Church Brothers Farms Hosts EPR Forum with Patrick Owens of Circular Action Alliance, Addresses SB 54 Challenges; Mishalin Modena Comments

SALINAS, CA - California's Plastic Pollution Prevention and Packaging Producer Responsibility Act, better known as SB 54, reached a key implementation milestone on May 1.

As the industry grapples with the immediate challenges posed by SB 54, Church Brothers Farms is proactive in seeking a solution. Earlier this month, the company hosted a discussion with Patrick Owens, an active consultant to the Circular Action Alliance (CCA), offering growers across Salinas the chance to have their voices heard.

“One of the biggest takeaways was that SB 54 is much more impactful than many companies initially expected. The reporting requirements are extensive, covering everything from consumer packaging to shipping materials. The source reduction requirements also raised a lot of questions, especially since reductions are measured against a fixed 2023 baseline regardless of business growth,” shared Mishalin Modena, Director of Sustainability and Corporate Engagement.

To an audience of growers, shippers, distributors, and sustainability leaders from across the industry, Patrick provided an overview of SB 54 requirements, discussed strategies to reduce packaging fee exposure, and answered questions directly from the audience.

“There was a lot of discussion around fees, packaging classifications, and the food safety exemption pathway. Patrick emphasized that while exemptions exist, they are very narrow and will require strong documentation and continued industry advocacy,” Mishalin noted.

With questions and feedback taken directly back to CAA, the conversation also reinforced how important it is for produce companies to stay engaged.

“Many attendees felt that working together as an industry and maintaining open communication with organizations like the CAA will be critical as implementation continues,” Mishalin added. “The interest and engagement in the room made it obvious that this is a conversation the produce industry wants and needs to continue.”

With plans for a follow-up event later this year, Church Brothers Farms plans to continue the conversation as SB 54 implementation moves forward and the regulatory landscape continues to evolve.

Overall, the message was clear: EPR is here, the timelines are moving quickly, and now is the time to start evaluating packaging, data tracking, and compliance strategies if you haven't already.