New varieties and sources: How can fresh produce innovation revive consumer interest?
Who is driving innovation in fresh produce – consumers or growers? And how can new products combine consumer appeal with the need to respond to climate change and economic pressure?
Innovation in fresh produce has many drivers. Consumers are looking for new flavours, products and concepts, while growers need to respond to climate change, new pests and economic pressure. Successful innovation therefore has to bring both sides together – and offer a clear point of difference.
In Episode 6 of the second season of the FRUIT LOGISTICA Podcast, Fruitnet host Carl Collen speaks with Giulia Montanaro, General Manager of the Sambóa apple project. Their conversation explores how new varieties and new sources of supply can be developed and successfully positioned in the market.
Montanaro explains why taste remains crucial, but is no longer the only criterion. Colour and texture, economic viability for growers, suitability for warmer growing conditions and resilience to phytosanitary challenges all matter as well. Clear communication is equally important: target groups need to be defined precisely, new channels explored and consumers given the opportunity to experience a product for themselves.
The discussion also highlights how closely innovation and sustainability are connected. New products need to be environmentally, economically and socially sustainable. At the same time, the sector needs closer collaboration across the entire value chain – from breeders and growers to retailers and ultimately consumers.
How can new varieties meet real needs without overwhelming consumers with a constant stream of novelty? And what role do branding and communication play in making innovation understandable and relevant?
Listen now and find out more.
This podcast episode was created in partnership with Fruitnet Media International.