Connecting growers and consumers

摘要

The David Piccavers of this world don't fall out of trees any more than they magic themselves onto supermarket shelves. Perhaps that is why consumers remain largely oblivious to vegetable growers like Piccaver. And this is one of many problems for thenew chairman of the Processed Vegetable Growers Association (PVGA). More "engagement" is what people need, says a man whose own need for a higher profile and close political engagement is no less pressing. Piccaver is a great believer in seeinggrowers' faces and reading their details on packets of potatoes and salad vegetables in supermarkets. This is a big step forward in tightening an all-important bond, he feels. "It is all very positive as it's trying to engage the consumer more with the producer," he says. "This has to be good. A lot of people think food comes from shelves and have no concept that it starts off infields."