GPFS Education Festival 2023: Taking stock of talent, trends, and technology in fresh produce

October 31, 2023

Anaheim, CA -- After kicking off the first day of the 2023 Global Fresh Produce & Floral show with Cathy Burns’ State of the Industry, attendees spent the morning taking in several fast-paced live speaker sessions. Bidding farewell to the traditional workshop format, these casual conversations built on the largest themes facing the industry today. Here are some of the highlights:

Fresh Produce Packaging: The Demand, The Technology, The Reality

For decades, the industry has focused on recycling. The focus has since shifted to finding solutions for sustainable packaging; materials that can be returned back to the earth. One of the panelists remarked, “Biodegradable is so 2010,” – it doesn’t feel like long ago, but that’s 13 years!

Trying to move forward collectively as an industry will not be a quick win. Produce packaging cannot be resolved within the next two years, but represents a long-term effort. The industry needs to be able to fund the infrastructure to recycle today, and have tangible milestones at age stage, as regulations and consumer pressures loom.

Currently, the landscape is fragmented. While some retailers may actually want plastic containers, others may want to use bioplastics. Therefore, the industry’s role is to try to educate and not greenwash their offerings. The last thing they want to do is trick people into thinking their new packaging is better when it’s actually worse for the environment.

Globally, there are different standards, which make it difficult to predict what the final end solution would look like. Industry members need to be proactive in order to keep up with demand, technology, and regulations.

Government Relations: The DC Top 5

What is the government up to, and how does it impact the fresh produce industry? IFPA’s panel of advocacy experts shared how they are working for you, and how you can confidently There are so many ways to be an advocate within the industry. Perhaps one of the largest focuses for the industry right now is the farm bill. A very important piece of legislation, it impacts every part of the fresh produce supply chain.

However, as panelists noted, “Advocacy is a drumbeat that is ongoing, 365 days a year. As an association and as an industry, the ability to consistently advocate is comparable to training for a sport. We have science on our side, and need to keep up the fight to achieve our goals.

What Do They Really Want?

People know that fruits and vegetables are good for them, but they still aren’t eating them to the extent they should. This session discussed how to get consumer habits formed, so that they will indeed be eating fresh produce to improve their health.

The panelists pointed to the data that IFPA’s experts have put together in order to navigate and translate data to inform business goals, and make products more attractive. The goal is to take an “inside out” approach to view the consumer’s world, and identify opportunities for growth. This can include climate change, the weather, and inflation.

Additionally, each demographic has a different set of values, so the solution will not take a one-size-fits-all approach. For example, it was noted that men often don’t receive flowers unless they die. In terms of cooking, the pandemic created a new set of home chefs that haven’t been as reliant on take-out as they could be, as the worst of COVID-19 has passed.

Tapping into the power of produce to make people happy requires several strategies, and IFPA is here to help. The Foundation for Fresh Produce had an “aha moment” upon learning consumers consider fruits and vegetables two different categories. Fruits are easy to eat, while vegetables require preparation. Using this knowledge to plan campaigns is paramount. We want to increase basket size, but it must also be easy and enjoyable. How do we get there?

2024: What You Need to Know to Play by the Rules

During this session, panel members shared lessons learned from the world of food safety standards, certifications, and “audit fatigue.” They pondered where we are trying to go as an industry, while acknowledging that a single certification to satisfy an industry isn’t entirely feasible.

Panelists noted that twice-a-month meetings to share the latest on food safety keep the dialogue flowing. Audit fatigue may rear its head here, however it’s important to make several considerations when developing standards and setting benchmarks.

It has become clear that everyone needs a seat at the table so that we can achieve these standards together. The same conversations, in the same room, are needed to ensure future success. And it starts with a company’s leadership. Companies should look within, at their personnel, to see what’s happening within the supply chain, in order to understand the changes ahead.

Ask The Subject Matter Experts

Food safety and sustainability continued to be massive topics at the forefront of the Education Festival. How do we get our message across? What are we sustaining? How do we educate all relevant parties?

With these questions in mind, panel members pointed to one example featuring regulators. They may not fully understand packaging standards, and find themselves in a bottleneck because of the multitude of requirements. Regardless of the situation, IFPA wants to be able to provide members the right tools to succeed. But first, it all begins with a two-way dialogue. We want to hear from you, and determine the best way to help.

IFPA strives to empower members with its working groups, led by members like yourself. Sustainability makes companies stronger, and more resilient for the challenges ahead. It’s an important mindset that must be part of a company’s culture.

How to build a food safety culture? It all begins with a sustainability culture. However, panelists acknowledged that there isn’t an unlimited budget to maintain food safety and sustainability. Additionally, it can be difficult to measure the return on investment. How can one measure prevention? Well, if there is an outbreak, that is an additional cost to consider.

As the session wrapped up, the final takeaway became clear – sustainability is a way of doing business, and it will not be going away. Companies would be wise to plan ahead today.

Generation-Based Produce & Floral Marketing

The panel members featured in this session all serve on IFPA’s Marketing Council. They discussed how to market to various demographics, where they’re at in their life journey, and how they think in retail situations.

Gen Z was a large focus, as their buying power continues to grow. Gianna Fiore, a Food Marketing Major at St. Joseph’s University, was the sole Gen Z member of the panel, and shared her thoughts on what would appeal to her as a floral consumer. Once again, sustainability and packaging emerged as a great consideration. However, Fiore cited her generation dwelling in smaller spaces, such as college dorms, and therefore the need for keeping a product in tact, but using less packaging while doing so.

Locally-grown products were also discussed – they pose a catch 22 because are consumers willing to buy something available one time of the year? What if they are grown in a greenhouse? Consumers would like to support the local economy, but how local is local? A farmer’s market versus products grown 100+ miles away will yield different responses.

And lastly, the topic of social media influencing was discussed. While Baby Boomers said influencers did not impact their buying choices, younger demographics credited social media for learning about recipes, new products, and how to prepare food. With only certain demographics interacting with brand videos, marketers must strategize ways to appeal to additional demographics. Once again, a one-size-fits-all approach will not suffice.

GPFS Education Festival 2023: Taking stock of talent, trends, and technology in fresh produce

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