"Summer is here," begins Jacco van Paasschen of Dutch company Fruit Freshi. "Now is the time when generally the softest fruit is eaten throughout Europe. However, we've long not referred to 'the season' having started, as we can offer high-quality, delicious soft fruit all year round."
© Fruit Freshi bvJacco van Paascchen, Fruit Freshi
Jacco notes that, lately, some products have experienced some supply disruptions. "Blueberry and raspberry supplies were erratic in the first half of 2025. There were also a few quality issues in February and March with blueberries from the southern hemisphere and, more recently, in April, with blueberries and raspberries from Morocco," he says. Jacco expects things to improve with the current production peak. "An increasing number of countries began production from mid to late June, with several becoming virtually self-sufficient for several products."
Tricky to plan
Jacco, though, admits that the changing climate and weather conditions make planning increasingly difficult. "In the second half of 2024 and again in the first half of 2025, it became abundantly clear that forecasts and actual supply can vary significantly in certain weeks. That, while retail promotions are often planned well in advance," he explains.
© Fruit Freshi bv
"When the larger European stores plan several promotions in the same week, as the planned supply volumes are far from being met, that, obviously, causes panic in the chain. Fortunately, there are still retailers who can switch gears quickly when it comes to promotions. An extra supply volume often follows in the weeks after a production dip, so we, as a sector, truly need retail promotions."
© Fruit Freshi bv
On the consumer side, communication is important; something Jacco believes demands even more attention. "We're on the right track, but there's still plenty to gain. Our sector has wonderful products, but good, impactful communication with consumers will be vital in the coming years. Campaigns highlighting the possibilities of products can achieve that. But also, and not unimportantly, through communication on packaging about the variety, flavor, and producer, possibly with a QR code where you can get more information about how the product was grown," he reckons.
© Fruit Freshi bv
Buying in line with expectations
Van Paasschen has determined that people know very little about the soft fruit they buy. "At present, 99% of consumers buying soft fruit still get 'regular' blueberries, raspberries, or blackberries. We must focus more on communicating to shoppers about the flavor characteristics of different varieties, so they buy products that meet their expectations," he continues. Jacco also sees rapid developments in varieties. "That's good. More and more premium lines are emerging, with a focus on flavor and/or size. We can, thus, keep positively surprising consumers regarding quality and flavor."
© Fruit Freshi bv
Jacco has high hopes for the 'A Handful of Summer' campaign, too. It was recently launched with support from the European Union. "There are so many other ways to use soft fruit, and this campaign will definitely help pleasantly surprise people," he concludes.
For more information
Jacco van Paascchen
Fruit Freshi
[email protected]
T: + 31 85 238 58 90
www.fruitfreshi.com
