The growing trend market of fresh products is driven by a consumer oriented to new lifestyles and environmental issues. The berries market in Europe represents a good example of a consumer driven supply chain, due to the capacity to answer all the sequences of the system. To explore the process developed by fruit growers’ associated groups in Italy, the research is organized into four stages. The first stage provides a review of the organization of the fresh fruit supply chain (FFSC) and the need to innovate it in light of the driven demand. The second section focuses on the innovation displayed towards storing, managing and maintaining the quality of fruit during the supply. The third section considers the case study. The manuscript concludes by summarising the main results and discussing the implications for future research. The use of a modified active packaging system (MAP) with “green” films has enabled the maintenance of the quality of the fruits for two months, as well as the presence of the company blueberries market for longer periods, and has finally led to improving the exports, thus reaching new European countries, increasing the turnover of the associated group and better remuneration for the fruit growers as a consequence.

Italy’s kiwifruit growers are considered to be world-leading players of the past 20 years. However, with this success come its challenges. In the last five years, a bacterial canker of kiwifruit known as Pseudomonas syringae pv. actinidiae (Psa) has caused a dramatic reduction in the size of the areas cultivated, leading to several experienced Piedmontese Actinidia deliciosa growers beginning to cultivate the A. arguta. To better understand the potential for replacing the common kiwifruit in Italy’s Piedmont region with plantations of A. arguta and to attain a systematic approach and support for decision situations; we assessed the environmental impact of the two production chains (field and storage) from a technical-operational perspective. The assessment was conducted through interviews with producers, field and warehouse technicians and sales managers in order to reveal the strengths and weaknesses of the two systems. The work presented below considers the application of the Life Cycle Assessment (LCA) method for the field system (two different phases of the plantation) and the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis for the entire supply chain (field and warehouse management). Finally, a TOWS analysis (Threats, Opportunities, Weakness, Strengths) integrated the results of both LCA and SWOT analyses and permitted to highlight the development strategies for A. arguta in Piedmont. The total orchard cycle for A. arguta presents an impact of 0.14 kg CO₂ eq (GWP) and for A. deliciosa an impact of 0.11 kg CO₂ eq (GWP). Based on the synthesis of results from our TOWS analysis, we identified the following development strategies to help to shape the future A. arguta supply chain in Piedmont: Large-scale oriented; Berry fruits oriented; Export and organic oriented and Niche oriented.