LIVE from Fruit Attraction: EDEKA calls for stronger climate resilience through collaboration

At Fruit Attraction 2025, representatives from EDEKA and WWF Spain presented the progress and achievements of their long-term collaboration promoting sustainable citrus farming in Spain. The event celebrated 10 years of the “EDEKA–WWF Zitrus” project, a pioneering cooperation between retailers, farmers, and NGOs aimed at combining agricultural performance with environmental protection.

Focus on collective action and water resilience

The session included a presentation on collective water management and regional cooperation, highlighting how the project connects irrigation communities, research institutions, and local farmers to strengthen climate resilience. During the presentation, it was emphasised that effective sustainability requires collaboration at every level — from producers and NGOs to commercial partners and public authorities.

By analysing water levels and economic factors across southern Spain, the team identified key regions with both high water risk and strong potential for collective action. These findings guide future work on climate adaptation and basin-wide management. “There is no value chain without resilience,” it was noted, underscoring the need for joint solutions that ensure agricultural systems can withstand change.

WWF: high-quality production with lower environmental impact

Enrique Segovia, Conservation Director at WWF Spain, reminded the audience that global biodiversity has declined sharply — with vertebrate populations dropping by 73% over the past 50 years. He pointed to the agro-food system as one of the leading drivers of this loss and underlined the importance of transforming how food is produced.

Segovia highlighted the EDEKA–WWF Zitrus project as proof that sustainable farming is achievable today. Over the past decade, the initiative has focused on four core areas:

- responsible water use at both farm and basin level,

- biodiversity conservation,

- reduction of pesticide use, and

- improved soil management.

Working closely with local farmers, the project combines technical training, field support, and monitoring tools. The result: premium-quality oranges and mandarins that meet strict EU standards while helping restore local streams, protect wildlife, and reduce environmental pressures.

“It is possible to produce high-quality fruit with fewer resources,” Segovia said. “By working together — farmers, markets, and local communities — we can build resilience and protect the planet.”

A decade of progress and collaboration

Launched in 2015, the EDEKA–WWF Zitrus Project now involves 27 growers cultivating more than 1,550 hectares of citrus under improved environmental practices. The fruit is marketed through EDEKA’s retail network in Germany, easily recognised by the WWF Panda logo.

The event concluded with a call to scale up successful models through stronger cooperation across the value chain. The project, now celebrating its 10th anniversary, continues to serve as a reference for integrating market-driven sustainability with on-the-ground environmental action.

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