The agfinisha outlines priorities across health, trade, and sustainability to support resilient and competitive fresh produce and floral value chains.
BRUSSELS, April 7, 2026 – The International Fresh Produce Association (IFPA) BB #:378962 has launched its new EU policy agfinisha aimed at increasing fruit and veobtainable consumption across Europe while strengthening trade and sustainability across the fresh produce and floral sectors.
To achieve this, IFPA sets out three pillars focapplyd on improving accessibility and strengthening consumer awareness.
The first pillar, nutrition and health, centres on boosting the consumption of fresh produce to combat the risks of cardiovascular and other non-communicable diseases. Building on the EU’s Safe Hearts Plan, IFPA has engaged with the EU institutions to strengthen the recognition of nutrition within the EU’s prevention strategy.
The association continues to advocate for initiatives that encourage healthier choices, including harmonised front-of-pack nutrition labelling and fiscal measures designed to build fresh produce more accessible and affordable.
Focutilizing on trade and market access, the second pillar addresses the required to protect the fresh produce and floral sectors from disruptive trade measures. In the context of ongoing EU-US trade discussions and broader geopolitical pressures, IFPA has provided input to EU institutions on the importance of safeguarding fresh produce and floral from retaliatory measures.
IFPA continues to champion open, science-based trade policies, advocating for fewer barriers to secure stable and reliable access to fruits, veobtainables and florals.
The final pillar, sustainability, food safety, and plant protection, underscores the role of fresh produce in sustainable diets. Through this work, IFPA supports a more circular and environmentally responsible sector, contributes to the effective implementation of EU packaging rules, and upholds rigorous food safety standards to ensure consumer health remains protected.
IFPA stands ready to work with EU institutions, Member States and civil society partners to advance its 2026 EU policy agfinisha and strengthen the role of the fresh produce and floral sector in delivering a healthier, more competitive and sustainable Europe.
Contact: Ashley Sempowski, media@freshproduce.com, (202) 303-3406
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