Freshfel Europe has found that the volume of fresh produce eaten across Europe is in general showing a downward trend. 

The new Freshfel Consumption Monitor, which analyses production, trade and consumption across 28 member states, uses the latest data available (up to 2013) and shows daily consumption standing at 341.82 gram per capita of fresh fruit and vegetables.

Although this does represent a 5.6% increase on 2012 figures, it shows a 1.9% decrease compared to the average of the previous five years (2008-2012).

Freshfel says consumption levels in the European Union remain below World Health Organization (WHO) recommendations of 400 grams of fresh fruit and vegetables per day.

According to the data, only six member states met this target - Bulgaria, Cyprus, Greece, Italy, Portugal and Romania.

“"The consumption monitor shows that fresh fruit and vegetable consumption in the EU has slightly increased in 2013. Nonetheless, on the longer-term perspective, it still shows an insufficient level of consumption across the EU and an overall decreasing trend,”" says Freshfel general delegate Philippe Binard.

"“The moderate increase in 2013 is a positive signal, although the market and economic situation in 2014 and 2015 remains challenging for different reasons.

"“The continuous low consumption makes it urgent to continue to stimulate fresh fruit and vegetable consumption.”"

The monitor comes just a few weeks after European Parliament backed the Commission’s proposal to merge the European-wide School Fruit Scheme (SFS), which has been running for the last five years and designed to boost healthy eating habits amongst EU kids. The School Milk Scheme (SMS) first launched in late 1970s.

Effectively this means the SFS may not continue to operate as a stand-alone initiative and previously Freshfel representatives have spoken to www.freshfruitportal.com about concerns over ‘'mixed messages'’ and how merging the initiatives will hinder efforts to reverse the decline in fruit and vegetable consumption amongst schoolchildren.

A Freshfel release says the organization remains ‘adamant’ in its demand for a ‘coherent EU policy to enhance healthy eating habits, including a resourceful and flexible school scheme and a reinforced EU promotion policy for agricultural products.

"“While the consumers are usually aware of the multiple benefits and assets of fresh fruit and vegetables, they unfortunately do not convert this knowledge into concrete consumption decisions,"” adds Binard.

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www.freshfruitportal.com