MEDFEL 2025 debates what a fair price is for fruit and vegetables

The 2 speakers at the major debate organized on Wednesday April 23 at the 15th MEDFEL trade show in Perpignan reminded us of the "weather-sensitive" nature of fruit and vegetable prices. Their price will logically be more "fair" or accessible at the height of the season. Prices fluctuate according to crop cycles and climatic conditions, which affect both production and consumer behavior: prices will rise if demand increases and supply falls, and conversely, prices will fall.

72% sold in supermarkets

Marie-Amandine Stevenin, President of France's leading consumer association UFC - Que Choisir, declares that "We have never defended the lowest price, but rather the fairest price". She points out that 72% of fruit and vegetables are sold in supermarkets. In her view, this is an obstacle to price transparency, as consumers are often given little or no information on the origin and growing conditions of a product. Conversely, if a local product is sold on the market, consumers will be better informed if it has been affected by climatic hazards.

Lack of transparency and fair prices

Marie-Amandine takes as an example the supermarket retail price of a French cherry tomato at €17 per kilo, compared with €3 "per piece" (a 500-gram tub) from Spain, or €2 per unit for a Moroccan tomato. In addition to the exaggerated price difference, the problem also stems from a lack of clarity in the unit of sale on the display.

Instead of "piece", it would be better to say "500g tub". Christel Teyssedre, president of Saveur Commerce, reminds us that display is regulated in France: the price must be per kg if sold in bulk, or per unit if the product is packaged. Some products, such as melons and pumpkins, can also be sold by the piece.

Tools for consumers

Christel Teyssedre recalls the very useful harvest calendar established several years ago by the fruit and vegetable interprofessional association Interfel to better inform consumers about the seasonality of produce, during which products are more accessible. It states that eating 5 portions of fruit and vegetables a day can cost a very reasonable €1.73 a day, if only seasonal produce is purchased. This represents a budget of €4.5/day for a family of 4, €135 per month, according to a study by Interfel. The average price of a quilo of fruit and vegetables would be €1.13 today, compared with €0.91 in 2018 in France. Average inflation would have been 16% 2 years ago or 30% in 5 years.

For more information on French consumption trends, you can write here.