ANAHEIM, Calif. — While tariffs and trade uncertainty persist, the fresh produce industry remains focused on growth and increasing access to fresh fruits and vegetables. This commitment to “Fight for Fresh” was evident in every aisle of the recent International Fresh Produce Association Global Produce and Floral Show.
CPMA Talks Tariffs
At the Canadian Produce Marketing Association booth, Shannon Sommerauer, senior director, government relations, discussed the importance of free trade for fresh fruits and vegetables in North America.
“We’re happy the Canadian government removed most of the retaliatory tariffs,” says Sommerauer, referring to the government’s move on Sept. 1. But she also says it feels a bit like the “calm before the storm.”
“We’re looking to work with the U.S., Mexico and Canada to put the message to all three governments that tariff-free produce is what we need,” she says. “We hope that by putting that collective voice to all three governments, we really mitigate any unintended consequences.”
Sommerauer says the U.S. is a critically important export market for Canada, especially for highly perishable produce.
While potatoes can travel to export markets with relative ease, cucumbers are another story, she says.
“It’s a key reason the U.S. has been such an important market for us,” she says.
“We’re hearing from everyone that they don’t want tariffs,” Sommerauer adds. “They’re no help in making fresh food more accessible.”
‘Banana Badasses’ Pose for Wellness
Known for its attention-grabbing marketing and dynamic trade show booth themes — all in the name of fairer wages and better conditions for banana farmers — Equifruit didn’t disappoint at the IFPA Global Show.
The Montreal-based Fairtrade International-certified banana company promoted fair-trade bananas as the ultimate wellness product. It’s simple, says the Equifruit team: “Wellness is all about feeling good. And paying banana farmers fairly makes you feel good.”
In September, Equifruit was named one of Canada’s top growing companies by The Globe and Mail for a fourth consecutive year. Ranked No. 174 with a growth rate of 195%, it marked the company’s highest position on the list yet, up from No. 229 in 2024.
Even with the growth, Equifruit still has work to do in the U.S. market, where it continues to communicate its message that a switch to fair-trade bananas only costs $5 a year, says Jennie Coleman, president and co-owner of Equifruit.
Now tariffs are threatening to disrupt these efforts.
“We finally got to a place where consumers have accepted [a modest price increase on fair-trade bananas] and then tariffs eat all that up on a product that can’t be grown in the U.S.,” Coleman says.
But Coleman is keeping her eye on the prize of better and fairer conditions for banana growers.
“We’re excited and amazed by our brand recognition,” she says. “Tariffs will pass, and our values will remain. And when people are ready, we’ll be there.”
Lipman Family Farms Focuses on Fresh Cut
Lipman Family Farms, a vertically integrated grower-packer-distributor, grows tomatoes in California, Florida, Canada and Mexico, giving it a unique perspective on both tariffs and the U.S.-Mexico Tomato Suspension Agreement.
“We support the fairest trade and prices for all,” says Lipman Family Farms Marketing and Communications Manager Morgan Stuckart. “It affects everyone.”
Lipman operates greenhouses in both Jalisco, Mexico, and in Canada, enabling year-round supply; while there may be tariff and trade turbulence, the company is focused on what it can control — including expanding the fresh cuts side of its business for both retail and restaurant foodservice.
“Fresh cut has grown exponentially for us in the last 10 years,” Stuckart says. “We’ve grown from three facilities to now eight.”
Stuckart says Lipman’s customers are looking for more convenience, labor-saving solutions and the highest food safety standards, which its custom, fresh cut program provides.
“Labor is always an issue,” she says. “With our products our foodservice customers can make the most of their time in the back of the house. Restaurant staff can go home an hour earlier to their family because they’re not chopping after close.”
Stuckart says this support on labor and consistency of food safety to support growth has been a “big ask” from Lipman’s customers.
And as a vertically integrated company, Lipman has greater control over the entire field to table process.
“Ninety-five percent of the seeds we grow were created in house by our genetic scientists,” says Stuckart, pointing to Lipman’s Crimson Tomatoes that are field-grown from a proprietary seed.
“We’re continuing to improve our tomatoes with better disease resistance and stem strength,” she says. “Crimsons are great for slicing and have a stronger skin. They also have a deep red color, meatier center and great flavor.
“We truly created the Crimson Tomato from the ground up,” she says.
Zespri Marks Record Season
Despite economic headwinds and competition from other fruit categories this summer, Zespri says it fueled double-digit growth with an earlier start to the season, expanded distribution of Zespri green, organic and Zespri RubyRed and continued strong consumer demand for Zespri SunGold kiwifruit. Zespri says these efforts have made kiwifruit the fastest-growing category in the fruit department, according to Circana data.
Canada currently takes 1.5% of total global kiwifruit production, says Zespri CEO Jason Tebrake, who adds the goal is to reach 3% to 4% of global production with Canada in the next four to five years and then “see if it continues to grow from there.”
But the U.S. is a “growth market,” says Tebrake. “This was the biggest season we’ve ever had. We increased volume to the U.S. by 30%.”
The brand says it’s investing in distribution and shopper programs that not only grow Zespri but the entire kiwifruit category.
Tebrake says that “even with tariffs concerns, [Zespri] is taking a long-term strategic” view. “We’re focused on giving the consumer a great experience,” he says.
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