International Fresh Produce Association

Beyond the Border: How Mexico is Shaping Produce's Global Fresh Future

Tue, 28 Apr 2026 22:38:04 GMT

As Mexico continues to solidify its role as one of the most influential markets in the global fresh produce and floral supply chain, industry leaders are watching how trade flows, shifts in consumer expectations and global dynamics reshape the future of fresh. Ahead of this year’s International Fresh Produce Association’s Mexico Conference in Guadalajara, The Packer connected with Jessica Keller, IFPA vice president of global industry relations, to discuss why Mexico matters now more than ever, the global trends transforming demand and how companies can position themselves for long-term success in an increasingly interconnected marketplace.

What makes Mexico a critical market in shaping the future of the fresh produce and floral industry?

Keller: Mexico is one of the most strategically important markets in the global fresh produce and floral industry, not just because of its scale, but because of its position in the global system. Mexico is both a powerhouse producer and exporter and a fast-evolving domestic consumer market. It plays a central role in feeding North America and is deeply integrated into regional supply chains, while increasingly influencing global sourcing, food safety, sustainability and labor practices.
Today, Mexico exports more than $18 billion in fresh produce globally, with the vast majority going to the United States. That underscores both its strength and its exposure. What happens in Mexico — whether it’s trade policy, logistics, climate adaptation, crop innovation or regulatory alignment — reverberates well beyond its borders. Mexico is not just a supplier; it’s a shaper of how the global industry continues to evolve.

What consumer trends are shaping demand for fresh produce in Mexico and globally?

What we’re seeing in Mexico closely mirrors global consumer trends, but often in a more amplified way. Consumers everywhere are demanding greater transparency and traceability, products that align with health and wellness goals and sustainability that is real, measurable and credible — not just marketing claims.

At the same time, they expect year-round availability at consistent quality, despite increasing climate pressures. What’s important is that these expectations are no longer regional; they’re globally synchronized. That raises the bar for producers and exporters everywhere and makes it more challenging, but also more critical, to balance these demands thoughtfully and strategically.

How are changing global dynamics impacting the industry today?

We’re seeing multiple forces collide at once — geopolitical uncertainty, climate disruption, labor constraints, rising trade complexity and shifting consumer expectations. As a result, supply chains are no longer optimized purely for efficiency. They’re being reevaluated for resilience, diversification and risk management.

For Mexico specifically, decades of success driven by heavy export concentration into North America have also created vulnerability to policy changes, logistical disruptions and buyer consolidation. That’s why the conversation today is shifting away from simply growing volume and toward building export resilience through market diversification and stronger cross-border partnerships. The companies that are succeeding are those that treat global dynamics as a strategic input, not just external noise.

What makes The Mexico Conference uniquely valuable compared to other industry gatherings?

The Mexico Conference stands out because of its strong focus on global education and real business outcomes. We offer in-depth insight into global market trends, along with buyer roundtables that are intentionally designed for deal-making.
These roundtables — now in their fourth year — connect suppliers directly with decision-makers in a highly focused, efficient format. We’re increasingly working to quantify the economic impact of those conversations, because meaningful transactions are happening at these tables.

The conference also facilitates critical cross-border dialogue on trade, sustainability and food safety, while providing direct access to leaders from Mexico, North America and, increasingly, global markets. This year, we’re seeing growing interest from buyers in Asia, particularly around commodities like bananas and avocados. That level of international engagement makes this event truly unique.

What opportunities does the conference unlock for companies looking to grow in or through the Mexican market?

The conference unlocks several important opportunities. First, it provides direct access to buyers and partners who are actively shaping sourcing and procurement strategies. Second, it offers critical insight into how Mexican production is evolving and where international collaboration is most needed. Third, it helps companies understand how to position themselves not just within Mexico, but how to leverage Mexico as a gateway to broader global growth. For companies considering expansion, this event shortens the distance between insight and execution by putting the right conversations and the right people in the same room at the same time.

What should industry leaders be doing now to stay competitive in an increasingly global and interconnected marketplace?

Leaders need to shift their mindset from reactive to intentional. That means investing in market intelligence and long-term planning, diversifying markets thoughtfully rather than opportunistically, and building partnerships that go beyond transactions.

It also means embedding sustainability, food safety and resilience into core business strategy — not treating them as add-ons. Competitiveness today isn’t defined by scale alone, but by adaptability, collaboration and clarity of strategy. In a global industry, no company succeeds in isolation.

That’s where organizations like IFPA play a critical role. Our mission is to create a vibrant future for all by advocating, connecting and guiding the global produce and floral industry. Events like The Mexico Conference bring that mission to life by creating the relationships, insights and shared understanding leaders need to navigate complexity and stay aligned with the markets and consumers that matter most.

IFPA Adds Vice President of Food Safety and Regulatory Affairs

Tue, 03 Mar 2026 07:44:41 GMT

The International Fresh Produce Association says Eric Stevens will join the organization as its vice president of food safety and regulatory affairs, effective March 18. He will lead IFPA’s global efforts to shape food safety and regulatory policy.

Stevens will serve as a key liaison to U.S. regulatory and food safety agencies and strengthen engagement with global and regional regulatory and standard-setting bodies. He will also support IFPA member needs through technical expertise, resource development and strategic collaboration with internal teams and external coalitions, the organization says.

IFPA says Stevens is a respected food safety and regulatory affairs leader known for his ability to translate science into practical, risk-based policy. Most recently, he led scientific and market development for farm-to-fork food safety diagnostics and supported verification programs aligned with global regulatory and audit expectations at Hygiena.

“Eric brings a valuable combination of deep scientific expertise and global regulatory experience at a pivotal time for our industry,” says Alexis Taylor, IFPA’s chief global policy officer. “His expertise in translating science into risk-based, practical policy that works for regulators and for the produce supply chain will be an incredible asset to IFPA’s strategic goals and mission. His leadership will strengthen our voice as we advocate for clear, scientifically rigorous standards that protect public health and support innovation.”

Stevens began a career in public service in 2014 at the Food and Drug Administration as an FDA commissioner’s fellow. He later served as a public health adviser in FDA’s Office of Regulatory Science, helping expand FDA’s GenomeTrakr, and completed a secondment with the World Health Organization’s Nutrition and Food Safety Unit, developing guidance for foodborne disease surveillance.

From 2019 to 2025, Stevens served as an international policy manager in FDA’s Human Foods Program, where he led science policy and regulatory cooperation on food hygiene standards, risk-based oversight and global market access.

He is also a delegate to the Codex Committee on Food Hygiene and FDA’s Codex Alimentarius manager, where he worked across FDA, the U.S. interagency, global counterparts and the industry to advance science-based positions and strengthen international alignment, often in areas central to fresh produce.

In 2026, he was selected by WHO and the Food and Agriculture Organization of the United Nations to participate in a Joint FAO/WHO Expert Meeting on the Use of Omics for Microbiological Risk Assessment.

Stevens earned a doctorate in human genetics and molecular biology from the Johns Hopkins School of Medicine, with a focus on genetic relatedness.

“Fresh produce is central to healthy diets worldwide, and advancing practical, risk-based policies is essential to ensuring both safety and access,” he says. “I look forward to working with IFPA members and partners around the world to foster regulatory alignment, strengthen food safety systems and support practical implementation in diverse markets.”

Overcoming Barriers to Global Produce Consumption: Insights from IFPA at Fruit Logistica 2026

Fri, 13 Feb 2026 13:09:53 GMT

BERLIN — In an increasingly global fresh produce industry, there has never been a time of greater challenge or opportunity. From tariffs and trade to labor issues, supply chain complexities to extreme weather events, rising food costs to nutritional deficiencies, the barriers to increased consumption of fresh fruits and vegetables are experienced around the world.

At the same time, the industry has reached an incredibly powerful moment with its ability to harness global intelligence, find solutions to overcome these challenges and new opportunities for growth.

At last week’s Fruit Logistica, The Packer sat down with the International Fresh Produce Association’s Alexis Taylor, Miriam Wolk and Jessica Keller to discuss the organization’s efforts to support its members locally and connect them globally — all with the aim of increasing fresh produce consumption around the world.

“When you think back to 2024, globally there was so much going on. There were over 70 global elections, new people came in, and we’ve seen a lot of change globally in the policy arena,” says Taylor, IFPA chief global policy officer. “But there’s also been new opportunities with the new dietary guidelines and MAHA (Make America Healthy Again) — you can’t be healthy without fruits and vegetables.”

And it’s not just America, Taylor says. Conversations about health are happening around the globe.

“Cardiovascular disease is the leading cause of death in Europe and diet can be at the forefront of that conversation,” she says. “Only one in 10 Americans and one in eight Europeans meet the recommended [daily] dietary guidelines for fruit and vegetable consumption.”

A sustainable global food supply is also critical to meeting the world’s nutritional needs.

“No industry is as sustainable as produce,” says Taylor, who sees fresh produce players around the world striving for climate resiliency, global economic sustainability, sustainable packaging and more.

“IFPA looks to solve any situation that limits its members’ ability to drive consumption,” she says.

Enter IFPA’s Global Intelligence Engine, which CEO Cathy Burns launched at the Global Produce and Floral Show in October.

What is the Global Intelligence Engine?

IFPA says its Global Intelligence Engine “delivers data-backed, current insights for fruits, vegetables and floral products. From POS (point-of-sale) data and consumer trends to import/export flows and production patterns, it transforms complex datasets into clear answers, visualizations and recommendations.”

In short, it’s designed to help IFPA members “spot opportunities, stay ahead of shifts and make faster, smarter decisions.”

“I do think our Global Intelligence Engine is a game changer,” says Wolk, IFPA’s chief membership officer. “It transforms the association as a curator of information accelerated by AI. People want accurate data they can trust, and we’re very careful that the information our members put into the engine is protected. They also want efficiency from shared intelligence.

“What would take an analyst three days [to produce], our members can get in 30 seconds ... and in 50 different languages,” she adds.

The engine also pulls the latest POS insights and recent consumer trends from Circana to help members identify and get ahead of market shifts.

“Circana is a great partner. Together we’re delivering data that informs decisions,” Wolk says. “Members may not realize all the POS data we have.”

IFPA says the engine also allows members to “seamlessly track import, export and production data from around the world to optimize [their] supply chain and identify new growth opportunities.”

“And it’s only going to grow and get better,” Wolk says of the Global Intelligence Engine, to which IFPA members have exclusive access.

Connecting Buyers and Sellers Globally

As IFPA continues to expand its membership around the globe, new connections are made and new markets accessed.

“I’m really excited about our membership growth,” says Keller, vice president of global industry relations. “Together we continue to support the mission of increased consumption.”

Keller says IFPA and its members have also benefited from country managers and regional representation in key areas around the world, including Brazil, Chile, South Africa, Australia, New Zealand and Mexico. Most recently, Sarah Pau, based in Hong Kong, joined IFPA as the East Asia country manager.

“The team is built out now, and I’m confident that we’re in a solid position to support our members locally where they are in their markets and support them globally, working together across markets,” Keller says.

“Our global network that connects buyers and sellers is such a benefit,” says Taylor, who along with Wolk and Keller points to a recent connection facilitated by IFPA that will result in South African stone fruit headed to China for the first time.

The IFPA team says it educated a member from China on the unique properties and quality of stone fruit from South Africa, and the Chinese member educated the South African member on the retail market and consumer trends in China.

Wolk, who was in Dubai the week before Fruit Logistica, says the Gulf Cooperation Council, or GCC, is another region ripe for opportunity.

“The GCC is interested in produce and wants to connect with suppliers, but they didn’t know where to start,” she says. “I know we’ll help them grow. The USDA also sees a lot of opportunity for growth in the GCC.”

A diverse population in the United Arab Emirates, where 88% of the population wasn’t born there, is fueling this opportunity for fresh produce imports from around the globe, Taylor says.

Supply Chain of the Future

At IFPA’s Executive Leadership Summit, held Feb. 3, the day prior to Fruit Logistica, the association shared more on its Supply Chain of the Future .

The industry-led group seeks to improve supply chain data sharing and integration to reduce waste, meet consumer demands for transparency and create greater efficiencies.

While the cost of inaction is billions of dollars lost to spoilage, eroded consumer trust and missed opportunities for growth, companies can’t do it alone, says IFPA, encouraging its members to get involved and become part of the solution.

Samantha Ayoub to Join the International Fresh Produce Association

Wed, 28 Jan 2026 22:21:10 GMT

The International Fresh Produce Association announced Jan. 28 that Samantha Ayoub will join the association as director of workforce and business policy on the U.S. Government Relations team, effective Feb. 23.

Ayoub brings extensive expertise in agricultural economics, workforce and labor policy, and business operations affecting the food and agriculture sector. She most recently served as environment, labor and taxes economist at the American Farm Bureau Federation and previously held roles with USDA’s Natural Resources Conservation Service and in plant pathology research.

In her new role, Ayoub will lead IFPA’s policy and regulatory efforts on workforce, labor, immigration, transportation, logistics and broader business issues shaping the fresh produce and floral supply chain. She will also serve as the government relations liaison for IFPA’s floral portfolio, ensuring members’ voices are represented before federal policymakers.

“Samantha’s expertise and experience make her a tremendous addition to our team,” says Rebeckah F. Adcock, IFPA vice president of U.S. Government Relations. “She will be instrumental in advancing policy priorities that strengthen our industry and support our members across the supply chain.”

“I’m thrilled to join IFPA and contribute to shaping policies that impact the fresh produce and floral sectors,” Ayoub says. “I look forward to working closely with members and policymakers to make a positive difference and increase the reach of fresh produce and flowers worldwide.”

IFPA Unveils Global Road Map for Sustainable Produce

Mon, 22 Dec 2025 21:59:27 GMT

The International Fresh Produce Association has announced the Global Fresh Produce and Floral Sustainability Framework, an initiative to charter a new course for sustainable agriculture. The plan was revealed ahead of the IFPA Global Produce and Floral Show in October to address a critical industry need.

This framework is designed as a collaborative road map for companies navigating their sustainability journey. Tamara Muruetagoiena, IFPA vice president of sustainability, emphasizes that the initiative stems from a fundamental industry need for a common language and practical tools to effectively define and communicate sustainability efforts.

The framework avoids imposing new compliance standards, instead aiming to align existing efforts and provide actionable guidance for growers and the broader supply chain, fostering a unified approach to sustainability communication.

“I get very tired of people saying, ‘Oh, it’s hard to define sustainability,’” Muruetagoiena says. “Let’s stop having that conversation. Let’s define it and move on.”

She also highlights that this initiative comes out of the work by IFPA’s Global Sustainability Council, which comprises hundreds of individuals from the fresh produce industry.

“It’s the sustainability professionals that are driving this effort,” Muruetagoiena says. “It’s them saying we need this, and we’re going to develop this. IFPA is helping, ultimately, in that effort, but in the end, it’s theirs.”

She says the framework takes a lot of the work the Sustainability Council has already done and essentially does a gap analysis to see what work is still needed in specific areas.

Phases of Framework Implementation

Muruetagoiena says the framework consists of two phases: The first will focus on growers, and the second involving the broader supply chain. She says listening sessions, surveys and working groups are a part of this initial phase to help growers co-create definitions and sustainability KPIs.

“Their feedback will directly shape the final metrics,” she says. “This framework is your road map to turn sustainability ambition into action — practical, credible and profitable. It’s about collaboration, transparency and creating shared value for people, planet and profit.”

Muruetagoiena says growers can expect outcome-based guidance, optional tools tailored to different production systems, crop-specific examples and regional case studies.

“The framework is positioned as an opportunity, not a mandate,” she says.

However, Muruetagoiena says it’s important to include insight from retailers as the Sustainability Council works to develop the framework for growers.

“We are creating a vision,” she says. “Because first you need to have a vision to be able to have conversations with stakeholders.”

She further explains that it’s beneficial to include retailers in the discussions around the frameworks, noting that growers have indicated a strong willingness to become certified for sustainability benchmarks and are already doing so much work within the sustainability space. The certifications that growers would participate in would reflect those benchmarks set in the framework and those established by consumer goods.

“On the retailer side, we want to tell the retailers, ‘If growers are willing to do this, are you willing to stop your requirements at that and not go beyond that?’” she says. “That [framework] will be a place to meet in the middle, and that’s our vision.”

Muruetagoiena says this collaboration with retailers will be connected with the framework to work with retailers on requirements and where the industry is with sustainability efforts.

She says the first two quarters of 2026 will focus on research, benchmarking and consulting with stakeholders. The second and third quarters of 2026 will focus on drafting and reviewing pillars of the framework. Pilot projects and implementation will be the focus of the third and fourth quarters of 2026.

The IFPA Sustainability Council plans to debut a draft of the framework at the Global Produce and Floral show in Orlando in October 2026, with rollout by the end of next year, she says.

Benefits for Growers and the Supply Chain

Muruetagoiena says she wants this initial part of the framework to be organic. If the Sustainability Council sees the need to pursue a specific topic under this framework, the research and benchmark portion has that flexibility.

“At the same time, we want to make sure that we don’t get stuck and that we keep moving,” she says.

While audit fatigue may be a real concern for growers, the plan is for the Global Fresh Produce and Floral Sustainability Framework to use existing certifications and benchmarking.

“We plan to align with recognized certification bodies and SSCI benchmarking to ensure credibility, reduce audit duplication and provide capacity-building tools for small growers,” Muruetagoiena says.

Once finalized, she says IFPA will provide tools, guidelines, case studies, webinars and more to help the industry better communicate sustainability.

“Our focus is on ROI and storytelling to show how sustainability drives market differentiation,” she says.

Aligning terms to better communicate sustainability efforts will be a significant benefit to the industry, Muruetagoiena says.

“The best part of it is that it will be a tool, hopefully, to be better at telling our story,” she says. “Because our companies are so paralyzed at telling our story, their story, and I hope that the framework allows them to have the vocabulary to tell their story about what they’re already doing.”

Muruetagoiena says that while many companies may increase sustainability efforts, having this framework will help the produce industry better communicate those practices in an intentional and succinct way.

“I think it will be great when we talk to the media or especially policymakers that know nothing about us, we will have a language to speak,” she says. “Because right now, we don’t have a language for our industry for sustainability. We’re doing a ton. With a framework, at least, it is a language and a way of expressing what’s going on, or what goals do we have. I think will be really useful for policymakers as well and just consumers in general.”

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Bipartisan Specialty Crops Caucus Calls for Immediate Action on $1B in Farm Aid

Fri, 19 Dec 2025 13:48:08 GMT

The Congressional Specialty Crop Caucus, a bipartisan group of more than 100 members of Congress, sent a letter to the U.S. House and Senate Agriculture Committees on Dec. 18 calling for the immediate release of the $1 billion in USDA Farmer Bridge Assistance Program aid earmarked for specialty crop producers. The entire amount of the recently announced farm aid was $12 billion, with $11 billion going to row crops.

The effort was led by Specialty Crop Caucus Co-Chairs Reps. Jim Costa, D-Calif.; David Rouzer, R-N.C.; Sanford Bishop, D-Ga.; and David Valadao, R-Calif.

Moments before the letter was sent, The Packer spoke with Rebeckah Freeman Adcock, vice president of U.S. government relations for the International Fresh Produce Association, about why the letter was necessary and what IFPA and Specialty Crop Farm Bill Alliance hope it will achieve.

“First and foremost, we are working with USDA to make the case for the $1 billion that is available for our use, but we know that’s not enough,” Adcock says. “Quite frankly, the $12 billion is not enough for agriculture in general, and USDA knows that, it’s just this is what they have.

“IFPA and others have done a big push on this letter with our grassroots and our member leaders to make sure that congressional offices understand how serious this is, especially for certain growers … If we’re not taking care of our core production on the North American continent, which is very much [specialty crops], things are going to begin showing up in very bad ways,” she adds.

Without adequate federal aid, what’s at stake for specialty crop producers?

“We’ve already seen bankruptcies,” Adcock says. “We’ve seen consolidations — and there’s multiple factors that contribute to that … but the bottom line is, many operations that are purely production are struggling, and they’re struggling for a variety of factors, labor being the biggest one.

“If you’re turning a profit or able to just manage escalating and inflationary costs for inputs and many other things, but you can still pull together a price that could make up for that, it makes sense,” she adds. “But when your labor costs have gone up 47% to 65% … and your profit margin was 10%, you’re done. You’re out. You’re upside down.”

SCFBA says specialty crops — including fruits, vegetables, tree nuts, nursery, greenhouse, and floriculture products — generate more than $75 billion annually in U.S. agricultural cash receipts, account for more than one-third of all U.S. crop sales and support rural economies nationwide.

Yet, SCFBA says, under the current USDA farm aid framework, $11 billion is allocated to row crops while only $1 billion is reserved for specialty crops and other commodities, with key details on eligibility, payment formulas and timing still unresolved.

“After months of uncertainty, specialty crop growers urgently need clarity and meaningful relief, and we appreciate the Specialty Crop Caucus for elevating this issue and making clear that specialty crops must be included in any relief package for American agriculture,” the co-chairs of the SCFBA say in a news release. “Specialty crops are both an economic engine and the source of the most nutritious foods in the American diet, but current policies fail to reflect their importance to public health and food security.

“Specialty crop growers cannot afford further delay, and we urge congressional leadership and the administration to move immediately to deliver proportional, transparent, and timely relief that reflects the economic significance and unique cost structures of specialty crop agriculture,” say the SCFBA co-chairs.

What response does Adcock hope the letter receives?

“I think the response we will get is going to be an acknowledgement of what we’ve already started: to really hear from Congress, both House and Senate, that they know ag needs more, and they know specialty crops are as critical as the rest,” she says. “It’s building the case that’s already begun and just putting it on paper … to make sure that when we’re talking about additional aid — additional bridge opportunities to get agriculture through to a better day — we’re on the record saying specialty crops have to be a meaningful part of that.”

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Little Leaf Farms Marks Decade of Transformation, Growth

Tue, 28 Oct 2025 19:00:55 GMT

ANAHEIM, Calif. — With the opening of a fourth greenhouse at its campus in McAdoo, Pa., earlier this month, Devens, Mass.-based Little Leaf Farms is closing out the year on a high note and reflecting on a decade of continued growth.

The Packer sat down with Paul Sellew, founder and CEO of Little Leaf Farms, at the International Fresh Produce Association’s Global Produce and Floral Show to learn more about what’s ahead for the company.

“Prior to Little Leaf it was primarily two valleys in California providing almost 100% of the leafy greens to the country,” Sellew says. “I don’t think that’s a healthy food system.”

Sellew says while leafy greens used to travel some 3,300 miles from California to Massachusetts, where Little Leaf is headquartered, the greenhouse grower with facilities in Massachusetts, Pennsylvania and soon Tennessee is servicing 54% of the country with leafy greens.

The McAdoo site now totals 40 acres and supports the company’s growth into the Southeast, Midwest and Canada, making it the largest controlled environment agriculture leafy greens facility in the world, Sellew says. The McAdoo greenhouse will support Little Leaf’s romaine leaf lettuce, which has doubled in national distribution since its launch in July.

“The market loves our romaine leaf lettuce,” says Sellew, adding that more than 8,000 grocery stores carry the company’s products.

Sellew says Little Leaf’s third campus in Manchester, Tenn., will be in production next and is expected to open in fall 2026 to support the Midwest, Southeast and Texas markets.

“Eventually we’ll expand nationally,” he says.

How has Little Leaf Farms succeeded where others in CEA have failed?

“Billions of dollars have been vaporized, with vertical farms contributing to the vast majority of it,” Sellew says. “Greenhouse has been here before, it’s here now, and it will continue to be in the future.”

Sellew adds that great teams across its ops, logistics, sales and marketing have also contributed to the company’s growth.

The Little Leaf Farms CEO adds that the company is strategic in its growth, looking for new markets with available infrastructure and adequate population density close to where the leafy greens will be grown.

“We have catalyzed the growth of CEA,” Sellew says. “We’re a packaged salad company that can deliver a fresh eating experience to most markets within 24 to 36 hours of harvesting.”

Fresh Produce Focuses on Growth, Health Amid Tariff and Trade Tensions

Tue, 28 Oct 2025 12:27:40 GMT

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.

The Canadian Produce Marketing Association‘s Shannon Sommerauer and Jeff Hall pose with some uniquely Canadian treats at the IFPA Global Show.

(Photo: Jennifer Strailey)

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.”

The Equifruit team celebrates feeling good about paying banana farmers fairly.

(Photo: Jennifer Strailey)

‘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’ Morgan Stuckart discusses the benefits of being a vertically integrated company.

(Photo: Jennifer Strailey)

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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ECIP Hosts Leadership Circle Celebration at IFPA Show

Mon, 27 Oct 2025 23:24:55 GMT

ANAHEIM, Calif. — The Ethical Charter Implementation Program and its sponsors — Windset Farms, GoodFarms and Stemilt Growers — hosted the 2026 Leadership Circle Celebration during the International Fresh Produce Association’s recent Global Produce and Floral Show. The celebration recognized the 34 supplier companies that have earned all five stars in the online ECIP Learn, Assess, Benchmark platform since the new engagement criteria were introduced in July.

During the event, representatives from Costco, Kroger, Sam’s Club and Walmart spoke about the program and celebrated the work of the companies in the ECIP Leadership Circle.

ECIP’s Learn, Assess and Benchmark is an online platform designed by Equitable Food Initiative for growers, suppliers and buyers to create engagement with and alignment to the principles of the Ethical Charter on Responsible Labor Practices throughout the produce supply chain. Suppliers and their growers are invited by their retail buyers to use this interactive tool to assess current practices and management systems, access resources and review information around best practices.

An engagement profile tracks each grower’s and supplier’s ongoing interaction with the tool to encourage and support continuous improvement, according to ECIP. Suppliers and their retail customers see aggregated, anonymized data from their supply chain.

Shown in back, from left, are Windset Farms team members Jeff Madu, Johnny Newell, Julia Korolenko, Steven Newell, Amit Varma and Brent Ouwerkerk; in front, from left, are Juan Michelena, Akari Numajiri and Randi Church.

(Photo courtesy of Equitable Food Initiative)

Companies that have already earned a spot in the 2026 ECIP Leadership Circle include: AMFRESH North America, Bay Baby Produce, Bee Sweet, Blue River Legacy Farms, Bobalu Berry Farms, Bonipak, Bostock North America, Bridges Organic Produce, Del Monte Fresh Produce, Dole South Africa, Eagle Eye Produce, Equifruit, Favorita USA Corp., Five Crowns, Fresh Express, Fresh Flavor International, Freshway Produce, The Fruitist, Fyffes, GLC Cerritos, Gold Cup Fresh, GoodFarms, Homegrown Organic Farms, Kingsburg Orchards, Mastronardi, Miami Agro Import, Misionero, Naturipe, Oppy, Pacific Produce, Stemilt Growers, Sunridge Farms, Superfresh Growers, Titan Farms, Westmoreland Sales/Topline Farms, William H. Kopke Jr. Inc. and Windset Farms.

Costco’s Amanda Kuhn is shown with the Mastronardi Produce team at the Leadership Circle Celebration.

(Photo courtesy of Equitable Food Initiative)

“Momentum is building around ECIP, and we are encouraged by the engagement and commitment we’re seeing from retailers, suppliers and growers,” says Kenton Harmer, director of market-based impact for Equitable Food Initiative. “With the changes in ECIP LAB this year — Engagement 2.0 and introduction of the Supplier Gold Star — we have raised the bar for what meaningful engagement looks like, and this year’s Leadership Circle demonstrates that suppliers are rising to the occasion.

“Since the first Leadership Circle was announced in 2024, the number of participating supplier companies has grown steadily, even as qualification thresholds have increased,” Harmer continues.

Walmart’s Mikel Hancock is shown with the Superfresh Growers team at ECIP’s Leadership Circle Celebration.

(Photo courtesy of Equitable Food Initiative)

Created in alignment with the Ethical Charter on Responsible Labor Practices and facilitated by Equitable Food Initiative, ECIP is a collaboration among retailers, grower-shippers and implementing organizations to recognize and strengthen engagement around labor practices in the fresh produce industry, highlight existing best-practice efforts and identify opportunities for continuous improvement.

ECIP, which marked its second anniversary at the IFPA show, says it has experienced continued growth in supplier and grower engagement and expanded buyer participation in the last two years.

The program is built around self-assessment that ECIP says avoids the burden of an additional audit. Through an assessment tool and capacity-building resources, it helps measure and strengthen alignment with the principles of the Ethical Charter on Responsible Labor Practices.

Launched with initial funding from the Walmart Foundation and administered by Equitable Food Initiative, the program is overseen by an advisory group composed of leading buyers and suppliers and key stakeholders, including representatives from AgSocio, Bonduelle Fresh Americas, Costco Wholesale, Kroger, McDonald’s USA, Naturipe, Sam’s Club, Tanimura & Antle, Target, Taylor Farms and Walmart.

More information about the program can be found at ethicalcharterprogram.org .

Star-Powered Produce Shines at IFPA Global Show

Fri, 24 Oct 2025 04:43:13 GMT

ANAHEIM, Calif. — From an early ’90s TV star to a former Marine turned celebrity comedian to famous football players past and present to a social influencer extraordinaire, this year’s International Fresh Produce Association Global Produce and Floral Show featured a number of star-backed produce collaborations designed to increase consumption of fresh fruits and vegetables.

Fresh Express featured its collaboration with Tiffani Thiessen at its International Fresh Produce Association Global Show booth.

(Photo: Jennifer Strailey)

Fresh Express Partners with Tiffani Thiessen

Fresh Express is partnering with cookbook author, mother and actor Tiffani Thiessen of “Saved by the Bell” and “Beverly Hills, 90210” fame to spotlight the nutrition, flavor, freshness and versatility of its salad offerings.

The Packer sat down with Thiessen during the IFPA show to learn more about the collaboration.

“I’ve always loved to cook, [and] we were definitely big Fresh Express fans in our house — my husband and I for many, many years even before children,” Thiessen said. “So, it was kind of a perfect partnership because we were already fans — already using the product. And I think they saw how I could be creative with their product and get kids to eat vegetables by developing really creative recipes that are specific to kids as well.

“I think people see me as someone they’re familiar with. I’m sort of nostalgic because I’ve been in the industry for a long time and grew up with people in their houses with the popular TV shows that I’ve been on,” she added. “I think maybe they see me as someone who’s trustworthy in the food area too, so both sides of my career are kind of perfect for a partnership like this.”

While Thiessen and her family’s favorite Fresh Express salad is the Farmhouse Ranch Chopped Salad Kit, she says the creative possibilities are nearly endless with the company’s full range of salads.

“The thing about their salads is that whether you go with some of their simple lettuces or you go with their mixed salads, you can elevate them in many different ways,” she says.

Thiessen has brought a creative approach to her Fresh Express meal-making from adding a protein to turning the salads into a tostada to making them into a wrap or topping a hot pizza with Caesar salad.

When it comes to getting kids to eat their veggies, Thiessen says don’t forget to make it fun.

“I think it starts with teaching kids good values at a young age and getting them to understand that you don’t have to just have raw carrots. You can make it fun,” she said. “And I think that’s what’s so great about Fresh Express is that there are ways that you can actually make eating vegetables fun, delicious and easy.”

Matty Matheson, Emmy-winning actor/producer of “The Bear” is Mushroom Council’s lead ambassador for its new campaign designed to reach the next-gen mushroom shopper.

(Photo courtesy of Mushroom Council)

Mushroom Council Brings “The Bear” Celeb to IFPA

Mushroom Council has tapped Matty Matheson, chef, restaurateur, cookbook author and Emmy-winning producer and actor on “The Bear,” to serve as its lead mushroom ambassador for its new “It’s Not Magic. It’s Mushrooms.” campaign aimed at cultivating the next generation of mushroom shoppers — namely Gen Z and millennials.

Matheson attended the IFPA Global Show, Oct. 17, where he posed for pictures with fans at the Mushroom Council booth outside and then on the show floor, where he toured mushroom growers’ booths and posed for more pics.

Matty Matheson toured the show floor at IFPA, visiting various mushroom booths.

(Photo courtesy of Mushroom Council)

“We were pleased to have him join us as we revealed campaign details at the IFPA Global Show,” said Cristie Mather, vice president of marketing for Mushroom Council.

The Wonderful Company’s Diana Salsa and Bryan Hansen talked pistachio partnerships and promotions.

(Photo: Jennifer Strailey)

Wonderful Pistachios and Josh Allen Not Holding Back

“Don’t hold back” on healthy snacking was a key message at The Wonderful Company’s booth, where Wonderful Pistachios showcased its latest no-shells variety — Dill Pickle — and its partnership with Buffalo Bills quarterback and pistachio farmer Josh Allen.

“Our ‘Don’t Hold Back Snack’ campaign is a big platform for good-for-you eating, and it will flow through all of our marketing for the foreseeable future,” says Wonderful Pistachio’s Diana Salsa, who adds that the company hasn’t abandoned its “Get Crackin’’’ campaign.

Wonderful Pistachios has partnered with professional football player Josh Allen.

(Photo courtesy of Wonderful Pistachios)

The Wonderful Company says “Don’t Hold Back Snack” includes a national advertising campaign that puts Allen’s NFL stardom center stage. It also follows the launch of the Josh Allen Scholarship and a multilevel marketing campaign.

The Josh Allen Scholarship aims to support first-generation college students in California’s Central Valley, where Allen’s family farm produces pistachios for the Wonderful Pistachios brand.

It’s a great partnership for The Wonderful Company for which “philanthropy is also part of our DNA,” saus Salsa, adding the campaign spotlights an authentic connection of family farming tradition with professional football excellence.

An Avocados From Mexico in-store promotional bin features Rob Riggle.

(Photo courtesy of Avocados From Mexico)

AFM Names Rob Riggle ‘The Guac Guru’

This year Avocados From Mexico has tapped comedic actor Rob Riggle to help deliver the message that football and guac are the ultimate game day duo.

AFM says 84% of professional American football fans say food is as important as the game itself. With this in mind, when fans purchase an Avocados From Mexico-themed bag of avocados featuring the Guac Guru, they’ll be able to scan the QR code, snap a photo of their receipt and receive $1.50 cash back via Venmo or PayPal. The promotion runs from Jan. 19 to Feb. 8. With 81% of fans indicating they’ll watch the Super Bowl at home, AFM says guac is expected to play a key role in game-time entertaining.

“Our big focus this year is football. We are really leaning into football as a platform to drive consumption,” says Stephanie Bazan, senior vice president of commercial strategy and execution.

Bazan says promotions during football season are also perfectly aligned with the Mexican avocado season from October to December.

AFM is not only leaning into professional football but college as well, and it is a sponsor of the ESPN noon halftime show for college football.

“It’s been successful, and consumption did increase as a result,” says Bazan.

AFM is also eyeing snacking to drive avocado sales.

“There’s a huge connection between snacks and avocados in the basket,” Bazan says. “Consumers make 1.6 billion trips down the snack aisle between October and February.”

To engage snack seekers in center store, AFM is running a promotion in the snack aisle that offers $2 off the purchase of four avocados. Supported by in-store signage that allows shoppers to scan a QR code that offers an instant discount, the promotion is set to run Nov. 3 to Jan. 19.

“It’s creating disruption in-store with behavior that already exists,” she says. “It also shows that you can go outside produce and capture more sales.”

Canadian greenhouse grower Del Fresco Pure has partnered with social media influencer Logan Moffitt.

(Photo: Jennifer Strailey)

Cucumber Social Media Sensation

At the Del Fresco Pure booth it was lights, camera, action, as TikTok star Logan Moffitt grabbed his mandoline, began slicing greenhouse-grown cucumbers and shook up one of his signature salads for fans.

While Moffitt doesn’t have professional culinary training, he told The Packer he started meal planning and preparing the nightly dinner for his family at the age of 12.

“I’ve been doing this for a long time,” he said.

Moffitt says the cucumber concept came to him at a time when he was feeling uninspired about his food-focused social posts.

But the social slump didn’t last long. Moffitt’s TikTok take on cukes caught fire, taking him from 3.3 million TikTok followers to 7.2 million followers.

“It took my career to the next level,” said Moffit, adding that his videos make cucumber salad making “more fun and so easy.”

Andre Reed and The Packer’s Christina Herrick take a bit out of apple snacking.

(Photo courtesy of Crunch Time Apple Growers)

Crunch Time Apple Growers’ Hall of Famer

Hall of Famer Andre Reed signed photos and promoted the Crunch Time Apple Growers’ SnapDragon contest at the IFPA Global Show. The contest offers consumers a chance to win a trip to the 2026 Pro Football Hall of Fame enshrinement ceremony and more.

Reed played 16 seasons in the NFL as a wide receiver, mainly with the Buffalo Bills. And of course, SnapDragon, the official apple of the Buffalo Bills, is his snack of choice.

Jessica Wells, executive director of Crunch Time Apple Growers, says the goal is to promote SnapDragon to football fans of other teams as the variety has had a great start to the season.

“It’s our best start to the season yet,” she says. “We’re super grateful to the retailers that have given us a shot.”

Colombian Avocado Board Eyes Exponential Growth in U.S. Market

Thu, 23 Oct 2025 12:27:37 GMT

ANAHEIM, Calif. — In just five years, the Colombian Avocado Board has achieved significant penetration in the U.S. market and has now launched a retail marketing campaign designed to support existing supplies and drive future growth.

To learn more, The Packer sat down with Manuel Michel, managing director for the Colombian Avocado Board, at the International Fresh Produce Association’s recent Global Produce and Floral Show.

Colombia received approval to export avocados to the U.S. in 2017, and the first shipments entered the U.S. with the 2018-19 season, says Michel. The Colombian Avocado Board was launched in 2020, and in 2023, the country exported 60 million pounds of avocados to the U.S. That number jumped to 134 million pounds with the 2024-25 season, and Michel says Colombia expects to export 160 million to 200 million pounds to the U.S. for the July 2025 through June 2026 season.

Historically, most of Colombia’s avocado volume has gone to Europe, says Michel. While just 22% of its supplies came to the U.S. last year, this year the U.S. will receive more than twice that, or 45% of Colombia’s avocado production.

“We’re projecting 300 [million] to 350 million pounds of avocado production in 2029, so we’re already two years ahead of schedule based on initial projections,” Michel says.

Michel says most of Colombia’s avocado volume, or 65%, comes through Philadelphia, 33% comes through Florida and 1% goes to the West Coast. Michel says it takes three days to get the fruit from Colombia to Florida and five days to get it to Philadelphia.

Raised by Colombia

To support its continued growth in the U.S. market, the Colombian Avocado Board has launched a new retail marketing campaign, “Raised by Colombia.” It includes digital coupons and ads, and Michel says the organization is working with retailers to customize the campaign to fit each retailer’s individual needs in a way that drives success.

With its two growing seasons across eight regions, Colombia offers year-round availability of avocados, says Michel. October through March is the main season in terms of volume, and August through September is the secondary season.

Michel sees avocados from Colombia “playing a more complementary role, so retailers always have avocados on their shelves.”

The “Raised by Colombia” campaign invites retailers and consumers to discover the story behind Colombian avocados — a story that involves generations of farming heritage and a climate that is ideal for avocado cultivation.

The campaign spotlights Colombia’s rainfall — more than 100 inches fall annually — and its fertile volcanic soil as contributors to growing exceptional fruit.

For more on the new campaign, visit:

Raised by Colombia

Seen and Heard at IFPA Global Produce and Floral Show 2025: Innovation Explosion

Wed, 22 Oct 2025 12:53:28 GMT

ANAHEIM, Calif. — Those who arrived at the International Fresh Produce Association’s recent Global Produce and Floral Show hungry for innovation got their fill. Every aisle was filled with new products, packaging, merchandising concepts and more. The following is a handful of highlights on the innovation front.

Mastronardi Produce’s Amanda Orr shared the latest innovations from the greenhouse grower.

(Photo: Jennifer Strailey)

Micro Grapes and Cute Cukes

Innovation was on full display at the Mastronardi Produce booth, where Amanda Orr showcased the company’s Tomato Branch greenhouse-grown micro grape tomatoes on the vine in upscale packaging that lets the beauty of the tiny tomatoes tell the story.

The company also featured sustainable packaging innovation with its Backyard Farms paper bag for lettuce that uses 65% less plastic than a traditional tray with top-seal. Orr says the packaging keeps lettuce just as crisp as with conventional packaging.

She then led The Packer to a secondary booth display for its Pop Its bite-size cucumbers that invited attendees to “Pop it. Dip it. Love it.” The colorful booth was rocking with a DJ and an array of dips with which to sample the sweet one-bite cukes.

“This is truly healthy snacking on the go,” said Orr. “We’re revolutionizing the cucumber category.”

UP Vertical featured its new line of microgreens in seven varieties.

(Photo: Jennifer Strailey)

Microgreens Make Their Mark

With the tagline, “Innovation From the Ground Up,” UP Vertical is continually eyeing what the market will want next.

When The Packer spoke with Bahram Rashti of UP Vertical at the Canadian Produce Marketing Association Convention and Trade Show earlier this year, tariff tensions had peaked, and Canadians were keen to buy grown-in-Canada products.

“The silver lining was a strong pull domestically that allowed us to expand and get where we need to be, which is even more competitive,” said Rashti from the Oppy booth at the IFPA Global Show.

The company has added an entirely new product line of seven microgreens, including Zesty Wasabi, Ruby Choi, Asian Tatsoi, Royal Kohlrabi, Rainbow Radish, Japanese Mizuna, and Classy Kale, which it says is a superfood high in vitamins A, C and K.

Rashti says UP Vertical invested heavily in indoor vertical farming and that the market is ready for it.

“When the Costco’s of the world start carrying it, you know its growing and not a niche product anymore,” he said.

In the next couple of months, the company will add another three varieties of microgreens to its portfolio, Rashti says. “And because of the scale and efficiency we’ve built, we’re very competitively priced.”

Currently, UP Vertical products are available throughout western Canada, with plans to grow to eastern Canada. On Oct. 23, the microgreens are set to make their U.S. debut in California.

Molly Pop showcased its new cold-pressed ciders and flavorful grapes.

(Photo: Jennifer Strailey)

Cold-Pressed Juices and Flavorful Grapes

Molly Pop featured its new line of four 8-ounce Molly Pop Cold-Pressed Juices in a merchandising case with grapes and all the components for the juice, a concept that John Cymbal, chief marketing officer of Molly Pop and a 2025 Packer 25 honoree, said was capturing the attention of scores of retailers at the show.

“People are going crazy for this — having all the ingredients that make the juice in arms’ reach — Molly Pop grapes and juice in one place right in front of your face. It’s beyond great, it’s ‘Molly Good,’” he said.

The ciders are made from a simple blend of apple, grape and coconut water. “We’re trying to sell more produce and products that make people healthier,” said Cymbal, adding the ciders are a premium product at a fair price.

Cymbal says Molly Pop is on a mission to make consumers crave produce like never before.

“Produce shouldn’t be something you just throw in your cart,” he says. “I want kids to ask for it; Molly Pop grapes are a craveable, beautiful snack and a whole food.

Red Sun Farms’ Leona Neill showcased tomato innovation at the International Fresh Produce Association’s Global Produce and Floral Show.

(Photo: Jennifer Strailey)

Innovations in Taste, Texture and More

“We’re really focused on innovation,” said Leona Neill of Red Sun Farms. “We’re really starting to see momentum with seeding and breeding innovation.”

Neill took The Packer through a tasting of its Chef’s Collection of tomatoes in green, orange, burgundy and red hues. The tasty tomatoes offered varying levels of savory and sweetness along with a nice bite. Neill says the blend is designed to offer a premium eating experience.

“Texture is becoming really big for tomatoes,” says Neill, adding that no one wants to bite into a soft or mushy tomato.

Innovation was also on display with Red Sun Farms’ packaging solutions. The Canadian greenhouse grower had a wall in its booth where it gave attendees an idea of the many different sustainable packaging solutions it’s trialing.

Dole’s William Goldfield talked pineapple innovation and the debut of Colada Royale.

(Photo: Jennifer Strailey)

Pineapple That Eats Like a Piña Colada

Aiming to shake up the pineapple category with a new, naturally bred hybrid variety that was 15 years in the making, Dole introduced its Dole Colada Royale pineapple at the IFPA Global Show, and took home the IFPA award for best product promo.

“At IFPA everyone has been raving about the Colada Pineapple,” said Dole’s William Goldfield. “It’s big news and what we’ve been building up to for the last year. This is the place to launch it.”

An all-new variety of Ananas comosus that has been conventionally bred to be dark green on the outside and a lighter cream color on the inside, with a sweeter, bolder flavor, the Colada Royale pineapple is the result of years of trial-and-error natural breeding at one of Dole’s oldest pineapple farms.

While everything about the pineapple, the eating experience and its label is designed to scream “premium product,” Goldfield says this pineapple is not just for special occasions. It’s priced to be accessible to consumers, he says.

The Colada Royale pineapple has launched at H-E-B and Walmart in the Dallas-Houston area, and Goldfield says it will move further into the South at a pace of new retailers every two weeks. Eventually Dole will roll out the pineapple nationally.

Innovation is second nature for Tara Murray and Yo Quiero Brands.

(Photo: Jennifer Strailey)

Innovation Everyday

“We’re all about innovation,” said Tara Murray, vice president of marketing for Fresh Innovations and Yo Quiero Brands. “We want to come to this show and show what’s different now with full flavors that are new and excite consumers.”

Murray says Fresh Innovations and Yo Quiero Brands typically has big new product launches every six months.

“We’re so small and nimble, if we get an idea we can act on it,” said Murray, adding that the company likes to play with new products that are “familiar with a twist.”

She says the new product innovation process starts by thinking about current trends and then the ingredients the company already has. The company’s Elote Dip was 90 days from idea to creation, she says.

At the IFPA Global Show, the company showcased its Yo Quiero Candied Jalapeno Peppers that are infused with sweetness and spiciness.

“They’re phenomenal,” said Murray. “This flavor has been in Texas forever, and now we’re introducing it to new audiences. It fits the spicy-sweet craze ,and we’re serving it here at IFPA with pulled pork to show different ways to eat it.

“It’s been a huge hit,” added Murray, who said she’s excited to launch it nationwide.

Seen and Heard at IFPA Global Produce and Floral Show 2025: An Industry On-Trend

Tue, 21 Oct 2025 18:12:12 GMT

ANAHEIM, Calif. — This year’s International Fresh Produce Association Global Produce and Floral Show featured an array of on-trend new products and innovations aimed at today’s savvy and discerning fresh produce consumer. It also showcased campaigns, marketing and branding designed to meet consumers where they are.

Pure Flavor debuted a new booth design and a stunning brand refresh.

(Photo by Lauren Haines)

Pure Flavor’s Sensational Simplicity

Pure Flavor debuted its brand refresh that includes a sleek new booth and elevated packaging for its flavorful, on-trend produce. The new look is designed to make it easier for consumers to shop for fresh produce, says Julia Weber, director of marketing.

“Consumers are dealing with a lot today, including the need to get more fruits and vegetables into their diets,” Weber says. “With our new branding, we wanted to make shopping less chaotic and really wanted the produce to shine.”

A new color palette and a simplified look and language result in understated elegance with produce as the star. It also unifies the Pure Flavor portfolio with continuity across all of its greenhouse-grown produce from Woka “The Stir Fry Cucumber,” to its cherry-picked medley of tomatoes that includes Tiki, Azuca and OMG tomatoes, its Rocco Reds Chef’s Tomatoes, its Uno Bites Cucumbers and more.

From left: Patrick Mills, Ross Johnson and Matt Zapczynski talk large Idaho potato crop at IFPA Global Show.

(Photo by Jennifer Strailey)

Idaho Potato Commission Says The Time Is Right for the 10-Pounder

At the Idaho Potato Commission, Ross Johnson, vice president of retail and international and a 2025 Packer 25, said the Idaho potato industry is eyeing changes in EBT/SNAP funding as well as rising food costs and the impact it may have on sales at retail.

“We hope it means consumers will be looking for more value,” Johnson says. What offers more satiation and value than 10 pounds of potatoes?

“The 10-pound bag has been beaten down in recent years, and we think it’s going to make a comeback,” he says.

Idaho is ushering in a large crop this year, he says. And as larger potatoes sell cheaper than smaller potatoes, and jumbo potatoes offer retailers an opportunity to impress and delight shoppers during the holidays, there are ample opportunities for promotions through the end of the year.

California Avocado Commission’s Lori Small and Terry Splane shared details of its successful consumer campaign.

(Photo by Jennifer Strailey)

California Avocado Commission Engages Audience

At the California Avocado Commission, Lori Small and Terry Splane discussed details of the commission’s successful campaign that took consumers into the grove and highlighted sustainably and responsibly grown, ethically sourced, high-quality California avocados and the growers who cultivate them.

The multiplatform campaign included a YouTube commercial. While the average skip rate on commercials on YouTube is around 30%, Splane says in the campaign’s first year, engagement was off the charts, with an estimated completion rate of 90%, even though the commercial is skippable.

CAC is already looking ahead to next April, when California is poised to promote marketable fruit volume, says Splane, who estimates a crop size of 325 million pounds, up from 319 million pounds this year.

Helping to boost California’s avocado supplies, are growers who continually invest in the fruit, adding approximately 3 million trees in the past 10 years.

Robin Narron of Nash Produce says this year’s crop is looking great and ready for Thanksgiving orders.

(Photo by Jennifer Strailey)

Sweetpotatoes Ready for Thanksgiving

Harvest is in full swing at Nash Produce, where Robin Narron, marketing director and sales support, says the company is ramping up for Thanksgiving. At IFPA, Nash was eyeing starting Thanksgiving deliveries in the next two weeks.

“The crop and the quality are looking great,” Narron says.

Recognizing the growing popularity of Murasaki sweetpotates, a Japanese variety with reddish-purple skin and a creamy white interior, Nash has increased acreage of the sweetpotato.

“They’re really taking off,” Narron says.

Spice World CEO Chris Kiser and Sample Sam showcase flavor and convenience at IFPA Global Show.

(Photo by Jennifer Strailey)

Convenience and Flavor Converge

With the aim of making cooking with flavor more convenient, Spice World featured its new Organic Fresh Diced Garlic in a 5-ounce bag.

“It’s gaining significant placement in the market for one primary reason: Garlic is the only ingredient in the bag,” says Chris Kiser, Spice World CEO.

The diced organic garlic also takes away unnecessary prep work, he says.

“Gen Z loves everything associated with flavor, but they don’t want to do any heavy lifting,” Kiser says. They also don’t like to throw away produce, he says, which is why the breathable bag that extends freshness without the need for preservatives, is also driving interest in the product.

Peeled ginger in a 7-ounce bag was another featured item in the Spice World booth. COVID-19 was a reminder of the need for good gut health, and it sparked a reintroduction to ginger for consumers, Kiser says. Add to this its prevalence in Asian and Middle Eastern food, the Make America Healthy Again movement, and ginger is having a rebirth, he says.

Your next read:
Seen and Heard at IFPA Global Produce and Floral Show 2025: New Looks and New Offerings

The Heat Is on as Fresh Produce Weathers Tariffs

Tue, 21 Oct 2025 12:19:20 GMT

ANAHEIM, Calif. — Tariffs’ impact on the fresh produce supply chain was a key topic at last week’s International Fresh Produce Association’s Global Produce and Floral Show.

How’s the industry weathering the storm? To find out, The Packer spoke with IFPA Vice President of U.S. Government Relations Rebeckah Freeman Adcock on Oct. 16.

“We’re still really mostly in a place of uncertainty. There’s been a lot of adjustments that have been made — country by country,” she said. “We certainly still have a baseline tariff, but that is under court review. So, although the tariffs are being collected, it’s unclear whether they will stay in place and what would have to happen if the court decided those tariffs wouldn’t stay in place.”

While Adcock says the industry is weathering tariffs and the uncertainty they have caused “pretty well,” she also says more changes are coming as the seasons change.

“It will be interesting to see how things move when we see changes in seasonal movement of produce — when we see the domestic supplies that we normally see in the summer shift with what comes in and out of the country, and how that affects prices and people and the movement and logistics,” she says.

IFPA members have told the association that advocacy is of utmost importance, and the organization says it continues to urge the government to support policies that increase Americans’ access to fresh produce and create an environment in which business can flourish.

“We’re very, very focused on trying to make sure that folks don’t walk away from produce should it become more expensive because of tariffs or because of things in the dynamics and the uncertainty in the industry that tend to drive costs up,” Adcock says.

Adcock says USDA data predicts that, despite tariffs, imports will continue to rise in the U.S.

“This is tough for the United States, and it’s about a lot more than trade and tariffs,” she says. “It’s about labor. It’s about inflationary costs. It’s about many other things. Tariffs aren’t necessarily kind of a symptom of the problem rather than the underlying problem. So, we have that conversation with the administration to help them understand the dynamics of what it takes to feed people.”

IFPA is hopeful that the fresh produce industry will play a crucial role in the Make America Healthy Again movement.

“We know what a critical part our industry can play in that, and we want to do that in a way that empowers U.S. producers, which is something that the Trump administration is interested in,” she says. “We’re going to have to stay focused on making it a good place to do business in the U.S. and certainly in North America.”

In her State of the Industry address, Oct. 16, IFPA CEO Cathy Burns said the uncertainty surrounding tariffs has been particularly hard on suppliers. Adcock agrees.

“In some ways, suppliers are truly caught in the middle. We know that it’s a very difficult time to be a grower in the U.S.,” she says. “Suppliers are trying to navigate those pressures that the growers are feeling all the way up to retailer and the consumer and trying to find a way to compensate and make up for those prices and see how much they can actually absorb into the system, where we’re seeing price increases — where things are costing more to do business. Suppliers are definitely feeling the heat as well.”

The International Fresh Produce Association’s Global Produce and Floral Show featured a session titled, “Leadership Through Turbulence.”

(Photo: Jennifer Strailey)

Tariffs and Turbulence

Tariffs also took center stage during an Oct. 16 IFPA Global Show panel discussion, “Leading Through Turbulence,” featuring John Anderson, chair, CEO and managing partner for The Oppenheimer Group (Oppy); Adriëlle Dankier, CEO of Nature’s Pride; John Simko, president and CEO of the Sunshine Bouquet Co.; and moderator Alexis Taylor, IFPA’s chief global policy officer.

For Oppy, which operates in 30 different countries, navigating tariffs requires quick action, Anderson says.

“We … figure out how [to] quickly make sure that we’re giving the right price to the customer, and we’re making sure that the grower is not paying any more duty than is required,” he said. “And now you have an option to go back later on, and if you’ve made a mistake, to get your money back, if it’s overpaid or underpaid, but it takes time to do that.

“The other thing that I noticed being a global company — and we have lots of resources — is that not everything needs to be done in house,” he continued.

As a member of the IFPA board of directors, Anderson joined the board at the White House, where they met with President Donald Trump’s advisers.

“We had a discussion about tariffs,” he said. “It was actually quite a good discussion — an open discussion.”

Anderson says the discussion included talk of the U.S.-Mexico-Canada Agreement, which calls for zero tariffs on produce in all three countries, though the Trump administration had said it would get rid of that.

“We said to him, ‘well, you want America to be healthy, don’t you? Yeah, he did. He would like grocery store prices not to rise. We would like that [too],” he said.

The IFPA contingent to the White House urged the government to keep USMCA in place until it’s time to renegotiate in July 2026.

“To make a long story short, that recommendation was made, and the president accepted, so that was a really big win for the entire industry,” he said.

Mark Your Calendars: Nov. 5

Simko says since the “Liberation Day” roll out of tariffs, “it’s been constant turmoil” for anybody dealing with imported products. “Every day has been a new challenge,” he said.

The Supreme Court will hear the case on tariffs that apply to the fresh produce and floral industries on Nov. 5, Simko said.

It’s important to understand that Congress gave the office of the president the power to impose tariffs related to national security — tariffs on steel and aluminum, he said.

Trump is using the International Economic Emergency Powers Act to apply the other tariffs, actions which have been taken to court.

“It’s been ruled unlawful — twice ruled unlawful. It was appealed again, and Trump lost,” he said. “The Supreme Court is going to rule on this Nov. 5., so that is a key date to watch.”

Your next read: The ‘Fight for Fresh’ Continues, Says IFPA CEO Cathy Burns

The ‘Fight for Fresh’ Continues, Says IFPA CEO Cathy Burns

Fri, 17 Oct 2025 13:02:39 GMT

ANAHEIM, Calif. — While the fresh produce industry faces a multitude of threats from geopolitical risks to tariffs and inflation to labor and extreme climate events, the International Fresh Produce Association continues to “Fight for Fresh,” says CEO Cathy Burns, who delivered a compelling state of the industry keynote to a packed room at the IFPA Global Produce and Floral Show on Oct. 16.

“At the end of the day, we’re here to bring clarity to the confusion and context to the craziness. With the many threats that are facing us today, I want you to know we have your back,” she said. “You told us your top priority was advocacy, and I promised last year that we would increase our investment around advocacy to ‘Fight for Fresh’ and we have, both here and around the world.”

Tariffs and Global Trade

Tariffs and their impact on global trade is one of the biggest issues facing the industry this year, and a key area of focus for IFPA in its advocacy efforts.

“We believe in science-based trade policies and transparent rules-based trading systems,” says Burns. “IFPA has been advocating for exemptions for all fresh produce and floral products in particular, USMCA (U.S.-Mexico-Canada Agreement). We really encourage the U.S. administration and trading partners to create deals to remove country specific tariffs, and we expand and support connections and market intelligence in other priority markets.”

IFPA members are also playing a key role, says Burns, by sharing data with the U.S. Trade Representative’s office and the National Economic Council that shows the economic impact of tariffs. IFPA, its board and its members are advocating for exemption of tariffs on fresh produce products.

“Certainly, the lasting impacts of these tariffs are unclear,” she says.

The uncertainty created by tariffs is also disrupting the industry.

“We are encouraging governments to get to the table — to talk — because the uncertainty is actually hurting us as much as the tariffs,” Burns told The Packer in an interview following her keynote. IFPA continues to advocate for the government to provide some level of certainty, she says.

“I would also highlight that USMCA is up for renegotiation in 2026, so we are advocating for a ‘Do No Harm’ position for across North America and protect the original tenants of USMCA,” she says.

During her keynote address, Burns talked about the role of technology and artificial intelligence in tackling the top issues facing the industry, including tariffs.

Scientists at Stanford have developed an interactive tool that tracks how companies worldwide react to economic pressures. Powered by AI, this geo-economic monitor reveals the effects of tariffs, sanctions and export controls, she says.

“Not surprisingly, the monitor found that 40% of global organizations indicate just the threat of future tariffs is already negatively impacting their operations,” says Burns.

Tariffs and inflation are also impacting consumer behavior.

“Our global insights intelligence team found that 66% of consumers are purchasing fewer foods and opting for smaller sizes,” she says. “There is good news, though, fresh fruits and vegetables are the least likely item for consumers to give up, with only 5% reducing purchases.”

Burns also sees the health benefits of fruits and vegetables helping to build a case for tariff exemptions.

“Imports of fresh fruits and vegetables improved dietary risks in importing countries,” she says. “So, we have to keep working to ensure the data we have is delivered to decision makers. Bottom line is: our products matter and they save lives.”

Rising Labor Pressures

Farm labor has been a contentious issue for decades, says Burns, and this year the pressures have been enormous.

Rising labor costs contributed to making this year’s crop one of “the most expensive crops ever planted, harvested, shipped and sold,” says Burns, pointing to apple growers whose labor costs represented 30% of their production costs in 2013 and for whom labor now represents 70% of their costs.

In her state of the industry address, Burns also highlighted IFPA’s two significant wins in the last year on the labor front: It won its lawsuit against the U.S. Department of Labor contesting its unconstitutional regulatory overreach and limitations on the freedom of speech of farmers who employ temporary workers. It also advised the Department of Labor to create a position solely dedicated to farm labor and develop a less burdensome Adverse Effect Wage Rate (AEWR).

“And they did,” said Burns. “This resulted in the most significant financial shift ever for growers in H-2A.”

Burns says she spoke with one farmer with 850 acres who said the AEWR change saved the farm $2 million.

In an interview after her keynote, Burns said these labor wins signify movement.

“We’ve been fighting this labor battle for 37 years, and it feels like for the past 37 years, we’ve been in a stalemate, and we now have an administration that is actually focused on deregulation,” Burns said. “For every one new regulation or policy change, 10 have to be removed. Winning the lawsuit gave us the confidence to continue to fight for fresh and fight for reduced restrictions on labor.

“And then when the AEWR change was announced last week, it was the single biggest economic impact in a positive way to our growers that use H-2A,” she continued. “We are advocating for a consistent, workable labor reform solution that works for everybody, and we feel like we have some momentum. The proof will be whether we can get it over the finish line.”

Burns says IFPA also collaborated with the Department of Homeland Security and ICE to not go to farms unless they have an active warrant.

“In fact, based on the great work by our team, I received a call from Secretary Chavez-DeRemer personally assuring me that the raids on farms and processing plants will stop and if I were to hear of anything happening anywhere that I was to call her personally on her cell phone,” Burns says.

Burns says IFPA is urging policy makers to resolve the industry’s labor challenges and at the same time is advocating for more investment in innovation like robotics.

‘Obsessed’ With AI

When it comes to AI, “I need to be honest, I’m obsessed,” said Burns in her keynote. “I know there’s a demon side to it, but there’s no question [that] it’s making our organization more efficient, but it’s beyond that; it’s ensuring that every member — that all of you — have the power to see around corners, to anticipate trends and to act faster with confidence.”

Burns says the biggest example of IFPA embracing AI is its newly launched global intelligence engine that “provides all our research and proprietary data at the fingertips of our members” on the IFPA website.

“I’m so excited that this is going to give you a trusted AI engine at your fingertips,” says Burns.

Technology is also playing a critical role in sustainability and production, says Burns, adding it’s building resiliency into the supply chain, aiding food safety and more.

Make America Healthy Again

IFPA’s Fresh Produce for a Healthier America campaign intentionally put fresh produce “front and center” for the Make America Healthy Again Commission, says Burns.

“This campaign is laser-focused on positioning our product as the solution. This is why we provided eight and then 10 policy recommendations to the MAHA commission on how fruits and vegetables must be foundational on all public health interventions,” she said.

Burns says IFPA is taking the spirit of this effort globally, so that policy makers around the world recognize how integral fresh fruits and vegetable are to global health.

“We’re fighting for fresh, and it’s working,” she says.

Kevin Hamilton of U.S. Highbush Blueberry Council Named The Packer’s 2025 Produce Marketer of the Year

Thu, 16 Oct 2025 19:33:33 GMT

Kevin Hamilton, vice president of global marketing and communications at U.S. Highbush Blueberry Council and North American Blueberry Council,
is an accomplished global marketing leader with a 20-year track record of building, transforming and elevating some of the world’s most recognizable food and beverage brands. Most recently, Hamilton launched the “Go Big” campaign for blueberries, for which The Packer has named him its 2025 Produce Marketer of the Year.

Earlier in his career, Hamilton held roles at Procter & Gamble, Clorox and The Coca-Cola Co., before moving into agency strategy and consulting roles supporting Fortune 500 and emerging brands alike.

Hamilton’s first role in agriculture was at Avocados From Mexico, where he led the creative, brand strategy and media execution behind one of the most successful produce marketing campaigns in history — including AFM’s first-ever Super Bowl commercial, a cultural milestone that catapulted the brand into the national spotlight and remains central to its marketing success today.

The Packer recently sat down with Hamilton to discuss his career highlights, shifting the demand curve for blueberries and more.

Editor’s note: The following has been edited for length and clarity.

How did you get into agriculture?

Hamilton: I was just telling a friend the other day that I never would have guessed that after the career stops I had early on and two business schools — three, if you count Spain — that I’d end up in agriculture. With Avocados From Mexico, I was at a marketing agency when I got a phone call from a recruiter who said, ‘Hey, they’re starting this new organization. They’re trying to build it with people that have CPG backgrounds, and we think you could be a pretty good fit. Would you be interested?’ And that’s first time I ever thought about agriculture. I thought I was going to be a CPG guy my entire life.

Leading the creative and brand strategy behind AFM’s first Super Bowl commercial is impressive. Do you think your CPG background has enabled you to succeed in produce?

I think it’s a credit to Alvaro Luque and the vision and the courage he had as well as the vision and courage of the packers in the U.S. and the growers in Mexico had at the time. When we were proposing this, we didn’t have credibility yet. It’s one thing to do the fourth one, after one, two and three, but the first one and the amount of investment that it takes to fund an entire campaign — all of it takes a leap of faith.

I think my contribution was trying to make it the best that it could be, and in terms of concepting, leading the ideation, leading the governance behind the scenes, in terms of the approvals — all those things — and then actually executing it with success.

What I’m trying to bring to the blueberry industry now is this understanding that if you’re going to do this, you might as well be successful doing it. And you have to understand that in marketing, being successful is standing out from the crowd. And to do that, you can’t be the same. You can’t get caught in a sea of sameness.

So, you’re back in agriculture at USHBC. How does it feel?

It’s great, and I’m back because I believe the same opportunity exists for the blueberry industry as it did for avocados back then. In the U.S., the problem we need to solve for blueberries is we have to shift the demand curve to accommodate for the shift in supply curve.

In the last 12 to 15, years, there’s been a dramatic shift in global blueberry production and, certainly in the U.S., global importation of product that has shifted the supply curve. To maintain and protect the profitability of the industry, we need to work on shifting the demand curve. In a lot of ways, the same runway of opportunity that I saw in the avocado world currently exists in blueberries.

The “Go Big” campaign for blueberries is fantastic. What’s the mission behind it, and where do you aim to take it?

It’s an attempt to elevate the narrative — not change it — but elevate it. It’s about taking what we are known for, continuing that as a foundational piece, and adding to the story.

‘Go Big’ is a campaign-based attempt to collate the many benefits —functional and emotional — of blueberries, many of which have not really been advertised or promoted in an intentional way. And we need to do it in a creative and concise way because we know that humans want shortcuts to everything. We can’t go to them and say, blueberries are this and this and this, right? That won’t work.

I think historically the industry has thought about the promotion of blueberries almost in isolation of the reality that consumers have choices.

Consumers have a multitude of options within berries, within produce, within food, within indulgence and within health, so we have to give them a reason to choose us. And that’s the key. Within a set of choices, how do we build a story so that we are chosen amongst the competition. Our competitive advantage is the collection of all of these benefits.

What advice do you have for produce marketers on a budget? Can a small marketing budget still create a campaign with big impact?

I think you can you create powerful marketing on a small budget. And I think there’s an indirect correlation between size of budget and how different you need to be because it goes back to standing out. In fact, I would argue many of the lower budget to no budget players out there, whether it’s agriculture or otherwise, are very, very creative because they have to be.

The biggest challenge in this very large and diverse country is making your product have national impact. And when you don’t have the dollars, you’ve got to be as creative as you can.

And there’s no reason that we need to limit the total addressable market to just produce. We could be playing in snacking in a much bigger way. We could be playing in confectionery in a major way, and there are cross-category, natural fits that we probably aren’t as a collective industry taking advantage of to help grow our sales and help grow our presence in households.

Why not go get it? Because it’s out there for us to get.

Award Presentation at IFPA Global Show

Kevin Hamilton will be recognized for his exceptional contribution to the produce industry, alongside Dennis Payne, The Packer’s Produce Retailer of the Year, at The Packer’s booth No. 3105 during the International Fresh Produce Association Global Produce and Floral Show in Anaheim, Calif., at 4 p.m. on Friday, Oct. 17.

Dennis Payne Named The Packer’s 2025 Produce Retailer of the Year

Thu, 16 Oct 2025 11:23:05 GMT

Dennis Payne, director of merchandising produce and floral for the Greensboro, N.C.-based The Fresh Market is as recognized for driving revenue and delivering exceptional guest experiences as he is for his integrity, strategic vision and masterful merchandising.

Payne is revered as “a quiet strength in the produce industry,” “an innovator and master of finding unique and new produce varieties,” “one of the most dedicated and passionate people in produce,” with “unparalleled attention to detail” and “a collaborative spirit,” say those who nominated him. He’s also been described as “the anchor of The Fresh Market produce division.”

A seasoned management professional with over 45 years of progressive leadership experience in the grocery retail industry, throughout his career, Payne has played a key role in shaping category management strategies, negotiating with domestic and international suppliers and mentoring cross-functional teams.

The Packer recently connected with Payne to discuss his career path, top strategies for driving sales, creating memorable shopping experiences and more.

How did you get started in produce retail, and what do you love most about what you do?

Payne: You could say I was born into produce. Born in the Garden State of New Jersey, the energy has always been in my blood. I started working at a small independent grocer when I was just 12 years old, helping serve the local community in Georgia and getting my first real taste of the produce world.

Since then, I’ve fallen in love with the fast pace and adrenaline that comes with the industry. Every day brings something new — whether it’s a seasonal shift, a supply chain challenge or the excitement of building a perfect display.

What I value most are the relationships I’ve built along the way. From our hardworking and passionate team members to our trusted suppliers, it’s all about working together to bring the freshest, highest-quality produce to our guests.

That’s what I call the “3 P’s”: passion, people and pace. That’s what keeps me going and why I’m still just as excited about this industry as I was on Day 1.

What mindset or philosophy guides your approach to produce retail?

For me, it’s all about pride, consistency and focusing on the guest experience. My produce retail philosophy is that every single fruit or vegetable we have on that floor reflects our standards, our team’s hard work and the passion throughout.

I also believe in being proactive. Produce moves fast — seasons change, demand shifts and freshness doesn’t wait. You’ve got to stay ahead, keep the department looking great, and make quick decisions to bring our guests the best produce consistently.

The Fresh Market’s Dennis Payne is a master of produce merchandising with a keen eye for detail.

(Photo courtesy of The Fresh Market)

Above all, I think about the guest experience. From the moment someone walks into our department, they should feel inspired — by the colors, the smells, the cleanliness and the quality. If we can create that connection and trust, everything else follows.

Describe success in the produce department.

Merchandising only the freshest, top-quality fruits and veggies every day, and creating an experience our guests, who can always count on us for vibrant displays, fresh aromas and top-tier flavors. When produce looks, smells and tastes amazing, guests remember it — and will return time and time again for that fresh experience.

That’s what success looks like to us: happy guests, top-quality produce and a team that takes pride in making it all happen.

What are your top tips for driving produce sales?

Lead with freshness: Freshness isn’t just a standard — it’s a sales driver. Stay on top of rotation, keep displays full and vibrant, and remove anything that doesn’t meet the mark. We all eat with our eyes first, so what the guest sees must be top quality.
Create eye-catching displays: Merchandising matters. Build bold, seasonal displays that stop people in their tracks. Use color breaks, cross-merchandising and signage to tell a story and make it easy for guests to shop.
Engage the senses: Let the department speak for itself. The smell of fresh citrus being juiced, the sight of crisp greens, the feel of a perfectly ripe avocado — these sensory touches make a trip through produce both memorable and inviting.
Know your product and tell the story: Educate your team so they can educate the guest. Whether it’s where something was grown, when it’s in season, or how to use it, that extra knowledge builds an emotional connection between the team, customer and product — and drives repeat sales.
Stay ahead of trends and seasonality: Lean into seasonal transitions and trending items. Make it a treasure hunt for the guests who love discovering new products. Whether it’s local heirloom tomatoes or a new variety of apples, being first to market and staying on trends gives you an edge.

The Fresh Market leans into seasonal displays that engage shoppers with their beauty and freshness.

(Photo courtesy of The Fresh Market)

You’ve said that seasonality is hugely important at The Fresh Market. How do you lean into that in produce and how do shoppers respond?

Seasonality is at the heart of everything we do in produce. We lean in by sourcing what’s freshest and at its peak, often working closely with growers to bring in seasonal favorites at just the right time. Whether it’s the first local peaches of summer or vibrant Sumo mandarins, our guests know they can count on us for the produce they crave — fresh, flavorful and in season. Guests really respond to that; there’s a sense of anticipation and excitement around what’s coming in next. It turns an everyday trip into something a little more special.

Grocery retail is highly competitive. What is the secret to The Fresh Market’s success?

At The Fresh Market, especially in the produce department, our success really comes down to one thing: our team. They are the secret ingredient — the ones who ensure that only the freshest, highest-quality fruits and vegetables make it onto the floor every day. I am simply the man behind the green Fresh Market curtain, pulling levers and turning dials to support the team and help create magical moments for our guests.

Colorblocking and freshness come together on the wet rack at The Fresh Market.

(Photo courtesy of The Fresh Market)

What does the fresh produce department of the future look like?

The future of the fresh produce department is all about being hyperfocused on sustainability, convenience and a personalized shopping experience. Guests want high-quality, ready-to-use options that support a healthy lifestyle; they want to feel good about what they’re buying. That means more organic choices, more locally sourced produce and greater transparency around how and where their food is grown.

Embracing sustainable packaging, reducing food waste and deepening partnerships with local and regional growers is key to the future of fresh produce. Produce of the future isn’t just about freshness; it’s about being thoughtful, responsible and truly guest-focused.

Awards Presentation at IFPA Show

Dennis Payne will be recognized for his exceptional contribution to the produce industry, alongside Kevin Hamilton of the U.S. Highbush Blueberry Council, The Packer’s Produce Marketer of the Year, at The Packer’s booth No. 3105 during the International Fresh Produce Association Global Produce and Floral Show in Anaheim, Calif., at 4 p.m. on Friday, Oct. 17.

Lipman to Highlight 'Grower at Heart' Story at IFPA

Tue, 30 Sep 2025 21:29:41 GMT

Open-field tomato grower Lipman Family Farms will spotlight its expanding fresh-cut program and signature Crimson tomato variety at this year’s International Fresh Produce Association Global Produce and Floral Show, Oct. 16-18 in Anaheim, Calif.

Attendees can connect with the Lipman team at Booth No. 2861. The booth’s updated design will highlight its “grower at heart” story, the company says.

“We’re excited to show customers how Lipman’s vertical integration delivers on its promise of reliability, freshness and quality,” says Elyse Lipman, CEO of Lipman Family Farms. “At IFPA, we’ll celebrate our grower identity that leads us to innovative new directions, like our convenient fresh-cut line.”

Lipman’s fresh-cut program will be a display highlight, with expanded product offerings and recipe samples showing how convenience and quality can come together for foodservice and retail partners.

Booth visitors will also get a close look at the proprietary Crimson tomato. According to the company, the booth experience will also give buyers and partners a taste of Lipman’s full story: A family-owned, vertically integrated company that grows good from the ground up.

Mastronardi to Showcase New Packaging, Products at IFPA

Mon, 29 Sep 2025 17:04:08 GMT

Mastronardi Produce says it plans to bring “Flavor Coast to Coast” at its 2025 International Fresh Produce Association’s Global Produce and Floral Show booth, No. 4157, in Anaheim, Calif.

Mastronardi says this theme celebrates the company’s flavor first approach to produce and network of greenhouses.

The company says it plans an exclusive Linkedln mini series “Next Stop: Flavor.” Each episode takes viewers on a journey to explore new Mastronardi products, greenhouse growing and more, with exclusive team interviews and personal stories.

Mastronardi says it will also highlight innovations in snacking, organic products, new brands and sustainable packaging at the show.

IFPA Global Produce and Floral Show attendees will get a chance to see Mastronardi’s new Backyard Farms Green Leaf Lettuce Paper Bag. The company says the design uses 65% less plastic than a traditional PET tray, while keeping the lettuce crisp. Earlier this year, the design earned the Packaging Innovation Award at the Canadian Produce Marketing Association Convention and Trade Show.

Mastronardi will also showcase its Summer Blast Blueberry Snacking Cup grab-and-go resealable cups at the IFPA Global Produce and Floral Show.

(Photo courtesy of Mastronardi Produce)

The company will also showcase its new Summer Blast Blueberry Snacking Cup, packaged in convenient, grab-and-go resealable cups. Mastronardi says it will also launch Organic WOW Joyberry Blueberries as consumer demand for organics remains strong.

Booth visitors will also get a first glimpse at the company’s updated Angel Sweet brand with impactful new packaging and the new Mastronardi Tomato Branch. Mastronardi will also showcase its recently launched Secilia tomato and the newest addition to the popular BOMBS lineup, BOMBS Squad.

“The Flavor Coast to Coast theme is more than a tagline — it’s a celebration of our journey, our people and our commitment to delivering WOW flavor experiences,” says Geoff Kosar, vice president of marketing for Mastronardi Produce. “We’re excited to connect with attendees at GPFS and share the stories behind our products, innovations and relentless pursuit of flavor.”

Fresh Produce to Take Global Stage in California

Tue, 23 Sep 2025 22:06:23 GMT

What’s new at the International Fresh Produce Association Global Produce and Floral Show this year? That’s the question on everyone’s mind this time of year, says CEO Cathy Burns in a press briefing detailing this year’s show, which returns to Anaheim, Calif., Oct. 16-18.

One new element will be an enhanced focus on floral.

“We’ll have a new floor map this year, which will include a spotlight on floral that will be filling the North Building, which is where our education and general sessions will also take place,” Burns says. “We want everyone to have the opportunity to see the entire expo footprint. So, in addition to lots of ways to help people get from one end to the other, like those incredibly convenient golf cart shuttles, we will also be opening the floral expo one hour early [at 9 a.m.] on Thursday and Friday to let buyers and visitors preview our floral exhibitors.”

IFPA is reprising its education festival taking place on Thursday morning between the State of the Industry afternoon education sessions. In addition to two main education festival stages showcasing a variety of topics, the Global Show will also introduce community spaces where attendees and exhibitors can come together to continue the conversation about the sessions taking place during the festival.

“These informal gatherings are your opportunity to share your interests and keep the dialog going in a relaxed, interactive environment,” Burns says.

Friday morning’s general session, titled “The No Barriers Life” features Erik Weihenmayer, a world-class, blind adventurer, who will explore how individuals and teams can turn adversity into advantage, build strong support systems and reach for seemingly impossible goals.

Harris Teeter President Tammy DeBoer, the IFPA board of directors chair through October, and Patrick Vizzone, chair-elect, will also speak Friday morning.

“There is so much to look forward to at the show, but one of the things I’m very excited for is the opportunity to share more about all of the progress we’ve made,” says DeBoer, who joined Burns on the press briefing. “In Atlanta, I unveiled the new IFPA strategic plan, which is designed to unfold over three years, and Year 1 of the plan has plenty of high points where IFPA has led our industry.

“I won’t give away all of the details of my remarks, but I will say that last year, I spoke a lot about shift and scale as we focus on our three pillars: worldwide influence, personalized member experience and future proofing the industry,” she continues. “We have learned a lot, and we are building incredible momentum as we expand our worldwide influence.”

DeBoer points to multiple IFPA achievements, including bringing together over 2,000 members for the recent Brazil conference; hundreds of executive leaders at the executive leadership conference in Berlin and soon in Hong Kong; as well as gathering for the Australian Sustainability Summit and a member forum in the European Union.

“As I mentioned from the stage last year, our success depends on our ability to shift from a reactive mindset to a proactive mindset. And this year, being proactive has been even more important in how IFPA serves its members and global community,” she says. “I look forward to seeing this shift in action during our education festival, including an update on the industry led supply chain of the future and the data that is driving profitability for this industry.”

DeBoer asked Burns about her favorite part of the show.

“Tammy, you know I can never pick a favorite. That’s like asking me to pick a favorite child,” Burns says. “But I certainly am looking forward to you and Patrick taking the stage on Friday. I’m also looking forward to our Women’s Fresh Perspective Breakfast speaker Amy Trask.”

A former CEO of the Raiders, Trask was the first female front office executive for the NFL and is now a CBS sports
analyst. She is scheduled to speak Saturday morning.

“The Women’s breakfast will be our fourth general session and open to all — everyone that has an all-access pass to the show,” Burns says.

She also highlights the Race for a Healthier World 5K, schedule for Friday from 6 to 7:30 a.m. Hosted by the Foundation for Fresh Produce, the race welcomes runners and walkers to the Santa Ana River Trail, all while supporting the foundation’s vision to grow a healthier world through increased access to fruits and vegetables.

But the show floor is the heart of the action, Burns says.

“The show itself is big in the best ways, and it does require a very good game plan to maximize your value,” she says.

Sessions Spotlight

Attendees to the 2025 IFPA Global Show will have an opportunity to hear from IFPA executives and industry experts on a range of hot topics. On Thursday, Oct. 16 (11:25-11:55 a.m.), IFPA Vice President of Sustainability Tamara Muruetagoiena is set to moderate a session titled, “Translating Regenerative Principles into Market Opportunities.”

“Regenerative agriculture surged into the mainstream in 2023 when global brands and retailers put it at the center of their commitments,” says Muruetagoiena. “Since then, our industry has worked to define what regenerative means and showcase the real progress being made — from growers in the field to retailers at the market.

“This session is for anyone along the fresh produce supply chain who wants a clear view of the landscape — policy, practice and consumer demand — and the inspiration to lead rather than react,” she continues. “If you want to understand where regenerative is headed and how to position your business for what’s next, this is the conversation to join.”

On Friday, Oct. 17 (2:00-2:30 p.m.), Muruetagoiena will tackle the topic of “Sustainability Standards.”

“Right now, the sustainability standards landscape is crowded and often chaotic — different retailers require different certifications, and producers are left navigating a maze of requirements,” she says. “This session will help cut through the noise. With leaders from the Consumer Goods Forum and key standard owners, we’ll explore how benchmarking can streamline expectations, reduce duplication, and create real clarity for the supply chain. Attendees will come away with a clearer view of where standards are headed and why alignment benefits everyone — growers, retailers, and ultimately, consumers.”

“Disrupting Fresh: Innovation that is Changing the Game,” is another not-to-be-missed session on Oct. 17. IFPA Vice President of Innovation Vonnie Estes will be joined by Walmart’s Laura Himes and Fowler Packing’s Ben Allen for a candid fireside chat about the technologies, partnerships and strategies transforming fresh produce.

“This session is perfect for anyone along the supply chain or on the retail side who is looking to understand how innovation is truly reshaping fresh produce,” says Estes. “From tackling labor shortages to rethinking waste and digitization, the strategies we’ll discuss are the ones influencing how business is done today — and where it’s headed tomorrow. It’s a must-attend if you want candid, straight talk on the trends shaping our industry and, more importantly, if you want to position yourself and your company at an advantage in a rapidly changing marketplace.”

Burns’ Top Tips for IFPA Global Produce and Floral Show

Download the event app — It provides a show floor map while also giving attendees the most up-to-date happenings throughout each day of the show. ( Google Play Store | Apple Store )
Take advantage of the extra floral hours to see all areas of the floor — “I highly recommend heading over there for those flexible hours to ensure you can meet with each new potential connection and see a spectacular part of the show,” Burns says.
Visit the IFPA booth — Attendees can connect with a variety of IFPA subject matter experts.
Visit the Innovation Hub — Attendees can engage in conversations around the hottest new tech innovations, food, safety and sustainability. “You’ll also be able to get a bit of a peek around the curtain on how IFPA is innovating in the areas of AI and data,” Burns says.

Burns says the IFPA Global Produce and Floral Show is more than an event.

“Last year, we spoke a lot about how everyone invested in the produce and floral industry belongs at the produce
and floral show and truly belongs in all the conversations that guide our industry forward,” she says. “This is not just an event that you come to, it’s a community you create by being there.

“We may be building the opportunity in Anaheim, but our members and our attendees create the possibilities, and right now, the stakes could not be higher,” she continues. “So I encourage everyone to get registered. The sooner you register, the sooner you can start planning for your time at the show.”

(Photo courtesy of the International Fresh Produce Association)

On the Show Floor

To help inform attendees’ game plan before hitting the show floor next month, The Packer asked exhibitors why visitors should make time to stop by their booths.

Avocados From Mexico, Booth No. 445

“If you come to our booth, we’re going to give you a whole experience around the unique offers that we have,” teases Stephanie Bazan, senior vice president of commercial strategy and execution for Avocados From
Mexico, at a Sept. 9 press preview event.

Guacamole goes with football, says Avocados From Mexico, which will lean into this connection with several planned promotions and teasers at its booth. Want to experience Miami? Come check out the “Guac Box” experience. That plus more football-related partnerships will be revealed during the show.

Bazan also says Avocados From Mexico is focusing on the health and wellness angle of avocados in its upcoming promotions. This will involve several health-
focused partnerships with targeted social responsibility efforts. The group will preview its themed packaging that consumers can use to get actionable health benefits outside of the produce aisle.

Speaking of interactive packaging, Avocados From Mexico will announce a new snacking promotion that it hopes will engage consumers across the grocery store. It will also preview its plans for Cinco de Mayo, which will fall on a Tuesday in 2026.

At the sizable Avocados From Mexico booth in the D Hall, Bazan says attendees will find different sections each dedicated to its different “tent pole” promotions and partnerships planned for the coming year. But more than just showing off promotional materials and information, the sections will offer interactive opportunities, the potential to win big prizes and, of course, the ability pick up some tasty treats.

California Walnut Commission, Booth No. 1510

The California Walnut Commission plans to expand the organization’s messaging to look beyond health to how walnuts fit seamlessly into today’s lifestyles, says Robert Verloop, the commission’s executive director and CEO.

He says this messaging, debuting at the commission’s booth, hopes to resonate with younger consumers.

“By visiting our booth, attendees can learn about our new consumer and retail efforts that include vibrant visuals, fun yet elevated walnut usage ideas and a fresh and modern look that retailers can put to work to help drive sales,” Verloop says. “It marks a new chapter for the category that means moving beyond the baking aisle and into the places where consumers look for inspiration: the produce section, the snacking aisle and plant-forward meals.”

The California Walnut Commission will also highlight its custom retail programs and marketing support to help retailers connect with shoppers.

“California Walnuts is bringing a fresh look and energy to grandma’s baking nut, offering new ways to connect with consumers and new opportunities for retailers,” he says. “Our retail marketing team will be available to discuss programs available for retailers nationwide.”

Crunch Time Apple Growers, Booth No. 3247

Based out of the New York State Department of Agriculture booth, Crunch Time Apple Growers plans to offer samples of varieties developed at Cornell University, SnapDragon and RubyFrost.

“It’s the perfect opportunity for retailers to taste the difference firsthand and talk with our team about how we can support their sales, too,” says Jessica Wells, Crunch Time Apple Growers executive director.

Wells says booth visitors will also get a chance for a photo-op with SnapDragon’s mascot, Snappy.

Wells also says that along with the Crunch Time representation at the New York State Department of Agriculture booth, there will be a significant presence of sales partners throughout the IFPA trade show floor.

“These shippers will represent SnapDragon and RubyFrost (along with other varieties they offer) at their respective booths,” she says. “This includes Fowler Farms, Hess Brothers, Rice Fruit, New York Apple Sales, Riveridge/JP Sullivan, and Applewood. Representatives from United Apple Sales will be at the show, but they do not have plans to exhibit. Any of these representatives can help retailers get SnapDragon and RubyFrost on their shelves.”

Divine Flavor, Booth No. 647

The entire Divine Flavor sales team will be at the IFPA event to talk about the opportunities the company can with retailers and what they can expect in the coming season. While Divine Flavor is best known as a provider of table grapes, there is more the company is working on.

“Our footprint continues to grow across our vegetable programs, including bell peppers, tomatoes, cucumbers and other hot-house items, available in both conventional and organic,” says Michael DuPuis, quality assurance and public relations manager at Divine Flavor. “We’re working hard to close production gaps and become a true year-round supplier across all our core categories.”

There are also rumors of some big news the company plans to discuss at the show.

(Photo courtesy of Equifruit)

Equifruit, Booth No. 3568

Visitors to Equifruit’s booth can grab a delicious wellness beverage that will fuel their day and get them fired up about fair pay for banana farmers, says Creative Content Manager Madison Hopper.

“Equifruit will also be tearing up the IFPA block party with a banana fitness challenge, complete with prizes for
the biggest banana badasses,” Hopper
says. “Get ready to flex your muscles (and your morals).”

Ever revealing new ways to convey the affordability and importance of supporting Fairtrade International-certified bananas, Equifruit is turning fair trade bananas into a wellness product at this year’s IFPA, so people will pay sustainable prices for them, she says.

“We’re helpfully pointing out to attendees that for the same price as their $5 protein shake or gym snack, they could upgrade to Equifruit fair trade bananas for a whole year,” Hopper explains. “Not only are Equifruit fair trade bananas a serious health food with potassium, fiber and gut goodness in every bite, but they also support fairer pay and better working conditions for banana farmers.”

Florida Department of Agriculture and Consumer Services, Booth No. 1245

The Florida Department of Agriculture and Consumer Services (FDACS) will host award-winning chef Justin Timineri, who will be preparing delicious recipes featuring fresh Florida produce supplied by growers in the Fresh From Florida pavilion.

The cooking demonstrations and sampling will take place throughout the event, offering attendees a true taste of Florida agriculture, says Susie McKinley, director of the division of marketing and development for FDACS.

Fresh From Florida staff will also be on-site to answer questions about the Retail Incentive Program and distribute promotional items. With a strong global retail presence, a social media following of over 1.37 million and an annual advertising campaign that exceeded 1.16 billion impressions in fiscal year 2024-25, Fresh From Florida continues to connect produce buyers with premium, locally grown products, McKinley says.

“It’s a great opportunity to engage with our team, explore partnership opportunities and enjoy some Florida-grown goodness,” McKinley says of the event.

Fresh Innovations LLC/Yo Quiero, Booth No. 1417

At this year’s event, Yo Quiero plans to feature some brand-new dips and delicious eats, says Tara Murray, vice president of marketing for Fresh Innovations LLC/Yo Quiero brand.

“Our Dip Destination continues to expand with the addition of a line of creamy white dips, a line of authentic, Mexico-Inspired guacamole and candied jalapeno peppers,” Murray says. “The sweet heat and crunch of the jalapenos is amazing, and we’ll be featuring these items on and with some delicious foods created by our award-winning chefs.”

Highline Mushrooms, Booth No. 4184

“Highline Mushrooms is bringing the mushroom party back to IFPA’s Global Produce and Floral Show, and everyone’s invited,” says Sabrina Pokomandy, director of business development and marketing for the company.

After making waves with its new booth debut last year, Pokomandy says Highline Mushrooms is turning the energy up even higher this year.

“Step inside our bold, reimagined space — complete with a fully merchandised refrigerated case built to inspire and drive mushroom sales. Experience mushrooms like you (or your shoppers) have never seen them before. The booth bursts with vibrant color, modern design and immersive storytelling that bring our ‘Be Super’ brand to life on the show floor,” Pokomandy says.

This year, Highline Mushrooms is adding something extra: an exclusive first look (and first taste) at its newest innovation created to meet the growing demand for easy, ready-to-cook meal solutions.

“These crave-worthy creations prove that mushrooms make meals complete and nutritious in minutes, transforming everyday dishes from simple to sensational with minimal effort. And this is just the beginning, with even more exciting products to come,” Pokomandy says.

Be among the very first to sample this new line, debuting exclusively at the Highline Mushrooms booth all weekend long — the perfect addition to any supermarket’s ready-to-cook section, Pokomandy says.

“Highline Mushrooms is reimagining what mushrooms can be (and need to be) for the next generation of shoppers,” Pokomandy says.

(Photo courtesy of the International Fresh Produce Association)

Mastronardi Produce, Booth No. 4157

“The Mastronardi Produce/Sunset booth is always a destination. We pull out all the stops for the IFPA GPFS,” says Geoff Kosar, vice president of marketing. “This year, we’re thrilled to be launching several new products and redesigns. From new innovations in snacking, to premium organic products, to sustainable packaging, there’s something for everyone.”

Kosar says the Canadian greenhouse grower will also feature its new Summer Blast Blueberry Snacking Cup, the Organic WOW Joyberry Blueberry, its new Backyard Farms Green Leaf Lettuce Paper Bag and the newly redesigned Angel Sweet tomato package.

“We’ll have our chef on-site highlighting the flavor and versatility of our produce, as well as sampling a variety of new and classic Sunset products,” he says. “Our team will be ready to answer any and all questions and connect with our customers, partners and friends in person. There’s so much to see and taste. Mastronardi is always pushing the envelope on flavor, quality and innovation. As pioneers of the industry, we continue to harness this spirit in everything we do.”

Kosar says the company will also spotlight its North American greenhouse network at the IFPA event.

“This year, we’re taking ‘Flavor Coast to Coast,’ celebrating the vast network of greenhouse and distribution hubs Mastronardi operates across North America,” he says. “From East to West, Mastronardi Produce brings the flavor, freshness and quality customers and consumers alike love and expect. As part of this campaign, we’re launching an exclusive LinkedIn video series: ‘Next Stop Flavor,’ that previews the exciting products we’re highlighting en route to Anaheim this October.”

Mastronardi Produce also plans to launch a lineup of new products and product redesigns that will be on display for visitors. The new Summer Blast Blueberry Snacking Cup offers a new take on healthy snacking on the go. Packaged in convenient grab-and-go resealable cups, these sweet-and-crisp blueberries are ideal for packing in lunches, for road trips and more, Kosar says.

On the new packaging front, Mastronardi Produce will offer attendees a look at the new Backyard Farms Green Leaf Lettuce Paper Bag.

“The design uses 65% less plastic than a traditional PET tray, while keeping the lettuce crisp and delicious just as long as a plastic tray,” says Kosar, who adds that earlier this year, the design earned the Packaging Innovation Award at the Canadian Produce Marketing Association Convention and Trade Show.

“In addition to the new and exciting showcase lineup, we’ll also have the elegant Mastronardi Tomato Branch on display, perfect for adding a flourish to any charcuterie board or tablescape,” he says.

The recently launched Secilia tomato also will be on display, as will the newest addition to the Bombs tomato lineup: Bomb Squad.

Ocean Mist Farms, Booth No. 3261

Visitors to Ocean Mist Farms’ retailer-style booth will get an immersive experience, equipped with coolers that mimic a produce department’s coolers.

“A full wall of produce department-style coolers allow us the opportunity to merchandise our complete product line — fresh commodities, value-added and meal-solution items — showcasing the depth and breadth of our offerings in an engaging, store-like environment,” says Hilda Medina, marketing manager for Ocean Mist.

Medina says multimedia stations throughout the company’s booth will highlight Ocean Mist’s fields, crops, harvests and operations to offer visitors an immersive experience.

At IFPA, Ocean Mist will showcase its full line of premium fresh vegetables that extend beyond artichokes.

“Visitors will be able to see and experience firsthand the depth of our commodity line, as well as packaged items including our value-added products and our latest innovation, Roastables Ready-to-Roast kits,” says Lori Bigras, communications manager with Ocean Mist. “Our goal in meeting with customers and visitors at shows is always to create an authentic, engaging experience — something far more memorable than what could be gleaned about our company and product line from a website or sell sheet.”

Bigras says booth visitors will get a chance to sample Ocean Mist Farms’ hot and fresh Roastables in four flavors ranging from sweet to zesty and spicy to savory.

The company plans to highlight its Roastables Ready-to-Roast Kits, which now boast seven offerings, including three washed and halved Brussels sprout offerings featuring chef-crafted flavors. This year, Ocean Mist has expanded the line with four new items: washed and trimmed broccoli florets in Zesty Herb and Sweet Teriyaki and cauliflower florets in Spicy Buffalo and Parmesan and Black Pepper.

“Preparing and serving booth-side samples always creates buzz and energy, drawing in attendees eager to taste and learn more,” Medina says. “Every show where we’ve sampled Roastables has brought rave reviews — and plenty of return visitors.”

Oppy, Booth No. 1039

“There’s always something new to discover at Oppy,” says Marketing Communications Manager Kelsey Van Lissum. “From almonds, apples, avocados, berries, citrus, cherries, garlic, greenhouse, grapes, kiwifruit, stone fruit and beyond, our lineup spans the best of fresh.”

Oppy represents a host of leading brands, including Blue Diamond, Envy, Zespri, Avoworks, Eco Farms, Dole, Sun Grape, Ocean Spray, Divemex, Frank & Able, OriginO, Perpetual Vegetable Co. and UP Vertical Farms.

“They highlight our commitment to offering a diverse, premium product range year-round,” Van Lissum says.

This year, Oppy says it will put the spotlight on Blue Diamond almonds, which were brought to market earlier this year.

“Attendees can enjoy samples throughout the show, plus a special giveaway at the booth,” Van Lissum says.

IFPA event attendees will also have an opportunity to hear from Oppy Chairman, CEO and Managing Partner John Anderson, who joins a panel of industry leaders to explore how high-performance principles can be applied to today’s most pressing challenges in Thursday’s general session, “Leading Through Turbulence.”

Spice World, Booth No. 1221

Ginger, garlic and cool sneakers will be on display at the Spice World booth, where attendees can check out the company’s latest innovations and sample delicious food prepared with Spice World’s latest products: Fresh Diced Ginger, Fresh Diced Garlic and Garlic & Ginger Fusion, says Mike Smith, senior vice president of sales and marketing.

On Friday, Oct. 17, Spice World’s media campaign personality Sample Sam will be in the booth, where visitors to the booth can also register to win custom Spice World-branded sneakers.

(Photo courtesy of Spice World)

Stemilt Growers, Booth No. 2847

For Wenatchee, Wash-based Stemilt Growers, IFPA’s conference begins before the trade show floor opens, with sponsorship of the opening night reception.

Set to attend are members of Stemilt’s founding family, the Mathisons, including fourth-generation cherry grower Kyle Mathison. Also in attendance will be Stemilt’s new sustainability coordinator, Jana Fishback; Rob Blakey, director of research and development; and Lisa Myers, food safety and compliance manager.

Pears will be front and center at Stemilt’s IFPA booth in Hall B.

“We grow, pick, and pack our Rushing Rivers pears with a mindset of setting a standard for what great pears should look and taste like,” says Brianna Shales, marketing director for Stemilt. “We are really looking forward to how our Ripe Rite program can deliver ready-to-eat pears that help retailers find success with their shoppers this season.”

Shales says Stemilt plans to highlight new packaging and display options for pears as well as apples. A major theme for this year’s pear crop is to emphasize consistency and quality of pears to drive repeat purchases, she adds.

“The pear crop is up significantly over last year, and we are bringing a new poly bag concept to IFPA to help retailers display multiple varieties in one bag, allowing consumers to try new flavors,” she says. “We’re also expanding our sustainable four-pack packaging into the pear category. Conventional and organic red and green pears can now be offered in our paperboard EZ Band package to market the fruit.”

Stemilt will also display its new packaging for Kyle’s Pick cherries and paperboard package for pears outside of the main floor in IFPA’s showcase area. Shales says Stemilt will also highlight its new packaging elements for branded items as well as new apple varieties.

“Our top-seal packaging for Kyle’s Pick cherries now features an ultra-premium look that reflects the high standards we hold for the brand,” she says. “Attendees will also find that our favorite fruit brand for kids, Lil Snappers, is now available for SweeTango and Cosmic Crisp apples. We will also be bringing a couple of apples that are still growing in volume but can create excitement for the future of the category: Aura and Kissabel.”

Shales says Stemilt has also worked with Crunch Pak and CMI Growers to bring licensed characters such as Bluey, Paw
Patrol and Minions to apple pouch bags and will discuss this opportunity with retailers that visit the booth.

Booth visitors can also expect some of the trademark Stemilt “magic,” Shales says.

“Of course, David the Magician will be returning to combine Stemilt’s products with his astounding magic show,” she says. “Bring your friends because you won’t want to miss it.”

As a co-sponsor of the Ethical Charter Implementation Program (ECIP) and a participant in the ECIP Leadership Circle, Stemilt will weave elements of the program, as well as the company’s commitment to the Equitable Food Initiative, throughout the booth, Shales says.

“We have been proud partners of these organizations since their start, and we look forward to sharing our experience and involvement with attendees,” she says.

Windset Farms, Booth No. 825

Windset Farms is excited to return to this year’s IFPA show, especially with the event on the West Coast, says Ryan Cherry, vice president of sales and marketing.

“As one of the largest greenhouse growers in North America, with our Santa
Maria, Calif., facility recognized as the largest single-site vegetable greenhouse operation in the United States, this show provides the perfect opportunity to connect with customers, highlight our growth and share what makes Windset unique,” Cherry says. “Being back in California always feels like a homecoming, with our proximity to the Southwest market and our wide range of crops,
including tomatoes, peppers and cucumbers, allowing us to serve our partners with unmatched consistency and fulfillment.”

Visitors to Windset Farms’ booth can expect a showcase of both new and established Windset products. One of the highlights this year is its debut of Aura Tomatoes, a premium tomato variety named for its natural glow and irresistible taste.

“With their glossy red hue, balanced sweetness and crisp bite, Aura Tomatoes live up to their tagline, Bursting with Brilliance,” Cherry says. “They are the result of our year-round variety testing and innovation taking place in California. Alongside Aura, we will also spotlight the latest additions to our award-winning branding and packaging, designed with sustainability and consumer appeal in mind.”

Beyond product innovation, Cherry says the booth represents Windset’s ongoing commitment to sustainability, innovation and customer partnerships.

“With 168 acres of year-round production in California, continued expansion in Delta, BC and a strong partner grower base in Mexico and British Columbia, we deliver consistent, high-quality produce to retailers across North America,” Cherry explains. “Attendees will also have the chance to learn more about our sustainable growing practices and see firsthand how our integrated operations allow us to support customer needs today and well into the future.

“At its core, IFPA Global Produce and Floral Show is about connections, and that is why we return year after year,” Cherry adds. “We look forward to building relationships with retailers, suppliers and industry peers while sharing the story of how Windset Farms is working every day to raise the bar in greenhouse produce.”

Creativity, Camaraderie and Community to Come Together at Foundation for Fresh Produce's Annual 5K

Mon, 22 Sep 2025 22:53:25 GMT

Berries, pineapples, almonds and more will lace up on Oct. 17 for the International Fresh Produce Association’s Race for a Healthier World 5K, which benefits the association’s Foundation for Fresh Produce. The 3.1-mile course traverses along the Santa Ana River Trail.

Sharese Roper, IFPA director of industry and partner engagement, says the event is more than a fundraiser — it’s a megaphone.

“Every step, T-shirt, social post and conversation tied to the event spotlights the simple but powerful truth: Fruits and vegetables are the key to lifelong health,” she says. “By bringing people together under one cause, the 5K creates visibility and momentum that extends far beyond race day. Participants share their stories, companies rally their teams and the produce industry shows the world what’s possible when we unite around health.”

Roper says this includes conversations about food as medicine, nutrition equity, early intervention and how fresh produce is the foundation of a healthier future.

“When industry leaders, donors and partners see this energy in motion, they recognize their role in scaling it,” she says. “The race doesn’t just raise visibility; it demonstrates the collective impact their investments make possible.”

What to Expect

Goals for the race include gathering more than 700 participants in an inclusive and energizing environment with both event attendees and local community members participating. In terms of fundraising, Roper says every contribution matters.

“While we don’t set a hard cap, we emphasize that any amount raised fuels our mission to change the trajectory of human health by increasing fruit and vegetable consumption,” she says. “Each dollar helps expand access, education, and partnerships that make fresh produce a daily reality for more families.”

That said, the Race for a Healthier World 5K is the foundation’s largest fundraiser.

“The event unites hundreds of participants and supporters and has raised well over $1 million over the years, generating significant momentum for our mission,” Roper says.

Those participating can expect a unique backdrop of the Santa Ana River Trail, which is a fully paved course, Roper says.

“Runners and walkers will enjoy sights like the Angels Stadium and the scenic San Gabriel Mountains, making it a refreshing change of pace and a memorable experience,” she says. “It’s also a great way to step outside the convention center and start the day with fresh air, movement, and community. It’s a beautiful scene, but the real view we’re creating together is a healthier future with produce at the center.”

Roper says buses will take participants to and from the start.

Impact of the Race

Roper says proceeds from the 5K go directly toward the foundation’s work, which includes nutrition education,
research, programs that advance fruit and vegetable consumption, and more.

“When a donor supports the 5K, they’re not funding a one-day race, they’re fueling child nutrition programs, food-as-medicine pilots and partnerships that are changing how families access and enjoy fruits and vegetables,” she says. “That’s an impact that lasts long after race day.”

Roper adds that donations from Champion Sponsors Divine Flavor, Duda Farm Fresh Foods, Grimmway Farms, Onions 52 and Taylor Farms also help support the 5K.

“Their leadership and commitment help make this the foundation’s largest fundraiser of the year,” she says. “These corporate leaders aren’t just writing checks; they’re modeling what industry stewardship looks like — showing that when businesses step up, healthier futures scale faster.”

Many fresh produce industry businesses come to the race decked out in creative fresh produce costumes, which adds to the fun, Roper notes.

“Every year, we see groups show up in creative costumes, matching shoes and coordinated gear that bring contagious energy and joy to the event,” she says. “That sense of fun and camaraderie captures the heart of what this race is all about: Coming together as an industry and a community to support healthier futures through fruits and vegetables.”

Divine Flavor Delivers Grapes From Around the Globe

Mon, 15 Sep 2025 19:34:58 GMT

As the fall table grapes season is underway and as the International Fresh Produce Association’s annual show is coming, The Packer talked with Divine Flavor’s quality assurance and public relations manager, Michael DuPuis, on the international table grape situation.

He reports the table grape season, particularly from its international suppliers, has been mixed. On the one hand, there have been better yields in some growing regions and good supplies of consumer-favorite varieties. For example, during last season, he noted Peru saw “nearly a 48% increase in production compared to last year.”

Michael DuPuis, quality assurance and public relations manager for Divine Flavor.

(Photo courtesy of Divine Flavor)

“Chile also saw a rise in output despite reduced acreage,” he adds.

Divine Flavor’s Mexican table grapes season started in March in Jalisco. He describes this region as having become a key region for growing proprietary varieties like Autumncrisp, Cotton Candy and Sweet Globe that are consumer favorites.

“These arrive at an ideal time, when South American grapes are aging and nearing the end of shelf life, making Jalisco fruit a standout during the early import window.”

Challenges of table grape imports

On the other hand, there have also been challenges related to weather, tariffs and oversupplies for Divine Flavor’s international table grape operations. Weather repeatedly became a problem for Mexican growers, for instance.

Tropical Storm Alvin struck in late May and early June. This system particularly caused problems for the Flame seedless grapes grown in Sonora, where humidity from the storm caused cracking just before harvest.

“However, through our mother-ship company, Grupo Alta, and other experienced growers, we adapted quickly to navigate through the early rain issues that hit in early June,” DuPuis reports. “By the time our premium varieties came in, quality and consistency were back on track.”

Tariffs can also be a challenge for the grape importer, but because Divine Flavor sources from several different countries throughout the season, the impact varies. DuPuis explains grapes from the Mexican operations enter the U.S. tariff-free due to the United States-Mexico-Canada Agreement.

“This gives our Mexican programs, particularly from Jalisco and Sonora, a strategic advantage in terms of cost and competitiveness,” he says.

The situation is more challenging when it comes to grapes from the South American countries, however. DuPuis describes the tariffs as playing a significant role in the current import landscape for Divine Flavor’s South American operations. Chile and Peru are both currently under a 10% tariff.

“Since Peru begins the season earlier, the added cost is immediately felt by exporters and importers, impacting overall pricing and margins,” DuPuis says. “For Chile, the effect could be even more significant. As they finish later in the season — when Mexican fruit starts hitting the market — the 10% tariff could reduce their competitiveness and potentially limit the volume of Chilean grapes shipped to the U.S.”

Potentially the most pressing challenge is an oversupply of table grapes compared to consumer demand, however, which puts pressure on prices for growers. DuPuis says this dynamic is at play in both the international and the California-based table grape industries and for traditional varieties as well as newer proprietary varieties.

“While premium grapes, such as high-flavor varieties and organics, are still performing well, the sheer abundance of grapes across all categories is creating a difficult environment,” DuPuis says. But the company is rising to tackle those obstacles, he adds.

“At Divine Flavor, we manage our programs strategically — timing promotions, client needs and variety selection to stay ahead of these challenges.”

Looking to the table grape future

DuPuis says one of the biggest opportunities for the table grape industry is to deal with the issue of overproduction.

“To address this, it’s critical that the grape sector comes together to collectively promote grape consumption,” he says. “We have incredible varieties, both established and in development, but without unified marketing efforts, we risk missing the opportunity to grow demand alongside supply.”

He also describes oversupplies of table grapes as something that “can tempt the system to accept subpar fruit, which ultimately hurts consumer trust and long-term demand.” And keeping consumers’ changing demands in mind is key.

“Looking ahead, consumer demand is clearly moving toward grapes that offer both exceptional flavor and enhanced health benefits,” DuPuis adds. “Grapes are already a naturally healthy fruit, but ongoing innovation from breeders is introducing varieties with even higher levels of antioxidants, vitamins and overall nutritional value.”

He additionally praises the ongoing innovation from table-grape breeders to make more sustainable, nutritious grapes one of the most exciting innovations going on in the industry. This is particularly important as consumer preferences become more personalized.

“Variety matters,” he stresses. “People know what they like, and flavor drives their choices.”

Divine Flavor at 2025 Global Produce Show

When it comes to looking to the future, Divine Flavor will have a booth at the upcoming International Fresh Produce Association’s 2025 Global Produce and Floral Show in Anaheim, Calif. Oct. 16-18.

“Our goal at events like this is to share our story, update our retail partners on the upcoming season, and provide real solutions to their retail needs,” DuPuis says. “While we’re best known for our premium table grapes, our footprint continues to grow across our vegetable programs, including bell peppers, tomatoes, cucumbers and other hot house items, available in both conventional and organic. We’re working hard to close production gaps and become a true year-round supplier across all our core categories.”

DuPuis adds that the entire Divine Flavor sales team will be out in full force at the event, urging attendees to “come stop by and visit us at Booth 647 to chat more about the opportunities we can create together.”

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Three Retail Trends Reshaping Produce Ahead of IFPA Global

Fri, 29 Aug 2025 17:26:32 GMT

As the fresh produce industry prepares for the IFPA Global Produce & Floral Show in Anaheim, Calif., evolving forces are shaping what success will look like for the perimeter.

In an environment defined by rapid change, inflationary pressures and increasingly discerning shoppers, suppliers and retailers alike are under pressure to pivot fast and perform. Category Partners is helping its clients do both by leading with insight instead of reacting to disruption, according to a news release.

“This isn’t just a time of change, it’s a moment to rethink how we connect with consumers and buyers,” says Tom Barnes, CEO of Category Partners. “The companies that will win are those using and interpreting the data to look forward.”

Here are three retail trends Category Partners is watching closely as the industry heads into IFPA Global:

Trend One: Operational Efficiency is Now a Selling Point

Retailers increasingly favor suppliers who provide operational excellence in addition to great products. As expectations rise, product availability, logistics reliability and supply chain visibility are major differentiators.

A proven track record matters, but data makes the difference. Category Partners helps clients improve performance and build long-term trust by speaking the language of retail execution. This includes connecting and integrating field-level, logistics and financial data into performance dashboards that reveal efficiencies and highlight the full value of a supplier’s partnership.

Trend Two: Shoppers Want to Know the ‘Why’

Shoppers are wary of buzzwords, and they’re quick to scrutinize them. Claims like “organic” or “sustainable” might still draw attention, but they no longer guarantee trust or justify higher prices on their own. Consumers want proof, clarity and real meaning behind the label.

This shift is forcing retailers and suppliers to rethink how they talk about their products. To understand which messages resonate and which ones fall flat, Category Partners is conducting rigorous research on behalf of clients — including consumer testing, focus groups, surveys and custom studies.

Trend Three: Retailers are Raising the Bar on Supplier Relationships

With consumer attitudes changing and operational expectations rising, buyers are placing a premium on suppliers who bring insight, reliability and shared strategy to the table. This shift is changing the rules of engagement, and retailers are making sharper distinctions between vendors and true partners.

“At Category Partners, we’re working with clients to strengthen their standing with buyers by arriving prepared with category-specific data, market intelligence and retailer-focused solutions that show alignment with shared goals. Providing better insights to drive retailer decision-making extends a supplier’s value beyond product and price,” the company says.

What This Means for Suppliers and Marketers

The takeaway is clear: Success in today’s produce industry demands operational excellence, clear messaging and partnerships that bring real value beyond the sale. With precision analytics, custom research and deep category expertise, Category Partners says it helps clients stay relevant and resilient.

Category Partners leadership will be on-site throughout the IFPA Global Show and is currently scheduling in-person meetings to talk about these and other trends that affect the fresh food category. Whether you need shopper insights, optimization strategies or data-backed storytelling that lands with retail buyers, Category Partners says it is ready to help. To request your meeting, visit categorypartners.com .

IFPA Reorganizes to Amplify Food Safety

Thu, 31 Jul 2025 18:51:25 GMT

The International Fresh Produce Association (IFPA) says it has reorganized to enhance and amplify its goals in the areas of produce safety and food safety regulations.

Under the new structure, IFPA’s regulatory and compliance expert, Paul Lewis, will join the government relations team and report to Alexis Taylor, chief global policy officer. Other members of the food safety team, including Angie Fraser, vice president of food safety and quality; Jorge Quintanilla, food safety manager; and Alison Saltzmann, food safety support coordinator, will join the science and technology (SciTech) team under Max Teplitski.

“Food safety is foundational to our industry’s success,” Teplitski says. “Aligning our experts across our advocacy and science teams will help us deliver on the strategic imperatives to future-proof our industry, garner worldwide influence and create more valuable and personalized touchpoints and resources for our members. Food safety is a shared responsibility across every role and every step of the supply chain; and it’s a central part to all of the work the SciTech team does including the on-going work in packaging, FSMA 204 readiness, regenerative ag, and the Supply Chain of the Future initiative.”

IFPA says its science and technology team also includes the portfolios for the supply chain, ag technology, sustainability and the global intelligence team, which delivers on its proprietary research and analysis. This team also serves as critical advisers to IFPA’s government relations team, the association adds.

“While we’ve always worked across our teams effectively, this alignment allows us to more meaningfully commit government advocacy resources to food safety on the industry’s behalf in D.C. and in priority global regions,” Taylor says. “There are growing pressures on how, where, how much and when we grow and deliver fruits and vegetables across the world. This reorganization will help us to discover and advocate for the most powerful solutions and strategies to ensuring our industry is positioned to not only address these growing challenges but find the opportunities in them as well.”

IFPA says this reorganization is effective immediately and won’t result in any changes to work planned this year or volunteer leadership activities.

Mission Produce to Demo Art of Ripening at IFPA Foodservice

Sun, 27 Jul 2025 21:50:26 GMT

Mission Produce Inc., an Oxnard, Calif.-based sourcer, producer and distributor of fresh hass avocados and mangoes, is set to demonstrate its “Mastery in the Art of Ripening” at the International Fresh Produce Association Foodservice Conference in Monterey, Calif., July 31 to Aug. 1, at booth No. 218.

With a focus on delivering fresh, ripe-and-ready avocados and mangoes, Mission says it will highlight the value its custom ripe programs bring to the foodservice kitchen.

“Our foodservice customers rely on precision and consistency, and at Mission, we deliver just that with fruit ripened to spec — day in and day out,” says Brooke Becker, senior vice president of sales. “We’ve spent decades building the infrastructure, technology and expertise needed to provide ripe avocados and mangoes that elevate the menu and streamline back-of-house operations.”

To promote the consistent delivery of high-quality avocados and mangoes, every order is managed by a Mission Produce ripe master, who tailors Mission’s science-based ripening process according to fruit origin, maturity and other characteristics, the company says in a news release. With eight ripening centers across the U.S. and offerings that include daily deliveries and multi-stage shipments, Mission says its custom ripe programs are designed for the fast-paced demands of foodservice.

“While avocados remain a popular ingredient in foodservice, mangoes are gaining momentum; in fact, mango mentions on menus have increased 11% since 2021,” adds Becker, pointing to Datassential Menu Trends, December 2024. “Consumer interest in nutrient-dense, flavorful produce is a driving factor. [According to Mintel’s U.S. Consumer Approach to Healthy Eating Report 2024,] two-thirds of U.S. consumers are actively seeking healthier food options,and both avocados and mangoes offer several health benefits that bring value to the menu, [finds the Hass Avocado Board].”

At the IFPA Foodservice show, Mission says it will feature two of its top ripe stages for foodservice: Stage 5 avocados, ideal for guacamole and mashing applications, and Stage 3 mangoes, selected for their crisp texture and suitability for slicing and spears. Attendees can sample both in a custom dish crafted by executive chef Amalia Scatena, the culinary talent behind last year’s award-winning mango panna cotta .

Leaders of North American Produce Industry Urge Swift End to Tariff Dispute

Fri, 25 Jul 2025 18:16:19 GMT

More than a dozen representatives of the fresh fruit and vegetable sector in North America sent a letter addressed to U.S. President Donald Trump, Mexican President Claudia Sheinbaum and Canadian Prime Minister Mark Carney to push for a swift end to ongoing tariff disputes, citing severe consequences to growers, exporters, retailers and consumers.

The Canadian Produce Marketing Association (CPMA), the International Fresh Produce Association (IFPA) and the other co-signers say these tariffs threaten the aﬀordability, accessibility and stability of fresh produce supplies across the continent.

“The fresh produce supply chain is one of the most deeply integrated in the world, with cross-border trade between our nations ensuring year-round access to healthy fruits and vegetables,” says Cathy Burns, IFPA CEO. “Consistent access to safe, nutritious produce is essential to addressing chronic health challenges. Tariﬀs on these vital goods disrupt that balance — driving up grocery costs, reducing availability and placing significant strain on the businesses that grow, ship, and deliver our food.”

In 2024, Canada imported nearly $5.5 billion in fresh produce from the U.S. and $3 billion from Mexico. The U.S. imported over 24 billion pounds of fresh produce from Mexico — valued at $19.6 billion — and exported more than $1.7 billion into Mexico. The organizations say these figures illustrate the tight-knit and mutually beneficial trade relationships that have long supported regional food security and public health.

“The stability of the North American fresh produce market is paramount. Canada’s industry is inextricably linked with our trading partners; any disruption directly impacts our growers, supply chains, and ultimately, consumer access and affordability,” says Ron Lemaire, CPMA president. “We stand with our domestic and global colleagues in demanding that leaders prioritize swift and collaborative resolution to safeguard the continental supply of fresh produce.”

The associations say in the letter that each country has a right to address unfair trade practices, but the associations caution that tariﬀs on perishable goods cause immediate and disproportionate harm to the supply chain. The organizations urge leaders to pursue a collaborative, long-term trade agreement that brings stability and predictability to the marketplace.

“Our organizations remain committed to supporting fair and open trade,” Burns and Lemaire said jointly in a news release. “We stand ready to work with all three governments to reach a solution that protects consumers, ensures food security, and strengthens the agricultural economies of North America.”

IFPA Foodservice Conference Set to Serve Fresh Connections and Conversations

Mon, 21 Jul 2025 17:28:14 GMT

The International Fresh Produce Association’s Foodservice Conference is set to return to Monterey, Calif., from July 31 to Aug. 1.

Andrew Marshall, IFPA’s staff liaison for wholesaler-distributor members, says what’s new this year is a dedicated cohort of those working in college and university foodservice, adding that the collegiate cohort builds upon the success IFPA has had with its K-12 school forum. He says that while the Foodservice Conference will continue to target K-12 school lunch providers and the rest of the foodservice industry, adding collegiate foodservice representatives into the mix unlocks a whole new set of consumers for growers and distributors.

Marshall says foodservice representatives from the University of Michigan, Auburn University, Stanford University, Yale University, Kansas State University, University of Massachusetts, Amherst, Oregon State University, Drexel University, Vanderbilt University, Rice University and Washington State University will be in attendance.

The event also offers the produce industry a good opportunity to connect with these burgeoning future fresh produce consumers, he says.

“At the end of the day, that college and university audience is almost the last step before a student is going to have to go grocery shopping on their own,” Marshall says. “It’s easy to think about foodservice and retail as a silo, but if we think about it as circular, how it’s all connected and how do we work collaboratively with college and universities, so that there’s an opportunity to teach those students about what foods are in season or how to use a PLU look up code so that they’re not afraid to go into the produce department.”

Marshall says colleges and universities are also large-volume buyers, which is another critical audience for distributors. As many high school students assess their higher education choices, food options play a huge role in those decisions, says Marshall, adding that many colleges and universities offer retail operations such as grab-and-go kiosks and mini marts.

“They’re looking for things like fresh-cut fruit for parfaits,” he says. “They’re looking for veggie dippers and things like that — the same types of things that would be in maybe a grocery store or even at a C-store level. There’s a lot of opportunity when you’re talking to a college or university operator, because they operate so many different kind of business segments.”

Marshall says other noteworthy first-time attendees to IFPA’s buyer sourcing meetings include First Watch, Sweetgreen, and Salad and Go.

“You’re getting ones that are within the zeitgeist of foodservice popularity right now,” he says.

Trending Research

IFPA will also debut its research findings on emerging health-focused trends that it says will shape menus, consumer demand and the foodservice landscape at the Foodservice Conference. Marshall, who says IFPA partnered with insights firm Technomic for this survey, explains that the research will look at consumer trends, especially for Gen Z, the impact of GLP-1 medications and more.

Following the research findings, a panel comprised of leaders from foodservice operations, K-12 programs, and emerging Gen Z professionals will take a deeper dive on these topics, Marshall says.

“How do you capitalize on flavor trends? How do you capitalize on them so that produce can then be applied to them? If we know folks are going out to eat and they’re looking for wholesome foods, or things that are more relatable, and things that we know,” he says. “If that’s what comfort food is, and that’s what people are looking for, how do you make sure that produce is a part of that comfort food mix?”

Pre-Confence to Focus on Menu and Procurement

And another thing that’s new about this year’s Foodservice Conference is that IFPA plans a pre-conference session on July 30 on selling fresh produce to K-12 schools. Marshall says this session will bring produce growers, suppliers and distributors together to discuss how schools plan menus and the procurement process. This is designed to help those growers and distributors who service schools better understand decision timelines and where products go.

“We’re trying to create more opportunities and more dedicated time to understand how schools are making menu planning decisions and when they’re making those decisions, and then also what they may need from the industry to support what they’re trying to do,” Marshall says.

The feedback from schools, he says, is invaluable as schools also face labor challenges and often need fresh produce solutions that are easy to prepare and serve.

And he says that feedback and connection are what make the Foodservice Conference a great experience for attendees: targeted conversations with buyers, growers and distributors and conversations around what’s new within the foodservice space.

“It’s very much a relationship business, and especially in food service where if it’s on the menu, it’s got to be, you know, available,” Marshall says. “That really speaks to, you know, how important that supply chain partnerships are.”