Optimizing Produce Supply Chains for a Resilient Future debated in Madrid

Collaborative solutions for transparency, fairness and efficiency in global fresh produce shipping was debated at FruitAttraction 2025. Panelists were Javier Lopez from Port Authorities Algeciras, Jeff Fowler from Sobeys, Deon Joubert, from the Southern Hemisphere Fruit Alliance, Steve Alaert, from FoodCarePlus, Gaurav Sethi from Intercont+. Intercont+ is a major Indian forwarder collaborating with Sobeys in Canada, FoodCarePlus in The Netherland, Ron Lemaire from CPMA. Gaurav Sethi questioned if customers and consumers are able to spent the price for premium fresh produce.

Tackle the numerous inefficiencies

All panelists agreed there are so many efficiencies on the supply chain that is adding costs and footprint. Jeff Fowler alerted inefficiency can quickly add-up, specially with such a country like Canada which is the 2nd largest country in the world by size, where it takes sometime 2 days road transport between 2 distribution depots. Steve Alaert also reminded that is needed more collaboration and data sharing among each other in order to implement new solutions. Deon Joubert also declared “if you are punishing yourself with the wrong product, wrong place and wrong consumer you will be punishing yourself. Fruit is so vulnerable to quality and waste, we don’t have much time to react”. He added “Consumers are unbelievably `freeky`, so requiring on fruit like manufactured ones but they are not”. Javier Lopez reminds ports are also actively part of collaborative models, he gave an example of an improved and integrated solution with Costa Rica. The Port of Algeziras receives up to 85% of the produce imported to Spain from overseas.

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