International Fresh Produce Association CEO Cathy Burns called for deeper collaboration and stronger advocacy in her State of the Industry keynote on October 14 at the 2026 Global Produce & Floral Show in Orlando, Florida.
“Resilience is not simply the ability to withstand pressure. It is the ability to keep growing through it, to keep learning, to keep showing up for one another and to keep choosing progress,” Burns said. “The future of fresh will not be shaped by one company, one country or one idea. It will be shaped by all of us.”
IFPA’s Consumer Tracker highlighted the challenge: nearly one-quarter of U.S. consumers reduce or skip fresh produce purchases when prices exceed their budget.
Following a Cyclospora outbreak that damaged consumer trust and caused significant losses in retail, foodservice, and school foodservice, IFPA mobilized member resources, maintained regulator communication, and countered misinformation. They developed a warehouse management solution with the industry, projected to save 8 million labor hours and $250 million annually in compliance costs.
The association supports members by addressing tariffs, seeking exemptions for key agricultural inputs, and ensuring workforce stability. Their efforts span U.S., European Union, and multilateral trade policies, as well as Farm Bill priorities.
IFPA restored access to U.S. federal funding for regenerative agriculture and helped establish benchmarks through the Consumer Goods Forum. They emphasize that increasing produce consumption contributes to climate action.
The association advocates for consistent Extended Producer Responsibility regulations, acknowledging packaging’s role in food safety, traceability, shelf life, and waste reduction.
IFPA’s AI initiatives include an early-warning pathogen monitoring tool, a digital twin for assessing packaging regulation changes, and enhanced insights in the Global Intelligence Engine.
In partnership with The Foundation for Fresh Produce, IFPA promotes produce in dietary guidelines, school meals, SNAP, WIC, and produce prescriptions. Consumer campaigns include the multilingual All Day, Every Day initiative and the Fruit & Veggie Hub in the WIC Shopper App.
“Fresh products move at the speed of trust,” Burns noted. “When confidence is strong, borders open, markets function, buyers buy and consumers choose fresh.”
Burns concluded by urging collective action: “Together, we are not just responding to change, we are shaping what comes next. And together, we will relentlessly fight for fresh.”