JB

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Tomato sales value slipped last year in UK

Tomato 3

The value of tomato sales in the UK slipped last year, Kantar Worldpanel data shows.

Figures for the 52 weeks to December 7 show total sales of £706.2 million, down 4.8% on the same period in the previous 12 months. This was despite the sales volume rising slightly – by 1.1% – to nearly 258,000 tons.

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source: Kantar Worldpanel

Tomatoes in one in four shopping baskets

But tomatoes remain popular with consumers, data from mySupermarket.co.uk shows. They came in 7th on its list of the 25 most bought items in its UK shoppers’ baskets last year. And they were in more than one in four shopping baskets bought in the UK from mySupermarket in 2014.

The company’s figures for December 2013 to November 2014 also show tomatoes are popular year–round. Over those twelve months, an average of 27.5% of all shopping baskets had tomatoes in them, with a dip to 19.98% in December 2013 and rise to above 30% last June and July.

Mostly non–loose and non–organic tomatoes

The vast majority of the tomatoes were pre–packed and very few organic. On average, just 0.87% of baskets had organic tomatoes in them. This level was fairly consistent throughout the year and while low, was higher than for other products, such as peppers (0.34%) and berries (0.61%), both of which showed more monthly variation.

An online shopping and comparison website, MySupermarket, gathers data from more than 50,000 unique shoppers and 4.5 million visitors each month. In terms of traffic it is the UK’s third largest supermarket after Tesco and Asda.


souce: mySupermarket.co.uk

 

 

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UK’s organic market grows despite fall in food spending

There were sharp increases for some organic products, among them fresh fruit – up 6.4%.

Sales of organic products rose 4% in the UK in 2014, a year when food prices fell 1.9% and food spending 1.1%.

The Soil Association’s 2015 Organic Market Report also shows fresh fruit and vegetables and dairy products were the most popular organic purchases.

And amid the context of sliding non-organic sales, there were sharp increases for some organic products, among them fresh fruit – up 6.4%.

“Sales of organic vegetables fell by 2%, but in a context in which non-organic sales plummeted at five times this rate,” the association said in a press release.

There was also significant growth in organic supply into catering, (13.6%),

The association said the nutritional credentials of organic gained a big boost in July when landmark Newcastle University research showed organic crops including fruit and vegetables are up to 60% higher than non-organic research from.

Soil Association chief executive Helen Browning said said three years ago commentators were writing off the organic market in the UK.” Now, with a third year of steady growth, and against a falling overall food market, it’s clear that reports of organic food’s demise were premature to say the least,” she said.

“Now, even the discounters are beginning to stock organic ranges.”

 

Details of 2015 Organic Market Report: http://www.soilassociation.org/marketreport

 

 

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Price cuts push up pepper sales in UK

PEPPERS Red - Edited

Peppers among top 25 food items, with mixed colour packs the most popular

People in the UK have been eating more peppers but paying less for them. So while retail sales of peppers in the UK are up 10.7% in volume on a year ago, Kantar Worldpanel data shows they’re down 10.4% in value.

Comparing figures for the 52 weeks to December 7 with the same period a year before, the volume of peppers per buyer rose 8% to 5.43kg but their spend on peppers fell 12.7%  to £15.66. The price per kilogram of peppers dropped 20% – or £0.68 – to £2.88, outweighing the gained volume.

In total sales, the volume rose 10,253 tons to 105,889 tons while the value slid £35.2 million to £305.1 million.

According to Kantar, the price decrease took place across both full-price and promoted peppers. The level of promotions has not just been higher, they have been more generous compared to the previous year and mainly involved temporary price cuts rather than an increase in volume-based offers such as multi-buy deals.

Kantar pepper data.png

source: Kantar Worldpanel

Consumers mainly buying pre-packed, non-organic peppers

Meanwhile, peppers were 17th among the top 25 most bought items in food baskets ordered from mySupermarket.co.uk last year.

Data from its 50,000 monthly shoppers for the 12 months to the end of last November shows that on average, 19.45% – or about one in five – of all shopping baskets had peppers in them. Almost all these peppers were pre-packed and non-organic.

It also shows a small spike in pepper sales in January after which they tapered to a fairly consistent level for the rest of the year.

In terms of pepper types, mixed packs were the most popular, followed by red peppers.

 

source: mySupermarket.co.uk

 

 
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Berries in one in four UK shopping baskets over summer

More than one in four shopping baskets sold by mySupermarket in the UK had berries in them last May–August. The average of nearly 26% for those warmer months – up from about 18.5% over twelve months – shows the seasonal nature of berry consumption.

More than one in four shopping baskets sold by mySupermarket in the UK had berries in them last May–August.
The average of nearly 26% for those warmer months – up from about 18.5% over twelve months – shows the seasonal nature of berry consumption.
Sales of organic berries were consistent with this spike. From January–November last year, just 0.61% of all shopping baskets contained organic berries but this rose to an average of 0.81% for May–August, though the vast majority of berries sold were still conventional.
The berries included in the data were strawberries, assorted berries, blackberries, blueberries and raspberries and all were sold pre-packed.
The data came from mySupermarket.co.uk, which said it is derived from its about 50,000 monthly shoppers.

Berry sales up in UK

Retail sales of fresh berries have risen 11% in both value and volume in the UK, Kantar Worldpanel data shows.

Figures for the 52 weeks to December 7 show total sales of nearly £893.4 million, up from just over £803,4 million for the same period the previous year. A total of 150,781 tons of berries were sold, up from 135,674 tons.
 

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Read more berry news on pages 104-111 of edition 135 of Eurofresh Distribution magazine.
 

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Huge demand in China for fresh fruit, says CIQA president

There is huge domestic market demand for fresh fruit in China, according to Ge Zhirong, president of China Entry-Exit Inspection and Quarantine Association (CIQA) and former vice minister of the General Administration of Quality Supervision, Inspection and Quarantine of China (AQSIQ)

Interview with Ge Zhirong, president of China Entry-Exit Inspection and Quarantine Association (CIQA) and former vice minister of the General Administration of Quality Supervision, Inspection and Quarantine of China (AQSIQ – China’s customs and quarantine authority).

 

How many countries have now been approved for import fresh fruit approved, reviewed or amended by China ?

As at October 2014, fruit from 35 countries/regions had been approved for export to China, covering Asia, Europe, North and South America, Australia and Africa. Among the EU countries which have obtained market access are France, Spain, Italy, Belgium, Greece and the Netherlands.

AQSIQ issues the list of varieties of fresh fruits obtaining access to the Chinese market and list of the exporting countries/regions.

 

Are there any fresh fruit and vegetable products for which there is unmet demand in China and therefore room for more imports?

There is huge domestic market demand for fresh fruit. Along with the increased health consciousness and higher living standards of the people, fresh fruit and vegetables have become an indispensable part of their daily meals.

Consumer demand for fresh fruit and vegetables is diverse, with variations across regions and levels. With 1.3 billion people, China has great market potential in terms of fresh fruits and vegetables.

 

Do you have any advice for those hoping to export their fruit or vegetables to China?

Close attention should be given to laws, regulations and related rules of procedures on market access promulgated by Chinese government departments.

In regard to the entry-exit inspection and quarantine of fruits and vegetables, AQSIQ develops and oversees the implementation of the relevant technical regulations, standards and conformity assessment procedures on behalf of the Chinese government.

Both suppliers and buyers need to fully understand and comply with these rules so as to ensure smooth trade flow and avoid unnecessary obstacles to trade.

 

What steps has China taken recently to improve food safety and quality standards?

The Chinese government attaches great importance to food quality and safety and has developed a series of regulations and standards and keeps them updated along with developments in practice. For example, in 2009, China issued the “Food Safety Law”. Following the implementation practice in the past few years, an update was prepared. In December 2014, the draft revision was submitted to the National People’s Congress for examination and approval. Based on the original articles of the law, some new elements have been added to the draft version. These new elements include such points as to add some new specifications on food storage and transportation, market circulation of edible agricultural products, labelling of GMF (genetically modified food) and increased penalties for law breakers, and so on.

 

What role does CIQA play in improving fresh produce quality and safety and promotion of world trade? What specific activities have you carried out in this regard?

As a social organization approved by the State, the China Entry-Exit Inspection and Quarantine Association (CIQA) plays an important role in improving product quality and promoting international trade. It acts as a bridge linking the government departments and the import and export enterprises. On the one hand, the association promotes understanding and awareness of state laws, regulations and related procedures by organising technical exchange activities, seminars and training courses, On the other hand, it passes on to the government the demands of importers and exporters – based on their market operation and international trade – to fill regulatory gaps or enhance the applicability of current regulations. The association is always ready to offer quality technical service to enterprises.

 

What kind of technical services does CIQA provide for enterprises?

For example, since 2009, the association has organised the annual world FVF (Fruit and Vegetable Fair). During the fair, technical exchange activities are held. Based on the exchange content, we invite government officials and relevant experts to attend. Any producer, exporter or buyer at the fair may participate in these technical exchange activities.

Furthermore, depending on the needs of a specific country or organisation, we also organise bilateral seminars. For example, in November 2014, when China FVF 2014 was held, CIQA and the New Zealand Embassy in Beijing jointly organized the “China-New Zealand Fresh Fruit Technical Exchange and Trade Match-making Meeting” in Beijing, which was highly regarded by New Zealand’s fresh fruit exporters.
 

NEWS china NTW DU MOIS Ge Zhirong 葛局长肖像 (1).JPG

 

What international exhibition and technical exchange activities does CIQA have planned this year?

In 2015, the following four international exhibitions will be sponsored by CIQA:

1. The Shanghai International Exhibition on Food, Meat and Aquatic products in June 2015,

2. The Guiyang Eco-Origin Product and Technology Exhibition in July 2015,

3. The Beijing World Fruit and Vegetable Fair (China FVF 2015) in September 2015, and the

4. Beijing International Inspection Technology and Equipment Expo in September 2015.

During each of these exhibitions there will be various forms of technical exchange activities, in which friends from all countries are warmly welcome to participate.

 

zhirong.JPG

 

AQSIQ list of fresh fruit and exporting countries/regions with access to the Chinese market. Updated December 31, 2014.

(This English version is for reference only, the definitive version is in Chinese.)

 

AQSIQ list of fresh fruit and exporting countries/regions with access to the Chinese market. Updated December 31, 2014.

(This English version is for reference only, the definitive version is in Chinese.)
   

COUNTRY

APPROVED FRUIT IMPORTS

Argentina

Orange, grapefruit, tangerine (& hybrids), apple, pear

Australia

Citrus (orange, lemon, grapefruit, lime), mango, apple (Tas.), grape, cherry

Belgium

Pear

Canada

Cherry

Chile

Kiwifruit, apple, grape, plum, cherry, blueberry, avocado

Columbia

Banana

Costa Rica

Banana

Cyprus

Orange, lemon, grapefruit, tangor

Ecuador

Banana

Egypt

Citrus

France

Apple, kiwifruit

Greece

Kiwifruit

India

Mango, grape

Indonesia

Banana, longan, mangosteen, snakefruit

Israel

Orange, pomelo, tangerine/mandarin, lemon, grapefruit

Italy

Kiwifruit

Japan

Apple, pear

Malaysia

Longan, mangosteen, litchi, coconut, watermelon, papaya, rambutan

Mexico

Avocado, grape, blackberry and raspberry

Morocco

Citrus (orange, tangerine, clementine, grapefruit)

Myanmar (Burma)

Longan, mangosteen, rambutan, litchi, mango, watermelon, muskmelon, zizyphus mauritiana (last 4 must enter via Ruili or Daluo port)

Netherlands

Pear

New Zealand

Tangerine, orange, lemon, apple, cherry, grape, kiwifruit, plum, pear

Pakistan

Mango, orange

Panama

Banana

Peru

Grape, mango, citrus (grapefruit, orange & hybrids, tangerine, lime)

Philippines

Pineapple, banana, mango, papaya

South Africa

Tangerine, orange, grapefruit, lemon, grape

Spain

Tangerine, orange, pomelo (grapefruit), lemon

Taiwan

Pineapple, banana, coconut, sweetsop (custard apple), papaya, starfruit, mango, guava, wax apple, areca (betel) nut, tangerine, pomelo, prune, loquat, persimmon, peach, date (Chinese), plum, lemon, orange, pitaya, Hami melon, pear

Tajikistan

Cherry

Thailand

Tamarind, orange, cherimoya (custard apple), citrus, pomelo (grapefruit), papaya, carambola, guava, rambutan, wax apple, jackfruit, langsat, pineapple, ginseng fruit (sapodilla), banana, passion fruit, coconut, longan, durian, mango, litchi, mangosteen

Uruguay

Citrus

USA

Plum (Cal.), cherry (Wash., Oregon, Cal., Idaho), grape( Cal.), apple (Red Delicious & Golden Delicious: Wash., Oregon, Idaho), citrus (Cal., Florida, Arizona, Texas), pear (Cal., Wash., Oregon)

Vietnam

Mango, longan, banana, litchi, watermelon, rambutan, jackfruit, pitaya

 

NEWS china NTW DU MOIS Ge Zhirong 葛局长肖像 (2).JPG

 

Read the interview as it appeared on p25 of our latest edition, number 135.

 

aqsiq iv as it appeared.png

 
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Opportunities in the EU for US exporters of organic produce

Screenshot 2015-02-12 at 11

The growing market for organic products in the EU offers opportunities for US exporters affecting various kinds of produce, a new report by the US Department of Agriculture says.

The USDA said while trade is generally determined mainly by quality, price and local availability and demand, opportunities for US exporters include:

  • Sweet potatoes: the market for sweet potatoes is growing. EU demand for potato varieties is up. The US is the best year round supplier of sweet potatoes at competitive prices.

  • Fresh vegetables like onions, broccoli and lettuce: especially the UK.

  • Fresh fruit: especially in those countries with no local availability, there is demand for a great variety of fresh fruit from the US. There is seasonal (October through March) demand for apples and pears in northwestern Europe. Demand in the same region is also strong for US citrus (grapefruit and minneola). There is year round demand for fresh, dried, sweetened cranberries and demand continues to grow. Growing demand for other fruits includes grapes, strawberries and cherries.

Trade in organic products between the US and the EU

The report says that from 2011 to 2014, the largest increase in US exports of organic produce to the EU occurred in fresh grapes and reached USD 4.7 million in 2014 (2011: USD 0.8 million). In 2014, the value of US organic grape exports to the EU exceeded the export value of organic apples which used to be the most important US organic export commodity in 2012 and 2013.

Other important US organic export products to the EU after grapes and apples include strawberries, blueberries, peppers, and cauliflowers.

In 2014, most US organic exports to the EU occurred during October (grapes and apples) and November (grapes).

US exports to the EU of organic products which are covered by HS codes (introduced in 2011) reached USD 12.3 million in 2014. This compares to an increase of 77 percent from 2011 to 2014, the USDA said.

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us top importers eu.png

Figure 2. Top 10 EU countries with the highest organic sales USD per person, 2013 figures

Top 10 EU countries with the highest organic sales USD per person, 20.png

 

Top 10 largest organic markets in the EU, million USD, 2013 figures

Top 10 largest organic markets in the EU, million USD, 2013 figures.png

 

Read “Plenty of opportunities for U.S. organics in the EU market”

USDA Foreign Agricultral Service (FAS) Global Agricultural Information Network (GAIN) report

 

 

 
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Asda says its “no tears” sweet red onion is a UK first

Asda onion

 

Asda has just started selling what it calls the UK’s first sweet red onion.

The UK retailer said in a press release that a total of about 40 tons of Sweet Reds are now on sale at selected Asda stores.

It claims the onion’s lower pungency levels means less tears while chopping and an odour that doesn’t linger on the breath as long as that from a regular onion. The new bulb is also said to boast a milder, juicier and crunchier flavour.

Asda said the sweet red is the result of work spanning more than 20 years by Bedfordshire Growers farmer Alastair Findlay, who evaluated 400-500 bulbs per season in order to cultivate the new onion.

Asda’s vegetables buyer Andy Wareham said the company is proud to have supported Findlay on the project. “Introducing the UK’s very first sweet red onion is a fantastic achievement. » Wareham said that like in the USA, people in the UK tend to have a sweeter palate « so will appreciate the same tangy flavour, without the strong acidity of some onions. »

“It’s funny to think that prior to the 1990s, there were no red onions grown within the UK. However due to the popularity and versatility of the variety, they now account for 20% of the total onions sold within the UK,” Wareham said.

Findlay is already working on an improved version of the onion to launch next year. “There are so many interesting flavours just waiting to be discovered,” he said.

Read more about Asda on p34 of our latest edition, number 135.

 

 

 

 

 

 

 

 

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Increased citrus imports and online sales in China

The majority of China’s imported citrus is sold through major retailers, convenience stores, fruit stalls, high-end hotels, restaurants and e-commerce.

 

Ongoing growth in China’s citrus imports is fuelled by strong thirst for fresh – and thus counter-seasonal – fruit, reports the Global Agricultural Information Network (GAIN). And the main suppliers – South Africa, Australia and the US – are also benefiting from the increasing cost of locally-grown fruit, GAIN said in its 2014 citrus annual for China.

Among its forecasts for the 2014/15 marketing year:

Orange imports: to rise 13% on previous year to 100,000 tons (South Africa then the US the main suppliers);

Mandarin imports: to rise more than 30% to 24,000 tons (South Africa & Australia the main suppliers);

Grapefruit imports: to rise 23% to 32,000 tons (imports from South Africa have grown to meet higher demand as more consumers become aware of grapefruit’s nutritional benefits).



Online fresh produce sales up 41% to more than $930 million

GAIN also said the majority of China’s imported citrus is sold through major retailers, convenience stores, fruit stalls, high-end hotels, restaurants and e-commerce.

It noted e-trade platforms developed fast in 2014 and though the market share is still small, using they are increasingly popular in China, where revenue from online fresh product sales rose nearly 41% in 2013 to more than $930 million.

“Selling fresh fruit online has continued to expand rapidly over the past 4 years. For example, Fruit Day was the first company to develop an online website to sell fresh fruit products in 2009 followed by Guo Ku Wang (www.guocool.com) and Tou Tou Gong She (www.tootoo.com). Guocool.com also provides fresh-cut products online,” GAIN said.



Shanghai the preferred entry port

Guangzhou is China’s biggest fruit import distribution hub but importers increasingly prefer the next biggest, Shanghai, because of domestic transportation costs and other cost concerns.



 

Read the report

Image by NuclearVacuum via Wikimedia Commons

 

 

 

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What’s booming for Norway’s BAMA Group

RuneFlaen

 

Health awareness – and huge distances – shaping changes in the country’s fresh produce supply

 

Blueberries, avocados and sweet potatoes are among the fastest-growing products in grocery stores under the umbrella of Norway’s giant BAMA Group, which has seen its turnover rise 9% on 2013 to an expected €1.65 billion this year.

“But the competition is tough,” BAMA Group CEO Rune Flaen says of Norway’s highly concentrated retail sector, which recently shrank from being dominated by four major retail groups to just three.

With news in October that Norway’s large Coop chain will take over the Norwegian operations of Sweden’s ICA chain, that leaves just three main retail groups in Norway: NorgesGruppen (40%), Coop (32%) and Rema 1000 with partners (28%).

NorgesGruppen and Rema 1000 are shareholders of, and supplied by, BAMA.

 

Tough climate makes marketing crucial

High taxes and costs, protectionist food policy, and dominance by just a few wholesalers and retailers are among factors shaping retail in Norway and another key one, as Flaen said at the Fresh & Life berry symposium in Madrid in October, is distance.

Norwegians have the highest concentration of shops per inhabitant in Europe, mainly due to the challenging logistics in a country which measures 2000 km from from north to south.

“A large part of the European industry is struggling,” so marketing is even more crucial, he said. BAMA thus makes sales planning and marketing a priority and among its various initiatives is a large sport sponsorship program, where the aim is to encourage physical activity and a healthy diet through different activities for children especially, and Norwegians in general.

 

Berries, then tomatoes and bananas lead fresh produce value

Flaen – who has spent more than 30 years at BAMA and the last 20 at its helm –

said bananas used to be its most valuable fresh produce category but now it’s berries, tomatoes, then bananas. The berry category accounts for about 3% of Norwegian grocery sales in the summer peak season, far ahead of Coca Cola – something Flaen noted as “really important.”

In berries, strawberries still lead but raspberries have also become an important year-round item and blueberries have had “explosive growth”.

“There’s enormous potential in the berry sector in years to come,” he said.

 

In an interview with ED at Fruit Attraction, Flaen shared more market insights:

There’s been huge growth in BAMA’s berry sales. Where else is demand rising?
We’ve had big growth in avocados (+137 % last five years – volume) and in all root vegetables. For example the sweet potato market has exploded, sales last year tripled in volume after a marketing campaign teaching families how to prepare them. Mashed sweet potato has become a favourite for kids.

What’s driving interest in root vegetables?
More and more people going back to basics and cooking at home. We’re seeing that trend really strongly – sales are up 110 %.  

What other trends are you observing?
Local produce is very popular, people are really interested in the region and history behind their food – that’s a clear trend for the future. Private labels will also grow.
What opportunities are on the horizon for fresh produce suppliers?

The health trend is very strong. We have to find the right products for consumers and inform them about what’s in them nutrition-wise and what they do to their bodies – that’s the big trend.
Are health benefits behind the explosion of blueberry consumption in Norway?
Mainly but also because we now have good quality and availability year-round – that’s the key to growth.

What is one of your priorities in fresh produce now?
We are always working on improvements in the value chain. Shelf life is very important to us and our customers are investing very heavily in coolers. In a country like Norway with long distances, quality and freshness are the highest priority.

What changes have you made in logistics?
One example is that we now have three drivers each on two trucks for our “Berry Express” from Morocco so they can arrive as fast and fresh as possible. From loading in Morocco to arrival in Oslo – before distribution in Norway – takes 3-4 days.

What is the “BAMA Commitment”?
For 15 years BAMA has adopted a dynamic and value chain–based model reflecting its desired holistic approach. Through detailed planning and predictability we aim for long-term, sustainable production and profitability in all stages.

 

Retail in Norway

logistics challenge: 5.1m people, 385,000 sq km

highly concentrated: soon just 3 main retail groups

about 3900 grocery shops, average turnover €5m

60% of grocers are discounters (highest in Europe)

0.8 grocery shops per 1,000 people (highest in Europe)

Norwegians shop 4 times pw

Norwegian F&V consumption (day/person)

2013: 443g

2006: 410g
 

BAMA Group (BAMA-Gruppen AS)

Est. turnover 2014: €1.65b up 9% on 2013)

7 business areas including food service & fast-growing flower business

2 retail customer groups in grocery business: NorgesGruppen & Rema 1000.

NorgesGruppen: 40% of grocery market, Norway’s biggest retailer

NorgesGruppen controls chains such as Meny, Kiwi, Centra, Joker & Spar.

Rema 1000: 28%, no-frills supermarket chain

BAMA also has representatives in Poland, Sweden & Holland

BAMA’s fresh produce

500,000 tons pa, of which:

72% imported (170 suppliers)

28% local production

serves 15,000 customers

BAMA’s fresh produce strategy includes:

Goal of min. 4% more growth pa in F&V than average for all categories

Focus on consumer — flavour & nutrition

Close relationship & long term cooperation with suppliers & customers

Importance of berries

300% volume growth in Norway since 2003

1% of Norway’s grocery sales

10.6 % of value of total F&V shopping basket at BAMA

30% of Norwegians buy fresh berries in a grocery store weekly

BAMA 2013 berry sales (in kg)

total 17 million

strawberries 10 million

blueberries 3.25 million (x12 in value since 2008)

raspberries 1.5 million

Cool chain investment

More coolers at checkouts

+3,000 new berry coolers in last 2yrs

+2,000 more in next 2 years

 

JB

 

SPAR berrie mix in cooler.JPG

 

Read this and other feature articles in Eurofresh Distribution edition 134

 
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Fresh fruit and vegetable demand in Norway

Oddmund

 

“In recent years, berries and blueberries (highbush blueberries) have seen a spectacular increase in the Norwegian market and tomatoes are no longer just tomatoes, the range has become very wide.“



“The Norwegian government’s policy is that organic fruit and vegetables should reach a market share of 15%.”



As general secretary of the Norwegian Association of Fruit and Vegetable Wholesalers, Oddmund Østebø knows Norway’s fruit and vegetable sector inside out. Relative to the rest of Europe, the country’s relatively small population – just over 5 million – has very high spending power but a low rate of fresh fruit and vegetable consumption and is highly dependent on imports.



What are some of the features of the Norwegian market?

Oddmund Østebø: The Norwegian fruit and vegetable market consists of 5 million consumers and is thus the size of the Danish and Finnish markets.

About 70% of Norway’s fruit and vegetable turnover is derived from imports – with Spain is by far the main supplier – and 30% Norwegian production. In recent years, berries and blueberries (highbush blueberries) have seen a spectacular increase in the Norwegian market and tomatoes are no longer just tomatoes, the range has become very wide.



What do you do in regard to marketing?

Generic fruit and vegetables marketing in Norway is mainly driven by the Norwegian Marketing Board for Fruit and Vegetables, whose main activity is the promotion of Norwegian produce.

But it is important to promote fruits and vegetables year-round, also in the import season of individual products. The vision for the future of marketing will be “Fruit and vegetables – naturally for all meals.” This will be achieved by increasing the knowledge of fruit and vegetables in all segments of the market.



What is happening in regard to organic and sustainable production?

Norwegian consumers consider regular mainstream products as very good. This means interest in organic fresh produce is not as high as in many other countries. However, the Norwegian government’s policy is that organic fruit and vegetables should reach a market share of 15%.

The organic products that have a certain market share of the total market are carrots and potatoes, otherwise the market share for organic products is low in Norway. There is a growing demand for certain organic products, especially staples like apples, carrot, potato, cabbage, tomatoes and cucumbers. These products are relatively cheap for the consumer, and it is easier to sell organic products.



JB



This is a short version of a full page interview which can be read online here on page 13 of edition 134 of Eurofresh Distribution magazine.