Sales of Irish fruit and vegetables boosted by British population surge

HEALTHY eating promotions and a population surge in Britain have helped boost cross-channel sales of Irish fruit and vegetables, according to research by Bord Bia.

The Irish food promotion body believes Ireland’s strategy of focusing on the quality end of the market and promoting organic production methods will continue to pay dividends. Industry predictions are that by 2015 the value of retail market for fruit and vegetables will reach £12 billion (€14bn).

Bord Bia horticulture expert Michal Slawski said: “Over €100 million worth of Irish mushrooms annually are exported to the UK, so it is interesting to look at the fruit and vegetable category as a whole to see what the trends are.

“The UK retail market for fruit and vegetables was worth an estimated £9.25bn in 2010. This represented a 4.3% increase on 2009 figures, and was almost 30% ahead of 2006 levels. The trend of rising food prices in the UK over recent years has resulted in higher fruit and vegetable prices.”

The British government has been concentrating on increasing the consumption of fruit and vegetables as part of a health agenda.

Its leading supermarkets are among 170 companies that have signed up to the government’s Responsibility Deal to improve public health. Supermarkets have a commitment to increase the square footage dedicated to the selling of fruit and vegetables. Inflation was 4.6% in 2010 which increased the value of the market. Fruit and vegetable prices have been running ahead of general inflation and went up 5.1% in 2010.