More Fresh Vegetables: Make It Easier for Consumers!

It is a well-known fact that fruit and vegetables are a healthy choice. Nevertheless, various factors are keeping consumers from eating fresh vegetables more often. How can we inspire them to choose a healthy option? By making it easier for consumers; easy as pie, actually!

Recent Sales Numbers of The Dutch Fruit and Vegetable Industry

Why do consumers still have difficulty buying fresh vegetables more often? Is there not enough time to spend in the kitchen? Not enough energy to cook themselves? Not enough inspiration to try new dishes? Not enough confidence, that vegetable-based dishes can be tasty too? Or not enough budget to spend on fresh produce?

This last statement can be instantly negated; fresh produce in the Netherlands is very affordable in comparison to other countries. On the 10 th of January, the GroentenFruit Huis – the Dutch Fresh Produce Centre – presented the following numbers:

Of the total volume of fresh vegetables being sold, 22% is prepared. Consumers spend 34% of their budget on prepared produce; for fruit the percentage is 3%. In addition, more money was spent on organic fruit and vegetables in supermarkets. The sales of this product group increased by 5%.

Guide Consumers in Making a Healthy Choice!

Even though the abovementioned report states that prepared vegetables – or convenience products – are purchased more often, the United Kingdom for example, offers a broader range than the Netherlands. Next to pre-cut vegetables and freshly prepared salads, their shelves present fresh (oven) baked dishes, fresh ready meals and deluxe options with inspiring taste combinations. Plenty of inspiration for the Dutch fruit and vegetable industry! When you mention ready meals in the Netherlands, consumers mostly think of high-calorie foods. By presenting healthier options that contain more fruit and vegetables, the resistance to eat more fresh vegetables decreases. Even when there is not enough time, not enough energy, not enough inspiration or not enough confidence that a healthy option will give the same satisfaction as a quick unhealthy snack. By guiding consumers in the right direction and providing suitable products and inspiration, 2018 can become a very happy and healthy year!

Are you inspired by our words and are you curious to know how to reach consumers more effectively? Do not hesitate to get in touch with Wim van den Berg: or +31 (0)6 5756 4346.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.

Return to blogs

Vorige artikelen

  • date 13 Dec 2017

    The Power Of A Multi Channel Strategy

    Consumers increasingly use multiple sales channels to buy their groceries. When retailers respond adequately, they can keep supplying their consumers with fresh products, meeting their needs anytime and anywhere. Convenience products are the future.

    Like to know more? read more

  • date 22 Nov 2017

    How Do Retailers Build Consumer Confidence…Now and In the Future?

    Why is one retailer successful and the other one is not? It has to do with economic and demographic influences among others, but especially with insight in consumers’ motives. Providing an adequate response and a clear store concept, both consumer confidence and revenue will increase. Read More!

    Like to know more? read more

Follow us