IFPA highlights regenerative agriculture and sustainability priorities
Labor shortages, rising production costs, food safety concerns and evolving regulations are among the challenges shaping the future of the fresh produce industry, according to the International Fresh Produce Association (IFPA).
During the association’s State of the Industry keynote Oct. 14 at the 2026 Global Produce & Floral Show in Orlando, IFPA CEO Cathy Burns emphasized the importance of collaboration, advocacy and practical innovation to help growers navigate an increasingly complex agricultural landscape.
“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.
Food safety and traceability remain priorities
Food safety continues to be a central concern for fruit and vegetable producers, particularly as outbreaks can disrupt markets and undermine consumer confidence.
Burns highlighted IFPA’s response to a cyclospora outbreak that resulted in significant losses across retail, foodservice and school foodservice channels. The association worked with regulators, addressed misinformation and coordinated industry resources to support recovery efforts.
IFPA is also advocating for prevention-focused food safety standards and the implementation of traceability requirements that improve supply chain transparency without placing unnecessary burdens on growers and other businesses.
An industry-developed warehouse management solution supported by IFPA is estimated to save 8 million labor hours and $250 million annually in compliance costs.
Labor, trade and production costs challenge growers
Access to a reliable workforce remains a critical issue for specialty crop producers, particularly those managing labor-intensive planting, maintenance and harvesting operations.
IFPA is advocating for agricultural workforce reforms while supporting research and mechanization initiatives that could help growers reduce labor demands and improve operational efficiency.
Trade policy and tariffs are also creating uncertainty for producers who depend on imported agricultural inputs or international markets.
The association is working to secure tariff exemptions for key agricultural inputs while advocating for policies that support year-round produce availability and more predictable operating conditions.
IFPA’s policy priorities also include Farm Bill provisions addressing research, risk management, nutrition and the needs of agricultural employers.
Regenerative agriculture and sustainability gain attention
Sustainability initiatives remain a focus as growers balance environmental stewardship with profitability and production demands.
Burns highlighted IFPA’s efforts to restore access to federal investment supporting regenerative agriculture and establish benchmarks through the Consumer Goods Forum.
For conventional and organic growers, these efforts could influence future opportunities involving soil health, resource conservation and regenerative production practices.
IFPA is also expanding its engagement on climate policy, plastics regulations and other sustainability issues affecting the produce supply chain.
The association emphasized that sustainability solutions must be practical and economically feasible for agricultural operations.
Packaging regulations present new challenges
Evolving packaging requirements could have significant implications for produce growers, packers and shippers.
IFPA is advocating for consistent, workable Extended Producer Responsibility (EPR) regulations, which can shift responsibility for packaging waste management to producers and other businesses placing packaged products on the market.
Burns emphasized that packaging serves important functions beyond product presentation, including protecting food safety, maintaining traceability, extending shelf life and reducing food waste.
Through its Packaging Innovation Program, IFPA is helping the industry evaluate alternative materials and prepare for changing regulatory requirements.
Artificial intelligence offers practical applications
Emerging technologies, including artificial intelligence (AI), are creating opportunities to address operational challenges throughout the fresh produce supply chain.
Rather than promoting technology for its own sake, IFPA is prioritizing applications that address measurable industry needs.
Among the initiatives highlighted were an AI-supported early-warning tool for pathogen monitoring and a digital twin designed to forecast the economic impacts of changing packaging regulations.
IFPA is also expanding food safety and consumer insights through its Global Intelligence Engine and providing education on agentic AI, which can perform multistep tasks with varying levels of autonomy.
These developments could eventually help growers and other produce businesses make more informed decisions about compliance, risk management and resource allocation.
Consumer affordability influences produce demand
Beyond production challenges, the industry faces pressure from inflation and changing consumer purchasing habits.
According to IFPA’s Consumer Tracker, nearly one-quarter of U.S. consumers purchase fewer fresh fruits and vegetables, or avoid them altogether, when prices exceed what they are willing to pay.
The findings underscore the importance of affordability and market access for growers whose profitability depends on sustained consumer demand.
IFPA and The Foundation for Fresh Produce are advocating for policies that increase fruit and vegetable consumption through school meals, federal nutrition assistance programs and produce prescription initiatives.
The association is also working to position fresh produce as a central component of preventive health strategies, while identifying opportunities associated with consumer interest in fiber, wellness and personalized nutrition.
“If we are serious about preventing diet-related disease, fruits and vegetables must be central to nutrition strategy and policy, not an afterthought, not an add-on, but a starting point,” Burns said.
Industry collaboration essential moving forward
Burns emphasized that challenges involving labor, trade, food safety, sustainability and consumer demand are interconnected, requiring coordinated solutions across the fresh produce industry.
“Fresh products move at the speed of trust,” Burns said. “When confidence is strong, borders open, markets function, buyers buy and consumers choose fresh.”
For fruit, vegetable and organic growers, the association’s priorities point toward continued advocacy for workable regulations, investment in production technologies and policies that protect both farm profitability and consumer access to fresh produce.