The fresh-produce sector presents a complex environment where revenue growth masks a significant decline in overall tonnage due to persistent yield volatility across the Mediterranean basin. The swerve towards healthier eating is proving popular with procurement teams across Europe who haven’t always found that fresh fruit and vegetables are the most popular. “The fruit and vegetable department is the primary showcase for Kaufland’s expertise in freshness,” says Jürgen Schartschinski, divisional director of purchasing fruit and vegetables, Kaufland. ‘Between 5% and 10% of sales area, on average, will be reallocated from categories under pressure toward growth verticals and toward fresh food,’ according to the strategic plan. The Blachère Group is a key player in fresh food in France.