Historical document
Fresh Produce Watch - building consumer confidence in Australian horticultural produce (HG04030)
Publication date: June 1, 2007
Delivery Partner: Australian United Fresh Fruit & Vegetable Association
This is a final research report from Hort Innovation’s historical archives. Please note that as these reports may date back as far as the 1990s, the content and recommendations within them may be superseded by more recent research.
Fresh Produce Watch (FPW) was a unique and original program within the Australian horticulture landscape, with strong brand recognition as a direct consequence of this project. FPW was first established in 1991 as a project of the Australian United Fresh Fruit and Vegetable Association Ltd (AUF) to promote the clean and healthy image of fresh fruit and vegetables. Besides this proactive role, FPW took an active stance to defuse and reduce the negative effects of adverse media reports. This project was supported ‘whole of chain’ by industry sponsors with matching funding from the Australian Government through Hort Innovation (which was then Horticulture Australian Limited).
The overall aim of FPW was to enhance consumer confidence in the safety and wholesomeness of Australian fresh produce. FPW seeked to:
Key outcomes from this project included:
It was highly recommended that recent success attained by Fresh Produce Watch prior to this report being published in the national media be further built upon. Furthermore, the critical role played by FPW in food safety issues and crisis management needed to be continued. This would require ongoing industry support and financial investment in FPW. Returns on this investment were clearly demonstrable - enhanced consumer confidence in the safety of fresh produce and continued purchasing and increased consumption of fresh fruit and vegetables.
This historical project was a strategic investment funded by Hort Innovation
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