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During the first week of May, the U. S. Department of Agriculture convened the first meeting of the Fruit and Vegetable Indus- try Advisory Committee of 2019.
Beginning in 2001, the Advisory Committee has met to help share industry insight to develop recommendations for the Secretary of Agriculture on issues impacting the U.S. produce industry.
Since its inception, the Advisory Committee has helped to guide produce industry priorities under consideration by federal agencies. Comprised of representa- tives from across the broad produce sector, the Advisory Committee has focused on both current and future challenges facing our industry. It has focused on several key areas the produce world has priori- tized including education, nutrition and increased consumption.
Additionally, the Advisory Committee has focused on broader challenges facing the produce world. Immigration and trade issues are two examples of this more comprehensive approach to policy recom- mendations. Given the increasing reliance on foreign labor, any administrative action with regards to the produce industry must consider the need for reforms to our immi- gration system.
Similarly, given the importance of trade and the growth of both import and export markets, federal policy makers must develop policies that not only address the challenges of today, but must plan for those that will come in the years and decades ahead.
The Advisory Committee has focused much of its work on helping to market produce to both domestic and international consumers. Over the past two decades, these consumers have been exposed to many new varieties of fruits and vegeta-
Advisory Committee Sets An Ambitious Agenda
BY JOHN HOLLAY, SENIOR DIRECTOR, GOVERNMENT RELATIONS AND PUBLIC POLICY, UNITED FRESH PRODUCE ASSOCIATION
bles. This has been an exciting opportunity for the fruit and vegetable industry, but many consumers are not familiar with these produce options, or how they might be best prepared and enjoyed.
Similarly, great strides have been made in creative ways to enjoy nutritious fresh fruits and vegetables. Thanks to our friends in the culinary world, fruits and vegetables that were only prepared and served in tradi- tional ways have found new life in exciting new applications. Gone are the days when kids cringed at the sight of foods such as Brussels sprouts on their plates, as both chefs and home cooks alike have learned how to remake old staples into tasty new options for families.
Given the dramatic increase in consump- tion of fruits and vegetables since 2001 when the Committee first met, the role of
the Advisory Committee has become more important. Its role has helped shape not only the U.S. Department of Agriculture’s work in the sector but also Congressional activity. This has resulted in the develop- ment of Farm Bill policies to ensure there is support for producers of all kinds. Given the importance of the synergy between Admin- istration actions and Congressional policy, the Advisory Committee’s role has been vital to the advancement of the produce industry.
The Advisory Committee will meet again later this year to further tweak recommen- dations developed by the subcommittees and finalize their suggestions to the Secre- tary. We look forward to their recommen- dations and further growing the role of produce in the American diet and the Amer- ican economy.
PRODUCE BUSINESS / JUNE 2019 / 7