Foodservice sector continues to navigate a “new normal” of volatility and reinvention

Fresh Direct, one of the nation’s leading fresh produce suppliers to the foodservice sector, has released its Summer 2026 Market Review, setting out the pressures reshaping global supply and the opportunities emerging across key categories.

While the review underscores the scale of disruption affecting agriculture and logistics worldwide, it also highlights clear areas of resilience and growth. Fresh Direct has now achieved 100% LEAF Marque certification across all contracted British growers, strengthening environmental assurance and long-term supply security. Regenerative farming pilots — including hedgerow planting, wildflower meadows and freshwater habitat creation — are supporting future resilience as weather patterns become increasingly unpredictable.

However, escalating geopolitical tensions are challenging energy costs and shipping security, while extreme weather events continue to damage major European growing regions. Labour shortages, rising minimum wages and demographic pressures are adding further strain across farming, packing, haulage and hospitality.

Helping customers to meet challenges has been even more important, which has seen category innovation accelerating, with strong momentum in prepared produce, premium fruit lines and advanced breeding technologies such as AI-driven avocado research and pangenome supported banana development.

Andy Pembroke, Managing Director of Fresh Direct, said: “We are operating in a market defined by volatility, with extreme weather now the norm and geopolitical pressures making long-term planning increasingly complex. Yet there is also real opportunity. Diversified sourcing, sustainability leadership and category innovation are strengthening resilience across the fresh supply chain.

“Our focus is on giving chefs and operators confidence, whether that’s through LEAF-assured British supply, regenerative farming partnerships or the continued expansion of our prepared and premium ranges. Fresh Direct is committed to maximising availability, delivering service excellent and being the most reliable fresh partner in the industry.”