🌱 New sustainable dye from avocados

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

In today's email:

• Trump Unveils Reciprocal Tariffs

• IFPA Applauds USDA, HHS Confirmations

• Trivia: Which Fruit Naturally Produces Wax on Its Skin?

• Fresh Picks: Our Handpicked Produce Content from the Web

• IFCO Achieves Global ISO Certifications for Quality, Safety, and Sustainability

• Westfalia Fruit Unveils Sustainable Avocado Dye

• Ocean Mist Farms: A Century-Long Harvest

• Tip of the Day: Offer Limited-Time Produce Deals to Boost Excitement

ECONOMY

Trump Unveils Reciprocal Tariffs

President Trump has announced a reciprocal tariff plan to counter high foreign tariffs on U.S. goods.

He signed an executive order on February 13, 2025, directing his administration to impose levies that match or exceed foreign barriers, with implementation expected by April.

The policy targets nations with restrictive policies in sectors like automobiles, semiconductors, and pharmaceuticals, particularly the EU, Japan, and South Korea.

Commerce Secretary Howard Lutnick stated that studies would be ready by April 1.

Critics, especially in agriculture, warn of retaliation that could harm U.S. farmers.

Economists are divided on whether tariffs are the main cause of trade deficits, with concerns that the move could raise consumer prices and disrupt global supply chains.

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IFPA

IFPA Applauds USDA, HHS Confirmations

The International Fresh Produce Association (IFPA) celebrated the confirmation of Brooke Rollins as Secretary of Agriculture and Robert F. Kennedy Jr. as Secretary of Health and Human Services on February 13, 2025.

IFPA sees these appointments as opportunities to strengthen policies that benefit producers and promote public health.

The organization aims to collaborate with the USDA on favorable regulations and with HHS (Department of Health & Human Services) to integrate fresh produce prescriptions into Medicare and Medicaid.

It also advocates for greater transparency in food labeling and financial incentives, such as making fruits and vegetables eligible for health savings accounts.

IFPA supports investment in research to assess the impact of these strategies on nutrition and health.

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TRIVIA

_____ are a fruit that produce natural wax to retain moisture and prevent spoilage.

During commercial cleaning, this natural wax is often removed and replaced with a food-grade wax to maintain freshness.

🌱 Seen and Heard in 2025: World FIRA and Fruit Logistica | World FIRA 2025 in France and Fruit Logistica 2025 in Germany showcased cutting-edge agricultural innovations, automation, sustainability, and global trade advancements, highlighting robotics, supply chain resilience, and industry collaborations (GrowingProduce.com | Feb 14, 2025)

🍉 Syngenta to Help Honor National Watermelon Hall of Fame Inductee | Syngenta is sponsoring the National Watermelon Hall of Fame induction of Florida grower Raymon J. Land Sr. at the National Watermelon Association Convention while also showcasing its firm-flesh watermelon varieties, Cato and Golden Crisp (The Packer.com | Feb 14, 2025)

🗒️ Inteligistics solves FSMA 204 Transformation and Transfer Reporting Problem | Inteligistics' 1-Click FSMA 204 Report offers a ready-to-use solution for tracking and reporting complex food transformations and transfers, ensuring compliance with FDA traceability requirements for faster contamination identification and recall (ProduceBlueBook.com | Feb 14, 2025)

🥦 Instacart's Grocery Access Pilot Gets Extended | Instacart's Grocery Access Pilot (GAP) program in Columbia, SC, has been extended for a year, providing eligible residents with Instacart+ memberships and monthly stipends to combat food insecurity and improve access to fresh, healthy foods (TheProduceNews.com | Feb 13, 2025)

🍏 VentureFruit Negotiates Exclusive Deal for Mt Erin Group Following Cyclone Devastation | VentureFruit has partnered with Mt Erin Group to license the new apple variety ‘MAC12,’ supporting the company's recovery from Cyclone Gabrielle with a high-yield, long-storing apple set for domestic release in 2028.(Fruitnet.com | Feb 12, 2025)

IFCO

IFCO Achieves Global ISO Certifications for Quality, Safety, and Sustainability

IFCO, a leading provider of reusable packaging solutions, has achieved global ISO certifications for quality (ISO 9001:2015), safety (ISO 45001:2018), and sustainability (ISO 14001:2015).

These certifications reflect IFCO’s commitment to operational excellence, workplace safety, and minimizing environmental impact across its global operations.

Covering activities such as washing, disinfection, and logistics of Reusable Packaging Containers (RPCs), the certifications also support food retailers’ need for supply chain transparency.

IFCO’s certified operations span multiple regions, including Europe, North America, and Latin America, ensuring high standards worldwide.

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SUSTAINABILITY

Westfalia Fruit Unveils Sustainable Avocado Dye

Westfalia Fruit announced a new sustainable dye extracted from avocado stones on February 12, 2025.

Partnering with Efficiency Technologies and SAGES London, the company developed a method to isolate perseorangin, a rare pigment offering eight shades from pale yellow to deep reddish-brown.

This innovation aligns with Westfalia’s goal of full crop utilization, turning waste into valuable resources.

The natural dye, produced in powder form for stability and diverse applications, has gained attention in fashion, cosmetics, and packaging industries.

Demonstrated at London Fashion Week, it provides an eco-friendly alternative to synthetic dyes.

The initiative also supports a circular economy by repurposing residual avocado materials into starches for paper production and natural exfoliants for personal care products.

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INDUSTRY SPOTLIGHT

Ocean Mist Farms: A Century-Long Harvest

Ocean Mist Farms, based in Castroville, California, is recognized as the largest grower of fresh artichokes in North America and maintains year-round production through several growing regions.

Castroville, known colloquially as “The Artichoke Capital of the World,” provides an ideal climate of sun, fog, and nutrient-rich soil for cultivating artichokes, which Ocean Mist Farms has made its flagship product since the company’s founding in 1924.

In addition to conventional fresh vegetables, Ocean Mist Farms offers convenience-oriented items designed for those who prefer pre-washed and pre-prepared options.

These value-added lines cater to consumers seeking quicker meal solutions without giving up the taste and nutritional qualities of fresh produce.

One product line that has gained attention is the award-winning Season & Steam convenience range, which includes vegetables that can be cooked in their packaging, providing a time-saving method of preparation.

More recently, a new Roastables line of halved Brussels sprouts in chef-inspired flavors has also been introduced, aiming to simplify meal prep for busy families.

The story of how Ocean Mist Farms came about can be traced back to a small group of Italian immigrants Daniel Pieri, along with cousins Amerigo and Angelo Del Chiaros, and eventually joined by Jim Bellone who arrived in the United States and settled in Castroville.

The sense of pride in the fields and on the production lines comes from a century of cultivating vegetables under demanding conditions that require consistent skill, expertise, and a willingness to innovate.

The company invests in improvements to reduce its carbon footprint by saving energy, cutting waste, and minimizing pollution.

Equipment upgrades frequently include high-efficiency motors for irrigation and refrigeration that use significantly less energy than traditional motors.

Facilities benefit from LED lighting, which helps trim CO2 emissions, and the company uses GPS-enabled equipment to limit field overlap, thus saving on fuel.

Ocean Mist Farms estimates that its ongoing measures to replace outdated machinery and optimize its operations is comparable to removing more than 1,000 passenger cars from the road on an annual basis.

Food safety is another cornerstone for Ocean Mist Farms, evident in the implementation of a blockchain technology solution on the IBM Food Trust Network platform.

On the marketing front, Ocean Mist Farms has in recent years partnered with social media influencers across various platforms, including TikTok and Instagram.

This approach is aimed at sharing recipes, cooking tips, and brand stories with a wide audience that includes everyone from nutrition-focused consumers to casual home cooks.

For nearly a century, Ocean Mist Farms has seen enormous growth from a small tin-roofed shed to its current status as a major vegetable producer and shipper throughout North America.

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TIP OF THE DAY

Offer Limited-Time Produce Deals to Boost Excitement

Shoppers love spontaneous, exclusive offers—especially when they feel like a can’t-miss opportunity.

Launch “Flavor Flash Sales” with a different fruit or vegetable featured at a special discount for just 24-48 hours. 

Promote these time-sensitive deals through in-store signage, social media, email blasts, and SMS alerts to drive immediate action and excitement.

You can even build anticipation by teasing upcoming flash sales in-store and online, encouraging customers to check back frequently.

Emphasize the freshness, seasonality, or limited availability of each item to create urgency and spark impulse buys.

This strategy not only drives immediate sales and increases store traffic, but also helps move seasonal or surplus inventory efficiently.

Keep your marketing fresh, dynamic, and customer-focused with rotating promotions that keep shoppers engaged and coming back for more.