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<title>Eurofruit Magazine RSS Feed</title><link>http://www.americafruit.com/index.html</link><description>Fresh comment from Eurofruit Magazine</description><dc:language>en</dc:language><dc:creator>michael@fruitnet.com</dc:creator><dc:rights>&#xa9; Market Intelligence Ltd</dc:rights><dc:date>2010-04-01T14:30:03+01:00</dc:date><admin:generatorAgent rdf:resource="http://www.realmacsoftware.com/" />
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<lastBuildDate>Thu, 24 Jun 2010 14:33:22 +0100</lastBuildDate><item><title>Keeping up with the kids</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2010-04-01T14:30:03+01:00</dc:date><link>http://www.americafruit.com/files/keeping_up_with_the_kids.html#unique-entry-id-27</link><guid isPermaLink="true">http://www.americafruit.com/files/keeping_up_with_the_kids.html#unique-entry-id-27</guid><content:encoded><![CDATA[Gill McShane


If you want to create a buzz around your product and communicate with consumers in the 21st century you have to tap into the cyber world.   It&rsquo;s as simple as that.   We&rsquo;ve had the press, radio and television.   Today&rsquo;s technologically sophisticated consumers are looking for something more.   Enter online social networking&hellip;

It seems the public has an overwhelming enthusiasm for web-based interaction.   Wherever you go these days, people are blogging their opinion on Twitter, updating their status on Facebook, publishing photos on Flickr, uploading videos to YouTube, listening to music on MySpace, playing Xbox Live with gamers across the globe.   Need I go on?

While I&rsquo;m certainly no online junkie (frankly, I don&rsquo;t know where people find the time to tweet their every movement), I am a big fan of the web &ndash; it&rsquo;s the place I go to for information, where I do most of my shopping and the easiest way to keep up-to-date with my friends.   And, yes, I&rsquo;ll admit it, I quite like Facebook. 

But whether you&rsquo;re a light or heavy user, there&rsquo;s no denying that the Internet and its social networking platforms is an invaluable way in which to upload your message and filter it among a maximum number of potential supporters &ndash; something, it seems, the produce business, particularly the fresh-cut sector, has noticed too.

In the last 12 months, there has been a wave of web-based innovation within the convenience sector, illustrated by our cover story.   As companies seek out new and original ways of connecting with consumers and boosting their competitive edge, you might even venture to say that the fresh-cut industry is taking social media and web-based marketing to a new level. 

Today, all of the big produce firms (and some of the not so prominent) have profiles on Twitter and Facebook.   Many have also launched specialized websites with both educational and interactive features &ndash; from recipes, health guides and traceability tools to games, chat rooms, blogs, videos and photo sharing.

And the proof is in the pudding.   For those firms who have built up relationships with online communities, their consumer-targeted messages are reportedly boosting sales.   Even Barack Obama used Facebook to promote his presidential campaign.   And, not to be outdone, Americafruit Magazine has a profile on Twitter too.   In fact, I&rsquo;ve just tweeted a sneak preview of this issue&rsquo;s cover to our fans!   So much for not succumbing to the technological age&hellip;]]></content:encoded></item><item><title>Summer breezes in new directions</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2010-06-01T14:26:19+01:00</dc:date><link>http://www.americafruit.com/files/summer_breezes_in_new_directions.html#unique-entry-id-26</link><guid isPermaLink="true">http://www.americafruit.com/files/summer_breezes_in_new_directions.html#unique-entry-id-26</guid><content:encoded><![CDATA[Gill McShane


It&rsquo;s been an exciting couple of months since Americafruit Magazine last went to press with expansion and development stories hitting the headlines left, right and centre!


The North American produce business is continuing to thrive and as we approach the traditionally busy summer sales period the region&rsquo;s global suppliers are responding to growth and reinforcing their competitive edge by tapping into new niches and opportunities.


During the first quarter of 2010, fruit and vegetable purchases showed an upturn in performance, rising by 2.5 per cent in volume terms and 2.3 per cent in value, according to a report from The Perishables Group.   Citrus sales alone climbed 10.6 per cent.


Eager to capture a greater share of this expanding market, the South African citrus trade recently clinched an historic sea-rail logistics deal which will see the nation&rsquo;s geographic footprint step into the western US states for the first time this season.


To further boost fortunes, the Southern Hemisphere nation&rsquo;s Orange River region will also launch its grapefruit on the US citrus market in 2010, as South Africa&rsquo;s widening summer citrus offer gains increasing popularity.


In general, US consumers can expect to see an even more diverse spread of imported fruits and vegetables on supermarket shelves in the months ahead as Peru gears up to send its first (albeit small) volume of Hass avocados.   The USDA also recently gave the green light to Chilean pomegranates and baby kiwifruit, among other items, which should arrive shortly.


As suppliers seek to sustain this consumer base look out for the plethora of marketing activities due to roll out across the US and Canada during the summer.   South Africa and Australia are both coordinating citrus promotions, while Zespri has just announced a fresh marketing direction with plans to throw a spotlight on New Zealand kiwifruit via a mobile merchandising roadshow.


And with many consumers keen to get in shape during the summer, Del Monte&rsquo;s new &lsquo;Buy A Bunch.   Lose A Bunch.&rsquo; campaign will be looking to boost banana sales among health-conscious shoppers across the US.
]]></content:encoded></item><item><title>Satisfaction from field to fork</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2010-02-01T11:11:53+00:00</dc:date><link>http://www.americafruit.com/files/satisfaction_from_field_to_fork.html#unique-entry-id-25</link><guid isPermaLink="true">http://www.americafruit.com/files/satisfaction_from_field_to_fork.html#unique-entry-id-25</guid><content:encoded><![CDATA[Gill McShane


You might be forgiven for thinking consumer demands are all this business is striving to satisfy, and, ultimately, I suppose they are.   At the end of the day, the goal is to sell produce &ndash; at a good price and with the guarantee of repeat purchase. 

But before those fruits and vegetables have the chance to reach consumers, they must first jump through a number of supply chain hoops.   Just throw in calls for high yields, resistance to pest and disease, flavor and food safety and you&rsquo;ll know what I mean about adhering to a myriad of requirements right the way from field to fork.

As our cover story illustrates, the seed industry is tackling head-on this challenge of juggling the ever-evolving and complex needs of growers, exporters, importers, retailers, foodservice providers and, of course, consumers, who are fundamentally fanning the flames of innovation in both fruit and vegetable seed development. 

While still focusing on basic, must-have traits (like productivity and shelf-life), seed breeders are also helping to bring the highest quality and lowest priced products to the market by meeting demands from right across the board as well as all around the world.

It&rsquo;s no surprise, therefore, to hear seed industry leaders talking about entering a &ldquo;fascinating time&rdquo;, particularly as newer influences such as climate change and environmental sustainability give the sector even more food for thought.

Research and development has always gone hand-in-hand with the evolution of the produce trade, and with technology today seemingly knowing no boundaries the seed industry has become impressively sophisticated, able to map the genetics of a given fruit or vegetable in order to shape varieties which are perfectly in sync with specific requirements.


Just take Monsanto&rsquo;s new EverMild sweet onion for instance, which promises not to make consumers cry as much, and its Honeydew melon which changes color when ripe.   Or, Nunhems&rsquo; Intense tomato, which doesn&rsquo;t lose all of its juice when cut.   Plus, Rijk Zwaan&rsquo;s Caribbean cantaloupe melon range, developed with a brand-new set of genetics and designed to tick a whole range of supply chain boxes. 

New varieties offer the produce business a fantastic opportunity to both tap into market demand as well as drive a particular segment or category.   Who can forget how the extra sweet MD2 pineapple has revolutionized consumption of the fruit in the last decade (see p44).   Whether practical or innovative, what is for sure is that the seed industry has many more tricks up its sleeve.]]></content:encoded></item><item><title>Another year older&#x2c; another year wiser</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2009-12-01T11:06:56+00:00</dc:date><link>http://www.americafruit.com/files/another_year_older_another_wiser.html#unique-entry-id-24</link><guid isPermaLink="true">http://www.americafruit.com/files/another_year_older_another_wiser.html#unique-entry-id-24</guid><content:encoded><![CDATA[Gill McShane


Well folks, the time has come once again for reflection, new year&rsquo;s resolutions and, perhaps most importantly, celebration!   I think I say this nearly every December, but time really does seem to be flying by these days and after my first 12 months as editor of Americafruit Magazine I can honestly say I&rsquo;ve never been busier. 

And it seems the same applies to the produce industry.   Flicking through past issues, it&rsquo;s surprising to take stock of just how much has happened in the past year.   With the recession dominating the headlines, it&rsquo;s also easy to forget about all of the other positive developments that have taken place.

One thing that does stand out is the number of opportunities still open to the business.   As the US Child Nutrition Act gains greater support, the trade has the potential to supply more fruits and vegetables for 31m school lunches every day.   Across the generations, meanwhile, consumers say they are buying more produce as the health trend continues to bite.   And it appears that even the higher prices of the organics and Fairtrade sectors are failing to put off shoppers. 

As a result, imports are expanding steadily.   In the last year, we&rsquo;ve spoken with buyers in major sourcing hubs, including Texas, California, Miami, Nogales, Vancouver and Montreal, all of whom maintain that the trade is robust.   Indeed, the USDA estimates that US fruit sourcing will reach 8.8m tons in 2009, up slightly from 8.67m tons in 2008, while vegetable arrivals are expected to remain stable at 4.6m tons. 

And all this during a year when topsy-turvy weather conditions, particularly in South America, have shaved volume expectations and key country suppliers, like Mexico, Chile and Peru, have increasingly diversified their export markets to new horizons.   On the otherhand, one has to remember that during 2009 we&rsquo;ve seen the arrival for the first time of Chilean navels and grapefruit, Taiwanese longans, Vietnamese dragonfruit, and, in the not too distant future, Peruvian avocados, Argentinean lemons, Uruguayan citrus and Philippine bananas may also reach North American shores.

With reforms to the US food safety system just around the corner, plus climate change and corporate social responsibility playing an increasingly larger role, the next 12 months are set to be as challenging as ever.   But in recognising the resilience that the produce industry has shown over the last year and suppliers&rsquo; willingness to adapt and innovate, one can bet that 2010 will be as successful as ever.   So raise your glasses to toast a Happy New Year!]]></content:encoded></item><item><title>Celebrating the good times</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2009-10-01T11:12:13+01:00</dc:date><link>http://www.americafruit.com/files/celebrating_the_good_times.html#unique-entry-id-23</link><guid isPermaLink="true">http://www.americafruit.com/files/celebrating_the_good_times.html#unique-entry-id-23</guid><content:encoded><![CDATA[Gill McShane


As the global produce business prepares to journey to the largest US gathering of the fresh fruit, vegetable and floral industries and with the Produce Marketing Association (PMA) marking its 60-year anniversary in 2009, it seems appropriate in the October/November issue of Americafruit Magazine to look back at the substantial growth of the US import trade in the last few decades.


Traditionally a major supplier of fresh produce, the US has become a significant importer in the years since PMA was founded on the back of rising consumer income, growing demand for year-round availability, global trade agreements and advancements in technology.


Indeed, fresh fruit and vegetable imports into the US more than doubled in value between 1994 and 2004 to US$12.7bn, according to the US Department of Agriculture (USDA), compared with exports of US$9.7bn. 


As a result, US consumers are eating more imported fresh produce (as well as canned, frozen and juice) than ever before.   On average, each American consumed 31lbs of imported fresh vegetables and 20lbs of imported fresh fruit in 2007 &ndash; twice as much as in 1993, according to consumer advocacy group Food & Water Watch.


Out of the 50 commonly eaten and produced fruit and vegetable products in the US, around one fifth of fresh fruit (22.3 per cent) and fresh vegetables (23.9 per cent) were imported in 2007, Food & Water Watch said.   In total, 40bn lbs of produce entered the US in 2007.


Geographical proximity and low or zero tariffs mean the North American Free Trade Agreement region, the Southern Hemisphere and Latin American banana-producing countries are among the key sources for fresh fruit and vegetable imports into the US.


Bananas, table grapes and tropicals are the major fruit imports, according to the USDA, with bananas still representing the number one fresh fruit consumed in the US.   Imports of tropicals are also growing rapidly, driven by successful marketing initiatives for pineapples, mangoes and papayas.   In the fresh vegetable category, meanwhile, tomatoes, peppers and cucumbers continue to rank as the main imported products.


With organizations remaining committed to driving consumption, the industry can once again expect great business opportunities at the 60th PMA Fresh Summit in Anaheim, California, on 2-5 October.   And while you&rsquo;re there, you may wish to drop by Booth 1524 to toast my one-year anniversary at the helm of Americafruit Magazine!]]></content:encoded></item><item><title>Marketing success is all in the timing</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2009-08-01T11:01:36+01:00</dc:date><link>http://www.americafruit.com/files/marketing_success_all_in_timing.html#unique-entry-id-22</link><guid isPermaLink="true">http://www.americafruit.com/files/marketing_success_all_in_timing.html#unique-entry-id-22</guid><content:encoded><![CDATA[Gill McShane


With discussions about President Obama&rsquo;s healthcare reform rumbling on and produce promotions ramping up during the summer, it&rsquo;s no surprise we&rsquo;re thinking more about what we&rsquo;re putting into our bodies lately.   In recent years, healthy food marketing has gained greater traction in North America and consumers are becoming more savvy and objective in their food choices.   But there is still some way to go. 


While produce consumption in Canada is relatively high in comparison to the rest of the world, some 90 per cent of the US population still consumes fewer fruits and vegetables than the recommended daily amount, according to the Produce for Better Health Foundation.   As a consequence, illnesses related to poor diets remain a serious issue, with obesity alone adding US$147bn to the US healthcare bill each year. 


Nowadays, it&rsquo;s widely acknowledged that we can reduce the incidence of health problems by making changes to our diets and physical activities.   Plus, in the long-run, by adopting a healthier lifestyle we can help to save costs on both an individual and national level.   The time is ripe therefore for produce suppliers, distributors and retailers to unite in greater force to raise the profile of fruits and vegetables and encourage consumers to make better decisions about food.


In the August/September issue we report on how a number of industry players are becoming more creative to get across their message.   As our cover story illustrates, this fall three leading organizations are teaming up for the first time to promote multi-origin avocados in the US by offering recipe ideas for consumption during sports events.   South Africa&rsquo;s citrus sector has also tuned into the active lifestyle trend by playing on the energizing and nutritional value of citrus with the distribution of 18,000 oranges at the US Youth Soccer National Championships.   And as Australian citrus growers prepare to conduct in-store samplings themselves, Zespri is in the midst of a six-week roadshow to raise awareness of kiwifruit supported by a social media campaign centered on blogs and tweets. 


Even the Obamas are getting in on the action.   In the last couple of months the President has been commended for his support of healthy eating after snacking on a peach at a Kroger&rsquo;s store and placing bowls of apples throughout the White House.   The First Lady has also famously planted a vegetable garden and has been quoted describing fruits and vegetables as brain food.


When done right, produce promotions can be very popular and effective.   Let us then capitalize on this opportunity to tap into the health agenda.]]></content:encoded></item><item><title>Holding the trade doors open</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2009-06-01T12:08:57+01:00</dc:date><link>http://www.americafruit.com/files/holding_trade_doors_open.html#unique-entry-id-21</link><guid isPermaLink="true">http://www.americafruit.com/files/holding_trade_doors_open.html#unique-entry-id-21</guid><content:encoded><![CDATA[Gill McShane


For many of us, growing up, studying and settling in the same town or even country is very much a lifestyle of the past.   Thanks to fantastic travel connections and sophisticated communication systems, the world has become a much smaller, accessible place in which to live.   As for the fresh produce business, globalization has not only influenced demand but facilitated the movement of trade between nations.


North America in particular has a long tradition of ethnic diversity.   Migrants throughout the US and Canada continue to demand a diverse range of fruits and vegetables procured from around the world.   As a result, many products have lost their seasonality while some niche items have filtered into the mainstream.   And, all of this, of course, has been possible with improved transport links and wider market access.


Today, we might breakfast on an Ecuadorean banana, lunch on salad items trucked from Mexico, snack on kiwifruit grown in Italy and enjoy a desert of exotic fruits sourced from across Asia.   Globalization and immigration have allowed for exceptional variety in the fresh produce department, and it is getting wider still.   As our cover story illustrates, in May the US granted access to Chilean oranges and grapefruit (p12 of this month's Americafruit Magazine) and further deals with other nations remain in the pipeline. 


However, after a spate of food safety scares and the emergence of the food miles debate, consumers are increasingly concerned about the provenance of their food, especially imports.   As a result, many are turning to locally-grown items, which they consider to be safer and healthier.   In 2007 alone, local or regional sales by farmers to household consumers in the US rose 49 per cent to US$1.2bn, according to a USDA census.   Although the locavore sector only represented a fraction of the overall US$300bn in farm sales in the US, the growth in its popularity is nonetheless one to bear in mind.


The application of a thorough and trustworthy food safety system in the US is now more vital than ever to rebuild consumer confidence and ensure the door remains open to fruits and vegetables from across the world.   And with US Congress poised to pass a comprehensive reform of food safety laws in the US (p5&9 of this month's Americafruit Magazine), it appears we may finally be on the right track. 


Let&rsquo;s not pretend it&rsquo;s going to be easy for our industry, but modernizing the system will pave the way for restored and even greater public trust in produce.   So, long may we enjoy an extensive variety of globally-sourced fresh fruits and vegetables throughout the year.]]></content:encoded></item><item><title>When networking counts most of all</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2009-04-01T12:14:27+01:00</dc:date><link>http://www.americafruit.com/files/when_networking_counts_most.html#unique-entry-id-20</link><guid isPermaLink="true">http://www.americafruit.com/files/when_networking_counts_most.html#unique-entry-id-20</guid><content:encoded><![CDATA[Gill McShane


Grab your business cards and pack some comfy shoes because it&rsquo;s showtime in North America!   During April and May two of the biggest conventions in the US and Canada roll into town and expectations are running high.   Once again, Las Vegas hosts the United Fresh Produce Association&rsquo;s annual exhibition and conference event, while, across the border, the Canadian Produce Marketing Association (CPMA) takes its 2009 expo to Toronto.


Although exhausting, no-one can deny the significance of trade shows.   A platform for networking and marketing, the format offers an unrivalled opportunity to meet face-to-face with key representatives in the business &ndash; from produce exporters and importers to technology and logistics providers &ndash; all under one roof.


With the world in the midst of a recession, it&rsquo;s never been more important to promote your company and forge relationships with both new and existing clients.   Indeed, the show must go on.   Just as fruit and vegetable consumption is predicted to stay constant during the economic downturn as long as produce remains accessible, small to large industry players need to be visible to secure the longevity of their business and the produce trade as a whole.


Now is the time to really get to grips with the trade; discover what&rsquo;s on offer out there; understand exactly what your customers and consumers need and secure programs for the year ahead.


In this month's issue of Americafruit Magazine, our event previews feature a wide selection of firms set to attend United Fresh 2009 and CPMA 2009.   Interestingly, a number of those interviewed are participating for the very first time, alongside the usual suspects.   Moreover, this year organizers expect exhibitor and visitor numbers to remain stable, with CPMA even anticipating its biggest-ever show.   During a period when we&rsquo;re all cutting back on the non-essentials, it just goes to show the value our industry places on events like these.


It&rsquo;s all too easy to get swept up in the digital age but you can&rsquo;t beat a handshake and real-life conversation.   With their variety of social and business networking opportunities, United Fresh 2009 and CPMA 2009 promise to be crowd pleasers.   What&rsquo;s more, Las Vegas and Toronto are two of the world&rsquo;s most cosmopolitan and interesting cities to visit, so go, have fun and connect with your produce friends!]]></content:encoded></item><item><title>Sunshine through the economic clouds</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2009-02-01T14:25:41+00:00</dc:date><link>http://www.americafruit.com/files/sunshine_through_economic_clouds.html#unique-entry-id-19</link><guid isPermaLink="true">http://www.americafruit.com/files/sunshine_through_economic_clouds.html#unique-entry-id-19</guid><content:encoded><![CDATA[Gill McShane


After months of negative press surrounding the credit crunch, it's a welcome relief to see the produce sector taking a positive and proactive approach.   Rather than dwelling on the difficulties, almost all of the companies interviewed recently by Americafruit Magazine are tackling the slowing economy with strategic and innovative commitment.


Admittedly, sales could take a knock this year and growth, if any, will be modest, but as long as the industry keeps fruits and vegetables fresh in consumers minds, suppliers and buyers recognise there are opportunities to continue building on recent years of strong performance and strengthen the business for the future.


Mexico is just one hotbed for expansion, with the potential to both absorb more fruits and vegetables (to satisfy its increasingly health-conscious demographic), as well as widen its own export presence worldwide on the back of a growing offer of top quality and food safe produce.


Guatemala is another supply force on the up, where growers and shippers are confident they can weather the economic storm, and agricultural export volume is already well on its way to doubling by 2011, following last year&rsquo;s double-digit growth.


Of course, it&rsquo;s this long-term outlook that&rsquo;s important to remember, which is why it&rsquo;s great to see traders digging in their heels by adapting to the current realities.


A number of companies set to attend Mexico's leading food trade show Expo Antad in March say this year they are pushing to maintain sales momentum by increasing consumer and trade promotion efforts, including re-focusing marketing initiatives with more purchasing incentives to reflect the rise in price-driven shoppers.   The Mexican government has also revealed its plans to invest US$200,000 to promote quality-certified produce among US consumers.


When all&rsquo;s said and done, the produce trade has much to feel positive about.   Recession or not, we all have to eat and, fortunately, fruits and vegetables continue to dominate the healthy eating drive.   These are testing times but also transitory.   On the whole, the feeling is optimistic &ndash; if not for the next 12 months, then the future in general.]]></content:encoded></item><item><title>Change to shape new year panorama</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2008-12-01T15:14:02+00:00</dc:date><link>http://www.americafruit.com/files/change_shape_new_year_panorama.html#unique-entry-id-18</link><guid isPermaLink="true">http://www.americafruit.com/files/change_shape_new_year_panorama.html#unique-entry-id-18</guid><content:encoded><![CDATA[Gill McShane


The historic election of Senator Barack Obama as the 44th US President will no doubt bring much anticipated change to the US during the course of 2009.   This, coupled with the topsy-turvy nature of the world&rsquo;s financial market, means the outlook for the trading scene in the Americas is unclear at best.


The change in leadership will significantly alter the public policy landscape in the US and the impact on trade is an important one.   Already, some Latin American countries have expressed a desire to strengthen free trade ties &ndash; a call reportedly supported by Obama&rsquo;s transition team &ndash; with foreign leaders urging the US to end its 48-year trade embargo on Cuba.


While perhaps more a sign of the troubling economic times &ndash; supply nations will not want to deepen the crisis by turning inward &ndash; some sources in Washington DC claim the Obama team may indeed foster closer trade relations.


In the meantime, the incoming Administration is considering a series of initiatives to tackle the financial crisis, including injecting more capital into banks, creating a market for illiquid assets and helping borrowers who are struggling to make mortgage payments.


The news will come as a welcome relief to fresh produce suppliers.   As seen in the December 2008/January 2009 issue of  Americafruit Magazine, the industry has been quick to voice its opinions on the extent to which the credit crunch will affect demand for fruits and vegetables, but, on the whole, most in the sector remain positive.


According to PMA data, 72 per cent of US consumers are cooking at home and 67 per cent are buying less luxury food, while 32 per cent are shopping down to lower priced retailers or local stores.   But, despite tightening their belts, they are still eating fresh fruits and vegetables.


Together with the recent strengthening of the dollar, the outlook has buoyed many exporters&rsquo; expectations for 2008/09.   And, with uncertain trading conditions in Europe likely to deter many from diverting fruit to the UK, Europe and Russia  &ndash; like last year &ndash; North American importers anticipate a return to traditional volumes.


As the pendulum swings back in favor of the dollar, exporters of Chilean grapes, Peruvian mangoes, Brazilian papayas and Italian kiwifruit, to mention a few, have revealed to Americafruit Magazine how they plan to ramp up exports to North America this season.
]]></content:encoded></item><item><title>Is produce trade cool with COOL?</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2008-10-01T12:18:28+01:00</dc:date><link>http://www.americafruit.com/files/produce_trade_produce_cool.html#unique-entry-id-17</link><guid isPermaLink="true">http://www.americafruit.com/files/produce_trade_produce_cool.html#unique-entry-id-17</guid><content:encoded><![CDATA[Maura Maxwell


After six years of legal wrangling, country of origin labelling rules (COOL) came into force on 30 September.   Although the new laws give retailers six months to label fresh fruits and vegetables and other perishable items, some are already on board.   According to the New York Times, Wal-Mart planned to have many of the labels in place by the first week of October, if not soon thereafter.   And a Kroger spokeswoman said the company expected to introduce the labels in the coming weeks as store employees and suppliers became familiar with the new law.


So what will the new laws mean for consumers?   The greatest advantage of COOL is that it enables them to know exactly where their food comes from.   This allows consumers to support domestic farmers, and helps them choose products that haven't been shipped thousands of miles across the world if they so wish.   It also gives the public the option of shunning produce from particular countries that have been associated with health and safety scares.   Consumers have a right to know where their food comes from and there's no doubt that providing them with as much information as possible helps them to make informed decisions about what to buy.   The average American now consumes an estimated 260lbs of imported food every year, which is roughly 13 per cent of their diet.


The public is overwhelmingly in favor of the rule &ndash; a Consumer Reports survey last year found that 92 per cent of Americans agree imported foods should be labeled by their country of origin.   Indeed, some consumer groups complain that the rules don't go far enough since the definition of what constitutes processed foods &ndash; which are exempt &ndash; is too broad.   Mixed leaf salad bags or frozen mixed packs of carrots and peas, for example, do not have to be labelled.


Some, however, fear that COOL is no more than a thinly disguised trade barrier intended to increase importers' costs and create an unfounded perception that imports are inherently less safe than domestically-grown produce.   And then there's the cost: the US Department of Agriculture estimates that it will cost US$2.5bn to implement the law.


On balance, COOL is a positive development for the fruit and vegetable industry, if nothing else because anything that improves record keeping &ndash; especially in light of recent food scares &ndash; has to be a welcome measure. 


On a separate note, the October/November issue my last issue at the helm of Americafruit Magazine.   My colleague Gill McShane, who takes over as the new editor, is eager to get stuck into her first issue and has bags of ideas on how to improve the magazine.   Gill is a highly esteemed colleague at Market Intelligence with many years' experience in the fresh produce trade and I'm sure our readers will want to drop by our booth (3309) at the PMA Fresh Summit in Orlando to extend a warm welcome to her.
]]></content:encoded></item><item><title>Putting produce safety into context</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2008-08-01T12:15:53+01:00</dc:date><link>http://www.americafruit.com/files/putting_produce_safety_into_context.html#unique-entry-id-16</link><guid isPermaLink="true">http://www.americafruit.com/files/putting_produce_safety_into_context.html#unique-entry-id-16</guid><content:encoded><![CDATA[Maura Maxwell


As the salmonella Saintpaul scare rumbles on it seems futile to waste any more column inches on the subject of the FDA's much-documented incompetence.   Having killed two people, sickened another 1,300+, cost the US tomato industry an estimated US$250m and caused untold damage to the FDA's already precarious reputation, there can be little doubt that the outbreak will go down as one of the worst in the produce industry's recent history.


Taken in a wider context, however, an altogether different picture begins to emerge.   According to a 2007 report by the Government Accountability Office food-borne illnesses kill an estimated 5,000 people in the US every year.   Of these, fresh produce is believed to be responsible for 29.4 per cent- or around 1,500 deaths.


Meanwhile, the most up-to-date figures published by the Centers for Disease Control and Prevention (CDC) reveal that heart disease caused 652,091 deaths and cancer another 559,312 deaths in America in 2005 (the most recent statistics available).   Diabetes, Alzheimer's and strokes also feature on the CDC's top ten leading causes of death.   One thing all these diseases have in common is that the risk of developing them can be cut significantly by sticking to a diet rich in fruits and vegetables.


As well as food, the FDA is responsible for ensuring the safety of drugs, cosmetics and medical equipment.   Give or take the odd teenager turning themselves into a human fireball through the combination of a lit cigarette and the overzealous application of hairspray, today's cosmetics are by and large considered safe.


Unfortunately, the same cannot be said for drugs.   Even the most conservative estimates put the number of deaths caused by adverse reactions to prescription and OTC drugs at 32,000 a year and some studies suggest the true figure could be three times higher.


Critics of the FDA have long argued that the agency's cozy relationship with the drugs companies prevents it from responding quickly enough to reports of potentially lethal side effects in medications that it has already approved.   Vioxx, the arthritis drug manufactured by Merck that caused strokes, heart attacks, and deaths probably numbering in the tens of thousands before it was finally taken off the market, is a case in point.


If only the FDA could have applied a little such restraint in its handling of the recent salmonella scare, perhaps the US tomato industry would be in better health today.   The financial fallout for Mexican growers remains to be calculated. 


And spare a thought for Agrolibano, the Honduran melon company caught in the middle of the previous outbreak.   Despite categorically failing to prove the company's cantaloupes were behind the illnesses, an import ban remains in place as the new season approaches, putting thousands of jobs and livelihoods on the line.   Will they simply be written off as "collateral damage" in the FDA's war against foodborne illnesses?
]]></content:encoded></item><item><title>Fresh-cut industry comes of age</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2008-06-01T12:36:18+01:00</dc:date><link>http://www.americafruit.com/files/fresh_cut_comes_of_age.html#unique-entry-id-15</link><guid isPermaLink="true">http://www.americafruit.com/files/fresh_cut_comes_of_age.html#unique-entry-id-15</guid><content:encoded><![CDATA[Maura Maxwell


It is just over 20 years since fresh-cut exploded onto the scene.   In that time, it has become the fastest-growing segment of the fruit and vegetable industry, clocking up double-digit sales growth year after year and leaving other categories in the shade.


Satisfying the dual requirements for greater convenience and nutritious products amongst today&rsquo;s time-stressed, health obsessed consumers, fresh-cut is riding a wave of popularity that shows no sign of breaking.


But with the category maturing and suppliers facing mounting pressures from spiralling costs and greater demands for food safety, could the &ldquo;salad&rdquo; days be coming to an end?


As the credit crunch takes its toll, fresh-cut suppliers, like the wider fresh produce industry, are struggling to find new ways of maximizing efficiency and reducing their costs.   At the same time, consumers continue to demand a constant stream of newer, safer, more innovative product offerings.


How this impacts on the industry&rsquo;s future remains to be seen.   While some predict that growth will slow in the coming years, others believe the market will accelerate as demands for healthier food choices and greater convenience grow.   Rising childhood obesity levels, for example, will present new opportunities in the snack market for products similar to sliced apples and carrot batons.


Technology, meanwhile, will lead the charge towards greater efficiency.   Ongoing innovations in the packaging sector are expected to yield dramatic improvements in shelf-life and product quality, while machinery manufacturers are already playing a critical role in the drive to reduce costs through increased flexibility, waste reduction and more efficient use of energy.  


In terms of overall industry structure, few doubt that consolidation will gather pace as suppliers unite to service ever-bigger foodservice and retail customers.   At the same time, fuel costs and a resurgence in interest in local sourcing means there will always be room in the market for smaller regional operators.


Inside this issue of Americafruit we speak to some of North America&rsquo;s leading fresh-cut companies who give us their take on how the category will evolve in the coming years.   Most agree that as it approaches adulthood, it has a bright future ahead.]]></content:encoded></item><item><title>What next for Chilean grapes?</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2007-12-01T15:04:53+00:00</dc:date><link>http://www.americafruit.com/files/what_next_chilean_grapes.html#unique-entry-id-14</link><guid isPermaLink="true">http://www.americafruit.com/files/what_next_chilean_grapes.html#unique-entry-id-14</guid><content:encoded><![CDATA[Maura Maxwell - Editor


These are challenging times for Chile&rsquo;s grape producers.   The sliding dollar and rising labor costs have eroded the sector&rsquo;s profitability, sparking a period of upheaval and change whose repercussions are being felt across America.

Dole, for example, has almost halved its Chilean grape program in just five years, citing external pressures as being largely responsible for its decision.   Chiquita, too, is permanently scaling back growing operations to concentrate strictly on marketing after several poor seasons.

Is this the beginning of the end of what history will judge to be the golden era in Chilean fruit production, or merely a painful period of readjustment that&rsquo;s vital to put the industry back on a steady course for the future?

Currency woes aside, analysts point out that it was only a matter of time before something had to give.   Buoyed by a series of record-breaking seasons, planted area has soared in the past decade, coinciding with similar production increases in other Southern Hemisphere countries.   As one US importer puts it succinctly: &ldquo;the days of minimum pricing guarantees are a thing of the past&rdquo;.

Thompson production is already being scaled back &ndash; particularly in the south of the country &ndash; and growers who are in it for the long haul are anticipating better returns once supplies start to fall.

But with South Africa giving exporters a run for their money in Europe, the US is set to remain its core market.   The weak dollar will no doubt put some exporters off in the short term, but the leading players will not wish to risk damaging the long-term relationships they have carefully cultivated with US importers and retailers throughout the years. 

The outlook is by no means entirely gloomy.   For some US companies, such as Paramus, New Jersey-based Pro-Fruit Marketing, the multinationals&rsquo; decision to scale back operations presents an exciting opportunity to expand own their programs by forging new relationships with the country&rsquo;s growers.

And the short-term prospects for growers aren&rsquo;t looking at all bad.   The late start of both the Chilean and Peruvian deals should result in a shortage of fruit during the peak Christmas and New Year period, bolstering returns and providing a glimmer of Christmas cheer at least.]]></content:encoded></item><item><title>Farmers head south as crackdown bites</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2007-10-01T10:27:05+01:00</dc:date><link>http://www.americafruit.com/files/farmers_south_crackdown_bites.html#unique-entry-id-13</link><guid isPermaLink="true">http://www.americafruit.com/files/farmers_south_crackdown_bites.html#unique-entry-id-13</guid><content:encoded><![CDATA[Maura Maxwell


The wider availability of imported fruits and vegetables has played an important role in pushing up consumption levels in the US.   According to a recent USDA report, annual US imports of fresh fruit and vegetables surged from US$2.7bn to US$7.9bn between 1990-92 and 2004-06.   During the same period, fruit consumption rose from 88.7 lbs to 101.2 lbs, while vegetable consumption climbed to 173.5lbs from 123.2lbs.

A major part of this rise has come from the growing popularity of exotic fruits like mangoes, pineapples and papayas, whose market share has doubled in just over a decade.   By and large, fruit imports supplement, rather than replace American production, either because they are products not grown locally or because imports are limited to times of the year when there is no domestic production. 

The rise in sales of imported vegetables &ndash; most of which hail from Mexico and Canada &ndash; has also come in response to consumer demand for year-round supplies.   But recently, US farmers have started moving their operations out of the country for altogether different reasons.   A government crackdown on illegal immigrants has left many large-scale vegetable farmers scrambling to find enough workers to harvest their crops and an increasing number of them are shifting production south of the border into Mexico, where labor is in cheap and plentiful supply.

While it is difficult to obtain precise figures on the extent of American farming interests in Mexico, one US senator, Senator Dianne Feinstein, Democrat of California, claims to know of more than 46,000 acres that American growers are cultivating in just two Mexican states, Guanajuato and Baja California.

The effects of the clampdown on migrant workers are already starting to be felt in America&rsquo;s agricultural heartland, where fears are mounting that many working in agriculture and supporting industries could lose their jobs if the exodus continues. 

The erosion of national borders is part and parcel of today&rsquo;s increasingly globalized food industry as producers chase cheaper sources of production.   By moving to plug the tide of migrant workers from Central and South America, the US is simply speeding up the process.

And one man&rsquo;s loss is another man&rsquo;s gain.   Foreign investors are pouring huge amounts of capital into the construction of state-of-the-art farms in Mexico whose output is trucked north of the border to satisfy the growing appetite for healthy food.   The farmer is happy, the consumer is happy.]]></content:encoded></item><item><title>Put school programs on the slow burner</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2007-08-01T10:24:23+01:00</dc:date><link>http://www.americafruit.com/files/6e6a27c521b2d55c5a8c8fd9de404472-12.html#unique-entry-id-12</link><guid isPermaLink="true">http://www.americafruit.com/files/6e6a27c521b2d55c5a8c8fd9de404472-12.html#unique-entry-id-12</guid><content:encoded><![CDATA[Maura Maxwell


America&rsquo;s childhood obesity epidemic has prompted a raft of government programs to encourage kids to eat more healthily.   Yet disheartening new research into the effectiveness of such schemes appears to show they are, by and large, a waste of time.

The Associated Press review of the scientific studies examining 57 government nutrition programs reveals that just four achieved any real success in improving the children&rsquo;s eating habits.   A typical example is a pilot program offering free fruits and vegetables to school kids, in which Grade 5 pupils became less willing to eat them than they had at the start &ndash; because they didn&rsquo;t like the taste!

Since the 1970s, obesity rates in the US have risen five-fold among 6-11 year-olds and tripled in teens and children aged 2-5, according to the Centers for Disease Control.   Government and health professionals are scratching their heads as to how to halt the inexorable ticking of the obesity time bomb.

As one eminent pediatrician acknowledges: &ldquo;the forces that make kids fat are really strong and hard to fight with just a program in school&rdquo;.

He&rsquo;s right of course, but it&rsquo;s too early to 

write off such schemes yet.   What is needed is a fundamental shift in attitudes.   Just look at drinking and driving.   It has taken almost 40 years of relentless media campaigning for it to become socially unacceptable, whereas most of our parents&rsquo; generation regularly drove after enjoying more than a tipple.

It takes time for attitudes to change and, as with road deaths, there will be many casualties along the way. 

But we must persevere with school programs and hope that on some level, they do leave a lasting impact on children.   Perhaps not enough to make them modify their own behavior.   But at the very least they will be equipped with the right tools to help them make the right nutritional choices for their children.]]></content:encoded></item><item><title>Will glitzy greens catch on outside US?</title><dc:creator>michael@fruitnet.com</dc:creator><category>None</category><dc:date>2007-06-01T10:21:31+01:00</dc:date><link>http://www.americafruit.com/files/glitzy_gree_outside_us.html#unique-entry-id-11</link><guid isPermaLink="true">http://www.americafruit.com/files/glitzy_gree_outside_us.html#unique-entry-id-11</guid><content:encoded><![CDATA[Maura Maxwell


Whole Foods Market has exploded onto the UK consciousness, with last month&rsquo;s opening of its flagship store in London heralding the start of an ambitious European expansion program for the Austin, Texas-based company.

Even residents of the affluent neighborhood of Kensington, well used to the lavish excess of nearby Harrods, have never experienced anything quite like it: 80,000ft2 of foodie nirvana, among which you can find 40 types of home-made sausage, 17 varieties of tomato and 200 types of olive oil. 

But how will the concept go down with the punters once the initial hype has died down?   Some analysts believe the company&rsquo;s success in the US, where up to now it has occupied a niche position at the premium end of the market, will be harder to replicate in the UK.   Established supermarkets like Waitrose and Marks & Spencer already stock extensive organic ranges &ndash; and at considerably more competitive prices.

While Whole Foods&rsquo; green credentials appear  impressive, in fact only half the produce sold at its Kensington store is organic &ndash; the rest is marketed as &ldquo;natural&rdquo;, although how natural a product has to be to make the hefty prices any more palletable to the savvy British shopper remains to be seen. 

And despite a commitment to source locally wherever possible, the sheer depth and breadth of products on offer must crank up the store&rsquo;s food-mile tally considerably.   Just recently, a study by the University of Alberta revealed that with many organic products traveling further than conventionally-grown food, the greenhouse gas emitted during transportation cancels out the environmental benefits of growing the food organically.

All of which should not detract from the  Whole Foods experience.   The company&rsquo;s stated mission &ndash; to sell the highest quality natural and organic products available &ndash; is backed up by an array of impressive policies, such as donating 5 per cent of its profits to local not-for-profit organizations and recycling all packaging and waste. 

But it&rsquo;s hard to escape the feeling of excess that permeates from every unblemished apple and succulent steak that gleams attractively under the store&rsquo;s ambient lighting.   One can&rsquo;t help wondering whether this temple to gluttony &ndash;&nbsp;albeit virtuous gluttony &ndash; will revolutionize Europe&rsquo;s organic scene as it has done back home, or whether customers will be put off by the glitzy green approach.]]></content:encoded></item><item><title>Eating with a conscience</title><dc:creator>michael@fruitnet.com</dc:creator><category>Global</category><dc:date>2006-12-01T12:17:54+00:00</dc:date><link>http://www.americafruit.com/files/eating_with_a_conscience.html#unique-entry-id-10</link><guid isPermaLink="true">http://www.americafruit.com/files/eating_with_a_conscience.html#unique-entry-id-10</guid><content:encoded><![CDATA[Luisa Cheshire

In A bid to save the planet, my husband and I have tried to eat seasonally.   Our efforts lasted precisely one week, after which neither of us could face another meal where cabbage played a principal role, and the only alternative was celeriac  &ndash; which, frankly, terrified us. 

So what are UK-dwellers (I should have mentioned we live in England) with a conscience to cook during the long, dark winter months?   How can not-terribly-imaginative individuals eat varied fresh produce without racking up air miles each time they shop that contribute to the destruction of our natural world?

The answer, I&rsquo;ve decided, is simple.   Move.    Spend November to March anywhere in the Southern Hemisphere or Latin America (cycle there, obviously), and feast on a vast array of fruits and vegetables morning, noon and night in the happy knowledge that you&rsquo;re doing your bit.   Take Chile, for example, with its cherries and peaches (see Americafruit Magazine p12-17); South Africa and its grapes (p18-20); Peru with its luscious mangoes; and Guatemala with its greenhouse veg (see p34-37).   These are just a fraction of the commodities harvested in these countries at a time when Britain&rsquo;s fields lie frosty and fallow.

And if you can&rsquo;t relocate?   Then you have to weigh up the odds.   Contribute to the global obesity epidemic by living on potatoes in their various forms over an entire winter, or buy imported produce and watch the ice caps melt.

While getting fat puts an enormous strain on the economic health of a country, buying fruit from Peru or other exotic climes can actually do some good.   For a start, as you all know, a great deal of imported produce is shipped by sea &ndash; not air.   And what is more, it can generate wealth both at source and final destination (read p21-25) &ndash; not to mention help keep Northern Hemisphere populations fighting fit and disease free, all of which puts us in a stronger position to protect the planet.

This festive season, therefore, I&rsquo;m going to substitute mince pies for mangoes (well, maybe I&rsquo;ll allow myself a few) and plant the Christmas tree in the garden for good measure.   My New Year&rsquo;s resolution is to continue to avoid using the car and support fresh produce grower-shippers with my wallet wherever they might be. 

Wishing you health and happiness in 2007.]]></content:encoded></item><item><title>Always take the weather with you</title><dc:creator>michael@fruitnet.com</dc:creator><category>Americas</category><dc:date>2007-02-01T12:15:19+00:00</dc:date><link>http://www.americafruit.com/files/always_take_the_weather_with_you.html#unique-entry-id-9</link><guid isPermaLink="true">http://www.americafruit.com/files/always_take_the_weather_with_you.html#unique-entry-id-9</guid><content:encoded><![CDATA[Luisa Cheshire

If 2004/05 were the year of the hurricane, then 2006/07 has to be the time of the freeze.

Tropical storm Katrina, which ravaged New Orleans in August 2005, was the costliest and one of the deadliest hurricanes in the history of the US.   It was the sixth-strongest Atlantic hurricane ever recorded and the fifth to hit the US gulf coast in a matter of months that year.

Although nowhere near as devastating, a spate of severe frosts has punctuated the last and first few months of 2006/07, destroying citrus crops and damaging livelihoods in southern Australia and California in the US.   Mexico hasn&rsquo;t escaped the cold snap either, since unseasonably low temperatures have hampered mango production (see p43-46 of the current issue) and delayed its asparagus deal (p48-49).

Chile is the latest country to be affected by unusual climatic conditions so far this year.   Heavy rain hit the nation&rsquo;s lucrative grape crop in mid-February, bringing harvesting to a halt and throwing into question the exportability of much of the Thompson Seedless yield (see p7).

Weird weather patterns, it seems, are taking hold across the globe.   Turn on the TV, buy a newspaper or open your front door and, more often than not, you&rsquo;re confronted by an unsettling meteorological scene.   As frightening as these climatic anomalies are, could some good be finally coming of them?   Are politicians and consumers at last waking up to their collective responsibility towards the environment and instigating some long-awaited changes to the way we treat the planet?

Some produce shippers think so.   They believe US and Canadian governments are now putting the environment at the top of their agendas; and a few attribute rising demand for organic fruit in North America to growing public concern about food production polluting the earth.

Fisher Capespan, for one, says it is boosting its imports of organic Argentine pears this season in response to burgeoning sales at retail level.   And organic marketer CF Fresh reveals its Argentine and Chilean apple and pear import deal is pegged at a healthy 750,000 cartons this year (see p41).

Overall, the 2007 Southern Hemisphere pipfruit season looks set to be a strong one (see p4 and p40-42).   That is unless Mother Nature chooses to intervene.]]></content:encoded></item><item><title>What goes around&#x2c; comes around</title><dc:creator>michael@fruitnet.com</dc:creator><category>Americas</category><dc:date>2007-04-01T12:07:10+01:00</dc:date><link>http://www.americafruit.com/files/what_goes_around_comes_around.html#unique-entry-id-8</link><guid isPermaLink="true">http://www.americafruit.com/files/what_goes_around_comes_around.html#unique-entry-id-8</guid><content:encoded><![CDATA[Luisa Cheshire

Isn't it funny how things come full circle?   The last CPMA convention held in Montreal marked one of my first forays into the North American produce industry &ndash; and a chilly experience it was too.   But the bone-freezing February temperatures failed to dent my enthusiasm for a sector that I quickly learned is both fascinating and fast-moving &ndash; not to mention extremely welcoming. 

It seems fitting, therefore, that just as Canada&rsquo;s leading trade show returns to Quebec&rsquo;s historic city for its 82nd convention, I should hang up my produce hat (temporarily at least) to pursue pastures new &ndash; namely motherhood.

A great deal has happened within the industry during my few years at Americafruit Magazine; the most salient of which seems to be the sector&rsquo;s latest push towards securing food safety.   This April alone some US$8m has been pledged for research into preventing the spread of food-borne pathogens (see p4-5 of the latest issue) in the wake of the tragic E.coli outbreak that swept across the US and Canada last autumn and winter.

Industry bodies, government agencies and private firms are clubbing together to protect the health of consumers, as well as their own future, by setting up research centres, studies and projects to stop similar occurrences from ever happening again.   It&rsquo;s not often an industry demonstrates such solidarity: a fitting reaction to a dreadful event.

The tide is also turning within the realms of US import law.   Instead of barring items left, right and centre, the country has recently opened up to a flurry of new products &ndash; seemingly relaxing its protectionist stance.   Within the last six months or so, the US has allowed Mexican avocados into all 50 states, granted access to New Zealand citrus (see p33), and agreed to let in fresh mangoes from India (see p5).   Could the country be mellowing in its old age?   Or is it simply capitulating to globalisation pressures and consumer demand for produce year-round?

Perhaps Mother Nature is another contributing factor?   Climatic disasters and erratic weather patterns are making securing domestic supplies ever more unpredictable.   But retailers have shelves to fill, so importers need to widen their sourcing net to meet demand.

It goes without saying that the next several years will see a great many more changes, driven to a large extent by developments in supply chain technology.   I wish you luck keeping pace with them all, and to all of you, the very best for the future &ndash; whatever it may bring.]]></content:encoded></item><item><title>Wake up and smell the carrot juice</title><dc:creator>michael@fruitnet.com</dc:creator><category>Americas</category><dc:date>2006-10-07T15:44:47+01:00</dc:date><link>http://www.americafruit.com/files/8da491ef28565cbf5bb8df1f6d76a416-7.html#unique-entry-id-7</link><guid isPermaLink="true">http://www.americafruit.com/files/8da491ef28565cbf5bb8df1f6d76a416-7.html#unique-entry-id-7</guid><content:encoded><![CDATA[Luisa Cheshire

They say there&rsquo;s no such thing as bad publicity.   But when E.coli in spinach hit the headlines in September, it dealt a heavy blow to the US bagged salads sector.

The FDA has since traced the source of the unprecedented nationwide outbreak that first struck in August to one farm in California (see news page 4).   But the damage to the entire industry has been done.

When the federal health agency banned all US shipments as the number of E.coli cases spread, the spinach trade ground to a halt.   Retailers and restaurateurs pulled all spinach products from their outlets, and consumer alarm escalated as one death was reported and the number of cases rose to the present 192 across 26 US states and Canada.

As Americafruit went to press, the FBI had been called in to assist FDA investigations into the cause of the outbreak.   However, all fresh spinach packs &ndash; bar those supplied by Natural Selection Foods &ndash; had been released back onto the market.   But will sales ever recover?

The recently-formed trade body United Fresh says it could be some time before the financial implications of the crisis can be fully measured.   But even they think it could take a while for consumers to regain trust in the product.

E.coli spinach, and now botulism in carrot juice (see news page 4), are certainly not the kind of labels with which the produce industry wants to be branded.   The spinach debacle has given rise to government calls for greater industry regulation to prevent a similar outbreak ever happening again &ndash; a move that all produce trade associations have welcomed.

But, even with more rigorous standards and reams of red tape, can any food produced on an industrial scale ever be 100 per cent safe to eat?   We&rsquo;ve witnessed the appalling effects of mass production in the UK meat industry with the devastating BSE and foot-and-mouth outbreaks.   Are fruits and vegetables heading the same way? 

In any event, these latest food scares will act as a wake-up call for the whole fresh produce trade.   Companies must face the uncomfortable truth that potentially lethal bugs can penetrate even the most high-tech operations, so there is no room for complacency.

Traceability and hygiene issues typically feature prominently at international produce trade events.   It&rsquo;s my guess the E.coli spinach crisis will dominate discussions at October&rsquo;s PMA Fresh Summit in San Diego both on and off the trade floor.   One thing is for certain, though: when it comes to 100 per cent guarantees in food safety, the industry should never assume it&rsquo;s in the bag.]]></content:encoded></item><item><title>Who can consumers trust?</title><dc:creator>michael@fruitnet.com</dc:creator><category>Americas</category><dc:date>2006-08-02T13:50:09+01:00</dc:date><link>http://www.americafruit.com/files/who_can_consumers_trust.html#unique-entry-id-1</link><guid isPermaLink="true">http://www.americafruit.com/files/who_can_consumers_trust.html#unique-entry-id-1</guid><content:encoded><![CDATA[Luisa Cheshire


As if the organic versus conventional food debate weren&rsquo;t contentious enough, recent revelations have thrown further controversy into the mix. 

In July, A Dallas Morning News investigation discovered serious breaches of national organic standards among USDA-certified products, and found that some so-called organic producers and food manufacturers who consistently flouted USDA organic rules were left unchecked.

In other words, food labelled in US stores as organic might actually contain more man-made chemicals than a beauty parlour.

In the Dallas Morning News report, a USDA spokeswoman admitted the agency hadn&rsquo;t fined anyone for misuse of the USDA organic label, and revealed that her small team struggled to keep up with the booming industry (see p48).

So, if the USDA isn&rsquo;t protecting its own organic label, who can consumers trust when they wish to buy organic food?

According to the North American Organic Trade Association (OTA), the USDA is looking into these latest organic-standard complaints.   Indeed, as Americafruit Magazine went to press, the USDA announced it was revoking the accreditation of American Food Safety Institute International &ndash; an organic certification agency for the National Organic Program.

The USDA issued a final notice to the Wisconsin-based firm after earlier citing "seven serious violations of the NOP regulations".   The company may not certify organic producers, handlers, livestock operations and wild crop harvesting operations for at least three years.

But the Dallas Morning News investigation highlights the fact that, when it comes to food, consumers are still at the mercy of everyone in the supply chain.

People tend to buy organic food because they perceive it to be more &lsquo;natural&rsquo; than conventional products.   What a disappointment, then, to find this may not be the case at all.

Are these breaches just a temporary glitch, or is the organic movement becoming a victim of its own success?   Is it possible for organic producers and food manufacturers to stick to their principles and meet the demands of an ever-expanding market?   Will we ever really know? 

One thing is for sure: more mass-merchandisers are jumping on the organic bandwagon, boosting their organic lines and touting their allegiance as the market swells.   According to the OTA, the US organic industry grew 17 per cent overall to reach US$14.6bn in consumer sales in 2005 (see p44-45).   Of that, food accounted for US$13.8bn, with fruit and vegetables representing a 39 per cent share.

As organic market leaders, perhaps fresh produce suppliers should set the precedent by always putting consumers first.]]></content:encoded></item></channel>
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