Underlining the value of careful
planning
01 September 2007 15:51
Mike Knowles
The European apple market is an excellent example of how the trade can regulate itself, free from the constraints of unilateral self interest and politics. Under the auspices of the World Apple and Pear Association (WAPA), supplier countries both within the European Union and in third countries are now sharing market data and planning ahead, putting themselves in an altogether stronger position in terms of marketing and, crucially, making it easier to avoid the perils of oversupply.
This is cooperative competition – or, as one Southern Hemisphere apple exporter puts it, ‘cooptition’ – rather than collaboration, but all the same it appears to work and, in the last two years, it has made the European apple market a much more rewarding place to do business. As our coverage of the European topfruit season (starting on p26) shows, the medium-term outlook for apple marketers is generally positive, although much remains to be done in terms of increasing consumption. Surely a similar structure would do wonders for, say, the EU citrus market? Demand for citrus in many European countries is at a fairly mature stage, but with careful planning the trade would be able to manage supply better and at least give itself a fighting chance of reversing the recent downturn in sales.
In practically any fresh produce category, generic promotions also have the potential to attract new consumers. With the EU now offering millions of euros to associations that want to encourage higher consumption, there is now plenty of scope for generating new interest in eating fresh produce as part of a healthy diet. At the front of the queue? Apple associations from Italy, France and the Netherlands, which this autumn are embarking on a three-year, pan-European promotional campaign designed to push up sales of fresh apples. Other categories would do well to take note and consider doing the same.
By the way, Eurofruit Magazine has reached another milestone with this, its quatercentenary issue. A lot may have changed in the European fresh produce trade since the first copy rolled off the presses almost 35 years ago, but we remain as committed as ever to providing news of all the latest industry developments, as well as high-quality, expert analysis and commentary about what is a fascinating, fast-moving business.
The European apple market is an excellent example of how the trade can regulate itself, free from the constraints of unilateral self interest and politics. Under the auspices of the World Apple and Pear Association (WAPA), supplier countries both within the European Union and in third countries are now sharing market data and planning ahead, putting themselves in an altogether stronger position in terms of marketing and, crucially, making it easier to avoid the perils of oversupply.
This is cooperative competition – or, as one Southern Hemisphere apple exporter puts it, ‘cooptition’ – rather than collaboration, but all the same it appears to work and, in the last two years, it has made the European apple market a much more rewarding place to do business. As our coverage of the European topfruit season (starting on p26) shows, the medium-term outlook for apple marketers is generally positive, although much remains to be done in terms of increasing consumption. Surely a similar structure would do wonders for, say, the EU citrus market? Demand for citrus in many European countries is at a fairly mature stage, but with careful planning the trade would be able to manage supply better and at least give itself a fighting chance of reversing the recent downturn in sales.
In practically any fresh produce category, generic promotions also have the potential to attract new consumers. With the EU now offering millions of euros to associations that want to encourage higher consumption, there is now plenty of scope for generating new interest in eating fresh produce as part of a healthy diet. At the front of the queue? Apple associations from Italy, France and the Netherlands, which this autumn are embarking on a three-year, pan-European promotional campaign designed to push up sales of fresh apples. Other categories would do well to take note and consider doing the same.
By the way, Eurofruit Magazine has reached another milestone with this, its quatercentenary issue. A lot may have changed in the European fresh produce trade since the first copy rolled off the presses almost 35 years ago, but we remain as committed as ever to providing news of all the latest industry developments, as well as high-quality, expert analysis and commentary about what is a fascinating, fast-moving business.
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