Seventy-five years ago, the Anaheim region in California was a sea of orange groves, a landscape that has since evolved, largely thanks to Walt Disney, into the iconic home of Disneyland California. As Cathy Burns addressed the audience at the IFPA’s Global Produce & Floral Show in Anaheim, she urged them to ponder the future of the fresh produce industry over the next 75 years, highlighting both the hopeful and challenging aspects of the journey ahead.
In her presentation, Burns dissected the state of the industry into three categories: good news, bad news, and news that remains uncertain.
The Good News: One of the industry’s strengths is its ability to innovate from within. Burns celebrated the rapid development of artificial intelligence (AI) and its application in the fresh produce sector. She shared examples of recent global advancements, including the Dutch company One Third, which designed an optical scanner allowing store customers to assess the ripeness of avocados. Meanwhile, in Japan, certain 7-Eleven stores employ palm-scanning technology to monitor customers’ vegetable consumption. Additionally, prescription programs designed to prevent cardiovascular disease have the potential to avert 296,000 cases in the United States. All of these developments represent opportunities to boost fresh produce consumption and reduce food waste. Presently, approximately 14% of all food produced is lost between harvest and retail.
The Bad News: Consumption is a significant hurdle that the produce industry must grapple with. While there has been some growth in recent years, there remains untapped potential. Burns highlighted the shift in strategies, pointing to Weight Watchers’ pivot from lifestyle change to anti-obesity drugs. She lamented that for some, the allure of pharmaceutical solutions may overshadow the importance of sustainable farming. Alarming statistics show that one-third of children aged 1 to 5 do not consume their daily fruit, and nearly half of them miss out on daily vegetables. To compound the issue, 57% of children consume sugary beverages daily. Inflation is also a growing concern, dissuading consumers from fruits and vegetables, while extreme weather events, fueled by climate change, impact food security and poverty, potentially pushing over 122 million people into hunger and destitution in the next seven years. Employee burnout is another critical issue, with 48% of workers and 53% of managers reporting feeling overwhelmed at work. This disengagement costs the global economy a staggering $8.8 trillion.
The Uncertain News: Cathy Burns acknowledged the uncertainty surrounding new innovations. She cautioned that the initial hype surrounding new technologies may exceed their effectiveness, and while it may be early to vilify AI, businesses may grapple with implementation and implications. Tasks that currently demand substantial time and effort could become fully automated. Burns predicts that AI will significantly impact the agricultural industry, primarily in high-tech, banking, and pharmaceutical sectors. She concluded by emphasizing the power of collective action in addressing the challenges ahead, declaring, “It’s the easiest thing in the world to say, ‘Someone ought to fix that.’ We ARE that someone. Yes, it will feel overwhelming at times, but no matter the size, nature, source, or timing of any challenge, action is the answer, always.”