🌱 Sold-out Southern Exposure begins this week

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

In today's email:

• IFPA Calls on Congress to Secure U.S. Fresh Produce

• AdeptAg & FGM Join Forces to Transform CEA

• Trivia: Which Fruit Was Once Considered Poisonous?

• Fresh Picks: Our Handpicked Produce Content from the Web

• Southern Exposure 2025 To Begin This Week in Orlando

• Mushroom Council Unites Industry Leaders at San Antonio Marketing Summit

• Wonderful Citrus: A 75-Year Legacy of Freshness

• Tip of the Day: Create a Quick Produce Based Recipe Cards

FOOD SAFETY

IFPA Calls on Congress to Secure U.S. Fresh Produce

The International Fresh Produce Association (IFPA) urged the U.S. Congress to take bipartisan action to address labor shortages, rising costs, and regulatory barriers threatening agricultural production.

During a Senate hearing on February 26, 2025, Bret Erickson of Little Bear Produce highlighted that the sector generates $28 billion annually and faces challenges such as the labor crisis, strict regulations, and trade disadvantages.

IFPA called for reforms to the H-2A visa program, investments in agricultural automation, improved access to crop insurance, and guaranteed availability of crop protection tools.

It also urged Congress to fund export programs to strengthen the global competitiveness of U.S. growers.

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INNOVATION

AdeptAg & FGM Join Forces to Transform CEA

AdeptAg, a leading horticultural solutions provider in North America, has announced a strategic alliance with FGM, a Danish company renowned for its advanced Moving Gutter Systems (MGS).

This collaboration will transform Controlled Environment Agriculture (CEA) by optimizing space and enhancing the growth of crops such as lettuce, herbs, and vegetables.

AdeptAg will be the exclusive distributor of FGM in North America, offering innovative technology with local support through its network of specialized companies.

This alliance aims to increase operational efficiency and sustainability in agricultural production.

Both companies emphasize that this agreement will ensure cutting-edge technology and unparalleled service, eliminate technical support delays, and set a new standard in the horticultural industry.

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TRIVIA

The _____ was domesticated in South America over 8,000 years ago and wasn't introduced to Europe until the 16th century.

_____ comes in over 5,000 varieties and was once considered poisonous because it belongs to the nightshade family.

🛒 Kroger CEO resigns after probe into his personal conduct | Kroger CEO Rodney McMullen resigned after an independent investigation found his personal conduct violated the company’s ethics policy, though it was unrelated to business operations or employees. Ron Sargent, Kroger’s lead director, has been appointed interim CEO as the company searches for a permanent replacement. (CBSNews.com | Mar 3, 2025)

🍊 Global Market Overview Mandarins | The global mandarin market is experiencing a dynamic season, with high demand in Spain, climate challenges in Italy and Belgium, export growth in Peru and Chile, delays in South Africa, and increasing competition in Egypt, Morocco, and China, while North America maintains a stable supply supported by imports (FreshPlaza.com | Feb 28, 2025)

💰 President Says Canada, Mexico Tariffs to Begin March 4 | President Trump confirmed that 25% tariffs on Canada and Mexico will take effect on March 4, citing drug trafficking as the reason, while the fresh produce industry warns of potential price increases and supply limitations (ProduceBlueBook.com | Feb 27, 2025)

🌱 Wilbur-Ellis Introduces New Organic Nitrogen Fertilizer | Wilbur-Ellis launched BenVireo TerraLux 10-0-0, a 100% plant-available liquid nitrogen fertilizer, sustainable and pathogen-free, designed to improve efficiency and sustainability in organic agriculture (GrowingProduce.com | Feb 27, 2025)

🧪 Vidre+ Keeps Peppers Fresh Longer | Vidre+, an innovative ethylene-control technology, extends the freshness of peppers for up to 21 days, reducing weight loss and maintaining firmness, improving preservation during transport and storage (TheProduceNews.com | Feb 27, 2025)

📈 How Tariffs Could Directly Impact Texas Fresh Produce | Dante Galeazzi, president of the Texas International Produce Association, warns that the 25% tariffs on imports from Mexico could increase fresh produce prices, reduce availability, and disrupt supply chain stability, impacting both the industry and consumers (ThePacker.com | Feb 26, 2025)

SOUTHERN EXPOSURE

Southern Exposure 2025 To Begin This Week in Orlando

Southern Exposure 2025 kicks off this week at the Orlando World Center Marriott, drawing top industry leaders to one of the most in-demand fresh produce events.

With a history of selling out every year, the conference proves its unmatched appeal, offering exclusive networking events like the Southern Roots Luncheon and the Good Seeds MENtor Program.

This year’s theme, “Produce Means Family,” highlights the role of fresh food in fostering connections, with keynote speakers like Bethany Hamilton, the pro surfer with an inspiring comeback story, and Chef Jeff Henderson, who turned his life around through cooking.

The Power of Produce 2025 session promises groundbreaking insights into consumer trends, retail strategies, and the evolving fresh food landscape.

As thousands gather to explore innovation, sustainability, and industry growth, Southern Exposure continues to set the standard for produce trade shows.

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MARKETING

Mushroom Council Unites Industry Leaders at San Antonio Marketing Summit

The Mushroom Council brought together over 40 industry leaders in San Antonio for its 2025 Marketing Summit, focused on boosting demand for fresh mushrooms.

During the two-day event, experts discussed consumer trends, marketing strategies, and merchandising techniques in stores like H-E-B and Central Market.

Culinary demonstrations by local chefs also showcased the versatility of mushrooms in gastronomy.

Amy Wood, CEO of the Council, highlighted the sector's growth potential and the importance of a unified strategy.

The summit fostered collaboration and the use of market data to enhance mushroom promotion, aiming to strengthen its market position and expand consumer acceptance.

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INDUSTRY SPOTLIGHT

Wonderful Citrus: A 75-Year Legacy of Freshness

Wonderful Citrus, based in Los Angeles, is a privately held enterprise recognized for its vertically integrated approach to growing, shipping, packing, and marketing fresh citrus.

Operating under the umbrella of The Wonderful Company, it boasts a heritage that stretches back to 1950, when it was founded as Paramount Citrus Association.

Over the ensuing decades, several strategic acquisitions and expansions transformed the organization into a global producer that manages thousands of acres of farmland and delivers fresh fruit to markets around the world.

Stewart and Lynda Resnick acquired Paramount Citrus in 1981.

With a series of acquisitions through the 2000s, including farmland in Mexico for lemons and limes, the organization grew rapidly.

It became known as Wonderful Citrus in 2015, signaling a unification of its branding and a reaffirmation of the company’s commitment to establishing recognizable consumer-facing labels.

Today, Wonderful Citrus is widely known for two flagship brands: Wonderful Halos mandarins and Wonderful Seedless Lemons.

The company says it cultivates and harvests over 74,000 acres of fresh citrus, ensuring a year-round supply by sourcing from diverse growing regions, including operations in California, Texas, New Jersey, and Mexico.

This broad geographic footprint, combined with specialized agricultural practices, contributes to the consistent quality of fruit in multiple varieties, from oranges and grapefruits to lemons and limes.

Wonderful Citrus recently marked its 75th anniversary by revamping its website and reintroducing the Paramount Citrus label as part of its product lineup.

Wonderful Citrus indicates that, as part of The Wonderful Company, it has contributed to more than $2.5 billion in philanthropic and sustainability endeavors.

The company invests in the areas where its employees live, focusing on educational opportunities, healthcare, and economic mobility.

The company highlights its integrated marketing campaigns, including television commercials on streaming platforms and social media activations.

While Wonderful Citrus positions itself as a leader in multiple areas from orchard-scale cultivation to branded marketing it also acknowledges the importance of continued evolution.

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YOUR COMPANY HERE

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TIP OF THE DAY

Create a Quick Produce Based Recipe Cards

Many shoppers struggle with meal ideas and opt for processed foods because they think fresh cooking takes too long.

Solve this by offering simple, five-minute recipes using fresh produce, displayed right next to the featured ingredients.

For example, here are some ideas you can implement:

• Avocado Toast Upgrade | Mash avocado, add cherry tomatoes & feta, sprinkle with salt & lemon – done!

• Berry Breakfast Parfait | Layer Greek yogurt, mixed berries, and granola for an instant energy boost!

• Zesty Cucumber Salad | Thinly slice cucumbers, toss with vinegar, olive oil, and dill – ready in minutes!

Offer these recipe cards in-store, attach them to produce packaging with QR codes, or post them on social media.

Encourage customers to share their own quick meals using a #5MinuteMealFix hashtag for a chance to be featured or win discounts.

By positioning fresh produce as fast, easy, and delicious, you help customers overcome barriers to buying and using fresh ingredients driving sales while reinforcing the idea that healthy eating doesn’t have to be time-consuming.

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