who we are

The Joy of Fresh

Bright. Flavorful. Nutritious. Delightful. Surprising. This is the experience of fresh produce and floral, and sharing it with the world is at the heart of everything IFPA does.

Fresh produce and floral have a unique power: they bring people together.

The Joy of Fresh Around kitchen tables, at farmer's markets, across continents and cultures — the simple act of growing, sharing, and enjoying fresh food and flowers creates connection, nourishment, and delight.

The Joy of Fresh is IFPA's commitment to championing that experience everywhere. It's the thread that runs through our advocacy on Capitol Hill, our industry events around the globe, and our work alongside the members who grow, pack, ship, and sell the fruit, vegetables, and florals that make life better.

More than a tagline, the Joy of Fresh represents a belief: that the global fruit, vegetable, and floral industries are forces for good, and that promoting their interests means promoting healthier communities, stronger economies, and a more vibrant future for all.

In Action

Bringing the Joy of Fresh to Life

IFPA doesn't just talk about the Joy of Fresh — we bring it directly to the people and places where it matters most.

Stage with two large screens displaying "THE JOY OF FRESH" in bold letters against a pink background, surrounded by colorful fruit and flower imagery.

flagship event

The Global Produce & Floral Show

Each year, the Joy of Fresh takes center stage — literally — at IFPA's flagship event. Thousands of industry leaders from around the world gather to celebrate innovation, forge new partnerships, and showcase the best the fresh produce and floral industries have to offer.

2026 Activation

The White House Easter Egg Roll

In 2026, IFPA members brought the Joy of Fresh Farmer's Market to the South Lawn of the White House during the 148th Easter Egg Roll. Families enjoyed nutritious, snack-sized fresh produce treats donated by leading growers and packers — giving children a fun, firsthand taste of healthy eating.

Macro shot of bright red cherries with stems and water droplets

Colorful exhibition booth in an arena with multiple displays and a sign reading "THE JOY OF FRESH."

On Capitol Hill

Washington Conference & Eastern Market

During IFPA's Washington Conference, the Joy of Fresh comes alive through immersive activations at D.C.'s historic Eastern Market. Featuring fall harvest produce, flower braiding, and interactive programming, these events connect congressional staff, consumer advocates, and D.C. residents with the industry's story — complementing the critical advocacy work IFPA members are doing just blocks away.

Why It Matters

Because the Joy of Fresh isn't
just something we celebrate —
it's something we fight for.

The fresh produce and floral industries touch billions of lives every day. They feed families, sustain livelihoods, drive economic growth, and bring beauty into homes and communities worldwide.

But the challenges are real — from trade policy and food safety to supply chain resilience and workforce development. IFPA exists to bring the industry together to meet those challenges head-on, and the Joy of Fresh is the "why" behind that work.

When we advocate for smarter trade policies, we're protecting the Joy of Fresh.

When we invest in food safety science, we're safeguarding it.

When we connect growers, innovators, and policymakers, we're expanding it.

Join Us

Whether you're a grower, shipper, retailer, foodservice operator, floral professional, or technology innovator — if you have a place in the fresh produce and floral industry, you have a place in IFPA.

Together, we can bring the Joy of Fresh to more people, in more places, every day.

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