Misshapen fruit, increased protected cropping and vegetable-focused restaurant meals are just some of the trends set to make an impact on the global fresh produce scene.
Produce Marketing Association CEO Bryan Silbermann delivered his State of the Industry address as the last session on day one of PMA Australia New Zealand’s Fresh Connections 2016 in Brisbane last week.
He conducted it in a tag-team presentation with his Australia and New Zealand counterpart, PMA A-NZ CEO Michael Worthington.
Together, the pair outlined trends and influences they see as game-changers within the industry.
Mr Silbermann started off by saying the phenomenon of retail outlets selling second-grade vegetables and fruit because of their less-than-perfect shape was set to continue.
He said the idea was initially started by French retailer, Intermarche with its Inglorious Fruits and Vegetables campaign.
"This is a great example of great marketing, how you can take something as a fact and turn it on its head in one year," Mr Silbermann said.
It has since spread across the world with both independent shops such as Harris Farm Markets and majors like Woolworths in Australia picking up on the idea.
Mr Worthington added that Woolworths has sold more than 30 million kilograms through its Odd Bunch program.
Farming automation and protected cropping will also surge ahead, according to Mr Silbermann.
He pointed to a Japanese operation soon to come online that will see leafy vegetable crops totally controlled by computers and robots.
That assurance of controlled conditions in the face of changing weather patterns was another point which was drawing farmers to greenhouses and even rooftop production.
In the food service category, Mr Silbermann said there are high end restaurants which are now planning menus around "aggressively prepared" vegetables, where more costly proteins are being used as a garnish to the dish.
"Vegetable-centric cuisine is becoming a trend," he said.
Part of that is the embracing of raw foods by the next generation, known as millennials.
He spoke of younger consumers adopting a sustainable diet, as well as being highly conscious of their food origins and environmental impact.
"Among millennials there is a hunger to use technology to make things easier in the kitchen,” Mr Silbermann said.
“Millennials’ reliance on technology goes behind just the recipe- they are relying on videos and apps to help cook.”
Mr Worthington said the challenge is attracting millennials into the industry.
Ashley Walmsley
Ashley Walmsley is the editor of ACM's only national, fresh produce magazine, Good Fruit & Vegetables, while also covering horticulture stories for the agricultural papers and websites. He also writes the weekly, The Ringer, column in the Qld Country Life.
Ashley Walmsley is the editor of ACM's only national, fresh produce magazine, Good Fruit & Vegetables, while also covering horticulture stories for the agricultural papers and websites. He also writes the weekly, The Ringer, column in the Qld Country Life.
