Overall, demand for fruit and vegetable products is expected to rise as consumers continue to seek for healthy dimension in their food. However, most of the growth is expected to take place in convenience, snacking and ingredients (within processed food) form.
From a business perspective adding value to horticulture products possibly offers best opportunities. Even as a grower you need to work out value addition. You need to work out a way to get close to Zero food losses to be able to make money. Depending on what you are going to do you may need to find new ways/channels to reach out to the consumer.
Finally, a very critical element is branding. Branded fresh products that are well accepted by consumers demand more than 50% price premium within the category of their operation.