ATLANTA – The world faces enormous challenges related to health, climate and a host of other issues.

The fresh fruit and vegetable industry is in the perfect position to help solve many of them.

That was the main message of the State of the Industry speech delivered Oct. 17 by Cathy Burns, president and CEO of the International Fresh Produce Association, on the first day of the group’s annual Global Produce & Floral Show.

Climate change is already having an effect on the world’s fruit and vegetable and food supply in general, and it will only get worse if technology can’t keep up with warming temperatures worldwide, Burns told attendees.

In the next 30 years, if new technologies don’t mitigate the effects of climate change, there’s a 50% chance the world will suffer a major “food shock” that will significantly disrupt production, Burns said, citing a Lloyd’s of London forecast.

In addition, climate-related inflationary forces are expected to raise food prices 3% annually in the near future.

Fortunately, in addition to cutting-edge solutions, there’s one old-fashioned one that will help make sure that never happens, Burns said.

“The best thing you can do if you care about the climate and the environment is to eat more fresh fruits and vegetables. Our industry has the most sustainable products on the planet.”

Shifting to an entirely plant-based diet would lead to a 75% reduction in emissions and a 54% increase in water quality, Burns said, citing an Oxford University study.

IFPA is doing its part, too, creating a technology accelerator program to address climate problems and other issues that can be mitigated through new technologies.

In addition, IFPA was recently granted observer status from the United Nations to participate in the UN’s climate change program negotiations.

On another front-burner issue, global health, Burns was equally if not more bullish on produce’s role.

“We are the solution to the global health crisis. People need our products, and we need to provide them so they can live their best lives.”

All around the world, Burns said, people are struggling to maintain a nutrient-rich diet.

Only 55% of people, for instance, live in countries with adequate availability of fresh fruits and vegetables. Healthy diets are out of reach of 3 billion people, and up to 1 billion risk losing access to healthy foods if a major food supply shock occurs.

Obesity, stroke, diabetes and heart disease are just the headliners among the health conditions that can be treated with more produce-heavy diets.

IFPA will do its part by appointing a chief medical officer to advise its foundation on health-related research and messaging, such as increasing the number of “produce prescriptions” in lieu of traditional drug treatments.

And there are signs, Burns said, that more people are taking that health message to heart. Not only are dollar sales of produce up this year – volumes are also expanding.

“We have the opportunity to change consumer behavior and provide new experiences, and we don’t need to reformulate our products to do so.”

Burns delivered more good news on health and consumption to show attendees. The association played a key role in saving fruit and vegetable benefits in the WIC program, ensuring that more low-income Americans, particularly children, will have access to fresh produce.

“Besides doing the right thing for children and families, it saves a $1 billion in produce sales,” she said.

Other wins for IFPA in the past year cited by Burns include stopping a PLU sticker ban from being implemented at the state level. The association is currently  fighting that same battle at the national level in both Australia and New Zealand.

In the EU and Canada, meanwhile, IFPA has joined the effort to make sure produce is exempt from proposed food packaging bans. The association will also use $10 million of a new $25 million grant from the US Department of Agriculture to research and develop new sustainable packaging.