International Fresh Produce Association (IFPA) convened almost 200 leaders from 31 countries at the Executive Leadership Summit (ELS) in Berlin. One of the highlights of the event was the "Advocacy in Action: Amplifying Voices in Produce" brainstorming session where industry leaders discussed the importance of advocacy and laid out practical steps for getting more involved.
The session was a dynamic blend of personal experiences, collaborative discussions, and strategic planning, all aimed at enhancing the role of advocacy within the produce industry. Here are the key highlights and emerging trends from the session.
Advocacy takeaways
To many attendees, advocacy is also about building a mindset. Leaders stressed the need for persistence and resilience, noting that advocacy efforts often require long-term dedication and a deep understanding of the issues at hand. Staying informed can take many forms as well – it's not all attending events, although discussions with experts and other industry leaders are invaluable, it is also about staying up to date on industry trends, news, and regulatory changes.
Additionally, when asked about areas of focus, industry leaders noted the need to expand advocacy efforts across the globe, an increased focus on investment in innovations, and the importance to engage with and understand consumer perspectives on the issues important to the industry.
Sustainability standards
IFPA's Tamara Muruetagoiena, who is serving as co-chair of Consumer Goods Forum's Sustainability Supply Chain Initiative (SSCI), served on a panel at Fruit Logistica with her Consumer Goods Forum colleagues, and also led a session during the Executive Leadership Summit that featured the Consumer Goods Forum, Albertsons, Naturipe and the International Seed Federation.
This session was a unique opportunity for members of the industry to connect with those creating the sustainability standards for the industry and learn firsthand how companies are approaching the new benchmarking guidelines. The Consumer Goods Forum also participated in this past year's Global Produce and Floral Show. The SSCI standards apply to all food and having the organization present at multiple fresh produce events, in addition to IFPA's Muruetagoiena serving as chair, ensures that specialty crops needs are well represented in the initiative.
Global economic outlook
Rabobank analyst and expert, Cindy Van Rijswick, helped unpack what the data is telling us about the state of the agricultural, produce and floral markets in the EU and across the globe. While attendees were able to learn about the direction of the regional economies, exploring the role of shifting geopolitical priorities and consumer factors like growing disposable incomes, Van Rijswick helped attendees see produce and floral's role and room for opportunity in the economic trends.
Strategic plan overview
IFPA's Miriam Wolk also shared an update on the newly launched strategic plan for the association in 2025-2027. The work laid out will address three pillars to achieve worldwide influence, future proofing the industry, and also achieving a personalized experience for members that help them take advantage of the resources and knowledge that can help their businesses thrive.
"The strategic plan work is about transforming IFPA in order to help lead the industry to prosperity in the years to come," said Wolk. "Whether it be about preparing our members to navigate the unknowns in the shifting global economy, or about growing our capacity to advocate for the policies, regulations, and consumer understanding that can help grow consumption – coming together to share expertise, experience and insights will be critical to thriving as an industry in the years to come."
Miriam Wolk
For more information:
Ashley Sempowski
International Fresh Produce Association
Tel: (+1) 202-303-3406
asempowski@freshproduce.com
www.freshproduce.com