The consumption of fruit and vegetables is declining. The purchase of fresh vegetables by consumers dropped by three per cent and the purchase of fresh fruit by half a per cent in 2015. This trend has been growing for some time. According to Nicolette Quaedvlieg of GroentenFruit Huis there is still a world to conquer in this respect. ‘The online market offers a lot of new opportunities. Businesses are looking for new markets and models for their distribution.’
However, Quaedvlieg is also aware that the online sale of fresh produce is lagging behind the sale of other consumer and other goods. ‘People buying fresh products want to be able to see, touch and smell them first. Additionally, one type fruit or vegetable can easily be replaced by another; the internet offers more added value in the sale of consumer goods.’
Nevertheless, Quaedvlieg believes there to be ample opportunities with regard to the online sale of fresh produce. ‘There are outstanding opportunities if you can offer a unique product that is not available anywhere else, for example. Or if you can add something interesting to your products, like a recipe. Customer loyalty is also very important; people will come back once they know how tasty your products are. Consumer experience is a key factor in this.’
‘Customer loyalty is also very important; people will come back once they know how tasty your products are. Consumer experience is a key factor in this.’
Quaedvlieg is also convinced that selling your products online enables you to enter into closer contact with your customers, which is a considerable advantage. ‘It’s easier to get feedback, from which you can gain a great deal of information. However, if you don’t make use of this it won’t be any help to you. This service is very important to consumers.’
Text: Tuinbouwteksten.nl/Ank van Lier. Photo: GroentenFruit Huis.
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