Global fresh produce executives share innovative strategies on sustainability, market trends, and supply chain challenges during the high-profile Berlin summit

International Fresh Produce Association (IFPA) gathered nearly 150 top executives from 27 countries in Berlin last week at its Executive Leadership Summit a high-profile meeting held in conjunction with the Fruit Logistica event to address pressing industry challenges and emerging opportunities.

The summit, designed for C-Suite leaders to share candid insights and discuss transformative issues, focused on adapting to shifting market dynamics, reinforcing sustainability standards, and enhancing supplier–buyer relationships in the fresh produce, fruit, vegetable, and floral sectors.

Held in Berlin, the summit brought together decision-makers who are at the forefront of the industry’s evolution.

The agenda spanned a broad array of topics, beginning with an update on the organization’s Strategic Plan process and continuing with a discussion centered on building stronger supplier–buyer partnerships to meet evolving sustainability standards.

The session featured perspectives from representatives of The Consumer Goods Forum, Albertsons, Naturipe, and the International Seed Federation, providing a comprehensive view of the market’s current state and future trends.

Participants also delved into the economics of fruit, vegetable, and floral markets with insights from Rabobank expert Cindy Van Rijswick, further highlighting the complexities and nuances of global supply chains.

The interactive agenda also included an “Advocacy in Action” panel that stimulated robust discussions among industry leaders.

Panelists Steve Alaerts, partner and director at foodcareplus logistics nv; Jan Doldersum, manager chain & retail at Rijk Zwaan Distribution B.V; and Maria Wieloch, head of category management and business development for fruit, vegetables and flowers at ICA Sverige AB, contributed detailed accounts of their strategies and real-world experiences.

Their contributions provided attendees with a multifaceted understanding of how advocacy and operational excellence can work hand-in-hand to drive industry success.

These sessions underscored the vital role of collaborative problem-solving in an era marked by both rapid innovation and considerable challenges.

“We have been bringing together leaders at the Executive Leadership Summit for the past few years and I’m always impressed and appreciative by how generous our leaders are with their insights and engagement.”

Miriam Wolk, Chief Membership Officer

Her remarks captured the spirit of the event, emphasizing that in today’s volatile market conditions marked by “changing headwinds and tailwinds” the opportunity for executives to discuss and share ideas is more valuable than ever.

Wolk also highlighted the global nature of the summit by looking forward to its next iteration, which is scheduled to take place in Sydney, Australia in the coming months.

Throughout the summit, the discussions not only spotlighted current economic trends but also set the stage for actionable strategies that can drive industry resilience and growth.

Insights shared by industry veterans underscored the dual challenges of maintaining product quality and ensuring supply chain sustainability amid evolving consumer expectations.

The collaborative nature of the event allowed participants to explore how strategic partnerships and advocacy initiatives can support safe, delicious, sustainable, and nourishing food production a goal that remains central to the mission of the global fresh produce community.

Another notable highlight from the summit was the deep dive into economic trends led by Cindy Van Rijswick from Rabobank.

Her analysis provided clarity on the shifting landscape of fruit, vegetable, and floral economics, offering both a retrospective look at market movements and a forward-looking perspective on what lies ahead.

This session, along with the robust panel discussions, demonstrated the industry’s commitment to staying ahead of market trends and regulatory demands.

“One of the highlights of events like the ELS is the ability to hear directly from our many industry executives who are facing and solving some of our industry’s greatest challenges. I appreciate Steve, Jan, and Maria sharing their insights, it was clear in the discussion that followed that our industry not only has the ideas that can help our industry thrive but the obvious passion to ensure consumers can continue to rely on our industry for safe, delicious, sustainable, nourishing food.”

Jessica Keller, VP of Global Industry Relations at IFPA

After the event, IFPA made available a detailed takeaways document summarizing the key trends and interactive moments of the session.

This document, accessible on IFPA’s website and social media channels, serves as a resource for industry stakeholders and underscores the organization’s dedication to knowledge sharing and continuous improvement.

By disseminating these insights, IFPA reinforces its role as a critical hub for innovation and advocacy in the global fresh produce sector.