Marketing Business Mission to France: Ukrainian Processors Explored the French Market

European importers and processors confirm their interest in expanding purchases of Ukrainian fruit and berry products. However, they are placing increasingly stringent requirements on quality, traceability, certification, and sustainable production.
These were the key conclusions of the marketing business mission to France, held from June 9–11, 2026, and organized by the Ukrainian Berries Association (UBA) with the support of the international programs SIPPO and UNIDO.
The mission aimed to familiarize Ukrainian processors with the French market, its structure, requirements, and development trends, while also preparing companies for participation in the international trade fair SIAL Paris 2026.
Seven Ukrainian companies took part in the business mission (more details available here):

1. ASV Fruit LLC (Volyn region) 
2. Dyvo-Yahoda LLC (Kharkiv region) 
3. Fresh Berry LLC (Mykolaiv region) 
4. Lucky-2017 LLC (TM VEGA LAND, Vinnytsia region) 
5. Rokytne Berry LLC (Rivne region)
6. Ukrainian Berries (Rivne region) 
7. West Berry LLC (Lviv region) 

Over the course of three days, participants visited leading French trading and processing companies, met with importers, industry associations, and potential business partners, and gained practical insights into accessing the European market.

Stricter Quality Requirements Are Becoming the New Norm

The mission began with a visit to Patrigel, a French supplier and distributor of frozen vegetables, fruits, herbs, mushrooms, and pasta.

During the meeting, French partners highlighted recent changes in European food safety regulations. In particular, the European Union has significantly tightened limits on pesticide and herbicide residues in recent years. As a result, European companies are exercising increasingly rigorous control over products sourced from suppliers.

“It was extremely valuable for our producers to learn directly from European partners about the latest quality requirements and market expectations. This firsthand knowledge will help them adapt their operations accordingly. As an industry association, we have also been actively working with Ukraine’s Ministry of Economy for several months to emphasize the importance of harmonizing Ukrainian legislation with European standards,” said Liubov Bilobrukh, Executive Director of the Ukrainian Berries Association.

Rungis Market: How Europe’s Largest Food Hub Operates

A key part of the program was a visit to the Marché International de Rungis, the world’s largest wholesale fresh food market, covering more than 232 hectares.
Participants explored the fruit and vegetable pavilion, analyzed product assortments, packaging and labeling requirements, pricing policies, and the specifics of wholesale trade. Special attention was paid to business practices involving major retail chains and wholesale buyers.
The visit also included a meeting with representatives of CSIF, the French Trade Association of Fresh Fruit and Vegetable Importers. Discussions focused on procurement criteria, supplier requirements, necessary certifications, delivery and payment terms, the application of Incoterms rules, and the main barriers to entering the French market.

“French partners provided detailed insights into market access conditions, the challenges suppliers face, and the evolving expectations of European buyers. Keeping pace with changing market trends is essential, and this is exactly the kind of value that marketing missions like this provide,” emphasized Liubov Bilobrukh.

Greenyard Frozen: Direct Purchases from Ukraine May Increase

One of the most practical and informative visits was the meeting with Greenyard Frozen, Europe’s second-largest supplier of frozen fruits and vegetables.
Company representatives confirmed their interest in expanding direct sourcing from Ukraine and emphasized their preference for working directly with producers rather than traders.
The key requirements for potential suppliers remain financial stability, internationally recognized certifications, and compliance with the standards of leading European retailers.
Particular attention was given to sustainability issues. According to Greenyard representatives, certifications such as SMETA 4-Pillar are becoming virtually mandatory for cooperation with major European buyers.

Despite the risks associated with the ongoing war, European partners expressed confidence in the potential of Ukrainian producers and their willingness to support companies throughout the certification and onboarding process. Greenyard representatives also expressed interest in visiting Ukrainian production facilities and plantations to assess production capabilities and product quality firsthand.

(More detailed insights and practical recommendations for Ukrainian producers resulting from the meeting will be published separately.)

Fruits Rouges & Co: Focus on Berries and Fruit Ingredients

The final visit of the mission was to Fruits Rouges & Co, a company specializing in the production, processing, and supply of fresh and frozen berries and fruits, fruit purées, coulis, and fruit ingredients for the food industry and HoReCa sector.

Today, Fruits Rouges & Co collaborates with approximately 150 producers in France and more than 300 producers worldwide.

During the meeting, participants discussed cooperation opportunities with Ukrainian companies, particularly in the frozen berry and fruit ingredient segments. The main topics included product traceability, quality control, and sustainable production practices, which are increasingly influencing purchasing decisions across Europe.

Practical Outcomes for Ukrainian Companies

The mission provided participants with a comprehensive understanding of current French market requirements and the expectations of European buyers.

Key takeaways included:

• Certification and sustainability verification are becoming essential requirements for access to EU markets.
• Buyers are placing increasing emphasis on product traceability and supply chain transparency.
• European companies are interested in sourcing directly from Ukrainian producers.
• Compliance with pesticide residue requirements is becoming a critical factor in maintaining competitiveness.
• Preparation for international trade fairs should include not only marketing activities but also clear evidence of compliance with current market standards.

The knowledge and business contacts gained during the mission will help Ukrainian companies better prepare for SIAL Paris 2026, adapt their products to European market requirements, and expand their export opportunities.

More photos from the event are available via the provided link.

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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.