WASHINGTON, DC - The International Fresh Produce Association (IFPA), the largest and most diverse international association serving the entire fresh produce supply chain, commended the Senate Appropriations Committee for advancing legislation that fully funds the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) Cash Value Benefit (CVB) for fiscal year 2026.

“This is a crucial win for the families who rely on WIC, and for the produce industry members who work every day to deliver fresh fruits and vegetables to American tables,” said IFPA CEO Cathy Burns in the recent release. “We are grateful to the Senate Appropriations Committee for protecting access to the fresh produce benefits that help build a healthier next generation.”

The current WIC fruit and vegetable benefit amount aligns with the 2017 National Academies of Science’s recommendations to increase fruit and vegetable consumption. Since its implementation, young children participating in WIC have consumed more fruits and vegetables daily, while growers have benefited from a broader variety of produce being purchased through the program than when benefit levels were lower.  

The Senate committee’s action comes in response to the House agriculture appropriations bill that proposed harmful cuts to the fruit and vegetable Cash Value Benefit. IFPA and its members have consistently urged full funding and the preservation of this benefit at its current, science-backed levels.  

“We look forward to working with lawmakers as the House and Senate move to conference negotiations and urge Congress to deliver a final bill that fully funds the WIC CVB and supports bipartisan efforts to improve dietary quality, support farmers, and increase fruit and vegetable consumption nationwide,” Burns added. “The fresh produce industry stands ready to support this effort every step of the way.”

IFPA has led advocacy campaigns in support of WIC, raising awareness of the program’s impact and the risks of funding cuts. For decades, the produce industry has consistently championed efforts to improve nutrition security and expand access to fresh, healthy foods. 

YUMA, AZ - For premium Medjool date brand Natural Delights®, this year’s theme is momentum. A strong crop, continued category growth, and integrated programs continue to fuel the brand’s growth. A recent conversation with Bridgette Weber, Sales and Marketing Manager, uncovered several key points of success for the brand.

“This past season was all about gaining momentum,” shares Bridgette. “We saw strong year-over-year gains in key retailers, particularly where we focused on in-store merchandising and shopper marketing. Our Ramadan push was the most expansive yet, helping drive a 93 percent weekly volume lift compared to non-Ramadan weeks.”

As Bridgette explains, Natural Delights also reached several milestones in innovation distribution, with its new Organic Coconut Mini Medjools gaining placement at a dozen retailers and continuing to expand. This launch caters to rising demand, allowing the brand to continue accelerating its momentum.

“We’re seeing the organic segment continue to gain share of the overall date category—and that growth is even stronger at the brand level for Natural Delights, where our organic items are outpacing the category in both velocity and dollar growth,” Bridgette states.

To support its growth, Natural Delights has leveraged integrated programs to help connect the dots between consumer awareness and in-store conversion.

“Our influencer and registered dietitian partnerships drove millions of impressions and helped us tap into key health and wellness conversations,” adds Bridgette. “Cross-merchandising, like our programs with California Walnuts, brought relevance to new snacking and charcuterie occasions. Similarly, holiday merchandising displays were more than just eye-catching—they gave retailers a full-turnkey solution that delivered results.”

Providing the foundation for this growth, the August 2024–July 2025 Medjool season has been abundant, delivering strong yields and excellent fruit.

“This is a notable shift from the previous season (August 2023–July 2024), which saw lighter volume due to weather challenges,” Bridgette notes. “This year’s crop provided the quality and supply needed to support everyday distribution, seasonal merchandising, and continued growth. Looking ahead to the upcoming Medjool harvest in fall 2025, we’re not anticipating any supply concerns.”

This upcoming harvest sets the stage for another strong year for Natural Delights, especially as the supplier focuses on increasing household penetration.

“We’re focused on getting dates merchandised where shoppers can find them—whether that’s integrated in the produce department, cross-merchandised near complementary items like nuts, or included in seasonal displays,” Bridgette continues. “As more consumers discover dates as a delicious whole-food snack, especially for energy and fiber, we see huge potential to bring new shoppers into the category and increase frequency among existing buyers.”

According to Circana data through June 15, 2025, the date category has grown 2.6 points to reach 11.9 percent household penetration, though Bridgette notes there is still room to grow.

“We’ve helped drive that growth by making dates more approachable and accessible, especially through snacking innovations like our Mini Medjool Date Rolls,” she says. These clean, simple, and convenient snacks resonate with both first-time buyers and loyal customers, making it easier for more people to discover and enjoy dates. At the same time, broader consumer trends are fueling interest in the category. Shoppers are increasingly drawn to whole-food snacking, fiber-rich diets, and low-ingredient, naturally sweet options—all areas where Medjool dates naturally shine.”

As it continues to fuel its brand momentum, Natural Delights’ growth is fully attributed to the hard work of its team and network of partners.

“None of this is possible without the work of our growers, retail partners, and the team behind the scenes,” Bridgette concludes. “We’re proud of how far the category has come, and we’re excited to keep pushing the boundaries for what’s next.”

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