The renowned food marketing expert, known widely as “Dr Food,” is remembered for his global industry insights, engaging presentations and decades of contribution to fresh produce.
The global fresh produce industry is paying tribute to Professor David Hughes, a highly regarded food marketing expert and adviser who died recently. Known throughout the trade as “Dr Food,” Hughes built an international reputation for analysing consumer behaviour, marketing, retail and supply-chain developments and explaining their implications for food businesses.
Hughes served as Emeritus Professor of Food Marketing at Imperial College London and spent decades combining academic expertise with commercial experience and industry consultancy. His work took him across Europe, North America, the Caribbean, Africa and Southeast Asia, while his speaking engagements brought his insights to food and fresh produce audiences around the world.
His connection with the fresh produce sector extended beyond conference appearances. Hughes served as a non-executive director of UK berry business Berry Gardens for 20 years and was also involved in a branded fresh herb business in Florida. Industry colleagues remembered him for bringing an international perspective to discussions about the UK fresh produce market.
Hughes began his academic career in food marketing at Wye College in 1991, when he became the inaugural Sainsbury Professor of Food Marketing. Following the college’s integration into Imperial College London, he established and directed the Food Industry Management Group. He later served as a visiting professor at the Royal Agricultural University and was an Honorary Nuffield Scholar.
His influence also extended to the Worshipful Company of Fruiterers, where he was a member for 29 years. He was a long-standing supporter of the City Food and Drink Lecture and was recognised for his willingness to challenge established thinking through questions and observations on the food industry.
Hughes was particularly known for connecting major changes in consumer habits, retail strategies and wider economic and social trends with practical implications for growers, suppliers and fresh produce companies. His combination of detailed industry knowledge and an accessible presentation style made him a familiar speaker at international food and produce events.
The International Fresh Produce Association also recognised Hughes’ contribution to the sector, highlighting his long involvement with its Produce Executive Program. Through the programme, he helped develop future fresh produce leaders and contributed to professional networks across the international industry.
Fruitnet managing director Chris White and other industry figures have remembered Hughes for his enthusiasm, humour, curiosity and ability to bring perspectives from outside individual markets. His career combined education, commercial advisory work and extensive engagement with food businesses, leaving a lasting connection with the international fresh produce community.
Born in Wales, Hughes later returned to live there after spending much of his professional life working internationally. He is survived by his wife, Susan, and their three children, Blake, Garth and Mabel. His decades of work across food marketing and fresh produce have left a significant legacy among the growers, suppliers, retailers, academics and industry professionals who worked with him.