WASHINGTON, DC - Two new reports diving into the impact of the agricultural labor crisis were released by the International Fresh Produce Association (IFPA). With reports conducted by Texas A&M University, the Center for North American Studies, and leading agricultural experts, the organization is urging Congress to act quickly to avoid jeopardizing food security and national security.

“Out-of-control labor costs threaten to upend our food supply chain and push America’s fresh produce industry into crisis,” said IFPA Chief Executive Officer Cathy Burns. “These reports underscore the urgent need for congressional action to provide relief to growers and reform current regulations that expose employers to liabilities outside of their direct control and allow workers to receive wages for work they have not done.”

As a press release explained, a decreased domestic labor pool, increased reliance on the H-2A Visa program, and the program’s flawed wage calculation have dramatically impacted the cost and availability of labor, pricing U.S. growers out of the market. IFPA also noted that farm wages have grown more than 20 percent due to increases in the Adverse Effect Wage Rate (AEWR), the minimum hourly wage the Department of Labor requires employers to pay H-2A workers, which often does not match local market conditions.

Key findings from the studies include:

• The average farmer is unable to access 21 percent of their necessary workforce
• Reliance on the H-2A Visa program has surged by 300 percent since 2012, representing 10–15 percent of all agricultural labor jobs
• Jobs certified by the H-2A Visa program represent 10–15 percent of all agricultural jobs today
• Since 2020, a larger share of the total supply of fresh fruit in the U.S. was imported than grown domestically:
  • In 2000, 37 percent of fruits were imported, up to 55 percent in 2022
  • In 2022, fruit imports were 29 percent of the total supply, up from 9.5 percent in 2000

The House of Representatives and Senate are considering several pieces of legislation that would address various issues with the H-2A program. Included in these considerations are provisions that would maintain the current AEWR for the H-2A program, prevent the implementation of the recent May 2024 DOL rule, and reconsider a February 2023 DOL rule. Policymakers and the fresh produce and floral industries will gather next week for IFPA’s annual Washington Conference to address and discuss the most pressing public policy matters, including the agricultural labor and workforce crisis.

Learn more here.

And keep reading ANUK for more industry news.

BOSTON, MA - The fact I can’t hear someone say anything is “great” without thinking of Tony the Tiger, or the term “Oh yeah” without hearing the voice of the Kool-Aid man, is proof of the impact mascots and characters have on successful campaigns. Household name Ocean Spray Cranberries is reviving this strategy with the introduction of a farmer-inspired character with Just Add Cran™.

“We are thrilled to launch our Just Add Cran campaign, which shines a spotlight on the transformation that happens when you ‘just add cran’ to any dish or moment—good things happen,” said Monisha Dabek, Senior Vice President and Chief Commercial Officer, USA. “Additionally, through the introduction of Johnny, we are continuing to hero our co-op owners, who are the heart of our business, while introducing a new icon for the next generation.”

Developed in partnership with Orchard Creative, the new mantra—which will fuel all future creative work—is debuting with three new ad spots highlighting the company’s new Zero Sugar Cranberry Juice Drink, Craisins® dried cranberries, and the fan-favorite cran-forward juice blends line.

Johnny, the company detailed in a press release, acts as the straight-shooter cousin of the two beloved farmers featured in Ocean Spray ads from 2008 to 2018. Meant to embody the brand’s New England roots and the grit of the farmer-owners who serve as the core of the brand, this certainly aligns well with a no-filter trend being seen especially in demand with Gen Z and younger.

The company’s staple cranberry bogs, which centered on bringing the viewers to the flooded cranberry stage, will be brought to the people for the first time in the coming three campaign spots: Johnny shows up waist-deep in cranberries, the spots’ protagonist surrounded by the iconic floating visual and the call-to-action to “Just Add Cran,” showcasing what the company described as the evolution of one of Ocean Spray’s most famous visual assets.

The first ads stemming from the campaign, Video Conference, Lunch, and Dating, will air across streaming TV from today, June 10, through August 4.

With plans to be brought to life in-store and online, we will certainly report back on this and other impactful campaigns in our industry.

BROOKFIELD, CT - The Constitution State is seeing a spotlight as Big Y looks to expand and deepen its reach in the market, with three new locations joining its footprint before the year is up. The first, the retailer announced, is officially open to the public of Brookfield, Connecticut.

"This is a wonderful opportunity for us to bring our legendary customer service and quality products to the Brookfield community,” said Michael P. D’Amour, President and Chief Executive Officer. “We have had the pleasure of serving many neighboring communities for years. Now we’re excited to get to know our customers in Brookfield.”

A wide assortment of quality products and specialty items from local partners were a key feature of the retailer, including; Lyman Orchards in produce and bakery, Arethusa Farm specialty cheeses, Liuzzi Italian specialties in the deli, Chabaso Bakery artisan breads, and more within the location’s bakery, full-service butcher and seafood department, kitchen, and deli.

In addition to the brand’s promise of quality products and unmatched customer experience, the family market is bringing 100 part-time and full-time job opportunities to the area. New locations are also underway in Middletown and Westport, Connecticut, as well as Uxbridge, Massachusetts, which together will bring the total number of supermarkets to 77.

For a deeper dive, read the full announcement here.

Congratulations to the Big Y team! As we keep our finger on the pulse of all strategic expansions and shifts across the industry, be sure to read AndNowUKnow for the latest.

LEAMINGTON, ON, CANADA - With three Chef’s Choice Awards and a collection of 1^st, 2^nd, and 3^rd place awards, it’s safe to say Nature Fresh Farms is reflecting on a successful outcome at the 17^th annual greenhouse competition. As the company flexed its prowess in greenhouse farming, Nature Fresh was recognized for the quality, flavor, and overall consumer experience in the pepper, cucumber, tomato, and berry categories.

“It is an incredible honor to see our team recognized for the investment we make in creating products that are high-quality and flavor-forward,” commented Matt Quiring, Senior Vice President, Sales and Marketing. “It is a testament to the passion and expertise of our team, who consistently strive to exceed expectations and set new standards of quality in greenhouse farming.”

Quiring went on to note that for consumers, retailers, and foodservice partners alike, flavor is king, and Nature Fresh Farms has put extensive research and testing into its taste-focused programs.

Nature Fresh took home the following awards at the competition:

• Chef’s Choice English Cuke
• Chef’s Choice Organic Red Bell Pepper
• Chef’s Choice Roma on the Vine
• 1^st place Orange Bell Pepper
• 1^st Place Roma on the Vine
• 1^st Place Cocktail Tomato

As a press release shared, the grower also received acclaimed credit for products including its Sweet S’NAPS™, Blackberries, Orange Cherry on the Vine Tomatoes, Hiiros™ Tomatoes, Razzes Raspberries, Tomatoes on the Vine, and Mini Cukes.

“We’re always working on enhancing the consumers' eating experience through growing unique and exclusive varieties that challenge the standard varieties in the market and help differentiate the product offerings for retail and foodservice partners," added Quiring. “These awards serve to highlight that the effort our team puts into everything from seed selection to consumer trials helps us to continue to deliver superior product.”

As part of the annual competition, expert judges—including representatives from the Ontario Ministry of Agriculture & Rural Affairs, grocery store produce managers, chefs, and other industry professionals—conducted blind taste tests to evaluate all entries in the competition and award honors based on a myriad of criteria including product quality and flavor. To read more, click here.

A huge congratulations goes out to Nature Fresh Farms on its continuously evolving greenhouse prowess! Here’s to many more awards!