Italy’s organised fresh produce sector is taking a further step towards a common sustainability framework with Generazione Ortofrutta, an initiative designed to establish a measurable and recognisable standard covering the environmental, economic and social dimensions of sustainability.
Promoted by Italia Ortofrutta, which represents the interests of around 160 Italian fresh produce Producer Organisations (POs), the project has been developed in collaboration with the Italian Ministry of Agriculture, Food Sovereignty and Forestry (MASAF) and scientific experts.
First presented at Macfrut 2026 in Rimini, Generazione Ortofrutta made its international debut at Fruit Attraction in Madrid, where the project was presented to European and international operators as a potential tool to strengthen the competitiveness and visibility of Italy’s fresh produce sector.
“Bringing Generazione Ortofrutta to Fruit Attraction marks an important step in the development of the project. Madrid gives us the opportunity to present the work being carried out by Italy’s organised fresh produce sector to an international audience and to strengthen dialogue with operators from other European and international markets, where sustainability is increasingly a key competitive factor,” said Andrea Badursi, president of Italia Ortofrutta.
According to Badursi, developing such a standard requires critical mass and a shared vision, with Italia Ortofrutta acting as a link between the sector and public institutions.
28 Producer Organisations to pilot the standard
The project covers four key areas of fresh produce: fruit, vegetables, organic production and citrus. It has approximately €148 million in funding, linked partly to Italy’s National Recovery and Resilience Plan (PNRR) and partly to the Ministry’s Complementary Fund.
The first phase will involve 28 Producer Organisations across 18 Italian regions, representing more than 6,246 growers and approximately 35,000 hectares of cultivated land. These organisations will pilot and test the new sustainability standard, with the first certified production potentially reaching the market from next year.
“Until now, many of the sustainability efforts made by companies in our sector have not received sufficient visibility, and the value generated has often been captured elsewhere,” said Vincenzo Falconi, director of Italia Ortofrutta.
He also pointed to the wide range of certification schemes currently used to address different aspects of sustainability. Generazione Ortofrutta aims to provide greater clarity through a single, consistent set of parameters that can be recognised by both the market and consumers, in Italy and internationally.
34 measurable sustainability parameters
A central element of Generazione Ortofrutta is its science-based and measurable approach. The standard will comprise 34 parameters covering the different dimensions of sustainability, both at farm level and within packing facilities.
Each parameter will be supported by objective criteria, impact indicators and monitoring systems, allowing performance to be assessed and verified.
Compliance will be subject to verification by bodies accredited by Accredia, Italy’s national accreditation body. For agricultural production, the framework will build on the existing National Quality System for Integrated Production (SQNPI).
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Additional criteria will cover areas including the optimisation of production inputs such as fuel, water and energy, as well as working conditions and corporate welfare policies.
Certification under the new framework will be voluntary and privately operated, and will be open to all Italian Producer Organisations. Certified organisations will be entitled to use a dedicated graphic seal, providing a visible way of communicating their sustainability performance to the market.
A common framework for the sector
With Generazione Ortofrutta, Italia Ortofrutta aims to move from a fragmented approach to sustainability towards a common framework based on measurable performance and independent verification.
The initiative is intended not only to improve sustainability practices within the sector, but also to make the efforts already being undertaken by Italian growers and organisations more visible and recognisable throughout the supply chain and to consumers.
