Sustainability. We hear the drumbeat daily. But what does it mean to farmers? (Anyone who knows me will know that I’m a strong advocate for growers.)
Fresh fruits and vegetables are the cornerstone of a healthy diet. Yet behind every crisp apple or crunchy leafy green lies a marathon of interconnected decisions — soil, water, growing mediums, energy, labor, and markets. For farmers, sustainability isn’t a marketing buzzword. It’s their day-to-day reality. Balancing productivity with long-term stewardship of the land, resources, and nearby communities — urban or rural — is an ongoing challenge.
From my research, sustainability typically rests on three interconnected pillars:
Environmental stewardship: Protecting soil health, water quality, and biodiversity.
Economic viability: Ensuring farms remain profitable and resilient to market fluctuations and climate stress.
Social responsibility: Supporting fair labor practices, worker and community wellness, and transparent supply chains.
These ideas can shape on-farm practices (often subject to audits), business models, and community relationships. The goal is to build a business that lasts for generations.
Consider environmental practices on the farm. The list of potential action items is long — everything from drip irrigation and cover cropping to reducing emissions from machinery. These are all positive steps, but nearly all come at a cost to the grower. Whether it’s upfront investment in equipment or the time needed to complete audits and documentation, the financial and operational burden is real.
As we move along the supply chain, we meet the “gatekeepers” to the consumer: retailers, wholesalers, or foodservice establishments. They, too, want to be seen as supporting sustainability. So they audit vendors — at the vendor’s expense — to ensure alignment with shared values. These efforts are well-intentioned. In their sometimes awkward way, they aim to reward farmers investing in sustainable practices.
What about the consumer? How can they take part? We’re often encouraged to “buy local.” But if sustainability is a global goal, what does that mean for growers in countries without a large domestic market who rely on exports to remain viable?
If consumers truly want to help, the most impactful action is simple: eat more fruits and vegetables.
Sustainability messaging is now almost obligatory — on websites, social media, advertising, and, when possible, packaging. That’s not a bad thing. Consumers are more curious than ever about who grows their food. That shift opens the door to a more holistic food system.
True sustainability in fresh produce requires a mindset that protects biodiversity and soil health, secures farm incomes, supports workers, and meets consumer expectations — all at once.
For the many growers, farmers, and producers I’ve had the honor to meet, sustainable practices are investments — in their land, their families, and the global food system. As stewards of the earth and our tables, they prove that growing healthy, delicious food doesn’t have to come at the planet’s expense.
But achieving this vision takes more than moral support. It demands conscious choices, long-term partnerships, and meaningful commercial collaboration. It requires every link in the supply chain to contribute — fairly, transparently, and with a shared sense of purpose. Only then can sustainability be more than a promise. It can be a practice that endures.
- Dawn Gray has over 36 years of international fresh produce experience working with growers, distributors, marketers and retailers in over 25 countries.
