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- 🌱 Who’s Getting the $2.14B from USDA?
🌱 Good afternoon, and welcome to today's fresh newsletter!
In today's email:
USDA Launches $2.14B Specialty Crop Support
Nature Fresh Farms Appoints New CEO
Fresh Picks: Our Handpicked Produce Content from the Web
UK Farmers Protest ‘Tractor Tax’ Over Threat to Family Farms
West Pak Avocado: The Family Business Taking Over the World
Tip of the Day: Incorporate Sustainability Metrics in Marketing
USDA
USDA Launches $2.14 Billion Initiative to Support Specialty Crop Farmers and Strengthen Disaster Recovery
Agriculture Secretary Tom Vilsack announced two new USDA programs to support U.S. farmers growing specialty crops like fruits, vegetables, and nuts.
These initiatives address market barriers, provide pre-market storage solutions after severe weather events, and promote resilience in agriculture.
The Marketing Assistance for Specialty Crops program allocates $2 billion to sustain the domestic specialty crop supply and expand market opportunities.
The Commodity Storage Assistance Program dedicates $140 million for storage and packing facilities, aiding disaster-affected farmers, particularly in the Southeast recovering from recent hurricanes.
These programs align with a broader disaster assistance package from the Biden-Harris Administration, which includes resources for the Emergency Relief Program and rural infrastructure investments.
Specialty crop producers, who accounted for $24.6 billion in U.S. exports in 2023, face unique challenges like high marketing costs and labor-intensive processes.
These USDA efforts aim to enhance competitiveness, building on previous programs like the Specialty Crop Block Grant Program.
The storage initiative extends disaster recovery support, helping farmers rebuild capacity lost to hurricanes and storms.
Eligible farmers can apply starting December 2024, with resources available through June 2025.
CEOs
Nature Fresh Farms Appoints Patrick Criteser as CEO
Nature Fresh Farms, a leader in sustainable greenhouse agriculture, has appointed Patrick Criteser as its new CEO, effective December 2.
Criteser, known for his transformative 12-year leadership at Tillamook County Creamery Association, where he grew revenues by over 250%, brings 30+ years of experience across prominent companies like Nike, Disney, and Procter & Gamble.
This leadership change comes as Nature Fresh Farms continues its rapid expansion across North America.
Founded in 1999 by Peter Quiring, the company has grown from an 18-acre greenhouse into a 2,500-acre enterprise spanning Canada, the U.S., and Mexico.
Renowned for sustainability and innovation, it produces award-winning crops like Hiiros tomatoes and employs advanced techniques such as coconut husk planting, closed-loop water systems, and biological pest control.
Quiring, transitioning to executive chairman, described Criteser as the ideal leader to scale the company’s operations while maintaining its commitment to sustainability.
President John Ketler will retain his leadership role, ensuring continuity during this growth phase.
Criteser expressed enthusiasm for advancing the company’s mission of delivering sustainable, high-quality produce, emphasizing collaboration to achieve long-term success.
📈 Labor Costs Make Up 38% of U.S. Fresh Produce Expenses Amid Rising Wages | U.S. produce farmers face rising H-2A wages, averaging 38% of expenses, with Hawaii’s rate hitting $20.08/hour in 2025. Regional disparities and added costs strain competitiveness. (VerticalFarmDaily.com | Nov 25, 2024)
🚜 Trump Picks Brooke Rollins to be Agriculture Secretary | Brooke Rollins, president of the America First Policy Institute and former Director of the Domestic Policy Council under Trump, has been nominated as USDA Secretary. (Reuters.com | Nov 24, 2024)
🍎 North Carolina Apple Growers Look Ahead After Hurricane Helene | Hurricane Helene devastated apple growers in Henderson County, North Carolina, causing a 20-30% crop loss, infrastructure damage, and a significant hit to roadside sales during peak tourist weeks, leaving long-term recovery and survival uncertain for smaller and aging growers. (GrowingProduce.com | Nov 23, 2024)
🍊 Fruit and Vegetable Export Growth for Spain | Spain's fresh fruit and vegetable exports surged in January-September 2024, with volumes up 9% to 9 million tonnes and value rising 5% to €13.04 billion. (Fruitnet.com | Nov 22, 2024)
🍅 Global Market Overview: Tomatoes | The global tomato market faces challenges with fluctuating supply and demand across regions. In Europe, tomato cultivation has declined by 700,000 tons over the past decade (FreshPlaza.com | Nov 22, 2024)
📉 Thanksgiving Dinner Costs Dip Again, Survey Shows | The 39th annual American Farm Bureau Federation survey reveals that a Thanksgiving feast for 10 costs $58.08 this year, down 5% from last year but still 19% higher than five years ago. (ThePacker.com | Nov 21, 2024)
BEYOND AMERICA
UK Farmers Protest ‘Tractor Tax’ Over Threat to Family Farms
Thousands of farmers gathered outside the British Parliament to protest an inheritance tax, dubbed the "tractor tax," which they claim jeopardizes family farms and food security.
The policy, part of the Labour government’s recent budget, imposes a 20% tax on inherited farms valued over £1 million, starting in 2026. Previously, such transfers were tax-exempt.
Critics, including farmers and industry advocates, argue the tax ignores the financial realities of farming, where high land values contrast with narrow profit margins.
Many fear heirs will be forced to sell parts of farms to pay the tax, disrupting generational farming traditions.
Protesters displayed signs like “No Farmers, No Food, No Future,” and TV personality and farmer Jeremy Clarkson called on the government to reconsider.
The Labour government contends the tax affects only the wealthiest estates, with Finance Minister Rachel Reeves estimating 500 farms annually.
Payments can be spread over a decade, and the tax rate is half the standard inheritance tax.
However, farmers dispute these projections, citing broader impacts on rural communities.
This protest highlights growing rural discontent with Labour’s fiscal policies, exacerbated by existing challenges like cheap imports, supermarket pricing pressures, and climate change.
INDUSTRY SPOTLIGHT
West Pak Avocado: The Family Business Taking Over the World
West Pak Avocado has transformed over 40 years from a small family business in Southern California into a global leader in the avocado industry.
Operating as a grower, packer, and distributor, the company sources from the U.S., Mexico, Colombia, Peru, and Chile, with distribution centers strategically placed across North America.
Its mission is to deliver high-quality, sustainable, and responsibly sourced avocados while maintaining its core values of integrity, respect, and commitment to growth.
The company’s success is supported by significant investments in technology, including advanced sorting and ripening systems like the Compac 9000 CIR.
These technologies ensure consistent quality and freshness, while strategically located facilities optimize efficiency.
West Pak’s headquarters and main packing house in Murrieta, California, serve as the gateway for U.S. operations, complemented by facilities in Mexico and distribution centers in Texas, Illinois, New Jersey, and beyond.
Sustainability is central to West Pak’s strategy.
Its last sustainability report outlines commitments to environmental stewardship, social responsibility, and ethical practices.
The company adheres to rigorous food safety protocols, including GAP and GHP standards, ensuring safe and compliant products.
To meet the rising demand for organic avocados, West Pak has expanded its organics program, offering non-GMO, pesticide-free options certified by the USDA Organic Seal.
Products like “Lil’ Cados," mini-sized avocados for single servings, and the "California Gold" line showcase its innovative offerings.
Organics now represent over 15% of U.S. fruit and vegetable sales, and West Pak is positioning itself to capture more of this market.
West Pak also emphasizes customer engagement through initiatives like the AVO360 program, providing year-round avocado supplies, branded packaging, and marketing support tailored to retail and food service sectors.
This approach aligns with their customer-centric and sustainability-driven philosophy.
The company nurtures a strong workplace culture, promoting inclusivity and collaboration, which it celebrates annually during Global Company Culture Month.
They believe that a great company culture enhances productivity, attracts top talent, and evolves continuously to meet the changing needs of the business and its employees.
This month, the company unveiled a new bag program featuring avocados from key growing regions: California, Mexico, and Colombia.
This initiative is part of their AVO360 Full-Service Experience, designed to enhance the avocado shopping experience for retailers and ensure a consistent, year-round supply of quality fruit.
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TIP OF THE DAY
Incorporate Sustainability Metrics in Marketing
Showcasing measurable sustainability metrics like water usage reduction, energy savings, or waste minimization can significantly enhance your brand's appeal to eco-conscious consumers.
Sharing these metrics on your packaging, social media, or website not only highlights your commitment to sustainability but also helps build trust with your audience.
Consumers increasingly prioritize brands that take meaningful steps toward environmental responsibility, and providing specific data, such as gallons of water saved or tons of waste diverted, underscores your impact.
This transparency positions your brand as a leader in environmental stewardship and sets you apart in a competitive market.
Additionally, communicating these efforts fosters brand loyalty by aligning your values with those of your customers.
Over time, a consistent focus on sustainability can help reinforce your reputation and attract environmentally aware customers who are willing to support businesses driving positive change.
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