Marketing Business Tour to France: Berry Processors will learn Franch market and trends

In June 2026, an orientation marketing business mission to France will take place for Ukrainian fruit and berry processors. The event is initiated and organized by the Ukrainian Berries Association (UBA), with the support of international programs SIPPO and UNIDO.
The business tour, scheduled for June 9–11, 2026, will provide participants with a comprehensive overview of the French market, including its structure, requirements, and current trends.
The event is part of a systematic preparation of Ukrainian companies for participation in the international exhibition SIAL Paris 2026, and is also aimed at strengthening their competitiveness in EU markets.

Program of the Event

Preparatory Phase

Before the mission, an online preparatory session will be held.

Date: May 18–22, 2026 (exact date to be confirmed)

• The session will include an analytical overview of the French fruit and berry market, covering value chain structures, key market players, and trends in fresh, frozen, processed, and organic product segments.
• Special attention will be given to supplier requirements, including quality standards, certification, packaging, labeling, logistics, and pricing. Participants will also learn about B2B communication practices, French business etiquette, and approaches to developing a unique selling proposition (USP).
• An important component will be preparation for SIAL Paris: product positioning, company presentation, and expectations of international buyers.

Mission Program

June 8 (Day 0) – Arrival in Paris, hotel check-in, and an introductory briefing outlining the mission objectives, logistics, and expected outcomes.

June 9 (Day 1) – Introduction to wholesale trade and the import segment.
Participants will visit the Rungis International Market, one of the largest wholesale agri-food hubs in Europe. The visit will include analysis of assortment, packaging, labeling, pricing policies, and trading practices. Meetings are also planned with importers and distributors operating in frozen, fresh, and organic product segments.

June 10 (Day 2) – Meetings with industry associations and retail exploration.
Participants will meet representatives of sector organizations shaping market policy and the regulatory environment, and will also conduct a retail tour focusing on assortment, pricing, packaging, private label development, and the organic segment.

June 11 (Day 3) – Visits to fruit and berry processing and packaging enterprises to explore technological and organizational aspects of the industry.
The final session will summarize the acquired knowledge, identify commercial opportunities and barriers, and develop individual action plans and recommendations for SIAL preparation.

Practical Value

Participation in the mission will enable processors to:

• assess real requirements of French buyers;
• adapt products and business models to EU standards;
• establish professional business contacts;
• increase readiness for international exhibitions.

“The planned business mission is of great importance for Ukrainian producers to understand the French market, including both commercial and regulatory aspects. This is especially crucial for preparation for SIAL 2026, which will take place in Paris in autumn. Participants of our previous business tour to the Netherlands have already proven its effectiveness, as it helped them better present themselves at international exhibitions and secure new contracts. I would also like to note that companies joining our marketing mission to France will have an advantage in the selection process for participation in the National Pavilion of Ukraine at SIAL 2026,” - said Lyubov Bilobrukh, Executive Director of the Ukrainian Berries Association.

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For reference:

The business tour is organized by Ukrainian Berries Association with the support of Switzerland within the framework of two programs:

• Global Quality and Standards Programme (GQSP Ukraine) implemented by the United Nations Industrial Development Organization (UNIDO);
• Swiss Import Promotion Programme (SIPPO) implemented by the Swiss foundation for technical cooperation Swisscontact.