Over the next five years and until 2030, business and commerce in the fresh fruit and vegetable sector will be shaped by the new geopolitical priorities of the European Commission, as Europe is making the transition to a climate-neutral planet. Within this framework, the European Fresh Products Association, Freshfel Europe, is calling on the fresh produce sector to become a leading industry in Europe's ecological transition and generate opportunities in this period of change.
The European fresh fruit and vegetable sector is experiencing unprecedented changes that challenge the current mentality and business models. It has become a priority for the European Commission for Europe to lead the transition to a healthy planet and a new digital world, with a reduction in the use of plastics and greater digitalization. Change is imminent in all business areas. In the midst of these developments, there are great opportunities for the European fresh fruit and vegetable sector to assume its role as a leading industry.
Following the presentation by the European Commission of the new European Green Deal at the end of 2019, new opportunities have started to arise as Europe leads the transition to a climate-neutral planet. For the fresh fruit and vegetable sector, these opportunities entail pollution-free production, carbon neutral supply chains, improved digital commerce or alternative packaging solutions.
Freshfel Europe reiterated this commitment at its Annual Trade Meeting in Berlin on the eve of Fruit Logistica. The delegate general of Freshfel Europe, Philippe Binard, encouraged the main stakeholders in the sector saying: “We should not overlook the discussions at EU level on Europe's future direction. The fruit and vegetable sector is already a food industry with a low environmental impact; however, Europe's current geopolitics, which promotes climate neutrality in all business areas, will mark the operations and trade in the fresh produce sector in the coming decades. It is the time to act and to take advantage of the opportunity to become leaders in meeting environmental and consumer demands, now and in the future.”
Freshfel Europe members will evaluate the progress of the new European Commission legislation and its direct and indirect effects on commercial operations and trade in the European fresh produce sector at the 2020 Freshfel Europe annual event, which will take place in Brussels on May 27, 2020.