Eurofruit Magazine - Jan 2025 - Fruit Logistica Edition Part II
EUROF RUIT
Berlin is the place to be as the world’s leading fruit and veg companies head to Fruit Logistica 2025
The group had unknown links to actor Jon Lovitz and shadowy figures in the Mexican avocado business
Trust me, you mustn’t believe a word of it…
Back in 2017, a US television documentary lifted the lid on a secretive society of mysterious people who met behind closed doors to orchestrate events. Filmed without their knowledge, the cloaked individuals discussed various things like the moon landings, Area 51, and Bigfoot. At the end, it was revealed that the group had unknown links to actor Jon Lovitz, as well as shadowy figures in the Mexican avocado business. The exposé was a revelation. And that’s because it was actually a Super Bowl promo for Avocados from Mexico. Yet, according to Sports Illustrated, some observers reportedly did take the advert at face value and concluded that yes, there is a hidden cabal of puppeteers who gorge themselves on guacamole, and then make us all believe 9/11 wasn’t an inside job, chemtrails are just water vapour, and shape-shifting reptiles don’t run the world. But did they really believe the illuminati was behind a subliminal message about the illuminati sending subliminal messages? Er no, it was just a joke. But hey, in the end, I guess that’s what they want you to think… E
31 A series of special reports on the country’s fresh produce export business
Features
32 Interview: David Markowski, The Greenery
A return to core business has a big effect
38 Rijk Zwaan offers long-term solutions
Breeder supports growers and retailers
39 Interview: LBP Rotterdam
Peter van der Klift and Anton Filippo
40 Italian apple brands bring fresh joy
Investments in club varieties pay off
42 Kikokà consortium kicks on
Project spots yellow kiwifruit potential
46 Carton Pack continues to invest
New acquisitions offer room to expand
46 Melinda’s apple partnership packs a punch
Tie-up could prise open vending channel
48 Comment: Pink Lady’s branding legacy A new chapter for leading apple brand
50 Agrovision ventures into cherries
Firm acquires Chilean exporter ZurGroup
52 Sekoya Fiesta joins the party
Another string to blueberry breeder’s bow
54 Interview: Dominika Kozarzewska
Polskie Jagody invests in berry growth
55 Leadership changes at Fall Creek
Ex-Driscoll’s man to chair company’s board
58 FLIA & FLIA Technology nominees
See who’s in line for this year’s awards
60
EU-Mercosur deal: good or bad?
Paco Borras considers accord’s impact
63 Semillas Fitò’s new approach
64
68
70
Revamped setup offers tailored solutions
Agroponiente and IPF on track to growth
Spanish companies look to bolster supply
Raspberries rebound in Huelva
Spanish region shows its resilience
Bollo debuts airflown label
Supplier hopes melon sales will take off
71 Taste is top for Unigen Seeds tomato
72
Almeria embraces Japanese variety
Anecoop expands exotics portfolio
Group adds more papaya and dragon fruit
74 Banana producers turn up heat on retail
Do supermarkets really take responsibility?
76 Can ‘sad’ bananas cheer up sales?
Empathy emerges as key consumer emotion
78
Document migrant workers, says NGO
Banana Link flags Haitians’ plight
80 Turkey tackles logistical and cost issues
82
85
86
90
94
98
Aksun uses airfreight to clear hurdles
Egyptian exporters make waves
Enmaa emerges and Pico expands
NCP targets second supermarket
Mandarin IP dispute set to continue
Dates go mainstream and raisins rise
Potential in Saudi Arabia and South Africa
Packaging trends for 2025
Alessandro Turatti on the year ahead
Comment: Farmers need support on AI
Technology has huge production potential
Comment: Driscoll’s drives improvement
New data tools key to better sales plan
Dispatches
100
104
106
108
Time to talk about climate change
Political rhetoric belies a need to act
Seize the moment on sustainability
Ifoam welcomes organic’s recognition
Fresh Take: Ferrara, Italy
CIV’s new strawberry stalwart
Store Check: Rewe to Go
Lekkerland’s unmanned marvel
Events
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EDITORIAL
managing director, fruitnet europe
Mike Knowles
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Maura Maxwell
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Julia says operators are leveraging new technologies to make Europe’s cold chain more efficient and resilient in the face of growing disruption.
briefings–p26-28
Alessandro Turatti gulftech international Alessandro expects to see more plant-based, techenhanced, and even edible fresh produce packaging this year, as AI continues to shape the business.
packaging & tech–p90-93
Paco Borras fresh produce consultant
Paco points out the EU-Mercosur agreement is positive for fruit and vegetables – provided the fine print is carefully negotiated.
eu-mercosur deal–p60-61
Sarah Adezzio
digital catapult
Sarah says that the agricultural sector in the UK needs help knocking down barriers if it is to reap the many benefits of artificial intelligence.
ai–p94-96
Is the future of British berries ‘under threat’?
Growers warn of difficult year to come despite the British berry sector hitting record milestones.
by Carl Collen
British berry growers have warned of a tough year ahead as rising energy costs and wage increases continue to create challenging circumstances for fruit farmers in 2025. A lack of fair retailer returns has also been cited by growers as a continuing issue, threatening the future success of the sector.
It comes despite the British berry market reaching a total market value of £2bn for the first time, according to British Berry Growers, the industry body representing 95 percent of British berries sold in the UK.
The industry’s growth has been largely fuelled by rising consumer demand, with berry sales volumes increasing by 4.3 per cent in the past year alone.
“We are immensely proud of reaching this milestone, and of the industry’s resilience in the
face of challenging operating conditions,” said Nick Marston, chairman of British Berry Growers. “But it is also clear that there are very tangible risks which threaten the industry’s future. In particular, it’s clear that retailers have a significant role to play in the industry’s recovery. Without their support, growers will struggle to expand production and meet the evergrowing demand for fresh British berries. This would be a tragedy when the ongoing growth of the overall retail market gives a huge opportunity to increase
our UK home production and selfsufficiency.”
The historic milestone marks nearly a decade of consistent market growth, which has seen the sector double in value since 2015, when the market first reached £1bn. In the last year, the average year-round price of berries has increased significantly by 6.9 per
cent, which has driven a significant portion of the industry’s value growth.
The berry market value milestone comes as a new EY report commissioned by British Berry Growers found that the country’s berry industry is having an outsized effect on the UK economy; in 2023, it was said to have added £624mn to the economy, as well as contributing £134mn in taxes, and supporting 16,317 full-time equivalent jobs.
Challenging conditions
However, despite reaching this £2bn milestone, the future success of the UK production industry is by no means secure, with conditions for growers becoming increasingly challenging.
around the rise in the costs of production, such as rising energy costs and increases in the national minimum and living wage rates.
In fact, 71 per cent of growers surveyed in the EY report experienced operating cost increases in excess of 20 per cent between 2020 and 2023. For the vast majority – 85 per cent of growers – revenue returns did not keep pace with the operating cost increases.
Unfortunately, for the country’s berry producers, the industry’s recovery is not being sufficiently supported by fairer retailer returns, British Berry Growers said.
“It is clear that collaborative action is essential to ensure the survival and growth of the British berry industry”
Though the average retail price of berries rose by 14.5 per cent between 2020 and 2023, the average price paid to growers by retailers only increased by 11.2 per cent in the same period – ”by no means” enough to help cover non-wage operating cost increases of 37 per cent on average.
British growers are also having to compete with
According to the EY report, the rate at which the industry has grown has significantly decelerated in recent years, with the compound annual growth rate in the volume of berry sales dropping from 7.8 per cent between 2012 and 2019, to just 1.3 per cent between 2019 and 2023. Reasons for this declining growth are primarily centred
more berries being imported from other markets.
“As we start 2025, it is clear that collaborative action is essential to ensure the survival and continued growth of the British berry industry,” added Marston. “Retailers, policymakers, and industry stakeholders must come together to support British growers, through fairer pricing and extended access to a seasonal workforce, to ensure the future of one of the UK’s most important agricultural sectors.” E
ABOVE—The British berry market has reached a total value of £2bn
LEFT—British Berry Growers chairman Nick Marston
Trade
“The prospect of an escalating tariff policy is a concern,” admits Daniel Sauvaitre, president of France’s main fresh produce trade association Interfel, in a recent episode of the Fruitbox podcast. France sends a fair amount of fruit to the US, but it’s the knock-on effect of proposed duties on Canadian and Mexican goods that worries Sauvaitre most. “It could destabilise international markets for fresh fruit and vegetables,” he warns, “because it will redirect quantities to other markets, with pressure on prices.”
Morocco is on track to export as many as 90,000 tonnes of avocados this season, a 50 per cent increase on the previous campaign. It also expects to produce 80,000 tonnes of blueberries this season, another record crop.
UK-based Banana Link has called for migrant workers in the Dominican Republic’s banana industry to be officially documented. It says thousands of them, most from Haiti, face deportation despite complying with
BELOW—Daniel Sauvaitre is president of French industry association Interfel
OPPOSITE—Spain’s citrus exporters have targeted new markets for 2025
regulations. All the while, it adds, the country’s banana export trade has lost market share in Europe due to labour shortages.
Spain’s fresh fruit and vegetable exports were 6 per cent higher in 2024 at €18bn – a new record – and those shipments totalled 12mn tonnes, up 8 per cent. Publicprivate partnership Fruit and Vegetable Group says it opened 16 new markets for around 26 products last year, including cherries to Canada, citrus and apples to Chile, and apples, pears and stonefruit to the US. Now it has set its sights on access for cherries and citrus to China and Japan respectively.
Aneberries has revealed that Mexican exports of fresh strawberries, raspberries and blueberries fell by 2.2 per cent in 2024, with a similar decrease expected this year due to poor conditions, higher input costs, labour shortages and a volatile peso-dollar rate.
South Africa’s blueberry exports were just ahead of last year’s shipments in week 49. Exports to the EU were 16 per cent down on the previous year, but sales to the UK increased by 26 per cent. And exports to the Far East and south-east Asia were up 27 per cent yearon-year. Meanwhile, South Africa’s northern neighbour, Zimbabwe, expected to announce a final crop of 5,500 tonnes of blueberries for this year.
South African apple exporters no doubt toasted the authorities in Bangkok this Christmas after Thailand restored access to a market thought to be worth over US$20m per year. And indeed Joe Biden a few days later, as his outgoing administration extended tarifffree trade between Africa and the US – also good news for South Africa’s citrus, grape and stonefruit exporters.
Retail
The UK’s Christmas price war was more ferocious than ever, with many supermarkets selling vegetables for as little as £0.10-£0.15 per kilo. Most insist that the loss of margin is not passed on to suppliers. In the meantime, the average household spent £460 on groceries in December, pushing UK supermarket sales north of £13bn that month for first time, according to Kantar. And Aldi UK posted its best-ever Christmas sales at more than £1.6bn.
Companies
Dutch fresh produce supplier The Greenery plans to sell its transport division Dijco to AB Texel, and then to source all of its transport services in the Netherlands and abroad from that same logistics specialist. The company has struck similar sale-
and-leaseback deals in the past involving warehouses and even its Barendrecht head office. Read our exclusive interview with The Greenery CEO David Markowski on p32-36.
One of North America’s largest fresh produce companies, Taylor Farms, has invested in Hessing, a leading European supplier of fresh fruits and vegetables based in the Netherlands. Hessing will continue to operate as a family business and maintain its majority shareholding, it added.
New Zealand kiwifruit growers have voted overwhelmingly in favour of Zespri’s plan to increase SunGold production in Europe and Asia. The group could allocate licences for up to 420ha per year over six years in Italy, France, Japan, South Korea and Greece.
Frutura has created a new, dedicated berry division. As CEO David Krause explains, it’s a move which should help it to grow faster in soft fruit, a category in which it sees plenty of scope for commercial growth. At the heart of this new division will be the Sun Belle brand and Mexican supplier Giddings Fruit, which California-based Frutura bought last year. And at the helm is JC Clinard, former chief operating officer of Florida berry marketer Wish Farms
Iberian Premium Fruits expects its turnover to grow 15 per cent to €200mn this season after it purchased Valencia-based citrus and persimmon grower The Natural Hand. Its aim is to become Europe’s largest producer of premium oranges and mandarins.
Sanlucar is launching an ambitious project to grow fruit in Cariñera in the province of Zaragoza, a traditional wine-producing region in the northwest of Spain. According to local newspaper Heraldo, sources close to the company said it plans to invest €20mn in a first phase to develop production of tropical fruits, such as blueberries, kiwifruit and table grapes.
Officials from industry association Freshuelva were in Tangiers in December to recruit an additional 1,300 people from Morocco to harvest fruit in Huelva, Spain. Spanish berry growers rely heavily on migrant seasonal workers, many of whom are flown in from as far afield as Colombia, Ecuador and Honduras.
Westfalia Fruit has topped up its commercial fuel with the acquisition of Belgian manufacturer Syros, which supplies avocado-based products to foodservice, retail and home delivery customers across Europe.
Mission Produce expects international avocado volumes to remain steady in 2025 compared with last year. But it also says new data shows avocado sales in the US rose by US$546mn to US$3.5bn in 2024, with plenty more room for growth in regions like the midwest and the south.
Okanagan Specialty Fruits (OSF) plans to work with New Zealand’s fruit-breeding powerhouses Prevar and Plant & Food Research to develop more premium
TOP—Loss leaders on sale at a UK supermarket in December
ABOVE—Zespri has been given the green light to produce more gold kiwifruit outside New Zealand »
apple and pear varieties. OSF is the company behind Arctic, a series of genetically modified apple varieties that don’t go brown when cut, which have been approved for sale in the US for almost a decade.
VentureFruit has appointed Chilean supplier Copefrut as exclusive Latin America licence-holder for its hot climate apple Tutti
Grape and stonefruit innovator Sun World says it has expanded its international network of licensees to more than 2,700 growers, 180 marketers, and 35 North American importers this year. One of its newest agreements is with WA Farm Direct. The group already grows and sells the breeder’s stonefruit varieties, and markets its table grapes, in Western Australia. Now it has the green light to produce Sun World grapes in the eastern part of the country too.
In Chile, Subsole has exported its first table grapes to the US under a new protocol known as the systems approach. The first shipments arrived in mid-December. Commercial manager Andro Vidal described the breakthrough as “great news and a huge step forward for the Chilean industry”.
What do raingrown avocados, pumpkin-shaped mandarins, and orchard-friendly drones have in common? They are all among the nominated finalists for this year’s Fruit Logistica Innovation Awards. Check out p58-59 to see all of the FLIA and FLIA Technology prize nominees.
People
Industry stalwart Justin Chadwick is to retire in late March after several years as CEO of the South Africa Citrus Growers Association. The group’s chair Gerrit van der Merwe revealed that his replacement, Boitshoko Ntshabele, will join in February. Ntshabele was previously director of biosecurity at the Department of Agriculture, Land Reform and Rural Development.
Fresh produce marketer SanLucar has appointed Steven Martina as its new chief operating officer. Martina departed NZ kiwifruit company Zespri in October after a little over 12 months as the New Zealand kiwifruit company’s Europe and North America director. Prior to that he spent almost two decades at The Greenery.
ABOVE—Westfalia and Syros shake on recent new takeover deal
BELOW—Neal Carter of Okanagan Specialty Fruits (left) with Tony Martin of Prevar
Fruit and Vegetables made in Italy
On the Italian and European scene for more than 60 years.
12
Apofruit Italia is a member of the Consorzio Patata Italiana di Qualità (Italian Quality Potato Consortium), owner of the Selenella® brand.
Apofruit Italia is a member of Dulcis Kiwifruit Company, owner of the Dulcis™ brand.
Oscar Verges has left blueberry variety developer Fall Creek Farm & Nursery, prompting Cort Brazelton to step in as acting president and CEO until the group recruits a replacement. At the same time, board member and former Driscoll’s CEO Kevin Murphy has taken on the role of executive chairman. Full story – see p55.
Susan Day has retired as vicepresident of international marketing for the California Table Grape Commission. She has represented the state’s growers in markets around the world for more than two decades. The commission has also appointed Jackie Nakashian as its director of community service and health programmes.
Tributes have been paid to Domenico Scarpellini, founder of the Italian fresh produce trade fair Macfrut and former director of Cesena Wholesale Market, who died in December following a long illness.
Brands
Italian supplier Vip has revealed a further rise in volumes of branded apples Ambrosia, Envy, and Cosmic Crisp. And in the US, CMI Orchards says it will try to convince consumers to trade up from Fuji, Gala and Honeycrisp to premium brands like Juici, Ambrosia Gold and EverCrisp
New Zealand exporter T&G Global says returns for its premium Envy and Jazz apple brands are the “highest for a number of seasons”, after it delivered a reported NZ$124mn (€68.3mn) back to growers. The improvement follows a challenging year for the company’s apple business in 2023, when Cyclone Gabrielle caused almost NZ$1.5bn (€830mn) worth of damage to production in the country’s Hawke’s Bay region.
Marketing
Bollo Natural Fruit has launched a new label for airflown melons grown on its farms and sold in Spain. The company’s premium Bollo Bodega melons are now sold in specialist fruit stores in Spain with the ‘Melón
por avión’ (‘melon by plane’) label, which guarantees that the product was harvested just 3-4 days earlier and reaches the consumer at its optimum point of ripeness.
The USDA has provided the US Highbush Blueberry Council with US$1.5mn – in addition to US$1.3mn received last year – to promote new sales of US blueberries in emerging global markets.
Packaging & Technology
Packaging company Termotécnica says its new recyclable, expanded polystyrene containers can cut airfreight costs, reduce CO₂ emissions, extend shelflife and regulate temperature. That’s good timing for its grape-exporting clients in Brazil, which just secured access to China.
StePac, on the other hand, says its new packaging
ABOVE—Cort Brazelton has taken on the role of acting CEO at Fall Creek Farm & Nursery LEFT—Bollo’s new label for Spanish air-flown melons
solution for fresh broccoli and other vegetables reduces the need for ice-filled polystyrene and waxed carton boxes on long-haul veg shipments in the US and Japan. The Otofuke Agricultural Cooperative is already using StePac’s Xtend MA/MH bulk bags to transport broccoli by land from Hokkaido to Yokohama.
A team at Michigan State University has received a grant to investigate new harvesting technology For asparagus, it plans a vision-guided system that would pick selectively based on maturity status and desired traits, such as spear length and shape. And for blueberries, it wants to develop a phone app for growers to detect the maturity and count of blueberries by scanning orchards with a smartphone camera.
Logistics
Fresh fruit made up four of the five agricultural products shipped from the Peruvian Port of Chancay in its first few weeks in operation. Analysis from Fresh Fruit Peru shows that the newly inaugurated megaport shipped 22,884 tonnes of agricultural products between weeks 47 and 50. Palm oil accounted for the bulk of this (85.1 per cent), followed by blueberries (12.3 per cent), avocados (1.4 per cent), table grapes (0.6 per cent) and mangoes (0.5 per cent). Hortifrut , Agrovision and Danper Trujillo were among the companies that exported consignments of
blueberries through the port, the main destinations being China and Hong Kong.
Logistics company Kuehne & Nagel claims to have “substantially reduced” transit times for fresh produce shipments into UAE-based supermarket operator Spinneys. Key to its success, it says, is the introduction of so-called ‘through units’ – larger, consolidated batches of product which remain intact from London Heathrow airport to Spinneys’ own distribution hub in Kizad, Abu Dhabi.
Faced with a shortage of containers, Peruvian exporters have sent 4,000 pallets of table grapes to the US on the country’s first-ever break-bulk fruit shipments. This year promises moderate growth for Peru’s agricultural exports, according to Fresh Fruit Peru. E
ABOVE—The Port of Chancay in Peru opened in mid-November BELOW— Termotécnica’s new polystyrene containers for table grapes
Eosta launches organic raingrown avocado
The Dutch organics importer says raingrown avocados from Kenya and Tanzania help to conserve water resources and meet the needs of eco-conscious consumers.
by Tom Joyce
“The Organic Raingrown Avocado also offers a positive solution for more conscious consumers”
Dutch organics importer Eosta says its new Organic Raingrown Avocado will “contribute significantly” to solving the water crisis.
“With a view to achieving the SDGs, a water working group was formed within Eosta, focusing on the sustainable use of water in agriculture,” the company stated. “From this working group, the Organic Raingrown Avocado was introduced.”
With rainwater-grown avocados, it said, irrigation is unnecessary. “The entire water requirement is covered by natural rainfall,” Eosta revealed. “In addition, organic agriculture does not use artificial fertilisers and pesticides, which are the biggest polluters of freshwater resources.”
The avocados are imported from countries like Kenya and Tanzania, where Eosta said natural conditions are perfect for this approach. To keep the ecological footprint as small as possible, the avocados are transported to Europe by sea.
The European avocado market is growing fast: from a size of two billion euros in 2024 to an expected three billion in 2029. The choice of organic, rainwatergrown avocados is thus creating
increasing positive impact on people, nature and the environment.
“Organic Raingrown Avocado meets the highest sustainability standards, helping companies covered by the Corporate Sustainability Reporting Directive (CSRD) achieve their sustainability goals,” Eosta said. “Not only to make their offerings more sustainable, but also to back this up with valid data in their CSRD reporting.
“Organic Raingrown Avocado also offers a positive solution for more conscious consumers. Some of them now do not buy avocados or buy fewer because of the negative environmental impact. For them the Organic Raingrown Avocado is a good alternative.” E
ABOVE—Eosta’s organic rainwater-grown avocados are imported from Kenya and Tanzania
Prevar launches “new generation” of apples
GoodnessMe is the first commercial apple variety to offer double gene scab resistance, setting a new standard for apple cultivation, according to licensee Wouters Fruit.
by Tom Joyce
New Zealand’s Prevar has announced the launch of GoodnessMe, a new apple variety that is the result of 20 years of R&D, and which the company describes as “groundbreaking”.
What makes the variety so good, Prevar says, is its compatibility with its growing environment, boasting “double gene scab resistance, tolerance to mildew and European canker and a natural skin bloom that offers protection against sunburn” — all with outstanding taste and visual appeal, the company says.
“We’re excited to commercialise our first double gene scab resistant apple variety, bred by the world-renowned Plant & Food Research breeding programme in New Zealand and licensed in Europe to Wouters Fruit,” said Tony Martin, chief executive of Prevar.
Licensee Kris Wouters highlighted GoodnessMe’s high yields, resilience and unique market position.
“This variety sets a new standard for natural, resilient and delicious apple cultivation,” he said. “By embracing regenerative farming, we reduce pesticide use, enhance biodiversity and support a healthier ecosystem, providing an apple that’s better for growers, consumers and the planet.”
Wouters Fruit of Belgium holds the exclusive European license for GoodnessMe and revealed it is now seeking expressions of interest from growers.
“European consumers can look forward to enjoying GoodnessMe apples from 2026,” Prevar stated. “With a naturally crisp texture and refreshing flavour, these apples are the ultimate healthy snack, staying crunchy for longer and delivering quality in every bite. Simple, delicious, and better for you.”
The new brand was officially launched at Interpoma in Italy, with interested growers among the first to taste the variety.
GoodnessMe joins Prevar’s portfolio of premium apples and pears licensed globally, including Rockit, Joli, Dazzle and Sassy apples, and Piqa pears. E
ABOVE—The GoodnessMe apple aims to set a new standard for resilience
Frutura forms new division to power berry expansion
CEO David Krause tells Eurofruit about the company’s decision to consolidate group-wide berry branding under Sun Belle name.
by Maura Maxwell
Frutura has consolidated its group-wide berry business under a new division as it seeks to turbocharge its expansion in the category in response to growing global demand. The company has renamed its berry operations in Mexico and adopted the Sun Belle brand across the business, which will be headed up by new CEO JC Clinard.
“The companies in our platform are operating well, thanks to their strong in-country management, allowing us to shift a bit of attention to berries which has been of keen interest to me since day one. Our emphasis on berries aligns with massive consumer interest and thus, our customers’ needs, which remains Frutura’s North Star,” Frutura CEO David Krause tells Eurofruit
“The Sun Belle brand is perhaps the most well-known brand in the Frutura family of companies. Our intent is just to make it easier for the customer by linking our berry interests under one common name and brand that has credibility not only with the trade, but also with consumers.”
Since making its move into the berry and cherry categories with the double acquisition of Sun Belle and Giddings in October 2023, Frutura has made no secret of its wish to focus on these and other high-value crops as the business continues to grow.
Krause believes that Clinard, together with Sun Belle CEO Janice Honigberg and Patricio Cortés, who runs Frutura’s berry business in Mexico, are the ideal team to power the company’s berry expansion. Clinard has extensive knowledge in the berry sector, having spent nearly two decades at Floridaheadquartered Wish Farms before joining Frutura.
In the short term, Frutura’s berry focus will be on making Sun Belle a truly vertically integrated operation and strengthening the company’s strawberry business with the acquisition of a mid-sized grower.
The company is also looking to beef up its berry genetics through its research and development subsidiary, Black Venture Farms, as well as through third party breeding programmes.
“The whole race in the berry category is how to get better genetics and better varieties that better satisfy consumers’ eating experience – the way to grow the whole berry category is to continue to deliver better quality fruit,” Krause says.
“Black Venture Farms’ strength is in blackberries and raspberries – our breeding in blueberries and strawberries is currently much less. That’s something we are looking to level up, but there are also other good genetics providers out there.”
“Today’s genetics continue to
drive better quality and higher demand,” adds Clinard. “It’s a great time to be in berries. We’re ready to level up in every way to optimally serve our customers.”
While Frutura’s initial priority is the North American market, the company’s ambitions don’t end there. “We are looking globally, in terms of sales, but also sourcing,” Krause said. “We know that we need to source from every potential location to fill gaps in supply and deliver the best possible quality to the customer every week of the year, so that means we’ve got to be everywhere.” E
TOP—JC Clinard is heading up Frutura’s new berry business
ABOVE—David Krause, CEO of Frutura, says the group’s focus in berries aligns with consumer demands
Bella Fruitiva sees breadfruit potential in Europe
European demand for breadfruit has been so strong that Mauritian exporter Bella Fruitiva has decided to start its own production, according to managing director Vickram Meghu.
by Tom Joyce
Health-conscious consumers in Europe may currently be cutting down their intake of bread, but it seems the most savvy among them are increasing their consumption of breadfruit, a large, nutritious fruit with the texture of freshly baked bread and a potatolike taste.
Bella Fruitiva, a branch of Bella Exofruita in Mauritius, is now the leading company in the country in exports of breadfruit to the European market. “Our volume has doubled from 2023 to 2024,” said managing director Vickram Meghu, “and my forecast for 2025 is that it will triple.”
With breadfruit now widely considered a superfood due to its multiple health benefits, and with the European market continuing to expand, Bella Fruitiva has decided to develop its own breadfruit orchards.
“Breadfruit is very popular in Europe, including in France, Germany and the UK,” said Meghu.
“It has to be flown to maintain the highest quality. We’ve already had lots of orders from the UK, and demand is very high at the moment. We have recently introduced breadfruit to the Gulf markets, and the feedback has been very positive. Our new orchard is a response to this
demand. We hope to have 200-250 tonnes of our own breadfruit ready for sale in a few years’ time.”
The breadfruit season in Mauritius lasts from October to the end of June. According to Meghu, no chemicals are applied to the product or the tree. “The tree just needs a good amount of water at the start, and it will start bearing fruit after four years,” he said. “Each breadfruit weighs 1.6kg-3kg, with each tree producing around 200-500 fruits per year.”
Bella Fruitiva also exports pineapples from Mauritius to Europe, as well as grapes from India.
“Our Victoria pineapples are the queen of pineapples,” said Meghu. “Most of our customers have already confirmed their orders for 2025.”
In addition, the company imports premium fruit for the local Mauritian market, including various types of mangoes from India, Pakistan and Egypt, cherries from South Africa and Chile, figs from Turkey and a range of exotics.
“Breadfruit is very popular in Europe. We have recently introduced it to the Gulf, where the feedback has been positive”
“We supply only the best quality, specialising in airfreighted fruit with excellent taste,” said Meghu.
“Our aim is to provide our customers with the freshest products, preferably picked within 24 hours.”
One of the main concerns for growers in Mauritius is the change that is being seen in the island’s climate, with rainfall becoming increasingly unpredictable.
“After three months of dry weather, we recently had a lot of rainfall,” said Meghu. “As a result, lychee production in Mauritius is very low this year. And the warmer winters are also affecting lots of different products on the island.” E
LEFT—The breadfruit season in Mauritius lasts from October to the end of June
JULIA HANSON European director, Global Cold Chain Alliance
Future-proofing fresh produce logistics
Operators are leveraging new technologies to make Europe’s cold chain more efficient and resilient in the face of growing disruption.
Fresh produce logistics in Europe has seen fast and significant change in recent years, and we can expect further advances in the years ahead. The cold chain industry in Europe continues to grow as demand remains very high, particularly for cold storage.
Major investments across Europe have seen high profile consolidations of businesses, construction of state-of-theart new facilities, significant site expansions, the adoption of new designs and technologies to increase storage capacity, and the growth and modernisation of refrigerated vehicle fleets.
The cold chain in Europe is not only changing in size, but also evolving in response to the shifting needs of the fresh produce industry. Priorities have adjusted following five years of major disruptions, during which European businesses have navigated the impacts of the Covid pandemic, extreme weather, the outbreak of war, global trade relationship shifts and recruitment crises.
The importance of resilience to disruption has risen to the
top of the agenda with greater value placed on longterm relationships between cold chain operators and their customers, the development of resiliencebased processes and skills, and use of technologies to minimise disruptions.
New technologies are facilitating advances in fresh produce logistics in Europe in several other ways too. Robotics, automation, smart refrigeration system analysis, temperature monitoring and product tracking are all supporting the industry’s continued development of services for customers and drive for operational efficiency.
The cold chain is not only changing in size, but also evolving in response to the shifting needs of the industry
Emerging technologies are also supporting the cold chain’s progress towards reducing carbon impact and emissions, variously driven by government legislation, customer requirements and energy market volatility. Technologies enabling the use of ‘clean’ fuel alternatives to diesel, from vehicle-mounted solar to cryogenics, to power refrigeration units on vehicles are being trialled and adopted, although not yet widely
available. There are several key trends that will shape how fresh produce logistics evolves over the coming years.
Trade wars
We can expect further adjustments to global trade relationships, potentially significant adjustments with repercussions around the world if the Trump Administration pursues additional tariffs on foreign goods and promotes domestic production. As the EU looks to the next phase of its food and trading relations, it is vital that food security and resilience are critical features of future trade policy.
This must include properly appreciating the capacity and quality of infrastructure to transport and store fresh produce and supporting the improvement of cold chain infrastructure from reefer plug-in points to warehouse construction and transportation hubs across Europe’s Port network.
It may seem optimistic
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to talk about reducing trade barriers when so much of global discourse has taken a turn towards protectionism, but there are differences between the legitimate choices of a government about what tariff and other regulations they want to impose and the means by which they are imposed.
There is so much opportunity to reduce the administrative burdens involved in moving food, from digitising paperwork and process, to greater use of ‘trusted trader’ and virtual border technologies. GCCA will continue to champion efficiencies and process improvements in how food moves across borders, because that is the way to reduce disruption, reduce costs and improve traceability for all.
Sustainable solutions
Energy efficiency will remain a key trend shaping changes in temperature-controlled logistics over the coming years. The past decade has seen major improvements in the food supply chain using less energy and increasing the use of renewable
sources, and investment in this progress continues.
Nonetheless, refrigerated storage and transportation operations rely on a secure, consistent, affordable energy supply. The recent energy crisis showed the vulnerabilities of the European energy system and we are urging governments and authorities across the Continent to ensure a clear prioritisation of food and pharmaceutical supply chain infrastructure in crisis planning for future energy shocks.
Skilled labour
The outlook for the future for the cold chain in Europe is strong, with continued investment into a progressive industry, continually increasing demand for temperature-controlled logistics in a warming world with fastchanging populations, and food supply chain resilience rising up the agenda for governments and businesses alike.
The cold chain in Europe is experienced, forward-thinking, innovative and flexible which is an excellent platform for meeting the
needs of the fresh produce market today and in the years to come.
However, like all industries, this future for the cold chain is dependent on the availability to businesses of the right people with the right skills. Logistics, including cold chain, is vulnerable to the skills and labour shortages across Europe. Our industry is working to promote the range of fulfilling lifelong careers available in cold chain, and to ensure quality education and practical training.
We were delighted to bring our Cold Chain Institute to Europe for the first time in 2024. The Institute has trained thousands of professionals in North America, Latin America and Australia and is now also supporting temperature-controlled logistics talent and skills development in Europe too.
The next European intake of the Cold Chain Institute will begin their first year of the course on 2-5 September 2025 in Rotterdam (in parallel with the second year of the course for the 2024 cohort), to find out more about the programme visit the event website.
Our world is changing fast. As the fresh produce industry in Europe navigates these changes and prepares for the future, the cold chain is well positioned to support your logistics needs every step of the way. E
ABOVE—New technologies are facilitating advances in fresh produce logistics
Berlin, Germany
“I have been incredibly fortunate to have been afforded the opportunity to be CEO for the past 25 years”
Justin Chadwick to retire from CGA
Dr Boitshoko Ntshabele will replace Chadwick as CEO when he retires at the end of March.
by Fred Meintjes
The South African Citrus Growers Association (CGA) has announced that Justin Chadwick will retire at the end of March after many years as chief executive officer. Chairperson Gerrit van der Merwe revealed the appointment of Dr Boitshoko Ntshabele as his replacement, joining the CGA in February.
According to a statement, Ntshabele has extensive experience spanning the areas of academia, the private sector and the public sector. For the past five years he has been the director biosecurity at the Department of Agriculture, Land Reform and Rural Development (DALRRD).
Originally trained as a veterinarian, Ntshabele has also held leadership positions at Onderstepoort Biological Products. He was the minister counsellor agriculture at the South African Embassy to Belgium and Luxembourg, and the mission to the EU from 2015 to 2019.
Chadwick, who over the years became a household name in the world of citrus and has led the industry through significant challenges, is expected to culminate his term at the CGA’s annual congress in March.
“I have been incredibly
fortunate to have been afforded the opportunity to be CEO for the past 25 years, and I have no doubt that Dr Ntshabele will take the CGA from strength to strength,” said Chadwick.
Van der Merwe explained that Ntshabele’s successful track record in management, policy development, international engagement and negotiation positions him as a knowledgeable advocate for the interests of local citrus growers.
“I am looking forward to helping to shape the future of the local citrus industry,” said Ntshabele. “This is a crucial time for the sector. We must make sure that the projected growth in citrus production is translated into increased economic opportunities. A key to achieving that is expanding market access for our growers.”
Van der Merwe said the citrus sector was enthusiastic to start a new chapter in the CGA’s history with Ntshabele. “He has our full confidence and support,” he added. E
ABOVE LEFT—Justin Chadwick leaves a lasting legacy LEFT—Boitshoko Ntshabele joined the CGA this month
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Top of the pile
The emergence of Flash Gala is just one of many exciting new developments that keep South Africa ahead of the produce pack
Quiet confidence in the Rainbow nation
The country’s fresh produce sector faces numerous challenges, but there is reason for optimism in 2025 and beyond
In this edition of Fresh Focus South Africa, we focus on the prospects for the country’s fresh fruit sector as we enter 2025. Whilst in general there will be many challenges, it also is true that the export industry enters the new year on the back of good crops and strong markets in 2024. This will give the industry confidence. We take a particularly close look at the apple and pear sector – it continues to progress under the leadership of Hortgro, the pome and stonefruit industry body that has partnered with us to producte this publication. South Africa’s apple and pear industry is a leader in all aspects of producing and delivering the finest fruit to customers around the world. From generation to generation, those involved pass on their expertise to successors with a particular love and care for the land, and for those who will consume their products in the far corners of the world. The amazing work being done to ensure sustainability and meet challenges such as climate change head on demonstrates these leadership qualities. We report on these activities, as well as other inspiring initiatives such as cultivar development and branding. There is also a recognition that the fresh produce sector plays a crucial role in the rural communities of a country where there is demand for more job opportunities to help feed a fast-growing population. It will be a while before the results of this year’s fruit export campaigns are determined, but at present there is a quiet confidence that it will again be a rewarding year for those who invest so much time and effort in its future success.
Fred Meintjes Editor
Crucial year ahead for SOUTH AFRICAN EXPORTERS
Good crops are expected in South Africa in 2025 with most of the leading fresh produce categories set to increase exports this year. But developments in global politics, logistics, the climate, and the rising cost of production will no doubt bring changes and challenges for the industry.
The deciduous sector, particularly apples and pears, expects very exciting times in future, according to Anton Rabe, executive director at Hortgro. “The fruit industry is on the brink of an exciting phase packed with
opportunities,” he tells Fresh Focus
South Africa
While the citrus sector did not achieve its fresh export forecast in 2024, this was not because of a lack of growth in production. This year’s forecast will only be available by the end of March, but it is expected to anticipate an increase in exports over the next 12 months.
The grape sector is set to maintain recent modest growth. Importantly, production of new varieties – in demand globally – is expected to grow significantly. For stonefruit, nectarines and plums, growth is also predicted, mainly due to historical plantings.
Most excitingly, the other major produce sector, avocados, is moving into a new era in 2025 with new access to the markets of Asia. This will offer growers more options and will also be a catalyst for growth.
With the major sectors ready to steam ahead in 2025, there is also great excitement about progress being made in the smaller sectors, as well as with specific varieties in the leading segments. For instance, in vegetables, leading producer Dutoit has introduced a new line of sweet onions, which it has already supplied to retailers in Spain.
The cherry industry is in the process of reforming itself with expanded production in the Cape regions, as well as with new cultivars which boast strong consumer demand. It has just had its best export season yet. And blueberries are also growing in production terms, with the sector’s sights also set on possible entry into new markets in the east.
AFRICAN EXPORTERS
While good times are generally expected for the South African fresh produce sector in 2025, there are also warning signs which may hamper its future export drive.
Challenges at home and abroad
When it comes to new and emerging challenges, these relate mainly to uncertainty from international political movements. Trump’s return to the US presidency – and his plan for tariffs and more control over international trade – certainly tops the list. South African exporters are hopeful that the country will be permitted to continue its beneficial AGOA deal with the US beyond 2025, in order to continue its recent marketing success there. Elsewhere, developing green policies in Europe will also bring challenges and the South African citrus sector must also resolve its differences with the European Union.
Another key matter to resolve is to find a permanent solution for the situation at South African ports. There have been improvements in efficiency levels, but long-term issues such as the question of private sector involvement remain unresolved.
The South African fresh produce sector is determined to maintain its position as a supplier of premium quality fruit, and has been very successful over the years despite many challenges.
In that time, the country’s product offering has changed significantly, with increased volumes of the world’s best varieties now being grown. This is particularly true in the table grape and apple and pear sectors, as well as in citrus, where mandarins and seedless lemons are increasingly a feature of the export basket. Interspecific stonefruit varieties are also coming to the fore.
As variety brands grow, so will the fortunes of South African growers. But in 2025 and beyond, the ability of growers to adapt will again be severely tested.
The winds of change continue to blow through the business.
Grape industry organisation SATI appointed its second female chief executive towards the end of 2024 in the shape of Mecia Petersen, who succeeded AJ Griesel.
Meanwhile, long-serving industry executive Justin Chadwick recently announced that he is retiring as chief executive of the Citrus Growers Association. He will be a hard act to follow.
The positive effect of apples and pears
As the South African apple and pear industry heads into 2025, its leader Nicholas Dicey makes a case for better appreciation of the positive role it plays in the rural sector.
by Fred Meintjes
“The role of the apple and pear industry should not be overlooked, not only by government but also society”
ABOVE—Hortgro
chairman Nicholas Dicey
Hortgro has reconfirmed its strategy of GRO (Gain, Retain, Optimise) in its pursuit of creating a favourable marketing environment for its producers to thrive in. Chairman Nicholas Dicey says that while this strategy is extremely important in maintaining the country’s presence in world markets, the industry’s role as part of the South African economy should not be underestimated.
“The role of the South African apple and pear industry in the rural sector should not be overlooked, not only by government but also by the broader society that relies on stability and progress,” he tells Fresh Focus South Africa. “Somehow, we need to change the often negative narrative directed at agriculture and farmers to the positive impact the sector has on society and the development of the country.”
At the beginning of 2025, Dicey says the South African apple and pear sector remains a stable longterm business with generational companies that have producers at their core.
“The industry, along with the National Department of Agriculture and Department of Trade and Industry, has made great strides in increasing its footprint worldwide. This has been done not only by retaining existing markets but also by opening new markets, ensuring its relevance in a very competitive international sector.”
Farming practices have evolved to counter major challenges such as climate change – where the use of nets and suitable rootstocks are playing a big role – and stricter market demands.
Furthermore, the industry is exposed to myriad risk factors that are out the producers’ control. “Climate change, logistics (port inefficiencies), biosecurity issues, rising input costs and a host of standard accreditations are some of the factors that put major stress on the industry,” he outlines.
“Although the resilience and innovation of the country’s apple and pear industries are tested daily in addressing these challenges and changes, their producers continue to provide the markets with world class and much sought-after products.
“Relevance in an industry is achieved by giving the consumer what they demand at the correct time,” Dicey explains. “The new cultivars that now form such a cardinal part of the apple and pear industries give the South African producer the ability to provide for this specific demand.
“Although some of these new varieties come with their own risks and challenges in production practices, they play a crucial role in extending and increasing the range of apples and pears that an ever-demanding market requires,” he concludes.
Blush pears bear fruit
This year will mark the first time certain new blush pear selections come to fruition in South Africa, realising a long-cherished ideal of extending the country’s range.
by Fred Meintjes
South African pear industry leaders are looking forward to a solid harvest with good volumes of new blush pear selections bearing fruit for the first time. Amongst them will be the first commercial yield of Cape Blush, while the popular Cheeky variety will have its largest crop yet.
Calla du Toit, head of procurement at Tru-Cape Fruit Marketing, says an excellent blushed pear crop is expected with enhanced colour across the board.
BELOW LEFT—Over 20mn cartons of pears were produced last season
BOTTOM—The largest crop of South African Cheeky pears is expected
pear varieties have emerged from the exceptional red gene pool developed by Agricultural Research Council breeder Taaibos Human. Cape Blush, which is the trademark for Rosy-Lwazi, is one of these varieties. After being identified as a promising cultivar 16 years ago, the first Cape Blush pears were harvested in 2021 near Ceres.
70mn
Cape Blush is harvested around New Year’s Day, making it one of the earliest pear varieties in South Africa. TruCape says it will open the season with this variety, known for its red blush, and it has high hopes for its market performance, particularly in East Asia.
combined apple and pear export cartons in 2024
Several of the new blushed
Additionally, several young Rosemarie Select pear orchards are coming into production in South Africa this year. This is an enhancement of the original Rosemarie pear and is another South African variety developed through the crossing of Forelle and Bon Rouge.
The other well-known South African blushed pear is Forelle, which is already the second biggest pear variety in South Africa.
At 48.6mn cartons, last season’s South African apple export crop was around 5mn cartons more than the previous year. In the case of pears 20.3mn cartons were exported compared to 18.4mn the previous year.
Combined, South African apple and pear export volumes ended just short of 70mn cartons. In terms of apples the most significant changes over the past few years have come in the Gala category, where former leading varieties such as Golden Delicious and Granny Smith have been overtaken by better coloured and tasting fruit.
While pears still tend to depend more on traditional markets, East Asia and Africa have seen a major expansion in sales. The recent re-opening of Thailand for South African apples is expected to boost these trends further.
Sustainability is a driving force
Industry body Hortgro says the future depends on fruit growers reaching high levels of sustainable practice.
by Fred Meintjes
Sustainability refers to producers’ tenacity to exist, to compete, and to grow high-quality deciduous fruit for an increasing population while using resources in an efficient and responsible manner.
This is the view of Nitasha Baijnath-Pillay, Hortgro’s resource management and sustainability manager. In outlining the complex range of sustainability initiatives already in action across the South African apple and pear industry, she comments on Hortgro’s role in assisting the industry’s implementation of sustainable programmes.
“Hortgro’s Resource Management and Sustainability Programme aims to assist our deciduous fruit producers to implement environmentally conscious solutions into everyday decisions and actions,” she explains.
This includes several existing interventions across apple and pear producers, such as baseline assessments to get a clear picture of how farms operate and how they can run more efficiently while producing more food. It also includes tracking and benchmarking greenhouse gas emissions across operations and supply chains, improving soil health, monitoring and reducing waste, assessing water usage to understand where costs can be reduced, committing to precision agriculture, reducing reliance on nonrenewable resources and sourcing green financing for green agricultural technologies.
Action Group (PAG).
“Since 2017, Blue North Sustainability, under the auspices of the PAG, has conducted water and energy use benchmarking studies, to help topfruit packhouses and coldstore operations to identify and manage water and energy-related risks,” she continues. “The project specifically aims to encourage industry knowledge sharing and highlight areas where packhouses and coldstores can save on their water and energy consumption. These quantitative results provide a baseline for packhouses to improve efficiency and establish realistic targets.”
The project highlighted opportunities for, and the implementation of, water reuse, alternative water sources and waste reduction, demonstrated by some packhouses through rainwater harvesting and wastewater treatment.
Notably, all participating packhouses now implement energy-
“Hortgro aims to assist in implementing environmentally conscious solutions into everyday decisions and actions”
saving strategies in at least some areas of their operations, with some exploring further advancements like solar energy expansion.
Baijnath-Pillay notes that Hortgro is further supporting the topfruit and stonefruit industries in sustainable practices, operational efficiency and responsible production by hosting a Footprint Webinar series on various sustainability topics.
There have already been many success stories in the programme, but one that demonstrates resource efficiency best is perhaps the work of the Packhouse
TOP—
Nitasha Baijnath-Pillay, Hortgro’s resource management and sustainability manager
The growing adoption of sustainable practices bodes well for the future of the industry’s energy efficiency, according to BaijnathPillay.
“It is so encouraging to see an increased reliance on renewable energy and indications of decreasing energy consumption over time,” she adds. “The PAG will continue the study across several years to solidify these year-on-year trends. The 2023 data collection is currently underway.”
Bigbucks to take the world by storm
With production increasing rapidly off the back of new plantings, Bigbucks is transforming the Gala category in South Africa.
by Fred Meintjes
Following the surge in new plantings of the Bigbucks apple variety, mainly between the years 2018 and 2020, the volume of fruit harvested is now rapidly increasing.
“This is a solid performance as the first commercial orchard was established as recently as 2014,” says Anthony Rawbone-Viljoen, director of the holding company, who confirms that production has responded well to the variety.
Flash Gala is the premium
offering of the Bigbucks variety and is packed to the highest specifications for both pressure and colour. Bigbucks is shipped mainly to African destinations, including the local South African market.
The most important markets for fruit meeting the Flash Gala brand standard are India and East Asia, notably China. In the case of Bigbucks, the main markets are India, Africa and the Middle East.
Rawbone-Viljoen says the Flash Gala trademark has been registered in all of the important apple consuming countries of the world, and the long-term goal is to create a premium offering for consumers under the Flash Gala brand.
The ABCz Nursery of Belgium is the master agent
worldwide, excluding Africa south of the Sahara.
“The long-awaited decision on the granting of PBR for improved Gala types in the EU is imminent, with the Bigbucks variety seen as a leading contender,” he notes.
Plant Patent Rights have been awarded to Bigbucks in the US, and an application has been made for a PBR in China. Outside of South Africa, plantings of Bigbucks have taken place in the US, the EU and, more recently, Australia.
Emerging in a Flash
Flash Gala, the new full red apple, is on the path to becoming another iconic brand.
by Fred Meintjes
The world has seen the emergence of several new produce brands in recent years. This is particularly the case in apples, and the iconic Pink Lady in particular.
Now, hopes are riding high that a new Gala brand will revolutionise the whole category and become another world-leader. Flash Gala has been established out of South Africa under the guidance of The
Bigbucks Growers’ Association. Bigbucks is a full coloured Gala apple which has given rise to the Flash Gala brand, that has already taken markets in the Far East and Southeast Asia by storm.
Bigbucks was originally discovered in an Elgin orchard by apple pioneer Buks Nel and its development in industries and markets around the world is managed by Pink Veign, a company
“Looking at the volumes we have shipped to China and India, we have made much progress in establishing the brand”
established by Nel and two prominent apple growers, Anthony Rawbone-Viljoen and Derek Corder.
“The vision is to make Flash Gala the premium apple in the Gala segment,” says Calla du Toit, chairman of the Bigbucks Growers’ Association. “Looking at the volumes we have shipped to China and India we have made much progress in establishing the brand in those countries. We have now reached the point where we have the volumes to grow our presence in these markets substantially.”
With leading South African apple and pear exporter TruCape marketing as brand developer, Flash Gala is making great progress in Eastern markets. “With the picking season destined to start in week 4, we will be packing for some 20 weeks, giving us a brand presence in the market for up to 30 weeks of the year,” du Toit continues.
Bigbucks and the Flash Gala brand will help the South African industry to effectively compete with similar varieties from, for instance, Australia, he notes. While much success has been achieved in the East, it is “just a matter of time” before the brand breaks through in South America, the US, Europe and Australia, now that it is registered worldwide. “The interest in the variety is incredible and we get daily inquiries about companies who want to become part of the Flash Gala family,” du Toit says.
There is still much work to be done on achieving more homogeneity in picking maturity and appearance, according to du Toit. “Fruit that does not match our strict Flash Gala standards is sold under the name Bigbucks and this also has substantial potential for expansion,” he explains.
Roelf Pienaar, chief executive of TruCape Marketing, says the company has been inundated by approaches from India and China in the countdown to the new season. “Flash Gala is clearly making great progress as the preferred Gala in these countries, and we expect other countries across the world to follow,” he adds.
ABOVE—Calla du Toit, chairman of the Bigbucks Growers’ Association
TopFruit’s local and global impact
The cultivar management specialist continues to identify and commercialise quality fresh produce across a diverse range of categories.
by Fred Meintjes
Since its formation in 1983, TopFruit has strived to be at the forefront of horticultural innovation. The group has introduced a wide range of apples and pears, stonefruit, table grapes, berries, kiwifruit and nuts to the South African fruit sector. As a leader in identifying, evaluating and commercialising fruit varieties, it looks to drive value for breeders, growers, and consumers.
“The proof is in the pudding, and we are pleased to say that we are now seeing the results in exceptional varieties offered to the South African fruit sector,” says Hein Coetzee, managing director at TopFruit.
According to AJ Jansen Van Vuuren, TopFruit’s table grape manager, some of these successes include the Arra range of table grape varieties, which are resistant to rain and adverse weather conditions.
Liza Matthews, marketing manager at TopFruit, says the Joyabranded apple is gaining momentum, thanks to a new mutation with improved colouration that is being planted extensively. “Last year, a refreshed global focus and branding effort launched at Asia Fruit Logistica opened up exciting new opportunities for exporters,” she explains.
Matthews also refers to the Soluna apple brand managed by TopStar, a joint venture between TopFruit and Star Fruits in France,
been well-received in Asian markets due to its colour and efficient harvesting process, while Golden Joy, a high-yielding, early mutation of the Golden Delicious apple, is poised to boost the category further.
TopFruit’s expertise extends to stonefruit through long-standing partnerships with BQ Genetics (Bradford) and AC Fruit (Star Fruits programme).
“These collaborations are transforming the South African stonefruit sector,” says stonefruit manager
which is picking up pace in Asian markets.
In addition to international successes and representation, TopFruit continues to champion local discoveries. Two South African apple varieties, Bingo Gala and Golden Joy, are being commercialised globally. “Because these two varieties have a tree royalty only, with no production royalty or marketing restrictions, producers are free to market them as they wish,”explains pome fruit manager Corné Grundlingh.
Bingo Gala, a full cherry-red mutation of the Gala apple, has
Bryan Hughes. “We have promising plums under evaluation from BQ Genetics and exciting peach and nectarine varieties from AC Fruits.”
Thanks to breeding programmes managed by both the berry and kiwifruit units, these two categories are performing “exceptionally well”, while TopNut, an affiliate company of TopFruit, is “making waves” in the nut sector.
“In 2024, tree sales and orders for TopNut’s flagship macadamia variety, MCT1, significantly exceeded expectations,” says Anneli Bosman, business development manager at TopNut. “We’ve also secured the global testing license for Potamia Erdin, a walnut variety from Turkey. With the acquisition of our own nursery and the granting of a sublicense to a thirdparty macadamia nursery in KwaZulu-Natal, TopNut is gaining substantial momentum.”
BELOW—Liza Matthews, marketing manager at TopFruit, with branded packs of Joya apples
Eastern avo opportunities
This year marks a whole new ball game for South African avocados in Asia, with Westfalia set to capitalise on improved market access.
by Fred Meintjes
With markets in the Far East and Asia opening for South African avocados, Westfalia Fruit is expected to be one of those leading the country’s export charge.
Westfalia has already forged ahead, last year landing some shipments in India, China and Japan, shortly after entry to those markets for South African avocados was announced. It was, however, generally
accepted that 2025 would be the first year of real action.
At the time of the first shipments, Westfalia said the geographical proximity of Africa to India gives South African avocados a competitive advantage over Latin American suppliers, who
face longer transit times. India, a rapidly growing fruit market, offers excellent opportunities for South Africa, particularly during the April-October period.
Zac Bard, business development executive at Westfalia Fruit, commented on last year’s milestone by saying that Westfalia was delighted to celebrate the arrival of the first shipment of South African Hass to the India market.
“This achievement highlights our dedication to expanding our global footprint and delivering topquality produce to new markets,” he says. “We can then confidently scale up shipments in the 2025 season with a solid campaign that can support the growing consumption in India.”
The new South African season is due to start this month in the early growing areas with first shipments to Europe expected at the beginning of February. Recent rains in the north are expected to boost the crop. At this very early point of the season the total crop is expected to be at the same level as last year because of new plantings coming into production.
ABOVE—The avocado crop is set to remain at a similar level to last year
PPECB still key to export operations
South Africa’s food standards organisation, PPECB, has been in existence for a century and is still extremely relevant for the country’s exports to this day.
by Fred Meintjes
The original mandate of South Africa’s export standards organisation, PPECB, was to ‘oversee the export of perishable produce’. In recent years, particularly since the deregulation of the South African fresh produce business, this role has changed significantly.
“Apart from being a regulator, the PPECB wants to add more value in terms of the role it plays within the export value chain,” says Lucien Jansen, CEO of the PPECB.
In South Africa the organisation conducts integrated inspection and cold chain services, that includes but is not limited to aspects of phytosanitary compliance, food safety, product quality, equipment certification and temperature management.
“The PPECB’s stamp of approval, which is fixed on cartons and pallets approved for export, is also globally renowned and synonymous with product quality and consistency,” Jansen tells Fresh Focus South Africa. “In a market that is highly competitive, we believe that the PPECB’s stamp of approval is more important than ever before.”
He explains that the PPECB has adapted greatly to industry trends over the past years, and has invested significantly in technology and ICT infrastructure.
“In addition to the traditional quality and phytosanitary inspections, food safety and cold chain services, information provision has become a major focus area,” Jansen confirms. “Further to this, the
TOP—The PPECB conducts a number of different integrated inspection and cold chain services
OPPOSITE—Port operations are improving
PPECB’s analytical laboratory in Pretoria has expanded its service offering to cater for the growing industry needs. The organisation’s major objectives of client satisfaction and service efficiency remain top of mind and a main driver of the PPECB’s organisational culture.”
The PPECB plays a key role in monitoring and managing compliance in the logistics chain, and recent problems in the country’s ports have also challenged the organisation’s agility.
“Apart from being a regulator, the PPECB wants to add more value in terms of the role it plays within the export value chain”
“The national port operations in South Africa have significantly improved this year,” Jansen notes. “Congestion in the Durban port was lessened last year due to a combination of reduced container volumes handled and higher volumes shipped through the ports in the Eastern Cape. Fruit harvested in the nearby Eastern Cape producing zones was being shipped with the help of more container and specialised refrigerated vessels (conventional) that had called at the ports of the Eastern Cape.”
For container quantities that are typically carried through Cape Town and Durban, operations in the Maputo port and, more recently, Walvis Bay have been
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Established in 1926, the PPECB has delivered valuable services to the perishable product industry for over 90 years by enhancing the credibility of the South African export certificate and supporting the export competitiveness of South Africa’s perishable product industries.
As a national public entity, the PPECB is constituted and mandated in terms of the Perishable Products Export Control Act (PPEC Act), No 9 of 1983 to perform cold chain services. The PPECB also delivers inspection and food safety services assigned by the Department of Agriculture under the APS Act, No 119 of 1990.
The presence of the PPECB in the export industry is furthermore enhanced by its recognition as an approved third country under the European Commission Regulation 543 of 2011. This agreement recognises the South African inspection systems as equivalent to that of the EU inspection bodies and therefore ensures less frequent checks at the port of import into the EU.
helping. Cape Town’s weather – notably high winds and rain – have had a detrimental effect on both land and sea operations.
Together we grow and sustain your business
Confidence is key on rocky road
Delena
Engelbrecht, chief
executive
of logistics company GoReefers, says the company is doing everything possible to ensure regular market arrivals.
by Fred Meintjes
Finding solutions for logistical problems is key for leading South African logistics company GoReefers, which says that it is important to underscore the reliability of the country’s fresh produce supply chain.
“The message we want to bring to receivers across the world is that they can trust the South African fresh produce supply chain,” says Delena Engelbrecht, chief executive officer of GoReefers.
Over the past two decades, GoReefers has established itself in the Southern African export industry supply chain as a company that finds new logistics solutions despite formidable odds. “The South African supply chain is under threat with the current scenario in our ports and the fact that our ports have become some of the worst performers in the world,” Engelbrecht continues. “South African fresh produce is losing out to their competition in key markets due to predictability of arrivals.
“At GoReefers we are doing everything we can to ensure regular arrivals with various supply chain solutions with various shipping options,” she notes. “We are spreading the risk between shipping lines and all the Southern African ports – namely Cape Town, Port Elizabeth and Durban – to prevent peaks and manage risks. This is for fruit that is not normally necessarily destined to be shipped from those ports, as well as Walvis Bay in Namibia and Maputo in Mozambique.”
Logistics service providers need to give the receivers peace of mind regarding the schedule of arrivals and predictability on what will be received when, Engelbrecht outlines.
“We are spreading the risk between shipping lines and all the Southern African ports to prevent peaks and manage risks”
GoReefers has built a fine reputation in the South African export industry since it was founded in the early years following deregulation. “We have seen the landscape change significantly over the years and there is less room to manoeuvre,” she confirms. “Our ability to find new solutions and control cost is of utter importance. There is no place to hide, and the logistics chain is very transparent.”
The company’s pioneering involvement with Namibia’s table grape business is a good example of strategy execution. Elsewhere, in Durban the group built coldstores and container loading hubs to be able to move product smoothly through the port. During the Cape table grape and deciduous seasons, ports other than Cape Town are utilised to connect with ideal shipping opportunities, delivering along the quickest route to market.
The Namibian table grape industry is in the south of the country, on the northern side of the Orange River. This is where the GoReefers fleet gathers every year to bring the grapes from the Aussenkehr Valley to Cape Town. New shipping opportunities through the port of Walvis Bay have been added, and this is an important route for growers to get earlier grapes into the UK and European markets. “We had an excellent season with Namibian grapes and our participation in shipments through Walvis Bay worked very well,” says Engelbrecht. “Our shipping through Cape Town also went well.”
Growers in South Africa’s Orange River mainly prefer shipments through Cape Town, with Eastern Cape as a second option. “The road-trip to Cape Town and the Eastern Cape is
shorter than to Walvis Bay and generally preferred by our clients in the Orange River,” she points out.
“The reality is that the South African supply chain is under threat with the current scenario in our ports, although the joint industry initiatives have brought about improvements, specifically in the port of Cape Town. We are also able to offer our clients participation in increased conventional reefers programmes, which, although more expensive, really assist when one is confronted with disrupted container shipments.”
With apple and pear exports, and later citrus and avocado shipments, coming in to play as the season progresses, there will likely be more pressure on South African ports which will challenge logistics.
Recent political problems and unrest in Maputo could also have an adverse effect, GoReefers will no doubt relish the challenge.
ABOVE & RIGHT—The GoReefers fleet gathers every year to bring table grapes from the Aussenkehr Valley in Namibia to Cape Town
ClemenGold Foundation creates youth launchpad
The wider role of the South African fruit sector in the country’s rural communities is key to social development and economic growth.
by Fred Meintjes
The ClemenGold Foundation’s activities in the South African fresh produce sector are a good example of the key role the business can play in the country. The Foundation, a registered non-profit company, was established in 2020 to broaden the scope of existing corporate social investment initiatives (CSI) within the ClemenGold business family.
“The ClemenGold premium mandarin brand has a global commercial footprint, but we’ve chosen to centre our CSI activities in the rural agricultural communities surrounding our business’s nursery, farming and packing operations in the South African provinces of Limpopo, Mpumalanga and the Western Cape,” says Adéle Ackermann, ClemenGold marketing manager. “These deep rural communities might be far removed from the retailers where consumers find our brands, but they form the foundation of everything we do.”
Since its inception the ClemenGold Foundation has impacted the lives of youths in rural areas where school drop-out rates are alarmingly high, where
young people feel directionless and are unprepared for life and the world of work or future study. In response to these realities, the ClemenGold Foundation initiated the Ignite Youth Camp Programme where mentoring, wilderness and group activities guide young people to see the value of education and work towards a hopeful future.
The Foundation initiated the Ignite Youth Camp Programme, guiding youngsters to see the value of education
BELOW—The Foundation positively impacts the lives of youths in rural areas
The Foundation found a partner in Usiko, an NGO based in Jamestown, Stellenbosch, with more than 20 years of experience in guiding at-risk young people facing psycho-social challenges in their households and communities. Usiko uses interventions that build resilience, self-reliance, independence, and self-esteem. In the over 20 years of Usiko’s operation, approximately 80 per cent of youths with whom they have worked have completed their matriculation, enabling them to enter further education or employment.
Joreth Duvenhage, the Foundation’s executive director, says it is important to not only instil a sense of hope at a camp, but to also support learners when they return home after four days and find themselves in the same challenging circumstances.
“For this reason, we created the Growing for Gold Launch Pad, a programme that allows us to continue this journey with camp attendees.”
Ongoing interaction with and support for the youth includes assistance with their personal development and future career choice and preparation. They are, among other things, invited to additional workshops, visits to tertiary institutions and aptitude testing. Interaction with the youth and monitoring of their progress continues until they complete their schooling.
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SURVIVAL of the freshest
Dutch fresh produce marketer The Greenery has undergone a radical transformation in the past three years. Having abandoned non-core activities and focused on expanding its domestic supply base, CEO David Markowski says the company is ready for its biggest challenge yet – to create new partnerships with Europe’s major retailers.
by Mike Knowles
David, would you give us a summary of your vision for The Greenery, especially when it comes to the long term?
David Markowski: In future, there will only be room for three players like The Greenery who represent growers and sell their products to retailers in the Netherlands. Today, there are almost ten. Retail is consolidating very quickly, and its bargaining power is increasing. Especially when they join forces in international purchasing organisations.
We need to level the playing field. So, The Greenery needs to get to a certain scale: organically, investing in our growers to ensure they can thrive in an increasingly competitive market; and non-organically, via partnerships – for example our proposed collaboration with BelOrta in Belgium – or taking over other parties via buy and build.
True value lies in empowering our growers to produce at a very competitive cost level and sell direct to retail throughout Europe via an efficient supply chain, one where we control the quality and optimise supply and demand on a daily basis together with retail well in advance.
We have the exclusive rights to certain unique varieties with strong production characteristics,
including low production costs, high yield, and unmatched quality that delivers healthy, quality produce at the right price.
We also strive to build up certain partnerships, as we have with Jumbo-Edeka Everest Fresh, HelloFresh and Zespri, among others. Not everybody is 100 per cent transparent or willing yet to share data to build an optimal supply chain together. But I’m sure that’s where we will go as margins come under further pressure.
I admire the operating model that Albert Heijn and Bakker
Barendrecht have built. They operate with their growers in a very trustworthy, transparent way. They don’t bargain with each other non-stop.
That kind of relationship is also what The Greenery needs to achieve together with its growers and partners in the chain. Besides, we need to grow [our revenue] to minimum €500mn from our own crops. We aim to be part of a product consortium representing its own crop value of minimum €1.5bn, to balance the power scale in the chain. That’s the 2030 vision.
What benefits would the strategic union of producer organisations with BelOrta bring?
DM: It allows you to collaborate commercially in selling to retailers, and to be known as one of the main suppliers of the specific retailer, versus only filling in the shoulders. It gives you a completely different position at the table.
The other benefit is you can jointly invest in purchasing, packaging, and executing on sustainability requirements –not only reporting, but also in
developing sustainable activities.
You can also jointly research and develop varieties. This gives you an opportunity to collaborate, without merging legally or financially. The main priority is to do it commercially. The UPO allows us to swiftly strengthen our joint commercial position without the time and hassle of a merger.
This is the final year of Focus 2025, a project you have led which aims to restructure and reposition The Greenery. What remains to be done on this?
“We aim to be part of a consortium representing its own crop value of €1.5bn, to balance the power scale in the chain” »
ABOVE—David Markowski was appointed as CEO of The Greenery in November 2023
DM: For the next 12 months, it’s basically continuing on the path we started in 2022. We are now ruthlessly grower-centric, which means the grower is our main priority in everything we do. We’re going to slim down all activities that are non-core, and focus on helping our owners, the growers, to grow high-quality produce and innovate and scale at light speed!
We have stopped certain activities – for instance, our international activities in Spain, Italy, and France, as well as our airfreight division Blue Sky Cargo, and our mango farm in Brazil. The market has become so international and our connections with retailers so closely knit, we don’t need to be locally present to sell directly to local retail or trade partners.
Now, we only have one commercial team, where before we had multiple. We have one inventory of produce, and define whether we sell it to Germany, the UK, Switzerland, Italy, France, or of course our primary market the Netherlands.
We operate as one, and we all have the same target and interest –to find the best, most cost-effective and thereby profitable way to reach the end customer.
What does this mean for import division Hagé International?
DM: If you look at it purely it is non-core, as it is not from our own growers. By focusing on their strengths, we can deliver more targeted support and ensure better outcomes for both suppliers and customers. For instance with Zespri kiwifruit, and also in garlic, we are top of the market and we will maintain, invest and expand those positions and relationships.
What kind of investments, if any, will The Greenery make in future?
DM: Our investment focus is more domestic, to help our growers reach a certain scale that we believe is critical for them to flourish. The retail landscape has consolidated so rapidly, especially in the last four to five years in the Netherlands. And
more to come. In addition, we have seen and will see a lot more vertical and horizontal consolidation taking place in all chains of our industry. That is inevitable.
As a consequence, retailers request a more close-knit relationship with their supply. They want more control, but they also want a broader supply stream. That’s what we want to invest in, to help our growers innovate, get their production costs down, and level up on sustainability requirements.
The second area where we continue to invest is in unique varieties – for instance Inspire strawberries. We believe that innovation in crop varieties is key, such as developing more sustainable, disease-resistant varieties that reduce the need for inputs like water and fertilisers, and directly benefit our growers and the environment.
And we also invest to optimise supply with our chain partners, matching supply and demand via data-driven sales systems. Retailers have certain losses in their supply chains, and to tackle that »
ABOVE—The group has refocused its activities around its Dutch grower members
requires investment. We should do this together with partners where today this is only to a very limited extend the case.
Do you see the commercial landscape becoming any less challenging in the near future?
DM: Less challenging not per se, but product scarcity especially in open field will continue. The ones who have control over the supply chain are in a good position. And The Greenery and our growers are in a good position. Of course, it’s not good that production costs have skyrocketed. But it does drive innovation both on the grower side and in our business. Our sector is sometimes pretty traditional in the way we do things. But data is coming into play more and more.
Today we are still a very muchneeded part of the ecosystem. The Greenery needs to operate a flat and agile business, to continuously answer the question, do we add value for growers? If not, we have to be honest and say, in this supply chain there is no right to exist.
I think we have made big steps in the right direction. We changed and enriched our grower proposition drastically and now operate very transparently with
ABOVE—Supply will have to be closer and bigger in future, says Markowski BELOW—New and better varieties like Inspire strawberries are key to sales growth, he adds
our growers, who know our cost base exactly, and we have shown in the last couple of years how to make good prices for our growers while running a healthy business.
With our strong commercial performance and divestments we have funded a transition to The Greenery of today. And we are investing heavily to make our IT infrastructure simple and user friendly for all stakeholders. Our commercial teams have more tools and insights to make the right
decisions in real time, and to share and steer information throughout the chain more easily.
How do you expect your international business to evolve?
DM: This year is a very good example of the challenges everybody faces in Europe with the erratic weather. Matching supply and demand has been, and will be, even more challenging if you don’t operate directly and openly between the links in the chain. It requires you to have a good network so you are always able to sell your products at a decent price.
For The Greenery, and for all sales organisations, it’s important to keep that international focus and invest in partnerships abroad on the demand side. We do have long-standing relationships with certain exporters. But we also have our own teams in Barendrecht that focus on supplying customers like HelloFresh throughout Europe. We are now one of the biggest vegetables suppliers of HelloFresh.
Finally, do you see any important new trends in consumer demand?
DM: People are more aware of eating healthy. And I see a trend more towards people eating what’s local and in season, and being prepared to adjust their diet for ecological reasons. I also think you see fewer varieties coming along that really make it in the long run and stand out both on taste and quality as well as good production characteristics. You need more testing, more investment in varieties than before.
At The Greenery, we are committed to bridging the gap between growers and the market. Through innovation, collaboration and a relentless focus on sustainability, we can ensure that our growers and partners thrive in an ever-changing market. E
Facing the future together
Rijk Zwaan says partners can count on its support when tackling issues such as climate change and supply chain concerns.
by Carl Collen
Dutch seed leader Rijk Zwaan has said that growers and retailers can count on its support in future, as the fresh produce supply chain faces up to challenges of climate change, resource shortages and supply chain concerns.
The question of whether there will still be a sufficient supply of fresh fruits and vegetables in future is yet to be answered, the group notes, with several factors meaning availability can no longer be taken for granted.
However, customers can count on the group’s commitment to innovative long-term solutions, according to Rijk Zwaan’s Jan Doldersum and Ingeborg Kleijer.
Developing traits
One of the company’s solutions is to find varieties with resistances to certain pests or diseases. “For example, our tomato varieties with ToBRFV resistance prevent production losses, which can be as high as 30 per cent,” explains Doldersum. “These and many other resistances from our Defense line also enable growers to grow more sustainably and reduce their use of pesticides.”
Besides developing resistant varieties, anticipating climate change is another innovation driver within the company.
“We breed vegetable varieties that require less water or perform well in new and alternative production regions – such as areas with tropical climates or droughts,” confirms Kleijer. “This is
an example of how we’re working on the sustainable availability of food for the long term.”
In addition to continuously innovating, Rijk Zwaan says it makes a difference by nurturing partnerships with retailers, growers and many other stakeholders, putting personal contact first. “At our 32 subsidiaries around the world, local crop specialists
sweet flavour,” says Doldersum. “Thanks to our partnership with retailer Woolworths and growers, this eye-catching watermelon is already lighting up shelves and bringing smiles to consumers’ faces in South Africa, for example.”
and marketing specialists are committed to connecting retailers with growers and jointly creating market opportunities – including in those new production regions,” Doldersum continues. “Our focus on personal attention turns clients into partners. That’s why I urge everyone to keep sharing their questions and challenges with us, so that together we can help create a better future – for them and for the world.”
Fruit Logistica
In Berlin, Rijk Zwaan will engage with visitors and business partners to share its latest product innovations and insights.
“One of the highlights is our Tropical Sunshine watermelon – a bright yellow melon with a delightfully
Another standout is Tatayoyo, the prize-winning snack-size pepper that received the Fruit Logistica Innovation Award 2023. “This spring, it will be firstly launched at European Lidl stores thanks to their collaboration with dedicated partners Scherpenhuizen in the Netherlands and Unica Group in Spain,” he confirms. E
ABOVE—Rijk Zwaan’s Tropical Sunshine watermelon will be on show in Berlin
A turning point for LBP
Freight forwarder LBP Rotterdam returns to Fruit Logistica with its new business development manager Peter van der Klift at the helm. Here, he joins his predecessor Anton Filippo to discuss the road ahead for the business.
by Mike Knowles
Peter, can you tell us a little bit about how you came to join LBP?
Peter van der Klift: Anton and I have known each other for many years, and we met many times at various trade shows for example in Berlin, Madrid and Hong Kong. Our paths often crossed in business too. When he first told me he was thinking of retiring, I had just moved to a different company. But he was persistent, and after a while when he called me again, I felt ready to join.
How have you found life so far in your new role at LBP?
PvdK: Towards the end of last year, we went into transition mode. So I will take charge gradually as Anton steps back. He has more than 20
years’ experience in this company, and offers a lot of information which I cannot copy. I need to build my own routine in the next few months. I thought that I knew a lot, but there’s an incredible amount to learn.
What important trends in the logistics business should people be aware of right now?
PvdK: Well, it’s getting more digital. The produce trade is still very personal, but there is more of a connection to the digital world. Some people prefer to WhatsApp rather than take the phone, but many decision-makers still take the phone and just call. We need to find a way to do both, which is a challenge.
Anton Filippo: Another trend we see is that our customers want to buy closer to market. Lidl and Albert Heijn, for example, have both said ‘no more airfreight’. So sourcing has to be done closer in the next few years. This means Turkey and Egypt, for example, are becoming more and more important. We have appointed a commercial representative in Turkey to develop that market. Egypt is also becoming very, very interesting and there’s a lot happening there.
That said, it’s going to take a long time, because it’s not easy. Turkey for example still has a market focus on Russia, Romania, Hungary and Bulgaria. But in Egypt what I hear is there are thousands of hectares
“The produce trade is still very personal, but it’s getting more digital. We need to find a way to do both, which is a challenge”
being planted now with blueberries, with mangoes, with all those kind of products that are very popular in Europe. So it will come.
Peter, in an area where new technology is so prevalent, why do you think real, human expertise remains so important?
PvdK: Because we understand the needs of our customers. We want to help growers from start to finish. If you ship 20 containers, you can call a carrier but you pay US$1,000 more than your neighbour who is shipping 200 or 2,000 containers. We also need to explain for example how a ship can save them a lot of money compared with trucks. The experience is simply not there. E
ABOVE—Peter van der Klift (left) pictured alongside Anton Filippo
Basket of brands brings joy to Italian apple business
Continued investment in club varieties, supported by high-profile marketing promotions, appears to have brought sustained growth to producers and exporters in Italy’s South Tyrol region.
by Mike Knowles
Branded apple Cosmic Crisp has returned to European markets with its largest crop yet, backed by a series of special events and communications designed to convince young and urban consumers to enjoy it “under any sky, from sunrise to sunset”.
According to licence-holders Vog and Vip, total marketed volumes in Europe are set to increase to 21,000 tonnes, which means the fruit should be available from mid-January until mid-autumn.
And thanks to its excellent storage life, the companies believe Cosmic Crisp is also poised to guarantee unparalleled freshness throughout the spring and summer.
“We are really excited to once again be able to meet the demand for Cosmic Crisp on all reference markets in Europe,” comment Hannes Tauber and Benjamin Laimer, respectively marketing managers of Vog and Vip.
“This apple is a genuine game changer thanks to its unique characteristics: its red skin with white
lenticels reminiscent of a starry sky, its incredibly fine and crispy flesh, and its perfectly balanced flavour. In addition to these qualities there is also its distinctive positioning, which we will emphasise with special initiatives, creating lifestyle moments that go beyond the confines of the classic tasting.”
different brands
The campaign is scheduled to get into full swing in spring and summer in Italy, Spain and Germany, where consumers will be invited to sample the “heavenly taste of Cosmic Crisp” and enjoy the apple any time of day.
One planned highlight is a series of special events in evocative, modern locations associated with the sky, where tastings will be combined with “unique and special lifestyle experiences”. And in April and May, a new television promotion will take viewers on a dreamlike journey, suspended in time, above a sky dotted with floating apples.
LEFT—The new Val Venosta campaign focuses on Vip’s Apple Paradise RIGHT—Attendees at a recent Cosmic Crisp marketing event in Italy
managed by vog and vip
“Thanks to our multichannel campaign, we are able to attract new consumers to the apple category”
“Thanks to our multichannel campaign, we are able to attract new consumers to the apple category,” Tauber and Laimer conclude. “In order to achieve this, Cosmic Crisp has positioned itself as a lifestyle product on the fruit and vegetable market thanks to special events, on-trend merchandising, and online and Instagram campaigns: communications aimed at a young urban target.”
Alpine appeal
Meanwhile, Vip’s own new-season marketing campaign is set to focus on the unique climate and skilled production of its home in Val Venosta, which it refers to as an Apple Paradise.
As Laimer explains, new imagery puts the area’s growers and its apples centre stage.
“At the heart of the new key visual are our producers, the true protagonists of the Apple
Paradise,” he says. “The magical character of the Apple Paradise is further emphasised through depictions of oversized or floating apples, lending the imagery a strong aesthetic symbolism.”
The campaign’s new design not only reflects the fruit’s quality and uniqueness, but also celebrates the “extraordinary collaboration” Vip enjoys with its member growers. “This synergy is a cornerstone of our success, now more than ever,” Laimer notes. “Our producers, along with the Vip team, are true experts in their respective fields, ensuring the highest quality throughout the supply chain – from meticulous apple cultivation to professional marketing and sales.”
This year’s marketing efforts will continue in-store promotions as well as Vip’s Applepairing concept, which combines an apple tasting experience with regional cuisine. E
Vip extends supply deals
Italian apple supplier Vip says it expects a further increase in production of licensed varieties including Ambrosia, Envy, and Cosmic Crisp this season, on the back of new plantings as well as better output from existing orchards in its home area of Val Venosta.
Kevin Trafoier, the group’s variety manager, commented: “Compared to 2023, we have seen a rise in the volumes of key varieties such as Ambrosia, Envy, and Cosmic Crisp.” Trafoier said he attributed the expansion both to higher yields from existing orchards and to the recent planting of new hectares. “For other club apples, such as the well-established Kanzi and niche projects like Kissabel, Shinano Gold/Yello, and SweeTango, volumes remain consistent with last year,” he added.
Club apples have emerged as a cornerstone of the company’s growth strategy in recent years, and they are now understood to account for 15 per cent of production. That compares with a portfolio share of just 1 per cent in 2014. Further expansion is planned for future seasons.
According to Vip, its member growers now have more than 150ha planted with each of Ambrosia, Kanzi, Envy, and Cosmic Crisp, while niche projects SweeTango, Yello, Kissabel, and Bonita currently extend to no more than 50ha each.
Extended campaigns
According to the group, sales are performing well in the first months of the new campaign, with the larger volumes making it possible to extend commercial programmes for key varieties – including Cosmic Crisp –with certain clients this season.
Italy, Spain, and Germany are the primary markets for Vip’s premium apples, with Scandinavia and eastern Europe also taking a significant share.
“The apples exhibit vibrant colour, consistent sizing, and excellent flavour. Despite high summer temperatures, conditions remained within the threshold for a successful harvest,” Trafoier notes. “Growing in Val Venosta continues to be a privilege.”
Kikokà kicks on as demand surge continues
The architects of a new yellow kiwifruit consortium say they see huge commercial potential for their two varieties, as the project’s partners expand their production in Europe and Chile.
by Mike Knowles
Fabio Zanesco has traded apples for kiwifruit.
In his new position as chief executive officer of kiwifruit consortium Kikokà, he can draw on nearly two decades’ experience selling to customers all over the world on behalf of South Tyrolean apple company Vip Val Venosta.
The new job brings him alongside Gerhard Dichgans, former managing director of South Tyrol’s largest apple exporter Vog, and a key proponent of the managed, club variety model which brings so much success to brands like Pink Lady, Kanzi and Envy.
under the name Kikokà. And with the backing of master licensee Marco Rivoira of Piedmont-based Rivoira Group, as well as newly appointed consortium president Andrea Peviani, Zanesco is ready to lead the brand’s commercial charge on behalf of growers working with 12 sub-licensed companies in Italy, France, Greece and Spain.
grower has to be happy, then the consumer will be happy, and then I’m happy.”
Kikokà’s plan is to expand production of the varieties and capitalise on untapped demand in a category Zanesco believes is undersupplied with premiumquality fruit. And with two varieties up its sleeve, it could eventually have a marketing window that stretches from October to May.
“With the big investment that these companies are doing, we have to focus on the whole chain,” Zanesco tells Eurofruit. “So the
“It’s about sustaining consumption growth, because consumption growth for kiwifruit is already a reality in Europe,” he explains. “It cannot be always regional, because growing conditions are different. But we grow in the four main countries of Europe for kiwifruit production, and for a longer season. That gives us the possibility to be on the
Dichgans’ task as global project manager is to help establish a similar model for two yellow kiwifruit varieties owned by the University of Udine and sold »
ABOVE—Kikokà chief executive Fabio Zanesco (right) with Andrea Peviani
CAN WE CELEBRATE 20 YEARS OF KANZI® TOGETHER?
The adventure began twenty years ago with the first commercial harvest of KANZI® apples. Since then, millions of apple lovers around the world have enjoyed ‘The Power of Great Taste’. With their refreshing sweet and tangy flavor, KANZI® apples give you the energy to get the most out of your day.
This success would not have been possible without our fantastic network of partners. Our 20th anniversary is therefore a celebration of this unique partnership. We look forward to continuing to make history together over the next 20 years and remaining a leading example of international cooperation in the global apple market.
THE POWER OF GREAT TASTE
shelves for a longer time.”
Production challenges caused by disease, notably Psa and moria, have created major problems over the past decade for kiwifruit growers in Italy, particularly for those who produce green variety Hayward. As a result, harvests have shrunk.
But Zanesco points to UNECE data which show a different trend for yellow-fleshed kiwifruit volumes in the country. In 2024/25 they were due to be more than 94,000 tonnes, well up from the 22,500 tonnes produced a decade earlier and making up a far larger proportion of the combined national kiwifruit crop.
“I think there’s a potential that is now reality to be developed for all consumers,” he notes. “Consumers want our yellow kiwifruit, not just Kikokà kiwifruit, and the category has enormous growth potential.”
Serious expansion
Gerhard Dichgans’ influence on the project is considerable, and he has played an instrumental role in bringing the consortium’s 12 European partners together: Apo Scaligera, Armonia, Clementi, Kiwi Uno, Peviani and Zeolifruit in Italy; Innatis and Savajols in France; Artagold and Zeus, plus RivoiraKiwi Uno Hellas in Greece; and Agrihold and Surexport in Spain.
“We have set up the network now and the partnership in Europe,” he confirms. “We have licensed 2,000ha – in reality, it's now 2,050ha at the last update – and we are now working in different areas and continents of the world to introduce budwood, to go through quarantine.”
In 2025, the next steps include the creation of a partner group in Chile that includes Garces Fruit, Rio Blanco, Gesex, Unifrutti and Magna. “The plant material is already through quarantine,”
Dichgans reveals. “We have a licensed nursery to work on the plant material and scale up not only traditionally produced plants, but also in-vitro propagation. And we have the first thousand plants ready to be put into the ground this year.”
The plan is then to build another consortium, similar to the one in Europe, he adds: “The partners will join forces in a single-desk selling and marketing company to export the fruit. But the partners will be the shareholders in what is a democratic organisation controlled by those licensees.”
By next year, Kikokà expects to have more than 900ha planted in Europe. In 2024, it harvested around 2,000 tonnes, but that output is set to rocket to 8,000 tonnes this year and 15,000 in 2026 as those new plantings come into play.
According to Andrea Peviani,
these numbers demonstrate the partners’ enthusiasm and the “seriousness” of the project. “It’s the result of a vision of unity, cooperation and joint development among all of the members and licensees,” he suggests. “The shareholders that make up the consortium are the main players in the sector at European level. This solid network represents production in four European countries, with a total managed area of different fruit categories above 8,000ha and over 1,500 workers.” E
Fruitnet visits Kikokà in Italy Watch Chris White’s video and see the consortium’s kiwifruit production for yourself fruitnet.com/products/fruit/kiwifruit
RIGHT—Andrea Peviani is president of the Kikokà consortium
Carton Pack continues to invest in new markets
The Italian packaging specialist has made a total of seven major investments in the past four years, backed by investment group A&M Capital Europe.
by Mike Knowles
Italian packaging specialist Carton Pack closed the lid on 2024 with two major investments, both of which are seen as strategically important in terms of the future development of its international markets.
The group has in fact made several acquisitions in the past four years with support from investment firm A&M Capital Europe, and has increased its annual turnover to around €200m as a result.
In mid-December, it took a major stake in Milanbased company Fimat, which produces cardboard packaging for food including fresh fruit and vegetables, and confirmed its intention to sell more paper-based packaging in France, Germany and northern Italy as a result.
Carton Pack said the investment would further expand its portfolio of fibre-based packaging solutions and its industrial footprint in northern Italy, where it says it has exhibited strong growth. At the same time, it said, the move enhances its presence in the French
and German markets.
Fimat will continue to be run by the Fornaroli family and will maintain the high product quality and service standards that underpin its reputation, it added.
The deal was Carton Pack’s second major acquisition in a month, following the purchase of UK-based Clifton Packaging Group, a manufacturer of innovative flexible food packaging solutions.
Founded in 1981 and headquartered in Leicester, Clifton serves a broad range of blue-chip brands, with a particular focus on the wet protein and snack categories. The company is well known for technical innovation
in flexible films and pouches, positioning it as a key player in sustainable packaging solutions.
Clifton will continue to operate under the leadership of its management team, led by CEO Shane DʼSouza, who commented: “Together, we are poised to redefine the future of packaging by leveraging our combined strengths to deliver unparalleled value to our customers and make a positive impact on the environment. We will continue to operate under our established brand while benefiting from Carton Packʼs extensive resources and industry expertise, including access to warehousing and distribution in Europe.ˮ
For Carton Pack, the acquisition represents a significant milestone in its strategy to become a leading European food packaging specialist, strengthening its footprint in flexible packaging, expanding into new markets, and establishing a robust presence in the UK.
“We are delighted to welcome Clifton Packaging into the Carton Pack Group,ˮ said Carton Pack’s CEO Gianni Leone. “The acquisition represents a vital step in our global strategy to deliver both plastic and paper sustainable packaging solutions on a larger scale to the food industry. This partnership not only expands our product range but also strengthens our capacity to serve clients across Europe and beyond, further reinforcing our commitment to quality, service and innovation. E
BELOW—Members of Carton Pack and Fimat welcome their partnership
Melinda’s new partnership packs a punch
The apple consortium’s Melinda Lab division has teamed up with snack vending specialist New Factor to develop new sales of its fruit-based products.
by Mike Knowles
Italian apple marketer Melinda has partnered with Rimini-based nuts and natural snacks company New Factor to develop sales of its dried fruit packs via vending machines.
According to the group’s general manager, Paolo Gerevini, the collaboration is an exciting one that could help it to develop even more commercial value in the Italian market.
“Ours is a rapidly expanding company that has been able to establish itself over the years thanks to a very high quality offer,” he says. “Vending machines, in this sense, represent an important channel to further increase the presence of products by enhancing the excellence of the fruit of our territory which has always been our main calling card.”
The partnership will be managed by Melinda Lab, a business unit of the Melinda Consortium that is dedicated to the development of 100 per cent natural,
fruit-based snack products. Those value-added products include apple juices, pouches, mousses, bars and dried fruit.
Alessandro Annibali, chief executive officer of New Factor, says his company is proud to have been chosen to work with what remains Italy’s leading fruit brand.
“Our company is strengthening its offering portfolio in a channel that, after Covid, is returning to performance but also requires innovation in commercial proposals,” he comments. “I would
like to take this opportunity to congratulate the team led by Laura Fabbri who managed the agreement for our company in a very short time.”
New Factor is a leading company in the dried fruit sector, present at a national level in major supermarket chains with its own brands, including Mister Nut and Noci di Romagna (Romagna Walnuts), as well as private label products. It is also exclusive distributor of the Wonderful Pistachios brand in Italy. E
ABOVE—Melinda Lab has developed a range of value-added, apple-based products
P.D.O. Mela Val di Non
CHRIS WHITE Managing director, Fruitnet Media International
Pink Lady changed the face of apple marketing
“We dropped by to see a grower called Jon Durham. He showed me the variety that went on to be Pink Lady”
It’s no exaggeration to say that Didier Crabos and his colleagues at Pink Lady changed the face of apple marketing in Europe, and perhaps the rest of the world, in the last quarter-century.
Didier stood down as chairman of Pink Lady Europe in early December, after a quarter century
at the helm of the association that he created.
The story of Pink Lady is well known and told elsewhere. But, as Didier was generous to remind us, our magazine played a key role in the creation of Pink Lady.
“You played a role in the history of Pink Lady” he wrote on LinkedIn. “I discovered the
ABOVE—The brand has become synonymous with quality and taste
RIGHT—Didier Crabos founded Pink Lady Europe 25 years ago
existence of the Pink Lady apple in one of your articles talking about the arrival of some cartons of amazing apple in UK in 1993.”
The story goes that John Baker and the Australian Horticultural Corporation invited me to Australia in January 1993 to report on developments down under.
And during my two-week visit we dropped by to see an apple grower called Jon Durham: Jon showed me two apples, I pointed at the one I liked best, and that was the apple variety that went on to become Pink Lady.
It’s wonderful to have played my own small role in this remarkable story of Pink Lady. Even better still is to know that the work I and my colleagues did then and that we still do day in and day out really can make a difference for our sector.
So don’t stop telling us about what’s new and what’s interesting. Use Fruitnet’s magazines and events to publicise your product, and let us help you tell the world all about it. Who knows, perhaps yours could be the next Pink Lady. E
Pink Lady Europe’s new chair Bruno Bertheloz (above) certainly has some big shoes to fill. The managing director of French company Blue Whale took on the new role in December during the organisation’s 28th annual general meeting in Montpellier. And his appointment followed the news that Didier Crabos, the organisation’s founder and director general of southern French cooperative Cofruid’Oc, is to retire.
In a statement, the group said: “A huge thank you to Didier Crabos, the founder of Pink Lady Europe and its chair since the association’s inception, for three decades of commitment and his forward-thinking vision. During his stint as chairperson, Pink Lady became much more than an apple: a leading brand, an ambitious collective project, and a benchmark for creating value for growers, partners and consumers.”
Gerhard Dichgans, former managing director of Italian apple supplier Vog, also praised Crabos’ contribution. “Like no other, Didier has guided the development of Pink Lady Europe with foresight and passionate commitment, helping the pink apple to worldwide fame,” he said. “Pink Lady is now the most admired model of success in our industry and beyond, and Didier Crabos played a key part in that.”
Bertheloz said he was looking forward to his new challenge. “Today’s utopia is tomorrow’s reality,” he commented. “Winning over the hearts of consumers is essential to make sure that we give back to growers the value that is rightfully theirs.”
Writing on LinkedIn, Crabos praised Fruitnet managing director Christ White for the role he played in bringing the apple to his attention. “You played a role in the history of Pink Lady,” he wrote on LinkedIn. “I discovered the existence of the Pink Lady apple in one of your articles talking about the arrival of some cartons of amazing apple in UK in 1993.”
Pink Lady Europe bids au revoir to founder
ZurGroup acquisition marks Agrovision’s move into cherries
Agrovision plans to invest in 500ha of new Chilean cherry orchards planted with premium varieties, with an additional 250ha of premium blueberries.
by Maura Maxwell
Agrovision has moved into cherry production with the acquisition of Chilean cherry and blueberry growerexporter ZurGroup.
The deal provides Agrovision with immediate access to stateof-the-art packing and processing facilities, plus new lands for planting cherries. It also brings 250ha of premium blueberries, which complement Agrovision’s Peruvian window.
The newly created subsidiary, Agrovision Chile, plans to invest in 500ha of new cherry orchards planted with premium proprietary varieties. “Cherries represent a highgrowth category with significant demand in our key markets. Chile, one of the top cherry-producing regions in the world, provides the perfect conditions to grow our
Perú
premium cherries with exceptional flavour and crunch. Cherries also fit perfectly alongside our other operations, helping us work toward a year-round supply strategy, much like we’ve done with blueberries,” says Juan Pablo Spoerer, director of Agrovision Perú.
Agrovision Chile is looking at potential production sites in Chile’s northern, central and southern regions
“Our focus in Chile is to introduce proprietary premium cherry varieties developed for superior flavour, crunch, and freshness, that are tailored to meet the growing demand in high-value markets like China.
“Additionally, we are bringing Agrovision’s proven model of vertically integrated operations, advanced technology, and a strong commitment to sustainable farming practices to the Chilean cherry and blueberry market, setting us apart from other producers.”
As the main destination for Chilean cherries, China will remain a key market for the Agrovision cherry offer, but Spoerer says it also plans to diversify its export strategy in additional high-value markets, such as Europe and North America.
Agrovision Chile’s current operations are primarily based in Linares and the southern regions of Chile. Spoerer says the division is currently evaluating opportunities for land holdings in the northern, central, and southern regions of Chile.
“This strategic approach would allow us to stagger production across different harvest windows, ensuring a consistent supply in line with Chile’s highly seasonal growing conditions,” he explains. “We will be introducing proprietary premium cherry varieties that are specifically designed to meet the expectations of high-value consumers across the world.”
Asked if the company has its sights set on any other produce categories, Spoerer says: “We are always exploring opportunities to expand our portfolio with premium superfruits that align with our commitment to quality and sustainability. Our mission is to inspire enjoyable and nutritious snacking.
“We chose berries – blueberries, raspberries, and blackberries – because of their unmatched nutritional value, global appeal, and versatility as a fresh, ready-toeat snack. With the addition of cherries, we continue to focus on fruits that excite consumers while helping to support healthier lifestyles worldwide.” E
BELOW LEFT—Juan Pablo Spoerer, director of Agrovision
Sekoya Fiesta joins the party
Sekoya has high hopes for its most recent launch in the mid-high chill blueberry segment, following the success of Sekoya Crunch and Sekoya Grande.
by Maura Maxwell
Sekoya’s mid-high chill blueberry varieties have been on an impressive growth trajectory since their launch at the start of the decade. Availability of Sekoya Crunch (FC13-083) and Sekoya Grande (FC13-122), early and mid-season varieties respectively, has grown significantly over the past three years, and the recently introduced
their exceptional fruit quality,” he tells Eurofruit
“Our newest addition, Sekoya Fiesta, is now reaching maturity, and the data speaks volumes: In Chile, where these varieties are currently in season, reports show that the Brix level is 20 per cent higher than that of the leading standard varieties, Last Call and Aurora. Additionally,
cent greater than its competitors, with a shelf-life of up to 60 days when stored under optimal conditions. This represents a remarkable improvement over standard varieties, which typically last less than 28 days,” David continues.
Sekoya is convinced that its mid-high chill varieties can play a crucial role in maintaining the competitiveness of local production in northern and central European countries against the premium zerolow chill varieties being imported today.
Sekoya Fiesta (FC13-113), which covers the late season window, looks set to be equally well received by growers and consumers alike.
General manager Mark David says the trio tick all the right boxes when it comes to flavour, crunch, size and shelf-life. “Both Sekoya Crunch and Sekoya Grande have been on the market for some time, and consumer feedback has been overwhelmingly positive regarding
its acid content is 20 per cent lower, resulting in a 25-30 per cent enhanced taste experience.”
As with Sekoya Crunch and Sekoya Grande, another significant advantage of Sekoya Fiesta is its large berry size. Sixty per cent of its fruit is in the 18-24mm range and above, as compared to current standard varieties where 60 per cent of fruit is below 16mm.
“Moreover, its firmness is 20 per
More widely, the ability to deliver consistently high quality, firm and long-lasting berries throughout the year contributes to the overall growth of the blueberry category. A key factor in Sekoya’s ability to ensure this consistency is the combination of mid-high chill and zero-low chill programmes, which enable it to seamlessly bridge supply across countries without compromising on top-quality fruit.
David describes Sekoya’s success as “nothing short of extraordinary, surpassing even our own expectations”. The platform’s 14 licensed grower-marketers are currently producing the varieties in 26 countries, with annual output set to top 60,000 tonnes this year.
In addition to its established production base, David says countries such as Egypt, Turkey, Georgia, and Morocco offer promising solutions to meet the growing demand in Europe and beyond.
“We take immense pride in our achievements and are grateful for the overwhelming support and positive feedback from the industry. Many have remarked on the unprecedented growth and value creation we’ve experienced in such a short time, and it is truly an honour to be a part of this journey,” he says. E
ABOVE—Sekoya Fiesta covers the late season window in the mid-high chill segment
Polish berries in pole position
Polskie Jagody’s Dominika Kozarzewska talks about the company’s expanding range, diversifying markets and the formation of the new Horticulture of the Future Cluster.
by Carl Collen
Where has your focus been as you head into 2025?
Dominika Kozarzewska: In the production area, the replacement of blueberry varieties has gained momentum. We plan to replace about 40 per cent of plantings within three years, with new varieties offering better firmness, crunch and shelf-life.
We recently expanded our product range with blackberries and raspberries for the fresh market. We are also intensively testing new varieties of strawberries, raspberries and blackberries, in partnership with other growers.
Which categories do you concentrate on?
DK: Our flagship product is and will continue to be blueberries, including organic. We have almost 50 years of experience growing this fruit, and we export it to over 20 markets.
We are also producing freshmarket strawberries, and with the addition of tunnel cultivation of raspberries and blackberries, we now offer a complete berry patch of the highest quality. We pre-chill our produce within 30 minutes of picking, so it retains the flavour and qualities of freshly picked fruit.
2024 was a challenging one for us in terms of the blueberry crop, due to frost losses, but other fruits performed very well. We also import blueberries to the Polish market outside of our season and provide optical sorting and berry packing services using top-quality infrastructure.
producers have gained new opportunities with the opening of the Indian and Vietnamese markets. Trade with Middle Eastern countries is also developing well. On a more local level, our cooled berry vending machine is becoming increasingly popular with the neighbouring community.
What are some of the biggest challenges you face?
DK: The impact of climate change on agriculture cannot be overstated. In 2024, we were strongly affected by May frosts, reducing blueberry fruit yields. Therefore, in 2025 we are heavily investing in anti-frost wind machines.
How is the development of technology helping your company?
DK: We are testing and implementing many new solutions in data collection and decision support, production automation and renewable energy. We believe that today only innovation allows you to
Where are your key export markets?
DK: Our most important customers are European countries, but we are constantly striving to diversify our sales. Before the pandemic, we were successfully selling blueberries to Southeast Asian markets, and we are now returning to those countries. Polish blueberry
remain competitive in the berry market. That is why we are founding members of the Horticulture of the Future Cluster, formed by growers and research institutions. The goal of the Cluster is to support members in R&D projects and create a Horticultural Innovation Hub. E
and other founding members of the
ABOVE—Kozarzewska
Horticulture of the Future Cluster
Leadership changes at Fall Creek
Cort Brazelton will serve as acting president and CEO with Kevin Murphy assuming the role of executive chair of the board.
by Carl Collen
Fall Creek Farm & Nursery has announced a series of leadership transitions designed to drive the company’s next phase of growth and innovation.
Effective immediately, Cort Brazelton will serve as acting president and CEO. In a statement, the company explained that its board of directors had initiated a search for a new chief executive officer. Upon the appointment of a new CEO, Brazelton will
transition to a strategic role on the board of directors.
As part of the leadership transition, Kevin Murphy, a longtime board member and former CEO of Driscoll’s, will assume the role of executive chair of the board on 15 January.
According to Fall Creek, Murphy
will provide strategic guidance as it “continues to strengthen its global presence and pursue its ambitious growth goals under the continued ownership and stewardship of the Brazelton/Aust family”.
Amelie Aust, who is stepping down as executive chair, will continue her active involvement as a board member and shareholder, collaborating with Brazelton “to shape the company’s future”.
Oscar Verges, who has served as co-CEO since 2020 and joined Fall Creek as COO in 2016, will step down from his position.
“As a family, we are deeply committed to the long-term success of Fall Creek,” said Brazelton.
“Amelie and I are thrilled to welcome Kevin into this leadership role and confident that his experience and vision will help us achieve our ambitious goals.” E
IPD showcases developing countries
The Import Promotion Desk will offer a platform to more than 40 companies from nine countries at Fruit Logistica.
by Carl Collen
The Import Promotion Desk (IPD), an initiative to promote imports in Germany, will showcase a number of companies and products from developing countries at Fruit Logistica in Berlin. IPD forms a link between small and medium-sized enterprises in selected emerging
supply regions and European importers. Avocados from Kenya, passion fruit from Ghana, limes from Colombia, sweetcorn from Morocco, ginger from Brazil, citrus from Egypt, pitahayas from Ecuador and mangoes from Senegal are just some of the products that will be on display.
Africa will be strongly represented, with Kenyan growers showcasing their Hass avocados, while a producer of sweetcorn, green beans and spring onions from Morocco will also be in Berlin as well as a berry grower from the country. Egyptian companies will be exhibiting citrus, table grapes and pomegranates, while sweet potatoes, onions and garlic will also be on show. An IPD company from Ghana specialises in growing passion fruit as well as papayas, while Senegalese companies produce flavoured Kent mangoes.
“The South American continent will also be represented at the IPD stand with Brazil, Ecuador, Colombia and Peru,” IPD stated. “A Brazilian company – new to the IPD programme – will be bringing fresh ginger to Berlin. Limes and oranges as well as granadillas, passion fruit and gulupas are coming from Colombia. And producers of pineapples, mangoes and pitahaya from Ecuador and Peru will be on the IPD stand.”
IPD is currently active in 21 countries: Brazil, Cambodia, Colombia, Côte d’Ivoire, Ecuador, Egypt, Ethiopia, Ghana, Indonesia, Kenya, Madagascar, Morocco, Nepal, Peru, Senegal, South Africa, Sri Lanka, Tanzania, Tunisia, Ukraine, and Uzbekistan. E
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Fruit Logistica reveals finalists for this year’s FLIA and FLIA Technology
Varietal innovation, new marketing concepts and smart technologies…who will win the coveted 2025 award?
by Maura Maxwell
Fruit Logistica has announced the finalists for this year’s Fruit Logistica Innovation Awards. The judges have whittled down almost 70 entries to select five nominations each for the final round of the Fruit Logistica Award (FLIA) and FLIA Technology prize, introduced last year to celebrate outstanding innovations in machinery and technology.
“Now it’s the trade visitors’ turn,” says director Kai Mangelberger. “All the finalists are exhibiting at Fruit Logistica 2025 – and every trade visitor can help pick the innovation they find most convincing this year. I can already reveal this much: the decision won’t be easy, as all the products and services entered are simply outstanding.”
The nominees for the Fruit Logistica Innovation Award 2025 are…
Organic Raingrown avocado
This innovative new avocado from Netherlandsbased Eosta/Nature & More is the first organic
avocado available all year round – and the first to be grown using rainwater and without artificial irrigation, addressing growing consumer demand for avocados and concerns about global water shortages.
Aldina strawberry
Aldina is the brand name of Aldi Süd’s German-grown strawberry variety that guarantees producers purchases throughout the entire
season. Aldi’s aim is to boost strawberry production in Germany, offering long-term economic benefits to producers through transparent pricing and purchase guarantees, and the promise of consistently good flavour for consumers.
Onix orange
Marketd by AM Fresh, Onix is a Spanish-grown premium pigmented orange characterised by its attractive
external colouring, high internal pigmentation and long shelf-life. The juicy pulp features natural pigments, has a strong flavour profile and is rich in antioxidants and vitamins. Onix oranges are grown in Spain marketed throughout Europe according to AM Fresh.
Halloweena mandarin
Halloweena is a brand-new pumpkin-shaped mandarin developed by Genesis Fresh as an attractive and healthy alternative to sugary Halloween treats. The variety,
which ripens just before the October festival, is easy to peel, practically seedless and sweet. It is grown sustainably in Spain to strict quality standards.
Samantha savoy cabbage
Bejo Zaden’s Samantha is the world’s first savoy cabbage with a pointed head. Weighing less than 500g, its
compact shape, firm leaf structure and distinct colour, allows it to stand out on supermarket shelves and means it can be prepared in many ways, including in salads, woks and barbecue dishes. It has a slightly sweet taste and is rich in fibre and vitamins. Sealing options extend the shelf life and ensure less waste.
The nominees for the Fruit Logistica Innovation Award Technology 2025 are…
Lidar-based drones
Hungarian manufacturer ABZ Innovation equips drones for use in orchards and vineyards with a Lidar-based situational awareness system. With the help of real-time 3D mapping, the drones recognise even minor obstacles such as thin wires or hazards and maintain dynamic height control. The GPS-free system maintains its distance to uneven tree canopies and optimises the cropspraying height. This results in less use of chemicals, which benefits farmers and the environment alike.
FarmRoad Irrigation Module
The FarmRoad Irrigation Module helps farmers to optimise their water consumption. The dashboards are AI-driven and combine local climate data with
sophisticated water demand models. Using automated drip and runoff calculations, farmers can adapt their irrigation planning to crop needs and local conditions on a daily basis. The system recognises early signs of crop stress, which enables timely intervention. FarmRoad Irrigation Module comes from Morocco.
Rypen Case Liner
The Rypen Case Liner keeps fruit in transport crates fresh and crisp for longer. According to British
manufacturer It’s Fresh, customers have observed an average of 85 per cent fewer defects on grapes transported with Rypen. The technology captures excess ethylene molecules inside the crates and binds their structure. It produces no chemical oxidation, emits no substances and does not affect the fruit. The technology employed is always adapted to the fruit in question and customer requirements, ensuring longer shelf-life and less food waste.
Croptimus
The Croptimus platform provides farmers with image analysis technology to detect diseases or pest infestations on vegetables in the greenhouse at an early
stage. Cyprian company Fermata markets Croptimus as software as a service (SaaS). The programme does not require its own hardware, and instead analyses images from installed cameras and smartphones (innovation from Israel). It offers a flexible solution that results in up to 50 per cent less scouting, 30 per cent less crop loss and a 25 per cent reduction in operating resources for farmers.
CATsystem
Citrosol’s CATsystem is an intelligent consumption system for use in the post-harvest sector. The evaluation system measures concentrations of fungicides and other solution components in production facilities
online and in real time and adjusts them immediately. The advantages are optimum dosage levels, less waste and chemical pollution, greater sustainability and detailed traceability. The system is compatible with other Citrosol devices and can also be installed on older dosing systems. E
FRUIT LOGISTICA
EU-Mercosur deal: good or bad?
The agreement is positive for fruit and vegetables –provided the fine print is carefully negotiated.
by Paco Borras
This story began almost 30 years ago, with the signing in 1995 of the European UnionMercosur Interregional Framework Agreement for Cooperation. Formal negotiations to seek a trade agreement got underway in 2012, and in 2019 an Agreement in Principle was reached. At the time, this was described as historic by both parties because it went far beyond tariff issues
and contemplated implications for deforestation and other environmental aspects in the different Mercosur countries, especially Brazil.
Finally, on 6 December 2024 in Montevideo, the agreement was signed by the president of the European Union, Ursula von der Leyen, and presidents Lula da Silva of Brazil, Santiago Peña of Paraguay, and Javier Milei of Argentina; as well as the outgoing president of Uruguay, Luis Lacalle
Pou, who was accompanied by his incoming successor Yamandú Orsi.
But it is clear that the path to the agreement is going to be long and complicated. France’s opposition is frontal and absolute – the entire French countryside supports its government, whatever its colour, in opposing the deal.
And that opposition erupted into controversy recently when the president of Carrefour, Alexander Bompard, banned Mercosur meat from its French stores. He was subsequently forced to back down, and later issued a written apology. Never mind that it is public knowledge that French meat is fed with Brazilian soya.
& BELOW—Brazilian mangoes and melons, Argentine lemons, and Uruguayan citrus are among the main products that the EU imports from Mercosur countries
Poland seems to be heading in the same direction as France; Italy, or at least its agriculture minister, is also opposed, although its position as a country is uncertain.
Copa-Cogeca, which brings together agricultural unions and cooperatives from all over the European Union, has cast doubts on the real capacity of Mercosur governments to comply with the agreements on improvements in production and respect for the environment.
In general, so far there are more voices against the agreement than in favour of it. On the other hand, industry in general, and the car industry in particular, is silent because it is generally in agreement with working towards the creation of a free trade zone of more than 700mn inhabitants, and therefore consumers, on both sides of the Atlantic.
And the geopolitical assessments that encompass many other aspects of the macroeconomy say that it is important to tilt Mercosur towards
Europe, rather than allowing it to remain tied to the dollar or fall into China’s net.
In this piece I am limiting myself to commenting on the current situation regarding the EU and Mercosur’s commercial ties with regard to fresh fruit and vegetables over the last decade.
Imports from Mercosur are stable, but exports from the European Union are falling. We are not doing well. EU imports are led by Brazil with mangoes, melons and citrus; followed by Argentina, essentially with citrus; Uruguay, again with citrus, and Paraguay is not relevant.
In the case of mangoes, production is typically found in the tropical areas of Brazil, while in citrus and melons, the different location of the four countries in
the Southern Hemisphere gives them a semblance of intrinsic complementarity with European production.
In terms of EU exports to Mercosur, in 2023 Italy led with apples (44,373 tonnes) and kiwifruit (11,138 tonnes); followed by Spain with apples (8,468 tonnes), pears (5,747 tonnes), citrus (14,850 tonnes), plums (15,135 tonnes), onions (4,101 tonnes) and garlic (1,189 tonnes); and Portugal with apples (20,451 tonnes), pears (16,591 tonnes) and plums (1,527 tonnes). Greece and the Netherlands close the list of relevant exports with kiwifruit (4,469 tonnes) and onions (4,059 tonnes) respectively.
Until now, these exports were subject to a baseline tariff of 10 per cent. In addition, other phytosanitary issues have occasionally sprung up and complicated exports, such as when, three seasons ago, plum exports were halted without any scientific basis. »
LEFT
In the case of Brazil, there are some draconian export protocols in place which could disappear if the fine print of the agreement is well negotiated. This would be very positive for all EU produce exports. Perhaps more consequential has been the signing of an agreement between Mercosur and Egypt, which currently does not pay customs duties on its oranges. As a result, Spain has gone from exporting 20,000 tonnes of oranges in 2019 to just 8,500 tonnes in 2023. During that same period, Brazilian citrus exports to the EU have gone
LEFT—Apples, kiwifruit, citrus and pears lead the EU’s exports to Mercosur nations
from zero to 9,800 tonnes. It’s clear that in processed products –and citrus in particular – the deal could affect us negatively. Brazil is the world’s leading producer of orange juice, and today pays a tariff of 12.2 per cent to enter the EU, but could see this disappear in a few years. However, things are worse with Egypt, which has no tariff for either its fresh oranges or its juices, if and when it starts producing them.
On the other hand, for oil and wine, the agreement will certainly be positive for the EU and the market is very interesting.
It’s clear that if we analyse the agreement exclusively from the perspective of fresh fruit and vegetables – and in particular, apples and pears, kiwifruit, citrus, stonefruit, onions and garlic –
inhabitants in eu & mercosur countries
one must conclude that it is positive. But it is equally evident that fresh fruit and vegetable production doesn’t carry much weight in Brussels, and it will not be easy for our voices to be taken into account in the upcoming negotiation battle.
Nevertheless, from an ideological point of view, I have to confess that I am an absolute defender of free trade, as long as it is reciprocal in every sense. And from that personal point of view, I agree with the phrase of my friend Tomás Gracia Azcárate: “My opinion is that an agreement between Europe and Mercosur could be a globally positive agreement for both economies, and more importantly, for both populations. But things have to be done right.” E
Semillas Fitò’s new approach
Revamped structure offers tailored solutions for the entire agri-food chain.
by Maura Maxwell
Barcelona-based seed specialist Semillas Fitó says it is redefining its approach to the vegetable seed market through a comprehensive segmentation strategy.
“Our goal is to move beyond being a mere supplier to becoming a trusted partner, seamlessly guiding products from breeding programmes to the consumer experience. By emphasising close, specialised interactions across various segments of the agri-food chain, we aim to create significant added value for our clients,” says vegetable marketing manager Elena Astor.
At the core of the new strategy is a commitment to sustainability – both environmental and economic. “With breeding programmes that require years to deliver results, our focus on anticipating market trends and future needs ensures we are always prepared to meet the evolving demands of the sector,” Astor continues.
“Sustainability means not only caring for our planet and
“Anticipating market trends and future needs ensures we are prepared to meet the evolving demands of the sector”
optimising the use of available resources, which are key aspects in our breeding programmes, but also creating value for the agrifood chain that sustains our food and impacts a significant portion of the population.”
To support its transformation, the company says it has developed three specialised business channels: Veg Production, to improve the efficiency and quality of production processes; Veg Industry, to collaborate on tailored projects to address industry-specific needs; and Veg Value Chain, to manage product categories comprehensively and thus enhance market competitiveness.
The three different channels are designed to reflect the company’s tailored approach to addressing the unique challenges and opportunities within the agri-food sector, fostering innovation and long-term growth.
“This strategic shift leverages our extensive experience and deep industry insights, strengthening our position as an expert partner in selected markets. By cultivating trustbased relationships with our clients, we continue to make informed, strategic decisions that ensure our success in a rapidly evolving market,” Astor concludes. E
Agroponiente on the fast track to growth
The Almerian group continues to expand its production base in Spain and now has it sights set on other Mediterranean countries.
by Maura Maxwell
Imanol Almudí has been CEO of Almería’s Agroponiente Group for three years. In that time, he has overseen the latest phase of the group’s ambitious expansion plan, setting it on a growth trajectory that delivered double-digit volume growth last season. It is currently on course to hit a new record in 2024/25.
Agroponiente’s commitment to ‘conscious agriculture’ focuses on promoting sustainable practices that minimise environmental impact, promote biodiversity, and encourage economic growth.
At the end of 2024, the company was awarded B Corp accreditation, joining a
select group of global produce companies that have achieve this certification in recognition of their social and environmental policies.
Eurofruit talks to Almudí about the next phase of the group’s internationalisation strategy, and what it takes to deliver sustainable growth over the long term.
Imanol, can you give us a brief outline of the Agroponiente group today?
Imanol Almudí: Agroponiente Group works with 4,000 growers, as well as having our own
THIS PAGE—Agroponiente has more than 4,000 grower members
OPPOSITE, TOP—CEO Imanol Almudí says marketed volumes are set to grow by 20 per cent this season
OPPOSITE, BOTTOM—Gold Quality is one of the group’s premium brands
production. We have 25 collection centres, seven packaging warehouses, five daily auctions and more than 2,300 employees. In 2023/24 we sold 325,000 tonnes of fruit and vegetables and this looks set to increase by 20 per cent in the current season.
This is the third consecutive season of significant sales growth for the company. What’s behind this growth?
IA: Our growth has been the result of several factors, both organic and inorganic. We have increased our production area, along with the number of farmers
working with the group, enabling us to expand into new production areas. We’re also working with farmers to increase their productivity.
We acquired new facilities in Adra, in the Poniente region of Almería, and in Cuevas del Almanzora in the Levante region. This has allowed us to significantly improve the services we offer our grower members.
You mentioned your goal of expanding into new production areas. How is this going?
IA: We want to be a multinational company. The market wants greater volumes, a longer supply window for each product and even new products. Therefore, our obligation is to find other production areas with which to complement our Spanish season. Our vision is to produce in the Mediterranean and sell to Europe, including the UK.
Since Brexit, however, this market has presented greater challenges due to added bureaucracy, tariffs and logistical complications, which have tended to favour countries in North Africa. And the recent signing of the EU-Mercosur trade agreement creates further uncertainty about the competitiveness of our sector compared to third countries.
How important is the British market for Agroponiente overall?
IA: The British market has always some peculiarities that make it different to the rest of Europe. But this is even more the case after Brexit. Our commercial power means that we have important clients there who are very interested in working with us with or without Brexit, which we naturally share.
You’ve had a strong start to your 2024/25 campaign. How would you sum up the season so far?
IA: Overall, it has been a complex campaign, with high points and low points, especially in certain products whose prices have not been as high as expected. For Agroponiente, however, the season has started with even higher growth than last year, which was already a record-breaking year.
So far, we’ve seen a 20 per cent increase in sales volume, surpassing the already spectacular 13 per cent we achieved last year. This puts us on course to finish the season with sales of 380,000 tonnes and a turnover of €400mn.
You mentioned that a key part of your growth strategy is to improve productivity levels amongst your farmers and new technologies play a key
role in optimising yields and maximising efficiency. When it comes to new investments, how do you decide what to prioritise?
IA: There are two factors that we consider above all others when defining investments: profitability and what we call ‘conscious agriculture’. Fortunately, both things are entirely complementary and compatible. We work to make the company doubly sustainable: economically sustainable, so that growth and profitability keep on rising, and environmentally sustainable.
Last year we were recognised as a BCorp company, for compliance with high standards of social and environmental performance, transparency and corporate responsibility.
We are one of the few fresh produce companies to achieve this accreditation and join just 8,000 companies globally who have done the same. BCorp accreditation is based on five major criteria, relating to governance, workers, community, environment and customers. These align with our strategy of ‘conscious agriculture’, as well as with our investment decisions. E
Iberian Premium Fruits acquires The Natural Hand
Deal consolidates IPF’s position as a supplier of premium citrus.
by Maura Maxwell
Iberian Premium Fruits (IPF) has acquired Valencia-based citrus and persimmon grower The Natural Hand for an undisclosed sum.
IPF says the deal consolidates its position as leader in the premium fruit sector in Spain and Europe. It also significantly expands the company’s reach, especially in Asia, a market The Natural Hand has been supplying for more than a decade.
IPF hopes to leverage The Natural Hand’s brand, which has built up a loyal following in Far Eastern markets, by expanding its product offer in key strategic markets. Asia’s premium citrus market has long been a target for Spanish exporters, drawn by the high prices on offer for those able to provide the right quality and service. The risks are high, but so too are the rewards, as established companies like Bollo Natural Fruit will attest.
For this reason, The Natural Hand is a good fit for IPF – itself the result of the integration of three emblematic Spanish citrus companies – Llusar, Naranjas Torres and VRos.
“As with the rest of the integrations, at Iberian Premium Fruits we want to maintain the identity of each brand in its reference markets and by incorporating new products we can develop them in each strategic market,” IPF’s CEO Xavi Nolla tells
Eurofruit. “In this way, we will now be able to market our premium citrus under The Natural Hand brand to the Asian market and vice versa with persimmon and the rest of the brands, each one in its maximum area of influence.”
IPF now has more than 1,200ha of production across Spain and South Africa, made up principally of citrus, persimmons and other fruits. It said it expects its turnover to grow 15 per cent in 2024/25 to €200mn.
“In our group we work so that the freshness, quality and unique flavour of our oranges, clementines and other fruits are our differentiating seal and a competitive advantage in the sector,” Nolla continues.
The Natural Hand director Juan Carlos Martínez says becoming part of IPF is “the boost that the company needed to multiply its growth exponentially”.
Under its new owner, The Natural Hand will move to new facilities in Alcácer, Valencia. IPF has various facilities located in Castellón and Valencia. E
TOP LEFT—Xavi Nolla, CEO of Iberian Premium Fruits
LEFT—The Natural Hand has been supplying Asia for more than a decade
CATsystem®, whose development began in 2017, is the world's first Automatic Control System for fungicide treatments. It allows maintaining the concentration of fungicides, disinfectants, and food additives in postharvest treatment suspensions within a defined range of values.
During the postharvest process, insufficient fungicide concentration can lead to decay, while an excess may cause the Maximum Residue Limits legally established—or the stricter standards imposed by distributors—to be exceeded.
Thanks to CATsystem®, fungicide concentrations can be kept constant by performing real-time analysis and corrections of the treatment suspension.
There is no comparable system on the market. CATsystem® is, therefore, a disruptive innovation in the application of postharvest treatments.
www.citrosol.com
Raspberries rebound as Huelva shows its resilience
Plantings are up across all berries, according to Freshuelva, with raspberry acreage bouncing back to 2022 levels after two years of decline.
by Maura Maxwell
Freshuelva, the Huelvan association, expects berry acreage in the region to grow by 4 per cent in 2025. It says the increase is due to a recovery in raspberry plantations and consolidation of blackberry and blueberry crops, plus a slight increase in strawberry acreage. Strawberry plantings are up 2 per cent to 6,432ha. However, Freshuelva says this growth has been accompanied by challenges, such as soil disinfection in nurseries. This has caused a high mortality of plants after the initial planting phase, and forced the replanting of between 15 per cent and 20 per cent of the crop – in
some cases, prolonging this process until the end of November. Although these difficulties mean an increase in planting costs and a possible delay in the ripening of the fruit, recent rains have appparently favoured plantation development.
Raspberry acreage is up 9.5 per cent to 1,930ha, heralding a recovery after two seasons of decline. Blackberries have seen the greatest percentage growth, acreage up 18 per cent at 168ha. This is driven by the introduction of new varieties that are popular in the European and domestic markets.
Blueberry plants are up 4 per cent at 3,744ha, making them the second most important berry in the province. New varieties have brought the start of the harvest forward to December, allowing the region to gain competitiveness against South American producers by expanding its presence in the European market. However, Huelva faces growing competition from third countries, especially in the spring.
Tropical Blue shows promise in Southern Europe, says GPG
Global Plant Genetics (GPG) has high hopes for its early season low-chill blueberry variety, Tropical Blue, ahead of the forthcoming Spanish season.
The first commercial plantings – now two years old – are showing their full potential in terms of fruit set and yield expectations are high for the first part of the season in Southern Europe, the company said.
Soufiane Lahtati, GPG’s business development manager at GPG said growers in Huelva expected to harvest more than 40 per cent of the fruit for sale between 10 and 25 January, leading to very favourable prices.
“The general increase in the area under cultivation demonstrates the resilience of the sector in the face of production and commercial challenges,” Freshuelva adds. “Varietal innovation and improvements in agricultural management are key to maintaining the competitiveness of Huelva’s berries in national and international markets.
“Freshuelva remains committed to continuing to work alongside producers and administrations to guarantee the sustainability, quality and excellence of Huelva’s berries, strengthening its position as a global benchmark in the sector.” E
We are Berries & Citrus Specialists,
AND SUPPLY A WIDE RANGE OF FRUITS & VEGGIES
VERTICAL INTEGRATION WITH Production & Logistics TRACEABILITY AND HIGH QUALITY STANDARDS
Bollo debuts airflown label for premium melons
Label guarantees that the product reaches the consumer at its optimum point of ripeness.
by Maura Maxwell
ABOVE—The melons are harvested 3-4 days before going on sale
Bollo Natural Fruit has launched a new label for air-flown melons grown on its farms in Brazil.
From December, the company’s premium Bollo Bodega melons are being sold in specialist fruit stores in Spain with the ‘Melón por avión’ (Melon by plane) label, guaranteeing that the product was harvested just 3-4 days earlier and reaches the consumer at its optimum point of ripeness.
“Airfreight gives us the possibility of letting the melon ripen in our fields until it reaches the highest quality in terms of flavour, texture and smell,” said CEO Antonio Alarcón, adding that this is not a simple process.
“It starts with carefully choosing the best varieties that can reach this category, carrying out an exhaustive control of the entire agronomic process. To do this, we have a great team, whose work ends on the field with the selection, one by one, of each melon. Only this way can we achieve the excellence that we pursue when we talk about Melón Bollo Bodega,” he continued.
“It is exciting for us to be the first to offer melons by air and we are sure that this is a firm and successful step, which is already being received very positively by fruit shops and settlers, above our expectations.” E
Sanlucar Fruit to invest in fruit production in Zaragoza
Sanlucar is launching an ambitious project to grow fruit in Cariñera in the province of Zaragoza, a traditional wine producing region in the northwest of Spain.
According to local newspaper Heraldo, sources close to the company said it plans to invest €20mn in a first phase to develop production of tropical fruits, such as blueberries, kiwifruit and table grapes. This will include the acquisition of 600ha of irrigated land, along with a local hotel to accommodate engineers and qualified personnel to work on the project.
The initiative has reportedly been well received by the local community, which is looking for alternatives to viticulture due to the drop in wine consumption and the challenges of climate change.
Sanlucar’s initiative is seen as an opportunity to revitalise the local economy and provide new crop options for farmers in the region.
Taste tops agenda for Unigen Seeds’ new premium tomato
Uptake of UGI 5556-19 is growing amongst European retailers.
by Maura Maxwell
Plantings of a new highflavour tomato variety developed by Japan’s Kagome are on the rise in Almeria as it continues to find favour with European consumers. UGI 555619 is a premium tomato that has been bred to satisfy even the most discerning palates, according to Unigen Seeds Spain, the company overseeing its roll out in Spain.
“UGI 5556-19 produces fruit of around 80-100g with a green neck that finishes in a strawberry red
colour and a multilocular green gel interior. It can reach Brix of up to 14 o, and combines all the flavours – salty, sweet, bitter, acid and umami,” explains Isidro López, Unigen’s area manager for Andalusia and Morocco.
“It even gives off a strawberry smell that the Japanese call Kokumi. And thanks to its excellent shelf-life, the variety maintains the crunchiness of the bite and can be sent anywhere in the world.”
Unigen’s varietal portfolio draws from several research programmes with different objectives depending on whether the product is destined for the commodity or premium market. “Flavour is the most important attribute for our premium varieties, but
“UGI 5556-19 can reach a Brix of 14o and combines all the flavours – salty, sweet, bitter, acid and umami”
we also take into account health and disease resistance, yield and characteristics such as colour, size and shape,” López says.
“In short, when developing new varieties, you have to think about the end consumer, the producer, the marketer and the environment.” E
SPAIN
Anecoop continues to expand exotics portfolio
Spanish-grown exotics such as papayas and dragon fruit are a small but lucrative niche for the second-tier cooperative.
by Maura Maxwell
Climate change is one of the biggest threats to fruit and vegetable production globally. But alongside the challenges it poses comes a new opportunity for companies wishing to feed Europe’s growing demand for exotic fruit with a more local and sustainable alternative to product arriving from overseas.
Spain is one of the countries capitalising on this trend. Anecoop has been steadily increasing its papaya production over the past five years on its farms in Almeria, Murcia and the Canary Islands. It expects volumes to reach 2,000 tonnes in 2024/25, 10 per cent more than in the previous season. The company’s dragon fruit production, meanwhile, is set to triple this year to more than 400 tonnes.
Alongside these niche products, Anecoop’s portfolio also includes more mainstream tropicals such as mangoes and avocados. Production of both has been severely hit by the ongoing water shortage in southern Spain, but in the case of mangoes Anecoop has managed to buck the trend thanks to its diversified grower base.
“Our production areas cover the entire Mediterranean, from Andalusia (Malaga, Granada, Almeria) to the Murcia area and the Valencian Community (Valencia, Alicante, Castellon),” the company says. “Last year we achieved good results in mango and managed to maintain our sales volume and increase our
Rising European demand for tropical and exotic fruit is fuelling production of locally-grown alternatives
by the drought – but it also sources from partners in Valencia, Castellon, Huelva and Almeria.
turnover in spite of the drastic fall in national production. We were already coming from a campaign in which we had grown by 25 per cent, pushing us above 6,000 tonnes.”
In avocados, meanwhile, Anecoop expects a “normal” season after two seasons in which it has seen a significant drop in volumes. Ninety per cent of its avocado production is concentrated in Malaga – the region most affected
Another growth area for the company is its organic line. Last year this grew in both volume and turnover, although results varied by market. “There are countries where demand for organics is stable, others that still prefer conventional local product over imported organic product for reasons of price and sustainability, and others where demand continues to grow,” Anecoop says.
“France, for example, is stable, and what little growth there is comes from specialist organic stores or from wholesalers. Sweden, however, will opt for local production over imported produce whenever it is available, while Switzerland is a country that continues to grow.” E
ABOVE—Papaya production is set to reach 2,000 tonnes in 2024/25
Wood ticks all the right boxes
The aesthetic and sustainability appeal of wooden packaging gives it an intangible value that is hard to beat, says Fedemco.
by Maura Maxwell
The environmental benefits of wooden packaging have long been known about.
A study carried out last year by Géminis Tools for Fedemco showed that wooden packaging outperformed corrugated cardboard when it came to greenhouse gas emissions, ecotoxicity, food safety and water footprint.
But its aesthetic appeal is another factor behind its growing popularity in the produce sector. “Wooden packaging offers significant added value to brands in the fruit export sector due to a combination of functional, aesthetic and sustainable factors that improve both the perception of the product and its performance in the global market,” says Fedemco’s
managing director, Emilio Pérez.
According to Pérez, wooden packaging is associated with a premium image that reinforces the perception of quality of exported fruit. “Wood is perceived as a natural material. This allows brands to communicate their commitment to the environment and quality, creating an emotional connection with conscious consumers,” he says.
“Moreover, it can be personalised with logos, colours
and messages, becoming a marketing tool that reinforces brand identity. And the fact that fruits packaged in wood are often perceived as exclusive or luxury products, justifies higher prices and improves profit margins.”
Just as importantly, wood regulates humidity, preventing condensation and reducing the risk of damage from fungi or bacteria, ensuring fruit arrives in optimal condition even over long distances.
“In short, wooden packaging not only meets the functional needs of transportation and preservation, but also provides a strong component of intangible value, differentiating brands in global markets and aligning them with the sustainability and quality trends demanded by today's consumers,” Pérez concludes. E
Producers dial up pressure on retailers over banana prices
With a few notable exceptions, supermarkets are still just paying lip service to the notion of shared responsibility, suppliers say.
by Maura Maxwell
Calls from Latin American and ACP banana producers for fairer pricing and a more streamlined approach to certification have intensified in recent years.
Trade unions, NGOs and industry associations from the main producing countries have joined forces to voice their concerns about the impact of low prices on wages, labour rights and the longterm sustainability of the sector. With an average per capita consumption of 14kg, Europe is one of the world’s biggest consumers of bananas. But the discount war in European supermarkets, coupled with increasingly stringent EU regulations such as the Due
Diligence Act and the Farm to Fork strategy, is placing an unsustainable burden on producers.
When it comes to sustainability and ethical trade, the supermarkets talk a good game. But has there been any real progress in attempts to persuade them to pay a fair price for their bananas over the past year?
Emerson Aguirre, president of Colombia’s Augura, says the joint lobbying efforts of producing countries have so far yielded limited results. “Over the past year, we have intensified dialogue with retailers, highlighting not only the real costs of production, but also the positive impact that a fair price has on guaranteeing decent wages, environmental sustainability, and
social stability in the producing regions,” he tells Eurofruit
“Thanks to these efforts, some supermarkets are beginning to recognise that maintaining low prices at the expense of producers is neither a sustainable nor ethical practice.”
However, José Antonio Hidalgo, executive director of Ecuadorean association Aebe, says Aldi Süd and Sainsbury’s are so far the only retailers to have adopted the Fairtrade methodology (which uses a Fairtrade Minimum Price to ensure that producers receive enough to cover production costs and a sustainable livelihood) as a reference, and negotiating long-term contracts.
“Aldi Sud has taken the lead by changing its negotiation practice from tenders into taking as a reference the Fairtrade methodology and treating suppliers as long-term allies,” he says. “We hoped that other retailers would follow, but so far we have not received real commitment from them.”
According to Richard Salazar, executive director of fellow Ecuadorean association Acorbanec, many supermarkets continue to put pressure on suppliers to pay less for the fruit. “The costs associated with the production of Ecuadorean bananas, which comply
with EU standards, are high, which highlights the need for a Fairtrade model that guarantees adequate prices for agricultural products. However, bananas have lost 20 per cent of their value in the last 15 years, according to Cirad,” he says.
“Although some supermarkets have responded favourably,” he goes on, “the sector needs broader collaboration to ensure fair prices that cover the costs of sustainable production, to guarantee the sustainability of banana production in Ecuador, but also the supply of bananas to the EU.”
Alistair Smith of Banana Link says the heat has been intensifying on major retail buyers to, at the very least, pay prices that cover the investments producers are required to make in improving real social and environmental impacts. But while the German discounters have upped their game, he says, the worst offenders now are the French retailers.
“Most of the big French supermarkets have been fingered as a bad example, pushing down what used to be quite decent prices to unsustainable levels since last year,” he says. “However, the pressure will become irresistible as producers, trade unions and many other stakeholders are united in arguing for an end to cheap bananas that do not even cover the most basic costs of sustainable production.”
Asked what it will take to effect real change in the industry, José Francisco Zuñiga, executive president of Colombian trade union Asbama, says there must
be a willingness on the part of the retailers to engage meaningfully with producers to gain a better understanding of the true cost of all the demands that they impose.
“Supermarkets need to find a balance between competitiveness and sustainability. As a trade union, I consider it important that we have made progress in generating spaces for dialogue where the need to pay a fair price for bananas is discussed,” he says. “Unfortunately, supermarkets and their purchasing departments have been the great absentees in each of the different meetings, discussion panels and forums in which we have participated.”
Zuñiga is adamant that a more joined-up approach between supermarkets’ buying and sustainability departments – much like the model adopted by Aldi Süd – is vital.
Suppliers also agree that consumer engagement will help them secure a fairer price for their fruit. “We have to raise awareness among supermarkets
and consumers that the supply of bananas to the EU is in danger due to this policy of not paying a fair price for the fruit, because we also face latent threats such as TR4 and others that have increased production costs,” says Salazar.
Hidalgo concurs that engaging directly with consumers is essential. “They must understand that by accepting these discounted prices from retailers for our bananas, which do not reflect the real cost of producing a sustainable banana, we will never end the vicious cycle of low prices,” he says.
“We hope that in 2025 we will see positive moves from other retailers, who will put their money where their mouth is and become real players, rather than spectators, he concludes.” E
OPPOSITE PAGE, FROM LEFT—Richard Salazar of Acorbanec and José Antonio Hidalgo of Aebe LEFT—José Franciscso Zuñiga of Colombian trade union Asbama BELOW Emerson Aguirre of Augura
Can ‘sad’ bananas cheer up sales?
A study from the UK’s University of Bath suggests that labelling lone bananas as ‘sad singles’ increases consumer empathy and boosts sales by more than half.
by Tom Joyce
Perhaps it’s the impact of recent films like Sausage Party, an animated comedy that depicts the struggles of anthropomorphic food products. Or could be the absurdity of seeing a solitary banana taped to a wall to be sold as art to the filthy rich? Either way, empathy for food might well be on the rise.
According to new research from the University of Bath’s School of Management, signs that encourage compassion for single loose bananas motivate consumers to make a purchase.
“A simple sign showing a banana with a downturned mouth, and the message ‘We are sad singles and want to be bought as well’, encouraged compassion in customers, who were moved by the idea of abandoned bananas longing
ABOVE—
Bananas appear to be winning the sympathy vote
for a home,” the study’s authors stated.
The research, which was published in the journal Psychology & Marketing, compared the effectiveness of ‘sad singles’ signage versus ‘happy singles’ for loose bananas and tomatoes.
“Although both sentiments proved more effective than a sign that showed no emotion (‘Here are single bananas that want to be bought as well’) it was the signs conveying the sad emotions that proved the most effective,” the authors revealed. “On average, the number of single bananas sold per hour increased from 2.02 (when the emotionless banana sign was
displayed) to 3.19 (with the sad banana sign) – an increase of 58 per cent.”
By contrast, the ‘happy banana’ signage increased hourly sales of single bananas by just 5.4 per cent.
“As far as we know, this is the first study comparing happy and sad expressions on bananas separated from their bunch to look at the impact on sales,” said
“The study shows compassionate signage is an easy, low cost, effective intervention for retailers and policymakers”
Dr Lisa Eckmann from the Bath Retail Lab at the University of Bath. “The plight of the single bananas is really relatable and the findings have very practical applications for boosting sales and reducing food waste from our supermarkets.
“The need to belong is one of the most basic human motivations, and applying sadness to single, stray bananas evokes a compassionate response from shoppers. Labelling bananas with sad facial expressions sounds cute, but there’s very much a serious purpose. The study shows it’s an easy, low cost, effective intervention for retailers and policymakers.”
The researchers, from the University of Bath, RWTH Aachen University and Goethe University Frankfurt, conducted the experiment at German retailer Rewe, observing the purchasing behaviour of single bananas of 3,810 customers over 192 hours.
Although compassionate signage failed to outweigh the sales impact of a price discount, the researchers said it could represent an alternative marketing tool.
“Food retailers could apply a step-wise intervention approach where they first use anthropomorphism as a sales-boosting strategy before turning to price discounts,” said Dr Eckmann advised. “We don’t know whether consumers might get emotionally numb to sad bananas in the long term, but it’s an idea that certainly draws people in, and is easy to act on.”
The researchers suggested future research could look at how sad expressions might help drive sales when produce is deformed or slightly damaged. E
Document migrant workers in Dominican Republic, urges NGO
Banana Link says the country’s banana sector employs around 70,000 Haitian migrants, who currently face the threat of deportation under a government decree.
by Tom Joyce
UK not-for-profit cooperative Banana Link has joined unions and associations in Dominican Republic in calling for the regularisation of migrant workers in the country’s banana sector.
The Dominican banana industry, a major source of organic and Fairtrade certified bananas for Europe, relies heavily on labour from Haitian migrants, who plant, cut, care for and harvest the fruit. That labour is currently under threat.
“The banana workforce –around 80 per cent of which are of Haitian origin – is jeopardised by
Dominican economy without fear of deportation,” Banana Link stated.
The nation’s banana sector generates US$300mn a year in exports, employing an estimated 70,000 Haitian migrant workers directly.
Martin Peña, executive director of the Dominican Association of Banana Producers (Adobanano), said shortages of Haitian labour were already affecting packing and shipping operations.
ABOVE—
Deportations have caused instability in the banana workforce
a government decree to deport 10,000 undocumented Haitian migrants per week,” Banana Link revealed.
In a joint letter, Banana Link, together with the National Banana and Agricultural Workers Union (SINTRAPBAA), the national trade union confederation CASC, migrant rights organisation Fundación Étnica Integral (LA FEI) and the Banana Producers and Exporters Association of Montecristi (ASEXBAM), demands specific measures to protect the Dominican banana industry and defend the human rights of workers.
“In particular, we call for urgent action to: renew expired migration documents of Haitian workers; thoroughly review the migration status of current detainees, ensuring that those who comply with regulations are not deported; and establish a streamlined regularisation programme, allowing Haitian workers to continue contributing to the
According to local reports, Dominican exports to the UK have dropped from US$120mn to just US$67mn since 2016, with their market share falling by more than half. “A similar decline has occurred in other European markets,” Banana Link said.
“Since 2021, when president Jovenel Moïse was assassinated, Haiti has experienced a rapidly escalating security and humanitarian crisis,” the group explained. “In October 2023, in response to a dispute over water, the Dominican Republic closed its border with Haiti and suspended the issue or renewal of work, study or travel visas for Haitian nationals.
A year later, in October 2024, the government announced a new migration policy: a target to deport 10,000 undocumented Haitian migrants per week.
“The massive deportations have resulted in labour instability that is jeopardising the agricultural industry and the country’s ability to meet its export commitments. At the same time, it is generating a climate of fear and anxiety on banana plantations.”
“The solutions put forward by signatories of the letter would not only avoid the paralysis of key productive sectors and protect national economic stability, but would also ensure the respect of human rights.” E
Rainforest Alliance set to streamline requirements
Ria Stout, the group’s chief programme officer, says this year’s launch of its revised Sustainable Agricultural Standard will reduce the burden on farmers.
by Tom Joyce
Is the issue of overcertification a problem when it comes to the banana sector?
Ria Stout: Certification offers a robust solution to many of the issues in the banana sector, including around pesticides, biodiversity protections, addressing disease, protecting workers, improving the use of health and safety procedures. For farmers supplying several brands and retailers, they may be required to certify against different standards to fulfil specific certifications or criteria that the buyer seeks, including retailer-created programmes, or certifications with different but complementary areas of focus.
The Rainforest Alliance has taken various measures in the past to reduce the potential burden of farms needing to certify with two or more certifications. In our revised Sustainable Agricultural
Standard, which we will be launching in 2025, we are taking significant steps to make requirements more streamlined and resource-efficient to audit, whilst remaining robust and impactful. This should help farmers to meet our requirements.
As a farmer-centric organisation, we will continue to find ways to reduce burdens and increase benefits for farmers when they certify their farms, including investigating how to support farmers being asked to certify with more than one programme.
How can the cost burden be reduced for growers?
RS: To lower the cost burden for farmers in reaching global markets and improving livelihoods, collective action is needed. This goes beyond individual certification adaptations to include collaboration across retailers, brands, oversight bodies, consumers.
Rainforest Alliance certification has been shown to bring banana growers many benefits, including higher yields, better training and health and safety, and improvements in management of land, water quality, agrochemical use and waste management.
We are also constantly adapting to improve our programme and will soon be rolling out an updated version of our Sustainable Agricultural Standard, based on our research and experience, evolving regulatory needs, and feedback from farmers and other partners. This will be our most farmer-centric, user-friendly and streamlined version to date.
In designing this new version, we have paid special attention to maintaining rigour and improving data quality while removing complexity and reducing the burden of implementing and maintaining certification.
As an alliance, we wish to work with farmers, traders, brands and retailers to be an effective way to improve sustainability in the sector. Continuous improvement is one of the key principles of sustainability, and we continue do to do our best to improve, to respond to the needs of farmers, whilst providing the market and consumers a reliable and trusted way to demonstrate sustainable production. E
ABOVE—Rainforest Alliance’s Ria Stout
Logistics and high costs the big issues for Turkish exporters
Airflown products like figs have been a hit for Turkish exporters this past season, while issues in the Red Sea and high costs continue to hamper shipments by sea.
by Tom Joyce
Turkish fig exporters enjoyed a good season in the Asian market last campaign, the use of airfreight for such shipments ensuring continued supplies while issues in the Red Sea continued to complicate journeys by sea.
“The fig campaign was unaffected because we always send by air,” said Akin Söyleyen of Aksun. “There are a lot of direct flights from Turkey to Hong Kong. Last year there were about nine planes a week, but now it is up to 14. So we have a lot of space, and the rates are reasonable.”
However, for products like citrus, air is not an option. “The main problem that we are facing right now, especially for the East Asian market, is the Suez canal,” said Söyleyen. “The transit times are crazy right now, and we are heavily affected by that. We are especially big in Japan, and right now the transit times for Japan are pushing the limits at around 60 days. So this is hindering our operations, especially in the East Asian market.”
Asia remains one of the company’s main markets, so it remains intent on maintaining its presence. “We are trying to survive and find solutions, such as with bulk vessels,” said Söyleyen. “But we are all reliant on a peace agreement in the region, so that everything can go back to normal.”
When it comes to the European market, the company has no logistical issues, including for the UK. “We own a sister company that handles logistics for us,” said Söyleyen, “so we can do door to door deliveries, even in the UK.”
Although a shortage of South African lemons has been positive for Turkey, high costs mean the campaign has been a challenging one.
“We are trying to cope with excessive costs in a really difficult market this season,” said Mustafa Arslan of MDA Agro. “Unfortunately lemons have to be sold below cost, but this will change with the Lamas variety. Since the production of tangerines is low, prices are very high and we are selling at cost price. We are literally fighting to supply our customers here.” E
“We are especially big in Japan, and right now the transit times for Japan are pushing the limits at around 60 days”
LEFT—Akin
Söyleyen of Turkey’s Aksun
Egyptian citrus makes waves
Juhayna’s Amr Eltarabolsy is optimistic for the future of Egyptian citrus, as the company expands in both the fresh and juice markets across the world.
by Tom Joyce
For over 40 years, Egypt’s Juhayna has been a leader in the dairy and juice industry, delivering premium products to consumers around the world, but it was not until 2008 that the company expanded into agriculture with the launch of Enmaa for Agricultural Development and Livestock, to grow and export high-quality crops.
“With a legacy of quality, innovation, and customer satisfaction, we’ve built a brand that stands for excellence,” says Amr Eltarabolsy, agritrade manager at Juhayna. “Our commitment to sustainable practices and high standards allowed us to grow and thrive, making us a household name in both the dairy and juice sectors.”
The company owns 320ha of citrus orchards at its farms in the Farafra and Bahariya Oasis sites, producing Valencia and Baladi
oranges and Eureka lemons.
“Our first year of production went great,” says Eltarabolsy. “Orange production stood at 7,000 tonnes, with 3,000 tonnes exported, and lemon production reached 3,500 tonnes, with the majority, around 3,000 tonnes, exported.
“We already cultivated an additional 480ha of citrus in 2024 at our Farafra farm and are planning another 600ha in 2025, at the Bahariya farm, including for new products. Also, we acquired a new landbank of 2,000ha at the Farafra Oasis to be cultivated over the next three years with new varieties of citrus.”
Enmaa will be exporting Valencia oranges to the UK this year, according to Eltarabolsy.
“The UK is always one of the most promising markets in the fresh produce sector,” he explains. “The biggest challenge in the UK is
ensuring you deliver premium quality. In our case, we consider this a great opportunity, as our farms are already working in accordance with EU standards.”
The company sends to markets in the EU and the Gulf, as well as to Russia, while it is currently looking to open up new markets in the Asia-Pacific region.
“By combining traditional farming techniques with cutting-edge technology, we ensure that our fresh produce meets the highest quality standards,” says Eltarabolsy.
The state of the business is very positive, he reports.
“We are growing exponentially in all our sectors, so we’re very optimistic for the future,” he says. “We use the Dacom software system on our farms to monitor data on weather forecasting, irrigation and water use on our crops. When it comes to climate change, Egypt seems not to be as affected as other regions, which gives us an advantage in the fresh produce sector in the coming years. In addition, the economic challenges we are facing in the country have driven our company to focus on exports to global markets.” E
ABOVE—The company currently sends Valencia and Baladi oranges to markets in the EU and the Gulf, as well as to Russia
Egypt’s Pico widens range as global presence grows
“Our extended window for grape production ensures that we can meet the growing global demand for high-quality grapes,” says Diab.
Pico’s mango production, running from August to November, has also seen an uptick in both domestic and international demand. “Our mango varieties are not only diverse but tailored to different market preferences, which has resulted in a strong following,” Diab explains.
Adding value and consumer reach
Pico’s commitment to product diversification also goes beyond fresh produce. The company has introduced several valueadded items, including ready-toeat sweetcorn, artisanal honey, and frozen fruit products. “Valueadded products allow us to reach consumers directly and offer convenient, high-quality solutions,” says Diab.
by Tom Joyce
With a longstanding reputation for delivering premium, sustainable fruits and vegetables, Egyptian producer-exporter Pico Modern Agriculture is now pushing the boundaries of innovation and market expansion.
The company’s strawberry production, a key pillar of its offering, runs from November to April, and Pico is committed to enlarging its range. As Salma Diab, Pico’s marketing and business development manager, states, “We are always looking to introduce new varieties to meet evolving consumer tastes and
preferences. The launch of varieties such as Florida Pearl and Felicity reflects our dedication to delivering exceptional quality.”
These new launches reflect the company’s drive to stay ahead of market trends while satisfying increasing global demand for top-tier strawberries.
In addition to strawberries, Pico’s avocado production has become a core element of its offering as demand for the fruit has grown globally. The company boasts a wide range of avocados, including both early- and late-season varieties, and has made a name for itself in markets like the Gulf and the UK.
“Our focus on premium quality and timely deliveries has established us as a trusted supplier,” says Diab, “particularly in the Hass avocado category.” Pico has also made strides in grape production. It has extended its harvesting window from four weeks to 8-12 weeks, allowing for more consistent supplies between May and July. With the addition of worldclass varieties from Sun World, Bloom Fresh, Arra, and Grape Evolution, Pico offers a diverse selection of grapes to cater to a wide range of market demands.
In addition, Pico recently launched an e-commerce platform with a mobile app for direct farmto-home deliveries. This initiative enhances brand visibility within the Egyptian market, and gives Diab optimism about the future. “We are embracing technology to better connect with consumers,” she says, “offering fresh produce directly from the farm to their doorstep.”
Pico’s commitment to innovation remains evident across its operations. The company noew employs a series of state-of-theart sorting and packing lines for mangoes, technology which helps to ensure optimal quality control, while relying on Roro trucks for efficient, timely delivery of strawberries.
“Our investments in advanced technologies and logistical solutions are integral to maintaining the highest standards of quality and service,” concludes Diab. E
Nador Cott Protection takes aim at second UK supermarket
Following last year’s legal action against Sainsbury’s, Nador Cott Protection has reportedly taken action against another major retailer in the UK over the sale of Tango/ Tang Gold mandarins.
by Tom Joyce
Nador Cott Protection (NCP) has revealed that it has taken legal action against a second major retailer in the UK over what it says is the “unauthorised sale” of Tango/Tang Gold mandarins.
In January 2024, NCP commenced its first proceedings against UK retailer Sainsbury’s, with a settlement being reached in October.
“In October 2024, NCP and Sainsbury’s settled the dispute on the basis that Sainsbury’s changed its product specification and removed Tang Gold from sale pending the outcome of other proceedings concerning Tang Gold and/or Nadorcott,” NCP stated.
This new infringement action against an unnamed retailer represents an intensification of NCP’s efforts to protect its rights over the Nadorcott variety, not least concerning use of Tango/Tang Gold.
UK importers turn to Morocco
With Spanish citrus growers battling adverse conditions, importers in the UK have been forced to seek out alternative sources of supply, not least Morocco.
Jason Glass, managing director of wholesaler All Greens at London’s New Covent Garden market, told the Guardian that the wholesale price of oranges rose more than 30 per cent immediately after the floods in eastern Spain due to interruptions in supplies. This situation was being exacerbated by extra checks caused by Brexit, he said, which had already raised costs and lengthened delivery times.
UK wholesaler Fruitwell tells Eurofruit that Morocco has established a strong foothold in the UK for Nadorcotts and other mandarin varieties. “Their prices are competitive, and the quality can easily rival that of South Africa,” the company says.
“NCP will continue to defend its exclusive rights in Nadorcott and reserves the right to take all appropriate measures to prevent unauthorised
New markets for
Moroccan clementines
Russia was once Morocco’s primary market, accounting for 40 per cent of its clementine exports, according to Fatiha Charrat, deputy general director at Moroccan producer Delassus. However, geopolitical and economic challenges have prompted a strategic pivot toward more distant markets, she says.
“Last year, for example, Morocco exported to 60 countries,” she says.
“Now Morocco has finalised trade agreements with Brazil and Japan and we will see Morocco’s first-ever citrus exports to these countries.”
By contrast, the UK is a fairly stable and mature market.
“Morocco has been exporting approximately 60,000 tonnes annually over the past three years, regardless of the overall situation in Morocco,” she reveals.
Nadorcott is the main variety, described by Charrat as the “Queen of all citrus”. “It originated from Morocco and has become a preferred choice among citrus lovers globally, appealing to both producers and consumers alike,” she says.
exploitation of its intellectual property in all relevant jurisdictions,” it concluded. E
TOP—The Moroccan Nadorcott has become a consumer favourite
Saudi dates going mainstream in Europe
Consumption may still be relatively low across the continent, but the potential growth for Saudi dates is huge, according to Yogi Geheniau of Dutch-Saudi collaboration Yogi & Yousef.
by Tom Joyce
As the potential of Europe’s date market continues to grow, date lovers in Europe are finding more variety on the shelves than in the past, as retailers note increasing demand for the superfruit.
Saudi Arabia alone is responsible for the production of up to 1,000 varieties, even if only fifteen or so are sold commercially, according to Yogi Geheniau of Yogi & Yousef, a Dutch-Saudi partnership for date supplies.
“It depends on the region,” explained Geheniau.
“Flavour-wise and nutrition-wise, Saudi dates are really one of the best. It’s similar to apples – you have lots of different varieties, and new and better varieties are being developed all the time. That’s what we’re seeing at the moment in dates, and more Saudi dates are now entering the market.”
Yogi & Yousef sells Saudi dates, including the hugely flavourful Sukkari variety, to retailers across Europe, including the UK, Ireland, Germany, Belgium, the
“It’s similar to apples – you have lots of varieties, and new and better dates are being developed all the time”
per cent sales growth in europe
Netherlands and France.
“Historically the main date consumers in these markets would be those who have come from Arab countries, but we’re now seeing all kinds of people in Europe who are looking for a healthy source of sweetness, and dates are well positioned for that,” said Geheniau. Overall, he said, consumption in Europe is not that high, so there remains great potential for growth. “A lot of consumers are embracing dates, and they are growing at about 50 per cent a year,” said Geheniau. “They are one of the healthiest fruits in terms of nutrition. People are discovering they can eat them for breakfast with their cereal or porridge, and learning how to cook with them.”
TOP—
Yogi Geheniau of Saudi-Dutch collaboration Yogi & Yousef
According to Geheniau, demand is also increasing for organic Medjool dates. “Israel is not supplying them at the moment, so there is a gap in the market,” he said. “In Morocco, we’re helping a farmer who grows Medjool dates organically and ethically, but the production is still small. In general, however, we are not looking for new sources of supply, as we have sufficient volumes of dates coming out of Saudi Arabia.” E
Raisin sector ready for next level
In the face of a wide range of challenges, South African raisin producers have upped their game and are taking their seat at the top table of global supply.
by Michael Barker
The word ‘resilient’ is often – and appropriately –used to define the global farming community, but South African growers have given it a whole new meaning in the past few years.
Against a withering backdrop of domestic challenges that have ranged from extreme weather to political upheaval and unreliable infrastructure, raisin producers have defied the odds to grow their industry and position themselves to go head-to-head with the heavy hitters of international supply.
New international trade statistics are painting a picture of adversity and opportunity, with South Africa building its reputation as a trusted supplier
of high-quality product at a time when climate change is making production more unstable across key growing regions.
The figures show that leading supplier Turkey is still struggling to recover from a severely weather-hit harvest a year ago.
According to the Aegean Exporters Association, international shipments in 2023/24 only reached 207,272 tonnes – some 20 per cent below 2022/23. That meant that its leading market, Europe, only received 104,821 tonnes (-22 per cent), with the UK taking 53,830 tonnes (-17 per cent). While production is forecast to hit 226,239 tonnes in 2024/25, the industry is still very much in a recovery phase.
BELOW—South Africa is anticipating a record crop
BOTTOM—The sector has faced weather-related hurdles, energy problems and logistics frustration
OPPOSITE—The country offers a wide range of raisins, sultanas and currants
Around the world, figures gathered by the International Nut & Dried Fruit Council reflect a period of change. Although global production is forecast to rise from 1.22mn tonnes to 1.31mn tonnes in 2024/25, the available supply for market is expected to fall from 1.41mn tonnes last year to 1.38mn tonnes due to lower carryover stocks from the end of last season.
For South Africa, which has seen huge growth and a more than doubling of production over the past decade, it’s a case of a steady upward trajectory. Producers have reported healthy vines and, weather permitting, the forecast in 2024/25 is for another record crop in the region of 90,000-110,000 tonnes. That should lead to a very decent export crop of 93,000 tonnes as the country continues to close the gap on the market leaders.
Its rise in recent years is all the more remarkable given what growers have had to contend with over the past four years. Aside from the challenges of Covid, the sector has faced a variety of weather-related hurdles, energy problems related to the government’s load-shedding policy, and delays and frustration at the Port of Cape Town in particular.
Fortunately, things finally seem to be settling down.
Considerable investment in solar energy on farms, combined with government infrastructure improvements, means energy concerns are receding. Progress under new management at the Port of Cape Town has cooled the tension around logistics too, giving a genuine feeling of optimism that there are brighter and more
settled times ahead.
South Africa’s new ‘government of national unity’, unveiled in July, has been welcomed by business groups with the hope that it will accelerate the reforms and investment in infrastructure needed to take the country to the next level. The fact that the raisin sector has produced such a remarkable harvest this year against the backdrop of so many challenges demonstrates the farming community’s resilience and its capacity to innovate.
Europe remains the largest market for South African raisins, with 45.9 per cent of exports going to the EU and 6.5 per cent to the UK.
93,000
sa raisin export forecast this season in tonnes
Some 21.5 per cent is shipped to the US and Canada and 20.2 per cent goes to other destinations in Africa. While the Middle East, East Asia and rest of Asia only represent low single-digit percentages, producers are expected to explore further opportunities in those markets as they open.
The sense of global opportunity
South Africa’s rise is all the more remarkable given what growers have had to contend with over the past four years
comes from the fact that South Africa’s near-zeroresidue production, combined with extensive sustainability credentials, means its product is suitable for customers in even the most demanding markets. In addition to bringing the ‘cleanest’ possible product to market and supporting environmental conservation, the industry has put a huge focus on transformation activities that will ensure the next generation of raisin producers continues to come through.
A further advantage the country has over other sources is the wide range of its raisin, sultana and currant offering. Figures from industry body Raisins SA show this year’s portfolio includes 51,752 tonnes of Thompsons, 18,551 tonnes of Goldens, 6,718 tonnes of Flame, 3,309 tonnes of currants, 4,074 tonnes of SA sultanas, 2,395 tonnes of OR sultanas, and 9,644 tonnes of other varieties.
It’s been an unstable period for global suppliers, but the opportunities are clear. According to analysis by Custom Market Insights (CMI), the global raisin market is estimated to be worth some US$2.45bn, but thanks to trends towards healthy snacking and plant-based diets, that is expected to catapult up to a value of US$3.95bn by 2033. The size of the pie is rapidly getting bigger, and South Africa is very well placed to take its share. E
DRIED FRUIT
PACKAGING AND TECHNOLOGY
Fresh produce packaging trends for
Expect to see more plant-based, tech-enhanced, and even edible fresh produce packaging this year, as artificial intelligence continues to shape the business.
By Alessandro Turatti
As we head into 2025, the packaging industry is evolving rapidly, driven by sustainability, innovation, and efficiency. In fresh produce, this transformation is evident in the rise of biodegradable materials, smart packaging, and a growing focus on reducing plastic usage.
In 2024, global trends – particularly in Europe –pushed for bans or limits on plastic packaging for fresh produce. This encouraged alternatives like compostable films and reusable containers. This shift, alongside advancements in automation and AI, has optimised designs, improved sustainability, and reduced waste. And these changes position the packaging industry to meet environmental goals and consumer demands for more responsible solutions. Key trends set to shape the sector in 2025 include…
Sustainable solutions
As sustainability remains a top priority, the produce industry needs eco-friendly packaging solutions to meet consumer demand for less waste and more environmentally responsible practices. In fact, packaging plays a key role in preserving the freshness and quality of fruits and vegetables during transport,
but traditional materials can lead to pollution and waste.
To address this, the industry is exploring a variety of sustainable packaging alternatives. Biodegradable and compostable options, such as PLA (polylactic acid), mushroom-based packaging, and cellulose films, are replacing traditional plastics. These materials break down naturally, reducing environmental impact while maintaining the freshness of produce during transit.
Materials like PLA, mushroom packaging, seaweed wraps, and cellulose films help reduce plastic waste and reliance on fossil fuels while supporting circular economies by decomposing without harmful residues.
However, challenges remain. Many biodegradable materials, such as PLA, require industrial composting, limiting their
effectiveness in non-industrial settings. Additionally, their production can still be resourceintensive, and they may not offer the same durability or shelf-life protection as plastic.
Despite these issues, they represent a promising step toward more sustainable produce packaging. Expect widespread adoption as retailers and consumers demand more ecofriendly alternatives.
Less packaging
Minimalist packaging is becoming a key strategy in the produce industry to reduce waste and environmental impact. By using fewer materials, such as reducing plastic layers and adopting lightweight, durable designs, companies can protect produce while cutting down on material usage. This trend meets consumer
demand for more sustainable options and helps businesses comply with stricter environmental regulations.
Minimalist packaging also enhances shipping efficiency by reducing volume and weight, leading to lower transportation costs and emissions. Brands that embrace eco-friendly packaging can improve their reputation, attract sustainability-conscious consumers, and potentially reduce material and shipping expenses.
While the challenge remains to ensure adequate protection for delicate produce, innovations are making it possible to reduce waste without compromising quality.
Edible packaging
Edible packaging is expected to see significant growth, particularly in the produce industry. Made from plant-based materials like seaweed, starch, or rice, edible films can be consumed along with the produce, eliminating packaging waste entirely. This not only reduces environmental impact but also enhances the consumer experience by integrating the packaging into the product itself, making it part of the food rather than waste.
Edible packaging could also extend shelf-life by providing an additional protective layer that helps reduce spoilage and moisture loss. This could be a game-changer in maintaining freshness without relying on traditional plastic wraps.
But challenges remain, including scaling production, ensuring costeffectiveness, and developing materials that are durable enough for transportation while still being edible. As the technology matures, edible packaging could play a central role in creating a more sustainable, waste-free future for the produce industry.
Smart packaging
Smart packaging is revolutionising the way produce is tracked, monitored, and consumed.
Technologies like radio frequency identification (RFID) tags, QR codes, and freshness sensors are enabling realtime tracking of produce throughout the supply chain. These innovations help ensure that produce stays fresh, reducing spoilage and food waste.
Freshness sensors, for example, can detect temperature and humidity changes, alerting suppliers or retailers to any conditions that might compromise product quality.
Smart packaging also provides transparency, allowing consumers to easily access information about a product’s origin, sustainability practices, and nutritional content. By scanning a QR code, customers can learn about the farm where the produce was grown, the environmental impact of its packaging, and the benefits it offers. This level of transparency builds customer trust and encourages more informed purchasing decisions. As demand for traceability and sustainability increases, smart packaging will play a key role in enhancing both the consumer experience and the efficiency of the produce supply chain.
Plant-based and natural fibre packaging
Plant-based materials like bamboo, hemp, and palm leaves are increasingly popular in the produce packaging industry for their strength, biodegradability, and sustainability. Their natural fibres are ideal for packaging bulk produce such as potatoes, onions, and bananas, and offer effective protection in transportation and storage while reducing environmental impact. Unlike plastic, which can take a longer to break down, plant-based materials decompose naturally and leave minimal waste.
These materials are also renewable resources, so they can be replenished over time, unlike petroleumbased plastics that rely on non-renewable fossil fuels. They support a more sustainable production model and contribute to a circular economy, where resources are reused, recycled, or biodegraded instead of accumulating as waste. In addition, plant-based packaging materials require less energy to produce compared to traditional plastics, further reducing their environmental footprint. By replacing plastic with natural fibres, the produce industry can significantly cut down on waste and resource consumption, promoting a more eco-friendly approach to packaging.
Recyclable and reusable
Recyclable and reusable packaging is set to become a cornerstone of sustainability in the produce industry, significantly reducing its environmental footprint. Packaging made from recycled PET (rPET) and other recyclable materials provides an effective solution to reduce the reliance on single-use plastics.
rPET, made from post-consumer plastic waste, not only helps divert plastics from landfills but also
requires less energy to produce than virgin plastic, making it a more environmentally friendly alternative. In addition, reusable containers are being adopted more and more for bulk sales. Items such as mesh bags, sturdy crates, and reusable plastic or fabric containers encourage consumers to return packaging for reuse or bring their own containers when shopping.
This reduces the need for single-use packaging, significantly lowering overall waste generation. Retailers and producers are also offering incentives to customers who choose reusable options, further promoting sustainable behaviour. By encouraging recycling and reuse, the industry can minimise its contribution to plastic waste and support a more sustainable, circular economy, aligning with growing consumer demand for environmentally responsible products.
Automation and AI
This year, the integration of artificial intelligence (AI) and automation in packaging production will dramatically enhance efficiency and sustainability within the produce industry. AI-driven systems can optimise packaging designs, ensuring that materials are used more effectively, while reducing waste and resource consumption. Automated production lines will speed up processes, streamline operations, and minimise human error, leading to more precise and consistent packaging.
These technologies will also improve supply chain management, allowing for better tracking of packaging materials and finished goods, which can reduce delays and inefficiencies. AI systems enable real-time data analysis, allowing companies to predict demand, adjust packaging accordingly, and ensure that products are packaged in the most sustainable way possible. E
SARAH ADDEZIO Senior innovation partner, Digital Catapult
Farmers need support to reap the benefits of AI
The agriculture sector is a vital pillar of the UK’s industrial landscape, contributing almost £14bn to the economy. Despite the sector’s economic value, it faces mounting pressures around productivity and sustainability. In response to these pressures, Digital Catapult is accelerating the practical application of deep tech to decarbonise the sector, and the industry must embrace this transformation to see environmental and commercial success in the long-term.
the successful integration of AI technologies.
Through the Innovate UK BridgeAI programme, Digital Catapult is working to address these interconnected challenges by combining practical support for infrastructure and data modernisation. By working directly with farmers and agtech innovators, we are starting to build
Critical challenges
Despite the potential of AI in agriculture, several key barriers currently stand in the way of AI adoption among farmers, and in the industry more broadly. Data management systems on farms are typically unsystematic and outdated, and these must be modernised before AI can deliver meaningful benefits. Similarly, rural locations often struggle with reliable and speedy internet access, which can also hinder
realistic expectations around AI’s strategic value – while providing qualified consultancy on specific applications that align with traditional farming needs.
Data-driven farming
Considering how AI could transform the agricultural sector,
the use of machine learning, data analytics, computer vision and automation present opportunities on several fronts. Many farmers struggle to keep up with the demand for high quality food in the UK, and helping farmers to apply deep tech innovation has the potential to tackle current challenges around productivity and sustainability. Embedding AI into farm machinery, for example by using robotic fruit harvesters or using drone technology to monitor crops, could automate time consuming and laborious tasks like harvesting, weeding and pest control, improving efficiency and productivity levels for agricultural businesses.
Farmers could also use machine learning and predictive analytics to forecast weather patterns to optimise decision-making on farms. Weather patterns serve as an important metric in the agricultural sector and are a key consideration on several innovation and accelerator programmes we deliver, centred around decarbonisation and supply chain resilience. Timing is crucial in determining fruit and vegetable yield, and AI-augmented weather models can provide farmers with the information they need to fully optimise overall on-farm decision making, such as when to plant,
ABOVE—Many farmers struggle to keep up with demand for high-quality food
TECH STAGE
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harvest, or apply fertilisers.
The sector is already starting to see the potential of data-driven farming with the emergence of ‘precision agriculture’, which combines multiple advanced technologies like AI, IoT and robotics to measure and respond to site-specific conditions. The majority of farmers, however, remain unsure about how to adopt and integrate AI into their operations, and this is where government support is proving to be instrumental.
Investing in modernisation
Government investment continues to play an important role in overcoming the barriers to AI adoption in the agricultural sector. By delivering training programmes to educate farmers on the applications of AI, government support is enabling many to improve their digital literacy, ensuring they use new solutions to achieve environmental and efficiency gains.
Targeted funding through government grants and subsidies can also alleviate the financial burden that technology investment
and adoption can incur on businesses. The UK government’s promise to invest £12.5mn in agritech marks a significant step in the modernisation of the farming sector more broadly, and critical to this plan is the Innovate UK BridgeAI programme. The programme has already demonstrated how targeted investment can have a positive impact on low-adoption industries, and will continue to do so through successful collaboration with agricultural partners.
Accessing AI support and expertise
The Innovate UK BridgeAI programme has seen successful AI implementation across key sectors, including agriculture and food processing.
The success of BridgeAI collaborations like Galebreaker and Smartbell demonstrate how barriers to AI adoption can be overcome when the right support is in place. Galebreaker, which specialises in weather protection and ventilation solutions for livestock housing, partnered with animal health monitoring expert
The sector is already starting to see the potential of data-driven farming with the emergence of ‘precision agriculture’
Smartbell to tackle a significant challenge: heat stress in dairy cows. The project demonstrated a practical pathway to both improved animal welfare and enhanced farm productivity – showing how AI can solve real farming challenges while delivering clear financial returns.
AI holds immense promise for the future of the agrifood sector, if its challenges can be overcome. For this to happen, farmers need government funding and investment in education and infrastructure, as well as the co-development of viable AI applications that are based on existing pain points. With the right investment, we are highly likely to see productivity, sustainability and efficiency gains across the entire sector.
As part of this mission, support for businesses at all stages of the AI adoption journey is currently available through the Innovate UK BridgeAI programme and its partners. E
BELOW—The sector is already starting to see the potential of data-driven farming
With UNICAL 8.0, Apples Sort 3 and UNIQ Apples your apples have more value. Nothing is left to chance thanks to an efficient and complete sorting of the qualities: external and internal quality, in addition to weight, optical size and color
In the world of fresh produce, every day presents a new challenge, such as unpredictable weather or rapidly shifting consumer demand. But challenges are also opportunities. Over the
last decade, Fresh4cast’s collaboration with Driscoll’s UK team has transformed these hurdles into stepping stones, driving productivity and responsiveness through innovative planning and cutting-edge technology.
The fresh produce sector operates on tight margins under highly variable conditions. So effective planning requires fast coordination across sales, procurement and operations. Plus, data that shows grower supply and retail demand must be part of it.
Our work with berry marketer Driscoll’s exemplifies the combination of technological solutions and human expertise to achieve these goals. We have implemented something called Integrated Business Planning, which supports demand-driven operations and reduces the workload traditionally associated with detailed planning.
Before, the group relied on manual, resource-intensive processes that were hard to scale up. But with our cloud-based planning tools, it reorganised workflows and reduced data integration times. Mark Palmer, demand planning manager at Driscoll’s UK, summarises: “Tasks that used to take minutes are now completed in seconds, shortening our lead times and allowing us to focus on strategic work.”
This transformation has accelerated processes and fundamentally changed Driscoll’s UK responsiveness. Sales teams can adjust demand plans with much greater granularity, and they can plan daily, and much further ahead, by SKU and by delivery depot. Bulk
modifications of thousands of records can be executed in seconds, which reduces the administrative burden and enables a stronger focus on strategic relationships. The tools can also be used to create plans that are 100 times more detailed.
People first
A key takeaways from our collaboration is that technology alone cannot drive transformation; people are central to success. Driscoll’s project manager Rob Keskeys says the evolution of planning technology has been remarkable. “Witnessing the collaboration come to life, step by step, has been a very rewarding experience,” he comments. The Driscoll’s UK team has embraced those new methods and worked actively with Fresh4cast, and we have ensured that the technology served its users, not the other way around.
As a result, Driscoll’s can now access a centralised control system to manage supply availability against projected demand, monitor turnover, and track customer performance. The integration with its ERP system means both shortand long-term demand planning are directly linked to product and operational planning. This means the ERP remains the single source of truth. No more Excel spreadsheets, just quality data and decision-making. E
If the threatclimate is so whyimportant, not
abouttalk it?
The presidential contenders’ wildly differing views on the climate threat appeared indecisive in the US election, but the reasons behind this may be instructive for the fresh produce industry.
by Tom Joyce
PICTURED—President Trump will face strong opposition from climate campaigners this term
As the world prepares for a second Trump term in the White House, the issue of climate change, strangely absent during the run-up to the US election, has once again become a salient talking point in the global media. Last time he was in office, Donald Trump rolled back climate regulations and pulled the US out of the Paris Agreement, and according to Carbon Brief, a second term could lead to an additional 4bn tonnes of carbon dioxide-equivalent of US emissions compared with the outgoing Joe Biden’s plans.
Trump has called climate change a “scam”, in stark contrast to defeated presidential contender Kamala Harris's stated belief that it is an "existential threat", while Biden's Inflation Reduction Act of 2022 stipulated a record US$369bn for clean energy investments and greenhouse gas reduction. So why were the Democrats so shy about communicating all this?
The fear factor
Some analysts have suggested the party was afraid of alienating voters who'd picked Trump at the last election. So instead of communicating the facts and making their case, the Democrats went quiet on the key issue affecting future generations. Their silence may even have been viewed with suspicion by those unconvinced of the urgency of action. If it's so important, why not talk about it?
The truth is that whether we're discussing the Democrats and the Republicans in the US, or Labour and the Conservatives in the UK, or the EU as a bloc, we are seeing nowhere near the urgency required to tackle this – yes – "existential" threat.
In the UK, research found that British police arrest environmental protesters at nearly three times the global average, with only Canada and Australia arresting protesters at a higher rate. Rather than tackling the issues provoking the protests, it would appear, states are instead focused on punishing dissent.
"Growers need to be supported"
Fresh produce businesses should be the ones to benefit from action on this issue, with sustainably grown fruit and vegetables at the heart of most experts' plans to tackle the climate crisis.
Last summer, environmental charities in the UK, the Soil Association, Sustain and the Wildlife Trusts, published a report arguing for a doubling of the land used to grow fruit and vegetables using naturefriendly farming. »
Report co-author and Soil Association senior policy officer Lucia Monje-Jelfs commented: “British fruit and veg is in crisis. Our diets are costing the NHS billions every year and the countries we import from are being hit by the impacts of climate change. We should be increasing our homegrown produce. But instead, many growers fear for the survival of their businesses, and our fruit and vegetable consumption has fallen to the lowest level in half a century. If we scaled up agroecological horticulture, boosting access to healthy and sustainable food across the country, we could help to reverse the public health disaster, slash farming emissions, and restore wildlife. The next government must act to support the country’s growers.”
Vicki Hird, strategic lead on agriculture for the Wildlife Trusts, added: “Growers need to be supported in this period of change and must be treated fairly in the marketplace so that the transition to naturefriendly growing can happen for the long term.”
Having already slashed its green prosperity plan from £28bn a year to under £15bn, the UK government has pledged nearly £22bn for projects to capture and store carbon emissions from energy, industry and hydrogen production. Green campaigners warn that such investments would instead extend the life of planet-heating oil and gas production, with Carbon Tracker's analysis concluding the government’s strategy “risks locking consumers into a high-cost, fossil-based future, despite cleaner and cheaper alternatives being available”.
Competitive
sustainability
Lindsay Hooper, interim CEO of the University of Cambridge Institute for Sustainability Leadership, argued in the Financial Times that voluntary market action was insufficient and that a radical shift towards “competitive sustainability” was necessary.
“The market must be redesigned to eliminate the tension between profitability and sustainability,” she stated. “We need thriving markets for climate-neutral, nature-positive and circular products. Governments must create conditions that make it economically compelling to phase out damaging activities. Otherwise businesses that voluntarily transition will be undermined by
those that don’t. Business needs to hammer home the message that swift action on sustainability will benefit economies, jobs, security and health.”
In the Netherlands, Dutch organics specialist Eosta has recently championed the benefits of biodynamic agriculture, which was shown in a Swiss DOK trial to improve soil fertility by 44 per cent compared with conventional agriculture, while making crops more resistant to climate stresses like drought and heat.
“Compared to organic farming, biodynamic cultivation shows a 16 per cent increase in humus, 34 per cent more micro-organisms and 47 per cent more mineral mobilisation,” Eosta stated. “With climate change leading to more extreme weather events, it is essential that farming systems are resilient to these changes. Biodynamic agriculture focuses on soil health and plant resilience, contributing to long-term sustainability.”
Fresh produce businesses can't make the mistake of falling silent on the climate crisis and the steps required to address it. Instead they should be shouting their own achievements from the rooftops, while encouraging the rest to join them. E
RIGHT—Soil Association senior policy officer Lucia Monje-Jelfs warns British fruit and veg is in crsis BELOW—In the Netherlands, Eosta is championing the benefits not just of organic, but of biodynamic, agriculture
EU must “seize the moment” on sustainability
European umbrella organisation for organic food and farming publishes EC Vision for Agriculture and Food recommendations.
by Carl Collen
Ifoam Organics Europe has published its recommendations for the European Commission’s forthcoming Vision for Agriculture and Food. The recommendations aim to align EU policies with the strategic dialogue’s conclusions to accelerate progress toward a sustainable, resilient, and competitive European agri-food system, the organisation explained.
Ifoam Organics Europe said it fully supported the strategic dialogue conclusions and particularly welcomed the recognition of organic farming as the only legally regulated sustainability system.
“The strategic dialogue makes important recommendations on the CAP and the need to move away from the hectare-based system, on the need to strengthen farmers’ position in the supply chain, as well as on the potential of sustainable public procurement,” said Jan Plagge, president of Ifoam Organics Europe.
“By incorporating the strategic dialogue’s recommendations, we can move towards an agrifood system that benefits everyone,” he added. “This vision is a unique chance for the EU to strengthen its leadership in driving environmental, social, and economic progress in the agriculture sector.”
Ifoam Organics Europe’s recommendations, in line with the strategic dialogue, call for targeted support for organic and other sustainable practices, fair remuneration for farmers
Ifoam welcomed the recognition of organic farming as the only legally regulated sustainability system
providing ecosystem services, and developing a holistic benchmarking system based on a whole-farm approach.
The organisation noted that organic innovations and practices, leading for instance to independence from synthetic inputs, were not for the organic sector only – they could also be used by conventional farmers, to increase the number of instruments in their toolbox.
“Ifoam Organics Europe looks forward to continued collaboration with EU institutions to advance a shared vision for a sustainable, resilient and competitive European agri-food system,” it added. E
ABOVE—Ifoam said that organic innovations and practices were not solely for the organic sector, but could also be utilised by conventional farmers
FRESH PRODUCE
BERLIN 5|6|7 February
FRUIT LOGISTICA 2025 HALL 23 | STAND F-01
LIVE ON THE FRUIT LOGISTICA STAGES
• Open forum in the exhibition halls
• Free of charge to all visitors and exhibitors
• Simultaneous translation DE, EN, ES, FR, IT
Visit FRUIT LOGISTICA, learn about the latest trends and be inspired by high-ranking speakers.
MESSE BERLIN GmbH Tel +49-(0)30-3038-0 fruitlogistica@messe-berlin.com
Strawberry breeding is at the forefront of an agricultural evolution made necessary by climate change and legislation. Farmers face erratic weather, harsher growing conditions, and the relentless challenge of diseases; they also have to contend with tougher regulations that restrict crop protection products. So the need for new varieties is arguably greater than ever. Federico Stanzani, commercial director of CIV, emphasises the importance of cutting-edge varietal research.
“Climate instability has amplified the threat of aggressive pathogens, while EU regulations continue to limit the availability of chemical treatments,” he explains. “Developing tolerant and resistant varieties is critical to ensuring stability and productivity.”
CIV’s new strawberry Klodia (pictured), is designed for resilience and resistance, and to provide farmers with the tools they need to adapt and succeed, even in today’s unpredictable environment. E
In partnership with
FESTIVAL OF FRESH 2025 takes place at the home of FreshLinc in the vegetable-growing heartland of Spalding, Lincolnshire in June. We’ll be just across the road from Worldwide Fruit, who will host tours of their cutting-edge facility. So don’t miss your chance to be involved in the UK’s best fresh produce industry event!
For more information, contact us at festivalo resh@fruitnet.com or visit fruitnet.com/festivalo resh EXPECT FANTASTIC NETWORKING OPPORTUNITIES
INSPIRATIONAL SPEAKERS
DELEGATE TOURS
FRUIT AND VEG SAMPLING and DELICIOUS FOOD AND DRINK
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#festivalo resh
STORE CHECK
REWE TO GO KOBLENZ
There are no staff on the shop floor – only shoppers – at this new Rewe To Go convenience store in Koblenz Central Station. Open 24 hours a day, it is the latest iteration of a concept developed by Lekkerland, a Rewe subsidiary that specialises in on-the-go consumption. Fresh produce is not a major feature, but there are salads, sandwiches and
wraps among the various items on sale at this small but perfectly formed outlet. Customers grab what they need, the store’s camera network adds up the bill, and payment is taken using cashless technology. Lekkerland operates 18 of these unmanned outlets in Germany, and you can expect a whole lot more of them in the near future. E
