Crisis to collaboration: Building the supply chain of the future
Crisis to collaboration: Building the supply chain of the future
When the world shut down in 2020, supply chains everywhere buckled under pressure. Ports backed up. Truckers disappeared. Container prices soared. Yet walk into any grocery store during those chaotic months and one thing remained constant: fresh produce filled the shelves.
While other industries scrambled, the fresh produce sector kept feeding families. There was fresh produce on the shelves, and consumers had some of the most nutritious, healthiest fruits and vegetables that they enjoyed with their families in their homes. The industry had not only survived, but had delivered quality, tasty produce when people needed it most. The lessons learned during those extraordinary times would spark something even more remarkable — a global movement that’s redefining how an entire industry collaborates.
That resilience was no accident. It was the product of decades of relationships, built on trust and strengthened by necessity during crisis. Out of that trial came something even more powerful — the realization that collaboration, not just transactions, would define the future of the global produce supply chain, and we could not wait for someone else to make it.
What began as a dynamic partnership between myself; Ed Treacy, vice president of supply chain at International Fresh Produce Association; and Steve Alaerts of foodcareplus, grew to include voices from across the industry. The Supply Chain Council, a group of volunteer leaders passionate about the continued evolution and improvement of the produce value chain, connected with data partners like the Collaboratory for Open Software and Systems in Food and AG and began to shape what has become the Supply Chain of the Future Initiative.
In December 2024 in Las Vegas, we brought together supply chain and data leaders at the first-ever “Collabathon.” More than 100 supply chain practitioners, people who move produce every day, were handed sticky notes and markers. Walls were soon covered with thousands of notes detailing challenges, opportunities and pain points. We pulled people out of their chairs and made room for all voices — especially the practitioners and those in the trenches.
What we created was a living map that visualized not just the complexity of the fresh supply chain, but opportunities to break down silos, knock down barriers, work together and act with urgency.
In February 2025, the movement spread across continents. Interactive sessions in Asia, the Middle East, South Africa, New Zealand, Australia and Latin America made sure the initiative wasn’t just a North American concept. It was built as a global effort, representing the diversity of the produce industry’s challenges and strengths.
Within nine months, the initiative grew from early conversations to international implementation. “Data doesn’t move produce, collaboration does,” said Alaerts. That ethos was validated as stakeholders worldwide engaged in shaping solutions.
Four key initiatives emerged — shelf-life prediction, dynamic incentives, harmonized standards and smart data escrow — representing practical, scalable ways to improve efficiency, reduce waste and reward good actors. Together, they pointed toward a supply chain that not only functioned but thrived under collaboration.
What sets the Supply Chain of the Future apart from countless other industry projects is not just the technology or pilots, but the cultural shift it represents. For decades, supply chains have been defined by competition and transactional relationships. This initiative flips that model.
Growers, who once carried the risk of perishable crops alone, now see opportunities to capture more equitable margins through better forecasting and standards. Logistics providers, often caught in the middle, gain efficiency and trust. Retailers can deliver fresher produce that lasts longer, enhancing consumer loyalty. Consumers themselves benefit from produce that is safe, sustainable and flavorful.
As Martha King from Totem put it, “We’re not just generating value, we’re reinforcing our values.” As the global produce industry prepares for the official launch of the Supply Chain of the Future at the Global Produce & Floral Show in Anaheim, CA, it is clear that this is not just another program. It is a movement.
Industry-owned, industry-funded and industry-driven, it ensures that transformation isn’t dictated by outside platforms but by the very people who grow, ship, sell and consume fresh produce.
The story that began in crisis has become a testament to resilience, trust and shared vision. The fresh produce industry proved it could weather unprecedented disruption. Now it is proving it can shape its own future together.
The question is no longer whether the industry can build its own future. The question is how many others will follow its lead.
You can learn more about how to get involved at the Global Produce & Floral Show.
The Supply Chain of the Future initiative welcomes participation from companies committed to collaborative innovation. Membership is free and open to all who want to make meaningful contributions. Learn more at www.supplychainofthefuture.org
For more information, contact Ed Treacy at [email protected] or Drew Zabrocki at [email protected]
Photo: Steve Alaerts of foodcareplus discussing the supply chain.
