Retail Round Table 2026

At Fruit Logistica 2026 in Berlin, senior fresh produce buyers from some of Europe’s largest retail chains – including Tesco, ICA Gruppen, Rewe, Aldi Süd and Marks & Spencer – came together for Fruitnet’s Retail Round Table. Held on 4 February, the closed-door session provided a rare opportunity for open, pre-competitive exchange on the most pressing challenges and opportunities facing the fresh produce sector.

Participants included Tom Mackintosh (Tesco), Maria Wieloch (ICA Gruppen), Stephan Weist (Rewe), Franka Rodriguez, Karina Drigota and Ceri Statham (Aldi Süd), as well as Liz van Niekerk and Anna Peppitt (Marks & Spencer). The discussion was moderated by Fruitnet’s Mike Knowles, Maura Maxwell, and Chris White.

Over the course of an intensive discussion, participants shared perspectives on how technology, shifting consumer expectations, and structural supply chain challenges are reshaping the industry. From the growing influence of artificial intelligence to the need for more resilient and sustainable supply models, the conversation made clear that fresh produce retail is undergoing a period of significant transformation.

Six key strategic themes emerged:

1. AI Will Shape Future Buying Behaviour

Participants explored the potential impact of artificial intelligence on consumer purchasing decisions. Some raised concerns that AI-driven tools could increasingly take over buying decisions, potentially reducing human choice and leading to greater product commoditisation.

At the same time, others emphasised the opportunity for AI to create more engaging shopping experiences and enable personalised nutrition, which could ultimately drive higher demand for fresh produce.

2. Health Trends Create a Major Growth Opportunity

There was a shared view that fresh produce is well positioned to benefit from growing consumer interest in health and wellbeing.

Expanding ranges, potentially to include more niche products, offers a clear opportunity, provided retailers adopt data-based approaches to manage risk and respond effectively to demand.

3. Data-Driven Supply Models Are Becoming Essential

There was broad agreement on the need for better-informed, data-driven supply models. More predictable demand patterns and measurable purchasing behaviour are seen as critical to improving efficiency across the supply chain.

Retailers recognise that leveraging data more effectively will be key to aligning supply with demand and reducing volatility.

4. Retail Buying Is Becoming More Technical and Sourcing-Focused

The role of the buyer is evolving towards a more technically driven and sourcing-focused function. Participants highlighted the growing importance of expertise in areas such as product development, variety selection, and supply chain dynamics.

This shift reflects a broader move towards more strategic and knowledge-based decision-making in fresh produce retail.

5. Collaboration Is Key to Improving Supply Resilience and Sustainability

The discussion underlined the importance of closer collaboration across the industry to address ongoing challenges in supply chain resilience and environmental sustainability.

Retailers may increasingly work together to improve logistics efficiency and ensure more stable product availability in the future.

6. Retailers Must Do More to Inspire Shoppers

Participants stressed the need to create more compelling fresh produce ranges and improve the overall in-store experience. Better store design and stronger visual presentation were identified as important levers to attract and engage consumers.

Inspiration at the point of sale is seen as critical to driving category growth.

Conclusion: Turning Insight into Action

The Retail Round Table 2026 highlighted a sector that is not only evolving, but accelerating. The convergence of AI, data-driven decision-making, and closer collaboration across the value chain is fundamentally changing how fresh produce is sourced, marketed, and sold.

At the same time, retailers must balance innovation with execution – ensuring that technological advances translate into tangible improvements in availability, quality, and consumer engagement. Those who succeed will be the ones who combine sharper insights with faster decision-making and stronger partnerships.

As the discussion made clear, the opportunity is significant: not only to respond to rising demand for healthier products, but to actively shape the future role of fresh produce within the modern retail landscape.