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A Fresh Approach – Future Prospects For The Fruit & Vegetable Industry

The European fresh-produce sector has come through a challenging year, with flying colours, and it is looking to build on increased consumer demand for healthy eating. This article first appeared in ESM Issue 2 2021.

A year is a long time in retail, and it was around this time 12 months ago that the European fresh-produce industry was facing an unprecedented threat to its stability, as the initial wave of the COVID-19 pandemic put governments on high alert, leading to closed borders, reduced mobility, and shortages of certain products on retailer shelves.

“Right from the beginning, our category was identified as an essential segment that needed to be maintained on the shelf and accessible for European consumers,” Philippe Binard, delegate general at representative group Freshfel, told this magazine last May.

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