Facing a challenging environment marked by tariffs, inflation, and farm labor enforcement, the International Fresh Produce Association (IFPA) is stepping up its global advocacy to ensure U.S. fruit and vegetable growers aren't left behind. In her "State of the Industry" speech at the 2025 Global Produce & Floral Show, IFPA CEO Cathy Burns framed the group's work as part of a broad campaign: the "Fight for Fresh."

Burns pointed to tariffs as a major disruptor to global trade, noting that IFPA has met with U.S. Trade Representative Jamieson Greer and the White House's National Economic Council to push for science-based, rules-driven trade policies and exemptions for perishable products. Meanwhile, inflation is squeezing both consumers and producers, with IFPA data showing 66% of shoppers are buying less food-yet only 5% are reducing fresh produce purchases, a sign of the category's resilience.

On the labor front, Burns decried the "aggressive worksite enforcement" targeting farms this year. She highlighted a legal win against Department of Labor's H-2A rule, which led to changes in the Adverse Effect Wage Rate-what she called the most significant financial shift ever for growers using H-2A labor. IFPA also secured clarity from Homeland Security that farm visits require active warrants, helping ease disruptions.

Artificial intelligence is also front and center. "I'm obsessed with AI because our industry cannot and will not be left behind," Burns said. IFPA unveiled a new tool to help members extract insights from internal consumer and industry data, boosting forecasting and trend detection.

This year's crops, Burns noted, were among the most expensive to grow, ship, and sell. In response, IFPA launched its Supply Chain of the Future initiative, piloting solutions around shelf-life predictability, harmonized standards, smart data, and incentive alignment with products like berries, mushrooms, and leafy greens.

On sustainability, IFPA continues to position fresh produce and flowers as among the planet's most sustainable products. A global sustainability framework is planned for October 2026, and IFPA will again participate in COP30 in Brazil, marking its third consecutive year of global climate engagement.

Burns also addressed packaging, pushing for shelf-life protection and waste reduction while avoiding added carbon emissions. The group's Sustainable Packaging Lab and Fresh Field Catalyst Program are developing reusable solutions and materials with a lower footprint.

Food safety remains critical as climate shifts bring new challenges. Burns cited a developing AI tool that uses microscopic imaging to detect Salmonella in onions-a promising step amid findings that 58% of global consumers are highly concerned about food safety.

IFPA also responded to the MAHA Commission's initial report, challenging inaccurate food safety claims and submitting 10 policy recommendations to ensure fruits and vegetables are core to public health strategies. The new "Fresh Produce for a Healthier America" campaign builds on this momentum both domestically and abroad.

The association is also pushing for produce prescriptions to become part of Medicare Advantage benefits, highlighting that fruits and vegetables don't need reformulation or rebranding to deliver health outcomes.

As Burns summed up: "Our products matter. They save lives. And they need to be at the center of every policy conversation-from trade and labor to climate and health."