Just like this sector, the Global Berry Congress is also growing. The programme changes every year. The only thing that remains the same is the location: Rotterdam. With more subjects than previous years, the organisation opted for a programme with three themes. Divided over three stages, presentations about the latest knowledge, about storage, increasing consumption and the up-and-coming production were given.
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Murmuring and headphones
A large number of stalls could be found around the stages, over the whole of the WTC's hall in Rotterdam. Since the enlarged area for networking caused the sound of constant murmuring, people attending the presentations were given headphones. This was so that they could hear and understand the speakers. The reaction to this new set-up was positive. Although there were some raised eyebrows at the beginning of the day about the buzz in the hall, these concerns soon disappeared when the headphones were presented. The exhibitors also had a constant flow of people passing by, thanks to this set-up.
The substrate suppliers and packaging suppliers, followed by breeding companies, filled the most space among the stallholders. This illustrated one of the sector's most significant challenges - production. Strawberries are the only species that have a high production figure, yet the sector is focused on the other soft fruit varieties. There is much room for growth in the area of production. Blueberries have been popular for many years. Raspberries and blackberries are rising stars even though there are logistical issues with these fragile fruits.
Click here to view the photo report.
Click here to view the photo report.
Emotion in the soft fruit sector
Attention is being focused on production in order to realise this growth. The demand means higher volumes are needed. This was evident in the programme's subjects. It was noticeable that many new production regions were presented. Three of these areas are Slovenia, Romania, and North Africa. The traditional cultivation areas were not forgotten: Mexico, Chile, Argentina, and, of course, Spain, were part of the show.
Attention is being focused on production in order to realise this growth. The demand means higher volumes are needed. This was evident in the programme's subjects. It was noticeable that many new production regions were presented. Three of these areas are Slovenia, Romania, and North Africa. The traditional cultivation areas were not forgotten: Mexico, Chile, Argentina, and, of course, Spain, were part of the show.Strawberries, raspberries, blackberries, and blueberries: their production is an emotional issue for consumers. "Consumers identify more with the foodstuffs they buy," says Marieke Appel of the American-based company, Driscoll's. "By adding emotion to the soft fruit sector, we can attract more consumers." The cooperation of retailers is essential since strawberries and raspberries are often not on people's shopping lists. Soft fruit is, primarily, an impulse buy. They must, therefore, be optimally presented in shops.
Labels must replace customers' thumb-up
"Someone who regularly buys soft spends more money on average at the supermarket than someone who does not buy soft fruit", says Marieke. This also makes this category attractive to supermarkets. Since soft fruit is an impulse buy, it makes online sales difficult. This market is, however, growing which, in turn, means adaptation. "We must, for instance, adjust the packaging so they can be sold via online channels and be delivered to people's homes."
Jason Fung of another American company, Oppy, adds to this. He knows that in recent years, traditional supermarkets in the American market, have seen their market share shrink. New concepts, including online channels, convenience stores and delicatessens, have grabbed market shares from supermarkets and hypermarkets. Yet, 64% of consumers admit that they want to be able to control the buying of fruit and vegetables themselves. "Labels need to replace consumers' approval," says Jason. This means labels need to represent a guarantee of quality so consumers can blindly trust the brand.
"The market for branded fruit is growing faster than that of the general market for fruit," Jason continues. Between 2011 and 2016, fruit brands saw their market share increase from 10% to 12%. The growth was at the expanse of non-branded items.