International fresh produce buyers are demanding trust, transparency and digital traceability — not just competitive prices — reshaping how suppliers must compete in 2026, says Wikifarmer's Christian Navarro Artal.
The global fresh produce trade is one of agrifood’s most demanding and fast-paced sectors, as suppliers race to meet year-round buyer demand while navigating perishability risks, complex logistics, changing trade policies, and evolving consumer expectations.
Christian Navarro Artal, fresh produce sales manager at Wikifarmer, explains what it takes to source and sell fruits and vegetables on a global scale, and how it involves far more than meets the eye.
“The sector goes far beyond simply selling fruit or vegetables,” Navarro says. “It is about building trust, solving problems quickly, and creating strong long-term relationships. That is what truly makes the difference.”
Navarro works directly with international clients across multiple markets, connecting producers with buyers, negotiating deals, and ensuring operations run smoothly from initial commercial discussions through to final delivery. His perspective offers a glimpse into buyer needs and what suppliers must do to remain competitive.
What fresh produce buyers want most
While price is always an important factor, Navarro says competitive quotes are not enough to secure long-term business.
“Today, buyers are mainly looking for security and trust,” he explains. “Price is still important, but it is not the only factor. They want suppliers who deliver on their commitments, respond quickly, and maintain consistent quality.”
This highlights a broader trend across the global produce market, where procurement teams are increasingly prioritizing supplier reliability over short-term cost advantages. Suppliers that consistently close deals, Navarro says, are those who focus on relationship-building rather than transactional selling.
“Very often, the difference is not a few cents more or less, but communication, professionalism, and the ability to react quickly when problems arise.”
Trust and responsiveness are what usually convince buyers to return, as perishability leaves little room for delay.
Why buyer expectations are becoming more demanding
Navarro notes significant changes in buyer behaviour in recent years. “The market has become much more demanding,” he says.
International buyers are now paying closer attention to product origin, sustainability credentials, and supply stability, while end-consumer preferences are increasingly shaping procurement decisions.
“There is increasing pressure from end consumers for healthy products and premium quality.”
Consumers are prioritizing healthier, higher-quality foods, which is driving stronger demand for fresh produce that aligns with health-conscious lifestyles.
According to Navarro, products such as avocados, berries, citrus, grapes, and exotic fruits continue to see strong international demand.
“There is also increasing interest in organic products and healthy ecological options.”
Organic products remain popular as consumers favour natural farming methods that support soil health, ecosystems, and biodiversity, while also seeking reassurance that food is free from synthetic or chemical inputs. These trends are especially evident across Europe, Asia, and the Middle East, says Navarro.
Uncertainty as the looming challenge
Despite modernization and digitalization, international fresh produce trading remains highly unpredictable.
“One of the biggest challenges is uncertainty,” Navarro says. “In this sector, everything can change very quickly—logistics, weather, costs, product availability, or overall market conditions.”
The perishability of fresh produce makes this volatility particularly difficult to manage. Even minor disruptions can affect product quality, delivery schedules, and relationships between buyers and suppliers.
Navarro says one of the most common supplier mistakes is focusing too heavily on pricing while neglecting operational performance.
“Sometimes suppliers overlook the importance of service, communication, and reliability.”
This is what makes or breaks long-term business prospects.
“In fresh produce, reputation is critical. You can lose a customer very quickly if you fail on quality or delivery times.”
For suppliers competing in international produce markets, superior customer service and consistency often matter more than offering the lowest quote.
How digitalization is changing fresh produce trade
Technology is rapidly streamlining fresh produce trade.
“Digitalization is already transforming the sector significantly,” Navarro says. “Operations are faster, access to information is greater, and digital platforms help connect buyers and suppliers much more efficiently.”
Buyers are increasingly able to track products and monitor supply chains in real time, improving confidence in sourcing decisions.
“Technology is improving traceability and transparency—two factors that are becoming increasingly important for international clients.”
These digital adaptations not only improve trade efficiency but are increasingly essential for staying competitive, as they fast become the industry standard.
Where the growth opportunities are in fresh produce
Looking ahead, Navarro points to continued growth in regions where consumption of fresh produce is steadily increasing.
“I see strong growth potential in markets such as the Middle East and Asia, where fresh produce consumption continues to increase.”
New opportunities are also emerging in product differentiation. “I also believe there will be more opportunities for premium, sustainable, and value-added products.”
Overall, success in the sector is increasingly shaped by a combination of digital capability, reliable operations, and strong, trust-based relationships.
In Navarro's eyes, the future of fresh produce trade will favour suppliers who can balance long-standing commercial partnerships with the speed, transparency, and responsiveness modern buyers now expect.
