This was the key message delivered by major fresh produce industry speakers to some 240 delegates from 27 countries at FRESH 2009, Europe's leading conference event for the international fresh fruit and vegetable sector, organised by Eurofruit Magazine and Freshfel Europe, and held in Valencia, Spain, on April 28-29.

In his opening speech to delegates, Freshfel Europe president Ramón Rey emphasised the need for innovation at all levels of the industry, given the multiple challenges currently facing the sector, from the economic crisis to decreasing fruit and vegetable consumption across Europe.

Rey argued that innovation in the form of more energy-efficient production could help the sector provide a response to climate change, while adding value to fresh fruit and vegetables could aid the recovery of European consumption levels.

Valencia's regional minister for agriculture, Maritina Hernández, said that developing products through innovation could help to encourage consumers to buy more fruit and vegetables. "Reaching consumers is probably the key challenge that we are now facing and we have to do this in new ways, with new products that are wanted, appreciated and valued by consumers," the minister said.

Attractive and tasty products

Her comments were echoed by Tomás García Azcárate of the European Commission, who told FRESH delegates that the development of new products that were attractive and tasty could help to win back consumers who bought little fresh produce.

Garcia Azcárate also argued that innovation could provide answers to the further challenge that European growers now face in the form of more stringent EU legislation governing pesticide usage.

"The new regulations for pesticides are problematic but it is a challenge that could help us reach a new technological frontier - this will be an engine to help us reach a future for the sector," he said.

Ending FRESH with an hour-long panel discussion with key fresh produce companies that included Anecoop, Univeg, The Greenery and Créno, delegates were reminded that innovation is as much a question of attitude as it is one of investment.

Stakeholders across the supply chain need to consider the opportunities to introduce innovative ideas, concepts and products in their daily business. These efforts will move the sector ahead and stimulate the consumption of fresh produce in these challenging times.