Industry Trends: Logistics Hub

Resilient, efficient, transparent: At FRUIT LOGISTICA 2025, the International Fresh Produce Association (IFPA) joined forces with technology innovators and global partners to launch the groundbreaking Supply Chain of the Future. More than just a roadmap, this collaborative movement sets out to reduce waste, boost value creation and break down long-standing barriers in produce logistics. By combining human-centred design thinking with cutting-edge digital tools, the initiative aims to deliver fresher products worldwide, empower growers and retailers, and create a truly connected, sustainable supply chain for the future.

"We're not just talking about incremental change – we're building a new reality where data transparency and collaboration drive value for everyone, from farm to table," emphasised Drew Zabrocki of Totem, the lead innovation partner orchestrating this industry-owned initiative. What began as a vision has transformed into a movement with over 200 stakeholders across five continents now engaged in active workstreams, delivering tangible outcomes including ROI calculators, shelf-life prediction models, and revolutionary industry-owned intelligence sharing solutions.

From Sticky Notes to Real Solutions

Six months of intensive collaboration have transformed the initiative from promising concept to working solutions. The working groups are now delivering concrete outcomes for the Global Produce & Floral Show demonstrations, where the industry will witness live showcases of breakthrough innovations. Three key opportunities have emerged from this systematic development: using AI to predict shelf-life and optimising routes for fresher products; creating dynamic incentive models that reward value and sustainability across the chain; and designing new verification systems to strengthen trust while protecting sensitive data. These advances are underpinned by two structural pillars: smart data escrow, which enables the secure sharing of information without loss of control; and harmonised standards, developed in cooperation with global organisations such as GS1 and ASTM.

A Global, Industry-Owned Movement

The initiative spans far beyond one region, with stakeholders representing the entire supply value chain from farm forward. "Data doesn't move food - collaboration does," noted Steve Alaerts, IFPA council chair and Partner & Director at Foodcareplus, highlighting the collaborative foundation that has driven the initiative's success. With virtual and in-person events having engaged participants across Europe, Africa, the Middle East and Asia, the systematic approach to regional adaptation demonstrates the truly global nature of this transformation.

While IFPA serves as the founding organisation, this initiative is owned-by-industry, with the collaborative innovation process starting at the farm and moving forward through the entire supply value chain. The initiative's Steering Committee now includes over 30 industry leaders representing retailers, suppliers, logistics providers, and technology innovators from across the global supply chain. Strategic partnerships with ASTM International and GS1 Global are advancing the development of harmonised standards and technical integration.

"The evolution from vision to tangible implementation has been remarkable," added Martha King, co-lead of the initiative at Totem. "We're seeing innovative new models for cross-industry collaboration that honor competitive interests while enabling breakthrough collective outcomes."

Beyond Technology: Trust and Practical Results

While new tools such as AI and data escrow infrastructure are vital, the systematic delivery on commitments made in foundational documents has built unprecedented trust across competitive stakeholders. The upcoming Global Produce & Floral Show will demonstrate working solutions including ROI calculation frameworks for executive decision-making, shelf-life prediction models integrating real-world data, and smart data sharing solutions that protect competitive information while enabling collaboration.

This industry-owned approach ensures no single company dominates the development process, while pilots demonstrate tangible value – from reducing waste to improving margins for growers across the global supply chain.

Call to Action

The panel concluded with a clear invitation: Join the movement. Whether as growers, logistics companies, retailers or technology providers – the opportunity is to co-create a resilient, sustainable supply chain that benefits all. With working solutions ready for demonstration and strategic partnerships secured, the Global Produce & Floral Show represents a pivotal moment showcasing the collaborative innovation model's practical success.

For more information about the Supply Chain of the Future initiative, visit supplychainofthefuture.org.

This newsblog article was created in partnership with Fruitnet Media International.