4 | Winter 2021/22
much duplication. Regional trade
associations and regional produce
shows will continue to thrive and
offer all the competition IFPA will
need to stay focused and relevant.
I look forward to 2022 and the
renewal that a new year always
brings. I have my personal goals
of improving my diet and exercise
regimen and staying relevant in
my universe...even without Meta
(Facebook), TikTok, and Instagram.
I suspect I will have to put international
pleasure travel on hold for
another year, but it has been fun
discovering new places to unwind
within driving distance and that will
continue. (By the way, Southern
Oregon has lots to offer.)
For the produce industry, I hope
for a continuation of this rain that
has been drenching my house for
the past two days so we can continue
to feed the nation and fireproof
our landscape. Don’t forget, about
50 percent of our nation’s fruits,
vegetables and nuts still come from
the Golden State. Our farmers are
a resilient bunch who do tend to
find a way, despite the challenges.
I also hope that this renewed
love for cooking and eating fresh
food that necessarily accompanied
the pandemic lockdown, survives
beyond it. It’s great for our nation’s
collective health as well as for the
health of our industry.
EDITOR’S VIEW
By Tim Linden
A New Year Is Dawning
The sun is setting on 2021 and
2022, full of hope, is peaking
its head over the horizon.
Similar to a year ago, we know the
coming year will be fraught with
challenges.
Most of us expected 2021 to
mark the end of the coronavirus,
but it has not yet happened. I
continue to do my part in trying to
stop the spread. I wear a mask when
appropriate, avoid crowds when
possible, have had my three shots
and will be in line for the fourth if
it becomes recommended. As one
who received my first vaccine with
the polio epidemic of the 1950s, I
just don’t get the anti-vax movement.
It has been accurately stated
that farmers grow the best medicine,
but dedicated scientists working
away in their labs for our benefit
come in a close second.
I remain thankful that in my
corner of the world, we’ve been
lucky to have not been devastated.
Like others, I did lose a close relative
to the virus this past year and
we continue to mourn my sister-inlaw’s
passing. I try to balance that
loss against the other good fortune
we continue to receive. All the
members of my nuclear family have
remained employed with no negative
impacts on our income, and my
youngest daughter is back in classes
at the University of Oregon, albeit
in a hybrid way.
My chosen industry has fared
better than most during these challenging
times, though I am mindful
of the segments that did not do
well. On the top of that list are all
the associations and groups, including
the Fresh Produce & Floral
Council, that thrive on the physical
connections they create for our
industry. The produce industry is
a relationship business and there
is only so much you can do with
a video chat. It was great that inperson
events started to come back
in 2021 and I know we are all hoping
for a full slate of regional, specialty
and national trade shows in 2022.
One silver lining from these
challenges is the long-awaited
merger of the Produce Marketing
Association and the United Fresh
Produce Association. We now have
the International Fresh Produce
Association moving forward in a
united way. I know the volunteer
and staff leaders of those two associations
claim the pandemic did
not play a role, but the necessary
cynicism that is a hallmark of my
profession (journalism) tells me that
can’t be true. For decades, these
two associations kicked around
the idea but couldn’t get it done.
It is now a reality, and the industry
should be better for it. While
competition is good, there was too