What is the single most urgent shift the produce industry must make today to ensure it remains sustainable and profitable in 2030 and beyond?
"… Labor is the largest cost for most specialty crops, the domestic workforce is aging out, and H-2A, the only lawful pipeline at scale, is costly, seasonal-only, and subject to wage rules that shift with each administration and court ruling. American growers cannot make 10-year investments on labor costs they cannot predict. Their foreign competitors don’t face that problem, and the steady rise in fruit and vegetable imports shows where production goes when growers can’t compete. Once it leaves, it rarely comes back. That is why structural reform can’t wait.”
For the last two decades, John Hollay has been deeply engaged in shaping the politics and policies that have impacted American farmers and their ability to feed the world.
John Hollay assumed the role of President and CEO of the National Council of Agricultural Employers effective Jan. 1, 2026. John previously served as director of u.s. government relations for the International Fresh Produce Association and held similar senior government affairs roles for United Fresh Produce Association and the National Milk Producers Federation.
Before moving off Capitol Hill, John served as senior legislative assistant for Congressman Joe Courtney of Connecticut, where he established the Congressional Dairy Farmers Caucus and Congressional Modern Agriculture Caucus.
