
First, a shout-out to Jerry Hagstrom, who has been covering farm and food policy in Washington longer than just about anyone, for his piece in The Fence Post on the International Fresh Produce Association’s push to get members to sign up for its Advocacy Action Network. Jerry reads the fine print so the rest of us don’t have to.
According to Jerry, IFPA’s new chair, Elyse Lipman of Lipman Family Farms, told members in Orlando that surveys show 88% of consumers lost confidence in fruits and vegetables after this year’s Cyclospora outbreak. Her pitch: join the network so the industry can be mobilized quickly to contact Washington on everything from the farm bill to tariffs to programs that increase consumption. “We need to advocate for fresh with one voice,” she said.
I agree. I have spent more than three decades cleaning up after foodborne illness outbreaks, and I want Americans eating more fruits and vegetables, not fewer. My firm represents many of the people sickened in this year’s Cyclospora outbreak, and I can tell you none of them want to be afraid of a salad.
But one line in the story stopped me. The framing was that the industry’s Cyclospora problem was more with consumers and social media than with government. With respect, the problem was with a parasite that made people sick. Consumers did not lose confidence because of TikTok. They lost it because they, or someone they knew, got sick, and because they were too often left guessing which product, which company and which store. IFPA hired a global crisis communications firm and stood up a Cyclospora Rapid Response Task Force. Fine. But you cannot message your way out of a food safety problem.
So, if IFPA is building one voice, here is what I would like to hear it say:
Bring back the Microbiological Data Program. This one should be first on the list, and IFPA is uniquely positioned to make it happen, because IFPA’s predecessors helped kill it.
A little history. In 2001, USDA’s Agricultural Marketing Service launched the Microbiological Data Program (MDP) to collect data on harmful bacteria in fresh produce. State agriculture labs tested fruits and vegetables pulled from more than 600 distribution sites for Salmonella, Listeria, Shigella and pathogenic E. coli. Sampling ran through 11 states representing roughly half the U.S. population, and MDP supplied close to 90 percent of all available bacterial pathogen data on produce and fed CDC’s PulseNet. It cost about $5 million a year.
It worked. MDP testing prompted at least 19 produce recalls in two years, and it helped pinpoint outbreak sources, including Salmonella Javiana in green onions in 2009. That was the problem, at least for some in the industry. United Fresh and other trade groups lobbied for years to eliminate the program, arguing it cost growers millions in recalls and unfairly targeted farmers. The FY2013 budget zeroed it out, and MDP shut down in December 2012, which, by Food Safety News’ analysis, eliminated more than 80 percent of public pathogen testing of produce. FDA never filled the gap. I called for MDP’s return in 2024, and I am calling for it again.
United Fresh and PMA are now IFPA. If the industry wants to tell consumers it is serious about safety, there is no more credible message than asking Congress to restore and fully fund the surveillance program it once lobbied to end, and to expand it to cover parasites like Cyclospora, which MDP never tested for. Independent, random testing is how you find problems before people get sick and how you show the public the produce aisle has nothing to hide.
Traceability, on time. IFPA says it is pushing for implementation of traceability requirements. Good. Say it loudly, and mean the FSMA 204 Food Traceability Rule, with no more delays. The faster an outbreak is traced, the shorter the hit to the entire category.
Transparency, not secrecy. Nothing kills consumer confidence like a public health notice about an “unnamed” product. I am finalizing citizen petitions asking FDA to stop treating the identity of outbreak-implicated firms as confidential and to require retail consignee lists in Class I recalls. If consumers know exactly what to avoid, they don’t have to avoid everything. I would welcome IFPA’s comments and support.
Fund the people who solve outbreaks. CDC, FDA and state and local public health labs are the industry’s best friends when something goes wrong. Cutting them is a false economy that the produce aisle pays for.
Prevention on the farm. Clean water, clean hands, and audits that actually mean something. The cheapest outbreak is the one that never happens.
The fastest way to win back that 88% is to make sure there is not a next time, and when there is, to tell people quickly and specifically what to throw out. If the Advocacy Action Network wants to carry that message to Washington, sign me up. My number has not changed.








