Kicking off the annual International Fresh Produce Association State of the Industry keynote with a recap of advocacy victories in 2024 and concluding the session with an unveiling of a new policymaker-oriented campaign, IFPA CEO Cathy Burns highlighted the impact fresh produce and floral has on people, plates, and the planet.
Advocacy in action: A year ago, Burns called on those in the global produce and floral community to get more involved in advocating on industry issues and public policy. "It's the 'together' that makes advocacy work," she said. "As we see how interconnected and portable policy can be between regions, we stand ready to amplify our voices to create change."
Technological innovations: Burns discussed the impact of artificial intelligence (AI) on the industry, from AI-powered self-checkout systems to innovative packaging solutions, and the importance of trust in implementing these technologies. "While AI has likely contributed to workplace anxieties, there is a huge opportunity to move more daily work from the routine to the rewarding."
Climate and sustainability: "As a result of global temperature volatility, food inflation could increase by 3 percent per year in the next decade due to 'climate-flation,'" Burns said. "Insurer Lloyds found that, if agricultural innovation fails to keep pace with climate change over the next 30 years, there is a 50 percent chance of a 'major' global food shock."
To help its members contend with climate challenges, several years ago IFPA launched the Fresh Field Catalyst Technology Accelerator; in 2024, the cohort was focused on climate-smart solutions for produce and floral.
Workplace dynamics: Employee disengagement and a lack of inclusivity/belonging were among the headwinds facing business leaders. Although, disengagement is growing among older Millennials and Gen Z employees – the talent pool from which future leaders will emerge – Burns cited data from a global Gallup study that found that engaged managers make a tremendous impact on their teams, specifically that 70 percent of the variance in team engagement can be attributed to a manager's leadership.
Global health crisis: "By bringing our community's voice and ideas into the broader sphere of food, medical, and government entities, The Foundation for Fresh Produce will champion increased fruit and vegetable consumption for societal well-being. To drive our mission further, we will appoint a chief medical officer to advise the work of The Foundation," Burns said.
Fight for fresh: Citing the advocacy outreach and outcomes that will flow from the more than 70 global elections held in 2024, Burns revealed the elements of a policymaker-oriented campaign under the banner Fight for Fresh. "We need to be ready to respond when our community's outcomes will require us to be ready to respond when our importance and relevance to the world is questioned, challenged, or worse, disregarded," she said.
For more information:
Ashley Sempowski
International Fresh Produce Association
[email protected]
https://www.freshproduce.com/