Cathy Burns outlines key industry achievements, climate-smart initiatives, workforce challenges, and the launch of the “Fight for Fresh” campaign to strengthen global advocacy efforts.
The 2024 IFPA State of the Industry Address in Atlanta emphasized critical themes such as global advocacy, technological innovation, climate challenges, and the significance of community within the produce and floral sectors.
The keynote, delivered by Cathy Burns, CEO of the International Fresh Produce Association (IFPA), showcased the association’s efforts to address industry issues, promote policy changes, and advocate for fresh produce and floral products on a global scale.
Burns recapped advocacy successes, notably the preservation of the fresh fruit and vegetable benefit in the WIC program, a $1 billion victory. She attributed the achievement to the unity within the industry, highlighting that collaborative advocacy remains crucial.
According to the report from the Produce BlueBook, Burns emphasized, “It’s the ‘together’ that makes advocacy work,” pointing out the interconnectedness of policies across regions and the need for amplified voices to foster change.
Technological advancements featured prominently, with artificial intelligence (AI) transforming various aspects of the industry, including self-checkout systems and packaging innovations. Burns noted concerns about trust in AI adoption, citing a World Economic Forum study indicating only 55% of employees trust their organizations to implement AI responsibly. Burns stressed the importance of shifting routine tasks towards more meaningful work, fostering conversations around the future of AI in the workplace.
The address also delved into climate and sustainability challenges. Burns warned of the potential rise in food inflation by 3% annually over the next decade due to what she termed “climate-flation.” She referenced a report from insurer Lloyds, which found a 50% chance of a global food shock within 30 years if agricultural innovation lags behind climate change. To tackle these challenges, IFPA introduced climate-smart initiatives through its Fresh Field Catalyst Technology Accelerator, focusing on sustainable solutions in produce and floral industries.
Community and workforce dynamics were another focal point. Burns cited a Gallup study showing that 70% of team engagement depends on effective managerial leadership. She emphasized the need for inclusivity to attract future leaders from among Millennials and Gen Z, cautioning that disengagement is rising within these demographics. “How we create a culture of belonging will be key to attracting the best and brightest of the next generation,” she said, underscoring the importance of nurturing a sense of purpose within the workforce.
Addressing the global health crisis, Burns pointed out that access to healthy diets remains a challenge for nearly 3 billion people worldwide. As part of IFPA’s mission to promote better nutrition, she announced the creation of a Chief Medical Officer role within The Foundation for Fresh Produce, aimed at advancing fruit and vegetable consumption for societal well-being. The initiative seeks to collaborate with healthcare, food, and government sectors to ensure fresh produce plays a central role in public health.
The launch of a new advocacy campaign, Fight for Fresh, was another highlight of the address. As detailed in the report, the campaign is not consumer-focused but aims to capture the attention of lawmakers and regulators. Burns underscored the need for the industry to be prepared to respond when its relevance or contributions are challenged.
The WIC program’s preservation in early 2024 and symbolic actions, such as sending produce gift boxes to lawmakers, exemplified the campaign’s proactive approach. Furthermore, IFPA, along with other agricultural organizations, filed a lawsuit challenging recent changes to the H-2A labor program, asserting that the new regulations are burdensome and unlawful.
The IFPA’s global presence remains a priority, with Burns emphasizing the importance of engaging in discussions about food at every level. “We need to show up on the global stage even more intentionally,” she remarked, calling for increased advocacy efforts and collaboration with regional organizations. The association aims to shift from “global thinking to global doing,” ensuring that its leadership remains influential worldwide.
Concluding the address, Burns celebrated the unity and collective power of the produce and floral industries. “When we come together as a community united by voice and purpose, we ignite a powerful force of togetherness,” she said, underscoring IFPA’s commitment to advocacy. “Fresh produce and floral is absolutely, undoubtedly, 100% worth fighting for.” The message encapsulated the association’s determination to champion the value and relevance of fresh produce and floral products on a global scale, reinforcing its role as a leading voice in the industry.
