Target: half a kilo per day

Structural reorganisation in the production of fruits and vegetables has been proceeding in the right direction for the past three years. Programs being prepared by the European Agricultural Development Fund (EMVA) allow far more substantial technological development than earlier. Béla Mártonffy, managing director of FruitVeb has told us that fruits and vegetables are the food categories which are most sensitive to marketing. Community marketing is essential for retaining markets or entering new ones. FruitVeB and Agricultural Marketing Centre (AMC) organise a joint marketing project which will be expanded continuously for several years. A marketing campaign is intended to boost average domestic consumption of fruits and vegetables from 400 grams a day to 500 grams. AMC has HUF 85 million for this purpose this year, while FruitVeb would contribute HUF 15-20 millions, but they also plan to establish a fund of their own. If project are successful, domestic consumption can grow by a third till 2013, which translates into HUF 75 billion more revenues. In addition to domestic marketing projects, they also intend to promote Hungarian products at events like FRUIT LOGISTICA held in Berlin, or FRESH PRODUCE in Moscow.