Fruit and vegetable market rises 4.2% in value to almost €1.2bn

THE retail value of fresh fruit and vegetables has jumped 4.2% to almost €1.2 billion in total market value, according to new data from Bord Bia.

The total retail fresh produce market was valued at €1.196bn in June 2011, up 4.2% compared to June 2010 figures. The total volume of produce purchased over the same period also saw an increase of 2.4%.

This increased consumption of fruit and vegetables has coincided with a series of Bord Bia promotions relating to medical recommendations that people consume five or more portions of fruit and vegetables each day.

With the holiday season coming to an end, Bord Bia is also advising parents that a five-a-day fresh produce routine contributes to overall health while helping to improve sleeping patterns, which leads to better concentration.

Bord Bia horticulture manager Mike Neary said: “Ensuring that you eat your recommended daily portions of fruit and vegetables is an essential part of a healthy diet. At this time of year, a lot of fruit and vegetables come into season so fresh local produce is in plentiful supply.

“There’s no better time to increase your daily intake by trying different types of tasty fruit and vegetables. The start of the new school year and the end of the holiday season is also a perfect opportunity to get into the habit of adding fresh fruit and vegetables to the kids’ lunchboxes,” he said.

While consumers are buying more fresh produce, according to a recent survey by the Irish Universities Nutrition Alliance, Irish adults are still not eating the full daily intake of fruit and vegetables as recommended by the World Health Organisation. The average Irish adult only consumes about half the daily recommended amount.

Tommy Bowe, Irish rugby player and ambassador for Bord Bia’s Best in Season annual fresh produce drive, believes that consuming five portions of fruit and vegetables a day is essential.

“By having to watch what I eat I know all the different types of fruit and vegetables and the contribution each makes to a healthy balanced diet,” he said.

“I often snack on ready-to-eat produce like apples, cherry tomatoes and even carrot sticks. I actually have to have more than five portions a day — especially if I want to secure a place on the plane to [the rugby world cup in New Zealand.”

* Visit Bord Bia’s Best in Season website, www.bestinseason.ie