“EU Consumers highly value European fruit and vegetable production. 80% of Europeans place a high value on their quality and 77% on their taste.”

“The announced tariffs would make EU exports unfeasible to UK compared to other origins with 0% tariff”

According to CuTE’s first multi-country survey, the value given to European fruit and vegetables is high and very high in all proposed characteristics.

The most valued characteristics are the quality, taste, and food safety (with an average score of 4 over 5). Around 60% of the population gives a high/very high value to price, variety, and environmental sustainability of European fruit and vegetables.

Regarding the origin, 7 out of 10 Europeans state that European origin is important when buying fruit and vegetables. Almost 4 out of 10 say they buy European fruit and vegetables whenever they can. However, the origin is not decisive when choosing which fruit and vegetables to consume.

There is a significant lack of knowledge about the production methods used for European fruit and vegetables, most notably about greenhouse production.

There is a significant lack of knowledge about the production methods used for European fruit and vegetables, most notably about greenhouse production.

(Brussels, 29th September 2020). Today, FruitVegetablesEUROPE has presented the results of the first CuTE Survey carried out as part of the EU promotion programme CuTE. This is the first awareness survey on fruit and vegetable production methods in the EU and it has been developed to take into account new perspectives and ensure closer contact with consumers.

Taking into account the lack of available data at the EU level, FruitVegetablesEUROPE, in close collaboration with the programme’s evaluation body (Adelante K&D), has developed an European survey regarding the “European consumers’ perception and knowledge of EU fruit and vegetable production methods” in five EU target countries: France, Germany, Greece, Poland and Spain. The survey has reached 1,000 people per country, focusing particularly on young parents.

These are some of the many insights taken from the 1st CuTE Survey:

According to the survey, 7 out of 10 Europeans from the five EU countries surveyed state that European origin is important when buying fruit and vegetables. For half of them, European origin is one of several factors that influence their food choices and still has a small weight when it comes to buying fruits and vegetables.

Almost 4 out of 10 say they buy European fruit and vegetables whenever they can.

According to the surveyed population, European fruit and vegetables are very well valued. They are mostly characterized by their QUALITY, TASTE & FOOD SAFETY.

When buying fruit and vegetables, the criteria of product quality and price prevail over production methods and environmental sustainability. Survey results suggest a low level of awareness of their production methods. Most respondents do not know if the fruit and vegetables they eat are greenhouse-grown or open air. However, 1 out of 4 has a positive perception regarding greenhouse production.

The survey also shows an important absence of knowledge about the EU fruit and vegetables production methods. 70% of the population does not know if the fruit and vegetables consumed come from a greenhouse. Nevertheless, only 10% refuses to consume fruit and vegetables if they are produced on a greenhouse.

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