By Elyse Lipman
I’ve been close to Southeast produce my entire life, and it’s been my privilege to watch the family business, Lipman Family Farms, grow. No matter how much of the North American map we cover, we’re still Florida growers at heart.
But I’m also a consumer, and even though I’m immersed in day-to-day operations, it can be easy to lose track of the enormous effort it takes to bring good, fresh food to market.
Lost Connections
As I’ve grown with Lipman and step into the role of International Fresh Produce Association (IFPA) chairwoman, I’ve become increasingly aware of how important it is to advocate for fresh. It’s clear to me that consumers have lost the connection to their food, where it comes from and who is taking care of it on its journey from field to plate. The general population has lost a connection to local farmers, and it’s affecting the industry.
We have assumed that because our products are healthy, that they speak for themselves, and we have assumed that consumers know that produce is the best thing to have on their plates.
We have assumed they understand what it takes to do what we do, and why this industry is so special.
Sharing Our Stories
We have assumed our story speaks for itself. The problem is that the headlines speak, too. In recent months, we’ve learned the hard way that if we don’t tell the story of fresh produce, somebody else will.
According to Circana data shared recently in The Packer, produce went from a 2% dollar growth through early July to a 6% decline after the cyclosporiasis outbreak story hit the news.
The narratives that consumers hear — and often times create — affect our business in measurable ways. We need to tell our stories.
Here’s one worth telling: We grow more than good food. We’re growing healthy people. Tomatoes, peppers, squash, broccoli … what we grow is one of the most affordable forms of preventative health. Food — in particular, produce — is medicine.
Each grower reading this right now is helping to make America healthier.
Less than one-third of Americans eat enough fruits and vegetables. For an industry whose sole purpose is to get more produce on people’s plates, that number is not adequate. However, good work is being done. From policy to global partnerships, our industry is bringing positive change to the supply chain. But we need to do more to drive consumer education and ensure our products are accessible and affordable.
My own family has farmed in Florida for four generations. We’ve worked hard to feed people and help people in our communities. For the better part of a century, we’ve been growing vegetables and goodwill in the places we call home. From Georgia to the Carolinas to California, we’ve been a part of daily life, beyond filling pantries and dinner tables. Our story is not unique.
Our industry is stronger when we fight for fresh with one voice. As IFPA board chair, I look forward to leading that voice in 2027, but the nation’s growers make it true. With every safe, fresh crop that lands on a family’s table, our voice becomes stronger and more trustworthy.
We need growers to tell our stories. If you’re not part of an industry organization like the IFPA, join one. Take a seat on the committees of your commodity or your state and local organizations. With growers amplifying our message, consumers can find their way back to the people who grow their food.
Elyse Lipman is chief executive officer of Lipman Family Farms and chair of the International Fresh Produce Association’s board of directors.