Re:fresh Conference
sponsored by Prophet Pr2

Download the presentations

CHALLENGING PERCEPTIONS - Andrew Fearne of The dunnhumby Academy of Consumer Research, Kent Business School, reveals the results of a major research project into trade and consumer perceptions of organic produce, asks how this affects perceptions of all other produce, and whether the industry should be relaying a new set of messages to its end customers

SPOT THE DIFFERENCE - Consumers, as well as many members of the fresh produce industry, generally have limited knowledge of the differences between organic and conventional production. Dr Rosemary Collier, Professor Dave Pink and Dr Esther Bravin of Warwick University outline the key differentiating factors and analyse previous research on the organic sector

THE ORGANIC DEBATE
Celebrity chef Rachel Green chairs a session that responds to, and addresses the central theme of the day. How should both the industry and consumers view the organic movement and is there a need for a more balanced message about fresh produce, organic or otherwise? Rachel was joined by four panellists: Adam Wakeley, managing director, Organic Farm Foods - Séan Rickard, senior lecturer, business economics, Cranfield University - Lord Peter Melchett, policy director, Soil Association - Patrick Mitton, food industry stewardship manager, Bayer CropScience

THE PUNDIT'S PERSPECTIVE - Jim Prevor, The Perishable Pundit, fast becoming known throughout the world as one of the leading analysts of the fresh produce industry, gives his take on the day's events and the organic debate