Shifting dynamics with the global trade of fruit and vegetables

Europe’s fresh fruit and vegetable sector is undergoing profound change. For Cindy Rijkwick it is "the end of abundance, but not the end of opportunity". Volatility is becoming the new normal, and traditional models are being disrupted by global competition, climate challenges, and shifting consumer preferences. Yet opportunities remain abundant for those willing to adapt: growers who invest in technology and scale will strengthen their position; retailers and traders able to diversify sourcing and secure year-round availability will stay competitive; producers offering high-quality, differentiated varieties will continue capturing consumer attention. In this new landscape, strategic innovation, collaboration, and long-term resilience will determine who thrives.

New shifts in the ranking Top15 export countries

Regions like Peru, Chile, and Mexico have expanded rapidly in export rankings other the last 10 years. Peru, in particular, has become a powerhouse in blueberries and grapes, driven by massive investments in varietal innovation and crop diversification. Spain had consolidated world number one exporter of fruit and vegetables and still progresses in numbers. In the last decade, some countries have dramatically climbed the global fruit export ranks. Thailand, Peru, and Mexico show the most aggressive growth, while traditional European exporters like Italy have slipped downward. US is the only country in the Top15 ranking which reduced exports while Mexico jumped to the second position over the last 10 years.

Rise of proprietary varieties

Major export-oriented countries are investing heavily in new commercial varieties. In sectors like blueberries and table grapes, proprietary cultivars offering improved taste, shelf-life, and appearance are becoming the norm. This adds competitive pressure on traditional producers who may lack resources to adapt quickly.

Consolidation of EU horticulture: slow but significant

EU horticulture remains fragmented, with 76% of specialist farms under 5 hectares. However, large-scale growers with more than 100 hectares are increasing their footprint and now account for 21% of total cultivated area. This signals a gradual but meaningful consolidation trend, driven by rising capital investment requirements, stronger need for modern technology, pressures to standardize quality, scale advantages in labor and input sourcing.

A diverse and fragmented playing field

Despite consolidation at farm level, Europe’s wholesale and trade environment remains highly fragmented. About 45,000 companies operate in the F&V sector comprising cooperatives, importers, exporters, wholesalers, and logistics firms. Yet even with a total market value of around €210 billion, the top 10 companies hold only about a 12% market share. This fragmentation creates both inefficiencies and opportunities: growers with scale and quality consistency can leverage increasing bargaining power; retailers continue to push for year-round supply and tighter specifications; importers play a growing role in balancing supply gaps caused by climate volatility.

What it means for supply chains

The sector faces rising operational costs and more volatile outputs. At the same time, new technology like AI, automation, robotics, advanced irrigation creates opportunities for productivity and risk reduction. To succeed, supply chains must now focus on consistency and reliability of supply; stronger grower partnerships and integration; quality differentiation; investments in scale, technology, and new varieties. As operational expenses (OPEX) rise and pressure intensifies, more investment will shift toward capital expenditures (CAPEX): irrigation systems, protected cultivation, robotics, data analytics, and climate-resilient production models. For more information on global shifts and market opportunities with fresh produce, you can write here.