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Marianne Groot (Wageningen UR/PPO-Fruit) marianne.groot@wur.nl Jos Bartels (Wageningen UR/LEI) Jos.bartels@wur.nl Fruit consumption: TPNFöHVSFT "EBUBCBTFDPOUBJOJOH DPNQBSBCMFöHVSFT JTSFRVJSFEUPNBLF DPNQBSJTPOTCFUXFFO DPVOUSJFT"OFYBNJ OBUJPOPGUIF8PSME 'PPE0SHBOJTBUJPOT '"0öHVSFTDMFBSMZ TIPXTUIBU(SFFDF BOE*UBMZDPOTVNFUIF NPTUGSVJUBOEUIBU 4MPWBLJBBOE1PMBOE UIFMFBTU)PXFWFS  UIF'"0öHVSFTBSF CBTFEPOUIFWPMVNFT PGQSPEVDUUIBUBSF BWBJMBCMFGPSIVNBO DPOTVNQUJPO"DPN QBSJTPOPGUIFTFöH VSFTXJUIUIPTFGSPN DPOTVNFSQBOFMT JO XIJDIDPOTVNFSTSF DPSEXIBUUIFZSFBMMZ FBUTIPXTUIBUUIF BDUVBMDPOTVNQUJPO JTBQQSPYJNBUFMZPOF UIJSEPGUIF'"0öH VSFT5IFSFGPSF RVJUF BCJUMPXFS

The consumption of more than 400 grams of fruit and vegetables per person per day as recommended by the World Health Or-ganisation is certainly not achieved every-where in Europe. Therefore, from the health viewpoint, but also from the viewpoint of the sector, there is still a lot to gain. To tempt consumers to buy fruit, the sector must un-derstand and respond to the trends associ-ated with fruit consumption. The recently concluded European Isafruit project inves-tigated these trends in four countries.

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Influences up to now

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The Netherlands

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Spain

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Poland

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Capitalizing on trends to tempt the

consumer

EFM 2010-12

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Health remains important

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The Netherlands

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Spain

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Poland

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To tempt consumers to buy fruit, the sector must under-stand and respond to the trends associated with fruit consumption. EFM

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trends associated with fruit

consumption. EFM

21 EFM 2010-12

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Scenarios

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Difference between north and

south

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Interviews with experts

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The Isafruit project is financed by the European Union and the Dutch Ministry of Agriculture (LNV).

If consumers eat fruit, this will have to be adapted to their needs, in a form that is easy to consume. EFM

EFM 2010-12

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