‘Our time is now,’ says IFPA CEO Cathy Burns

ORLANDO, Fla. — The inaugural International Fresh Produce Association’s Global Produce and Floral Show was off to a high-energy start Oct. 27, as IFPA CEO Cathy Burns took the stage for a rousing state of the industry address. 

“The challenges facing our industry have never been stronger,” said Burns, citing inflation, war, climate crises and labor shortages. “All of these factors can be relentless. Yet, in spite of this, our future has never ever been set up for us to make more of an impact. Our time is now. We are a great industry.”

An industry that produces products that “impact the health and well-being of every human on the planet,” Burns said. “We are on par with water and air.” 

Burns sees a number of challenges and opportunities shaping the future of fresh produce.

Virtual fruit and veg

The metaverse is an emerging digital world where consumers will go to socialize, play games and, most importantly — buy, Burns said. In eight years, it is expected to generate $5 trillion in value, and some analysts predict that one day the metaverse will be larger than the internet. 

“Think about the opportunity for us to leverage this space for building customer relationships,” said Burns, who sees the metaverse as an opportunity to bring the farm to consumers. “This is our challenge and our opportunity to meet [consumers] where they are physically, emotionally and, now, virtually.” 

Food as medicine

Among the lessons learned in the COVID-19 pandemic, Burns said, is the connection between what we eat and how we feel. 

“People have finally figured out we cannot medicate our way out of diseases and ailments,” she said. “This is our moment.”

From medically tailored meals to precision nutrition to produce prescriptions, fresh fruits and vegetables are poised to lead meaningful changes in consumer health. Burns said there are currently 108 produce prescription programs operating in 38 states. But in order to make a real difference, many more are needed. 

“It's becoming ever clearer to me that the solution to our health challenges is not found in the pharm but on the farm,” Burns said.

A heightened focus on health has also contributed to increased interest in plant-based diets. But the trend means the produce industry now faces competition from manufacturers that position their products as better than produce, Burns said.

“We must amplify our sustainability innovations and advocate for the joy of fresh. If we don't, someone may come around and take our lunch or our dinner,” she said.

Read related: Take the retail tour at IFPA's Global Produce & Floral Show

Sustainability and food waste

Sustainability is increasingly top of mind for consumers, many of whom expect businesses to reduce their carbon footprint and lower their environmental impact. The produce industry has stepped up its sustainability efforts, investing in climate-smart practices and tackling food waste and food loss with innovative solutions, Burns said. 

IFPA is launching its Fresh Produce Research Center with sustainability as its first initiative, said Burns, adding that the center will connect academia with industry and lean into IFPA advocacy “to ensure agencies prioritize investments in fresh produce.”

Food waste is another problem the industry must solve. 

“It is estimated that $400 billion in food is wasted every year, representing about as much as 7% of grocery sales in the U.S. alone. Only two-thirds of U.S. consumers realize that the best- buy date refers to the freshness of the food and not the last day to eat it,” Burns said.

This has spurred several U.K. retailers to remove best-before-date labels from fresh produce — part of a U.K. effort to cut food waste in half by 2030, continued Burns. 

The rising cost of food

Despite rising food costs, Burns said IFPA’s Produce Market Report found that while all fresh food has experienced year-over-year unit pressure, produce is still selling more pounds today than three years ago and units are up 3.7% versus 2019.

However, inflation is causing many consumers to make trade-offs, and the produce industry shouldn’t think it’s recession proof.

The produce industry needs to be “vigilant in meeting consumers where they are as they face these economic challenges,” Burns said. 

Labor woes

Talent retention remains a challenge as “quiet quitting” has supplanted “The Great Resignation,” said Burns, who urged companies to consider applying the same discipline and rigor they use when measuring consumer engagement to measuring their employees’ passion for their work.

“Purpose, values and personal growth are essential for employees doing great work, and it's up to us to make that happen,” she said.

IFPA offers tools and research for employers to ensure they are competitive when it comes to pay, as well as providing a platform for professional development, Burns said.
 
Call to action

While only one in 10 Americans consumes the recommended number of fruits and vegetables, at the same time, the country spends a trillion dollars every year to treat diet-related diseases — “diseases that can be addressed by changing what's on the end of your fork,” Burns said. 

Add to this skyrocketing health care costs and rising obesity in children.

“If we don't turn this around, this will be the first generation of children that will not live as long as their parents did,” Burns said. “Is this something we want on our conscience, when we know that we are the solution?

“We have to be bold, because the situation is dire and the stakes are high,” Burns continued. “We are better than one in 10. Aren't we? This is a fight worth fighting, and IFTA will continue to speak with authority on nutrition and all of our other policy areas and as an organization. It is our duty to champion the data, the insights and the messages that create lasting change in consumption, so the world knows fresh produce truly is the secret to vitality and vibrancy.”