Fruits and vegetables - that's what the DOGK 2020 was about

Central topics of the DOGK 2020 – that’s what the 10th German Fruit and Vegetable Congress was about

During the German Fruit and Vegetable Congress (Deutscher Obst und Gemüse Kongress, abbr. DOGK) in Düsseldorf, experts present current trends and developments which are relevant to the fresh produce sector. This year, the program started with a retrospect – after all, the congress took place for the 10th time. In addition, there were presentations about future food trends, modern marketing strategies, the lessons we learned from this year’s challenges, and much more. In the following, we summarize the central topics of the DOGK 2020 for you.

The food trends of the future

Be it “brutally local”, “soft health” or “DIY food” – there are so many trends related to the topic of food that it is hard to keep track. In addition, food trends are very dynamic. They provide answers to the most urgent problems of our time regarding nutrition and food production. Correspondingly, they change very fast. At the same time, they are always a mirror of society. Moreover, they are an important guidance for companies.

The Food Trend Map of the Food Report 2021 gives you a good overview. The different trends are clustered according to common characteristics. The main key words are everyday life (Alltag), quality (Qualität), sustainability (Nachhaltigkeit), health (Gesundheit), glocal (Glokal), i.e. thinking globally and acting locally, culinary pleasure (Genuss) and beyond food. Diversity and the rediscovery of old fruit and vegetable varieties also play an important role.

Food Trend Map

Trends that did benefit from the last months are DIY food and gourmet gardening, i.e. growing your own vegetables and herbs at home. In addition, locally produced food continues to be very popular. Another important trend, which focuses on a balanced diet with lots of fresh veggies, fruits, legumes and cereals, is soft health. A trend that suffered from home office is the so-called snackification. At least temporary, the three traditional main meals structure our everyday life again.

The importance of social media and videos

How do you address consumers today? How do you market fruits and vegetables in a modern, attractive way? By being present on the channels that your potential customers are using, explains PR expert Stephan Schilling. In this context, social media play an important role. The most popular medium are videos.

According to analyses of Tubular Labs, the consumption of YouTube videos related to the topic of fitness and health has increased by 145% between 2019 and march 2020. In the domain of food and drink, the consumption has increased by 36 %. There are thousands of lifestyle and family channels that reach millions of people.

That’s an advantage that companies in the fresh produce sector should exploit. By using social media and videos, the image and scope of fresh food could be improved significantly. According to Schilling, influencers could function as messengers for fruits and vegetables. As always, the proof of the pudding is in the eating. Instead of hesitating, companies should just start testing new forms of marketing.

Each crisis represents an opportunity for renewal

Do you know the Model of the Lazy Eight? The model has been developed by researchers investigating the resilience of organic, psychological or social systems (cf. Gunderson & Holling 2002; Katzmair/FAS Research 2014). In short, it describes the circle of renewal a system has to go through in order to truly evolve.

Model of the Lazy Eight

Without crisis, there will be no renewal – that’s how you could resume the fundamental idea of the model. For this to be true, however, it is necessary that we don’t cling desperately to the status quo. Only if we let go the strategies we’re familiar with, a deep learning and innovation process can begin, putting an end to the crisis. That’s the only way a system really evolves. The current situation can thus also be considered as an opportunity for a more resilient economy to develop.

More about trends and innovations in the fresh produce sector

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