Live from MACFRUT 2018 (Rimini): Taste and freshness are the real vectors for developing consumption

 

 

AGROTER, a company specializing in research on the strategic marketing of fresh produce, has revealed a downward trend in the consumption of Fruits & Vegetables. If it is still higher during the summer season, consumption is much lower during the rest of the year, which indicates the need to take action.

 

 

 

The presentation of the THINK FRESH study, conducted on the purchase and consumption habits of fruits and vegetables among 3,000 people, gave striking results. Nearly 33% of Italians have negative opinions (taste deteriorated or significantly worse) on fresh fruit and 27% on fresh vegetables. The taste of tomatoes deteriorated for 56% of consumers, that of strawberries for 54% then apricots (36%), cherries (32%) and melons (29%).

 

 

 

"Freshness and taste are the two main drivers of fruit and vegetable consumption, but freshness is now considered a prerequisite for most foods," said Roberto Della Casa, professor of marketing at the University of Bologna and founder of AGROTER.

 

 

 

"Rethinking the supply chain globally to maintain quality and continuous monitoring, a journey that must start from genetics, go through the qualification of work in the fields and the use of technologies to select fruit with specific standards, up to the valuation of these products in the store, giving them a name, a brand recognizable by the consumer, synonymous with guarantee "concluded Roberto Della Casa.