The Ukrainian conflict and rising energy prices have led to a significant increase in the cost of producing fruit in Italy, with horticulture seeing a 67% rise. This crisis is impacting both businesses and consumers, with fruit and vegetables being the first expenditure for many families. The sector, which employs 440,000 and generates a annual turnover of 15 billion euros, is also facing challenges such as extreme weather events, soaring energy costs, and increased packaging prices. Ettore Prandini, the president of Coldiretti, is calling for measures to reduce energy and production costs, supply chain agreements, fair prices, and investment in technology to combat climate change and protect biodiversity.