Fresh Fruit and Vegetables Retail Channel Segments

European retail market for fresh fruit and vegetables is dominated by regional supermarket chains. About 60-90% of fresh fruits and vegetables are sold through associated supermarkets group, depending on the product and country. Regional associated supermarkets are demanding distribution units, generally with more than minimal requirements on quality and efficient consumer response, therefore qualified suppliers are the key-factor to supplying them.

Most large supermarkets have special service providers, who together with purchase/importers divisions and local producers form an efficient supply chain of good quality products. Knowledge of market standards; export documents, certificates of conformity and the Phytosanitary certification is a good practice in terms of product treatment and logistics, and is an absolute must.

Regional supermarkets can choose from many suppliers, so that new candidates need to establish themselves strong in product quality, trustworthiness and market insight to become a valuable partner in our supply chain.