NEEDS AND EXPECTATIONS FROM HORTICULTURE RESEARCH: A UK PERSPECTIVE

1. What are the needs and expectations from horticultural research in the UK? This paper summarises views submitted by grower representatives, levy funded research councils, research organisations, the agrochemical industry and the market place as seen by the multiple retailers and processors.
2. Consumers are becoming ever more sophisticated as is their expectation of internal and external quality, availability and value. Consumers expect their food to be safe; free of microbiological hazards and pesticide residues. They are seeking choice, convenience, and year round availability. Fruit and vegetables must not only taste good, but have the right texture and an enticing, blemish free appearance. Increasingly consumers are demanding ready-to-eat produce requiring minimum preparation.
3. Purchasers of cut flowers, pot plants and hardy ornamental nursery stock are no less discerning. They are also seeking quality. The range of flower types and colours, fragrance and vase life are important as are consistency and reliability. 'Instant gardens' where plants are available in flower for transplanting directly into the garden and value added products such as pre-planted patio tubs and flower arrangements are the equivalents in the ornamental sector of the ready-to-eat market.
4. Consumers are increasingly health conscious and aware of environmental issues; they expect products to be produced in an environmentally responsible manner. These concerns will continue to impact on the market, as will the debate on the acceptability of biotechnology. There is a very small, but growing market for organically grown produce.
5. The dominance of a few multiple retailers in the UK is a key feature of the market. They account for approximately 75% of the fresh produce market and a growing share of the ornamentals market. In addition to total sales, fresh produce is also influential in determining the customer's preferred outlet. Hence, the fruit and vegetable sector is an important element in retailers competitive strategies. The industry has become more vertically integrated with retailers developing direct relationships with growers, producer groups and distributors. In this way the multiple retailers can and do strongly influence the varieties grown, inputs used and final specification for the product and maximise product acceptability to the consumer.
6. The fresh market is not alone in demanding high quality products. The processing industry is also becoming more discriminating, with more demanding specifications for raw materials in terms of freedom from defects and characteristics desirable for processing e.g. freezing, frying etc.
7. The grower has to meet demanding market specifications, comply with legislative requirements, adopt sustainable growing practices with minimum impact on the environment and must be competitive in a global market. This demands improvements in quality, pre- and post-harvest and grower efficiency in agronomic practices, including crop protection and in use of resources e.g. inputs, energy, water, labour. Growing more

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