Stronger British branding of fruit and veg is needed according to the chairman of Fruition.
Speaking at the NFU/FPC Horticulture in Focus conference, Robert Balicki said products would benefit from a stronger national identity.
He said the industry was still sustainable, but only with further rationalisation.
And he warned:"Predatory pricing will be one of the big pitfalls facing the industry."
While recognising distribution chain costs had to be reduced, this should be on a shared basis.
Too many marketing desks were fragmenting industry effectiveness, said Balicki, and the industry supported more than 50 non-commercial horticultural organisations.