Amid a variety of challenges, Europe’s fruit and vegetable sector is looking overseas for answers. Ahead of last Christmas, Tesco in Northern Ireland boosted its vegetable range in anticipation of an extra 10 million portions of local produce being sold. Diversifying DietsThe evolution of European fruit and vegetable aisles is not entirely dependent on buyers hedging their sourcing strategies or looking to improve their sustainability commitments, with suppliers continuing to broaden the diets of Europeans. “Fresh fruit and veg has an obvious advantage here – it doesn’t get much cleaner than that!” Convenience favours suppliers who can integrate processing and logistics seamlessly,” says Palmer of the Global Coalition of Fresh Produce.