There is a general assumption that products containing large amounts of nutrient substances can offer consumers added value. It is also assumed that most consumers are aware of the health-related aspects of fruit and vegetables, and that consumers actually take account of this in their purchasing behaviour. However, there is very little insight into the knowledge and attitude of consumers with regard to the added value of ingredients in fresh fruit and vegetable products. The present report endeavours to answer the following question: In what way can one capitalise on the natural and logical alliance of organic and nutrients in the marketing of organic products
