MARKETING OF LIGHTLY PROCESSED FRUITS AND VEGETABLES

Abstract

The U.S. marketplace has been especially receptive and attuned to growth in per-capita consumption of fresh produce for both at home and away from home use. In the next 30 years, the USDA projects that consumption of fresh produce will increase 72 to 84%. With this in mind, consumers have demanded fresh produce which can be consumed with less preparation time while maintaining high standards of quality. Attention to quality, greater convenience and maximum safety will be called for to continue increased consumption during the economic uncertainties of the 90's and beyond. Marketing, storage, and distribution factors necessary to sustain the growth of lightly processed produce consumption now and in the next 10 years will be discussed.