The berry sector is about to undergo a historic shift that could have significant consequences for the entire supply chain. The European regulation on packaging and packaging waste (PPWR), approved in January 2025, will come into force in all member states starting in August 2026, with stringent packaging reduction targets set for 2030 and 2040.
This regulation imposes new restrictions on plastic packaging in the fruit and vegetable sector, with major implications for producers, distributors, and consumers.
From Total Elimination to Plastic Restrictions
Initially, the regulation proposed the abolition of all single-use packaging for fruit and vegetable packs under 1.5 kg, which would have meant that berries could only be sold in bulk.
However, after a revision, the ban was limited to plastic packaging. While this decision is less drastic, it still presents significant challenges for the sector.
Berries are highly perishable, delicate, and susceptible to physical damage and contamination. Currently, plastic packaging plays a crucial role in their protection, extending shelf life and ensuring that consumers can assess their quality before purchasing. Eliminating plastic without viable alternatives could lead to increased food waste and logistical difficulties for producers.
Risks for the Berry Supply Chain
Industry stakeholders must act quickly to mitigate the impact of this regulation and minimize potential damages. The main risks include:
- Increased food waste: The lack of suitable packaging could lead to higher perishability of the product.
- Loss of competitiveness: European companies may face varying regulations across different EU markets.
- Greater logistical complexity: Transporting and distributing berries without adequate containers could increase costs and reduce supply chain efficiency.
- Economic impact on producers: Finding viable and compliant alternatives will require substantial investments, which could particularly penalize small and medium-sized producers.
What Can Be Done?
Despite the challenges, the sector still has room for action. It is essential to work on multiple fronts to ensure that the regulation's implementation considers the specific needs of berries. Key actions include:
- Providing scientific evidence: It is necessary to demonstrate to European institutions, the Commission, and EFSA that plastic packaging for berries is essential for product quality and safety.
- Engaging institutions and trade associations: A coordinated lobbying effort by producers, distributors, and industry associations could lead to targeted exemptions.
- Raising consumer awareness: Informing consumers about the challenges the sector faces could help build support for reasonable and sustainable solutions.
Optimism, But No Automatic Exemptions
The debate on this regulation was at the center of a conference held on February 6, 2025, in Berlin, organized by Pro Food and Freshfel Europe.
Speakers at the Pro Food conference (left to right): Thomas Drahorad, Roberto Zanichelli, Daniel Duguay, Joanna Nathanson, Luc Vanoirbeek, Massimliano Del Core
During the event, Roberto Zanichelli, a member of Pro Food’s Communication Committee, expressed cautious optimism, emphasizing that "berries will be a category less impacted by PPWR due to their delicacy and the consumer's need for visibility of the fruit before purchase."
On the other hand, Joanna Nathanson, Head of Sustainability and External Relations at Freshfel Europe, warned that "while berries are in a good position to be exempted due to their characteristics, it will still be necessary to demonstrate the conditions of this exemption and negotiate it with the Commission, EFSA, and member states." This process will not be automatic and will require scientific evidence and concrete data.
Other industry experts, including Massimiliano Del Core, Vice President of Ortofrutta Italia, Luc Vanoirbeek of Copa-Cogeca, and Daniel Duguay from the Canadian CMPA Committee, also highlighted the need for swift action to protect the European fruit and vegetable sector.
Now, the Priority Is to Prevent the Worst
The PPWR regulation represents an unprecedented challenge for the berry sector. Although the revised text has limited the ban to plastic packaging only, the risks for the supply chain remain high.
It is crucial for industry stakeholders to unite to make their case, demonstrate the importance of packaging for this category, and work on innovative solutions that ensure sustainability without compromising product quality and safety.
Only through a proactive approach can the sector prevent this regulation from causing irreparable damage to the European fruit and vegetable industry.
