From 05-07FEB25, members of the fresh produce industry gathered in Berlin to attend this year’s Fruit Logistica. It was a colorful event, with halls full of attendees, many interesting presentations and a multitude of innovative ideas from companies and business associations. Airlines such as Condor and Lufthansa Cargo, for which the transportation of fresh produce is part of their daily business, also showed their face to the customer by running stands where they discussed with forwarding agents and producers of fruits and vegetables.
Alexander Stein could hardly have imagined a more successful start. On 01FEB25, he took over the management of Fruit Logistica from former trade fair boss, Karl Mangelberger, and kicked off with the experience of a very special kind of trade show. Feedback such as the following should be entirely to his taste: “Fruit Logistica 2025 was a very convincing and interesting trade fair, so the visit was worthwhile for our company. Compared to last year, more people flocked to the halls, especially on the second day (06FEB25). We met many customers, talked to them and made new contacts,” summarizes Alain Tulpin, CEO of the Belgian Tulpingroup, a leading freight forwarder in the fruit and vegetable business.
Packaging gains more importance
And for FEDEMCO, the Spanish association for wooden packaging and components, the stand at the Berlin Show signals the start of its pan-European expansion, emphasized spokesperson, Elena Póstolev Sanchez. Above all, she is taking this experience from Berlin back home to Valencia: “Producers and consumers are becoming increasingly aware of sustainability issues.” In addition to the cultivation and transportation of fresh produce such as lettuce, celery, lemons, oranges, onions and apples, this also includes the type of packaging. “The wooden packaging of the members of our association, whether made of solid wood, fiberboard, plywood or a mixture of these, is fully recyclable and certified by ECOWOOX.” At the Berlin-held trade show, Artur Vélez, Vice-President of FEDEMCO, presented this innovative European certification mark for wooden packaging to the public.
And the winners are…
Michael Koch from the Agricultural Market Information Company (AMI), and author of the European Statistics Handbook, confirms that topics such as organic products, as well as regional production and sustainability in general, were more in focus in 2025 compared to the previous year. Asked about winners and losers, he names discounters as the clear winners in the fruit and vegetable trade. In Germany, for example, they account for 52% of all fresh produce purchased by consumers.
The fresh industry faces mounting challenges
Producers, on the other hand, have suffered setbacks. In most cases, they bear the entire risk for production planning and the consequences of harsh weather conditions like flooding or draught leading increasingly to severe crop failures. At the same time, the market expert points to growing international risks like the shelling of commercial vessels by the Houthi regime or the week-long closure of big ports due to strike actions. In addition, the increased occurrence of pests has led to yield losses, soil degradation continued further in some cultivation areas in 2024, and the availability of water for constant irrigation of agricultural products has decreased again.
Higher prices loom
In the current year, industry will have to find answers to the consequences of extreme weather occurrences jeopardizing the cultivation and transportation of fresh produce. Insurance premiums are likely to rise further due to devastating storms and flooding events, thus leading to higher consumer prices. There is also an increasing focus on sustainable packaging methods to guarantee the product quality of fruit and vegetables, Mr. Koch points out. These aspects are likely to feature prominently in forums and presentations at the next Fruit Logistica 2026 in Berlin.
