Convenience the key for consumers in shopping for fresh produce

CONSUMER awareness and innovation hold the key to breaking into the growing convenience food market, according to Bord Bia.

Recent data from Kantar Worldpanel on the prepared fruit and vegetable category in Irish retail outlets has shown convenience is still a very important factor for consumers when shopping for fresh produce.

In the year to October 2010, while the value of the retail prepared fruit and vegetable market fell by 3% compared with the same month in 2009, the volume purchased was up by 2.5%.