Bringing Growers, Distributors, and Retailers Together to Create a More Equitable and Efficient Global Produce Network

The International Fresh Produce Association (IFPA) has set in motion a groundbreaking effort to address longstanding inefficiencies in fresh produce distribution, unveiling a comprehensive plan that unites stakeholders worldwide under a common goal.

By releasing its new White Paper, “Supply Chain of the Future: From Vision to Action,” IFPA aims to foster collaboration and establish a framework that benefits growers, distributors, and retailers, all while reducing waste and enhancing product quality.

The initiative answers the industry’s pressing questions of who is leading this transformation, what changes are being proposed, why these changes matter, when they will take place, and how the collaborative model will work in practice.

At the heart of the plan is a recognition that major challenges exist in the fresh produce supply chain, from a lack of trust and transparency to outdated pricing structures.

These pain points, IFPA believes, can only be overcome by creating an environment in which producers, transporters, retailers, and industry experts work together to develop shared solutions.

IFPA’s newly released White Paper provides a roadmap for breaking down barriers and promoting open discussion, an approach that IFPA leaders hope will usher in a new era of efficiency.

This collective undertaking includes the creation of harmonized standards, secure data-sharing mechanisms, and value-based incentives designed to reward every participant along the supply chain.

An essential component of the White Paper is its focus on real-time information and predictive analytics.

By implementing strategies for shelf-life predictability, the industry can significantly reduce food waste and avoid disruptions that commonly occur when perishable goods spend too long in transit or on warehouse shelves.

In addition, IFPA seeks to establish “smart data escrow” methods, ensuring that sensitive commercial information can be shared with trusted partners without compromising confidentiality.

The ultimate objective is to guarantee product freshness and quality by enabling all actors to make informed decisions quickly and accurately.

IFPA has convened multiple “Collabathons,” which bring together innovators, produce growers, technology firms, retailers, and other industry partners to conduct workshops aimed at pinpointing issues and drafting workable solutions.

These sessions have already garnered input from various perspectives, thereby underscoring the necessity of transparent communication.

The initiative likewise highlights the inequities that arise when disruptions occur.

While consumers might only see a price hike at their local store, a farmer could face significant financial setbacks.

South African grape producer Fanie Naudé underscores this point, emphasizing a need for “reciprocal transparency,” and pointing out that growers often bear an unfair portion of the cost when something goes wrong.

By shifting to dynamic incentives and more equitable pricing arrangements, IFPA hopes to realign supply chain processes so that everyone, from the smallest local farm to the largest retail chain, is rewarded for efficiency and cooperation.

Timeframes are clearly outlined.

In spring 2025, IFPA plans to establish working groups and steering committees that will steer consensus on data frameworks, logistics, and best practices.

As summer arrives, pilot programs will be launched to test these newly formed collaborative solutions.

Specifically, June 9, 2025, in Washington, D.C., marks the Symposium & Program Pilot Series a gathering designed to validate ideas and refine strategies.

By fall 2025, IFPA anticipates showcasing the success of these pilot programs and preparing the entire industry for broader adoption at the IFPA Global Produce & Floral Show.

“Data doesn’t move food, collaboration does,” as stated by Steve Alaerts, Chair of the IFPA Supply Chain Council, encapsulates the entire philosophy behind IFPA’s strategy.

Building trust through secure data sharing, implementing advanced monitoring and forecasting tools, and rewarding stakeholders fairly lie at the core of this undertaking.

These steps reflect the White Paper’s conviction that transformative change will only happen when everyone agrees to participate openly, share what they know, and adapt as one connected network.