"Fresh only" is a non-issue

06/01/2009 08:32:52 AM
Tom Karst

    Fruits and veggies naturally own the healthiest segment of MyPyramid. We're allowing others to take that positioning away from us in the supermarket -- like the pharmacy section, which seems to own the words "Health & Wellness."

    Shouldn't those words be in the produce department?

    Implying anything is second rate about our entire remarkably healthy and colorful product line doesn't help the cause.

    We need Fruits & Veggies -- More Matters in as many cool colors and forms as possible.

    John Sauve is managing partner of the food and nutrition division at the Swardlick Marketing Group, Portland, Maine, which represents clients that promote fresh and frozen produce. E-mail jsauve@swardlick.com.

TK: John makes a strong argument for all forms of fruits and vegetables.. But what I find most revealing is that the fresh produce trade – whether growers, shippers, wholesalers or retailers – don’t find the “all forms count” message the least bit controversial or objectionable. There is no passion for the “fresh” argument; it is a non-starter. I’m not sure why, but perhaps it is because growers, marketers and consumers have vested interests in both fresh and processed fruits and vegetables. I think the inclusion of all forms of fruits and vegetables in the promotion effort not only syncs the effort with the precedence of the Produce for Better Health Foundation but it also maximizes the assessment base for the plan.  I challenge Jim to produce one member of the fresh produce trade who favors a “fresh only” approach.

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