The Technical Secretariat (TS) of the FreshProducePEFCR, which has developed the technical rules for calculating the environmental footprint of fruits and vegetables as part of Freshfel´s Environmental Footprint Initiative, welcomed more than 50 fruit and vegetable sector representatives to its event “Presentation of the FreshProducePEFCR & Next Steps”.

The event focused on the finalisation of the FreshProducePEFCR and the progress towards addressing the growing need for a standardised environmental footprint methodology for the European fresh produce sector. In light of the EU environmental footprint accountability requirements and the increasing transparency demands from the supply chain and consumers, the Technical Secretariat (TS) of the FreshProducePEFCR has worked in the past years on a harmonised solution for the sector that is aligned with the Product Environmental Footprint (PEF) methodology as recommended by the EU, to enhance the sector’s sustainability and maintain its competitiveness.

Freshfel Europe Vice-President Frédéric Rosseneu started the event by highlighting the need to develop PEFCR tools for the fruit and vegetable business. “Developing a harmonised methodology and category rules is essential for the sector and its ability to communicate the sustainability assets of fresh produce.” He added: “We need to speak the same language if we want to talk to consumers and address their transparency demands effectively.” Jeroen Weststrate (Project leader and Researcher at Wageningen University & Research) presented the process of developing the calculation rules, as well as the finalisation of the FreshProducePEFCR and its implementation in the sector. He explained: “The PEFCR project is a prime example of how sectoral collaboration can drive meaningful impact. Not only has a new industry standard been set, but it has also laid the foundation for lasting environmental and sectoral change, providing trustworthy sustainability metrics that drive targeted sustainability performance improvements, while ensuring comparable results.” Fresh Produce Centre’s General Manager Richard Schouten focused on the concrete advantages that the use of the FreshProducePEFCR will bring to the sector: “By developing the FreshProducePEFCR, the sector takes a proactive step to be more transparent to help create one common standard on environmental sustainability.”

Freshfel Europe General Delegate Philippe Binard concluded the event by encouraging the fruit and vegetable sector to embrace the advantages of the tools that effectively harmonise the environmental accountability of the sector: “After years of progress, we look forward to the next big step for the FreshProducePEFCR – its adoption and implementation by the wide variety of actors in the fresh produce business. As the process of bringing the chain together to develop the methodology comes to an end, it’s now up to the sector to take to the fullest this opportunity to calculate, communicate, and further enhance the environmental benefits of fresh fruit and vegetables.”

On 25 May Freshfel Europe held its Annual Event 2023 in Brussels. The event brought together over 100 participants, including experts from the fresh produce sector, European Commission professionals, Members of the European Parliament and representatives from international organisations and associations. The Annual Event Public Conference focused on building a fresh image for fresh fruit and vegetables was preceded by Freshfel Europe’s Annual General Meeting, where the goals and ambitions for the Association in 2023 were set.

The Annual Event of Freshfel Europe 2023 took place on Thursday 25 May in central Brussels. The event was focused around the theme ‘A fresh face for fruit & vegetables. Rejuvenating fresh produce to stimulate healthy & sustainable consumption and featured top-level speakers from the European Commission, WRAP UK, Trianon Scientific Consulting, Planet Tracker and the OECD. The fresh produce industry is facing several challenges relating to climate change, misleading negative public depictions of products, and a steadily decreasing consumption rate. This year’s annual event focused on how the sector will position itself at the forefront of sustainable change, promoting accountability and responsibility to accurately showcase the many assets and benefits of fresh fruits and vegetables, portraying a ‘fresh face’ and the true qualities of the products.

Salvo Laudani, President of Freshfel Europe states: “We cannot continue to ignore this problem. Just a few years ago, during the pandemic, we were the heroes. Consumers knew we are a sustainable food alternative with high health benefits and low environmental impacts. Now, fruits and vegetables are more and more often being portrayed negatively, with misleading and untrue information on water use, quality and safety and affordability being disseminated in communication outlets.” One of the most common current misconceptions is that fruits and vegetables have become unaffordable, with prices driven up by the high inflation rates of the last year. However, as emphasised by Mr Laudani: “Estimations from Italy show that in 2022, monthly household expenditure increased by EUR 446, out of which grocery expenditure accounted for EUR 35 with 10 % being attributed to fruits and vegetables. That means that the inflation on fruits and vegetables only led to an increased cost of EUR 3,5 more per month, or 0,1 cents per day, for Italian households.”

Fresh produce is essential to the green transition and is central in European strategies such as the Green Deal, Farm to Fork, Fit for 55 and the EU Beating Cancer Plan. Speakers at the event highlighted the urgency to act now to reach these goals and stressed that although fruit and vegetables have the capacity and qualities of taking the lead in sustainability, there is still a lot more work to be done. Innovational efforts, new technologies and farming practices are still in their infancy, and greater attention must be paid to how to efficiently finance the efforts that need to be made for the sector to remain proactive.

While the meeting identified several areas where progress can be made, regulatory and financial hurdles remain. Philippe Binard, General Delegate of Freshfel Europe remarked: “Fruit and vegetables have a key role to play in the move towards a plant diet and sustainable food chains. Yet, policy changes are placing hurdles on the sector’s journey towards these objectives. Restrictions to the use of plant protection products, packaging, efficient labelling requirements and insufficient actions to stimulate innovation projects and consumption are impeding and delaying the move to fully sustainable fresh produce.

Before the Annual Event Public Conference, Freshfel Europe held its Annual General Meeting, during which the Freshfel Europe 2023 Activity Report, covering the Association’s activities in the period June 2022 to May 2023, was presented to the members. The Freshfel Europe 2023 Activity Report is available online here.

European Bioplastics, the association, representing the bioplastics industry in Europe, is pleased to announce the appointment of Maria Neguț as new Head of EU Affairs. She assumed her position on 14 March 2022 and will be based in Brussels.

European Bioplastics (EUBP) and its members are happy to welcome Maria Neguț on board of the EUBP team at this time of crucial importance. With the Green Deal casting its shadow ahead, setting up the path for the European Union’s transition to a real resource-efficient economy, bioplastics are poised to play a significant role.

Prior to joining European Bioplastics, Maria Neguț held several positions at the European Parliament and the European Commission. Most recently, she worked with the European Cocoa Association (ECA) where she served as EU Affairs Director Sustainability for over five years. Besides holding a Master’s degree in Political Sciences and European Affairs from the Université Libre de Bruxelles as well as a post-graduate degree in International Organizations from the European Academy of Diplomacy (EAD), she is also a recognised Certified Sustainability (CSR) Practitioner. Maria was an active member of the EU Commission’s Expert Group/Multi-Stakeholder Platform on Protecting and Restoring the World’s Forests, including the EU Timber Regulation and the FLEGT Regulation. In addition, she was a member of the CEN TC415 – tasked with the development of the first international standard ISO 34101 on sustainable and traceable cocoa. On a regular basis, Maria is contributing to think-thank projects and writing on topics linked to sustainability, energy, and EU policies.