AgroFresh Xperience has consolidated its position, on the eve of Fruit Logistica, as a leading strategic forum for anticipating the trends set to shape the fresh produce market in EMEA.
The debate placed consistent quality and adaptation to new consumer trends at the heart of innovation and progress within the fresh produce sector.
Berlin once again became the meeting point for the international fruit and vegetable industry with the latest edition of AgroFresh Xperience, a strategic forum which, ahead of Fruit Logistica 2026, brought together key stakeholders from across the value chain to anticipate the challenges that will define the future of fresh produce in the EMEA region.
Under the theme “Shaping the Future of Fresh in EMEA”, the event explored the sector’s main trends, focusing on how science, innovation and collaboration can shape the future of freshness in an increasingly complex global market, further strengthening its role as a strategic platform for the fruit and vegetable value chain.
Consumer experience steers innovation in fresh produce
One of the central themes of the event was the emphasis that fresh produce cannot be treated like any other food category. These are living products, dynamic and constantly evolving, both before and after harvest. Ensuring freshness, quality and value therefore requires in-depth knowledge of biological processes, combined with practical, scalable solutions that can be effectively applied in real commercial environments.
In this context, presentations by Driscoll’s and AMFRESH Group reinforced the idea that freshness is defined by more than shelf life. Appearance, texture, flavour and reliability play a decisive role in repeat purchases and brand trust. Thanks to advances in breeding, chemistry, sensory science and data analytics, the industry is now able to anticipate, protect and guarantee eating quality rather than simply reacting once it has already deteriorated.
Building on this consumer-focused analysis, Rabobank broadened the discussion to the macroeconomic and market environment, warning that volume growth in Europe is increasingly limited and that demand is evolving more through shifts in consumer habits than through genuine expansion. In this context, Rabobank noted that while demand for fresh produce across EMEA remains resilient, volume growth is modest and increasingly concentrated in higher-value categories such as berries and tropical fruits.
At the same time, as highlighted by Rabobank, European production is facing mounting pressure from rising input costs, labour shortages, shrinking agricultural land and the impact of climate change, compelling the sector to improve efficiency, scale and cost control. This scenario points to a structural shift in the business model, with a gradual transition from OPEX to CAPEX, underpinned by investment, innovation and technology to ensure competitiveness, consistency and quality of supply.
The value chain faces the challenge of consistency, data and sustainability
The programme concluded with a panel discussion entitled “The Future of Fresh: How the Value Chain Will Adapt Over the Next Five Years”, where participants agreed that consistency in quality and freshness will be the sector’s main growth driver, in a context shaped by the impact of extreme weather and the need to advance sustainability, efficiency and waste reduction.
Technology, automation and improved data management were identified as key levers to strengthen competitiveness, support generational renewal and move towards more sustainable models. Speakers underlined that sustainability must be addressed as a business imperative rather than a marketing message, and that preserving freshness is one of the most effective ways to reduce losses, cut emissions and improve sector profitability.
The event concluded with a comprehensive view of the fresh produce journey, from field to consumer. In this context, Han Kieftenbeld, CEO of AgroFresh, highlighted the company’s role as a strategic partner in preserving freshness, providing control in an increasingly uncertain environment and reducing risk throughout the value chain. The combination of pre-harvest expertise, post-harvest technologies, storage and monitoring systems, digital decision-support tools and on-the-ground technical support was presented as key to ensuring continuity of quality.
“Science, backed by data and applied solutions, is the foundation for building trust and minimising waste. With an end-to-end approach, at AgroFresh we deliver solutions focused on measurable results, such as waste reduction, greater product consistency and margin protection; all guided by the idea that captures the spirit of the event: the most sustainable food is the food that is consumed,” concluded Han Kieftenbeld, CEO of AgroFresh.
Fonte: Agrofresh
