IFPA’s State of the Industry: Fighting for Fresh Through Advocacy and Innovation
Last week’s IFPA Global Produce & Floral Show in Anaheim delivered more than just a gathering of industry leaders. Instead of highlighting ways we might “market” fruits and vegetables, IFPA’s new direction reflects a broader mission: to influence the systems and policies that shape how fresh food moves, who can access it, and how our industry sustains that access for the future.
Under the banner of “Fighting for Fresh,” IFPA demonstrated what happens when an association fully commits to policy-driven impact. Their achievements over the past 12 months show how a unified, advocacy-focused organization can move mountains for the fresh produce and floral industries and we were so glad to hear it.
“It has never been more important to be clear on what you stand for, who you stand for, and what you believe in,” president and CEO of IFPA Cathy Burns declared. And IFPA’s beliefs, backed by tangible action, are in a position to reshape the fresh produce landscape.
Here are key takeaways from Cathy’s address to the industry:
Advocacy That Moves Mountains
Trade and Tariffs
When tariffs threatened to disrupt global produce flows, IFPA took action. The association’s Board met directly with the U.S. Trade Representative and the National Economic Council, securing high-level White House access rarely granted to agricultural groups. Their advocacy helped protect fresh produce under USMCA provisions and won key tariff exemptions that safeguard global trade.
Labor Victories
IFPA’s legal challenge against the Department of Labor brought about the most significant financial shift ever for growers using H-2A programs. Their efforts led to a more balanced Adverse Effect Wage Rate and clearer enforcement practices with Secretary Chavez-DeReamer personally assuring that disruptive ICE raids would cease on farms – period.
Food Safety Breakthroughs
Food safety saw major progress as IFPA led a scientific review of the FDA’s cyclospora detection method, which had been producing up to 90% false positives. Thanks to IFPA’s leadership, the FDA revised its approach saving the industry hundreds of thousands of dollars in unnecessary environmental sampling.
Advocacy for Nutrition and Public Health
IFPA’s “Fresh Produce for a Healthier America” campaign took center stage in national nutrition policy this year. The association successfully influenced the MAHA Commission’s second report to include nearly all their recommendations, positioning fruits and vegetables as the solution to diet-related disease.
This kind of policy impact is helping redefine the role of fresh produce not just as food, but as a fundamental part of healthcare in America.
Innovation at Scale: The Supply Chain of the Future
IFPA’s Supply Chain of the Future initiative is tackling one of the industry’s biggest challenges – rising costs – through collaborative innovation. With strong member engagement, workstreams are advancing solutions in shelf-life predictability, dynamic incentives, harmonized standards, and smart data escrow.
Pilot programs in leafy greens, berries, and mushrooms are already showing measurable improvements in efficiency and product quality.
AI Tool for Members Unveiled
IFPA’s most exciting announcement for marketers in Anaheim was the debut of IFPA’s AI-powered Global Intelligence Engine. Eight months in development, this platform turns IFPA’s vast data resources into actionable insights within seconds. As marketers on the hunt for data, this announcement is music to our ears!
“I’m obsessed with AI,” admitted IFPA CEO Cathy Burns, as she demonstrated how the tool could surface answers about engaging Gen Z floral buyers in under 45 seconds. “This will make a financial impact on your business.”
Cathy was also quite candid about the human side of technology which is a signal for business leaders in the fresh produce industry. She stated that:
- 31% of employees admit to “sabotaging” their company’s AI strategy
- 41% of Gen Z workers resist AI adoption
- But 60% believe AI skills are critical for career growth
The paradox of acknowledging AI’s importance while fearing its implications highlights a growing need for industry-specific education. It is time for the fresh produce industry to make its next big move toward AI education and adoption.
Sustainability That Scales
From the UN treaty negotiations in Geneva to securing climate resiliency grants for members, IFPA’s sustainability leadership continues to expand globally. The Sustainable Packaging Innovation Lab is supporting next-gen material development, while collaborations with the Consumer Goods Forum are helping to establish global sustainability frameworks for produce.
The Foundation for Fresh Produce: Global Reach, Local Impact
The Foundation for Fresh Produce continues to advance consumption through three key pillars:
- Public-private partnerships that create scalable impact
- A Child Nutrition Education Network reaching classrooms around the world
- Food Is Medicine programs with the potential to save $32 billion in annual healthcare costs.
From the White House Easter Egg Roll (where 75,000 blooms were distributed) to the Agricultural Ball’s fresh produce American flag, the Foundation is ensuring fruits and vegetables are visible in the spaces that shape public policy.
Looking Ahead: Unity in Action
What stood out most in Cathy Burns’ address wasn’t just the accomplishments, it was the conviction behind them. IFPA is not simply reacting to industry pressures; they’re anticipating them, investing in tools and partnerships that empower members to thrive.
Their dual focus — on immediate advocacy and future readiness — is the strategic balance our industry needs right now. As Burns concluded:
“I believe we can’t build a vibrant future for all unless we build a vibrant future for you.”
For all of us in fresh produce whether we’re navigating AI, sustainability, or supply chain complexity, the message from Anaheim was clear: we’re not in this alone.
IFPA is fighting for fresh — and winning.
Executive Summary
The 2025 IFPA Global Produce & Floral Show in Anaheim signaled a strategic shift for the industry under the banner “Fighting for Fresh.” IFPA’s focus on advocacy, innovation, and policy influence is redefining how fresh food moves from farm to consumer.
This year, IFPA achieved major policy wins — protecting trade access under USMCA, securing fairer H-2A wage standards, halting disruptive enforcement practices, and driving FDA revisions that reduced costly false positives in food safety testing.
The association’s Fresh Produce for a Healthier America campaign advanced national nutrition policy, while the new AI-powered Global Intelligence Engine empowers members with real-time data insights. Progress in supply chain innovation and sustainability — from climate resiliency funding to packaging breakthroughs — further demonstrates IFPA’s global impact.
Cathy Burns’ address captured the organization’s momentum: IFPA isn’t just responding to industry change — it’s leading it. The takeaway from Anaheim: IFPA is fighting for fresh — and winning.
