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Prices Are Falling Despite Market Liquidity
Faced with the current paradox of rising demand and falling prices, producers' federations are calling for European regulations to prevent purchases below production costs.
Afrucat, the Catalan Fruit Industry Association, notes that European distributors are driving down stone fruit prices at the start of the season. The situation is not due to a lack of demand, given that Europe is in the midst of a heat wave and trade is flowing smoothly, but rather to fierce competition among the various large retail chains, especially in Germany and other countries in Central and Eastern Europe, which continues to drive prices down through very aggressive promotions on small-sized fruit. Adding to this scenario is pressure from Greek production, which this season is coming in with higher volumes and lower prices.
Trade war Among retail chains
Despite this context, Afrucat believes that the coming weeks may mark a turnaround. The arrival of mid-season varieties, with greater potential for A and AA sizes, and strong demand should help the average price at the source gradually recover. Likewise, the ban on the sale of extremely small “D” sizes—which was permitted at the start of the season but not during the peak season—may help boost prices for larger-sized fruit.
Extreme heat reduces the size of the Spanish supply
According to Afrucat’s assessment, the start of the season was influenced by higher production volumes in Murcia, which flooded the markets with very small-sized fruit and put downward pressure on prices. Subsequently, Extremadura concentrated the harvest of some of its varieties, temporarily increasing the availability of fruit in the markets—including small-sized fruit that commands lower prices. The extreme heat has affected the size of early-season varieties, resulting in a higher proportion of sizes B and C and lower availability of sizes A and AA. Compounding this situation is lower commercial yield on some farms due to pest and insect infestations.
Afrucat Calls for a genuine food supply chain law
Afrucat considers the European Directive on Unfair Commercial Practices insufficient and believes it is essential to move toward a genuine European Food Supply Chain Law that prevents purchasing below production costs and limits abusive commercial practices based exclusively on price. Finally, the association notes that comparisons with last season should be made with caution, as 2025 was an exceptionally favorable year and this season has seen a partial recovery of production potential.
For more information on the European summer fruit season, click here.
