In February 2008, Freshfel Europe has released its ‘Freshfel Consumption Monitor 2007’, analysing trends in the production, trade and supply of fresh fruits and vegetables across the EU-27. The ‘Consumption Monitor’ was developed by the Freshfel Working Group on Promotion, chaired by Dr Laurence Swan, under the auspices of the Freshfel Supply Chain and Retail Division. This study is part of the actions undertaken by Freshfel in the framework of the EU Platform for Action on Diet, Physical Activity and Health, launched by Health and Consumer Protection Commissioner Markos Kyprianou in March 2005. Freshfel is the member of the platform representing the fruit and vegetables sector at European level.

The “Production, Trade and Consumption Monitor 2007 in the EU-27” is the fifth edition of the report, and it covers the period 2000 to 2006. The Monitor identifies a number of EU-wide trends, including specific information on fresh fruit and vegetable supply and consumption trends in all EU-27 Member States. According to the Freshfel Monitor 2007, in 2006, total gross supply of fruit per capita stands at 107 kg (compared to 108 kg average of the previous six years), and total vegetable gross supply per capita stands at 98 kg (compared to 103 kg average of the previous six years). This represents a decrease in 2006 by 0.7% on fruits and by 4.5% on vegetables, when compared to the average of the previous six years. Moreover, the situation varies significantly from one Member State to another, which shows that important efforts remain to be made in order to bring consumption up to satisfactory levels across all EU Member States.

‘Consumption data should only be understood as a trend indication, rather than the precise amount of fresh produce really consumed by the population. The consumption trends identified by the Freshfel Monitor are on the high side as estimates do not necessarily take into account all produce that goes for industrial purposes (and is therefore not consumed fresh), or produce wastage. Consequently, the Freshfel report indicates that more efforts need to be made to further stimulate the consumption of fresh produce across Europe’ stated Raquel Izquierdo de Santiago from Freshfel Europe.

The ‘Consumption Monitor’ constitutes an important instrument of the Freshfel Working Group on Promotion. According to Laurence Swan, Chairman of the Freshfel Promotion Working Group ‘the monitor contains an impressive source of information on trends in the EU-27 Member States and also identifies consolidated EU trends. It is a unique report and a valuable tool for companies in the fresh produce sector and public sector alike.’

Copies of the ‘Freshfel Consumption Monitor 2007’ (136 pages) are available from the Freshfel Secretariat. Freshfel Members receive the report free of charge; non-members are asked to pay a price of 250 €. The document includes the following sections:

1. total gross supply for fruit and vegetables in the EU-27 including trends in production, exports and imports for fruit and vegetables;
2. a review of the total gross supply, trends in production, exports and imports of fruit and vegetables in the countries of the EU-27, plus consumption trends in Norway; and
3. a comparative review of consumption trends across the EU-27.

You can order the “Freshfel Consumption Monitor 2007” by downloading the document below or by filling the electronic form. (All fields are mandatory)