Fresh Picks & Sustainability Tips: April 2025
For years, the produce industry has been accused of not telling its story. At nearly every conference, every panel discussion, it’s the same message: “We’re not doing a good job of telling our story.”
And let’s be honest — that’s been true.
Historically, we’ve been heads down, focused on the work: planting, growing, harvesting, shipping, processing. We did it all with pride, but quietly. People back in the day didn’t care about how their food got to the table just that it got there.
But today, the world does care.
People want to know where their food comes from. They want to understand how it was grown, who grew it, and what values are behind the label.
This is about more than standing out on a shelf. This is about building trust. Consumers want to feel connected to their food. Retailers want to partner with values-aligned suppliers. Employees want to feel proud of where they work. Communities want to support businesses that give back.
I wrote “The Produce Industry Has a Story to Tell — Sustainability Is the Platform” with hopes to inspire every grower, shipper, and processor to share their own stories.
Now is the time to tell the stories we never told — because today, consumers are not only asking, but they’re also actively looking and listening.
Warmest Regards,
Nikki Cossio - Founder & CEO - Measure to Improve
Supporting Sustainability for California Walnut Growers
Sheep grazing beneath walnut trees aids cover crop management and soil enhancement.
Last month, I had the opportunity to join a field day hosted by the Community Alliance with Family Farmers (CAFF) at Machado Family Farms in Linden, California. The event brought together growers and technical experts to explore how practices like cover cropping and integrated sheep grazing improve soil health and reduce inputs in California walnut orchards.
Drew Cheney from Machado Family Farms shared his journey toward a holistic, soil-centered approach to farming. Over the past seven years, Machado Family Farms has introduced cover cropping across all of its orchards and, for the last four years, has integrated sheep grazing into the system.
"We're not the first to do this," Drew said, "but I don't know anyone else doing it at this scale."
Today, cover crops and grazing support all of the farm's walnut, almond, cherry, and olive orchards, resulting in:
A reduction in pesticide use from four or five applications to just one
Lowered fertilizer inputs
Healthier, more resilient trees
Stronger nutrient cycling and overall soil vitality
"I look at this from the basis of health," Drew said. "That includes the health of our business, employees, community, and industry."
Key Takeaways from BIPA
Amy Roberts, Nikki Cossio, Anne Runkel, Karen Warkentien, Moderator Megan Priest
The Biological Products Industry Alliance (BPIA) is a nonprofit trade association advancing sustainable agriculture through biologically based solutions, biopesticides, biostimulants, and biofertilizers.
BPIA promotes science-driven regulatory reform, industry education, and coordinated advocacy. Their work helps shape the framework that enables biologicals to become scalable, reliable tools for growers across the U.S.
Their work complements Measure to Improve’s mission: helping companies in the fresh produce industry strategically engage in sustainability efforts, meet evolving compliance expectations, and effectively communicate progress to customers, stakeholders, and regulators.
Reflections from the 2025 TSC Summit
The 2025 TSC Summit brought together sustainability leaders from across the supply chain for collaboration, celebration, and a shared vision of a more sustainable future.
At this year’s Sustainability Consortium (TSC) Summit, Measure to Improve had the opportunity to connect with stakeholders across the supply chain—brands, retailers, suppliers, NGOs, and technical experts—all at different points on their sustainability journey. While each organization faces unique challenges, one thing became clear: no one is alone in this work.
That sense of shared purpose set the tone for the entire event. Alice Walton opened the summit with a message that couldn’t have been more timely: we shouldn't let fear of failure stop us from moving forward.
Mistakes aren’t signs of weakness—they’re often necessary steps toward growth. Especially in uncertain times, it’s essential that we take action anyway.
Upcoming Events
4/28 - 5/1: Sustainable Packaging Coalition: Impact 2025
6/24 - 6/25: Salinas Biological Summit
7/9 - 7/10: Organic Produce Summit