Margins suffered in 2018 due to excessive supply, but the market is recovering in 2019How will the future look like for fresh fruit and vegetables in Europe? Will there be a profitable market? These questions have been worrying many exporters in developing countries. However, a profitable market is not just about the European consumer demand. Production volumes and product availability can also significantly influence consumption.Europe continues to increase the total import value of fresh fruit and vegetables from developing countries. These values have actually increased faster than imported product volumes in the past few years. According to statistics, the total import value from developing countries increased 38% in five years, reaching 18.2 billion euros in 2018.Exotic, more expensive fruit that have become more popular with European consumers in recent years, such as blueberries, avocados, mangoes and pomegranates, all helped push these values higher. Sourcing sustainable fresh products, on the other hand, has also become very complex and time consuming, hence more expensive.But growing imports not always means a blessing. In reality, 2018 was a disastrous year for the margins of a large number of exporters. It was a good year in terms of production, but prices were much lower than expected, since the market was forced to absorb an excessive supply of tropical and counter-seasonal fruit from countries such as Peru and South Africa.