I HAD POSTED THIS CONTRIBUTION A COUPLE OF YEARS AGO…THINGS DO NOT CHANGE THOUGH. THE CURRENT DEBATE HERE IN NEW ZEALAND ABOUT THE NEED FOR A “FOOD IN SCHOOLS” PROGRAMME IS HIGHLIGHTING THAT THE PROBLEM OF PRODUCE PRICE PERCEPTION IS ALIVE AND WELL. BUGGER.
NEAT AND TIDY PRODUCE DISPLAY
I have discussed fresh produce pricing on a number of occasions – as those who visit here regularly will have noticed.
Well, I had an epiphany last week. I think I have the answer to the problem of fresh produce pricing…
I was listening to the segment on National Radio where they rattle through the headlines from the New Zealand newspapers around the regions and one headline caught my ear – enough to make me look up the news item in question from the Dominion Post.
So, what are the issues again?
People need to eat fresh fruit and veg. But the price of fresh produce is too high for people afford, so their health is at risk, according to nutritionists.
Growers need to make a living from growing and supplying fresh produce. But the price of fresh produce is too low for them to do that, so their livelihood (and our food supply) is at risk, according to growers.
“Somebody” isn’t prepared to pay growers a high enough price for their produce and that “somebody” is being driven by the behaviour of the consumer.
So who is driving this consumer behaviour? The influences are many and varied, ranging from the mother-in-law, the school, the mommy bloggers, the kids, nutritionists in the media, the consumer’s own perception and so on…
I’m going to stick my neck out here:
the glass ceiling for fresh produce prices exists to a large extent because people like nutritionists persist with pushing the idea that fruit & veg should be cheap!
Here’s my answer, then.
What needs to happen is that the fresh produce industry takes the nutritionists in hand and makes them understand the commercial realities of growing fruit & vegetables, so that the nutritionists’ ability to influence can be harnessed better in correctly position produce on the consumers’ plate.