By Jodie Stewart, PTI Europe Trade Commissioner
It’s been a volatile year for global trade, driven significantly by changing conditions between the US and its trading partners. The full impact of these changes is still unfolding, and yet, amid this uncertainty, Pacific businesses have continued to innovate. Many have strengthened their connections with the European market, anchored by longstanding relationships, high-quality products, and branding that tells authentic Pacific narratives.
Across Europe, two influential forces continue to shape trade: the ongoing preference and requirements for supply chains to be sustainable, with low-emissions and fully traceable; and policies that are increasingly tied to climate action. These standards, while critical to consumer trust and increasingly embedded in evolving import regulations, place a heavier administrative burden on Pacific enterprises seeking to enter or expand in Europe. However, Pacific exporters that are able to meet these standards put themselves in strong, sustainable and competitive positions.
The regulatory landscape in Europe continues to evolve. In 2025, the European Union (EU) tightened regulations on organic certification, sustainability and supply chain transparency. Under the EU’s updated organic import framework, any product that is labelled as ‘organic’ must meet EU-defined standards and adhere to stricter control procedures. A further implication of the EU’s compliance requirements is the need for supply chain traceability and chain of custody. As a result, digital platforms that enable end-to-end traceability, information sharing and transparent payment flows are becoming central to compliance.
Global climate discussions are also reshaping the trade environment. The recent COP30 in Brazil brought together members of the United Nations Framework Convention on Climate Change (UNFCCC), the cohort of countries behind the Paris Agreement. The three key outcomes of Brazil’s COP30 were a pledge to triple adaptation finance by 2035, a focus on implementation accelerators to speed up progress on mitigation measures, and the emerging nexus between trade and climate action measures. For the first time at COP, trade discussions were integrated with formal climate negotiations. This included consideration of carbon trade measures, such as the EU’s Carbon Border Adjustment Mechanism (CBAM). Although the business implications of climate-related trade policy may take time to materialise, the direction is clear – that climate action is now inextricable from trade and investment.
So, what does that mean for Pacific businesses looking to sell their products in Europe? It means investing in certification selectively and early, prioritising certifications aligned with target buyers and consumers, and focusing on product lines that command premiums and can absorb certification costs. It means adopting digital traceability. It means looking for low-cost platforms that reduce compliance barriers without being a burden on the bottom line. It means integrating climate resilience into product stories and product proof, highlighting both the mitigation and adaptation measures taken along the supply chain.
The global trading environment may be unsettled, but Pacific businesses have shown resilience and a commitment to producing world-class, sustainable and impactful products. With the right strategies, tools and priorities, Pacific businesses can remain competitive in Europe and shape the future of their own trade, built on those values and actions that embody the Pacific spirit.
