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FRUIT LOGISTICA
More exotic, attractive, sustainable and convenient
By Uko Reinders
Fruit Logistica 2014, organised from 5 to 7 February in the Berlin Messe exhibition complex, was once again the ‘place to be’ to catch up on the innovative ideas presented by the fruit and vegetable industry. The majority of these innovations are designed to boost consumer sales, such as new products and packaging. That was also the case on the 35 stands that displayed mushrooms. The familiar blue punnet of white mushrooms was very difficult to find, even though that form of packaging accounts for between 80 and 90% of the market share. The stands were bursting instead with exotic varieties, eye-catching packaging and mixes of mushrooms and other ingredients which can be used to prepare complete meals. Nice and easy for consumers, and in line with the convenience trend, that has still not passed its peak. According to one show organiser, this trend, together with organic produce, still offers the best chances of increasing turnover. A fine example of a convenience product is the BBQ Grill Mix from Eisberg, based in Switzerland, which was voted winner of the Fruit Logistica Innovation Award 2014 by the public. The product comprises a ready-to- grill vegetable mix in a recyclable aluminium container that is suitable for the grill or oven. Each container is vacuum-packed in a special foil to keep the ingre- dients fresher for longer. The mix does not contain any mushrooms, but according to Lorenzo Pilereri, chief sales officer of Eisberg, the company has run some tri- als with mushrooms. “They were awkward to clean and quickly discoloured. But that has not discouraged us and we are searching for solutions so that mushrooms can be included in the BBQ Grill Mix. They really com- plement our product”, says Pileri.
Want to catch up on the latest developments in the world of mushrooms? There’s no better place to be than Fruit Logistica in Berlin. The direction indicated by the trendsetters there is more exotic, more attractively packaged, with higher green credentials and greater convenience for consumers.
Marc van der Zandt, commercial manager at FME.
The BBQ Grill Mix by Eisberg (still wtithout mushrooms).
Discovering products Consumers don’t just want convenience, they want to discover and enjoy eating new and exciting products. Many mushroom companies have latched onto this trend, particularly Banken Champignon Group, Fresh Mushroom Europe (FME), Green Mushroom Farm and German concern Niklas. “Consumers want surprises and suppliers want to see higher margins”, says Rob Banken, owner of Banken Champignon Group. He sees the added value component continuing to grow, and that also applies to the share of Asian mushrooms. “That category offers plenty of opportunities just waiting to be seized”, according to Banken Marc van der Zandt, commercial manager at FME, also sees substantial growth potential in the sales of exotic mushrooms. “But most consumers are unfamiliar with these varieties of mushrooms. They don’t know what they taste like or what they can do with them. And that is where we would like to step in and help, by giving information on the packaging, for instance”, states van der Zandt. But it is not only consumers who have limited knowledge of exotic mushrooms, purchasers from the supermarket chains also seem to be in the dark. Which is why a number of exhibitors hired the services of a chef to entice visitors to try a taste.
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