A Berry Swing survey of 300+ consumers in Livigno found 90% associate European berries with quality and reliability, 87% rate them more sustainable than non-EU alternatives, and 88% deem them healthier. Global berry cultivation grew 117.5% between 2015–2024, reaching 282,000 hectares; production hit 2.15 million tonnes in 2024 and is forecast to reach 3.2 million tonnes by 2028. The EU-backed, three-year Berry Swing project promotes traceability, safety, and regenerative practices across Italian and German supply chains.
According to www.manilatimes.net, a Berry Swing survey of over 300 mountain sports enthusiasts conducted in Livigno during the last Winter Olympics found that 90% of respondents associate European berries with quality and reliability — a perception directly tied to rigorous food safety controls and traceability.
Consumer Trust Anchored in Three Pillars
The study confirms that quality, safety, and sustainability are no longer peripheral concerns but foundational value drivers in the global berry supply chain. Nearly 9 in 10 consumers rate European strawberries, blueberries, blackberries, raspberries, and redcurrants as superior in taste, while 88% consider them healthier than non-EU alternatives. Crucially, 87% view EU-grown berries as more sustainable — both environmentally and socially — compared to competing products from outside the bloc.
Further reinforcing this preference, 7 in 10 respondents indicated they are more likely to purchase berries produced using methods that reduce environmental impact, protect natural resources, and uphold high safety standards. As one participant summarized:
“When I see the EU flag on the packaging, I know it means strict checks, fair labor, and low pesticide use — not just marketing.” — Survey respondent, Livigno Winter Olympics cohort
Global Expansion Amid Rising Standards
While production volumes have surged globally, competitive differentiation now hinges on verifiable responsibility. According to the International Blueberry Organisation (IBO), global berry cultivation expanded from approximately 130,000 hectares in 2015 to over 282,000 hectares by 2024 — a +117.5% increase. Total production reached 2.15 million tonnes in 2024, with forecasts projecting 3.2 million tonnes by 2028.
This growth has intensified competition, shifting emphasis from yield alone to measurable performance across three dimensions: end-to-end traceability, compliance with EU food safety regulations (including Regulation (EC) No 852/2004), and adherence to sustainability benchmarks such as the EU Farm to Fork Strategy. The Centre for the Promotion of Imports (CBI) corroborates this trend, noting that buyers in key markets like Germany and Italy increasingly require third-party verified certifications for carbon footprint, water use efficiency, and social compliance.
Berry Swing Project Advances Responsible Production
Launched in 2025 as a three-year initiative, the Berry Swing — Little European Heroes Against Climate Change project is co-funded by the European Union and CSO Italy. Based in Ferrara, Italy, the program targets producers, packers, and logistics providers across the Italian and German supply chains to embed advanced traceability systems, harmonize quality control protocols, and scale regenerative farming practices — including reduced synthetic inputs, pollinator habitat restoration, and precision irrigation.
The project’s operational framework includes digital farm-level monitoring tools compliant with the EU Digital Product Passport requirements, real-time cold-chain temperature logging, and blockchain-enabled batch-level traceability accessible to retailers and regulators. Its stated goal is to demonstrate how supply chain responsibility — not just volume — creates tangible market advantage. As the report states:
“Responsibility is the competitive advantage of European berries.” — Berry Swing Project findings, August 2026
These efforts align with broader EU regulatory momentum, including the Corporate Sustainability Due Diligence Directive (CSDDD), which mandates due diligence across agricultural supply chains starting in 2027 for large operators. For supply chain professionals, this means verification infrastructure — not just certification paperwork — is becoming a prerequisite for market access in premium European retail channels.
Source: manilatimes.net
Compiled from international media by the SCI.AI editorial team.
