Producers should not rush to take advantage of sterling's weakness by increasing exports, a leading industry figure has said.

Anyone considering export agreements should research the target market thoroughly first, John Giles, director of Promar International, told the Re: fresh conference. "If producers do it, they must be able to deal with the volatility of exchange rates."

Beyond European markets, new export opportunities were opening up in the Middle East and Asia for suppliers with a long-term strategy, he added.