Never happy! This seems to be the dominant feature that emerges from analysis of the world fresh pineapple market. For although volumes have increased on a permanent basis, with rocketing increase in the last decade, the value of the produce has fallen considerably on the European market. More fruits, low prices and smaller returns for sector operators. The weakness of the dollar means that the illusion is still there, but until when? Finally, the law of supply and demand is respected and that's all! But one can only be sorry that although pineapple has become commonplace thanks to the 'Sweet' variety it has been at the expense of quality. And from commonplace to vulgar is just a short step.