Italy is experiencing a significant decline in its fruit cultivation, with over 100 million fresh fruit plants lost in the past 15 years, leading to the disappearance of many fruit productions and causing negative impacts on consumption, climate, environment, landscape, and health. The loss of fruit cultivation has also increased the absorption of pollutants by approximately two million kilos per year. The sector is also grappling with increased production costs, which have risen by 42% due to energy price increases, and challenges such as climate change, extreme events, and unfair competition from foreign productions. Unfair competition has resulted in many imported food products not complying with health, environmental, and worker protection regulations, and the European Union is facing criticism for facilitating this unfair competition through preferential agreements.