Fresh Produce Sector Launches Global Drive For Greater Shipping Transparency

A newly energised Global Coalition of Fresh Produce, comprising major produce associations from around the world, has initiated a collaborative effort to increase transparency and efficiency across fresh produce shipping.

The aim is to bring together stakeholders across the entire supply chain — from growers and exporters to carriers and retailers — to jointly tackle issues such as inflated freight costs, limited visibility in logistics, and fragmented trade practices.

Coalition Overview

The Coalition unites several prominent bodies, including Freshfel Europe, IFPA (International Fresh Produce Association), CPMA (Canadian Produce Marketing Association), COLEACP, SHAFFE, Afruibana, and CFNA. Its mission centres on reinforcing the status of fresh fruits and vegetables as essential goods, and on promoting policies that stabilise and support the sector’s value chains.

They are also inviting multilateral institutions such as the WTO, the FAO and the World Shipping Council into dialogue, aiming to align regulatory frameworks with sector needs.

The Transparency Initiative

At its core, the initiative seeks to:

• Map and monitor shipping practices across routes and carriers

• Create common data standards for container utilisation, freight rates, delays and traceability

• Enable fairer access to shipping capacity for smaller players in the supply chain

• Speak with a united voice to governments and international agencies about incentive and subsidy mechanisms

• Ensure long-term sustainability, linking environmental, economic and social goals for fresh produce trade

A recent discussion convened by the Coalition aimed to identify collaborative solutions to promote transparency in fresh produce shipping, with participation from throughout the value chain.

Why It Matters Now

The fresh produce industry has been under immense pressure. Rising input and logistical costs, shipping bottlenecks, and unpredictable global trade dynamics are squeezing margins.

Earlier surveys by the Coalition revealed that many producers are struggling: in Europe, more than half reported breaking even, while a significant number said they were selling at a loss. These challenges threaten both food security and the stability of international supply chains.

Moreover, the pandemic underscored how vital fresh fruits and vegetables are to global diets — and equally revealed the fragility of their supply lines.

What’s Next

The Coalition plans to roll out a series of working groups, pilot transparency tools, and policy proposals over the coming year. It is issuing a rallying call for greater coordination, calling on decision-makers and industry players to commit to holistic, harmonised rule- and policymaking in the fresh produce domain.

If successful, the initiative could help rebalance power in global shipping, lower barriers for smaller exporters, and make fresh produce value chains more resilient and predictable.