🌱 Inside Frutura’s company journey

🌱 Good afternoon, and welcome to today's fresh newsletter! 

In today's email:

• Rollins Pledges Farmer‑First Agenda During Lubbock Cotton Lab Visit

• California Sues to Halt Trump’s Emergency Tariffs

• Trivia: What Plant Was Once Feared as Poisonous and Grown for Its Vibrant Color in 18th-Century Europe?

• Fresh Picks: Our Handpicked Produce Content from the Web

• USTR Revises Maritime Fee Structure

• Frutura Produce: A Strategic Growth Story

• Tip of the Day: Create Produce Puzzles to Entertain and Educate

USDA

Rollins Pledges Farmer‑First Agenda During Lubbock Cotton Lab Visit

During her April 16 visit to Lubbock, Texas, U.S. Agriculture Secretary Brooke Rollins toured the USDA’s Cotton Classification Complex at Texas Tech and met with local producers.

She emphasised a “farmer-first” agenda focused on reducing costs, streamlining grading, and boosting innovation.

Rollins highlighted the facility’s 19% grading cost savings as a model for national reforms.

Texas Tech's integration of commercial and research functions was praised for its impact on education and global cotton trade.

Supported by House Budget Chairman Jodey Arrington, Rollins reaffirmed commitment to rural economies and regulatory rollback under the Trump administration.

Although no new policies were announced, Rollins pledged continued evaluation of farm-related regulations to strengthen U.S. agriculture.

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TARIFFS

California Sues to Halt Trump’s Emergency Tariffs as Small Business Joins Fight

On April 16, California filed a federal lawsuit challenging President Trump’s use of the International Emergency Economic Powers Act (IEEPA) to impose tariffs on imports, arguing it exceeds constitutional authority and harms the state’s $675 billion trade economy.

The suit, led by Governor Newsom and Attorney General Bonta, claims the tariffs bypass Congress and hurt California ports and small businesses.

A separate Florida lawsuit by the New Civil Liberties Alliance on behalf of stationery firm Simplified raises similar legal objections.

Critics argue that IEEPA was never meant to create broad tariffs and that courts may issue an injunction.

Meanwhile, bipartisan bills seek to limit presidential tariff powers under IEEPA to 90 days without congressional approval.

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TRIVIA

Highly prized by ancient civilizations, this fruit was once so valuable it was used as currency.

Today, it's better known for its role in sweet treats and superfood smoothies.

💧 Predictive Irrigation to Redefine the Future of Water Management | WayBeyond’s new Inside Climate Prediction feature uses AI, satellite data, and climate sensors to provide hyper-local forecasts for protected cropping, enabling growers to optimise irrigation, improve crop health, and adapt to climate challenges with greater precision. (FreshPlaza.com | Apr 18, 2025)

🥦 How Companies are Connecting With the Organic Consumer | Produce companies are connecting with health-conscious, younger organic consumers, especially millennials and Gen Z through pricing strategies, branding, education, and retail partnerships, as organic produce sales rise due to growing interest in health, sustainability, and quality. (ThePacker.com | Apr 17, 2025)

🌿 New Study: How AI-Guided Greenhouses Can Help Growers Boost Profits and More | A new UC Davis study explores how combining reinforcement learning with human input in AI-guided greenhouses can enhance crop yields and profits, while highlighting challenges like data scarcity, simulation accuracy, and the need for explainable, adaptable systems. (GrowingProduce.com | Apr 17, 2025)

🍅 Mexican Tomatoes Associations Criticize Intent to End Tomato Suspension Agreement | Mexican tomato associations strongly oppose the U.S. Department of Commerce’s decision to terminate the 2019 Tomato Suspension Agreement, warning it will raise prices, create shortages, and harm both American consumers and cross-border agricultural trade. (BlueBookServices.com | Apr 17, 2025)

🌍 US Tariffs – Expect the Unexpected| ohn Giles of Promar International warns that President Trump’s new tariff regime adds major uncertainty to global horticultural trade, with significant impacts expected for key exporters like Mexico, Canada, and China, while also creating complex challenges and limited opportunities for market diversification. (Fruitnet.com | Apr 16, 2025)

INTERNATIONAL TRADE

USTR Revises Maritime Fee Structure, Easing Concerns for Fresh Produce Sector

On April 18, 2025, the USTR announced a revised maritime fee on Chinese-built vessels, replacing a proposed flat $1.5 million charge with a scaled fee starting at $50 per net ton, increasing annually.

The plan, tied to a 2024 Section 301 investigation, targets China’s maritime dominance while exempting ships serving U.S. exports and certain domestic routes.

The International Fresh Produce Association welcomed the revision, citing reduced risks for perishable cargo.

Rebates are available for U.S.-built ship orders, and LNG carriers have extended compliance timelines.

Critics warn of cost impacts, while supporters highlight U.S. industrial revival.

A public hearing is set for May 19, where IFPA will submit comments to protect agricultural trade interests further.

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INDUSTRY SPOTLIGHT

Frutura Produce: A Strategic Growth Story

Frutura Produce is a California‑headquartered company that brings together a network of growers, packers, and marketers to supply premium fruit year‑round.

Adjacent to one of the world’s most productive agricultural regions, the company operates through a decentralized model that combines local expertise with global reach.

Its portfolio includes operations across the United States, Latin America, Uruguay, Chile, and Mexico, encompassing table grapes, citrus, blueberries, stone fruit, mangos, avocados, berries, and cherries.

The origins of Frutura date back to 2021, when a group of fruit growers, packers, and marketers decided to unite under a single platform with shared values and objectives.

Driven by a mission to be “a force for good,” the founding members led by CEO David Krause crafted an operating framework that balances purpose and profit.

From the outset, the company emphasized five core values: Community, Force For Good, Quality, Entrepreneurial spirit, and Walk the Talk.

These principles underpin every decision, from partnerships and acquisitions to sustainability initiatives and product development.

In late 2023, Frutura expanded into the berry category through the acquisitions of Giddings Fruit, a Chile‑based supplier of organic and conventional berries and cherries, and Sun Belle, a U.S. marketer of conventional and organic berries sold under the Sun Belle and Green Belle brands.

In April 2025, Frutura further strengthened its position in the avocado market by acquiring Montana Fruits, a Colombian packer‑shipper that had supplied fruit to Frutura subsidiaries.

Managed by Dayka & Hackett, Montana Fruits adds the final piece needed for true vertical integration in avocados, enabling Frutura to deliver avocados 52 weeks a year.

With existing avocado acreage through Dayka & Hackett, Agrícola Don Ricardo, and Subsole, the Montana deal cements Frutura’s ambition to make avocados a year‑round asset for customers.

In 2023, the company published its inaugural Impact Statement, outlining a vision built around seven collaboration areas: Empowering Individualized Growth; Enhancing Regional Well‑Being; Biodiversity; Water Security; Climate Stability; Reducing Waste; and cross‑platform knowledge sharing.

These priorities are supported by clear 2025 objectives, such as executing dynamic learning and development plans, achieving GLOBAL G.A.P.

Frutura’s Collaboration Framework balances global ambitions with locally appropriate strategies.

Each business unit operates autonomously, applying tailored sustainability tactics that reflect regional environmental and social realities, while Frutura facilitates alignment and optimization across the platform.

The company’s promise “healthy, quality produce from reliable sources you can trust” is echoed in its rigorous standards for food safety, environmental stewardship, and community engagement.

Frutura builds “respectful, reciprocal relationships locally and globally,” channelling its value of Community into efforts that benefit workers, customers, consumers, investors, and the environment.

While Frutura’s growth has been marked by acquisitions and brand consolidations, its entrepreneurial spirit remains central.

The platform continuously seeks innovation, whether through genetics research at Black Venture Farm, the development of bespoke SunBelle berry varieties, or the operational integration of new partners.

Its decentralized model allows rapid experimentation: successful practices in one region can be scaled across the network, driving broader industry improvements.

Today, Frutura stands out for its combination of scale, specialization, and commitment to sustainability.

By uniting a diverse group of produce companies under a shared mission, it leverages collective expertise to meet consumer demand for high‑quality fruit throughout the year.

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TIP OF THE DAY

Create Produce Puzzles to Entertain and Educate

Creating produce-themed puzzles can be a playful and effective marketing strategy that blends fun with learning.

The idea is to engage both kids and adults through activities like word searches, crosswords, riddles, or visual quizzes that center around fruits and vegetables.

These puzzles can offer clues about taste, texture, seasonality, or nutritional benefits, subtly encouraging shoppers to explore items they may have otherwise overlooked.

They can be printed and handed out in the produce section, included with purchases, or shared digitally via newsletters and social media.

Beyond entertainment, these puzzles foster curiosity and add a new layer of interaction between customers and the fresh products on display.

Families, in particular, will appreciate the opportunity to turn grocery shopping into a fun learning experience.

To boost participation, customers can be invited to share their completed puzzles or answers online using a branded hashtag, with chances to win discounts or produce bundles.

This approach not only deepens customer engagement but also transforms your produce section into a place of creativity, learning, and memorable experiences.