CEO Cathy Burns Highlights Achievements and Reveals an Inclusive Plan for Industry Progress

The International Fresh Produce Association (IFPA) has unveiled its 2024 Annual Impact Report, spotlighting the organization’s efforts over the past year to advocate for the fresh produce and floral industry worldwide.

The report encompasses significant strides in areas such as advocacy, sustainability, labor, and talent, while also charting a strategic vision for the coming years.

Released by IFPA, it offers a comprehensive look at how the association has worked hand in hand with members, policymakers, and global stakeholders to empower a sector that plays a vital role in consumer health and environmental well-being.

IFPA’s Chief Executive Officer, Cathy Burns, commended the association’s leadership and community for uniting around the most pressing priorities in produce and floral.

“As we approached 2024, we talked about advancing the health of consumers, the health of our industries, and the health of the planet,”

Cathy Burns, IFPA’s Chief Executive Officer

According to press release details, these actions positioned the organization at influential policy discussions and negotiations, ensuring fresh produce and floral interests were represented and that the sector’s concerns were thoroughly addressed.

One critical aspect was promoting consumption, including IFPA’s involvement in championing full funding for the United States’ Special Supplemental Nutrition Program for Women, Infants, and Children (WIC).

The organization’s focus on encouraging families to incorporate more fruits and vegetables into everyday diets is at the heart of its mission to foster a healthier global population.

Throughout 2024, IFPA also tackled a host of regulatory challenges, standing up for its members’ interests through advocacy and legal measures. In one instance, the association engaged in a lawsuit against a U.S. H-2A rule that, if implemented, would have jeopardized the ability of many companies to harvest and deliver fresh produce and floral products.

Another focal point was the packaging, where the organization successfully thwarted a ban on PLU stickers, an outcome with significant implications for labeling and traceability.

The annual report further emphasizes how these efforts, among others, contributed to the association’s greater environmental objectives and helped reinforce the sector’s commitment to responsible and innovative practices.

“As we approached 2024, we talked about advancing the health of consumers, the health of our industries, and the health of the planet,” Burns reiterated in the report. “Through the collective energy and passion of our members and with partners around the world, we took a seat at global tables to represent our members and our industry – anywhere fresh produce and floral were being discussed.”

Several of those global conversations revolved around labor, climate-smart agriculture, and packaging solutions that align with evolving consumer preferences while promoting environmental sustainability. IFPA’s deliberate push to secure the interests of the fresh produce and floral industry on an international stage reflects its overarching commitment to creating impactful alliances.

In addition to summarizing the 2024 achievements, the Annual Impact Report introduces IFPA’s 2025–2027 strategic plan, which Burns described as “flexible, intentional, and inclusive.”

This upcoming blueprint aims to position the industry to navigate future challenges by strengthening advocacy efforts, personalizing support to IFPA’s members, and harnessing global influence.

The report reveals how this strategy will build on the existing momentum from the past year and place renewed emphasis on the health of people, businesses, and the planet. IFPA seeks to expand its role as a global thought leader by focusing on innovative solutions for issues such as climate-smart agriculture.

The association’s forward-thinking approach also prioritizes building relationships in both public and private sectors, helping members address pressing challenges and encouraging collaboration.

Key initiatives include hosting events that foster dialogue between growers, retailers, researchers, and policymakers to ensure industry perspectives remain at the forefront of decision-making.

These efforts underscore the association’s objective to shape a regulatory and economic environment where fresh produce and floral products can thrive, ultimately benefiting consumers and safeguarding critical natural resources.

“Belonging to IFPA creates something far bigger than any individual or organization,” Burns said. “We build an enduring force for good, which is essential as we move into the next few years. I appreciate the collective energy and passion our members bring to advance IFPA priorities.”

Her remarks encapsulate the unifying spirit underscored throughout the 2024 Annual Impact Report. By leveraging the collective momentum of a global network, IFPA strives to translate that passion into real-world outcomes, from addressing labor shortages to spurring sustainable packaging innovation.