New six-year program aimed at reversing the “incredibly scary” trend of declining vegetable consumption
According to the Fruit & Vegetable Consortium (FVC), one of the major issues that the industry and supply chain must address to increase consumption is the misconception that fresh produce is too expensive.
According to FVC research, today’s consumers are eating 2.4 serves (75g per serve) per day, but if every consumer in Australia were to increase by just one serving per day, that would equate to nine billion servings of additional vegetables per year, or around 670,000 tonnes of volume.
“The numbers are phenomenal in terms of opportunities, but it’s not going to be easy”, said Managing Director of the FVC, Justine Coates.
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