Why 2026 Will Be The Year of Discovery For Global Fresh Produce — And Why The UK Is Ready For It
- Sarah-Jayne Gratton
- Nov 19
- 3 min read
If there’s one phrase that captures where the fresh-produce sector is heading, it’s this: 2026 will be the year of discovery.
For UK importers, buyers, wholesalers and international exporters alike, new logistics routes, smarter cold-chain technology and evolving trade frameworks are reshaping what’s possible — and crucially, what’s profitable.
And the most striking sign so far? The launch of DP World’s new Atlas service, a Morocco–UK–Europe route that feels nothing short of watershed.
A Logistics Shift With Real Impact
Last week saw the first vessel of DP World’s Atlas route — the M/V BF Carp — arrive at the Port of Agadir, discharging more than 400 brand-new reefer containers ahead of its inaugural northbound sailing to London Gateway and Antwerp.
It’s a moment with long-term implications:
Transit times are being cut by up to two days for produce moving from Morocco into the UK.
The route has capacity to shift up to 150,000 tonnes of fresh produce annually from long-haul road to sea.
Carbon emissions fall by around 70% compared with traditional road transport.
This isn’t conjecture; these are the numbers now being publicly associated with the new service. And while Morocco is the headline, it’s part of a much broader pattern: fresh-produce logistics are becoming faster, cleaner and more dependable across multiple origins.
Cold Chain 2026: A Smarter, Sharper System
The UK’s temperature-controlled logistics network is also evolving in step with origin-country upgrades.
The Cold Chain Federation’s Cold Chain Report 2026 describes the sector as:
A “definitive guide” to the UK cold chain
A dataset showing the landscape of cold stores, refrigerated vehicles and containers
An expanded 2026 edition featuring a new People section covering workforce dynamics
Taken together, these point towards a UK cold chain that is more aware of its infrastructure profile, more engaged with its workforce strategy and better equipped to support reliable, long-distance supply.
At the same time, industry analysis shows increased investment in real-time monitoring, IoT-enabled temperature tracking, smarter reefer equipment and improved packaging solutions — all aimed at safeguarding freshness, extending shelf-life and maintaining consistent quality.
This creates a powerful multiplier effect: when origin routes modernise and destination cold chains tighten up, the freshness window widens. Products that were once considered “too risky” or “too distant” suddenly become credible options.
Why 2026 Is the “Year of Discovery”
Bring these elements together — the Atlas route, enhanced cold chain capability, more supportive trade frameworks — and you get a year ripe for exploration.
For UK buyers, this means:
New origins becoming viable
More competitive pricing
Better-quality produce maintained across longer distances
Greater seasonal flexibility
For overseas growers, exporters, trade boards and embassies, it means something even more exciting:
Produce can now reach the UK in optimum condition, with higher reliability and a stronger sustainability story than ever before.
This is an open door. The market is ready for new narratives, new flavours and new partnerships.
A Timely Opportunity
Against this backdrop, the FPC Fresh Awards Supplier Showcase 2026 becomes the perfect platform for countries to step into the discovery spotlight.
It’s more than a showcase. It is:
A meeting point for the industry's leading decision makers
A stage to demonstrate cold-chain capability and logistics readiness
A chance to tell your nation’s fresh-produce story at exactly the right moment
A way to position your exporters as early adopters in this new era of logistics innovation
For embassies and national trade agencies, it’s a strategic opportunity!
With new routes opening, the cold chain strengthening and trade frameworks shifting, 2026 offers something rare: a structural change, not just a seasonal one.
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