This Fresh Produce Forum session looked at how flexibility, resilience and adaptability could be improved to survive successfully in volatile and turbulent markets
The final Fresh Produce Forum session of Fruit Logistica 2025 brought experts together to look at strategies for exporting and importing in what is an ever-changing global fresh produce market.
Extreme weather, labour shortages and supply chain disruptions are just some of the challenges being faced by the business, so new strategies could prove invaluable in the future.
Will Ison, vice president, commercial EMEA at Apeel Sciences, highlighted some of the key challenges faced by the fruit and vegetable industry.
”Disruptions, we have them in the fresh produce supply chain constantly,” he told visitors. ”Climate change, floods, port strikes, political issues, blockades. These are out of our control and can often happen instantly or overnight. We have to have ways of protecting ourselves.”
Examples, Ison pointed out, included the recent floods in Valencia, US port strikes, and farmer protests and blockades in Europe.
What strategies could be put in place, he asked, to overcome these and create positives for the business?
Some answers included diversified sources, strong shipping carrier relationships, a diversified customer and market base, and postharvest resources to support quality and freshness – such as those Apeel offered.
“Buying and using a postharvest solution can turn a challenge into an opportunity, it’s an insurance policy against issues now and in the future.” Ison noted. ”It will give you extra shelf-life, reduce waste loss, reduce shrinkage, prevent overpacking, and will give the product the extra legs it needs to survive some of the challenges we have discussed.”
A thriving industry
Patrick Kelly, founder of Ag Life Media, said it was not just about adapting to the challenges of the industry, but also thriving.
“The shifting landscape of the business is changing more rapidly today than ever,” Kelly said, pointing to ongoing supply chain disruption, geopolitical instability, climate change, shifts in consumer behaviour and technological innovation, among other factors.
“We have also felt, in our pockets, the impact of rising costs because of inflation,” he said. ”We’re seeing it more and more and it’s affecting all of us – not only as consumers but also in the supply chain.”
To thrive amid the challenges, the fresh produce business needed to be flexible, have resilience and show adaptability, Kelly continued.
This could be done by diversifying the supply chain, strengthening supplier relationships and leveraging technology.
Adapting to consumer shifts in buying behaviour and preferences was also key, he emphasised.
”If we can show the consumers where their food comes from and that it is safe, we will sell more produce and bring it to the limelight,” he added. “We will accomplish one more piece of fresh produce sold, over a donut.”
