Spain: Bitter Fruit
27 minutes, 2006
Ref: 106tvc

Globalization is bringing in massive imports of fruit to Europe. Last year, almost half of the fruit at Spain's main wholesale market came from abroad. Lleida, the biggest fruit growing area in Spain and one of the largest in Europe, is now reeling under the shock. But many wholesalers and grocers say the farmers have only themselves to blame, complaining that the local fruit is second rate and poorly marketed. Strong competition from Spanish, French, Belgian, and Italian fruit-growing areas means Lleida is losing market share in Spain. "30 Minuts" visited Mercabarna - Catalonia's huge wholesale food and distribution centre - to discover the difference between local and foreign produce and find out what consumers think. Part of the problem lies in the chain of middle men, with fruit retailing at up to fourteen times what farmers are paid for it. Now unions, farmers, and producers are desperately seeking ways to pull through the crisis. There are plans afoot to provide distinctive labeling for all local fruit. Big efforts are being made to win back lost markets.