New consumption trends versus consumer protection: challenges and risks of fresh produce consumption on global level

Introduction: There is an increasing consumption of fresh, fresh-cut or ready-to-eat (minimally processed) produce due to the trend of sustainable, fresh(like) healthy convenience foods (e.g. smoothies), organic produce and culinary promotion of “healthy fast-food”, “slow food”, “molecular cooking” etc. However, concerns have emerged with regard to safety of fresh produce in response to recent outbreaks and reported emerging microbiological hazards linked to fresh produce and derived food products. This research focuses on future vision of consumption, culture habits and emerging trends of fresh produce and derived food products, which may have impact on food safety. The difference between European and global consumers is made. Consumption trends: One consequence of trade liberalisation and the resulting globalisation is the progressive shift away from the marketing of bulk, undifferentiated products towards specific product farming and marketing. This is designed to explore emerging niche markets. These trends open up numerous possibilities for innovative fresh produce, as has been shown by market experts on consumer trends. These new emerging trends also include different preparation habits, such as stir frying, molecular cooking and freeze drying, and addition of fresh uncooked herbs. The identification of these future culinary trends is essential to foresee any potential safety issue. Food handling practices: Another consequence of globalisation is the easy access to other cultural habits, which incorporate new fresh produce in the meals. Recent outbreaks involving imported fresh commodities have shown that there are safety issues related to the changes in consumer habits. For example the consumption of raw instead of cooked produce. The food habits in some countries where herbs originate dictate that they are normally cooked together with food. In other food traditions, however, such ingredients may be used without heating, being added directly to the cooked food for flavouring and/or decoration. These cultural habits might have safety implications. Adequate food handling practices and usage of fresh produce by end users will be estimated to understand related food safety hazards