veg

We drive away good veg…

Sir, I read with interest Adam Kirk’s article, which makes some valuable points on consumer motivation and engagement with healthy produce.

However, he misses the point on pricing and in particular seasonal produce. Having worked in produce for 20 years, I have seen how the grocers have driven value out of this sector.

The conversation always turns to price - and growers are becoming weary of the big four. “Why would I supply them when they pay the least, make spurious quality claims and insist on ridiculous assurance schemes? I can sell my entire crop either locally or through foodservice and get paid on delivery.”

This conversation is being repeated across the globe and, unsurprisingly, farmers are increasingly choosing destinations such as China, Singapore, the Middle East and even Russia, which pay farmgate prices for pre-inspected produce that has no need for multiple assurance schemes. Unless we fundamentally change the way we view ‘value’, the UK as a whole - and grocers in particular - may rapidly find they cannot get the produce that consumers are actually prepared to pay a premium for.

Mark Crawford, commercial manager, ConsultingMC



…and eat too little

Sir, As an organisation set up to advance the cause of fruit & veg production in the UK, it is not surprising we might take issue with the idea of a ‘backlash’ against fresh fruit & veg.

The biggest challenge producers and, indeed, society faces is the way in which consumers have failed to heed the advice around the importance of fresh fruit & veg in the diet. Even those who may suffer side effects by eating a particular plant still need to consume an amount of fresh fruit & veg to maintain a balanced diet. The biggest challenge we face is from eating too little fresh fruit and veg rather than eating the wrong fruit and veg.

Jack Ward, chief executive, British Growers



Fairtrade cola rivalry

Sir, We noticed in your Focus on Fairtrade the statement: ‘Karma Cola claims to be the UK’s only Fairtrade, organic cola.’ We launched our organic, low-calorie, Fairtrade cola in May 2015. We would hate an admirable brand such as Karma Cola to bring themselves bad karma with questionable claims.

William Fugard, MD, Gusto Organic

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