The value of the fruit and vegetable sector has grown immensely over the last 10 years with fruit production increasing 86% to £114 million and vegetables up 50% to £122 million. At the Vegetable Summit in October 2017, The Scottish Government as well was many retailers, food manufacturers, growers and foodservice companies committed to encourage consumers to eat an extra portion of fruit and vegetables per day.
This can be achieved by; Increasing the visibility of fruit and vegetables in supermarket shelfs by increased promotions, weekly features of vegetables on social media channels, meal deals including vegetable side options and an increased amount of vegetables in ready meals, soups and sandwiches are some of the pledges supermarkets committed to. The pledges have potential to add up to millions of extra portions of vegetables, eaten by consumers every year.
Growers and manufacturers are starting to invest in more convenient and attractive designs to add value to fruit and vegetables. According to Nielsen, the annual growth rates for value-added vegetables was 15% between 2011 and 2015, whilst value-added fruits grew by 12%.