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 14th 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
- 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.
- 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.
- 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).
- 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
- 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:
- 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.
- 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.