Is the report available to non-members?

Yes, the Fresh Matters: Summer 2025–26 report is available to both members and non-members.

Australia/New Zealand

Fresh Matters: Summer 2025–26 | Sustainability

Q: What is the Fresh Matters: Summer 2025–26 report?

It is IFPA A-NZ’s seasonal insights report covering sustainability trends, consumer expectations, packaging insights, and regenerative agriculture case studies across Australia and New Zealand.

Q: Who is this report for?

The report is designed for growers, retailers, sustainability professionals, marketers, and industry stakeholders across the fresh produce and floral supply chain.

Q: What makes this edition focused on sustainability?

It highlights new consumer research on sustainability expectations, insights from the IFPA Australian Sustainability Summit, and detailed case studies from growers implementing regenerative agriculture.

Explore the latest sustainability insights shaping Australia and New Zealand’s fresh produce and floral supply chain.

View Key Insights

January 30, 2026

Introducing Fresh Matters: Summer 2025–26

The International Fresh Produce Association Australia and New Zealand (IFPA A‑NZ) is pleased to present Fresh Matters: Summer 2025–26 | Sustainability, our latest insights report designed to help industry leaders navigate the evolving intersection of sustainability, consumer expectations, and commercial outcomes across the fresh produce and floral supply chain.

This edition places sustainability firmly in a commercial context, drawing on IFPA’s latest global and ANZ consumer research to unpack shifting expectations around packaging, local provenance, and purchasing behaviour. It also captures key takeaways from the 2025 IFPA Australian Sustainability Summit, alongside real‑world case studies from leading growers applying regenerative practices to drive both environmental and business performance.

From consumer insights to on‑farm innovation, Fresh Matters delivers a strategic snapshot of the issues shaping the season ahead — supporting informed decision-making and long‑term value creation across the industry.

Download Fresh Matters: Summer 2025-26

Key Insights at a Glance

Consumer Expectations on Sustainability

Consumers across Australia and New Zealand continue to voice strong concerns about sustainability, particularly around packaging, local provenance, and product authenticity.

Key Findings:

71% of Australian consumers prefer no packaging on fresh produce.
When packaging is required, 84% expect it to be recyclable and 77% expect it to be compostable.
Only around half are willing to pay more for sustainable packaging.
43% feel guilty buying produce with excess packaging.
44% prioritise food safety above sustainability.

Demand for Locally Grown Produce

Local provenance remains a powerful purchase driver.

77% of Australians are influenced by where produce is grown.
Nearly 43% choose locally grown over organic or field‑grown labels.
More than 50% factor in carbon footprint and transport impacts.

Clarity Matters: Packaging Claims & Labelling

Sustainability messaging remains confusing for many consumers.

1 in 4 consumers struggle to interpret sustainability claims.
Consumers want clearer, more consistent labelling and certifications.

Top indicators of sustainable produce include:

Locally grown
Supports local communities/farmers
Recyclable packaging
Low/no pesticide use
Compostable packaging

Insights from the IFPA Australian Sustainability Summit

The 2025 Summit brought together growers, manufacturers, and global sustainability leaders to explore how environmental goals can align with business outcomes.

Key Themes:

Sustainability investments must deliver commercial value.
Collaboration across the supply chain is essential.
Soil health, regenerative agriculture, and packaging innovation are top priorities.
Demand is rising for financing sustainable, resilience‑building projects.

Case Studies: Regenerative Agriculture in Action

LeaderBrand Produce (New Zealand)

Focus: Compost & cover crops

Highlights:

Improved yields in 4 of 6 vegetable crops
Higher soil organic matter levels
Reduced synthetic fertiliser use
More resilient soil function within three years

Their trials show regenerative agriculture can deliver clear commercial and environmental benefits.

Mulgowie Farming Company (Australia)

Focus: Reduced tillage, cover cropping, zero‑till

Highlights:

43% reduction in tractor hours, fuel use, and labour
40% decrease in synthetic fertiliser
11% yield increase in sweetcorn
Higher nutrient density in green beans
Stronger soil structure and water retention

Mulgowie’s guiding belief: “Healthy Soil, Healthy Plants, Healthy People”, reflects the broader shift toward regenerative systems supporting profitability, resilience, and consumer trust.

Explore the Full Report

Take a deeper dive into the research, case studies, and insights shaping the 2025-26 summer season.

Download Fresh Matters: Summer 2025-26 (PDF)

FAQ

What is the Fresh Matters: Summer 2025–26 report?

A seasonal insights report from IFPA A‑NZ covering consumer trends, sustainability, regenerative agriculture, and fresh produce innovations.

Who is this report for?

Leaders across the fresh produce and floral supply chain—including growers, retailers, sustainability teams, and policy stakeholders.

What makes this edition focused on sustainability?

It presents new consumer research, highlights from the 2025 Sustainability Summit, and case studies showcasing regenerative agriculture in practice.

Is this resource available to non‑members?

Yes — the report is accessible to both IFPA members and non‑members.