12/13/05 Consumer trends impact industry, Pt.1

Former Washington Apple Commission President Steve Lutz keeps busy these days with The Perishables Group. The Chicago based firm handles a variety of clients ranging from Chiquita Bananas and California Grape Growers in marketing strategies with retailers. He can relate to recent consumer trends in the fruit industry. And one trend that most fruit industry insiders now realize these days that the focus of sales are not on the customer, as in grocery stores and retailers, but on the consumer. LUTZ: The consumer really started and ended with the retailer because it was really about how can we tweak this Red Delicious apple to make it a little bit longer and a little bit redder, and a little bit redder still. And the fact was the consumer had not ability to differentiate. But as consumers have greater choices and demand product "any time, any where, any way we want it", Lutz sees it as a wonderful opportunity for the fruit industry to approach consumers. But it has to follow current consumer trends to take advantage. For example, what should be a point of strength for the fruit industry, freshness, Lutz says is something that consumers are not necessarily aware of. LUTZ: Well, the consumer don't necessarily always give us credit for having a fresh product and in fact, they are beginning to invent their own innovative ways to find fresh, such as going to alternative format stores, such as going to farmers markets, such as going to organic stores. Other trends are discussed in our next program.