There are plenty of opportunities for the future and the challenge for the fruit and vegetable sector is simple according to Stephan Weist of REWE during the Freshfel/Profel event. "The challenge is to raise the consumption of fruit and vegetables. We have to convince the consumer to follow a healthy diet and eat enough fruit and vegetables every day, at least the amount that the WHO advises."
Win-win-win
He believes that it would already make a huge difference if all inhabitants from the EU ate 80 grams of extra fruit and vegetables. He emphasises that this isn't that much, as 80 grams is the size of a kiwi. It sounds like a 'mission impossible', but it's not. It's what we consumed in the 80's. We have 365 days and more than 500 million consumers - that would mean an increase of over 15 million tonnes more fruit and vegetables being eaten. This is a win-win-win situation for a lot of parties!"
Solution
He believes that the sector should take responsibility when it comes to working together. "We have to bring fruit and vegetables to the consumer together in a stimulating manner. Fruit and vegetables are the solution for many challenges in our society in various areas including the climate, health and sustainability. It's important to emphasise the advantages of fruit and vegetables. We have the right product. Let's create an environment in which fruit and vegetables receive the position they deserve, as they are healthy, sustainable and delicious! Let's put fruit and vegetables first!"