Why the Ready‑to‑Eat (IV Gama) Segment Is Set to Accelerate
Fresh‑cut salads, pre‑packaged bowls and “meal‑in‑a‑box” concepts have moved from niche to mainstream. In Europe, ready‑to‑eat (RTE) vegetables now account for roughly 65% of total sales volume for large growers, a figure that mirrors trends in the United States and Asia.
According to the FAO’s food‑system reports, consumers are willing to pay a 10‑15% premium for convenience without sacrificing quality. This willingness fuels product innovation and keeps the “IV gama” channel resilient even when fresh‑field margins turn negative.
Key Drivers Behind the Surge
- Urban lifestyles: Busy professionals and millennials prioritize quick, nutritious options that fit into tight schedules.
- Health consciousness: RTE packs are marketed as “clean‑label” and fortified with superfoods (e.g., kale, quinoa, chia).
- Supply‑chain agility: Processed formats extend shelf‑life, reducing waste and buffering against climate‑related harvest fluctuations.
Climate Pressure and Over‑Production: Turning Challenges into Opportunities
High temperatures, labor shortages, and rising input costs have squeezed profit margins for many field growers. The result? “Negative field profitability” for the first weeks of the season, as reported by Carlos Olmos, Marketing & Commercial Director at Primaflor.
However, the same pressures stimulate a shift toward more resilient production models. Companies are adopting:
- Precision‑agriculture tools that cut water use by up to 30% (OECD study).
- Contract‑growing arrangements that lock in labor and price terms before planting.
- Diversified product mixes that balance fresh harvests with processed outputs.
Case Study: Primaflor’s Product Mix Strategy
Despite a volatile start, Primaflor kept its total volume targets aligned with the previous year, adjusting the product mix based solely on pre‑planned client demand. New items such as Mixed Salad, Select Tender Sprouts, Chopped Oak Leaf, Salmon Wrap and Innovative Bowls have seen “strong uptake” during launch phases, proving that innovation can offset field uncertainty.
For a deeper dive into Primaflor’s consumer‑centric approach, see our related article: Primaflor and UAL Put the Consumer at the Heart of the Food Debate.
Future Outlook: What Will Shape the Next Five Years?
Experts agree that the IV gama segment will keep expanding, but not at the expense of fresh produce. Instead, a “dual‑track” model is emerging:
- Fresh-first farms: Focus on premium, short‑shelf‑life varieties for high‑end restaurants and local markets.
- Processing‑linked growers: Convert surplus or lower‑grade harvests into value‑added, ready‑to‑eat formats.
This synergy mitigates waste, stabilizes cash flow, and satisfies differentiated consumer expectations.
Pro Tips for Growers and Brands
- Invest in modular processing facilities that can scale up/down according to crop yield.
- Leverage data analytics to forecast demand spikes for specific RTE items.
- Partner with logistics providers that specialize in temperature‑controlled last‑mile delivery.
Frequently Asked Questions
- What does “IV gama” mean?
- In Spanish, “IV gama” refers to the fourth commercial category of fruits and vegetables, i.e., ready‑to‑eat or pre‑processed products.
- Is the growth of RTE products harming fresh‑produce markets?
- No. While RTE sales are rising, fresh‑produce remains essential for quality‑focused consumers and for restaurants that value “farm‑to‑table” freshness.
- How can growers protect themselves from climate‑related losses?
- Adopting precision irrigation, diversifying crop calendars, and integrating processing capabilities help buffer against extreme weather.
- Will labor shortages persist?
- Short‑term shortages are expected, but automation and contract‑growing models are reducing reliance on seasonal labor.
- Can small producers enter the ready‑to‑eat market?
- Yes. Co‑packing agreements and shared processing hubs allow small growers to achieve economies of scale without massive capital outlay.
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