The International Fresh Produce Association (IFPA) gathered fresh produce and floral industry leaders June 9-11 for The Washington Conference.
Addressing attendees before they met with more than 185 congressional offices, IFPA CEO Cathy Burns called on the industry to join in the “Fight for Fresh.”
“The need to expand our influence, innovate and future proof our industry has been brought to the forefront very quickly these past months,” Burns said. “Producers are struggling for their businesses to survive, even as consumers in this country – and around the world – are seeking healthy, delicious food options.”
While fresh produce and floral products “fit hand in glove” with Make America Healthy Again (MAHA) goals to improve public health, Burns noted there are proposals in Washington to restrict programs that increase access to fresh fruits and vegetables for many U.S. consumers.
For example, proposed cuts to the Special Supplemental Nutrition Program for Women, Infants and Children (WIC) would drastically reduce monthly fruit and vegetable benefits from $54 to $13 for women, and from $27 to $10 for children.
“Any conversations related to health need to come back to the benefits of fruit and vegetables to prevent chronic disease,” Burns said.
She also urged IFPA members to “Fight for Fresh” by sharing stories about the challenges of supplying fresh produce and floral products, especially around reliable access to on-farm labor.
“Your data and personal stories are powerful to policymakers,” she said, noting that these real-world truths give life to the industry’s positions on critical issues like trade, labor, food safety, health and nutrition.
Key Advocacy Priorities
Over two days of congressional meetings, industry leaders met with lawmakers to discuss urgent policy priorities:
- Farm Bill programs – Advocating for proportional specialty crop resources, research and mechanization investments, modernized risk management tools and expanded USDA program eligibility;
- Workforce challenges – Calling for labor reforms to improve the affordability and accessibility of the H-2A program, remove H-2B visa caps and build a sustainable, long-term agricultural workforce;
- Nutrition and growing consumption – Promoting programs like the Fresh Fruit and Vegetable Program (FFVP), enhanced SNAP produce benefits and Produce Prescription interventions to combat diet-related disease;
- Food safety – Requesting food safety program funding, modernized FDA inspections and leadership accountability to maintain public trust and food safety; and
- Trade – Urging Congress to support export programs and fair trade policies to stabilize international markets and ensure year-round fresh produce availability.
Celebrating Industry Leadership
IFPA recognized leaders whose advocacy and service have strengthened the fresh produce industry:
- Little Bear Produce received the 2025 IFPA Produce Industry Advocate of the Year Award. The company has demonstrated outstanding volunteer leadership, participating in the former U.S. Government Relations Council, the board of directors and the new U.S. Country Council. Most recently, SVP Bret Erickson testified before the Senate Agriculture Committee, addressing regulatory burdens facing the industry.
- IFPA also presented the Lifetime Achievement Award to former Agricultural Marketing Service (AMS) Administrator Bruce Summers. In his 40-year career, Summers has made a lasting, positive impact on the specialty crop industry. His leadership advancing the Perishable Agricultural Commodities Act (PACA) has helped protect businesses and strengthen marketplace integrity. In addition, his work guiding programs such as the National Organic Program has bolstered the specialty crop sector worldwide.
[RELATED: IFPA Shares Retail Produce Manager Award Recipients]
The Joy of Fresh on Capitol Hill
On June 10, IFPA hosted its annual Joy of Fresh on Capitol Hill at the Rayburn House Office Building Courtyard, welcoming members of Congress, administration officials, consumer advocates and industry leaders to view fresh produce and floral displays.