A global overlook on fruit and vegetable marketing

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Some of the dairy, fruit, or grain farmers and their related exporters have had the opportunity to establish great, large, and successful markets since the demand for their products has been high. They can do fruit and vegetable marketing together to form a cooperative and market their products jointly, or alternatively, they can hire existing organizations to handle the marketing functions on their behalf. The challenge to finding established markets is more significant among small growers, so they usually develop marketing plans tailored to their particular situation.

The problem with fruit and vegetable marketing is that they are seasonally produced products that are needed year-round by the market. Thanks to improvements in technology and rising incomes of consumers, fruits and vegetables could be offered throughout the year.

Some, before evaluating the market first, start planting and profit this way; but they have to realize that this way has high risk. Statistics show that more have failed rather than succeed. As a fruit and vegetable grower or exporter, you should evaluate the market demand in the first place. You, as a fruit and vegetable marketer, should ask these questions from yourself:

  • The number of residents in your marketing area?
  • Are your products likely to be bought by consumers who live where you expect that they will?
  • How much does a high-quality product cost in that area?
  • Are your potential customers currently using the product(s) you offer? Does this use occur seasonally?
  • Which fruit or vegetable is currently popular among consumers?
  • What are the current services available to consumers?
  • Do you have an advantage over competitors in terms of your ability to attract a market share?
  • Does your anticipated production coincide with a time when the market is low?
  • What packaging and preparation should be used for this production? In what sizes are containers most common and favorable?
  • Is it possible to increase sales by providing better quality than currently offered?
  • In order to meet consumers' unmet demands, what level of quality must your production meet?

All about Europe fruit and vegetable market

The fresh fruit and vegetable market in Europe is mature and robust, with a stable demand trend. Availability needs throughout the year and a desire for new exotic produce keep Europe dependent on external suppliers. Most opportunity is found in the off-season when avocado, blueberries, mangos, and sweet potatoes are in high demand. Exporters of these products face fierce competition, and the regulatory requirements are getting more strict, especially in northern Europe.

Regions and opportunities

European consumption patterns and volumes differ from country to country. Although the reality is more complicated, the countries of Europe can be classified roughly into three regions:

·         Northwest Europe

Fruit and vegetable marketing opportunities are greatest in Northwest Europe.  In northwest Europe, consumers have the highest purchasing power, and large retail chains that provide high-quality food control maintain a dominant position. In Germany and Scandinavia, health awareness and food safety are other factors driving the sale of organic produce. West Europeans have the best markets for exotic foods, but their consumption of fresh fruits and vegetables is often lower than that of the rest of Europe.

·         Southern Europe 

Traditional and tropical products can be sold in southern Europe. Producing fruit and vegetables has historically been a strong point for southern Europe. There is an above-average consumption of fruit in Spain, Italy, and Portugal. A product's taste is often more important to consumers in this region than its visual appeal. As the production of tropical fruit rises, its consumption also increases.

·         Eastern Europe

A competitive price environment for fruits and vegetables is found in Eastern Europe. Compared to other regions of Europe, Eastern Europe is less developed in terms of international trade and high-quality standards. Officially, fruit and vegetables are consumed only occasionally and mainly from local sources. Because eastern Europe's purchasing power is inferior to western Europe, price plays a big role. The supply of tropical fruit and vegetables into Eastern Europe is under development, and there is potential for future growth in the market there. But imports of tropical fruit and vegetables are still small and are largely supplied by traders in Western Europe.

Interesting fruits and vegetables for marketing in Europe

European markets are a great market for exotic and niche varieties because of their size and diversity. Due to the COVID-19 pandemic, some niche products will suffer temporary setbacks, reducing their potential. Listed below are a few niches or specific products that exhibit a high growth potential. The list includes many items such as pineapples, bananas, grapes, limes, and exotic fruits; but we have described the most important ones:


The increasing demand for healthy foods coupled with a successful fruit and vegetable marketing strategy has made avocados more popular than mangoes and pineapples since 2016. Global avocado production has grown significantly, but production and supply management will become more challenging in the next few years.


In recent years, coconuts have become a popular fruit, both in their raw form and processed form. A five-year period has seen an increase of 114% in the import value of fresh coconuts in shells, including drinkable young coconuts.


In Arab, dates are a valuable snack that is very popular among tribes, but you can also buy them from grocery stores now. Middle Eastern countries also cultivate this fruit. So if you want the best quality of dates, make sure that their supplier is reliable. A great date exporter is Vira Fruits, which supplies fresh and dates of high quality. There will likely be an increase in demand for dates.

Challenges of fruit and vegetable marketing

It is the seasonal differences between different countries which lead to the imports of fruits and vegetables. The soil and land play a role as well, as some countries are prone to fruit production while others are not. For example, Iran has one of the most favorable soil conditions for kiwis and offers the most delicious and tastiest kiwis; and for this reason, Iran is one of the leaders of kiwi exporters. If your country does not has good soil conditions, you can meet the needs of your country by contacting Vira Fruits, the most successful kiwi supplier, which selects the best Iranian kiwis of high quality and exports to worldwide.

There may not be enough land available in a country with a growing population to grow fruits and vegetables for all of its citizens. So, fruits and vegetables must be imported from overseas. Additionally, an import's quantity is likely to be influenced by the preferences of a country's citizens. Some companies are made only for this reason. Reliable fruit exporters with a successful background like Salix, Ario, Zespri, and Vira Fruits, who is known as an apple exporter, can be very helpful for you.

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