CBI Competition: Fresh Fruit and Vegetables in Europe
The buyer power of European importers is high. For niche or premium products it is easier for suppliers to influence the buying process. This is thanks to the growing demand for tropical, exotic and off-season fruit and vegetables. These fruit and vegetables are not easily replaced by other products; however, strict buyer requirements as well as forward and backward integration of the supply chain will make it increasingly harder for new and small companies to enter the market.