CBI Market Channels and Segments: Fresh Fruit and Vegetables in Europe

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The European retail market for fresh fruit and vegetables is dominated by the supermarkets. About 60-90% of produce is sold through supermarkets, depending on the product and country. Supermarkets are demanding customers, generally with more than minimal requirements on quality and efficient consumer response, and importers are the key to supplying them. Some large supermarkets have special service providers who – together with importers and local producers – attend to the smooth delivery and sourcing of good quality products. Niche products are often traded by specialised traders. It is important to differentiate and select importers that fit your supply. 


CBI Ministry of Foreign Affairs of the Netherlands
CBI Ministry of Foreign Affairs of the Netherlands