Fresh or frozen? What they expect

CONSUMERS HAVE some clear - but probably fairly incorrect - ideas about where they are most likely to find fresh food, when eating out of home.

Consumer research carried out recently by produce supplier Fresh Direct showed that 91 per cent of respondents had a preconception that pubs would mostly use frozen goods, while restaurants and hotels came out on top for fresh produce ratings.

Anyone who has ever looked back of house at any of the bank of freezers in most of the nation's best known hotels and fine dining establishments, will know that the reality can often be very different.

Even Fresh Direct recognises there are arguments on both sides. Peas, for example, often taste better frozen. Due to the transportation of this main course staple being difficult, freezing them means that they will be of a better flavour and of a higher quality.

Nigel Harris, MD of Fresh Direct, says: "We pride ourselves on being able to consistently provide a great quality product. But we're not afraid of open communications and honesty with our customers - if a customer suggested changing from frozen to fresh peas, I would probably advise against it - they're the exception and it's the one and only time you'll hear me saying that!"

Peas aside, the survey showed that 84 per cent of consumers said that fresh produce is now of great importance when looking at a menu and deciding on what to order.

Nigel believes use of fresh, locally grown produce on menus is something to be flagged up. "By adding seasonality and provenance to a blackboard menu and including fresh, simply cooked dishes, a higher price point can be demanded.

"Consumers are now much more interested in eating fresh produce, and their knowledge of such produce is rapidly increasing. It is up to caterers to keep in touch with their customers, and keep changing and evolving their menus to suit demand."