US, November 11, 2025 – This is according to the Fresh Trends 2025 report, published by The Packer – a long-standing US publication dedicated to the world of fresh produce – which describes how Gen Z and millennials are rewriting the rules of the market. For them, organic is no longer a privilege for the few, but an “accessible luxury”: a conscious, everyday choice that is within everyone’s reach.

The reasons for this change of direction lie in the desire to know where food comes from, how it is grown, and who is behind it. People are looking for transparency, quality, and—above all—authenticity. Because today, in addition to taste, what really makes the difference is the story that each product tells and the opportunity to feel part of a virtuous circle capable of generating real change.

In this global scenario of renewed awareness, initiatives such as Ecceamerica, co-financed by the European Union and promoted by UNAPROL, the Italian Olive Consortium, and CAP – Confederação dos Agricultores de Portugal, take on a strategic role. The project aims to promote information and knowledge about European organic farming, in particular extra virgin olive oil and organic wines, strengthening the link between producers and consumers and spreading a culture of respect for the land and its resources.

Promotion today means not only raising awareness of a product, but also conveying a way of life: a way of farming and consuming that looks to the future without compromising the balance of the present. This is the very heart of organic farming, which bases its strength on concrete and universal principles: care for the soil, respect for animals, protection of biodiversity, and sustainable management of natural resources.

• Soil management. In organic farming, fertility comes from living soil, rich in microorganisms and organic matter, capable of nourishing plants naturally.
• Responsible animal husbandry. Animals are raised in accordance with their biological rhythms, ensuring high standards of welfare.
• Hedges, flowers, insects, and different crops coexist to create balance and resilience, benefiting the entire agricultural ecosystem.
• A precious resource to be protected and used rationally, reducing waste and pollution.

Projects such as Ecceamerica have the merit of taking these values beyond European borders, building a cultural and educational dialogue between producers and consumers around the world. Because promoting organic farming is not just a matter of market share, but a collective commitment to a more sustainable, conscious, and shared future.

For more information about Ecceamerica and to stay updated on project activities, visit the official website https://ecceamerica.eu/ and the Facebook and Instagram social media profiles.