Cool chain effect on fruit firmness

• The benefits of maintaining a cool chain are described in the ‘Maintaining quality during marketing’ section of the guide.
• The maximum benefit will be gained where a cool chain is maintained up to and including the retail display.
• This benefit is recognised by the retailer but the cost of conversion means implementation will take time in the larger retail operations.
• Cool chain at the retail level allows more ‘ready-to-eat’ fruit to be displayed without loss of quality.
• This in turn increases customer satisfaction and generates increased sales of higher value products.