Connecting fresh-cut chain actors, from seed to produce - a European perspective

In fresh-cut based on leafy vegetables there is a need to carefully consider cultivar choice as factors such as waste and shelf-life become more pronounced when fresh produce undergoes processing. When a producer is responsible for all the steps from the selection of the cultivars to processing and harvesting, and delivers directly to a supermarket, specific cultivar elements are more controllable compared with when fresh produce is imported from other production areas. Fresh-cut based on leafy vegetables is an emerging vegetable format in Denmark, yet, still in the very beginning, while in other European countries this segment is advanced and the supply chain compartmentalized. Parallels in respect to chain structures are therefore at present mainly drawn from other leafy fresh produce companies. Present approaches for securing a year round supply of quality leafy vegetables were identified through structured interviews in the supply chain and the emphasis and choice of seed source in these companies are highlighted. Changes in consumer behavior towards more and more convenience food might further increase consumption of these fresh-cut product formats, however, consumer demand for local and/or organic produce raises the need to enhance the supply availability. At present only a very limited assortment of organic fresh-cut products is available for Danish consumers. Without import through commercialized chains, the selection of organic fresh-cut produce would be close to zero.