Abstract
Despite its inherent maturity, the market for fresh fruit and vegetables continues to grow, driven primarily by the trend towards healthier eating and in particular the government' s 5 A DAY campaign.Other factors which are contributing to increased sales value include the ongoing expansion of the range of convenience formats on offer, increased demand from consumers for ethically-sourced produce and strong growth in sales of fruit and vegetables which can offer specific health benefits - such as anti-oxidants in berries.
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