Fresh Market Digest w29/2025

European Fresh Market Weekly Update – Mid-July, 2025

Fruits in Peak Season & Market Highlights

The European fresh fruit market in mid-July reflects its peak season for many summer harvests. Major markets in Western Europe (especially Spain, France, and Italy) report strong production and increased activity in fruits like cherries, stone fruits, and berries. Prices across the board show typical early-summer trends, with some volatility tied to local weather conditions and shifts in consumer demand. Late and variable weather, including heatwaves, continues to affect some product quality and volumes.

Cherries: The European cherry harvest is coming to a close. Greece and Turkey reported significant losses in some areas with a shorter season. However, some regions like Italy, Germany, and the UK are reporting better-than-normal harvests this year. Germany's harvest increased by 41 percent over last year's, with the Rhineland-Palatinate producing 3,600 tonnes over 700 ha. Spanish and Turkish cherries still hold a significant market share, with French and Italian produce valued for premium quality.

Stone fruits (peaches, nectarines, apricots): The 2025 European stone fruit season continues down from the previous year. Spanish dominance in peaches and nectarines continues, only slightly below last year's output, supported by stable Italian and increased French production. French stone fruit leads in price premiums in Frankfurt and Cologne, exceeding €4.90–€5/kg for top grades. Apricots from Spain and Italy are widely available, although inconsistent quality leads to varied pricing. French Cot varieties maintain a luxury price tag. Turkish and Greek apricots are present in select markets. Weekly wholesale prices for Bio apricots include €4.68/kg (-9.8% weekly) in France and €4.43/kg for the EU average.

Learn more about the EU apricot market.

Berries: High volumes of blueberries have been reported for Spain and Portugal, with steady pricing as quality remains high. Local supply of strawberries dominates, with high demand for premium varieties driving up prices in some regions. Strawberries from the Netherlands, Belgium, and Poland command higher prices, especially pre-weekend, which are then reduced before the weekend to clear stocks. Changing weather patterns, including heat waves in Southern Europe, especially Spain, impact berry crops. In Italy, blueberry sales have increased.

Melons & Watermelons: Harvesting of melons and watermelons is currently at its peak. There has been a notable shift in watermelon supply from Almeria to Murcia in Spain. Some melon harvesting seasons started late due to colder spring temperatures, such as in Hungary.

Current Production Challenges & Market Risks

Extreme weather events

Extreme weather events continue to present challenges for the fresh produce market. Heatwaves and droughts dominated July of 2025, with temperatures exceeding 46°C in southern Spain and widespread heat warnings in Italy, Greece, and Turkey. Such extreme temperatures have disrupted crop physiology, led to lower yields of stone fruits, early bolting in leafy greens, and reduced fruit quality overall. Northern France, Belgium, the Netherlands, Luxembourg, and Germany experienced one of the driest springs on record, which has put stress on summer crops.

Late spring frosts in Greece and Turkey significantly diminished summer fruit yields, including peaches and nectarines. Spain experienced violent hailstorms impacting fruit tree crops, with damages still under assessment as the season progresses.

Labor shortages

Many producers face labor shortages, increasing reliance on costly seasonal workers and automation, and amplifying competition for the available workforce.

High input costs

Although fertilizer prices have generally eased since previous years, increased input costs on machinery, maintenance, and wages continue to pressure margins. Costs associated with energy and packaging remain elevated, putting pressure on producer profitability.

Import Dependency and Geopolitical Risks

Despite solid domestic production, Europe remains highly dependent on imports, especially for off-season and specialty crops. This reliance increases exposure to geopolitical uncertainties. Events such as the ongoing war in Ukraine and shifting U.S. trade policies can destabilize trade flows and heighten market risk. Rising inflation, despite wage increases, also impacts consumer purchasing power and may shift demand toward more affordable produce options.

U.S. Tariffs Threaten EU Fresh Produce Sector

On July 12, U.S. President Donald Trump announced a 30% tariff on all imports from the EU and Mexico, effective August 1. Though the fresh produce sector was not the primary target, it stands to suffer collateral damage. Reduced export volumes to the U.S. would disrupt existing trade channels and diminish access to a high-margin market for premium European produce.

Although EU exports of fresh produce to the U.S. are relatively small—around 77,000 tonnes annually, or 0.7% of total exports—the value of this market remains high. Tariffs on related sectors, such as packaging and agri-tech, could further increase costs for EU exporters. Changes in transatlantic freight patterns may also drive up shipping costs and cause delays, complicating logistics for perishable goods.

EU Response and Deliberations on Retaliatory Tariffs

In response to the U.S. tariffs, the EU Foreign Affairs Council met on July 14 to evaluate the agri-food sector’s position. The Council deemed the new tariffs unacceptable and emphasized the need for continued negotiations. As a goodwill gesture, the EU agreed to suspend its first countermeasures covering €21 billion worth of U.S. imports until August 1 to allow for further dialogue.

A secondary set of retaliatory tariffs, potentially targeting €72 billion in U.S. imports, was discussed but left unresolved. EU ministers reaffirmed their commitment to avoiding a trade war and expressed optimism about reaching a mutually beneficial agreement with the U.S..

Diversifying Trade Partnerships

Given the instability of the Transatlantic trade relationship, EU officials are exploring new international trade opportunities. The Council reviewed ongoing negotiations with Mercosur, Mexico, and Indonesia, and discussed updates to the Ukraine Association Agreement. Potential deals with Australia, Thailand, the Philippines, India, Malaysia, and the Gulf Cooperation Council were also considered.

EU ministers unanimously agreed on the need to diversify and strengthen bilateral trade relationships, aiming to reduce reliance on any single market and build resilience into the fresh produce supply chain.

European Wholesale Market Prices – Mid-July 2025

The Athens Central Market Organization (ΟΚΑΑ) data for 8 July and 10 July 2025 reveal that the Greek midsummer produce scene is marked by plentiful supply, easing heat, and generally steady quotations. After the early-season volatility of June and before the customary late-July tightening, wholesale values now sit steady midway through July. The highest-priced line was cherries at €5.00 kg, driven by short supply after earlier hail damage, and the cheapest fruit was domestic watermelons at just €0.36 kg amid peak Peloponnese harvest. Stone fruit dominates value with premium Diamantopoulou apricots at €3.10 kg and white-flesh peaches at €2.40 kg, which are capitalizing on increased export demand to Eastern Europe, whereas yellow-flesh peaches hold steady at €2.00 kg. The premium is commanded by high-value stone fruit and cherries at this time of year. Watermelons and Galia melons continue to trade below €0.80 kg, supporting volume sales in tourist zones.

Based on average wholesale prices from the Rungis market report for Week 27, French fruit prices reflected midsummer supply levels and product quality. Spanish and French apricots cost between €1.30 and €2.80/kg, Spanish and French yellow peaches around €2.00 and €3.00/kg, and white peaches at the same price. Strawberries were priced very high at €7.92, while cherries were priced at €4.90.

German wholesale prices for fruit for week 27 reflect both solid supply and notable variations across origins and varieties. Strawberries were particularly costly, peaking at €5.33/kg for German origin and around €5.56–€6.10/kg for Belgian, Polish, and Dutch produce. German-origin apricots cost €3.78, while cherries also fetch strong prices, with German cherries at €6.93/kg. Other summer fruits include French and Italian nectarines between €2.69–€5.15, French and Italian peaches between €2.61–€5.08, and Italian and Spanish plums ranged between €2.60–€2.69/kg depending on variety and origin.

In Italy, wholesale prices remained relatively stable, based on the Bologna Chamber of Commerce’s Weekly Wholesale Price List (No. 27, July 10, 2025). Apricots such as Farbela and Farbaly traded between €1.45–€1.55/kg, while Faralia reached €1.40–€1.50/kg. Nectarines were at between €1.05–€15/kg, yellow-fleshed peaches were at €1.10–€1.20, and plums were priced at €0.90–€1.15/kg. Carmen pears began at €0.95/kg. Melons showed diversity: watermelons ranged from €0.40–€0.85/kg depending on type and size, while smooth and netted melons sold for €1.35–€1.50/kg.

According to the official MAPA report for week 27, Spanish wholesale fruit prices in early July 2025 reflected a mix of premium and affordable summer options. Cherries were widely available at around €2.21/kg. Apricots followed at €1.37/kg, and plums averaged €0.84/kg. Avocados remained steady at €4.07/kg. The stone fruit market held firm, particularly for yellow-flesh peaches and nectarines, which reached up to €1.18/kg.

Learn more about the global fresh market pricing and trends

Overview

Much of Europe’s fruit sector during mid-July 2025 is in its peak summer harvest period. Western Europe (particularly Spain, France, and Italy) sees a robust supply of key seasonal fruits like cherries, stone fruits, and berries, which are commanding high wholesale prices, with marked regional disparities in production levels due to spring frost damage. The berry market remains strong, bolstered by healthy blueberry volumes in the Iberian Peninsula and premium strawberry pricing in Northern Europe. Melons and watermelons are in full harvest mode, showing stable prices and high availability.

On the supply chain front, weather disruptions, rising input and labor costs, and shifting consumer patterns due to inflation continue to shape market behavior. Wholesale markets across Greece, France, Germany, Italy, and Spain report both steady volumes and wide price variations driven by region, quality, and weather impacts. Greek and German markets highlight cherries and premium stone fruits as price leaders, while cucumbers, courgettes, and tomatoes remain competitively priced.

A new factor to consider is the 30 percent import tariff on EU goods announced by U.S. President Trump, which could introduce potential volatility in European export markets. While fresh produce exports to the U.S. are relatively minor in volume, they are critical for high-margin segments. European ministers have paused retaliatory tariffs to pursue diplomatic negotiations while exploring diversified trade avenues globally.

Conclusion

To summarize, the European fresh produce market in mid-July 2025 reflects a classic peak-season dynamic: abundant domestic supply, strong seasonal demand, and volatile pricing influenced by localized weather extremes. While consumer markets remain well-supplied, production risks like climate change, labor shortages, and economic pressures are becoming structural challenges. Geopolitical developments, especially the imposition of U.S. tariffs, compound market uncertainty, highlighting the EU's need to strengthen trade diversification and internal market resilience. The short-term outlook remains dependent on weather stabilization, crop performance in late summer, and the resolution of emerging trade disputes. Despite these headwinds, the sector is adapting quickly, with signs of strength in quality-driven market segments and proactive policy coordination at the EU level.