Freshfel Europe has urged European policymakers to make a decisive turn toward healthier and more sustainable diets by putting fresh fruit and vegetables at the centre of EU policy. The call comes after the release of the EAT-Lancet 2025 Report, which highlights the urgent need to transform food systems to promote health, sustainability, and fairness.
According to the association, the European Union is facing a “silent health crisis”: more than half of adults are overweight, one in six are obese, and non-communicable diseases account for 90% of deaths across the region. Yet, Europeans still consume only around 350 grams of fruit and vegetables per person per day — well below the recommended 400–800 grams needed to meet health and environmental goals.
A broken food system
Freshfel argues that current European policies – from agricultural subsidies and fiscal systems to food labelling and education – are out of sync with public health objectives. Instead of supporting nutritious, minimally processed foods, the system continues to favour industrially processed products that dominate supermarket shelves.
“Europe cannot build a sustainable future on an unsustainable diet,” said Philippe Binard, General Delegate of Freshfel Europe. “Fruit and vegetables are the most effective and affordable medicine for people and the planet. But policy frameworks continue to neglect their true value.”
Six policy actions to realign health and sustainability
To address these imbalances, Freshfel Europe proposes a six-point action plan:
Rebalance the CAP to increase funding for the fruit and vegetable sector from 3% to 20%;
Remove VAT on fresh produce while increasing taxes on ultra-processed foods;
Expand the EU School Fruit and Vegetable Scheme tenfold to reach more children;
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Promote better labelling and marketing rules that highlight nutritional benefits;
Introduce a mandatory dietary impact test for all food-related legislation;
Create nutrition support vouchers for low-income households to improve access.
Building a healthier and greener Europe
Freshfel emphasises that fruit and vegetables are key to achieving the EU’s Green Deal, Farm to Fork, and public health targets, while also revitalising rural economies and supporting biodiversity. The organisation calls for a unified European approach that links agriculture, trade, education, and health under a single, coherent dietary strategy.
“The EU must stop treating fruit and vegetables as just another commodity,” added Binard. “They are the foundation of any sustainable food system — for people’s health, for our environment, and for Europe’s future.”
