The European market for fruits and vegetables continues to be one of the most stringent globally. For Ukrainian enterprises aiming to penetrate more intricate sales avenues, a mere competitive price point is insufficient.
This perspective was shared by specialists from the Ukrainian Horticultural Association.
They elaborated that European purchasers anticipate consistent quality, homogeneous product lots, reliable quantities, appropriate certifications, suitable packaging, adherence to the cold chain protocols, and the capacity to honor commitments within stipulated timelines.
This is particularly critical for items such as berries, apples, stone fruits, vegetables, as well as frozen and processed goods, where losses post-harvest, variable quality, or inadequate packaging can substantially diminish export profitability, as highlighted by the UHA.
«European buyers look for more than just a competitive price; they expect product consistency, foreseeable volumes, certification, appropriate packaging, cold chain integrity, and the supplier’s capability to meet contractual obligations punctually. In the context of war, elevated logistics costs, a deficit of investment, and personnel shortages, it is especially vital for Ukrainian fruit and vegetable businesses to observe the technologies currently employed by competitors, the products being championed by Mediterranean and Latin American nations, the operational methods of industry bodies, the offerings from bio-solution providers, and the specific demands set by European retailers,» stated Kateryna Zvierieva, Development Director of the Ukrainian Horticultural Association.