5-25 IAN Convenient Health Food

 Health and convenience will be the leading drivers of increased demand for fresh vegetables in the next five years, according to a report released from Rabobank’s Food & Agribusiness Research and Advisory group.  The report recommends that grower-shipper processors invest in more product differentiation, including producing vegetables with naturally enhanced micronutrient content and bolder flavors; offering more ethnic vegetables and flavorings; and catering to local and regional appeal. Here is Rabobank’s  Karen Halliburton Barber:  “Health alone has really not been enough for mainstream consumers even though there are health-conscious consumers that have been consuming more vegetables. So when we combine the platform of health and add on convenience, then the idea of a healthy convenience product in the form of a fresh cut packaged vegetable then becomes something that the consumer at a mainstream level can more easily get and consume in an easy way. So the idea is that when you are at the grocery store or convenience store, many formats are growing with this, that you can buy the product that is already conduct so you don’t have to take the time as a consumer watching it or cutting it. so just looking at the whole ag sector with vegetable growers and processors, it’s a real opportunity for consumption and sales to grow.