Regulatory clarity, coherent implementation rules, predictable timelines and the protection of the Single Market: these are the main demands of the European fresh produce sector ahead of the upcoming general application of the Packaging and Packaging Waste Regulation (PPWR).
According to sector representatives, the lack of clear definitions, reasonable implementation deadlines and an EU-wide harmonised approach could lead to increased costs throughout the entire supply chain. This situation would put companies’ competitiveness at risk, affect the availability of fresh fruit and vegetables and, ultimately, undermine the consumption of healthy products and the proper functioning of the European Single Market.
PPWR under scrutiny at the Fresh Produce Forum
These conclusions emerged during the Fresh Produce Forum held within the framework of Fruit Logistica, during the session entitled “Unwrap the PPWR – Impacts, challenges and perspectives for the Fresh Produce Supply Chain”, jointly promoted by Freshfel Europe and Pro Food.
The meeting brought together representatives from the packaging industry and the fresh produce sector to analyse the PPWR implementation framework, the role of delegated acts and forthcoming guidelines, as well as the main operational and economic challenges the sector will face in the coming years.
Freshfel Europe: packaging is essential for quality and waste reduction
The session was opened by Philippe Binard, General Delegate of Freshfel Europe, the European association representing the entire fresh fruit and vegetable supply chain, from production to distribution. In his introductory remarks, Freshfel Europe provided an overall overview of the PPWR, focusing on implementation timelines and the specific implications for the fresh produce sector.
He underlined that, while the sector represents only a marginal share of total food packaging in Europe, it is heavily affected by the Regulation and, in some aspects, disadvantaged compared with other sectors with a larger packaging footprint. Packaging, he stressed, plays a crucial role in ensuring product quality, food safety and waste reduction throughout the value chain.
The need for data-driven and coherent implementation
Maria Pamies Vallvé, Sustainability Policy Adviser at Freshfel Europe, then focused on implementation-related aspects of the Regulation, outlining progress on delegated acts and future implementation guidelines. She also highlighted critical issues identified in the recent EFSA survey carried out by the European Commission, stressing the need for a coherent, data-driven approach aligned with the specific operational characteristics of the fresh produce supply chain.
Pro Food: avoid ideological decisions and unintended consequences
Representing Pro Food, Roberto Zanichelli, member of its Communication Committee and representative of the fresh food packaging manufacturers group within the Italian Rubber and Plastics Federation (Federazione Gomma Plastica), stated that the sector is not opposed to regulation as such. However, he emphasised that PPWR implementation must follow a pragmatic, evidence-based approach, grounded in life cycle assessment (LCA) analysis.
The objective, he explained, is to avoid ideological decisions that could increase food waste and undermine the overall sustainability of the supply chain. Zanichelli also warned about the significant economic implications of the Regulation, noting that the absence of clear and stable definitions in delegated acts could lead to high adaptation costs, misdirected investments and increased uncertainty for companies, with negative consequences for sector sustainability. He further pointed to concerns related to Annex V and the potential emergence of differentiated national exemption lists, which could undermine the Single Market and lead to regulatory fragmentation.
Regulatory certainty as a prerequisite for investment
On behalf of EUROPEN, Marzia Scopelliti, Senior Public Affairs Manager, stressed that the phase in which delegated acts and implementation guidelines are defined will be crucial to ensure regulatory clarity, consistency and predictability. These conditions, she underlined, are essential for companies to plan investments and compliance within a framework of solid legal certainty.
Risk of Single Market fragmentation
One of the central topics of the debate was the risk of fragmentation of the European Single Market. In this context, Ann De Craene, representing VBT, conveyed producers’ concerns regarding the possibility that Member States could adopt divergent national exemption lists for fruit and vegetables. Such a scenario could generate competitive distortions and obstacles to the free movement of goods, undermining the proper functioning of the Single Market.
A call for harmonisation and impact assessment
In conclusion, the sector agreed that, without an EU-wide harmonised approach and without an objective assessment of the environmental, economic and social impacts of different packaging solutions, PPWR implementation could result in higher costs across the supply chain. This would affect business competitiveness, the availability of fresh fruit and vegetables and, ultimately, consumption levels, which are already showing a downward trend in many European countries, without delivering tangible environmental benefits.
Ahead of the forthcoming general application of the PPWR, expected in the second half of 2026, the European fresh produce sector is calling for data-based implementing rules capable of safeguarding the Single Market. This goal, stakeholders emphasised, can only be achieved through the full involvement of sector operators and by steering measures towards environmental sustainability, food safety and the comprehensive protection of the European Single Market.
