ANAHEIM, CA - The Global Produce & Floral Show offers our industry a host of crucial opportunities for growth, exploration, and industry development. Among the key resources provided by this year’s show is the second annual State of the Industry address, in which International Fresh Produce Association (IFPA) Chief Executive Officer Cathy Burns emphasized action and advocacy as the vehicles through which the organization and its members will overcome pressing challenges such as geopolitical tensions, weather events, consumer health trends, emergent technologies like generative AI, and more.

“We must look at how the state of things are, envision what we want the state of things to become, and most importantly, ACT to make it happen,” said Burns. “The good news is this industry knows how to invent from within and tap into innovation from outside our community.”

Burns discussed the rise of artificial intelligence, citing McKinsey data that found, in agriculture, AI will most likely impact sales and marketing, software engineering, and supply chain logistics.

“While it is a bit early to paint AI as a villain, the reality is that businesses may struggle with its implementation and implications, especially since some work functions will likely evolve. Activities that absorb 60 to 70 percent of employees’ time today could be automated,” she said.

Other key focuses included the health of consumers, the health of employees, and the health of the world, according to a press release.

“IFPA’s sustainability strategy includes IFPA having a seat at larger tables where food systems conversations are happening. We continue to lead environmental benchmarking work within the Consumer Goods Forum to ensure the most realistic and workable standards are created to provide consistency for the supply chain,” Burns added. “We are also participating in the November COP28 conference in Dubai to ensure industry representation and that fresh produce and floral is part of the solution through climate-smart agriculture practices.”

Last but not least, Burns called on IFPA members and the industry at large to be ready to advocate locally, domestically, and globally.

“You have said advocacy is your priority and you want it to be ours. IFPA has punched the advocacy accelerator. This community is THE voice of authority, and we can help solve some of the biggest problems in the world,” Burns remarked. “We are here to get more people to eat more fresh fruits and vegetables and buy floral more often. Period. And we will act on that through a three-pronged approach of government relations, public relations, and consumer relations.”

For a full overview of this all-encompassing address, click here. And for more industry coverage, stick with ANUK.

International Fresh Produce Association