Fruit and vegetable producers shift focus from premium products to production resilience

The fruit and vegetable sector is gradually shifting its focus from premium products and high-margin exports to climate resilience, efficient water use and stable production of staple crops. These trends were highlighted at Fruit Attraction 2026, an international trade fair.

For many years, innovation in the sector was largely associated with new varieties, consumer convenience and the expansion of the premium segment. However, climate instability, geopolitical risks and concerns about the competitiveness of European agriculture are bringing more fundamental issues back to the forefront, including food security, the preservation of production capacity and dependence on imports.

One of the key areas of innovation remains the development of crop varieties that can adapt to more challenging climatic conditions. VentureFruit presented its Adore programme, which focuses on commercializing apple varieties developed for hot climates. Around 120 hectares have already been licensed under the programme in Catalonia. For growers establishing orchards with a 15–20-year productive lifespan, heat tolerance is becoming an important factor in investment decisions.

Extending the shelf life of fresh produce is another priority. Berryum Varieties presented five new blackberry varieties with a claimed shelf life of up to 18 days and up to 95% Class I fruit. Longer shelf life can reduce transportation losses, expand export destinations and improve the commercial efficiency of supply chains.

Meanwhile, producers are paying greater attention to water management and soil health. FairFruit plans to introduce regenerative farming practices on its contract farms in Peru and Guatemala by 2035. According to the company, in 2025, 56% of its land in Peru was already using drip or sprinkler irrigation, saving approximately 300,000 cubic metres of water compared with surface irrigation.

The choice of potatoes as the featured crop at Fruit Attraction 2026 is also significant. It reflects growing attention to staple food production and its role in food security. Amid climate and geopolitical risks, producers increasingly need to assess not only the potential margins of their crops but also their ability to maintain stable production over the long term. According to EastFruit, the sector’s future competitiveness will depend on combining productive genetics, efficient resource use, product quality preservation and resilient supply chains.

Tags: fruits, vegetable