“There are too many excellent frozen products needlessly discounted and far too heavily. Much of the modern frozen food portfolio is far from the cheap and cheerful image,” he told the BFFF’s annual luncheon.
“Without action, suppliers’ margins, profits, innovation and quality enhancement will suffer to the detriment of producers, retailers and consumers alike.”
And while praising retailers for a great job in building up the market, McEvoy said future growth required a modern mindset. The industry should not allow frozen foods to be talked down.
“BFFF will seek to develop the forum for discussion between the multiples and suppliers so that the category is properly presented to consumers by highlighting its quality and variety as well as convenience and value for money.”