First the good news: The growing need for healthy food makes it very likely that demand will increase for fruits and vegetables. Viral marketing campaigns can also have a positive impact, since they provide the opportunity to reach a large audience.

However, Hyped-up products can pose a problem for the produce industry, since there are limitations to the extent that natural products can be subjected to sudden changes. How the industry deals with the challenge, is shown in part four of the trend report «Fresh Produce Trade 2025».

To prepare for the trend report, interviews were carried out with international experts across the entire value chain. This helped identify the far-reaching changes from an industry perspective. The report was conducted by the GDI on behalf of the industry show «Fruit Trade 2025».

Part four of the trend report is available for download here.