Around 55,000 visitors from 120 countries are expected to converge on Messe Berlin tomorrow for Europe's largest produce trade fair, Fruit Logistica. The European Union is the world's biggest fresh fruit importer but in 2012-13 volume will likely be stagnant, combined with the fact the EU's own fruit crop will drop by 8% to around 34 million metric tons (MT). At the event's opening press conference today, German Fruit Trade Association president Dieter Krauss said a "new understanding" was needed to improve this situation.

A study from Bonn-based AMI shows German households bought nearly 1% less fruit year-on-year in 2012, at 87.9kg (193.78lbs) each.

Dieter Krauss (left) with Messe Berlin chief operating officer Christian Göke

While this is not a dramatic drop in any sense, Krauss believes the country's per capita fruit and vegetable consumption can rise from its current level of 212g (7.47oz) per day, which is a third of World Health Organization (WHO) recommendations.

To try and tackle this situation, the German Fruit Trade Association commissioned a study from Cologne-based Rheingold to find out what influenced buyers' produce consumption habits.

Krauss said the study showed consumers were well aware that eating fruit and veggies strengthened the immune system, but they didn't want to be constantly reminded of this "self-evident fact". Respondents did not regard benefits for climate balance as a valid reason to buy produce, while they were also not familiar with different varieties, especially when it came to exotic fruits.

But the most important point related to the overall perception of fruit and vegetables.

"Many consumers are indifferent when it comes to fresh fruit and vegetables and obviously lack appreciation for our products," Krauss said.

"One of the reasons why appreciation for fruit and vegetables has faded lies in the advertising. The ads promote price as the sole criterion for purchasing the products.

"From radio spots and newspaper ads, to flyers in the mailbox, the messages are essentially the same. The focus is on price and grade. Information about the product, its taste and the ways it can be used is practically non-existent."

To illustrate his point, Krauss discussed a recent ad for New Zealand kiwifruit in a newspaper, selling for €0.90 (US$1.22) each.

"Can a fair price still be paid to the grower? Incidentally, the kiwifruit is also expected to be tasty – and meet food safety standards," he said.

"If fruits and vegetables are sold at bargain basement prices, can they still be regarded as desirable products in the eyes of the consumer?"

Krauss said a "new understanding" was needed, involving everyone.

"Consumers understand the difference when it comes to other products. Everyone knows that you can’t buy a luxury car for the price of a compact.

"But with food, everything is lumped together and consumers expect high-quality, safe products at bargain prices.

"It would be deceptive to try and make consumers believe that better and safer food products can be offered at ever-lower prices."

He said the issue carried on further to the German market as a whole, and if it continued there was a threat that suppliers would increasingly look to other markets around the world.

"The German market still plays an important role, but this could change in the future. Why, for example, should banana growers in South America, kiwifruit producers in New Zealand or orange farmers in South Africa supply goods at a low price to Germany when they can sell the same products for much higher prices in other parts of the world?

"Germany is in danger of losing its importance as a market due to the downward price spiral."

Despite Krauss' sobering view of the current trade situation, he believes consumers can be persuaded into buying more fruit and vegetables.

"Consumers want to be advised, for example, about the benefits of certain varieties, taste, how the products can be used, how long they can be kept, about quality. Perhaps they want to actually taste the products before buying them.

"Our trade association has developed a special training program for fruit and vegetable retail specialists. A pilot project will be completed in April 2013. This program lays the foundation for ensuring consumers receive qualified information and expert advice.

"Another option is the "Freshness Is Life" poster campaign jointly supported by producers and trade associations from Germany, the Netherlands and Belgium.

"Instead of focusing on prices and grades, the themes will promote freshness along with the fun and joy of eating fruit and vegetables."

Additional stats

While per household fruit consumption fell in Germany last year, the amount spent actually rose by 3% to €151.60 (US$205).

Apples, bananas and oranges were the most commonly bought fruits, followed by easy peelers and grapes. Melons took sixth place from strawberries due to higher summer temperatures.

The AMI cited a marked decline in pear, banana and pineapple quantities, however these fruits all kept their rankings. Purchases also fell for apples and nectarines.

Keep your eyes peeled on www.freshfruitportal.com for more coverage of Fruit Logistica.

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