THE FUTURE DEVELOPMENT OF PRODUCTION AND TRADE OF HORTICULTURAL PRODUCE IN THE COUNTRIES OF NORTH WESTERN EUROPE

1. The demand for horticultural produce in N.W. Europe - roughly the part of Western Europe north of the Loire and the Alps - has increased for many years past and seems to continue its growth still further. In the framework of the existing pattern of buying the continuous growth of purchasing power stimulates increases of consumption. Furthermore changes in the way of life mainly stimulate consumption.
2. The expansion of demand expresses itself mainly in growing purchases of preferred goods. They replace partly non-preferred mostly low priced goods which in consequence meet a decreasing demand.
3. Preference may be based on various aspects such as: finer appearance, more convenience (salads, processed fruits and vegetables), availability before or after the original season (greenhouse vegetables, stored produce), better flavour, fresh versus stored produce, healthier (salads and fruit), better quality.

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