Association Calls for Stronger Collaboration to Advance Growers’ Prosperity and Public Health

The International Fresh Produce Association (IFPA) recently extended its congratulations to two newly confirmed officials whose roles are expected to influence the nation’s approach to nutrition and agriculture.

On February 13, 2025, Brooke Rollins was confirmed as U.S. Secretary of Agriculture, and on the same day, Robert F. Kennedy Jr. assumed the position of U.S. Secretary of Health and Human Services (HHS).

Both appointments hold particular significance for America’s fresh produce sector, given the pivotal role these agencies play in policies affecting farming, nutrition, and public health.

IFPA has maintained a longstanding partnership with the U.S. Department of Agriculture (USDA), working to enhance the competitiveness of U.S. growers and prioritize better dietary habits among Americans.

This cooperation has encompassed everything from advocacy efforts to initiatives designed to bolster the supply chain for fruits and vegetables.

Texas International Produce Association is also part of the broader coalition that supports these efforts.

The confirmation of Secretary Rollins is therefore seen as an opportunity to continue advancing collaborative strategies that foster growth within the fresh produce industry.

“We look forward to working closely with Secretary Rollins and USDA leadership to champion initiatives that empower fresh produce businesses to thrive. By working together, IFPA and USDA can support U.S. growers and promote better public health. Under Secretary Rollins’ leadership, USDA can ensure a strong, competitive, and sustainable fresh produce supply chain for both growers and consumers.”

Cathy Burns, IFPA CEO

Burns’s remarks underscore the association’s belief that a strong USDA partnership could help address critical issues, from regulatory challenges to consumer education about the benefits of produce.

IFPA’s commitment to the industry stems from its position as the largest and most diverse trade organization representing the fresh produce and floral supply chain.

It advocates for practical policies that lessen regulatory burdens, enhance nutrition programs, and improve the economic outlook for growers across the country.

The organization also recognizes the importance of continued dialogue with agricultural leaders, particularly during a period when supply chain resilience and public health concerns remain top priorities for consumers and producers alike.

Beyond agriculture, IFPA placed special emphasis on Secretary Kennedy’s confirmation as the head of HHS.

The association believes that expanding access to fresh, nutritious foods can serve as a key strategy to alleviate the burden of diet-related diseases in the United States.

“With diet-related diseases placing immense strain on our healthcare system, ensuring greater access to fresh fruits and vegetables must be a top national priority,” Burns said.

“We are eager to collaborate with HHS and FDA to integrate produce into healthcare, improve food labeling transparency, and expand financial incentives that encourage healthier eating.”

One of the central objectives for IFPA’s collaboration with HHS involves integrating produce prescriptions into the nation’s healthcare framework.

The association supports making these prescriptions a covered benefit in federal health programs, such as Medicare, Medicaid, the Department of Veterans Affairs, and the Indian Health Service.

According to IFPA, this could extend the reach of healthy foods to millions of Americans, especially if Medicaid 1115 waivers and other forms of federal support remain intact.

IFPA also highlights the need for clearer food labeling, believing that consumers deserve transparent information on the quantities of fruits and vegetables in products that claim to offer these benefits.

IFPA is encouraging the government to expand financial incentives for fruits and vegetables.

The group proposes that these items be eligible for purchase under Health Savings Accounts (HSAs) and Flexible Spending Accounts (FSAs), pointing to the potential impact such measures could have on reducing the prevalence of diet-related illnesses.

In tandem with that goal, IFPA supports a federal tax credit for produce purchases aligning with Dietary Guidelines and seeks increased public investment in research to measure the effectiveness of these strategies.