Vegetables as a decisive factor in store choice
Confirmed by research conducted by the Tuttofood Observatory across nine European countries
European best practices compared and presentation of the Italian “Unione Quarta Gamma” during the workshop held as part of the first Fresh & Produce Retail Award
Fruit and vegetables—especially when enriched with added services—are a key driver in choosing where to shop in self-service retail formats across Europe. Whether because the produce department is often located at the store entrance and serves as its calling card, because these products are closely associated with health, or because they are complex to manage, the result is clear: fresh produce, particularly in its convenience formats, plays a central role in consumer store choice.
This is highlighted by research conducted by the Tuttofood Observatory, developed in collaboration with Agroter and Toluna, across nine European countries and involving 7,000 respondents.
While differences emerge across markets, the common thread is that fresh produce acts as a decisive factor in selecting where to shop. This has led to the identification of a range of best practices among 250 European retail banners involved in the study, aimed at recognizing excellence in fresh produce management based on customer feedback.
The most significant of these practices will be presented during the workshop introducing the first Fresh & Produce Retail Award by Tuttofood, which will take place on May 11 at 3:30 PM in the dedicated area. The event will also provide an opportunity to present the activities of the newly established “Unione Quarta Gamma,” an Italian association bringing together nine leading national producers within an AOP framework, with the goal of developing the category in collaboration with modern retail and end consumers.
