New Program to Boost Tech Solutions in Fresh Produce Industry

Danielle LealIndustry

Solutions to current challenges in the fresh produce industry could already be developed, but used in a different industry. International Fresh Produce Association has launched the Fresh Field Catalyst program. It’s an opportunity for tech companies to explore options within the ag industry. Vice President of Marketing at California Avocado Commission and program mentor, Jan DeLyser said, “The produce industry extends into every community across the globe and growing access and consumption is critical to global public health.” She adds, “There is huge potential for those companies looking to enter the industry. There are few other opportunities that provide so much promise for both individual companies and the world.”

The Fresh Field Catalyst is a six-month-long program. IFPA is looking for start-up, scale-up and international technology solution providers to participate. IFPA will connect those providers with leaders and companies within the fresh produce and floral industries. Vice President of Innovation at IFPA, Vonnie Estes said, “Many solutions to our industry challenges may already exist, but the creators aren’t aware of the potential our industry holds for both growth and impact. The accelerator is like building a superhighway directly into our industry for global potential partners.”

Those in the program will have one week of in-field meet-ups on the West Coast. Throughout the duration of the program, participants will have bi-weekly virtual meet-ups with industry members from across the supply chain. These meetings will address challenges, access to funding, tech solution successes, and industry statistics. Participants will also get one-on-one mentoring and access to IFPA resources. In addition, participants will be featured as exhibitors during the Global Produce and Floral Show in Florida. Applications are currently being accepted. Roughly a dozen companies will be chosen by April 29, 2022, and must attend the immersion week program in California starting on May 9, 2022. For more information and to apply visit

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Danielle Leal
Multi-Media Journalist & AgNet News Hour Anchor