A group of produce companies has officially launched the Produce Coalition for USMCA, a new industry advocacy organization focused on protecting tariff-free trade and consumer access to affordable fresh fruits and vegetables. The coalition's stated mission is to advocate ahead of the upcoming USMCA review, which has significant implications for cross-border produce flows between the U.S., Mexico, and Canada.
This is a notable escalation from the broader ag industry advocacy already underway. While multiple letters and congressional testimonies have been filed in recent weeks, the formation of a dedicated produce-specific coalition signals that companies within the industry feel the stakes are high enough to warrant a standalone structure. The timing — ahead of the July review window — is deliberate.
For buyers and category managers, the USMCA review outcome will directly affect the cost and availability of key commodities including tomatoes, avocados, peppers, cucumbers, and berries sourced from Mexico. Worth tracking who joins this coalition and what specific policy positions they're advancing as the review moves forward.