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"More fresh vegetables: Make it easier for consumers"

It is a well-known fact that fruit and vegetables are a healthy choice. Nevertheless, various factors are keeping consumers from eating fresh vegetables more often. How can we inspire them to choose a healthy option? By making it easier for consumers; easy as pie, actually, according to Wim van den Berg of Prominent.

Recent sales numbers of the Dutch fruit and vegetable industry
Why do consumers still have difficulty buying fresh vegetables more often? Is there not enough time to spend in the kitchen? Not enough energy to cook themselves? Not enough inspiration to try new dishes? Not enough confidence, that vegetable-based dishes can be tasty too? Or not enough budget to spend on fresh produce?

This last statement can be instantly negated; fresh produce in the Netherlands is very affordable in comparison to other countries. On the 10th of January, the GroentenFruit Huis – the Dutch Fresh Produce Centre – presented the following numbers:

Of the total volume of fresh vegetables being sold, 22% is prepared. Consumers spend 34% of their budget on prepared produce; for fruit the percentage is 3%. In addition, more money was spent on organic fruit and vegetables in supermarkets. The sales of this product group increased by 5%.

Guide consumers in making a healthy choice
Even though the above-mentioned report states that prepared vegetables – or convenience products – are purchased more often, the United Kingdom for example, offers a broader range than the Netherlands. Next to pre-cut vegetables and freshly prepared salads, their shelves present fresh (oven) baked dishes, fresh ready meals and deluxe options with inspiring taste combinations.

Plenty of inspiration for the Dutch fruit and vegetable industry! When you mention ready meals in the Netherlands, consumers mostly think of high-calorie foods. By presenting healthier options that contain more fruit and vegetables, the resistance to eat more fresh vegetables decreases. Even when there is not enough time, not enough energy, not enough inspiration or not enough confidence that a healthy option will give the same satisfaction as a quick unhealthy snack. By guiding consumers in the right direction and providing suitable products and inspiration, 2018 can become a very happy and healthy year, Wim concludes.

For more information:
Wim van den Berg
+31 (0)6 5756 4346

Publication date: 1/22/2018



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