New report shares consumer trends and reveals how sustainability can drive efficiency, resilience, and long-term growth
The International Fresh Produce Association Australia and New Zealand (IFPA A-NZ) has released a new report exploring the latest sustainability insights shaping Australia and New Zealand’s fresh produce and floral supply chain.
Fresh Matters Summer 2025-26 Sustainability, places sustainability in a commercial context, drawing on IFPA’s latest global and Australasian consumer research to unpack shifting expectations around sustainability. It also captures key takeaways from the 2025 IFPA Australian Sustainability Summit, and shares case studies from growers applying regenerative practices to drive both environmental and business performance.
IFPA A-NZ managing director Belinda Wilson said the fresh produce industry is facing rapidly evolving expectations around sustainability and the issue now sits at the heart of how businesses operate.
“Consumers are telling us they want less packaging on produce and, when packaging is necessary, the majority want it to be recyclable or compostable. Complicating this, our latest survey shows only about half are willing to pay more for sustainability. This is why our industry’s sustainability journey must be grounded in commercial reality,” said Wilson in the report.
“Businesses cannot afford to invest in sustainability for sustainability’s sake alone. Investments must deliver tangible returns – whether that’s lower input costs, improved resilience, or enhanced market competitiveness.”
Drawing from an IFPA Global Survey and consumer surveys in Australia and New Zealand, the report found that most consumers believe packaging on fresh produce is not necessary but when it is, they expect it to be sustainable.
The majority of Australian consumers (71 per cent) said was important to them that there is no packaging on produce at all. If packaging has to be used, Australian consumers say it is important that it is recyclable (84 per cent) or compostable (77 per cent). However, only around half would be willing to pay more for this.
Fresh Matters Summer 2025-26 Sustainability also features case studies providing insight into sustainable best practices. New Zealand’s LeaderBrand Produce and Australia’s Mulgowie Farming Company share how they have embraced regenerative agriculture and the value it has added to their operations
