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The Ethical Shopper A fact finding report from the United Fresh Produce Association

The Ethical Shopper A fact finding report from the United Fresh Produce Association. Jeff Oberman, Vice President, Trade Relations United Fresh Produce Association Salinas, California, USA. Today’s Agenda. About United Fresh Produce Association Learning more about the Ethical Shopper

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The Ethical Shopper A fact finding report from the United Fresh Produce Association

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  1. The Ethical ShopperA fact finding report from the United Fresh Produce Association Jeff Oberman, Vice President, Trade Relations United Fresh Produce Association Salinas, California, USA

  2. Today’s Agenda • About United Fresh Produce Association • Learning more about the Ethical Shopper • Introduction to Issues Scan 2008 • Environmental and Social Issues • Food Safety • Product Origin • Comparison of Different Forms of Fruits & Vegetables • Impact of Issues on Purchase Intent

  3. About United Fresh Produce Association • 100-year heritage from United Fresh Fruit and Vegetable Association • Promoting the Growth and Success of Produce Companies and their Partners • Based in Washington, DC • North American market focus in regulatory, government affairs • Global outreach in food safety and quality, education and training, sales and marketing

  4. United Fresh Member Participation • Membership from total supply chain • Grower, packer, shipper, marketer, retailer • Over 100 commodity, regional associations • 40-member Board of Directors • Market Segment Boards • Industry Policy Councils • International membership growing with members in 27 countries • FreshConex/Fruit Logistica partnership • Global Advisory Council meeting in Berlin

  5. United Fresh Global Benefits • Market and region targeted expertise and consultation • Food Safety, traceability and standardization leadership • Global Advisory Council represents entire distribution chain and provides a forum to gain valuable global perspective • Unique FreshTech and Fresh Marketplace trade shows 21-24 April, 2009

  6. United Fresh Education & Training

  7. United Fresh Education & Training

  8. United Fresh Education & Training

  9. Let’s Meet the Ethical Shopper

  10. Inside the Mind of the Ethical Shopper

  11. Environmental and Social Issues • Quality, Freshness and Price reign supreme • These issues are becoming more important among high consumers and women • Pesticides still ‘top of mind’ with consumer • Demonstrating environmental and social practices gains positive feedback

  12. Environmental Factors in Purchase Decision

  13. Environmental Factors on Purchase Decision –Based on Gender

  14. Environmental Factors in Purchase Decision – Based on Average $ Spent on Produce

  15. Attributes Important in Determination of Suppliers Environmental Friendliness

  16. Importance of Worker Welfare Issues in Purchase Decision

  17. Fair Working Standards in Purchase Decision – Based on Gender

  18. Fair Working Standards in Purchase Decision – Based on Average $ Spent on Produce

  19. Food Safety • Consumers are concerned about food safety • 9 out of 10 note produce food safety as a concern • Key for women and shoppers over age 55 • Trust in Government directly impacts sales • Restoring Confidence in Food Safety • Public Heath Advocates • Government • Industry

  20. Product Origin • “Locally Grown” gaining importance • More significant than nationality • Quality and freshness • Food safety • Perceptions driven by media & regulation • Countries named in food safety outbreak • Government advisories and trade agreements • Impact of new labeling laws

  21. Comparison of Different Forms of Fruits and Vegetables • Pre-Packaged vs. Whole Fresh • Whole Fresh wins the Ethical Shopper, especially with quality and health • Pre-Packaged wins the Convenience Shopper • Fresh Produce vs. Canned & Frozen • Fresh Produce wins the Ethical Shopper • Canned & Frozen wins the Price and Convenience Shopper

  22. Impact of Issues on Purchase Intent • Quality, Freshness and Price top the list • Cleanliness of store, proper handling and storage will influence sale • Product origin, environment and social issues continue to gain importance

  23. Follow-Up and Gain Insight! • For a complete set of data and research from this presentation: • Purchase Issues Scan 2008 • Join United Fresh! please visit: www.unitedfresh.org/southernhemispherecongress Thank you!

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