Given the size and strength of the shockwaves that thundered down Wall Street in September, the fact that Europe is no longer staring into a financial abyss and merely standing on the brink of a major economic recession can be taken as a positive. But the global economy is still in very poor shape: asset values are tumbling, the credit crunch continues to bite and confidence among investors and consumers remains fragile.

Yet change is always around the corner. The euphoria of Barack Obama’s election as the 44th US President has the potential to awaken an early sense of recovery in the country’s economy and, eventually, the international marketplace. Following the bail-out of Wall Street, the US dollar is now regarded as a relative safe haven – witness last month’s sudden adjustment in exchange rates – and this offers the new administration a chance to put cash back into the system. Germany and the UK are also said to be considering applying what The Economist describes as a kind of ‘fiscal jolt’ to the flatlining European market. Obama built his whole election campaign around a promise of change; when it comes to reinvigorating consumer spending, what’s required is loose change in people’s pockets.

For many in the fresh produce business, there will be tough times ahead. As many of the reports in the latest edition of Eurofruit Magazine confirm, plenty of suppliers are concerned about the fall in consumer spending likely to be seen across Europe during the next 12-18 months. But the market won’t disappear (people will always have to eat) and the recent focus on healthier eating, greener supply chains and fairly traded products seems set to intensify rather than fade. That means opportunities to serve the market will still exist for those who invest in the right way. Suppliers have to keep a close eye on these trends and adjust accordingly, but retailers must also contribute. Partnerships like Rewe’s Best Alliance could be a useful model for successful partnerships in the future. Greater sustainability – economic, ethical, environmental – is the change we need.

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