Page 28 - Retail World March 2021

FRESH FRESH PRODUCE GROWS STRONGER AS A HEALTH HERO Despite the challenges of the Covid-19 pandemic in 2020, the fresh produce category has continued to thrive within grocery and retail. Retail World looks into the trends, challenges and direction of fresh produce. By Margaret Mielczarek. Perfecting freshness The future for fresh Australian produce is bright, with the consumer trends of health, convenience, taste and sustainability here to stay, according to family business Perfection Fresh, which began in 1978. “At Perfection Fresh, our mission is to inspire a healthier world by connecting people to sustainable fresh food,” CEO Michael Simonetta said. “The Covid challenges we’ve faced in 2020 will continue to drive consumption. Fresh produce is natural, healthy and sustainable. We’re in an industry that has lots of opportunities.” Perfection Fresh specialises in several categories within the fresh produce sector, which Mr Simonetta says is performing well. “Certainly, the categories that we grow and sell – that we market and process – are performing well within the grocery sector,” Mr Simonetta told Retail World. He adds that while trends come and go, the Covid-19 pandemic has had the greatest impact on the fresh category, with the resultant change in shopping patterns. “The ability to be out and about has been limited \[over the past 12 months\], so family dining is more in-house than it has been in recent times,” he said. “Because of that, we’ve seen an increase in home cooking, consumers trying new recipes, and eating to feel better \[for immunity\]. “Fresh produce is front and centre of health and wellbeing. Eating fresh produce is a healthy choice. I think all these things have contributed to our industry being well placed ... during the pandemic.” Mr Simonetta says another trend impacting the fresh produce 26 RETAIL WORLD MAR, 2021 space is consumers looking for more innovative, new ways to consume fruit and vegetables. “They want a different experience,” he said. “We’ve gone past the ‘meat and three veg’ on our plate. Consumers are wanting new products. They’re eager to learn about how to prepare new products ... so that they can add those different flavours by virtue of the different varieties.” According to Mr Simonetta, “convenience is also key” within the fresh category: consumers want to know “how they \[fruit and vegetables\] are able to be prepared more conveniently”. “We all live busy lifestyles, and convenience is still one of the key trends,” he added. As Retail World reported in its December issue, other trends noted by Perfection Fresh that are impacting the category include online sales, plant power and personalised health. “Traditionally, consumers have been sceptical about buying fresh produce online ... but Covid has reduced some of the hesitation,” Mr Simonetta said. “More people are now buying fresh produce through online channels. “\[Another\] key consumer trend has been around plant power. Produce inherently delivers to people’s desire to change their eating patterns, with sustainability and health top of mind. “Consumers now make food choices not only for physical health, but also mental health. One thing that became clear in 2020, is how fresh produce can deliver on mental health as well as immunity and general wellbeing – through consuming a wide range of different foods.” While the pandemic presented the company with challenges throughout 2020, Mr Simonetta says its “biggest challenge right now is labour”.