International Fresh Produce Association's Cathy Burns Reflects on State of the Industry
ANAHEIM, CA - Increasing produce and floral consumption was top of mind as we mingled in Anaheim, California, for the International Fresh Produce Association’s (IFPA) recent Global Produce & Floral Show. IFPA Chief Executive Officer Cathy Burns delivered an insightful State of the Industry address to attendees of the event, and the organization is offering these insights to even more industry members, releasing a portion of the presentation for viewing on its website.
“While our mission is clear, getting there is a bit more complex,” shared Burns in a letter shortly following the event. “While we fight headwinds of lack of access, lack of appeal, and lack of awareness of our products and their benefits, we have the opportunity and the obligation to take on the fight for fresh. That fight requires all of us—not just those that were in the room with us in Anaheim—so we have chosen to share the final minutes of the State of the Industry presentation with the entire industry as a call for everyone to leverage their voices as part of our advocacy network.”
The organization’s approach to this goal is a three-part strategy comprising government relations, public relations, and consumer relations. As Burns explained in the letter, everyone in the industry has the skills, backgrounds, and opportunities to participate in at least one of those areas. While IFPA has the infrastructure and the energy to pursue each of these focuses, the fuel in each area is provided by our entire industry.
“I called each member of the audience to put their names behind this statement and I mean it—literally,” added Burns regarding the State of the Industry address. “IFPA has created an Advocacy Action Network, where you can add your name to this statement that fruits, vegetables, flowers, and plants improve lives. We call on world leaders to adopt policies that grow consumption of produce and floral and also enhance the sustainable futures of those who grow, distribute, and sell them. The Advocacy Action Network will allow us to effectively engage and activate our collective voice in those arenas where decisions and policies are being made. It is our industry’s opportunity to take action, and as we know, aspiration without action is just a dream.”
To explore more of the insights shared during the State of the Industry address, click here.
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