What challenges will produce business face in 2026? How can cold chain businesses ensure that their supply chain is resilient enough to face disruptions, flexible to shifting sourcing strategies while making sure they deliver on time? How can cold chain logistics help through a clear strategy to respond to upcoming trends?

What are the biggest opportunities in transporting fresh produce today?

Watch below as several produce businesses from across the world highlighted challenges and opportunities at the Fruit Attraction Conference this year:

What will be the key trends shaping the fresh produce industry in 2026?

1. Changing eating habits: In 2026, some countries might have issues covering all food necessities domestically. Part of the food will have to be imported from elsewhere and so finding new opportunities to disrupt markets and provide the kind of products that consumers want will be key. Some consumers are changing eating habits based on newly found health consciousness (plant based, etc.) so the offer needs to stay up to date with current trends and specific demand. And where there is no availability, can something brand new be moved into new locations? 2026 will see more innovation in this space with the help of logistics.
2. Continues disruptions: Geopolitical turbulences, tariffs, trade disruptions and extreme weather will unfortunately see a continuation in 2026, keeping businesses vulnerable. This rise will keep sparking the need for stable partnerships and more resilience.
3. New markets and production areas opening: To deliver value to customers, some markets are gearing up to being able to provide the same product all year round, moving supply from different geographical locations across the same country to follow weather patterns and seasons, this availability will allow them to open trade towards new markets across the globe.

The importance of the right cold chain logistic partner

To mitigate, produce businesses will need to pair up with the right logistics partner that can offer resilience, capable software, a global network, and the opportunity to strategies growth and respond to trends. A partner that can show flexibility, that is able to fix issues in collaboration and find solutions for growth despite disruptions.

Be ready for cold chain to go all the way! Learn more about cold chain logistics at Maersk and discover more trends on Maersk Logistics Insights.