publish an article in the newsletter and FreshPlaza, followed by an intervention of Dr. Emilio Senesi, a member of ACU National Presidency.
Staff Writer ACU
By Rossella Gigli
The vegetable world is going through a difficult time and is particularly dangerous because the companies are likely to remain clinging to the only critical element of the producer price in a tug of war with the GDO (Retail facilities) that will eventually fly the weakest legs in the air.
What we desperately need now is not the controversy, clashes and tensions within the sector or the forcing and struggles to euro cent price. What we need - and quickly - is to put together new ideas to revolutionize the role that fruits and vegetables play in the collective imagination of consumers, the way they are perceived and, consequently, evaluated and rewarded. Would benefit the entire supply chain. We had already
way of addressing the issue in a previous editorial (" Fruits and vegetables: the market knows the price, but not the value "), but today we want to make a contribution of a more proactive and effective , so launch a debate on the issue and urge the creation and exchange of ideas by other manufacturers and distributors. The natural pharmacy
The Italian people seem to be suffering from a perpetual hypochondriac attitude: the consumption of medicines are very high, the first in Europe, and the attention to health and medical care at times verges on a real obsession. In summary, we are a nation of drug addicts.
then imagine for a moment that the Department of fruits and vegetables from the supermarket decides to become a "natural pharmacy". The beneficial properties of each product and healthy fruit and vegetables are indeed both significant and proven scientifically as those of many drugs over the counter. The only problem is that these virtues are often little known, especially with regard to exotic fruits or vegetables.
Suppose then enrich the produce section of explanatory signs, softened by pictures and drawings, in which they give account of the contribution of each item to the law enforcement / prevention of specific diseases. The signs could also be an excellent opportunity to put advice preparation / consumption of the product or explain - since it is losing the awareness among the public - what kind of plan to give birth to a fruit or a vegetable. The consultant
natural
But we do not limited by your imagination. Why not contemplate the possibility, in line with what is already the case in initiatives to promote in-store, retain a / nutritionist a young neo-graduate who, with a gown white (possibly decorated with images of fruit, vegetables and spices) is available to customers for any further advice / suggestions and healthy diet? You could enter the nutritionist in fruit and vegetable sector in the days or time slots of the busiest, for example.
Calling this figure with a catchy name like "The Natural Consultant", we would have done a great service at a conceptual reformulation of fruit and vegetables in the head and habits consumers, who - in perspective - perhaps even be willing to pay for fresh produce at least as much today as they spend in vitamins, supplements, health foods and beauty salons! We lose someone or everyone gains, including buyers, from an idea like that?
To suggest other ideas and put forward further proposals in the produce section of supermarkets, write to the Editor: rossella@freshplaza.it
Released: 03/12/2009
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As member of the Presidency of ACU National Association of Consumers and Users by virtue of my experience as a researcher science in the field, I would like to speak on the article "The department of fruits and vegetables that I would like the supermarket." I have nothing to complain about the need to increase consumption of fruit and vegetables, especially in certain groups of consumers are not necessarily "at risk", such as children and the elderly. Indeed, it is the case in support of promotion at all levels, because the notion that eating fruits and vegetables is good for me seems to have already acquired, at least in part of the population. But campaigns need a "promoter" and funding. And therein lies the problem. But it is not the only one.
Competitors supermarket are:
traditional shops (market gardeners), which in some cities, such as in Milan, are managed primarily by families from Puglia, facilities, almost always a highly professional service both in terms of quality and assortment , with a limit on the sale price,
the peddlers, which, in Milan, cover the entire city and offer a competing service with regard to prices, but not always, in my view, on the side of quality
the "farmers market", a reality born recently in which there is no evidence yet of opinion, even for the different geographical and socio-economic; I think are promising and can successfully integrate in the landscape supply;
the direct sale of the producer, the quality may be optimal but the problem is they can not be considered a viable solution on large numbers, will inevitably a niche market;
the "GAS" (joint purchasing groups) that are active mainly in the cities and are often formed by people with very sensitive issues such as health, quality, transparency and cost.
I did not want to do homework, but only say the notion that in a free market, everyone should be able to carve out their own space.
Coming to GDO and super-and hypermarkets, in my opinion the fault of the produce department is to offer a product that, inevitably (logistical needs, bulk quantities, price limits) can not be customized. For example, in many cases, some fruits and vegetables for the supermarket chains have a different level of maturity (that is collected in advance) than that considered optimal for the quality, especially in terms of texture, flavor and aroma. The consumer who buys fruit and vegetables to supermarket chains is often not fulfilled or can not fully enjoy the sensory characteristics. The buyer of retail fruit and vegetable is then attracted by factors such as comfort, rather than the price that other factors such as health, transparency, quality and service. The same mode of exposure are critical, and largely improved, for example during the summer months almost never see fresh fruit or vegetables kept in a refrigerated display. In the United States pursuant to expose melons, watermelon slices maintained in blocks with ice flakes, as if they were sea bass! (If you are interested I have photos).
several initiatives would be taken. The "natural counselor" could be one, but even the simplest action would have a major impact on consumers. For example, the week of the Artichokes (the first that comes to mind), with raw material from from various Italian and European production areas, with explanations and illustrations of recipes, suitable especially for children and teens, with posters and videos that show the production cycle, with experts who explain the selection criteria, controls and tests performed.
At this point nothing that producers, consumers and distributors to sit around a table and discuss what should be done in a transparent manner. We are ready to do our part.
Meanwhile, we can begin to collect suggestions from our readers.
Emilio Senesi
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