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As the world population is expected to rise to nearly eleven billion by 2050, a concomitant rise in the demand for fresh fruits and vegetables (FFV) is expected. FFV are highly perishable and constitute 20% of the global food wastage with nearly 30% of the losses occurring at the post-harvest (PH) phase. This represents a challenge to ensure food and nutrition security for future generations. A proposed solution is the use of edible coatings incorporating natural ingredients that have the potential to reduce PH losses. Rising consumer demands for healthy, safe and sustainable food have translated to a greater acceptance of natural edible coatings. Edible coatings are hydrocolloid-based layers often applied to the surface of FFV to confer physical protection as well as extending shelf-life and consumer attraction. Although there has been extensive research on edible coatings, their widespread use has been limited due to a number of challenges such as a lack of standards and regulations, limited market research on consumer opinion and purchase intent, difficulties in scaling-up for industrial application and environmental sustainability concerns. This article attempts to shed light on the drivers fostering, as well as barriers impeding, commercial uptake of edible coatings in the FFV industry. [ABSTRACT FROM AUTHOR]