Fruit and Vegetable Quality

issues has not been translated into a higher consumption of fresh fruit
and vegetable products. Rather, average consumption has gone down
from 125 to 105 g/day whereas the recommended dietary intake is 200
g/day. This trend is also visible in other European countries. Apparently
the products that are currently available no longer meet consumer de-
mands, hence a change in product assortment is required.
From a chain-oriented perspective three major cycles of change can
be distinguished (Figure 1.5). The first cycle encompasses developments
in the market. A decreasing life cycle of products and rapidly changing
consumer preferences lead to more impulsive behavior by consumers
who have become a moving target for product developers. The second
cycle refers to the technologies associated with processing and produc-
tion systems. New technologies and approaches such as high-pressure
cooking, hurdle technologies, minimal processing, and so on, will in-
crease the potential to meet new consumer demands. Generally, inno-

Quality as a Steering Factor for Innovation in the Supply Chain 13

FIGURE 1.5The three major cycles of change.