The European fresh produce sector has called for clear, harmonised and data-driven implementing rules ahead of the EU’s Packaging and Packaging Waste Regulation (PPWR) entering general application in the second half of 2026. The appeal was made during a Fresh Produce Forum session at Fruit Logistica, where industry bodies warned that inconsistent implementation could raise supply chain costs and undermine the EU single market.

The discussion was led by Freshfel Europe and Pro Food during an event at Fruit Logistica, bringing together packaging manufacturers, growers and trade representatives.

What Is The PPWR?

The Packaging and Packaging Waste Regulation (PPWR) is an EU regulation designed to reduce packaging waste, increase recyclability and harmonise packaging rules across member states. It introduces binding targets and restrictions affecting packaging design, materials and usage across multiple sectors, including fresh fruit and vegetables.

The regulation will apply directly across EU countries once in force, but its operational impact depends heavily on delegated acts, technical definitions and implementation guidelines still under development.

At a glance

  • PPWR enters general application in the second half of 2026

  • Fresh produce sector demands harmonised EU-wide implementation

  • Concerns focus on delegated acts and unclear definitions

  • Annex V and national exemption lists seen as fragmentation risks

  • Industry calls for Life Cycle Assessment-based decision-making

  • Forum hosted by Freshfel Europe and Pro Food at Fruit Logistica

  • Single market protection identified as a priority

Why Is The Fresh Produce Sector Concerned?

Fresh fruit and vegetables rely on packaging to maintain quality, ensure food safety and reduce waste during transport and storage. Industry representatives argue that unclear implementation rules could increase compliance costs and disrupt established packaging formats.

Because produce is perishable and traded cross-border at high volumes, even minor regulatory differences between member states could create logistical and financial strain.

What Are The Risks Around Delegated Acts And Definitions?

Delegated acts will define how core elements of the PPWR are applied in practice. Industry bodies warn that unstable or vague definitions could force expensive packaging conversions and delay investment decisions.

Businesses require predictable timelines and legal certainty to adapt production lines, supply contracts and procurement strategies. Without clarity, operational risk rises across the value chain.

Why Is Annex V Causing Concern?

Annex V outlines specific packaging restrictions and potential exemptions. Stakeholders fear that if EU member states adopt different exemption lists for fruit and vegetable products, this could create regulatory fragmentation.

Such divergence would complicate cross-border trade and potentially distort competition, challenging the principle of free movement within the EU single market.

What Role Does Life Cycle Assessment play?

Packaging manufacturers represented by Pro Food argue that implementation decisions should be guided by Life Cycle Assessment (LCA) analysis. LCA evaluates environmental impact across a product’s full lifecycle.

Industry groups maintain that evidence-based assessment is necessary to avoid unintended increases in food waste or sustainability trade-offs.

How Does This Affect Supermarkets And Supply Chains?

Retailers depend on stable packaging standards to manage procurement, private label formats and logistics planning. Changes in packaging rules may affect sourcing strategies, cost structures and cross-border distribution.

Given that fruit and vegetable consumption is already under pressure in several European markets, additional cost burdens could influence pricing and availability.

What Broader Industry Context Matters?

The fresh produce sector represents a relatively small share of total European food packaging but is highly sensitive to packaging performance due to perishability and waste considerations.

At the same time, the EU is accelerating sustainability legislation across multiple areas. PPWR implementation forms part of a wider regulatory shift affecting packaging, recycling infrastructure and product design standards.

What Happens Next?

The PPWR is scheduled to enter general application in the second half of 2026. In the coming months, EU institutions will finalise delegated acts and technical guidelines that will determine how the regulation functions in practice.

Industry groups are urging EU policymakers to ensure harmonised, predictable and data-driven implementation to safeguard competitiveness, protect the single market and maintain stable fresh produce supply chains across Europe.

Editor’s Note: This report is based on industry discussions held during a Fresh Produce Forum session at Fruit Logistica and reflects positions presented by European trade associations regarding the implementation of the EU Packaging and Packaging Waste Regulation (PPWR), scheduled to apply from the second half of 2026.