh produce convenience, are open daily on 3-5 February from 9.00 am to 6.00 pm. Special rates are available from the online ticketing service (www.fruitlogistica.com > Visitor Service > Tickets & Registration). A one-day ticket costs EUR 22.00; a permanent pass is EUR 53.00. At the gate, a one-day ticket costs EUR 25.00 and a permanent pass EUR 60.00. A full-access pass that includes the Fresh Produce Forum costs EUR 85.00. Ticket prices include the trade fair catalogue, attendance at all Hall Forums and admission to FRESHCONEX.