Thoughts to “Fight for Fresh” at GPFS 2025

IFPA's Cathy Burns kicked-off GPFS 2025 with her cannot-be-missed state of the industry session on Thursday morning. She gave a full basket of opportunities and challenges to “Fight For Fresh”, while the level of consumption for fresh produce recently reduced 5%. A majority of shoppers tend to buy smaller sizes and shop a smaller basket, they are also looking at more healthy attributes and environmental friendly produce. Kathy also highlighted that produce imports are beneficiary for the health, it is estimated they contribute avoid non-communicable chronic diseases like heart attack to 1,4 million people. “We need to work harder to improve supply chain and produce visibility” declared Kathy.

More industry engagement, also challenges

Cathy also highlighted the increased engagement of the industry in the activities of the International Fresh Produce Association: 825 people from 533 compagnies in 33 countries and 6 continents are so far engaged this year with cessions, working groups or panels. Labor is today’s major challenge caused by Trump administration, market access a second one. Immigration raids have left crops unharvested, more and more farms in California leave entire crops unharvested. IFPS addressed a lawsuit against the Department of labor and urges create a specific labor regulation for temporary farm workers. She reminds the US produce represents an industry of US$28 billion and labor make about 50% of its cost. She took example of a bin of apple whose harvest cost jumped from $84 to $150. Cathy mentioned robotics is soon becoming an alternative to replace human workers or simply help reduce the paint of their labor the field. AI intelligence and climate change are also both generating challenges and opportunities that were exposed.

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