Everyone agrees we need to eat more fruit and vegetables. They are the right choice for a healthier and more sustainable future. But how can we speed up pure-plant food consumption and tap into a market with an enormous potential for growth, which has an estimated CAGR of 11,7% between 2023 and 2032? Innovation, convenience, affordability and nutritional value are key, no doubt. But most of all, we need to focus on great taste and exciting new food experiences. And Greenyard is leading the charge.

“We are at a major turning point in our sector. Unhealthy and unbalanced diets, with high consumption of meat and ultra-processed food, and low intake of fruit and vegetables, have led to a proliferation of diet-related diseases and escalating public healthcare costs. Unhealthy diets are estimated to cost society 6,5 trillion dollar worldwide every year.”

“The good news is that many people are actively looking for healthy alternatives. More than half of European consumers have the intention to reduce their meat consumption. An even larger group is looking to increase their consumption of both pure, unprocessed products, and vegetables.”

“At the same time, we see that lifestyles are changing. People are looking for foods that fit specific contexts: easy, fast and affordable. Anytime, anywhere. While tasty indulgence is still the number one driver to buy foods, 2 out 3 consumers are adding health to their criteria. And they also indicate that new experiences and products will boost their intention to buy.”

“The message from consumers is clear: more pure-plant please. This offers great opportunities, both for new products and for new moments of consumption. Always with a focus on fruit & vegetables and with Greenyard as the pure-plant companion for people all throughout the day.”

“Just imagine you start your day with a healthy smoothie using our perfectly portioned frozen fruits. Enjoy conveniently packaged, high-quality grapes, cherry tomatoes or berries at work. An easy-to-prepare salad for lunch and a refreshing afternoon break with our Gigi Gelato. Then prepare a lovely dinner using one of our meal-kits, while enjoying an aperitif with one of our delicious dips or spreads. And to top it all off, a relaxing evening with a late-night snack of crispy, pure-plant indulgence.”

“It may sound like hopes for the future, but we have all these products in our assortment today. Some of them have been there for many years, and we’re adding new ones every day Convenience products already make up about 30% of our total sales in Long Fresh, and increasingly so in Fresh, including pre-cut vegetables, meal-kits and other innovative food experiences. We’re bringing new and exciting combinations of textures and flavours, and making our way into new categories where pure-plant hardly exists today. Our unique position opens new opportunities, every day, and the possibilities are truly endless. Clearly, this is only the beginning.”