🌱 Tariffs Shake Up Produce Market

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

In today's email:

• Dole Earns Top Rankings in 2025 BrandSpark Most Trusted Awards

• NatureSweet and Barilla Team Up to Elevate Everyday Meals

• Trivia: Which Fruit is Known for its High Water Content and Dual Classification?

• Fresh Picks: Our Handpicked Produce Content from the Web

• How a Weekend of Tariff Chaos Unfolded for Fresh Produce Imports

• USDA Allocates $129.2 Million to Combat Exotic Fruit Fly Outbreaks

• BrightFarms: Redefining Freshness with a 24-Hour Seed-to-Shelf Journey

• Tip of the Day: Inspire Customers With What They Have

DOLE

Dole Earns Top Rankings in 2025 BrandSpark Most Trusted Awards

Dole has earned top honors in the 2025 BrandSpark Most Trusted Awards, ranking first in fresh fruit and salad kits and second in fresh berries.

Based on responses from over 29,000 U.S. shoppers, the awards recognize brands known for quality, reliability, and ethical practices.

William Goldfield, Dole’s Director of Communications, emphasized the company’s commitment to sustainability, social responsibility, and nutrition education. Dole’s long-standing reputation for freshness and safety continues to build consumer trust.

The BrandSpark program, now in its 12th year and presented by Newsweek, highlights evolving market trends and the importance of transparency in food production.

Goldfield credited Dole’s growers, distributors, and partners for ensuring high product standards and meeting consumer expectations.

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PARTNERSHIPS

NatureSweet and Barilla Team Up to Elevate Everyday Meals

“A Burst of Energy & Flavor” campaign from January to March.

They highlight the combination of NatureSweet Cherubs® tomatoes, rich in antioxidants, with Barilla Protein+® pasta, made from semolina wheat, lentils, chickpeas, and peas, providing 17 grams of protein per serving.

The initiative aims to inspire families to incorporate more plant-based and protein-rich foods without compromising on flavor.

It will feature promotions in supermarkets such as Kroger, Albertsons, and The Giant Company, along with digital advertising.

The campaign will include recipes to showcase how these ingredients can enhance everyday meals with nutritious and flavorful options.

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TRIVIA

_____ are made up of over 90% water, making them one of the most hydrating fruits.

Despite their name, they are classified as both a fruit and a vegetable.

⛈ Get Wiser to Weather Analytics for Better Crop Protection | Weather analytics integrates meteorological data, advanced algorithms, and real-time monitoring to help farmers make precise, timely decisions for crop protection, optimizing irrigation, pest control, and harvesting while minimizing weather-related (GrowingProduce.com | Jan 31, 2025)

🤵🏼 Trump Hits Canada and Mexico with 25 Per Cent Tariff From 1 February | President Trump announced 25% tariffs on Canadian and Mexican imports starting Feb. 1, citing trade and security concerns, sparking market volatility, potential retaliation, and fears of economic fallout, while some officials suggest possible delays. (FruitNet.com | Jan 31, 2025)

🥑 Global Market Overview: Avocados | The global avocado market is shifting due to increased production, changing demand, and logistical issues, with Peru, Israel, and Morocco leading supply while prices fluctuate; North America expects strong supplies from Mexico and California, Europe faces competition and economic challenges, and Morocco and Spain are expanding production despite price pressures, while Colombia and Peru explore new markets amid growing international competition. (FreshPlaza.com | Jan 31, 2025)

🫑 Growers Offer Insight on Mexican Produce | Despite winter, fresh fruits and vegetables from Mexico are arriving in the U.S. through Nogales, Arizona, with strong supplies of bell peppers, cucumbers, and eggplant, while some crops like zucchini face weather-related delays; various companies are rebranding, expanding programs, and reporting mixed market conditions with strong quality but slow sales due to economic factors. (ThePacker.com | Jan 30, 2025)

🫐 Breaking Berry Boundaries: NC State Improves Raspberries | North Carolina, a top producer of sweet potatoes and poultry, is not known for raspberries due to its hot climate, but NC State University and grower Cal Lewis have successfully introduced a long-cane growing method, proving that commercial raspberry production is possible in the state. (FruitGrowersNews.com | Jan 27, 2024)

TARIFFS

How a Weekend of Tariff Chaos Unfolded for Fresh Produce Imports

Over the weekend, the fresh produce industry faced chaos as the U.S. announced a 25% tariff on imports from Mexico and Canada, only to suspend it for Mexico after intense negotiations.

The tariffs, initially imposed under a national economic emergency, sent shockwaves through supply chains, leaving importers scrambling for answers.

By Sunday night, Mexico secured a one-month reprieve by agreeing to deploy 10,000 National Guard troops to combat drug trafficking.

However, Canada did not receive a suspension, prompting retaliatory tariffs on U.S. produce.

As businesses brace for potential economic fallout, the uncertainty surrounding the March 4 deadline for Mexico’s tariffs and ongoing Canada-U.S. tensions leave the produce sector in limbo.

The abrupt policy shifts have disrupted market stability, forcing importers, retailers, and growers to navigate a landscape where trade decisions can change overnight, with no clear long-term resolution in sight.

While the temporary suspension for Mexico was welcome news, the industry still faced significant uncertainty:

• Will the Mexico tariffs return on March 4? Without clear benchmarks for what Mexico must do to avoid the reinstatement of tariffs, businesses are left in a guessing game.

• How will Canada respond? With tariffs still set to go into effect against Canadian imports, U.S. producers are bracing for potential export losses.

• Will fresh produce receive exemptions? No official guidance has clarified whether perishable agricultural products will be subject to the tariffs long-term.

Trade organizations are urging businesses to remain cautious.

Even with the temporary suspension, the damage may already be done.

The fresh produce market operates on tight margins, and the mere threat of tariffs has already caused price fluctuations.

Importers who stockpiled inventory in anticipation of higher costs may now find themselves holding excess supply.

Retailers, wary of sudden price hikes, may hesitate to commit to long-term purchasing agreements.

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USDA

USDA Allocates $129.2 Million in Emergency Funds to Combat Exotic Fruit Fly Outbreaks

The USDA has allocated $129.2 million in emergency funds to combat exotic fruit fly outbreaks, protecting a $14.8 billion agricultural sector.

The funds, approved by Secretary Tom Vilsack, will strengthen prevention and eradication efforts in the U.S., Guatemala, and Mexico.

Fruit flies attack over 400 crops, causing economic losses and trade restrictions.

Part of the funding will be used to improve sterile insect facilities in California and Texas, a key strategy for controlling their reproduction.

The USDA, in collaboration with state agencies, aims to mitigate new outbreaks through enhanced surveillance and efficient control measures, ensuring the sustainability and competitiveness of U.S. agriculture.

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INDUSTRY SPOTLIGHT

BrightFarms: Redefining Freshness with a 24-Hour Seed-to-Shelf Journey

BrightFarms is a national leader in the indoor farming industry, revolutionizing the way produce is grown and delivered to consumers.

In a conversation with Produce Leader, Jess Soare, Senior Director of Marketing at BrightFarms, explained:

"BrightFarms is leading the charge in transforming how produce is grown and delivered, revolutionizing the indoor farming industry with a fresh, responsible approach.”

“Our mission is simple yet powerful: to bring more people the freshest, tastiest, and most responsibly grown greens in a way that benefits both people and the planet."

BrightFarms has established its reputation through innovation, sustainability, and a steadfast commitment to quality, placing itself at the forefront of a rapidly changing industry.

In addition to outlining its mission and strategic vision, BrightFarms is renowned for its state-of-the-art production techniques and extensive operational network.

The company operates eight high-tech greenhouses across the United States, including facilities in New Hampshire, Pennsylvania, Virginia, North Carolina, Illinois, and Texas, with plans to open another facility in early 2025.

As highlighted in Jess's own words, "Using cutting-edge hydroponic farming methods, we carefully control every step, from seed to harvest, to produce super fresh, pesticide-free greens that are ready to eat straight out of the package, with no washing required!"

"Our sunny greenhouses are kept at a perfect 72 degrees, creating the ideal environment for fresh greens year-round, despite the external climate.

We offer a variety of produce options, from classic greens to crunchy mixes and convenient, ready-to-eat salad kits."

Thanks to its regional growing model, the greens are on shelves in as little as 24 hours after harvest, ensuring optimal freshness when they reach the plate.

The remarkable operational excellence at BrightFarms is complemented by its diverse product offerings, which have been carefully developed to meet the demands of modern consumers.

The company’s portfolio ranges from classic greens and innovative crunchy mixes to convenient, ready-to-eat salad kits, all designed with consumer convenience and environmental responsibility in mind.

BrightFarms is on an incredible growth journey, making big strides to bring fresh, responsibly grown greens to more tables nationwide.

In September 2024, the company opened its greenhouse hub in Yorkville, Illinois, followed by the opening in Lorena, Texas, this past December.

And they’re not slowing down.

As the company forges ahead, its strategic initiatives underscore a holistic approach that balances cutting-edge technology with environmental stewardship and community engagement.

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TIP OF THE DAY

Inspire Customers With What They Have

Many customers struggle with meal ideas, often letting produce go to waste because they don’t know how to use it creatively.

Solve this problem with a "Reverse Shopping List" feature on your website, social media, or in-store displays.

Instead of searching for recipes and then buying ingredients, customers input (or select) the items they already have at home, and your system suggests additional produce items they can buy to complete a meal.

For example, if someone has rice and chicken, your system might suggest adding bell peppers and zucchini to make a stir-fry, along with a quick recipe.

You can display these suggestions in-store near the featured produce, or share them through an interactive website tool or app.

For an extra engagement boost, let customers submit their own "pantry rescue" meal ideas using your produce, rewarding them with discounts.

This campaign encourages impulse purchases, reduces food waste, and makes your brand a trusted source for easy, practical meal planning, all while boosting produce sales.