Freshfel Urges European Commission To Foster Campaign To Restore Consumer Confidence

On the occasion of the EU Agricultural Council, discussing among other topics the situation of the fruits and vegetables sector after the E.coli crisis, Freshfel Europe insists on the need of an ambitious and coordinated action to restore consumer confidence. As the impact of the crisis for the sector is far from being over, Freshfel expects proactive and reinforced assistance from the European Commission in communicating with European consumers and to support efforts of fresh produce exporters to recover lost market share in third countries.

While the European Commission took some measures to address the E.coli crisis, these will by no means offset all the damage suffered by the sector as a whole. This unprecedented sanitary crisis has led to substantial losses at producer level and across the chain and unfairly damaged the image of the whole fresh produce industry and its products in the long term. Ramon Rey, President of Freshfel Europe, commented: “Fresh fruit and vegetables are healthy and tasty, providing many reasons for consumers to enjoy their great diversity. One should always have in mind that behind fresh produce, there is a dedicated supply chain which guarantees the highest safety through good agricultural and distribution practice and traceability from production down to retail. All these efforts were put in jeopardy by the crisis.” In times when people have their diet influenced by fast food instead of healthy food, market withdrawals of hundreds of thousands perfectly fine fresh vegetables were to be lamented.

The relevance of a healthy diet is underlined by Ibrahim Elmadfa, Director of the Institute of Nutritional Sciences (University of Vienna) and President of the International Union of Nutritional Sciences (IUNS): “The backbone of a healthy nutrition is widely agreed upon: fruits and vegetables are rich in micronutrients and, in most cases, low in energy and fat. A healthy diet should be diverse, based on plant-derived foods with plenty of fruits and vegetables, including whole grain cereals and regular contributions of milk products and fish.” Public authorities simply cannot afford that in the aftermath of the crisis this well founded image of fresh produce is damaged in the long term.

Freshfel therefore urges the European Commission and all public authorities to further assist proactively the fresh produce sector in its efforts to restore consumer confidence and boost consumption in the long term. Initiatives taken so far should be consolidated by an immediate, ambitious and coordinated communication campaign addressed to consumers. The European Commission should also support European exporters in their attempts to regain lost market share in third countries with dedicated support measures.

Philippe Binard, General Delegate of Freshfel Europe, concluded: “Given the unique critical situation of this crisis for the sector, timing and solid actions are of paramount importance. The European fresh produce sector is welcoming all actions by public authorities in assisting our activities and is ready to cooperate whenever possible.”

Source: Freshfel