WUWM Column in Fresh Produce Journal
Markets take lead on access to top produce

Wholesale markets are taking a leading role in drawing consumer attention towards the need to purchase ‘quality’ fresh produce. Quality as defined by nutritional content, taste, freshness and sustainability, as well as by the attractiveness of physical appearance.

Market authorities consider that fresh fruit and vegetable consumption in Europe will not increase without concentrated industry attention and commitment towards providing consumers with easy access to quality products. With the ever-present public service role of food markets in mind, many members of the World Union of Wholesale Markets (WUWM) are providing additional support to traders of quality product, as well as launching or supporting initiatives and campaigns that increase public education and awareness of quality food and related issues.

In Germany, for example, the national association of wholesale markets (GFI) is the central point for national and international quality product growers who would like to undertake relevant marketing activities at independent stores. It also offers support to quality brands wishing to promote themselves to quality conscious consumers. This is made possible due to the involvement of many independent retailers in the wholesale market’s national Fresh Produce Network, a network which consists of attractive street market locations, specialist greengrocer shops, and retail market halls. They offer an advertising environment that focuses on giving advice and service – as well as the provision of a ‘good shopping experience’. GFI plans and coordinates campaigns, the national marketing and press relations. The participating wholesale markets organise and support logistics and planning around the event, and they involve the local traders and media.

In the UK, wholesale markets have a key role in food initiatives. For example, a key aspect of the London Food Strategy is to improve diet and support a vibrant food economy, including the promotion of London’s diverse food culture. Wholesale markets work with partners to develop the “Local to London” food brand. The Implementation Plan contains projects to increase the proportion of local and fair-trade food procured and offered in London restaurants, and Sustain/the London Food Link has recently launched a substantial 5 year programme entitled "Making Local Food Work" which includes  projects seeking to establish 'local food distribution hubs' (an obvious role for the wholesale market) and to enable community owned shops and local producers to achieve greater sales of locally produced foods (often sourced via the wholesale markets). There is also a project to improve London's local food infrastructure that directly involves the wholesale markets by finding ways to meet the increasing demand for and supply of sustainable and locally produced fresh food.

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