Farm-2-Fork
The Farm-to-Fork Strategy under the European Green Deal is the EU’s roadmap to make food systems fairer, healthier, and more environmentally sustainable from production to consumption.
It aims to reduce pesticides and fertilizers, support biodiversity and climate-friendly farming, and create transparent, resilient food chains across Europe. (text to read more) Within DUBIC, the supply chain from grower to retailer is organised in a transparent and fair way, in line with the principles of the EU Farm-to-Fork Strategy. Growers receive a guaranteed minimum contract price that covers their labour and production costs, while retaining the right to benefit from higher market prices whenever these exceed the agreed minimum. This creates both income security and market participation for farmers.
Additional sustainability-related costs within the chain are addressed transparently, with traders and buyers playing a key role in ensuring flexibility so that the added value of regeneratively produced berries can be fairly transferred along the chain and ultimately recognised in the market. In this way, DUBIC contributes to a more balanced value distribution, strengthens farmers’ economic position, and supports the transition toward sustainable European food systems.
The Berry Demand Driven supply chain:
SonderJansen has been a trusted supplier and producer of frozen fruit and vegetables for more than 20 years. The company sources and processes high-quality produce from countries around the world, serving a wide range of customers with both bulk products and specialised selections tailored to specific requirements. The product range also includes certified organic products grown without the use of chemical fertilisers or pesticides.
Blonk Mérieux Ingredients supports companies in the agri-food sector by measuring and improving the environmental performance of agricultural products and ingredients. Through Life Cycle Assessments (LCA) and carbon footprint calculations, the organisation provides insights into climate impact, resource use, and sustainability opportunities. It also develops datasets and tools aligned with PEFCR standards, helping producers meet EU requirements and strengthen transparent, climate-responsible supply chains.
Fresh Forward Breeding & Marketing B.V. is a Dutch breeding company specialising in the development of new strawberry varieties for professional growers worldwide. Using advanced breeding techniques, it creates varieties with improved flavour, yield, shelf life, and disease resistance. Fresh Forward also supports global market introduction in cooperation with nurseries, growers, and retailers, helping strengthen sustainable and high-quality fruit supply chains.
VGB Watertechniek designs and installs irrigation and fertigation systems for professional soft fruit production, including strawberries, raspberries, and blueberries. The company provides precision water and nutrient management, frost protection systems, and storage solutions tailored to field and substrate cultivation. By improving water efficiency, crop performance, and sustainability, VGB supports growers in achieving reliable yields and high-quality production in modern berry supply chains.
Rosetta Agro LLC supports the development of modern fruit and berry production in Ukraine by introducing new varieties, cultivation technologies, and practical training for growers. The company works as a bridge between international expertise and local farms, facilitating demonstration projects, advisory services, and partnerships. Its activities focus on strengthening professional berry supply chains and improving sustainable production standards across the Ukrainian horticultural sector.
