New USDA-funded IFPA initiative incentivizes regenerative farming

WASHINGTON, March 12, 2026 – With the U.S. Department of Agriculture’s focus on regenerative agriculture, International Fresh Produce Association BB #:378962 was awarded federal funding as part of USDA’s Advancing Markets for Producers grant program, marking a successful navigation of administration priorities from a climate smart emphasis to market competitiveness.

IFPA’s “Advancing Markets for Sustainable and Regenerative Agriculture in Specialty Crops” project is a continuation of the sustainability and resiliency pilots the organization was developing previously, along with new investment from the current administration.

“Fresh produce growers have always been on the front lines of sustainability, and today, this leadership is essential to building resilient farms and food systems. By advancing practical, economically viable sustainability solutions such as these regenerative agriculture pilots, we help growers strengthen their operations, adapt to environmental and market challenges, and remain competitive for the long term,” said IFPA Vice President of Sustainability Tamara Muruetagoiena. “We are committed to working with producers, policymakers, and supply-chain partners to ensure approaches like these remain scalable, flexible, and rooted in measurable outcomes.”

The association is seeking 30 additional growers of select specialty crops to complement the 70 producers already enrolled in the program. Partnering with IFPA in this initiative are Measure to Improve, Croptrak, and Cornell University Soil Health Lab.

Muruetagoiena noted that IFPA is looking specifically at producers in California and Washington State to trial and adopt conservation practices through targeted incentives and tailored technical assistance. Incentives will focus on at least one of six sustainable and regenerative production practices, with the end goal of advancing market opportunities and competitiveness for fruits and vegetables grown using these methods.

These regenerative production practices are:
• Alley Cropping
• Nutrient Management
• Residue and Tillage Management
• Short-Season Cover Crops
• Soil Amendments and Mulches
• Water Management

The eligible annual and short-lived perennial crops IFPA seeks for project participation are strawberries, tomatoes, carrots, onions, broccoli, kale, specialty greens, sweet potatoes, blueberries, and cane berries. IFPA is also looking for long-life perennial crops such as those grown in vineyards and orchards.

“As interest in regenerative agriculture grows from both a public and policy perspective, it’s important that these audiences understand that fresh fruits and vegetables is the original sustainable food choice as growers have been stewards of the environment for thousands of years. Fresh produce rightfully should be central to all efforts to make our planet and food systems healthier,” Muruetagoiena added.

IFPA has long championed regenerative agriculture, emphasizing grower-led solutions that enhance environmental performance while safeguarding long-term economic viability. The association remains committed to advancing policies that strengthen agricultural resilience, expand technical and transitional support for growers, and promote clear, outcomes-based regenerative frameworks that work across diverse crops and regions.

For more details on how to engage with the regenerative agriculture pilots, visit the IFPA website.

About the International Fresh Produce Association (IFPA)
The International Fresh Produce Association (IFPA) is the largest and most diverse international association serving the entire fresh produce and floral supply chain and the only to seamlessly integrate world-facing advocacy and industry-facing support. We exist to bring the industry together to create a vibrant future for all. We grow our members’ prosperity by conducting advocacy, connecting people and ideas; and offering guidance that allows us all to take action with purpose and confidence. IFPA represents member companies from small family businesses to the largest international corporations throughout the global fresh fruit and vegetable supply chain, including growers, shippers, fresh-cut processors, wholesalers, distributors, retailers, foodservice operators, industry suppliers and allied associations.

Contact: Ashley Sempowski, media@freshproduce.com, (202) 303-3406