Author: Fairmiles

Our latest newsletter is here!

In this edition, we spotlight Fairmiles’ growing role in shaping a fairer, more inclusive transition to Net Zero. From the Fruit Logistica roundtable in Berlin to key contributions at an ODI event and our own stakeholder workshop, we’re calling for smarter data, fairer trade, and a just approach to sustainability.

🛫 Why responsible airfreight matters
🌱 How trade can support climate justice
📊 The need for better carbon accounting
🤝 Why inclusion is key to Net Zero

These insights matter for anyone working in fresh produce, sustainability, policy, or global development.

📥 Download the full newsletter below to learn more.

👉 Download Fairmiles April 2025 Newsletter (PDF)

A recent workshop hosted by Fairmiles brought together stakeholders from trade, retail, aviation, policy, and sustainability to explore what a fair and inclusive Net Zero transition looks like for the fresh produce sector. The discussion focused on the role of airfreight, which is increasingly under pressure from blanket emissions policies. Participants highlighted the need to distinguish between justifiable and less justifiable uses of airfreight — especially where trade enables development, livelihoods, and high environmental standards in the Global South. Key concerns included the lack of data to support nuanced decision-making and the need for smarter carbon accounting tools. Current frameworks risk oversimplifying trade-offs between emissions and development, while failing to reflect the social and economic value of sustainable supply chains. The workshop also called for improved guidance for buyers, policymakers, and consumers, and stressed the importance of fair messaging — moving beyond defence of airfreight to a broader case for trade justice and resilience in food systems. Fairmiles will continue working with partners to advance these goals through research, policy engagement, and clearer sustainability communications.

Below is a summary of the workshop discussion and recommendations.

Workshop Summary and Recommendations

• Venue: Tintagel House, 92 Albert Embankment, London, SE1 7TY
• Date: Friday 14^th March 2025. 2-5pm
• Chatham House Rules Applied – No Attribution to Individuals or Organisations

Stakeholder Perspectives and Interests

The discussion brought together a range of perspectives, including representatives from trade associations, retail, aviation, policy, sustainability, and economic development.

Trade & Industry Groups

• Concerned about the unfair targeting of airfreight under existing emissions methodologies.
• Highlight the economic necessity of airfreight for producers in regions where sea freight is not a viable alternative.
• Stress that airfreight supports employment and economic development, particularly in the Global South, where it enables value-added agriculture—a key driver of economic growth and rural development.

Retailers & Consumer-Facing Businesses

• Acknowledge growing consumer and regulatory pressure around emissions.
• Require clearer, data-backed messaging to justify continued use of airfreight.
• Interested in practical solutions that balance emissions reduction with supply chain resilience.

 Policy & Regulatory Stakeholders

• There is a strong focus on net zero targets, but a lack of data on economic or social trade-offs. These trade-offs should be understood in the context of locally sourced produce as well as imported produce.
• Seek measurable, enforceable sustainability frameworks, though current approaches risk oversimplifying airfreight’s role in supply chains.
• Need SBTi guidance to help businesses meet near-term and net zero targets while ensuring a fair transition.

Sustainability Advocates & Development Organisations    

• Emphasise the need for climate justice, ensuring fair transition policies that do not disproportionately harm livelihoods.
• Advocate for a holistic view of sustainability, integrating economic, environmental, and social impacts.

Is there a future for Airfreighted Fresh Produce?

There is no consensus on whether airfreighted fresh produce has a long-term future, but several key factors influence its viability:

• Consumer Perception & Awareness: Many consumers misunderstand the impact of airfreight, equating all aviation with high emissions without considering trade-offs.
• Policy & Regulation: Current net zero strategies may impose blanket restrictions without recognising regional differences in agricultural production and transport needs.
• Economic & Development Realities: Some economies depend on airfreight for exports, and trade is often more effective than aid for economic resilience.
• Continued Growth of Aviation: Aviation is forecast to grow. As long as aviation continues to operate, there will always be cargo capacity in passenger aircraft bellyhold freight. Over-restricting airfreight risks creating market distortions rather than reducing overall emissions.

A fair transition must ensure that emissions reduction efforts do not undermine livelihoods and must recognise that airfreight will remain a necessary component of global trade.

Key Considerations and Themes 

1. Differentiating Between Justified vs. Less Justifiable Airfreight

• Airfreight should not be viewed as a single category—there is a need to distinguish between different types of airfreight.
• Justifiable airfreight could include:
  • Highly perishable, seasonal fresh produce with short shelf life that cannot be transported by sea.
  • Products sourced from growers in the Global South, where airfreight enables economic development and high social and environmental standards.
• Less justifiable airfreight could include:
  • Fast fashion and electronics from Asia, airfreighted purely to meet consumer demand for speed rather than necessity.
• Policy should reflect these distinctions, rather than applying blanket emissions targets across all airfreighted goods.

2. Balancing Emissions Reduction with Livelihoods

• A binary approach of reducing emissions vs. supporting economic growth is a false choice.
• Sustainability must integrate social and economic resilience, not just carbon targets.

3. Challenges in Meeting SBTi Standards

• Current SBTi methodologies do not fully account for trade-offs between emissions and development impacts.
• There should be clearer SBTi guidance on what constitutes acceptable emissions, particularly in cases where emissions serve critical economic and social functions (e.g., food security, job creation).

4. Consumer Behaviour & Messaging

• Need to understand consumer perceptions—will consumers actively choose to avoid airfreighted produce in the future?
• There is a gap in research between what consumers say versus how they actually behave when making purchasing decisions.
• Price remains the main driver—past research suggests that, despite assumptions, consumers prioritise value over sustainability concerns.
• Eco-labelling is coming, potentially within the next five years – how much will this influence purchasing decisions?

Next Steps

1. Develop Guidance for Responsible Net Zero Decision-Making for:

• Buyers (procurement teams making sourcing decisions).
• Policy Makers (ensuring fair transition policies).
• Consumers (providing clear and meaningful information).
• Investors (ensuring sustainable finance and investment decisions).

This guidance will integrate further research to provide data and fill knowledge gaps.

Fairmiles will work with partners and stakeholders to develop this guidance.

As part of the above, we also recommend the following:

2. Address Data Gaps & Improve Carbon Accounting Frameworks

•  Engage with SBTi and policy-makers to explore rules around acceptable emissions and emissions that contribute to development goals.
• Work with LCA (Life Cycle Assessment) platforms and software to ensure better modelling of emissions trade-offs using improved access to research and data.

3. Develop a Consumer Research & Communication Strategy

•  Conduct a study to examine whether consumers actually make purchasing decisions based on sustainability labels.
• Develop a communications strategy that focuses on supply chain resilience, fairness, and trade justice rather than just defending airfreight.

At this year’s FRUIT LOGISTICA in Berlin, Fairmiles took part in a dynamic roundtable hosted by COLEAD, where stakeholders from across the fresh produce sector came together to explore the role of trade, data, and climate justice in the transition to Net Zero.

The conversation surfaced a key concern: climate and sustainability policies are increasingly influenced by assumptions or incomplete data. Decisions on sourcing, transport, and emissions accounting too often ignore the broader social and economic realities—particularly the role that international trade plays in supporting livelihoods in low-income countries.

Discussions reinforced that climate justice must sit at the heart of Net Zero planning. Sustainability cannot come at the expense of the very communities already most affected by climate change. Trade, when done responsibly, remains a vital engine for development, especially for the most vulnerable regions. And while pressure is mounting to reduce airfreighted produce, blanket restrictions risk undermining both environmental goals and economic resilience. A more informed, nuanced approach is urgently needed.

Participants also highlighted two concerning trends. On one hand, there are growing efforts to delay or weaken climate commitments, often accompanied by misinformation or denial. On the other, well-intentioned policies—such as limiting airfreight—may inadvertently harm producers who depend on access to global markets, while failing to acknowledge the efficiency and necessity of these logistics networks.

As a sector, there is a clear need to push for climate strategies that are both ambitious and fair. That means improving the quality of data used to shape policy, recognising the complexity of global supply chains, and ensuring that the transition to Net Zero is genuinely inclusive.

Sustainability and fairness are not competing priorities—they are two sides of the same coin. And as we look ahead, we must ensure that no one is left behind in the path to climate progress.

Fairmiles, a global coalition advocating for a fair and inclusive approach to Net Zero, will be engaging key produce industry stakeholders at Fruit Logistica 2025 to discuss its 2025 action plan, including the development of Climate Justice Guidelines for Buyers.

As airfreight comes under increasing scrutiny, with some European retailers moving to restrict or ban airfreighted fresh produce, Fairmiles is working to ensure that climate policies reduce emissions without harming vulnerable communities in the Global South.

“Net Zero strategies must not become a barrier to trade,” said James MacGregor, a development economist and Fairmiles member. “Restricting airfreighted produce will not stop flights from taking off, but it will devastate the livelihoods of millions of farmers and workers who rely on access to international markets.”

Interactive Roundtable at Fruit Logistica

To advance its mission, Fairmiles will host an interactive roundtable discussion at Fruit Logistica 2025, bringing together industry leaders, researchers, and policymakers. The session will introduce Fairmiles, share the latest research on airfreighted fresh produce, and explore how businesses can align their climate commitments with trade justice.

📅 Date: Thursday, 6th February
⏰ Time: 2–3 PM
📍 Venue: COLEAD Booth, Hall 36, Stand F81

The event is being hosted in partnership with COLEAD, a key supporter of Fairmiles’ mission to balance sustainability with economic development.

“We are grateful to COLEAD and our other partners for providing a platform to discuss how businesses can commit to Net Zero while ensuring that policies do not unintentionally push people into poverty,” said Simon Derrick, a founding member of Fairmiles.

Developing Climate Justice Guidelines for Buyers

A key focus for Fairmiles in 2025 is the development of Climate Justice Guidelines for Buyers—a framework to help retailers and importers align Net Zero goals with fair trade principles. These guidelines will ensure that businesses take a balanced and science-based approach to emissions reduction without unfairly disadvantaging suppliers in developing countries.

“Decarbonisation strategies must consider the full picture—environmental, economic, and social impacts,” said Dr. Ebenezer Laryea, Reader in Sustainable Development Law at Aston University. “Bans on airfreighted produce disproportionately impact producers in the Global South while doing little to curb global emissions.”

A Call to Action for Retailers and Policymakers

Fairmiles calls on retailers, policymakers, and sustainability leaders to engage in open dialogue about responsible emissions reduction strategies. The organisation will continue working with academia, the air cargo industry, fresh produce businesses, and international development groups to advance climate justice within global trade policies.

 

In the debate over climate change, aviation has become an easy target. From airfreighted produce to holiday flights, advocates have been quick to call for fewer flights to cut carbon emissions. But there’s a deeper, more nuanced reality: if we’re serious about addressing climate change, we actually need to fly smarter—and perhaps even more—to tackle the challenges ahead.

Addressing climate change is full of action paradoxes. While reducing carbon emissions is vital, many global solutions rely on air travel to bring people together. Efforts to curb air travel overlook how essential it is for connecting regions, sharing knowledge, and driving innovation. Meanwhile, issues like poorly insulated buildings in temperate countries also add to the climate challenge. Tackling these contradictions requires a fresh perspective on what’s truly sustainable.

Some in the UK see flying fresh fruits and vegetables from Africa as a contributor to carbon emissions. However, airfreighted African produce accounts for less than 10% of goods flown between the UK and Africa. Surprisingly, the driver behind these flights is not primarily fruit and vegetables; rather, the synergy created by tourism and business travel enables this trade. This “spare hold” capacity offers African farmers a lifeline—providing a market for fresh produce that, in turn, fosters higher incomes, standards, and opportunities for these communities.

Despite the small share of airfreighted produce in overall emissions, it often receives a level of scrutiny that high-emission goods do not. Consider the millions of phones, fast fashion items, and electronics flown from countries like China—goods with longer shelf lives and no requirement for fast delivery. Yet these items are rarely questioned in the same way as fresh produce from low-income countries, where fruits and vegetables grown in optimal climates must be airfreighted to reach distant markets before spoiling. This “last loaded” produce, often a tiny fraction of cargo weight, represents not just food but a critical income for farmers. It’s a sad irony that while the world enjoys the convenience of airfreighted consumer goods, it is the essential produce from low-income countries that faces calls for reduction.

Beyond the benefits to trade, aviation connects people, ideas, and resources across borders, making global cooperation possible. The technology exchanges, partnerships, and innovations needed to address climate change require gathering the brightest minds from around the world. Simply put, aviation is an enabler of progress, not an enemy of the environment. Reducing flights overlooks aviation’s essential role in driving not only economies but also the solutions to the very crisis it’s blamed for contributing to.

Yes, aviation contributes to carbon emissions. But the solution is not to simply “fly less”; it’s to “fly smarter.” This means investing in cleaner, greener aviation technologies—electric planes, sustainable aviation fuels, and more efficient air traffic management. With higher incomes, a growing population, and improved accessibility to air travel, particularly in developing countries, this approach could benefit millions without compromising sustainability goals.

The truth is, we need aviation to solve the climate crisis. Grounding planes isn’t the answer; equipping aviation with sustainable tools is. By supporting the development of greener aviation technology, we can ensure that air travel remains an engine of progress while aligning with our climate ambitions.

Instead of simply saying “fly less,” let’s embrace the reality that we need to approach aviation as part of the solution. Let’s shift the conversation to making air travel smarter, helping both aviation and our climate ambitions soar.

Thee second edition of Fairmiles Pulse is out now,

In this issue, you’ll find highlights from our recent appearance at Floriforum, a case study from Tambuzi Roses in Kenya, and a preview of upcoming events. If you’d like to contribute content for the next edition, please feel free to reach out—I’d love to include your insights.

You can download it from here

Thank you to Union Fleurs, the International Flower Trade Association, for inviting James MacGregor and Simon Derrick to represent Fairmiles at Floriforum, kicking off the IFTF Expo in Amsterdam on November 4th.

The event provided a valuable platform to discuss the positive impact of floriculture and showcase Fairmiles’ research, which estimates that airfreighting fresh produce, including flowers, into Europe supports the livelihoods of at least 18 million people in the Global South—nearly equivalent to the entire population of the Netherlands!

With over 200 attendees, the event began with a keynote address by Jan van Dam, CEO of Dutch Flower Group, who highlighted both the strides made and the challenges ahead for the industry. This was followed by an engaging panel discussion on enhancing public narratives around the industry’s positive contributions to sustainability. Panelists included Sibbe Krol, Director of Sustainability at Bloom & Wild; Yvonne Watzdorf, CEO of the Flower Council of Holland; Ian McNair, Manager of Sustainability at Fleurop Interflora Global Flower Services SA; Simon Derrick, Global Head of Sustainability at Blue Skies; and James MacGregor, Development Economist and author of Fair Miles: Re-charting the Food Miles Map.

Special thanks to Sylvie Mamias for organizing the event, Simone van Trier for moderating, and our fellow panelists and speakers, Jan van Dam, Yvonne Watzdorf, Ian McNair, Sibbe Krol, and Arnold Wittkamp.

Join us on the 13th of November at 2pm GMT for another online broadcast from Max MacGillivray and Beanstalk.Global. Catch up on the latest developments from Fairmiles including highlights from the last 18 months, our hopes for COP29 and what we plan to do next.

Click here to find out more and to register