International Fresh Produce Association (IFPA) CEO Cathy Burns used her State of the Industry address at this year's Global Produce & Floral Show to call for members to fight for fresh, amid a highly disruptive and challenging period for the fruit and vegetable industry.
Speaking during her keynote, which kicked off the three-day event in Anaheim, California, she highlighted how IFPA’s beliefs have driven value and results through advocacy, innovation, sustainability, labor issues, technology adoption, and nutrition.
“Last October, I said we would increase our advocacy investment here and around the world by ‘fighting for fresh’ when our future was threatened,” Burns said. “I believe it has never been more important to be clear on what you stand for.”
Tariffs—the greatest challenge facing the fresh produce industry
During her presentation, Burns was adamant about the negative impact that tariffs—and the threat of tariffs—have had on the sector, which she labeled as the challenge facing the industry this year.
In this context, Burns shared how IFPA advocates for science-based, transparent trade policies and has successfully engaged with high-level US government officials. These meetings have included encounters with the US Trade Representative and the National Economic Council, where IFPA has represented industry perspectives and advocated for tariff exemption on fresh produce.
To help future-proof the industry and build resiliency, Burns noted that IFPA had launched the Supply Chain of the Future initiative to address rising costs and inefficiencies.
This initiative involves collaborative work streams focusing on shelf-life predictability, dynamic incentives, harmonized standards, and smart data escrow. Member engagement in this initiative has been consistently strong and continues to grow.
IFPA's strides to streamline labor in the agriculture
Citing worksite enforcement measures impacting farm labor, Burns highlighted the organization’s legal victories and collaborations with government agencies, which have relieved some pressures on growers, including changes in wage rates and enforcement clarity.
“We won our lawsuit against the Department of Labor, which alleviated pressure on growers, and advised the Department to develop a less burdensome Adverse Effect Wage Rate–and they did–resulting in the most significant financial shift ever for growers in H-2A,” she noted.
Science-based data to drive a better future for produce
Food production faces climate change challenge
The CEO emphasized that sustainability is central to IFPA’s advocacy, spanning Congress to the UN Environment Program.
Climate change continues to disrupt economies and consumer behavior. Burns cited projections of $190 trillion in losses by 2070 if warming exceeds two degrees Celsius. The stage would vary greatly with climate action, which Burns said could result in $121 trillion in potential gains, instead.
Rising food prices and heat are the most visible impacts of climate change on the industry. She noted that warmer conditions heighten foodborne illness risks, eroding consumer trust. IFPA’s review of FDA’s cyclospora testing corrected a 90 percent false-positive rate, saving growers significant costs.
Additionally, the group continues to advocate for science-based, balanced food safety rules.
"We believe bold, systemic, and scalable nutrition policies are necessary to drive increases in consumption and advance public health," Burns said. "Fruits and vegetables are the solution. We don't require reformulations, reductions, or rebrands."
She noted that the organization has been heavily involved in working with the Make America Healthy Again Commission, providing policy recommendations that influenced the second Commission report and a produce-first approach for all public health interventions.
A call for unity
Burns closed her annual keynote with a call for IFPA members and the industry to further unite in the fight for fresh.
"I believe we can’t build a vibrant future for all unless we build a vibrant future for you," she said in her closing statements. "I believe we must judge our advocacy by our results, not just our actions. I believe we can achieve so much together. Because of that, I believe our future is incredibly bright and we’re just getting started."
