European brands succeed because they embrace the diversity of Europe. They adapt to the unique tastes, cultures and expectations of each local market — offering choice, trust and quality to millions of consumers. In doing so, they power a vast and diverse supply chain, supporting farmers, packaging producers, logistics partners, researchers and small businesses in every corner of the EU.

How retail alliances are exploiting gaps in the system

But this value is at risk. Gaps in the current system allow retail alliances to exploit loopholes — negotiating and sourcing across borders in ways that bypass national protections. These practices put pressure on brands and suppliers, undermining investment, innovation and consumer choice.

A fairer approach will benefit the entire supply chain

We believe there’s a better way forward — one that works for everyone. AIM is calling for existing protections to be extended to all suppliers, regardless of their size or what they produce. This isn’t about favouring one group over another; it’s about creating a level playing field that enables long-term value, innovation and trust.

By adopting a fairer, more balanced approach, we can strengthen Europe’s supply chains, support sustainable growth and reinforce the diversity that makes our markets so dynamic. It’s a win for brands, a win for consumers, and a win for Europe’s economy.

Let’s work together to ensure fairness for all.