PROFEL, the European Association of Fruit and Vegetable Processors, and Freshfel Europe, the European Fresh Produce Association, signed a mutual declaration to reinforce the role of fruit and vegetables in public alimentation and to promote the key messages of the sector: health, nutrition and sustainability, and the need for increased cooperation with policy makers.

The two associations joined forces recently in Brussels, at a conference, whose central theme was the need for strengthened cooperation between policy makers and the fruit and vegetable industry.

Recent decades have seen the consumption of fruit and vegetables decrease across Europe, and diet related health concerns (obesity, diabetes and heart disease) have risen.

Despite the growing recognition that a fruit and vegetable-rich diet can play a major role in addressing these concerns, there appears to be little joined-up discussions between government departments addressing the different areas, and even less cooperation between policy makers and the processed fruit and vegetable industry.

Since interest is growing into the search for novel and exciting ways to introduce fruit and vegetables into our diet, the processed fruit and vegetable sector, is both ready and well equipped to cover consumer needs. However, it will rely on policymakers to facilitate and support its activities. The benefits of fruit and vegetables were highlighted throughout the conference, with several speakers emphasizing the marketing potential of fruit and vegetables and the opportunities for the sector around new trends such as veganism, vegetarianism and flexitarianism.