WASHINGTON, DC - 24 retail banners gathered alongside suppliers during the first Retail Council meeting under the International Fresh Produce Association’s new volunteer structure. Sitting down to confront long-standing obstacles to collaboration and reimagine partnership, a handful of association insiders gave a glimpse into the key takeaways.

“You can’t build a collaborative relationship if you don’t understand the realities of your partner’s business,” said Joe Watson, IFPA Vice President of Retail, Foodservice, and Wholesale. “We heard again and again that trust starts with shared understanding and open, honest conversation.”

Honing in on trust being hard to build and easy to break, Joe said that, first and foremost, retailers and suppliers have a shared goal of delivering value to consumers. Despite this, however, each is sometimes at odds with the other on the best way to accomplish that.

“The heart of our discussion came down to one thing: transparency. Surprisingly, feelings were mixed on this,” he shared. “Some believe the biggest challenge is a lack of transparency—either due to poor-quality information, miscommunication, or inconsistent data sharing practices. In other cases, there were reports of too much transparency, where oversharing creates confusion or undermines confidence.”

Striking a fine balance, acknowledging that conversations are critical even when the need for those check-ins is not mutual, rang as a new goal for all sides involved. With both sides often working toward different definitions of success, conflicting KPIs, short-term priorities, and a lack of joint business planning were cited as points that could turn strategic partnerships into transactional exchanges.

“What if the industry could build partnerships from scratch, with no baggage and no bad habits? That’s exactly the challenge participants took on. The blueprint they created wasn’t radical, but it did demand a cultural shift,” Joe observed.

At its core, the ideal partnership model includes:

• Mutual transparency: From costs to crop conditions, trust requires full visibility on both sides
• Strategic alignment: A shared vision and a 3-to-5-year planning horizon creates room for innovation and agility
• Long-term commitment: True collaboration isn’t seasonal—it’s sustained
• Open dialogue: Regular, consistent conversations, preferably in person, are vital to navigating challenges
• Collaborative tools and structures: Joint business planning, aligned KPIs, and vendor tools make strategic alignment possible
• Flexibility and adaptability: Retailers and suppliers must be willing to adjust specs, sell the full crop, and problem-solve together
• Education and empathy: Understanding each other’s world—whether it’s farm realities or retail logistics—is key to building solutions that work

Personal connection was repeatedly cited as a differentiator; picking up the phone, walking fields together, and making human interactions happen to build trust.

“Technology is helpful, but it can’t replace personal relationships,” one participant noted. “Those are what carry you through the hard moments.”

High staff turnover, while technological tools meant to connect increasingly replace in-person interactions, was cited in retrospect on both sides, but the IFPA saw optimism on the horizon.

“The tools to move forward already exist. What’s needed is intention—and the patience to stay the course,” Joe stated. “This meeting didn’t solve all the challenges between retailers and suppliers—but it didn’t aim to. What it did accomplish was more important: a shared acknowledgment that while the barriers to trust are real, they are not insurmountable.”

Attendees pointed to several building blocks for stronger collaboration:

• Patience and consistency
• Cost-sharing and risk-sharing models
• Open-book conversations on costs, challenges, and trade-offs
• Better use of data to drive smarter planning and execution
• Educational partnerships
• Knowledge transfer playbooks standardizing how teams onboard, share best practices, and navigate transitions

Ultimately, the group called for guidelines that define what success looks like on each side and provide clear pathways for joint action.

“In a sector where everyone depends on everyone else, that kind of collaboration isn’t just good business—it’s the future,” Joe concluded.

As we continue to report the pathway for both sides holding up the bridge between the product and the consumer, keep reading AndNowUKnow.

ORLANDO, FL - This summer, the National Mango Board (NMB) is teaming up with fan-favorite Squishmallows to celebrate peak mango season in the sweetest way. Launching nationwide, the partnership will promote the joy and nutritional benefits of fresh mangos through a playful, multi-channel campaign that includes a giveaway, in-store activations, and digital content, bringing together the joy of mangos with the collectible fun of Squishmallows to engage fans and drive excitement all season long.

"Mangos bring a wonderful taste experience, and partnering with Squishmallows, a brand known for its fun and appeal, is a perfect match to amplify the enjoyment of summer and peak mango season," said Ramón Ojeda, executive director at the National Mango Board, in a recent press release. "This partnership is a celebration of happiness through the delicious experience of eating fresh mangos and the uplifting energy that Squishmallows bring to so many."

Running June 16 through July 31, the campaign serves as a celebration of fresh mangos and their place in summer routines—from snacks and smoothies to family shopping trips and seasonal traditions. Timed to coincide with National Mango Day on July 22, the campaign will feature a nationwide giveaway, providing fans the chance to win limited-edition Squishmallows mango plush toys.

"Squishmallows inspire so much joy, and this collaboration with the National Mango Board is a tasty way to celebrate summer fun," said Sara Rosales Montalvo, SVP of Communications at Jazwares. "With more than 3,000 Squishmallows, you never know what unexpected place you will find your favorite. This promotion pairs the vibrant world of Squishmallows with fresh mangos to create a unique and playful experience for fans of both brands."

Designed to create excitement around fresh mangos at retail during peak mango season, the activation will highlight the fruit's versatility and nutritional goodness, while connecting with consumers through the popularity and playful appeal of Squishmallows. Mango fans can enter the giveaway by visiting Mango.org/Summer before 11:59 p.m. EST on July 31. Winners will be notified via email.

To learn more about the National Mango Board and stay up to date on all mango-related news, visit Mango.org.

MACON, GA - BrightFarms, a national leader in indoor farming, celebrated the opening of its newest greenhouse in Macon, Georgia. The facility is the most advanced in the state. BrightFarms and its parent company Cox Farms, a Cox Enterprises company, invited Macon leaders and other distinguished guests from across the state to explore the future of greenhouse technology. The grand opening event featured interactive tours of the new Cox Farms Discovery Center, an expert-led panel discussion on the future of food, and an inside look at how BrightFarms is redefining freshness, innovation, and accessibility.

“Georgia has been home to Cox since 1939, and we’re proud to deepen our roots in the state through this significant investment,” said Steve Bradley, president of Cox Farms, in a recent press release. “This greenhouse is creating jobs, expanding economic opportunities, and supporting sustainable agriculture. We are committed to generating long-term value for our communities, employees, and partners by increasing access to fresh, locally grown produce and fostering workforce development.”

The Macon facility, powered by advanced, state-of-the-art greenhouse technology, and now fully operational with eight acres underglass, began shipping produce to retailers in late 2024. It represents a significant investment in Georgia’s agricultural industry and workforce. The greenhouse has the capacity to serve the entire Southeast, having already created more than 125 new jobs and supporting workforce development throughout Macon and surrounding communities. Following the successful openings of the greenhouse hubs in Texas and Illinois, the BrightFarms Macon facility marks the company’s third major greenhouse since the summer of 2024.

“We’re excited to mark the opening and impact of our first greenhouse in Georgia with an immersive and educational experience,” said Kelvin Hill, general manager of BrightFarms’s Macon, Georgia greenhouse. “This celebration is more than a ribbon-cutting – it’s a chance to showcase how we’re prioritizing sustainability, investing in local talent, and expanding access to fresh, locally grown produce across the Southeast.”

At present, the Macon site is designed to produce approximately 22,000 pounds of lettuce per day, helping reduce food miles and improve food security in the region. It currently houses eight acres of growing space, with an additional 24 acres to be developed on the property as demand builds. This will add to the more than 700 acres of indoor farming in operation by Cox Farms, the largest greenhouse operator in the U.S. and Canada.

For more information, visit www.brightfarms.com and www.coxfarms.com.

SONORA, MX - During what is traditionally the most dynamic period of the Mexico grape season, an early monsoon season has emerged in the region. The production areas of Sonora, Mexico, received unusually early rain on June 1.

“After a major weather event, the crop impact is currently unknown. There is an initial period where losses tend to be overestimated and volume is allocated instead of pushed,” explained John Pandol, Director of Special Projects, Pandol Brothers.

The 10 weeks from early May through mid-July are usually the most unpredictable, John tells me.

“As assessments are made, every player will evaluate their committed grape programs and make adjustments,” John continued. “The volume in question will make it more important than ever for retailers to stay in close communication with their suppliers.”

The last time the monsoon season arrived early in the Sonora region was over two decades ago, on May 28, 2005. While challenges may be posed by the storm’s early arrival, John notes that there are still opportunities for retailers to fuel category success.

California’s Coachella Valley remains unaffected, and Central California grapes are only a month away.

Stay tuned for more industry updates from AndNowUKnow.

TRAVERSE CITY, MI - Blueberries are a vital part of the berry section in the produce department, and retailers need to stay up-to-date on the latest developments in the sector. I touched base with North Bay Produce’s Ryan Lockman, who was more than happy to clue me in on the supplier’s current domestic blueberry crop and how buy-side partners can take advantage this summer.

“Promote often and understand that, due to increased consumption levels, price points at retail may not have to be as aggressive as in years past. We are witnessing new realities in consumer behavior, particularly with blueberries, at overall higher retail price points,” Ryan explains.

Although the domestic blueberry crop had a rough start in the Southeast, as Ryan explains to me, northern regions are primed for a great crop, with production as expected.

“North Bay has a very diverse and abundant supply of blueberries during the summer/domestic months of production. Along with our product offerings, we also provide a high level of service, which we believe sets us apart from the rest of the market,” Ryan says.

In addition to its conventional offerings, the supplier also offers Premium blueberries and blackberries under its RESERVE® label, as well as Jumbo blueberries and organic blueberries.

Stick with ANUK for the latest updates across fresh produce.

WASHINGTON - Equitable Food Initiative, the capacity-building and certification organization that partners with growers, farmworkers and retailers, is recognizing National Safety Month by calling attention to the essential role of worker engagement in reducing safety risks, associated costs and providing resources to help reduce such instances.

According to the National Safety Council, workplace injuries cost U.S. businesses $176.5 billion in 2023, including $53.1 billion in wage and productivity losses and $36.8 billion in medical expenses. More than 103 million days were lost in 2023 due to workplace injuries. Agriculture remains among the most dangerous industries, with injury and fatality rates significantly higher than the all-industry average.

“June is the perfect time to remind the fresh produce industry that worker safety is not just a moral imperative—it’s a business strategy,” said LeAnne R. Ruzzamenti, director of marketing and communications at EFI, in a recent press release. “Companies that prioritize the voices of their workers are seeing direct results in reduced injuries, increased efficiency, and improved worker retention.”

With labor shortages continuing to strain the agricultural sector, EFI stresses that safety cannot be improved without engaging the estimated 2.5 million U.S.-based farmworkers. Studies show that when workers feel empowered to identify hazards and propose solutions, organizations benefit from both a safer environment and a more stable workforce. Gallup reports that disengaged employees are 64% more likely to be involved in a safety incident than their engaged counterparts.

EFI’s collaborative worker-management teams have led safety improvements such as reorganizing traffic flows, improving lighting, clarifying communication signals, implementing ergonomic practices to prevent repetitive motion injuries, improving ladder designs, tractor use, access to hydration and shade, and much more. These initiatives are not only worker-driven but also enhance productivity, efficiencies, and worker retention.

“One of the simplest ways to improve safety is to listen to and engage with workers,” Ruzzamenti added. “When workers are trusted partners in business operations, safety becomes a shared responsibility rather than a top-down mandate.”

EFI has trained more than 4,700 farmworkers and managers in communication, problem-solving, and conflict resolution through its certification program across the United States, Mexico, and Central America.

National Safety Month, launched by the National Safety Council in 1996, serves as a reminder for organizations across all sectors to assess safety risks and take action. EFI urges produce companies to use this opportunity to evaluate health and safety plans and to engage workers for a safer and more resilient agricultural supply chain.