Food and Beverage Industry: What's new?

The food and beverage industry is one of the most important pillars of the Greek economy with strong production activity, supporting thousands of jobs and dynamically strengthening the country’s export activity.

It is therefore logical that global market trends concern Greek businesses, which must adapt to new requirements related to food safety, traceability, sustainability and technological innovation.

But what is really changing for the food and beverage industry in Greece? And how can businesses respond effectively?

What trends are affecting the food and beverage industry?

The food and beverage industry is evolving at a rapid pace, following both global developments and the specific needs of each market.

But what are the trends that are affecting the food and beverage industry and forcing it to adapt to a new reality?

• Changes in consumer behavior: Consumers are looking for more transparency, they want to know the origin, ingredients and production conditions of the products they consume.
• Sustainability is put into practice: It no longer remains just in theory, but environmental and social practices are now evaluated in practice and affect both the image and partnerships of a company.
• The regulatory framework is becoming stricter: New rules and requirements reinforce the need for control, documentation and compliance at all stages of production.
• Technology is taking center stage: Digital tools and data are no longer optional, but essential tools for organization, control, and development.

All of these developments are leading businesses in the industry to rethink the way they control, document, and present their products.

Traceability as a key pillar of ESG

What is ESG? Environmental, Social & Governance criteria are now a key evaluation indicator for businesses worldwide. Investors, governments and even consumers are increasingly looking at how a company operates, not just what it produces.

What is the connection between ESG and traceability?

In the food and beverage industry, traceability means the ability to track a product at every stage, from raw materials to the shelf.

Through data collection and analysis, businesses can prove that their products are safe, responsibly produced and sustainable.

That is why traceability is now at the core of ESG strategies. It helps businesses enhance transparency and accountability, reduce losses and inefficient processes, react promptly to food safety issues, such as recalls, and build trust with consumers and partners.

In an industry with complex and extensive supply chains, traceability is no longer an option, it is a requirement.

Why can’t you delay regulatory compliance?

Food safety has always been one of the most critical factors for the industry. However, today the regulatory framework is becoming increasingly strict, with the aim of protecting consumers and combating fraud, deception and safe products.

This tightening is clearly reflected in regulations such as:

• United States: the FDA Food Traceability Final Rule comes into effect in 2026.
• European Union: the Deforestation Regulation requires the tracking of specific raw materials and their derivatives.
• Ukraine: excise program for tracing beverage products, aiming to limit illegal trade.

The consequences of non-compliance are quite serious, from fines to loss of market access. Compliance is therefore not just a legal obligation, but a key part of business strategy.

GS1 2D barcodes and their role in the food and beverage industry

In addition to legislation, product information standards are also gradually changing.

One of these changes is expected to be GS1 2D barcodes, which are set to change the way consumers, partners and regulatory bodies access information.

With a simple scan, information such as:

• product origin and certifications
• ESG and sustainability information
• nutritional information and allergens, recycling instructions
• regulatory compliance documents

Although the transition to these new standards is approaching, many companies are still in the information stage. The gap between knowledge and effective preparation shows that the time for adaptation is now limited and requires immediate decisions.

Why is label accuracy and instant traceability critical?

Label accuracy is not just a matter of information; it is also a matter of safety and reliability.

Errors in product information can lead to recalls, fines, or even public health risks.

Modern traceability systems link each product to a unique digital identity, ensuring that what is written on the packaging is based on verified supply chain data, in real time.

This also enables instant traceability: in the event of a problem, businesses can accurately identify the specific batches affected, avoiding generalized and costly recalls.

How can Hubin turn traceability into a business advantage for your business?

At Hubin, traceability is not just seen as a compliance tool, but as a strategic driver of growth, with the team acting as a partner alongside your business at every stage.

Through a comprehensive ecosystem of solutions such as Hubin’s ERP system or WMS/MES systems and its network of trusted partners, you can unify data and processes, gain full control over production, warehouse and retail, as well as ensure the unique digital identity of each product.

In this way, you gain meaningful visibility across the entire supply chain, support your ESG commitments in practice, and respond effectively to an ever-changing regulatory environment.

In an era where transparency, accuracy and reliability are no longer an option but a requirement, Hubin stands by businesses, small and large, that are investing in traceability today not just to prepare for tomorrow, but to actively participate in shaping the future of the food and beverage industry.