Under the motto “Shaping the Future of Fresh in EMEA”, the event analysed the key trends in the sector, focusing on how science, innovation and collaboration can shape the future of freshness in an increasingly complex global market. In doing so, it reinforced its role as a strategic platform for the fruit and vegetable value chain.
Consumer experience drives innovation in fresh produce
One of the central themes of the event was the recognition that fresh products cannot be treated like any other food category. They are living, evolving products, constantly changing both before and after harvest. Ensuring freshness, quality and value therefore requires in-depth knowledge of biological processes, together with practical and scalable solutions that can be effectively implemented in real commercial environments.
In this context, presentations by Driscoll’s and AMFRESH Group reinforced the idea that freshness is defined by more than just shelf life. Appearance, texture, flavour and reliability play a decisive role in repeat purchases and brand trust. Thanks to advances in breeding, chemistry, sensory science and data analytics, the industry can now anticipate, protect and guarantee eating quality rather than merely reacting once deterioration has occurred.
Building on this consumer-focused analysis, Rabobank broadened the discussion to the macroeconomic and market environment, warning that volume growth in Europe is increasingly limited and that demand is evolving more through changing consumption habits than through real expansion. In this context, Rabobank noted that although demand for fresh produce in the EMEA region remains resilient, volume growth is modest and increasingly concentrated in higher-value categories such as berries and tropical fruits.
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At the same time, European production is facing growing pressure from rising input costs, labour shortages, shrinking agricultural land and the impact of climate change. This forces the sector to improve efficiency, scale and cost control. The scenario points to a structural shift in the business model, with a gradual transition from OPEX to CAPEX, supported by investment, innovation and technology to ensure competitiveness, consistency and quality of supply.
Value chain faces the challenge of consistency, data and sustainability
The programme concluded with a panel discussion entitled “The Future of Fresh: How the Value Chain Will Adapt Over the Next Five Years”, where participants agreed that consistency in quality and freshness will be the main driver of growth in a context shaped by extreme climate impacts and the need to advance sustainability, efficiency and waste reduction.
Technology, automation and improved data management were identified as key enablers to strengthen competitiveness, facilitate generational renewal and move towards more sustainable models. Speakers emphasised that sustainability must be addressed as a business imperative rather than a marketing message, and that preserving freshness is one of the most effective ways to reduce losses, emissions and improve sector profitability.
The event closed with a comprehensive view of the fresh produce journey, from field to consumer. In this context, Han Kieftenbeld, CEO of AgroFresh, highlighted the company’s role as a strategic partner in preserving freshness, providing control in an increasingly uncertain environment and reducing risks throughout the value chain. The combination of pre-harvest expertise, post-harvest technologies, storage and monitoring systems, digital decision-support tools and on-field technical assistance was presented as key to ensuring consistent quality.
“Science, backed by data and applied solutions, is the foundation for building trust and minimising waste. With an end-to-end approach, AgroFresh delivers solutions focused on measurable results, such as waste reduction, greater product consistency and margin protection — all under one guiding principle that summarises the spirit of the event: the most sustainable food is the one that is consumed,” concluded Han Kieftenbeld.
