Crop residue levels - why there is room for manoeuvre in a shifting fresh-food marketplace

In the ongoing supermarket battle for commercial supremacy, much of the brand equity and reputation is earned (or lost) in the fresh fruit and vegetable aisles.

And it is here that a new marketing strategy has emerged. In Germany, food retailers routinely pay farmers more for produce that contains the least amount of pesticide residues. In fact, there is a drive towards ‘zero’ crop residues, with premiums paid to growers for reducing their reliance on pesticides.

The regulatory mechanism, known as Maximum Residue Levels (MRLs) is set to establish appropriate residue levels for produce being sold. But actual residue levels often come in much lower.

As we highlight in this paper, trial analysis data can demonstrate that many plant protection products achieve residue levels that come well within the standards being demanded by this new, emerging market driven by European food retailers.