IFPA chief executive will use her annual State of the Industry address to explore how today’s defining challenges are transforming the sector
International Fresh Produce Association (IFPA) chief executive Cathy Burns will open the 2026 Global Produce & Floral Show with the association’s annual State of the Industry address by looking at the forces reshaping the global fresh produce and floral community, and the opportunities emerging for businesses ready to act.
The address will take place on Wednesday 14 October at the Orlando event.
In the address, Burns will examine how today’s defining issues – including food safety and rebuilding consumer trust following foodborne illness outbreaks, trade and supply chain volatility, sustainability and climate, artificial intelligence and the imperative to grow consumption – are connected across one global system.
“The challenges confronting our industry do not exist in isolation, and neither do the solutions,” said Burns.
“This year’s State of the Industry will connect the dots across the issues shaping every business in fresh produce and floral – and show how our collective influence, innovation and impact can move the entire system forward.”
Without revealing the address’s full slate of insights, IFPA said that Burns will challenge attendees to consider what it takes to protect consumer confidence and trust, strengthen year-round supply, increase resilience and make fresh products easier for people everywhere to choose and enjoy.
She will also spotlight how IFPA is putting advocacy, intelligence and practical innovation to work for members in a period of accelerated change.
“Fresh products move at the speed of trust,” Burns said. “When confidence is strong, markets function, buyers buy and consumers choose fresh.
”This keynote will explore what our industry must do together to build that confidence, anticipate what is coming next and turn disruption into durable opportunity.”
The Global Produce & Floral Show will bring together more than 20,000 visitors and over 1,000 exhibitors on 14–16 October, with a new Wednesday-through-Friday schedule.
“Finally off the weekend, this year’s Global Produce & Floral Show is where our worldwide community brings its toughest questions – and finds the people, ideas and momentum to answer them,” Burns added.
“The future of fresh will not be shaped by one company, one country or one idea. It will be shaped by all of us, and this is where that work comes to life.”
