Sustainable for some, disastrous for others

All four experts on the panel agreed on one point: "Sustainability is no longer a buzzword, but a reality," said Dorra Zairi, Expert Sourcing & Markets at Import Promotion Desk. Agriculture in particular is feeling the harsh consequences of the overexploitation of the planet, explained Simon Derrick, Head of Sustainability at Blue Skies Holdings and co-founder of the Fairmiles initiative: "Climate change is here, and it is already determining how and where food can be produced." Biodiversity is declining and the depletion of resources is accelerating. And there is something else to note: "For decades, poverty in the world has been declining, but now it is rising again, and that shows that sustainability as we have approached it so far is not working for everyone in this world."

No more air freight for ICA in Sweden

This was precisely the issue addressed in the panel discussion at the Logistics Hub at FRUIT LOGISTICA 2026 entitled: "Stumbling blocks – How can the fresh produce trade establish sustainable supply chains while protecting livelihoods?" ICA Sverige, Sweden's largest retail chain, decided a few years ago to stop using air freight. Swedish consumers care deeply about sustainability and climate protection, explained ICA Business Area Director Maria Wieloch, and air freight is part of the emissions problem. For the ICA chain, this meant that it could no longer offer some fresh products with a short shelf life. The company weighed up the options and prioritised its sustainability mission over some of the products in its range, but the question remains: "This may be fair for the planet, but is it also fair for people?"

Why poorer areas are dependent on air freight

No, says Jeremy Knops, Délégué Général at COLEAD, a network for sustainable and inclusive agriculture and partner organisation of Fairmiles. The problem, he says, is that such sustainability initiatives by industrialised countries often deprive producers in poorer countries and communities of their livelihoods. These are the people who are already suffering the most from climate change – even though they are the least responsible for global pollution. If these producers were cut off from supply chains, it would mean the loss of their livelihoods – money for food, healthcare and their children's education. This must be weighed against the actual climate impact of transporting fresh fruit by aeroplane. "Yes, aviation is growing, but fresh fruit transport is not the driver here," Knops emphasised.

The farmers whom Dorra Zairi and her colleagues at the Import Promotion Desk (IPD) advise, primarily in Africa and Latin America, often pose problems for decision-makers in industrialised countries. For example, when fresh herbs are grown in Kenya, the only option for transport is by aeroplane, explained Zairi. The IPD, based in Berlin and Bonn, is a free of charge agency that connects retailers and companies in Europe with certified producers and suppliers in the Global South who meet transparency and sustainability requirements.

Fairness for all

"We need more research to understand the consequences of our sustainability decisions," warned Simon Derrick. "We must ensure that any measures we take in the name of sustainability do not disproportionately and unfairly harm the most vulnerable people or communities." Fairmiles and COLEAD have therefore established five "just transition" principles to ensure that environmental sustainability does not destroy families' livelihoods: business fundamentals, impact on people, proportionality, responsible data collection and fairness in change.