Relationships Still Drive the Future of Produce
The IFPA Global Produce & Floral Show once again proved why relationships remain at the heart of the produce industry. While the conversations on the floor are more data-driven than ever before, one thing hasn’t changed — progress in this industry still depends on trust, collaboration, and shared purpose.
There’s a noticeable shift happening in how our industry talks about technology and traceability. It’s no longer just a compliance conversation — it’s about harnessing data to make smarter, faster, and more strategic decisions across the supply chain. From sustainability and shelf life to cold-chain visibility and FSMA 204 readiness, it all comes down to one thing: connecting data and people to shape the future of fresh food.
Events like IFPA are where old relationships are reignited and new ones take root. The most meaningful discussions this year centered on data-sharing — how to do it securely, collaboratively, and in a way that benefits everyone from grower to retailer.
As innovation accelerates, one theme keeps emerging: technology alone isn’t enough. The companies making the greatest strides are those who partner strategically — aligning data systems, investing in interoperability, and creating visibility that supports every link in the chain.
When technology is built on strong relationships, it doesn’t just meet compliance needs — it drives value, prevents waste, and helps businesses make better decisions in real time.
The takeaway from Anaheim wasn’t just about where the industry stands — it was about where it’s going. Traceability, shelf life, and digital connectivity are no longer isolated initiatives; they’re converging to create a smarter, more predictive supply chain.
The companies that embrace openness, collaboration, and shared data will define the next chapter of produce innovation.
A Call to Action
The produce industry is at its most collaborative moment yet. Now is the time to double down on partnerships, lean into data connectivity, and reimagine traceability as a shared opportunity — not a compliance burden.
Because in the end, it’s not just technology shaping the future — it’s the people who choose to connect.
Written by Johnna Hepner
Johnna Hepner brings over 30 years of experience driving innovation in food safety and supply chain systems. She has held leadership roles at the Produce Marketing Association, Markon Cooperative, and iFoodDS, where she championed initiatives to enhance food safety, improve supply chain transparency, and advance digital adoption in the produce industry.
