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.
Freshfel Europe’s latest edition of the Consumption Monitor indicates that the average fruit and vegetable consumption in the EU grew to 364,58 g/day/capita in 2021. However, this positive trend that started during the coronavirus pandemic has already been curbed by the economic crisis caused by the outbreak of the war in Ukraine. Freshfel Europe stresses the importance of reaching the minimum daily goal of 400 g per capita of fruit and vegetables recommended by the WHO, based on their strong health and environmental benefits.
Freshfel Europe has released its latest edition of the Consumption Monitor. The report provides a comparison of consumption trends in the EU-27 as a whole and in each Member State based on official statistics from EUROSTAT and FAOSTAT. In the past two decades, the Freshfel Europe Consumption Monitor has become increasingly important in evaluating the trends of fresh fruit and vegetable production, trade, and consumption in Europe. The report, whose look and structure were revamped this year on the occasion of its 20th anniversary, is a unique document looking both at the business development and the evolution of the daily diet of fresh produce in Europe.
This year’s edition shows that the average fruit and vegetable consumption in the EU grew to 364,58 g/day/capita in 2021, a 2,19 % increase from 2020 and 1,27 % above the average of the previous five years. This is still, however, almost 10 % below the minimum 400 g/day/capita recommended by the WHO. In 2021, the EU-27 fresh produce market size reached 74.354.475 T. This growth is in line with the positive trend that started in 2020 with the COVID-19 pandemic, which has changed the lifestyle of Europeans, in addition to increasing their sympathy towards environmental causes and climate change. However, fruit and vegetable consumption has become under pressure in Europe because of the economic crisis following the outbreak of the war in Ukraine in 2022. This is severely impacting consumer purchasing power and limiting their food expenditure. Philippe Binard, General Delegate of Freshfel Europe commented: “In times of crisis, consumers tend to move towards a less healthy diet, which is perceived to be more energy satisfactory and a cheaper food option than fruit and vegetables. The 2022 and early 2023 trends clearly indicate that the post-pandemic consumption growth has been lost, as consumption has declined by more than 10 % in many cases. These latest developments, which are not yet incorporated into this year’s Consumption Monitor, will be confirmed in the upcoming editions”.
The Freshfel Europe Consumption Monitor confirms that only a few countries in the EU reach the recommended goal of at least 400g of fresh fruits and vegetables/day/capita. Despite the growth in consumption in 2021, more needs to be done to stimulate consumption, in particular in light of the latest developments.
Freshfel Europe believes there can be no compromise on the urgency of actions needed to address the consumption challenge. The fruit and vegetable sector should keep building on the momentum of increased consumption based on the benefits of fresh fruit and vegetables for the planet, the climate, and the health of the consumers themselves. This is also reflected by the current priorities on the European agenda, such as the Green Deal, the Farm to Fork Strategy, the FIT55 target, the Circular Economy Action Plan, as well as Europe’s Beating Cancer Plan where fruits and vegetables are not part of the problem but part of the solution. Fresh produce must be recognised as essential products.
On the way forward, Freshfel is also concerned that, according to a 2019 EUROSTAT survey, 33 % of EU consumers consume zero portions of fruit and vegetables each day, and another 55 % do not reach the five recommended portions per day. A further source of concern is that the lowest consumption rates are seen amongst the younger generations and in lower-income households. This is a concerning situation according to Mr. Binard, who states that: “The younger generations are the consumers of tomorrow, and more efforts must be made to educate and introduce young people to the versatility and qualities of fresh fruits and vegetables”.
Fruit and vegetables have many assets and are an affordable food option for European consumers. However, despite the momentum to move towards a plant diet, a number of misperceptions create obstacles to consumption. Freshfel Europe President Salvo Laudani commented: “We need to counter the misperception that fruits and vegetables are expensive. The sector needs to reinforce its message to demonstrate that it operates within a sustainable food systems format to deliver affordable, nutritional and healthy products in order to move consumers towards a plant diet”. Boosting consumption and reaching the recommended 400g/day/capita by adding one piece of fruit or vegetables to the daily diet of European consumers would boost the European market size by almost 20 % or 15 million T. For the consumer, a healthy diet that reaches the minimum recommendation remains affordable and can be achieved for less than 2 €/day.
The Freshfel Consumption Monitor is available for Freshfel members but can be purchased by non-members at a cost of 2.500 €.
The outlook for consumption of fresh fruit and vegetables remains under pressure in the European Union. These are the conclusions from the latest consumption trends discussed in Freshfel Europe through a review of trends in Member States, covering 75 % of the EU population. Despite a very positive momentum for consumption growth, many barriers are severely impacting the move towards a healthier and more sustainable diet for European consumers.
The latest findings from the Freshfel Europe Consumption Monitor reveal that the average consumption for fresh produce stands at an average of 364 g/capita/day for 2021, a figure that could decline by ca 10 % in 2022 once the final data for last year is known. This is particularly worrying at it stays well below the minimum 400 gr. recommendation of WHO. These figures are driven by the low level of consumption by millennials and the youngest generations, which are tomorrow’s consumers. Under the difficult economic conditions, the consumption among the low-income population is also of particular concern. Informing and engaging with consumers to choose healthy, affordable and sustainable diets was identified as a priority not only for Freshfel Europe but also for retailer organisation EuroCommerce and the consumer organisation BEUC who attended the meeting to share their perspectives.
The economic crisis impacting all Member States following the war in Ukraine and growing protectionism in the world is severely impacting consumer purchasing power and limiting their food expenditure. In times of crisis, these consumers tend to move towards a less healthy diet, which is perceived to be more energy satisfactory and a cheaper food option. Freshfel Europe General Delegate Philippe Binard underlined, “Consumers have a basic misperception about fruit and vegetable prices on the shelf in supermarkets. Fruit and vegetables are the most affordable products and have also undisputed health and environmental assets. Price and value of fresh produce are both very attractive in the food assortment”. He added, “Compared to other food categories, rises in fruit and vegetable prices have been lower than the average inflation. A diet with 5 portions a day or half of the plate with fruit and vegetables can be achieved by EUR 1 or EUR 2 per person per day. Comparatively, for public expenditure of social security, the cost of unhealthy diets results to be twice as high of the total food market value, corresponding to EUR 6 trillion expenditure for social security in the EU according to the World Economic Forum”.
There is a need for the sector to bridge the gap between awareness of the benefits of fresh produce and concrete actions to be undertaken by authorities as well as by consumers. According to Eurostat survey, only 12 % of consumers across the EU reach their 5 portions per day and alarmingly 33 % do not eat fruit and vegetables every day. It is important now to build on the renewed interest of consumers during the COVID-19 pandemic to take time to prepare, cook and eat a wide diversity of fruit and vegetables.
Fresh produce has been demonstrated to be an essential segment of the food assortment and is part of the solution to the objectives of the European Green Deal (contribution to carbon neutrality and low CO2 emissions), the Farm to Fork Strategy (move towards a plant diet) and the EU Beating Cancer Plan (preventive role of fruit and vegetables for non-communicable diseases).
Mr. Binard commented, “Regretfully, policy makers fail to be coherent in the implementation of these strategies and lack ambition in their measures, which should use fresh produce as an essential driver for success for their strategies”. Efficient promotion policy towards generation Y (millennials) and Z as well as education programmes in schools for generation alpha are crucial. The sector also has an important role to play in accompanying consumers to convert their awareness of the health benefits of fresh produce into concrete eating behaviours. In addition, better communication with consumers on expectations regarding societal concerns, price and image misperception will remain key while providing attractive tastes, diversity and convenience of products. This is an essential sector’s responsibility to compete with other food categories.
The latest consumption trends indicate that consumption levels are in decline. The purchasing power of consumers is under pressure due to inflation and high household energy bills. This is changing purchasing patterns away from premium quality and organic products, towards searching for promotions and discount prices, as well as reducing purchase quantities. Mr. Binard emphasized, “In this changing environment it is important to continue to build value for our products despite price becoming the sole priority of consumers. The affordability of fresh produce needs to be reminded to consumers and put in perspective of other food as being a cheap and healthy option. Consumers will have also to take their share of the rising costs for producers and other stakeholders in the supply chain to guarantee profitability and survival of the essential fruit and vegetable sector.”
In 2021, the market size for fresh fruit and vegetables amounted to 75 Mio T out of which comprises 11,6 Mio T in Italy, 11 Mio T in Germany, 10 Mio T in France, 9 Mio T in Spain and 7,2 Mio T in Poland. The most consumed fruit in Europe are apples, bananas, oranges, tables grapes and peaches/nectarines, while blueberries is the segment that is experiencing the most dynamic growth in many members states such as Germany and Poland. For vegetables, tomatoes, cabbages, carrots, cucumbers and sweet peppers are the most consumed products respectively.
In their review of the latest drivers of consumption, Freshfel Europe members confirmed that price is predominantly influencing the decision of consumers in recent months across Europe and consumers are buying less alimentary items. Mr. Binard further clarified, “This trend is impacting the frequency and place of buying, where a concentration of purchase is occurring in the beginning of the month along with a reduction of ingredients and items purchased. Premium labels and organic sales are those segments declining more”. Besides, Association members also reconfirmed that consumers remain adamant to buy local and seasonal, are eager to be informed about origin, variety, method of production, sustainable practices and when appropriate preparation or consumption tips.
Freshfel Europe members remain confident that fresh produce consumption can be stimulated in the coming months by building partnerships across the supply chain with all actors, providing quality and affordable products, and giving confidence to retailers to build the share of the category as an essential part of a sustainable and healthy diet for European consumers in 2023.
The outlook for consumption of fresh fruit and vegetables remains under pressure in the European Union. These are the conclusions from the latest consumption trends discussed in Freshfel Europe through a review of trends in Member States, covering 75 % of the EU population. Despite a very positive momentum for consumption growth, many barriers are severely impacting the move towards a healthier and more sustainable diet for European consumers.
The latest findings from the Freshfel Europe Consumption Monitor reveal that the average consumption for fresh produce stands at an average of 364 g/capita/day for 2021, a figure that could decline by ca 10 % in 2022 once the final data for last year is known. This is particularly worrying at it stays well below the minimum 400 gr. recommendation of WHO. These figures are driven by the low level of consumption by millennials and the youngest generations, which are tomorrow’s consumers. Under the difficult economic conditions, the consumption among the low-income population is also of particular concern. Informing and engaging with consumers to choose healthy, affordable and sustainable diets was identified as a priority not only for Freshfel Europe but also for retailer organisation EuroCommerce and the consumer organisation BEUC who attended the meeting to share their perspectives.
The economic crisis impacting all Member States following the war in Ukraine and growing protectionism in the world is severely impacting consumer purchasing power and limiting their food expenditure. In times of crisis, these consumers tend to move towards a less healthy diet, which is perceived to be more energy satisfactory and a cheaper food option. Freshfel Europe General Delegate Philippe Binard underlined, “Consumers have a basic misperception about fruit and vegetable prices on the shelf in supermarkets. Fruit and vegetables are the most affordable products and have also undisputed health and environmental assets. Price and value of fresh produce are both very attractive in the food assortment”. He added, “Compared to other food categories, rises in fruit and vegetable prices have been lower than the average inflation. A diet with 5 portions a day or half of the plate with fruit and vegetables can be achieved by EUR 1 or EUR 2 per person per day. Comparatively, for public expenditure of social security, the cost of unhealthy diets results to be twice as high of the total food market value, corresponding to EUR 6 trillion expenditure for social security in the EU according to the World Economic Forum”.
There is a need for the sector to bridge the gap between awareness of the benefits of fresh produce and concrete actions to be undertaken by authorities as well as by consumers. According to Eurostat survey, only 12 % of consumers across the EU reach their 5 portions per day and alarmingly 33 % do not eat fruit and vegetables every day. It is important now to build on the renewed interest of consumers during the COVID-19 pandemic to take time to prepare, cook and eat a wide diversity of fruit and vegetables.
Fresh produce has been demonstrated to be an essential segment of the food assortment and is part of the solution to the objectives of the European Green Deal (contribution to carbon neutrality and low CO2 emissions), the Farm to Fork Strategy (move towards a plant diet) and the EU Beating Cancer Plan (preventive role of fruit and vegetables for non-communicable diseases).
Mr. Binard commented, “Regretfully, policy makers fail to be coherent in the implementation of these strategies and lack ambition in their measures, which should use fresh produce as an essential driver for success for their strategies”. Efficient promotion policy towards generation Y (millennials) and Z as well as education programmes in schools for generation alpha are crucial. The sector also has an important role to play in accompanying consumers to convert their awareness of the health benefits of fresh produce into concrete eating behaviours. In addition, better communication with consumers on expectations regarding societal concerns, price and image misperception will remain key while providing attractive tastes, diversity and convenience of products. This is an essential sector’s responsibility to compete with other food categories.
The latest consumption trends indicate that consumption levels are in decline. The purchasing power of consumers is under pressure due to inflation and high household energy bills. This is changing purchasing patterns away from premium quality and organic products, towards searching for promotions and discount prices, as well as reducing purchase quantities. Mr. Binard emphasized, “In this changing environment it is important to continue to build value for our products despite price becoming the sole priority of consumers. The affordability of fresh produce needs to be reminded to consumers and put in perspective of other food as being a cheap and healthy option. Consumers will have also to take their share of the rising costs for producers and other stakeholders in the supply chain to guarantee profitability and survival of the essential fruit and vegetable sector.”
In 2021, the market size for fresh fruit and vegetables amounted to 75 Mio T out of which comprises 11,6 Mio T in Italy, 11 Mio T in Germany, 10 Mio T in France, 9 Mio T in Spain and 7,2 Mio T in Poland. The most consumed fruit in Europe are apples, bananas, oranges, tables grapes and peaches/nectarines, while blueberries is the segment that is experiencing the most dynamic growth in many members states such as Germany and Poland. For vegetables, tomatoes, cabbages, carrots, cucumbers and sweet peppers are the most consumed products respectively.
In their review of the latest drivers of consumption, Freshfel Europe members confirmed that price is predominantly influencing the decision of consumers in recent months across Europe and consumers are buying less alimentary items. Mr. Binard further clarified, “This trend is impacting the frequency and place of buying, where a concentration of purchase is occurring in the beginning of the month along with a reduction of ingredients and items purchased. Premium labels and organic sales are those segments declining more”. Besides, Association members also reconfirmed that consumers remain adamant to buy local and seasonal, are eager to be informed about origin, variety, method of production, sustainable practices and when appropriate preparation or consumption tips.
Freshfel Europe members remain confident that fresh produce consumption can be stimulated in the coming months by building partnerships across the supply chain with all actors, providing quality and affordable products, and giving confidence to retailers to build the share of the category as an essential part of a sustainable and healthy diet for European consumers in 2023.
The sectors professionalisation is evolving in an ever uncertain and disruptive environment with more and more complex regulatory and business requirements to cope with societal and environmental concerns. In this context, Freshfel Europe is supporting initiatives for the sector such as the SHAFFE Master degree for the global fresh produce sector aiming at continuous training and education of its fresh produce business professionals.
The fresh produce industry is rapidly changing due to different factors. This is evident today, as the sector is affected not only by adverse weather conditions due to climate change, but also by complex logistical situations, the Covid pandemic, the rising production costs and the consequences of the war in Ukraine which has generated shortages of materials to produce and difficulties in accessing these conflicting markets.
In addition to all this, regulatory changes in the markets, and the emergence of more and more sustainability requirements are other aspects to be considered for the professionals of the fresh produce industry. Today the industry faces a more informed and demanding consumer, as well as a lower availability of workers, among others.
Philippe Binard, General Delegate of Freshfel Europe commented: “Freshfel Europe is please to support the Master in Communication, Marketing and International Management for fresh produce professionals designed by SHAFFE. This will fill a gap and respond to the needs of industry professionals involved in global trade in this changing and challenging environment”.
The master’s degree launched by SHAFFE is a unique opportunity to achieve this goal while motivating young talent to be part of a very professional business environment.
More information and registration at https://masterinfreshproduce.com/
On the occasion of the two-day conference of the European Commission on the Agri-food promotion policy review (12-13 July 2021), Freshfel Europe is calling on European authorities to build on the momentum of the policy developments emerging from the Green Deal, the Farm to Fork Strategy, and the EU Beating Cancer Plan to promote fresh fruit and vegetables as part of the solution to climatic and health challenges. The aim is to shape an even stronger, more efficient, and better-funded policy to support European fresh fruit and vegetables to boost fresh fruit and vegetables consumption over the minimum WHO threshold of 400 gr/capita/day while also improving the competitiveness of EU fresh produce for exports to third-country markets.
The momentum to significantly stimulate production, trade and consumption of fresh fruit and vegetables is stronger than ever. COVID-19 pandemic has led consumers to include more fresh produce in their diets to boost their health and immune system. The United Nation’s celebration of 2021 as the International Year of Fruits and Vegetables is the perfect time for Freshfel Europe and the fruit and vegetables sector to speak up for the fresh produce sector and highlight the health and environmental benefits of fresh fruit and vegetables. The strong policy initiatives that started in 2018 through the Tartu Call for a Healthy Lifestyle and signed by three European Commissioners further contribute to the momentum. The Declaration has now been converted into more concrete policy initiatives where fruit and vegetables are considered as part of the solutions to current societal challenges, such as climate change and non-communicable diseases. This is well reflected in the ambitions and strategy of the Green Deal, the Farm to Fork Strategy, the EU Beating Cancer Plan, the upcoming reform of the fruit and vegetable School Scheme, and, most importantly, the current discussion on the reform of the promotion policy with clear views of Freshfel Europe on the relevance of this policy for fresh produce.
Freshfel Europe General Delegate Philippe Binard stressed: “More than ever before there is a momentum to change things significantly. Fruit and vegetables are only granted 3 to 4% of EU agricultural policy budget while contributing to 20% to the European agricultural value. In comparison, the meat sector received up to 53% of coupled agricultural support and milk and dairy 21%. It is time to spend agriculture budget more in line with societal expectations both from a health and environmental perspective” He added: “Fruit and vegetables are among the food baskets the products that best respond to these two ambitions. As the European Union is moving towards sustainable food production and consumption model, fruit and vegetables are an important component contributing to secure this ambition”.
For more than 20 years the sector has embarked in sustainable methods of production, using Integrated Production Method, precision farming and good agriculture practice, strict controls of plant protection usage, rigorous water management, minimizing packaging and many other initiatives to cope with environmental, social and economic sustainability. On the climate and environmental side, fruit and vegetables production are among the agriculture category with the lost CO2 emissions, good record in regard to energy and water usage, protection of biodiversity and restrictive usage of plant protection products and fertilizers. On the health side, the diversity of fruit and vegetables contributes to a healthy diet, full of fibres, vitamins, and nutrients which are important assets for an healthy lifestyle and prevention of many diseases based on a wealth of scientific studies.
It is to be reminded that figures demonstrate that fresh produce are primarily consumed locally and in season, as more than 60% of the fresh produce are consumed in the European Member States where they were grown, while trade -both intra EU and international guarantees the full diversity of the assortment and year-round supply. The efforts of growers to protect their crops and the good temperature control of the supply chain also contribute to minimize food lost and food waste.
The support for a strong promotion policy and the education of consumers towards a more plant-based diets was echoed by Freshfel Europe representative Simona Rubbi (CSO and Chair of the Civil Dialogue Group of Promotion and Quality of the European Commission) during the two days conference on the review of the promotion policy: “It is important for fruit and vegetable to rely on a strong and well-funded promotion policy. Today, the fresh produce sector receives around 30 Mio € of financial support every year for the promotion of EU fresh produce on the domestic market as well as on third-country markets. 15% of the EU promotion budget is therefore dedicated to fruit and vegetables”. She noted: “This is obviously insufficient if the ambitious objective of the EU is to radically change the diet and move towards a more sustainable and plant-based diet. This move should also keep in mind the benefit of a balance and diverse diet including other agriculture product. Securing half of the plate with fruit and vegetables and move over the minimum of 400 g per capita/day for all consumers is the objective. It will be a win-win solution, for the planet and for the health of its citizens alike and for the sector as this will imply to increase the fresh produce supply by close to 15 mio T”.
Freshfel Europe will continue to take the lead towards a more favourable policy-making for fresh produce. It is time to deliver and build on the current momentum by supporting the transition towards a sustainable system and shaping the new policies that best respond to the challenges of the sector. Finding ways to best position fruit and vegetables at the centre of a healthy and sustainable diet should be the main priorities of public and private stakeholders. It should be based on the strong partnership within the supply chain from production, to trade and down to retail and other food services segments and guarantee by the excellence, the quality, the freshness, the convenience and the diversity of all fresh fruit and vegetables made available to consumers on the European markets.
Over the past months Freshfel Europe has been advocating in cooperation with its members for more flexibility from the UK when it comes to the obligation for EU fresh produce exports to the UK to carry phytosanitary certificates from 1 April. In an announcement (March 11th) by the UK government about the adjustment of the timelines in the introduction of controls for EU imports, made in a written statement by RT Hon Michael Gove, Chancellor of the Duchy of Lancaster and Minister for the Cabinet Office, is therefore warmly welcomed by Freshfel Europe and the fruit and vegetables sector as a crucial relief to enable the sector to smoothly adapt to Brexit in the ever-challenging context of the ongoing COVID-19 pandemic.
In the announcement, the UK agrees to postpone the introduction of phytosanitary certification obligations for most fresh produce, considered low risk plant products, until January 2022, when documentary checks will start to apply. Physical checks at Border Control Posts on fresh produce will only be applied from March 2022. Freshfel Europe General Delegate Philippe Binard emphasized that, “Freshfel Europe has been voicing strong concerns over the last months and we consider that this postponement is essential to ensure the supply of the UK market and the continuation of trade flows through the Channel, across which the EU27 exports over 3 million tonnes of fresh fruit and vegetables a year”. Currently EU supply represents 40 % of the UK’s internal demand for fresh produce.
Following this welcome news, the sector further calls EU and UK authorities to make the most of this extended 9- month transition to speed-up preparations to ensure the smooth running of operations in 2022. The challenge remains enormous – over 750,000 phytosanitary certificates will be required on an annual basis to sustain EU-UK trade in fresh produce, a substantial economic and administrative burden, and a threat to the capacity of the industry to continue ‘just in time’ operations if administrative procedures are not sped-up. Freshfel Europe Director for Trade and Market Access Natalia Santos-Garcia Bernabe, highlighted that, “In Freshfel Europe and FPC’s letter to the RT Hon Michael Gove, the sector reiterated the need for electronic certification transmission between the EU and the UK to be up and running before the end of the year through the e-Phyto hub”. The postponement will give more time on both side of the Channel to work on digitalization and the successful introduction of electronic certification in 2022.
Freshfel Europe published its 2020 Consumption Monitor, the Association’s analysis for fresh fruit and vegetables production, trade and consumption trends in the EU-28. This latest and highly anticipated edition of Freshfel Europe’s Consumption Monitor shows that in 2018 daily fresh fruit and vegetable consumption per capita has increased by 4 % from 2017 levels to 363.76 g per capita per day. While still below the WHO recommended minimum daily consumption of 400 g, this represents a 5.1 % increase compared to the previous five years (2013-2017) and halts previous consumption stagnation.
Freshfel Europe released its much-anticipated 2020 Consumption Monitor. Analysing fresh fruit and vegetable production, trade and consumption trends for the EU-28, Freshfel Europe’s 2020 Consumption Monitor examines the latest sector data from 2018. While aggregate consumption remained below the WHO recommended minimum daily consumption of 400 g, fresh produce consumption in the EU showed a strong positive increase of 4 % compared to 2017 levels. Representing a 5.1 % increase compared to the previous five years (2013-2017), this significant improvement can be attributed to a 9.5 % rise in fresh fruit consumption to 211.82 g per capita per day, which also compensated for a slight overall decrease in vegetable consumption to 151.94 g per capita per day.
This indication of a strong positive increase in EU consumption has coincided with increased sector efforts to raise awareness of the importance of fresh produce consumption over the last few years. Freshfel Europe General Delegate Philippe Binard commented on the publication emphasizing, “The findings of Freshfel Europe’s 2020 Consumption Monitor are highly encouraging and clearly illustrate that the sector’s heightened efforts to boost consumption above the WHO recommended minimum of 400 g per capita per day are being paid off. While we will continue to observe the stability of this recovery, we need to investigate this new discrepancy between fruit and vegetable consumption”. Mr Binard encouraged the sector to continue its efforts adding, “The fresh fruit and vegetable sector must capitalize on 2021 being the UN International Year of Fruits and Vegetables. Continued reinforcement of the important role of fresh produce in a balanced healthy and sustainable diet is essential to maintain and boost this latest positive consumption trend”. Freshfel Europe is active in consumption promotion activities at EU-level. Freshfel Europe’s ‘Follow me to be healthy with Europe’ EU promotion campaign is now in its third year, and alongside its longstanding online #FruitVeg4You campaign this year Freshfel Europe is conducting a specific campaign, #SpeakUp4FruitVeg, to encourage support for the sector by EU policy-makers and boost consumption to celebrate the International Year of Fruits and Vegetables 2021.
The 143-page Freshfel Europe 2020 Consumption Monitor consists of three parts:
- total gross supply of fruit and vegetables in the EU-28, including trends in production, exports and imports of fruit and vegetables (2013-2018),
- a comparative review of consumption trends across the EU-28 (2013-2018), and
- a review of the total net supply and trends exports and imports of fruit and vegetables in the EU-28 (2013-2018).
Freshfel Europe members receive the full report free of charge. The 2020 Consumption Monitor is also available for purchase for non-members at a rate of 1000 EUR. All information about the Freshfel Europe Consumption Monitor is available via the Freshfel website (www.freshfel.org).
Freshfel Europe supports the EU’s plans to revise its Trade Strategy, an essential move to ensure the EU is ready to tackle the growing challenges impacting fresh fruit and vegetables trade , particularly in the aftermath of the COVID-19 crisis. In particular, the sector urges the European Commission to enhance the assertiveness of its approach to trade policy, especially regarding tackling sanitary and phytosanitary (SPS) barriers, which are deeply impacting the ability of the sector to exploit its full potential to trade. This is necessary to ensure EU exports of fruit and vegetables revert current negative trends experienced since the Russian embargo (loss of 22% in their volume since 2014) and successfully diversify and gain access to new attractive markets despite the uncertain international trade environment. The new EU Trade Strategy should effectively assist key partners, particularly developing countries, to cope with EU legislation and standards to continue accessing the Single Market, ensuring year-round supply of affordable, varied fresh fruit and vegetables to EU citizens.
As outlined in Freshfel Europe’s response to the EU public consultation on a roadmap for an EU trade & investment policy review, the new strategy should seek to fully exploit the potential of existing multilateral and bilateral agreements with trade partners and, if needed, make use of more assertive tools on top of ‘soft’ engagement to ensure reciprocity in trade relations. Moreover, the new EU Trade Strategy should seek further SPS facilitations with trade partners to ensure faster, less burdensome fruit and vegetables access to third country markets, either via multilateral WTO and IPPC commitments, SPS Chapters in FTAs or other bilateral agreements, formal or informal. A reinforced internal coordination among EU services, Member States and the EU private sector would also help secure faster opening of third country markets for all EU Member States and fruit and vegetables categories. The sector expects that the prompt appointment of the Chief Trade Enforcement Officer will enable this work to be effectively implemented.
Freshfel Europe believes the revised EU Trade Strategy should contribute to the EU’s green and digital objectives. To ensure this, the EU should effectively assist trade partners to achieve environmental goals through so-called Green Alliances, as outlined in the Farm to Fork Strategy. Technical support should also be targeted to developing partners, particularly key suppliers in Africa and America, so they can cope with EU legislation to continue accessing the EU Market. Furthermore, the EU should translate its ambitions to become ‘fit for the digital age’ into concrete solutions that facilitate trade operations, implementing for instance electronic transmission of import and export certification, for which the sector and public authorities have shown its readiness during the COVID-19 pandemic.
Freshfel Europe has released its Impact Assessment of the implications of the COVID-19 pandemic for the European fresh fruit and vegetable sector, including recommendations for policy-makers. In conjunction with its members, Freshfel Europe compiled the 88-page COVID-19 Impact Assessment to accurately outline the effect the pandemic has had on the sector over the last few months and what implications this may have in the short, medium and long-term for the supply of fresh produce to consumers.
Freshfel Europe’s COVID-19 Impact Assessment, which covers the effects of the pandemic on the European fresh fruit and vegetable sector until the beginning of May, provides an in-depth analysis of the implications of the health crisis for each stage of the supply chain. Freshfel Europe General Delegate Philippe Binard explained, “While the sector has been able to provide a continuous supply of fresh, safe and healthy produce to consumers during the pandemic, Freshfel Europe’s COVID-19 Impact Assessment reviews the key challenges that the sector has been confronted with over the last two months. This includes workforce, availability and protection, new logistics constraints, market performance as well as an analysis of the economic impact and added costs for the supply chain due to the pandemic”.
The COVID-19 Impact Assessment offers specific recommendations for policy-makers for each stage of the supply chain as well as for the fruit and vegetables sector as a whole. Further support will be needed for the sector to safeguard its competitiveness in the coming months and to secure the supply of fresh fruit and vegetables to consumers throughout 2020 and beyond.
Freshfel Europe’s COVID-19 Impact Assessment is available to download here, including a fact sheet summarizing the document’s main elements.
Despite providing an uninterrupted supply of fresh fruit and vegetables so far to European citizens confined at home, the COVID-19 pandemic has continued to destabilize the European fresh fruit and vegetable sector, threatening long-term food supply. In a letter sent to European Commissioner for Agriculture Janusz Wojciechowski Freshfel Europe has requested urgent financial assistance and flexibility in CAP tools to provide much needed stability to the fresh fruit and vegetable sector. Currently, growers are grappling with significant cost increases estimated to be at least €500 million per month. The sector has also lost access to the food service sector representing 25 – 30 % of the market supply and EU fresh fruit and vegetables exports to third countries worth € 5 billion per year are also confronted with significant difficulties. As the pandemic evolves, it will continue to bring with it further economic stress for the sector and threaten the financial sustainability of fresh fruit and vegetable supply.
Freshfel Europe’s letter to European Commissioner Wojciechowski warns that the European fresh fruit and vegetable sector cannot sustain the increased level of production and logistic costs resulting from the COVID-19 crisis without endangering fresh fruit and vegetable supply in the long term. Financial support is essential in conjunction with other measures, such as flexibility in management of CAP tools, to allow the sector to continue balancing additional costs related to COVID-19 with economic sustainability. Remarking on the huge financial burden being carried by the sector, Freshfel Europe General Delegate affirmed that, “Added costs in orchards and packing houses are estimated at least € 0,05 cts/kg and a similar amount of € 0,05 cts/kg is also to be considered to be added as extra charge in intra EU transport”. Collectively this represents about € 500 million given the volume produced and shipped monthly. Mr. Binard also highlighted that the sector should be considered an essential sector to secure access to protective tools and measures that would enable the return to normal operating conditions as early as possible. This would include access to hydrogel, masks and testing and allow the sector to be in a position to remove social distancing measures. With the availability of all seasonal workers this would these changes would facilitate orchard activities and logistics operations to run at normal high efficiency rates to ensure supply.
As the COVID-19 pandemic continues to unfold Freshfel Europe maintains that further necessary measures under the CAP must be taken at European level to avoid a food supply crisis later in the year and secure that the sector can continue to provide Europe’s supply of fresh fruit and vegetables at affordable prices to consumers in the coming months. Freshfel Europe has also recommended to Commissioner Wojciechowski that in light of the far reaching implications of the COVID-19 crisis to also review different policies connected to agriculture and fruit and vegetables specifically, such as research and innovation, organic reform, promotion policy, international trade policy and the forthcoming Farm to Fork Strategy. Evolving conditions in regard to insurance and credit insurance and equal access to liquidity should also be analyzed.
Freshfel Europe is concerned over the increasing financial burden being carried by the European fresh fruit and vegetable sector as a result of the coronavirus crisis. Increasing costs associated with the implementation of necessary measures across the supply chain to cope with the COVID-19 pandemic as well as current and future non-harvesting of products if seasonal workers are not available are set to have considerable ramifications for the long-term stability of the sector. Freshfel Europe calls for new support measures to secure the supply of fresh produce to consumers over the coming summer months and into the latter half of 2020 and beyond.
Despite providing an uninterrupted supply of fresh, safe and high quality fresh produce to consumers throughout the COVID-19 pandemic so far, the European fresh fruit and vegetable sector is facing significant challenges. Although the sector is well organized and committed to its responsibility to provide fresh produce to consumers confined at home the effects of the pandemic are being felt by all actors in the supply chain. The availability of seasonal workers is still insufficient in many places. This workforce is key for planting, preparing orchards, preventing non-harvesting and picking quality products now and later in the year. Efficiency in orchards and pack houses has decreased due to social distancing rules and with the provision of safety equipment and new packing requirements other challenges are being encountered. Growers in particular are being confronted with a significant increase of new necessary costs, often by more than 10 %, which are not being entirely returned or compensated. Logistics costs in the chain have also increased by 20 – 30 % due to empty returns of trucks and longer journey times. Besides this, significant market loss is being experienced with the closure of the European food service industry and street markets, with wholesalers consequently also losing a significant amount of business. In total this market segment covers 25 % of fresh produce consumption and retail chains are not absorbing all of this volume. Retailers have also had to adapt stores with personal safety measures such as flexi-glass at cashiers and limiting shopper numbers in store. In addition, risks for products to be successfully exported globally are increasing and importers are experiencing high uncertainty in terms of delivery and time required for documentation checks. This increasing burden on the supply chain is set to have considerable ramifications for the long-term stability of the sector.
In light of mounting uncertainty about the future of the sector, Freshfel Europe calls for continued and new support measures to secure the supply of fresh fruit and vegetables to consumers over the coming summer months and into the latter half of 2020. At the start of April the European Commission secured an operation framework for intra-EU trade and measures for seasonal workers, however no further support has been granted under the Common Agricultural Policy (CAP) to producers and producer groups to reflect current increasing costs to guarantee the continued supply of fresh, safe and high quality products to consumers. More incentives through CAP instruments on top of those released by the European Commission on 6 April 2020 are needed for the sector, especially for growers, to cope with the current financial pressure. As an essential good, maintaining the long-term supply of healthy fresh fruit and vegetables to the European market is essential.
On 13 November 2019 in Brussels the European Commission launched the new Market Observatory for Citrus fruit. On this occasion the European Commission requested Jose Antonio Garcia Fernandez, Director of Ailimpo and one of the initiators of the World Citrus Organization (WCO), to present the structure, the role and the objectives of this newly created platform for the global citrus category.
The European Commission welcomed this global initiative taken under the lead of Ailimpo, underlying the relevance of such a platform for the citrus sector to exchange information and debate on matters of common concern to enhance the citrus category.
Such a platform is fully aligned with the objectives of the European Market Observatory, which aim to provide market transparency and trends. Therefore, the work of the World Citrus Organization will be beneficial for the deliberation of the European Market Observatory for Citrus. Following their on-going collaboration with other similar international fruit platforms, the European Commission looks forward to having a fruitful cooperation with the new citrus structure once it is fully operational.
Freshfel Europe with its experts and the support of its Brussels based secretariat is eager to contribute to the success of the Market Observatories and the various sub sections such as citrus, peaches and nectarines, apples and pears, and tomatoes.
Freshfel Europe is holding its 2019 Annual Event in connection with The London Produce Show and Conference on 5-6 June in London, UK. With the Annual Event programme now finalised and registrations open, Freshfel Europe is anticipating animated discussion on this year’s theme, ‘Building opportunities for fresh produce in an unpredictable business environment’.
Freshfel Europe, the representative association of the fresh fruit and vegetable sector at EU level, will gather its members from across Europe in London at the Annual Event to discuss strategies for dealing with the current uncertain business environment. Following the Statutory Annual General Meeting and a review of 2018 activities, Freshfel Europe will debate two focus topics, the latest promotion ventures from across Europe endeavouring to stimulate fresh fruit and vegetable consumption and the future UK trading relationship
Jo Ralling from The Food Foundation will kick off the morning Freshfel Public Conference session with a detailed presentation on The Food Foundation’s promotion efforts and its successful Peas Please campaign. This will be followed by an explanation by Dan Parker, also from The Food Foundation, on the UK’s latest promotion campaign Veg Power targeted at children. Freshfel Europe will also be giving a preview of its pan European promotion campaign in collaboration with Aprifel as well as other current EU promotion campaigns focusing on fruit and vegetables and health.
After a networking lunch participants will attend the joint UK Fresh Produce Consortium-Freshfel Europe Seminar on Trading with the UK. A key discussion point during the seminar will be how future market access may evolve for trading with the UK. Speakers include experts from the UK regulatory authority, market analysts and fresh produce industry traders.
The 2019 Freshfel Europe Annual Event is open to non-members and more information and details on how to register are available here. The London Produce Show and Conference full programme is also available here.
