The A.I. Buzz in Produce Explained

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Produce Leaders
October 21, 2024

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

👉 In today's email:

  • Recap of IFPA’s 2024 Global Produce & Floral Show

  • IFPA 2024 State of the Industry: Our Thoughts

  • Fresh Picks: Our Top 5 Favorite Pieces of Recent Produce Content

  • Why is A.I Being Mentioned So Much In the Produce Industry?

  • Top 10 Food & Beverage Trends for 2025 (Forecast by Whole Foods Market)

  • Industry Spotlight: California Giant Berry Farms: Growing More Than Just Berries

GPFS 2024

IFPA Global Show 2024: A Celebration of Innovation, Sustainability, and Industry Growth in Atlanta

The International Fresh Produce Association (IFPA) concluded its Global Produce & Floral Show in Atlanta, bringing together over 3,000 attendees and buyers from 70+ countries across 331,000 square feet of exhibit space.

IFPA CEO Cathy Burns highlighted the event’s impact, emphasizing innovation, sustainability, and shared industry goals.

Key moments included Burns’ State of the Industry address, where she announced IFPA’s new observer status with the United Nations Framework Convention on Climate Change and discussed advocacy wins like progress with the WIC program.

The event also saw the launch of the “Fight for Fresh” campaign and the unveiling of the 2025-2027 Strategic Plan.

Inspirational speakers such as Netflix co-founder Marc Randolph and Kroger CEO Rodney McMullen contributed to the Education Festival, providing business insights.

Networking thrived with 1,100 exhibitors, including 130 first-time participants, and over 210 companies featured in the Fresh Ideas Showcase.

Special events included the Foundation for Fresh Produce 5K, which saw record participation with 830 runners.

Expo Awards honored standout exhibitors, with Little Leaf Farms named Best First-Time Exhibitor, and Alpine Fresh winning Best Island Booth.

Bolthouse Fresh Foods earned recognition for Best Sustainable Packaging with its Home Compostable Bag, while Pure Flavor’s Amora Mini Melons won Best Product Promo.

The event closed with a look towards 2025 in Anaheim, reflecting IFPA’s ongoing mission to foster industry growth through innovation, advocacy, and collaboration.

STATE OF THE INDUSTRY

IFPA 2024 State of the Industry Address Highlights A.I, Advocacy, Innovation, and Global Challenges in Produce and Floral Sectors

The 2024 IFPA State of the Industry Address, delivered by CEO Cathy Burns in Atlanta, highlighted critical themes such as advocacy, technological innovation, climate challenges, and community engagement within the produce and floral sectors.

Burns celebrated the preservation of the WIC program’s fresh fruit and vegetable benefit as a $1 billion advocacy win, stressing the importance of unity in achieving policy change.

The address spotlighted technological advancements, including AI’s impact on packaging and self-checkout systems, while also addressing concerns about employee trust in AI.

Burns called for shifting routine tasks toward more meaningful work and fostering discussions about AI’s role in the workforce.

Climate challenges were emphasized, with warnings about rising food inflation driven by “climate-flation.” Burns referenced a Lloyds report predicting a 50% chance of a global food shock within 30 years and introduced IFPA’s Fresh Field Catalyst Technology Accelerator to develop sustainable solutions.

Workforce dynamics were also addressed, with a focus on attracting Millennials and Gen Z by fostering inclusivity and belonging.

Burns underscored the need to nurture purpose-driven cultures, citing the importance of managerial leadership in driving engagement.

Sannounced the creation of a Chief Medical Officer role within The Foundation for Fresh Produce to advance public health through increased fruit and vegetable consumption.

Additionally, the newly launched “Fight for Fresh” campaign aims to influence lawmakers and protect the industry’s relevance.

IFPA’s global presence was emphasized, with Burns urging the industry to â€śshift from global thinking to global doing” through advocacy and collaboration.

The address concluded by celebrating the unity of the produce and floral industries, affirming IFPA’s commitment to championing the value and relevance of fresh produce worldwide.

🧑‍💼 Seen and heard at IFPA's Global Produce and Floral Show 2024 | ThePacker.com

🧑‍🌾 Global Farmers Eye Agtech and Sustainability | Fruitnet.com

OPINION

Why is A.I Being Mentioned So Much In the Produce Industry?

The produce industry has seen a growing buzz around artificial intelligence (A.I.).

In fact, in this past IFPA Global Produce & Floral Show, “A.I” was mentioned quite a lot, even on the State of the Industry, but is it a hype, or is something big really coming?

This might seem like an odd match at first glance, a field reliant on nature, blending with cutting-edge tech, but the reality is that A.I. is reshaping how we grow, harvest, and distribute fruits and vegetables.

The surge in A.I. discussions within the industry signals more than just a passing trend, it’s a fundamental shift in how the future of agriculture is being imagined.

One of the primary reasons A.I. is gaining traction in produce is the industry's increasing complexity. As supply chains grow more intricate and climate change affects growing seasons, farmers and distributors are under pressure to meet demand while minimizing waste.

A.I. tools can predict crop yields, optimize irrigation, and even detect plant diseases early, allowing for more efficient and precise farming.

These technologies help farmers make data-driven decisions, often leading to better crop quality and less resource consumption, something the industry desperately needs as sustainability becomes a non-negotiable part of doing business.

A.I. is also making waves in post-harvest logistics.

Automated systems can sort and grade produce faster and more accurately than human workers, and yes, this is not coming in the future, it’s here already.

These machines analyze texture, color, and size in ways that were unimaginable a decade ago, ensuring that only the best-quality products hit the shelves.

And with labor shortages continuing to challenge the industry, A.I.-powered robots are stepping in to fill critical gaps in the workforce.

Retailers are another key player driving the A.I. conversation.

Predictive analytics, powered by A.I., can forecast consumer demand based on weather patterns, regional preferences, and even economic trends. This not only helps reduce food waste by avoiding overstocking but also ensures that consumers find fresh produce when they need it.

Companies leveraging A.I. are better equipped to manage their inventory, making the supply chain more resilient and reducing losses, both financially and environmentally.

However, it’s not all rosy. The rapid adoption of A.I. is also raising concerns. Smaller farmers may struggle to afford the technology, potentially widening the gap between industrial-scale operations and local, family-owned farms.

There’s also a growing debate about how A.I. will impact jobs, as automation replaces many traditional roles in both farming and retail. For an industry that has long relied on human labor, this shift could disrupt livelihoods, especially in rural communities.

Despite these challenges, it’s clear that A.I. is more than just a trend in the produce industry.

It’s a tool that, if used responsibly, can help tackle some of the biggest challenges facing the sector today.

As we move forward, the question isn’t whether A.I. will change the industry, it’s how we will adapt to ensure that these changes benefit everyone involved, from the farmers in the fields to the consumers at the grocery store.

A.I. in produce is here to stay, and its mention will only grow louder as the industry evolves.

TRENDS

Top 10 Food & Beverage Trends for 2025 (Forecast by Whole Foods Market)

Whole Foods Market has unveiled its top 10 food trend predictions for 2025, celebrating the 10th anniversary of its annual trend forecasting report.

Curated by the Trends Council, which includes culinary experts, buyers, and foragers, the report highlights innovations and evolving consumer preferences shaping the future of food.

Key trends include the rise of global fusion snacks like mango sticky rice chips, versatile dumplings in vegan or pizza-filled variations, and a renewed focus on crunchy textures in meals with items like mushroom chips and crispy grains.

Hydration-centered beverages are also gaining momentum, with cactus waters, chlorophyll drinks, and electrolyte popsicles appealing to both adults and children.

Sustainability remains central, with home-compostable packaging and eco-friendly wine and beer practices reflecting the industry’s environmental focus.

The popularity of tea continues to expand into sparkling varieties and plant-based milk teas, while aquatic plant-based ingredients like seaweed and water lentils offer nutrient-rich, sustainable options.

Sourdough flavors extend beyond bread to crackers, pizza crusts, and even chocolate.

Additionally, the report highlights a shift toward whole-food protein sources, such as organ meats and cottage cheese, blending traditional and organ proteins for convenient meal solutions.

These trends emphasize innovation, sustainability, and cultural exploration, shaping the way consumers eat in 2025 and beyond.

INDUSTRY SPOTLIGHT

California Giant Berry Farms: Growing More Than Just Berries

Founded in 1983 by Bill Moncovich, Pat Riordan, Frank Saveria, and Red Bryant, California Giant Berry Farms began with a straightforward vision: to grow and deliver the best strawberries while giving back to the community.

Initially operating under the name New West Fruit Corp, the company transitioned to California Giant Berry Farms in 1998.

From these humble beginnings, the company has grown into a global leader in berry production, offering strawberries, blueberries, blackberries, and raspberries, both conventional and organic.

With operations spanning the Americas, including North and South America, California Giant has become synonymous with high-quality berries and a strong sense of community responsibility.

Based in Watsonville, California, the company’s year-round supply of berries is made possible through strategic partnerships with growers across regions such as Oregon, Georgia, Chile, and Mexico.

California Giant has built long-lasting relationships with these partners, ensuring that they meet rigorous standards for quality, sustainability, and food safety. These partnerships not only facilitate berry production but also align with the company’s values of fairness, respect, and collaboration, fostering a culture of mutual growth.

At the heart of California Giant’s success is its commitment to quality and consistency. The berries go through multiple stages of inspection, from field assessment to packaging and distribution, ensuring they meet strict criteria for size, taste, and freshness.

The company’s cold chain logistics, combined with innovative tools such as blockchain technology, allow for real-time tracking from farm to fork, minimizing waste and ensuring transparency.

This focus on quality is complemented by their sustainability efforts, which are integrated throughout their supply chain. From exploring biodegradable mulch films to using 100% recycled content in packaging, California Giant strives to reduce its environmental footprint.

Image: Courtesy of California Giant Berry Farms

Beyond its operational prowess, the company takes pride in being a family-oriented business, with many employees having been with the company for over two decades.

The average employee tenure of 9.1 years reflects the strong workplace culture and the emphasis on community within the organization. This commitment extends to initiatives like employee wellness programs, competitive compensation, and efforts to promote diversity within the workforce.

Recent employee engagement surveys show that satisfaction levels are 8% above the industry average, reinforcing the company’s dedication to maintaining a positive work environment.

California Giant is also deeply rooted in philanthropy, with the California Giant Foundation, established in 2015, playing a pivotal role in its community engagement.

The foundation focuses on four key pillars: childhood obesity and nutrition, hunger and food insecurity, disease prevention and awareness, and general community support.

Through partnerships with organizations such as Meals on Wheels and the American Cancer Society, the foundation aims to make a meaningful impact.

Fundraising events organized by the foundation, like the annual Skirt Steak BBQ, not only raise funds but also foster a sense of unity among employees and the community.

In the realm of sustainability, California Giant has made significant strides, conducting materiality assessments aligned with the Sustainability Accounting Standards Board (SASB) framework to evaluate its environmental and social impact. This approach reflects the company’s belief that sustainability is integral to long-term business success.

By collaborating with environmental organizations and other agricultural companies, California Giant actively works to reduce plastic waste and explore innovative farming practices.

Bill Moncovich, CEO and co-founder | Image: Courtesy of California Giant Berry Farms

The company’s vision of being the most resilient fresh berry company in the world is not just a corporate statement; it’s embedded in its everyday actions.

With a focus on community, philanthropy, and sustainable practices, California Giant distinguishes itself in a competitive market.

CEO and co-founder Bill Moncovich encapsulates this ethos by emphasizing that the company’s mission transcends competition, aiming to deliver healthy, high-quality berries to as many people as possible.

TIP OF THE DAY

Use Social Media Contests to Engage your Audience

Have you explored using social media contests to engage your audience and increase brand awareness?

Hosting a contest or giveaway on platforms like Instagram or Facebook encourages your followers to engage with your brand, spreading the word about your produce to a wider audience.

Ask participants to share a photo of a dish made with your produce, tag your brand, and use a branded hashtag for a chance to win a prize, such as a free produce box or discount voucher.

Promote the contest in your newsletters and social media channels to maximize participation.

This not only boosts engagement but also provides you with user-generated content for future marketing campaigns.

Social media contests are a fun and interactive way to build excitement around your brand, increase visibility, and attract new customers.value to your products, making every bite more enjoyable for your customers.

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