dr. david hughes
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Dr. David Hughes - presentation to Fresh Inspirations 2012 ConferenceTRANSCRIPT
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Dr. David Hughes
Emeritus Professor of Food Marketing
Fresh Inspirations 2012
Marriott Hotel, Huntingdon, UK
Thursday, January 26th, 2012
International Trends and
Developments in the Supply
Chain for Fresh Produce
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Mean Fruit & Vegetable Intake by EU Country
(grams per day and excluding juices)
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New Half Measures of Fruit and Vegetables in
Processed Foods: Food Industry Initiatives
Source: IGD, UK (The Grocer, August, 2011)
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For Mum, are these part of the meal solution or
part of the meal problem?
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12/1/2012
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World Population: Who's Going Up and Who’s
Going Down?
2010 2030 2050
- billion-
World 6.9 8.2 9.0
Africa 1.0 1.5 2.0
Asia 4.1 4.8 5.1
Europe 0.7 0.7 0.7
LAC* 0.6 0.7 0.8
North America 0.3 0.4 0.5
Oceania 0.04 0.04 0.05
*Latin America & Caribbean
Source: UN (population scenario planning)
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Retail Sales Value of UK Fruit Market, By Category,
2005 and 2011: Fresh Berry Category is Number 1
2005
£million
2011
£million
% change 2011
vs. 2006
Berries 397 764 +92
Apples 660 744 +13
Bananas 548 622 +14
Citrus 499 612 +23
Grapes 396 570 +44
Stone Fruit 280 343 +23
Tropical Fruit 295 306 +4
Pears 162 199 +23
Total Fruit 3,238 4,160 +28
Source: Kantar (previously TNS), 52 w/e June 19, 2005 and 52 w/e June 12, 2011
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What Underpins Success in the Berry Markets
of the UK?
• Strong positive image of berries in consumer’s mind
• For UK strawberries, association with “home grown” and
anticipation of Summer and the berry season
• Riding on coat-tails of health and well-being trend
• Perceived as “snackable”, child-friendly, affordable treats
• BSFA year-around PR programme for berries
• Increasingly well-structured product tiering at retail (UK), and
berry product category management (USA)
• Strong retailer support, particularly in peak seasons
• Extended availability with covered crops
• Private sector-funded R&D for mainstream and premium
proprietary varieties – better shape/flavour/shelf-life
• Well-structured supply base
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UK Weekly Sales of Fresh Berries and
Table Grapes, 2008 – 2011 (£’000)
Source: Kantar Worldpanel ,2011
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Driscoll’s Berry Patch
Wegmans Berry Destination
Display
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Success Factors in Driving Sales Value and
Volume for Fruit & Vegetables (F&V)
• Price point important but perceived value-for-money paramount
• Product must fit family lifestyle requirements (e.g. convenient to
prepare/eat, child-friendly). Younger consumers more likely to
drink than eat F&V
• Power of PR – exploit good news stories associated with F&V
(health “halo”)
• Category approach (e.g. berries) to promotion more effective
than generic fresh produce advertising
• Consolidation in supply base brings more resources to bear
• Early and sustained education on nutrition and cooking
• Multiple routes to the consumer for F&V – modern retail, corner
stores, traditional street markets, farmers’ markets, etc.
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Life Science Companies
Ownership of Genetic Rights
market
power
polarised
nursery people
growers/farmers
distributors
manufacturers etc.
get squeezed!
Major Global Food Retailers and Food Service Firms
Ownership of Information on Shopping Behaviour
Proprietary Technology and Demand Chain
Squeeze
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CONTACT POINTS:
telephone numbers
office +44(0)1600 715957
fax +44(0)1600 712544
mobile +44(0)7798 558276
Check my latest podcast at www.profdavidhughes.com
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26th January, 2012,
Huntingdon Marriott Hotel