IFPA soft launches ‘realest food’ campaign 

WASHINGTON, DC – The International Fresh Produce Association BB #:378962 debuted its new consumer campaign, urging Americans to “eat the realest food all day every day.” 

IFPA CEO Cathy Burns told the Washington Conference June 9 the campaign soft launched in early June and is a joint effort with the Foundation for Fresh Produce BB #:157162. 

“Consumers need to know every meal and every snack must have fruits and vegetables,” she said. 

Burns had a broader message to conference attendees, that their years of advocacy for the fresh produce industry is paying off. 

“Advocacy is not a side project but a primary one as we fight for fresh,” she said. “Specialty crops deserve a seat at every table, and our message is getting through, and that is because of you.” 

Burns said the last few years of policy wins for specialty crops shows that leaders in government do listen when the industry has a clear and aligned message. 

She said the produce industry needs to share its story with legislators that to improve Americans’ health through higher produce consumption, the entire supply chain needs to be improved. 

“Americans’ health depends on fruits and vegetables,” Burns said. “You cannot be healthy without fruits and vegetables. We need a stable food system that produces at scale every day. When the infrastructure is strained, our health is threatened.”