European Frozen Food Market to Heat Up

BRUSSELS―As the recession continues, consumers are likely to pass up pricier fresh produce and head for cheaper frozen vegetables, predicted the chief executive officer of Belgian frozen foods company Pinguin, Herwig Dejonghe. In an interview with Reuters, he says: “If this crisis goes on long enough, people will get to understand that they can get their biggest savings with frozen goods. Frozen foods are underestimated and undervalued in the market, but people will discover that they can have the same quality of life at about a 25% to 30% lower cost, on average.”