Abstract
Notes that fresh fruit consumption in the UK is low, relative to most other EU countries, and static. Also that fruits which can be grown commercially in the UK, such as apples and strawberries, show a declining trend. Observes that in an increasingly competitive market‐place, fresh fruit does not meet the evolving wants of key consumer groups. concludes fruit marketing organizations must invest in research and development to produce strong consumer‐orientated proprietary products and, then, provide them with the promotional support that premium products warrant if they are to survive and prosper in markets which will come under increasing competitive pressure in the next decade and century.
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