The ability of supply chain operators to offer safe, sustainable and high-quality fruit products for a variety of sectors including for confectionery is the key factor on which value creation depends. According to the group’s survey, nearly 9 in 10 consumers consider European berries superior in quality to competing products from alternative locations. Moreover, 7 in 10 are more likely to buy berries produced through methods that reduce environmental impact, protect natural resources and ensure high safety standards. Today, the sector faces growing competition, with competitiveness increasingly driven not only by production volumes but by quality, sustainability and supply chain transparency. Supply chain responsibility therefore plays a key role in creating value.